Lindsay Smith, CEO of Massive Media, gave a presentation on Google+ and its impact on travel marketing. She discussed how Google+ functions as an information network rather than a traditional social network, allowing users to follow topics and experts. She then provided 10 tactics for using Google+ effectively for travel marketing, including using video, unique content, hashtags, and Google Hangouts. The presentation emphasized how social media influences search engine results and why marketers should integrate social media strategies into their overall marketing.

1. Presenter:
Lindsay Smith, CEO, Massive Media
@TechLinz
eLearning University | August 2013 1
The Impact of
Google + on Travel

2. 2
As the CEO, Lindsay leads a team of
digital marketing strategists who use the
latest tools in the digital marketing space
to deliver powerful marketing campaigns.
Lindsay is considered a pioneer in her
field and is featured on Global TV’s News
Hour and Shaw TV’s The Rush each
month as a technology expert.
MassiveMedia.co
Presenter:
Lindsay Smith, CEO, Massive Media
@TechLinz
eLearning University | August 2013

3. 3
Who’s a Geek?

4. In This Session
• What is Google+?
• Facebook vs. Google+
• Google+ & Search
• 10 G+ Tactics For Travel
4

5. What is the average age of a
social media user?
a) 16
b) 25
c) 37
d) 55
5

6. What is the average age of a
social media user?
a) 16
b) 25
c) 37
d) 55
6

7. Game Changer?
7
vs.

8. Battle for the Social Network
8
Fast Facts
Facebook
• 95% of the entire population in NA have signed up for FB
account at one time or another.
• Facebook has over 1B users. 1/7th of world population.
Google Plus (G+)
• Google’s stock price is almost 20x higher than FB’s and they
clearly have more money.
• Google surpasses Twitter in Jan 2013, becoming 2nd largest
social network (350 million users globally / 25% global
internet users)
ANNUAL
REVENUE
Google+
~38 billion
Facebook
~3 billion

9. 9

10. 10
ü Personal
profile
ü Share
photos
ü Post
status
feed
updates
ü Par4cipate
in
groups
with
common
interests

11. Google + Social Network?
11

12. So What Is It?
12
Information Network
(A place to curate info)

13. 13
vs.

14. Social Network
14
ü People that you have a
‘personal’ relationship with.
ü Sharing personal stories

15. 15
ü Follow people you don’t
know who have similar
interests
ü Follow trending topics
ü Advanced search
capabilities
Google +
h:ps://plus.google.com/
+Travelocity/posts

16. • News articles
• Interest groups
• Niche hobbies
FROM ANYWHERE
Information Network
16
Susan’s
Circles of Influence

17. Information Network
17

18. Search for “Travel Agents”
18

19. • 75%+ research online before
making a purchasing decision.
72% Of Consumers
Trust Online Reviews As Much
As Personal Recommendations
Source: Search Engine Land (2013)
19
Compelling Statistics

20. Understanding Social Graphs
20
• Search results now
influenced by social
graphs.
• People inside your network
are more likely to find your
content than those outside
of your network.
Image
from
the
New
York
Times
(2006)

21. Google + Local Places
21
Importance:
• Three or more location
specific pages which bump
down organic results.
• People inside your network
are more likely to find your
content than those outside
of your network.
Top ranking influences:
• Fully completed profile
• Photo gallery
• Videos
• Reviews

22. Curating Content
22
Edgerank
Algorithm based on three factors:
1. Affinity - closeness to friend
2. Weight - type of content
3. Recency – When the post was made

23. Curating Content
23
Search Algorithm
based on:
1. Social graph
2. Content type
3. Interests & online behavior

24. 24

25. 10 Must Do’s
To Get Results with Google +
25

26. #1 Do - Use Video
Ie: User generated
contest submissions
26

27. #2 Do - Use Unique Content
• Ask tough questions that
quizzes and teaches all in
one…
27

28. #3 Do - Tentpole
• Leverage popular
events such as
popular holidays
and events…
28

29. #4 Do - Tell a Story
29
• Use humor
• Tell your brand story
and sub-stories
• Build off of entire
marketing strategy...

30. #5 Do - Create Themes
• Engage with themes &
questions…
• Ie: Thirsty Thursday
30

31. # 6 Do - Use Hashtags
• Gets picked up in hash
feeds
• Ie: Thirsty Thursday
31

32. # 7 Do - Engage & Track Your Audience
• See who’s active and
engage with them the
most
32
Tip:
Check out Klout.com for influence metrics

33. # 8 Do - Build Your “Interest” Network
33

34. #9 – Check Your Ripples
34

35. # 9 - Google + Ripples
35

36. #10 – Do Use On Air Google Hangouts
36

37. In Closing…
• Social Media influences Page Rank
• Google+ is the 2nd largest player in social
• Tie your social media strategy into your
bigger picture marketing mix.
• Study best practices, successes and
failures before developing your content
marketing strategy.
37

38. Presenter:
Lindsay Smith, CEO, Massive Media
@TechLinz
eLearning University | August 201338
Let’s Connect!
MassiveMedia.co
Lindsay Smith | @TechLinz
Massive Media | @_MassiveMedia
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