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Is there an 80/20 rule in social media for the travel industry?

Is there an 80/20 rule in social media for the travel industry? | Social SEO for Travel & Tourism | Scoop.it
There is no discussion on customer experience today that doesn’t speak to social media and its impacts on hotels, operators and brands.

Via Roland Schegg
Ian R. Clayton's insight:

Point taken on the effort put into ones own website may be rather futile given that all travelers seem to go to the aggregators at some point and the services they add are not something that a sole site can offrer.

 

Indeed #travelshopping is the name of the game. We have a whitepaper on that and it is clear that hotel need to move togeather to allow cross-site stickiness. like adding to a wish list, and facilitating access to that wish list, which will include your competion.

Hotels are NOT ready for this and may never be. 

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Francois Adoue's curator insight, September 6, 2013 12:12 PM

It is obvious in many fields, why not in tourism industry ? 

Hans-Ruedi Hertig - Bohnet's curator insight, September 7, 2013 2:09 AM

Of course the 80/ 20 rule goes for everything, anytime and anywhere. Real marketing intelligence, however, does not center on specific media, channels or plattforms such as social media and their when's and where's. The truth of the matter lies in the marketing process as definded by https://www.alexandria.unisg.ch/persons/Christian_Laesser/L-en: All depends on which phase of the customer loyalty process you are focussing: E.G. new clients will go to the big platforms for the bookong. Existing clients want to recommend "their" destination or place to eat and sleep by ways of the local websit. Customers on the way to the slopes want to check local conditions and the whereabouts of their friends on their smartphone.

Social SEO for Travel & Tourism
How changes in searcj and in digital marketing are reshaping Travel marketing
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How to Build Your Social Network to Create Top Ranking in Tourism

Another http://TourismMarketingMachines.com video tutorial for hotels and travel marketing. How to build your social network cover what is included in the ne...
Ian R. Clayton's insight:

This is the start of a series on how to build and use your social network to market hotels, hospitality, tourism and travel. The proprietory strategy is not the only way to do this but its efective.

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5 great data visualisation pieces from outside the newsroom

Some of the most interesting examples of journalistic data visualisation come not from newsrooms, but from creative agencies or companies. In a post first published on her datavis blog Dinfografia, Maria Crosas Batista outlines 5 of the best examples: 1. The Refugee Project Interactive map designed by Hyperakt about refugees' migrations since 1975. It includes historical…


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Prepare for ‘book now’ on Instagram! It’s the social platform taking travel by storm

Prepare for ‘book now’ on Instagram! It’s the social platform taking travel by storm | Social SEO for Travel & Tourism | Scoop.it

When Instagram launched back in 2010, it seemed like a great idea. By September 2011 it had 10m users and it wasn’t long before Facebook had spotted this fast-growing visually driven opportunity.


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Facebook Tests Travel-Specific Newsfeed in Digital Travel Marketing This Week

Facebook Tests Travel-Specific Newsfeed in Digital Travel Marketing This Week | Social SEO for Travel & Tourism | Scoop.it

 

Welcome to 2016's first edition of Digital Travel Marketing This Week, Skift's weekly newsletter looking at the marketing trends and technology making head


Via Roland Schegg
Ian R. Clayton's insight:

Looking forward to seeing the results of this test by Facebook. Good luck to  Digital Travel Marketing in 2016!

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3 proven digital marketing strategies for small hotels in 2016

As we ring the new year, it feels like we’re entering into a veritable golden age of digital marketing, at least for larger hotels. How is a smaller hotel with fewer resources supposed to get the attention of prospective guests?


Via Roland Schegg
Ian R. Clayton's insight:

I put together a few comments about ways to make people click. based on the scoop blog. The psychology of sales is more important today as we are all bombarded with messages and deep understanding of how to get attention is vital now. See http://markhat.com/what-makes-people-click-13-ways-to-write-irresistible-calls-to-action-scoop-it-blog

 

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Which are the social media platforms of the future?

Which are the social media platforms of the future? | Social SEO for Travel & Tourism | Scoop.it

Long-established social media networks are popular, but are no longer seeing significant growth. Two new polls, from Pew Research and Forrester, reveal that, even among adults, user engagement in newer services like Instagram is on the rise.


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Are You Putting Lipstick on a Pig? Hotel Marketing Begins With a Great Product. - 4Hoteliers

Are You Putting Lipstick on a Pig? Hotel Marketing Begins With a Great Product.
4Hoteliers
Too many hotels are relying on their marketing dollars to magically attract more travelers.
Ian R. Clayton's insight:

Knowledge is the key to success. We  know pigs don't fly but we might think would.nt it be great if they did. So we often dress up for the impossible!

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MobileChecklist #2 Tailor Content for Your Website

Second hangout webinar on the Mobile Checklist at http://checklist.travel-on-the-go.com In this hangout Shelly takes you through the setup and tools and stra...
Ian R. Clayton's insight:

help in getting your site content mobilized!

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Sonic Branding - How the Music Industry Builds Engaging and Authentic Brands

The new ebook THE BRAND AND THE BAND is an insightful and lively guide to the new wave of sonic branding. Just Launched @ amazon.thebrandandtheband.com .The ...
Ian R. Clayton's insight:

The latest ebook on sonic branding examples, solutions, success and failures now on amazon Kindle - Read it with the kindle reader. Its well researched (university UWE)  and full of practical case studies, insights and fun stories of brands and bands in the sonic branding biz..

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Facebook Is Key to Building Tourism, Says VisitBritain

A new report by VisitBritain credits Facebook with increasing its tourism.
Focused primarily on inbound visitors from the United States, Germany, India, and South Korea, “The Role of Social Media in the Context of Holidays” found that 70% of respondent said content posted by their friends made them want to visit a destination, and 89% had themselves posted on social media at some point during their vacation.

Via Roland Schegg
Ian R. Clayton's insight:

Going to do a campaign soon to test this out. We have always found good response from Facebook post boosts and ads but conversion has been a big disappointment. Things change and maybe FB ads abd re-targeting are ripe!

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How to do data journalism with Silk - practical step-by-step tuition from MMJ

How to do data journalism with Silk - practical step-by-step tuition from MMJ | Social SEO for Travel & Tourism | Scoop.it

Silk is a great new data journalism platform that helps you find promising datasets, process and filter that data, and use a range of visualisations to tell the stories you uncover.


Via Andy Bull
Ian R. Clayton's insight:

Will need to check this out. Sounds like something we could use in contact marketing.

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Andy Bull's curator insight, November 13, 2015 11:25 AM

Here's the first of the masterclasses that give additional tuition in the topics covered in my textbook Multimedia Journalism. This one gives further step-by-step tuition in a range of practical data journalism projects using an interesting new platform called Silk.

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TripAdvisor dominates web visits, so no wonder everyone is scared

TripAdvisor dominates web visits, so no wonder everyone is scared | Social SEO for Travel & Tourism | Scoop.it
t is nearly three years since TripAdvisor started its shift away from being solely a review site (with lots of display and link advertising).
When the site introduced its first, tentative steps into metasearch, in January 2013 there were many that could see what the move would do to the wider intermediary landscape.
And, of course, many who doubted its impact.

Via Roland Schegg
Ian R. Clayton's insight:

Looks like the old advertising model is just dying all around, even Google want to move to transaction and will. Advertising is the old way of doing business, nut it does not work as it used to. Paying a % of sales you actually make is measurable, and a guaranteed to get returns.

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Ad Blockers Could Be Travel Media's Next Crisis

With Apple’s release of iOS 9, which supports ad-blocking apps such as Purify and Crystal, travel media sites (and others) dependent on display and video ads for revenue could face new challenges.

In June 2015, some 16 percent of Firefox users on Android had already taken advantage of the ability to tweak their browser settings to configure ad blockers, according to PageFair, a Dublin-based company that offers solutions for publishers.

Via Roland Schegg
Ian R. Clayton's insight:

And the latest research shows the majority of Millennials block Ads. We talked about the end of advertising as we know it and it is happening see http://axses-ianclayton.blogspot.com.es/2008/06/advertising.html

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Check out this tool for multimedia storytelling

Check out this tool for multimedia storytelling | Social SEO for Travel & Tourism | Scoop.it
For each element of a story, there is a form that fits best. We designed the flow chart helps to decide which part of a story is better told as text, with pictures, videos, maps, infographics or charts.
 
Warning: This tool only suggests the most appropriate forms. Which and how many of them are used, depends on the story and the resources. This tool does not help in deciding the order in which the forms are used.

Via Andy Bull
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Andy Bull's curator insight, January 21, 3:03 PM

From a suggestion by Martin Bellam, text presented via Google Translate

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Skift Travel Megatrend for 2016: Online Booking Sites’ New Rivals Are Former Friends

Skift Travel Megatrend for 2016: Online Booking Sites’ New Rivals Are Former Friends | Social SEO for Travel & Tourism | Scoop.it

Earlier this year we launched our annual package, Megatrends Defining Travel in 2016, where we identify the global trends in travel this year and beyond. I


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Travel Industry Leads Internet of Things Spending and More Digital Travel Marketing News

Travel Industry Leads Internet of Things Spending and More Digital Travel Marketing News | Social SEO for Travel & Tourism | Scoop.it

This week, we're taking a closer look at travel brand spending on the Internet of Things. Once viewed as a pie-in-the-sky idea with few practical applicati


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TV campaigns by OTAs show ‘clear threat’ to established travel brands

The scale of television advertising by UK OTAs this January has been described as a “watershed moment” and a “clear threat” to established brands. The likes of Kayak, Cheapflights, Travel Republic and On The Beach have launched campaigns as they target UK television audiences.

Via Roland Schegg
Ian R. Clayton's insight:

Interesting times ahead - see Markhat analysis of impact and alternatives from smaller brands as OTAs compete to dominate TV advertising http://marketinghotelsandtourism.com/agents-tv-advertising-in-2016-threatens-established-brands-travolution-co-uk/

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What Snapchat is and how to use it for journalism | Andy Bull

What Snapchat is and how to use it for journalism | Andy Bull | Social SEO for Travel & Tourism | Scoop.it

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Platforms decide who gets heard - so does Facebook value Trump's freedom of speech over yours?

Platforms decide who gets heard - so does Facebook value Trump's freedom of speech over yours? | Social SEO for Travel & Tourism | Scoop.it

"What does it mean that Trump's voice can be heard calling for the exclusion of Muslims at our borders, but yours can't? What could that evolve into? Could it affect elections?"


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Andy Bull's curator insight, December 24, 2015 9:48 AM
From the post: "I say “in theory” because the same rules don’t apply to everybody. When Trump uploaded video of himself suggesting his temporary Muslim ban, some people reported the post to Facebook as being offensive. It turns out the post did technically violate Facebook’s internal community standards, which prohibit language that calls “for violence, exclusion, or segregation” of people based on their ethnicity or religion, among other things. My colleagues and I shared his video on our own accounts, along with status updates indicating endorsement of Trump’s message. Then we reported each other’s posts, and Facebook removed them. But Trump’s post remained."
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Travel & Hospitality Marketing Receive Highest Email Open Rate

Travel & Hospitality Marketing Receive Highest Email Open Rate | Social SEO for Travel & Tourism | Scoop.it
Results from a new email metrics benchmark study show that just as hotels and travel brands open their arms to guests, their guests open their emails.
Ian R. Clayton's insight:

so much for email being dead. It hs reinvented itself, or shall we say we have reinvented it.

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How Much Should Your 2016 Hotel Marketing Budget Really Be…? - Hospitality Net

How Much Should Your 2016 Hotel Marketing Budget Really Be…? - Hospitality Net | Social SEO for Travel & Tourism | Scoop.it
One of the most vexing questions posed to executives in any industry is: "how much should our budget be?
Ian R. Clayton's insight:

50% now of bookings are online and that will grow and the fast growing sector is mobile- Do you have a mobile budget| See the mobilechecklist #2 https://www.youtube.com/watch?v=QujrBf_JLnE

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Introducing the new Google+

Introducing the new Google+ | Social SEO for Travel & Tourism | Scoop.it
If you head over to Google+ today, you’ll see that things look a little different.
Since we last posted, we’ve spent a lot of time listening to what people using Google+ had to say. There were two features they kept coming back to: Communities, which now average 1.2 million new joins per day, and Collections, which launched just five months ago and is growing even faster. Whether it’s the Nonfiction Addiction Community, where people can be found discussing the best in Crime or Travel storytelling, or the Watch Project Collection, where more than 40,000 people are following an antique watch hobbyist, these are the places on Google+ where people around the world are spending their time discovering and sharing things they love.

Via Roland Schegg
Ian R. Clayton's insight:

Will it save Google Social. Its been a real disappointment for the company and those who tried to make it work for them. The name Google Plus is not terribly engaging, it does say much!

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The Mission

The Mission | Social SEO for Travel & Tourism | Scoop.it
Visual First Messaging: Delivering High Impact Visually Engaging Content to All Media  on all Platform and Channels. All Cast Marketing & Productions is a project of AXSES Power Consultants. Ba...
Ian R. Clayton's insight:

Its official - we are living in a visual world and visualization has extended to marketing, journalism branding and ALL media.

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Airbnb shakes up pricing model to meet surging demand

Airbnb is set to launch variable pricing for its rentals, taking a page from the playbook of the traditional hotel industry amid a broader push to recruit more hosts around the world as demand for accommodation outstrips supply.

Via Roland Schegg
Ian R. Clayton's insight:

its new "Smart Pricing" lets hosts set price ranges and triggers so that rates will automatically adjust to competitive demands. Smart Pricing lets hosts can offer "a price that is most likely to attract bookings, day by day.”

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Video: Shake-Up in the Online Booking World

Video: Shake-Up in the Online Booking World | Social SEO for Travel & Tourism | Scoop.it
It’s fair to say that Expedia is considering Airbnb when it makes an acquisition like HomeAway, but it’s much really more about Expedia having a hand in every part of the travel experience than playing defense on the sharing economy. HomeAway is a much more mature company than Airbnb and it’s also public, so Expedia and the market understand its financials rather than guess about what’s really happening at a unicorn. It’s also about Expedia playing the long game as travel brands seek direct relationships with consumers and try to cut out middlemen like the OTAs. And it’s also about Expedia snatching up a big brand before Priceline or TripAdvisor can do it themselves.

Via Roland Schegg
Ian R. Clayton's insight:

Think that was a major blow for Priceline, but the fights not over and what if Priceline bought airBNB - that might be a knockout - see more on this at http://markhat.com/expedias-homeaway-acquisition-raises-booking-competition/

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TravelWatchNews-Blog: YouTube Video of Sonic Branding - How Music Powers Brands

TravelWatchNews-Blog: YouTube Video of Sonic Branding - How Music Powers Brands | Social SEO for Travel & Tourism | Scoop.it
Ian R. Clayton's insight:

It may have start with Coke - not sonic branding per say but it was a landmark event that put music into the branding. We have come a long way from the hilltop in 1971 and this new book "The Brand and the Band" is timely as artist and the music industry explore new ways to use their skills and expertise to help business create engaging and authentic brands.

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sonicbrands's curator insight, October 17, 2015 8:00 AM

good story on an epic event in sonic branding