Targeting travel audiences
with social media
creating communities, audience
mapping and targeting online influencers
The S...
Surf PR
• Online PR & social media agency
• Travel & leisure industry specialists
• Sister agency to The Saltmarsh Partner...
Surf clients
Targeting travel audiences
with social media
Three key elements:
1.Establishing a presence
2.Building connections – your c...
Establishing a presence
• Choose your permanent social platforms
– Where are your audiences?
– What are your primary goals...
Establishing a presence
• Construct your social media identity
– Claim your brand name/support your URL
– Decide on tone o...
Establishing a presence
• Signpost platforms
• Integrate with other marketing activities
• Feed areas into one another
Building connections (your
community)
Targeting travel influencers
• Bring media relations into Twitter
• “Travel” too broad a topic for individual
bloggers/ tw...
Building connections –
targeting activity
Targeted content:
Discover Dominica – in a minute
Creating conversations
Invite participation
Creating conversations
Creating conversations
Mum bloggers
Celtic Haven trip Nov 2010
• 4 bloggers & families
Noise generated:
• Over 90 tweets
•...
Engagement tips
• Observe platform
etiquette
• Don’t spam
• Flattery works!
• Offer incentives
• Use Twitter lists
• Make ...
Case study
Norway to take ownership of
Northern Lights
Key elements
• The unique
nature of
Northern Nights
• Reflect Norway
brand
• Emotive
• Simplicity
• Organic
The ‘viral’ element - less is…more
• Simple
• Easy to use
• Experiential
• Enjoyable
• Engaging
• Magical
My Northern Lights
My Northern Lights
http://www.visitnorway.com/mynorthernlights
My Northern Lights 2009/10
http://www.visitnorway.com/mynorthernlights
My Northern Lights 2010/11
If you build it, they will come…
Site traffic – Year 1
Site traffic – Year 2
Global campaign
Local tactics
Year 1 tactics
Year 2 tactics
Blogging platform
Permanent flexible
platforms
Ongoing dialogue
Buy-in
Manpower
Technical skills
Access
Integration
Local
specialist
knowled...
Results – traffic, combined
global totals
- More than 470,000
unique visitors
- More than 2.9 Million
page views
-2 minute...
Rebecca Genin
http://uk.linkedin.com/in/rebeccagenin
Thank you!
@Surfpr
Surfpr.co.uk
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Targeting Travel Audiences with Social Media

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Presentation given to Social Media Library Travel Conference by Surf PR, March 2011

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  • designed to appeal to nature lovers / experiential travellers
    imprint a vivid visual and sensory impression of the Dominica product
    More than 4,500 YouTube views
    Good pick up with eco travel blogs
  • Love Guernsey – totally inclusive / pitched at local community & past visitors
    Launched 8 days ago
  • Facebook competitions generate new “likes” and e-news letter sign up
    Northern Norway postcard models campaign – real people seeking extraordinary adventure - 3,192 FB Fans – friends voted on entry
  • IN 2009, Norway has a vision to take ownership of Northern Lights
    Position as the ultimate destination to experience the fascinating natural phenomenon
    International team was asked to develop a pan-European social media marketing
    to campaign to raise the profile of Norway
    And attract more tourists to Norway using Northern Lights as the hook
  • Visit Norway developed the brief based on 5 Key Elements:
    The Unique Nature of Northern Lights
    Vistit Norway Brand Values – Fresh, Friendly, Genuine and Innovative
    Emotional connection and association
    Something Simple and Honest
    A Viral that is organic, with no forced mechanic
  • To achieve an international appeal, we need something universal that crossed boundries
    No language barrier
    No cultural barrier
    Everyone can do it and enjoy it
    Something personal and engaging
  • The technical aspect of the micro site
  • 5 international markets initially
    UK, Norway, Sweden, Germany, France
    US and Russia joined campaign at a later date
  • Y2 Developments
    Speeded up page loading
    Created better navigation to product information pages
    Added a competition element
  • Ranks well in Google search
    Included advertising
    Referral traffic has an impact on bounce rate – preview factor
  • Removed themed twitter feeds
    Consolidated activity to core VisitNorway social media platforms
  • Targeting Travel Audiences with Social Media

    1. 1. Targeting travel audiences with social media creating communities, audience mapping and targeting online influencers The Social Media Academy – Social Media in Travel Conference March 15, 2011
    2. 2. Surf PR • Online PR & social media agency • Travel & leisure industry specialists • Sister agency to The Saltmarsh Partnership • Core activities include: – Social media strategy – Platform & content development – community management/ engagement • Bespoke, integrated campaigns combining PR with SEO & traffic generation
    3. 3. Surf clients
    4. 4. Targeting travel audiences with social media Three key elements: 1.Establishing a presence 2.Building connections – your community 3.Creating conversations 4.Case study – VisitNorway
    5. 5. Establishing a presence • Choose your permanent social platforms – Where are your audiences? – What are your primary goals – CRM, PR, SEO, Traffic?
    6. 6. Establishing a presence • Construct your social media identity – Claim your brand name/support your URL – Decide on tone of voice – Be consistent across platforms – Optimise profile information
    7. 7. Establishing a presence • Signpost platforms • Integrate with other marketing activities • Feed areas into one another
    8. 8. Building connections (your community)
    9. 9. Targeting travel influencers • Bring media relations into Twitter • “Travel” too broad a topic for individual bloggers/ tweeters • Focus in on specialisms e.g. “Eco travel”, “ski”, “walking” etc. • Treat all influencers with equal respect
    10. 10. Building connections – targeting activity
    11. 11. Targeted content: Discover Dominica – in a minute
    12. 12. Creating conversations Invite participation
    13. 13. Creating conversations
    14. 14. Creating conversations Mum bloggers Celtic Haven trip Nov 2010 • 4 bloggers & families Noise generated: • Over 90 tweets • 12 individual blog posts on 6 sites • 1 TripAdvisor review • Video & photo content created • Multiple back links created • Coverage still prominent in Google search
    15. 15. Engagement tips • Observe platform etiquette • Don’t spam • Flattery works! • Offer incentives • Use Twitter lists • Make campaigns topical, useful, targeted, fun…
    16. 16. Case study
    17. 17. Norway to take ownership of Northern Lights
    18. 18. Key elements • The unique nature of Northern Nights • Reflect Norway brand • Emotive • Simplicity • Organic
    19. 19. The ‘viral’ element - less is…more • Simple • Easy to use • Experiential • Enjoyable • Engaging • Magical
    20. 20. My Northern Lights
    21. 21. My Northern Lights
    22. 22. http://www.visitnorway.com/mynorthernlights My Northern Lights 2009/10
    23. 23. http://www.visitnorway.com/mynorthernlights My Northern Lights 2010/11
    24. 24. If you build it, they will come…
    25. 25. Site traffic – Year 1
    26. 26. Site traffic – Year 2
    27. 27. Global campaign Local tactics
    28. 28. Year 1 tactics
    29. 29. Year 2 tactics
    30. 30. Blogging platform
    31. 31. Permanent flexible platforms Ongoing dialogue Buy-in Manpower Technical skills Access Integration Local specialist knowledge Tools – the essentials:
    32. 32. Results – traffic, combined global totals - More than 470,000 unique visitors - More than 2.9 Million page views -2 minutes spent on site - 16 per cent bounce rate - 28,839 lights created & saved
    33. 33. Rebecca Genin http://uk.linkedin.com/in/rebeccagenin
    34. 34. Thank you! @Surfpr Surfpr.co.uk

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