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Presentation held during the travel technology course in University of Azores - Ponte Delgada, São Miguel Island. For more information about the course visit protraveltech.tts.com
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Digital Marketing in The Travel Industry
Diana Coza – Digital Marketing @ TTS
What is Digital Marketing?Digital marketing is the promotion of products or brands via one or more forms of electronic media
*Source: Freebase.com
Content is KING!!!
No, really, content is KING.
What is content marketing?Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.
At the core of a content marketing strategy stays the
almighty BLOG.
*Source: Contentmarketinginstitute.com
History of content marketing strategy
HOW it works-‐-‐-‐>
Content curation part of the content marketing strategy
Social Media is NOT a trend
Social Media Marketing is a component of digital marketing and it refers to the process of gaining website traffic or attention through social media sites.
*Source: Mashable
The travel and tourism industry depends heavily o n wo r d -‐ o f -‐mouth = earned media
Some numbers FACT: people use social media heavily while travelling: 64% of non-‐US travellers, 38% of US travellers
92% of consumers say they trust recommendations from their friends on Social Media
*Source: Travelandtourworld.com
52% of Facebook users said their friends’ photos inspired their holiday choice and travel plans
Social media has a huge influence on travel bookings. Of those who use social media to research travel plans, only 48% stuck with their original travel plans
Post-‐vacation -‐ 46% of travelers post hotel reviews.
Some more numbers
*Source: Travelandtourworld.com Stikkymedia.com
70% of global consumers say online consumer reviews are the second most trusted form of advertising
Guidelines of using Social Media in Tourism
✓ Generate two-‐way conversations with your customers
✓ Encourage influencers and customers to share their travel story on social media
✓ Find success for your brand on the right social media channel
✓ Align social media strategy to company’s goals and objectives
✓ Social media management needs brand ambassadors
✓ Listen and engage with the audience
✓ Customize the experience
✓ Educate your audience about travel
*Source: Hootsuite
How travel industry players use social media?
From whose perspective are we talking about?
B2B’ Favorite SM channel -‐ LinkedIn
B2C’ Favorite SM channel -‐ Facebook
Consolidators Travel agencies Airline Companies
Companies
About TTS
TTS is a B2B global leading player in the travel and tourism industry. It develops innovative solutions for:
Global Presence
Offices in Lisbon, Barcelona and Miami+ 3.150 clients
1002 781
428
129
584
76
158
Last update: October 2014
TTS Lab
How TTS does it
5 most relevant channels : 1. LinkedIn 2. Facebook 3. Google+ 4. YouTube 5. SlideShare
TTS’ target?
The Travel Agent!
*Source: American Society of Travel Agents
• 49% use Facebook
• 44% use LinkedIn
• 15% consider these services essential to their business
The kind of content we create:
Videos:
• Tribute to Travel Agents on World Tourism Day 2013
• First video song for and about Travel Agents
• Promo video/product
Comics:
• A series of comics revealing various situations in travel agents’ lives
Blog posts:
• Travel Agent’s Survival Guide
• How To Take The Stress Out Of Booking Corporate Travel
• The Continuous Growth of Travel Technology in Latin America
• Do Travel Agents Need Mobile Solutions?
• The Best Business Travel Apps for 2014
LinkedIn The 3rd fastest growing social media site in the world
• Results
• How do we use it?
Google+ does the magic for SEO
Results:
✓ Organic engagement
✓ Increase of TTS’ YouTube videos views
YouTube
http://youtu.be/Ynr8SAYUgDQ
http://youtu.be/Wyojfal2-‐kk
http://youtu.be/5LXTQTjiUcQ
http://youtu.be/ofvyVTqg2AY
Another miracle-maker for SEO
✓ Upload company and products presentation
✓ Upload Infographics
✓ Turn blog posts into powerpoint presentations
www.slideshare.net/TravelTechSolutions/how-‐travelport-‐mobile-‐agent-‐came-‐to-‐life
What about AFTER?
No data, no funny!
How we evaluate our impact on Social Media? What to evaluate?
Social Media monitoring
Follow-‐up with social leads
!To find industry’ influencers and analyze content: http://buzzsumo.com/ !To find topics, trends: https://www.google.com/trends/ !Brand analysis: http://www.socialmention.com/ http://topsy.com/ !Social Media Management: https://bufferapp.com/ https://hootsuite.com/
Some useful social media tools:
Sum-up
-‐ Overview Digital Marketing
-‐ Content is KING!
-‐ Social media is NOT a trend
-‐ Some facts
-‐ Guidelines for using So
cial Media in
tourism
-‐ B2C vs. B2B
-‐ SM practices by TTS
Thank you!
Connect with me: LinkedIn
Follow me: @dianacoza
Not just keywords: Google+
Happy pinning: Pinterest
I also write: Creativesynonym.com
