EXPLOREMN_Eklund Presentation 2015

The Value of Engagement

“World War” I: 1960 - 1994

Source: Tom Wolzien, Sandford C. Berstein & Co.

“World War” II: 1995 - 2005

Source: Tom Wolzien, Sandford C. Berstein & Co.

Armageddon: 2006 - Present

Source: Parago, April 2014

Vacationers Turn to Google First FUEL THE CONTENT BEAST

6

Source: Expedia Media Solutions, March 2013

Vacation  package  travelers  visit  38  sites  before  purchasing  a  vacation.  2.5 3.0 3.4

5.2

6.9

15.5

5 Weeks Out 4 Weeks Out 3 Weeks Out 2 Weeks Out 1 Week Out Week of Booking

Average Travel Sites Visited per Week

Opportunity: Inspire Travel & Build Awareness of the Delta Vacations Brand Early in the Dreaming & Planning Stages PROBLEM: PURCHASING A VACATION PACKAGE IS A TIME-INTENSIVE PROCESS

Source: 2014 Edelman Trust Barometer

36%

43%

52%

52%

53%

62%

66%

67%

Government official or regulator

CEO

Regular employee

NGO representative

Financial or industry analyst

A person like yourself

Technical expert in the company

Academic or expert

Trust  is  higher  for  experts  and  peers  when  forming  opinions  about  

brands  

Who Do Traveler’s Trust? CUSTOMERS TRUST EXPERTISE

8

Content Created by Trusted People Impacts Purchase EXPERT CONTENT IS THE MOST EFFECTIVE SOURCE OF INFORMATION FOR CONSUMERS

Source: InPowered/Nielsen Study, March 2014

6%

10% 10%

8% 8% 8%

11% 12%

15%

Purchase Consideration Affinity Familiarity

User Content Branded Content Expert Content

Align Digital Efforts with the Traveler Journey

ACTUAL INVESTMENT

EMOT

IONA

L IN

VEST

MEN

T

LOW HIGH

HIGH

Align Digital Efforts with the Traveler Journey

ACTUAL INVESTMENT

EMOT

IONA

L IN

VEST

MEN

T

LOW HIGH

HIGH

RISK

Align Digital Efforts with the Traveler Journey

ACTUAL INVESMENT

EMOT

IONA

L IN

VEST

MEN

T

LOW HIGH

HIGH

Travel Agents Want Expert Content, Too

75%

67%

51%

67%

37%

0% 20% 40% 60% 80%

Upcoming Deals/Promotions

Destination Information

Recommended Trips & Tours

Vacation Inspiration

Client Stories

Deals,  destination  info  &  inspirational  content  are  of  similar  priority.  

Source: Travel Professionals Survey, N=450

WHAT TYPE OF INFORMATION DO YOU SHARE ON YOUR SOCIAL MEDIA ACCOUNTS?

Our Actual Investments

AWARENESS CONSIDERATION INTENT PURCHASE

SOCIAL 5.5

DISPLAY 1.8

PPC & REFERRAL

1.5

DIRECT 0.9

SEO 1.1

#2: Not understanding the role of social in your customer’s decision journey.

Source: Google Analytics, Ciceron Client

Recommendation: Support the Desire for Authentic Travel Experiences CURATE EXPERIENCES FROM EXPERT TRAVELERS INSIGHT: SOCIAL CONTENT DOMINATES TRAVEL RESEARCH ACROSS MULTIPLE SCREENS ü  43% of online travel researchers

read reviews from other travelers1

ü  31% of online travel researchers watched travel-related videos1

ü  24% of online travel researchers read travel-related blogs1

ü  87% of travelers said they use Facebook for inspiration when planning travel2

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Recommendation: Identify Influential Travelers to Fuel Content Marketing MULTIPLY THE IMPACT OF A SINGLE PIECE OF CONTENT VIA CO-MARKETING

DNA of Advocacy

We’re talking…

Joe: Sure thing! What are some of your thoughts? andrew eklund: Here is my speedtest results. http://www.speedtest.net/my-result/3921992924 Joe: Ouch. andrew eklund: What's "normal"? Joe: I'm not sure what's normal, but it varies depending upon which generation of technology the plane is using, how many users are on and the proximity to the towers. andrew eklund: I wish there was a way to ping that prior to logging in and paying for it. I get why you might not want to do that from a financial standpoint, but you end up being not as much of an advocate for the service. andrew eklund: Plus, pretty much as a monopoly, you can "get away with it." I get that too, but there should be more transparency around that. Joe: I understand. I'll most definitely get this passed along to our tech team.

We’re solving…

Joe: If you'd like, I can get you a code for a free pass on your next flight. andrew eklund: I wouldn't mind that. Thank you. Thanks for the help. Joe: You're welcome. Just one moment while I grab that for you. Joe: 2kdybhst324cc7 andrew eklund: Thanks for the help. I'll copy the code for tomorrow. Joe: You're welcome. Is there anything else I can help you with today? andrew eklund: Nope. Good to go. Joe: Great! Have an awesome day Andrew!

Advocacy…

INSTAGRAM WINS?

Facebook Acquires

Instagram

INSTAGRAM WINS.

=

(This slide meant to be humorous.)

People Lust for One Another •  Social Networks •  Aggregators •  Apps

Q: How many times do you need to be exposed to something to believe that it is true?

Source: 2013 Edelman Trust Barometer

3 Times 35%

4-5 Times 29%

6-9 Times 6%

10+ Times 12%

1 Time 4%

2 Times 14%

64%  need  to  be  exposed  3-­‐5  times  before  they  believe  something  is  true  

The War on Trust CUSTOMERS DO NOT TRUST BRANDS

36%

43%

52%

52%

53%

62%

66%

67%

Government official or regulator

CEO

Regular employee

NGO representative

Financial or industry analyst

A person like yourself

Technical expert in the company

Academic or expert

Source: 2014 Edelman Trust Barometer

Trust  is  higher    for  experts  and  peers  when  

forming  opinions  about  brands  

The War on Trust THEY TRUST EXPERTS & PEOPLE LIKE THEM

BRAND CONTENT

99%

How to Fix It

#1: Brands using social media as a broadcast channel.

Realign Budgets & Resources

AWARENESS CONSIDERATION INTENT PURCHASE

SOCIAL 5.5

DISPLAY 1.8

PPC & REFERRAL

1.5

DIRECT 0.9

SEO 1.1

#2: Not understanding the role of social in your customer’s decision journey.

Source: Google Analytics, Ciceron Client

The Consequence

Source: SocialBakers

BRAND CONTENT

1%

The Real Opportunity of Social Media

Advocates  share  more  12X  advocate  sharing  vs.  

fan  sharing      

Advocate  audiences  trust  friends  

10X  audience  engagement  of  advocate  content  vs.  paid  

branded  content    

Advocates  create  the  most  engaging  content  7X  advocate  engagement  of    advocate  content  vs.  brand  

owned  content    

Source: SocialChorus, 2014

Why Are Advocates Important?

Define the Business Opportunity

INPUT Advocacy

Identified Advocates 500

Potential Reach per Month 50% Advocate Participation & Share Rate * 350 Avg. Social Network Size * 12 Posts 525,000

Total Clicks to Site 1% Clickthrough Rate 5,250

Site Conversion Rate 2.5%

Potential Sales 131

Potential Monthly Revenue $300 Average Revenue $39,375

Annual Total Revenue $472,500

INPUT Public FB Page

Facebook Fans 100,000

Fans Reached per Month 5% Avg. Fans Reached per Post X 12 Posts per Month 60,000

Total Clicks to Site 1% Clickthrough Rate 600

Site Conversion Rate 2%

Potential Sales 12

Potential Monthly Revenue $300 Average Revenue $3,600

Annual Revenue Potential $43,200

SHOULD YOU FOCUS ON FAN GROWTH OR ADVOCATE ACTIVATION?

Identify and Profile Your Current Brand Advocates

IDENTIFY ACTIVATE SCALE OPTIMIZE

Identify Advocates

Append & Overlay Sales Data

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10.5% Engagement Rate 10% of fans Reached

3.6% Engagement Rate 11% of fans Reached

20% Engagement Rate 15% of fans Reached

Create Relevant Content to Engage Advocates

IDENTIFY ACTIVATE SCALE OPTIMIZE

Use Technology to Bring Scale to, NOT Replace, Human Relationships

IDENTIFY ACTIVATE SCALE OPTIMIZE

Measure Results and Optimize Program

IDENTIFY ACTIVATE SCALE OPTIMIZE

Change Required to be Successful in a Social World

BRAND CONTENT

99%

BRAND CONTENT

1%

Thank You! Questions?

The Efficacy of Expert Content

Where brands are investing

(Do you like these infographics? We do too.)

Thank You

We build brand advocacy.