1. Social Media
Jessica Sappenfield

2. How Social Media is thought to plug
into a business
My marketing could
use some of that
social media…

3. How Social Media actually plugs into a
business
Customer Acquisition Internal Collaboration Corporate Communications
Marketing
Community Management Market Research
Business Measurement Customer Support
Crisis Management
Online Reputation Management Business Development Thought Leadership
Customer Retention Event Management
Mobility
Consumer Insights
Sales
Fund-raising Search/SEO
Education Advertising
Public Relations Lead Generation
Advocacy

4. The 4 core disciplines of Social Media
MGMT
Monitoring
Reputations
Management
Strategy Operations Community Management Analysis
Customer Support
Development Integration Management Measurement
… are also the 4 phases of Social Media program development.

5. Lesson #1
• Social Media is not just a marketing channel, so don’t treat it like one!
• Think beyond the now.
Customer Customer
Acquisition Retention
Customer
Development

6. Lesson #2
• Social media plugs into all of your business
functions, from customer service to market
research.
• One Social Media role cannot properly serve
all of an organization’s needs.

7. We are all using it!

8. Lesson #3
• He who creates the most refreshing value
wins.
• Use social media as a differentiator.
• Conversations are happening all around you,
and will happen with or without you.

9. Lesson #4:
• You cannot buy better social media.
• Social Media is a visible extension of who you
are as a company. It is both a microphone and
a mirror.
• Hire right. You are always one person away
from loosing your best customer.

10. Lesson #5
• Have a plan.

11. So what’s the plan?
Define the objective FIRST. THEN come up with the tactics.

12. Determine Company Goals
 Amplify marketing  Increase positive
efforts recommendations/WO
 Increase net new M
customers  Increase the number of
 Increase net unique followers
website visitors  Attract better talent
 Increase market share  Increase customer
 Increase mindshare participation
 Increase sales revenue  Increase positive
sentiment

13. Set targets. Be specific. Be clear.
Macro Objectives Micro Objectives
• Facebook • Facebook
– Increase Daily Likes to 100/
– 200,000 Facebook Likes day by
by year-end • Demographic Reach
• Unique Users by Frequency
• Twitter
• Organic Reach Conversion
– 30,000 Follows by year- • Paid Reach Conversion
end • Twitter
– Increase followers to
30/day by
• Mentions by influencers
• Click through rate
• Keyword Analysis
• Sentiment

14. How to measure?
• Pure numbers don’t say much
• Success should be based on performance metrics that are relevant to
the campaign
Samples Types of Metrics:
• Comparable information, or A/B testing
• Visit-to-lead conversion
• Lead-to-customer conversion
• Score leads and monitor sales cycle
• Watch site behavior from social media traffic
• Impression Value
• Social Media ROI = Investment Return – Social Media Spend/Social
Media Spend
• Lifetime value of customer

15. Social Media Mission
We must engage consumers through
social media in ways that
consistently enhance their booking
and travel experience with helpful
information, functionality, and the
best deals available.

16. Foundational Tactics
• Customer Service
– Find and address customer service issues made public in social media channels
– Mitigate reputational damage
• Twitter
– Use promotions, deals, and giveaways to generate interest
– Be a source of leading travel information
• Facebook
– Develop custom tabs and channel exclusive content
– Encourage users to share experiences to develop community
– Have best deals readily available
• Youtube
– Favorites, playlists, design enhancements
• Blog
– Provide editorial guidance to establish clear voice of expertise
• CheapOAir.com
– Include easy access to social channels in prominent places

17. Facebook
• Tabs • Timeline
 Fan-gating for special  Special Updates
promotions  Questions
 Integrated booking engine  Quizzes
 An interactive map that  Photo Captions
you can click on your home  “Like” this comment
city for top deals and links
directly to site  Fill in the blank sentence
 Gaming Apps  Guess the place
• Pictures  Trivia
 User Travel Picture of the
Day
 Integrate Pinterest to allow
users to pin to city boards

18. Sample Facebook Engagement
• Website Treasure Hunts
– Post question on FB page, and then provide hints
throughout your website.
• Tag!
– Post photo in a gallery and ask fans to tag their name to
that picture
• Best Suggestion
– Ask fans to suggest ideas and see who gets the most likes
• Rally Together
– Get users to vote for a winner by likes.
• A day in the life of…

19. CheapOAir Adventure
• Facebook Application
• Create and win own adventure by choosing:
– Locations from predetermined list of sponsors
– Within location choose adventure connected to
Cheapoair deal affiliates
– Invite 4 friends to come along
– If 4 friends accept invite by either
liking or sharing user is entered
to win

20. Case Study: Contiki Vacations “Get on
the Bus” Promotion
Click me!
• Drew contest from company roots
• Went beyond “Enter and Win” Experience
• Instead of using Likes, users voted on their favorite team
• Feb 23-March 31 2012
• 8000 likes
• 116,00 monthly active users
• 10 million ad impressions through shares, Likes, tweets, and blog coverage
• 25% increase in total online brand mentions
• 24% in positive brand sentiment

21. CheapOAir Blogger Contest
• Rally all Travel Bloggers to enter their most
informative post OR upload their favorite pics
from a certain location on app
• Have users Like their favorite
bloggers/post/pics
• Blogger and a user win’s a sponsored trip or
CheapOAir credit

22. Contest Example: Sneaker Snaps
Integrated: Blog, Instagram, Website, and Twitter.
Sponsor Collaboration: 9 West
Idea: For this little fashion battle, we drafted three of our favorite It bloggers to
select a shoe and create Instagram photo shoots around them in a series of
themed challenges...each hitting a browser near you very soon. Vote on the
best-styled sneaker look and you, lovely readers, will help a winner take home
bragging rights and a fabulous prize, plus you'll be automatically entered to win
$500 worth of Nine West gear. Win-win, no?. Now, let’s meet our competitors
(and their shoes), and remember, for more on the launch of these new kicks—
including when and where to find them—follow @ninewest on Twitter or see
them in action at @ninewestfashion on Instagram.

23. Twitter
• Employee recommendations
• Promotional codes for breaking travel deals
• Regional Accounts to effectively target followers
• Create relationships by Shout Outs to travel
bloggers, industry leaders, hotel affiliates, and
other travel industry related tweeters
• Determine trending # and interact with relevant
comments
• Practice strategic following

24. Twitter: Let’s get you comfortable
• Through “My Trips” on #traveltuesday find
customers that are traveling and who have
checked-in at airport through facebook,
twitter, or foursqaure.
• Have a care package sent to the customer
through airlines before they board.
• Include card that has all social media info on it
• #comfortable

25. Website Social Layering
• My Account Facebook Log In and Integration
• Social Sharing Option on purchases, deals, and
packages
• Integrate Social Links on all emails
• Develop own social networking service for
commenting
• Integrate Facebook Friends’ activity page relating to
CheapOair
• Determine deals from users current Facebook location
• Connect people through “My Trips” to destination’s
top Travel Discussion Forums, related articles, and blog
posts

26. Other ideas…
• CheapOAir own social networking service
– Could be integrated with clubmiles
• Location based-services
– The ability to gain points on clubmiles by checking
in at hotels, but must be shared on facebook or
twitter
• Travel Social start-ups to watch: Flymuch,
Trippy, Gtrot, Gogobot