focus on africa social marketing presentation
DESCRIPTION
An overview of best practices in social networking and online marketing for the African travel industry.TRANSCRIPT
Maximizing Relationships :: Social Media
Is social media a fad?
• http://www.youtube.com/watch?v=sIFYPQjYhv8
“Social Media”
• What does “traditional media” mean in the travel industry?
• What does “new media” mean in the travel industry?
• It’s all about RELATIONSHIPS
eNewsletters
Presented by Sarah FazendinThe Fazendin Portfolio
But it’s WAY more than just an email…
• “View Online” permalink allows greater reach, through web site, blog, twitter, facebook
• “Timely” = real news people care about• Build your brand via consistent messaging,
make sure your personality shines through loud and clear!
Facebook Introduction
Presented by Caitlin LepperConservation Concept
Great Plains Conservation & Ellerman House
What is Facebook
• A social-networking tool• Estimated 321 million users• 181% increase in users aged 25 – 34 (ComScor)
• 98% increase in users 35 & over (ComScor)
• 18 mill US Facebook users are over 45• Companies that use social-networking are 17
times more likely to improve customer satisfaction than companies that don’t use the sites (Aberdeen Group).
What can it do for your business?
• Connect with customers• Pass along news, offers, updates• Maintain open lines of communication• Attract new business• Minimize marketing costs – free & easy • Communicate with the masses
Before launching FB for your business…
• Create a Fan Page (not a Group)– Separate the social from the professional– The content is not linked to you personally
• Create a strategy– Post relevant & interesting content– Develop a timeline for posting– Reply to feedback & say Thank You to fans– Use Facebook’s Post Analytics function to monitor
effectiveness
Basic Features for a business
• News Feed• Advertising• Relationship Marketing• Calls to Action• Messaging Fans• Search Engine Placement
News Feed
Function: Create a fast-spreading buzz about your brand,
and building its recognition• A posting of photos, videos, links or comments
lead to a “feed” of information to those connected to your network
Advertising
Function:Raise brand awareness and solicit click-through
business• Convey a precisely targeted message based on
the user’s network and statistics (like Google Adwords)
• Appear on the margin of the user’s profile page
Relationship Marketing
Function: An opportunity to talk about what you do in a
casual, friendly way without pushing your product
• ‘When the marketers move in, the members move out.’
• The trick is to be a member, not a marketer. Putting up too many links to your company’s website can turn people off
Calls to Action
Function:Create ‘viral visibility’ by soliciting action on your
site• The average user has 130 friends• The Multiplier Effect: Action on your site
spreads to fans’ friends. Thus, the respondent’s friend also becomes interested
• The original call to action spreads like a ‘virus’
Collective Messaging
Function:Pro-active communication when desired or
necessary• In one click, send a message directly to all
your Fans’ Facebook Update folder
Search Engine positioning
Function:Increase sales• Pages are indexed by external search engines
such as Google and show up on keyword searches
• FB Groups are not!
Blogging
Presented by Kent ReddingAfrica Adventure Consultants
Blogging 101
• A great way to communicate with customers, potential clients, the media…
• Dynamic: Can update regularly.• Establish we are experts in our field.• Link back to our website to drive readers to us• Make it a part of your weekly schedule
Keep Material Fresh
• We update 2-3 times per week• Includes lots of non-sales information:
accommodations updates, new flights, events, dining options…
• Special offers and discounts
Linking to Social Media and Web sites
• Most of our blogs have 5-10 links back to our website
• Facebook page featured in every blog• Facebook updates automatically turned into
Tweets• Tweets often reference our blog or website
But what to say?!
• You have lots of content and information available, just need to be creative!
• For example…– Focus on honeymoons/Valentines Day in February– Focus on gifts and giving in November/December
Results…
• Hard to quantify, but we believe it enhances our reputation and leads people to us for potential conversion into paying customers.
Thank you
Questions?