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Passport to Social Media <br />23-25 September, 2011<br />PortAventura, Spain<br />							Adrian Johnson<br />			@adrian_j...
summary<br />Plenary session<br /><ul><li>What is social media?
Debunking social media myths
How big is social media?
Travel social media campaigns</li></ul>Workshops<br /><ul><li>Q&As
Setting a social media strategy
Social media toolkit
Setting up – the basics
Free social media tools you can use tomorrow </li></li></ul><li>online<br />	View again/share<br />bit.ly/ttasocialmedia<b...
What is social media?<br />
What is social media?<br />
What is social media?<br />
What is social media?<br />We don’t have a <br />choice whether we<br />do social media; <br />the question is <br />how w...
Social media myths<br />#1 Isn’t it a bit of a fad? It’s not really that popular<br />1bn+<br />est. no of <br />global so...
Social media myths<br />#1 Isn’t it a bit of a fad? It’s not really that popular<br />Time taken to reach 50 million liste...
Social media myths<br />Sep 2011 survey of Chief Marketing Directors in USA<br />What % of marketing budget will be spent ...
Social media myths<br />#2 But I’m too old / my customers are too old / it’s just for teenagers<br />74+<br />50+<br />74+...
Social media myths<br />#3 If I open my business to social media, I’ll get publically criticised<br />Customers are alread...
Social media myths<br />#3 If I open my business to social media, I’ll get publically criticised<br /><ul><li>A mix of pos...
Chance to turn disgruntled into satisfied customers
Use feedback to improve service
Worse thing to do = do nothing</li></li></ul><li>Social media myths<br />33%<br />6.5m<br />#4 It’s a waste of money / the...
Social media myths<br />5-fold<br />#4 It’s a waste of money / there’s no measurable ROI<br />increase in sales of<br />Bl...
Social media myths<br />#4 It’s a waste of money / there’s no measurable ROI<br />Look beyond sales.<br />Think,<br />
Social media myths<br />#4 It’s a waste of money / there’s no measurable ROI<br />Finally.<br />Social media’s influence <...
How big?<br />100m<br />750m<br />active  global<br />Twitter users <br />8 Sep 2011. Twitter.com<br />estimated UK <br />...
How big?<br />218%<br />9m<br />growth in Tumblr <br />users to 13.4m in <br />2011. Tumblr<br />fall in Google+<br />use ...
How big?<br />
How big?<br />
How big?<br />
How big?<br />Source: http://www.socialnomics.net/<br />
Travel social media campaigns<br />
A tale of two airports<br />December’s big freeze caused travel chaos<br />Airports were hit with record snow falls<br />M...
A tale of two airports<br />Gatwick received more positive coverage<br />Yes, Gatwick invested in equipment<br />But, Gatw...
A tale of two airports<br />Gatwick received more positive coverage<br />Yes, Gatwick invested in equipment<br />But, Gatw...
Published Twitter a/c on website/all press info
Created public Twitter list of airlines
Twitter manned 20 hours/day</li></li></ul><li>A tale of two airports<br />Results for Gatwick<br /><ul><li>Inc from 20 men...
Followers inc from 4k to 18k
Twitter info reached 4m/day
RTd by BBC, Channel4, Channel5 , Sky
Positive sentiment outweighed negative
Timely, up-to-date, informative, responsive</li></li></ul><li>KLM – gifting<br />
KLM – gifting<br /><ul><li>In KLM’s words
‘Making of’ video  = 160,000  views
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TTA Worldchoice: Passport to social media

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Introduction to social media including campaign case studies from the travel industry.

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Transcript of "TTA Worldchoice: Passport to social media"

  1. 1. Passport to Social Media <br />23-25 September, 2011<br />PortAventura, Spain<br /> Adrian Johnson<br /> @adrian_johnson<br /> @Umpf <br />
  2. 2. summary<br />Plenary session<br /><ul><li>What is social media?
  3. 3. Debunking social media myths
  4. 4. How big is social media?
  5. 5. Travel social media campaigns</li></ul>Workshops<br /><ul><li>Q&As
  6. 6. Setting a social media strategy
  7. 7. Social media toolkit
  8. 8. Setting up – the basics
  9. 9. Free social media tools you can use tomorrow </li></li></ul><li>online<br /> View again/share<br />bit.ly/ttasocialmedia<br />
  10. 10. What is social media?<br />
  11. 11. What is social media?<br />
  12. 12. What is social media?<br />
  13. 13. What is social media?<br />We don’t have a <br />choice whether we<br />do social media; <br />the question is <br />how well we do it.<br />Erik Qualman<br />
  14. 14. Social media myths<br />#1 Isn’t it a bit of a fad? It’s not really that popular<br />1bn+<br />est. no of <br />global social <br />media users <br />
  15. 15. Social media myths<br />#1 Isn’t it a bit of a fad? It’s not really that popular<br />Time taken to reach 50 million listeners/viewers/accounts<br /> It took radio 38 years to reach 50m. <br /> Terrestrial TV took 13 years to reach 50m. <br /> The internet took four years to reach 50m. <br /> In less than nine months, Facebook<br /> added 100 million users.<br />Source: http://econsultancy.com/uk/blog/4402-20+-more-mind-blowing-social-media-statistics<br />
  16. 16. Social media myths<br />Sep 2011 survey of Chief Marketing Directors in USA<br />What % of marketing budget will be spent on social media?<br />2016: 17.5%<br />2012: 10.1%<br />2011: 7.1%<br />Source: http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=157965&nid=130703<br />
  17. 17. Social media myths<br />#2 But I’m too old / my customers are too old / it’s just for teenagers<br />74+<br />50+<br />74+ yr-olds are<br />fastest-growing <br />social network<br />demographic <br />16 Dec 2010.<br />Pew Research Center's Internet & <br />American Life Project<br />50+ yr-olds the<br />fastest-growing <br />Facebook<br />demographic <br />Apr 2009- May 2010.<br />Pew Research Center's Internet & <br />American Life Project <br />
  18. 18. Social media myths<br />#3 If I open my business to social media, I’ll get publically criticised<br />Customers are already <br />complaining about you <br />(and complementing you) <br />in blogs, forums, reviews, <br />on Twitter/ Facebook, etc<br />
  19. 19. Social media myths<br />#3 If I open my business to social media, I’ll get publically criticised<br /><ul><li>A mix of positive/negative feedback is seen as more authentic; it builds trust
  20. 20. Chance to turn disgruntled into satisfied customers
  21. 21. Use feedback to improve service
  22. 22. Worse thing to do = do nothing</li></li></ul><li>Social media myths<br />33%<br />6.5m<br />#4 It’s a waste of money / there’s no measurable ROI<br />increase in check-<br />ins from a $1,000<br />Foursquare <br />promotion <br />Gift cards offered as check-in bait <br />on 16 Apr 2010; The brand added <br />600k new fans as a direct result.<br />$ revenue earned <br />from Twitter in <br />two years <br />Worldwide revenues from Twitter <br />Between 2007-2009 <br />according to official<br />Dell figures.<br />
  23. 23. Social media myths<br />5-fold<br />#4 It’s a waste of money / there’s no measurable ROI<br />increase in sales of<br />Blendtec blenders<br />following low-cost <br />YouTube stunt.<br />Videos of Blendtec’s CEO blending <br />everyday objects become YouTube <br />sensation.<br />
  24. 24. Social media myths<br />#4 It’s a waste of money / there’s no measurable ROI<br />Look beyond sales.<br />Think,<br />
  25. 25. Social media myths<br />#4 It’s a waste of money / there’s no measurable ROI<br />Finally.<br />Social media’s influence <br />on search results is growing.<br />Google/Bing layer social <br />on search ie social media <br />increases online visibility.<br />
  26. 26. How big?<br />100m<br />750m<br />active global<br />Twitter users <br />8 Sep 2011. Twitter.com<br />estimated UK <br />Twitter users <br />6 Sep 2011. Umpf<br />active global <br />Facebook users <br />6 July 2011. Facebook.com<br />active UK <br />Facebook users<br />3 Mar 2011. Facebook Europe VP<br />c15m<br />30m<br />
  27. 27. How big?<br />218%<br />9m<br />growth in Tumblr <br />users to 13.4m in <br />2011. Tumblr<br />fall in Google+<br />use Jul-Sep 2011. <br />Guardian<br />Instagram users,<br />200m photos,<br />4 employees. Instagram<br />growth at Foursquare <br />in 2010 to 6m users.<br />Foursquare<br />-41%<br />3400%<br />
  28. 28. How big?<br />
  29. 29. How big?<br />
  30. 30. How big?<br />
  31. 31. How big?<br />Source: http://www.socialnomics.net/<br />
  32. 32. Travel social media campaigns<br />
  33. 33. A tale of two airports<br />December’s big freeze caused travel chaos<br />Airports were hit with record snow falls<br />Media latched on to Gatwick and Heathrow<br />
  34. 34. A tale of two airports<br />Gatwick received more positive coverage<br />Yes, Gatwick invested in equipment<br />But, Gatwick launched social media customer <br />services offensive: <br />
  35. 35. A tale of two airports<br />Gatwick received more positive coverage<br />Yes, Gatwick invested in equipment<br />But, Gatwick launched social media customer <br />services offensive: <br /><ul><li>Made Twitter a core part of comms strategy
  36. 36. Published Twitter a/c on website/all press info
  37. 37. Created public Twitter list of airlines
  38. 38. Twitter manned 20 hours/day</li></li></ul><li>A tale of two airports<br />Results for Gatwick<br /><ul><li>Inc from 20 mentions/day to c1,000
  39. 39. Followers inc from 4k to 18k
  40. 40. Twitter info reached 4m/day
  41. 41. RTd by BBC, Channel4, Channel5 , Sky
  42. 42. Positive sentiment outweighed negative
  43. 43. Timely, up-to-date, informative, responsive</li></li></ul><li>KLM – gifting<br />
  44. 44. KLM – gifting<br /><ul><li>In KLM’s words
  45. 45. ‘Making of’ video = 160,000 views
  46. 46. Great PR</li></li></ul><li>KLM – Facebook luggage tags<br />App for Facebook <br />fans to create <br />personalised <br />luggage tags<br />
  47. 47. bmibaby – Instagram<br /><ul><li>Photo competition
  48. 48. Inspiration guides using Instagram
  49. 49. Monthly route focus
  50. 50. Community chose winner
  51. 51. 1st monthly comp = 3,000 images
  52. 52. Great visual content for airline’s blog +PR</li></li></ul><li>United breaks guitars<br />Musician Dave Carroll’s guitar broken on flight.<br />Complains to United... for 9 mths. <br />United refuse to compensate.<br />So Dave writes a song & uploads to YouTube.<br /><ul><li>11m YouTube views
  53. 53. Appearances on
  54. 54. Now a speaker “United Breaks Guitars:</li></ul>How Social Media Has Changed Customer <br />Service Forever”<br />
  55. 55. Tourism Queensland<br />12 Jan 2009, a press ad launches:<br />
  56. 56. Tourism Queensland<br />12 Jan 2009, a press ad launches:<br />
  57. 57. Tourism Queensland<br />Press & PR launched it<br />Social media harnessed it<br />34,684 video applications from 197 countries<br />475,000 votes<br />8.5m web hits / 55m page views / av 8.22 mins<br />378,735 Facebook referrals to islandreefjob.com<br />Facebook fans inc from 2,356 to 7,196<br />24,782 Twitter referrals to islandreefjob.com<br />Twitter followers inc from 335 to 5,302<br />610 hours of YouTube user-generated content<br />Overall PR value: AUD$398million<br />
  58. 58. Tourism Australia<br />TA launched ‘There’s nothing like Australia’ <br />AUS$150m ad campaign nothinglikeaustralia.com<br />Spoof site nothinglikeaustralia.net <br />Images spread virally on Twitter, FB, Flickr, etc <br />
  59. 59. Tourism Australia<br />
  60. 60. Tourism Australia<br />
  61. 61. Tourism Australia<br />
  62. 62. Tourism Australia<br />
  63. 63. Tourism Australia<br />
  64. 64. Wrap-up<br />Social media<br />It’s no fad. <br />With or without you, consumers are already <br />talking about you.<br />Companies around the world, in every sector, <br />are using social media to:<br /> Engage with audiences new & old<br /> Build brand awareness<br /> Develop trust<br /> Improve their rankings on search engines<br /> ...and drive sales<br />
  65. 65. Thank you <br />for listening.<br />Social media. With a bit more <br /> To share this presentation or view again, visit:<br /> bit.ly/ttasocialmedia<br />Questions?Email me: adrian@umpf.co.uk<br />@adrian_johnson<br /> @Umpf<br />
  66. 66. Presentation image credits<br />http://theangelicious.blogspot.com/<br />http://www.slideshare.net/oursocialtimes/smm11-bmibaby-case-study-using-location-based-networks-to-inspire-customer-loyalty-engagement<br />http://www.socialnomics.net/the-book/<br />http://www.youtube.com/user/Socialnomics09<br />http://www.iconarchive.com/show/blue-jeans-social-media-icons-by-mysitemyway/twitter-bird-3-icon.html<br />http://upload.wikimedia.org/wikipedia/en/f/fb/Soc-net-paten-growth-chart.png<br />http://www.wordle.net<br />http://davidroberts1992.wordpress.com/2011/03/23/media-studies-%E2%80%93-television-broadcaster-or-narrowcaster/<br />http://blogs.mcall.com/.a/6a00d8341c4fe353ef01347fa928e2970c-popup<br />http://www.justaskcarl.co.uk/contact_us.html<br />http://t1.gstatic.com/images?q=tbn:ANd9GcSD2JmhMqvKa-JkoyQXDRhf15jOECQSUs2IezaWjxWRBUV5XgmB<br />http://writingfromscratch.com/wp-content/uploads/2009/09/McDonalds.png<br />http://www.topnews.in/files/dell-logo_1.jpg<br />http://regmedia.co.uk/2010/04/05/ipad_blend1.jpg<br />http://www.yourlogoresources.com/tumblr-logo/<br />http://www.gray-dawes.co.uk/media/Call%20Us%20Try%20Us/Tick-blue.jpg<br />http://blogs.channel4.com/snowblog/files/2010/12/22_gatwicksnow_w.jpg<br />http://adsoftheworld.com/files/images/queenslandad.jpg<br />Bmibaby and Gatwick case studies courtesy of their social media agency The Rabbit Agency http://www.therabbitagency.com/<br />
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