Presentation on theme: "The Travel Social Network"— Presentation transcript:
1 The Travel Social Network BETA Youth Travel – Engaging MillennialsThe Travel Social Network@WAYNPeter WardCEO & Co-Founder@PetaVard
2 Practical Ways to engage Millennial’s Building a Friend Base on WAYN - By Persona/Brand AmbassadorEngagement is core to what we do and how we frame our brand valuesWe exist to help users discover where to go next, make it happen and share the experience with others – at all age levelsThey’re participation is CRITICAL to our business
3 How it works on WAYNBuilding a Friend Base on WAYN - By Persona/Brand Ambassador
4 Personalise the experience Building a Friend Base on WAYN - By Persona/Brand AmbassadorThe ‘Share a coke’ campaign invites customers to participate in a massive social/referral marketing experienceGenerates huge customer participation, particularly online and amongst Millennials341,000 posts on Instagram with the hashtag #shareacoke from last campaign96% of consumer sentiment toward the campaign was either positive or neutral.
5 Make an impact Pledges: Pledges: 180k 750k + Building a Friend Base on WAYN - By Persona/Brand AmbassadorPledges:Pledges:180k750k +
6 Emotion is a powerful tool Building a Friend Base on WAYN - By Persona/Brand Ambassador97% register to vote85% voted in the referendumPassion divided a nation & forced people to make an opinion5.4M tweets and over 10M engagements on Facebook
7 Use Brand Ambassadors Over 200,000 connections in just 4 weeks Building a Friend Base on WAYN - By Persona/Brand AmbassadorOver 200,000 connections in just 4 weeksOver 1m impressions served to the profile alone55k engagements delivered to content, likes, comments, shares etc.
8 People are influenced by People Use Brand AmbassadorsPeople are influenced by People Brand advocates (people buy from people – a brand is best personified through people - brings life and experience to a brand, and brand associations (interest areas, attributes, representing a point of view) e.g. Danny MacAskill on Red Bull, Joss on South Africa, Charlie Boorman on USA
9 Create Brand AdvocacyBuilding a Friend Base on WAYN - By Persona/Brand AmbassadorInnovative approach to connect with global customersOnline lifestyle magazine to connect with citizens [customers] around the worldGeared to inspire customers, let them look at things differently and fuel their desire for traveling to another city.
10 Give the people what they want Building a Friend Base on WAYN - By Persona/Brand AmbassadorAudi’s recent #PaidMyDues campaign caused a stir amongst its Instagram followers.More used to cool pictures of cars rather than portraits of semi-obscure, unrelated artists.
11 Make it entertainingBuilding a Friend Base on WAYN - By Persona/Brand AmbassadorTom Dickson, the Blendtec founder, attempts to blend various unusual items in order to show off the power of his blenderAs of March 21, 2013, the Blendtec series of videos had collected a total of 294,098,738 views on YouTubeOver 576 products suggested for blending
12 Make sure you…….Building a Friend Base on WAYN - By Persona/Brand AmbassadorFind a tangible connection between Millennials and your product/serviceStrike an emotive tone with Millennials…even better if it [tastefully] divides opinionTap into influencers, bloggers, ambassadors and even turn Millennials into advocates or fans, to both create content and ‘socialise’ it with othersGive people what they want. Be careful not to come too far away from your brand values and what your Millennial customers expect from youIs your campaign entertaining? Even if your product is a utility or functional it can still entertain Millennial customers, by linking it to something that’s relevant to them
13 And try to avoid…….Building a Friend Base on WAYN - By Persona/Brand AmbassadorMoving too far way from what your customers expect from youA mismatch in your brand values, losing sight of what's important by spending too much focus on what's notMissing the point of social media! If the message or the content is boring then don’t be surprised to see next to no engagementSimply ‘copying’ like-for-like campaigns you’ve seen…copy mechanisms that drove participation insteadMaking participation too complicated, you’ll exclude rather than include your customers
14 This is me Peter Ward Co-Founder & CEO Twitter: @PetaVard Linked in: uk.linkedin.com/in/peterwardwayn