Presented by Robyn Nixon

Social Enterprise Conference @ CeBIT Australia 2012 Robyn Nixon 2 of 37

Social Media Examiner’s Top 10 Small Business Facebook Pages for 2011

#1: Intrepid Travel

•Awarded by panel of

Facebook experts based on:

Engagement

Reader involvement

Creative use of promotion

� 102,202 Facebook Likes

�High engagement – 25%

�Drives positive social buzz outside Intrepid page

� 25,208 Twitter followers

�Twitter Grade 100

�Twitter Rank 66,264

�10% of website traffic comes from social

More Great Results

Why Social Media?

•A vehicle for delivering Inspiration

•A brand engagement tool

•To grow understanding of the brand

•Increase understanding of Intrepid’s responsible

travel philosophy and The Intrepid Foundation

activity

•A two-way conversation and feedback

•Nurturing relationships to warm cool leads

•Giving us a greater customer base to talk to

•Positioning Intrepid as an adventure travel expert

•To build a lasting community that has the power to

deliver us a large volume of brand stewards that

money can't buy

•A way to “bottle” the customer loyalty and

satisfaction we enjoy and use for advocacy

=>Bookings over time

“The social media journey has no

final destination - it is a means,

not an end.”

- Greta Holmberg

Organisations succeed when social media is

part of everyday business and becomes

integrated into the mix of everything they do, it

is simply another asset at their disposal.

PRINCIPALS underlying our social media strategy:

A brand engagement tool that’s fun and interactive

>>INSPIRATION >>Dreaming>>Research>>Book>>Detail>>Travel>>Post Travel>>>>>>

A vehicle for delivering Inspiration

>>INSPIRATION >>Dreaming>>Research>>Book>>Detail>>Travel>>Post Travel>>>>>>

A vehicle for delivering Inspiration

>>INSPIRATION >>Dreaming>>Research>>Book>>Detail>>Travel>>Post Travel>>>>>>

Increase understanding of Intrepid’s responsible travel philosophy and The

Intrepid Foundation activity

>>INSPIRATION >>Dreaming>>Research>>Book>>Detail>>Travel>>Post Travel>>>>>>

>>INSPIRATION >>Dreaming>>Research>>Book>>Detail>>Travel>>Post Travel>>>>>>

>>Inspiration >>DREAMING>>Research>>Book>>Detail>>Travel>>Post Travel>>>>>>

Motivating images

>>Inspiration >>DREAMING>>Research>>Book>>Detail>>Travel>>Post Travel>>>>>>

Exposure to a larger Audience to talk to

>>Inspiration >>DREAMING>>Research>>Book>>Detail>>Travel>>Post Travel>>>>>>

Day 1

9:00AM: The Perennial Plate posts the video and blog entries to their website

9.05AM: Posted to Vimeo

9.07AM: The Perennial Plate posts to The Huffington Post

9.54AM: The New York Times includes the video on its food blog.

Throughout the day:

Both The Perennial Plate and Intrepid support the spread of the video through Facebook and Twitter

Day 2

It continues to get support through online media including the Atlantic Monthly and CBSnews.com

Day 3

Vimeo feature the video on their front page

RESULT:

Over 200,000 views of the video & selected for the vimeo festival awards

>>Inspiration >>DREAMING>>Research>>Book>>Detail>>Travel>>Post Travel>>>>>>

Key elements to identifying good blogger:

�The right fit

�Distribution/influence

�Subtle branding

�Quality product

�Return on Investment

>>Inspiration >>Dreaming>>RESEARCH>>Book>>Detail>>Travel>>Post Travel>>>>>>

Positioning Intrepid as an adventure travel expert

>>Inspiration >>Dreaming>>RESEARCH>>Book>>Detail>>Travel>>Post Travel>>>>>>

A sales message draws interest and responding to a query in real time

supports decision making

>>Inspiration >>Dreaming>>RESEARCH & BOOK>>Detail>>Travel>>Post Travel>>>>>>

>>Inspiration >>Dreaming>>Research>>BOOK>>Detail>>Travel>>Post Travel>>>>>>>

>>Inspiration >>Dreaming>>Research>>Book>>DETAIL/ WAIT>>Travel>>Post Travel>

A The “Wait” period before travel is one of low engament but high internal

excitement.

>>Inspiration >>Dreaming>>Research>>Book>>Detail>>TRAVEL>>Post Travel>>>>>>

>>Inspiration >>Dreaming>>Research>>Book>>Detail>>TRAVEL>>Post Travel>>>>>>

>>Inspiration >>Dreaming>>Research>>Book>>Detail>>TRAVEL>>Post Travel>>>>>>

>>Inspiration >>Dreaming>>Research>>Book>>Detail>>Travel>>POST TRAVEL>>>>>>

Our own research supported the notion that friends/family/ other

travellers are the primary influencers of the booking decision.

Reporting

Facebook, Twitter and Omniture Analysis Manual Post Content Analysis

Sysomos Heartbeat Buzz Analysis

Summary

�Best Practice works

�Structure for success and spend your money wisely.

�Don’t overlook your most valuable built in social

network your very own employees

� Listen to your community

� Know the reach of SM partnerships

� Encourage real conversations

� Develop strategies fit for the purpose:

� Don't be afraid to try!