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 ci...
The Boston Globe


•! Founded 127 years ago
•! Has won 20 Pulitzer prizes since 1966
•! The New York Times bought the Glob...
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
     ...
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
        eVal...
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 a...
The solution

•! Smithhotels Twitter feed
•! Mr & Mrs Smith Facebook fan page
•! Partnerships with online travel magazines...
The results

   –! Established online brand presence
   –! No.1 Google ranking (from almost 4m results)
   –! Visitor traf...
The Challenge

•! Declining traffic to traditional travel websites
•! Need to engage with target audience, the youth
   ma...
The Solution

•! A comprehensive social media campaign
•! Designed to engage with people in as many channels as
   possibl...
The results


•! Positive direct engagement with target audience
•! Over 350,000 views on STA Travel YouTube
   video subm...
Thank you
Questions?
The Importance of
  Social Media
    22nd October 2009


         #LBTB
Rob Brown  - Social Media Overview
Rob Brown  - Social Media Overview
Rob Brown  - Social Media Overview
Rob Brown  - Social Media Overview
Rob Brown  - Social Media Overview
Rob Brown  - Social Media Overview
Rob Brown  - Social Media Overview
Rob Brown  - Social Media Overview
Rob Brown  - Social Media Overview
Rob Brown  - Social Media Overview
Rob Brown  - Social Media Overview
Rob Brown  - Social Media Overview
Rob Brown  - Social Media Overview
Rob Brown  - Social Media Overview
Rob Brown  - Social Media Overview
Rob Brown  - Social Media Overview
Rob Brown  - Social Media Overview
Rob Brown  - Social Media Overview
Rob Brown  - Social Media Overview
Rob Brown  - Social Media Overview
Rob Brown  - Social Media Overview
Rob Brown  - Social Media Overview
Rob Brown  - Social Media Overview
Rob Brown  - Social Media Overview
Rob Brown  - Social Media Overview
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
Social Media Overview
Rob Brown

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Rob Brown - Social Media Overview

  1. 1. The Importance of Social Media 22nd October 2009 #LBTB
  2. 2. 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
  3. 3. 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
  4. 4. 21st September 2009
  5. 5. 20th October 2009
  6. 6. The Future for PR?
  7. 7. Search: PR Agency 2004-2009
  8. 8. Search: Social Media PR 2004-2009
  9. 9. Social media & PR Monitoring
  10. 10. Social media & PR Monitoring Media relations
  11. 11. Social media & PR Monitoring Media relations News direct to consumers
  12. 12. 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
  13. 13. Hosted content
  14. 14. Optimised for Search PR & SEO
  15. 15. Social media & PR Monitoring Media relations News direct to consumers Customer relations
  16. 16. Social media & PR Monitoring Media relations News direct to consumers Customer relations eValuation
  17. 17. Where conversations are happening
  18. 18. Attitude to the brand
  19. 19. Emotional response
  20. 20. Some of the best
  21. 21. 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
  22. 22. The solution •! Smithhotels Twitter feed •! Mr & Mrs Smith Facebook fan page •! Partnerships with online travel magazines and communities, eg. tripshake.com •! Vigorous constant evaluation
  23. 23. 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
  24. 24. 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
  25. 25. 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
  26. 26. 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
  27. 27. Thank you
  28. 28. Questions?
  29. 29. The Importance of Social Media 22nd October 2009 #LBTB
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