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TTA Worldchoice: Passport to social media
 

TTA Worldchoice: Passport to social media

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

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

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    TTA Worldchoice: Passport to social media TTA Worldchoice: Passport to social media Presentation Transcript

    • 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
    • What is social media?
    • What is social media?
    • What is social media?
    • What is social media?
      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
      #4 It’s a waste of money / there’s no measurable ROI
      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
      #4 It’s a waste of money / there’s no measurable ROI
      Look beyond sales.
      Think,
    • Social media myths
      #4 It’s a waste of money / there’s no measurable ROI
      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?
    • 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
    • A tale of two airports
      Gatwick received more positive coverage
      Yes, Gatwick invested in equipment
      But, Gatwick launched social media customer
      services offensive:
    • A tale of two airports
      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
    • A tale of two airports
      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
      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
    • Tourism Australia
    • Tourism Australia
    • Tourism Australia
    • 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/