Lonelyplanet
24
description
Matthew Cashmore - Innovation ecosytem Manager - Lonely Planet
Transcript of Lonelyplanet
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
