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How to catch online sales pioneers for
travel website
Karlis Smiltens
Web Marketing Manager
December, 2010
What will be our roadmap?
driving traffic to website
content as guarantee of success
usability above all
doing business online
Facebook FanDay to learn from
15 years old
LCC from 2004
hybrid business model from 2008
transit airline in North Hub Riga
awarded as pacesetter
airBaltic – fast growing airline
The Airline Pacesetter AwardairBaltic 2010
Network
STRONG BRAND PRESENCEgenerates traffic to website
Social media not only for chat
Entertain to display brand
Good old offline
Brand advocates
the leaders of thought
spread news in their community
will speak for your brand in tough times
SPEAK THEIR LANGUAGEUseful content, meaningful design
Habits are stronger than online copywriting
people expect to find things as they are used to finding them
Allow to read what they searched for
Make your call to actions clear
Visitors need practical information
customers don’t come to admire website
they come to find answers, the sooner the better
they may used saved time to shop around
design should come from content and not v.v.
design helps to highlight content
Don’t speak as Radius12 to ATC about EVRA 36R
importance of finding content
more important is to understand content
Use social media as test-lab for content
helps to understand sentiment of local market
cultural aspects can be transformed to site content
followers will not hesitate to comment while website visitors will just leave
KNOW YOUR CUSTOMERSand convert them into sales
Online and offline shopping is different
online shopping is much faster
customer wants to be sure he/she gets best deal
he/she will not scan the whole web
trust factors are important
Timing is important for upsell
right products at right time
targeted offers to specific segments
Social shopping becomes more important
Social shopping with your friends as new trend
Tested and confirmedby your friends:
WE DID, WE FAILED, WE SUCCEEDFacebook FanDay
Allow customers to improve your product
Special does not mean good
Ask your friends to decide
FanDay for friends make them happy
Interaction
Clear feedback on available price levels
Response rate from different markets/countries
Market demand in different seasons
Incremental revenue
Results make shareholders happy
relay on traditional methods, but use new media to stimulate
highlight content with best practice from usability and functionality
pay attention to upsell items and by all means use data the social media & technologies can provide
don’t be afraid to experiment – people will forgive mistakes, but never stop blaming for unresponsiveness
Keep this as shortlist in your diary
T h a n k y o u !