Change “internet” to “The social web”Google Sourcewith hotel sites being the preference for business travelers search engines being popular among leisure travelers.
Add a bit about what this means. EG “if you’re communicating with business travelers on the road. Mobile is a must”
The Challenge: The scavenger hunt offered questions that required players to use various Google apps and online tools to find the answers, and integrated with Virgin America both for questions and by offering free WiFi to passenger on that day. The Reward: The top 5 scorers in the challenge gets a year of free flights and free in-flight Wi-Fi from Virgin America, an HP net book computer, and 1 terabyte of Google account storage for all of your photos and email.
Lessons learned:1. Build your campaign on your core products/services. Users had to use many of Google's tools to find the answer to questions about Virgin America's planes, technology and flight schedules.2. Forge the right partnership.The choice of these two brands together worked perfectly to add to the popularity of the scavenger hunt. Both have high goodwill among their fans and drew a tech-savvy audience to participate.3. Engage through fun and competition while educating.The engagement on this campaign was high because the content was great and the format was fun. There were even tweets from flights encouraging plane-mates to do better to beat a competing plane.The campaign used Google friends to form a player-interactive community.Users posted scores and tagged tweets with #DayInTheCloud.
The Case: In April 2009, Tourism Australia introduced the Visiting Opinion Leaders Program (VOLP) to generate word of mouth on Australia. Tourism Australia targeted influential bloggers and offered them a free trip to Australia in exchange for publishing content about their trip.
YouTube:Features a selection of the best travel videos from Lonely Planet’s own online video-sharing website, LonelyPlanet.tv and exclusive content such as previews and behind-the-scenes footage from upcoming Lonely Planet Television showsFacebook:A space where users can engage with LP, connect with friends they’ve met while travelling and to share travel stories.Lonely Planet is also working on a variety of wireless applications for Facebook users to add on their profilesFlickr:Groups are designed to provide an avenue for travelers to showcase their snapshots from their journeys
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Accessed through a simple FB app on the Malaysian Airlines Travel pageFan selects desired template, fills in required fields, including location, date, message to recipient, and uploads holiday photoSelect recipients (ALL, or select groups / individuals), sourced from sender’s FB friends list. Option to share with MH followers too.‘Send’ delivers virtual MH-branded postcards to recipient. Appears on sender and recipients’ news feeds (MH optional)!A MH FB fan will be able to view a ‘world map’ that plots all their postcards sent… as well as an alternate view of all the postcards they have ever receivedMousing over will pull up details of the postcard, clicking will pull up the postcard from the MH Travel Moments’ photo album
Starting Shortly… Past presentations: www.asiadigitalmap.com/training Password: socialat Internal Training Only – Not For Clients
Speakers @ThomasCrampton APAC Director Ogilvy @JohnStauffer Regional Director, Hong Kong Ogilvy
AGENDA Emergent Trends Current Trends Case Studies Innovative Ideas
Emergent Trends Social Booking Booking on Facebook. Source: Air Asia Facebook, Delta Facebook
Current Trends Social web reaches business travelers at every stage of the funnel Awareness: Helps 63% learn more Consideration: Helps 60% decide Action: Prompts 39% to act
Current Trends Business Traveler: The Social Media Power User Online Sources for Business Travel Social media is the business traveler’s primary source for travel information Source: Google: The Traveler’s Road to Decision 2010 (Darcy, Billingsley)
Current Trends Online Videos: Documentaries and Beyond Watch Travel Videos Online Business travelers consume more video than personal travelers Source: Google: The Traveler’s Road to Decision 2010 (Darcy, Billingsley)
Current Trends Mobile Device: A Hand-held Concierge Use Mobile Device to Find Travel Info Business travelers use mobile to check in to flights, book hotels and read reviews. Source: Google: The Traveler’s Road to Decision 2010 (Darcy, Billingsley)
Business Traveler Customer Journey “I’ve heard from colleagues that MH is their preferred choice” “Malaysia airlines has a strong product offering for business travelers like me” “I expect airline to connect me with trusted sources of information” “Taking great care of business travelers is what MH is known for, and why I fly with them” “MH helps me find my way even after I get to my destination” “MH may be worth checking out for my next business trip” “I fly business for a more personal touch during my trip” “Wow! MH is perfect for business travelers” “I’m not sure its prudent spend on first / business class travel.” “I can get destination information elsewhere” “As a managed traveler, I don’t have much say in which airline I use” “I’ have miles with another airline”
Case Studies Virgin America/Google Scavenger Hunt in the Sky
Case Studies Virgin America/Google: How They Did It Build campaign on core products Forge the right partnership Pair enjoyment with education
Case Studies Tourism Australia Tapping into Travel Content
Case Studies Tourism Australia: How They Did It Branded FlipCams for shooting video footage #AUInsiders hash tag used when Tweeting
Case Studies Lonely Planet Multiple Platforms Source: Travel and Social Media: The Lonely Planet Story
Case Studies Lonely Planet: How They Did It 28,000+ subscribers 11,000+ members 270,000+ followers 250,000+ fans Source: YouTube, Flickr, Facebook, Twitter
Case Studies Amble Connecting a brand with business travelers on the go Source: http://itunes.apple.com/us/app/amble-with-louis-vuitton/id415902307?mt=8
Innovative Ideas Create a Content Library Travelers select content in the online library At check in, travelers receive a pre-loaded iPad on loan
Innovative Ideas Social Media Concierge Real-time, live concierge enabled by social media
Innovative Ideas Virtual Postcards Hi from Siem Reap! Facebook app offers customizable virtual postcards
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