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Passport to Social Media  23-25 September, 2011 PortAventura, Spain 							Adrian Johnson 			@adrian_johnson 			@Umpf
summary Plenary session ,[object Object]
Debunking social media myths
How big is social media?
Travel social media campaignsWorkshops ,[object Object]
Setting a social media strategy
Social media toolkit
Setting up – the basics
Free social media tools you can use tomorrow ,[object Object]
What is social media?
What is social media?
What is social media?
What is social media? We don’t have a  choice whether we do social media;  the question is  how well we do it. Erik Qualman
Social media myths #1 Isn’t it a bit of a fad? It’s not really that popular 1bn+ est. no of  global social  media users
Social media myths #1 Isn’t it a bit of a fad? It’s not really that popular Time taken to reach 50 million listeners/viewers/accounts 		It took radio 38 years to reach 50m.  		Terrestrial TV took 13 years to reach 50m.  		The internet took four years to reach 50m.  				In less than nine months, Facebook 				added 100 million users. Source: http://econsultancy.com/uk/blog/4402-20+-more-mind-blowing-social-media-statistics
Social media myths Sep 2011 survey of Chief Marketing Directors in USA What % of marketing budget will be spent on social media? 2016: 17.5% 2012: 10.1% 2011: 7.1% Source: http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=157965&nid=130703
Social media myths #2 But I’m too old / my customers are too old / it’s just for teenagers 74+ 50+ 74+ yr-olds are fastest-growing  social network demographic  16 Dec 2010. Pew Research Center's Internet &  American Life Project 50+ yr-olds the fastest-growing  Facebook demographic  Apr 2009- May 2010. Pew Research Center's Internet &  American Life Project
Social media myths #3 If I open my business to social media, I’ll get publically criticised Customers are already  complaining about you  (and complementing you)  in blogs, forums, reviews,  on Twitter/ Facebook, etc
Social media myths #3 If I open my business to social media, I’ll get publically criticised ,[object Object]
Chance to turn disgruntled into satisfied customers
Use feedback to improve service
Worse thing to do = do nothing,[object Object]
Social media myths 5-fold #4 It’s a waste of money / there’s no measurable ROI increase in sales of Blendtec blenders following low-cost  YouTube stunt. Videos of Blendtec’s CEO blending  everyday objects become YouTube  sensation.
Social media myths #4 It’s a waste of money / there’s no measurable ROI Look beyond sales. Think,
Social media myths #4 It’s a waste of money / there’s no measurable ROI Finally. Social media’s influence  on search results is growing. Google/Bing layer social  on search ie social media  increases online visibility.
How big? 100m 750m active  global Twitter users  8 Sep 2011. Twitter.com estimated UK  Twitter users  6 Sep 2011. Umpf active global  Facebook users  6 July 2011. Facebook.com active  UK  Facebook users 3 Mar 2011. Facebook Europe VP c15m 30m
How big? 218% 9m growth in Tumblr  users to 13.4m in  2011. Tumblr fall in Google+ use Jul-Sep 2011.  Guardian Instagram users, 200m photos, 4 employees. Instagram growth at Foursquare  in 2010 to 6m users. Foursquare -41% 3400%
How big?
How big?
How big?
How big? Source: http://www.socialnomics.net/
Travel social media campaigns
A tale of two airports December’s big freeze caused travel chaos Airports were hit with record snow falls Media latched on to Gatwick and Heathrow
A tale of two airports Gatwick received more positive coverage Yes, Gatwick invested in equipment But, Gatwick launched social media customer  services offensive:
A tale of two airports Gatwick received more positive coverage Yes, Gatwick invested in equipment But, Gatwick launched social media customer  services offensive:  ,[object Object]
Published Twitter a/c on website/all press info
Created public Twitter list of airlines
Twitter manned 20 hours/day,[object Object]
Followers inc from 4k to 18k
Twitter info reached 4m/day
RTd by BBC, Channel4, Channel5 , Sky
Positive sentiment outweighed negative
Timely, up-to-date, informative, responsive,[object Object]
KLM – gifting ,[object Object]
‘Making of’ video  = 160,000  views

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TTA Worldchoice: Passport to social media

  • 1. Passport to Social Media 23-25 September, 2011 PortAventura, Spain Adrian Johnson @adrian_johnson @Umpf
  • 2.
  • 4. How big is social media?
  • 5.
  • 6. Setting a social media strategy
  • 8. Setting up – the basics
  • 9.
  • 10. What is social media?
  • 11. What is social media?
  • 12. What is social media?
  • 13. What is social media? We don’t have a choice whether we do social media; the question is how well we do it. Erik Qualman
  • 14. Social media myths #1 Isn’t it a bit of a fad? It’s not really that popular 1bn+ est. no of global social media users
  • 15. Social media myths #1 Isn’t it a bit of a fad? It’s not really that popular Time taken to reach 50 million listeners/viewers/accounts It took radio 38 years to reach 50m. Terrestrial TV took 13 years to reach 50m. The internet took four years to reach 50m. In less than nine months, Facebook added 100 million users. Source: http://econsultancy.com/uk/blog/4402-20+-more-mind-blowing-social-media-statistics
  • 16. Social media myths Sep 2011 survey of Chief Marketing Directors in USA What % of marketing budget will be spent on social media? 2016: 17.5% 2012: 10.1% 2011: 7.1% Source: http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=157965&nid=130703
  • 17. Social media myths #2 But I’m too old / my customers are too old / it’s just for teenagers 74+ 50+ 74+ yr-olds are fastest-growing social network demographic 16 Dec 2010. Pew Research Center's Internet & American Life Project 50+ yr-olds the fastest-growing Facebook demographic Apr 2009- May 2010. Pew Research Center's Internet & American Life Project
  • 18. Social media myths #3 If I open my business to social media, I’ll get publically criticised Customers are already complaining about you (and complementing you) in blogs, forums, reviews, on Twitter/ Facebook, etc
  • 19.
  • 20. Chance to turn disgruntled into satisfied customers
  • 21. Use feedback to improve service
  • 22.
  • 23. Social media myths 5-fold #4 It’s a waste of money / there’s no measurable ROI increase in sales of Blendtec blenders following low-cost YouTube stunt. Videos of Blendtec’s CEO blending everyday objects become YouTube sensation.
  • 24. Social media myths #4 It’s a waste of money / there’s no measurable ROI Look beyond sales. Think,
  • 25. Social media myths #4 It’s a waste of money / there’s no measurable ROI Finally. Social media’s influence on search results is growing. Google/Bing layer social on search ie social media increases online visibility.
  • 26. How big? 100m 750m active global Twitter users 8 Sep 2011. Twitter.com estimated UK Twitter users 6 Sep 2011. Umpf active global Facebook users 6 July 2011. Facebook.com active UK Facebook users 3 Mar 2011. Facebook Europe VP c15m 30m
  • 27. How big? 218% 9m growth in Tumblr users to 13.4m in 2011. Tumblr fall in Google+ use Jul-Sep 2011. Guardian Instagram users, 200m photos, 4 employees. Instagram growth at Foursquare in 2010 to 6m users. Foursquare -41% 3400%
  • 31. How big? Source: http://www.socialnomics.net/
  • 32. Travel social media campaigns
  • 33. A tale of two airports December’s big freeze caused travel chaos Airports were hit with record snow falls Media latched on to Gatwick and Heathrow
  • 34. A tale of two airports Gatwick received more positive coverage Yes, Gatwick invested in equipment But, Gatwick launched social media customer services offensive:
  • 35.
  • 36. Published Twitter a/c on website/all press info
  • 37. Created public Twitter list of airlines
  • 38.
  • 39. Followers inc from 4k to 18k
  • 41. RTd by BBC, Channel4, Channel5 , Sky
  • 43.
  • 44.
  • 45. ‘Making of’ video = 160,000 views
  • 46.
  • 47.
  • 51. 1st monthly comp = 3,000 images
  • 52.
  • 54. Now a speaker “United Breaks Guitars:How Social Media Has Changed Customer Service Forever”
  • 55. Tourism Queensland 12 Jan 2009, a press ad launches:
  • 56. Tourism Queensland 12 Jan 2009, a press ad launches:
  • 57. Tourism Queensland Press & PR launched it Social media harnessed it 34,684 video applications from 197 countries 475,000 votes 8.5m web hits / 55m page views / av 8.22 mins 378,735 Facebook referrals to islandreefjob.com Facebook fans inc from 2,356 to 7,196 24,782 Twitter referrals to islandreefjob.com Twitter followers inc from 335 to 5,302 610 hours of YouTube user-generated content Overall PR value: AUD$398million
  • 58. Tourism Australia TA launched ‘There’s nothing like Australia’ AUS$150m ad campaign nothinglikeaustralia.com Spoof site nothinglikeaustralia.net Images spread virally on Twitter, FB, Flickr, etc
  • 64. Wrap-up Social media It’s no fad. With or without you, consumers are already talking about you. Companies around the world, in every sector, are using social media to: Engage with audiences new & old Build brand awareness Develop trust Improve their rankings on search engines ...and drive sales
  • 65. Thank you for listening. Social media. With a bit more To share this presentation or view again, visit: bit.ly/ttasocialmedia Questions?Email me: adrian@umpf.co.uk @adrian_johnson @Umpf
  • 66. Presentation image credits http://theangelicious.blogspot.com/ http://www.slideshare.net/oursocialtimes/smm11-bmibaby-case-study-using-location-based-networks-to-inspire-customer-loyalty-engagement http://www.socialnomics.net/the-book/ http://www.youtube.com/user/Socialnomics09 http://www.iconarchive.com/show/blue-jeans-social-media-icons-by-mysitemyway/twitter-bird-3-icon.html http://upload.wikimedia.org/wikipedia/en/f/fb/Soc-net-paten-growth-chart.png http://www.wordle.net http://davidroberts1992.wordpress.com/2011/03/23/media-studies-%E2%80%93-television-broadcaster-or-narrowcaster/ http://blogs.mcall.com/.a/6a00d8341c4fe353ef01347fa928e2970c-popup http://www.justaskcarl.co.uk/contact_us.html http://t1.gstatic.com/images?q=tbn:ANd9GcSD2JmhMqvKa-JkoyQXDRhf15jOECQSUs2IezaWjxWRBUV5XgmB http://writingfromscratch.com/wp-content/uploads/2009/09/McDonalds.png http://www.topnews.in/files/dell-logo_1.jpg http://regmedia.co.uk/2010/04/05/ipad_blend1.jpg http://www.yourlogoresources.com/tumblr-logo/ http://www.gray-dawes.co.uk/media/Call%20Us%20Try%20Us/Tick-blue.jpg http://blogs.channel4.com/snowblog/files/2010/12/22_gatwicksnow_w.jpg http://adsoftheworld.com/files/images/queenslandad.jpg Bmibaby and Gatwick case studies courtesy of their social media agency The Rabbit Agency http://www.therabbitagency.com/