Social media strategy for a newbie in the online travel booking industry. The presentation includes a detailed analysis of user experience of top three players within the industry viz; make my trip, cleartrip and yatra. also it includes some good industry statistics on the basis of which we can decide which mediums are best for a online travel booking company.

1. Social Media Strategy
For
A New Online Travel booking Site

2. Objectives
Identify one differentiator
in the market
Brand Awareness

3. Competitor Analysis
• What do they say?
• User sentiments
• What people are talking about
them?
• What's the conclusion?
• How we can leverage the results?

4. What Do competitors say?
Maximum Clean and Comfortable
options simple travel

5. What do people feel about them?
Make My Most Passionate Cleartrip
Trip Yatra
Most positive

6. What people are talking about them?

7. What is the conclusion?
Make My Trip Cleartrip Yatra
Complaining about bad Most conversation by
Happy with the service
service the company
Reaching out potential Very less feedback from
Improper delivery
clients users online
PEOPLE EXPECT TO HAVE A MOBILE APPLICATION FOR A TRAVEL BOOKING SITE

8. How can we leverage competitors
shortcomings?
Give maximum
• Have superior touch points • Come up with
post sales and • Mobile apps new places
after sales • Increase social rather than the
services presence same once
Customer Unexplored
service destination
GOOD CUSTOMER SERVICE AND LOYALTY CAN BE A
BIG DIFFERENTIATOR

9. 1 out of 4 book their flights through
their mobile
rail tickets
15% restaurant
meals
airplane
36%
tickets
21% ground
transporta
tion
28%
Source: New Media Travel Watch

10. Barriers to task completion on hospitality/tourism sites
according to travel bookers worldwide, Q4 2011
- Technical - Other
- Need issue 7%
more info 4%
- Could
5% - Price
not find 30%
what
- Still
looking for
looking /
8%
unsure
- Ran out 14%
of time
9% - Room - Booking
availability problem
11% 12%
Source: iPerception

11. Purpose of visiting a hospitality / tourism site according
to site visitors worldwide
26% 27%
20% 20%
7%
- Make - Find hotel - Compare - View / - Other
reservation info rates cancel
reservation
Source: iPerception

12. Path used to get to hospitality / tourism sites by site
visitors worldwide
30%
25%
20%
15%
10%
5%
0%
Source: iPerception

13. Where should “WE”be present and for
Website
what?
Facebook Twitter
• B2C • B2C • B2C & B2B
• SEO • Young working professionals • Listen
• Regular • Teenagers • Customer care center
• SEM • Big influencers • Sell
• Seasonal
Pinterest Linkedin Youtube
• B2C • B2B &B2C • B2C
• Foreign customers • High profile personels • User experience catalogue
• Business networking • Visual advertisement
Wiki Mobile Bookmarking sites
• B2C • B2C • B2C
• Travel wiki • Application • Create travel catalogue
• Surrogate marketing • Increase touch point

14. Where do my target audience sit?
Facebook Linkedin Twitter
•13 to 23 yrs – 29 Mn •Over 15 Mn •Over 14 Mn
•24 to 34 yrs – 17 Mn
•35 to 45 yrs – 4 Mn
•46 and above – 1Mn

15. Some Ideas….
Facebook Linkedin Twitter Youtube
• Upload your trip pictures • Travel related discussions • Hashtag contest • Upload your experience
and get • Ask a question • Brand awareness ind a video
• A cash back or • Tweet a location you • Monitored by internal
• Discount in next want to visit and be a team
booking lucky winner to visit it
• Building up loyalty • Tweet a new location and
get a free trip

16. Thank You