This document was prepared for internal use only. To be treated with strict confidentiality.
©2002-2009 Where Are You Now? Limited. All Rights Reserved
Jerome Touze Co Founder & Co CEO
Where Are You Now Ltd
Using social Media to promote your des4na4on
WAYN unite members based on and ‘Where they want to go’ and ‘what they love to do’
Reach of circa 16 million members globally
The World’s Largest ‘Travel & Lifestyle’ Social Networking Community
• 5 – 6 million monthly visitors
• Global foot print
• Very tailored targe4ng opportuni4es
North America 4.3 MM members
LATAM 737K members
Europe 3.8 MM members
Asia 5.5 MM members
Australia & NZ 890K members
Africa & Middle East 750k members
Female users, 42% Male users,
58%
Breakdown of users by gender
age 18-24 25%
age 25-30 36% age 31-40
24%
age 41-50 9%
age over 50 6%
Breakdown of users by Age Range
• Clear shiL from offline medium to online / Data Transparency
• Tourism Boards are sPll heavily relying on “Comfortable” markePng strategies with no real online agenda other than experimental
• Increasing awareness of Social Media plaUorms – 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 imperaPves
Our approach allows clients to interact with our community in a way which is
inspiraPonal, engaging, and impacUul.
Objec4ves can be centred upon
branding, lead generaPon, data capture or involve UGC (User Generated Content)
Members can personalise there profile via profile skins
Skins can be client branded with a direct link in the header to drive traffic to your site or profile on WAYN
Profile skins when unselected as default, are available for selec4on from within our skin selec4on panel
‘Brazil’ Example Current Skins
Example here: Full takeover of the ‘Brazil’ des4na4on page within WAYN, including Top Side Header, MPU and Skyscraper fixed placements
Enables you to have direct visibility with members who you know have a direct interest in your des4na4on
Increasing brand awareness and driving traffic directly to your profile/website
To maximise engagement, once the profile is launched we will schedule an offer no4fica4on to be sent out to your targeted demographic
Members will be alerted on their homepage and driven to your profile/website
Key Objec4ve: The promo4on of South Africa as the ‘des4na4on of the moment
TacPcal ObjecPve 1: To place ‘South Africa’
at the centre of the WAYN communi4es discussions
TacPcal ObjecPve 2: Design and execu4on
of a global compe44on to drive data capture
TacPcal ObjecPve 3: Inspire the WAYN audience to engage with a ‘content rich’ microsite, facilita4ng feedback and interac4on
The approach we ini4ated, facilitated the crea4on of a fully branded, content rich, integrated profile which promoted a ‘global compePPon’ to find from SATB’s chosen audience, ‘The Face of South Africa’.
The SATB profile/micro‐site was designed in order to drive entries for the global compe44on to find the ‘Face of South Africa’ from within the WAYN community.
The SATB Profile hosted:
Fully branded ‘clickable’ header‐ redirec4ng members to hep://www.southafrica.net SATB promo4onal video Photos Featured tours, i‐frame The ‘Face of South Africa’ compe44on announcement & associated T&C’s Entry survey hosted within the profile Member comments.
Key Campaign StaPsPcs
1. An overwhelming 20,000 global entries into the SATB compe44on
2. Over 5 million views
3. 1,200 confirmed friends in just 3 weeks
4. 7,213 comments to the SATB profile
5. Lower cost per engagement on WAYN than any other channel used
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 ac4vi4es
In this example, Germany and Canada TB incorporated their flight and hotel booking engines
Profile Skin
Newsleeer Advertorial
Profile Skin
Virtual Friend Email
ROS Display
Homepage Newsfeed
Offer NoPficaPon
Target Audience Commercial Placements Website WAYN Profile
Profile
Log Out Page AdverPsing
Landing Page AdverPsing
Top Side Header
When deciding upon a compePPon its essenPal you observe the following points:
Is the compe44on ‘relevant’? What is the ‘purpose’ of the compe44on? Are the 4mescales ‘realis4c’? Does the compe44on ‘inspire’ & ‘engage’ the audience? Are the entry instruc4ons ‘clear’?
CompePPons can also meet a range of objecPves inc:
Data Capture Qualita4ve Data Increase in traffic to your website PR headlines UGC (User Generated Content)
Jerome Touze Co Founder & Co CEO Tel: +44 (0) 77 806 685 88 Email: [email protected]