There is no doubt that social media has played a big role in shaping the travel industry. After years of false predictions and hype, it seems that social media has finally become a legitimate business force which is changing the way we sell travel – Forever. This presentation was given at the Travel Distribution Summit Asia 2011 by Digital Visitor's Director of Marketing, Simon Jones. Hear about how intelligent travel brands are leveraging social media to positively and profitably enhance existing business strategies.

1. ‘Onsite’ social media – a key element
of a successful strategy
Simon Jones
Co-Founder Digital Visitor
simon@digitalvisitor.com

2. Agenda
About us
Our philosophy about Social Media
Examples
How to create your own
community
Some do’s and don’ts

3. About us
Social media agency
social media software and services
Created 200+ social media solutions globally
Deliver increased traffic, enquires, business, loyalty...
Clients include:

4. Our philosophy
Onsite + Offsite= Social Media success
There are 2 - Both required to maximise the benefits of social
media
Most companies concentrate on Offsite
Onsite has potential longer term benefits and measurable ROI
Your own onsite social media should be at the core of your social
media strategy

5. Why? what are the benefits?
Increase browsing time on your site
Reduce time on competitor sites
Provide authentic and engaging information
Increase conversions
You can target the content
Drive your OFFSITE strategy with your ONSITE content by sharing content
An investment, Longer term benefits and marketing opportunities
Your onsite social media should be at the core of social media activities

6. Some stats
Positive content on offsite channels – 63-67%
On your own channel = 80-90%
Drive 2.5 x your Facebook fans to your site with engaging daily content
(average)
One organic visitor per month per review
Double the browsing time on your site.
Invest in your onsite social media now to make your strategy last beyond
6 years – not just for 6 months.

7. Example – Voyages Jules Verne

8. Background
Group travel over 55s
Communicate post tour
Share reviews, videos, albums
Online feedback and rating
Earn points
Direct to book another group
tours
Staff profiles
Direct to booking pages

9. Integration to website

10. Results so far
Launched in late 2010
1,200 members
75 videos
1,500 photos
Doubled browsing time of VJV
website, additional 3.5m+

11. Example - VisitBritain
National Social Media Initiative
Visitor Review for Visit Britain
Gather reviews, photos and
videos
Drive organic search engine
traffic
Connecting independent
solutions
11

12. Sharing content between DMOs
12

13. National network
13

14. Integration of reviews
Reviews integrated into the
relevant pages on
www.visitbritain.com
Share content with tour operators
and influences for driving tourism to
Britain
14

15. Our findings - Do’s and Dont’s

16. The starting point – Your objectives
What features do you want & really need;
a) Reviews (all media)
b) Your own community
b) Discussions
c) Information push (product
watch)
d) Engagement features such
as competitions or loyalty
rewards?

17. Who are your community
Consider all types of users you want to
engage with & will be useful;
a) Customers
b) Staff
c) Company profiles?

18. Our findings – Don’t’s
Overcomplicate your
functionality
Long registration
Strict upload procedures
Make sure the function you
deliver will provide benefit
For example friends– exist to
create common interest – this is
already there under your brand
Groups – as above

19. Our findings – Do’s
Reference all content against your
products for maximum benefit
Allow visitors to contribute
whatever they like
A review, a video, photos, a
discussion, a dream itinerary?
No community is an island. Share.
Good content drives 2.5x face
book fan size to your site per
month
Incentivise for the content you
want
Track what your users are doing
and provide them with relevant
information

20. Your onsite social media strategy

21. Thank you for your time