What are the Elements of a Successful Social Media Strategy?
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What are the elements of a successful social media strategy? Anthony Rawlins Digital Visitor
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Social media innovators Digital Visitor's presentation from the Travel Distribution Summit Europe, held on 10-11 May 2011 in London. Organised by the Eye for Travel team, the Travel Distribution Summit Europe is the biggest meeting place for online travel and distribution experts in the world. Our Managing Director, Anthony Rawlins, joined an expert panel as part of the keynote session "Show me the money! What are the Elements of a Successful Social Media Strategy?" To find out more, visit www.digitalvisitor.com
Transcript of What are the Elements of a Successful Social Media Strategy?
What are the elements of a successful social media strategy?
Anthony Rawlins Digital Visitor
Agenda
About usOnsite social mediaWhy develop your onsite social media presence?StatsHow to implement your onsite strategyCase studyDo’s and Don’t’sSummary
Social media agencysocial media software and services Created 200+ social media solutions globally Deliver increased traffic, enquires, business, loyalty...Clients include:
About us
Elements of a successful social media strategy
There are 2 - Both required to maximise the benefits of social media Most companies concentrate on OffsiteOnsite has longer term benefits and more measurable ROIYour own onsite social media should be at the core of your social media strategy
Onsite + OffsiteOnsite + Offsite= Social Media = Social Media success success
Why develop your onsite social media presence?
Huge benefits…Double browsing time on your siteReduce time on competitor sitesProvide authentic and engaging informationIncrease conversions You control the contentDrive your OFFSITE strategy with your ONSITE content. Share your content
with 300+ social media sites through Facebook Connect, Twitter etc…An investment, Longer term benefits and marketing opportunitiesYour onsite social media should be at the core of your social media
activities
Some stats
Positive content on offsite channels – 63-67%On your own channel = 80-90%Drive 2.5 x your Facebook fans to your site with engaging daily content (average)One organic visitor per month per reviewDouble the browsing time on your site.Invest in your onsite social media now to make your strategy last beyond 6 years – not just for 6 months.
Your onsite social media strategy
Case study
Online community for Voyages Jules VerneGroup travel over 55sShare reviews, videos, albumsonline feedback and ratingStaff profilesDirect to booking pageswww.vjvlounge.com
Results so far
Launched in August 20101200 photos75 videos1200 membersDoubled browsing time, additional 3.5m+
Our findings
Delivering communities and review solutions for 4 yearsAbout to launch 3rd generation of our contribution and community solutionsIn the development we analysed successes of different functions and features Implemented these changes in the 3rd generation - VR3And here is what we discovered…
Our findings – Don’t’s
Overcomplicate your functionality. A lot of sizzle and no sausageMake sure the function your deliver will provide benefitFor example friends– exist to create common interest – this is already there under your brandGroups – as aboveLong registrationStrict upload procedures
Our findings – Do’s
Reference all content against your products for maximum benefit.Allow visitors to contribute whatever they likeA review, a video, photos, a discussion, a dream itinerary?Comments / Discussions – a dilemma. The solution = contributeNo community is an island. Share. Good content drives 2.5x face book fan size to your site per monthIncentivise for the content you want
Take homes
Consider the longer term strategy for your social mediaDon’t re-invent the wheel – many companies are trying to do this with little success.Power of SM yet to be realised, don’t put all your eggs in one basketDon’t overcomplicate your own community – the biggest organisations have been tripped up by this.
