The Power of Social: How to build your brand without breaking the bank by creating viral content instead

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Christoph von Bülow COO HolidayPirates What is the formula to survive and thrive as a travel brand in a world of media monopolies and all-powerful platforms? While most travel companies rely heavily on paid traffic, discover a sustainable manner to build a strong brand presence online and acquire substantial organic traffic through the power of social media. Over 15 years of experience in the areas of operations and business development, primarily in the travel environment. Prior to joining the Holiday Pirates, Christoph worked for the European branch of Travelzoo for nearly eight years in various management positions at home and abroad alongside stations at Tomorrow FOCUS, lastminute.com and Humboldt Reisen Berlin. Most recently he was responsible for the German business of the global payment provider Adyen from Berlin.

Marketing

+10,000,000
Facebook Fans
+30,000,000
Monthly visits
+10,000,000
App Downloads
Where we stand after 7 years…
452,000,000
TTV in 2018

Started as a travel blog in 2011
…but ﬁrst, who are we?
Became a company in 2012
Active today in 10 markets
5 ofﬁces + HQ in Berlin
Currently 200+ employees

We ﬁnd unique travel deals…
…and publish them on our
channels dedicated to each
market
What do we do?
9€
Roundtri
p
to Stavanger
Norway
£200
7 nights in
Marrakec
h
£492
Bali
Holiday
$1,134
Around-the-
World
Flights

It doesn’t mean throwing money in these
channels …
…in order to buy trafﬁc

Understand the opportunities for organic growth in
each channel
And you will get all the ﬁsh
Rethink

The recipe for virality:
Be creative &
controversial to foster
engagement
Call to Action
Travel insights,
open
discussion
Transparency
Target group
Entertaining,
authentic tone
of voice
Authenticity
Content & deals
that are too good not
to be shared
Relevance
InspirationTrust

Reach: 20+ million
Credit: Video by @VideoVision360
Inspiration

In a nutshell
Stay fresh & inspire…
…day after day!

Growth in the future:
Keep an eye on two things!

85%
15%
Desktop
Mobile & App
HP User Global 2018
Smartphones usage

Focus on
Messaging Services
& Mobile App

Connection & Interaction
Search & Book (Pull)
Relevant Deals (Push)
via Facebook, App, Whatsapp…
Community Building 
Trust 
User Generated Content
Deals
Search &
Book

New vs. returning visitors 2018 all sources
Higher share of returning visitors
67%
33%
New Existing

92%
8%
Paid trafﬁc
Non-paid trafﬁc
Trafﬁc Acquisition HP Group

Even though we only pay
for 8% of our trafﬁc, we
are able to compete with
global giants.

Monthly Trafﬁc in Millions (without App)
Monthly Trafﬁc in Millions (without App)
TOTAL** OUTSIDE US*** MOBILE**
Monthly trafﬁc in millions from Jan - Dec 18 (excluding in-app trafﬁc)
**For DE, UK, IT, FR, PL, ES, NL, AT, CH, US *** For DE, UK, IT, FR, PL, ES, NL, AT, CH
Similar Web accessed on 10.01.2019

SOCIAL MEDIA TRAFFIC
*SHARE OF TOTAL
SESSIONS
MOBILE TRAFFIC
*SHARE OF TOTAL
SESSIONS
TRAFFIC FROM SOCIAL MEDIA
SHARE OF TOTAL SESSIONS*
TRAFFIC FROM MOBILE
SHARE OF TOTAL SESSIONS*
*Average no. of sessions in last year Jan 2018 - Dec 2018
Similar Web Accessed on 10.01.2019

DIRECT TRAFFIC
*SHARE OF TOTAL
SESSIONS
SEO TRAFFIC
*SHARE OF TOTAL
SESSIONSDIRECT TRAFFIC
SHARE OF TOTAL SESSIONS*
TRAFFIC FROM SEO
SHARE OF TOTAL SESSIONS*
*Average no. of sessions in last year Jan 2018 - Dec 2018
Similar Web Accessed on 10.01.2019

20122018
Takeaway: Surf early on the right wave
201520??
?

Best of luck for your social
media success

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SEO in a World of AI Presentation Description (150 words max): Author and Adjunct Professor Steve Wiideman presents a holistic masterclass on search engine optimization for the constantly changing search engine results. Learn how to prepare your website for generative AI, increase visibility in social search, and double-down on timeless SEO principles. Disciplines covered include technical SEO, content strategy and webpage optimization, off-page SEO, and optimizing for generative AI search. Key Takeaways: 1. Have a plan to prepare for search generative experience (SGE) 2. Discover techniques to be found in TikTok, Instagram, and YouTube for Gen Z and Gen Alpha 3. Get a foundation refresher for core SEO best practices in tech, content, and off-page SEO

SEO Master Class - Steve Wiideman, Wiideman Consulting Group

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

Brand Strategy Master Class - Juntae DeLane

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

Join Raquel Serrano, Senior Web Analyst & CRO at LYNX, as she uncovers the secrets hidden within GA4 reports like Funnel Exploration, Path Exploration, and User Explorer to uncover bottlenecks and opportunities in user journeys, particularly for non-e-commerce websites. Discover Where Users Encounter Hurdles: Learn how to leverage GA4 to pinpoint where users face challenges on your website, such as during sign-ups or form submissions. Gain insights to enhance these areas and streamline the user experience. Identify Optimal Paths: Utilize GA4 to analyze user pathways on your site, distinguishing effective routes from less successful ones. Enhance successful paths and optimize or eliminate ineffective ones for improved user engagement.

Uncover Insightful User Journey Secrets Using GA4 Reports

VWO

The Power of Social: How to build your brand without breaking the bank by creating viral content instead

1. E-commerce Berlin Expo 2019 FEBRUARY202019STATIONBERLIN

2. Christoph von Bülow - COO The Power of Social How to build your brand without breaking the bank by creating viral content instead

3. +10,000,000 Facebook Fans +30,000,000 Monthly visits +10,000,000 App Downloads Where we stand after 7 years… 452,000,000 TTV in 2018

4. Started as a travel blog in 2011 …but ﬁrst, who are we? Became a company in 2012 Active today in 10 markets 5 ofﬁces + HQ in Berlin Currently 200+ employees

5. We ﬁnd unique travel deals… …and publish them on our channels dedicated to each market What do we do? 9€ Roundtri p to Stavanger Norway £200 7 nights in Marrakec h £492 Bali Holiday $1,134 Around-the- World Flights

6. Alternatives to classic OM & SEM

7. Fish where the ﬁsh are 2.0

8. It doesn’t mean throwing money in these channels … …in order to buy trafﬁc

9. Understand the opportunities for organic growth in each channel And you will get all the ﬁsh Rethink

10. The recipe for virality: Be creative & controversial to foster engagement Call to Action Travel insights, open discussion Transparency Target group Entertaining, authentic tone of voice Authenticity Content & deals that are too good not to be shared Relevance InspirationTrust

11. The goal? Make fans & followers brand ambassadors Identiﬁcation! … trafﬁc & revenue will follow

12. Examples

13. Authenticity

14. Transparency

15. Relevance

16. Call to Action

17. Reach: 20+ million Credit: Video by @VideoVision360 Inspiration

18. In a nutshell Stay fresh & inspire… …day after day!

19. Opportunities for Growth

20.

21. TTV Development

22. Growth in the future: Keep an eye on two things!

23. 85% 15% Desktop Mobile & App HP User Global 2018 Smartphones usage

24.

25. Focus on Messaging Services & Mobile App

26. Number of WhatsApp subscribers

27. Number of app downloads

28. Sustainability

29. Connection & Interaction Search & Book (Pull) Relevant Deals (Push) via Facebook, App, Whatsapp… Community Building  Trust  User Generated Content Deals Search & Book

30. New vs. returning visitors 2018 all sources Higher share of returning visitors 67% 33% New Existing

31. Competitive Advantage

32. 92% 8% Paid traffic Non-paid traffic Traffic Acquisition HP Group

33. Even though we only pay for 8% of our trafﬁc, we are able to compete with global giants.

34. Monthly Traffic in Millions (without App) Monthly Traffic in Millions (without App) TOTAL** OUTSIDE US*** MOBILE** Monthly traffic in millions from Jan - Dec 18 (excluding in-app traffic) **For DE, UK, IT, FR, PL, ES, NL, AT, CH, US *** For DE, UK, IT, FR, PL, ES, NL, AT, CH Similar Web accessed on 10.01.2019

35. SOCIAL MEDIA TRAFFIC *SHARE OF TOTAL SESSIONS MOBILE TRAFFIC *SHARE OF TOTAL SESSIONS TRAFFIC FROM SOCIAL MEDIA SHARE OF TOTAL SESSIONS* TRAFFIC FROM MOBILE SHARE OF TOTAL SESSIONS* *Average no. of sessions in last year Jan 2018 - Dec 2018 Similar Web Accessed on 10.01.2019

36. DIRECT TRAFFIC *SHARE OF TOTAL SESSIONS SEO TRAFFIC *SHARE OF TOTAL SESSIONSDIRECT TRAFFIC SHARE OF TOTAL SESSIONS* TRAFFIC FROM SEO SHARE OF TOTAL SESSIONS* *Average no. of sessions in last year Jan 2018 - Dec 2018 Similar Web Accessed on 10.01.2019

37. 20122018 Takeaway: Surf early on the right wave 201520?? ?

38. Best of luck for your social media success

The Power of Social: How to build your brand without breaking the bank by creating viral content instead

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