From Social to Sales, presentation by Anthony Rawlins, Digital Visitor
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Transcript of From Social to Sales, presentation by Anthony Rawlins, Digital Visitor
From Social to SalesPresentation 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
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Some of our awards
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Best Use of Social Media - 2011 runner up
- Best Online Application
- Best Technology Provider
- Rising Brand of the Year
Innovation in Travel – vs. Virgin Atlantic, Trip Advisor and Kuoni
Best Online Application
- Best Desktop Application- Best Technology Provider- Rising Star of the Year
- Top 100 SW Creative Companies
Some of our clients
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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
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Customer buying cycle
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Conversations / discussions
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• 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
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
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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
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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
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Tips and hints
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• 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
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
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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
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Thanks
Anthony Rawlins, CEO and Founder, Digital Visitor
www.digitalvisitor.com
+44(0)1179 055 195
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