This document discusses how tourism boards can use social media, specifically the travel social network Where Are You Now (WAYN), to promote destinations. It provides statistics on WAYN's large global user base and opportunities for targeted campaigns. The document also describes a case study where South Africa Tourism used WAYN to design a branded profile and launch a competition to find "The Face of South Africa", generating over 20,000 entries and increased awareness. It recommends tourism boards work with tour operators to include booking engines in WAYN profiles for performance-driven campaigns alongside branding activities.

1. Where Are You Now Ltd Jerome Touze
Co Founder & Co CEO
Using social Media to promote your des4na4on
This document was prepared for internal use only. To be treated with strict confidentiality.
©2002-2009 Where Are You Now? Limited. All Rights Reserved

3. The World’s Largest ‘Travel & Lifestyle’ Social Networking Community
 AYN unite members based on and ‘Where they want to go’ and
W
‘what they love to do’
 each of circa 16 million members globally
R

4. 5 – 6 million monthly visitors
•
Global foot print
•
Very tailored targe4ng opportuni4es
•
Europe
3.8 MM members
North America Asia
4.3 MM members 5.5 MM members
Africa & Middle East
Australia & NZ
750k members
LATAM 890K members
737K members

5. Breakdown of users by gender Breakdown of users by Age Range
age 25-30
36% age 31-40
24%
Female
Male users, users, 42%
58%
age 41-50
9%
age 18-24 age over 50
25% 6%

8. Clear shiL from offline medium to online / Data Transparency
•
Tourism Boards are sPll heavily relying on “Comfortable” markePng
•
strategies with no real online agenda other than experimental
Increasing awareness of Social Media plaUorms – the buzz can no
•
longer be ignored
Despite the hype, most Tourism Boards do not know how to use
•
Social Media to shape their online strategies and achieve their core
strategic imperaPves

9. Our approach allows clients to
interact with our community in a
way which is
inspiraPonal,
engaging, and
impacUul.
Objec4ves can be centred upon
branding, lead
generaPon, data
capture or involve
UGC (User Generated Content)

10. Members can personalise there profile via profile skins

Skins can be client branded with a direct link in the header to drive traffic to your

site or profile on WAYN
Profile skins when unselected as default, are available for selec4on from within

our skin selec4on panel
‘Brazil’ Example Current Skins

11. Example here: Full takeover of the

‘Brazil’ des4na4on page within WAYN,
including Top Side Header, MPU and
Skyscraper fixed placements
Enables you to have direct visibility with

members who you know have a direct
interest in your des4na4on
Increasing brand awareness and driving

traffic directly to your profile/website

12. To maximise engagement, once the

profile is launched we will schedule
an offer no4fica4on to be sent out to
your targeted demographic
Members will be alerted on their

homepage and driven to your
profile/website

14. Key Objec4ve: The promo4on of South Africa as the ‘des4na4on of the moment
TacPcal ObjecPve 1: TacPcal ObjecPve 3:
TacPcal ObjecPve 2:
To place ‘South Africa’ Inspire the WAYN audience
Design and execu4on
at the centre of the WAYN to engage with a ‘content
of a global compe44on to
communi4es discussions rich’ microsite, facilita4ng
drive data capture
feedback and interac4on
The approach we ini4ated, facilitated the crea4on of a fully branded,
content rich, integrated profile which promoted a ‘global compePPon’ to
find from SATB’s chosen audience, ‘The Face of South Africa’.

16. The SATB profile/micro‐site was designed in order to drive entries for the global compe44on to
find the ‘Face of South Africa’ from within the WAYN community.
The SATB Profile hosted:
 Fully branded ‘clickable’ header‐ redirec4ng members to hep://www.southafrica.net
 SATB promo4onal video
 Photos
 Featured tours, i‐frame
 The ‘Face of South Africa’ compe44on announcement & associated T&C’s
 Entry survey hosted within the profile
 Member comments.

17. Key Campaign StaPsPcs
An overwhelming 20,000 global
1.
entries into the SATB
compe44on
Over 5 million views
2.
1,200 confirmed friends in just 3
3.
weeks
7,213 comments to the SATB
4.
profile
Lower cost per engagement on
5.
WAYN than any other channel
used

18.  Tourism Boards can work jointly with Tour Operators to get booking engines inserted
within their WAYN Micro Sites
This enables Performance Driven campaigns to take place on top of Branding ac4vi4es

 In this example, Germany and Canada TB incorporated their flight and hotel booking
engines

19. Profile
Top Side Header
Landing Page AdverPsing
Profile Skin
Newsleeer Advertorial
Homepage Newsfeed
Target Audience Commercial Placements
Profile Skin WAYN Profile Website
Virtual Friend Email
Offer NoPficaPon
ROS Display
Log Out Page AdverPsing

21. When deciding upon a compePPon its essenPal you observe the following points:
 Is the compe44on ‘relevant’?
 What is the ‘purpose’ of the compe44on?
 Are the 4mescales ‘realis4c’?
 Does the compe44on ‘inspire’ & ‘engage’ the audience?
 Are the entry instruc4ons ‘clear’?
CompePPons can also meet a range of objecPves inc:
 Data Capture
 Qualita4ve Data
 Increase in traffic to your website
 PR headlines
 UGC (User Generated Content)

22. Jerome Touze
Co Founder & Co CEO
Tel: +44 (0) 77 806 685 88
Email: jerome@wayn.com