Social Enterprise Conference 2012 Robyn Nixon

Presented by Robyn Nixon

Social Enterprise Conference @ CeBIT Australia 2012 Robyn Nixon 2 of 37

#1: Intrepid TravelSocial Media Examiner’s Top 10 Small Business Facebook Pages for 2011•Awarded by panel ofFacebook experts based on:EngagementReader involvementCreative use of promotion

More Great Results 102,202 Facebook LikesHigh engagement – 25%Drives positive social buzz outside Intrepid page 25,208 Twitter followersTwitter Grade 100Twitter Rank 66,26410% of website traffic comes from social

Why Social Media?•A vehicle for delivering Inspiration•A brand engagement tool•To grow understanding of the brand•Increase understanding of Intrepid’s responsibletravel philosophy and The Intrepid Foundationactivity•A two-way conversation and feedback•Nurturing relationships to warm cool leads•Giving us a greater customer base to talk to•Positioning Intrepid as an adventure travel expert•To build a lasting community that has the power todeliver us a large volume of brand stewards thatmoney cant buy•A way to “bottle” the customer loyalty andsatisfaction we enjoy and use for advocacy =>Bookings over time

“The social media journey has nofinal destination - it is a means,not an end.”- Greta HolmbergOrganisations succeed when social media ispart of everyday business and becomesintegrated into the mix of everything they do, itis simply another asset at their disposal.

PRINCIPALS underlying our social media strategy:

>>INSPIRATION >>Dreaming>>Research>>Book>>Detail>>Travel>>Post Travel>>>>>> A brand engagement tool that’s fun and interactive

>>INSPIRATION >>Dreaming>>Research>>Book>>Detail>>Travel>>Post Travel>>>>>> A vehicle for delivering Inspiration

>>INSPIRATION >>Dreaming>>Research>>Book>>Detail>>Travel>>Post Travel>>>>>> Increase understanding of Intrepid’s responsible travel philosophy and The Intrepid Foundation activity

>>INSPIRATION >>Dreaming>>Research>>Book>>Detail>>Travel>>Post Travel>>>>>>

>>Inspiration >>DREAMING>>Research>>Book>>Detail>>Travel>>Post Travel>>>>>> Motivating images

>>Inspiration >>DREAMING>>Research>>Book>>Detail>>Travel>>Post Travel>>>>>> Exposure to a larger Audience to talk to

>>Inspiration >>DREAMING>>Research>>Book>>Detail>>Travel>>Post Travel>>>>>> Day 1 9:00AM: The Perennial Plate posts the video and blog entries to their website 9.05AM: Posted to Vimeo 9.07AM: The Perennial Plate posts to The Huffington Post 9.54AM: The New York Times includes the video on its food blog. Throughout the day: Both The Perennial Plate and Intrepid support the spread of the video through Facebook and Twitter Day 2 It continues to get support through online media including the Atlantic Monthly and CBSnews.com Day 3 Vimeo feature the video on their front page RESULT: Over 200,000 views of the video & selected for the vimeo festival awards

>>Inspiration >>DREAMING>>Research>>Book>>Detail>>Travel>>Post Travel>>>>>> Key elements to identifying good blogger: The right fit Distribution/influence Subtle branding Quality product Return on Investment

>>Inspiration >>Dreaming>>RESEARCH>>Book>>Detail>>Travel>>Post Travel>>>>>> Positioning Intrepid as an adventure travel expert

>>Inspiration >>Dreaming>>RESEARCH>>Book>>Detail>>Travel>>Post Travel>>>>>> A sales message draws interest and responding to a query in real time supports decision making

>>Inspiration >>Dreaming>>RESEARCH & BOOK>>Detail>>Travel>>Post Travel>>>>>>

>>Inspiration >>Dreaming>>Research>>BOOK>>Detail>>Travel>>Post Travel>>>>>>>

>>Inspiration >>Dreaming>>Research>>Book>>DETAIL/ WAIT>>Travel>>Post Travel> A The “Wait” period before travel is one of low engament but high internal excitement.

>>Inspiration >>Dreaming>>Research>>Book>>Detail>>TRAVEL>>Post Travel>>>>>>

>>Inspiration >>Dreaming>>Research>>Book>>Detail>>Travel>>POST TRAVEL>>>>>> Our own research supported the notion that friends/family/ other travellers are the primary influencers of the booking decision.

ReportingFacebook, Twitter and Omniture Analysis Manual Post Content Analysis Sysomos Heartbeat Buzz Analysis

Summary Best Practice works Structure for success and spend your money wisely. Don’t overlook your most valuable built in socialnetwork your very own employees Listen to your community Know the reach of SM partnerships Encourage real conversations Develop strategies fit for the purpose: Dont be afraid to try!

Social Enterprise Conference 2012 Robyn Nixon

by CeBIT Australia on Jun 05, 2012

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