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

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Some of our awards

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Best Use of Social Media

- 2011 runner up

- Best Online Application

- Best Technology Provider

- Rising Brand of the Year

Innovation in Travel

– vs. Virgin Atlantic,

Trip Advisor and Kuoni

Best Online Application

- Best Desktop Application- Best Technology Provider

- Rising Star of the Year

- Top 100 SW

Creative Companies

Some of our clients

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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

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Customer buying cycle

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Conversations / discussions

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• 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

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

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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

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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

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Tips and hints

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• 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

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

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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

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Thanks

Anthony Rawlins, CEO and Founder, Digital Visitor

� www.digitalvisitor.com

℡ +44(0)1179 055 195

� anthony@digitalvisitor.com

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