Where the Hell
is Namibia?
David Brown
@SolimarDB

Thursday, November 7, 13
?
David Brown - Solimar International - @SolimarDB
Thursday, November 7, 13

#SoMeT13US
@SolimarDB
Thursday, November 7, 13
@SolimarDB
Thursday, November 7, 13
Click to Play Video

“Where the Hell is Namibia?”

David Brown - Solimar International - @SolimarDB
Thursday, November 7, ...
Our Mission
Build an online community from scratch

for a destination almost no one’s
ever heard of or been to...

David B...
Our Mission
Build an online community from scratch

for a destination almost no one’s
ever heard of or been to...
...and t...
Click to Play Video

Introduction to
Destination Namibia

David Brown - Solimar International - @SolimarDB
Thursday, Novem...
Not a place for everyone.
and that’s okay.

David Brown - Solimar International - @SolimarDB
Thursday, November 7, 13

#So...
When it comes to off the beaten path
destinations....
Small
Active
Community

≥

David Brown - Solimar International - @So...
When it comes to off the beaten path
destinations....
Small
Active
Community

≥

Big
Casual
Community

*good returns for l...
Identify Your Tribes
Adventure
Landscapes
Culture
Wildlife
David Brown - Solimar International - @SolimarDB
Thursday, Nove...
Identify Your Tribes
Adventure
Self-Challengers

Landscapes
Outdoor Enthusiasts

Culture
Experience Seekers

Wildlife
Curi...
Tribe
David Brown - Solimar International - @SolimarDB
Thursday, November 7, 13

#SoMeT13US
{

Organic
Growth

}
Tribe

David Brown - Solimar International - @SolimarDB
Thursday, November 7, 13

#SoMeT13US
+

Tour Operators
Travel Agents
Non-profit Organizations
Affinity Groups
Lifestyle Communities

Comprehensive Engagement

{
...
Why the Hell Would
They Participate?

David Brown - Solimar International - @SolimarDB
Thursday, November 7, 13

#SoMeT13U...
Provide Value Through Content

Give you partners something
to talk about.
David Brown - Solimar International - @SolimarDB...
Help your partners
create demand
for THEIR products
that feature
YOUR destination.

David Brown - Solimar International - ...
David Brown - Solimar International - @SolimarDB
Thursday, November 7, 13

#SoMeT13US
David Brown - Solimar International - @SolimarDB
Thursday, November 7, 13

#SoMeT13US
+ Content

Partner 1

Partner 2

+ Content

Partner 3

+ Distribution

David Brown - Solimar International - @SolimarDB
Th...
Namibia Online Marketing
Partnership Program
Customized co-branded
Facebook Application
Dynamic Content & Hot
Incentive

W...
Identify Your Tribes
Adventure
Self-Challengers

Landscapes
Outdoor Enthusiasts

Culture
Experience Seekers

Wildlife
Curi...
Experience Seekers

67 PARTNER ORGANIZATIONS:
Cultural Organizations, Travel & Lifestyle Media
+ Tour Operators
David Brow...
Introduce iconic
destinations
through
rich storytelling

David Brown - Solimar International - @SolimarDB
Thursday, Novemb...
Geostories

(Visual Storytelling + Geographic Awareness)

David Brown - Solimar International - @SolimarDB
Thursday, Novem...
Geostories

(Visual Storytelling + Geographic Awareness)

David Brown - Solimar International - @SolimarDB
Thursday, Novem...
(+ Calls to Actio

Sto
Rich Personal n) ries

David Brown - Solimar International - @SolimarDB
Thursday, November 7, 13

#...
Facebook App

David Brown - Solimar International - @SolimarDB
Thursday, November 7, 13

#SoMeT13US
Customized Mirror FB App
David Brown - Solimar International - @SolimarDB
Thursday, November 7, 13

#SoMeT13US
Customized Facebook App

*Syndication
*Directional
Incentive
*Partner CTA

David Brown - Solimar International - @SolimarD...
Sweepstakes
Entry
Landing Page
...now Share YOUR Namibia with us.

Fan-gated
Entry

Create your dream itinerary by selecti...
+ Content

Partner 1

Partner 2

+ Content

Partner 3

+ Distribution

David Brown - Solimar International - @SolimarDB
Th...
+ Content

Partner 1

Partner 2

+ Content

Partner 3

+ Distribution

David Brown - Solimar International - @SolimarDB
Th...
David Brown - Solimar International - @SolimarDB
Thursday, November 7, 13

#SoMeT13US
Continue Pushing Great Content

Directional Facebook Posts
David Brown - Solimar International - @SolimarDB
Thursday, Nove...
Do Your Partners’ Work For Them
Collaborators struggle
for content.
GIVE IT TO THEM.
Encourage Plagiarism.
WEEKLY EMAIL:
B...
A Hell of a Facebook Campaign.
65 Partners
1.2 million Facebook reach
+20,000 Facebook Users
1,893 new sales leads for ope...
Curious
Conservationists

54 Partner Organizations:
Wildlife Advocacy Groups, Conservation Organizations, Zoos, Volunteer ...
Great
Content
David Brown - Solimar International - @SolimarDB
Thursday, November 7, 13

Bold
Incentive
#SoMeT13US
Syndicated App
David Brown - Solimar International - @SolimarDB
Thursday, November 7, 13

#SoMeT13US
A Hell of a Facebook Campaign.
From 32 Fans to 3600.
Significant Earned Media.
Over 1000 new sales leads.

Thursday, Novemb...
David Brown - Solimar International - @SolimarDB
Thursday, November 7, 13

#SoMeT13US
Syndicated
App
Submit a “boring”
photo
Get the most
votes
Win a Free Trip
Drive viewers to amazing
photos.
David Brown - S...
What the Hell Happened?
+10,000 Facebook Users
220 Participants
PTAT, Virality, Reach All Lower
Why?
Barrier to Entry?
Sat...
Self-Challengers

Let’s not ask anything and give them the content they want.
David Brown - Solimar International - @Solim...
What the Hell
did we Learn?
Seek out your tribes.
Give them what they want
and don’t ask too much in return.

David Brown ...
What the Hell
did we Learn?
Look for marketing partners
outside the box.
Make them an offer they can’t refuse.
(“We’ll do ...
David Brown
Solimar International
d.brown@solimarinternational.com
@SolimarDB
Thursday, November 7, 13
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Where the Hell is Namibia? - #SoMeT13US Presentation

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Destinations that are off the beaten path have unique social media marketing struggles. This quick case study looks at how Solimar has helped beautiful (and relatively unknown) Namibia create a tight, active online community using smart partnerships and great content.

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Where the Hell is Namibia? - #SoMeT13US Presentation

  1. 1. Where the Hell is Namibia? David Brown @SolimarDB Thursday, November 7, 13
  2. 2. ? David Brown - Solimar International - @SolimarDB Thursday, November 7, 13 #SoMeT13US
  3. 3. @SolimarDB Thursday, November 7, 13
  4. 4. @SolimarDB Thursday, November 7, 13
  5. 5. Click to Play Video “Where the Hell is Namibia?” David Brown - Solimar International - @SolimarDB Thursday, November 7, 13 #SoMeT13US
  6. 6. Our Mission Build an online community from scratch for a destination almost no one’s ever heard of or been to... David Brown - Solimar International - @SolimarDB Thursday, November 7, 13 #SoMeT13US
  7. 7. Our Mission Build an online community from scratch for a destination almost no one’s ever heard of or been to... ...and that might potentially be at war with the United States. David Brown - Solimar International - @SolimarDB Thursday, November 7, 13 #SoMeT13US
  8. 8. Click to Play Video Introduction to Destination Namibia David Brown - Solimar International - @SolimarDB Thursday, November 7, 13 #SoMeT13US
  9. 9. Not a place for everyone. and that’s okay. David Brown - Solimar International - @SolimarDB Thursday, November 7, 13 #SoMeT13US
  10. 10. When it comes to off the beaten path destinations.... Small Active Community ≥ David Brown - Solimar International - @SolimarDB Thursday, November 7, 13 Big Casual Community #SoMeT13US
  11. 11. When it comes to off the beaten path destinations.... Small Active Community ≥ Big Casual Community *good returns for limited resources (time/money) because your small community is further down the sales funnel * personal engagement can drive to bookings David Brown - Solimar International - @SolimarDB Thursday, November 7, 13 #SoMeT13US
  12. 12. Identify Your Tribes Adventure Landscapes Culture Wildlife David Brown - Solimar International - @SolimarDB Thursday, November 7, 13 #SoMeT13US
  13. 13. Identify Your Tribes Adventure Self-Challengers Landscapes Outdoor Enthusiasts Culture Experience Seekers Wildlife Curious Conservationists David Brown - Solimar International - @SolimarDB Thursday, November 7, 13 #SoMeT13US
  14. 14. Tribe David Brown - Solimar International - @SolimarDB Thursday, November 7, 13 #SoMeT13US
  15. 15. { Organic Growth } Tribe David Brown - Solimar International - @SolimarDB Thursday, November 7, 13 #SoMeT13US
  16. 16. + Tour Operators Travel Agents Non-profit Organizations Affinity Groups Lifestyle Communities Comprehensive Engagement { David Brown - Solimar International - @SolimarDB Thursday, November 7, 13 } #SoMeT13US
  17. 17. Why the Hell Would They Participate? David Brown - Solimar International - @SolimarDB Thursday, November 7, 13 #SoMeT13US
  18. 18. Provide Value Through Content Give you partners something to talk about. David Brown - Solimar International - @SolimarDB Thursday, November 7, 13 #SoMeT13US
  19. 19. Help your partners create demand for THEIR products that feature YOUR destination. David Brown - Solimar International - @SolimarDB Thursday, November 7, 13 #SoMeT13US
  20. 20. David Brown - Solimar International - @SolimarDB Thursday, November 7, 13 #SoMeT13US
  21. 21. David Brown - Solimar International - @SolimarDB Thursday, November 7, 13 #SoMeT13US
  22. 22. + Content Partner 1 Partner 2 + Content Partner 3 + Distribution David Brown - Solimar International - @SolimarDB Thursday, November 7, 13 Partner 4 Partner 5 Partner 6 + Distribution #SoMeT13US
  23. 23. Namibia Online Marketing Partnership Program Customized co-branded Facebook Application Dynamic Content & Hot Incentive Weekly Copy-and-Paste Content Kits Blog Posts, Facebook Posts, Newsletter Stories & Tweets Downloadable Travel Guides David Brown - Solimar International - @SolimarDB Thursday, November 7, 13 #SoMeT13US
  24. 24. Identify Your Tribes Adventure Self-Challengers Landscapes Outdoor Enthusiasts Culture Experience Seekers Wildlife Curious Conservationists David Brown - Solimar International - @SolimarDB Thursday, November 7, 13 #SoMeT13US
  25. 25. Experience Seekers 67 PARTNER ORGANIZATIONS: Cultural Organizations, Travel & Lifestyle Media + Tour Operators David Brown - Solimar International - @SolimarDB Thursday, November 7, 13 #SoMeT13US
  26. 26. Introduce iconic destinations through rich storytelling David Brown - Solimar International - @SolimarDB Thursday, November 7, 13 #SoMeT13US
  27. 27. Geostories (Visual Storytelling + Geographic Awareness) David Brown - Solimar International - @SolimarDB Thursday, November 7, 13 #SoMeT13US
  28. 28. Geostories (Visual Storytelling + Geographic Awareness) David Brown - Solimar International - @SolimarDB Thursday, November 7, 13 #SoMeT13US
  29. 29. (+ Calls to Actio Sto Rich Personal n) ries David Brown - Solimar International - @SolimarDB Thursday, November 7, 13 #SoMeT13US
  30. 30. Facebook App David Brown - Solimar International - @SolimarDB Thursday, November 7, 13 #SoMeT13US
  31. 31. Customized Mirror FB App David Brown - Solimar International - @SolimarDB Thursday, November 7, 13 #SoMeT13US
  32. 32. Customized Facebook App *Syndication *Directional Incentive *Partner CTA David Brown - Solimar International - @SolimarDB Thursday, November 7, 13 #SoMeT13US
  33. 33. Sweepstakes Entry Landing Page ...now Share YOUR Namibia with us. Fan-gated Entry Create your dream itinerary by selecting your three favorite Namibian locations. Then enter to win a custom holiday to Namibia. Destination Interest NAME: LOCATION: Contact Addition EMAIL: I agree with the contest terms and conditions I would like to receive additional information about travel opportunities to Namibia. ENTER *Gather Market Intel and Generate Leads for Partners David Brown - Solimar International - @SolimarDB Thursday, November 7, 13 #SoMeT13US
  34. 34. + Content Partner 1 Partner 2 + Content Partner 3 + Distribution David Brown - Solimar International - @SolimarDB Thursday, November 7, 13 Partner 4 Partner 5 Partner 6 + Distribution #SoMeT13US
  35. 35. + Content Partner 1 Partner 2 + Content Partner 3 + Distribution David Brown - Solimar International - @SolimarDB Thursday, November 7, 13 Partner 4 Partner 5 Partner 6 + Distribution #SoMeT13US
  36. 36. David Brown - Solimar International - @SolimarDB Thursday, November 7, 13 #SoMeT13US
  37. 37. Continue Pushing Great Content Directional Facebook Posts David Brown - Solimar International - @SolimarDB Thursday, November 7, 13 #SoMeT13US
  38. 38. Do Your Partners’ Work For Them Collaborators struggle for content. GIVE IT TO THEM. Encourage Plagiarism. WEEKLY EMAIL: Blog Posts Facebook Posts Tweets Copyright Free Images Video News Stories David Brown - Solimar International - @SolimarDB Thursday, November 7, 13 #SoMeT13US
  39. 39. A Hell of a Facebook Campaign. 65 Partners 1.2 million Facebook reach +20,000 Facebook Users 1,893 new sales leads for operators ...on a shoestring. David Brown - Solimar International - @SolimarDB Thursday, November 7, 13 #SoMeT13US
  40. 40. Curious Conservationists 54 Partner Organizations: Wildlife Advocacy Groups, Conservation Organizations, Zoos, Volunteer Programs + Tour Operators David Brown - Solimar International - @SolimarDB Thursday, November 7, 13 #SoMeT13US
  41. 41. Great Content David Brown - Solimar International - @SolimarDB Thursday, November 7, 13 Bold Incentive #SoMeT13US
  42. 42. Syndicated App David Brown - Solimar International - @SolimarDB Thursday, November 7, 13 #SoMeT13US
  43. 43. A Hell of a Facebook Campaign. From 32 Fans to 3600. Significant Earned Media. Over 1000 new sales leads. Thursday, November 7, 13
  44. 44. David Brown - Solimar International - @SolimarDB Thursday, November 7, 13 #SoMeT13US
  45. 45. Syndicated App Submit a “boring” photo Get the most votes Win a Free Trip Drive viewers to amazing photos. David Brown - Solimar International - @SolimarDB Thursday, November 7, 13 #SoMeT13US
  46. 46. What the Hell Happened? +10,000 Facebook Users 220 Participants PTAT, Virality, Reach All Lower Why? Barrier to Entry? Saturated our Tribes? David Brown - Solimar International - @SolimarDB Thursday, November 7, 13 #SoMeT13US
  47. 47. Self-Challengers Let’s not ask anything and give them the content they want. David Brown - Solimar International - @SolimarDB Thursday, November 7, 13 #SoMeT13US
  48. 48. What the Hell did we Learn? Seek out your tribes. Give them what they want and don’t ask too much in return. David Brown - Solimar International - @SolimarDB Thursday, November 7, 13 #SoMeT13US
  49. 49. What the Hell did we Learn? Look for marketing partners outside the box. Make them an offer they can’t refuse. (“We’ll do all the work for you!”) David Brown - Solimar International - @SolimarDB Thursday, November 7, 13 #SoMeT13US
  50. 50. David Brown Solimar International d.brown@solimarinternational.com @SolimarDB Thursday, November 7, 13
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