Social Media Engagement - ATME Conference Chicago - June 2012

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Jennifer Stafford, HomeAway Social Media Manager, presented case studies on social media engagement with your travel brand at the Association of Travel Marketing Executives (ATME) conference in Chicago on June 27, 2012.

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  • Also focus on engagement on our account and looking for additional ways to spread Pinterest engagement to our other social channels.
  • Social Media Engagement - ATME Conference Chicago - June 2012

    1. 1. Building Relationships with yourTravel BrandJennifer Stafford – Social Media Manager, HomeAway@jennstafford HomeAway Confidential© HomeAway. All rights reserved.
    2. 2. HomeAway Social Ecosystem World’s largest vacation rental marketplace 15 brands globally working on social ~100 social media accounts worldwide 2
    3. 3. What We’ll Cover Building Engagement Testing Content Expressing Brand Personality Using Data 3
    4. 4. BUILDING YOUR ENGAGEMENT 4
    5. 5. Pin to Win ContestGoals: Drive engagement on multiplesocial channels, new pins, traffic, linksto HomeAway.com site 5
    6. 6. Leverage Your Assets for Engagement • Total links to HomeAway.com from pins: 4,388 • Property views up 16% • Searches up 21% 6
    7. 7. Additional Ways to Engage
    8. 8. TESTING CONTENT 8
    9. 9. Testing ProcessTest Content w/ Post Sponsored Story Ad Compare Engagement Across Content Types Test within Content Types Build Content Strategy Based on Engagement & Biz Needs 9
    10. 10. Single Photo with Fill in the Blank 13% Reach 277 points of engagement 10
    11. 11. Infographics 19% Reach 296 points of engagement 11
    12. 12. Photo Albums 23% Reach 130 points of engagement on main album – Not including individual photo stats 12
    13. 13. Engagement: Fill in the Blank 28% Reach 808 points of engagement 13
    14. 14. Testing within Content Types • 22% Reach • 2848 Points of Engagement 19% Reach 1063 Points of Engagement 14
    15. 15. Facebook Results Comparing 1st half 2011 to 1st half of 2012 – 34% increase in Likes after campaign promotions – 1000+% increase in engagement – 142% increase in reach – Average 337% increase in content engagement after beginning Post Sponsored Stories – Testing process has made it easier to develop content plans 15
    16. 16. SHOW BRAND PERSONALITY 16
    17. 17. Travel InspirationBig News StoriesCompany EventsRandom Office Happenings 17
    18. 18. 18
    19. 19. Casual and friendly toneRetweet content and thank them for mentionEngage with users across networksPost about more than just your brand 19
    20. 20. 20
    21. 21. USING DATA 21
    22. 22. Data Sources Facebook YouTube Insights – Insights – Engagement • Engagement by Post – Video Performance • Reach • Talking about this • Virality Pinterest – EdgeRank Checker – Pinerly • Best performing content – PinReach • Best post times/dates – PinPuff • Board stats, likes, comments, followers Twitter Google Analytics & – Many tools available Google Webmaster Tools • Reach – Traffic • Engagement – Links – Keywords 22
    23. 23. Let Data Guide ContentExample Content Ideas from Data: What are top linked pages in Google Webmaster Tools? – Make a Facebook Album and Pinterest board on those topics, create an infographic, write an article What trends can you find in engagement or types of content? What are most viewed or linked pages from Facebook versus Pinterest? – Create a comparison article for Facebook vs Pinterest user favorites What content themes get the most engagement? Know if your user preferences differ between networks 23
    24. 24. General Takeaways Driving repeat engagement takes work & testing Leverage the channels that you have Ensure the personality of your brand comes across Utilize the information you have to better guide your planning 24

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