Social Media for Travel & Tourism: Maximise ROI

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About Adrian

About Tatiana

Who is TA Fastrack?

Established in 2002

Offices in Sydney Brisbane AucklandOffices in Sydney, Brisbane, Auckland

Australia’s leading travel and tourism DigitalAustralia s leading travel and tourism Digital Marketing agency

Official members marketing service to the members of AAOA and ARAMAmembers of AAOA and ARAMA

Over 150 years of combined experienceOver 150 years of combined experience

Some of our clients....

What you will learn today

How Social Media revolutionized the

way we travel

Social Media Best Practices

Best tips of maximizing your presence

on the top travel Social Networkson the top travel Social Networks

How to calculate your Social Media

ROI

IT’S A CHANGEDIT’S A CHANGEDCONSUMER SCAPECONSUMER -SCAPE

700/second700/second# of FACEBOOK 1 hour/secondstatus updates Of video uploaded

to YOUTUBE

1000/minute600/second

1000/minute# of NEW visitors on PINTEREST

# of TWEETSon PINTEREST

3x more time spent with i l di th ilsocial media than email

The Social Media Revolution

Social Media Impact on Travel

How the Travel Industry Utilizes Social MediaSocial Media Impact on Travel



How the Travel Industry Utilizes Social Media


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#1 Rule for Business Success in Social Media

Good Social Media Starts with a Good Strategy#1 Rule for Business Success in Social MediaGood Social Media Starts with a Good Strategy

Best Practices MatterBest Practices Matter

Content is KingDO 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 EngageDo listen and engage with your audience everyday. They want you to talk

ith th b t t t thwith them but not at them.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 posting that comment., j p p g

Build Social Relationships through CommunicationDO 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 LoveLike into Love.

Best Practices MatterThe Social Media Business Equation

Content strategy is a map formap for turning your

i l disocial media into business success

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 1 800 000 Steady5. Twitter 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 EstimatedGoogle+ 331,336 Estimated

StumbleUpon 150,000 Steady

Reddit 140,000 Steady, y

Digg 77,000 Steady

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Facebook in Australia

No.1 Social Media site

11 million users

60-70% of Australianshave Passports11 million users

- 51.22% of population- 63 93% penetration of online population63.93% penetration of online population

Only 1 million users under 18yrs of ageAvg time spent on Facebook a day is 22Avg time spent on Facebook a day is 22 mins2 in 5 Australians online are now i t ti ith i i F b kinteracting with companies via Facebook9 in 10 (86%) of Australian’s look to their fellow Facebook users for opinions and 75% of Australiansinformation about products, services and brandsFacebook Ads becoming more

75% of Australians socialise with friends and family through Facebook

Facebook Ads becoming more effective than Google Ads

(Data accurate as at 05 March 2012)

Maximising Your Business on Facebook

#1: Use custom b li itab applications

Add personality to your pagey p g


#2: Offer value

Give Facebook users what they want


#3: Be available

Check and respondp


#4: Be flexible

Share it as it happenspp

Twitter In AustraliaTwitter 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 areOnly 16% of AU users are under the age of 24. Largest segment (32%) is 45 5445-54

25% follow brands, i i ticompanies or organisations

via Twitter

Avg time spent on Twitter per day is 10 mins

Maximising Your Business on Twitter

#1: Createticonversation

strategy

Talk about thingsTalk about things that interest your

followers.


#2: Interact#2: Interact

Don’t be lame


#3: Organiseyour communityyour community with Twitter

Lists

Twitter gives you a t i hgreat overview on how

to use Twitter Listshttp://support.twitter.com/groups/31-

twitter-basics/topics/111-pfeatures/articles/76460-how-to-use-

twitter-lists#


#4: GraduallyE d YExpand Your Community

B ildBuild your relationships one at

a timea time.

YouTube in Australia

YouTube in Australia

There are 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 weekendsweekends

12hrs of video are watched devery second

48% of Australian companies & brands have a YouTube channel

Maximising Your Business on YouTube

#1: Customize your Channel

Give ‘em some eye candyGive em some eye candy


#2: Manage Commentsg

Keep it cleanp


#3: Engageg g

T lk t thTalk to them


#4: Cross‐promotep

Integrated Marketing mattersIntegrated Marketing matters

SocialSocial ROI

Equation for ROI?

How Should I Estimate My Return?How Should I estimate my Return?y

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 ill ti h d d ll t th• Finally, define how you will tie hard dollars to the social media return.

Social Media ROI on Sales

STEP 1 Goal: increase sales.

STEP 2 Return: value of sales that can be attributed toSTEP 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 enteredFollow user path from the online check out to where the user entered the stream‐ Provide our users with social media campaign–only coupon codesCompare 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.

Social Media ROI on Sales

Social media ROI = (return – investment) / investment %.

How Should I Estimate My Return?Social Media Marketing Special Offery

Subscribe to Fastrack Social Maintenance Program* and receive FREE channel customisation** valued at $1000customisation** valued at $1000

INCLUSIONS:A t t• Account set up

• Channel set up and initial content population^• Monthly Content Strategy• Interaction with your fans/ followers^^

$350 per channel / per month• Interaction with your fans/ followers^^

• Content sharing^^^• Cross-promotion on your digital channels• Monthly overview traffic report

per channel / per month

*Basic package, min 3 months commitment** b k b b h l b k d

• Monthly overview traffic report

**E.g. Facebook custom tab, You Tube channel background^ 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

Contact TA Fastrack

Tel: 07 3040 3588

http://www.facebook.com/TAFastrack http://tafastrack.blogspot.com/http://www.facebook.com/TAFastrackhttp://twitter.com/#!/tafastrack

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Social Media for Travel & Tourism: Maximise ROI