The document discusses the impact of social media platforms—specifically Facebook, Twitter, and blogs—on the tourism industry, emphasizing their significance in online travel retail worth $125 billion. It highlights the importance of user trust in social media recommendations and the increasing reliance on these platforms for brand reputation. Case studies exemplify how social media can influence brand awareness and market perception, presenting key takeaways such as the need for engagement and transparency in communication.

1. The Holy Trinity:
Facebook, Twitter and Blogs
Tourism & Social Media // E-Tourism Africa Summit 2010

2. Justin Spratt
Managing Partner | Quirk
Twitter: @justinspratt

3. 1. Context: Facebook, Twitter and Blogs
2. Setting up these tools
3. Case Studies
4. Takeaways
Agenda

4. Global online travel
retail sector is worth
$125 billion
Travelmole, 2008
http://www.flickr.com/photos/cesarcabrera/272675388

9. Social Media: Context

10. Information
Information

14. Social media really is pervasive…

15. “There's a
plane in
the
Hudson.
I'm on the
ferry
going to
pick up
the
people.
Crazy.”
10:36 PM Jan 15th from TwitPic
Views 486,314
News doesn’t
break anymore…
It Tweets

16. brandinfiltration.com

17. brandinfiltration.com

19. “78% of people trust
the recommendations
of others”
Nielson, 2009: “Trust in Advertising”

20. Two thirds of the global
Internet population visit
social networks
Nielsen, Global Faces & Networked Places, 2009 Credit: Christian & Cie http://www.flickr.com/photos/christiangates/

21. “Your brand
is no
stronger
than its
reputation
- and will
increasingl
y depend on
what comes
up when you
are
Googled”
Alan Jenkins
Communications Consultant

22. Source: Nielsen/Netratings
In 2006 approximately 80% of all online purchases
originated from search engines

23. The Holy Trinity
Facebook, Twitter and Blogs

24. 500mn users, 50% active daily
Average user has 130 friends (Dunbar)
Spend 700bn minutes per month
Average user creates 90 pieces of content per
month
150mn active mobile users
> 1mn websites integrated with Facebook
Facebook Factsheet

25. Source: Total Poland active audience, Facebook internal, data Jan 2010
Facebook SA Profile

29. Groups great for organizing on a personal level
and for smaller scale interaction around a cause.
Pages better for brands, businesses, bands,
movies, or celebrities who want to interact with
fans or customers without having them connected
to a personal account, and have a need to exceed
Facebook’s 5k friend cap
Mashable, 2010
Facebook Groups vs. Pages

30. Twitter

31. “Folks were tweeting 5,000 times a
day in 2007. By 2008, that number
was 300,000, and by 2009 it had
grown to 2.5 million per day. Tweets
grew 1,400% last year to 35 million
per day. Today, we are seeing 50
million tweets per day —
that’s an average of 600 tweets per
second.”
Twitter.com

32. Blogs

33. “Website created by a user or
group to update others through
regular commentaries, opinions
and sharing content”
Universal McCann, 2010
Blogs

34. Blogs

35. And don’t forget their cousins

38. Case Studies…

40. www.myskystatus.com
Any carrier; brand
awareness

44. “Spring Break”
Over 75k emails per shot
R15 ROI per email address
Code embedded in mailers
to optimise
Email Marketing Case

45. Case:
United Breaks Guitars

46. Over 9 million views
Topped the US & UK iTunes charts
United’s Share price dropped 10% ($180m)

48. Case:
Ryanair

49. Ryanair comments on random blog

50. Followed by “official response”

51. Online community gets hold of it

52. The newspapers got
hold of it…

54. Then influential sites

55. …And we know how
powerful search ranking is

56. Takeaways…

58. Hand inHand in
gloveglove

60. Engage

61. TransparencyTransparency

62. LoveLove

63. justin.spratt@quirk.biz
twitter: @justinspratt
blog: sandboxsavant.com