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Socialising the Travel Experience
Craig HepburnGlobal Director, Digital Nokia
15.05.2010
Company Confidential
Social can get you in all kinds of trouble!!
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What does it mean…
Social media is an umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words, pictures, videos, and audio.
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Why do people do it…
It’s how people engage, participate, and share online…
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Where is it moving…
The connected social web is moving away from ‘individual’ search to ‘social’ discover…
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Facebook now the No1 Destination online
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Social Business Design / Enterprise 2.0
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Social Workplace = social marketplace
Social Work Place
Social Market Place
Social Work Place
Travel Content
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Social content is everywhere…
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Gen Y no longer communicate via email
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What does this mean for Travel?...
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Social Publishing
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Web Content management framework required
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1. Publishable – Ensure you publish all marketing collateral to the web
2. Findable – Provide search friendly naming terms to the content
3. Social – By using slideshare, youTube, twitter, linkedIn to socialise content
4. Viral – Encourage colleagues, partners, friends, customers to share
5. Syndicatable – Allow people to subscribe to our content, events etc
6. Linkable – All marketing material should have appropriate links
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Social Applications
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Engage with your audience / community managers
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Content syndication enables social sharing
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Harness the social conversations!
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Harness the social tag to amplify message!
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Use Promoted Tweets…wisely!
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Embeddable Tweets
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Travel Blogs and Social Kudos
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Its not what you know…its what you like!
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Its not what you know…its what you like!
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Social Sign On – Facebook Connect
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Measure your social channels
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7 Steps to Social
1. Start with a plan, not tactics. Research and build a Social Media Roadmap involving: Audience, Objectives, Strategy, Tactics, Tools/Technology and Metrics.
2. “Give to get” – Successful social media marketing programs involve listening and participation.
3. Commit resources & time to be successful or you may very well fail. It’s important to forecast labor hours, who, what, when, how and where with the intention of succeeding, not just experimenting.
4. Be transparent with intentions & your identity or you may alienate the very audiences you’re trying to connect with.
5. Understand, you do not control the message. Old habits die hard and there’s a tendency to want to treat social media participation like advertising where the ability to control messaging is the norm.
6. Welcome participation, feedback and co-creation. As comfort levels rise with social web participation, companies will see opportunities to encourage participation with communications, especially with brand evangelists.
7. Metrics should roll up to objectives and objectives should be relevant to the channel.
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STA Travel - Worlds First Virtual Travel Agent
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Thank You - Questions?
• I blog at http://forwebsake.blogspot.com• Follow me on twitter @ http://twitter.com/craighepburn• Download presentations @ http://
www.slideshare.net/craighepburn• Join our conversations @ http://conversations.nokia.com/
