Ogilvy on: Travel and Social Media

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Why Social Media Travels Well

Frequent Friender!

Digital Natives Digital Immigrants

Age of population in millions; China in 2009. Source: U. S. Census Bureau, International Data Base

60 50 40 30 20 10 0 0 10 20 30 40 50 60

Critical mass of digital natives

Increasingly engaged digital immigrants

April 2009 Synovate Media Atlas Hong Kong

Percent using Internet in last 30 days, Hong Kong

Instant messaging

Downloading

Blogging

Social networking

Sharing/ managing photos

Sharing/ managing videos

Percent participation in past 30 days

Source: Asia Synovate Media Atlas Hong Kong Jan-Dec 2008 Target: Upscale Asians aged 12-64 who have used the internet in past month

Both women and men are taking part

Asians enjoy creating content

March 2009, Asia Social Technographics – Forrester Research!

Asians trust social media more than traditional media

0% 10% 20% 30% 40% 50% 60%

Magazine ads

Newspaper ads

TV ads

Consumer product review from websites

Independent reviews in publications

Expert product review from websites

Recommendations from friends and family

Jan 2009, Asia’s Top Digital Brands TNS/Media Magazine (n=3001)!

% of people who search before they purchase

50.20%

56.40%

46.30%

73%

Apparel

Computer Hardware

Sport & Fit

Travel

Search before purchase Feb 2005 – DoubleClick!

Asians share brand messages online

Asia Digital Brands Survey Jan 2009 – TNS (n=479)!

0% 10% 20% 30% 40% 50% 60% 70% 80%

Hong Kong

Taiwan

China

Thailand

Singapore

Malaysia

Have forwarded a link to an online ad

RSS Dashboard Grab it: www.theDailyInfluence.com

Strategic Approach to Social Media & Word of Mouth

Conversation Maps

Live Listening Posts

Crisis Monitoring

Influencer Maps

Engagement Plans

Visibility Plans

Community Design & Management

Blogger & Influencer Engagement Programs

Co-creation Program Design & Management

Live Community Events

Video Content: Viral, Episodic, Channels

Social Network Activation

Search Reputation Management

Digital Media Relations


Case Studies: Hotels!

1. Listening

Customer relations, Loyalty, Customer Service Centralized Twitter account with strong user interaction and innovative uses. One main blog maintained by the CEO himself. Dedicated YouTube channel with with 35K views for 100+ videos since 2007.

Customer relations, Loyalty, Customer Service Decentralized account with a career Twitter (also used for interaction) and “Concierge”, very innovative. No official blog but the CEO “guest blogs” instead on the USA’s Today’s hotel blog. Dedicated Channel with 16.2K for 440 videos since

2005.

Not used effectively for anything No social media focused strategy, existing infrastructure (Twitter, Blogs, YouTube) but no follow-through.

Brand Image Decentralized Twitter account, no blog presence. Interesting YouTube Channel with videos focused on tourism instead of the hotel themselves.

Marriott

9206 Followers 5957 Following 1944 Updates

Since early 2007

Committed Strategy (strong interaction) with innovative uses

(Infos, Promotions, Contests)

Hyatt Carreer


Since 2007

Hyatt Concierge


Since early 05/2009

Very innovative uses, original services.

Hyatt Carreer


Since 2007

Hyatt Concierge


Since early 05/2009

Very innovative uses, original services.

Marriott

Official blog maintained by the CEO himself.

Interesting information on the Marriott

World, from his point of view.

Hyatt

The CEO communicate as a guest blogger on

USA Today’s Hotel related blog.

Guest blogging is a new trend. He uses it to communicate about the latest Hyatt digital news (e.g. Concierge) and reach a broader range of

people than he would on the company website.

Marriott

Dedicated channel with a high number of

videos, the screening rate is moderately high since 2007. Highest viewed videos have about

8,000 to 12,000 views

Different kind of videos : “The company &

Employees”, “Resorts”, “Buzz Video” and “Personal Message”

Bill Marriott’s Greeting

InterContinental

Dedicated channel with 300 videos since 2008. Top viewed videos have been seen 8,000 times.

InterContinental decided to mainly base its video communication on Tourism, they

introduce cities that host InterContinental hotels.


Case Study: Tourism board!

2. Planning

In April 2009, Tourism Australia introduced the Visiting Opinion

Leaders Program to generate more word of mouth on Australia.

Our mission was to target influential digital opinion leaders in

different ‘passion points’ to help spread the message.

!"#$%&'()*+,

-.',/0,",*/%/1"2,/)3(4)#4&5,An influencer is an individual which:

•!Engages others in conversation

•!Inspires others to continue the conversation and to expand

the circle of engagement

•!Participates consistently to maintain a timely conversation

•!Is seen as credible by his or her audience to speak about the

issue at hand

•!Compels others to want to hear what he or she will say next,

and

•!Creates content that is “remarkable”/worth remarking on.

6*4)789/)%,:"00/'),;'/)10,,

Fashion

Sport

Food & Wine

Nature /

Outback

Travel

Name: Kathryn Finney, thebudgetfashionista.com Passion Point: Fashion Blogger Highlights: 90,750 Unique Monthly Visitors | 9,000+ Twitter followers | Style contributor on NBC’s Today Show| First fashion blogger to receive a major book deal

Name: Ree Drummond, thepioneerwoman.com/cooking Passion Point: Food & wine blogger Highlights: 22,106 Twitter Followers & 5,000 Facebook Fans | 292,015 Unique

Monthly Visitors | 5,000+ inbound links | 2009 Weblog of the Year |


Case Studies: Airline!

3.Engaging

Virgin Atlantic

On June 24th, Google Apps partnered with Virgin America to launch a

social media campaign called “The Day in the Cloud” Challenge

People who took Virgin America flights that day, as well as those at home or work, to participate in an online scavenger hunt for clues to answer

questions posted on a website called "Day In The Clouds.”

Why Clouds? Lets look at the Key Players:

Google is a major proponent of ‘cloud’

services, and has developed an entire suite of applications that all live in the

“cloud”.

Virgin America is about entertainment

and relaxation. The main feature of the airline’s ‘living room in the sky’ is that

they have WiFi across their entire fleet.

Commonality Creates a Compelling

Campaign!

The scavenger hunt offered questions that required players to use many

different Google apps and online tools to find the answers, and integrated with Virgin America both for some questions as well as by offering free

WiFi to any passenger on one of their flights today.

"Year in the Cloud" prize !

The top 5 scorers in the challenge gets a year of free flights

and free in-flight Wi-Fi from Virgin America, an HP net book computer, and 1 terabyte of Google account storage for all of

your photos and email.

The campaign is an example of a well-executed contest. There

are a few key factors that made campaign especially interesting:

On every page of the campaign microsite, there was a box

that displayed the latest tweet from @DayInTheCloud, an account that was set up specifically for the campaign.

Users could tweet out their score after finishing the challenge, and

each one of those tweets were tagged with #DayInTheCloud to help

increase social sharing of the campaign.

The Twitter account was used both for conversation and for

broadcasting. Its functioned to answer questions, provided updates,

gave hints and linked out to other blogs that were covering the event.

This allowed the Twitter account to be interactive.

From that box, users were able to follow the

account, message the account directly, or see

the history of “Day In The Cloud” tweets.

Each tweet that @DayInTheCloud sent out

included the #DayInTheCloud tag. Users were

also encouraged to use that tag so that

everyone could easily follow along with the

conversations that were occurring about the

campaign.

Using Social Media to “Spread the Word”!

Every page on the microsite included a ‘Spread the word’ box that

allowed users to share the campaign with friends through various social media channels with just the click of a button.

These buttons were formatted so that they would automatically

populate the message field with a pre-designed message, and this

allowed users to help spread the campaign through channels like Facebook, Twitter, Digg, Delicious and MySpace; greatly increasing

the pre-event buzz without a lot of extra effort.

Google Friends Micro-community!

Using Google’s Friend Connect feature, the campaign formed

its own community where players could exchange ‘spirited pre-game banter’ with other players and meet everyone else

that was participating which greatly added to the player’s overall experience.

Quick Lessons You Can Take Away:

Built your campaign on your core products/services. Users had to use many of Google's tools to find the answer to

questions about Virgin America's planes, technology and flight schedules.

Forged the right partnership. The choice of these two brands together worked perfectly to add to the

popularity of the scavenger hunt. Both have high goodwill among their fans and drew a tech-savvy audience to participate.

Engaged through fun and competition while educating. The engagement on this campaign was high because the content was

great and the format was fun. There were even tweets from flights encouraging plane-mates to do better to beat a competing plane.

Quick Lessons You Can Take Away:

Involved the right ambassadors. In the morning, there was a media flight that several high-influence tech

bloggers including Ben Par from Mashable and Beth Blecherman from Techmamas. They played the game and participated in the start of the

campaign. These early ambassadors posted about their experience which drove a lot of traffic to the site throughout the day.

Made it shareable. Once you complete the hunt, you get your score and you have the

opportunity to share it through multiple social media platforms. Players can also follow the campaign's Twitter account for updates.

Had real and tangible prizes. The winners with the highest scores will get tangible prizes and that is a

big motivator to continue to participate even if you may be in it and not want to finish.

TripSay combines travel

search with user-generated

travel guides and ratings.

When the user enters a city or

place, it comes up on a map,

along with recommendations

and ratings from other TripSay

users.

Results can be sorted by

restaurants, hotels, bars,

beaches, transportation,

sights, and other categories.

Launched: 2008

TripWolf aims to be the "Facebook"

for travelers with its "friends" system, but focussed on Travel

(Google Map API...etc).

TripWolf’s “travelers” allow

members to find “gurus” of destinations who can help you plan

your trip, to create their own custom travel guides to take with

them on their journeys and learn

all before users leave their desks.

As with any social network, they can share can build a network of

friends.

Launched: 2008

Hub Culture aims to Merging Digital and Physical Spaces.

It turns existing virtual networks into

physical spaces around the globe.

It provides a conscious collaborative

work environment for contemporary workers/travellers who are often on

the move, and no longer go into the office everyday.

Hub Culture has it's own currency called Ven which can be traded online.

A pavilion member can offer his services to other members and be paid, they can also buy products and

services from Hub Culture.

Members : 20 000

Dopplr allows users to creates and indicate to their followers itineraries of

their travel plans and spot correlations with their contacts.

The main point is to allows contact travelling onto the same location

(Countries, Cities, Restaurants…) to arrange meeting at any point of their

journey.

Dopplr is all about integrating other

popular services you already use into the site, like Twitter, Facebook,

Calendars, and Flickr photo.

Additional features include allowing

the user to calculate the carbon footprint their journeys have

produced.

Launched: 2007

TripIt is an online travel itinerary and travel planner

To make it work users have to forward

confirmation emails to them when you purchase airline tickets, hotel reservations, car rentals, etc. TripIt

pulls the relevant information out of the emails and builds an organized

itinerary.

Their is no registration needed and

TripIt recognizes the email format from the seventy travel companies

they currently support (Orbitz, United Airlines, Marriott, etc.)

Offbeat Guides creates personalized, up-to-date travel guides that cover

over 30,000 travel destinations, using a combination of search technology,

and curation by both amateur and professional travel experts.

You provide just 5 pieces of information :

-!Destination

-!Current location

-!Your Name

-!Travel Dates

-!where are you staying

ASMALLWORLD is the world’s leading private online community and social

network. It seeks unite an existing international network of people who

are connected to each other by three degrees of separation.

Membership to ASW is by invitation and member growth is achieved by

extending invite rights to qualified members who represent the Company’s target audience (i.e

wealthy people).

The average house hold income of the community is $330,000. There are currently 430,000 registered ASW

members living in over 200 countries worldwide working in all professional

fields ranging from finance, law and management consulting, to media, PR, fashion, advertising and

entertainment.


Our role!

Social Media Strategy and Planning

Conversation Map: A comprehensive survey of what and where people are discussing specific brands and related topics online. This tells us where we can engage

with people authentically.

Influencer Audit: A focused survey identifying the most important influencers across all social media to understand which individuals and affinity groups may help us.

Engagement Plan: A concrete and executable strategy for getting influencers to drive both action and opinion.

Digital Influence Strategy: We create rapid yet comprehensive social media strategies to drive online word of mouth and community engagement in measureable,

scalable and lasting ways.

Each Digital Influence Strategy includes 3 deliverables

•!Engages others in conversation

•!Inspires others to continue the conversation and to expand the circle of engagement

•!Participates consistently to maintain a timely conversation

•!Is seen as credible by his or her audience to speak about the issue at hand

•!Compels others to want to hear what he or she will say next

•!Creates content that is “remarkable” or worth remarking on

What is Influence?

Using Social Media Strategically Listening Programs

Listening Post: By creating the right conversation criteria, we can use technology to collect

and sort all of the relevant conversations across blogs, forums, Twitter, social networks and review sites. Our strategists apply insight and recommended action to every report

Listening Post powered by Radian6: This is our fastest , keyword-driven platform that collects social Web mentions across multiple global markets. Ideal for

benchmarking measurement, informing strategy and rapid response to consumer generated media

Listening Post powered by Crimson Hexagon: Our CH-based platform is great for following and reporting sentiment and opinion. It is one of the few platforms on the market that can provide superior automated opinion reporting. Ideal for

benchmarking measurement and informing strategy

Listening Post powered by Visible Technologies: A more comprehensive

solution to enterprise-level cgm monitoring and response, our VT-based solution is great for operationalizing large organizations to engage with bloggers on a daily basis. Ideal for benchmarking measurement, informing strategy and rapid response

to consumer generated media at a large scale

How many people are talking about your brand?

YouTube video

Product 1

Product 2

Product 3

What are they talking about?

Where do they talk about it?

Using Social Media Strategically Influencer Audit

Chubby Latina (3 Fat Chicks Blog)

Using Social Media Strategically Engagement Plan

By creating the right conversation criteria, we can use technology to collect and sort all of

the relevant conversations across blogs, forums, Twitter, social networks and review sites. Our strategists apply insight and recommended action to every report

•!Influencer/Blogger Outreach & Engagement: From Blogger weekends to events to

brand experiences, we specialize in identify and engaging the most important new influencers across social media

•!Content Creation and Distribution: From making brand content – video, images, text as

“share-worthy” and portable as possible to inviting consumers and customers to create brand relevant content, we ensure all content has a positive impact on search results

•!Social Media-Scale: From content-driven advertising to social network applications and grassroots action, we add scale and reach to the operations and impact of word of mouth

programs online and off.

Using Social Media Strategically Popular Products and Services

Backstage Pass:

activating a fan network via a application-based content

& promotion delivery network

Conversation Amplifier:

aggregating relevant cgm in a branded application with full

CMS functions

Blog Plus:

the best social platform to launch client blogs and sites

based upon a modular and open platform

Social Media Release:

optimized to share rich digital content with

bloggers and journalists

Crisis Preparation:

strategy with active monitoring and “dark

site” ready for launch

Social Media Belts:

training program to develop understanding and ramp up

Social Media Teams

Social Media Belts

Clients

asiadigitalmap.com

CONTACT

Danielle Nasrallah Account Director

Ogilvy Public Relations Worldwide

p +852 2884 8543 e [email protected]

Bernard Shek Digital Specialist | 360° Digital Influence

Ogilvy Public Relations Worldwide p +852 2884 8654

e [email protected]

Thomas Crampton Asia-Pacific Director | 360° Digital Influence

Ogilvy Public Relations Worldwide p +852 6397 1662

e [email protected]

Ogilvy on: Travel and Social Media

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Transcript of Ogilvy on: Travel and Social Media