Rob Brown  - Social Media Overview
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Rob Brown - Social Media Overview

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Don't Panic Guide to Social Media Conference

Don't Panic Guide to Social Media Conference
Social Media Overview
Rob Brown

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    Rob Brown  - Social Media Overview Rob Brown - Social Media Overview Presentation Transcript

    • The Importance of Social Media 22nd October 2009 #LBTB
    • Boston •! Economic and cultural capital of New England •! It has one of the highest costs of living in the USA •! The city population doubles on working days to 1.2 million •! Greater Boston has a population of 4.5 million •! The Boston Globe is the city’s largest newspaper
    • The Boston Globe •! Founded 127 years ago •! Has won 20 Pulitzer prizes since 1966 •! The New York Times bought the Globe in 1993 for $1.1 billion •! It now loses $1m a week •! On April 9th it was threatened with closure •! Time Magazine predicts that it and 9 others will close within 12 months
    • 21st September 2009
    • 20th October 2009
    • The Future for PR?
    • Search: PR Agency 2004-2009
    • Search: Social Media PR 2004-2009
    • Social media & PR Monitoring
    • Social media & PR Monitoring Media relations
    • Social media & PR Monitoring Media relations News direct to consumers
    • 17th April 2009 Ashton Kutcher & CNN - 1 million twitter followers Six months on they have 6 million between them There are 157 one million+ accounts
    • Hosted content
    • Optimised for Search PR & SEO
    • Social media & PR Monitoring Media relations News direct to consumers Customer relations
    • Social media & PR Monitoring Media relations News direct to consumers Customer relations eValuation
    • Where conversations are happening
    • Attitude to the brand
    • Emotional response
    • Some of the best
    • The challenge •! To grow the business from coffee table book to online boutique travel specialist •! Position itself as a trusted and reliable source of advice and high quality products •! Stimulate online transactions •! And expand its customer data base
    • The solution •! Smithhotels Twitter feed •! Mr & Mrs Smith Facebook fan page •! Partnerships with online travel magazines and communities, eg. tripshake.com •! Vigorous constant evaluation
    • The results –! Established online brand presence –! No.1 Google ranking (from almost 4m results) –! Visitor traffic to website increased ten fold –! Over 3,500 followers on Twitter –! Expanding brand offer
    • The Challenge •! Declining traffic to traditional travel websites •! Need to engage with target audience, the youth market •! Identify where they are gathering •! And communicate with them in their space and their language
    • The Solution •! A comprehensive social media campaign •! Designed to engage with people in as many channels as possible –! Blogs, Facebook, Widgets, Twitter, podcasts, mobile •! STAtravelbuzz micro site central to activity –! A central hub in which to congregate •! Effective outreach campaign –! Identifying new ‘voices’ active in social media travel •! STA Travel brand ambassador campaign –! Influential social media travel ‘voices’ •! STA Travel YouTube intern promotion •! Complementary offline meets and events
    • The results •! Positive direct engagement with target audience •! Over 350,000 views on STA Travel YouTube video submissions •! 25,000+ Facebook fans •! A further 2,800 Twitter followers •! Recognised as a leading organisation within social media •! Award winning –! Best Use of Social Media, Travolution Awards 2009
    • Thank you
    • Questions?
    • The Importance of Social Media 22nd October 2009 #LBTB