EyeforTravel - Online Marketing Strategies for Travel USA 2009
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The Power of Recommendations Leverage Intelligent Customer Communications Strategies to Boost Loyalty & Conversions
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The Power of Recommendations
Leverage Intelligent Customer Communications
Strategies to Boost Loyalty & Conversions
• Similar to what I have liked before…
• Matched with who I am…
• From people like me…
What am I really looking for?
?
Missed Opportunities
Social Graph
Filtered Search not Share
“one of our big focuses is on finding better ways to surface the reviews from travellers “like me”.
With some hotels having upwards of 2000 reviews, finding the relevant reviews for a given user is critical.
Also, for destination reviews, allowing users to filter and find the activities and/or neighbourhood reviews most
relevant to them can be tricky to get right.
Expedia’s Jennifer Davies on UGC and booking conversionFeb 2010 - Eyefortravel
Taste Buddies
No. 1 UGC local review site in Europe
“When we launched Qype in 2006, we thought that the person who shares
her views gets something back. This is now being executed on in a
material way”
Some (v common) Challenges
• How do we reduce reliance on SEO?• How do we deal most effectively with UGC?• How can we deliver more value to those active
contributors?• How can we convert passive visitors into active
qypers• How can we grab the attention of first time
visitors?
Registered Users
“Incredibly powerful!”
“spooky”
“not seen anything as good elsewhere”
“a reason to get friends and family more interested”
“bang on the money!”
Explanations: Taste Buddies
• Surface reviews from people like me
What Next?
Non Logged-in Users
Converting Passive Visitors
• Quick rating game
Use Implicit & ‘Light’ Data
Mobile: the Next Frontier
Recommendations Calls
Jan Feb Mar Apr May Jun Jul Aug Sep
500%
400%
300%
200%
100%
User Reach
Mar Apr May Jun Jul Aug Sep
500%
400%
300%
200%
100%
Communication Benefits
Narrowcast not BroadcastFrontline Positive and Relevant User Reviews
Increase ConversionHyper-Targeted Advertising
Innovative Mobile & Ancillary Opportunities
Reduce Reliance on SEO
[email protected]+44 7816 005 781
Delivered back to your web/mobile/newsletter
Data from your CMS/CRS
SimilaritiesSimilar productsPeople like you
PersonalizationProducts you should like
Reviews from people like youPersonalized filter
AnalyticsPredictive analytics
Targeting opportunities
Products meta-data
(Tags, attributes, descriptions, categories)
User Generated or Inferred Content
(Ratings, thumbs up, wish lists, searches, usage and click streams)
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