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presented on February 14, 2013 to professional vacation rental managers in the Outer Banks of North Carolina at the HomeAway Software for Professionals Breakfast Seminar. Robert Gray, of Visual Data Systems presented information on some online marketing tools for rental managers. Included are custom website, mobile website, SEO/SEM. Google Remarketing, YouTube, Google+, Facebook and more.
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The Goal of Online Marketing:Making $
HomeAway Software For ProfessionalsBreakfast Seminar – Kitty Hawk, NC – February 2013
Quality Custom Website
This….
NotThis…
Custom Website
• Integrated Booking Engine• Clean, Concise ‘Calls To Action’• What do you REALLY want them
to do?• Simplify The Booking Process• Sell The EXPERIENCE• Promote Your Expertise• Tools Your Clients and Homeowners
will use
Mobile Website
55%
Of people in the United Stated own a Smartphone (Q2 2012) - nielsen.com
61%
61% of people said that if they tried to access a website on their mobile device but couldn’t because the site isn’t optimized for mobile, they would visit the website of a competitor
Website ‘Promotion’
• eMail Marketing is NOT DEAD
• eMail Marketing is NOT SPAM (if done correctly)
• Email Marketing can be tied directly to online revenue
• Close to 5M Emails Sent
• Over $24M in Revenue
• Total AVG ROI > $165• OBX = $321 ROI
2012 Email Stats
• #2 Search Engine• #3 Website• # 3 Social Media• 21% Of Internet User Go To YouTube at least once a month
• Google gives preferential treatment to video – THEY OWN YouTube
YouTube
Google+
• World’s Largest Audience – Google+ stretches across all the Google platforms and is being integrated aggressively into search results
• #2 Social Media Platform• 25% of Internet Users Use It At Least Once
a Month• The more interaction your page has – the
more you will see positive search results• Hangouts on Google+ are becoming very
popular with brands and can be converted directly into YouTube videos
Facebook Engagement
• The # of fans you have is irrelevant to the # of engaged fans you have
• Less than 10% of fans will see your posts – fans must engage to see future posts
• EdgeRank – Facebook news feed algorithm – determines views of posts• Affinity x Weight x Time Decay• Affinity – how many actions• Weight – what actions? Shares and
comments better than likes• Time Decay – newer posts score
stronger than older ones
Visual Data SystemsRobert Gray, Vice President
[email protected] Ex 264
• Custom Web Design – Software Integration
• Mobile Marketing• Email Marketing• Website Promotion• Consulting
