Destinations that are off the beaten path have unique social media marketing struggles. This quick case study looks at how Solimar has helped beautiful (and relatively unknown) Namibia create a tight, active online community using smart partnerships and great content.
5. Click to Play Video
“Where the Hell is Namibia?”
David Brown - Solimar International - @SolimarDB
Thursday, November 7, 13
#SoMeT13US
6. Our Mission
Build an online community from scratch
for a destination almost no one’s
ever heard of or been to...
David Brown - Solimar International - @SolimarDB
Thursday, November 7, 13
#SoMeT13US
7. Our Mission
Build an online community from scratch
for a destination almost no one’s
ever heard of or been to...
...and that might potentially be at
war with the United States.
David Brown - Solimar International - @SolimarDB
Thursday, November 7, 13
#SoMeT13US
8. Click to Play Video
Introduction to
Destination Namibia
David Brown - Solimar International - @SolimarDB
Thursday, November 7, 13
#SoMeT13US
9. Not a place for everyone.
and that’s okay.
David Brown - Solimar International - @SolimarDB
Thursday, November 7, 13
#SoMeT13US
10. When it comes to off the beaten path
destinations....
Small
Active
Community
≥
David Brown - Solimar International - @SolimarDB
Thursday, November 7, 13
Big
Casual
Community
#SoMeT13US
11. When it comes to off the beaten path
destinations....
Small
Active
Community
≥
Big
Casual
Community
*good returns for limited resources (time/money)
because your small community is further down the sales funnel
* personal engagement can drive to bookings
David Brown - Solimar International - @SolimarDB
Thursday, November 7, 13
#SoMeT13US
16. +
Tour Operators
Travel Agents
Non-profit Organizations
Affinity Groups
Lifestyle Communities
Comprehensive Engagement
{
David Brown - Solimar International - @SolimarDB
Thursday, November 7, 13
}
#SoMeT13US
17. Why the Hell Would
They Participate?
David Brown - Solimar International - @SolimarDB
Thursday, November 7, 13
#SoMeT13US
18. Provide Value Through Content
Give you partners something
to talk about.
David Brown - Solimar International - @SolimarDB
Thursday, November 7, 13
#SoMeT13US
19. Help your partners
create demand
for THEIR products
that feature
YOUR destination.
David Brown - Solimar International - @SolimarDB
Thursday, November 7, 13
#SoMeT13US
20. David Brown - Solimar International - @SolimarDB
Thursday, November 7, 13
#SoMeT13US
21. David Brown - Solimar International - @SolimarDB
Thursday, November 7, 13
#SoMeT13US
22. + Content
Partner 1
Partner 2
+ Content
Partner 3
+ Distribution
David Brown - Solimar International - @SolimarDB
Thursday, November 7, 13
Partner 4
Partner 5
Partner 6
+ Distribution
#SoMeT13US
23. 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
David Brown - Solimar International - @SolimarDB
Thursday, November 7, 13
#SoMeT13US
25. Experience Seekers
67 PARTNER ORGANIZATIONS:
Cultural Organizations, Travel & Lifestyle Media
+ Tour Operators
David Brown - Solimar International - @SolimarDB
Thursday, November 7, 13
#SoMeT13US
33. Sweepstakes
Entry
Landing Page
...now Share YOUR Namibia with us.
Fan-gated
Entry
Create your dream itinerary by selecting your
three favorite Namibian locations.
Then enter to win a custom holiday to Namibia.
Destination
Interest
NAME:
LOCATION:
Contact Addition
EMAIL:
I agree with the contest terms and conditions
I would like to receive additional information about travel
opportunities to Namibia.
ENTER
*Gather Market Intel and
Generate Leads
for Partners
David Brown - Solimar International - @SolimarDB
Thursday, November 7, 13
#SoMeT13US
34. + Content
Partner 1
Partner 2
+ Content
Partner 3
+ Distribution
David Brown - Solimar International - @SolimarDB
Thursday, November 7, 13
Partner 4
Partner 5
Partner 6
+ Distribution
#SoMeT13US
35. + Content
Partner 1
Partner 2
+ Content
Partner 3
+ Distribution
David Brown - Solimar International - @SolimarDB
Thursday, November 7, 13
Partner 4
Partner 5
Partner 6
+ Distribution
#SoMeT13US
36. David Brown - Solimar International - @SolimarDB
Thursday, November 7, 13
#SoMeT13US
37. Continue Pushing Great Content
Directional Facebook Posts
David Brown - Solimar International - @SolimarDB
Thursday, November 7, 13
#SoMeT13US
38. Do Your Partners’ Work For Them
Collaborators struggle
for content.
GIVE IT TO THEM.
Encourage Plagiarism.
WEEKLY EMAIL:
Blog Posts
Facebook Posts
Tweets
Copyright Free Images
Video
News Stories
David Brown - Solimar International - @SolimarDB
Thursday, November 7, 13
#SoMeT13US
39. 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.
David Brown - Solimar International - @SolimarDB
Thursday, November 7, 13
#SoMeT13US
43. A Hell of a Facebook Campaign.
From 32 Fans to 3600.
Significant Earned Media.
Over 1000 new sales leads.
Thursday, November 7, 13
44. David Brown - Solimar International - @SolimarDB
Thursday, November 7, 13
#SoMeT13US
45. Syndicated
App
Submit a “boring”
photo
Get the most
votes
Win a Free Trip
Drive viewers to amazing
photos.
David Brown - Solimar International - @SolimarDB
Thursday, November 7, 13
#SoMeT13US
46. What the Hell Happened?
+10,000 Facebook Users
220 Participants
PTAT, Virality, Reach All Lower
Why?
Barrier to Entry?
Saturated our Tribes?
David Brown - Solimar International - @SolimarDB
Thursday, November 7, 13
#SoMeT13US
47. Self-Challengers
Let’s not ask anything and give them the content they want.
David Brown - Solimar International - @SolimarDB
Thursday, November 7, 13
#SoMeT13US
48. What the Hell
did we Learn?
Seek out your tribes.
Give them what they want
and don’t ask too much in return.
David Brown - Solimar International - @SolimarDB
Thursday, November 7, 13
#SoMeT13US
49. What the Hell
did 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 Brown - Solimar International - @SolimarDB
Thursday, November 7, 13
#SoMeT13US