Best use of Social Media


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Award winning social media campaign from Surf PR, specialist online PR agency for travel and lifestyle brands, for The Adventure Company

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Best use of Social Media

  1. 1. Surf Public Relations’ Best Use of Social Media Campaign for The Adventure Company “Creating an online Adventure community”
  2. 2. Geoff Saltmarsh Managing Director Surf Public Relations
  3. 3. Social networking: Big deal? YES!
  4. 4. Social networking: Big deal because… • Two-thirds of the global internet population visits social networks • Visiting social sites is now the 4th most popular online activity • Time spent on social networks is growing at three times the overall internet rate • It’s like word of mouth - only BIGGER • If Facebook were a country, it would be the world’s fourth-largest • The tools are FREE
  5. 5. Our brief To create an online community for one of the UK’s leading adventure holiday operators Targets: Active and adventurous travellers, solos and couples, as well as families
  6. 6. We set out to … Create and manage dynamic social media Interactive blog spots and forums to: • Establish and unite a large online customer community …..which would in turn: • Raise the client’s profile • Increase web traffic • Inspire people to book online • Bring the company closer to its customers • Encourage clients to talk about their experiences • Create noise and excitement about the range of holidays
  7. 7. The thinking behind it • Given the right forum, adventure travellers would want to engage • They’re probably already into social network sites - we want to get them together as one big happy family • Not to bombard them with deals - but listen to what they are chatting about and asking
  8. 8. The overriding philosophy Create a three-way content and communication network to: • Invite (and manage) postings from fans and encourage them to share experiences • Respond to what they are chatting about - give them factual news and information • Create forums where customers and The Adventure Company can talk to each other
  9. 9. So what did we do? Designed and developed social media channels to meet these objectives: • Facebook page/wall/discussion board/daily status updates • Blog • MySpace • Travelpod • Flickr • Twitter (also to maintain daily status updates with other users, including media) • YouTube page - to host fan and staff video
  10. 10. Resulting in … • A successful and compelling network of media forums and pages supporting the brand • Harnessed the interest, loyalty - and power - of a growing community of existing and potential customers, all with a passion for adventure travel • Creation of a platform from which to talk to customers, give them daily news and updates and drive online sales conversions • Facebook fans now number 1,994 • 1,000 Twitter followers • We received at least two new customer travel diaries, photos video reports and blogs every week • So successful that The Adventure Company has launched its own online community “My Adventures”
  11. 11. Some examples Blogs and social media forums Facebook page: The heart of our buzzing community, fans come here to post pictures and videos, discuss trips, ask staff questions, and meet friends before they go.
  12. 12. Some examples Blogger: Our main blog interface comprises customer and tour guides/experts blogs, guestbooks, photos and travel diaries.
  13. 13. Some examples MySpace: This lively page encapsulates the ‘authentic travel adventure’ ethos of The Adventure Company. Traditional music backs pictures of some of their most exciting destinations. The blog is also hosted here. A great way of showcasing the community to those creative types within social media
  14. 14. Some examples Travelpod: The TAC Blog is hosted here too in order to create an online travel diary for fans and invite comment and contributions from other travellers. We also post our latest press releases on their busy forums.
  15. 15. Some examples Flickr: Two groups - one for destination pictures and one for fans to submit their own pictures. Useful for amateur adventure photographers and professionals to upload and showcase their work. Led to a photo competition being launched on our own social media pages and on the official website.
  16. 16. Some examples YouTube page: Our own YouTube channel, which allows us to host our own videos and video content submitted by customers. This page is also linked via hosted videos on our other social media pages.
  17. 17. Some examples Active online community: • Mount Everest Photo Diary posted by a Facebook fan • Solo travellers’ postings inspire others to take similar trips • Families’ personal reviews stimulate ideas for other families choosing a trip • 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 • 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
  18. 18. Some examples Promoting social media Links to all our blogs were then featured in the monthly TAC e-Newsletter, which further generated activity, submission of blogs and photo diaries and sign-up to Facebook fan group
  19. 19. Some examples Twitter We send daily updates from TAC and Surf PR regarding activity within the company, community and fans
  20. 20. Why it works… • We take an integrated approach • We are responsive • We don’t spam customers or baffle them with sales speak • Content placement strategy is timely • Be well connected • All content is fully optimised • Be proactive
  21. 21. Top tips for you • Be savvy about social media - learn to judge where your brand will be welcome (or not!) • Don’t let negative reviews get out of hand - engage with any unhappy clients • Speak their language: Talk the same language that the community is using. Or hire someone who does
  22. 22. Thank-you!