Cimtig Presentation Feb 2010


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Cimtig presentation at Travel Technology Europe 2010 by on The Adventure Company's award winning social media campaign and Twitter strategy.

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  • UK Internet traffic to Twitter has increased 10-fold over the last 12 months. Twitter is ranked as the 291st most visited website in the UK, up from a ranking of 2,953 on the year.. UK Internet traffic to the website has increased by 974% over this period.Twitter was one of the fastest growing websites in the UK last year, and shows no signs of slowing down. And the service is even more popular than those numbers imply, as they only measure traffic to the main Twitter website. If people accessing their Twitter accounts via mobile phones and 3rd party applications egTwitterrific, Twitterfeed and Tweetdeck were included, the numbers are even higher. People seem to find Twitter addictive: the average amount of time that people spend on Twitter  has more than trebled from less than 10 minutes a year ago to half an hour now.”
  • Cimtig Presentation Feb 2010

    1. 1. Making social networks work for your brand<br />a CIMTIG presentation with:<br />Geoff Saltmarsh <br />Surf Public Relations<br />Online PR for the travel industry<br /><br />Gary Grieve <br />Capela Travel Training<br />Marketing courses for travel professionals<br /><br />
    2. 2.
    3. 3. The Facebookphenomenon<br />a year ago<br />
    4. 4. Social Media Still Growing…<br /><ul><li>Feb 2009 = 200 million
    5. 5. Sept 2009 = 300 million
    6. 6. Dec 2009 = 350 million
    7. 7. February 2010 = .....</li></li></ul><li>
    8. 8.
    9. 9.
    10. 10. OfCom Report<br /><ul><li>May 2008 UK had 150,000 Users on Twitter…
    11. 11. June 2009 UK had 2.6 million Users on Twitter…
    12. 12. Increase of 1,679%
    13. 13. BUT 60% of People who sign up to Twitter abandon it after one month…. </li></li></ul><li>2-17<br />250,000<br />3.6<br />18 – 24<br />**<br />**<br />25 – 34<br />1,379,000<br />19.6<br />35 – 49<br />2,935,000<br />41.7<br />55+<br />1,165,000<br />16.6<br />65+<br />477,000<br />6.8<br />source: Nielsen NetView <br />Now over 6 million UK users –who are they?<br />**These demographics have insufficient sample sizes<br />
    14. 14. Why Twitter is So Powerful<br />
    15. 15. The Viral Effect…<br />C<br />C<br />B<br />A<br />B<br />A<br />My Blog<br />C<br />C<br />A<br />B<br />A<br />A<br />C<br />B<br />B<br />C<br />
    16. 16. Twitter Stats…..<br />
    17. 17. Twitter Stats…..<br />
    18. 18. What Can You Say in 140 Characters?<br /><ul><li>Ask a question for customer insight
    19. 19. Respond to questions
    20. 20. Drip feed new product information
    21. 21. Engage with customers & stakeholders
    22. 22. Use as a newswire</li></li></ul><li>Building Twitter Into Your Strategy<br />Satisfied Customers<br />Media<br />Dissatisfied Customers<br />Policy Makers<br />Potential Customers<br />Investors<br />
    23. 23. Always Listening<br />
    24. 24. Using Twitter To Build Advocates<br />“I had a recent interaction with Southwest airlines on Twitter. They had found a comment I made about how much I enjoyed using one of their kiosks and responded to it. The last time I flew Southwest, I shot out a &quot;tweet&quot; right before takeoff saying &quot;thanks for being on time&quot;. Of course, by the time I landed, they had responded.<br />
    25. 25.
    26. 26.
    27. 27. Building Clients With Twitter<br />
    28. 28.
    29. 29. Building Clients With Twitter<br />
    30. 30. Building Clients With Twitter<br />
    31. 31. Your Strategy For Twitter<br /><ul><li>Plan your tweets in advance
    32. 32. Design your tweets for retweeting (rather than retweeting other peoples tweets)
    33. 33. Establish more than one Twitter account depending on your objectives…
    34. 34. Keep a steady feed and use your Twitter as a news wire
    35. 35. Build & monitor your follower base</li></li></ul><li>The Adventure CompanyCase Study<br />Geoff Saltmarsh <br />Surf Public Relations<br />Online PR for the travel industry<br /><br />
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    37. 37.
    38. 38.
    39. 39.
    40. 40.
    41. 41.
    42. 42. Our brief<br />To create an online community for one of the UK’s leading<br />adventure holiday operators<br />Targets: Active and adventurous travellers, solos and couples, as<br />well as families<br />
    43. 43. We set out to …<br />Create and manage dynamic social<br />media Interactive blog spots and forums to:<br />Establish and unite a large online customer community<br />…..which would in turn:<br />Raise the client’s profile<br />Increase web traffic<br />Inspire people to book online<br />Bring the company closer to its customers<br />Encourage clients to talk about their experiences<br />Create noise and excitement about the range of holidays<br />
    44. 44. The thinking behind it<br />Given the right forum, adventure travellers would want to engage<br />They’re probably already into social network sites - we want to get them together as one big happy family<br />Not to bombard them with deals - but listen to what they are chatting about and asking<br />
    45. 45. The overriding philosophy<br />Create a three-way content and<br />communication network to:<br />Invite (and manage) postings from fans and encourage them to share experiences<br />Respond to what they are chatting about - give them factual news and information<br />Create forums where customers and The Adventure Company can talk to each other<br />
    46. 46. So what did we do?<br />Designed and developed social media<br />channels to meet these objectives:<br />Facebook page/wall/discussion board/daily status updates<br />Blog<br />MySpace<br />Travelpod<br />Flickr<br />Twitter (also to maintain daily status updates with other users, including media)<br />YouTube page - to host fan and staff video<br />
    47. 47. Resulting in …<br />A successful and compelling network of media forums and pages supporting the brand<br />Harnessed the interest, loyalty - and power - of a growing community of existing and potential customers, all with a passion for adventure travel<br />Creation of a platform from which to talk to customers, give them daily news and updates and drive online sales conversions <br />Facebook fans went from 200 to 2,249<br />1,152 Twitter followers<br />We received at least two new customer travel diaries, photos video reports and blogs every week<br />
    48. 48. Some examples<br />Blogs and social media forums<br />Facebook page: The heart of our buzzing community, fans come<br />here to post pictures and videos, discuss trips, ask staff questions,<br />and meet friends before they go.<br />
    49. 49. Some examples<br />Flickr: Two groups - one for destination pictures and one for fans<br />to submit their own pictures. Useful for amateur adventure<br />photographers and professionals to upload and showcase their<br />work. Led to a photo competition being launched on our own<br />social media pages and on the official website.<br />
    50. 50. Some examples<br />YouTube page: Our own YouTube channel, which allows us to<br />host our own videos and video content submitted by customers.<br />This page is also linked via hosted videos on our other social<br />media pages.<br />
    51. 51. Some examples<br />Active online community:<br />Mount Everest Photo Diary posted by a Facebook fan<br />Solo travellers’ postings inspire others to take similar trips<br />Families’ personal reviews stimulate ideas for other families choosing a trip<br />To bring the company closer to its customers, we also created a blog template for staff members, giving opportunity to ‘meet’ the guide who might be leading your trip<br />Surf PR regularly seeds news snippets and posts stories that respond to current events i.e: the Bond movie A Quantum of Solace was filmed in South America<br />
    52. 52. Some examples<br />Promoting social media<br />Links to all our blogs were then<br />featured in the monthly TAC<br />e-Newsletter, which further <br />generated activity, submission<br />of blogs and photo diaries<br />and sign-up to Facebook <br />fan group<br />
    53. 53. It worked!<br />Surf PR collects “Best Use of Social Media” award <br />at The Travel Awards 2009<br />
    54. 54. Why it worked…<br /><ul><li>We took an integrated approach
    55. 55. We were responsive
    56. 56. We didn’t spam customers or baffle them with sales speak
    57. 57. Content placement strategy was timely
    58. 58. Be well connected
    59. 59. All content fully optimised
    60. 60. Be proactive</li></li></ul><li>Continuing the journey<br />‘My Adventures’ launched July 2009<br />Fully-integrated into its popular website<br />
    61. 61. Continuing the journey<br />Objectives:<br /><ul><li>Make choosing a trip easier
    62. 62. Enhance the holiday experience
    63. 63. Enables clients and prospective clients to share information
    64. 64. Basis for making informed decisions
    65. 65. Especially useful for solos and families
    66. 66. Opportunity to ‘meet’ other members of their tour group before departure
    67. 67. Maintain contact/friendship post-travel
    68. 68. Build trust</li></li></ul><li>In other words<br />‘Our customers love meeting the other people on their trip before they go. The holiday does not start with and finish at the airport. There is so much anticipation and excitement pre-trip and we want our customers to enjoy this and stay in contact with their new friends on their return.’<br />James Ingham, Marketing Manager<br />The Adventure Company<br />
    69. 69. How it works<br /><ul><li>Platform for customers to interact
    70. 70. Blogs and reviews
    71. 71. Live chat - real time interaction
    72. 72. Post pictures - with a £500 discount prize competition
    73. 73. Expert tour guides and staff answer questions, too
    74. 74. Favourites - customer wish list</li></li></ul><li>Typical content<br />“We have used The Adventure Company twice so far, South Africa in 2007 and Namibia in 2008<br />“The guides in South Africa were great. Ruben with his knowledge of snakes and Hendrick with his knowledge of birds made the travel interesting.”<br />
    75. 75. Typical content<br />I just wanted to let you know about the great trip we had on the Delta to Victoria Falls tour……”<br />
    76. 76. Results<br /><ul><li>400 customers signed up in first week
    77. 77. 2050 customers now signed up
    78. 78. In the last two weeks: 72 photos, two blogs posted, 42 new users and 46 profile amends</li></li></ul><li>Results - the $64,000 question:How many bookings does it generate?<br />‘We know it’s important to communicate impartially with what our customers are saying. People place far more value on other passengers’ real experiences than company statements nowadays, which is why every comment and image from My Adventures goes straight onto the trip page – good or bad (bad ones are answered)<br />‘We know between 5% and 8% of passengers who book visit one of our social media sites as part of their booking process.’<br />James Ingham<br />Marketing Manager<br />The Adventure Company <br />
    79. 79. Future development<br /><ul><li>Further bringing booked clients together
    80. 80. passenger platform so booked pax can meet each other
    81. 81. customers thinking of booking can see what’s being said
    82. 82. promoted on pre-and post-trip communications
    83. 83. link in other features to give ideas for next trip
    84. 84. Encouraging repeat bookings by helping clients manage their </li></ul> holidays<br />
    85. 85. Making social networks work for your brand<br />a CIMTIG presentation with:<br />Geoff Saltmarsh <br />Surf Public Relations<br />Online PR for the travel industry<br /><br />Gary Grieve <br />Capela Travel Training<br />Marketing courses for travel professionals<br /><br />
    86. 86. Forthcoming CIMTIG events - all welcome<br />15 Mar –Travel Marketing Awards<br />Recognising marketing excellence in the travel industry<br />26 Apr – Digital Marketing Seminar<br />Networking seminar moderated by Kevin May of Tnooz<br />CIMTIG exists to support the CIM vision by promoting, enhancing and facilitating the knowledge and practice of marketing within the UK travel industry.<br />
    87. 87. Any questions?<br />Gary Grieve <br />Capela Travel Training<br />Geoff Saltmarsh <br />Surf Public Relations<br />Rebecca Genin<br />Surf Public Relations<br />