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Website content for consumer stickiness and sales Tim O’Neill Joint Managing Director, Reactive www.reactive.com

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AGENDA <ul><li>Brief intro to Reactive </li></ul><ul><li>Repurposing existing content; </li></ul><ul><ul><li>British Airways High Life Magazine </li></ul></ul><ul><li>Give customers the tools to create content; </li></ul><ul><ul><li>STA Travel Blogs </li></ul></ul><ul><li>Cost-effective implementation of social tools; </li></ul><ul><ul><li>Facebook Connect </li></ul></ul>

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ABOUT REACTIVE <ul><li>Digital agency with a focus on; </li></ul><ul><ul><li>Web site design & development </li></ul></ul><ul><ul><li>Online marketing </li></ul></ul><ul><ul><li>Social media </li></ul></ul><ul><li>Running for over 12 years </li></ul><ul><li>Melbourne, Sydney, London & Auckland offices </li></ul><ul><li>Wide range of travel & tourism clients… </li></ul>

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ABOUT REACTIVE // TRAVEL & TOURISM CLIENTS

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BRITISH AIRWAYS HIGH LIFE MAGAZINE British Airways High Life magazine

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BRITISH AIRWAYS HIGH LIFE MAGAZINE

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BRITISH AIRWAYS HIGH LIFE MAGAZINE

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BRITISH AIRWAYS HIGH LIFE MAGAZINE

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BRITISH AIRWAYS HIGH LIFE MAGAZINE <ul><li>Some interesting SEO challenges; </li></ul><ul><ul><li>Keyword density vs editorial integrity </li></ul></ul><ul><ul><ul><li>When repurposing content from a magazine publisher, this is a big issue! </li></ul></ul></ul><ul><ul><li>Competing project; SEO destination content for BA.com </li></ul></ul><ul><ul><ul><li>Usability / duplicate content concerns </li></ul></ul></ul>

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<ul><li>British Airways wanted to; </li></ul><ul><ul><li>Increase page views (ad displays) </li></ul></ul><ul><ul><li>Increase time spent on site </li></ul></ul><ul><ul><li>Build an email marketing database </li></ul></ul>BRITISH AIRWAYS HIGH LIFE MAGAZINE PHOTOGRAPHY COMPETITION

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BRITISH AIRWAYS HIGH LIFE MAGAZINE

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BRITISH AIRWAYS HIGH LIFE MAGAZINE

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BRITISH AIRWAYS HIGH LIFE MAGAZINE PHOTOGRAPHY COMPETITION <ul><li>Results; </li></ul><ul><ul><li>Now the most popular area of the site </li></ul></ul><ul><ul><li>Visitors to photo competition; </li></ul></ul><ul><ul><ul><li>Spend an average of 9 minutes on the site </li></ul></ul></ul><ul><ul><ul><li>View an average of 10.5 pages on the site </li></ul></ul></ul>

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BRITISH AIRWAYS HIGH LIFE MAGAZINE STA Travel Blogs

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BRITISH AIRWAYS HIGH LIFE MAGAZINE

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BRITISH AIRWAYS HIGH LIFE MAGAZINE

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BRITISH AIRWAYS HIGH LIFE MAGAZINE

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BRITISH AIRWAYS HIGH LIFE MAGAZINE

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STA TRAVEL BLOGS // RESULTS <ul><li>Blog owners return again and again, and promote the site for STA Travel (viral) </li></ul><ul><li>Over 10,000 blogs created </li></ul><ul><li>Free content & images! (copyright sharing) </li></ul><ul><li>Great content for SEO </li></ul><ul><li>Revenue generation </li></ul><ul><ul><li>Sales of printed albums </li></ul></ul><ul><ul><li>Contextual advertising > direct bookings </li></ul></ul>

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BRITISH AIRWAYS HIGH LIFE MAGAZINE

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Photo: Brian Solis

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FACEBOOK CONNECT <ul><li>Allows Facebook functionality (comments, liking, friends) on your Web site </li></ul><ul><li>Increases ‘stickiness’ of your site (rather than redirecting people to Facebook) </li></ul><ul><li>API’s available for most functionality </li></ul><ul><li>Can allow one-click registration with their Facebook profile </li></ul><ul><ul><li>You can use their Facebook profile info </li></ul></ul>

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<ul><li>Think laterally when looking to add content to your site </li></ul><ul><li>Give visitors the ability to create content themselves </li></ul><ul><li>Use off-the-shelf tools to include social functionality </li></ul><ul><li>Any questions? </li></ul>Summary

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Tim O’Neill Joint Managing Director, Reactive [email_address] Twitter: @timwoneill www.reactive.com GET IN TOUCH