AWEvents AllAboard2012 Agenda Time Event 140pm Social Media Strategies for the Travel Sector Julie Falconer 220pm Networking Begins drinks amp nibbles at the bar 400pm ID: 279360
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@AffWin#AWEvents#AllAboard2012Slide2
Agenda
Time
Event
1.40pm
“
Social Media Strategies for the Travel Sector” Julie Falconer2.20pmNetworking Begins (drinks & nibbles at the bar)4.00pmRaffle Prize Draw in aid of 5.00pmFinishSlide3
What is All Aboard?Slide4
Why now?
Winter Sun
Ski Holidays
Early Summer BookingsSlide5
Talking points
Mobile
Payment
Tools available
Promotional Plans
Data IntelligenceSlide6
Findings
65% invested more budget into Affiliate Marketing in 2012
(A4U Travel Report
)
Average Attribution to Affiliate Channel is 8.2% with some clients nearing 30%
(A4U Travel Report)Email is growing in this sector when it comes to upstream traffic to travel sites. (Hitwise)Slide7
Social Media Strategies for the Travel SectorJulie Falconer
14 November 2012Slide8
Social Media in Action
Hashtag:
#AllAboard2012
Twitter:
@
aladyinlondon@AffWinSlide9
Brief Introduction
Julie Falconer is a London-based travel writer and
consultant.
She writes an award-winning travel blog, A Lady in London, for which she has traveled to 90 countries and developed a strong social media presence
.
Originally from San Francisco, Julie came to London in 2007 after leaving a career in finance, during which she worked for Goldman Sachs and a hedge fund. When she's not traveling, she enjoys tweeting pictures of her food. http://www.aladyinlondon.comSlide10
How to create and monitor an effective social media strategy in the travel industrySlide11
Creating a StrategySlide12
Creating a StrategyWhat is your goal?
How much time and resources do you have?
What are the motivations of your audience or customers?Slide13
What is your goal?This
will dictate
your overall strategy
Goals can include:
Engagement
Community buildingSalesTrafficSlide14
How much time and resources do you have?This will dictate how many platforms you use
With limited time and resources, you should only use one or two social media platforms
A Twitter
account with 1 tweet from a year ago looks
badSlide15
What are the motivations of your customers?This
will
dictate which platforms you use and
how
you interact on them
Find out where your target market is and don't bother with social media platforms that your users aren't on (e.g. if you target men, Pinterest might not be a good use of time)Slide16
Implementing a StrategySlide17
Implementing a StrategySet up profiles
Tailor
your strategy to
each
platformBuild your f
ollowingSlide18
Profiles
Make
sure to have consistency across
social media platforms,
across your brand
and across your online and offline marketing efforts Fill out profiles completely and customize where you canSlide19
Profiles
Use TweetDeck
or another platform to manage multiple
accounts
Connect your Google+ page to your
blog so your photo comes up in search resultsPut icons on your site so people can find your social media profilesSlide20
Tailor your strategy
Don't automate or cross
-
post
Facebook
is good for offers; people will "like" your page if they feel they'll get something out of itPinterest and YouTube are good for competitionsTwitter is good for customer service and networkingSlide21
Build your followingPartnerships
B
loggers
,
businesses, PRs
Find, follow, and engage Journalists, experts, industry leadersUse hashtagsSlide22
Build your followingLook
at who is following your competitors or similar companies
and
follow
them / engage
themHost an event and have a live Twitter feed and hashtagCross-promote via your other channelsSlide23
Give a reason to follow
Post interesting and engaging content
Offer
an incentive
Facebook – landing pages, new tool for deals and offersSlide24
Give a reason to follow
Run
a
competition
YouTube, Pinterest, InstagramInvite users to collaborate Group Pinterest boards, ask questions, etcSlide25
What Works in TravelSlide26
What Works in TravelVisual
C
reative
C
ollaborativeSlide27
Visual
Travel is a very
visual
industry
S
how me, don't tell me A picture is worth 1,000 words, especially in real timeSlide28
I’m on a beach Slide29
I’m on a beach in Madagascar Slide30
I’m on a white sand beach in #MadagascarSlide31
Visual
Photography
- s
hare
on all platforms
Instagram Pinterest Stumbleupon Flickr Twitter (#FriFotos) Facebook (EdgeRank) Google+ BlogsSlide32
VisualVideo
-
inspire people
Destination guides
Interviews and demos Adventure travel Examples: YouTube Vimeo Embed in blog posts and websites FacebookSlide33
VisualInfographics
-
so hot right now
Be
creative Good for viral efforts Great way to present a press release visuallySlide34
Creative
Have a creative take on a destination or offering:
Writers
Travel Companies
Offer a unique perspective on a popular destination
Tell people about a destination your competitors don’t offerCover an off-the-beaten-path locationPost about a tour of an off-the-beaten-path locationGet backstageShow that you offer backstage accessInterview someone Tell about how you offer access to someoneSlide35
CreativeBlogging - integral part of website
Highlights
of your
product or service offerings
Trip reports, top picks, interviews, etc Let your personality or that of your brand shine through Make sure to include photos, video, and other mediaSlide36Slide37
Creative
Pique curiosity
“I’m drinking a cocktail”Slide38
Creative
Pique curiosity
“There's
a cocktail
in
this honey pot”Slide39
Creative
Ask questions to encourage engagement
“Can you guess where this is?”Slide40
Creative
“Do you know what kind of animal this is?”Slide41
Creative
Inspire people to do something
“If I can run a marathon, so can you!”Slide42
CreativeCrowdsource
“Where should I travel next month?”
“What would you like to see us offer?”
“Help us design a new…” “I just arrived in…” [use local language]Slide43
CollaborativeNetworks and
groups
on
Facebook
Global Bloggers Network UK Travel BloggersGroups and connections on LinkedIn Connect with key players Join discussionsSlide44
CollaborativeTwitter
networking and hashtags
Follow influencers
Participate in #FriFotos and other industry memesForums and message boards Lonely Planet Fodors FlyerTalk Be relevant, d
on’t spamSlide45
CollaborativeOffline
-
t
weetups, events
Great ways to network with those you interact with on social media and meet new people to engage with and partner with Examples: Travel Massive London Bloggers Meetup
World Travel Market (WTM
)
ITB BerlinSlide46
Ensuring EffectivenessSlide47
Ensuring EffectivenessMonitor
results to improve
effectiveness
Stay updatedSlide48
Monitor results
Bitly
and
Hootsuite
Google and Facebook AnalyticsSlide49
Monitor resultsBig brands can benefit from listening tools
Free tools to see the best time to tweet, etc
Use
the data to
refine your strategy
, tailor content to your audience, time posts, etcSlide50
Stay updated
Stay
updated
on
new trends in social media (e.g. Facebook EdgeRank
) by subscribing to blogs or newsletters Social Media TodayNew social media platforms Pinterest, InstagramSlide51
Thank You
Hashtag:
#AllAboard2012
Twitter:
@aladyinlondon
@AffWinSlide52
@AffWin#AWEvents#AllAboard2012