Chris Baggott's America Outdoors Presentation on Compendium

Marketing
Communications
Specialist

Content
Coordination
Specialist

Respondents’ Primary Social Media Objectives
Source: 2010 COLLOQUY & DMA Social Media Study

The Search Demand Curve
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Blog Reality: What Percentage of Visitors are Brand New?

“Any page can be the entry page. . . . We have to rethink our approach to site design and user interaction based on the new world”
—Vanessa Fox

Old Web

New Web

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Targeting 17,065,560 Monthly Searches
Honolulu Package Deals
Honolulu Tourist Information
Honolulu Travel Package
Kahana Reef Maui
Kauai Honeymoon Package
Kauai Travel Packages
Accommodations in Kauai
Cheapest Honolulu Hotels
Kauai Vacation Resorts
Kona Hawaii Accommodations
Kona Resort Big Island Hawaii
Maui Honeymoon Hotel
Motel in Hawaii

Expedia began
Receiving stories
from customers
within 1 minute
of sending email.
Customer is taken
to a landing page where they can share their story via Compendium’s Web-to-Post form.

The story can be edited, approved, or declined in Compendium’s administrative layer.

The story is published to Expedia’s Organic Landing Page Network.

An email is sent, notifying the customer that their story is publishing. The customer is then encouraged to share the good news on Facebook.

Traffic Spike From First Send

Traffic Following in the ‘Social Share’ Email

Average Click Through Rate of 16%

Traffic Following Reminder Email

Add on Bonus: Customers also posted on Trip Advisor

Total Campaign Traffic So Far

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