a long history...

15 years ago we launched Thorn Tree

New message every 12 seconds 24/7

Over 100,000 active threads at any given moment

600,000+ members

3000 new threads a week

Community at the heart of what we do

How

3 Staff

Based: Melbourne, London and San Francisco

24 hour support and moderation

Post moderation

‘trust’ the community

Being everywhere

• Isn’t a good idea

CONVERSATION

conversation

Chose your platforms carefully

Best engagement potential

Where you have experience

Where you have people

target resources

Don’t think PR, think engagement

Don’t think sales figures, think brand loyalty

Don’t think fluffy, think metrics

Don’t think on your own, think with others

bridging the gap

Social Media isn’t an add on

Has to be part of who you are

Has to be how people feel about you

It’s not a section, it’s not another site, it’s you

so how do you control it?

Let people in

measure everything

read, listen, learn

Top Tips

Employ clever people

Employ people who get it

Use metrics

Have a play before settling down

Let people behind the curtain

This is who you are, not another channel for marketing

matthew.cashmore@lonelyplanet.com@matthewcashmore