Discovering traveler intent through search and social
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Discovering traveler intent through social and search Webinar 27 August 2013
description
Don't believe the hype - organic search is not dead after all. The reality is that search marketing and optimisation is simply evolving, especially for the travel industry. Tnooz and RKG (Rimm Kaufman Group) came together to look at the rise of social and search as disciplines which should be considered as one, rather than left to reside in their own silos. The 60-minute webinar covers the evolution of organic search, how to understand your audience, unravelling the mounds of data about users, theories around content marketing and how the worlds of search and social can be combined effectively. Panellists for this webinar: Ryan Gibson, EVP marketing strategy, RKG Sarah Kennedy Ellis, director, Sabre Labs Kevin May, editor and moderator, Tnooz Gene Quinn, producer and CEO, Tnooz
Transcript of Discovering traveler intent through search and social
Discovering traveler intentthrough social and search
Webinar27 August 2013
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Kevin MayEditor & Moderator
Gene QuinnCEO & Producer
Your hosts
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Ryan GibsonVP of MarketingRKG
Your panelists
Sarah Kennedy EllisDirectorSabre Labs
Discovering traveler intent through search and social
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Search & Social
Organic is not Dead!
Know Your Audience (And Your Goals)
Data Insights to Drive Content
Content For Your Audience
Search or Social? Search + Social
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…Still Quality Traffic
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Search Cannot Be Overlooked
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No Matter The View
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Understand Your Travelers
Duane Hanson: Traveller
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What do they want to do? How will you help them?
Focus On Your Audience
Are you even talking with the right people?
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What should your Brand stand for?
What are your goals
Key goals of your organization? Why does your company exist? What are you company values? What types of user behavior show that audiences are
connecting with your site and finding the content valuable?
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Why Should Your Audience Care?
What problems are you solving for your customers?
How can they differentiate you from your competitors?
What is valuable about your online presence.
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Identify Key Audiences
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Audience Description Engagement/ Conversion
Motivation
Business Traveler looking to make the most of her time on business trips
Wants to obtain assistance and advice on options related to their next meeting in a remote city
Request information for specific locations and venues that best suits their meeting
The best choices are made clear
Lots of detail about the different paths and how to pick the right one
Busy Working Mom planning a family getaway
Has teenage children who she wants to please. But she can’t spend a lot of time in planning the trip.
Gather trip information and ideas with relevant recommendations to present to her family.
Provides fast, popular recommendations to safe and secure locations. It’s not expensive and she feels accomplished choosing a trip everyone likes.
This is what your audience
wants.
This is what you want.
This is how you can compel your audience to do what you want
(and make them happy at the same time).
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Searcher Personas
Develop Customer Personas
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Sally Vacation
Sally is always looking toward the next time her family can take a trip. Busy working, she takes cues and recommendations from her friends on Facebook as a catalyst to start looking for her next vacation….
Most of her research starts on mobile devices as she’s waiting in lines or on the train on the way to work…..
Topic Queries
Family Vacation Spots within driving distance
“cheap weekend vacations”, “family vacation packages”
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Focus is on your audience
Work To Booking
What audiences search for
Market research, email open rates, on-site behavior, demographic and
psychographic data…
Search
Page content BOOKING!
What Your Audience Wants (UX)
Social engagement
Who Your Audience Is
What audiences talk about
Where Your Audience Is
Email, home page….
What you want
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Search vs. Social?
Image: http://kilikeviciene.lt/
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Social & Search are intertwined
Search + Social19
Search Social
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Search + Social
Connected by Content
ContentSearch Social
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Content Social
Content Must be Social
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Content
Social
Searchable
Content Must be Searchable
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Content
Social
SearchableScalable
Content Must be Scalable
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Content
Social
Searchable
Scalable
Sincere
Content Must be Sincere
Content Community DigitalVisibility
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By direct referrer
Most Productive Social Platforms
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Photos garner the most interactions
Most Engaging Content27
Airlines Hotels, Resorts
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Search + Social
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G+ Matters
Your audience usesGoogle
That makes Google+ important
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G+ Leads Twitter
Personal Images
Personal Results Personal + Social (G+)
15% - 50%Increase in CTR
Standing out in the SERPs
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Authorship
10% - 40%Increase in CTR
Content + Trust + Relationships
Frequent Updates +
Unique Content =
More Digital Visibility
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First, Last & ALWAYS!
Focus on Your Customer
Understand your customers’ goals
Understand your business goals
Let Data Drive Content Development
Focus on Content Benefiting Your Audience
Leverage Social Signals in Search to expand your overall Digital Visibility.
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Replay and presentation from today’s webinar will be available at www.tnooz.com
Please send your questions to [email protected]
