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Social Media Retention Strategies - Travel Industry Case Studies - March 2014
Sep 13, 2014
Using social media to communicate with your existing customers will increase customer loyalty, increase customer referrals and naturally as a result, increase revenues.
This presentation was given to an audience from the travel industry and includes some Travel Industry Social Media Case Studies. The content is however relevant to all sectors and markets.
Having a plan and appropriately resourcing your Community Management team though is vital. Its not just about marketing. You want to surprise and delight your customers. There are millions of social media messages that they could choose to notice and engage with. How will you make sure they choose yours?
At http://liveandsocial.com we help businesses understand and utilise social media across their entire business. I would love to help your business ensure that is capitalising on the many opportunities available. Leave a comment below or contact us via the website.
This presentation was given to an audience from the travel industry and includes some Travel Industry Social Media Case Studies. The content is however relevant to all sectors and markets.
Having a plan and appropriately resourcing your Community Management team though is vital. Its not just about marketing. You want to surprise and delight your customers. There are millions of social media messages that they could choose to notice and engage with. How will you make sure they choose yours?
At http://liveandsocial.com we help businesses understand and utilise social media across their entire business. I would love to help your business ensure that is capitalising on the many opportunities available. Leave a comment below or contact us via the website.
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Social Retention StrategiesJonnie Jensen – Digital CoachConnect with me:linkedIn.com/in/jonniejensentwitter.com/jonniejensen plus.google.com/+jonniejensen
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Social media – we’ve moved on• It’s not free• It’s not easy• It is now valued• It’s not going away
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The conversation is happening
• Opportunities • Influence• Competitors
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Benefits of social media marketing
Social Media Examiner Survey 2013
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3 basic principals
Content Contacts Conversation
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Inbound Marketing 101
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Content and social drives business
CONTENT
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What limits social media success• Poor planning• Lack of consistency• No clear goals• Responsibility given to Jnr team members• Leaders not supportive• No company wide participation• No optimisation• No reporting
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Successful networked organisations• Transformations will have been made in organisational
practices and culture• A thoughtful but persistent approach to trying new
things, learning and adapting• In successful highly networked organisations– Role modelling and vocal support of leaders is a catalyst– Social technologies are embedded in to their day-to-day
work– High degree of trust and willingness to collaborate between
colleaguesREF: McKinsey Global: The social economy: Unlocking value and productivity through social technologies
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Pick your community manager wisely• Make the role formal• Good communicator• Provide ongoing training• Maturity• Passion for the business• Literate• Creative • Analytical• Information junkie• Adaptable
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What does retention look like?• Passive engagement• Customer service• Community management• Adding value – faster, cheaper, happier, sexier, richer
• Sharing a passion• Sharing a life stage• Having fun
photo: Hitchster
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Passive engagement strategies• Broad but relevant added value content • Surprise and delight– Listen, respond and evolve– Engage your audience
• Encourage user generated content• Run promotions• Exclusive offers• Note key influencers• Don’t leave it to marketing
photo: Tobyotter
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Your Story
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Adding value
• How can you help your audience improve?
• How are you influencing others?
• How engaged are your team?
• How active are you in communities?
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Content Planning
TOPICAL
COMPLIMENTARY SUBJECTS YOUR MESSAGE
YOUR AUDIENCE NEEDS
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Balancing acquisition and retention• Stream content and offers• Don’t pollute with new customer offers• Champion and appreciate customers• Make advocates of existing customers• Consider value of Customer Groups– LinkedIn Group, Facebook Group, Google+ Community
photo: jasoneppink
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Create Raving Fans
• Inside • Outside
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Sharing and Reviews
http://www.tasospagakis.com/?p=111
…from friends above all other forms of advertising
Nielsen 2012
92% of consumers trust recommendations…
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Frontier – social customer servicesPROBLEM: • 22 planes damaged by a storm in Denver• Customer service issues on phone and check-inSOLUTION: • Social media monitoring tools used to identify customer problems• Proactive out reach, solving problems online for others to seeRESULTS:• 4,000 customer engagements on social web in 7 days• 700,000 Facebook Fanpage visits
SOURCE: Radian6
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KLM’s Meet & Seat Connects Flyers Through Social
GOAL: • To differentiate itself from competitors by establishing more authentic
relationships with its customersSOLUTION: • KLM used Gigya’s Social Login to power its Meet & Seat service• Meet & Seat customers can choose seat next to other passengers based on
their social profile information• Builds community among its customer base while encouraging brand loyalty
among its most frequent users.RESULTS: • none available
SOURCE: Gigya
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Squaw Valley – Facebook contestGOAL:• Squaw Valley wanted the contest to drive
additional likes for the page in addition to capturing fan emails
SOLUTION:• Facebook prize promotion using
Heyo Facebook ToolRESULTS:• Over the first 11 days, the campaign
converted at over 30% and helped drive 6,975 new Likes.
SOURCE: outandaboutmarketing.com
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Using Facebook to generate testimonials
CHALLENGE: • Make Facebook relevant channel for its older (40’s to 60’s) target audienceGOAL:• Generate client testimonials to drive word of mouth salesCAMPAIGN:• Link in customer satisfaction survey to leave Facebook testimonial• Mentioned at start of survey. Followed up by consultants.• Tested $50 / $100 / $200 prize incentive• Respond and learn from negative commentsRESULTS:• 796 Facebook testimonials• 15% of survey respondents left a Facebook testimonial
SOURCE: marketingsherpa.com
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Where are you?
• Content
• Contacts
• Conversation
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