WWW: New Consumer Marketing MediumSearch Behavior - Integrating Online Marketing

The Canadian Online Travel ConferenceCalgary, Alberta

May 13-14, 2008WWW: WWW: New Consumer Marketing MediumNew Consumer Marketing Medium

Tasting New TechnologyTasting New Technology

www.acoupleofchicks.comwww.acoupleofchicks.com

Today’s Sound Bites

‣Who are the Chicks

‣The Facts

‣Trends

‣What Now?

Who We Are...‣Kuikene Inc. - educating and

empowering people through Internet awareness & social media applications.

Canada

Caribbean

Who We Are...

‣ We have combined the best elements of Search, Marketing & Measurement to create a unique formula that will improve revenues and give you the tools to accurately measure ROI.

A Couple of Chicks evolved in response to the needs of the next generation of Internet Retailers searching for innovative solutions to online distribution.

‣ Website Brand Development

‣ Search Engine Optimization Strategy

‣ Social Media Marketing

‣ Content Syndication & Online PR

‣ Certified Google & Yahoo PPC Management

‣ Sales/Conversion Web Analytics

‣ E-marketing Workshops

The Facts

58% of Vacation Planning is done online

Source; eMarketer.comSource; eMarketer.com

‣Consumers are interacting differently with websites. Customers are researching and making their Buying Decisions based on what they see online.

Source; eMarketer.comSource; eMarketer.com

Marketers aren’t Leading – They are following consumers online

Internet represents 21% of weekly media usage

Yet only 10% of ad dollars spent

Cable TV

22%

Radio

20%

News-

papers

4%

Magazine

3%

Broadcast

TV

28%

Internet

21%

Cable TV

10%Internet

10%

Magazine

7%

Outdoor

2%

Radio

14%

News-

papers

35.4%

Broadcast

TV

21%

Source; Yahoo! CanadaSource; Yahoo! Canada

Trends: What’s New?

Travel Research Occurs Across Multiple Channels

Source: YahooSource: Yahoo

Trends to Watch‣ The changing face of Organic Search makes SEO strategy and content

more important than ever, with videos and Local Search ads taking up valuable real estate.

‣ Social Media – The landscape of Consumer Marketing has changed.

‣ Consumers are looking for their “Twinsumer” who is like them with the same interests - the new “Word of Mouse” based on similar experiences.

‣ Growth of Online Communities – i.e. My Space, Facebook has added another few steps to the research cycle or has replaced others.

‣ How is Social Media Affecting Marketers?-Be aware of Blogs (Tripadvisor) and other forms of online discussion groups (www.Blogpulse.com)

-Viral Marketing (YouTube, Break.com)

‣ What Now?-Use these channels to communicate with your audience

AND to be aware of the “conversations” about your brand – don’t jump in to become part of the conversation without a plan and purpose.

Organic Search...Positions are Disappearing

Sponsored Advertising

is taking the

premium positions

Local ads on sponsored search and Google Map

listings-top spots

Beyond the Website

• Web has become Personalized and Interactive• Research and understand how channels Are used BEFORE you play• All new media might not be right for your business

Trends: What’s New?

Web 3.0 and Beyond…what it means to Marketers Media Evolution

We

Media

My

Media

Mass

Media

The Web magnifies the reach of influencers

The We in the Web

• The Web Connects people with other people, and with information.

• Gives mavens a platform to find information and share their knowledge and opinions, Expanding and building communities and beyond.

Millions of people have recognized the potential;It’s time for marketers to join them.

New Media Applications – Beyond the Website

‣Blogs

‣RSS Feeds

‣Online PR Channels

‣Social Media (Facebook, MySpace)

‣Video and Photo Sharing sites (YouTube, Flickr)

‣Mobile Marketing

…Oh My!

Blogging: To Blog or not to Blog…

• Blogosphere – Threads of content and conversations occurring through Blog posts and social networks.• The brand is no longer what you say itis... it is what your customers say it is – they are using Blogs to say it! (ie.Tripadvisor)• Your customers are reading & writing Blogs! • Measure and participate in conversations

Blog Application: Chicks have a Blog!

So How do we Track and Measure the Buzz?• Sites such as Technorati, Blogpulse.com, Bloglines, Tailrank, track interconnections between bloggers.• These sites can follow a piece of conversation as it moves from blog to blog - Tracks the Buzz – Viral flow of Conversation

So How Does this all Work?:RSS (really simple syndication)

RSSRSS is a family of web is a family of web feed formats used to feed formats used to publish frequently updated publish frequently updated digital content, such as digital content, such as blogs, news feeds, video blogs, news feeds, video feeds or podcastsfeeds or podcasts

- Wikipedia- Wikipedia

*In a recent *In a recent Yahoo! Yahoo! survey people who were survey people who were identified as RSS users by their Clickstream when identified as RSS users by their Clickstream when asked about RSS - 82% did not even know they asked about RSS - 82% did not even know they were using them. (Personalization of content)were using them. (Personalization of content)

What does RSS mean to me?• RSS is well suited to the travel and hospitality industry with the wealth of information and news about destinations and activities, trip packages, hotels and special offers.

• Consumers are dealing with a flood of unwanted emails each day - Marketers dealing with anti-spam software blocking marketing message.

• With RSS the end-user can control the flow, both in terms of what is received, its frequency, and whether it alerts the users to the arrival of the message.

•RSS Feeds are Indexed in Search engines – fresh content.

Content Syndication‣ Search Engines Index Press Releases.

‣ A Press release ‘optimized’ for your target keywords with keyword hyperlinks pushed-out or “syndicated” through online channels (outside RSS feeds) builds relevant inbound links to your site.

‣ Visibility across multiple online channels—connecting with consumers through the research cycle and not just the website.

‣ New methods will now allow us to make content syndication interactive through social media distribution as well (video, images and social media tags).

‣ READ MORE: A Couple of Chicks Articles

•Application: Application: Optimized Press Optimized Press Releases Releases (for online distribution): (for online distribution): Announcing Specials, Renovations, Additions, Announcing Specials, Renovations, Additions, Surrounding Events Surrounding Events

Optimized Content Syndication:The Essentials• Search Engines Index Press Releases and articles

• Own your Search Engine “real-estate” for your target

list of keywords and phrases. (including your own

name!)

• Text links should land on relevant pages – builds on

your SEO

• Use Relevant keywords for target audience/search

terms & phrases

• Additional Distribution channel to your existing PR

efforts

• Upload PR to sites like www.prweb.com and

www.marketwire.com Article Marketing on sites like

www.ezinearticles.com

Managing your Online Reputation• Be aware of online conversations about your brand- and Remember the brand could be you!

• Monitoring the ‘Reviewsphere’ is overwhelming: focus on key sites s

• Does Buzz = Buy? Generates Awareness!

• Add a Google Alert for your name, your brand and your competitors to monitor online Buzz.

Social Media: Engage your Consumer

Social Media Trends

With over 1.5 million photos uploaded daily, Facebook is rapidly With over 1.5 million photos uploaded daily, Facebook is rapidly become a major player for travel research among all of the other become a major player for travel research among all of the other

social communities and blogs that already exist within cyberspace that already exist within cyberspace. .

Brands Using Social Media

How Consumers Research Travel is Changing...

• Consumers are looking to channels like YouTube to experience brands AND Videos are now being indexed in Organic search results.

Travel Research is an Emotive Process• Increase Visibility beyond the Website

• Videos appearing in Organic Search Results

• Research process has evolved from the the marketing message, to the testimonial, to the images and now video – consumers looking for the authentic experience.

• Videos posted to sites such as YouTube as well as website generates additional distribution.

What Now?What tourism marketers can do!

Web Strategy Starts with the Website!1) Keyword research is critical. Find out what your market is

actually looking for first.

2) Follow SEO best practices and avoid the trick of the day. Focus on content quality.

3) Make sure search engines can index your content. Avoid flash. Keep it simple.

4) Always focus on the user experience! Focus on this & rankings will often follow.

5) Link Popularity is King! Link Reputation is Queen! Get quality links (votes) from 3rd parties to your site.

6) Build your online strategy using other channels like Blogs, RSS feeds and Social media – after your home website is complete – and only if it makes sense to your business.

Real People, Real Solutions‣Online Revealed sets the pace for the future of

search and online marketing for the Tourism Industry.

www.onlinerevealed.com

Chicks Hatch “Online Marketing Revealed”

• Leave us your card to receive an e-discount for the Chicks Guide to Success on the Web!

Coming Spring 2008!

• Leave us your Leave us your card to receive card to receive an e-alert for an e-alert for the Chicks the Chicks Guide to Guide to Success on the Success on the Web! Web!

Coming Spring Coming Spring 2008!2008!

Patricia Brusha

Co-Founder

pbrusha@acoupleofchicks.com

Alicia Whalen

Co-Founderawhalen@acoupleofchicks.com