Building Influence Online for the Travel Industry
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![Marketing in the
Social Age
Kristian Bannister
Creative Director [at] No Pork Pies
@YeahKristian](https://image.slidesharecdn.com/marketinginthesocialage-130306102418-phpapp02/85/Building-Influence-Online-for-the-Travel-Industry-1-320.jpg)
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Building Influence Online for the Travel Industry
- 1. Marketing in the Social Age Kristian Bannister Creative Director [at] No Pork Pies @YeahKristian
- 2. Traditional marketing is not as effective as it used to be
- 3. Users are being exposed to more and more content everyday
- 4. Average consumer is exposed to 2k – 5k adverts a day £8.3 billion is spent of advertising in UK every year 89% of adverts are ignored
- 5. We can only maintain 150 stable relationships at one time Dunbar’s Number
- 6. Hang about, I have over 500 friends on Facebook #swag
- 7. Can the same be true for brands?
- 8. We need to build meaningful relationships with our customers
- 9. Modern marketing is not just about promotion…
- 10. Modern marketing is not just about promotion… It’s about conversations
- 11. How do we build a meaningful relationship?
- 12. We create a brand that is INFLUENTIAL
- 13. It’s about creating influential content…
- 14. It’s about creating influential content… Web content is a public conversation between your company and your users
- 15. Influential content… changes ATTITUDE & encourages ACTION
- 16. ATTITUDE 1. Awareness 2. Likeability 3. Trust
- 18. ACTION MOTIVATION ABILITY
- 19. ACTION MOTIVATION ABILITY TRIGGER
- 20. ACTION MOTIVATION ABILITY TRIGGER RESULT
- 21. So how do we turn REGULAR content into…
- 22. So how do we turn REGULAR content into… INFLUENTIAL content?
- 25. TELL STORIES
- 26. EMOTIVE
- 29. “When you try to reach everyone, you risk reaching no one” Colleen Jones Clout – The Art and Science of Influential Web Content
- 30. TARGETED
- 34. “Your brand has to stand for something. If everyone loves you, you might be doing something wrong” Joe Pulizzi
- 35. TRUSTWORTHY
- 36. Competitive Market: Southwest & Jet Blue 70% bookings through web channels. Understand that their audience are tech savvy. First airline to add fleet-wide Wi-Fi. Early adopters of social customer service using Twitter and Facebook to deal with positive and negative feedback. Built brand loyalty with rewards & compensation for their customers through Twitter and Facebook. Built brand trust with their open approach to customer service.
- 37. So what’s stopping you?
- 38. “Our industry is boring”
- 39. “Our industry is boring”
- 40. “Our industry is boring” Huge increase in brand awareness - Over 300 million views! Content that taps into a new audience, very sharable. Content promotes quality of product. Created a whole new revenue stream with impression based advertising on their videos. Sales up 500% in 2008, 700% in 2009. Put a face to their brand!
- 41. “We only deal in B2B”
- 42. “We only deal in B2B” 71% of B2B buyers use the internet to get their information
- 43. “We only deal in B2B” Experts in content marketing. Thought leaders in their field. Wide range of content: podcasts, webinars, eBooks, blog, free tools. Found the value in their customers needs. Appeals to business of all sizes. Scalable content marketing! Lots of entry points in their lead generation funnel.
- 44. “Our audience is very niche”
- 45. “Our audience is very niche” Create content that provides real value to your audience. Stand out as a thought leader in your industry. Easier to identify contacts already engaging in social networks. Build a community around your niche regardless of the users location. Attract more qualified leads > generate high-quality conversions. Better to have 100 fully engaged fans, than 1000 unengaged.
- 46. “There’s a lot of competition”
- 47. “There’s a lot of competition” Know your audience Have a strong brand personality Be genuine
- 48. Let’s recap
- 49. NEWSWORTHY TELL STORIES TARGETED STAND FOR EMOTIVE TRUSTWORTHY SOMETHING
- 50. Thank You! Kristian Bannister Creative Director [at] No Pork Pies @YeahKristian
Hinweis der Redaktion
- Traditional marketing is not as effective as it used to be. What exactly does I mean?Well I guess we need to define traditional marketing first. Traditional marketing could also be called broadcast marketing, push marketing or even old school marketing. The idea behind it is the same. We get ourselves in front of audience, and it pretty much stops there. It’s a one way conversation.Why is this less effective these days? Well firstly the way users interact with brands has drastically changed but I’ll touch on that later… probably more importantly…
- We create a brand that is influential.
- We can go about this by creating influential content
- Next let’s look at the action, which can be broken down into four stages.Is the user motivated to take the action with you? Hopefully yes, as we will have achieved that when we changed their attitude towards us.
- Be trustworthyAre you a respected voice in your industry? If not, why not? And how can you change this?Is your brand renowned for your impeccable customer service? Are you fully transparent online?Think about how your peers and your consumers view you. Trust is an important factor online, and there’s no reason why you can’t cultivate your own.