Targeting Travel Audiences with Social Media
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This document discusses using social media to target travel audiences. It outlines three key elements: establishing a presence on social media platforms like Facebook and Twitter, building connections and communities through engagement, and creating conversations to invite participation. It provides tips for engagement and discusses a case study of VisitNorway's "My Northern Lights" campaign. The campaign allowed users to create and save virtual northern lights, driving over 470,000 unique visitors and 2.9 million page views in its first two years.
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Targeting Travel Audiences with Social Media
- 1. Targeting travel audiences with social media creating communities, audience mapping and targeting online influencers The Social Media Academy – Social Media in Travel Conference March 15, 2011
- 2. Surf PR • Online PR & social media agency • Travel & leisure industry specialists • Sister agency to The Saltmarsh Partnership • Core activities include: – Social media strategy – Platform & content development – community management/ engagement • Bespoke, integrated campaigns combining PR with SEO & traffic generation
- 3. Surf clients
- 4. Targeting travel audiences with social media Three key elements: 1.Establishing a presence 2.Building connections – your community 3.Creating conversations 4.Case study – VisitNorway
- 5. Establishing a presence • Choose your permanent social platforms – Where are your audiences? – What are your primary goals – CRM, PR, SEO, Traffic?
- 6. Establishing a presence • Construct your social media identity – Claim your brand name/support your URL – Decide on tone of voice – Be consistent across platforms – Optimise profile information
- 7. Establishing a presence • Signpost platforms • Integrate with other marketing activities • Feed areas into one another
- 9. Targeting travel influencers • Bring media relations into Twitter • “Travel” too broad a topic for individual bloggers/ tweeters • Focus in on specialisms e.g. “Eco travel”, “ski”, “walking” etc. • Treat all influencers with equal respect
- 10. Building connections – targeting activity
- 11. Targeted content: Discover Dominica – in a minute
- 14. Creating conversations Mum bloggers Celtic Haven trip Nov 2010 • 4 bloggers & families Noise generated: • Over 90 tweets • 12 individual blog posts on 6 sites • 1 TripAdvisor review • Video & photo content created • Multiple back links created • Coverage still prominent in Google search
- 15. Engagement tips • Observe platform etiquette • Don’t spam • Flattery works! • Offer incentives • Use Twitter lists • Make campaigns topical, useful, targeted, fun…
- 16. Case study
- 17. Norway to take ownership of Northern Lights
- 18. Key elements • The unique nature of Northern Nights • Reflect Norway brand • Emotive • Simplicity • Organic
- 19. The ‘viral’ element - less is…more • Simple • Easy to use • Experiential • Enjoyable • Engaging • Magical
- 24. If you build it, they will come…
- 25. Site traffic – Year 1
- 26. Site traffic – Year 2
- 28. Year 1 tactics
- 29. Year 2 tactics
- 31. Permanent flexible platforms Ongoing dialogue Buy-in Manpower Technical skills Access Integration Local specialist knowledge Tools – the essentials:
- 32. Results – traffic, combined global totals - More than 470,000 unique visitors - More than 2.9 Million page views -2 minutes spent on site - 16 per cent bounce rate - 28,839 lights created & saved
Hinweis der Redaktion
- designed to appeal to nature lovers / experiential travellers imprint a vivid visual and sensory impression of the Dominica product More than 4,500 YouTube views Good pick up with eco travel blogs
- Love Guernsey – totally inclusive / pitched at local community & past visitors Launched 8 days ago
- Facebook competitions generate new “likes” and e-news letter sign up Northern Norway postcard models campaign – real people seeking extraordinary adventure - 3,192 FB Fans – friends voted on entry
- IN 2009, Norway has a vision to take ownership of Northern Lights Position as the ultimate destination to experience the fascinating natural phenomenon International team was asked to develop a pan-European social media marketing to campaign to raise the profile of Norway And attract more tourists to Norway using Northern Lights as the hook
- Visit Norway developed the brief based on 5 Key Elements: The Unique Nature of Northern Lights Vistit Norway Brand Values – Fresh, Friendly, Genuine and Innovative Emotional connection and association Something Simple and Honest A Viral that is organic, with no forced mechanic
- To achieve an international appeal, we need something universal that crossed boundries No language barrier No cultural barrier Everyone can do it and enjoy it Something personal and engaging
- The technical aspect of the micro site
- 5 international markets initially UK, Norway, Sweden, Germany, France US and Russia joined campaign at a later date
- Y2 Developments Speeded up page loading Created better navigation to product information pages Added a competition element
- Ranks well in Google search Included advertising Referral traffic has an impact on bounce rate – preview factor
- Removed themed twitter feeds Consolidated activity to core VisitNorway social media platforms