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Good summary of where social media's at for the travel industry.
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Social media for marketers: Unpicking the
2.0 hype11.11.09
Jeremy HeadTravel Editor, iCrossing
Jeremy.head@icrossing.co.ukwww.travelblather.comconnect.icrossing.co.uk
A digital marketing agency with search and social at its coreWe blend SEO, paid search, social media, content, display advertising, user experience, web development, and analytics & insight to design and support sophisticated SEO strategies
ICROSSING IS…
UK
12%FTSE 100
UK
100Staff
Global
560Staff
Global
13Offices
a word about iCrossing…
• People in the travel blogosphere: Alastair McKenzie @alastairmck, Kevin May @kevinlukemay
• iCrossing Social Media crew: Antony Mayfield, Simon Mustoe, Caroline O’Donaghue
• Travel company insiders: Paul @easyjetCare, Jemima @Cheapflights_uk
• Community theorist: Tom Glaisyer @tglaisyer
...a few ‘thank you’s
...think of the web as an expanding sphere
Image: (cc) fdecomite
Image (cc) dominik99
...disrupting and absorbing everything it touches
...and at the moment it is touching our lives, our relationships
...which (for now) we call social media
Image: Bestario.org
40% of sales are influenced by social media
McKinsey
Over 30% of our leisure time is now spent online, according to a TNS survey in late 2008 across 16 countries.
TNS, December 2008
In mid-2008, social networking accounted for around 10% of worldwide online time. This is a category that didn't exist 3 years ago.
Nielsen, March 2009
Globally, social networks have enjoyed a 25% growth in unique visitors in the last year. Comscore, August 2009
39% of UK Internet users - more than 15.4 million people - will use social networks at least once per month in 2009.
eMarketer, April 2009
It’s here to stay…
More complex decision making…
...from channels to networks...
Your customers have been set free… they now live in connected networks of experiences and information that help them make all their decisions. In this new world, brands need a new approach…
Those that are aware, active, useful and trusted in these networks will succeed. These are ‘connected brands’
http://www.bestiario.org/
…interacting with your brand
Brands must live and be valued in their customers’ networks
1. Understand your networks
2. Be useful to your networks
3. Be live in your networks
Rules of engagement
“What makes Toyota's effort interesting is it doesn't feel like it was scripted by suits. The hypermiling challenge contains an element of mystery that draws in readers. The bloggers acknowledge there's a chance the stunt may fail, and the appearance of a "whatever happens, happens" attitude from Toyota conveys the company's confidence in its product — something other car companies don't have the stones to pull off.” Wired’s Autopia blog, 29th January 2009
A low-fi execution with a risk element that conveyed confidence
CASE STUDIES TOYOTA IQ
Sarah’s creds slide
Tel: +44 1273 827 700
Email: [email protected] Sites: www.icrossing.co.uk
Blogs: connect.icrossing.co.uk
www.travelblather.comTwitter: @jeremyhead
@icrossing_UK
Thank you
