Presenter: Lindsay Smith, CEO, Massive Media

@TechLinz

eLearning University | August 2013 1  

The Impact of Google + on Travel

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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

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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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 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.

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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