using content and social media to grow your business - digital dna

Using content and social

media to grow your business

Colm Hanratty

Founder

sixtwo digital

About me

@colmhanratty

About me

From here…

About me

Proud father…

About me

I like to travel…

About me

I like to be social…

Huh?

How does this have any

relevance?

When using social media,

you need to think ‘human’,

not ‘corporate’…most of

the time

A bit more about me

A bit more about me

What I’m talking about

Content

Social media

Why are we doing this?

Provide value to the user’s online experience

When we wanted to sell…

Sydney

Sydney hostels

Destination marketing

Why?

Relevant

Hostelworld was

‘one of us’

Being relevant

These questions are deliberately looking for a one-

word answers to drive engagement. Please comment

so you will engage in our brand, bring our brand to

new audiences meaning when you (or they) are going

to book a hostel, you think of Hostelworld.

Being relevant

It’s a marathon, not a sprint

One channel at a time

Then lived off this

So many channels

Yes

Should you be on every social channel?

So many channels

SEO

Ownership

So many channels

So many channels

Create content that is…

Evergreen content

Sticky content

Organic traffic (SE0)

Organic traffic (Direct)

Create content that is…

Discoverable

Create content that is…

Discoverable Shareable

Create content that is…

Discoverable

Discoverable content

Create content that is…

Shareable

Shareable content

Too much noise

Too much noise

3rd party content – travel bloggers

Working with bloggers

Met in Vancouver at TBEX

– agreed to write a post

Originally declined offer

to write a guest post for

the Hostelworld blog

Working with bloggers

Originally posted in 2011

(check the comments)

Working with bloggers

“Please can you organise nine stays for me in the Balkans?”

“Great! There’s only one hostel I’d like to single out – you

choose the rest.”

Working with bloggers

Working with bloggers

Be innovative (with or without bloggers)

What did success look like?

95,000 video views per month

12,000 podcast downloads per month

4.2% of all bookings went through a piece of

content

YOY traffic up 61% approx between 2013 and

2012

43% rise in bookings coming from social channels

Thanks@colmhanratty | @sixtwodigital

colm@sixtwodigital.com

www.sixtwodigital.com