fleur hicks-duarte holidaytaxis€¦ · norway your way executed an excellent influencer-based...

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How it mattersHow it matters


Content

BrandDigital

BrandDigital

Channels

BrandBrandBrandCrush

What is Digital Distribution?


ContentsContents

Who, What, Where, Why, When?:- Who to influence and how they tick?- Who to influence and how they tick?

How?...B2B:

- Technology- Technology- Agents and incentives- PR and Social

How?...B2C:

- Digital Display- Digital Search

Times have changed

- Digital Search- Social Media- Mobile- Affiliates- PR and Influence

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- PR and Influence

Summary and Considerations


Who to influence and how they tick

Because we marketers represent just one voice in a seaof online noise


of online noise

Brand ConsumerBrand

CrushCrush

We need to assume that consumer relationships are going to be strengthened not just by how weengage online, but how other people influence our brand.

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Who to influence and how they tickWho to influence and how they tick

Activator: an agent or trip organiserMotivator: The person organising the trip Activator: an agent or trip organiserMotivator: The person organising the trip

Passive paticipant: those whom areimpacted by the decision but haveno purchase power (eg children)

Active participant: Someone activelyinvolved in the decision making or ultimatepurchase

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no purchase power (eg children)purchase



Tools


Tools Validate

We use a mixture of Klout score, observational research and OS socialmetrics 8


Who to influence and how they tickWho to influence and how they tick

Once you know where theyare and what they areare and what they arelooking for, you canconcentrate ondistributing the rightdistributing the rightcontent to them in theright way…right way…

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TechnologyTechnology

Agents and incentives

PR and Social


TechnologyTechnology

• White Labels

– Fully responsive and/or mobiledesign

– Header and footer branding or– Header and footer branding orfully bespoke designs available

• Full XML integration into flight + hotel/ hotel only booking path, with/ hotel only booking path, withdeveloper support

• Partial XML/White Label integration

• Partial XML/Deep-link• Partial XML/Deep-link

• ‘Agency log in’ for Partners’ ownContact Centre requirements

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Agents and incentivesAgents and incentives

Cooperation not collusion is the key to this one, and it relies upon some motivating factors:incentive and kudos.incentive and kudos.

Southwest airlines have used this excellently since 2009, when they created 30 ‘Staff celebrities’who were already avid bloggers. They asked their influencers, who ranged from engineers tocheck-in staff to blog about their experiences of the company. Merely by bringing a human touchcheck-in staff to blog about their experiences of the company. Merely by bringing a human touchto a massive airline, they succeeded in breaking down the barrier between consumer and brandand online sales rocketed

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PR and SocialPR and Social

Aside from basic social presence and facilitating booking links from all platforms,Norway Your Way executed an excellent influencer-based competition campaign toNorway Your Way executed an excellent influencer-based competition campaign tostimulate interest in bookings via agents:- Reached 500,000 people in 5 weeks- 400 organic FB fans in 2 weeks- 400 organic FB fans in 2 weeks- Total press value of £450,000- Achieved target of increasing interest in Norway travel within disparate 18-25

communitiescommunities

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Display

SearchSearch

Social

MobileMobile

Affiliates

PR and Influence


DisplayDisplay

Consumers have so much choice that the platforms and media through whichwe can present our products to them are ever more diverse. Hence it’s not aswe can present our products to them are ever more diverse. Hence it’s not assimple as just running a PPC campaign…

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SearchSearch

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SocialSocial

Content is only relevant to the social audience you have identified

This audience is different per channel so your content and the way you engage with youraudience needs to be too

Supply them with their preferred method of transacting with you and you are more likely toconvert

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MobileMobile

Delivering your product to a mobile audience has already evolved.

A separate 360 marketing and ecommerce solution needs to be available forthese non-PC platforms as conversions for us increased considerably when weconsidered mobile firstconsidered mobile first

Apps and m. Responsive

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AffiliatesAffiliates

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PR and InfluencePR and Influence

A consumer is 50% more likely toconvert to a sale if they receive aconvert to a sale if they receive arecommendation and 64% ofpeople actively seek peer reviewspeople actively seek peer reviewsbefore making a purchase.

Source: Cone Online Influence Tracker

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Your Take AwaysYour Take Aways


SummarySummary

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Considerations

• You can’t control your consumers so don’ttry. You are reliant upon your brand beingtry. You are reliant upon your brand beinggreat. If you’re not happy with it, thenthey won’t be. Fact.

• Online is forever. No pressure, but don’tmess it up.mess it up.

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Fleur Hicks-Duarte

Head of EcommerceHead of Ecommerce

t: 01273 828 203t: 01273 828 203m: 07736 312 750e: [email protected]: [email protected]

w: www.holidaytaxis.comw: www.holidaytaxis.comt: /Holiday_Taxis

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