EXPLOREMN_Eklund Presentation 2015
Transcript of EXPLOREMN_Eklund Presentation 2015
Source: Expedia Media Solutions, March 2013
Vacation package travelers visit 38 sites before purchasing a vacation. 2.5 3.0 3.4
5.2
6.9
15.5
5 Weeks Out 4 Weeks Out 3 Weeks Out 2 Weeks Out 1 Week Out Week of Booking
Average Travel Sites Visited per Week
Opportunity: Inspire Travel & Build Awareness of the Delta Vacations Brand Early in the Dreaming & Planning Stages PROBLEM: PURCHASING A VACATION PACKAGE IS A TIME-INTENSIVE PROCESS
Source: 2014 Edelman Trust Barometer
36%
43%
52%
52%
53%
62%
66%
67%
Government official or regulator
CEO
Regular employee
NGO representative
Financial or industry analyst
A person like yourself
Technical expert in the company
Academic or expert
Trust is higher for experts and peers when forming opinions about
brands
Who Do Traveler’s Trust? CUSTOMERS TRUST EXPERTISE
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Content Created by Trusted People Impacts Purchase EXPERT CONTENT IS THE MOST EFFECTIVE SOURCE OF INFORMATION FOR CONSUMERS
Source: InPowered/Nielsen Study, March 2014
6%
10% 10%
8% 8% 8%
11% 12%
15%
Purchase Consideration Affinity Familiarity
User Content Branded Content Expert Content
Align Digital Efforts with the Traveler Journey
ACTUAL INVESTMENT
EMOT
IONA
L IN
VEST
MEN
T
LOW HIGH
HIGH
Align Digital Efforts with the Traveler Journey
ACTUAL INVESTMENT
EMOT
IONA
L IN
VEST
MEN
T
LOW HIGH
HIGH
RISK
Align Digital Efforts with the Traveler Journey
ACTUAL INVESMENT
EMOT
IONA
L IN
VEST
MEN
T
LOW HIGH
HIGH
Travel Agents Want Expert Content, Too
75%
67%
51%
67%
37%
0% 20% 40% 60% 80%
Upcoming Deals/Promotions
Destination Information
Recommended Trips & Tours
Vacation Inspiration
Client Stories
Deals, destination info & inspirational content are of similar priority.
Source: Travel Professionals Survey, N=450
WHAT TYPE OF INFORMATION DO YOU SHARE ON YOUR SOCIAL MEDIA ACCOUNTS?
Our Actual Investments
AWARENESS CONSIDERATION INTENT PURCHASE
SOCIAL 5.5
DISPLAY 1.8
PPC & REFERRAL
1.5
DIRECT 0.9
SEO 1.1
#2: Not understanding the role of social in your customer’s decision journey.
Source: Google Analytics, Ciceron Client
Recommendation: Support the Desire for Authentic Travel Experiences CURATE EXPERIENCES FROM EXPERT TRAVELERS INSIGHT: SOCIAL CONTENT DOMINATES TRAVEL RESEARCH ACROSS MULTIPLE SCREENS ü 43% of online travel researchers
read reviews from other travelers1
ü 31% of online travel researchers watched travel-related videos1
ü 24% of online travel researchers read travel-related blogs1
ü 87% of travelers said they use Facebook for inspiration when planning travel2
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Recommendation: Identify Influential Travelers to Fuel Content Marketing MULTIPLY THE IMPACT OF A SINGLE PIECE OF CONTENT VIA CO-MARKETING
We’re talking…
Joe: Sure thing! What are some of your thoughts? andrew eklund: Here is my speedtest results. http://www.speedtest.net/my-result/3921992924 Joe: Ouch. andrew eklund: What's "normal"? Joe: I'm not sure what's normal, but it varies depending upon which generation of technology the plane is using, how many users are on and the proximity to the towers. andrew eklund: I wish there was a way to ping that prior to logging in and paying for it. I get why you might not want to do that from a financial standpoint, but you end up being not as much of an advocate for the service. andrew eklund: Plus, pretty much as a monopoly, you can "get away with it." I get that too, but there should be more transparency around that. Joe: I understand. I'll most definitely get this passed along to our tech team.
We’re solving…
Joe: If you'd like, I can get you a code for a free pass on your next flight. andrew eklund: I wouldn't mind that. Thank you. Thanks for the help. Joe: You're welcome. Just one moment while I grab that for you. Joe: 2kdybhst324cc7 andrew eklund: Thanks for the help. I'll copy the code for tomorrow. Joe: You're welcome. Is there anything else I can help you with today? andrew eklund: Nope. Good to go. Joe: Great! Have an awesome day Andrew!
Q: How many times do you need to be exposed to something to believe that it is true?
Source: 2013 Edelman Trust Barometer
3 Times 35%
4-5 Times 29%
6-9 Times 6%
10+ Times 12%
1 Time 4%
2 Times 14%
64% need to be exposed 3-‐5 times before they believe something is true
The War on Trust CUSTOMERS DO NOT TRUST BRANDS
36%
43%
52%
52%
53%
62%
66%
67%
Government official or regulator
CEO
Regular employee
NGO representative
Financial or industry analyst
A person like yourself
Technical expert in the company
Academic or expert
Source: 2014 Edelman Trust Barometer
Trust is higher for experts and peers when
forming opinions about brands
The War on Trust THEY TRUST EXPERTS & PEOPLE LIKE THEM
Realign Budgets & Resources
AWARENESS CONSIDERATION INTENT PURCHASE
SOCIAL 5.5
DISPLAY 1.8
PPC & REFERRAL
1.5
DIRECT 0.9
SEO 1.1
#2: Not understanding the role of social in your customer’s decision journey.
Source: Google Analytics, Ciceron Client
Advocates share more 12X advocate sharing vs.
fan sharing
Advocate audiences trust friends
10X audience engagement of advocate content vs. paid
branded content
Advocates create the most engaging content 7X advocate engagement of advocate content vs. brand
owned content
Source: SocialChorus, 2014
Why Are Advocates Important?
Define the Business Opportunity
INPUT Advocacy
Identified Advocates 500
Potential Reach per Month 50% Advocate Participation & Share Rate * 350 Avg. Social Network Size * 12 Posts 525,000
Total Clicks to Site 1% Clickthrough Rate 5,250
Site Conversion Rate 2.5%
Potential Sales 131
Potential Monthly Revenue $300 Average Revenue $39,375
Annual Total Revenue $472,500
INPUT Public FB Page
Facebook Fans 100,000
Fans Reached per Month 5% Avg. Fans Reached per Post X 12 Posts per Month 60,000
Total Clicks to Site 1% Clickthrough Rate 600
Site Conversion Rate 2%
Potential Sales 12
Potential Monthly Revenue $300 Average Revenue $3,600
Annual Revenue Potential $43,200
SHOULD YOU FOCUS ON FAN GROWTH OR ADVOCATE ACTIVATION?
Identify and Profile Your Current Brand Advocates
IDENTIFY ACTIVATE SCALE OPTIMIZE
Identify Advocates
Append & Overlay Sales Data
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10.5% Engagement Rate 10% of fans Reached
3.6% Engagement Rate 11% of fans Reached
20% Engagement Rate 15% of fans Reached
Create Relevant Content to Engage Advocates
IDENTIFY ACTIVATE SCALE OPTIMIZE