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. ©2002-2009 Where Are You Now? Limited. All Rights Reserved WAYN | ‘Embracing Social Media’ Applying South Africa Tourism...
WAYN.com - An Introduction
WAYN Re-launched 2009!   <ul><li>WAYN.com  (Re-Launched April 2009) </li></ul><ul><li>Improved Website Layout & Navigation...
<ul><li>Over 15.2m users worldwide </li></ul><ul><li>An average of 6m monthly unique visitors </li></ul><ul><li>Community ...
Demographic Breakdown
Our Approach With Tourism Boards and Travel Organisations
Background   <ul><li>Clear shift from offline medium to online / Data Transparency </li></ul><ul><li>Tourism Boards are st...
Our Approach for DMO’s   Our approach allows clients to interact with our community in a way which is  inspirational, enga...
Example of Tourism / Travel organisations using WAYN
South Africa Tourism Board – A Case Study
Outlining the ‘core campaign’ strategy for SATB Key Objective: The promotion of South Africa as the ‘destination of the mo...
Outlining the ‘core campaign’ strategy for SATB Content rich WAYN Microsite   Competition Announcement
Outlining the ‘core campaign’ strategy for SATB <ul><li>The SATB profile/micro-site was designed in order to  drive entrie...
Creating a campaign legacy  <ul><li>The winner of the ‘Face of South Africa’ competition would not only  win an exclusive ...
Analysing the results  <ul><li>Key Campaign Statistics </li></ul><ul><li>An overwhelming  20,000 global entries  into the ...
Key Lessons Learnt
Competition Approaches – key considerations  <ul><li>When deciding upon a competition its essential you observe the follow...
Tour operators: Please get involved   <ul><li>Tourism Boards can work jointly with Tour Operators to get booking engines i...
Q&A
Contact  Jerome Touze Co Founder & Co CEO Tel: +44 77 806 685 88 Email: jerome@wayn.com
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Wayn.Com

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

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Transcript of "Wayn.Com"

  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
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