@katyhowell @IFtweeter

The social journey to ROIin travel

@katyhowell @IFtweeter

Love talking travel

@katyhowell @IFtweeter

By 2016 social media will be at the forefront as a primary way to generate travel bookings and revenue for half of the travel

industry

@katyhowell @IFtweeter

Yet…

@katyhowell @IFtweeter

We are investing…

2.8bn

@katyhowell @IFtweeter

Influence is the key

49%

52%

@katyhowell @IFtweeter

Let’s explore how we drive social ROI

@katyhowell @IFtweeter

Defining the social journey

@katyhowell @IFtweeter

Pinpointing location

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Where are they?

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Mapping social behaviours

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Pragmatic view of the customer journey

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Chatter across the journey

1 3 1 1 23 27

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From demand to recommendation

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Real-time focus for Instagram

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Reviews dive into detail

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@katyhowell @IFtweeter

The social triggers

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You need to consider…

@katyhowell @IFtweeter

Sparking the conversation

April, June &

September July &

August

January, February,

March & April

January &

April

June, July &

August

May, June,

July & August

Want, need, wish & please

Thinking, like & love Best &

good

Excited, exciting

and #excited!

Happy, fun & good times

Feel, good & great

@katyhowell @IFtweeter

With the social journey to ROI in place…

@katyhowell @IFtweeter

Do you know what you want to achieve?

@katyhowell @IFtweeter

Where are you sending folk?

@katyhowell @IFtweeter

How will you measure?

Social

amplification

Conversion

metricsBrand health

Financial

impact

Awareness

(reach)

Action

Advocacy

Sentiment

Engagement

Traffic

(direct)

Correlation

(indirect)

Uplift

Brand equity

Market share

Effectiveness (against other

marketing metrics)

Channel

profitability

Lifetime value

Volume growth

@katyhowell @IFtweeter

Make it easy on yourself!

• CRM

• Social Login

• Monitor

@katyhowell @IFtweeter

•

•

Social is not a channel

@katyhowell @IFtweeter

@katyhowell @IFtweeter

Thank you!