Presentation given on April 2nd 2011 at ABTOF Conference, St Malo, France. Focusing on Social media examples, challenges and opportunities in the travel industry; and presenting a framework for establishing Social Media ROI and Social Business.

2. Social Media
What’s in it for me?
ABTOF Conference
April 2011
@andrewgerrard
andrew@d-marketing.co.uk

4. Travel is location-based
Travel is a social activity
Travel is a business

5. Social Media is all about...
• Engaging in the conversation
• Loving your followers
• Being Human
• The people

7. “On the Internet,
nobody knows you’re a dog.”

10. Vs.

16. Old rules?

17. New Models

18. Commercial realities still apply

19. “I had my own blog for a while,
but I decided to go back to just
pointless, incessant barking.”

20. If it’s...
Fun
Unusual
Important
Interesting
Educational
Promotional
Newsworthy
Entertaining

21. Share it !

22. Owned, earned and bought
Owned Earned Bought
Media via a
Media via others Media via 3rd
channel that you
with influence party agreements
control

23. OWNED
Media via a channel that you control
EXAMPLES ROLES BENEFITS CHALLENGES
No guarantees
Fully owned: Where people Control
Web / mobile site go to find out
Trust
Blog site more Longevity
Widgets and apps
Takes time to
Longer term Versatility
scale
Partially owned: relationships
Facebook page Niche Audiences
Cost
Twitter account Taking comms
Partnerships beyond your
Natural Search website
Support people
who WANT to
engage with you

24. BOUGHT
Media via 3rd party agreements
EXAMPLES ROLES BENEFITS CHALLENGES
Display ads Control Clutter
Reach
Paid search Delivery with Lower response
Engagement &
Immediacy rates
Interaction
Sponsorships
Scale and Interruptive
Catalyst
Partnerships frequency
Costs
Salience
Targeting
Drive Owned
and Earned

25. EARNED
Media via others with influence
EXAMPLES ROLES BENEFITS CHALLENGES
Control
Word of mouth Peer to peer Most credible
(WOM) sharing
Reputation
Transparent and
management
User generated User lives on
content broadcasting
Potential
Supports us
negativity
Buzz listening and
responding
Scale
Viral
Potential value
Risk
for money
Management
Hard to measure

26. Commitment
Not a campaign

27. Social Media is NOT free! KTHXBAI

30. Travellers? Loyalty? Upgrades?
Yes!
We can do
those too
Revenue
even?

31. THE R.O.I. EQUATION
(INCOME - SPEND) * 100
ROI =
SPEND

32. BUT...
ROI is a business metric, NOT a media
metric
ROI is agnostic
Just measuring media is NOT the answer

33. So, you decide to do
some Social Media
...

36. Baseline
Before After

37. Measure
Before After
What did we do here , here & here ?

38. Overlay
Before After

39. Figure it all out

40. ...apply the ROI equation
With the cost savings and the
business generated,
to give you...

41. Social Media
Business

42. Social Business
ABTOF Conference
April 2011
@andrewgerrard
andrew@d-marketing.co.uk