PhocusWright seminar, From Social to Viral - november 16 2011


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From Social to Viral: Digital 3.0 Strategies for Attracting Today’s Traveler

Presented by: SocialRadius

The online travel industry has always been at the forefront of the digital age, leading e-commerce, email, search and digital loyalty programs. But nearly a decade into the social media era, its track record has been somewhat hit and miss. Learn about what really works in the integration of promotion, loyalty, social media and virality. Discover how the added layer of location-based platforms like Foursquare have increased engagement at some travel properties more than 1000 percent – with little investment from the brand owner. Delve into the 10 Biggest Mistakes leading brands make on Twitter and Facebook – as well as the Top 10 Opportunities. See why blogger outreach can still create the largest ROI in your marketing portfolio. And visit the secrets of viral video success from the team that promoted some of the industry’s top efforts.

Michael Terpin, Founder and CEO, SocialRadius, and Founder, Marketwire

Published in: Technology, Business
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PhocusWright seminar, From Social to Viral - november 16 2011

  1. 1. From Social to Viral Digital 3.0 Strategies for Attracting Today’s Traveler Michael Terpin, CEO SocialRadius PhocusWright ConferenceHollywood, Florida, November 16, 2011
  2. 2. Digital 3.0: Broadband and mobile converge. Top social networks become platforms. Social and interest graphs converge. Social, traditional and viral media interact andexpand in real time, blur. Mobile apps + location-based tracking + socialsharing + “interest graph” + real-time Web =Information Osmosis
  3. 3. Broadband and mobile convergence. More, better devices untether the average user,adding far more time per day online. Fast, mobile access means anyone generatecontent quickly.New class of overlay social networks (Foursquare,Instagram) emerges based on location data,photos/videos and social sharing. Digital 3.0
  4. 4. Social networks become platforms. Facebook’s 800 million members become lion’sshare of any third-party user base. Google has unique ability to entice new socialnetwork users through search and email. API integration of real-time data lights a new fireinto once-static websites. Connect on the way in… share on the way out. Digital 3.0
  5. 5. Social and interest graphs converge. Existing interest-graph networks (e.g., Yelp,TripAdvisor) have added Facebook integration (ormore) to connect social and interest graphs. Every added verification factor will increasebookings. Social connection (accountability) plus domainexpertise (credibility) combined make for powerfultrust in a recommendation. Digital 3.0
  6. 6. Social, traditional and viral mediainteract, expand in real time, blur. Digital 3.0
  7. 7. Information Osmosis
  8. 8. = SOCIAL graph= SOCIAL graph + INTEREST graph= SOCIAL graph + INTEREST graph+ location-based mobile data Digital 3.0
  9. 9. Social Reference Control and manage your own social media profiles and presence.Thought Leadership Create and distribute your unique message.Blogger Outreach Engage and influence thought leaders, journalists & enthusiasts.Social Network Activation Build, engage and leverage current and prospective constituents.Virality Tap into crowd dynamics to build rapidly outside your own networks.Five Pillars of Social Media Marketing
  10. 10.  Own as much of your top 10 in Google as possible:  Travel industry are easily hijacked by black-hat SEO. Owned media is first way to fight back.  Twitter, Facebook, LinkedIn profiles  Your own blog (or blogs)  Guest blog posts, profiles in company websites.  News, reviews, press releases. Observe and manage your presence on Wikipedia. Use, but don’t abuse, social news & bookmarking. The First Pillar: Social Reference
  11. 11.  Create and distribute unique messages designedto impact your audience. Build a following in sync with your destination,property, brand. Create alliances with other thought leaders. Influence SEO with “off page” tactics. This is lessexpensive, more effective than retail SEM. Move negative posts off front page of Google. Reverse direct marketing: best prospects find you. The Second Pillar: Thought Leadership
  12. 12.  Engage and influence thought leaders & enthusiasts. Create “earned media” from bottom up strategy, tactics. Show other thought leaders your innovations, findingsfirst. Coax enthusiasts to link to your offers with contests. Create relationships across all categories of bloggers. Done well, blogger outreach will be your best SEO, aswell as serve as a bridge between PR and promotion. The Third Pillar: Blogger Outreach
  13. 13. Editorial Blogs Thought Leaders & Enthusiasts Personal Diaries Blogosphere Influencer Pyramid ™
  14. 14. T E  Though leaders provide credibility… …Enthusiasts provide access and energy .  Mommy bloggers  Fashion bloggers  Beauty bloggers  Travel bloggers come in many categories. Thought leaders seek access to information and understanding. Enthusiasts want cool stuff to share with their readers.Blogger Outreach Though Leaders vs. Enthusiasts
  15. 15. William Quigley: Establishing Global Conversation QUICKLY through a Thought Leadership BOMB… Clearstone Venture Partners managing director William Quigley was well respected among his fellow VCs, but was relatively invisible on the global stage. SocialRadius built a blog and Twitter presence for Quigley, then released a carefully edited Power Point to showcase his vision of the future of venture capital. SocialRadius leveraged posts in VentureBeat and TechCrunch into a rapid cascade of media coverage in the Wall Street Journal, New York Times, BusinessWeek, Reuters and a profile in Barrons. In less than two months, the PowerPoint was downloaded 300,000 times.Case Study Thought Leadership
  16. 16. Case Study: Bombay Sapphire – Blogger Brand Excitement “Spirit of Exploration” adventure blog was created to coincide with integrated marketing campaign, including extensive print ads and contests. Invited bloggers to participate in contest, defining their personal “Spirit of Exploration” and to cover and compete for an exotic trip to Skybar in Thailand. Within one month of launch, more than 100 bloggers participated, more than 40,000 entered the contest - and the competition blog had over 1 million unique visits.Case Study Blogger Outreach: Enthusiasts
  17. 17. EcoMom – Turning Endorsement into E-Commerce EcoMom is an e-commerce site for healthy, sustainable products for babies and young children. Targeting mommy blogs for product reviews, giveaways and contests led to massive exposure, traffic and direct sales. Concurrently, more than 70 percent of EcoMom’s sales come directly from links on blogs.Case Study Blogger Outreach + Thought Leadership
  18. 18.  Every social network is different. They all have differentrules – and different paths to influence and monetization. Each nation has its own “hot” network (and theycontinue to change frequently). Facebook owns B2C, Twitter owns microblogging; bothwill be challenged by Google+. LinkedIn remains the king of B2B in US, Xing in EU. All social networks can be tracked with off-networkmetrics, including short URLs (, tinyurl). The rules of the community rule: it’s their sandbox. The Fourth Pillar: Social Networks
  19. 19. Social networks are not just idle chatter. Social network activity is highly trackable,including links and conversions to e-commerce Landing pages, offers and messaging can betested just as rigorously in social media as directmail, email TV and radio (or even more…). Recommendations for travel from friendsoutperform search – 38% of international touristsrely on recommendations v. 22% relied on Web(including search). * The Fourth Pillar: Social Networks * Source: TRAVELSAT Global Benchmarking Survey, 2011
  20. 20.  Largest global social network (as large as entireInternet user base in 2004). Highly engaged users (more traffic than Google) Facebook has little impact on search engines. Fan pages have no limit on friends, profiles do. Events, Causes, Groups can be powerfulmarketing tools. Get into the newsfeed. It’s the new email. Most companies do not need an “app.” Pay attention to the rapid changes. Facebook: Key Facts for the Online Marketer
  21. 21.  Twitter just passed 100 million ACTIVE users. Sponsored tweets will mainly impact big brands. Travel industry continues to embrace Twitter, yetengagement varies wildly. Far more predictable growth than Facebook orYouTube, yet even viral tweets don’t build followings1:1. Relevant following is key. What does yourfollowing actually do once they follow you? Twitter: Rapid Growth, Constant Change
  22. 22.  Establish authority first with information, engagement. Don’t just sell – earn market share by giving(content, discounts). Drive users to many places, not just the same orderpage. Track everything obsessively:  Follower to follow ratio  Tweet to retweet ratio  Speed of follower growth  Test offers by time, etc. Twitter: Best Practices for Online Marketers
  23. 23.  Presence for presence sake (all hat, no cattle). Spammy behavior (repeated offers, mass following). Inappropriate use of DM on Twitter (DM). Aggressive, inappropriate use of hashtags. Not tracking or testing e-commerce links. Stale information: stay current, relevant. Not tailoring conversations toward influencers. Oversharing, particularly of irrelevant information. Reposting the same message in multiple networks. Improper mix of content and engagement. Twitter and Facebook: Top 10 Mistakes
  24. 24.  Relevant engagement by interest, keyword. Event marketing. Driving Twitter followers to Facebook. Build new followings in niche networks. Time-based offers. Integrating loyalty efforts with social. Create new location-based opportunities. Channeling online influence to offline opportunities. Utilizing social networks for co-op marketing. Fine-tune listening into proactive marketing. Twitter and Facebook: Top 10 Opportunities
  25. 25.  Not everything deserves to go viral. Content & context are most important assets in virality. Online video is the best, but not only, viral content. Slideshare can take Power Points viral.  Blogger outreach remains the best launching pad Viral marketing happened before social marketing. Email was original viral app (Dancing Baby, Hotmail). Viral can be planned, but at the phenomenon level stillrequires “the perfect storm” (just like a PR campaign ormarketing stunt). The Fifth Pillar: Virality
  26. 26. Case Study: ‘Yes We Can’ Create a Viral Sensation •Recorded January 30-31, 2008 •Released February 1-2 •3 million views in 72 hours •47 million views within three weeks •Tiered outreach to bloggers and NO traditional media outreach created a media frenzy (500 mm impressions) •Six articles in New York Times •CNN/Larry King •CNBC, Inside Edition, E, ET, Today Show •This Week with George Stephanopoulos •Campaign won Emmy, Global Media Award, Cannes Golden Lion and Webby awards.Case Study Viral Video
  27. 27. Social Blogger Reference OutreachThoughtLeadership Virality Social Networks The Five Pillars in Motion
  28. 28. Our clients…
  29. 29. Michael Terpin, Founder and CEODirect: 310-862-6312michael@socialradius.comTwitter: @michaelterpin, Google+: +michaelterpinwww.socialradius.comLos Angeles: 1237A Third Street Promenade, Santa Monica, CA 90401SF Bay Area: 100 Pine St., 10th Floor, San Francisco, CA 94111New York City: 419 Park Ave. South, New York, NY 10016Las Vegas: 3277 E. Warm Springs Road, #200, Las Vegas, NV 89120