turning social engagement into roi
TRANSCRIPT
www.wayn.com
The Travel Social Network
Turning Social
Engagement into ROI
Peter Ward
CEO & Co-Founder
WAYN (Where Are You Now?)
Twitter: @PetaVard
A Disruptive View
“Some say “social is done”. Facebook is all the social media anyone
would ever want or need.
But while some may pronounce that Facebook is all the social we’d
ever need…….
users clearly haven’t gotten the memo. Instead, users are rapidly
adopting new interest-based social networks”
Jay Jamison, Partner at BlueRun Ventures
Some you may be aware of…..
Who Are We?
The place to discover, share and experience…….
Where to go, What to do and Who to meet”
• Up to 70k trips, activities, tips
and questions added daily
• 1MM Photo Rates and
Comments Per Day
• 25MM Site Visitors in the last 60
days alone
• 150MM Page Views per month
• 1MM Messages Sent Per Day
Who we work with
Our platform attracts the largest Airlines, Travel Companies, Tourism Boards and
Lifestyle brands
Points for Discussion
Should I be investing in social media?
Every user is different
ROI? Or ROO?
CPE (Cost Per Engagement)
Can Social Media be used to drive bookings?
Can it really make customers love you?
Confused!!
Social Media…Being held more Accountable!
“76% of marketers at brands and agencies have taken their campaigns social”
(Chief Marketer Social Marketing Study)
“9 out of 10 marketers measure content marketing success by social engagement”
(emarketer)
“More than half of travellers who use social media to plan their trips end up changing their plans based on
the social media research and information they uncover”
(Lab42)
The social media landscape is
constantly evolving at an
increasingly fast pace. If you
aren’t keeping up with the
trends - you’re missing them!
Some useful stats
• 72% post holiday photos on social networks whilst still travelling
• 92% of consumers around the world say they trust earned media (word of mouth) above all
other forms of advertising [an increase of 18% since 2007]
• 70% of global consumers say online consumer recommendations are the second most trusted
form of advertising an increase of 15 percent in four years.
[Only 47% of consumers globally say they trust paid television, magazine and newspaper
ads. Confidence has declined by 24%, 20% and 25% respectively since 2009]
• Social media has a huge influence on travel bookings. Of those who used social media to
research travel plans, only 48% stuck with their original travel plans. • 33% changed their hotel
• 10% switched resorts
• 10% changed agent/operator/website
• 7% holidayed in a different country • 5% switched airlines
Source: Nielsen: Global Consumers’ Trust in “Earned” Advertising
Grows in Importance 2012 28,000 online consumers in 56 countries
Mistakes are easily made in social media…
Incongruous
Irrelevant Backlash
You can’t measure success
on social platforms without
recognising that your fans all
want different things
Access news and info when I want to
Discount vouchers/Special Offers
A personal response to my issues/complaints
Fun and entertaining content
Communicate and share experiences with other
people
Access to unique content exclusively for
community of fans
Active member of brand community
Represent the brand ADVOCACY
MINIMAL ENGAGEMENT
Social Experiences, not just likes and comments
Awareness
Traffic
UGC
Perception Shift
Data Capture
Viral
Don’t focus solely on ROI …
Monitor ROO
(Return on Objectives)
Context:
Overcome negative perceptions
Objectives:
• Inspire: by authentically showcasing South Africa through her people and ‘real
experiences’, showing travelers the diverse and unique experiences that they will want to
gain and never forget
• Engage: By underpinning the experiences one could have in South Africa as do-able and
accessible to the traveller - an experience that leaves you thinking: ‘I want to feel like
that’
• Convert: An experience that is ‘sellable’ because the promise of what you receive as a
traveler to South Africa is beyond price and measure
KPI’s:
• Raise interaction with their content (increase traffic to southafrica.net)
• Help change negative perceptions
• Create more online conversations with potential visitors
Case Study: South Africa Tourism
Cost Per Engagement (CPE) - ROI Metric
Different Types of Interaction Have A Different Value
• Click on a banner ad = 1 point
• Commenting on a post = 2 points
• Watching an inspirational video = 3 points
• Friend connection = 4 points
• Completing a multiple question survey = 5 points
Holistic View Of All Engagements Over A Period Of Time
• Investment / (Engagements x Point Score) = CPE
• Track Your CPE = ROI/ROO
= Ongoing Relationship for Medium/Long Term Benefit
Cost Per Engagement decreased by 83% from 2011-2012 even as the total investment
stayed flat
Cost Per Engagement (CPE) – What we achieved
Success! Some big numbers....
Inspire • Over 600,000 Friends for Mzansi [SAT]
• 20,000 Competition entries for ‘Face of South Africa’
Engage • Hundreds of ‘000s of views and clicks on SAT content
• 35% say the WAYN profile is the main channel providing them with
information related to tourism in South Africa
• Over 70% indicated that they have either booked, are planning, or are
thinking of, travelling to South Africa
Convert?....
Expedia Integration
How did it perform
34,000 clicks delivered
Drove an up-lift in interest and searches
for trips to South Africa and contributed
to an overall growth in bookings
Can it really make customers
love you?
• Long Term Strategy - Social Experiences
• A Personality! - High user engagement
• CPE - Confidence to invest
• Call to Action - once desire was created
Reasons for SAT‘s Success.
THROUGH AN INTEGRATED PARTNERSHIP WITH BRANDUSA AND WAYN, YOU CAN TAKE ADVANTAGE OF
TARGETED, DATA DRIVEN MARKETING OPPORTUNITIES WITH A HIGHLY ENGAGED COMMUNITY OF USERS.
WAYN & Brand USA:
Peter Ward CEO & Co-Founder
WAYN.com (Where Are You Now?)
Phone: +44 (0) 7956 550 544
Mail: [email protected]
Web: www.wayn.com
Twitter: @PetaVard
Thank you!