Digital Conference
Tourism In A
SoLoMo World
Why Are
We Here?
SoLoMo
Sweet
Spot
Social
Local
Mobile
The
combination of
Social
+
Local/Location
+
Mobile
Marketing
Mobile-centric version of the addition of local
entries to search engine results.
SoLoMo emerged as a result of the growth of
smartphones and the greater local precision they
provide.
So MOBILE is the key!
Think SoLoMO!
Why Are We Here?
Smart Phones
Are Already
The Dominant
Platform &
Will Only
Become Larger
Source: IDC. Mar. 2013
Why Are We Here?
• Website visits on
mobile devices
growing
exponentially
• Consumer-oriented
sectors are as high as
50%
Source: Snap. Nov. 2014
On average
30% of visits
to websites
are by users
on mobile
devices
Why Are We Here?
Mobile web
traffic growing
exponentially
Source: Statista. Jan. 2014
Why Are We Here?
Source: Forrester. Jun. 2013
Web Browsing On Mobile
For Home AND Outdoors
Why Are We Here?
Mobile web
searches
growing fast
Source: Statista. Jan. 2014
Why Are We Here?
43% of all Google Searches Are Local
Local Searches Drive Higher Engagement Throughout The
Purchase Process
It’s no longer just “last mile” engagement!
Source: Google/Ipsos. May. 2014
Why Are We Here?
SHOCK NEWS!!! SHOCK NEWS!!! SHOCK NEWS!!! SHOCK NEWS!!!
Mobile search accelerates at the weekends and in the evenings
People use their mobile devices to search when
they are away from their PC!
Source: Google. June. 2011
N.B. the scales of the two lines are different and so volumes of searches are not proportional in this graph.
They are aligned simply to highlight the differing trends between them
Why Are We Here?
Main Drivers For
Mobile Usage
Source: IDC March 2013
Why Are
We Here?
Mobile Visitors
Have High
Expectations
30% / 61%
=
18% Of All
Visitors
Source: Google. Sept. 2012
No Mobile Website
=
Bad Customer Service
What Is
Mobile Marketing?
Responsive
Design
QR Codes
Apps
Places/
Location
Click-ToCall/Email
Check-ins/
Sharing
SMS
Mobile First Mobile Ads
Analytics
Mobile
Content
But Remember, Successful SoLoMO Means...
You Need To
Think Mobile In
EVERYTHING You
Do!
The 5 Top SoLoMO
Techniques
1.
Mobile/Responsive
Website
YOUR WEBSITE...
IS BEING
VISITED...
BY USERS...
ON SMARTPHONES
RIGHT NOW!
OOPS??
If you spend time and money on
social and location marketing with
no mobile site...
You’re Wasting Your Money!
Mobile/Responsive Website
Not
Mobile
Optimised
Mobile/Responsive Website
Mobile
Optimised
Mobile/Responsive Website
•
Having a website that is optimised for
mobile visitors is your #1 Priority
•
When was the last time you checked your
website on all major devices?
•
Did you review the UI and flow throughout
the site?
•
Are you displaying the key CTAs?
•
Do you have a Click-To-Call prominently
displayed?
•
Is the experience broken?
i.e. Mobile homepage, non-mobile booking
page.
•
If your site is not mobile-friendly then DO
SOMETHING NOW!
•
Analyze your traffic through analytics and
review mobile specific visitor data
m.snap.ie
You Have Two Options
• Mobile-Specific
– Design for Smartphone
and Tablet separately
– A more dedicated
experience for visitors
– Faster load time
– Higher initial cost
– Easier to maintain
independently of
desktop site
– Harder to maintain
entire web suite
• Responsive/Adaptive
– One-Size fits all
– Generic Experience
– Typically slower to load
– Lower initial cost
– Harder to maintain
independently of
desktop site
– Easier to maintain entire
web suite
2.
SMS
SMS (The Twitter For Everyone)
• If you haven’t considered SMS, YOU
SHOULD!
– Open Rates of >95% (compared to average
25% with email)
– Conversion Rates are up to 8X higher than
email
– Texts are read within 4 – 15 minutes
– SMS messages are trusted (<1% SMS Spam)
– Even the oldest mobile can receive SMS
SMS (The Twitter For Everyone)
• You can run campaigns
based on many factors
m.snap.ie
– Time
– Location
– Gender
– Age
– Income
– Credit Rating
– Home/Car Owners
– Roaming
– More
– Combination
SMS (The Twitter For Everyone)
• How can you benefit?
– Send targeted, time-sensitive,
important messages
– Use location-based targeting if
appropriate
– Piggy back off twitter messages
(very complementary)
– Use short codes and encourage
opt-ins/engagement & send
coupons
– Give special incentives for optins
– Reserve SMS for your advocates
and key customers (make it a
privilege)
m.snap.ie
3.
Check-Ins/Location/Reviews
Check-Ins/Location/Reviews
•
Make sure you are listed on all major
social sharing/Review sites
–
–
–
–
–
–
Facebook
Google+
Twitter
Foursquare
TripAdvisor
Yelp
•
If you don’t create the listing a random
person will and might get details wrong –
so multiple listings
•
Encourage/Incentivise visitors to check-in
and leave reviews (EVERY TIME)
–
Create Check-In VIP Club
–
Discounts
–
Competition
–
Donations To Charity
Source: Beyond. May. 2011
Check-Ins/Location/Reviews
• Encourage Reviews
– Visitors can write it there and then on their smartphones
– Check-Ins are mini reviews in themselves!
Source: BrightLocal. June. 2013
4.
Mobile Optimised Email
Mobile Optimised Email
• If you don’t do email
newsletters, you should rethink now
• If you do, but you don’t
optimise for mobile, you need
to
– 90% of smartphone owners
access the same email account
on mobile and desktop
– Mobile email opens grew 21% in
2013, from 43% in January to
51% in December
– More email is read on mobile
than on a desktop email client
– Typically, more than 25% of
email is read on a smartphone.
Source: Litmus. October. 2013 & Linx. April. 2014
Mobile Optimised Email
• The 4 Steps
1.
2.
3.
4.
Reduce image file sizes for
faster loading.
Set image sizes by proportion
of screen not pixels
Make links and CTA buttons
much bigger
Use a responsive
design/template.
Not Optimised
Optimised
5.
Mobile Ads
Mobile Ads
• Mobile advertising provides
amazing opportunities
• They benefit from:
– Growing impressions
share (although still
lower overall)
– Higher CTR
– Lower CPC
Source: The Search Agency. April. 2014 & Google Insights. 2013
Mobile Ads
• When advertising on mobile
platforms, use all the options
available
– Click-To-Call
– Create mobile preferred ad
with specific ad text pointing
to mobile site
– Ad Location Extensions
– Mobile adjusted bids
– Use ad scheduling & adjust
bids by time of day
• You can even bid by weather
conditions in your target area
How Does This
Fit Into Tourism?
Dreaming
Sharing
Planning
Destination
Booking
Travel
Anticipating
• Travellers are not
actively planning
• Their brains are like
sponges
• They are open to
ideas and interesting
things
• Engage Them –
Tempt Them
• Not just offers, but
what’s happening in
your area
• Get engagement
from past & current
visitors too
• Travellers are in detail
mode
• Give them as much
information as you
can
• Can they get all the
info they want on all
platforms?
• Use comparison tools
to help them decide
• They may not be
ready to book yet, but
offers and strong CTA
is key
• MANAGE YOUR
ONLINE
REPUTATION!!!
• Travellers have
decided and they
want to book NOW!
• Don’t get in the way
• Make it as easy as
possible on all
platforms
• Don’t give them a
broken experience
• Think upsells and
upgrades
• Think
complementary
sales (other services
from 3rd parties)
• Trip is booked!
• They want to (and
will) tell everyone
• Make it easy for
them
• Give them cool
content to share
• Make it shareable
• Send them
emails/texts about
the things they’ll
enjoy
• Let them know
about upsells and
cross-sells
• Travelling can be
stressful – so help
them
• Send important
reminders a day or
two before travel
• Send useful
information
(directions, maps,
etc.)
• Send coupons and
vouchers for
complementary
services
• Make the experience
easy!
• Ensure all content is
mobile-friendly
• They have arrived
• They want to let
people know & share
their experience
• LET THEM
• Give them Wi-Fi
• Be visible on location
services
• Promote check-ins,
sharing, reviews and
likes and incentivise
action
• Send messages about
what they can do each
day and local news
• When traveller
returns home they
continue sharing
• Encourage it and get
involved
• Encourage them to
like and share to your
pages
• Send messages asking
them to tell you what
they loved and write a
review on major sites
• Send shareable
content with offers for
return visits or new
customers
• Ask them to share
The Mobile Marketing
Ten Commandments
https://www.facebook.com/SnapIreland
01 905 2368
https://twitter.com/SnapIreland
https://google.com/+SnapIreland
https://ie.linkedin.com/in/snapireland
franco@snapdmc.ie
www.snap.ie