Socialising the Travel Experience<br />Craig Hepburn<br />Global Director, Digital <br />Nokia<br />15.05.2010<br />
Social can get you in all kinds of trouble!!<br />
What does it mean…<br />Social media is an umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words, pictures, videos, and audio.<br />
Why do people do it…<br />It’s how people engage, participate, and share online…<br />
Where is it moving…<br />The connected social web is moving away from ‘individual’ search to ‘social’ discover…<br />
Web Content management framework required<br />
Publishable – Ensure you publish all marketing collateral to the web<br />Findable – Provide search friendly naming terms to the content<br />Social – By using slideshare, youTube, twitter, linkedIn to socialise content<br />Viral – Encourage colleagues, partners, friends, customers to share<br />Syndicatable – Allow people to subscribe to our content, events etc<br />Linkable – All marketing material should have appropriate links<br />
7 Steps to Social <br />Start with a plan, not tactics. Research and build a Social Media Roadmap involving: Audience, Objectives, Strategy, Tactics, Tools/Technology and Metrics.<br />“Give to get” – Successful social media marketing programs involve listening and participation. <br />Commit resources & time to be successful or you may very well fail. It’s important to forecast labor hours, who, what, when, how and where with the intention of succeeding, not just experimenting. <br />Be transparent with intentions & your identity or you may alienate the very audiences you’re trying to connect with. <br />Understand, you do not control the message. Old habits die hard and there’s a tendency to want to treat social media participation like advertising where the ability to control messaging is the norm. <br />Welcome participation, feedback and co-creation. As comfort levels rise with social web participation, companies will see opportunities to encourage participation with communications, especially with brand evangelists. <br />Metrics should roll up to objectives and objectives should be relevant to the channel. <br />
STA Travel - Worlds First Virtual Travel Agent<br />
Thank You - Questions?<br />I blog at http://forwebsake.blogspot.com<br />Follow me on twitter @ http://twitter.com/craighepburn<br />Download presentations @ http://www.slideshare.net/craighepburn<br />Join our conversations @ http://conversations.nokia.com/<br />
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