social media for sustainable travel - spt · 2012. 2. 27. · social media – sustainable media...
TRANSCRIPT
Social Media for
Sustainable Travel
An introduction to the main platforms, with examples of
organisations that embrace these to improve the travel habits and attitudes of staff and students
#tpchat
• Tweet using hashtag • Follow stream/theme
• Connect with others• Beyond today...
The Rise of Social Media
• Facebook ‐ 845 million active users
– 425 million access via Facebook mobile
• Twitter – 100 million active users
– 460,000 new accounts per day (average)
– 182% increase in mobile usage over last year
– 140 million tweets sent per day
“1 in every 5 minutes online, is spent on a Social Networking website.” (ComScore)
Why so much time social networking?
• Communication – easily keep in touch and know what friends are doing (the social element)
• Accessibility – SMART phones, increase in mobile applications (Twitter visits average 16 times p/day)
• Up to the minute – breaking news
• Content Sharing – what’s important to people right now
• It’s Free!
User Benefits
• Connection – easy to connect and find likeminded others
– For example – Car Share schemes, more chance of meeting IRL (in real life).
• Communication – channels are opened up, ability to ask questions, 2 way dialogue
• Information – greater access to initiatives and benefits
• Timely – when it suits them
Organisation Benefits• Audience – more than half of the online world uses social
media
• Cost effective – core features are free
• Engagement – open dialogue, the ripple effect
• Targeted – find and engage with your target market– For example Facebook advertising
• Key Messages – at the forefront
• Connecting – outwith the 9‐5, it’s where the critical mass are
• Influencers – work with others to spread the word
• Greener option
Social Channels(a handful)
90% are lurkers!
* Source – useit.com
The Key 3
Founded in 2004, Facebook’s mission is to make the world more open and connected.
People use Facebook to stay connected with friends and family, to discover what’s going on in the world, and to share and express what
matters to them.
• 34 years old
• 28 minutes per day
• 57+% ‐ to learn about products/services
• 130 friends –influence/trusted circle
• 77% interact with brands ‐ engagement
• Reach / Sustainability
• News as it happens
• 45% Male/ 55% Female
...... so much more
Your KNOWN Market
Facebook – Insights (Intelligent Marketing)
An information network
Twitter is a real‐time information network that connects you to the latest stories, ideas,
opinions and news about what you find interesting.
The UNKOWN* Market• 38 years old
• 12 minutes per day (16 times p/day)
• 42% ‐ to learn about products/services
• 31% ‐ ask for opinions/feedback
• The news comes to you
• Find people/businesses to follow
• Ability to respond/share current info
• 55% Male / 45 % Female
...... so much more
Real‐time
Blogs
Why Blogs?
• Similar to a website but updated frequently
• Usually in the form of articles/single subject
• Longer shelf life
• Greater reach
• Showcase your CSR
• Search Engines love them
• Aggregated through Facebook & Twitter
Case Study
greenroom.asda.com
Asda Green Room
• Publicly available “colleague” blog• Aim of sharing “colleague” stories, achievements and initiatives
• Bright ideas – encourage and promote 2 way dialogue
• Gets more “colleagues” on board• Recognition• Intranet style portal• Positive message to a larger audience
• New Year Resolutions
• Get Fit / Make Small Changes
• Answer Questions
• Top Tips
• Lifestyle Choices
• Happier Healthier Workplace
Using Facebook To Stay in Touch | Visibility of their USP ‐ Sustainability
Social Media – Sustainable MediaThere are a whole host of benefits for travel planners to use social media
Workshop• More detail of channels• The best ways to use them• How to get the message across• Creative / Engaging – ideas of how to relate• How to grow critical mass
Q&A Session
Thank You
