Focus On Africa Social Marketing Presentation


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An overview of best practices in social networking and online marketing for the African travel industry.

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Focus On Africa Social Marketing Presentation

  1. 1. Maximizing Relationships :: Social Media
  2. 2. Is social media a fad? <ul><li>http:// =sIFYPQjYhv8 </li></ul>
  3. 3. “Social Media” <ul><li>What does “traditional media” mean in the travel industry? </li></ul><ul><li>What does “new media” mean in the travel industry? </li></ul><ul><li>It’s all about RELATIONSHIPS </li></ul>
  4. 4. eNewsletters Presented by Sarah Fazendin The Fazendin Portfolio
  5. 7. But it’s WAY more than just an email… <ul><li>“ View Online” permalink allows greater reach, through web site, blog, twitter, facebook </li></ul><ul><li>“ Timely” = real news people care about </li></ul><ul><li>Build your brand via consistent messaging, make sure your personality shines through loud and clear! </li></ul>
  6. 10. Facebook Introduction Presented by Caitlin Lepper Conservation Concept Great Plains Conservation & Ellerman House
  7. 11. What is Facebook <ul><li>A social-networking tool </li></ul><ul><li>Estimated 321 million users </li></ul><ul><li>181% increase in users aged 25 – 34 (ComScor) </li></ul><ul><li>98% increase in users 35 & over (ComScor) </li></ul><ul><li>18 mill US Facebook users are over 45 </li></ul><ul><li>Companies that use social-networking are 17 times more likely to improve customer satisfaction than companies that don’t use the sites (Aberdeen Group) . </li></ul>
  8. 12. What can it do for your business? <ul><li>Connect with customers </li></ul><ul><li>Pass along news, offers, updates </li></ul><ul><li>Maintain open lines of communication </li></ul><ul><li>Attract new business </li></ul><ul><li>Minimize marketing costs – free & easy </li></ul><ul><li>Communicate with the masses </li></ul>
  9. 13. Before launching FB for your business… <ul><li>Create a Fan Page (not a Group) </li></ul><ul><ul><li>Separate the social from the professional </li></ul></ul><ul><ul><li>The content is not linked to you personally </li></ul></ul><ul><li>Create a strategy </li></ul><ul><ul><li>Post relevant & interesting content </li></ul></ul><ul><ul><li>Develop a timeline for posting </li></ul></ul><ul><ul><li>Reply to feedback & say Thank You to fans </li></ul></ul><ul><ul><li>Use Facebook’s Post Analytics function to monitor effectiveness </li></ul></ul>
  10. 15. Basic Features for a business <ul><li>News Feed </li></ul><ul><li>Advertising </li></ul><ul><li>Relationship Marketing </li></ul><ul><li>Calls to Action </li></ul><ul><li>Messaging Fans </li></ul><ul><li>Search Engine Placement </li></ul>
  11. 16. News Feed <ul><li>Function: </li></ul><ul><li>Create a fast-spreading buzz about your brand, and building its recognition </li></ul><ul><li>A posting of photos, videos, links or comments lead to a “feed” of information to those connected to your network </li></ul>
  12. 18. Advertising <ul><li>Function: </li></ul><ul><li>Raise brand awareness and solicit click-through business </li></ul><ul><li>Convey a precisely targeted message based on the user’s network and statistics (like Google Adwords) </li></ul><ul><li>Appear on the margin of the user’s profile page </li></ul>
  13. 20. Relationship Marketing <ul><li>Function: </li></ul><ul><li>An opportunity to talk about what you do in a casual, friendly way without pushing your product </li></ul><ul><li>‘ When the marketers move in, the members move out.’ </li></ul><ul><li>The trick is to be a member, not a marketer. Putting up too many links to your company’s website can turn people off </li></ul>
  14. 21. Calls to Action <ul><li>Function: </li></ul><ul><li>Create ‘viral visibility’ by soliciting action on your site </li></ul><ul><li>The average user has 130 friends </li></ul><ul><li>The Multiplier Effect: Action on your site spreads to fans’ friends. Thus, the respondent’s friend also becomes interested </li></ul><ul><li>The original call to action spreads like a ‘virus’ </li></ul>
  15. 23. Collective Messaging <ul><li>Function: </li></ul><ul><li>Pro-active communication when desired or necessary </li></ul><ul><li>In one click, send a message directly to all your Fans’ Facebook Update folder </li></ul>
  16. 25. Search Engine positioning <ul><li>Function: </li></ul><ul><li>Increase sales </li></ul><ul><li>Pages are indexed by external search engines such as Google and show up on keyword searches </li></ul><ul><li>FB Groups are not! </li></ul>
  17. 27. Blogging Presented by Kent Redding Africa Adventure Consultants
  18. 29. Blogging 101 <ul><li>A great way to communicate with customers, potential clients, the media… </li></ul><ul><li>Dynamic: Can update regularly. </li></ul><ul><li>Establish we are experts in our field. </li></ul><ul><li>Link back to our website to drive readers to us </li></ul><ul><li>Make it a part of your weekly schedule </li></ul>
  19. 31. Keep Material Fresh <ul><li>We update 2-3 times per week </li></ul><ul><li>Includes lots of non-sales information: accommodations updates, new flights, events, dining options… </li></ul><ul><li>Special offers and discounts </li></ul>
  20. 32. Linking to Social Media and Web sites <ul><li>Most of our blogs have 5-10 links back to our website </li></ul><ul><li>Facebook page featured in every blog </li></ul><ul><li>Facebook updates automatically turned into Tweets </li></ul><ul><li>Tweets often reference our blog or website </li></ul>
  21. 33. But what to say?! <ul><li>You have lots of content and information available, just need to be creative! </li></ul><ul><li>For example… </li></ul><ul><ul><li>Focus on honeymoons/Valentines Day in February </li></ul></ul><ul><ul><li>Focus on gifts and giving in November/December </li></ul></ul>
  22. 37. Results… <ul><li>Hard to quantify, but we believe it enhances our reputation and leads people to us for potential conversion into paying customers. </li></ul>
  23. 38. Thank you Questions?