social media engagement - atme conference chicago - june 2012

HomeAway Confidential© HomeAway. All rights reserved.

Building Relationships with your Travel Brand

Jennifer Stafford – Social Media Manager, HomeAway

@jennstafford

HomeAway Social Ecosystem

World’s largest vacation rental marketplace

15 brands globally working on social

~100 social media accounts worldwide

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What We’ll Cover

Building Engagement

Testing Content

Expressing Brand Personality

Using Data3

BUILDING YOUR ENGAGEMENT

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Pin to Win Contest

Goals: Drive engagement on multiple social channels, new pins, traffic, links to HomeAway.com site

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Leverage Your Assets for Engagement

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• Total links to HomeAway.com from pins: 4,388

• Property views up 16%

• Searches up 21%

Additional Ways to Engage

TESTING CONTENT

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Testing Process

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Test Content w/ Post Sponsored Story Ad

Compare Engagement Across Content Types

Test within Content Types

Build Content Strategy Based on Engagement & Biz Needs

Single Photo with Fill in the Blank

13% Reach

277 points of engagement

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Infographics

19% Reach

296 points of engagement

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Photo Albums

23% Reach

130 points of engagement on main album – Not including

individual photo stats

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Engagement: Fill in the Blank

28% Reach

808 points of engagement

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Testing within Content Types

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19% Reach

1063 Points of Engagement

• 22% Reach

• 2848 Points of Engagement

Facebook Results

Comparing 1st half 2011 to 1st half of 2012– 34% increase in Likes after campaign promotions– 1000+% increase in engagement – 142% increase in reach

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– Average 337% increase in content engagement after beginning Post Sponsored Stories

– Testing process has made it easier to develop content plans

SHOW BRAND PERSONALITY

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Travel Inspiration

Big News Stories

Company Events

Random Office Happenings

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Casual and friendly tone

Retweet content and thank them for mention

Engage with users across networks

Post about more than just your brand

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USING DATA

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Data Sources

Facebook – Insights

• Engagement by Post• Reach• Talking about this • Virality

– EdgeRank Checker• Best performing content• Best post times/dates

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YouTube Insights– Engagement– Video Performance

Twitter – Many tools available

• Reach• Engagement

Pinterest– Pinerly– PinReach– PinPuff

• Board stats, likes, comments, followers

Google Analytics & Google Webmaster Tools– Traffic– Links– Keywords

Let Data Guide Content

Example Content Ideas from Data:

What are top linked pages in Google Webmaster Tools?– Make a Facebook Album and Pinterest board on those topics, create an

infographic, write an article

What trends can you find in engagement or types of content?

What are most viewed or linked pages from Facebook versus Pinterest?– Create a comparison article for Facebook vs Pinterest user favorites

What content themes get the most engagement?

Know if your user preferences differ between networks

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General Takeaways

Driving repeat engagement takes work & testing

Leverage the channels that you have

Ensure the personality of your brand comes across

Utilize the information you have to better guide your planning