Reach Niche Customers Through Social Media Channels & Increase Booking Conversion

Travel Distribution Summit Europe 2011

Presented by Iain Martin Skipedia.co.uk

Natives.co.uk

• Founded in 1999• Season worker community• No1 ski recruitment website• Multiple revenue channels• Club des Saisonniers

Social Media

• Facebook – Fan Page• Facebook - ‘Jo Natives’ • Twitter - JoNatives• Twitter - Natives_Recruit

YouTube

A picture is worth a thousand words...

• 150 years of video watched on Facebook every day• 400 tweets per minute contain a YouTube link• 200m mobile clips streamed on YouTube every day• 37% have bought an item seen advertised on YouTube

Natives on YouTube

• Over 100,000 views• Regular uploads• Mix of content & viral• Multi-channel promotion

YouTube – Best Practice

1. Make it SEO

• Use auto-complete ideas• Use keywords in title, tags• Make full use of description

YouTube – Best Practice

2. Embed it

• 23% watch videos on other sites• Find a natural fit on your site• ‘How To...’ guides

YouTube – Best Practice

3. Keep it short and simple

• Max 2 minutes, if possible • Content > high production values• e.g. Gap Yah

YouTube – Best Practice

4. Remember the details

• Include your branding• Include a link in description• Choose the best thumbnail

YouTube – Best Practice

5. Build a home

• Don’t keep default settings• Brand the channel• Brand each video

YouTube – Best Practice

6. Join the conversation

• Post regularly • Reply to comments• e.g ‘Old Spice’

YouTube – Best Practice

7. Track, Analyse, Improve

• Use YouTube Insights• Review hotspots• Test and review

YouTube – Viral Success

Viral videos - a note

• Very hard to predict and design• Easier with a budget...or Becks • Easier within a niche?

YouTube – Viral Success

YouTube – Best Practice1. Make it SEO2. Embed it 3. Keep it short and simple4. Remember the details5. Build a home6. Join the conversation7. Track, Analyse, Improve

Presented by Iain Martin Skipedia.co.uk