Adam De Jong Marketing Manager

Julie van Niekerk Director of Content Development

Agenda
Why social media matters SEO & social media The opportunity Social media playbook Social media dos and donts National Positions social media offerings Action plan Q&A

Why Social Media Matters

Social Media Challenges

SEO and Social Media

Understanding the Opportunity

Social Media Trends

people i mendat recom m ons fro y ple the peo know The gro e im in the t n spent o social tworks ne

% of 90 trust

people endati recomm m ons fro ey ople th pe w nt kno do

% of 70 trust

00%h 3 wt

1 is 1 ew

the n rketing ma reality g eplacin r o many 1t

Nielson report, Global Advertising: Consumers Trust Real Friends and Virtual Strangers the Most, 2009 Nielson report, Global Faces and Networked Places, 2009

Number of years to reach

50 million users
Radio 38 years TV 13 years Internet 4 years Facebook Added 100 million users in less than 9 months

Source: United Nations Cyberschoolbus Document and Mashable

Facebooks Share of Market

Top 10 Social Network Sites by U.S. Market Share of Visits (%), March 2011 Source: Experian Hitwise

Twitters Reach

Social Media Playbook (5 steps)

1. Define Your Goals

2. Choose Your Platform

3. Build Your Community

4a. Provide Value Exchange

4b. Encourage Participation

5. Measure Your Results

Social Media Dos and Donts

Be Authentic

Be Active

Have a Dynamic Plan

Too Much Self Promotion

Ignoring Negative Comments

National Positions Offering

Add Fans each month

Encourage

Participation
from Facebook

Drive Traffic
to your site

Profile Design and Optimization

Content Posting
Encourage

Conversations
Analytics and

reporting

Case Study

Facebook i s no w Biggest R eferral S ite Increased Sales Improved Awarenes s Brand dev elopment

 Build Follow ers Post Tweets Twee ts

relevan t

each m onth

ou to d fic topi etermin cs or th emes t Post o focus e any update on current s that cap trendin italize o g topic visibilit n s to inc y. rease T

to your busines s, its in dustry t he market & gene We stra ral curr ent eve tegize w nts. speci ith y

arget update appear s in Goog

that are les Re likely to al Time results .

Case Study

New Sal es

month

Over 100 0 new visi ts

amongst thousan ds of tra ve l critics an d travel agents per

Created Awarene ss

National Brand Booster

Your action plan

Define your social media objectives Evaluate the opportunities What kind of value can you exchange? Who will maintain your social media presence?

Conclusion

Q&A