RCAplus 20/02/14 - Thomas Cook Belgium
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Social Media = Sales #RCAplus @kimleunen
description
Kim Leunen, Social Media Coordinator bij Thomas Cook, laat met haar praktijkcase zien hoe social media voor duidelijke inkomsten kunnen zorgen. Met een toelichting van de specifieke aanpak van de touroperator, zowel wat community management als salestool betreft. Uit hun bevindingen kan je ongetwijfeld zelf heel wat inspiratie putten. Om zelf optimaal aan te slag te gaan en professioneel voordeel te doen. Zowel wat betreft marketing en pr als op vlak van rekrutering, productontwikkeling en klantenservice.
Transcript of RCAplus 20/02/14 - Thomas Cook Belgium
Social Media = Sales
#RCAplus -‐ @kimleunen
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Kim Hiyah! I’m Kim
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€ 200.000
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Less organic reach Less engagement
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PromoCng Stories
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Engagement ≠ Sales
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Your most important audience is not those who engage
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Sales= knowing who will buy
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IdenCfying your most important audience starts with your database
Create Personas
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Meet Kim. Kim works as a social media coordinator for a travel company. Kim lives together with her partner and pet at the countryside. Kim loves discovering new desCnaCons and looks for nex experiences. She does not value the airline experience but values hotel and desCnaCon experiences.
Demograpics Age: <30 Sex: Female buyers Profession: young professionals Household: Families with no kids
Behaviour -‐ online booking preference -‐ Holiday with family or friends -‐ No loyalty to brand or desCnaCon -‐ best value for money -‐ ExoCc summer holidays + citytrips -‐ High Trip frequency: 4/year
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Who
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A 50 % drop in Capping
Why is capping of vital importance ?
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• Improves aided Brand Awareness • Affects Brand Favorability • Affects Purchase Intent
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Sales = being hyper-‐relevant
Define USP per persona
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USP: Kids travel for Free Target: Belgian Facebook Parents 25-‐50
Use surveys to idenCfy behavioral USP’s
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Not everything is relevant for me 18 Dark PosFng
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Who
What
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Sales=reaching the right people
Facebook Data Targefng
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Learn from colleagues
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Use your data to set up Custom Audiences
Custom Audiences : Use Your Data
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Target People who booked a holiday to Spain last year but haven’t booked yet this year.
Using on site behaviour to create custom audiences
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Custom Audiences : On site data
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Target people who have made several price calculaCons but did not book
Using on site behaviour for RetargeFng
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automaCc RetargeFng for hotel pages
Reaching out Big Cme
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Who
What How
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Sales = making a profit
Measure Social Media like other channels
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• Visits • Orders • Revenu • CTR • CPC / CPM • Conversion • CPA • ROI
-‐ Set up KPI’s -‐ Benchmark -‐ Vs yourself -‐ Vs other channels
OpCmize, OpCmize, OpCmize
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Who
What How Measure
Any QuesCons ?
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@kimleunen
