@katyhowell @IFtweeter The social journey to ROI in travel
The Social Journey to ROI in Travel - Sagittarius 24/7 Multichannel Travel Cosumer Masterclass
Jul 29, 2015
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@katyhowell @IFtweeter
The social journey to ROIin travel
@katyhowell @IFtweeter
Love talking travel
@katyhowell @IFtweeter
By 2016 social media will be at the forefront as a primary way to generate travel bookings and revenue for half of the travel
industry
@katyhowell @IFtweeter
Yet…
@katyhowell @IFtweeter
We are investing…
2.8bn
@katyhowell @IFtweeter
Influence is the key
49%
52%
@katyhowell @IFtweeter
Let’s explore how we drive social ROI
@katyhowell @IFtweeter
Defining the social journey
@katyhowell @IFtweeter
Pinpointing location
@katyhowell @IFtweeter
Where are they?
@katyhowell @IFtweeter
Mapping social behaviours
@katyhowell @IFtweeter
Pragmatic view of the customer journey
@katyhowell @IFtweeter
Chatter across the journey
1 3 1 1 23 27
@katyhowell @IFtweeter
From demand to recommendation
@katyhowell @IFtweeter
Real-time focus for Instagram
@katyhowell @IFtweeter
Reviews dive into detail
@katyhowell @IFtweeter
@katyhowell @IFtweeter
The social triggers
@katyhowell @IFtweeter
You need to consider…
@katyhowell @IFtweeter
Sparking the conversation
April, June &
September July &
August
January, February,
March & April
January &
April
June, July &
August
May, June,
July & August
Want, need, wish & please
Thinking, like & love Best &
good
Excited, exciting
and #excited!
Happy, fun & good times
Feel, good & great
@katyhowell @IFtweeter
With the social journey to ROI in place…
@katyhowell @IFtweeter
Do you know what you want to achieve?
@katyhowell @IFtweeter
Where are you sending folk?
@katyhowell @IFtweeter
How will you measure?
Social
amplification
Conversion
metricsBrand health
Financial
impact
Awareness
(reach)
Action
Advocacy
Sentiment
Engagement
Traffic
(direct)
Correlation
(indirect)
Uplift
Brand equity
Market share
Effectiveness (against other
marketing metrics)
Channel
profitability
Lifetime value
Volume growth
@katyhowell @IFtweeter
Make it easy on yourself!
• CRM
• Social Login
• Monitor
@katyhowell @IFtweeter
•
•
Social is not a channel
@katyhowell @IFtweeter
@katyhowell @IFtweeter
Thank you!
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