From Social Media to Social SellingThe Evolution of Social Tools
Presented by Carole Smith Travel Centres Conference 2013
Social Sites: A Part of Our Lives
2003• LinkedIn
2006• Twitter
2011• Google+
1.19 Billion 500 Million 70 Million 238 Million 343 Million
Why Brands Embraced Social Media
Targeting The Travel Buyer
1960’s - 1970’s 1980’s 1990s 2000’s
ATTRACT STAGE
CONVERSION
The Challenges for Brands
Why do I need to use these sites?How do I integrate them into my business?How do I know I’m effective? What’s the ROI for my efforts?
Increased awareness of product, services with targeted audience
More favourable perception of our product, services
Better understanding of customer perception of our brand
Increase in new business
Source: Harvard Business Review report ‘The New Conversation: Taking Social Media from Talk to Action" (2012)
Benefits of Using Social Sites for Business
Social Intelligence Social Customer Care Social CRM Social Selling
Where we’re at now with Social ...
CuriosityAwarenes
s
Specific Interests & Search
Consideration &
Comparison
Selection &
Purchase
Social Selling: Online Buying Cycle
The Online Travel Consumer
76%
40%
21%
Source: TripAdvisor survey of 15,000 travellers Jan 2013
Top Sites for Researching Travel
Content is King and distribution is Queen!
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