Social Media Strategy Travel Insurance

Company

By Rebecca Hesilrige

Becky.hesilrige@gmail.com@beckyhesilrigeLinkedin.com/in/rebeccahesilrige

• Objectives and Audience• Team and Resources

• Content Guideline Example • Social Media Platforms

• Key Influencer Suggestions• Producing, Posting, Sharing • Promote and Build Network

• Suggested Tools • Translate Activity into ROI

Contents

Objectives & Audience

• Increase brand awareness through SM• Increase site traffic through SM• Increase conversions through SM

• New audience – create interest and increase knowledge travel insurance services

• Captured audience– further engage, interact and remind of services

Team and resources • Decide how many resources you want to put into

social media

• Encourage staff to get involved – tweet/post stories of interest

• Integrate customer service into the SM plan

• Publish content guidelines for staff to follow

• Use employees as well as and the public as a resource – communicate with the public through social media to gather opinions, suggestions and service ideas

Content Guidelines ExampleBe transparent• If various people use the company SM, always identify yourself.• If you contribute a personal blog website that covers the company’s

business, make clear that your opinions are your own the companies.

Be respectful• Expression of opinions is encouraged, however don’t resort to

personal attacks, harassment, or discrimination in the process.Be yourself• The public value personality and individual interests, including those

that fall outside of your primary work responsibilities. Let that personality shine in your online content!

Be smart• Some company projects, lessons learned, and success stories are

fine to share; others aren’t. Don’t reveal company secrets or proprietary information, and make sure you have permission from your clients and partners before mentioning them by name.

• Your words and statements online are a reflection of the company. Use your best judgment when deciding whether content is appropriate to publish.

Social Media Platforms

Suggested Platforms:• Facebook• Twitter• YouTube/Vimeo• Flickr/Pinterest• Blogs• Stumbleupon, Reddit & other social

bookmarking sites

Key Influencer SuggestionsTwitter• @lonelyplanet• @tripadvisor• @Frommers• @coqui2008 • @travelrants• @soultravelers3• @wendyperrin• @elliottng• @EverywhereTrip• @ClaudeBenard• @catherinemack• @wildjunket

Facebook• Lonely Planet• Trip Advisor• Frommers• Hotel Chatter• Fodors

Follow key influencers through social media to expand brand awareness & to gain positive reputation

Producing, Posting & Sharing

Do not automatically link up your Facebook & Twitteraccounts. It is generally accepted that you can tweet morethan you can post on Facebook, so tailor your content & theamount you publish based on this.

• Twitter – Average 6 times a day (mix of content and advertisement)

• Facebook – Average 4 (mix of content and advertisement, with emphasis on photo and video posts)

• YouTube – Post videos whenever possible. Interact on YouTube once a week – playlist, comments, favourites

• Blog – Aim for once a week, depending on relevant news (Emphasis on photo and video posts)

Promote & Build Network• It is very important to include links to micro

sites/main sites within social media where possible.• Advertise/retweet/mention micro sites/main sites

within social media where possible. • Promote services from micro sites/main sites

occasionally• Post content from blogs & YouTube through other

social media platforms• Plan content around fundraising activity – keep in

touch with fundraisers to post relevant and up to date content

Suggested ToolsHootsuite/Tweetdeck • Monitor Twitter & Facebook• Schedule TweetsSprout Social• Reporting toolKlout• Measures your impact through social mediaRockmelt Browser• Monitor & contribute to social media within your browserListorious• Find relevant people to follow on TwitterTweet Karma• Delete accounts who are not following you back/haven’t

posted in a long time

Translating Activity Into ROI

Decide what ROI you want to achieve:

• Increase in brand equity, fidelity & loyalty• Improved brand perception• Efficiencies in customer satisfaction/service• Increased sales• Cost effective customer insights and research• Efficiencies in PR• Efficiencies in advertising product & service

launches

Translating Activity Into ROI For example

Compare: Normal sales, current sales and social media activity

Translating Activity Into ROI Once you have measurements in place you need to look for correlations between data

Thanks For Reading!

Feel free to get in touch if you have any questions or need any advice

Becky.hesilrige@gmail.com@beckyhesilrige

Linkedin.com/in/rebeccahesilrige