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Iain Martin

Pre

Technologie Business

Reach Niche Customers Through Social Media
Channels & Increase Booking Conversion

Presented by Iain Martin
Skipedia.co.uk

Travel Distribution Summit Europe 2011

Natives.co.uk

• Founded in 1999
• Season worker community
• No1 ski recruitment website
• Multiple revenue channels
• Club des Saisonniers

Social Media

• Facebook – Fan Page
• Facebook - ‘Jo Natives’
• Twitter - JoNatives
• Twitter - Natives_Recruit

YouTube

A picture is worth a thousand words...

• 150 years of video watched on Facebook every day
• 400 tweets per minute contain a YouTube link
• 200m mobile clips streamed on YouTube every day
• 37% have bought an item seen advertised on YouTube

Natives on YouTube

• Over 100,000 views
• Regular uploads
• Mix of content & viral
• Multi-channel promotion

YouTube – Best Practice

1. Make it SEO

• Use auto-complete ideas
• Use keywords in title, tags
• Make full use of description

YouTube – Best Practice

2. Embed it

• 23% watch videos on other sites
• Find a natural fit on your site
• ‘How To...’ guides

YouTube – Best Practice

3. Keep it short and simple

• Max 2 minutes, if possible
• Content > high production values
• e.g. Gap Yah

YouTube – Best Practice

4. Remember the details

• Include your branding
• Include a link in description
• Choose the best thumbnail

YouTube – Best Practice

6. Join the conversation

• Post regularly
• Reply to comments
• e.g ‘Old Spice’

YouTube – Best Practice

7. Track, Analyse, Improve

• Use YouTube Insights
• Review hotspots
• Test and review

YouTube – Viral Success

Viral videos - a note

• Very hard to predict and design
• Easier with a budget...or Becks
• Easier within a niche?

YouTube – Best Practice
1. Make it SEO
2. Embed it
3. Keep it short and simple
4. Remember the details
5. Build a home
6. Join the conversation
7. Track, Analyse, Improve

Presented by Iain Martin
Skipedia.co.uk

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Eyefortravel presentation

1. Reach Niche Customers Through Social Media Channels & Increase Booking Conversion Presented by Iain Martin Skipedia.co.uk Travel Distribution Summit Europe 2011

2. Natives.co.uk • Founded in 1999 • Season worker community • No1 ski recruitment website • Multiple revenue channels • Club des Saisonniers

3. Social Media • Facebook – Fan Page • Facebook - ‘Jo Natives’ • Twitter - JoNatives • Twitter - Natives_Recruit

4. YouTube A picture is worth a thousand words... • 150 years of video watched on Facebook every day • 400 tweets per minute contain a YouTube link • 200m mobile clips streamed on YouTube every day • 37% have bought an item seen advertised on YouTube

5. Natives on YouTube • Over 100,000 views • Regular uploads • Mix of content & viral • Multi-channel promotion

6. YouTube – Best Practice 1. Make it SEO • Use auto-complete ideas • Use keywords in title, tags • Make full use of description

7. YouTube – Best Practice 2. Embed it • 23% watch videos on other sites • Find a natural fit on your site • ‘How To...’ guides

8. YouTube – Best Practice 3. Keep it short and simple • Max 2 minutes, if possible • Content > high production values • e.g. Gap Yah

9. YouTube – Best Practice 4. Remember the details • Include your branding • Include a link in description • Choose the best thumbnail

10. YouTube – Best Practice 5. Build a home • Don’t keep default settings • Brand the channel • Brand each video

11. YouTube – Best Practice 6. Join the conversation • Post regularly • Reply to comments • e.g ‘Old Spice’

12. YouTube – Best Practice 7. Track, Analyse, Improve • Use YouTube Insights • Review hotspots • Test and review

13. YouTube – Viral Success Viral videos - a note • Very hard to predict and design • Easier with a budget...or Becks • Easier within a niche?

14. YouTube – Viral Success

15. YouTube – Best Practice 1. Make it SEO 2. Embed it 3. Keep it short and simple 4. Remember the details 5. Build a home 6. Join the conversation 7. Track, Analyse, Improve Presented by Iain Martin Skipedia.co.uk