the impact of google+ (travel)
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Presenter: Lindsay Smith, CEO, Massive Media
@TechLinz
eLearning University | August 2013 1
The Impact of Google + on Travel
2
As the CEO, Lindsay leads a team of digital marketing strategists who use the latest tools in the digital marketing space to deliver powerful marketing campaigns. Lindsay is considered a pioneer in her field and is featured on Global TV’s News Hour and Shaw TV’s The Rush each month as a technology expert. MassiveMedia.co
Presenter: Lindsay Smith, CEO, Massive Media
@TechLinz
eLearning University | August 2013
3
Who’s a Geek?
In This Session
• What is Google+?
• Facebook vs. Google+
• Google+ & Search
• 10 G+ Tactics For Travel
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What is the average age of a social media user?
a) 16 b) 25
c) 37 d) 55
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What is the average age of a social media user?
a) 16 b) 25
c) 37 d) 55
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Game Changer?
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vs.
Battle for the Social Network
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Fast Facts
Facebook • 95% of the entire population in NA have signed up for FB
account at one time or another.
• Facebook has over 1B users. 1/7th of world population.
Google Plus (G+) • Google’s stock price is almost 20x higher than FB’s and they
clearly have more money.
• Google surpasses Twitter in Jan 2013, becoming 2nd largest social network (350 million users globally / 25% global internet users)
ANNUAL REVENUE Google+ ~38 billion Facebook ~3 billion
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10
ü Personal profile
ü Share photos
ü Post status feed
updates
ü Par4cipate in groups with common interests
Google + Social Network?
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So What Is It?
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Information Network (A place to curate info)
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vs.
Social Network
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ü People that you have a ‘personal’ relationship with.
ü Sharing personal stories
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ü Follow people you don’t know who have similar interests
ü Follow trending topics
ü Advanced search capabilities
Google +
h:ps://plus.google.com/+Travelocity/posts
• News articles • Interest groups • Niche hobbies FROM ANYWHERE
Information Network
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Susan’s Circles of Influence
Information Network
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Search for “Travel Agents”
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• 75%+ research online before making a purchasing decision. 72% Of Consumers Trust Online Reviews As Much As Personal Recommendations Source: Search Engine Land (2013)
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Compelling Statistics
Understanding Social Graphs
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• Search results now influenced by social graphs.
• People inside your network are more likely to find your content than those outside of your network.
Image from the New York Times (2006)
Google + Local Places
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Importance: • Three or more location
specific pages which bump down organic results.
• People inside your network are more likely to find your content than those outside of your network.
Top ranking influences: • Fully completed profile • Photo gallery • Videos • Reviews
Curating Content
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Edgerank Algorithm based on three factors: 1. Affinity - closeness to friend
2. Weight - type of content
3. Recency – When the post was made
Curating Content
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Search Algorithm based on: 1. Social graph
2. Content type
3. Interests & online behavior
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10 Must Do’s To Get Results with Google +
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#1 Do - Use Video
Ie: User generated contest submissions
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#2 Do - Use Unique Content
• Ask tough questions that quizzes and teaches all in one…
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#3 Do - Tentpole
• Leverage popular events such as popular holidays and events…
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#4 Do - Tell a Story
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• Use humor
• Tell your brand story and sub-stories
• Build off of entire marketing strategy...
#5 Do - Create Themes
• Engage with themes & questions…
• Ie: Thirsty Thursday
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# 6 Do - Use Hashtags
• Gets picked up in hash feeds
• Ie: Thirsty Thursday
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# 7 Do - Engage & Track Your Audience
• See who’s active and engage with them the most
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Tip: Check out Klout.com for influence metrics
# 8 Do - Build Your “Interest” Network
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#9 – Check Your Ripples
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# 9 - Google + Ripples
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#10 – Do Use On Air Google Hangouts
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In Closing…
• Social Media influences Page Rank
• Google+ is the 2nd largest player in social
• Tie your social media strategy into your bigger picture marketing mix.
• Study best practices, successes and failures before developing your content marketing strategy.
37
Presenter: Lindsay Smith, CEO, Massive Media
@TechLinz
eLearning University | August 2013 38
Let’s Connect! MassiveMedia.co Lindsay Smith | @TechLinz Massive Media | @_MassiveMedia For inquiries about Content Marketing Strategies, call 604.227.4343 x 106
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