Social Media Retention Strategies - Travel Industry Case Studies - March 2014
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Social Media Retention Strategies - Travel Industry Case Studies - March 2014

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Using social media to communicate with your existing customers will increase customer loyalty, increase customer referrals and naturally as a result, increase revenues. ...

Using social media to communicate with your existing customers will increase customer loyalty, increase customer referrals and naturally as a result, increase revenues.

This presentation was given to an audience from the travel industry and includes some Travel Industry Social Media Case Studies. The content is however relevant to all sectors and markets.

Having a plan and appropriately resourcing your Community Management team though is vital. Its not just about marketing. You want to surprise and delight your customers. There are millions of social media messages that they could choose to notice and engage with. How will you make sure they choose yours?

At http://liveandsocial.com we help businesses understand and utilise social media across their entire business. I would love to help your business ensure that is capitalising on the many opportunities available. Leave a comment below or contact us via the website.

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  • Spotting opportunities and inviting people inYou decide what people think about your pub
  • Successful social media is story tellingPeople are interested in the storyBe clear about what you stand forCreate a manifestoCreates relatedness with othersHelps people share youKickstarter is all about the story
  • Give your new followers a voiceGet their opinion and buy-inReward the most active supportersThey will become part of your storyThey will share and promote your storyThey will become your test groupThey will be your raving fans

Social Media Retention Strategies - Travel Industry Case Studies - March 2014 Social Media Retention Strategies - Travel Industry Case Studies - March 2014 Presentation Transcript

  • 1 +44 (0)845 287 1181 LiveAndSocial.com Social Retention Strategies Jonnie Jensen – Digital Coach Connect with me: linkedIn.com/in/jonniejensen twitter.com/jonniejensen plus.google.com/+jonniejensen
  • 2 +44 (0)845 287 1181 LiveAndSocial.com linkedIn.com/in/jonniejensen twitter.com/@jonniejensen plus.google.com/+jonniejensen Social media – we’ve moved on • It’s not free • It’s not easy • It is now valued • It’s not going away
  • 3 +44 (0)845 287 1181 LiveAndSocial.com linkedIn.com/in/jonniejensen twitter.com/@jonniejensen plus.google.com/+jonniejensen The conversation is happening • Opportunities • Influence• Competitors
  • 4 +44 (0)845 287 1181 LiveAndSocial.com linkedIn.com/in/jonniejensen twitter.com/@jonniejensen plus.google.com/+jonniejensen Benefits of social media marketing Social Media Examiner Survey 2013
  • 5 +44 (0)845 287 1181 LiveAndSocial.com linkedIn.com/in/jonniejensen twitter.com/@jonniejensen plus.google.com/+jonniejensen 3 basic principals
  • 6 +44 (0)845 287 1181 LiveAndSocial.com linkedIn.com/in/jonniejensen twitter.com/@jonniejensen plus.google.com/+jonniejensen Inbound Marketing 101
  • 7 +44 (0)845 287 1181 LiveAndSocial.com linkedIn.com/in/jonniejensen twitter.com/@jonniejensen plus.google.com/+jonniejensen Content and social drives business
  • 8 +44 (0)845 287 1181 LiveAndSocial.com linkedIn.com/in/jonniejensen twitter.com/@jonniejensen plus.google.com/+jonniejensen What limits social media success • Poor planning • Lack of consistency • No clear goals • Responsibility given to Jnr team members • Leaders not supportive • No company wide participation • No optimisation • No reporting
  • 9 +44 (0)845 287 1181 LiveAndSocial.com linkedIn.com/in/jonniejensen twitter.com/@jonniejensen plus.google.com/+jonniejensen Successful networked organisations • Transformations will have been made in organisational practices and culture • A thoughtful but persistent approach to trying new things, learning and adapting • In successful highly networked organisations – Role modelling and vocal support of leaders is a catalyst – Social technologies are embedded in to their day-to-day work – High degree of trust and willingness to collaborate between colleagues REF: McKinsey Global: The social economy: Unlocking value and productivity through social technologies
  • 10 +44 (0)845 287 1181 LiveAndSocial.com linkedIn.com/in/jonniejensen twitter.com/@jonniejensen plus.google.com/+jonniejensen Pick your community manager wisely • Make the role formal • Good communicator • Provide ongoing training • Maturity • Passion for the business • Literate • Creative • Analytical • Information junkie • Adaptable
  • 11 +44 (0)845 287 1181 LiveAndSocial.com linkedIn.com/in/jonniejensen twitter.com/@jonniejensen plus.google.com/+jonniejensen What does retention look like? • Passive engagement • Customer service • Community management • Adding value – faster, cheaper, happier, sexier, richer • Sharing a passion • Sharing a life stage • Having fun photo: Hitchster
  • 12 +44 (0)845 287 1181 LiveAndSocial.com linkedIn.com/in/jonniejensen twitter.com/@jonniejensen plus.google.com/+jonniejensen Passive engagement strategies • Broad but relevant added value content • Surprise and delight – Listen, respond and evolve – Engage your audience • Encourage user generated content • Run promotions • Exclusive offers • Note key influencers • Don’t leave it to marketing photo: Tobyotter
  • 13 +44 (0)845 287 1181 LiveAndSocial.com linkedIn.com/in/jonniejensen twitter.com/@jonniejensen plus.google.com/+jonniejensen Your Story
  • 14 +44 (0)845 287 1181 LiveAndSocial.com linkedIn.com/in/jonniejensen twitter.com/@jonniejensen plus.google.com/+jonniejensen Adding value • How can you help your audience improve? • How are you influencing others? • How engaged are your team? • How active are you in communities?
  • 15 +44 (0)845 287 1181 LiveAndSocial.com linkedIn.com/in/jonniejensen twitter.com/@jonniejensen plus.google.com/+jonniejensen Content Planning TOPICAL COMPLIMENTARY SUBJECTS YOUR MESSAGE YOUR AUDIENCE NEEDS
  • 16 +44 (0)845 287 1181 LiveAndSocial.com linkedIn.com/in/jonniejensen twitter.com/@jonniejensen plus.google.com/+jonniejensen Balancing acquisition and retention • Stream content and offers • Don’t pollute with new customer offers • Champion and appreciate customers • Make advocates of existing customers • Consider value of Customer Groups – LinkedIn Group, Facebook Group, Google+ Community photo: jasoneppink
  • 17 +44 (0)845 287 1181 LiveAndSocial.com linkedIn.com/in/jonniejensen twitter.com/@jonniejensen plus.google.com/+jonniejensen Create Raving Fans • Inside • Outside
  • 19 +44 (0)845 287 1181 LiveAndSocial.com linkedIn.com/in/jonniejensen twitter.com/@jonniejensen plus.google.com/+jonniejensen Sharing and Reviews http://www.tasospagakis.com/?p=111 …from friends above all other forms of advertising Nielsen 2012 92% of consumers trust recommendations…
  • 20 +44 (0)845 287 1181 LiveAndSocial.com linkedIn.com/in/jonniejensen twitter.com/@jonniejensen plus.google.com/+jonniejensen Frontier – social customer services PROBLEM: • 22 planes damaged by a storm in Denver • Customer service issues on phone and check-in SOLUTION: • Social media monitoring tools used to identify customer problems • Proactive out reach, solving problems online for others to see RESULTS: • 4,000 customer engagements on social web in 7 days • 700,000 Facebook Fanpage visits SOURCE: Radian6
  • 21 +44 (0)845 287 1181 LiveAndSocial.com linkedIn.com/in/jonniejensen twitter.com/@jonniejensen plus.google.com/+jonniejensen KLM’s Meet & Seat Connects Flyers Through Social GOAL: • To differentiate itself from competitors by establishing more authentic relationships with its customers SOLUTION: • KLM used Gigya’s Social Login to power its Meet & Seat service • Meet & Seat customers can choose seat next to other passengers based on their social profile information • Builds community among its customer base while encouraging brand loyalty among its most frequent users. RESULTS: • none available SOURCE: Gigya
  • 22 +44 (0)845 287 1181 LiveAndSocial.com linkedIn.com/in/jonniejensen twitter.com/@jonniejensen plus.google.com/+jonniejensen Squaw Valley – Facebook contest GOAL: • Squaw Valley wanted the contest to drive additional likes for the page in addition to capturing fan emails SOLUTION: • Facebook prize promotion using Heyo Facebook Tool RESULTS: • Over the first 11 days, the campaign converted at over 30% and helped drive 6,975 new Likes. SOURCE: outandaboutmarketing.com
  • 23 +44 (0)845 287 1181 LiveAndSocial.com linkedIn.com/in/jonniejensen twitter.com/@jonniejensen plus.google.com/+jonniejensen Using Facebook to generate testimonials CHALLENGE: • Make Facebook relevant channel for its older (40’s to 60’s) target audience GOAL: • Generate client testimonials to drive word of mouth sales CAMPAIGN: • Link in customer satisfaction survey to leave Facebook testimonial • Mentioned at start of survey. Followed up by consultants. • Tested $50 / $100 / $200 prize incentive • Respond and learn from negative comments RESULTS: • 796 Facebook testimonials • 15% of survey respondents left a Facebook testimonial SOURCE: marketingsherpa.com
  • 24 +44 (0)845 287 1181 LiveAndSocial.com linkedIn.com/in/jonniejensen twitter.com/@jonniejensen plus.google.com/+jonniejensen Where are you? • Content • Contacts • Conversation
  • 25 +44 (0)845 287 1181 LiveAndSocial.com Social Retention Strategies Jonnie Jensen – Digital Coach Connect with me: linkedIn.com/in/jonniejensen twitter.com/jonniejensen plus.google.com/+jonniejensen