Social Media Engagement - ATME Conference Chicago - June 2012
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Transcript of Social Media Engagement - ATME Conference Chicago - June 2012
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HomeAway Confidential© HomeAway. All rights reserved.
Building Relationships with your Travel Brand
Jennifer Stafford – Social Media Manager, HomeAway
@jennstafford
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HomeAway Social Ecosystem
World’s largest vacation rental marketplace
15 brands globally working on social
~100 social media accounts worldwide
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What We’ll Cover
Building Engagement
Testing Content
Expressing Brand Personality
Using Data3
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BUILDING YOUR ENGAGEMENT
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Pin to Win Contest
Goals: Drive engagement on multiple social channels, new pins, traffic, links to HomeAway.com site
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Leverage Your Assets for Engagement
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• Total links to HomeAway.com from pins: 4,388
• Property views up 16%
• Searches up 21%
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Additional Ways to Engage
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TESTING CONTENT
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Testing Process
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Test Content w/ Post Sponsored Story Ad
Compare Engagement Across Content Types
Test within Content Types
Build Content Strategy Based on Engagement & Biz Needs
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Single Photo with Fill in the Blank
13% Reach
277 points of engagement
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Infographics
19% Reach
296 points of engagement
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Photo Albums
23% Reach
130 points of engagement on main album – Not including
individual photo stats
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Engagement: Fill in the Blank
28% Reach
808 points of engagement
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Testing within Content Types
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19% Reach
1063 Points of Engagement
• 22% Reach
• 2848 Points of Engagement
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Facebook Results
Comparing 1st half 2011 to 1st half of 2012– 34% increase in Likes after campaign promotions– 1000+% increase in engagement – 142% increase in reach
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– Average 337% increase in content engagement after beginning Post Sponsored Stories
– Testing process has made it easier to develop content plans
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SHOW BRAND PERSONALITY
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Travel Inspiration
Big News Stories
Company Events
Random Office Happenings
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Casual and friendly tone
Retweet content and thank them for mention
Engage with users across networks
Post about more than just your brand
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USING DATA
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Data Sources
Facebook – Insights
• Engagement by Post• Reach• Talking about this • Virality
– EdgeRank Checker• Best performing content• Best post times/dates
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YouTube Insights– Engagement– Video Performance
Twitter – Many tools available
• Reach• Engagement
Pinterest– Pinerly– PinReach– PinPuff
• Board stats, likes, comments, followers
Google Analytics & Google Webmaster Tools– Traffic– Links– Keywords
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Let Data Guide Content
Example Content Ideas from Data:
What are top linked pages in Google Webmaster Tools?– Make a Facebook Album and Pinterest board on those topics, create an
infographic, write an article
What trends can you find in engagement or types of content?
What are most viewed or linked pages from Facebook versus Pinterest?– Create a comparison article for Facebook vs Pinterest user favorites
What content themes get the most engagement?
Know if your user preferences differ between networks
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General Takeaways
Driving repeat engagement takes work & testing
Leverage the channels that you have
Ensure the personality of your brand comes across
Utilize the information you have to better guide your planning