What are the Elements of a Successful Social Media Strategy?


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Social media innovators Digital Visitor's presentation from the Travel Distribution Summit Europe, held on 10-11 May 2011 in London.

Organised by the Eye for Travel team, the Travel Distribution Summit Europe is the biggest meeting place for online travel and distribution experts in the world.

Our Managing Director, Anthony Rawlins, joined an expert panel as part of the keynote session "Show me the money! What are the Elements of a Successful Social Media Strategy?"

To find out more, visit www.digitalvisitor.com

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What are the Elements of a Successful Social Media Strategy?

  1. 1. What are the elements of asuccessful social media strategy? Anthony Rawlins Digital Visitor
  2. 2. AgendaAbout usOnsite social mediaWhy develop your onsite socialmedia presence?StatsHow to implement your onsitestrategyCase studyDo’s and Don’t’sSummary
  3. 3. About usSocial media agencysocial media software and servicesCreated 200+ social media solutions globallyDeliver increased traffic, enquires, business, loyalty...Clients include:
  4. 4. Elements of a successful social media strategyThere are 2 - Both required tomaximise the benefits of social Onsite + OffsitemediaMost companies concentrate on = Social MediaOffsiteOnsite has longer term benefits successand more measurable ROIYour own onsite social mediashould be at the core of yoursocial media strategy
  5. 5. Why develop your onsite social media presence?Huge benefits… Double browsing time on your site Reduce time on competitor sites Provide authentic and engaging information Increase conversions You control the content Drive your OFFSITE strategy with your ONSITE content. Share your contentwith 300+ social media sites through Facebook Connect, Twitter etc… An investment, Longer term benefits and marketing opportunities Your onsite social media should be at the core of your social mediaactivities
  6. 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. 7. Your onsite social media strategy
  8. 8. Case studyOnline community forVoyages Jules VerneGroup travel over 55sShare reviews, videos,albumsonline feedback andratingStaff profilesDirect to booking pageswww.vjvlounge.com
  9. 9. Results so farLaunched in August20101200 photos75 videos1200 membersDoubled browsingtime, additional3.5m+
  10. 10. Our findingsDelivering communities and reviewsolutions for 4 yearsAbout to launch 3rd generation ofour contribution and communitysolutionsIn the development we analysedsuccesses of different functions andfeaturesImplemented these changes in the3rd generation - VR3And here is what we discovered…
  11. 11. Our findings – Don’t’sOvercomplicate yourfunctionality. A lot of sizzle andno sausageMake sure the function yourdeliver will provide benefitFor example friends– exist tocreate common interest – this isalready there under your brandGroups – as aboveLong registrationStrict upload procedures
  12. 12. Our findings – Do’sReference all content against yourproducts for maximum benefit.Allow visitors to contributewhatever they likeA review, a video, photos, adiscussion, a dream itinerary?Comments / Discussions – adilemma. The solution =contributeNo community is an island. Share.Good content drives 2.5x facebook fan size to your site permonthIncentivise for the content youwant
  13. 13. Take homesConsider the longer term strategyfor your social mediaDon’t re-invent the wheel – manycompanies are trying to do thiswith little success.Power of SM yet to be realised,don’t put all your eggs in onebasketDon’t overcomplicate your owncommunity – the biggestorganisations have been trippedup by this.
  14. 14. Thank you for your timeAny questions?visit us at stand 30or email me at anthony@digitalvisitor.com