WAYN

This document was prepared for internal use only. To be treated with strict confidentiality.

©2002-2009 Where Are You Now? Limited. All Rights Reserved

Peter Ward Co-Founder and Co-CEO

WAYN| eTourism Africa

WAYN Overview

Why Social Media?

• Fastest growing marketing category

• Engage with your target audience

• Generate relevant leads

• Influence what people do

What is WAYN?

• World’s largest travel & lifestyle community • Vision: Help people realise their dreams • Destinations and activities focused • Meet like-minded people

Working With Travel & Tourism Boards

• Shift from offline to online • Still too reliant on traditional marketing • Increasing awareness of social media platforms • Despite the hype, most don’t understand how to use it

Our Approach for DMO’s

Our approach allows clients to interact with our community in a way which is

inspirational, engaging, viral and impactful Objectives can be centred upon

branding, data capture, lead generation, sales, consumer insights or UGC (User Generated Content)

Reaching Multiple Objectives

Objective Led Promotion • Set clear objectives • Define success • Target the right audience • How will you engage users • Be creative and see how your audience reacts • Listen, understand, respond • Learn from your experiences and refine the message • Avoid ‘dipping your toe’ in

Sales

Case Study 1 - South Africa Tourism Board

• South Africa has struggled in the past with global perceptions of the country as a tourism destination

• WAYN was tasked with raising interaction with their key content, creating online conversations and increasing traffic to their tourism portal

• Via our integrated microsite solution we were able to align SATB’s core content with their target audiences

• Launched in parallel with a global competition whereby a WAYN member was flown out to SA for a trip of a lifetime and report back on their experience

Promoting Destinations - [Branding & Awareness]

• SouthAfrica.net Alexa ranking jumped 61% (daily reach) in just 3 months as a result of their campaign

• WAYN has generated over 3,500 confirmed friends and over 20,000 entries into their competition to win a trip to South Africa

• The Profile contained a clickable header, linking to the Southafrica.net website. During the campaign WAYN generated 67,395 clicks, directing members to the SouthAfrica.net website

Client Testimonial “It is always a pleasure to work with the

team at WAYN.com. Their dedication, passion and integrity means that you have a partner when running a campaign and not merely a supplier”

Kirsty Fletcher, Online Marketing

Specialist South Africa Tourism

Case Study 1 - Skype

• With WAYN being a global travel and lifestyle community and Skype offering a global VOIP and communication service, the synergy was perfect

• With the new release of Skype now available, Skype turned to WAYN to increase downloads and new customer acquisition

• An integrated microsite was completed in consultation and a ‘download’ i-frame placed on their target audiences profiles

• Profile included information on all new key features and services available to members

Promoting Applications - [Lead Generation]

• Throughout the 8 week campaign Skype received 72,800 impressions to their profile hosted on WAYN

• 1,600 comments left on the profile via member feedback/review

• 11,787 clicks driven directly to the Skype portal

• 1,291 downloads of the new Skype application received

Case Study 3 - Sheraton Hotels

Promoting Hotels - [Data Capture & Lead Generation & UGC]

• Over 10,000 UK WAYN members driven to the profile in just 2 weeks

• 4,835 registrations to the Sheraton website

• 82,000 members adopted the Sheraton profile skin around their own profile driving ongoing interaction with the campaign

• 1,225, member photos submitted generating a fantastic level of user generated content for Sheraton Hotels

• Engage members around their top 20 destinations

• Competition encouraging members to share their ‘best travel moments’

• Fully integrated profile promoted to members worldwide

• Allow members to virally

share their profile with their friends

• Branded, clickable header driving members to SheratonMoments.com

• Drive lead generation through registrations to their site

• Profile incorporated member feedback and reviews

Case Study 4 - Journey Kenya

Client Testimonial “The team at WAYN are very professional and knowledgeable in social media. The graphic design team ensured that they worked with us to deliver the best profile possible. The buzz that the promotion is creating, drives traffic to the Journey Kenya site and awareness of the different experiences Kenya has to offer!” Nyaruita Gateri Marketing Director Journey Kenya

Promoting Tour Operators- [Traffic, Branding & UGC]

• 15,698 profile views generated in just 3 weeks

• 12,000 unique users driven to the profile from the clients target countries

• 861 entries into the competition

• 521 Photos viewed and rated

• Journey Kenya tasked us with raising awareness of Kenya as a tourism destination whilst placing Journey Kenya as the first choice tour operator to Kenya

• Alongside promoting key destination information via i-frames, rich media and presenting exclusive holiday packages, a competition element was also included

• Members were tasked with sharing with Journey Kenya ‘why Kenya would make the perfect holiday destination’, providing the client with a wealth of user generated content

Case Study 5 - Air New Zealand

Client Testimonial “WAYN has increased traffic to larrythetravelguy.com and airnewzealand.com dramatically. We have seen a increase of site traffic by 4,314 percent and have established a peer to peer voice within the social community which gives us an opportunity to approach users in a more appropriate manner within that environment. With this increase of exposure we are able to drive the user information that we actually want them to see, and increase are brand exposure to reinforce our message which is in market at the time. WAYN has been a great experience for us as a whole and Larry the Travel Guy and Air New Zealand look forward to working with them in the future.” Larry Lentz) ANZ, Online Marketing Manager North America

• Showcase regions that Air New Zealand fly to

• Encourage interaction from members around the Air New Zealand Brand

• Create and establish a dominant peer to peer voice within WAYN to become an expert traveler on the destinations that ANZ flies

• Ultimately raise brand awareness of Air New Zealand and the destinations they fly to driving traffic to airnewzealand.com and larrythetravelguy.com

• 491,733 members adopted the ANZ profile skin on their own WAYN profile

• 2796 comments left on profile

• Over 1,920 comments made on photos

• 3,286 friends added for contact and regular news updates

Promoting Airlines [Traffic & Direct Response]

The Engagement Scale

Engaging Customers through Social Media - The Status Quo

Dedicated ‘Social Media’ Facilitator

Brand Advocates Non Engagement

Non Participatory Participatory

Low Resource High Resource

Client Examples

Engaging Customers through Social Media - The Status Quo

Dedicated ‘Social Media’ Facilitator

Brand Advocates Non Engagement

Non Participatory Participatory

Key Learning's

• Assess resources. Ultimately social media marketing is utilised most effectively when a

‘dialogue’ is created between brands and the audiences chosen for interaction

• Identify influencer’s within your network of followers and mobilise them to moderate feedback and opinion through incentives or recognition

• Provide multiple interactive ‘touch points’ to give target audiences the opportunity to seek

various forms of communication with your brand or service and where possible make these as ‘human’ as possible

• Use social media suppliers ‘tips and techniques’ for engaging audiences. They often know better than most the best techniques for driving engagement and maintaining interaction. In some cases they may be able to assist in supporting clients who struggle to resource dedicated social media facilitators or divisions

• Understand the audiences your are targeting, why do they belong to a particular social media site, where is the motivation to interact? Ensuring you are in the right places at the right time

• Look at a myriad of ways in which member involvement can be maintained throughout your campaign. For example if you are running a competition, why simply select the winner yourselves, ask the community to select the winner for you and then task the winner to ‘report back’ to members who chose them on their experience

• Face negative feedback head-on, by shirking challenging questions, the viral capacity of social media will allow negative opinion to spiral and gather speed. More often that not the community regulates feedback and opinion, however a swift resolution/intervention from the brand can stop the tide.

Recommended Approaches

Viral Marketing

What is NOT Viral Marketing?

• Adding a Video on YouTube • Writing a blog • SEO • Spamming • PR • Word-of-mouth • Advertising • A fad • Social Media

What IS Viral Marketing?

• Wikipedia Definition: “The buzzwords viral marketing and viral advertising refer to marketing

techniques that use pre-existing social networks to produce increases in brand awareness or to achieve other marketing objectives (such as product sales) through self-replicating viral processes, analogous to the spread of pathological and computer viruses. It can be word-of-mouth delivered or enhanced by the network effects of the Internet.[1] Viral promotions may take the form of video clips, interactive Flash games, advergames, ebooks, brandable software, images, or even text messages.”

• Zoosk Definition: “The number of new users that are gained as a direct result of activities of an existing users” - characterised by the “X multiplier”

• Example: An average customer sends out 30 invites to friends and generates 200 newsfeed items. If the conversion rate of an invitation to a friend (registration) is 3% and the conversion rate of a newsfeed item is 0.1%, then for every user gained, you will acquire:

30*3%+200*0.1%= 1.1 new users

• If the X multiplier is greater than 1 (as above) you experience exponential growth

• If the X multiplier is less than 1 you will experience slower, liner growth

• Lesson: Keeping the X-multiplier above 1 is the holy grail

Where should you apply viral marketing?

Automated distribution - News - Notifications - Internal mail - Alerts / Emails - Wall posts - Third party feeds

Registration Process - Invites - Referrals - Testimonials - People you may know - Friends of friends

Promotion - Pop-ups - Banners - Landing pages - Time limited offers - News feeds - Emails - Competitions / Contests - Use your friends

Triggers - Priority messaging - Unlimited go’s - Be at the top - Meet more people - Upgrade for free - See who selected you - Increase your popularity

Apps / Widgets - Meet people - Hot or Not - Games - Quizzes - Q&A - Surveys - Photo browsing

Try these things

How to increase your chances?

• Top of the funnel

• Make it simple

• Use pictures

• Law of attraction

• Make it relevant

• Offer an incentive

• Test, test, test…

• Pop up in a few places

• Make it fun

• Get white listed

Recommended Approaches

Competitions

Competition Approaches – key considerations

When deciding upon a competition it’s essential you observe the following points: Is the competition ‘relevant’? What is the ‘purpose’ of the competition? Are the timescales ‘realistic’? Does the competition ‘inspire’ & ‘engage’ the audience? Are the entry instructions ‘clear’? Competitions can also meet a range of objectives inc: Data Capture Qualitative Data Increase in traffic to your website PR headlines UGC (User Generated Content)

Recommended Approaches

Become the Authority

How to become an authority?

Brought to you by…

What would you love them to do?

Initiate and lead the conversation

Grow and engage with your audience

Multiple touch points

Brand transfer value

Remember…

• People love to share

• People love to feel good

• People love to show off

• People love money can’t buy experiences

• People want to be rich and famous

• People value status and being popular

Thank You!

Any Questions?

Peter Ward Co-founder & Co-CEO Tel: +44 (0)20 7336 8059 Email: [email protected]