WWW: New Consumer Marketing Medium

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WWW New Consumer Marketing Medium
The Canadian Online Travel ConferenceCalgary,
AlbertaMay 13-14, 2008
WWW New Consumer Marketing Medium Tasting New
Technology

• Search Behavior - Integrating Online Marketing

www.acoupleofchicks.com
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Todays Sound Bites

• Who are the Chicks
• The Facts
• Trends
• What Now?

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Who We Are...

• Kuikene Inc. - educating and empowering people
  through Internet awareness social media
  applications.

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Who We Are...
A Couple of Chicks evolved in response to the
needs of the next generation of Internet
Retailers searching for innovative solutions to
online distribution.

• We have combined the best elements of Search,
  Marketing Measurement to create a unique
  formula that will improve revenues and give you
  the tools to accurately measure ROI.

• Website Brand Development
• Search Engine Optimization Strategy
• Social Media Marketing
• Content Syndication Online PR
• Certified Google Yahoo PPC Management
• Sales/Conversion Web Analytics
• E-marketing Workshops

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The Facts
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58 of Vacation Planning is done online
Source eMarketer.com
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• Consumers are interacting differently with
  websites. Customers are researching and making
  their Buying Decisions based on what they see
  online.

Source eMarketer.com
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Marketers arent Leading They are following
consumers online
Source Yahoo! Canada
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Trends Whats New?
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Travel Research Occurs Across Multiple Channels
Source Yahoo
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Trends to Watch

• The changing face of Organic Search makes SEO
  strategy and content more important than ever,
  with videos and Local Search ads taking up
  valuable real estate.
• Social Media The landscape of Consumer
  Marketing has changed.
• Consumers are looking for their Twinsumer who
  is like them with the same interests - the new
  Word of Mouse based on similar experiences.
• Growth of Online Communities i.e. My Space,
  Facebook has added another few steps to the
  research cycle or has replaced others.
• How is Social Media Affecting Marketers?-Be
  aware of Blogs (Tripadvisor) and other forms of
  online discussion groups (www.Blogpulse.com)-Vir
  al Marketing (YouTube, Break.com)
• What Now?-Use these channels to communicate with
  your audienceAND to be aware of the
  conversations about your brand dont jump in
  to become part of the conversation without a plan
  and purpose.

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Organic Search...
Positions are Disappearing
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Beyond the Website

• Web has become Personalized and
• Interactive
• Research and understand how channels
• Are used BEFORE you play
• All new media might not be right for your
• business

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Trends Whats New?
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Web 3.0 and Beyondwhat it means to Marketers

• Media Evolution

The We in the Web

• The Web Connects people with other people, and
  with information.
• Gives mavens a platform to find information and
  share their knowledge and opinions, Expanding and
  building communities and beyond.

The Web magnifies the reach of influencers
Millions of people have recognized the
potential Its time for marketers to join them.
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New Media Applications Beyond the
Website

• Blogs
• RSS Feeds
• Online PR Channels
• Social Media (Facebook, MySpace)
• Video and Photo Sharing sites (YouTube, Flickr)
• Mobile Marketing
• Oh My!

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Blogging To Blog or not to Blog

• Blogosphere Threads of content and
  conversations occurring through Blog posts and
  social networks.
• The brand is no longer what you say it
• is... it is what your customers say it is they
  are using Blogs to say it! (ie.Tripadvisor)
• Your customers are reading writing Blogs!
• Measure and participate in conversations

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Blog Application Chicks have a Blog!
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So How do we Track and Measure the Buzz?

• Sites such as Technorati, Blogpulse.com,
  Bloglines, Tailrank,
• track interconnections between bloggers.
• These sites can follow a piece of conversation
  as it moves from blog to blog - Tracks the Buzz
  Viral flow of Conversation

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So How Does this all Work?RSS (really simple
syndication)
RSS is a family of web feed formats used to
publish frequently updated digital content, such
as blogs, news feeds, video feeds or podcasts
- Wikipedia
In a recent Yahoo! survey people who were
identified as RSS users by their Clickstream when
asked about RSS - 82 did not even know they were
using them. (Personalization of content)
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What does RSS mean to me?

• RSS is well suited to the travel and hospitality
  industry with the wealth of information and news
  about destinations and activities, trip packages,
  hotels and special offers.
• Consumers are dealing with a flood of unwanted
  emails each day - Marketers dealing with
  anti-spam software blocking marketing message.
• With RSS the end-user can control the flow, both
  in terms of what is received, its frequency, and
  whether it alerts the users to the arrival of the
  message.
• RSS Feeds are Indexed in Search engines fresh
  content.

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Content Syndication

• Search Engines Index Press Releases.
• A Press release optimized for your target
  keywords with keyword hyperlinks pushed-out or
  syndicated through online channels (outside RSS
  feeds) builds relevant inbound links to your
  site.
• Visibility across multiple online
  channelsconnecting with consumers through the
  research cycle and not just the website.
• New methods will now allow us to make content
  syndication interactive through social media
  distribution as well (video, images and social
  media tags).
• READ MORE A Couple of Chicks Articles

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Optimized Content SyndicationThe Essentials

• Search Engines Index Press Releases and articles
• Own your Search Engine real-estate for your
  target list of keywords and phrases. (including
  your own name!)
• Text links should land on relevant pages builds
  on your SEO
• Use Relevant keywords for target audience/search
  terms phrases
• Additional Distribution channel to your existing
  PR efforts
• Upload PR to sites like www.prweb.com and
  www.marketwire.com Article Marketing on sites
  like www.ezinearticles.com

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Managing your Online Reputation

• Be aware of online conversations about your
  brand- and Remember the brand could be you!
• Monitoring the Reviewsphere is overwhelming
  focus on key sites s
• Does Buzz Buy? Generates Awareness!
• Add a Google Alert for your name, your brand and
  your competitors to monitor online Buzz.

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Social Media Engage your Consumer
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Social Media Trends

• Definition Social networking site contains
  user-generated feedback.
• One in four adult Internet users regularly
  visited the most popular social networking sites
  in the past year.
•  One in five users do not perform a search once
  they arrive at a social networking site.
• Internet users who perform a search on social
  networking sites do so for entertainment, to
  connect or network with others or research a
  product or service.
• Source Jupiter Research

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With over 1.5 million photos uploaded daily,
Facebook is rapidly become a major player for
travel research among all of the other social
communities and blogs that already exist within
cyberspace.
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Brands Using Social Media
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How Consumers Research Travel is Changing...

• Consumers are looking to channels like YouTube
  to experience brands AND Videos are now being
  indexed in Organic search results.

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Travel Research is an Emotive Process

• Increase Visibility beyond the Website
• Videos appearing in Organic Search Results
• Research process has evolved from the
• the marketing message, to the
• testimonial, to the images and now video
• consumers looking for the authentic
• experience.
• Videos posted to sites such as YouTube as
• well as website generates additional
  distribution.

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What Now?

• What tourism marketers can do!

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Web Strategy Starts with the Website!

• Keyword research is critical. Find out what your
  market is actually looking for first.
• Follow SEO best practices and avoid the trick of
  the day. Focus on content quality.
• Make sure search engines can index your content.
  Avoid flash. Keep it simple.
• Always focus on the user experience! Focus on
  this rankings will often follow.
• Link Popularity is King! Link Reputation is
  Queen! Get quality links (votes) from 3rd
  parties to your site.
• Build your online strategy using other channels
  like Blogs, RSS feeds and Social media after
  your home website is complete and only if it
  makes sense to your business.

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• Real People, Real Solutions
• Online Revealed sets the pace for the future of
  search and online marketing for the Tourism
  Industry.

www.onlinerevealed.com
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Chicks Hatch Online Marketing Revealed

• Leave us your card to receive an e-alert for the
  Chicks Guide to Success on the Web!
• Coming Spring 2008!

• Leave us your card to receive an e-discount for
  the Chicks Guide to Success on the Web!
• Coming Spring 2008!

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• Patricia Brusha
• Co-Founder
• pbrusha_at_acoupleofchicks.com

Alicia Whalen Co-Founderawhalen_at_acoupleofchicks.
com
Thank You!