Martino Matijevic, WhichBudget.com a4uexpo Barcelona 2012

1. Does Social Marketing Actually Work?
Tried & Tested on 400,000 Twitter Followers

2. Martino Matijevic
Founder & CEO
WhichBudget Flight Search
www.whichbudget.com
@WhichBudget
co-Founder & Marketing Director
The Travel Magazine
www.thetravelmagazine.net
@TravelMagazine

3. Affiliates
Merchants Networks

4. Social messages that convert!
photo: Gavin Llewellyn

5. 400,000 Followers
= big deal??

7. 400,000 Followers
= big deal??
vs print circulation of 120,000 copies
= YES

8. Convert
visitors, leads/sales, buzz,
interaction (RTs, follower acquisition)

9. Twitter = over half of social referrers

10. Twitter = only 343 visits/month

11. Convert
visitors, leads/sales, buzz,
interaction (RTs, follower acquisition)

12. http://www.whichbudget.com/blog/en/deals/1371-this-weekend-only-get-10-off-flights-to-
ukraine?
utm_source=social&utm_medium=twitter&utm_content=travelmagazine&utm_campaign=aeros
vit

14. 10% off flights to Ukraine

15. 10% off flights to Ukraine
 76 visits (from Twitter); 63 UVs
 6 clicks to Aerosvit website (leads)
 2 completed bookings (sales)
 10% click-through-ratio
 33% conversion rate
photo: enviromineinc.com

16. 10% off flight to Ukraine
 OFFER
deals/promotions vs news/articles
 URGENCY
“this weekend” + “until midnight”
 RELEVANCY
Euro2012 + increased interest in
Ukraine as tourist destination
photo: wellbid.fr

19. 20% off Radisson
 805 page impressions
 62 clicks
 0 sales!!

29. Convert
visitors, leads/sales, buzz,
interaction (RTs, follower acquisition)

32. Social marketing is about people [...] It cannot be
treated as a mass marketing medium like a banner ad
or a television commercial. Instead all activities must be
one-on-one to be successful.
Quote: http://www.webs9.com/sem/making-social-marketing-work
Photo: http://windmillnetworking.com/2012/05/22/3-reasons-why-building-social-into-marketing-is-a-significant-competitive-advantage/

33. Tweet is short-lived, so don’t expect instant sales.
Instead, encourage interraction and viral sharing.
Photo: http://www.webs9.com/sem/making-social-marketing-work

34. Source: http://www.mediabistro.com/alltwitter/branding-twitter-facebook_b16845

36. Does Social Marketing Actually Work?
Once you have a relationship and a captive,
engaging audience:
 Promote deals and discount codes.
 Monitor and respond to information requests.
 Extend customer service support.
 Break news about products/services.
 Provide real-time event coverage.
 Generate brand buzz.
 Alert to new posts/articles on blogs.
Source: http://www.bizreport.com/2008/09/twitter_as_a_marketing_tool.html

37. Martino Matijevic
martino@whichbudget.com
Skype: martinomatijevic