TTA Worldchoice: Passport to social media
Upcoming SlideShare
Loading in...5
×
 

TTA Worldchoice: Passport to social media

on

  • 1,490 views

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

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

Statistics

Views

Total Views
1,490
Views on SlideShare
897
Embed Views
593

Actions

Likes
1
Downloads
4
Comments
1

2 Embeds 593

http://www.umpf.co.uk 592
http://umpf.co.uk 1

Accessibility

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

TTA Worldchoice: Passport to social media Presentation Transcript

  • 1. Passport to Social Media
    23-25 September, 2011
    PortAventura, Spain
    Adrian Johnson
    @adrian_johnson
    @Umpf
  • 2. summary
    Plenary session
    • What is social media?
    • 3. Debunking social media myths
    • 4. How big is social media?
    • 5. Travel social media campaigns
    Workshops
    • Q&As
    • 6. Setting a social media strategy
    • 7. Social media toolkit
    • 8. Setting up – the basics
    • 9. Free social media tools you can use tomorrow
  • online
    View again/share
    bit.ly/ttasocialmedia
  • 10. What is social media?
  • 11. What is social media?
  • 12. What is social media?
  • 13. 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
  • 14. 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
  • 15. 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
  • 16. 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
  • 17. 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
  • 18. 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
  • 19. 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
    • 20. Chance to turn disgruntled into satisfied customers
    • 21. Use feedback to improve service
    • 22. 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.
  • 23. 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.
  • 24. Social media myths
    #4 It’s a waste of money / there’s no measurable ROI
    Look beyond sales.
    Think,
  • 25. 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.
  • 26. 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
  • 27. 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%
  • 28. How big?
  • 29. How big?
  • 30. How big?
  • 31. How big?
    Source: http://www.socialnomics.net/
  • 32. Travel social media campaigns
  • 33. 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
  • 34. A tale of two airports
    Gatwick received more positive coverage
    Yes, Gatwick invested in equipment
    But, Gatwick launched social media customer
    services offensive:
  • 35. 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
    • 36. Published Twitter a/c on website/all press info
    • 37. Created public Twitter list of airlines
    • 38. Twitter manned 20 hours/day
  • A tale of two airports
    Results for Gatwick
    • Inc from 20 mentions/day to c1,000
    • 39. Followers inc from 4k to 18k
    • 40. Twitter info reached 4m/day
    • 41. RTd by BBC, Channel4, Channel5 , Sky
    • 42. Positive sentiment outweighed negative
    • 43. Timely, up-to-date, informative, responsive
  • KLM – gifting
  • 44. KLM – gifting
    • In KLM’s words
    • 45. ‘Making of’ video = 160,000 views
    • 46. Great PR
  • KLM – Facebook luggage tags
    App for Facebook
    fans to create
    personalised
    luggage tags
  • 47. bmibaby – Instagram
    • Photo competition
    • 48. Inspiration guides using Instagram
    • 49. Monthly route focus
    • 50. Community chose winner
    • 51. 1st monthly comp = 3,000 images
    • 52. 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
    • 53. Appearances on
    • 54. Now a speaker “United Breaks Guitars:
    How Social Media Has Changed Customer
    Service Forever”
  • 55. Tourism Queensland
    12 Jan 2009, a press ad launches:
  • 56. Tourism Queensland
    12 Jan 2009, a press ad launches:
  • 57. 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
  • 58. 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
  • 59. Tourism Australia
  • 60. Tourism Australia
  • 61. Tourism Australia
  • 62. Tourism Australia
  • 63. Tourism Australia
  • 64. 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
  • 65. 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
  • 66. 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/