Going Global on Social Going Global on Social Media Media

Share with you our perspectives and a little of our plans and activities

A few facts to get us startedA few facts to get us started

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About 1 in 10 visits to a website in Sept came immediately after a visit to Facebook (Hitwise)

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In ‘05 there were 20 million blogs; in ‘09 there were 126 million (Nielsen)

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About 30% of the world now use the internet◦

Facebook had 8.7 billion visits in the last 12 months –

32% of over 35yr olds

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Twitter had 310m visits in US in last 12 mths – 38% over 35 yrs old

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Southwest Airlines has 950k Facebook fans & 1 million Twitter followers

Where are we today?Where are we today?

Blogs in Canada and a couple of brands in Aust

Various channels including YouTube, Linkedin, Flickr

Contests including the Best Travel Job Ever in Canada

Best Travel Job EverBest Travel Job Ever

Travel bloggers submitted video

Promoted their entries via social channels

Public voted for the Top 25

Judges picked 6 semi-finalists

Video blogged their travels

Judges picked 2 Grand Prize winners –

off

delivering content now

Success –

multiple prizing, vote to win, fan favourite

Where are we today?Where are we today?

Twitter channels for global FC voice – most FC countries

Twitter monitoring for brand mentions

Where are we today?Where are we today?

Facebook channels for most FC countries

FCL goalsFCL goals

Increase enquiry

Demonstrate front line staff’s experience & value

Build brand awareness

Leverage for SEO purposes

Establish Flight Centre as the ‘go to’ retailer for travel information

Be the ‘cool’

and ‘relevant’

travel retailer

Develop Evangelists thru engagement

Be the ‘ones to watch’

Our challengeOur challenge

Activities have been fragmented

Global Monitoring Strategy and around the Clock Monitoring,

Interacting, and Leads/Challenges

“How-to’s”◦

co-ordinate sales enquiries, ◦

support marketing campaigns, ◦

manage customer service comments, ◦

PR, ◦

community◦

recruitment . . . and the list goes on !

CommunityCommunity

We used Facebook to respond:We used Facebook to respond:

Others picked up on the challenge:Others picked up on the challenge:

7 things to think about as you 7 things to think about as you build your planbuild your plan

Content -

Text, photo and video, reviews; User generated content; Links/SEO, Launching new brands and websites

Channels -

Branding, Enquiry

Messaging -

Video blogged their travels (crowdsource)

Monitoring

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Monitoring Strategy -

Around the clock

monitoring; Interacting; Leads/Challenges

Community

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build a community; checks and balances

against internal content

Contests -

Contest Strategy; Leveraging contests for

engagement

MobilePush

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targeted deals; Push local or at the moment

offers; Advertising revenue?; Collect data?

Questions / comments?Questions / comments?

BestTravelJobEver.com

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Concept

•Travel bloggers submitted a video

•Promoted their entries via social channels/offline

•Public voted the Top 25

•Judges picked 6 Semi-Finalists

•Video blogged their travels (crowdsource)

•Judges picked 2 Grand Prize Winners

•Multiple prizing

•Vote to Win

•Fan Favourite

•Bonus Round

Crowdsourcing

Community based

User generated content

Text, photo and video

Reviews

Check and balance against internal content

Great SEO value

Global Contest Strategy

Leveraging Contests for Engagement,

Branding, Enquiry, Crowdsourcing

Links/SEO, Launching New Brands

and Web Sites