Website content for consumer stickiness and sales

Tim O’NeillJoint Managing Director, Reactivewww.reactive.com

AGENDA

• Brief intro to Reactive

• Repurposing existing content;– British Airways High Life Magazine

• Give customers the tools to create content;– STA Travel Blogs

• Cost-effective implementation of social tools;– Facebook Connect

ABOUT REACTIVE

• Digital agency with a focus on;– Web site design & development– Online marketing– Social media

• Running for over 12 years• Melbourne, Sydney, London & Auckland

offices• Wide range of travel & tourism clients…

ABOUT REACTIVE // TRAVEL & TOURISM CLIENTS

BRITISH AIRWAYS HIGH LIFE MAGAZINEBritish AirwaysBritish AirwaysHigh Life magazineHigh Life magazine

BRITISH AIRWAYS HIGH LIFE MAGAZINE

BRITISH AIRWAYS HIGH LIFE MAGAZINE

BRITISH AIRWAYS HIGH LIFE MAGAZINE

BRITISH AIRWAYS HIGH LIFE MAGAZINE

• Some interesting SEO challenges;

– Keyword density vs editorial integrity• When repurposing content from a

magazine publisher, this is a big issue!

– Competing project; SEO destination content for BA.com• Usability / duplicate content concerns

• British Airways wanted to;– Increase page views (ad displays)– Increase time spent on site– Build an email marketing database

BRITISH AIRWAYS HIGH LIFE MAGAZINEPHOTOGRAPHY COMPETITION

BRITISH AIRWAYS HIGH LIFE MAGAZINE

BRITISH AIRWAYS HIGH LIFE MAGAZINE

BRITISH AIRWAYS HIGH LIFE MAGAZINEPHOTOGRAPHY COMPETITION

• Results;– Now the most popular area of the site– Visitors to photo competition;

• Spend an average of 9 minutes on the site• View an average of 10.5 pages on the site

BRITISH AIRWAYS HIGH LIFE MAGAZINESTA Travel Blogs

BRITISH AIRWAYS HIGH LIFE MAGAZINE

BRITISH AIRWAYS HIGH LIFE MAGAZINE

BRITISH AIRWAYS HIGH LIFE MAGAZINE

BRITISH AIRWAYS HIGH LIFE MAGAZINE

STA TRAVEL BLOGS // RESULTS

• Blog owners return again and again, and promote the site for STA Travel (viral)

• Over 10,000 blogs created• Free content & images! (copyright

sharing)• Great content for SEO• Revenue generation

– Sales of printed albums– Contextual advertising > direct bookings

BRITISH AIRWAYS HIGH LIFE MAGAZINE

Photo: Brian Solis

FACEBOOK CONNECT

• Allows Facebook functionality (comments, liking, friends) on your Web site

• Increases ‘stickiness’ of your site (rather than redirecting people to Facebook)

• API’s available for most functionality• Can allow one-click registration with

their Facebook profile– You can use their Facebook profile info

• Think laterally when looking to add content to your site

• Give visitors the ability to create content themselves

• Use off-the-shelf tools to include social functionality

• Any questions?

Summary

Tim O’NeillJoint Managing Director, Reactive

tim.oneill@reactive.comTwitter: @timwoneillwww.reactive.com

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