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Web 2.0 & Social Web 2.0 & Social Networking Networking Doug Campbell Doug Campbell Off Exploring Ltd Off Exploring Ltd

Web 2.0 & Social Networking

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Web 2.0 & Social Networking. Doug Campbell Off Exploring Ltd. The Business Benefits. Generate more website visitors Persuade more people to buy Encourage return visits Increase brand visibility. Off Exploring. Diary / blog / journal User reviews Community site. Photographs - PowerPoint PPT Presentation

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Page 1: Web 2.0 & Social Networking

Web 2.0 & Social NetworkingWeb 2.0 & Social Networking

Doug CampbellDoug CampbellOff Exploring LtdOff Exploring Ltd

Page 2: Web 2.0 & Social Networking

The Business BenefitsThe Business Benefits

• Generate more website visitorsGenerate more website visitors• Persuade more people to buyPersuade more people to buy• Encourage return visits Encourage return visits • Increase brand visibilityIncrease brand visibility

Page 3: Web 2.0 & Social Networking

Off ExploringOff Exploring

• Diary / blog / journalDiary / blog / journal

• User reviewsUser reviews

• Community siteCommunity site

• PhotographsPhotographs• Video uploadsVideo uploads• MappingMapping• Message boardMessage board• Facebook, Bebo, Twitter Facebook, Bebo, Twitter

etc integrationetc integration• SMS / MMS updatesSMS / MMS updates• Printed booksPrinted books

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End User Value is crucialEnd User Value is crucial

• Complementary Complementary • Compelling functionalityCompelling functionality• Useful Useful • Community specific Community specific • Permanent recordPermanent record

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Community capabilitiesCommunity capabilities

• Resort focussedResort focussed• ““Before and after your travel…”Before and after your travel…”• Group tripsGroup trips• Reviews from like minded customersReviews from like minded customers

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Reduce our marketing costsReduce our marketing costs

• User generated content drives up organic User generated content drives up organic search results search results

“… “… increased SEO ranking massively”increased SEO ranking massively”

“… “… reduce PPC spendreduce PPC spend due to the success and due to the success and reach of the travel blogs”reach of the travel blogs”

Craig HepburnCraig HepburnGlobal Webmaster STA TravelGlobal Webmaster STA Travel

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Increase the size of our “audience”Increase the size of our “audience”

• Integration with sites such as Facebook, Integration with sites such as Facebook, MySpace, Bebo, Twitter is exploiting the MySpace, Bebo, Twitter is exploiting the power of social networks.power of social networks.

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Improve conversionsImprove conversions

• User content drives 200% - 400% sales increaseUser content drives 200% - 400% sales increase• 40% - 60% of users will refer to user content40% - 60% of users will refer to user content• More compelling presentationMore compelling presentation

– Independent reviewsIndependent reviews– Additional photographyAdditional photography– VideoVideo– Itinerary visualisationItinerary visualisation– Staff generated contentStaff generated content– Visual presentationVisual presentation

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Incremental revenue opportunities

• Incremental sales to customers already travelling

• Leverage additional product sales– Insurance, excursions, other travel products, etc

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Build repeat businessBuild repeat business

• Differentiated experience• Generate brand allegiance

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Fostering loyalty amongst usersFostering loyalty amongst users

• ““Without this site our trip wouldn’t have been Without this site our trip wouldn’t have been half as good. It not only allowed us to stay in half as good. It not only allowed us to stay in contact but brought 3 generations of our contact but brought 3 generations of our family together. Thank you.”family together. Thank you.”

• ““It’s a great website, can’t believe it’s free! It It’s a great website, can’t believe it’s free! It has kept my family up to date and it’s so easy has kept my family up to date and it’s so easy to use! Love it!”to use! Love it!”

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Brand ExposureBrand Exposure

• Increased visibility of the STA brand:Increased visibility of the STA brand:– VideosVideos– Facebook / MySpace / Bebo integrationFacebook / MySpace / Bebo integration– Social bookmarking Social bookmarking – ScreensaversScreensavers– Branded email / SMS to contactsBranded email / SMS to contacts– Printed materialsPrinted materials

Page 32: Web 2.0 & Social Networking

The Business BenefitsThe Business Benefits

• Generate more website visitorsGenerate more website visitors• Persuade more people to buyPersuade more people to buy• Encourage return visits Encourage return visits • Increase brand visibilityIncrease brand visibility

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Why Off Exploring?Why Off Exploring?

• Short implementation timeShort implementation time• Best in classBest in class• Fees based on success criteriaFees based on success criteria• Full service modelFull service model• Years of experienceYears of experience

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“ “ Once again STA Travel, working with its key Once again STA Travel, working with its key partners, has shown fantastic leadership in partners, has shown fantastic leadership in the area of social media in travel. It is seen as the area of social media in travel. It is seen as a true pioneer in this field and has set the a true pioneer in this field and has set the benchmark for others to try to follow. " benchmark for others to try to follow. "

KEVIN MAY, EDITOR, TRAVOLUTIONKEVIN MAY, EDITOR, TRAVOLUTION