Why Social Media Travels Well
!
uent F riender
Freq
© Confidential and Proprietary – Do Not Release

Critical mass of digital natives
60 50 40 30 20 10 0 0 10 20 30 40 50 60
Age of population in millions; China in 2009. Source: U. S. Census Bureau, International Data Base
Digital Natives Digital Immigrants

Increasingly engaged digital immigrants
Percent using Internet in last 30 days, Hong Kong
April 2009 Synovate Media Atlas Hong Kong

Both women and men are taking part
Percent participation in past 30 days
Instant messaging
Downloading
Blogging
Social networking
Sharing/ managing photos
Sharing/ managing videos
Source: Asia Synovate Media Atlas Hong Kong Jan-Dec 2008
Target: Upscale Asians aged 12-64 who have used the internet in past month

Asians enjoy creating content
March 2009, Asia Social Technographics – Forrester Research

Asians trust social media more than traditional media
Recommendations from friends and family
Expert product review from websites
Independent reviews in publications
Consumer product review from websites
TV ads
Newspaper ads
Magazine ads
0% 10% 20% 30% 40% 50% 60%
Jan 2009, Asia’s Top Digital Brands TNS/Media Magazine (n=3001)

% of people who search before they purchase
Travel 73%
Sport & Fit 46.30%
Computer Hardware 56.40%
Apparel 50.20%
Search before purchase Feb 2005 – DoubleClick

Asians share brand messages online
Have forwarded a link to an online ad
Malaysia
Singapore
Thailand
China
Taiwan
Hong Kong
0% 10% 20% 30% 40% 50% 60% 70% 80%
Asia Digital Brands Survey Jan 2009 – TNS (n=479)

RSS Dashboard
Grab it: www.theDailyInfluence.com

Strategic Approach to Social Media & Word of Mouth
Community Design & Management
Conversation Maps Influencer Maps Blogger & Influencer Engagement Programs
Live Listening Posts Engagement Plans Co-creation Program Design & Management
Crisis Monitoring Visibility Plans Live Community Events
Video Content: Viral, Episodic, Channels
Social Network Activation
Search Reputation Management
Digital Media Relations

1. Listening
: Hotels!
Case Studies
© Confidential and Proprietary – Do Not Release

Customer relations, Loyalty, Customer Service
Centralized Twitter account with strong user interaction and innovative uses. One
main blog maintained by the CEO himself. Dedicated YouTube channel with with
35K views for 100+ videos since 2007.
Customer relations, Loyalty, Customer Service
Decentralized account with a career Twitter (also used for interaction) and
“Concierge”, very innovative. No official blog but the CEO “guest blogs” instead on
the USA’s Today’s hotel blog. Dedicated Channel with 16.2K for 440 videos since
2005.
Not used effectively for anything
No social media focused strategy, existing infrastructure (Twitter, Blogs, YouTube)
but no follow-through.
Brand Image
Decentralized Twitter account, no blog presence. Interesting YouTube Channel
with videos focused on tourism instead of the hotel themselves.

Marriott
9206 Followers
5957 Following
1944 Updates
Since early 2007
Committed Strategy (strong
interaction) with innovative uses
(Infos, Promotions, Contests)

Hyatt Carreer
Hyatt Followers
1727
Carreer
1891 Following
1727 Followers
1661 Updates
1891 Following
1661 Updates
Since 2007
Since 2007
Hyatt Concierge
Hyatt Followers
2020
Concierge
1807 Following
2020Updates
86 Followers
1807 Following
86 Updates
Since early 05/2009
Since early 05/2009
Very innovative uses,
original services.
Very innovative uses, original services.

Marriott
Official blog maintained by the CEO himself.
Interesting information on the Marriott
World, from his point of view.

Hyatt
The CEO communicate as a guest blogger on
USA Today’s Hotel related blog.
Guest blogging is a new trend. He uses it to
communicate about the latest Hyatt digital news
(e.g. Concierge) and reach a broader range of
people than he would on the company website.

Marriott
Dedicated channel with a high number of
videos, the screening rate is moderately high
since 2007. Highest viewed videos have about
8,000 to 12,000 views
Bill Marriott’s Greeting Different kind of videos : “The company &
Employees”, “Resorts”, “Buzz Video” and
“Personal Message”

InterContinental
Dedicated channel with 300 videos since 2008.
Top viewed videos have been seen 8,000 times.
InterContinental decided to mainly base its
video communication on Tourism, they
introduce cities that host InterContinental
hotels.

2. Planning
urism board!
: To
Cas e Study
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Tourism Australia

Background:
In April 2009, Tourism Australia introduced the Visiting Opinion
Leaders Program to generate more word of mouth on Australia.
Our mission was to target influential digital opinion leaders in
different ‘passion points’ to help spread the message.

Who is a digital influencer?
An influencer is an individual which:
• Engages others in conversation
• Inspires others to continue the conversation and to expand
the circle of engagement
• Participates consistently to maintain a timely conversation
• Is seen as credible by his or her audience to speak about the
issue at hand
• Compels others to want to hear what he or she will say next,
and
• Creates content that is “remarkable”/worth remarking on.

Iden7fying Passion points
Fashion Nature /
Outback
Sport Travel
Food & Wine

Tracking Social Media
Footprint of Influencers
It is important to research bloggers who not only have a
large blog readership, but who are also active on other
social media platforms. This will give the widest reach
possible, on channels such as the following:
• Twitter – based on the number of followers
• Facebook – number of fans or friends (if available)
• Youtube – channel subscribers, video views
• Flickr – contacts, image views (if available)
• LinkedIn – connections

Gold S tar Bloggers!

Name: Kathryn Finney, thebudgetfashionista.com
Passion Point: Fashion Blogger
Highlights: 90,750 Unique Monthly Visitors | 9,000+ Twitter followers | Style
contributor on NBC’s Today Show| First fashion blogger to receive a major book deal

Name: Ree Drummond, thepioneerwoman.com/cooking
Passion Point: Food & wine blogger
Highlights: 22,106 Twitter Followers & 5,000 Facebook Fans | 292,015 Unique
Monthly Visitors | 5,000+ inbound links | 2009 Weblog of the Year |

Ta c7cal Strategies

The Ul7mate Vaca7on in Australia
• Send influential bloggers flight ticket and invite them to
Australia!
• Give visiting bloggers great, personally tailored
Australian experiences
• Enable these opinion leaders to publish as much
content as possible to reach the widest audience and
generate maximum exposure:
– Blog posts to reach their blog readers
– Tweets to reach their Twitter followers
– Videos to reach their YouTube subscribers
– Status updates to reach their Facebook friends & fans
– Photos to reach their Flickr contacts
• Aggregate their content into a central microsite,
making it easy for media and others to follow their
journeys around Australia

Branded FlipCams
Branded FlipCams: Provide Tourism Australia
branded FlipCams to bloggers to encourage
them to shoot video footage from their trip.
• Provide visiting bloggers with a TA branded
FlipCam, making it easy for them to shoot
and publish video
• After their ultimate vacation in Australia,
bloggers can also“micro-contest” them
away to their readers (via their blog) when
they return home
• Creates an additional opportunity for
further discussion of their Australian
experience via their blog

3.Engaging
udies: Airline!
Case St
© Confidential and Proprietary – Do Not Release

Virgin Atlantic

On June 24th, Google Apps partnered with Virgin America to launch a
social media campaign called “The Day in the Cloud” Challenge
People who took Virgin America flights that day, as well as those at home
or work, to participate in an online scavenger hunt for clues to answer
questions posted on a website called "Day In The Clouds.”
Why Clouds?
Lets look at the Key Players:
Google is a major proponent of ‘cloud’
services, and has developed an entire
suite of applications that all live in the
“cloud”.
Virgin America is about entertainment
and relaxation. The main feature of the
airline’s ‘living room in the sky’ is that
they have WiFi across their entire fleet.
Commonality Creates a Compelling
Campaign!

The scavenger hunt offered questions that required players to use many
different Google apps and online tools to find the answers, and integrated
with Virgin America both for some questions as well as by offering free
WiFi to any passenger on one of their flights today.

"Year in the Cloud" prize
The top 5 scorers in the challenge gets a year of free flights
and free in-flight Wi-Fi from Virgin America, an HP net book
computer, and 1 terabyte of Google account storage for all of
your photos and email.

The campaign is an example of a well-executed contest. There
are a few key factors that made campaign especially interesting:
On every page of the campaign microsite, there was a box
that displayed the latest tweet from @DayInTheCloud, an
account that was set up specifically for the campaign.

From that box, users were able to follow the
account, message the account directly, or see
the history of “Day In The Cloud” tweets.
Each tweet that @DayInTheCloud sent out
included the #DayInTheCloud tag. Users were
also encouraged to use that tag so that
everyone could easily follow along with the
conversations that were occurring about the
campaign.
Users could tweet out their score after finishing the challenge, and
each one of those tweets were tagged with #DayInTheCloud to help
increase social sharing of the campaign.
The Twitter account was used both for conversation and for
broadcasting. Its functioned to answer questions, provided updates,
gave hints and linked out to other blogs that were covering the event.
This allowed the Twitter account to be interactive.

Using Social Media to “Spread the Word”
Every page on the microsite included a ‘Spread the word’ box that
allowed users to share the campaign with friends through various
social media channels with just the click of a button.
These buttons were formatted so that they would automatically
populate the message field with a pre-designed message, and this
allowed users to help spread the campaign through channels like
Facebook, Twitter, Digg, Delicious and MySpace; greatly increasing
the pre-event buzz without a lot of extra effort.

Google Friends Micro-community
Using Google’s Friend Connect feature, the campaign formed
its own community where players could exchange ‘spirited
pre-game banter’ with other players and meet everyone else
that was participating which greatly added to the player’s
overall experience.

Quick Lessons You Can Take Away:
Built your campaign on your core products/services.
Users had to use many of Google's tools to find the answer to
questions about Virgin America's planes, technology and flight
schedules.
Forged the right partnership.
The choice of these two brands together worked perfectly to add to the
popularity of the scavenger hunt. Both have high goodwill among their
fans and drew a tech-savvy audience to participate.
Engaged through fun and competition while educating.
The engagement on this campaign was high because the content was
great and the format was fun. There were even tweets from flights
encouraging plane-mates to do better to beat a competing plane.

Quick Lessons You Can Take Away:
Involved the right ambassadors.
In the morning, there was a media flight that several high-influence tech
bloggers including Ben Par from Mashable and Beth Blecherman from
Techmamas. They played the game and participated in the start of the
campaign. These early ambassadors posted about their experience which
drove a lot of traffic to the site throughout the day.
Made it shareable.
Once you complete the hunt, you get your score and you have the
opportunity to share it through multiple social media platforms. Players can
also follow the campaign's Twitter account for updates.
Had real and tangible prizes.
The winners with the highest scores will get tangible prizes and that is a
big motivator to continue to participate even if you may be in it and not
want to finish.

TripSay combines travel
search with user-generated
travel guides and ratings.
When the user enters a city or
place, it comes up on a map,
along with recommendations
and ratings from other TripSay
users.
Results can be sorted by
restaurants, hotels, bars,
beaches, transportation,
sights, and other categories.
Launched: 2008

TripWolf aims to be the "Facebook"
for travelers with its "friends"
system, but focussed on Travel
(Google Map API...etc).
TripWolf’s “travelers” allow
members to find “gurus” of
destinations who can help you plan
your trip, to create their own
custom travel guides to take with
them on their journeys and learn
all before users leave their desks.
As with any social network, they
can share can build a network of
friends.
Launched: 2008

Hub Culture aims to Merging Digital
and Physical Spaces.
It turns existing virtual networks into
physical spaces around the globe.
It provides a conscious collaborative
work environment for contemporary
workers/travellers who are often on
the move, and no longer go into the
office everyday.
Hub Culture has it's own currency
called Ven which can be traded online.
A pavilion member can offer his
services to other members and be
paid, they can also buy products and
services from Hub Culture.
Members : 20 000

Dopplr allows users to creates and
indicate to their followers itineraries of
their travel plans and spot
correlations with their contacts.
The main point is to allows contact
travelling onto the same location
(Countries, Cities, Restaurants…) to
arrange meeting at any point of their
journey.
Dopplr is all about integrating other
popular services you already use into
the site, like Twitter, Facebook,
Calendars, and Flickr photo.
Additional features include allowing
the user to calculate the carbon
footprint their journeys have
produced.
Launched: 2007

TripIt is an online travel itinerary and
travel planner
To make it work users have to forward
confirmation emails to them when you
purchase airline tickets, hotel
reservations, car rentals, etc. TripIt
pulls the relevant information out of
the emails and builds an organized
itinerary.
Their is no registration needed and
TripIt recognizes the email format
from the seventy travel companies
they currently support (Orbitz, United
Airlines, Marriott, etc.)

Offbeat Guides creates personalized,
up-to-date travel guides that cover
over 30,000 travel destinations, using
a combination of search technology,
and curation by both amateur and
professional travel experts.
You provide just 5 pieces of
information :
- Destination
- Current location
- Your Name
- Travel Dates
- where are you staying

ASMALLWORLD is the world’s leading
private online community and social
network. It seeks unite an existing
international network of people who
are connected to each other by three
degrees of separation.
Membership to ASW is by invitation
and member growth is achieved by
extending invite rights to qualified
members who represent the
Company’s target audience (i.e
wealthy people).
The average house hold income of the
community is $330,000. There are
currently 430,000 registered ASW
members living in over 200 countries
worldwide working in all professional
fields ranging from finance, law and
management consulting, to media,
PR, fashion, advertising and
entertainment.

O ur role!
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Social Media Strategy and Planning
Digital Influence Strategy: We create rapid yet comprehensive social media
strategies to drive online word of mouth and community engagement in measureable,
scalable and lasting ways.
Each Digital Influence Strategy includes 3 deliverables
Conversation Map: A comprehensive survey of what
and where people are discussing specific brands and
related topics online. This tells us where we can engage
with people authentically.
Influencer Audit: A focused survey identifying the most
important influencers across all social media to understand
which individuals and affinity groups may help us.
Engagement Plan: A concrete and executable strategy
for getting influencers to drive both action and opinion.

What is Influence?
• Engages others in conversation
• Inspires others to continue the conversation and to expand
the circle of engagement
• Participates consistently to maintain a timely conversation
• Is seen as credible by his or her audience to speak about the
issue at hand
• Compels others to want to hear what he or she will say next
• Creates content that is “remarkable” or worth remarking on

Using Social Media Strategically
Listening Programs
Listening Post: By creating the right conversation criteria, we can use technology to collect
and sort all of the relevant conversations across blogs, forums, Twitter, social networks and
review sites. Our strategists apply insight and recommended action to every report
Listening Post powered by Radian6: This is our fastest , keyword-driven platform
that collects social Web mentions across multiple global markets. Ideal for
benchmarking measurement, informing strategy and rapid response to consumer
generated media
Listening Post powered by Crimson Hexagon: Our CH-based platform is great
for following and reporting sentiment and opinion. It is one of the few platforms on
the market that can provide superior automated opinion reporting. Ideal for
benchmarking measurement and informing strategy
Listening Post powered by Visible Technologies: A more comprehensive
solution to enterprise-level cgm monitoring and response, our VT-based solution is
great for operationalizing large organizations to engage with bloggers on a daily
basis. Ideal for benchmarking measurement, informing strategy and rapid response
to consumer generated media at a large scale

How many people are talking about your brand?
YouTube video

What are they talking about?
Product 1
Product 2
Product 3

Where do they talk about it?

Using Social Media Strategically
Influencer Audit

Chubby Latina
(3 Fat Chicks Blog)

Using Social Media Strategically
Engagement Plan
By creating the right conversation criteria, we can use technology to collect and sort all of
the relevant conversations across blogs, forums, Twitter, social networks and review sites.
Our strategists apply insight and recommended action to every report
• Influencer/Blogger Outreach & Engagement: From Blogger weekends to events to
brand experiences, we specialize in identify and engaging the most important new
influencers across social media
• Content Creation and Distribution: From making brand content – video, images, text as
“share-worthy” and portable as possible to inviting consumers and customers to create
brand relevant content, we ensure all content has a positive impact on search results
• Social Media-Scale: From content-driven advertising to social network applications and
grassroots action, we add scale and reach to the operations and impact of word of mouth
programs online and off.

Using Social Media Strategically
Popular Products and Services
Backstage Pass: Conversation Amplifier: Blog Plus:
activating a fan network via aggregating relevant cgm in a the best social platform to
a application-based content branded application with full launch client blogs and sites
& promotion delivery CMS functions based upon a modular and
network open platform
Social Media Release: Crisis Preparation: Social Media Belts:
optimized to share rich strategy with active training program to develop
digital content with monitoring and “dark understanding and ramp up
bloggers and journalists site” ready for launch Social Media Teams

Social Media Belts

Clients

asiadigitalmap.com

CONTACT
Danielle Nasrallah
Account Director
Ogilvy Public Relations Worldwide
p +852 2884 8543
e danielle.nasrallah@ogilvy.com
Bernard Shek
Digital Specialist | 360° Digital Influence
Ogilvy Public Relations Worldwide
p +852 2884 8654
e bernard.shek@ogilvy.com
Thomas Crampton
Asia-Pacific Director | 360° Digital Influence
Ogilvy Public Relations Worldwide
p +852 6397 1662
e thomas.crampton@ogilvy.com