STA Travel has won the ‘Best Use of Social Media’ award at the 2009 Travolution awards, with help from the world’s largest dedicated Word of Mouth (WOM) company 1000heads.
Since working with 1000heads, STA Travel has become a leading organisation within social media. Through this platform STA Travel engages people in as many of the relevant channels as possible, while making sure customers engage with one another and the brand.
At the heart of STA Travel’s social media strategy is the STAtravelbuzz microsite, which was created by 1000heads as a conversational hub to aggregate and amplify all independent and meaningful WOM about the company.
1000heads help with the running of this site by regularly identifying and outreaching to appropriate individuals, known as ‘voices’, who are active travellers involved in social media. These voices are encouraged to use a variety of scapes as ‘STA Explorers’ to upload tales and tips from their travels, as well as talking about their experiences with STA Travel and their products and services.
The use of social media has also transcended into the offline world, with the explorers being encouraged to attend offline meets and events to generate more inspiring WOM, while fostering an on and offline STA Travel tribe. STAtravelbuzz demonstrates that STA Travel value their voices, with it being prepared to amplify, adapt and learn from their experiences.
Celia Pronto, Marketing Director at STA Travel, says, “We are delighted with this award win, as it demonstrates the positive results that can happen when you embrace social media and WOM. Our use of WOM, Facebook, widgets, mobile, twitter, podcasts and blogs has turned STA Travel into a truly interactive brand that values the opinions of customers and actively engages with them to learn more from their travel experiences”.
She adds, “With an increasingly savvy audience it is imperative that we keep pace with the latest online trends to remain relevant to our current target market, so we must continue building on our social media and WOM initiatives.”
Katy Woodrow Hill, Account Director at 1000heads, says, “We are pleased that STA Travel’s highly successful work in WOM and involvement in social media has been recognised through this award win. STA Travel’s adoption of a coherent WOM strategy that engages, teaches and excites consumers shows how important this discipline can be if brands are ready to embrace it.”
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