focus on africa social marketing presentation
DESCRIPTION
An overview of best practices in social networking and online marketing for the African travel industry.TRANSCRIPT
![Page 1: Focus On Africa Social Marketing Presentation](https://reader036.vdocuments.site/reader036/viewer/2022070303/549806f4b4795927538b47fb/html5/thumbnails/1.jpg)
Maximizing Relationships :: Social Media
![Page 2: Focus On Africa Social Marketing Presentation](https://reader036.vdocuments.site/reader036/viewer/2022070303/549806f4b4795927538b47fb/html5/thumbnails/2.jpg)
Is social media a fad?
• http://www.youtube.com/watch?v=sIFYPQjYhv8
![Page 3: Focus On Africa Social Marketing Presentation](https://reader036.vdocuments.site/reader036/viewer/2022070303/549806f4b4795927538b47fb/html5/thumbnails/3.jpg)
“Social Media”
• What does “traditional media” mean in the travel industry?
• What does “new media” mean in the travel industry?
• It’s all about RELATIONSHIPS
![Page 4: Focus On Africa Social Marketing Presentation](https://reader036.vdocuments.site/reader036/viewer/2022070303/549806f4b4795927538b47fb/html5/thumbnails/4.jpg)
eNewsletters
Presented by Sarah FazendinThe Fazendin Portfolio
![Page 5: Focus On Africa Social Marketing Presentation](https://reader036.vdocuments.site/reader036/viewer/2022070303/549806f4b4795927538b47fb/html5/thumbnails/5.jpg)
![Page 6: Focus On Africa Social Marketing Presentation](https://reader036.vdocuments.site/reader036/viewer/2022070303/549806f4b4795927538b47fb/html5/thumbnails/6.jpg)
![Page 7: Focus On Africa Social Marketing Presentation](https://reader036.vdocuments.site/reader036/viewer/2022070303/549806f4b4795927538b47fb/html5/thumbnails/7.jpg)
But it’s WAY more than just an email…
• “View Online” permalink allows greater reach, through web site, blog, twitter, facebook
• “Timely” = real news people care about• Build your brand via consistent messaging,
make sure your personality shines through loud and clear!
![Page 8: Focus On Africa Social Marketing Presentation](https://reader036.vdocuments.site/reader036/viewer/2022070303/549806f4b4795927538b47fb/html5/thumbnails/8.jpg)
![Page 9: Focus On Africa Social Marketing Presentation](https://reader036.vdocuments.site/reader036/viewer/2022070303/549806f4b4795927538b47fb/html5/thumbnails/9.jpg)
![Page 10: Focus On Africa Social Marketing Presentation](https://reader036.vdocuments.site/reader036/viewer/2022070303/549806f4b4795927538b47fb/html5/thumbnails/10.jpg)
Facebook Introduction
Presented by Caitlin LepperConservation Concept
Great Plains Conservation & Ellerman House
![Page 11: Focus On Africa Social Marketing Presentation](https://reader036.vdocuments.site/reader036/viewer/2022070303/549806f4b4795927538b47fb/html5/thumbnails/11.jpg)
What is Facebook
• A social-networking tool• Estimated 321 million users• 181% increase in users aged 25 – 34 (ComScor)
• 98% increase in users 35 & over (ComScor)
• 18 mill US Facebook users are over 45• Companies that use social-networking are 17
times more likely to improve customer satisfaction than companies that don’t use the sites (Aberdeen Group).
![Page 12: Focus On Africa Social Marketing Presentation](https://reader036.vdocuments.site/reader036/viewer/2022070303/549806f4b4795927538b47fb/html5/thumbnails/12.jpg)
What can it do for your business?
• Connect with customers• Pass along news, offers, updates• Maintain open lines of communication• Attract new business• Minimize marketing costs – free & easy • Communicate with the masses
![Page 13: Focus On Africa Social Marketing Presentation](https://reader036.vdocuments.site/reader036/viewer/2022070303/549806f4b4795927538b47fb/html5/thumbnails/13.jpg)
Before launching FB for your business…
• Create a Fan Page (not a Group)– Separate the social from the professional– The content is not linked to you personally
• Create a strategy– Post relevant & interesting content– Develop a timeline for posting– Reply to feedback & say Thank You to fans– Use Facebook’s Post Analytics function to monitor
effectiveness
![Page 14: Focus On Africa Social Marketing Presentation](https://reader036.vdocuments.site/reader036/viewer/2022070303/549806f4b4795927538b47fb/html5/thumbnails/14.jpg)
![Page 15: Focus On Africa Social Marketing Presentation](https://reader036.vdocuments.site/reader036/viewer/2022070303/549806f4b4795927538b47fb/html5/thumbnails/15.jpg)
Basic Features for a business
• News Feed• Advertising• Relationship Marketing• Calls to Action• Messaging Fans• Search Engine Placement
![Page 16: Focus On Africa Social Marketing Presentation](https://reader036.vdocuments.site/reader036/viewer/2022070303/549806f4b4795927538b47fb/html5/thumbnails/16.jpg)
News Feed
Function: Create a fast-spreading buzz about your brand,
and building its recognition• A posting of photos, videos, links or comments
lead to a “feed” of information to those connected to your network
![Page 17: Focus On Africa Social Marketing Presentation](https://reader036.vdocuments.site/reader036/viewer/2022070303/549806f4b4795927538b47fb/html5/thumbnails/17.jpg)
![Page 18: Focus On Africa Social Marketing Presentation](https://reader036.vdocuments.site/reader036/viewer/2022070303/549806f4b4795927538b47fb/html5/thumbnails/18.jpg)
Advertising
Function:Raise brand awareness and solicit click-through
business• Convey a precisely targeted message based on
the user’s network and statistics (like Google Adwords)
• Appear on the margin of the user’s profile page
![Page 19: Focus On Africa Social Marketing Presentation](https://reader036.vdocuments.site/reader036/viewer/2022070303/549806f4b4795927538b47fb/html5/thumbnails/19.jpg)
![Page 20: Focus On Africa Social Marketing Presentation](https://reader036.vdocuments.site/reader036/viewer/2022070303/549806f4b4795927538b47fb/html5/thumbnails/20.jpg)
Relationship Marketing
Function: An opportunity to talk about what you do in a
casual, friendly way without pushing your product
• ‘When the marketers move in, the members move out.’
• The trick is to be a member, not a marketer. Putting up too many links to your company’s website can turn people off
![Page 21: Focus On Africa Social Marketing Presentation](https://reader036.vdocuments.site/reader036/viewer/2022070303/549806f4b4795927538b47fb/html5/thumbnails/21.jpg)
Calls to Action
Function:Create ‘viral visibility’ by soliciting action on your
site• The average user has 130 friends• The Multiplier Effect: Action on your site
spreads to fans’ friends. Thus, the respondent’s friend also becomes interested
• The original call to action spreads like a ‘virus’
![Page 22: Focus On Africa Social Marketing Presentation](https://reader036.vdocuments.site/reader036/viewer/2022070303/549806f4b4795927538b47fb/html5/thumbnails/22.jpg)
![Page 23: Focus On Africa Social Marketing Presentation](https://reader036.vdocuments.site/reader036/viewer/2022070303/549806f4b4795927538b47fb/html5/thumbnails/23.jpg)
Collective Messaging
Function:Pro-active communication when desired or
necessary• In one click, send a message directly to all
your Fans’ Facebook Update folder
![Page 24: Focus On Africa Social Marketing Presentation](https://reader036.vdocuments.site/reader036/viewer/2022070303/549806f4b4795927538b47fb/html5/thumbnails/24.jpg)
![Page 25: Focus On Africa Social Marketing Presentation](https://reader036.vdocuments.site/reader036/viewer/2022070303/549806f4b4795927538b47fb/html5/thumbnails/25.jpg)
Search Engine positioning
Function:Increase sales• Pages are indexed by external search engines
such as Google and show up on keyword searches
• FB Groups are not!
![Page 26: Focus On Africa Social Marketing Presentation](https://reader036.vdocuments.site/reader036/viewer/2022070303/549806f4b4795927538b47fb/html5/thumbnails/26.jpg)
![Page 27: Focus On Africa Social Marketing Presentation](https://reader036.vdocuments.site/reader036/viewer/2022070303/549806f4b4795927538b47fb/html5/thumbnails/27.jpg)
Blogging
Presented by Kent ReddingAfrica Adventure Consultants
![Page 28: Focus On Africa Social Marketing Presentation](https://reader036.vdocuments.site/reader036/viewer/2022070303/549806f4b4795927538b47fb/html5/thumbnails/28.jpg)
![Page 29: Focus On Africa Social Marketing Presentation](https://reader036.vdocuments.site/reader036/viewer/2022070303/549806f4b4795927538b47fb/html5/thumbnails/29.jpg)
Blogging 101
• A great way to communicate with customers, potential clients, the media…
• Dynamic: Can update regularly.• Establish we are experts in our field.• Link back to our website to drive readers to us• Make it a part of your weekly schedule
![Page 30: Focus On Africa Social Marketing Presentation](https://reader036.vdocuments.site/reader036/viewer/2022070303/549806f4b4795927538b47fb/html5/thumbnails/30.jpg)
![Page 31: Focus On Africa Social Marketing Presentation](https://reader036.vdocuments.site/reader036/viewer/2022070303/549806f4b4795927538b47fb/html5/thumbnails/31.jpg)
Keep Material Fresh
• We update 2-3 times per week• Includes lots of non-sales information:
accommodations updates, new flights, events, dining options…
• Special offers and discounts
![Page 32: Focus On Africa Social Marketing Presentation](https://reader036.vdocuments.site/reader036/viewer/2022070303/549806f4b4795927538b47fb/html5/thumbnails/32.jpg)
Linking to Social Media and Web sites
• Most of our blogs have 5-10 links back to our website
• Facebook page featured in every blog• Facebook updates automatically turned into
Tweets• Tweets often reference our blog or website
![Page 33: Focus On Africa Social Marketing Presentation](https://reader036.vdocuments.site/reader036/viewer/2022070303/549806f4b4795927538b47fb/html5/thumbnails/33.jpg)
But what to say?!
• You have lots of content and information available, just need to be creative!
• For example…– Focus on honeymoons/Valentines Day in February– Focus on gifts and giving in November/December
![Page 34: Focus On Africa Social Marketing Presentation](https://reader036.vdocuments.site/reader036/viewer/2022070303/549806f4b4795927538b47fb/html5/thumbnails/34.jpg)
![Page 35: Focus On Africa Social Marketing Presentation](https://reader036.vdocuments.site/reader036/viewer/2022070303/549806f4b4795927538b47fb/html5/thumbnails/35.jpg)
![Page 36: Focus On Africa Social Marketing Presentation](https://reader036.vdocuments.site/reader036/viewer/2022070303/549806f4b4795927538b47fb/html5/thumbnails/36.jpg)
![Page 37: Focus On Africa Social Marketing Presentation](https://reader036.vdocuments.site/reader036/viewer/2022070303/549806f4b4795927538b47fb/html5/thumbnails/37.jpg)
Results…
• Hard to quantify, but we believe it enhances our reputation and leads people to us for potential conversion into paying customers.
![Page 38: Focus On Africa Social Marketing Presentation](https://reader036.vdocuments.site/reader036/viewer/2022070303/549806f4b4795927538b47fb/html5/thumbnails/38.jpg)
Thank you
Questions?