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  1. 2. a long history... <ul><li>15 years ago we launched Thorn Tree </li></ul><ul><ul><li>New message every 12 seconds 24/7 </li></ul></ul><ul><ul><li>Over 100,000 active threads at any given moment </li></ul></ul><ul><ul><li>600,000+ members </li></ul></ul><ul><ul><li>3000 new threads a week </li></ul></ul><ul><ul><li>Community at the heart of what we do </li></ul></ul>
  2. 3. How <ul><li>3 Staff </li></ul><ul><li>Based: Melbourne, London and San Francisco </li></ul><ul><li>24 hour support and moderation </li></ul><ul><li>Post moderation </li></ul><ul><li>‘ trust’ the community </li></ul>
  3. 4. Being everywhere <ul><li>Isn’t a good idea </li></ul>
  5. 6. conversation <ul><li>Chose your platforms carefully </li></ul><ul><li>Best engagement potential </li></ul><ul><li>Where you have experience </li></ul><ul><li>Where you have people </li></ul>
  6. 7. target resources <ul><li>Don’t think PR, think engagement </li></ul><ul><li>Don’t think sales figures, think brand loyalty </li></ul><ul><li>Don’t think fluffy, think metrics </li></ul><ul><li>Don’t think on your own, think with others </li></ul>
  7. 8. bridging the gap <ul><li>Social Media isn’t an add on </li></ul><ul><li>Has to be part of who you are </li></ul><ul><li>Has to be how people feel about you </li></ul><ul><li>It’s not a section, it’s not another site, it’s you </li></ul>
  8. 19. so how do you control it?
  9. 20. Let people in
  10. 21. measure everything
  11. 22. read, listen, learn
  12. 23. Top Tips <ul><li>Employ clever people </li></ul><ul><li>Employ people who get it </li></ul><ul><li>Use metrics </li></ul><ul><li>Have a play before settling down </li></ul><ul><li>Let people behind the curtain </li></ul><ul><li>This is who you are, not another channel for marketing </li></ul>
  13. 24. <ul><li>[email_address] </li></ul><ul><li>@matthewcashmore </li></ul>

Hinweis der Redaktion

  • engaging in this space is not about money, it’s about real engagement.
  • Thorn Tree - we’ve been at this a very long time - we get community and how it interacts with our brand
  • very small staff dedicated people supportive community polices itself
  • get out there and play there are several hundred social networks there are thousands of social network tools there are millions of people who engage with them you need to concentrate your efforts but how?
  • Choose your platforms based on conversation where is it easier to talk to people? where are people wanting to talk to you? where are people talking to each other about you?
  • quickly decided to concentrate on 4 platforms
  • it’s not like any other space you’ve ever played in the audience is cynical the audience WANTS to engage
  • it’s all about the conversation silly this is what we do:
  • Homepage - now routinely points to bloggers outside LP Integrated facebook connect - bring your friends - tell your friends what you’re doing.
  • destination pages now contain links to non-lp content - scroll down the page
  • you can see the blogs here - this is called ‘blogs we like’ click on one of those and you stay in lp....
  • ... but as you can see there are google ads there we give 100% of that revenue to the blogger (fair play) we increase their traffic via links
  • Groups - based on Open Social - google backed social media platform applications - run everywhere wave igoogle lonelyplanet myspace micro-social-networks niche interests
  • post images post photos invite your friends publishes to activity stream more apps coming
  • we’re also on twitter different strategy to everyone else we don’t ‘broadcast’ - we retweet
  • we’re on facebook - combination of homepage content, user content and things we find interesting
  • flickr - over 200,000 images posted to the group
  • youtube - marketing campaign with t-mobile customised homepage in partnership with youtube
  • it’s all about control give people a show everything must be 100% correct?
  • let people see who’s behind the curtain let them speak to you let them speak to people let them have a ‘real’ conversation
  • that doesn’t mean you shouldn’t measure it social networks are uniquely measurable decide what you want, and measure it’s success if it’s not working try something else
  • there are REAL experts out there there are a LOT of people who say they’re experts and they’re not go learn learn learn go listen to conferences and the people using the networks sometimes you have to write your own theory (twitter for LP)