TTA Worldchoice: Passport to social media

Passport to Social Media
23-25 September, 2011
PortAventura, Spain
Adrian Johnson
@adrian_johnson
@Umpf

summary
Plenary session
What is social media?
Debunking social media myths
How big is social media?
Travel social media campaigns
Workshops
Q&As
Setting a social media strategy
Social media toolkit
Setting up – the basics
Free social media tools you can use tomorrow

online
View again/share
bit.ly/ttasocialmedia

We don’t have a
choice whether we
do social media;
the question is
how well we do it.
Erik Qualman

Social media myths
#1 Isn’t it a bit of a fad? It’s not really that popular
1bn+
est. no of
global social
media users

Social media myths
#1 Isn’t it a bit of a fad? It’s not really that popular
Time taken to reach 50 million listeners/viewers/accounts
It took radio 38 years to reach 50m.
Terrestrial TV took 13 years to reach 50m.
The internet took four years to reach 50m.
In less than nine months, Facebook
added 100 million users.
Source: http://econsultancy.com/uk/blog/4402-20+-more-mind-blowing-social-media-statistics

Social media myths
Sep 2011 survey of Chief Marketing Directors in USA
What % of marketing budget will be spent on social media?
2016: 17.5%
2012: 10.1%
2011: 7.1%
Source: http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=157965&nid=130703

Social media myths
#2 But I’m too old / my customers are too old / it’s just for teenagers
74+
50+
74+ yr-olds are
fastest-growing
social network
demographic
16 Dec 2010.
Pew Research Center's Internet &
American Life Project
50+ yr-olds the
fastest-growing
Facebook
demographic
Apr 2009- May 2010.
Pew Research Center's Internet &
American Life Project

Social media myths
#3 If I open my business to social media, I’ll get publically criticised
Customers are already
complaining about you
(and complementing you)
in blogs, forums, reviews,
on Twitter/ Facebook, etc

Social media myths
#3 If I open my business to social media, I’ll get publically criticised
A mix of positive/negative feedback is seen as more authentic; it builds trust
Chance to turn disgruntled into satisfied customers
Use feedback to improve service
Worse thing to do = do nothing

Social media myths
33%
6.5m
#4 It’s a waste of money / there’s no measurable ROI
increase in check-
ins from a $1,000
Foursquare
promotion
Gift cards offered as check-in bait
on 16 Apr 2010; The brand added
600k new fans as a direct result.
$ revenue earned
from Twitter in
two years
Worldwide revenues from Twitter
Between 2007-2009
according to official
Dell figures.

Social media myths
5-fold
increase in sales of
Blendtec blenders
following low-cost
YouTube stunt.
Videos of Blendtec’s CEO blending
everyday objects become YouTube
sensation.

Social media myths
Look beyond sales.
Think,

Social media myths
Finally.
Social media’s influence
on search results is growing.
Google/Bing layer social
on search ie social media
increases online visibility.

How big?
100m
750m
active global
Twitter users
8 Sep 2011. Twitter.com
estimated UK
Twitter users
6 Sep 2011. Umpf
active global
Facebook users
6 July 2011. Facebook.com
active UK
Facebook users
3 Mar 2011. Facebook Europe VP
c15m
30m

How big?
218%
9m
growth in Tumblr
users to 13.4m in
2011. Tumblr
fall in Google+
use Jul-Sep 2011.
Guardian
Instagram users,
200m photos,
4 employees. Instagram
growth at Foursquare
in 2010 to 6m users.
Foursquare
-41%
3400%

How big?

How big?
Source: http://www.socialnomics.net/

Travel social media campaigns

A tale of two airports
December’s big freeze caused travel chaos
Airports were hit with record snow falls
Media latched on to Gatwick and Heathrow

Gatwick received more positive coverage
Yes, Gatwick invested in equipment
But, Gatwick launched social media customer
services offensive:

Gatwick received more positive coverage
Yes, Gatwick invested in equipment
But, Gatwick launched social media customer
services offensive:
Made Twitter a core part of comms strategy
Published Twitter a/c on website/all press info
Created public Twitter list of airlines
Twitter manned 20 hours/day

Results for Gatwick
Inc from 20 mentions/day to c1,000
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

KLM – gifting

KLM – gifting
In KLM’s words
‘Making of’ video = 160,000 views
Great PR

KLM – Facebook luggage tags
App for Facebook
fans to create
personalised
luggage tags

bmibaby – Instagram
Photo competition
Inspiration guides using Instagram
Monthly route focus
Community chose winner
1st monthly comp = 3,000 images
Great visual content for airline’s blog +PR

United breaks guitars
Musician Dave Carroll’s guitar broken on flight.
Complains to United... for 9 mths.
United refuse to compensate.
So Dave writes a song & uploads to YouTube.
11m YouTube views
Appearances on
Now a speaker “United Breaks Guitars:
How Social Media Has Changed Customer
Service Forever”

Tourism Queensland
12 Jan 2009, a press ad launches:

Tourism Queensland
Press & PR launched it
Social media harnessed it
34,684 video applications from 197 countries
475,000 votes
8.5m web hits / 55m page views / av 8.22 mins
378,735 Facebook referrals to islandreefjob.com
Facebook fans inc from 2,356 to 7,196
24,782 Twitter referrals to islandreefjob.com
Twitter followers inc from 335 to 5,302
610 hours of YouTube user-generated content
Overall PR value: AUD$398million

Tourism Australia
TA launched ‘There’s nothing like Australia’
AUS$150m ad campaign nothinglikeaustralia.com
Spoof site nothinglikeaustralia.net
Images spread virally on Twitter, FB, Flickr, etc

Tourism Australia

Wrap-up
Social media
It’s no fad.
With or without you, consumers are already
talking about you.
Companies around the world, in every sector,
are using social media to:
Engage with audiences new & old
Build brand awareness
Develop trust
Improve their rankings on search engines
...and drive sales

Thank you
for listening.
Social media. With a bit more
To share this presentation or view again, visit:
bit.ly/ttasocialmedia
Questions?Email me: adrian@umpf.co.uk
@adrian_johnson
@Umpf

Presentation image credits
http://theangelicious.blogspot.com/
http://www.slideshare.net/oursocialtimes/smm11-bmibaby-case-study-using-location-based-networks-to-inspire-customer-loyalty-engagement
http://www.socialnomics.net/the-book/
http://www.youtube.com/user/Socialnomics09
http://www.iconarchive.com/show/blue-jeans-social-media-icons-by-mysitemyway/twitter-bird-3-icon.html
http://upload.wikimedia.org/wikipedia/en/f/fb/Soc-net-paten-growth-chart.png
http://www.wordle.net
http://davidroberts1992.wordpress.com/2011/03/23/media-studies-%E2%80%93-television-broadcaster-or-narrowcaster/
http://blogs.mcall.com/.a/6a00d8341c4fe353ef01347fa928e2970c-popup
http://www.justaskcarl.co.uk/contact_us.html
http://t1.gstatic.com/images?q=tbn:ANd9GcSD2JmhMqvKa-JkoyQXDRhf15jOECQSUs2IezaWjxWRBUV5XgmB
http://writingfromscratch.com/wp-content/uploads/2009/09/McDonalds.png
http://www.topnews.in/files/dell-logo_1.jpg
http://regmedia.co.uk/2010/04/05/ipad_blend1.jpg
http://www.yourlogoresources.com/tumblr-logo/
http://www.gray-dawes.co.uk/media/Call%20Us%20Try%20Us/Tick-blue.jpg
http://blogs.channel4.com/snowblog/files/2010/12/22_gatwicksnow_w.jpg
http://adsoftheworld.com/files/images/queenslandad.jpg
Bmibaby and Gatwick case studies courtesy of their social media agency The Rabbit Agency http://www.therabbitagency.com/

TTA Worldchoice: Passport to social media

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