Abtof presentation1
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This presentation was delivered at the The Association of British Travel Organisers to France (ABTOF) event in London, 9/9/15
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Abtof presentation1
- 1. Wintersports and Social Media Tips & Latest Trends by Bruce Martin, Ginger Juice
- 2. The Customer Journey in 2014 The customer journey is complex Customers will probably interact with your brand via many channels over many days.
- 3. Social Media & The Customer Journey Social Media effects all parts of the customer journey • Brand awareness • Creates desire • Reputation & credibility • SEO • Web traffic • Lead generation • Experience sharing • Customer service • Review & advocacy
- 4. 1. Strategy Social’s a crowded space! Help yourself stand out Why are ‘doing’ social? What does success looks like? Measure & review
- 5. 2. Boost Posts on Facebook Facebook has changed Only 5%-10% of your fans see your posts Boost important or well-performing posts Don’t be ‘busy fools’
- 6. 3. PPC Social Advertising o Facebook & Twitter have very powerful advertising platforms o Highly-targeted ads now possible o Use Custom Audience to reach your own database o Use ads to support live sales event
- 8. 4. Social channels: Be choosy & focused Don’t try to run too many channels Better to be great on a few - than weak on many
- 9. 4. Social channels: Be choosy & focused Treat each independently No short cuts!
- 10. 5. Be Human Social is less about B2B & B2C it’s “H2H” Human-2-Human Less tolerance of corporate tone Show personality, be funny & useful Check Tesco Mobile’s Twitter!
- 11. 5. Be Human Try the 70/20/10 rule: 70% of your posts should be interesting, helpful & fun – brand building 20% should share other people’s ideas 20% A good mix of posts 10% 10% sales messages 70% Add Value Share Promote
- 12. 6. Content Use Feedly to find content Follow competitors Follow leading brands Create graphics with Canva
- 13. 6. Content • Plan content in advance • React to global trends
- 14. 7. Think Mobile Most people will see your posts on a mobile or tablet Always use images Avoid long text Simple call-to-actions Create Scroll-Stoppers
- 15. 8. Timing Post when your customers are online not when it suits you Use Buffer or Hootsuite to schedule posts This is when a leading ski resort tweets – 9am French time and never at weekends!
- 16. TRENDS 6 Trends to look out for in 2014 and beyond…
- 17. 1. Facebook Is Cracking Down Like-gating banned from November 5th Click-baiting is being penalised now
- 18. 2. Digital Influencers o Bloggers still important o But there’s increasing focus on digital influencers o i.e. Popular people on YouTube, Instagram & Vine
- 19. 2. Digital Influencers Tyler Oakley 5.3 Million followers on You Tube !?
- 20. 2. Digital Influencers Ben Phillips 1.2 million Vine followers Brands pay to be featured in his 6 second videos
- 21. 3. Personalisation A.k.a. the “Youniverse” Brands try to market more smartly ‘Big Data’ = better targeting Social media’s a great fit KLM has 100+ in social media team
- 22. 4. Dronies Selfies are SO 2014…. Welcome “Dronies” http://www.youtube.com/watch?v= DdPmc0RflHo
- 23. Thank you Bruce Martin www.gingerjuice.co.uk
Notes de l'éditeur
- No longer free Redirect resources to boost posts
- Staying on the subject of paying facebook Great tool Consider using PPC for short- burst promotions