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Social Media for Travel & Tourism: Maximise ROI
- 1. Welcome to today s today’swebinar You are currently on MUTE and will not hear anything until we begin. Ask us anything you like in the chat box in your GoToWebinar control panel.
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- 4. Who is TAFastrack? Established in 2002 Offices in Sydney Brisbane Auckland Sydney, Brisbane, Australia s Australia’s leading travel and tourism Digital Marketing agency Official members marketing service to the members of AAOA and ARAMA Over 150 years of combined experience
- 5. Some of ourclients....
- 6. What you willlearn today How Social Media revolutionized the way we travel Social Media Best Practices Best tips of maximizing your presence on the top travel Social Networks How to calculate your Social Media ROI
- 7. IT’S A CHANGED CONSUMER-SCAPE SCAPE
- 8. 700/second #of FACEBOOK 1 hour/second status updates Of video uploaded to YOUTUBE 1000/minute # of NEW visitors on PINTEREST 600/second # of TWEETS
- 9. 3x more time spent with social media th email i l di than il
- 11. The Social MediaRevolution
- 12. Social Media Impacton Travel
- 13. Social Media Impacton Travel How the Travel Industry Utilizes Social Media
- 14. Social Media Impacton Travel
- 15. Social Media Impacton Travel
- 16. How the TravelIndustry Utilizes Social Media
- 17. Social Media Impacton Travel
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- 19. #1 Rule forBusiness Success in Social Media
- 20. Good SocialBusiness Successa Good Strategy #1 Rule for Media Starts with in Social Media
- 21. Best Practices Matter Contentis King DO create strong content. If you don’t have anything important to say or information of value to deliver, you won’t achieve engagement with users. Don't make social media just a platform to promote your product. Let your customers promote the product and use social media to promote your customers. Listen and Engage Do listen and engage with your audience everyday. They want you to talk with th ith them b t not at them. but t t th Don't avoid customer complaints or gripes. One or two unanswered negative comments can leave a huge impression on your prospective customers, not just the person who's p , j p posting that comment. g Build Social Relationships through Communication DO focus on social communication as equally as you focus on strong content. Facebook and Twitter are more communication engines than content engines. Don't assume that just because a consumer "likes your brand" that they're interacting with you. You have to continue to build that relationship and turn that "Like" into Love. Like Love
- 22. The Social MediaBusiness Equation Best Practices Matter Content strategy is a map for map for turning your social media i l di into business success
- 23. Social Channel Australia Users May 12 Change from April 12 1. Facebook 11,968,120 ↓ 20,000 2. You Tube 11,000,000 Steady 3. BlogSpot 4,030,000 Steady 4. LinkedIn 2,200,000 Steady 5. Twitter 5 Twitter 1,800,000 1 800 000 Steady 6. WordPress.com 1,600,000 ↓ 200,000 7. Tumblr 1,200,000 Steady 8. Flickr 840,000 ↓ 80,000 9. Pinterest 560,000 ↑ 90,000 10. Instagram 423,000 ↑ 171,000 MySpace 420,000 ↓ 40,000 Google+ 331,336 331 336 Estimated StumbleUpon 150,000 Steady Reddit , 140,000 Steady y Digg 77,000 Steady
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- 26. Facebook in Australia No.1Social Media site 60-70% of Australians have Passports 11 million users - 51.22% of population - 63 93% penetration of online population 63.93% Only 1 million users under 18yrs of age Avg time spent on Facebook a day is 22 mins 2 in 5 Australians online are now interacting with companies via F i t ti ith i i Facebook b k 9 in 10 (86%) of Australian’s look to their fellow Facebook users for opinions and 75% of Australians information about products, services and socialise with friends and brands family through Facebook Facebook Ads becoming more effective than Google Ads (Data accurate as at 05 March 2012)
- 29. Maximising Your Businesson Facebook #1: Use custom tab applications b li i Add personality to y your p g page
- 30. Maximising Your Businesson Facebook #2: Offer value Give Facebook users what they want
- 31. Maximising Your Businesson Facebook #3: Be available Check and respond p
- 32. Maximising Your Businesson Facebook #4: Be flexible Share it as it happens pp
- 34. Twitter In Australia Twitter in Australia There are approximately 1.8 million Twitter accounts in Australia Twitter is the 5th most popular social network Only 16% of AU users are under the age of 24. Largest segment (32%) is 45-54 45 54 25% follow brands, companies or organisations i i ti via Twitter Avg time spent on Twitter per day is 10 mins
- 36. Maximising Your Businesson Twitter #1: Create conversation ti strategy Talk about things that interest your followers.
- 37. Maximising Your Businesson Twitter #2: Interact #2: Interact Don’t be lame
- 38. Maximising Your Businesson Twitter #3: Organise your community your community with Twitter Lists Twitter gives you a great overview on h t i how to use Twitter Lists http://support.twitter.com/groups/31- twitter-basics/topics/111- p features/articles/76460-how-to-use- twitter-lists#
- 39. Maximising Your Businesson Twitter #4: Gradually Expand Your E dY Community Build B ild your relationships one at a time time.
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- 42. YouTube in Australia Thereare 11 million YouTube accounts in Australia YouTube is the 2nd most popular social network in Australia Most traffic occurs at 6-8pm weekdays and 8-11pm weekends 12hrs of video are watched every secondd 48% of Australian companies & brands have a YouTube channel
- 43. Maximising Your Businesson YouTube #1: Customize your Channel Give ‘em some eye candy em
- 44. Maximising Your Businesson YouTube #2: Manage Comments g Keep it clean p
- 45. Maximising Your Businesson YouTube #3: Engage g g Talk t th T lk to them
- 46. Maximising Your Businesson YouTube #4: Cross‐promote p Integrated Marketing matters
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- 54. How Should Iestimate myyReturn? How Should I Estimate My Return? Apply a 3‐step process: • Define your social media goal. Define your social media goal. • Based on the goal, define your social media return. • Fi ll d fi h Finally, define how you will tie hard dollars to the ill ti h d d ll t th social media return.
- 55. Social Media ROIon Sales STEP 1 Goal: increase sales. STEP 2 Return: value of sales that can be attributed to STEP 2 Return: value of sales that can be attributed to the social media campaign. ‐ Follow user path from the online check‐out to where the user entered Follow user path from the online check out to where the user entered the stream ‐ Provide our users with social media campaign–only coupon codes ‐ Compare actual sales with forecasted sales Compare actual sales with forecasted sales STEP 3 Tie hard dollars to the social media return: amount of sales dollars.
- 56. Social Media ROIon Sales Social media ROI = (return – investment) / investment %.
- 57. Social Media MarketingSpecial Offer How Should I Estimate My Return? y Subscribe to Fastrack Social Maintenance Program* and receive FREE channel customisation** valued at $1000 valued at $1000 INCLUSIONS: • A Account set up t t • Channel set up and initial content population^ • Monthly Content Strategy $350 • Interaction with your fans/ followers^^ per channel / per month • Content sharing^^^ • Cross-promotion on your digital channels • Monthly overview traffic report *Basic package, min 3 months commitment **E.g. Facebook custom tab, You Tube channel background ** b k b b h lb k d ^ Includes images, folders, tabs, playlists, lists – up to 3hrs p/month ^^ Includes response to comments, questions, complaint management ‐ up to 5hrs p/month ^^^ Includes status updates, photo & video uploads, polls, questions ‐ up to 5hrs p/month
- 59. Contact TA Fastrack Tel: 07 3040 3588 http://www.facebook.com/TAFastrack http://tafastrack.blogspot.com/ http://twitter.com/#!/tafastrack
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