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RCAplus 20/02/14 - Thomas Cook Belgium
The document discusses the relationship between social media engagement and sales, emphasizing the importance of identifying and understanding target audiences through data. It provides insights on creating detailed customer personas, utilizing custom audiences for targeted marketing, and measuring social media effectiveness. Key strategies include optimizing campaigns, leveraging behavioral data, and setting clear KPIs for success.
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Similar to RCAplus 20/02/14 - Thomas Cook Belgium
RCAplus 20/02/14 - Thomas Cook Belgium
- 1. Social Media = Sales #RCAplus -‐ @kimleunen
- 2. Kim Hiyah! I’m Kim 2
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- 4. Less organic reach Less engagement 4
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- 8. Your most important audience is not those who engage 8
- 9. Sales= knowing who will buy 9
- 10. IdenCfying your most important audience starts with your database 10
- 11. Create Personas Meet Kim. Kim works as a social media coordinator for a travel company. Kim lives together with her partner and pet at the countryside. Kim loves discovering new desCnaCons and looks for nex experiences. She does not value the airline experience but values hotel and desCnaCon experiences. Behaviour Demograpics Age: <30 Sex: Female buyers Profession: young professionals Household: Families with no kids -‐ online booking preference -‐ Holiday with family or friends -‐ No loyalty to brand or desCnaCon -‐ best value for money -‐ ExoCc summer holidays + citytrips -‐ High Trip frequency: 4/year 11
- 12. Who € 200.000 ? 12
- 13. A 50 % drop in Capping 13
- 14. Why is capping of vital importance ? • Improves aided Brand Awareness • Affects Brand Favorability • Affects Purchase Intent 14
- 15. Sales = being hyper-‐relevant 15
- 16. Define USP per persona USP: Kids travel for Free Target: Belgian Facebook Parents 25-‐50 16
- 17. Use surveys to idenCfy behavioral USP’s 17
- 18. Dark PosFng Not everything is relevant for me 18
- 19. Who What € 200.000 ? 19
- 20. Sales=reaching the right people 20
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- 23. Use your data to set up Custom Audiences 23
- 24. Custom Audiences : Use Your Data Target People who booked a holiday to Spain last year but haven’t booked yet this year. 24
- 25. Using on site behaviour to create custom audiences 25
- 26. Custom Audiences : On site data Target people who have made several price calculaCons but did not book 26
- 27. Using on site behaviour for RetargeFng 27
- 28. automaCc RetargeFng for hotel pages 28
- 29. Reaching out Big Cme 29
- 30. Who What How € 200.000 ? 30
- 31. Sales = making a profit 31
- 32. Measure Social Media like other channels • Visits • Orders • Revenu • CTR • CPC / CPM • Conversion • CPA • ROI -‐ Set up KPI’s -‐ Benchmark -‐ Vs yourself -‐ Vs other channels 32
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- 34. Who What How Measure € 200.000 ! 34
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