1. Reach Niche Customers Through Social Media
Channels & Increase Booking Conversion
Presented by Iain Martin
Skipedia.co.uk
Travel Distribution Summit Europe 2011
2. Natives.co.uk
• Founded in 1999
• Season worker community
• No1 ski recruitment website
• Multiple revenue channels
• Club des Saisonniers
3. Social Media
• Facebook – Fan Page
• Facebook - ‘Jo Natives’
• Twitter - JoNatives
• Twitter - Natives_Recruit
4. YouTube
A picture is worth a thousand words...
• 150 years of video watched on Facebook every day
• 400 tweets per minute contain a YouTube link
• 200m mobile clips streamed on YouTube every day
• 37% have bought an item seen advertised on YouTube
5. Natives on YouTube
• Over 100,000 views
• Regular uploads
• Mix of content & viral
• Multi-channel promotion
6. YouTube – Best Practice
1. Make it SEO
• Use auto-complete ideas
• Use keywords in title, tags
• Make full use of description
7. YouTube – Best Practice
2. Embed it
• 23% watch videos on other sites
• Find a natural fit on your site
• ‘How To...’ guides
8. YouTube – Best Practice
3. Keep it short and simple
• Max 2 minutes, if possible
• Content > high production values
• e.g. Gap Yah
9. YouTube – Best Practice
4. Remember the details
• Include your branding
• Include a link in description
• Choose the best thumbnail
10. YouTube – Best Practice
5. Build a home
• Don’t keep default settings
• Brand the channel
• Brand each video
11. YouTube – Best Practice
6. Join the conversation
• Post regularly
• Reply to comments
• e.g ‘Old Spice’
12. YouTube – Best Practice
7. Track, Analyse, Improve
• Use YouTube Insights
• Review hotspots
• Test and review
13. YouTube – Viral Success
Viral videos - a note
• Very hard to predict and design
• Easier with a budget...or Becks
• Easier within a niche?
15. YouTube – Best Practice
1. Make it SEO
2. Embed it
3. Keep it short and simple
4. Remember the details
5. Build a home
6. Join the conversation
7. Track, Analyse, Improve
Presented by Iain Martin
Skipedia.co.uk