wayn.com
DESCRIPTION
Presentation at the 2009 E-Tourism Africa Summit in Johannesburg by Jerome Touze of Wayn.comTRANSCRIPT
.
©2002-2009 Where Are You Now? Limited. All Rights Reserved
WAYN WAYN ||‘Embracing Social Media’‘Embracing Social Media’Applying South Africa Tourism Board (SATB), as a case study for Applying South Africa Tourism Board (SATB), as a case study for
discussiondiscussion
Jerome TouzeCo Founder & Co CEOCo Founder & Co CEO
WAYN.com - An IntroductionWAYN.com - An Introduction
WAYN Re-launched 2009!WAYN Re-launched 2009!
WAYN.com (Re-Launched April 2009) Improved Website Layout & Navigation
Members can now create plans & tell their friends what they are up for doing and invite their friends to join them!
Members can also synchronise their WAYN account with Facebook and Twitter and share their plans with all their friends
Improved WAYN Travel Tools help members plan
their journey more effectively, get travel information on the move and share their experience once they’re back.
• Over 15.2m users worldwide
• An average of 6m monthly unique visitors
• Community based social website where you can log your trips, see who’s where, make new friends and check where they are going next
North America4.1 MM members
LATAM737K members
Europe 3.8 MM members Asia
5.4 MM members
Australia890K members
Where Are They Now?Where Are They Now?
Africa& Middle East600k members
Demographic BreakdownDemographic Breakdown
Our Approach With Tourism Boards and Travel OrganisationsOur Approach With Tourism Boards and Travel Organisations
BackgroundBackground
• Clear shift from offline medium to online / Data Transparency
Tourism Boards are still heavily relying on “Comfortable” marketing strategies with no real online agenda other than experimental
• Increasing awareness of Social Media platforms – the buzz can no longer be ignored
• Despite the hype, most Tourism Boards do not know how to use Social Media to shape their online strategies and achieve their core strategic imperatives
Our Approach for DMO’sOur Approach for DMO’s
Our approach allows clients to interact with our community in a way which is
inspirational, engaging, and impactful.
Objectives can be centred upon
branding, lead generation, data capture or involve UGC (User Generated Content)
Example of Tourism / Travel organisations using WAYNExample of Tourism / Travel organisations using WAYN
South Africa Tourism Board – A Case StudySouth Africa Tourism Board – A Case Study
Outlining the ‘core campaign’ strategy for SATBOutlining the ‘core campaign’ strategy for SATB
Key Objective: The promotion of South Africa as the ‘destination of the moment
Tactical Objective: To place ‘South Africa’
at the centre of the WAYNcommunities discussions
Tactical Objective: Design and execution
of a global competition to drive data capture
Tactical Objective:Inspire the WAYN audienceto engage with a ‘content rich’ microsite, facilitating feedback and interaction
The approach we initiated, facilitated the creation of a fully branded, content rich, integrated profile which promoted a ‘global competition’ to find from SATB’s chosen audience, ‘The Face of South Africa’.
Outlining the ‘core campaign’ strategy for SATBOutlining the ‘core campaign’ strategy for SATB
Content rich WAYNContent rich WAYNMicrositeMicrosite
Competition AnnouncementCompetition Announcement
Outlining the ‘core campaign’ strategy for SATBOutlining the ‘core campaign’ strategy for SATB
The SATB profile/micro-site was designed in order to drive entries for the global competition to
find the ‘Face of South Africa’ from within the WAYN community.
Visitors to the profile were able to ‘add’ SATB to their own network of friends, viewpromotional video and photos, access featured tours, and most importantly enter into thecompetition to win a 10 day to South Africa via an integrated survey
The SATB Profile hosted:
Fully branded ‘clickable’ header- redirecting members to http://www.southafrica.net SATB promotional video Photos Featured tours, i-frame The ‘Face of South Africa’ competition announcement & associated T&C’s Entry survey hosted within the profile Member comments.
Creating a campaign legacy Creating a campaign legacy
The winner of the ‘Face of South Africa’ competition would not only win an exclusive 10 day trip to South Africa, they would
also be tasked with reporting back to the community on their experience whilst their in order to;
Reaffirm the peer to peer review of their experience Inspire others to visit South Africa Educate the WAYN community on the beauty and ‘range of experiences’ available in South Africa Establish SATB as a ‘human’ presence within the WAYN community Confirm ‘trust’ in the relationship between SATB and the WAYN community making future messages more
malleable
Jessica (the competition winner) was in fact congratulated by William Price on the SATB profile
Analysing the results Analysing the results
Key Campaign Statistics
1. An overwhelming 20,000 global entries into the SATB competition
2. Over 145,872 views to the profile
3. 1,200 confirmed friends in just 3 weeks
4. 7,213 comments to the SATB profile:
Key Lessons LearntKey Lessons Learnt
Competition Approaches – key considerations Competition Approaches – key considerations
When deciding upon a competition its essential you observe the following points:
Is the competition ‘relevant’? What is the ‘purpose’ of the competition? Are the timescales ‘realistic’? Does the competition ‘inspire’ & ‘engage’ the audience? Are the entry instructions ‘clear’?
Competitions can also meet a range of objectives inc:
Data Capture Qualitative Data Increase in traffic to your website PR headlines UGC (User Generated Content)Examples:
Tour operators: Please get involvedTour operators: Please get involved
Tourism Boards can work jointly with Tour Operators to get booking engines inserted within their WAYN Micro Sites
This enables Performance Driven campaigns to take place on top of Branding activities
In this example, Germany and Canada TB incorporated their flight and hotel booking engines
Q&AQ&A
