tta worldchoice: passport to social media
DESCRIPTION
Introduction to social media including campaign case studies from the travel industry.TRANSCRIPT
Passport to Social Media
23-25 September, 2011PortAventura, Spain
Adrian Johnson
@adrian_johnson @Umpf
summary
Plenary session• What is social media? • Debunking social media myths • How big is social media?• Travel social media campaigns
Workshops• Q&As• Setting a social media strategy• Social media toolkit• Setting up – the basics• Free social media tools you can use tomorrow
online
View again/share
bit.ly/ttasocialmedia
What is social media?
What is social media?
What is social media?
What is social media?
We don’t have a
choice whether we
do social media;
the question is
how well we do it.
Erik Qualman
Social media myths
1bn+
est. no of global
social media users
#1 Isn’t it a bit of a fad? It’s not really that popular
Social media myths
Time taken to reach 50 million listeners/viewers/accounts
It took radio 38 years to reach 50m.
Terrestrial TV took 13 years to reach 50m.
The internet took four years to reach 50m.
In less than nine months, Facebook
added 100 million users.
Source: http://econsultancy.com/uk/blog/4402-20+-more-mind-blowing-social-media-statistics
#1 Isn’t it a bit of a fad? It’s not really that popular
Social media myths
Source: http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=157965&nid=130703
Sep 2011 survey of Chief Marketing Directors in USA
What % of marketing budget will be spent on social media?
2011: 7.1%
2012: 10.1%
2016: 17.5%
Social media myths
74+
74+ yr-olds are
fastest-growing
social network
demographic 16 Dec 2010.Pew Research Center's Internet
& American Life Project
50+
50+ yr-olds the
fastest-growing
Facebookdemographic Apr 2009- May 2010.Pew Research Center's Internet
& American Life Project
#2 But I’m too old / my customers are too old / it’s just for teenagers
Social media myths
Customers are already complaining about you (and complementing you) in blogs, forums, reviews, on Twitter/ Facebook, etc
#3 If I open my business to social media, I’ll get publically criticised
Social media myths
• A mix of positive/negative feedback is seen as more authentic; it builds trust
• Chance to turn disgruntled into satisfied customers
• Use feedback to improve service• Worse thing to do = do nothing
#3 If I open my business to social media, I’ll get publically criticised
Social media myths
#4 It’s a waste of money / there’s no measurable ROI
33%
increase in check-
ins from a $1,000
Foursquare promotion Gift cards offered as check-in
bait on 16 Apr 2010; The brand
added 600k new fans as a direct
result.
6.5m
$ revenue earned
from Twitter in two years Worldwide revenues from
Twitter Between 2007-2009 according to officialDell figures.
Social media myths
5-foldincrease in sales
ofBlendtec
blendersfollowing low-
cost YouTube stunt.Videos of Blendtec’s CEO
blending everyday objects become
YouTube sensation.
#4 It’s a waste of money / there’s no measurable ROI
Social media myths
#4 It’s a waste of money / there’s no measurable ROI
Look beyond sales.
Think,
Social media myths
#4 It’s a waste of money / there’s no measurable ROI
Finally.Social media’s influence on search results is
growing.Google/Bing layer social on search ie social media increases online
visibility.
How big?
active globalTwitter users 8 Sep 2011. Twitter.com
estimated UK Twitter users 6 Sep 2011. Umpf
100mc15m
active global Facebook
users 6 July 2011. Facebook.com
active UK Facebook
users3 Mar 2011. Facebook
Europe VP
750m30m
How big?
growth in Tumblr users to 13.4m in 2011. Tumblr
fall in Google+use Jul-Sep 2011. Guardian
218%-41%
Instagram users,200m photos,4 employees.
growth at Foursquare
in 2010 to 6m users.
Foursquare
9m
3400%
How big?
How big?
How big?
Travel social media campaigns
Doing pretty well
Could do better
Airports Gatwick – snow crisis
Heathrow – snow crisis
Airlines
KLM – giftingbmibaby – Instagram
United – broken guitar
Destination marketing
Tourism Queensland
Tourism Australia
A tale of two airports
December’s big freeze caused travel chaosAirports were hit with record snow fallsMedia latched on to Gatwick and Heathrow
A tale of two airports
Gatwick received more positive coverageYes, Gatwick invested in equipmentBut, Gatwick launched social media
customer services offensive:
A tale of two airports
Gatwick received more positive coverageYes, Gatwick invested in equipmentBut, Gatwick launched social media
customer services offensive: • Made Twitter a core part of comms strategy• Published Twitter a/c on website/all press info• Created public Twitter list of airlines• Twitter manned 20 hours/day
A tale of two airports
Results for Gatwick• Inc from 20 mentions/day to c1,000• Followers inc from 4k to 18k• Twitter info reached 4m/day• RTd by BBC, Channel4, Channel5 , Sky• Positive sentiment outweighed negative• Timely, up-to-date, informative,
responsive
KLM – gifting
KLM – gifting
• In KLM’s words
• ‘Making of’ video = 160,000 views
• Great PR
KLM – Facebook luggage tags
App for Facebook
fans to create personalised luggage tags
bmibaby – Instagram
• Photo competition• Inspiration guides using
Instagram• Monthly route focus• Community chose winner• 1st monthly comp = 3,000
images• Great visual content for
airline’s blog +PR
United breaks guitars
Musician Dave Carroll’s guitar broken on flight.
Complains to United... for 9 mths. United refuse to compensate.So Dave writes a song & uploads to YouTube.• 11m YouTube views• Appearances on• Now a speaker “United Breaks Guitars:How Social Media Has Changed Customer Service Forever”
Tourism Queensland
12 Jan 2009, a press ad launches:
Tourism Queensland
12 Jan 2009, a press ad launches:
Tourism Queensland
Press & PR launched itSocial media harnessed it
34,684 video applications from 197 countries
475,000 votes8.5m web hits / 55m page views / av 8.22
mins 378,735 Facebook referrals to
islandreefjob.comFacebook fans inc from 2,356 to 7,19624,782 Twitter referrals to
islandreefjob.comTwitter followers inc from 335 to 5,302610 hours of YouTube user-generated
contentOverall PR value: AUD$398million
Tourism Australia
TA launched ‘There’s nothing like Australia’ AUS$150m ad campaign
nothinglikeaustralia.comSpoof site nothinglikeaustralia.net Images spread virally on Twitter, FB, Flickr, etc
Tourism Australia
Tourism Australia
Tourism Australia
Tourism Australia
Tourism Australia
Wrap-up
Social mediaIt’s no fad. With or without you, consumers are
already talking about you.Companies around the world, in every
sector, are using social media to:
Engage with audiences new & oldBuild brand awarenessDevelop trustImprove their rankings on search engines...and drive sales
Thank you for listening.
Social media. With a bit more
To share this presentation or view again, visit:
bit.ly/ttasocialmedia
Questions? Email me: [email protected]
@adrian_johnson@Umpf
Presentation image credits
http://theangelicious.blogspot.com/http://www.slideshare.net/oursocialtimes/smm11-bmibaby-case-study-using-location-based-networks-to-inspire-customer-loyalty-engagementhttp://www.socialnomics.net/the-book/http://www.youtube.com/user/Socialnomics09http://www.iconarchive.com/show/blue-jeans-social-media-icons-by-mysitemyway/twitter-bird-3-icon.htmlhttp://upload.wikimedia.org/wikipedia/en/f/fb/Soc-net-paten-growth-chart.pnghttp://www.wordle.nethttp://davidroberts1992.wordpress.com/2011/03/23/media-studies-%E2%80%93-television-broadcaster-or-narrowcaster/http://blogs.mcall.com/.a/6a00d8341c4fe353ef01347fa928e2970c-popuphttp://www.justaskcarl.co.uk/contact_us.htmlhttp://t1.gstatic.com/images?q=tbn:ANd9GcSD2JmhMqvKa-JkoyQXDRhf15jOECQSUs2IezaWjxWRBUV5XgmBhttp://writingfromscratch.com/wp-content/uploads/2009/09/McDonalds.pnghttp://www.topnews.in/files/dell-logo_1.jpghttp://regmedia.co.uk/2010/04/05/ipad_blend1.jpghttp://www.yourlogoresources.com/tumblr-logo/http://www.gray-dawes.co.uk/media/Call%20Us%20Try%20Us/Tick-blue.jpghttp://blogs.channel4.com/snowblog/files/2010/12/22_gatwicksnow_w.jpghttp://adsoftheworld.com/files/images/queenslandad.jpg Bmibaby and Gatwick case studies courtesy of their social media agency The Rabbit Agency
http://www.therabbitagency.com/