Compendium western river example

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Western River is a prime example of an integrated Social Media strategy based on Email as the primary engagement tool

Western River is a prime example of an integrated Social Media strategy based on Email as the primary engagement tool

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  • They are great emailers and do lots of testing. This shows a version of a post-trip emaii. The text version goes out to people who took a survey and past a certain ratings threshold. This is a version that was tested to everyone.
  • The email links take the customer to this landing page. We have form code we call web-to-post. The user tells their story and uploads pictures.Note the CTA’s on the right. They actually cross sell to their customers on this page. “I didn’t know you guys have trips to Idaho!”
  • The post goes live after review and this becomes the organic landing page. I actually took a trip with these guys so this test is a post I made. They will also push this content to their fan pages and followers on Twitter
  • Post immediately wins search. The message here is that you are throwing a wide net out there and it’s content driven. The more stories the more targeted search traffic
  • They then send a second email to the customers who make a post. This CTA is all about sharing to the customers own social networks including FB and Twitter “Hey, check out my vacation this summer”
  • This is where it gets cool from a social standpoint. The customer is going to put THEIR story on THEIR Facebook So now Western River is exposed to all of my friends and family. This is a much more valuable audience than Western Rivers Fans and Followers right? I’m also sharing this to Twitter
  • Since Twitter is a recency engine, this post also wins Twitter Search. When you think about referral traffic (the second largest form of traffic after search) that’s all coming from Social.
  • Breakdown of traffic sources. Green = Search Yellow is referral from links on social networks Red = direct navigation

Transcript

  • 1. Social Content Publishing
  • 2. Client Case Study
    Western River Expeditions
  • 3. Western River Expeditions
  • 4. Western River Expeditions
  • 5. Western River Expeditions
  • 6. Western River Expeditions
  • 7. Western River Expeditions
    WOW!
  • 8. Western River Expeditions
    WOW!
  • 9. Traffic Sources