Where the Hell is Namibia? - #SoMeT13US Presentation
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Transcript of Where the Hell is Namibia? - #SoMeT13US Presentation
Where the Hellis Namibia?
David Brown@SolimarDB
Thursday, November 7, 13
?David Brown - Solimar International - @SolimarDB #SoMeT13US
Thursday, November 7, 13
@SolimarDBThursday, November 7, 13
@SolimarDBThursday, November 7, 13
David Brown - Solimar International - @SolimarDB #SoMeT13US
Click to Play Video
“Where the Hell is Namibia?”
Thursday, November 7, 13
Our MissionBuild an online community from scratch
for a destination almost no one’s ever heard of or been to...
David Brown - Solimar International - @SolimarDB #SoMeT13USThursday, November 7, 13
Our MissionBuild an online community from scratch
...and that might potentially be at war with the United States.
for a destination almost no one’s ever heard of or been to...
David Brown - Solimar International - @SolimarDB #SoMeT13USThursday, November 7, 13
David Brown - Solimar International - @SolimarDB #SoMeT13US
Introduction to Destination Namibia
Click to Play Video
Thursday, November 7, 13
Not a place for everyone.
David Brown - Solimar International - @SolimarDB #SoMeT13US
and that’s okay.
Thursday, November 7, 13
Small Active
Community
BigCasual
Community
When it comes to off the beaten path destinations....
≥
David Brown - Solimar International - @SolimarDB #SoMeT13USThursday, November 7, 13
Small Active
Community
BigCasual
Community
When it comes to off the beaten path destinations....
≥*good returns for limited resources (time/money)
because your small community is further down the sales funnel
* personal engagement can drive to bookings
David Brown - Solimar International - @SolimarDB #SoMeT13USThursday, November 7, 13
Adventure
Landscapes
Culture
Wildlife
Identify Your Tribes
David Brown - Solimar International - @SolimarDB #SoMeT13USThursday, November 7, 13
Adventure
Landscapes
Culture
Wildlife
Identify Your Tribes
Self-Challengers
Experience Seekers
Curious Conservationists
Outdoor Enthusiasts
David Brown - Solimar International - @SolimarDB #SoMeT13USThursday, November 7, 13
David Brown - Solimar International - @SolimarDB #SoMeT13US
Tribe
Thursday, November 7, 13
{ }OrganicGrowth
David Brown - Solimar International - @SolimarDB #SoMeT13US
Tribe
Thursday, November 7, 13
Tour OperatorsTravel Agents
Non-profit OrganizationsAffinity Groups
Lifestyle Communities+{ }
David Brown - Solimar International - @SolimarDB #SoMeT13US
Comprehensive Engagement
Thursday, November 7, 13
Why the Hell Would They Participate?
David Brown - Solimar International - @SolimarDB #SoMeT13USThursday, November 7, 13
Provide Value Through Content
David Brown - Solimar International - @SolimarDB #SoMeT13US
Give you partners something to talk about.
Thursday, November 7, 13
Help your partners create demand
for THEIR products that feature
YOUR destination.
David Brown - Solimar International - @SolimarDB #SoMeT13USThursday, November 7, 13
David Brown - Solimar International - @SolimarDB #SoMeT13USThursday, November 7, 13
David Brown - Solimar International - @SolimarDB #SoMeT13USThursday, November 7, 13
Partner 4 Partner 5 Partner 6Partner 1 Partner 2 Partner 3
+ Distribution + Distribution
+ Content+ Content
David Brown - Solimar International - @SolimarDB #SoMeT13USThursday, November 7, 13
Namibia Online Marketing Partnership Program
Customized co-branded Facebook Application
Dynamic Content & Hot Incentive
Weekly Copy-and-Paste Content Kits
Blog Posts, Facebook Posts, Newsletter Stories & Tweets
Downloadable Travel Guides
David Brown - Solimar International - @SolimarDB #SoMeT13USThursday, November 7, 13
Adventure
Landscapes
Culture
Wildlife
Identify Your Tribes
Self-Challengers
Experience Seekers
Curious Conservationists
Outdoor Enthusiasts
David Brown - Solimar International - @SolimarDB #SoMeT13USThursday, November 7, 13
67 PARTNER ORGANIZATIONS:Cultural Organizations, Travel & Lifestyle Media
+ Tour Operators
Experience Seekers
David Brown - Solimar International - @SolimarDB #SoMeT13USThursday, November 7, 13
Introduce iconic destinations
throughrich storytelling
David Brown - Solimar International - @SolimarDB #SoMeT13USThursday, November 7, 13
Geostories(Visual Storytelling + Geographic Awareness)
David Brown - Solimar International - @SolimarDB #SoMeT13USThursday, November 7, 13
Geostories(Visual Storytelling + Geographic Awareness)
David Brown - Solimar International - @SolimarDB #SoMeT13USThursday, November 7, 13
Ric
h P
erso
nal
Sto
ries
(+ C
alls
to
Act
ion
)
David Brown - Solimar International - @SolimarDB #SoMeT13USThursday, November 7, 13
Facebook App
David Brown - Solimar International - @SolimarDBDavid Brown - Solimar International - @SolimarDB #SoMeT13USThursday, November 7, 13
Cust
omiz
ed M
irro
r F
B A
pp
David Brown - Solimar International - @SolimarDB #SoMeT13USThursday, November 7, 13
Cust
omiz
ed F
aceb
ook
App
*Syndication
*DirectionalIncentive
David Brown - Solimar International - @SolimarDB #SoMeT13US
*Partner CTA
Thursday, November 7, 13
...now Share YOUR Namibia with us.
Create your dream itinerary by selecting your three favorite Namibian locations.
Then enter to win a custom holiday to Namibia.
NAME:
LOCATION:
EMAIL:
ENTER
I agree with the contest terms and conditionsI would like to receive additional information about travel opportunities to Namibia.
Fan-gatedEntry
DestinationInterest
*Gather Market Intel and Generate Leads
for Partners
Contact Addition
SweepstakesEntry
Landing Page
David Brown - Solimar International - @SolimarDB #SoMeT13USThursday, November 7, 13
Partner 4 Partner 5 Partner 6Partner 1 Partner 2 Partner 3
+ Distribution + Distribution
+ Content+ Content
David Brown - Solimar International - @SolimarDB #SoMeT13USThursday, November 7, 13
Partner 4 Partner 5 Partner 6Partner 1 Partner 2 Partner 3
+ Distribution + Distribution
+ Content+ Content
David Brown - Solimar International - @SolimarDB #SoMeT13USThursday, November 7, 13
David Brown - Solimar International - @SolimarDB #SoMeT13USThursday, November 7, 13
Continue Pushing Great Content
Directional Facebook Posts
David Brown - Solimar International - @SolimarDB #SoMeT13USThursday, November 7, 13
Do Your Partners’ Work For Them
Collaborators strugglefor content.
GIVE IT TO THEM.
WEEKLY EMAIL:Blog Posts
Facebook PostsTweets
Copyright Free ImagesVideo
News Stories
Encourage Plagiarism.
David Brown - Solimar International - @SolimarDB #SoMeT13USThursday, November 7, 13
A Hell of a Facebook Campaign.
65 Partners
1.2 million Facebook reach
+20,000 Facebook Users
1,893 new sales leads for operators
...on a shoestring.
David Brown - Solimar International - @SolimarDB #SoMeT13USThursday, November 7, 13
Curious Conservationists
54 Partner Organizations: Wildlife Advocacy Groups, Conservation Organizations, Zoos, Volunteer Programs
+ Tour Operators
David Brown - Solimar International - @SolimarDB #SoMeT13USThursday, November 7, 13
GreatContent
BoldIncentive
David Brown - Solimar International - @SolimarDB #SoMeT13USThursday, November 7, 13
Syn
dica
ted
App
David Brown - Solimar International - @SolimarDB #SoMeT13USThursday, November 7, 13
A Hell of a Facebook Campaign.
From 32 Fans to 3600.
Significant Earned Media.
Over 1000 new sales leads.
Thursday, November 7, 13
David Brown - Solimar International - @SolimarDB #SoMeT13USThursday, November 7, 13
Syndicated App
Submit a “boring” photo
Get the most votes
Win a Free Trip
Drive viewers to amazing photos.
David Brown - Solimar International - @SolimarDB #SoMeT13USThursday, November 7, 13
What the Hell Happened?+10,000 Facebook Users
220 Participants
PTAT, Virality, Reach All Lower
Why?Barrier to Entry?
Saturated our Tribes?
David Brown - Solimar International - @SolimarDB #SoMeT13USThursday, November 7, 13
David Brown - Solimar International - @SolimarDB #SoMeT13US
Self-Challengers
Let’s not ask anything and give them the content they want.
Thursday, November 7, 13
What the Helldid we Learn?
Seek out your tribes.
Give them what they want and don’t ask too much in return.
David Brown - Solimar International - @SolimarDB #SoMeT13USThursday, November 7, 13
What the Helldid we Learn?
Look for marketing partners outside the box.
Make them an offer they can’t refuse.(“We’ll do all the work for you!”)
David Brown - Solimar International - @SolimarDB #SoMeT13USThursday, November 7, 13