This presentation was given at an event held by Classic Tours. Title: Maximising social media on your own website Summary: Content is what drives the web. Photos, videos, reviews and testimonials are not only influential on consumer’s purchasing decisions, they also have a positive impact on SEO – helping to improve your search visibility and drive more traffic to your brand. In this session, Digital Visitor looked at how group tours/charities can ensure their company is making the most of social media – specifically; • The benefits of gathering social media ie. driving more traffic, improving SEO etc • Tips on how you can gather quality content • How will you distribute this content far and wide? What methods can you use to share your content? Speaker: Simon Jones, Director of Operations & Co-Founder, Digital Visitor. If you would like to find out more about Digital Visitor's solutions and services, please call +44(0)1179 055 195, email info@digitalvisitor.com or visit www.digitalvisitor.com today

1. Maximising social media
on your own website
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2. Welcome to the…
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3. Agenda
• Who is Digital Visitor
• Types of social media
• Why social media on your own
website is important
• Gathering content
• Best use of content
• How you can use social media
• Social media strategy
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4. So who is Digital Visitor?
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5. Digital Visitor is…
An award-winning Social Commerce Agency...
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6. Our philosophy...
To generate revenue for our clients through social media
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7. Some of our clients
We grew up in the travel and tourism sector but now work across varied sectors...
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8. Source: http://tomfishburne.com/
Types of social media
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9. What is social media?
• Collection of web and mobile-based technologies
• Allow the creation and exchange of user-generated content
• Enable online communication and interaction
• Types of user generated content:
- Reviews and ratings
- Photos
- Videos
- Discussions
- Comments and much more...
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10. Why social media on your own website?
• Drives traffic
• Increases browse time on site
• Increases conversions
• Ownership/control of content
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11. Drives traffic to your website
• Search engines love user
generated content – will
enhance SEO visibility
• Sharing content with social
media channels will drive
traffic to your website
- Your own organisation profiles
- Individual user profiles
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12. Increases browse time
In some cases we have seen as
much as a 100% increase in
browse time on pages that include
reviews or user generated stories
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13. Increases conversions
Peer to peer stories, recommendations, and reviews will encourage
people to take part:
• 75% of consumers don’t believe companies
tell the truth in their advertisements
• 46% of consumers do write reviews
• 29% of consumers consider positive
reviews as the most likely factor to make
them book a holiday online
• 25-40% of people who leave a hotel
website do so to read an online review
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14. Ownership / Management of content
• Check content is relevant for your
audience and fair
• Check people are valid customers /
contributors
• You can respond directly against
posts / stories
• If you own it or jointly own content
you can use it however you like
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15. Gathering content
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16. People generate content
• It’s a lot easier for people to
take photos and video
• It’s easy to provide this
content
• People are used to adding
photos, videos, reviews
comments and sharing with
their friends
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17. Gathering content
• Know what content
you want
• Ask people to share
their experiences
• Run competitions
• Incentives / discounts
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18. Ask people
• Make sure you make it easy
for them to add content
• Asking for content generates
higher response rate:
17 - 20%
• More positive feedback
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19. Incentivise people
Offering competitions
or incentives increases
the likelihood of people
providing content
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20. Best use of content
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21. Your website the hub of activity
• Make your website the hub of activity
• Share to social media channels driving traffic back to your
website
• People don’t tend to make purchasing decisions on social media
channels
• Social media is fast moving,
future proof
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22. Share to social media channels
• Contributor profiles for
their friends (like minded
individuals)
• Your own brand profiles
(driving traffic)
• Drive up to 2 times your
social media community to
your website per month
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23. How you can use social media?
• Reviews of services
• Real stories
• Reviews of fundraising
events/trips
• Competitions
• Gather media content
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24. Strategic social media
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25. Social media strategy
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26. Strategic social media
Set clear objectives
• What do you want to achieve from your social media
activity?
– Awareness
– Likes
– Traffic
– Sales
– All of the above
Define channels
• Choose channels carefully – where are your audience
• Don’t over stretch - two well-kept channels are better
than six weak ones
Assign budget
• Appreciate that activity will incur some costs
• Assign budget dependent on what you want to achieve
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27. Strategic social media
Activity plan
• What are you going to say, to who and when
• Align to your existing marketing objectives –
social media should not be isolated
• Assign responsibility and engage with staff
• Channel management – day to day activity
• Creative campaigns – great for driving
awareness and audience numbers
• Partnerships can help
• Review activity and don’t be afraid of course
correction
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28. Thank you
Simon Jones
0117 9055 195
07974 962182
simon@digitalvisitor.com
www.digitalvisitor.com
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