social media - what's in it for me?
DESCRIPTION
Presentation given on April 2nd 2011 at ABTOF Conference, St Malo, France. Focusing on Social media examples, challenges and opportunities in the travel industry; and presenting a framework for establishing Social Media ROI and Social Business.TRANSCRIPT
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
