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Social Media Strategy
              For
A New Online Travel booking Site
Objectives


Identify one differentiator
in the market

Brand Awareness
Competitor Analysis


• What do they say?
• User sentiments
• What people are talking about
  them?
• What's the conclusion?
• How we can leverage the results?
What Do competitors say?

Maximum     Clean and   Comfortable
 options      simple      travel
What do people feel about them?

  Make My Most Passionate Cleartrip
          Trip                                   Yatra


                                 Most positive
What people are talking about them?
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
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
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
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
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
Path used to get to hospitality / tourism sites by site
                 visitors worldwide

30%
25%
20%
15%
10%
 5%
 0%




                                                Source: iPerception
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
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
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
Thank You

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Online travel booking

  • 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