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Targeting Travel Audiences with Social Media
Targeting Travel Audiences with Social Media
Targeting Travel Audiences with Social Media
Targeting Travel Audiences with Social Media
Targeting Travel Audiences with Social Media
Targeting Travel Audiences with Social Media
Targeting Travel Audiences with Social Media
Targeting Travel Audiences with Social Media
Targeting Travel Audiences with Social Media
Targeting Travel Audiences with Social Media
Targeting Travel Audiences with Social Media
Targeting Travel Audiences with Social Media
Targeting Travel Audiences with Social Media
Targeting Travel Audiences with Social Media
Targeting Travel Audiences with Social Media
Targeting Travel Audiences with Social Media
Targeting Travel Audiences with Social Media
Targeting Travel Audiences with Social Media
Targeting Travel Audiences with Social Media
Targeting Travel Audiences with Social Media
Targeting Travel Audiences with Social Media
Targeting Travel Audiences with Social Media
Targeting Travel Audiences with Social Media
Targeting Travel Audiences with Social Media
Targeting Travel Audiences with Social Media
Targeting Travel Audiences with Social Media
Targeting Travel Audiences with Social Media
Targeting Travel Audiences with Social Media
Targeting Travel Audiences with Social Media
Targeting Travel Audiences with Social Media
Targeting Travel Audiences with Social Media
Targeting Travel Audiences with Social Media
Targeting Travel Audiences with Social Media
Targeting Travel Audiences with Social Media
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Targeting Travel Audiences with Social Media

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Presentation given to Social Media Library Travel Conference by Surf PR, March 2011

Presentation given to Social Media Library Travel Conference by Surf PR, March 2011

Published in: Travel, Technology, Business
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  • designed to appeal to nature lovers / experiential travellers
    imprint a vivid visual and sensory impression of the Dominica product
    More than 4,500 YouTube views
    Good pick up with eco travel blogs
  • Love Guernsey – totally inclusive / pitched at local community & past visitors
    Launched 8 days ago
  • Facebook competitions generate new “likes” and e-news letter sign up
    Northern Norway postcard models campaign – real people seeking extraordinary adventure - 3,192 FB Fans – friends voted on entry
  • IN 2009, Norway has a vision to take ownership of Northern Lights
    Position as the ultimate destination to experience the fascinating natural phenomenon
    International team was asked to develop a pan-European social media marketing
    to campaign to raise the profile of Norway
    And attract more tourists to Norway using Northern Lights as the hook
  • Visit Norway developed the brief based on 5 Key Elements:
    The Unique Nature of Northern Lights
    Vistit Norway Brand Values – Fresh, Friendly, Genuine and Innovative
    Emotional connection and association
    Something Simple and Honest
    A Viral that is organic, with no forced mechanic
  • To achieve an international appeal, we need something universal that crossed boundries
    No language barrier
    No cultural barrier
    Everyone can do it and enjoy it
    Something personal and engaging
  • The technical aspect of the micro site
  • 5 international markets initially
    UK, Norway, Sweden, Germany, France
    US and Russia joined campaign at a later date
  • Y2 Developments
    Speeded up page loading
    Created better navigation to product information pages
    Added a competition element
  • Ranks well in Google search
    Included advertising
    Referral traffic has an impact on bounce rate – preview factor
  • Removed themed twitter feeds
    Consolidated activity to core VisitNorway social media platforms
  • Transcript

    • 1. Targeting travel audiences with social media creating communities, audience mapping and targeting online influencers The Social Media Academy – Social Media in Travel Conference March 15, 2011
    • 2. Surf PR • Online PR & social media agency • Travel & leisure industry specialists • Sister agency to The Saltmarsh Partnership • Core activities include: – Social media strategy – Platform & content development – community management/ engagement • Bespoke, integrated campaigns combining PR with SEO & traffic generation
    • 3. Surf clients
    • 4. Targeting travel audiences with social media Three key elements: 1.Establishing a presence 2.Building connections – your community 3.Creating conversations 4.Case study – VisitNorway
    • 5. Establishing a presence • Choose your permanent social platforms – Where are your audiences? – What are your primary goals – CRM, PR, SEO, Traffic?
    • 6. Establishing a presence • Construct your social media identity – Claim your brand name/support your URL – Decide on tone of voice – Be consistent across platforms – Optimise profile information
    • 7. Establishing a presence • Signpost platforms • Integrate with other marketing activities • Feed areas into one another
    • 8. Building connections (your community)
    • 9. Targeting travel influencers • Bring media relations into Twitter • “Travel” too broad a topic for individual bloggers/ tweeters • Focus in on specialisms e.g. “Eco travel”, “ski”, “walking” etc. • Treat all influencers with equal respect
    • 10. Building connections – targeting activity
    • 11. Targeted content: Discover Dominica – in a minute
    • 12. Creating conversations Invite participation
    • 13. Creating conversations
    • 14. Creating conversations Mum bloggers Celtic Haven trip Nov 2010 • 4 bloggers & families Noise generated: • Over 90 tweets • 12 individual blog posts on 6 sites • 1 TripAdvisor review • Video & photo content created • Multiple back links created • Coverage still prominent in Google search
    • 15. Engagement tips • Observe platform etiquette • Don’t spam • Flattery works! • Offer incentives • Use Twitter lists • Make campaigns topical, useful, targeted, fun…
    • 16. Case study
    • 17. Norway to take ownership of Northern Lights
    • 18. Key elements • The unique nature of Northern Nights • Reflect Norway brand • Emotive • Simplicity • Organic
    • 19. The ‘viral’ element - less is…more • Simple • Easy to use • Experiential • Enjoyable • Engaging • Magical
    • 20. My Northern Lights
    • 21. My Northern Lights
    • 22. http://www.visitnorway.com/mynorthernlights My Northern Lights 2009/10
    • 23. http://www.visitnorway.com/mynorthernlights My Northern Lights 2010/11
    • 24. If you build it, they will come…
    • 25. Site traffic – Year 1
    • 26. Site traffic – Year 2
    • 27. Global campaign Local tactics
    • 28. Year 1 tactics
    • 29. Year 2 tactics
    • 30. Blogging platform
    • 31. Permanent flexible platforms Ongoing dialogue Buy-in Manpower Technical skills Access Integration Local specialist knowledge Tools – the essentials:
    • 32. Results – traffic, combined global totals - More than 470,000 unique visitors - More than 2.9 Million page views -2 minutes spent on site - 16 per cent bounce rate - 28,839 lights created & saved
    • 33. Rebecca Genin http://uk.linkedin.com/in/rebeccagenin
    • 34. Thank you! @Surfpr Surfpr.co.uk

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