Cimtig TAC Presentation


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Presentation made by Surf PR in Cimtig theatre at Travel Technology Europe 2009

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Cimtig TAC Presentation

  1. 1. <ul><li>Geoff Saltmarsh </li></ul><ul><li>Managing Director </li></ul><ul><li>Surf Public Relations </li></ul>
  2. 8. Our brief <ul><li>To create an online community for one of the UK’s leading </li></ul><ul><li>adventure holiday operators </li></ul><ul><li>Targets: Active and adventurous travellers, solos and couples, as </li></ul><ul><li>well as families </li></ul>
  3. 9. We set out to … <ul><li>Create and manage dynamic social </li></ul><ul><li>media Interactive blog spots and forums to: </li></ul><ul><li>Establish and unite a large online customer community </li></ul><ul><ul><li>… ..which would in turn: </li></ul></ul><ul><li>Raise the client’s profile </li></ul><ul><li>Increase web traffic </li></ul><ul><li>Inspire people to book online </li></ul><ul><li>Bring the company closer to its customers </li></ul><ul><li>Encourage clients to talk about their experiences </li></ul><ul><li>Create noise and excitement about the range of holidays </li></ul>
  4. 10. The thinking behind it <ul><li>Given the right forum, adventure travellers would want to engage </li></ul><ul><li>They’re probably already into social network sites - we want to get them together as one big happy family </li></ul><ul><li>Not to bombard them with deals - but listen to what they are chatting about and asking </li></ul>
  5. 11. The overriding philosophy <ul><li>Create a three-way content and </li></ul><ul><li>communication network to: </li></ul><ul><li>Invite (and manage) postings from fans and encourage them to share experiences </li></ul><ul><li>Respond to what they are chatting about - give them factual news and information </li></ul><ul><li>Create forums where customers and The Adventure Company can talk to each other </li></ul>
  6. 12. So what did we do? <ul><li>Designed and developed social media </li></ul><ul><li>channels to meet these objectives: </li></ul><ul><li>Facebook page/wall/discussion board/daily status updates </li></ul><ul><li>Blog </li></ul><ul><li>MySpace </li></ul><ul><li>Travelpod </li></ul><ul><li>Flickr </li></ul><ul><li>Twitter (also to maintain daily status updates with other users, including media) </li></ul><ul><li>YouTube page - to host fan and staff video </li></ul>
  7. 13. Resulting in … <ul><li>A successful and compelling network of media forums and pages supporting the brand </li></ul><ul><li>Harnessed the interest, loyalty - and power - of a growing community of existing and potential customers, all with a passion for adventure travel </li></ul><ul><li>Creation of a platform from which to talk to customers, give them daily news and updates and drive online sales conversions </li></ul><ul><li>Facebook fans went from 200 to 2,249 </li></ul><ul><li>1,152 Twitter followers </li></ul><ul><li>We received at least two new customer travel diaries, photos video reports and blogs every week </li></ul>
  8. 14. Some examples <ul><li>Blogs and social media forums </li></ul><ul><li>Facebook page: The heart of our buzzing community, fans come </li></ul><ul><li>here to post pictures and videos, discuss trips, ask staff questions, </li></ul><ul><li>and meet friends before they go. </li></ul>
  9. 15. Some examples <ul><li>Flickr: Two groups - one for destination pictures and one for fans </li></ul><ul><li>to submit their own pictures. Useful for amateur adventure </li></ul><ul><li>photographers and professionals to upload and showcase their </li></ul><ul><li>work. Led to a photo competition being launched on our own </li></ul><ul><li>social media pages and on the official website. </li></ul>
  10. 16. Some examples <ul><li>YouTube page: Our own YouTube channel, which allows us to </li></ul><ul><li>host our own videos and video content submitted by customers. </li></ul><ul><li>This page is also linked via hosted videos on our other social </li></ul><ul><li>media pages. </li></ul>
  11. 17. Some examples <ul><li>Active online community: </li></ul><ul><li>Mount Everest Photo Diary posted by a Facebook fan </li></ul><ul><li>Solo travellers’ postings inspire others to take similar trips </li></ul><ul><li>Families’ personal reviews stimulate ideas for other families choosing a trip </li></ul><ul><li>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 </li></ul><ul><li>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 </li></ul>
  12. 18. Some examples <ul><li>Promoting social media </li></ul><ul><li>Links to all our blogs were then </li></ul><ul><li>featured in the monthly TAC </li></ul><ul><li>e-Newsletter, which further </li></ul><ul><li>generated activity, submission </li></ul><ul><li>of blogs and photo diaries </li></ul><ul><li>and sign-up to Facebook </li></ul><ul><li>fan group </li></ul>
  13. 19. It worked! <ul><li>Surf PR collects “Best Use of Social Media’ award </li></ul><ul><li>at The Travel Awards 2009 </li></ul>
  14. 20. Why it worked… <ul><li>We took an integrated approach </li></ul><ul><li>We were responsive </li></ul><ul><li>We didn’t spam customers or baffle them with sales speak </li></ul><ul><li>Content placement strategy was timely </li></ul><ul><li>Be well connected </li></ul><ul><li>All content fully optimised </li></ul><ul><li>Be proactive </li></ul>
  15. 21. Continuing the journey <ul><li>‘ My Adventures’ launched July 2009 </li></ul><ul><li>Fully-integrated into its popular website </li></ul>
  16. 22. Continuing the journey <ul><li>Objectives: </li></ul><ul><li>Make choosing a trip easier </li></ul><ul><li>Enhance the holiday experience </li></ul><ul><li>Enables clients and prospective clients to share information </li></ul><ul><li>Basis for making informed decisions </li></ul><ul><li>Especially useful for solos and families </li></ul><ul><li>Opportunity to ‘meet’ other members of their tour group before departure </li></ul><ul><li>Maintain contact/friendship post-travel </li></ul><ul><li>Build trust </li></ul>
  17. 23. In other words <ul><li>‘” 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 </li></ul><ul><li>pre-trip and we want our customers to enjoy this and stay in contact with their new friends on their return.’ </li></ul><ul><ul><ul><li>James Ingham, Marketing Manager </li></ul></ul></ul><ul><ul><ul><li>The Adventure Company </li></ul></ul></ul>
  18. 24. How it works <ul><li>Platform for customers to interact </li></ul><ul><li>Blogs and reviews </li></ul><ul><li>Live chat - real time interaction </li></ul><ul><li>Post pictures - with a £500 discount prize competition </li></ul><ul><li>Expert tour guides and staff answer questions, too </li></ul><ul><li>Favourites - customer wish list </li></ul>
  19. 25. Typical content <ul><li>“ We have used The Adventure Company twice so far, South Africa in 2007 and Namibia in 2008 </li></ul><ul><li>“ The guides in South Africa were great. Ruben with his knowledge of snakes and Hendrick with his knowledge of birds made the travel interesting.” </li></ul>
  20. 26. Typical content <ul><li>I just wanted to let you know about the great trip we had on the Delta to Victoria Falls tour……” </li></ul>
  21. 27. Results <ul><li>400 customers signed up in first week </li></ul><ul><li>2050 customers now signed up </li></ul><ul><li>In the last two weeks: 72 photos, two blogs posted, 42 new users and 46 profile amends </li></ul>
  22. 28. Results - the $64,000 question: How many bookings does it generate? <ul><li>‘ 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) </li></ul><ul><li>‘ We know between 5% and 8% of passengers who book visit one of our social media sites as part of their booking process.’ </li></ul><ul><li>James Ingham </li></ul><ul><li>Marketing Manager </li></ul><ul><li>The Adventure Company </li></ul>
  23. 29. Future development <ul><li>Further bringing booked clients together </li></ul><ul><ul><li>passenger platform so booked pax can meet each other </li></ul></ul><ul><ul><li>customers thinking of booking can see what’s being said </li></ul></ul><ul><ul><li>promoted on pre-and post-trip communications </li></ul></ul><ul><ul><li>link in other features to give ideas for next trip </li></ul></ul><ul><li>Encouraging repeat bookings by helping clients manage their </li></ul><ul><li>holidays </li></ul>