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From Social to Sales
Presentation by Anthony Rawlins, CEO & Founder
                                   Digital Visitor
Our philosophy




 •   Social commerce and social media agency
 •   Specialists in Travel and Tourism
 •   Combining social media on your website AND on social media channels
 •   Gathering content and broadcasting this as far and wide as possible

 •   Maximising short term gains and long term benefits of social media

 •   Providing a clear ROI
                                                                           2
Some of our awards



     Innovation in Travel               Best Online Application             Best Use of Social Media
     – vs. Virgin Atlantic,                                                 - 2011 runner up
     Trip Advisor and Kuoni




- Best Technology Provider    - Best Online Application      - Top 100 SW       - Best Desktop Application
- Rising Star of the Year     - Best Technology Provider     Creative Companies
                              - Rising Brand of the Year



                                                                                                       3
Some of our clients




                      4
What is social commerce?

•   The use of social media to assist in the online
    buying and selling of products and services
•   Includes...
     – Discussions and forums
     – Question and answers
     – Customer reviews and ratings
     – Tips and hints
     – User recommendations and referrals
     – Online communities
     – Social advertising




                                                      5
Customer buying cycle




                        6
Conversations / discussions
• Early in the buying cycle - people want to be inspired

• They want to research and enquire

• It’s up to OTAs and the like to provide inspiration
  and information

• Ask questions – get your online visitors to answer
  eg. What’s the weather like? Which place is better?

• A conversation thread will encourage repeat visits to
  your website

• Benefit SEO - content = organic traffic

• Generates content to share on social channels to drive people
  back to your website




                                                                  7
Watch – your social newsletter

•   Subscribe to destinations during the
    research phrase

•   When new user generated content is
    added, followers are notified

•   Drives repeat visits to your website and
    audiences




                                               8
Reviews – do’s

 •   Include on your website - easy to
     implement/integrate

 •   Allow short reviews, long reviews AND
     reviews with media content

      – implementing reviews WITH photos
        and videos increased browsing time by
        over 100%

 •   Show reviews on relevant pages can
     increase conversations between 2 – 18%

     Incentivise




                                                9
Reviews – don'ts

 •   Leave it isolated - gather content proactively


 •   Think you need 5 million reviews to make a
     difference - one can help!


 •   Think reviews are for hotels only
     - what about destinations, tours etc...


 •   Limit what can be added - allow media
     uploading


 •   Think reviews is all you can do - there is much
     more

                                                       10
Tips and hints

•   After booked but before travel

•   Capturing tips and hints for travellers
    provides good info to your customers

•   Improves loyalty

•   Drives new search traffic

•   Provides content to share with social channels




                                                     11
Social media channels

•   All this content should be shared with your social media
    channels – good quality, engaging content

•   Nothing worse than a channel which is constantly selling
    and not inspiring

•   The higher the engagement and quality of content, the
    more you can turn your community into customers




                                                               12
Top tips

•   Social commerce accesses many stages
    of the customer buying cycle on your
    website

•   You can use technology to absolutely
    maximise the benefits of social media
    content from your customers

•   Inspire with discussions

•   Convince with reviews

•   Breed loyalty with tips and hints

•   Use all this content to drive your social
    channels



                                                13
Thanks


 Anthony Rawlins, CEO and Founder, Digital Visitor


            www.digitalvisitor.com
      +44(0)1179 055 195
            anthony@digitalvisitor.com




                                                     14

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From Social to Sales, presentation by Anthony Rawlins, Digital Visitor

  • 1. From Social to Sales Presentation by Anthony Rawlins, CEO & Founder Digital Visitor
  • 2. Our philosophy • Social commerce and social media agency • Specialists in Travel and Tourism • Combining social media on your website AND on social media channels • Gathering content and broadcasting this as far and wide as possible • Maximising short term gains and long term benefits of social media • Providing a clear ROI 2
  • 3. Some of our awards Innovation in Travel Best Online Application Best Use of Social Media – vs. Virgin Atlantic, - 2011 runner up Trip Advisor and Kuoni - Best Technology Provider - Best Online Application - Top 100 SW - Best Desktop Application - Rising Star of the Year - Best Technology Provider Creative Companies - Rising Brand of the Year 3
  • 4. Some of our clients 4
  • 5. What is social commerce? • The use of social media to assist in the online buying and selling of products and services • Includes... – Discussions and forums – Question and answers – Customer reviews and ratings – Tips and hints – User recommendations and referrals – Online communities – Social advertising 5
  • 7. Conversations / discussions • Early in the buying cycle - people want to be inspired • They want to research and enquire • It’s up to OTAs and the like to provide inspiration and information • Ask questions – get your online visitors to answer eg. What’s the weather like? Which place is better? • A conversation thread will encourage repeat visits to your website • Benefit SEO - content = organic traffic • Generates content to share on social channels to drive people back to your website 7
  • 8. Watch – your social newsletter • Subscribe to destinations during the research phrase • When new user generated content is added, followers are notified • Drives repeat visits to your website and audiences 8
  • 9. Reviews – do’s • Include on your website - easy to implement/integrate • Allow short reviews, long reviews AND reviews with media content – implementing reviews WITH photos and videos increased browsing time by over 100% • Show reviews on relevant pages can increase conversations between 2 – 18% Incentivise 9
  • 10. Reviews – don'ts • Leave it isolated - gather content proactively • Think you need 5 million reviews to make a difference - one can help! • Think reviews are for hotels only - what about destinations, tours etc... • Limit what can be added - allow media uploading • Think reviews is all you can do - there is much more 10
  • 11. Tips and hints • After booked but before travel • Capturing tips and hints for travellers provides good info to your customers • Improves loyalty • Drives new search traffic • Provides content to share with social channels 11
  • 12. Social media channels • All this content should be shared with your social media channels – good quality, engaging content • Nothing worse than a channel which is constantly selling and not inspiring • The higher the engagement and quality of content, the more you can turn your community into customers 12
  • 13. Top tips • Social commerce accesses many stages of the customer buying cycle on your website • You can use technology to absolutely maximise the benefits of social media content from your customers • Inspire with discussions • Convince with reviews • Breed loyalty with tips and hints • Use all this content to drive your social channels 13
  • 14. Thanks Anthony Rawlins, CEO and Founder, Digital Visitor  www.digitalvisitor.com  +44(0)1179 055 195  anthony@digitalvisitor.com 14