From Social to Sales, presentation by Anthony Rawlins, Digital Visitor

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1) The document discusses how social media and user-generated content can be used across the customer buying cycle to drive sales. 2) It provides examples of how discussions, reviews, tips, and shared content on social media channels can inspire, inform, and convince customers during different stages from research to post-purchase. 3) The key recommendation is to maximize the benefits of social media by gathering and broadcasting user content from your website and social platforms to engage customers throughout the buying process.

From Social to Sales
Presentation by Anthony Rawlins, CEO & Founder
Digital Visitor

Our philosophy

• Social commerce and social media agency
• Specialists in Travel and Tourism
• Combining social media on your website AND on social media channels
• Gathering content and broadcasting this as far and wide as possible

• Maximising short term gains and long term benefits of social media

• Providing a clear ROI
2

What is social commerce?

• The use of social media to assist in the online
buying and selling of products and services
• Includes...
– Discussions and forums
– Question and answers
– Customer reviews and ratings
– Tips and hints
– User recommendations and referrals
– Online communities
– Social advertising

5

Conversations / discussions
• Early in the buying cycle - people want to be inspired

• They want to research and enquire

• It’s up to OTAs and the like to provide inspiration
and information

• Ask questions – get your online visitors to answer
eg. What’s the weather like? Which place is better?

• A conversation thread will encourage repeat visits to
your website

• Benefit SEO - content = organic traffic

• Generates content to share on social channels to drive people
back to your website

7

Reviews – do’s

• Include on your website - easy to
implement/integrate

• Allow short reviews, long reviews AND
reviews with media content

– implementing reviews WITH photos
and videos increased browsing time by
over 100%

• Show reviews on relevant pages can
increase conversations between 2 – 18%

Incentivise

9

Reviews – don'ts

• Leave it isolated - gather content proactively

• Think you need 5 million reviews to make a
difference - one can help!

• Think reviews are for hotels only
- what about destinations, tours etc...

• Limit what can be added - allow media
uploading

• Think reviews is all you can do - there is much
more

10

Social media channels

• All this content should be shared with your social media
channels – good quality, engaging content

• Nothing worse than a channel which is constantly selling
and not inspiring

• The higher the engagement and quality of content, the
more you can turn your community into customers

12

Thanks

Anthony Rawlins, CEO and Founder, Digital Visitor

 www.digitalvisitor.com
 +44(0)1179 055 195
 anthony@digitalvisitor.com

14

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From Social to Sales, presentation by Anthony Rawlins, Digital Visitor

1. From Social to Sales Presentation by Anthony Rawlins, CEO & Founder Digital Visitor

2. Our philosophy • Social commerce and social media agency • Specialists in Travel and Tourism • Combining social media on your website AND on social media channels • Gathering content and broadcasting this as far and wide as possible • Maximising short term gains and long term benefits of social media • Providing a clear ROI 2

3. Some of our awards Innovation in Travel Best Online Application Best Use of Social Media – vs. Virgin Atlantic, - 2011 runner up Trip Advisor and Kuoni - Best Technology Provider - Best Online Application - Top 100 SW - Best Desktop Application - Rising Star of the Year - Best Technology Provider Creative Companies - Rising Brand of the Year 3

4. Some of our clients 4

5. What is social commerce? • The use of social media to assist in the online buying and selling of products and services • Includes... – Discussions and forums – Question and answers – Customer reviews and ratings – Tips and hints – User recommendations and referrals – Online communities – Social advertising 5

6. Customer buying cycle 6

7. Conversations / discussions • Early in the buying cycle - people want to be inspired • They want to research and enquire • It’s up to OTAs and the like to provide inspiration and information • Ask questions – get your online visitors to answer eg. What’s the weather like? Which place is better? • A conversation thread will encourage repeat visits to your website • Benefit SEO - content = organic traffic • Generates content to share on social channels to drive people back to your website 7

8. Watch – your social newsletter • Subscribe to destinations during the research phrase • When new user generated content is added, followers are notified • Drives repeat visits to your website and audiences 8

9. Reviews – do’s • Include on your website - easy to implement/integrate • Allow short reviews, long reviews AND reviews with media content – implementing reviews WITH photos and videos increased browsing time by over 100% • Show reviews on relevant pages can increase conversations between 2 – 18% Incentivise 9

10. Reviews – don'ts • Leave it isolated - gather content proactively • Think you need 5 million reviews to make a difference - one can help! • Think reviews are for hotels only - what about destinations, tours etc... • Limit what can be added - allow media uploading • Think reviews is all you can do - there is much more 10

11. Tips and hints • After booked but before travel • Capturing tips and hints for travellers provides good info to your customers • Improves loyalty • Drives new search traffic • Provides content to share with social channels 11

12. Social media channels • All this content should be shared with your social media channels – good quality, engaging content • Nothing worse than a channel which is constantly selling and not inspiring • The higher the engagement and quality of content, the more you can turn your community into customers 12

13. Top tips • Social commerce accesses many stages of the customer buying cycle on your website • You can use technology to absolutely maximise the benefits of social media content from your customers • Inspire with discussions • Convince with reviews • Breed loyalty with tips and hints • Use all this content to drive your social channels 13

14. Thanks Anthony Rawlins, CEO and Founder, Digital Visitor  www.digitalvisitor.com  +44(0)1179 055 195  anthony@digitalvisitor.com 14

From Social to Sales, presentation by Anthony Rawlins, Digital Visitor

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