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What are the Elements of a Successful Social Media Strategy?


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Social media innovators Digital Visitor's presentation from the Travel Distribution Summit Europe, held on 10-11 May 2011 in London.

Organised by the Eye for Travel team, the Travel Distribution Summit Europe is the biggest meeting place for online travel and distribution experts in the world.

Our Managing Director, Anthony Rawlins, joined an expert panel as part of the keynote session "Show me the money! What are the Elements of a Successful Social Media Strategy?"

To find out more, visit

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What are the Elements of a Successful Social Media Strategy?

  1. 1. What are the elements of a successful social media strategy? Anthony Rawlins Digital Visitor [email_address]
  2. 2. Agenda <ul><li>About us </li></ul><ul><li>Onsite social media </li></ul><ul><li>Why develop your onsite social media presence? </li></ul><ul><li>Stats </li></ul><ul><li>How to implement your onsite strategy </li></ul><ul><li>Case study </li></ul><ul><li>Do’s and Don’ t ’ s </li></ul><ul><li>Summary </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. Elements of a successful social media strategy <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 longer term benefits and more 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 develop your onsite social media presence? <ul><li>Huge benefits… </li></ul><ul><li>Double 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 control the content </li></ul><ul><li>Drive your OFFSITE strategy with your ONSITE content. Share your content with 300+ social media sites through Facebook Connect, Twitter etc… </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 your 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. Your onsite social media strategy
  8. 8. Case study <ul><li>Online community for Voyages Jules Verne </li></ul><ul><li>Group travel over 55s </li></ul><ul><li>Share reviews, videos, albums </li></ul><ul><li>online feedback and rating </li></ul><ul><li>Staff profiles </li></ul><ul><li>Direct to booking pages </li></ul><ul><li> </li></ul>
  9. 9. Results so far <ul><li>L aunched in August 2010 </li></ul><ul><li>1200 photos </li></ul><ul><li>75 videos </li></ul><ul><li>1200 members </li></ul><ul><li>Doubled browsing time, additional 3.5m+ </li></ul>
  10. 10. O u r findings <ul><li>D elivering communities and review solutions for 4 years </li></ul><ul><li>A bout to launch 3 rd generation of our contribution and community solutions </li></ul><ul><li>I n the development we analysed successes of different functions and features </li></ul><ul><li>I mplemented these changes in the 3 rd generation - VR3 </li></ul><ul><li>A nd here is what we discovered … </li></ul>
  11. 11. Our findings – Don’ t ’ s <ul><li>Overcomplicate your functionality. A lot of sizzle and no sausage </li></ul><ul><li>Make sure the function your 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><ul><li>Long registration </li></ul><ul><li>Strict upload procedures </li></ul>
  12. 12. 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>Comments / Discussions – a dilemma. The solution = contribute </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>
  13. 16. Take homes <ul><li>Consider the longer term strategy for your social media </li></ul><ul><li>Don ’ t re-invent the wheel – many companies are trying to do this with little success. </li></ul><ul><li>Power of SM yet to be realised, don’ t put all your eggs in one basket </li></ul><ul><li>Don ’ t overcomplicate your own community – the biggest organisations have been tripped up by this. </li></ul>
  14. 17. Thank you for your time Any questions? visit us at stand 30 or email me at