David Atkins Digital DNA Infusion presentation key west sept 2011

Building a Digital Strategy

Presented by: David Atkins, Principal Digital DNA Infusion, LLC [email protected] Twitter: @atkinsdavid

Don’t be left out in the cold HSMAI Key West Sept 2011

Stating the obvious For consumer attention you compete with:

Question is what does the consumer know?

www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC

Resorts

Timeshare

OTA’s VRM

Airlines

Car Rental Companies

Other CVBs/DMO’s

Hotels

David Atkins • Member of the Expedia/Microsoft IPO

Management team

– Mgmt member of: Brand Team; Hotels Team; Online Marketing; and Media Sales

• Microsoft 1998

• Expedia from 1998-2003

• IAC Travel/Interval International 2003-2006

• Chairman of HSMAI 2010-2012

• Columnist for Hospitality Upgrade

• Digital Media and Strategy Expert

• Speaker- CES, HSMAI, HEDNA, PhoCusWright, VRMA…

www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC |

www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC | Source: Google

What demographic group dominates online?

Updates Sept 2011

• Google

– Google Flights

– Zagats

– Google HotelFinder

– Google+

• F-Commerce

• Consumer Behavior data

• Mobile explosion

Entire Presentation will be made available www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC |

eMarketer View of Online Travel 2011

www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC | Source: eMarketer March 2011

PhoCusWright View 2011

www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC | Source: PhoCusWright April 2011

How is your destination chosen?

www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC | Source: PhoCusWright June 2011

www.digitaldnainfusion.com | Copyright 2010Digital DNA Infusion, LLC | Source: PhoCusWright J& Forrester June 2011


Align your efforts • Media allocation • Staff allocation • Political alignment • Partners


www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC | Source: PhoCusWright June 2011

What drives the decision?

www.digitaldnainfusion.com | Copyright 2010 Digital DNA Infusion, LLC | Source: PhoCusWright Oct 2010

Internet Continues to Grow as Consumers’ Primary Source for Travel Information

www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC | Source: New from Google Sept 2010

Base: Personal Traveler (2010: 3500; 2009: 3450); Business Traveler (2010: 1500; 2009: 1552). Q. Which of the following sources do you typically use to plan? Note: Box indicates a significant difference between 2009 to 2010 at the 95% confidence level

Travel Planning Sources

What does your consumer shop?

www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC | Source: PhoCusWright Oct 2010

Web Sites Used for Selecting a Destination


Mobile/LBS

Mary Meeker @ Google on Mobile

www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC | Source: Google March 2011

Mobile WORKS for Marketing

www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC | Source: Chetan Sharma, January 2011

www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC| Source: Mary Meeker @ Google Think Mobile March 2011 | Source: ITU, Mark Lipacis, Morgan Stanley Research

Note: PC installed base reached 100MM in 1993, cellphone/internet users reached 1B in 2002/2005 respectively.

Computing Growth Drivers Over Time (1960-2020E)

1 in 3 Researchers Recall Viewing Online Ads


Half of Shoppers Research Exclusively Online


Social media are media for social

interaction, using highly accessible

and scalable publishing techniques.

www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC | Source: Wikipedia


Copyright 2010 Digital DNA Infusion, LLC


Facebook Like/Fan $$

spend an additional $71.84 on products for which they are like the company compared to

those who are not fans.

are 28% more likely than non-fans to

continue using the brand.

are 41% more likely than non-fans to

recommend a fanned product to their

friends.

The average annualized value of an individual fan is $136.38.

www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC | Syncapse’s Report 2010

Sample OTA Package Booking Session

5 Pages on Gmail:

Email content

Start of Session:

www.gmail.com

Direct Type:

www.post-gazette.com

Continued…

Direct Type:

www.Cheaptickets.com

Continued…

Back to Expedia

12 pages content

Continued… August 24, 2010 User Session

Google Search & Click:

www.Expedia.com


www.Steelers.com

6 Pages on Steelers.com:

Miscellaneous content

15 Pages on Expedia:

Search package: destination SLC

Direct Type:

Hyatt.com

8 Pages on Hyatt:

Gold Passport login, SLC hotel search

Direct Type:

www.Hotwire.com

7 Pages on Hotwire


5 Pages on Cheaptickets



www.TripAdvisor.com

5 Pages on TripAdvisor:

Utah, Salt Lake City pages

3 Pages on Post Gazette:

News content

Click on Link:

www.visitsaltlake.com

2 Pages on Visit Salt Lake

Browse things to do

Back to TripAdvisor

3 pages content

Click on Link:

www.utah.com

2 Pages on Utah.com

Browse maps

Back to Expedia

5 pages content


www.SeatGuru.com

5 Pages on SeatGuru

Browse seat maps

Back to Expedia

4 pages content

Booked Package on Expedia

Back to Utah.com

6 pages content

Continued browsing… www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC | Source: Expedia and Compete 2010

Social Marketing & Reviews in Travel?

www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC || Source: PhoCusWright July 2011

• 2 out of 3 travelers site travel review as influential when planning leisure travel • 3 out of 10 report comments in their social networks influential for leisure travel • Facebook referred more than 15.2M visitors to hotel websites in 2010 – a 35% increase

from 2009.

Social Marketing & Reviews in Travel?

www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC || Source: PhoCusWright July 2011

Age of the Customer

www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC| Source: Forrester June 2011

The only constant imperative when it comes to Digital is

CHANGE


Google


Google & PhoCusWright Traveler

www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC|| Traveler Image Source: PhoCusWright

Flights

WheretoStart? Video

SEO/SEM

Social Media

OTA’s

Display Ads

Site Conversion

Mobile Brand

Sales

Marketing

Members

Revenue

IT

Politics

www.digitaldnainfusion.com | Copyright 2010 Digital DNA Infusion, LLC www.digitaldnainfusion.com | Copyright 2011 Digital DNA Infusion, LLC

Moves Digital to Physical World

• No more platforms

• No more technical requirements

• Just be “human” & transparent



Start Here

Finish Here

Forrester Model

What is your metric?


The New Digital Landscape Is your digital process about transactions , leads, visitors to your website(s), digital assets, social or a general stimulation of digital discussion or something else?


Trip Advisor & FB Social Graph


Awareness

Consideration

Purchase

Intent

Loyalty

Purchase

Display Media Social Media Mobile Video

Mobile Video Social Media Affiliate Search/PPC

Social Media Mobile Search/PPC

Search Mobile Affiliate Social

Email Mobile Social Video

Marketing Channel Evaluation


Action Steps

• Follow the Basics

• Think about the Visitor

• Empower the Customer

• Simple Social Media

• Develop a strategy

• Empower your people


Follow the basics • Your customer

• Your business

• What metric?

• What platform?

Benchmark!


Curators • Content, Experiences

• Not always of our own creation


Be Authentic Emulate your hotel culture Formality, use of the guest name etc

Be Transparent

Be respectful

Customers, clients, competitors

Listen

Invite direct contact and future stays

Basic Principles for Social Media


Types of Social Media That Matter Most for Travel

www.digitaldnainfusion.com | Copyright 2010 Digital DNA Infusion, LLC | For North America and EMEA

Blogs

Video Sharing

Photo Sharing

Review Sites

The priority will change based on your business & customer objectives

Digital Best Practices - Simply

Enable

Inspire

Engage

Involve

Outreach

Metrics

Results

Pick your partners

wisely


It’s About The “AND”

Brand Performance

It’s NOT about the “OR”


Why it works?

Question is your objective and metrics—

– Display

– Email

– Social

– Mobile

– PPC

– CPM

– OTA


Key questions to ask partners 1. What do I get?

• Distribution

• Marketing

• Sales

• SEO

• SEM

• Mobile

• Website

2. What reporting do you provide?

3. What does it cost all in?

4. What is the commitment term?


How to reach me?

• [email protected] • Twitter @atkinsdavid

• Old School: Digital DNA Infusion

6619 South Dixie Hwy

Ste 306

Miami FL 33143

David- 305-458-2311


mailto:[email protected]

Cool Sources

• Google – Google Trends

– Google Insight

– Googlebusiness (YouTube)

• Mediapost

• eMarketer

• PhoCusWright

• Forrester

• Expedia

• Compete

• Tripadvisor


Technology

David Atkins Digital DNA Infusion presentation key west sept 2011