travconnect digital branding breakfast meeting googlenl
Post on 14-Sep-2014
170 views
DESCRIPTION
KPI's of Digital Branding for the travel industry presented by Lisette Schipper Google NetherlandsTRANSCRIPT
![Page 1: TravConnect Digital Branding Breakfast Meeting GoogleNL](https://reader033.vdocuments.site/reader033/viewer/2022051816/541666ed8d7f72a26c8b481e/html5/thumbnails/1.jpg)
Google Confidential and Proprietary
The Next Decade of Branding
Lisette SchipperBrand Solutions and Innovations Specialist
![Page 2: TravConnect Digital Branding Breakfast Meeting GoogleNL](https://reader033.vdocuments.site/reader033/viewer/2022051816/541666ed8d7f72a26c8b481e/html5/thumbnails/2.jpg)
Google Confidential and Proprietary
Real(time)Marketers &
Brand Builders
Full Value Experts- Cross channel/screen
- Full consumer journey
Last Click Experts
‘Performance Thinkers’ ‘Brand Thinkers’
Offline Brand Builders
Story tellers- Cross channel/screen
- Beyond demographics
![Page 3: TravConnect Digital Branding Breakfast Meeting GoogleNL](https://reader033.vdocuments.site/reader033/viewer/2022051816/541666ed8d7f72a26c8b481e/html5/thumbnails/3.jpg)
Google Confidential and Proprietary
Permission Based MarketingPullPush
Mass TargetingTargetingMass
PublisherStory TellerAdvertiser
3 -Trends
![Page 4: TravConnect Digital Branding Breakfast Meeting GoogleNL](https://reader033.vdocuments.site/reader033/viewer/2022051816/541666ed8d7f72a26c8b481e/html5/thumbnails/4.jpg)
Google Confidential and Proprietary
PublisherStory TellerAdvertiser
![Page 5: TravConnect Digital Branding Breakfast Meeting GoogleNL](https://reader033.vdocuments.site/reader033/viewer/2022051816/541666ed8d7f72a26c8b481e/html5/thumbnails/5.jpg)
Google Confidential and ProprietaryGoogle Confidential and ProprietaryGoogle Confidential and Proprietary
people are always onconnected to the internet 100% of the time
![Page 6: TravConnect Digital Branding Breakfast Meeting GoogleNL](https://reader033.vdocuments.site/reader033/viewer/2022051816/541666ed8d7f72a26c8b481e/html5/thumbnails/6.jpg)
Google Confidential and Proprietary
customer-centric marketingalways be where the customer is
Search
Browse
Watch
Share
![Page 7: TravConnect Digital Branding Breakfast Meeting GoogleNL](https://reader033.vdocuments.site/reader033/viewer/2022051816/541666ed8d7f72a26c8b481e/html5/thumbnails/7.jpg)
Google Confidential and Proprietary
Real life is not flighted
2Mhouseholds will run out
of shampoo today
1.4Mwomen will get their
hair cut today
1.2BWill be the times that
Women will look at their hair in the mirror today
![Page 8: TravConnect Digital Branding Breakfast Meeting GoogleNL](https://reader033.vdocuments.site/reader033/viewer/2022051816/541666ed8d7f72a26c8b481e/html5/thumbnails/8.jpg)
Google Confidential and Proprietary
We are proposing a different way of running campaignsContinue with flights, but maintain constant presence between them
![Page 9: TravConnect Digital Branding Breakfast Meeting GoogleNL](https://reader033.vdocuments.site/reader033/viewer/2022051816/541666ed8d7f72a26c8b481e/html5/thumbnails/9.jpg)
Google Confidential and Proprietary
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Hero ContentLarge-scale tentpole events or programs that drive awareness at scale
Hub ContentRegularly scheduled content around customer passions
Hygiene ContentAlways-on content optimized to users intent and interests
Hero Hero Hero
Hub
Hygiene
Hub Hub Hub
Consistent content programming is crucial for success
![Page 10: TravConnect Digital Branding Breakfast Meeting GoogleNL](https://reader033.vdocuments.site/reader033/viewer/2022051816/541666ed8d7f72a26c8b481e/html5/thumbnails/10.jpg)
Google Confidential and Proprietary
This success is only possible online1:16 video – 73M views, 156 years of watchtime, 306K shares, 433K likes
![Page 11: TravConnect Digital Branding Breakfast Meeting GoogleNL](https://reader033.vdocuments.site/reader033/viewer/2022051816/541666ed8d7f72a26c8b481e/html5/thumbnails/11.jpg)
Google Confidential and Proprietary
There’s a strategy behind it
Episodes for truckers
In-depth FAQs about truck technology
Epic stunts
Content activity
Time
HygieneHubHero
![Page 12: TravConnect Digital Branding Breakfast Meeting GoogleNL](https://reader033.vdocuments.site/reader033/viewer/2022051816/541666ed8d7f72a26c8b481e/html5/thumbnails/12.jpg)
Hero Content needs massive orchestrationProduct Launches and Tent-Pole Events
![Page 13: TravConnect Digital Branding Breakfast Meeting GoogleNL](https://reader033.vdocuments.site/reader033/viewer/2022051816/541666ed8d7f72a26c8b481e/html5/thumbnails/13.jpg)
#PassionProject Small Business Owners Entertainment Fans
HUB content should be scheduledSuccess Stories, Passions, and Interests
![Page 14: TravConnect Digital Branding Breakfast Meeting GoogleNL](https://reader033.vdocuments.site/reader033/viewer/2022051816/541666ed8d7f72a26c8b481e/html5/thumbnails/14.jpg)
Hygiene content should be always onHow-To’s, Product Demos, Customer Service
![Page 16: TravConnect Digital Branding Breakfast Meeting GoogleNL](https://reader033.vdocuments.site/reader033/viewer/2022051816/541666ed8d7f72a26c8b481e/html5/thumbnails/16.jpg)
Google Confidential and Proprietary
Hostelworld
![Page 17: TravConnect Digital Branding Breakfast Meeting GoogleNL](https://reader033.vdocuments.site/reader033/viewer/2022051816/541666ed8d7f72a26c8b481e/html5/thumbnails/17.jpg)
Google Confidential and Proprietary
Four Seasons
![Page 19: TravConnect Digital Branding Breakfast Meeting GoogleNL](https://reader033.vdocuments.site/reader033/viewer/2022051816/541666ed8d7f72a26c8b481e/html5/thumbnails/19.jpg)
Google Confidential and Proprietary
How to measure success?
![Page 20: TravConnect Digital Branding Breakfast Meeting GoogleNL](https://reader033.vdocuments.site/reader033/viewer/2022051816/541666ed8d7f72a26c8b481e/html5/thumbnails/20.jpg)
Google Confidential and Proprietary
Hero ContentLarge-scale tentpole events or programs that drive awareness at scale
Hub ContentRegularly scheduled content around customer passions
Hygiene ContentAlways-on content optimized to users intent and interests
This is when you want to
GO BIG, and recommend big media pushes to reach a mass audience.
# Views# Impressions# Reach# Unique user# SOV
This content centers around the
intersection of your brand and your consumers’ passions points.It is critical to sustain momentum
# Frequency# Follow on views# Engagement shares (subscribers, likes, comments, watch time)# Efficiency/Optimization
This is your always on “pull” content PEOPLE ARE ACTIVELY SEARCHING for it and you are the authority for their questions.
# CTR# Coverage# Impression share YT# Brand views increasement vs. user generated content
KPI’s
![Page 21: TravConnect Digital Branding Breakfast Meeting GoogleNL](https://reader033.vdocuments.site/reader033/viewer/2022051816/541666ed8d7f72a26c8b481e/html5/thumbnails/21.jpg)
Google Confidential and Proprietary
Your consumer is #always on
# happy holidays - Thank you!