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Jeremy Head I Crossing Wtm 09


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Good summary of where social media's at for the travel industry.

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Jeremy Head I Crossing Wtm 09

  1. 1. Social media for marketers: Unpicking the 2.0 hype 11.11.09 Jeremy Head Travel Editor, iCrossing [email_address]
  2. 2. A digital marketing agency with search and social at its cor e We blend SEO, paid search, social media, content, display advertising, user experience, web development, and analytics & insight to design and support sophisticated SEO strategies ICROSSING IS… UK 12% FTSE 100 UK 100 Staff Global 560 Staff Global 13 Offices a word about iCrossing…
  3. 3. <ul><li>People in the travel blogosphere: Alastair McKenzie @alastairmck, Kevin May @kevinlukemay </li></ul><ul><li>iCrossing Social Media crew: Antony Mayfield, Simon Mustoe, Caroline O’Donaghue </li></ul><ul><li>Travel company insiders: Paul @easyjetCare, Jemima @Cheapflights_uk </li></ul><ul><li>Community theorist: Tom Glaisyer @tglaisyer </li></ul>...a few ‘thank you’s
  4. 4. ...think of the web as an expanding sphere Image: (cc) fdecomite
  5. 5. Image (cc) dominik99 ...disrupting and absorbing everything it touches
  6. 6. ...and at the moment it is touching our lives, our relationships
  7. 7. ...which (for now) we call social media Image:
  8. 8. <ul><ul><ul><ul><li>40% of sales are influenced by social media McKinsey </li></ul></ul></ul></ul>Over 30% of our leisure time is now spent online, according to a TNS survey in late 2008 across 16 countries. TNS, December 2008 In mid-2008, social networking accounted for around 10% of worldwide online time. This is a category that didn't exist 3 years ago. Nielsen, March 2009 Globally, social networks have enjoyed a 25% growth in unique visitors in the last year. Comscore, August 2009 39% of UK Internet users - more than 15.4 million people - will use social networks at least once per month in 2009. eMarketer, April 2009 It’s here to stay…
  9. 10. More complex decision making…
  10. 11. ...from channels to networks...
  11. 12. It’s (still) about REAL people… Image (cc) Elvire.R.
  12. 13. Your customers have been set free… they now live in connected networks of experiences and information that help them make all their decisions. In this new world, brands need a new approach… Those that are aware , active , useful and trusted in these networks will succeed. These are ‘connected brands’ / … interacting with your brand Brands must live and be valued in their customers’ networks
  13. 14. <ul><li>Understand your networks </li></ul><ul><li>Be useful to your networks </li></ul><ul><li>Be live in your networks </li></ul>Rules of engagement
  14. 15. “ What makes Toyota's effort interesting is it doesn't feel like it was scripted by suits. The hypermiling challenge contains an element of mystery that draws in readers. The bloggers acknowledge there's a chance the stunt may fail, and the appearance of a &quot;whatever happens, happens&quot; attitude from Toyota conveys the company's confidence in its product — something other car companies don't have the stones to pull off.” Wired’s Autopia blog, 29 th January 2009 A low-fi execution with a risk element that conveyed confidence CASE STUDIES TOYOTA IQ
  15. 20. Sarah’s creds slide Tel: +44 1273 827 700 Email: Sites: Blogs: Twitter: @jeremyhead @icrossing_UK Thank you