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The Use of Social Media in Travel, presented by Digital Visitor, July 2010
 

The Use of Social Media in Travel, presented by Digital Visitor, July 2010

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Presentation from a webinar presented by Digital Visitor, VisitBritain and Travel Technology Europe. The webinar discussed how organisations can benefit from the exciting world of social media. The ...

Presentation from a webinar presented by Digital Visitor, VisitBritain and Travel Technology Europe. The webinar discussed how organisations can benefit from the exciting world of social media. The experts discussed the best ways to utilise the benefits of social media and social networking, and examples were given on how VisitBritain have embraced these tools to maximum effect.

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  • Are many companies missing a trick with their social media strategy?
  • Are many companies missing a trick with their social media strategy?
  • Are many companies missing a trick with their social media strategy?
  • Are many companies missing a trick with their social media strategy?
  • Argument is that by solely engaging with your communities on these sites you are giving them an authentic, unbiased view and visitors prefer this We don’t think this at all based on evidence we have seen isn’t the case As one example 18,000 per month look at the Bath Spa own site, they don’t only put good content on Point is, if you can easily show that you are unbiased under your own brand, visitors will trust this too! Are many companies missing a trick with their social media strategy?
  • Gather your own photos, videos, reviews Are many companies missing a trick with their social media strategy?
  • Are many companies missing a trick with their social media strategy?
  • Are many companies missing a trick with their social media strategy?
  • Are many companies missing a trick with their social media strategy?
  • Are many companies missing a trick with their social media strategy?
  • Are many companies missing a trick with their social media strategy?
  • Are many companies missing a trick with their social media strategy?
  • Are many companies missing a trick with their social media strategy?
  • August 2, 2010

The Use of Social Media in Travel, presented by Digital Visitor, July 2010 The Use of Social Media in Travel, presented by Digital Visitor, July 2010 Presentation Transcript

  • Use of social media in Travel Simon Jones, Director of Marketing Digital Visitor
    • About us
    • 2 principles of social media
      • Offsite social media
      • Onsite social media
    • Your own community?
    • ROI from social media
    • ROI from social networking
    • VisitBritain – A national initiative
    Agenda
    • Digital Visitor
    • Video production
    • Visitor Review – leading social media and social networking solution
    • Our clients gather their own social media, build their own community
    • Created 200+ social media solutions globally . Safari camps, international tour operators, intl. tourist boards
    • Delivered traffic, enquires, business, loyalty...
    About us
  • The 2 principles of social media
    • We believe social media strategies fall in 2 categories:
    • Consider both to fully utilise everything social media has to offer
    Onsite Offsite Those on your website Those not on your website
  • The 2 principles of social media
    • Offsite
    • Facebook group
    • Twitter
    • Engaging with traveller communities - WAYN
    • 234 + some are more popular than others
    • Promotions through these sites are great
    • What should you achieve from this?
    Ultimately the aim should be to direct traffic to your own website
  • The 2 principles of social media
    • Onsite – Visitor Review
    • People spend a lot of money directing people to their websites, if you get them there deliver all the information they need to make a decision
    • A white-labelled social media and social networking solution
    • Gather their own social media on their own terms
    • Integrated seamlessly throughout clients website
    • Create and engage with their own online community through user generated photos, videos and text reviews
    • Collect invaluable marketing materials
  • The 2 principles of social media
    • Onsite – Visitor Review
    • Drive organic search engine visitors
    • Target keywords and keyphrases
    • Maintain existing traffic
    • Authentic experiences under an organisations brand
    • Increase browsing time
    • Show targeted content on targeted pages
    • Direct visitors into booking flows
    • The key aim is to maintain traffic on your site and convert
  • The 2 principles of social media
    • Onsite and offsite
    • Share your content
    • On Facebook 10-20 reviews posted per month = 2.5 x community size visitors per month
    • Your own social media delivered on these sites, makes offsite campaigns even more effective.
    Ultimately the aim should be to direct traffic to your own website
  • Your own community?
    • Your own social networking solution?
    • FB has massive community, you aren’t going to beat this. Do you need to?
    • How much is one FB member worth in terms of a member to your OWN community?
    • Enhanced marketing opportunities to engage with members
    • Increased customer loyalty
    • Repeat business
  • Social networking - on your own site
    • If your brand has a loyal following use this to maximum effect!
    • Members area, groups, friends, messages, albums, discussion topics.
    • Aim to increase repeat business and drive loyalty further
    • Long term communication opportunities
    • Member credits encourage activity
    • Targeted advertising based on
    • where they want to go next
    • Inspire groups of users to book tours
  • ROI for your social media solution
    • Biggest challenge for SM success
    • Twitter followers? Facebook fans?
    • Organic search engine traffic and reduce PPC spend – a fraction of the budget in return for long lasting benefit
    • Reduce media library spend
    • Direct traffic to your site from offsite SM
    • Increase browsing time
    • Click-throughs to offers & enquiries.
    • Bookings
  • ROI for your social networking solution
    • Membership base
    • If you want certain information, incentivise and ask for it!
    • Communicate offers and monitor click throughs to offers and enquiries
    • Find out more about your customers, where they want to go next? Deliver adverts and offers based on this information
    • Monitor increase in repeat business
  • A unique national approach to user generated content
    • We created a social media solution for VB - On their own website
    • Primarily focussed on gathering local opinions and content
    • Displays reviews, photos and videos from locals and visitors
    • Single site would not have been enough
    • Created a network of different tourism solutions across the country
  •  
    • Targeted organic search engine results
      • Britain reviews
      • Reviews of Britain
      • Britain travel reviews
    • Driving traffic to VisitBritain website
    • Using content on own website to support destination information
    • Looking to distribute content to travel companies who bring visitors to Britain
  • Some of our tips
    • Content traffic bookings
    • Add content yourselves and staff
    • Incentivise others
    • Ask for more – super users
    • Communicate through newsletters
    • Communicate offline
    • Make obvious on your website
    • Show targeted content on targeted pages
    • Provide free content to partners
    • Publish to your FB group and other offsite SM sites (directing back to your own)
  • For further information, or to discuss how Visitor Review can benefit your organisation, please contact Simon Jones, Co-founder and Marketing Director t: 0117 933 0814 e: simon@digitalvisitor.co.uk w: www.digitalvisitor.co.uk Contact