How Social Media revolutionized the way we travel ? What are Social Media Best Practices? 4 top tips for maximizing your presence on the top Social Networks . What is Social Media ROI and how to calculate your return?
The Role of Taxonomy and Ontology in Semantic Layers - Heather Hedden.pdf
Social Media for Travel & Tourism: Maximise ROI
1. Welcome to
today s
today’s webinar
You are currently on
MUTE and will not hear
anything until we begin.
Ask us anything you like in
the chat box in your
GoToWebinar control
panel.
4. Who is TA Fastrack?
Established in 2002
Offices in Sydney Brisbane Auckland
Sydney, Brisbane,
Australia s
Australia’s leading travel and tourism Digital
Marketing agency
Official members marketing service to the
members of AAOA and ARAMA
Over 150 years of combined experience
6. What you will learn today
How Social Media revolutionized the
way we travel
Social Media Best Practices
Best tips of maximizing your presence
on the top travel Social Networks
How to calculate your Social Media
ROI
8. 700/second
# of FACEBOOK 1 hour/second
status updates Of video uploaded
to YOUTUBE
1000/minute
# of NEW visitors
on PINTEREST
600/second
# of TWEETS
9. 3x more time spent with
social media th email
i l di than il
21. Best Practices Matter
Content is King
DO create strong content. If you don’t have anything important to say or
information of value to deliver, you won’t achieve engagement with users.
Don't make social media just a platform to promote your product. Let your
customers promote the product and use social media to promote your customers.
Listen and Engage
Do listen and engage with your audience everyday. They want you to talk
with th
ith them b t not at them.
but t t th
Don't avoid customer complaints or gripes. One or two unanswered
negative comments can leave a huge impression on your prospective
customers, not just the person who's p
, j p posting that comment.
g
Build Social Relationships through Communication
DO focus on social communication as equally as you focus on strong content.
Facebook and Twitter are more communication engines than content engines.
Don't assume that just because a consumer "likes your brand" that they're
interacting with you. You have to continue to build that relationship and turn that
"Like" into Love.
Like Love
22. The Social Media Business Equation
Best Practices Matter
Content
strategy is a
map for
map for
turning your
social media
i l di
into business
success
26. Facebook in Australia
No.1 Social Media site 60-70% of Australians
have Passports
11 million users
- 51.22% of population
- 63 93% penetration of online population
63.93%
Only 1 million users under 18yrs of age
Avg time spent on Facebook a day is 22
mins
2 in 5 Australians online are now
interacting with companies via F
i t ti ith i i Facebook
b k
9 in 10 (86%) of Australian’s look to their
fellow Facebook users for opinions and 75% of Australians
information about products, services and socialise with friends and
brands family through Facebook
Facebook Ads becoming more
effective than Google Ads
(Data accurate as at 05 March 2012)
27.
28.
29. Maximising Your Business on Facebook
#1: Use custom
tab applications
b li i
Add personality to
y
your p g
page
34. Twitter In Australia
Twitter in Australia
There are approximately
1.8 million Twitter accounts
in Australia
Twitter is the 5th most
popular social network
Only 16% of AU users are
under the age of 24.
Largest segment (32%) is
45-54
45 54
25% follow brands,
companies or organisations
i i ti
via Twitter
Avg time spent on Twitter
per day is 10 mins
35.
36. Maximising Your Business on Twitter
#1: Create
conversation
ti
strategy
Talk about things
that interest your
followers.
38. Maximising Your Business on Twitter
#3: Organise
your community
your community
with Twitter
Lists
Twitter gives you a
great overview on h
t i how
to use Twitter Lists
http://support.twitter.com/groups/31-
twitter-basics/topics/111-
p
features/articles/76460-how-to-use-
twitter-lists#
39. Maximising Your Business on Twitter
#4: Gradually
Expand Your
E dY
Community
Build
B ild your
relationships one at
a time
time.
42. YouTube in Australia
There are 11 million
YouTube accounts in
Australia
YouTube is the 2nd most
popular social network in
Australia
Most traffic occurs at 6-8pm
weekdays and 8-11pm
weekends
12hrs of video are watched
every secondd
48% of Australian
companies & brands have a
YouTube channel
54. How Should I estimate myyReturn?
How Should I Estimate My Return?
Apply a 3‐step process:
• Define your social media goal.
Define your social media goal.
• Based on the goal, define your social media return.
• Fi ll d fi h
Finally, define how you will tie hard dollars to the
ill ti h d d ll t th
social media return.
55. Social Media ROI on Sales
STEP 1 Goal: increase sales.
STEP 2 Return: value of sales that can be attributed to
STEP 2 Return: value of sales that can be attributed to
the social media campaign.
‐ Follow user path from the online check‐out to where the user entered
Follow user path from the online check out to where the user entered
the stream
‐ Provide our users with social media campaign–only coupon codes
‐ Compare actual sales with forecasted sales
Compare actual sales with forecasted sales
STEP 3 Tie hard dollars to the social media return:
amount of sales dollars.
56. Social Media ROI on Sales
Social media ROI = (return – investment) / investment %.
57. Social Media Marketing Special Offer
How Should I Estimate My Return?
y
Subscribe to Fastrack Social Maintenance
Program* and receive FREE channel
customisation** valued at $1000
valued at $1000
INCLUSIONS:
• A
Account set up
t t
• Channel set up and initial content population^
• Monthly Content Strategy $350
• Interaction with your fans/ followers^^ per channel / per month
• Content sharing^^^
• Cross-promotion on your digital channels
• Monthly overview traffic report
*Basic package, min 3 months commitment
**E.g. Facebook custom tab, You Tube channel background
** b k b b h lb k d
^ Includes images, folders, tabs, playlists, lists – up to 3hrs p/month
^^ Includes response to comments, questions, complaint management ‐ up to 5hrs p/month
^^^ Includes status updates, photo & video uploads, polls, questions ‐ up to 5hrs p/month
