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Cimtig Presentation Feb 2010

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Cimtig presentation at Travel Technology Europe 2010 by on The Adventure Company's award winning social media campaign and Twitter strategy.

Cimtig presentation at Travel Technology Europe 2010 by on The Adventure Company's award winning social media campaign and Twitter strategy.

Published in: Travel, Technology

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  • UK Internet traffic to Twitter has increased 10-fold over the last 12 months. Twitter is ranked as the 291st most visited website in the UK, up from a ranking of 2,953 on the year.. UK Internet traffic to the website has increased by 974% over this period.Twitter was one of the fastest growing websites in the UK last year, and shows no signs of slowing down. And the service is even more popular than those numbers imply, as they only measure traffic to the main Twitter website. If people accessing their Twitter accounts via mobile phones and 3rd party applications egTwitterrific, Twitterfeed and Tweetdeck were included, the numbers are even higher. People seem to find Twitter addictive: the average amount of time that people spend on Twitter  has more than trebled from less than 10 minutes a year ago to half an hour now.”
  • Transcript

    • 1. Making social networks work for your brand
      a CIMTIG presentation with:
      Geoff Saltmarsh
      Surf Public Relations
      Online PR for the travel industry
      www.surfpr.co.uk
      Gary Grieve
      Capela Travel Training
      Marketing courses for travel professionals
      www.capela.co.uk
    • 2.
    • 3. The Facebookphenomenon
      a year ago
    • 4. Social Media Still Growing…
      • Feb 2009 = 200 million
      • 5. Sept 2009 = 300 million
      • 6. Dec 2009 = 350 million
      • 7. February 2010 = .....
    • 8.
    • 9.
    • 10. OfCom Report
      • May 2008 UK had 150,000 Users on Twitter…
      • 11. June 2009 UK had 2.6 million Users on Twitter…
      • 12. Increase of 1,679%
      • 13. BUT 60% of People who sign up to Twitter abandon it after one month….
    • 2-17
      250,000
      3.6
      18 – 24
      **
      **
      25 – 34
      1,379,000
      19.6
      35 – 49
      2,935,000
      41.7
      55+
      1,165,000
      16.6
      65+
      477,000
      6.8
      source: Nielsen NetView
      Now over 6 million UK users –who are they?
      **These demographics have insufficient sample sizes
    • 14. Why Twitter is So Powerful
    • 15. The Viral Effect…
      C
      C
      B
      A
      B
      A
      My Blog
      C
      C
      A
      B
      A
      A
      C
      B
      B
      C
    • 16. Twitter Stats…..
    • 17. Twitter Stats…..
    • 18. What Can You Say in 140 Characters?
      • Ask a question for customer insight
      • 19. Respond to questions
      • 20. Drip feed new product information
      • 21. Engage with customers & stakeholders
      • 22. Use as a newswire
    • Building Twitter Into Your Strategy
      Satisfied Customers
      Media
      Dissatisfied Customers
      Policy Makers
      Potential Customers
      Investors
    • 23. Always Listening
    • 24. Using Twitter To Build Advocates
      “I had a recent interaction with Southwest airlines on Twitter. They had found a comment I made about how much I enjoyed using one of their kiosks and responded to it. The last time I flew Southwest, I shot out a "tweet" right before takeoff saying "thanks for being on time". Of course, by the time I landed, they had responded.
    • 25.
    • 26.
    • 27. Building Clients With Twitter
    • 28.
    • 29. Building Clients With Twitter
    • 30. Building Clients With Twitter
    • 31. Your Strategy For Twitter
      • Plan your tweets in advance
      • 32. Design your tweets for retweeting (rather than retweeting other peoples tweets)
      • 33. Establish more than one Twitter account depending on your objectives…
      • 34. Keep a steady feed and use your Twitter as a news wire
      • 35. Build & monitor your follower base
    • The Adventure CompanyCase Study
      Geoff Saltmarsh
      Surf Public Relations
      Online PR for the travel industry
      www.surfpr.co.uk
    • 36.
    • 37.
    • 38.
    • 39.
    • 40.
    • 41.
    • 42. Our brief
      To create an online community for one of the UK’s leading
      adventure holiday operators
      Targets: Active and adventurous travellers, solos and couples, as
      well as families
    • 43. We set out to …
      Create and manage dynamic social
      media Interactive blog spots and forums to:
      Establish and unite a large online customer community
      …..which would in turn:
      Raise the client’s profile
      Increase web traffic
      Inspire people to book online
      Bring the company closer to its customers
      Encourage clients to talk about their experiences
      Create noise and excitement about the range of holidays
    • 44. The thinking behind it
      Given the right forum, adventure travellers would want to engage
      They’re probably already into social network sites - we want to get them together as one big happy family
      Not to bombard them with deals - but listen to what they are chatting about and asking
    • 45. The overriding philosophy
      Create a three-way content and
      communication network to:
      Invite (and manage) postings from fans and encourage them to share experiences
      Respond to what they are chatting about - give them factual news and information
      Create forums where customers and The Adventure Company can talk to each other
    • 46. So what did we do?
      Designed and developed social media
      channels to meet these objectives:
      Facebook page/wall/discussion board/daily status updates
      Blog
      MySpace
      Travelpod
      Flickr
      Twitter (also to maintain daily status updates with other users, including media)
      YouTube page - to host fan and staff video
    • 47. Resulting in …
      A successful and compelling network of media forums and pages supporting the brand
      Harnessed the interest, loyalty - and power - of a growing community of existing and potential customers, all with a passion for adventure travel
      Creation of a platform from which to talk to customers, give them daily news and updates and drive online sales conversions
      Facebook fans went from 200 to 2,249
      1,152 Twitter followers
      We received at least two new customer travel diaries, photos video reports and blogs every week
    • 48. Some examples
      Blogs and social media forums
      Facebook page: The heart of our buzzing community, fans come
      here to post pictures and videos, discuss trips, ask staff questions,
      and meet friends before they go.
    • 49. Some examples
      Flickr: Two groups - one for destination pictures and one for fans
      to submit their own pictures. Useful for amateur adventure
      photographers and professionals to upload and showcase their
      work. Led to a photo competition being launched on our own
      social media pages and on the official website.
    • 50. Some examples
      YouTube page: Our own YouTube channel, which allows us to
      host our own videos and video content submitted by customers.
      This page is also linked via hosted videos on our other social
      media pages.
    • 51. Some examples
      Active online community:
      Mount Everest Photo Diary posted by a Facebook fan
      Solo travellers’ postings inspire others to take similar trips
      Families’ personal reviews stimulate ideas for other families choosing a trip
      To bring the company closer to its customers, we also created a blog template for staff members, giving opportunity to ‘meet’ the guide who might be leading your trip
      Surf PR regularly seeds news snippets and posts stories that respond to current events i.e: the Bond movie A Quantum of Solace was filmed in South America
    • 52. Some examples
      Promoting social media
      Links to all our blogs were then
      featured in the monthly TAC
      e-Newsletter, which further
      generated activity, submission
      of blogs and photo diaries
      and sign-up to Facebook
      fan group
    • 53. It worked!
      Surf PR collects “Best Use of Social Media” award
      at The Travel Awards 2009
    • 54. Why it worked…
      • We took an integrated approach
      • 55. We were responsive
      • 56. We didn’t spam customers or baffle them with sales speak
      • 57. Content placement strategy was timely
      • 58. Be well connected
      • 59. All content fully optimised
      • 60. Be proactive
    • Continuing the journey
      ‘My Adventures’ launched July 2009
      Fully-integrated into its popular website
    • 61. Continuing the journey
      Objectives:
      • Make choosing a trip easier
      • 62. Enhance the holiday experience
      • 63. Enables clients and prospective clients to share information
      • 64. Basis for making informed decisions
      • 65. Especially useful for solos and families
      • 66. Opportunity to ‘meet’ other members of their tour group before departure
      • 67. Maintain contact/friendship post-travel
      • 68. Build trust
    • In other words
      ‘Our customers love meeting the other people on their trip before they go. The holiday does not start with and finish at the airport. There is so much anticipation and excitement pre-trip and we want our customers to enjoy this and stay in contact with their new friends on their return.’
      James Ingham, Marketing Manager
      The Adventure Company
    • 69. How it works
      • Platform for customers to interact
      • 70. Blogs and reviews
      • 71. Live chat - real time interaction
      • 72. Post pictures - with a £500 discount prize competition
      • 73. Expert tour guides and staff answer questions, too
      • 74. Favourites - customer wish list
    • Typical content
      “We have used The Adventure Company twice so far, South Africa in 2007 and Namibia in 2008
      “The guides in South Africa were great. Ruben with his knowledge of snakes and Hendrick with his knowledge of birds made the travel interesting.”
    • 75. Typical content
      I just wanted to let you know about the great trip we had on the Delta to Victoria Falls tour……”
    • 76. Results
      • 400 customers signed up in first week
      • 77. 2050 customers now signed up
      • 78. In the last two weeks: 72 photos, two blogs posted, 42 new users and 46 profile amends
    • Results - the $64,000 question:How many bookings does it generate?
      ‘We know it’s important to communicate impartially with what our customers are saying. People place far more value on other passengers’ real experiences than company statements nowadays, which is why every comment and image from My Adventures goes straight onto the trip page – good or bad (bad ones are answered)
      ‘We know between 5% and 8% of passengers who book visit one of our social media sites as part of their booking process.’
      James Ingham
      Marketing Manager
      The Adventure Company
    • 79. Future development
      • Further bringing booked clients together
      • 80. passenger platform so booked pax can meet each other
      • 81. customers thinking of booking can see what’s being said
      • 82. promoted on pre-and post-trip communications
      • 83. link in other features to give ideas for next trip
      • 84. Encouraging repeat bookings by helping clients manage their
      holidays
    • 85. Making social networks work for your brand
      a CIMTIG presentation with:
      Geoff Saltmarsh
      Surf Public Relations
      Online PR for the travel industry
      www.surfpr.co.uk
      Gary Grieve
      Capela Travel Training
      Marketing courses for travel professionals
      www.capela.co.uk
    • 86. Forthcoming CIMTIG events - all welcome
      15 Mar –Travel Marketing Awards
      Recognising marketing excellence in the travel industry
      26 Apr – Digital Marketing Seminar
      Networking seminar moderated by Kevin May of Tnooz
      CIMTIG exists to support the CIM vision by promoting, enhancing and facilitating the knowledge and practice of marketing within the UK travel industry.
    • 87. Any questions?
      Gary Grieve
      Capela Travel Training
      Geoff Saltmarsh
      Surf Public Relations
      Rebecca Genin
      Surf Public Relations