Dragging operators into the online starting gates
Transcript of Dragging operators into the online starting gates
Should it be this hard to…
to get operators digitally engaged?
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© Digital Coaching International Pty Ltd
Sales Performance
Lead
ersh
ip
Your Role in Destination Success
4
OperatorsConsumers
Tier 2 OTAsVICs
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Distribution Eco System
Dreaming
Planning
BookingDestination
Post holiday sharing
The Purchase Cycle
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Continuing Transition to
Cloud
Big Data
Personalisation New Business Models 3D
printing
The Internet of Things
Impactful Digital Trends in 2015
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Social
Mobile
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Strategic Insights for Destinations
Google and the
Consumer
Social Conversion
Disruption is
Inevitable
Evidence Based
Decision Making
Dreaming
Planning
BookingDestination
Post holiday sharing
The Purchase Cycle
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Gap in Digital Capability
80% of travellers use internet to plan their holiday85% use smartphone and tablets while on holidays40% of leisure travellers share their travel videos with online communities51% of leisure travellers watch online videos
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Customer Industry40% of industry have optimised their website for search50% of industry’s websites are mobile friendly23% of tourism businesses create online videos
You can be the bridge to close that gap…
but this isn’t about you and the operator,
it’s about you and your customer© Digital Coaching International Pty Ltd
You must be Exemplary Regional Distributors
Attract
Convert
Engage
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Be OptimisticYou know your target marketThey trust youYou have a niche role in tours and attractionsYou have both bricks and mortar and online presencesYou are local expertsYou are passionate about your destinationYou’re here…so you want to learn
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Be Clear About Your Role and Goals
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Sales are the indicator of your ability to
attract and convert your customers
Sales are the measurable incentive to attract operators
Sales
Lay the Foundations to Grow Sales
Integrated Digital Strategy
Sharable Content Strategy
Your Website Mobile Friendly Social Strategy
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The Fundamental Role of Shareable Content
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Right content Right context More $ales
Top Priority!Your websiteMobile friendly – test it here https://www.google.com.au/webmasters/tools/mobile-friendly/Valuable information
MapsSuggested itinerariesEventsReviews
FunctionalityMake it easy to buy from you
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Why do your customers share?They want their followers and you to see their posts!You get:
Free feedbackFree contentFree opportunity for engagementFree recommendations and promotion
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You have to Listen and Engage to leverage social media for conversion
Shareable Content – Your Most Valuable Digital Asset
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ImagesVideo
InformationStoriesBlogs
Forms of Content to Attract, Convert and Engage
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ImagesVideoInformation eg maps, details of wineStoriesBlogs____________________________________
Influencers’Your customers’Operators’
Self promotion 30%Promote others 30%Valuable content 30%Inspiration/Quotes 10%
NAVIGATING THE SOCIAL LANDSCAPE
TO DEVELOP YOUR SOCIAL MEDIA
STRATEGY
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The Big 4
1.2 Billion active users; 728 Million daily users
302 Million active users
1 Billion active users
300 Million active users and growing fast
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They have their favouritesThe average Internet user has 5.54 social media accounts and is active on 2.8216-24 year olds have the highest average number of social media accounts at 6.624-36 year olds are active on the largest number of social media networks at 4.28% of Internet users visited Facebook, YouTube, Twitter and Google+ in the past monthOne third of Internet users visited YouTube, Facebook and Twitter in the past month90% of Facebook visitors also visit YouTube and almost half visited Twitter in the past month
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Measuring Social Conversion
It’s not about the size of audience
It’s a bit about the number of likes, friends,
followers, connections
It’s mostly about the engagement
Engagement = social media conversion
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ConversionCommentsRetweetsShares+1s#’s@ mentionsLeads to your website!Visits to your VIC!!Booking with you!!!Positive TripAdvisor reviewsRecommendations to friendsRepeat visitationRepeat purchases
Attract
Convert
Engage
Prioritise your activity and effort
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All sorts of information; always incl image or video; share other peoples’; Q&A with customers; targeted marketing
Product updates; events; always incl image or video
Post videos; integrate in your website; share other peoples’ videos
Fabulous images; #[destination], #[thisisqueensland],#[goldcoast]; collaborate; display hash tags
Planning will optimise your effort
A social media strategy has two main components:
Social media guidelinesConversation calendar
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Social Media Guidelines
Create a policy and include at a minimum:Your goalsThe type of people you want to connect toAny standards that you would like to adhere toWhat you will do if your social media accounts are sabotaged or used incorrectly
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Conversation CalendarUse it to schedule in different posts and initiatives you plan on publishing on each site. A good conversation calendar will take into consideration:
multiple social media networks, products/services, traditional marketing and the high and low seasons of the yearwho will write and post the content
You can start building a conversation calendar in your diary or as part of an Excel spreadsheet. Simply note down any upcoming events in your area, specials you have planned, holiday periods etc.
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Conversation CalendarOnce you have your events scheduled use these to create corresponding posts or content that you can post before, during and after the event.E.g. you could create different mini conversation calendars for each social media platform you will use:
Facebook conversation calendarYouTube calendarTwitter conversation calendar
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Digital Marketing Efficiency
RelationshipsEducation
Digital Leadership to Drive Conversion
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• Lead by example• Content• Mobile• Social
Digital Marketing Efficiency
RelationshipsEducation
Digital Marketing to Drive Conversion
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Digital Marketing Efficiency
RelationshipsEducation
Increased Efficiency through Digital
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Digital Marketing Efficiency
RelationshipsEducation
Positive Relationships with Shared Vision for the Destination
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Digital Marketing Efficiency
RelationshipsEducation
Continuing Education is Key
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• Lead by example• Content• Mobile• Social
• Digital productivity
• Analytics
• Productive industry relationships
• Operators• Stakeholders
• Your own development
• Industry Education
Digital Marketing Efficiency
RelationshipsEducation
Digital Leadership to Drive Conversion
You Don’t Have to Know Everything
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For Advice and Ongoing Support
Recap…it’s too early for a night capSales and your value as a distributor is the carrot to attract operatorsBut your focus has to be on the consumerRemove all barriers to conversion on your websiteUse best practice digital strategy to attract and convertContent is key; and think mobile and social first when designing your content strategyYou are a leader in your community and can enable growth through marketing and educationBe a leader in Tourism Tribe
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Thank you for considering this information
[email protected]: +61 419 578 200
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