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Presentation at the 2009 E-Tourism Africa Summit in Johannesburg by Jerome Touze of Wayn.com

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  1. 1. . ©2002-2009 Where Are You Now? Limited. All Rights Reserved WAYN | ‘Embracing Social Media’ Applying South Africa Tourism Board (SATB), as a case study for discussion Jerome Touze Co Founder & Co CEO
  2. 2. WAYN.com - An Introduction
  3. 3. WAYN Re-launched 2009! <ul><li>WAYN.com (Re-Launched April 2009) </li></ul><ul><li>Improved Website Layout & Navigation </li></ul><ul><li>Members can now create plans & tell their friends what they are up for doing and invite their friends to join them! </li></ul><ul><li>Members can also synchronise their WAYN account with Facebook and Twitter and share their plans with all their friends </li></ul><ul><li>Improved WAYN Travel Tools help members plan their journey more effectively, get travel information on the move and share their experience once they’re back. </li></ul>
  4. 4. <ul><li>Over 15.2m users worldwide </li></ul><ul><li>An average of 6m monthly unique visitors </li></ul><ul><li>Community based social website where you can log your trips, see who’s where, make new friends and check where they are going next </li></ul>North America 4.1 MM members LATAM 737K members Europe 3.8 MM members Asia 5.4 MM members Australia 890K members Where Are They Now? Africa& Middle East 600k members
  5. 5. Demographic Breakdown
  6. 6. Our Approach With Tourism Boards and Travel Organisations
  7. 7. Background <ul><li>Clear shift from offline medium to online / Data Transparency </li></ul><ul><li>Tourism Boards are still heavily relying on “Comfortable” marketing strategies with no real online agenda other than experimental </li></ul><ul><li>Increasing awareness of Social Media platforms – the buzz can no longer be ignored </li></ul><ul><li>Despite the hype, most Tourism Boards do not know how to use Social Media to shape their online strategies and achieve their core strategic imperatives </li></ul>
  8. 8. Our Approach for DMO’s Our approach allows clients to interact with our community in a way which is inspirational, engaging, and impactful . Objectives can be centred upon branding, lead generation, data capture or involve UGC (User Generated Content)
  9. 9. Example of Tourism / Travel organisations using WAYN
  10. 10. South Africa Tourism Board – A Case Study
  11. 11. Outlining the ‘core campaign’ strategy for SATB Key Objective: The promotion of South Africa as the ‘destination of the moment Tactical Objective: To place ‘South Africa’ at the centre of the WAYN communities discussions Tactical Objective: Design and execution of a global competition to drive data capture Tactical Objective: Inspire the WAYN audience to engage with a ‘content rich’ microsite, facilitating feedback and interaction The approach we initiated, facilitated the creation of a fully branded, content rich, integrated profile which promoted a ‘global competition’ to find from SATB’s chosen audience, ‘The Face of South Africa’ .
  12. 12. Outlining the ‘core campaign’ strategy for SATB Content rich WAYN Microsite Competition Announcement
  13. 13. Outlining the ‘core campaign’ strategy for SATB <ul><li>The SATB profile/micro-site was designed in order to drive entries for the global competition to </li></ul><ul><li>find the ‘Face of South Africa’ from within the WAYN community. </li></ul><ul><li>Visitors to the profile were able to ‘add’ SATB to their own network of friends, view </li></ul><ul><li>promotional video and photos, access featured tours, and most importantly enter into the </li></ul><ul><li>competition to win a 10 day to South Africa via an integrated survey </li></ul><ul><li>The SATB Profile hosted: </li></ul><ul><li>Fully branded ‘clickable’ header- redirecting members to http:// www.southafrica.net </li></ul><ul><li>SATB promotional video </li></ul><ul><li>Photos </li></ul><ul><li>Featured tours, i-frame </li></ul><ul><li>The ‘Face of South Africa’ competition announcement & associated T&C’s </li></ul><ul><li>Entry survey hosted within the profile </li></ul><ul><li>Member comments . </li></ul>
  14. 14. Creating a campaign legacy <ul><li>The winner of the ‘Face of South Africa’ competition would not only win an exclusive 10 day trip to South Africa , they would </li></ul><ul><li>also be tasked with reporting back to the community on their experience whilst their in order to; </li></ul><ul><li>Reaffirm the peer to peer review of their experience </li></ul><ul><li>Inspire others to visit South Africa </li></ul><ul><li>Educate the WAYN community on the beauty and ‘range of experiences’ available in South Africa </li></ul><ul><li>Establish SATB as a ‘human’ presence within the WAYN community </li></ul><ul><li>Confirm ‘trust’ in the relationship between SATB and the WAYN community making future messages more malleable </li></ul><ul><li>Jessica (the competition winner) was in fact congratulated by William Price on the SATB profile </li></ul>
  15. 15. Analysing the results <ul><li>Key Campaign Statistics </li></ul><ul><li>An overwhelming 20,000 global entries into the SATB competition </li></ul><ul><li>Over 145,872 views to the profile </li></ul><ul><li>1,200 confirmed friends in just 3 weeks </li></ul><ul><li>7,213 comments to the SATB profile: </li></ul>
  16. 16. Key Lessons Learnt
  17. 17. Competition Approaches – key considerations <ul><li>When deciding upon a competition its essential you observe the following points: </li></ul><ul><li>Is the competition ‘relevant’? </li></ul><ul><li>What is the ‘ purpose ’ of the competition? </li></ul><ul><li>Are the timescales ‘realistic’? </li></ul><ul><li>Does the competition ‘inspire’ & ‘engage’ the audience? </li></ul><ul><li>Are the entry instructions ‘clear’ ? </li></ul><ul><li>Competitions can also meet a range of objectives inc: </li></ul><ul><li>Data Capture </li></ul><ul><li>Qualitative Data </li></ul><ul><li>Increase in traffic to your website </li></ul><ul><li>PR headlines </li></ul><ul><li>UGC (User Generated Content) </li></ul><ul><li>Examples: </li></ul>
  18. 18. Tour operators: Please get involved <ul><li>Tourism Boards can work jointly with Tour Operators to get booking engines inserted </li></ul><ul><li>within their WAYN Micro Sites </li></ul><ul><li>This enables Performance Driven campaigns to take place on top of Branding activities </li></ul><ul><li>In this example, Germany and Canada TB incorporated their flight and hotel booking </li></ul><ul><li>engines </li></ul>
  19. 19. Q&A
  20. 20. Contact Jerome Touze Co Founder & Co CEO Tel: +44 77 806 685 88 Email: jerome@wayn.com