using content and social media to grow your business - digital dna
DESCRIPTION
Recently I was invited to speak at the tourism day at Digital DNA - a digital marketing conference in Belfast. I spoke about how you can use content and social media to grow your business and gave some general tips also.TRANSCRIPT
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
