Social Media Retention Strategies - Travel Industry Case Studies - March 2014

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Social Retention Strategies
Jonnie Jensen – Digital Coach
Connect with me:
linkedIn.com/in/jonniejensen
twitter.com/jonniejensen
plus.google.com/+jonniejensen

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twitter.com/@jonniejensen
Social media – we’ve moved on
• It’s not free
• It’s not easy
• It is now valued
• It’s not going away

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The conversation is happening
• Opportunities • Influence• Competitors

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Benefits of social media marketing
Social Media Examiner Survey 2013

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3 basic principals

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Inbound Marketing 101

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Content and social drives business

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What limits social media success
• Poor planning
• Lack of consistency
• No clear goals
• Responsibility given to Jnr team members
• Leaders not supportive
• No company wide participation
• No optimisation
• No reporting

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Successful networked organisations
• Transformations will have been made in organisational
practices and culture
• A thoughtful but persistent approach to trying new
things, learning and adapting
• In successful highly networked organisations
– Role modelling and vocal support of leaders is a catalyst
– Social technologies are embedded in to their day-to-day
work
– High degree of trust and willingness to collaborate between
colleagues
REF: McKinsey Global: The social economy: Unlocking value and productivity through social technologies

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Pick your community manager wisely
• Make the role formal
• Good communicator
• Provide ongoing training
• Maturity
• Passion for the business
• Literate
• Creative
• Analytical
• Information junkie
• Adaptable

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What does retention look like?
• Passive engagement
• Customer service
• Community management
• Adding value
– faster, cheaper, happier, sexier, richer
• Sharing a passion
• Sharing a life stage
• Having fun
photo: Hitchster

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Passive engagement strategies
• Broad but relevant added value content
• Surprise and delight
– Listen, respond and evolve
– Engage your audience
• Encourage user generated content
• Run promotions
• Exclusive offers
• Note key influencers
• Don’t leave it to marketing
photo: Tobyotter

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Your Story

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Adding value
• How can you help your audience improve?
• How are you influencing others?
• How engaged are your team?
• How active are you in communities?

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Content Planning
TOPICAL
COMPLIMENTARY SUBJECTS YOUR MESSAGE
YOUR AUDIENCE NEEDS

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Balancing acquisition and retention
• Stream content and offers
• Don’t pollute with new customer offers
• Champion and appreciate customers
• Make advocates of existing customers
• Consider value of Customer Groups
– LinkedIn Group, Facebook Group, Google+ Community
photo: jasoneppink

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Create Raving Fans
• Inside • Outside

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Sharing and Reviews
http://www.tasospagakis.com/?p=111
…from friends above all
other forms of advertising
Nielsen 2012
92% of consumers
trust
recommendations…

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Frontier – social customer services
PROBLEM:
• 22 planes damaged by a storm in Denver
• Customer service issues on phone and check-in
SOLUTION:
• Social media monitoring tools used to identify customer problems
• Proactive out reach, solving problems online for others to see
RESULTS:
• 4,000 customer engagements on social web in 7 days
• 700,000 Facebook Fanpage visits
SOURCE: Radian6

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KLM’s Meet & Seat Connects Flyers Through Social
GOAL:
• To diﬀerentiate itself from competitors by establishing more authentic
relationships with its customers
SOLUTION:
• KLM used Gigya’s Social Login to power its Meet & Seat service
• Meet & Seat customers can choose seat next to other passengers based on
their social proﬁle information
• Builds community among its customer base while encouraging brand loyalty
among its most frequent users.
RESULTS:
• none available
SOURCE: Gigya

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Squaw Valley – Facebook contest
GOAL:
• Squaw Valley wanted the contest to drive
additional likes for the page in addition
to capturing fan emails
SOLUTION:
• Facebook prize promotion using Heyo
Facebook Tool
RESULTS:
• Over the first 11 days, the campaign
converted at over 30% and helped drive
6,975 new Likes.
SOURCE: outandaboutmarketing.com

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Using Facebook to generate testimonials
CHALLENGE:
• Make Facebook relevant channel for its older (40’s to 60’s) target audience
GOAL:
• Generate client testimonials to drive word of mouth sales
CAMPAIGN:
• Link in customer satisfaction survey to leave Facebook testimonial
• Mentioned at start of survey. Followed up by consultants.
• Tested $50 / $100 / $200 prize incentive
• Respond and learn from negative comments
RESULTS:
• 796 Facebook testimonials
• 15% of survey respondents left a Facebook testimonial
SOURCE: marketingsherpa.com

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Where are you?
• Content
• Contacts
• Conversation

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Social Retention Strategies
Jonnie Jensen – Digital Coach
Connect with me:
twitter.com/jonniejensen

Social Media Retention Strategies - Travel Industry Case Studies - March 2014

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Social Media Retention Strategies - Travel Industry Case Studies - March 2014

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