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Capitalise on the Social Media Phenomenon

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There is no doubt that social media has played a big role in shaping the travel industry. After years of false predictions and hype, it seems that social media has finally become a legitimate business force which is changing the way we sell travel – Forever.

This presentation was given at the Travel Distribution Summit Asia 2011 by Digital Visitor's Director of Marketing, Simon Jones.

Hear about how intelligent travel brands are leveraging social media to positively and profitably enhance existing business strategies.

Published in: Business, Technology
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Capitalise on the Social Media Phenomenon

  1. 1. <ul><li>‘ Onsite’ social media – a key element of a successful strategy </li></ul><ul><ul><li>S i mon Jones </li></ul></ul><ul><ul><li>Co-Founder Digital Visitor </li></ul></ul><ul><ul><li> simon@digitalvisitor.com </li></ul></ul><ul><li> [email_address] </li></ul>
  2. 2. Agenda <ul><li>About us </li></ul><ul><li>Our philosophy about Social Media </li></ul><ul><li>Examples </li></ul><ul><li>How to create your own community </li></ul><ul><li>Some do’s and don’ts </li></ul>
  3. 3. <ul><li>Social media agency </li></ul><ul><li>social media software and services </li></ul><ul><li>Created 200+ social media solutions globally </li></ul><ul><li>Deliver increased traffic, enquires, business, loyalty... </li></ul><ul><li>Clients include: </li></ul>About us
  4. 4. Our philosophy <ul><li>T here are 2 - Both required to maximise the benefits of social media </li></ul><ul><li>M ost companies concentrate on Offsite </li></ul><ul><li>Onsite has potential longer term benefits and measurable ROI </li></ul><ul><li>Y our own onsite social media should be at the core of your social media strategy </li></ul>Onsite + Offsite= Social Media success
  5. 5. Why? what are the benefits? <ul><li>Increase browsing time on your site </li></ul><ul><li>Reduce time on competitor sites </li></ul><ul><li>Provide authentic and engaging information </li></ul><ul><li>Increase conversions </li></ul><ul><li>You can target the content </li></ul><ul><li>Drive your OFFSITE strategy with your ONSITE content by sharing content </li></ul><ul><li>An investment, Longer term benefits and marketing opportunities </li></ul><ul><li>Your onsite social media should be at the core of social media activities </li></ul>
  6. 6. Some stats <ul><li>P ositive content on offsite channels – 63-67% </li></ul><ul><li>On your own channel = 80-90% </li></ul><ul><li>Drive 2.5 x your Facebook fans to your site with engaging daily content (average) </li></ul><ul><li>One organic visitor per month per review </li></ul><ul><li>Double the browsing time on your site. </li></ul><ul><li>Invest in your onsite social media now to make your strategy last beyond 6 years – not just for 6 months. </li></ul>
  7. 7. Example – Voyages Jules Verne
  8. 8. Background <ul><li>Group travel over 55s </li></ul><ul><li>Communicate post tour </li></ul><ul><li>Share reviews, videos, albums </li></ul><ul><li>Online feedback and rating </li></ul><ul><li>Earn points </li></ul><ul><li>Direct to book another group tours </li></ul><ul><li>Staff profiles </li></ul><ul><li>Direct to booking pages </li></ul>
  9. 9. Integration to website
  10. 10. Results so far <ul><li>L aunched in late 2010 </li></ul><ul><li>1,200 members </li></ul><ul><li>75 videos </li></ul><ul><li>1,500 photos </li></ul><ul><li>Doubled browsing time of VJV website, additional 3.5m+ </li></ul>
  11. 11. Example - VisitBritain <ul><li>National Social Media Initiative </li></ul><ul><li>Visitor Review for Visit Britain </li></ul><ul><li>Gather reviews, photos and videos </li></ul><ul><li>Drive organic search engine traffic </li></ul><ul><li>Connecting independent solutions </li></ul>
  12. 12. Sharing content between DMOs
  13. 13. National network
  14. 14. Integration of reviews <ul><li>Reviews integrated into the relevant pages on www.visitbritain.com </li></ul><ul><li>Share content with tour operators and influences for driving tourism to Britain </li></ul>
  15. 15. O u r findings - Do’s and Dont’s
  16. 16. <ul><li>What features do you want & really need; </li></ul><ul><li>a) Reviews (all media) </li></ul><ul><li>b) Your own community </li></ul><ul><li>b) Discussions </li></ul><ul><li>c) Information push (product watch) </li></ul><ul><li>d) Engagement features such as competitions or loyalty rewards? </li></ul>The starting point – Your objectives
  17. 17. <ul><li>Consider all types of users you want to engage with & will be useful; </li></ul><ul><ul><li>a) Customers </li></ul></ul><ul><ul><li>b) Staff </li></ul></ul><ul><ul><li>c) Company profiles? </li></ul></ul>Who are your community
  18. 18. Our findings – Don’ t ’ s <ul><li>Overcomplicate your functionality </li></ul><ul><li>Long registration </li></ul><ul><li>Strict upload procedures </li></ul><ul><li>Make sure the function you deliver will provide benefit </li></ul><ul><li>For example friends – exist to create common interest – this is already there under your brand </li></ul><ul><li>Groups – as above </li></ul>
  19. 19. Our findings – Do’s <ul><li>Reference all content against your products for maximum benefit </li></ul><ul><li>Allow visitors to contribute whatever they like </li></ul><ul><li>A review, a video, photos, a discussion, a dream itinerary? </li></ul><ul><li>No community is an island. Share. Good content drives 2.5x face book fan size to your site per month </li></ul><ul><li>Incentivise for the content you want </li></ul><ul><li>Track what your users are doing and provide them with relevant information </li></ul>
  20. 20. Your onsite social media strategy
  21. 21. Thank you for your time

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