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Case Studies

 

Creating an online adventure community for The Adventure Company

Creating an online adventure community for The Adventure Company

Best practice from Surf PR.

Background

Social networking is a big deal because:
• Two thirds of the global internet population visits social networks
• Visiting social sites is now the fourth most popular online activity
• Time spent on social networks is growing at three times the overall internet rate
• It’s like word of mouth only bigger
• If Facebook were a country, it would be the world’s fourth largest
• The tools are free

Challenge

To create an online community for one of the UK’s leading adventure holiday operators
Targets: Active and adventurous travellers, solos and couples, as well as families

Strategy

Create and manage dynamic social media Interactive blog spots and forums to establish and unite a large online customer community

Which would in turn:
• Raise the client’s profile
• Increase web traffic Inspire people to book online
• Bring the company closer to its customers
• Encourage clients to talk about their experiences
• Create noise and excitement about the range of holidays

The thinking behind it

Given the right forum, adventure travellers would want to engage:
• They’re probably already into social network sites we want to get them together as one big happy family
• Not to bombard them with deals but listen to what they are chatting about and asking

The overriding philosophy

Create a three-way content and communication network to:
1. Invite (and manage) postings from fans and encourage them to share experiences
2. Respond to what they are chatting about give them factual news and information
3. Create forums where customers and The Adventure Company can talk to each other

Implementation

• We designed and developed social media channels to meet these objectives:
• Facebook page/wall/discussion board/daily status updates
• Blog
• MySpace
• Travelpod
• Flickr
• Twitter (also to maintain daily status updates with other users, including media)
• YouTube page to host fan and staff video

Results

• A successful and compelling network of media forums and pages supporting the brand
• Harnessed the interest, loyalty and power of a growing community of existing and potential customers, all with a passion for adventure travel
• Creation of a platform from which to talk to customers, give them daily news and updates and drive online sales conversions
• Facebook fans now number 1,994
• 1,000 Twitter followers
• We received at least two new customer travel diaries, photos video reports and blogs every week
• So successful that The Adventure Company has launched its own online community “My Adventures”


Top Tips for Social Media Marketing

1. Be savvy about social media learn to judge where your brand will be welcome (or not!)

2. Don’t let negative reviews get out of hand engage with any unhappy clients

3. Speak their language: Talk the same language that the community is using. Or hire someone who does

AJR
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