The Holy Trinity: Facebook, Twitter and BlogsTourism & Social Media // E-Tourism Africa Summit 2010

Justin SprattManaging Partner | QuirkTwitter: @justinspratt

1. Context: Facebook, Twitter and Blogs2. Setting up these tools3. Case Studies4. Takeaways

Agenda

Global online travel retail sector is worth $125 billion

Travelmole, 2008

http://www.flickr.com/photos/cesarcabrera/272675388

Social Media: Context

Information

Information

Social media really is pervasive…

“There's a plane in the Hudson. I'm on the ferry going to pick up the people. Crazy.”

10:36 PM Jan 15th from TwitPic

Views 486,314

News doesn’t break anymore…

It Tweets

brandinfiltration.com

brandinfiltration.com

“78% of people trust

the recommendations

of others”

Nielson, 2009: “Trust in Advertising ”

Two thirds of the global Internet population visit social networks

Nielsen, Global Faces & Networked Places, 2009 Credit: Christian & Cie http://www.flickr.com/photos/christiangates/

“Your brand is no stronger than its reputation - and will increasingly depend on what comes up when you are Googled ”

Alan JenkinsCommunications Consultant

Source: Nielsen/Netratings

In 2006 approximately 80% of all online purchases originated from search engines

The Holy TrinityFacebook, Twitter and Blogs

500mn users, 50% active dailyAverage user has 130 friends (Dunbar)Spend 700bn minutes per monthAverage user creates 90 pieces of content per month150mn active mobile users> 1mn websites integrated with Facebook

Facebook Factsheet

Source: Total Poland active audience, Facebook internal, data Jan 2010

Facebook SA Profile

Groups great for organizing on a personal level and for smaller scale interaction around a cause.

Pages better for brands, businesses, bands, movies, or celebrities who want to interact with fans or customers without having them connected to a personal account, and have a need to exceed Facebook’s 5k friend cap

Mashable, 2010

Facebook Groups vs. Pages

Twitter

“Folks were tweeting 5,000 times a day in 2007. By 2008, that number was 300,000, and by 2009 it had grown to 2.5 million per day. Tweets grew 1,400% last year to 35 million per day. Today, we are seeing

50 million tweets per day —that’s an average of 600 tweets per second.”

Twitter.com

Blogs

“Website created by a user or group to update others through regular commentaries, opinions and sharing content”Universal McCann, 2010

Blogs

Blogs

And don’t forget their cousins

Case Studies…

www.myskystatus.comAny carrier; brand awareness

“Spring Break”

Over 75k emails per shot

R15 ROI per email address

Code embedded in mailers to optimise

Email Marketing Case

Case:United Breaks Guitars

Over 9 million viewsTopped the US & UK iTunes chartsUnited’s Share price dropped 10% ($180m)

Case:Ryanair

Ryanair comments on random blog

Followed by “official response”

Online community gets hold of it

The newspapers got hold of it…

Then influential sites

…And we know how powerful search ranking is

Takeaways…

Hand in Hand in gloveglove

Engage

TransparencTransparencyy

LoveLove

justin.spratt@quirk.biz

twitter: @justinspratt

blog: sandboxsavant.com