social media - what's in it for me?

ABTOF Conference

April 2011@andrewgerrard

andrew@d-marketing.co.uk

Social Media

What’s in it for me?

Travel is location-based

Travel is a social activity

Travel is a business

Social Media is all about...

• Engaging in the conversation

• Loving your followers

• Being Human

• The people

“On the Internet, nobody knows you’re a dog.”

Vs.

Old rules?

New Models

Commercial realities still apply

“I had my own blog for a while, but I decided to go back to just pointless, incessant barking.”

If it’s...

FunUnusualImportantInterestingEducational PromotionalNewsworthyEntertaining

Share it !

Owned, earned and bought

Owned Earned Bought

Media via a channel that you

control

Media via others with influence

Media via 3rd

party agreements

OWNEDMedia via a channel that you control

EXAMPLES

Fully owned:Web / mobile siteBlog siteWidgets and apps

Partially owned:Facebook pageTwitter accountPartnershipsNatural Search

ROLES

Where people go to find out more

Longer term relationships

Taking comms beyond your website

Support people who WANT to engage with you

BENEFITS

Control

Longevity

Versatility

Niche Audiences

CHALLENGES

No guarantees

Trust

Takes time to scale

Cost

BOUGHTMedia via 3rd party agreements

EXAMPLES

Display ads

Paid search

Sponsorships

Partnerships

ROLES

Reach

Engagement & Interaction

Catalyst

BENEFITS

Control

Delivery with Immediacy

Scale and frequency

Salience

Targeting

Drive Owned and Earned

CHALLENGES

Clutter

Lower response rates

Interruptive

Costs

EARNEDMedia via others with influence

EXAMPLES

Word of mouth (WOM)

User generated content

Buzz

Viral

ROLES

Peer to peer sharing

User broadcasting

BENEFITS

Most credible

Transparent and lives on

Supports us listening and responding

Potential value for money

CHALLENGES

Control

Reputation management

Potential negativity

Scale

Risk Management

Hard to measure

Commitment

Not a campaign

Social Media is NOT free! KTHXBAI

Travellers? Loyalty? Upgrades?

Revenueeven?

Yes!We can do those too

ROI =SPEND

(INCOME - SPEND) * 100

THE R.O.I. EQUATION

ROI is a business metric, NOT a media metric

ROI is agnostic

Just measuring media is NOT the answer

BUT...

So, you decide to do some Social Media

...

Baseline

Before After

Measure

Before After

What did we do here , here & here ?

Overlay

Before After

Figure it all out

...apply the ROI equation

With the cost savings and the business generated,

to give you...

Social MediaBusiness

Social Business

ABTOF Conference

April 2011@andrewgerrard

andrew@d-marketing.co.uk