Where the Hell is Namibia? - #SoMeT13US Presentation

Where the Hellis Namibia?

David Brown@SolimarDB

Thursday, November 7, 13

?David Brown - Solimar International - @SolimarDB #SoMeT13US


@SolimarDBThursday, November 7, 13

David Brown - Solimar International - @SolimarDB #SoMeT13US

Click to Play Video

“Where the Hell is Namibia?”


http://www.youtube.com/watch?v=ohFa6zGAkqI

http://www.youtube.com/watch?v=ohFa6zGAkqI

Our MissionBuild an online community from scratch

for a destination almost no one’s ever heard of or been to...

David Brown - Solimar International - @SolimarDB #SoMeT13USThursday, November 7, 13

Our MissionBuild an online community from scratch

...and that might potentially be at war with the United States.

for a destination almost no one’s ever heard of or been to...



Introduction to Destination Namibia

Click to Play Video


http://www.youtube.com/watch?v=Q99k3t8Jo0A

http://www.youtube.com/watch?v=Q99k3t8Jo0A

Not a place for everyone.


and that’s okay.


Small Active

Community

BigCasual

Community

When it comes to off the beaten path destinations....

≥


Small Active

Community

BigCasual

Community

When it comes to off the beaten path destinations....

≥*good returns for limited resources (time/money)

because your small community is further down the sales funnel

* personal engagement can drive to bookings


Adventure

Landscapes

Culture

Wildlife

Identify Your Tribes


Adventure

Landscapes

Culture

Wildlife


Self-Challengers

Experience Seekers

Curious Conservationists

Outdoor Enthusiasts



Tribe


{ }OrganicGrowth


Tribe


Tour OperatorsTravel Agents

Non-profit OrganizationsAffinity Groups

Lifestyle Communities+{ }


Comprehensive Engagement


Why the Hell Would They Participate?


Provide Value Through Content


Give you partners something to talk about.


Help your partners create demand

for THEIR products that feature

YOUR destination.


Partner 4 Partner 5 Partner 6Partner 1 Partner 2 Partner 3

+ Distribution + Distribution

+ Content+ Content


Namibia Online Marketing Partnership Program

Customized co-branded Facebook Application

Dynamic Content & Hot Incentive

Weekly Copy-and-Paste Content Kits

Blog Posts, Facebook Posts, Newsletter Stories & Tweets

Downloadable Travel Guides


Adventure

Landscapes

Culture

Wildlife


Self-Challengers

Experience Seekers


Outdoor Enthusiasts


67 PARTNER ORGANIZATIONS:Cultural Organizations, Travel & Lifestyle Media

+ Tour Operators

Experience Seekers


Introduce iconic destinations

throughrich storytelling


Geostories(Visual Storytelling + Geographic Awareness)


Ric

h P

erso

nal

Sto

ries

(+ C

alls

to

Act

ion

)


Facebook App

David Brown - Solimar International - @SolimarDBDavid Brown - Solimar International - @SolimarDB #SoMeT13USThursday, November 7, 13

Cust

omiz

ed M

irro

r F

B A

pp


Cust

omiz

ed F

aceb

ook

App

*Syndication

*DirectionalIncentive


*Partner CTA


...now Share YOUR Namibia with us.

Create your dream itinerary by selecting your three favorite Namibian locations.

Then enter to win a custom holiday to Namibia.

NAME:

LOCATION:

EMAIL:

ENTER

I agree with the contest terms and conditionsI would like to receive additional information about travel opportunities to Namibia.

Fan-gatedEntry

DestinationInterest

*Gather Market Intel and Generate Leads

for Partners

Contact Addition

SweepstakesEntry

Landing Page


Partner 4 Partner 5 Partner 6Partner 1 Partner 2 Partner 3

+ Distribution + Distribution

+ Content+ Content


Continue Pushing Great Content

Directional Facebook Posts


Do Your Partners’ Work For Them

Collaborators strugglefor content.

GIVE IT TO THEM.

WEEKLY EMAIL:Blog Posts

Facebook PostsTweets

Copyright Free ImagesVideo

News Stories

Encourage Plagiarism.


A Hell of a Facebook Campaign.

65 Partners

1.2 million Facebook reach

+20,000 Facebook Users

1,893 new sales leads for operators

...on a shoestring.



54 Partner Organizations: Wildlife Advocacy Groups, Conservation Organizations, Zoos, Volunteer Programs

+ Tour Operators


GreatContent

BoldIncentive


Syn

dica

ted

App


A Hell of a Facebook Campaign.

From 32 Fans to 3600.

Significant Earned Media.

Over 1000 new sales leads.


Syndicated App

Submit a “boring” photo

Get the most votes

Win a Free Trip

Drive viewers to amazing photos.


What the Hell Happened?+10,000 Facebook Users

220 Participants

PTAT, Virality, Reach All Lower

Why?Barrier to Entry?

Saturated our Tribes?



Self-Challengers

Let’s not ask anything and give them the content they want.


What the Helldid we Learn?

Seek out your tribes.

Give them what they want and don’t ask too much in return.


What the Helldid we Learn?

Look for marketing partners outside the box.

Make them an offer they can’t refuse.(“We’ll do all the work for you!”)


David BrownSolimar International

[email protected]@SolimarDB


mailto:[email protected]

mailto:[email protected]

Where the Hell is Namibia? - #SoMeT13US Presentation

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