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EBE 2019 - The Power of Social: How to build your brand without breaking the bank by creating viral content instead

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Christoph von Bülow
COO HolidayPirates

What is the formula to survive and thrive as a travel brand in a world of media monopolies and all-powerful platforms? While most travel companies rely heavily on paid traffic, discover a sustainable manner to build a strong brand presence online and acquire substantial organic traffic through the power of social media.

Over 15 years of experience in the areas of operations and business development, primarily in the travel environment. Prior to joining the Holiday Pirates, Christoph worked for the European branch of Travelzoo for nearly eight years in various management positions at home and abroad alongside stations at Tomorrow FOCUS, lastminute.com and Humboldt Reisen Berlin. Most recently he was responsible for the German business of the global payment provider Adyen from Berlin.

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EBE 2019 - The Power of Social: How to build your brand without breaking the bank by creating viral content instead

  1. 1. E-commerce Berlin Expo 2019 FEBRUARY202019STATIONBERLIN
  2. 2. Christoph von Bülow - COO The Power of Social How to build your brand without breaking the bank by creating viral content instead
  3. 3. +10,000,000 Facebook Fans +30,000,000 Monthly visits +10,000,000 App Downloads Where we stand after 7 years… 452,000,000 TTV in 2018
  4. 4. Started as a travel blog in 2011 …but first, who are we? Became a company in 2012 Active today in 10 markets 5 offices + HQ in Berlin Currently 200+ employees
  5. 5. We find unique travel deals… …and publish them on our channels dedicated to each market What do we do? 9€ Roundtri p to Stavanger Norway £200 7 nights in Marrakec h £492 Bali Holiday $1,134 Around-the- World Flights
  6. 6. Alternatives to classic OM & SEM
  7. 7. Fish where the fish are 2.0
  8. 8. It doesn’t mean throwing money in these channels … …in order to buy traffic
  9. 9. Understand the opportunities for organic growth in each channel And you will get all the fish Rethink
  10. 10. The recipe for virality: Be creative & controversial to foster engagement Call to Action Travel insights, open discussion Transparency Target group Entertaining, authentic tone of voice Authenticity Content & deals that are too good not to be shared Relevance InspirationTrust
  11. 11. The goal? Make fans & followers brand ambassadors Identification! … traffic & revenue will follow
  12. 12. Examples
  13. 13. Authenticity
  14. 14. Transparency
  15. 15. Relevance
  16. 16. Call to Action
  17. 17. Reach: 20+ million Credit: Video by @VideoVision360 Inspiration
  18. 18. In a nutshell Stay fresh & inspire… …day after day!
  19. 19. Opportunities for Growth
  20. 20. TTV Development
  21. 21. Growth in the future: Keep an eye on two things!
  22. 22. 85% 15% Desktop Mobile & App HP User Global 2018 Smartphones usage
  23. 23. Focus on Messaging Services & Mobile App
  24. 24. Number of WhatsApp subscribers
  25. 25. Number of app downloads
  26. 26. Sustainability
  27. 27. Connection & Interaction Search & Book (Pull) Relevant Deals (Push) via Facebook, App, Whatsapp… Community Building
 Trust
 User Generated Content Deals Search & Book
  28. 28. New vs. returning visitors 2018 all sources Higher share of returning visitors 67% 33% New Existing
  29. 29. Competitive Advantage
  30. 30. 92% 8% Paid traffic Non-paid traffic Traffic Acquisition HP Group
  31. 31. Even though we only pay for 8% of our traffic, we are able to compete with global giants.
  32. 32. Monthly Traffic in Millions (without App) Monthly Traffic in Millions (without App) TOTAL** OUTSIDE US*** MOBILE** Monthly traffic in millions from Jan - Dec 18 (excluding in-app traffic) **For DE, UK, IT, FR, PL, ES, NL, AT, CH, US *** For DE, UK, IT, FR, PL, ES, NL, AT, CH Similar Web accessed on 10.01.2019
  33. 33. SOCIAL MEDIA TRAFFIC *SHARE OF TOTAL SESSIONS MOBILE TRAFFIC *SHARE OF TOTAL SESSIONS TRAFFIC FROM SOCIAL MEDIA SHARE OF TOTAL SESSIONS* TRAFFIC FROM MOBILE SHARE OF TOTAL SESSIONS* *Average no. of sessions in last year Jan 2018 - Dec 2018 Similar Web Accessed on 10.01.2019
  34. 34. DIRECT TRAFFIC *SHARE OF TOTAL SESSIONS SEO TRAFFIC *SHARE OF TOTAL SESSIONSDIRECT TRAFFIC SHARE OF TOTAL SESSIONS* TRAFFIC FROM SEO SHARE OF TOTAL SESSIONS* *Average no. of sessions in last year Jan 2018 - Dec 2018 Similar Web Accessed on 10.01.2019
  35. 35. 20122018 Takeaway: Surf early on the right wave 201520?? ?
  36. 36. Best of luck for your social media success

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