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110405 Linkedin Face Marketing Presentation
110405 Linkedin Face Marketing Presentation
110405 Linkedin Face Marketing Presentation
110405 Linkedin Face Marketing Presentation
110405 Linkedin Face Marketing Presentation
110405 Linkedin Face Marketing Presentation
110405 Linkedin Face Marketing Presentation
110405 Linkedin Face Marketing Presentation
110405 Linkedin Face Marketing Presentation
110405 Linkedin Face Marketing Presentation
110405 Linkedin Face Marketing Presentation
110405 Linkedin Face Marketing Presentation
110405 Linkedin Face Marketing Presentation
110405 Linkedin Face Marketing Presentation
110405 Linkedin Face Marketing Presentation
110405 Linkedin Face Marketing Presentation
110405 Linkedin Face Marketing Presentation
110405 Linkedin Face Marketing Presentation
110405 Linkedin Face Marketing Presentation
110405 Linkedin Face Marketing Presentation
110405 Linkedin Face Marketing Presentation
110405 Linkedin Face Marketing Presentation
110405 Linkedin Face Marketing Presentation
110405 Linkedin Face Marketing Presentation
110405 Linkedin Face Marketing Presentation
110405 Linkedin Face Marketing Presentation
110405 Linkedin Face Marketing Presentation
110405 Linkedin Face Marketing Presentation
110405 Linkedin Face Marketing Presentation
110405 Linkedin Face Marketing Presentation
110405 Linkedin Face Marketing Presentation
110405 Linkedin Face Marketing Presentation
110405 Linkedin Face Marketing Presentation
110405 Linkedin Face Marketing Presentation
110405 Linkedin Face Marketing Presentation
110405 Linkedin Face Marketing Presentation
110405 Linkedin Face Marketing Presentation
110405 Linkedin Face Marketing Presentation
110405 Linkedin Face Marketing Presentation
110405 Linkedin Face Marketing Presentation
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110405 Linkedin Face Marketing Presentation

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How to put a social media plan together for your business with video highlights. Presentation given at Travel Technology Show, 9 Feb 2011 Presentation is tailored for travel companies but key messages …

How to put a social media plan together for your business with video highlights. Presentation given at Travel Technology Show, 9 Feb 2011 Presentation is tailored for travel companies but key messages for any size of business.

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  • 1. Developing your  social media planKathryn Bullock, 9 February 2011
  • 2. Thank you for visitingPlease listen to this seminar on howto build your social media planand let us know how we can help.
  • 3. 4 key questions1. Where are we now?2. Where do we want to be?3. How do we get there?4. How do we measure success?    
  • 4. 1. Where are we now?
  • 5. 1. Are you ready for 2 way conversations?• It permeates “how” not “what” you do• It has to fit with everything else ‐ not about building buzz or pushing product• It’s how you support “word of mouth marketing” with your key advocates as well as customers
  • 6. 1. Listen first• Google Alerts• Social Monitoring Tools• Customer Research ‐ Surveys & PollsHow are your customers using social media?What are they saying? Photo credit: niclindh via flickr
  • 7. 1. People trust reviews moreDo you know whatcustomers sayabout you on Trip Advisor, Review Centre, Holiday Truths, Holidays Uncovered…?You should Source: The Economist A special report on Social Networking Jan 28, 2010
  • 8. 1. Social media is powerful3. Social Media Source: Colin Lewis
  • 9. 2. Where do we want to be?
  • 10. 2. Need for clear objectives “Build awareness and  shared enthusiasm for events “Improve guest intention  at our properties”to return by 5% overall year on year”“Support guest and  “Improve quality of our reviews on staff recognition  3rd party sites by 10%”programmes”
  • 11. 2. Integrating "Social"
  • 12. 2. Integrating "Social"• Integrate with each touch point ‐ Customer Services ‐ Other marketing activity eg TV or online ‐ Switchboard ‐ Build awareness with staff in resort
  • 13. Integrated social and TV campaign
  • 14. 2. Content planning is key• Avoid “dead community” syndrome• Plan at least 2 months ahead• Ask fans what they want to read about• Involve people  across your business  especially those at the  “customer coalface”• First timer guides
  • 15. 2. Real conversations matter• You will learn a lot if you ask the right  questions – not just “which” but “why”. Engagement, not numbers of fans
  • 16. 3. How do we get there?
  • 17. 3. You need them to “like” firstYou need a compellingwelcome page
  • 18. 3. Clear call to action• Build a YouTube channel to track your viewers• Remember to tag all content inc. videos• Appoint “Customer Champions”
  • 19. 3. Use video for first timers
  • 20. 3. Video can make life easierThere’s plenty of demand
  • 21. 3. Use video for recruitment http://www.youtube.com/watch?v=kXjNnWFcS4c
  • 22. 3. Empower your fansInvite them to: ‐ post photo/videos‐ run discussion  groups‐ get creative.
  • 23. 3. Fans will engageFans like to see what is most popularMake it easy for them
  • 24. 3. Building engagement Nielsen did researchwith Facebookto demonstrate impact on‐ purchase intention‐ brand awarenessBe ahead of thelearning curve
  • 25. 3. Learn from other sectors  Facebook ecommerce site on Best Buy
  • 26. 3. Who’s doing first travel search?
  • 27. 3. Plan for the next wave
  • 28. 3. Roadmap everything• Who’s going to do posts and how frequently?• What happens when its positive, bad?• Who needs to know?• How quickly are we going to respond versus  normal response times?• When do we not respond?• When do we escalate? Source: Flickr chucknado
  • 29. 3. Staff Guidelines• Do • Don’t• Project team  • Rush in to answer every • Experiment post• Ask lots of questions • Use corporate speak• Be as honest as you can • Treat it like a sales • Appoint Community  channel Manager • Neglect your site • Find Board Sponsor • Expect customer service  to answer posts without  training
  • 30. 3. Leverage each channel• Phase the roll out slowly and optimise  regularly• Ensure links between Tweets, Linkedin,  Facebook and YouTube to optimise contentKey Question“How can each of these channels best improve  our customer brand experience”
  • 31. 3. Working with your influencersIf you are a business travel companyreach into the rightcommunities of Self employed and Startups
  • 32. 3. Building engagement• Using social media monitoring tools to spot  opportunities in Twitter and in  online  communities• Set up your keywords for your market and  include competitor terms• Run reports to track level of sentiment about  your brand
  • 33. 4. How do we measure  success?
  • 34. 4. Developing your dashboardFacebook Twitter• % post engagement  • Use tracking tools• Track most engaging  Tweetdeck, Hootsuite content • No of retweets• % active fans• Profile of active fans YouTube• Month on month  • Subscribers changes • Profile of viewers• % Response rates • Comments
  • 35. 4. Key Metrics• Trip Advisor & other 3rd party site scores• Create tiny links to track revenues per post• Track all  ‐ click throughs from email & to website ‐ impact on call centre volumes • Include in “How did you hear about us?”
  • 36. 5. Summary• Listen first• Clear measurable objectives• Integrate “Social” into your business• Real conversations matter• Work with your influencers• It’s all about engagement first  …………… revenues come next.
  • 37. 5. Social Media is more than Facebook Source: Gillian Pritchett
  • 38. “Thank you for reading. Questions?” Kathryn Bullock, Director, Face Marketing
  • 39. Let us help you to get started  Join Social Media Travel Group  on Linkedin to learn moreor follow our blogs and links from www.face‐marketing.com

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