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Adam De JongMarketing Manager

Julie van Niekerk

Director of ContentDevelopment

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Agenda

Why social media mattersSEO & social media

The opportunity

Social media playbookSocial media dos and donts

National Positions social media offerings

Action planQ & A

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Why Social Media Matters

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Social Media Challenges

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SEO and Social Media

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Understanding theOpportunity

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Soci

alM

ed

i aTr e

nds

Nielson report, Global Advertising: Consumers Trust Real Friends and Virtual Strangers the Most, 2009Nielson report, Global Faces and Networked Places, 2009

90%ofpeopletrust

recommendati

onsfrom

peoplethey

know

70%ofpeopletrust

recommendati

onsfrom

peoplethey

dontknow

300%Thegrow

th

inthetime

spenton

social

networks

11isthenew

marketing

reality

replacing

1tomany

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Radio 38 years

TV 13 years

Internet 4 years

Facebook Added 100 millionusers in less than 9 months

Source: United Nations Cyberschoolbus Document and Mashable

Number of years to reach50 million users

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Facebooks Share of Market

Top 10 Social Network Sitesby U.S. Market Share of Visits (%), March 2011Source: Ex erian Hitwise

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Twitters Reach

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Social Media Playbook (5steps)

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1. Define Your Goals

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2. Choose Your Platform

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3. Build Your Community

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4a. Provide Value

Exchange

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4b. Encourage Participation

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5. Measure Your Results

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Social Media Dos and Donts

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Be Authentic

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Be Active

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Have a Dynamic Plan

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Too Much Self Promotion

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Ignoring Negative

Comments

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National Positions Offering

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Add Fans each month

Encourage Participation

Drive Traffic from Facebookto your site

Profile Design andOptimization

Content PostingEncourage

Conversations

Analytics and reporting

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Ca

seS

tudy

FacebookisnowBiggestReferralSite

IncreasedSalesImprovedAwarenessBranddevelopment

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BuildFollowerseachmonth

PostTweets Tweetsrelevantto yourbusiness, itsindustry themarket&generalc

urrentevents.

Westrategizewithyoutodetermineany

specifictopicsorthemestofocuson Postupdatesthatcapitalizeon

currenttrendingtopicstoincrease

visibility.

Targetupdatesthatarelikelyto

appearinGooglesRealTimeresults.

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Ca

seS

tudy

CreatedAwarenessamongstthousandsof travelcriticsandtravelagentsOver1000newvisitspermonthNewSales

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Na

tiona l

Br

and

Boo s

ter

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Your action plan

Define your social media objectivesEvaluate the opportunities

What kind of value can you

exchange?Who will maintain your social mediapresence?

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Conclusion

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Q & A