RCAplus 20/02/14 - Thomas Cook Belgium
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Kim Leunen, Social Media Coordinator bij Thomas Cook, laat met haar praktijkcase zien hoe social media voor duidelijke inkomsten kunnen zorgen. Met een toelichting van de specifieke aanpak van de touroperator, zowel wat community management als salestool betreft. Uit hun bevindingen kan je ongetwijfeld zelf heel wat inspiratie putten. Om zelf optimaal aan te slag te gaan en professioneel voordeel te doen. Zowel wat betreft marketing en pr als op vlak van rekrutering, productontwikkeling en klantenservice.
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RCAplus 20/02/14 - Thomas Cook Belgium
- 1. Social Media = Sales #RCAplus -‐ @kimleunen
- 2. Kim Hiyah! I’m Kim 2
- 3. € 200.000 3
- 4. Less organic reach Less engagement 4
- 5. 5
- 7. Engagement ≠ Sales 7
- 8. Your most important audience is not those who engage 8
- 9. Sales= knowing who will buy 9
- 10. IdenCfying your most important audience starts with your database 10
- 11. Create Personas Meet Kim. Kim works as a social media coordinator for a travel company. Kim lives together with her partner and pet at the countryside. Kim loves discovering new desCnaCons and looks for nex experiences. She does not value the airline experience but values hotel and desCnaCon experiences. Behaviour Demograpics Age: <30 Sex: Female buyers Profession: young professionals Household: Families with no kids -‐ online booking preference -‐ Holiday with family or friends -‐ No loyalty to brand or desCnaCon -‐ best value for money -‐ ExoCc summer holidays + citytrips -‐ High Trip frequency: 4/year 11
- 12. Who € 200.000 ? 12
- 13. A 50 % drop in Capping 13
- 14. Why is capping of vital importance ? • Improves aided Brand Awareness • Affects Brand Favorability • Affects Purchase Intent 14
- 15. Sales = being hyper-‐relevant 15
- 16. Define USP per persona USP: Kids travel for Free Target: Belgian Facebook Parents 25-‐50 16
- 17. Use surveys to idenCfy behavioral USP’s 17
- 18. Dark PosFng Not everything is relevant for me 18
- 19. Who What € 200.000 ? 19
- 20. Sales=reaching the right people 20
- 21. Facebook Data Targefng 21
- 22. Learn from colleagues 22
- 23. Use your data to set up Custom Audiences 23
- 24. Custom Audiences : Use Your Data Target People who booked a holiday to Spain last year but haven’t booked yet this year. 24
- 25. Using on site behaviour to create custom audiences 25
- 26. Custom Audiences : On site data Target people who have made several price calculaCons but did not book 26
- 27. Using on site behaviour for RetargeFng 27
- 28. automaCc RetargeFng for hotel pages 28
- 29. Reaching out Big Cme 29
- 30. Who What How € 200.000 ? 30
- 31. Sales = making a profit 31
- 32. Measure Social Media like other channels • Visits • Orders • Revenu • CTR • CPC / CPM • Conversion • CPA • ROI -‐ Set up KPI’s -‐ Benchmark -‐ Vs yourself -‐ Vs other channels 32
- 33. OpCmize, OpCmize, OpCmize 33
- 34. Who What How Measure € 200.000 ! 34
- 35. @kimleunen Any QuesCons ? 35