Social Media StrategyFor

A New Online Travel booking Site

Objectives

Identify one differentiator in the market

Brand Awareness

Competitor Analysis

• What do they say?• User sentiments• What people are talking about

them?• What's the conclusion?• How we can leverage the results?

What Do competitors say?

Maximum options

Clean and simple

Comfortable travel

What do people feel about them?

Make My Trip Cleartrip YatraMost Passionate

Most positive

What people are talking about them?

What is the conclusion?

Make My Trip

Complaining about bad service

Improper delivery

Cleartrip

Happy with the service

Reaching out potential clients

Yatra

Most conversation by the company

Very less feedback from users online

PEOPLE EXPECT TO HAVE A MOBILE APPLICATION FOR A TRAVEL BOOKING SITE

How can we leverage competitors shortcomings?

• Have superior post sales and after sales services

Customer service

• Mobile apps• Increase social

presence

Give maximum touch points • Come up with

new places rather than the same once

Unexplored destination

GOOD CUSTOMER SERVICE AND LOYALTY CAN BE A BIG DIFFERENTIATOR

1 out of 4 book their flights through their mobile

Source: New Media Travel Watch

restaurant

meals36%

ground transporta-tion28%

airplane tickets

21%

rail tickets15%

Barriers to task completion on hospitality/tourism sites according to travel bookers worldwide, Q4 2011

Source: iPerception

- Price30%

- Still look-ing / un-

sure14%

- Booking problem12%

- Room availability

11%

- Ran out of time9%

- Could not find what

looking for8%

- Need more info

5%

- Technical issue4%

- Other7%

Purpose of visiting a hospitality / tourism site according to site visitors worldwide

Source: iPerception

26%20% 20%

7%

27%

Path used to get to hospitality / tourism sites by site visitors worldwide

Source: iPerception

- Typ

ed in URL

- Searc

h engine

- Bookm

ark / f

avourit

e

- Clic

ked on ad

- Email

link

- Oth

er site

link

- Link f

rom fri

end

- Socia

l netw

ork lin

k

- Oth

er0%

5%

10%

15%

20%

25%

30%

Where should “WE”be present and for what?

Website• B2C• SEO• Regular

• SEM• Seasonal

Facebook• B2C• Young working professionals• Teenagers• Big influencers

Twitter• B2C & B2B• Listen• Customer care center• Sell

Pinterest• B2C• Foreign customers

Linkedin• B2B &B2C• High profile personels• Business networking

Youtube• B2C• User experience catalogue• Visual advertisement

Wiki• B2C• Travel wiki• Surrogate marketing

Mobile• B2C• Application• Increase touch point

Bookmarking sites• B2C• Create travel catalogue

Where do my target audience sit?

Facebook•13 to 23 yrs – 29 Mn•24 to 34 yrs – 17 Mn•35 to 45 yrs – 4 Mn•46 and above – 1Mn

Linkedin•Over 15 Mn

Twitter •Over 14 Mn

Some Ideas….

Facebook• Upload your trip pictures

and get • A cash back or• Discount in next

booking• Building up loyalty

Linkedin• Travel related discussions• Ask a question

Twitter • Hashtag contest

• Brand awareness• Tweet a location you

want to visit and be a lucky winner to visit it

• Tweet a new location and get a free trip

Youtube• Upload your experience

ind a video• Monitored by internal

team

Thank You