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Travelscene Corporate Case Study

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Acquiring 1,000+ followers in 4 weeks.

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Travelscene Corporate Case Study

  1. 1. Marketing SolutionsTravelscene CorporateCase Study Acquiring 1,000+ followers in 4 weeks“ Travelscene Corporate partnered with LinkedIn due to their high reach of business travellers and Objectives corporate travel decision makers. The precise • Build an engaged community of corporate travel targetting available through LinkedIn meant that decision makers we could build an engaged follower base.” • Develop ongoing communication with the follower base Naomi McMullen • Position Travelscene Corporate as a thought leader Marketing Manager, Travelscene Corporate in the travel industry Solution Travelscene Corporate is the corporate division of Travelscene • Develop a company page for LinkedIn American Express, one of Australia’s leading travel networks. • Acquire followers through LinkedIn follower advertisements Their members have been helping Australian businesses • Utilise LinekdIn polls to generate insights and succeed in business around the world for the last 30 years. demonstrate thought leadership Travelscene Corporate launched their LinkedIn Company Page in January 2012. Their Company Page was developed to Why LinkedIn? enable an ongoing conversation with business travellers, • Destination for decision makers on corporate travel suppliers and corporate travel decision makers. • The only social media channel with a professional focus Travelscene Corporate’s presence on LinkedIn was enhanced • Precise targeting by using accurate user data by the use of LinkedIn Polls, which generated insights and demonstrated thought leadership in the travel industry. Results • Over 1,000 followers acquired over the 4-week campaign period at a CTR of .39% • Ongoing communication with the follower base • Average CTR of .31% for LinkedIn polls
  2. 2. “ Long-term customer value is key to corporate travel marketing. By utilising LinkedIn’s product suite, we have been able to develop deep, long-term relationships with relevant followers.” Naomi McMullen, Marketing Manager, Travelscene Corporate Building an Engaged Community Generating Relevant Insights LinkedIn follower ads enabled Travelscene Corporate to LinkedIn Polls provided key insights from travel decision develop an engaged community of travel decision makers makers. These insights allowed Travelscene Corporate to in a short period of time. generate PR as well as content for their annual conference. Contextual display advertising maintained ownership of the poll environment and positioned Travelscene Corporate as a thought leader in the travel industry. Copyright © 2012 LinkedIn Corporation. LinkedIn, the LinkedIn logo, and InMail are registered trademarks of LinkedIn Corporation in the United States and/or other countries. All other brands and names are the property of their respective owners. All rights reserved. 10-LCS-086-G 0712