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Capitalise on the Social Media Phenomenon
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Capitalise on the Social Media Phenomenon


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There is no doubt that social media has played a big role in shaping the travel industry. After years of false predictions and hype, it seems that social media has finally become a legitimate business …

There is no doubt that social media has played a big role in shaping the travel industry. After years of false predictions and hype, it seems that social media has finally become a legitimate business force which is changing the way we sell travel – Forever.

This presentation was given at the Travel Distribution Summit Asia 2011 by Digital Visitor's Director of Marketing, Simon Jones.

Hear about how intelligent travel brands are leveraging social media to positively and profitably enhance existing business strategies.

Published in: Travel, Technology
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  • 1. ‘Onsite’ social media – a key elementof a successful strategy Simon Jones Co-Founder Digital Visitor
  • 2. AgendaAbout usOur philosophy about Social MediaExamplesHow to create your owncommunitySome do’s and don’ts
  • 3. About usSocial media agencysocial media software and servicesCreated 200+ social media solutions globallyDeliver increased traffic, enquires, business, loyalty...Clients include:
  • 4. Our philosophyOnsite + Offsite= Social Media success There are 2 - Both required to maximise the benefits of social media Most companies concentrate on Offsite Onsite has potential longer term benefits and measurable ROI Your own onsite social media should be at the core of your social media strategy
  • 5. Why? what are the benefits?Increase browsing time on your siteReduce time on competitor sitesProvide authentic and engaging informationIncrease conversionsYou can target the contentDrive your OFFSITE strategy with your ONSITE content by sharing contentAn investment, Longer term benefits and marketing opportunitiesYour onsite social media should be at the core of social media activities
  • 6. Some statsPositive content on offsite channels – 63-67%On your own channel = 80-90%Drive 2.5 x your Facebook fans to your site with engaging daily content(average)One organic visitor per month per reviewDouble the browsing time on your site.Invest in your onsite social media now to make your strategy last beyond6 years – not just for 6 months.
  • 7. Example – Voyages Jules Verne
  • 8. BackgroundGroup travel over 55sCommunicate post tourShare reviews, videos, albumsOnline feedback and ratingEarn pointsDirect to book another grouptoursStaff profilesDirect to booking pages
  • 9. Integration to website
  • 10. Results so far Launched in late 2010 1,200 members 75 videos 1,500 photos Doubled browsing time of VJV website, additional 3.5m+
  • 11. Example - VisitBritain National Social Media Initiative Visitor Review for Visit Britain Gather reviews, photos and videos Drive organic search engine traffic Connecting independent solutions 11
  • 12. Sharing content between DMOs 12
  • 13. National network 13
  • 14. Integration of reviews Reviews integrated into therelevant pages Share content with tour operatorsand influences for driving tourism toBritain 14
  • 15. Our findings - Do’s and Dont’s
  • 16. The starting point – Your objectivesWhat features do you want & really need; a) Reviews (all media) b) Your own community b) Discussions c) Information push (productwatch) d) Engagement features suchas competitions or loyaltyrewards?
  • 17. Who are your communityConsider all types of users you want toengage with & will be useful; a) Customers b) Staff c) Company profiles?
  • 18. Our findings – Don’t’sOvercomplicate yourfunctionalityLong registrationStrict upload proceduresMake sure the function youdeliver will provide benefitFor example friends– exist tocreate common interest – this isalready there under your brandGroups – as above
  • 19. Our findings – Do’sReference all content against yourproducts for maximum benefitAllow visitors to contributewhatever they likeA review, a video, photos, adiscussion, a dream itinerary?No community is an island. Share.Good content drives 2.5x facebook fan size to your site permonthIncentivise for the content youwantTrack what your users are doingand provide them with relevantinformation
  • 20. Your onsite social media strategy
  • 21. Thank you for your time