Google Confidential and Proprietary Google+ and Travel The value of Identity, Relationships & Sharing… across the web Tessa Reef
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Google+ and Travel The value of Identity, Relationships & Sharing… across the web
Tessa Reef
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Why Google+?
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Search Video Mobile Sign-in Offers Local
+People +Relationships +Sharing +Recommendations
Google+ is making all of your Google experiences better
Google Confidential and Proprietary 5 Google Confidential and Proprietary 5 ! Source: GoogleIOMay2013
A global community, with growing engagement
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Better discovery of your content across the web Verified G+ pages can appear on the right hand side of Google.com search results
Relevant Google+ Posts are surfaced Your followers may see content you’ve posted on your Page when it’s relevant to their search terms
Surfacing your Google+ Page Users can click through to your Page, right from the search results page
Real-time content appears If you post frequently on Google+, users may see your most recent post right in search
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Why Google+ for Travel?
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The travel path to purchase is increasingly social
! Source: ROI Research Inc., “S-Net: A Study in Social Media Usage & Behavior” sponsored by Performics, Aug 2011; Google/ Shopper Sciences, Role of Social in the Travel Shopper’s Journey, December 2012;
PURCHASE
60% of travelers factored
online opinions into their vacation planning
In 2012, the average U.S. travel shopper consulted
11.2 sources
prior to purchase
48% of social network users follow travel brands to learn about promotions & sales announcements
17% of travel purchase decisions are influenced by social media
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What does this mean to brand marketers?
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Already, millions in the community are engaging with Travel brands on Google+
5.1M
2.2M
2.1M
2.0M
1.5M
1.1M
868K
1.6M
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Google+ can help you as a Travel brand to …
Build Awareness
Influence Consideration
Grow Loyalty Drive Sales
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1. Build Awareness Visit Greece uses Google+ to spread the joys of Greek tourism
Goal •! Gain worldwide reach to engage with potential
visitors •! Increase the number of tourists to the country Execution •! Post visually stimulating images daily •! Use ripples to understand audience •! Use circles to segment messages •! Feature Google+ badge on homepage Results •! 35% CTR uplift in AdWords due to social
extensions •! More than 1.1M followers (Oct 2013) •! High user engagement as seen through +1’s,
comments and shares of posts
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2. Influence Consideration Expedia uses Google+ Hangouts to promote destinations and share travel experiences
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5-10% avg. search ad CTR uplift from social annotations
3. Drive Sales Social recommendations improve performance, both on Organic and Paid search results
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Furthermore, this incremental traffic is proving to convert at a higher rate. In short, it’s better traffic.
average lift in visits to KPI (search on-site, choose & personal info) on hotel sites when annotations are present for non-brand travel terms
+7%
Source: Google/Compete Google+ & Travel Industry Study; Conversion Rate inclusive of all KPIs (Search, Choose, and Personal Info), lift measured from October 2011 – October 2012.
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For hotel bookings specifically, the conversion rate lift is even higher
average lift in conversion rate for hotel bookings when annotations are present for non-brand travel terms
+11% Source: Google/Compete Google+ & Travel Industry Study; Conversion Rate= “Book”, lift measured from October 2011 – October 2012.
Thank you for booking with us!
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4. Grow Loyalty Within their Exploration community, NatGeo tells customers “We want to hear from you”
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Delta introduces their wine loving customers to Master Sommelier Andrea Robinson
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One final example…
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John Butterill's Virtual Photo Walks
Photographer John Butterill discovered a way to share his photo walks through Google+ Hangouts.
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Thanks ++
+ +++
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+ +
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++++ ++
+ + +
+ +
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+ ++
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+ ++
Tessa Reef Industry Manager Google Travel [email protected]
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Appendix
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Google+ Playbook for Brands
Source: https://gplus-branding.appspot.com/playbook#/
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Measure the impact •! Measure CTR
uplift from Social Annotations in AdWords
•! Enable Social Reports in Google Analytics
Be Discovered •! Establish brand
identity with your +page
•! Add the Google+
badge to your site
•! Post rich content on a regular basis
Promote beyond the stream •! Enable social
extensions to drive search ad performance
•! 5-10% lift in CTR
when social annotations appear in ads
Create more personal engagement •! Use Hangouts on
Air to broadcast a conversation
•! Create a Hangout
App to make your brand experiences more social
Optimizing your Google+ Efforts
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The +page panel on the right hand side of search results increases key brand real estate
Better Discovery
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Better Discovery
Ability to reach followers beyond the stream researching topics that matter to your brand Google+ surfaces relevant content to followers within Google search results
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The Google+ stream is also quickly becoming a source of brand discovery and referral traffic
Source: Google/Compete Google+ & Travel Industry Study; September 2011 – September 2012 Yearly Average
+580%
+31%
-15% 0
200
400
600
800
1000
1200
1400
Sep-11 Oct-11 Nov-11 Dec-11 Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug-12 Sep-12
Google+ referrals Total referrals Social referrals
YoY Change Indexed Referrals (visits) to Travel brand sites
Traffic from the Google+ stream, to travel sites, is on the rise
Better Discovery
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So who are these folks? This travel minded audience skews toward Millennials
36% of Google+ referrals to travel industry sites are 18-34
32% for total referrals
As compared to
Source: Google/Compete Google+ & Travel Industry Study, November 2012.; September 2011 – September 2012 Yearly Average
Better Discovery
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And, they’re more likely to be affluent (HHI over $100k)
Source: Google/Compete Google+ & Travel Industry Study, November 2012.; September 2011 – September 2012 Yearly Average; high income= $100K+
33% of Google+ referrals to travel industry sites are high income households
30% for total referrals
As compared to
Google+ affluent traffic to travel sites has grown 9% over the past year
Better Discovery
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This audience is engaged. Google+ referrals spend 11 minutes on travel sites, more than those from other social sites
Source: Google/Compete Google+ & Travel Industry Study; September 2011 – September 2012 Yearly Average
Time spent (average) per referral source to Travel industry sites
Better Discovery
14.7 min 14.3 min
11 min 9.8 min
8 min
0
2
4
6
8
10
12
14
16
Planning & Review Sites
Portal Sites Google+ Social Sites Destination & Tourism Sites
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And most importantly, the Google+ user takes action and is more likely to convert (67% more likely!)
Conversion
Choice
Book (thank you page)
Add to cart (i.e. flight, hotel) +13%
+67%
lift in conversion rate for Google+
driven traffic to KPI, as compared to
total referrals
Source: Google/Compete Google+ & Travel Industry Study; September 2011 – September 2012 Yearly Average
Better Discovery
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Pure Michigan strikes pure gold with Google+
“We were surprised that, literally, our number of Google+ followers nearly doubled after the first Hangout .”
- Chad Wiebesick, director of social media & interactive marketing, MEDC
Goal
•! Post frequently to their +Page, including questions, photos, and videos
•! Hosted a Hangout with NASCAR
•! Promote the Google+ badge on their website
Execution
•! Promote Michigan travel and tourism
•! Engage with consumers and join online conversations about Michigan vacations
Results
•! Higher CTR when displaying social annotations in search ads
•! 89% increase in followers after first Hangout
•! 2012 Mercury Awards for Social Media and 4 other categories
*figures and stats as of April 2013
Deeper Engagement
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Provide fast and trusted sign-in
Customize your app Grow your audience when users pull friends to your app
Drive Android installs 40% acceptance rate for OTA
Engage users across devices with Google Sign-In
Deeper Engagement
1.3M Android devices activated daily 900M+ Android devices activated worldwide
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20,358 ($113,037.50) Conversions
11,003 ($48,762.25) Assisted Social Conversions
2,375 ($8,687.00) Last Interaction Social Conversions
Social Measurability
Measure the impact of social marketing on metrics that matter with Google Analytics
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Ripples reports help identify brand influencers See how post content spreads and identify advocates to team up with
Social Measurability
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LateRooms.com conveys brand values of innovation and personal service through Google+ Goals
Results
•! Held hangouts with travel experts •! Displayed photos effectively and easily •! Used ripples to identify influencers •! Implemented social extensions and
circles
Approach •! Promote brand’s emphasis on
innovation and personal interaction •! Raise profile, ensuring brand is front
of mind when thinking about hotels
•! Over 700,000 followers •! Posts reshared over 2,500 times •! 500 comments per post •! 9% CTR uplift in AdWords due to
social extensions
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Your Fans’ Recommendations at the Right Time and Place – with Your Message
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Search Plus Your World
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To celebrate their achievement of 1M followers, +Delta and Google+ co-branded the Gogo WiFi sign-in page on Delta flights during Thanksgiving weekend.
The creative encouraged users to follow their +Page. (have more followers on G+ than Facebook)
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Extending the conversation, beyond the stream with Google+ Post Ads beta
Extend the reach of your Google+ posts Ad templates appear in AdWords Target social content to any audience or context across the GDN
Optional display beta slides for clients under NDA
Please vet all display beta
pitches with your social RPE team prior to pitching.
not distribute externally (presentation use only)
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Reach your social audience, across the web Google+ Follower Remarketing beta
Your Google+ followers
Optional display beta slides for clients under NDA
Please vet all display beta
pitches with your social RPE team prior to pitching.
not distribute externally (presentation use only)