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Social Media
Search, PR and the Social Butterfly
@optimizeyourweb
Inspired by Iceland
Case Study
Crisis & Social Media• 5 ways to contain a crisis through social media
– Be Prepared• Sit down with your team and brainstorm all the things that could
possibly go wrong before they actually do.– Monitor
• Crisis situations can pop up anywhere at any time. Rather than waiting for a situation to spin out of control before you even hear about it.
– Craft messages appropriately• During times of crisis, communications to your internal and/or external
audiences can either help a situation or make it worse.– Be informative and helpful
• When crafting these messages, include information that will help all stakeholders, not just your company.
– Be truthfull• One of the unofficial commandments of social media is to be authentic
and true. This is even more applicable during times of crisis.
The POST Method/Model• People
– Don't start a social strategy until you know the capabilities of your audience.
• If you're targeting college students, use social networks. If you're reaching out business travellers, consider ratings and reviews.
• Objectives– Pick one. Are you starting an application to listen to your customers, or
to talk with them? To support them, or to energize your best customers to evangelize others?
• Strategy– Strategy here means figuring out what will be different after you're done.
Do you want a closer, two-way relationship with your best customers?• Technology
– A community. A wiki. A blog or a hundred blogs. Once you know your people, objectives, and strategy, then you can decide with confidence.
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Strategy in Short• Problem: Iceland is hit by a Volcano that halts most flight traffic and threatens
tourism at a critical moment• Solution: A multilingual multichannel strategy was created focusing on Google
Universal. YouTube/Vimeo Videos were created, Facebook Fan and Like Pages and ad campaigns based on selected demographics, on top of that Twitter bursts and blog posts. The strategy among other was to attach Iceland to high profile brands and names such as John Lennon, Lonely Planet, CNN and general search phrases like music festival, travel destination and so on. Targeted phrases had close to ten million monthly searches.
• Implementation: New web site was launched, unique content was written and distributed in 7 languages focusing on key stakeholders such as journalists, travel agents and the general traveller raising awareness of Iceland.
• Results: Information about inspired by Iceland was viewed over one hundred million times through this multi channel multi lingual approach. First numbers in Q1 2011 indicate a growth year on year in bookings and the season is just starting.
• Following screenshots illustrate the impact
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The Video
Imagine Peace - English
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Lonely Planet - Dutch
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John Lennon - English
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John Lennon - English
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John Lennon – English (Twitter)
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From 0 to 121,000
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From close to 0 to 428,000
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Video Distribution
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Video Distribution cont.
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Direct Media Impact
150,000 visitorsin the first week
Total 1.1 million
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Direct Media Impact
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Inspired by Iceland in the Media
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Bottom line• By leveraging Google Universal and focusing
on a multi channel approach we were able to take over and hold visibility for very strong search terms over a important period of time
• This was a vital part of an overall branding strategy keeping Iceland top of mind when it came to being the travel destination
• A tourist summer that looked bleak was on par with a very successful 2009 and 2011 looks really good
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