Social media innovators Digital Visitor's presentation from the Travel Distribution Summit Europe, held on 10-11 May 2011 in London. Organised by the Eye for Travel team, the Travel Distribution Summit Europe is the biggest meeting place for online travel and distribution experts in the world. Our Managing Director, Anthony Rawlins, joined an expert panel as part of the keynote session "Show me the money! What are the Elements of a Successful Social Media Strategy?" To find out more, visit www.digitalvisitor.com

1. What are the elements of a
successful social media strategy?
Anthony Rawlins Digital Visitor

2. Agenda
About us
Onsite social media
Why develop your onsite social
media presence?
Stats
How to implement your onsite
strategy
Case study
Do’s and Don’t’s
Summary

3. About us
Social media agency
social media software and services
Created 200+ social media solutions globally
Deliver increased traffic, enquires, business, loyalty...
Clients include:

4. Elements of a successful
social media strategy
There are 2 - Both required to
maximise the benefits of social Onsite + Offsite
media
Most companies concentrate on = Social Media
Offsite
Onsite has longer term benefits
success
and more measurable ROI
Your own onsite social media
should be at the core of your
social media strategy

5. Why develop your onsite
social media presence?
Huge benefits…
Double browsing time on your site
Reduce time on competitor sites
Provide authentic and engaging information
Increase conversions
You control the content
Drive your OFFSITE strategy with your ONSITE content. Share your content
with 300+ social media sites through Facebook Connect, Twitter etc…
An investment, Longer term benefits and marketing opportunities
Your onsite social media should be at the core of your social media
activities

6. Some stats
Positive content on offsite channels – 63-67%
On your own channel = 80-90%
Drive 2.5 x your Facebook fans to your site with engaging daily content
(average)
One organic visitor per month per review
Double the browsing time on your site.
Invest in your onsite social media now to make your strategy last beyond
6 years – not just for 6 months.

7. Your onsite social media strategy

8. Case study
Online community for
Voyages Jules Verne
Group travel over 55s
Share reviews, videos,
albums
online feedback and
rating
Staff profiles
Direct to booking pages
www.vjvlounge.com

9. Results so far
Launched in August
2010
1200 photos
75 videos
1200 members
Doubled browsing
time, additional
3.5m+

10. Our findings
Delivering communities and review
solutions for 4 years
About to launch 3rd generation of
our contribution and community
solutions
In the development we analysed
successes of different functions and
features
Implemented these changes in the
3rd generation - VR3
And here is what we discovered…

11. Our findings – Don’t’s
Overcomplicate your
functionality. A lot of sizzle and
no sausage
Make sure the function your
deliver will provide benefit
For example friends– exist to
create common interest – this is
already there under your brand
Groups – as above
Long registration
Strict upload procedures

12. Our findings – Do’s
Reference all content against your
products for maximum benefit.
Allow visitors to contribute
whatever they like
A review, a video, photos, a
discussion, a dream itinerary?
Comments / Discussions – a
dilemma. The solution =
contribute
No community is an island. Share.
Good content drives 2.5x face
book fan size to your site per
month
Incentivise for the content you
want

16. Take homes
Consider the longer term strategy
for your social media
Don’t re-invent the wheel – many
companies are trying to do this
with little success.
Power of SM yet to be realised,
don’t put all your eggs in one
basket
Don’t overcomplicate your own
community – the biggest
organisations have been tripped
up by this.

17. Thank you for your time
Any questions?
visit us at stand 30
or email me at anthony@digitalvisitor.com