1. Social Media Strategy
Travel Insurance
Company
By Rebecca Hesilrige
Becky.hesilrige@gmail.com
@beckyhesilrige
Linkedin.com/in/rebeccahesilrige

2. Contents
• Objectives and Audience
• Team and Resources
• Content Guideline Example
• Social Media Platforms
• Key Influencer Suggestions
• Producing, Posting, Sharing
• Promote and Build Network
• Suggested Tools
• Translate Activity into ROI

3. Objectives & Audience
• Increase brand awareness through SM
• Increase site traffic through SM
• Increase conversions through SM
• New audience – create interest and increase knowledge
travel insurance services
• Captured audience– further engage, interact and remind
of services

4. Team and resources
• Decide how many resources you want to put into
social media
• Encourage staff to get involved – tweet/post stories
of interest
• Integrate customer service into the SM plan
• Publish content guidelines for staff to follow
• Use employees as well as and the public as a
resource – communicate with the public through
social media to gather opinions, suggestions and
service ideas

5. Content Guidelines Example
Be transparent
• If various people use the company SM, always identify yourself.
• If you contribute a personal blog website that covers the company’s
business, make clear that your opinions are your own the companies.
Be respectful
• Expression of opinions is encouraged, however don’t resort to personal
attacks, harassment, or discrimination in the process.
Be yourself
• The public value personality and individual interests, including those
that fall outside of your primary work responsibilities. Let that
personality shine in your online content!
Be smart
• Some company projects, lessons learned, and success stories are fine
to share; others aren’t. Don’t reveal company secrets or proprietary
information, and make sure you have permission from your clients and
partners before mentioning them by name.
• Your words and statements online are a reflection of the company. Use
your best judgment when deciding whether content is appropriate to
publish.

6. Social Media Platforms
Suggested Platforms:
• Facebook
• Twitter
• YouTube/Vimeo
• Flickr/Pinterest
• Blogs
• Stumbleupon, Reddit & other social bookmarking
sites

7. Key Influencer Suggestions
Twitter
• @lonelyplanet Facebook
• @tripadvisor • Lonely Planet
• Trip Advisor
• @Frommers
• Frommers
• @coqui2008 • Hotel Chatter
• @travelrants • Fodors
• @soultravelers3
• @wendyperrin
• @elliottng
• @EverywhereTrip
• @ClaudeBenard
• @catherinemack
• @wildjunket
Follow key influencers through social media to expand brand awareness & to gain
positive reputation

8. Producing, Posting & Sharing
Do not automatically link up your Facebook & Twitter
accounts. It is generally accepted that you can tweet more
than you can post on Facebook, so tailor your content & the
amount you publish based on this.
• Twitter – Average 6 times a day (mix of content and advertisement)
• Facebook – Average 4 (mix of content and advertisement, with
emphasis on photo and video posts)
• YouTube – Post videos whenever possible. Interact on YouTube once
a week – playlist, comments, favourites
• Blog – Aim for once a week, depending on relevant news (Emphasis
on photo and video posts)

9. Promote & Build Network
• It is very important to include links to micro sites/main sites
within social media where possible.
• Advertise/retweet/mention micro sites/main sites within
social media where possible.
• Promote services from micro sites/main sites occasionally
• Post content from blogs & YouTube through other social
media platforms
• Plan content around fundraising activity – keep in touch with
fundraisers to post relevant and up to date content

10. Suggested Tools
Hootsuite/Tweetdeck
• Monitor Twitter & Facebook
• Schedule Tweets
Sprout Social
• Reporting tool
Klout
• Measures your impact through social media
Rockmelt Browser
• Monitor & contribute to social media within your browser
Listorious
• Find relevant people to follow on Twitter
Tweet Karma
• Delete accounts who are not following you back/haven’t posted in a
long time

11. Translating Activity Into ROI
Decide what ROI you want to achieve:
• Increase in brand equity, fidelity & loyalty
• Improved brand perception
• Efficiencies in customer satisfaction/service
• Increased sales
• Cost effective customer insights and research
• Efficiencies in PR
• Efficiencies in advertising product & service launches

12. Translating Activity Into ROI
For example
Compare: Normal sales, current sales and social media activity

13. Translating Activity Into ROI
Once you have measurements in place you need to look for correlations
between data

14. Thanks For Reading!
Feel free to get in touch if you have any questions
or need any advice
Becky.hesilrige@gmail.com
@beckyhesilrige
Linkedin.com/in/rebeccahesilrige