Rachel Hawkes at WTF UK in London, November 2016

1. @rachelhawkes@rachelhawkes
Creating a brand studio
Rachel Hawkes, Global Head of Social

2. @rachelhawkes
A bit about me
• Australianliving in London
• Working in social before it was calledsocial
• Spent my career agency side
• Obsessed with Snapchat and Pinterest
• Instagram has a special place in my
• My love for emojis knows no bounds

3. @rachelhawkes@rachelhawkes
TUI is the largest tourism business in the world
• 220 brands in the Group
• 30+ millioncustomers sent on holiday to over 180 regions around the globe
• 76,000 employees with more than 30,000 of those in destination
• 6 airlines with a fleet of over 130 aircraft
• 13 cruise liners with 4 more just ordered for Germany
• 1,800 retail stores
• 210,000 beds and more than 300 hotels in 24 countries

4. @rachelhawkes@rachelhawkes
So, in my role I am responsible for…
• Setting the overall group strategyfor social and rollingout a centralisedmodel
• Driving consistency,best practice and excellence
• Commonalityand efficiencywith technologyand suppliers
• Fosteringa culture of innovation (a “test and learn” mindset)
• Main source markets: Germany, UK&I, France, Nordics, Netherlands,Belgium,Austria,
Switzerland,Poland and Russia

5. @rachelhawkes@rachelhawkes
What is a brand studio?
Is it when the content is only produced in-house?

6. @rachelhawkes@rachelhawkes
AGENCY
BRAND
IN-HOUSE
EMPLOYEES
CUSTOMERS
INFLUENCERS
STOCK
LIBRARY
PRODUCTION
COMPANY
CROWD
SOURCING /
AMATEUR

7. @rachelhawkes@rachelhawkes
AGENCY
IN-HOUSE
EMPLOYEES
CUSTOMERS
INFLUENCERS
STOCK
LIBRARY
PRODUCTION
COMPANY
Very fragmented & silo’d by market

8. @rachelhawkes@rachelhawkes
70PEOPLE
BROCHURES
WEBSITE
SOCIAL
approx. 3
people
• EDITORS
• PRODUCTION
MANAGERS
• PHOTOGRAPHERS
• DESIGNERS
• COPYWRITERS
• VIDEOGRAPHERS

9. @rachelhawkes@rachelhawkes
30PEOPLE
BROCHURES
WEBSITE
SOCIAL
(mostly agency)
• PRODUCTION
MANAGERS
• PHOTOGRAPHERS
• DESIGNERS
• COPYWRITERS

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5PEOPLE
WEBSITE
SOCIAL
• EDITORS
• PRODUCTION
MANAGERS

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LOCAL
MARKET
IN-HOUSE
TEAM
AGENCIES
GROUP
IN-HOUSE
TEAM
AGENCIES
LOCAL
MARKET
GROUP
IN-HOUSE
TEAM
AGENCIES

15. @rachelhawkes@rachelhawkes
GROUP
• STRATEGY & REPORTING
• BRAND & DESTINATION
CONTENT (M7)
• COMMON APPROACH
UGC & EMPLOYEE
MARKET
• LOCALISATION
• HYPER LOCAL / MARKET
SPECIFIC
• INFLUENCERS

16. @rachelhawkes@rachelhawkes
Top 3 reasons to change this approach:
1. More efficient use of time & money
2. Move faster
3. Consistent messaging

17. @rachelhawkes
UGC
aggregation tool
Workflows
Rights managementRights management
TDA
Advertising
DAM
Marketing
Social walls
In resorts On cruises In airports
€
In retail
Social channelsBrochures
TUI
Mobile
Desktop
Tablet
The role of UGC in our business
Social printers

18. @rachelhawkes
Content is disconnected from product

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58% of
online
view time
in 2017

25. @rachelhawkes@rachelhawkes
Top tips
• Work smarter and make your content work harder (multiple edits / formats etc)
• Don’t think you have to create everything yourself (get the rights to adapt / use)
• Use a mix of agencies – the right one for the job
• No one knows your brand better than you
• Measure! Sell the story back into the business, prove ROI

26. @rachelhawkes

27. @rachelhawkes27
Thank you