Social MediaWhat’s in it for me?    ABTOF Conference         April 2011       @andrewgerrard   andrew@d-marketing.co.uk
Travel is location-basedTravel is a social activityTravel is a business
Social Media is all about... • Engaging in the conversation • Loving your followers • Being Human • The people
“On the Internet,nobody knows you’re a dog.”
Vs.
Old rules?
New Models
Commercial realities still apply
“I had my own blog for a while, but I decided to go back to just  pointless, incessant barking.”
If it’s...FunUnusualImportantInterestingEducationalPromotionalNewsworthyEntertaining
Share it !
Owned, earned and bought   Owned              Earned             Bought  Media via a                   Media via others   ...
OWNED          Media via a channel that you control  EXAMPLES              ROLES           BENEFITS        CHALLENGES     ...
BOUGHT               Media via 3rd party agreements  EXAMPLES             ROLES        BENEFITS      CHALLENGESDisplay ads...
EARNED                Media via others with influence  EXAMPLES              ROLES        BENEFITS        CHALLENGES      ...
Commitment       Not a campaign
Social Media is NOT free! KTHXBAI
Travellers?       Loyalty?   Upgrades?                                Yes!                              We can do         ...
THE R.O.I. EQUATION        (INCOME - SPEND) * 100ROI =                SPEND
BUT...ROI is a business metric, NOT a media                metric            ROI is agnosticJust measuring media is NOT th...
So, you decide to dosome Social Media                  ...
Baseline     Before   After
Measure      Before             After What did we do here , here & here ?
Overlay     Before   After
Figure it all out
...apply the ROI equationWith the cost savings and the    business generated,          to give you...
Social Media     Business
Social Business    ABTOF Conference         April 2011       @andrewgerrard   andrew@d-marketing.co.uk
Social Media - What's in it for me?
Social Media - What's in it for me?
Social Media - What's in it for me?
Social Media - What's in it for me?
Social Media - What's in it for me?
Social Media - What's in it for me?
Social Media - What's in it for me?
Social Media - What's in it for me?
Social Media - What's in it for me?
Social Media - What's in it for me?
Social Media - What's in it for me?
Social Media - What's in it for me?
Social Media - What's in it for me?
Social Media - What's in it for me?
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Social Media - What's in it for me?

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Presentation given on April 2nd 2011 at ABTOF Conference, St Malo, France. Focusing on Social media examples, challenges and opportunities in the travel industry; and presenting a framework for establishing Social Media ROI and Social Business.

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Social Media - What's in it for me?

  1. 1. Social MediaWhat’s in it for me? ABTOF Conference April 2011 @andrewgerrard andrew@d-marketing.co.uk
  2. 2. Travel is location-basedTravel is a social activityTravel is a business
  3. 3. Social Media is all about... • Engaging in the conversation • Loving your followers • Being Human • The people
  4. 4. “On the Internet,nobody knows you’re a dog.”
  5. 5. Vs.
  6. 6. Old rules?
  7. 7. New Models
  8. 8. Commercial realities still apply
  9. 9. “I had my own blog for a while, but I decided to go back to just pointless, incessant barking.”
  10. 10. If it’s...FunUnusualImportantInterestingEducationalPromotionalNewsworthyEntertaining
  11. 11. Share it !
  12. 12. Owned, earned and bought Owned Earned Bought Media via a Media via others Media via 3rdchannel that you with influence party agreements control
  13. 13. OWNED Media via a channel that you control EXAMPLES ROLES BENEFITS CHALLENGES No guaranteesFully owned: Where people ControlWeb / mobile site go to find out TrustBlog site more LongevityWidgets and apps Takes time to Longer term Versatility scalePartially owned: relationshipsFacebook page Niche Audiences CostTwitter account Taking commsPartnerships beyond yourNatural Search website Support people who WANT to engage with you
  14. 14. BOUGHT Media via 3rd party agreements EXAMPLES ROLES BENEFITS CHALLENGESDisplay ads Control Clutter ReachPaid search Delivery with Lower response Engagement & Immediacy rates InteractionSponsorships Scale and Interruptive CatalystPartnerships frequency Costs Salience Targeting Drive Owned and Earned
  15. 15. EARNED Media via others with influence EXAMPLES ROLES BENEFITS CHALLENGES ControlWord of mouth Peer to peer Most credible(WOM) sharing Reputation Transparent and managementUser generated User lives oncontent broadcasting Potential Supports us negativityBuzz listening and responding ScaleViral Potential value Risk for money Management Hard to measure
  16. 16. Commitment Not a campaign
  17. 17. Social Media is NOT free! KTHXBAI
  18. 18. Travellers? Loyalty? Upgrades? Yes! We can do those too Revenue even?
  19. 19. THE R.O.I. EQUATION (INCOME - SPEND) * 100ROI = SPEND
  20. 20. BUT...ROI is a business metric, NOT a media metric ROI is agnosticJust measuring media is NOT the answer
  21. 21. So, you decide to dosome Social Media ...
  22. 22. Baseline Before After
  23. 23. Measure Before After What did we do here , here & here ?
  24. 24. Overlay Before After
  25. 25. Figure it all out
  26. 26. ...apply the ROI equationWith the cost savings and the business generated, to give you...
  27. 27. Social Media Business
  28. 28. Social Business ABTOF Conference April 2011 @andrewgerrard andrew@d-marketing.co.uk
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