Download - Snap - Failte Ireland, Digital Conference on Mobile Tourism

Tourism In A SoLoMo World

Digital Conference

Why Are We Here?

SoLoMo

Social

MobileLocal

The combination of

Social +

Local/Location +

Mobile

Marketing

Sweet Spot

Mobile-centric version of the addition of local entries to search engine results.

SoLoMo emerged as a result of the growth of

smartphones and the greater local precision they provide.

So MOBILE is the key!

Think SoLoMO!

Smart Phones Are Already

The Dominant Platform & Will Only Become

Larger

Source: IDC. Mar. 2013

Why Are We Here?

On average 30% of visits to websites are by users on mobile

devices

Why Are We Here?• Website visits on

mobile devices growing exponentially

• Consumer-oriented sectors are as high as 50%

Source: Snap. Nov. 2014

Mobile web traffic growing exponentially

Source: Statista. Jan. 2014

Why Are We Here?

Web Browsing On MobileFor Home AND Outdoors

Source: Forrester. Jun. 2013

Why Are We Here?

Mobile web searches

growing fast

Source: Statista. Jan. 2014

Why Are We Here?

43% of all Google Searches Are Local

Local Searches Drive Higher Engagement Throughout The Purchase Process

It’s no longer just “last mile” engagement!Source: Google/Ipsos. May. 2014

Why Are We Here?

SHOCK NEWS!!! SHOCK NEWS!!! SHOCK NEWS!!! SHOCK NEWS!!!

Mobile search accelerates at the weekends and in the evenings

People use their mobile devices to search when they are away from their PC!

Source: Google. June. 2011N.B. the scales of the two lines are different and so volumes of searches are not proportional in this graph.They are aligned simply to highlight the differing trends between them

Why Are We Here?

Main Drivers For Mobile Usage

Source: IDC March 2013

Why Are We Here?

Mobile Visitors Have HighExpectations

No Mobile Website=

Bad Customer Service

Source: Google. Sept. 2012

30% / 61%=

18% Of All Visitors

Why Are We Here?

What Is Mobile Marketing?

Responsive Design

Mobile First

Apps

SMS

Mobile Ads

QR Codes

Mobile Content

Click-To-Call/Email

Places/Location

Analytics

Check-ins/Sharing

You Need To Think Mobile In

EVERYTHING You Do!

But Remember, Successful SoLoMO Means...

The 5 Top SoLoMO Techniques

Oh Wait...First

Strategy!

Mobile Marketing Strategy• Sometimes “just diving in” is a good

idea...but not for long-term marketing• Follow The 4 Key Implementation Steps• Step 1 - Define Your Goals

– Attract New Customers– Generate Repeat Business– Increase Sales– Drive Website Traffic– Drive Foot Traffic– Increase Engagement With Competitions,

Coupons, Downloads– Generate Event Registrations– More Likes, Fans, Followers, Advocates– Promote Your Services/Knowledge/Appeal

• Step 2 - Determine What Activities/Channels Will Help Achieve Those Goals

• Step 3 - Implement the plan• Step 4 - Analyse and adjust

1. Goals

2.Channels

3.Implement

4.Analyse

Source: https://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html. November. 2014

So Now...The 5 Top SoLoMO

Techniques

1.Mobile/Responsive

Website

YOUR WEBSITE...

IS BEING VISITED...

BY USERS...

ON SMARTPHONES

RIGHT NOW!

OOPS??

You’re Wasting Your Money!

If you spend time and money on social and location marketing with

no mobile site...

NotMobile

Optimised

Mobile/Responsive Website

MobileOptimised

Mobile/Responsive Website

Mobile/Responsive Website• Having a website that is optimised for

mobile visitors is your #1 Priority

• When was the last time you checked your website on all major devices?

• Did you review the UI and flow throughout the site?

• Are you displaying the key CTAs?

• Do you have a Click-To-Call prominently displayed?

• Is the experience broken?i.e. Mobile homepage, non-mobile booking page.

• If your site is not mobile-friendly then DO SOMETHING NOW!

• Analyze your traffic through analytics and review mobile specific visitor data

m.snap.ie

You Have Two Options• Mobile-Specific

– Design for Smartphone and Tablet separately

– A more dedicated experience for visitors

– Faster load time– Higher initial cost– Easier to maintain

independently of desktop site

– Harder to maintain entire web suite

• Responsive/Adaptive

– Easier to maintain entire web suite

– One-Size fits all

– Generic Experience

– Typically slower to load– Lower initial cost– Harder to maintain

independently of desktop site

SMS (The Twitter For Everyone)

• If you haven’t considered SMS, YOU SHOULD!– Open Rates of >95% (compared to average

25% with email)– Conversion Rates are up to 8X higher than

email– Texts are read within 4 – 15 minutes– SMS messages are trusted (<1% SMS Spam)– Even the oldest mobile can receive SMS


• You can run campaigns based on many factors– Time

– Location

– Gender

– Age

– Income

– Credit Rating

– Home/Car Owners

– Roaming

– More

– Combination

m.snap.ie

• How can you benefit?– Send targeted, time-sensitive,

important messages– Use location-based targeting if

appropriate– Piggy back off twitter messages

(very complementary)– Use short codes and encourage

opt-ins/engagement & send coupons

– Give special incentives for opt-ins

– Reserve SMS for your advocates and key customers (make it a privilege)

m.snap.ie


3.Check-Ins/Location/Reviews

Check-Ins/Location/Reviews• Make sure you are listed on all major

social sharing/Review sites– Facebook– Google+– Twitter– Foursquare– TripAdvisor– Yelp

• If you don’t create the listing a random person will and might get details wrong – so multiple listings

• Encourage/Incentivise visitors to check-in and leave reviews (EVERY TIME)

– Create Check-In VIP Club

– Discounts

– Competition

– Donations To CharitySource: Beyond. May. 2011

Check-Ins/Location/Reviews• Encourage Reviews

– Visitors can write it there and then on their smartphones

– Check-Ins are mini reviews in themselves!

Source: BrightLocal. June. 2013

4.Mobile Optimised Email

Mobile Optimised Email• If you don’t do email

newsletters, you should re-think now

• If you do, but you don’t optimise for mobile, you need to

– 90% of smartphone owners access the same email account on mobile and desktop

– Mobile email opens grew 21% in 2013, from 43% in January to 51% in December

– More email is read on mobile than on a desktop email client

– Typically, more than 25% of email is read on a smartphone.

Source: Litmus. October. 2013 & Linx. April. 2014

Mobile Optimised Email• The 4 Steps

1. Reduce image file sizes for faster loading.

2. Set image sizes by proportion of screen not pixels

3. Make links and CTA buttons much bigger

4. Use a responsive design/template.

Not Optimised

Optimised

5.Mobile Ads

Mobile Ads

• Mobile advertising provides amazing opportunities

• They benefit from:– Growing impressions

share (although still lower overall)

– Higher CTR– Lower CPC

Source: The Search Agency. April. 2014 & Google Insights. 2013

Mobile Ads

• When advertising on mobile platforms, use all the options available– Click-To-Call– Create mobile preferred ad

with specific ad text pointing to mobile site

– Ad Location Extensions– Mobile adjusted bids– Use ad scheduling & adjust

bids by time of day• You can even bid by weather

conditions in your target area

How Does This Fit Into Tourism?

The 7 Stages of Travel

Dreaming

Planning

Booking

AnticipatingTravel

Destination

Sharing

Step 1 - Dreaming• Travellers are not

actively planning• Their brains are like

sponges• They are open to

ideas and interesting things

• Engage Them – Tempt Them

• Not just offers, but what’s happening in your area

• Get engagement from past & current visitors too

Activity Type LOcal

Step 2 - Planning

• Travellers are in detail mode

• Give them as much information as you can

• Can they get all the info they want on all platforms?

• Use comparison tools to help them decide

• They may not be ready to book yet, but offers and strong CTA is key

• MANAGE YOUR ONLINE REPUTATION!!!

Activity Type

SOcial-LOcal-MObile

Step 3 - Booking• Travellers have

decided and they want to book NOW!

• Don’t get in the way• Make it as easy as

possible on all platforms

• Don’t give them a broken experience

• Think upsells and upgrades

• Think complementary sales (other services from 3rd parties)

Activity Type MObile

Step 4 - Anticipating• Trip is booked!• They want to (and

will) tell everyone• Make it easy for them• Give them cool

content to share• Make it shareable• Send them

emails/texts about the things they’ll enjoy

• Let them know about upsells and cross-sells

Activity Type

SOcial

Step 5 - Travelling

• Travelling can be stressful – so help them

• Send important reminders a day or two before travel

• Send useful information (directions, maps, etc.)

• Send coupons and vouchers for complementary services

• Make the experience easy!

• Ensure all content is mobile-friendly

Activity Type

MObile

Step 6 - Destination• They have arrived• They want to let

people know & share their experience

• LET THEM• Give them Wi-Fi• Be visible on location

services• Promote check-ins,

sharing, reviews and likes and incentivise action

• Send messages about what they can do each day and local news

Activity Type SOcial-LOcal-MObile

Step 7 - Sharing

• When traveller returns home they continue sharing

• Encourage it and get involved

• Encourage them to like and share to your pages

• Send messages asking them to tell you what they loved and write a review on major sites

• Send shareable content with offers for return visits or new customers

• Ask them to share

Activity Type

SOcial

The Mobile Marketing Ten Commandments

Mobile Marketing Commandment 1

Thou Shalt Not Ignore Mobile

Marketing


Thou Shalt Not Put Any Other Form Of Marketing Before Mobile Marketing


Thou Shalt Have A Reasonable &

Appropriate Budget For Mobile Marketing


Thou Shalt Create A Fully Mobile-Ready

Website


Thou Shalt Not Expect Your

Customers To Put Up With Non Mobilised

Content


Thou Shalt Not Send Mobile Spam But Will Respect The Opt-In


Thou Shalt Not Create A Mobile App

Unless There Is A Really Good Reason

To Do So (And You Have Really, Really

Thought About It!)


Honour Thy Mobile Marketing

Campaigns By Analysing The

Results Carefully (At Least Occasionally!)


Thou Shalt Always Do The Right Thing And Not Because

“It’s Cool”


Thou Shalt Not Covet Thy Competitor’s Mobile Campaign

(Unless You Can Prove Its Merits)

[email protected]

01 905 2368

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