SkiTops Search, Social, Local, Mobile | How to Get Found
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Transcript of SkiTops Search, Social, Local, Mobile | How to Get Found
Search, Social, Local & Mobile
How to Get Found
SkiTops University Grand Sierra Resort – Reno, Nevada July 31, 2012
Image Credit: Tina Cole (All Rights Reserved)
How to Get Found
• Start with These – They Help… A Lot… – Great Product
– Compelling Price
– Loyal Customers
• At One Time, That was Enough… Now Need: – Search
– Social
– Local
– Mobile
• Marketing Finally Gets Personal – Individuals Do Not See Same Search or Social Results
SkiTops University ● Reno, Nevada Search, Social, Local & Mobile ● How to Get Found Robert Cole ● RockCheetah | 1 Image Credit: randihauskenr (cc|flickr)
Travel Search Statistics (US Market)
• Internet an Integral Tool in Travel Process
– 87% Used Internet for Travel Planning
– 62% Researched Upcoming Trip
– 45% Used for Trip Ideas
– 43% Read Travel Reviews
– 31% Watched Travel Videos
– 24% Read Travel-related Blogs
• Average US Traveler
– Searches 22 Websites Over 10 Sessions
Search Impacts Every Aspect of the Travel Process
SkiTops University ● Reno, Nevada Search, Social, Local & Mobile ● How to Get Found Robert Cole ● RockCheetah | 2 Statistics: Google/IPSOS OTX 2011 |Image Credit: dafuriousd (cc|flickr)
SEO - First One to the Top Wins
• Top Positions Receive Clicks & Traffic
• Google CTR Share by Position (1st Page = 52.3%)
1. 18.20%
2. 10.05%
3. 7.22%
• Bing CTR Share by Position (1st Page = 26.5%)
1. 9.66%
2. 5.15%
3. 2.74%
Same Concept Applies to OTA Search & Reviews
SkiTops University ● Reno, Nevada Search, Social, Local & Mobile ● How to Get Found Robert Cole ● RockCheetah | 3 Statistics: Slingshot SEO 2011 Study |Image Credit: serrechevalier (cc|flickr)
Interesting Content is Critical
• Great Terrain Suited to Market
• Well Groomed
• Fresh
• Give Every Page a Specific Topic (Keyword)
• 300+ Words of Keyword Relevant Text
• Engaging, Informative & Well Written
• Keep Site Fresh: Use Blog or News Updates
• Lots of Interlinked Pages – Lots of Related Topics
SkiTops University ● Reno, Nevada Search, Social, Local & Mobile ● How to Get Found Robert Cole ● RockCheetah | 4 Image Credit: t i g (cc|flickr)
Traditional SEO Methods
• Page Content Must be Meaningful to Users
– Algorithms are Computer Based Rules
– SEO Makes Pages Relevant to Machines (Search Bots)
– PageRank – Google’s Method of Prioritizing Best Pages
• Relevance Signals
– Use of Keywords/Phrases Popular for Search
– Consistent Structure - Heading, Title, URL & Meta-Tags
• Authority Signals
– Site Traffic
– Inbound Links from Authoritative Sites
SkiTops University ● Reno, Nevada Search, Social, Local & Mobile ● How to Get Found Robert Cole ● RockCheetah | 5 Image Credit: yvynyl (cc|flickr)
SEO - On Page Optimization • Titles
– Business Name, Keywords, Phone Number
• Meta Tags – Description is Displayed as Snippet in Search Results
• Header Tags – Header 1 = Business/Site Name | Header 2 = Page Title – Plus Bold / Italic / Quote Text Styles
• Body Text – Keywords, Related Synonyms & Long Tail Keywords – Density – Use Keyword Approximately 1x per 50 Words of Text
• Excerpt – For Blogs, Use Manually Drafted Excerpt to Summarize Article
• Links – Relevant Anchor Text with Keyword to Related Page – Use Permalinks - Page Title Included in URL
• Images – Keywords in File Name, Caption, Title & Alt Tags – Use Smush.It to Reduce Image Size & Keep Quality
SkiTops University ● Reno, Nevada Search, Social, Local & Mobile ● How to Get Found Robert Cole ● RockCheetah | 6 Image Credit: XXXXXXXXXXXX (flickr) Image Credit: juan carlos labarca (cc|flickr)
New SEO Methods
• Shift from Web of Pages to Web of Data – Semantic Markup & Micro-formats Define Context
• Relevance Signals – Schema.org – Bing, Google, Yahoo & Yandex
• Structured Format to Understand Meaning of Content
– Defines Relationships Between Pieces of Data – Sentiment/Patterns of Friends & “Similar” People
• Authority Signals – Original Author Identification – Authority of that Author in “Your World” – Canonical Link Defines Site as Original Publisher – Rel=Author Link to Google+ Profile & Author Page
SkiTops University ● Reno, Nevada Search, Social, Local & Mobile ● How to Get Found Robert Cole ● RockCheetah | 7 Image Credit: juan carlos labarca (cc|flickr)
Black Hat SEO – Don’t Go There
• Paid Links
– Buying Inbound Links from High PageRank Sites
• Blog Spam
– Blog Comments Creating Inbound Links
• Cloaking
– Search Bots & Humans See Different Information
• Keyword-focused Secondary/Tertiary Sites
– Located on Separate C-blocks
• Hacking Competitor Sites (Crap Hat)
SkiTops University ● Reno, Nevada Search, Social, Local & Mobile ● How to Get Found Robert Cole ● RockCheetah | 8 Image Credit: IanL (cc|flickr)
Never Underestimate Your Competition
SkiTops University ● Reno, Nevada Search, Social, Local & Mobile ● How to Get Found Robert Cole ● RockCheetah | 9
So, You Think You’re Pretty Clever?…
Image Credit: BMW Blog
Never Underestimate Your Competition
A Cynic’s Perspective of Social MEdia
SkiTops University ● Reno, Nevada Search, Social, Local & Mobile ● How to Get Found Robert Cole ● RockCheetah | 10 Image Credit: Tim in Sydney (cc|flickr)
Social Media Explained with Donuts
SkiTops University ● Reno, Nevada Search, Social, Local & Mobile ● How to Get Found Robert Cole ● RockCheetah | 11 Hat Tip: Geeks.com Image Credit: vnysia (cc|flickr)
• Twitter – I’m eating a donut
• YouTube – Watch me eat a donut
• Instagram – A vintage donut photo
• Blog – My insights on donuts
• Google+
– I’m a Google employee who eats donuts
• Facebook – I like donuts
• Foursquare – Where I eat donuts
• Pinterest – Here’s a donut recipe
• LinkedIn – Experienced donut eater
Social Travel Statistics
• 76% Post Vacation Photos to Social Networks • 70% Update Facebook Status on Vacation • 55% Like Vacation-related Facebook Pages • 46% Post Hotel Reviews • 40% Post Activity Reviews • 40% Post Restaurant Reviews • 16% Post Travel Reviews • 11% Comment on Travel Reviews • 11% Upload Travel-related Video • 9% Comment on Travel-related Videos • 7% Participate in a Travel Blog
SkiTops University ● Reno, Nevada Search, Social, Local & Mobile ● How to Get Found Robert Cole ● RockCheetah | 12 Statistics: Four Pillars Hotels Infographic 2012 |Image Credit: Zach Dischner (cc|flickr)
Fairy Tale Relationship with Your Clients?
SkiTops University ● Reno, Nevada Search, Social, Local & Mobile ● How to Get Found Robert Cole ● RockCheetah | 13 Image: Defence Images (cc|Flickr)
Customer Engagement is a Relationship
• Not Just Broadcasting –Active Listening –Relevant Communication –Mutual Understanding
• Participate Where Clients Are – Be Respectful & Contribute
Avoid Shiny Object Syndrome “If you focus on the tools, then you are one.” - @jacobm, Chess Media Group
SkiTops University ● Reno, Nevada Search, Social, Local & Mobile ● How to Get Found Robert Cole ● RockCheetah | 14 Image: joshfassbind.com (Flickr)
Social Media Optimization
• Know Your Audience
• Participate & Create Content
• Encourage Reuse of Your Content
• Make Sharing Easy with Social Icons
• Distribute Your Content – RSS Feed, Email Newsletter, Status Updates
• Be an Unselfish Resource to Others
• Be Humble | Be Real
• Engage with Helpful Users
• Try New Things | Experiment
SkiTops University ● Reno, Nevada Search, Social, Local & Mobile ● How to Get Found Robert Cole ● RockCheetah | 15 Image Credit: Andre Charland (cc|flickr)
Old School Social Media
• Engagement – Number of Followers
• Quality Beats Quantity
• Sentiment – Number of Likes
• Baited by Incentives or a True Preference?
• Metrics – Klout Score
• Rewards High Volume of Posts and Interaction
• Return on Investment – It’s Not Really About That… Really???
SkiTops University ● Reno, Nevada Search, Social, Local & Mobile ● How to Get Found Robert Cole ● RockCheetah | 16 Image Credit: planetlight (cc|flickr)
Social Media Performance Measures
• Set Goals & Define Metrics - Why Are You Doing This? – Hint: Track Outcomes, NOT Activities
• Conversion Rate – Subscriptions/Purchases per Visit
• Conversation Rate – Comments/Replies per Post
• Amplification Rate – Shares/Re-tweets per Post
• Applause Rate – Likes/Favorites per Post
• Economic Value of Engagement – Sum of Short & Long Term Revenue + Cost Savings – Calculate per Visit Goal Value by Social Channel
SkiTops University ● Reno, Nevada Search, Social, Local & Mobile ● How to Get Found Robert Cole ● RockCheetah | 17 Hat tip: Avinash Kaushik | Image Credit: planetlight ( (cc|flickr)
Online Reputation Is VERY Important
– 33% Changed Hotel
– 10% Switched Resorts
– 7% to Different Country
– 5% Switched Airlines
SkiTops University ● Reno, Nevada Search, Social, Local & Mobile ● How to Get Found Robert Cole ● RockCheetah | 18 Statistics: Funsherpa Infographic 2012 |Image Credit: couloir (cc|flickr)
“40% of luxury travelers will not book a hotel room if there are no online customer reviews.”
- @FourSeasons
Help Fans & Advocates Support Your Efforts
• Travel Reviews Impacting Traveler Decisions
– 52% Changed Original Travel Plans
– 10% Changed Travel Agent / Operator / Website
Local (Location Based Services)
• Directories – Update Listings in All Local Directories
• Yelp, Citysearch, MapQuest, Yahoo, Superpages, Yellowbook
– Yext is Simple Tool
• Apps – Foursquare – Facebook Check-Ins – Google+ Local
• Location Signals – Explicit (Check-In) – Implicit (Instagram Photo) – Passive (Highlight App – People Around you)
SkiTops University ● Reno, Nevada Search, Social, Local & Mobile ● How to Get Found Robert Cole ● RockCheetah | 19 Image Credit: WorldIslandInfo.com (cc|flickr)
Innovative Location Examples
• Bar Snipers – Follow Followers of Competitors
• Many Follow Back / Birds Eye to Geo-target
– Foursquare - Merchant Tools • Target Previous Check-ins or Those Liking Venue
• Conference Kidnappers – Check Group Website/Facebook Pages for Dates
– Offer Special Rates After Cut-off, etc.
– Target People Liking Event Sponsors on Facebook
• Text Message Flash Mobbers – Attract a Motivated Crowd in Minutes
SkiTops University ● Reno, Nevada Search, Social, Local & Mobile ● How to Get Found Robert Cole ● RockCheetah | 20 Image Credit: henribergius (cc|flickr)
Mobile – Devices Not Created Equal
• Consumers Expect a Consistent Experience
– Desktop | Tablet | Smartphone
• Devices Used for Different Purposes
– What Reason for Traveler to Download/Use App?
• Native Apps versus Mobile Web Pages
– HTML5 Permits Web Access to GPS, Camera, etc.
– Responsive Website Design Auto-Reformats Page
SkiTops University ● Reno, Nevada Search, Social, Local & Mobile ● How to Get Found Robert Cole ● RockCheetah | 21 Image Credit: blakespot (cc|flickr)
Mobile Statistics
• 86% Mobile Internet Users Online Watching TV
• 85% Use Smartphone on Leisure Trips
• 82% Mobile Users Booked Hotel Within 1 Day of Arrival
• 70% Mobile Users Book Single Hotel Room Same Night
• 66% Unlikely Return to Mobile Site After Problem
• 58% Mobile Users Located Within 20 Miles of Hotel
• 30% Use Mobile Apps to Find Hotel Deals
• 29% Use Mobile Apps to Find Flight Deals
• 20% of Mobile Visits Result in Click to Call
• 20% of Hotel Queries Originate From Mobile Devices
• 15% Mobile Users Downloaded Vacation Mobile Apps
SkiTops University ● Reno, Nevada Search, Social, Local & Mobile ● How to Get Found Robert Cole ● RockCheetah | 22 IStatistics: Google/IPSOS OTX 2011 |mage Credit: tomkellyphoto (cc|flickr)
How Will Apple iTravel Impact Travel?
SkiTops University ● Reno, Nevada Search, Social, Local & Mobile ● How to Get Found Robert Cole ● RockCheetah | 23 Hat Tip: Patently Apple | Image Credit: Trondheim Byarkiv (cc|flickr)
Top 10 Mobile Best Practices
1. Keep it Quick – Site Loads Fast
2. Simplify Navigation – Vertical Scrolling
3. Thumb-friendly – Use Large, Centered Buttons
4. Design for Visibility – Readable Font/Contrast
5. Accessible – HTML5/Not Flash for Animation
6. Easy to Convert – Without a Mouse
7. Make it Local – Include Address/Phone Number
8. Seamless Experience – Align with Desktop
9. Use Mobile Redirects – Auto Load Mobile Site
10.Listen, Learn & Iterate – Test & Monitor Metrics
SkiTops University ● Reno, Nevada Search, Social, Local & Mobile ● How to Get Found Robert Cole ● RockCheetah | 24 Image Credit: Telstar Logistics (cc|flickr)
Mobile Performance Measures
• Mobile Web – Active Daily users
– Time Spent on Site
– Page Views
– Click-stream
– Clicks to Call
– SMS/Text Subscription
– Map/Directions Use
– Check-In
– Purchases
– mCommerce Revenue
– Profitability
• Mobile App – Download App
– App Favorite / Like
– App Rating
– App Comment
– Active Daily users
– Time Spent Using App
– Function / Module Use
– mCommerce Revenue
– Profitability
SkiTops University ● Reno, Nevada Search, Social, Local & Mobile ● How to Get Found Robert Cole ● RockCheetah | 25 Image Credit: geoftheref (cc|flickr)
Loyalty is Based on Values, Not Points
• Example: jetBlue – Integrity
– Passion
– Safety
– Caring
– Fun
Value Drives Transactions ● Values Drive Loyalty
SkiTops University ● Reno, Nevada Search, Social, Local & Mobile ● How to Get Found Robert Cole ● RockCheetah | 26 Image Credit: maistora (cc|flickr)
Trust is Earned, Not Bought
SkiTops University ● Reno, Nevada Search, Social, Local & Mobile ● How to Get Found Robert Cole ● RockCheetah | 27
If You Disappoint Your Customers, They WILL Get Even…
Image Credit: juhansonin (cc|flickr)
Summary – How to Get Found
• Set Clear Objectives
– Ask Why You Are Doing This? Measure Outcomes
• Search
– Interesting Page Content + SEO Friendly Structure
• Social
– Participate Where Customers Are | Help, Don’t Sell
• Local
– Update All Directories | Experiment with Targeting
• Mobile
– Consider How Customers Interact | What Device Used
SkiTops University ● Reno, Nevada Search, Social, Local & Mobile ● How to Get Found Robert Cole ● RockCheetah | 28 Image Credit: John & Mel Kots (cc|flickr)
Thank You
Questions?
Copies of the Presentation? Comments?
Robert Cole skype: robertkcole twitter: @robertkcole phone: +1.262.309.9560 web: rockcheetah.com/blog email: [email protected] SkiTops University ● Reno, Nevada Search, Social, Local & Mobile ● How to Get Found Robert Cole ● RockCheetah | 29