Building a Digital Strategy Consumer Behavior Travel Social Media Mobile Media Sem Seo Ota

The digital consumer
and strategies for
travel 2010 & beyond
Presented by
David Atkins

Principal
Digital DNA Infusion

David@digitaldnainfusion.com
Twitter: @atkinsdavid
305-458-2311

Does this apply to me?
 Branded Hotel
 Unbranded Hotel
 Brand owner
 Destination Service
 CVB/DMO
 Operator
 Sales, Marketing, Operations,
Revenue Management, F&B etc
Copyright 2010 Digital DNA Infusion

Change

The only constant
imperative when it comes
to Digital is CHANGE


What am I doing?


Flight Delayed


Moves Digital to Physical World
 No more platforms
 No more technical requirements
 Just be “human” & transparent


A cross-functional strategy?
 39% of consumers have no destination in
mind when starting their travel research
online
The Planning and
 OTA fee changes increased their share 6%
Review category (i.e.
TripAdvisor) grew its
vs suppliers
How do you capitalize on this and what is driving the changes?
share of all site visits
by over 50% since
 Consumers are searching less-
2008
• Searches down to 6 (circa 12 in 2009)
 “Only” 50% of shoppers use search in the
research process
 92% of online bookings are “latent”
Source: Compete & Google Dec 2009

Where to start?

PPC Video
Ownership Brand

Site
SEO/SEM
Conversion IT Sales

Display Social
Ads Media Revenue Marketing

OTA’s
Distribution


Follow the basics
 Your customer
 Your business Benchmark!
 What metric?
 What platform?


Curators
 Content, Experiences
 Not always of our own creation


Who should you market to?


Source: PhocusWright FYI May 2009

Digital consumer behavioral data

• 65 % of consumers have had a digital experience
change their perception of the brand/product
• 97% of consumers report that their digital experiences influence whether
or not to purchases goods, services or products from the brand/product

• 97% of consumers have searched out a brand online

• 69% have read a corporate blog

• 73% have posted a review of a product or service

• 44% of consumers who follow a brand on twitter do it for DEALS


Source: Razorfish Q4 2009

What works?
 OTAs- commerce & marketing?
 Social Media?
 Mobile Media?
 SEM/SEO?
 Display ads?
 Engagement?
 Behavioral?
 Retargeting?
 Video?

Online Display Ads
Does online display advertising really
work?

The question is what is your metric?
CTRs= poor results and disappointment
Brand Awareness= Better but varied
As part of a larger program with SEM=
Display works to increase lift of queries for
your term by more then 61%


Source: Google and Comscore 2009

Social Media Data
 Avg SM User is spending 22 Hours
per week (6.6 from work)
• 2nd only to Email today
 38% say they have clicked on an Ad
 Like tapping into your customers
telephone calls to discuss you
 Circa 23% say it has directly
influenced a travel purchase decision
www.digitaldnainfusion.com Beresford Research June 2009
Copyright 2010 Digital DNA Infusion Knowledge Networks 2009

Beresford Data on Social Networks

www.digitaldnainfusion.com
Beresford Research June 2009

Superbowl this weekend
 Pepsi?- Anyone know how much $$?
 HomeAway?

See Forrester Take on Pepsi’s Social Media program:
http://blogs.forrester.com/marketing/2010/01/social-media-is-
the-new-super-bowl-pepsi-refresh-and-what-it-means-to-
marketers.html

Mobile Stats
 LBS- The  Morgan Stanley-
standard in 2010 Smartphones
 Gartner- 2010 outship PCs
1.2B Phones 2010
with rich  IDC- 500k+
commerce Apps in 2010
 Gartner- 2013  SM, Booking,
Phone vs PC Research, CS,
Dreaming

Consumers’ use of Mobile


Build a framework
 The key: alignment and education
 Cross functional (team, metrics, strat)


www.digitaldnainfusion.com

Where to start?
Establish a strategy and a digital owner(ship)
person or group within your organization
• Make sure that all stakeholders are represented
Do you have buy in? Who owns it?
 How often to you revisit and update this strategy?
 How and where does it connect to your total strategy?
 How is it measured? By whom? Using what systems?
 Is primary target B2C or B2B?
 How does your data/CRM, mobile & email tie together?
 Have you established benchmarks?
 If you are a hotel are your brand, ownership,
operations, franchisees and mgmt all aligned?


Know your customer/guest

 The more you know about your digital
customer, the easier they will be to
find
• Use Google’s free toolsets
• Use your site analytics packages
• Look at your email and CRM programs
• Ask your OTA partners
• One person’s niche could be a
goldmine
 Sojern, Flickr, Twitter, Priceline,
RSS/Feeds (iGoogle)
• Mobile is not a niche


All about data and action today


10 Key Takeaways
 Build a culture of analysis and measurement- have metrics
 Have a strategy and use it- base it on your customer/consumer
• Business, Digital, Social, Mobile
 Go beyond
• OTAs have more to offer than product distribution
• Digital is more than direct response ecommerce
• Social Media is more!
• Mobile matters
• More than sales, marketing and revenue management to digital
 Get cross functional buy in and participation from all stakeholders
 Leverage your relationships- Vendors, Partners, Customers
 Know and ask your customer what, where and when
 Listen and participate in Social Media
• Competitive Intelligence
• Customer Research
 Cultivate internal expertise and train and support them
 Lead don’t follow
 IF YOU CAN NOT YOUR COMPETTION WILL

Questions?
Entire Presentation and more @

www.digitaldnainfusion.com/nyfeb2010


How to reach me?
 David@digitaldnainfusion.com
 Twitter @atkinsdavid
 Old School:
Digital DNA Infusion
6619 South Dixie Hwy
Ste 306
Miami FL 33143
305-458-2311


Building a Digital Strategy Consumer Behavior Travel Social Media Mobile Media Sem Seo Ota

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