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The Importance of Social Media
22nd October 2009
#LBTB
Boston
• ! Economic and cultural capital of New England
• ! It has one of the highest costs of living in the USA
• ! The city population doubles on working days to 1.2 million
• ! Greater Boston has a population of 4.5 million
• ! The Boston Globe is the city’s largest newspaper
The Boston Globe
• ! Founded 127 years ago
• ! Has won 20 Pulitzer prizes since 1966
• ! The New York Times bought the Globe in 1993 for $1.1 billion
• ! It now loses $1m a week
• ! On April 9th it was threatened with closure
• ! Time Magazine predicts that it and 9 others will close within 12 months
21st September 2009
20th October 2009
The Future for PR?
Search: PR Agency 2004-2009
Search: Social Media PR 2004-2009
Social media & PR
Monitoring
Social media & PR
Monitoring
Media relations
Social media & PR
Monitoring
Media relations
News direct to consumers
17th April 2009
Ashton Kutcher & CNN - 1 million twitter followers
Six months on they have 6 million between them
There are 157 one million+ accounts
Hosted content
Optimised for Search
PR & SEO
Social media & PR
Monitoring
Media relations
News direct to consumers
Customer relations
Social media & PR
Monitoring
Media relations
News direct to consumers
Customer relations
eValuation
Where conversations are happening
Attitude to the brand
Emotional response
Some of the best
The challenge
• ! To grow the business from coffee table book to online boutique travel specialist
• ! Position itself as a trusted and reliable source of advice and high quality products
• ! Stimulate online transactions
• ! And expand its customer data base
The solution
• ! Smithhotels Twitter feed
• ! Mr & Mrs Smith Facebook fan page
• ! Partnerships with online travel magazines and communities, eg. tripshake.com
• ! Vigorous constant evaluation
The results
– ! Established online brand presence
– ! No.1 Google ranking (from almost 4m results)
– ! Visitor traffic to website increased ten fold
– ! Over 3,500 followers on Twitter
– ! Expanding brand offer
The Challenge
• ! Declining traffic to traditional travel websites
• ! Need to engage with target audience, the youth market
• ! Identify where they are gathering
• ! And communicate with them in their space and their language
The Solution
• ! A comprehensive social media campaign
• ! Designed to engage with people in as many channels as possible – ! Blogs, Facebook, Widgets, Twitter, podcasts, mobile
• ! STAtravelbuzz micro site central to activity
– ! A central hub in which to congregate
• ! Effective outreach campaign
– ! Identifying new ‘voices’ active in social media travel
• ! STA Travel brand ambassador campaign
– ! Influential social media travel ‘voices’
• ! STA Travel YouTube intern promotion
• ! Complementary offline meets and events
The results
• ! Positive direct engagement with target audience
• ! Over 350,000 views on STA Travel YouTube video submissions
• ! 25,000+ Facebook fans
• ! A further 2,800 Twitter followers
• ! Recognised as a leading organisation within social media
• ! Award winning
– ! Best Use of Social Media, Travolution Awards 2009
Thank you
Questions?
The Importance of Social Media
22nd October 2009
#LBTB