Presentation by Pete Ward of Wayn.com at the E-Tourism Africa Summit 2010

1. This document was prepared for internal use only. To be treated with strict confidentiality.
©2002-2009 Where Are You Now? Limited. All Rights Reserved
PeterWard
Co-Founder and Co-CEO
WAYN| eTourismAfrica

2. WAYN Overview
Why Social Media?
• Fastest growing marketing category
• Engage with your target audience
• Generate relevant leads
• Influence what people do
What is WAYN?
•World’s largest travel & lifestyle community
• Vision: Help people realise their dreams
• Destinations and activities focused
• Meet like-minded people

3. Working With Travel & Tourism Boards
• Shift from offline to online
• Still too reliant on traditional marketing
• Increasing awareness of social media platforms
• Despite the hype, most don’t understand how to use it

4. Our Approach for DMO’s
Our approach allows clients to interact
with our community in a way which is
inspirational, engaging,
viral and impactful
Objectives can be centred upon
branding, data capture,
lead generation, sales,
consumer insights or
UGC(User Generated Content)

5. Reaching Multiple Objectives
Objective Led Promotion
• Set clear objectives
• Define success
• Target the right audience
• How will you engage users
• Be creative and see how your audience reacts
• Listen, understand, respond
• Learn from your experiences and refine the message
• Avoid ‘dipping your toe’ in
Sales

6. Case Study 1 - South AfricaTourism Board
• SouthAfrica has struggled
in the past with global
perceptions of the country
as a tourism destination
• WAYN was tasked with
raising interaction with
their key content, creating
online conversations and
increasing traffic to their
tourism portal
• Via our integrated
microsite solution we
were able to align SATB’s
core content with their
target audiences
• Launched in parallel with
a global competition
whereby aWAYN member
was flown out to SA for a
trip of a lifetime and
report back on their
experience
Promoting Destinations - [Branding & Awareness]
• SouthAfrica.net Alexa ranking jumped
61% (daily reach) in just 3 months as a
result of their campaign
• WAYN has generated over 3,500
confirmed friends and over 20,000 entries
into their competition to win a trip to
SouthAfrica
• The Profile contained a clickable header,
linking to the Southafrica.net website.
During the campaignWAYN generated
67,395 clicks, directing members to the
SouthAfrica.net website
ClientTestimonial
“It is always a pleasure to work with the
team atWAYN.com.Their dedication,
passion and integrity means that you have
a partner when running a campaign and
not merely a supplier”
Kirsty Fletcher,Online Marketing
Specialist
SouthAfricaTourism

7. Case Study 1 - Skype
• WithWAYN being a global
travel and lifestyle
community and Skype
offering a globalVOIP and
communication service,
the synergy was perfect
• With the new release of
Skype now available,
Skype turned toWAYN to
increase downloads and
new customer acquisition
• An integrated microsite
was completed in
consultation and a
‘download’ i-frame placed
on their target audiences
profiles
• Profile included
information on all new
key features and services
available to members
Promoting Applications - [Lead Generation]
• Throughout the 8 week campaign Skype
received 72,800 impressions to their
profile hosted onWAYN
• 1,600 comments left on the profile via
member feedback/review
• 11,787 clicks driven directly to the Skype
portal
• 1,291 downloads of the new Skype
application received

8. Case Study 3 - Sheraton Hotels
Promoting Hotels - [Data Capture & Lead Generation & UGC]
• Over 10,000 UKWAYN members
driven to the profile in just 2 weeks
• 4,835 registrations to the Sheraton
website
• 82,000 members adopted the
Sheraton profile skin around their
own profile driving ongoing
interaction with the campaign
• 1,225, member photos submitted
generating a fantastic level of user
generated content for Sheraton
Hotels
• Engage members around
their top 20 destinations
• Competition encouraging
members to share their
‘best travel moments’
• Fully integrated profile
promoted to members
worldwide
• Allow members to virally
share their profile with
their friends
• Branded, clickable header
driving members to
SheratonMoments.com
• Drive lead generation
through registrations to
their site
• Profile incorporated
member feedback and
reviews

9. Case Study 4 - Journey Kenya
ClientTestimonial
“The team atWAYN are very professional
and knowledgeable in social media.The
graphic design team ensured that they
worked with us to deliver the best profile
possible.The buzz that the promotion is
creating, drives traffic to the Journey Kenya
site and awareness of the different
experiences Kenya has to offer!”
Nyaruita Gateri
Marketing Director
Journey Kenya
PromotingTour Operators- [Traffic, Branding & UGC]
• 15,698 profile views
generated in just 3 weeks
• 12,000 unique users driven to
the profile from the clients
target countries
• 861 entries into the
competition
• 521 Photos viewed and rated
• Journey Kenya tasked us with
raising awareness of Kenya as
a tourism destination whilst
placing Journey Kenya as the
first choice tour operator to
Kenya
• Alongside promoting key
destination information via i-
frames, rich media and
presenting exclusive holiday
packages, a competition
element was also included
• Members were tasked with
sharing with Journey Kenya
‘why Kenya would make the
perfect holiday destination’,
providing the client with a
wealth of user generated
content

10. Case Study 5 - Air New Zealand
ClientTestimonial
“WAYN has increased traffic to
larrythetravelguy.com and
airnewzealand.com dramatically.
We have seen a increase of site traffic by
4,314 percent and have established a peer to
peer voice within the social community
which gives us an opportunity to approach
users in a more appropriate manner within
that environment.With this increase of
exposure we are able to drive the user
information that we actually want them to
see, and increase are brand exposure to
reinforce our message which is in market at
the time.
WAYN has been a great experience for us as
a whole and Larry theTravel Guy andAir
New Zealand look forward to working with
them in the future.”
Larry Lentz)
ANZ, Online Marketing Manager
NorthAmerica
• Showcase regions thatAir
New Zealand fly to
• Encourage interaction from
members around theAir
New Zealand Brand
• Create and establish a
dominant peer to peer voice
withinWAYN to become an
expert traveler on the
destinations thatANZ flies
• Ultimately raise brand
awareness of Air New
Zealand and the destinations
they fly to driving traffic to
airnewzealand.com and
larrythetravelguy.com
• 491,733 members adopted theANZ
profile skin on their ownWAYN
profile
• 2796 comments left on profile
• Over 1,920 comments made on
photos
• 3,286 friends added for contact and
regular news updates
Promoting Airlines [Traffic & Direct Response]

11. The Engagement Scale
Engaging Customers through Social Media -The Status Quo
Dedicated ‘Social
Media’ Facilitator
Brand AdvocatesNon Engagement
Non Participatory Participatory
Low Resource High Resource

12. Client Examples
Engaging Customers through Social Media -The Status Quo
Dedicated ‘Social
Media’ Facilitator
Brand AdvocatesNon Engagement
Non Participatory Participatory

13. Key Learning's
• Assess resources. Ultimately social media marketing is utilised most effectively when a
‘dialogue’ is created between brands and the audiences chosen for interaction
• Identify influencer’s within your network of followers and mobilise them to moderate
feedback and opinion through incentives or recognition
• Provide multiple interactive ‘touch points’ to give target audiences the opportunity to seek
various forms of communication with your brand or service and where possible make these
as ‘human’ as possible
• Use social media suppliers ‘tips and techniques’ for engaging audiences.They often know
better than most the best techniques for driving engagement and maintaining interaction. In
some cases they may be able to assist in supporting clients who struggle to resource
dedicated social media facilitators or divisions
• Understand the audiences your are targeting, why do they belong to a particular social
media site, where is the motivation to interact? Ensuring you are in the right places at the
right time
• Look at a myriad of ways in which member involvement can be maintained throughout
your campaign. For example if you are running a competition, why simply select the winner
yourselves, ask the community to select the winner for you and then task the winner to
‘report back’ to members who chose them on their experience
• Face negative feedback head-on, by shirking challenging questions, the viral capacity of
social media will allow negative opinion to spiral and gather speed. More often that not the
community regulates feedback and opinion, however a swift resolution/intervention from the
brand can stop the tide.

14. Recommended Approaches
Viral Marketing

15. What is NOTViral Marketing?
• Adding a Video on YouTube
• Writing a blog
• SEO
• Spamming
• PR
• Word-of-mouth
• Advertising
• A fad
• Social Media

16. What ISViral Marketing?
• Wikipedia Definition: “The buzzwords viral marketing and viral advertising refer to marketing
techniques that use pre-existing social networks to produce increases in brand awareness or
to achieve other marketing objectives (such as product sales) through self-replicating viral
processes, analogous to the spread of pathological and computer viruses. It can be word-of-
mouth delivered or enhanced by the network effects of the Internet.[1] Viral promotions may
take the form of video clips, interactive Flash games, advergames, ebooks, brandable
software, images, or even text messages.”
• Zoosk Definition: “The number of new users that are gained as a direct result of activities of
an existing users” - characterised by the “X multiplier”
• Example: An average customer sends out 30 invites to friends and generates 200 newsfeed
items. If the conversion rate of an invitation to a friend (registration) is 3% and the conversion
rate of a newsfeed item is 0.1%, then for every user gained, you will acquire:
30*3%+200*0.1%= 1.1 new users
• If the X multiplier is greater than 1 (as above) you experience exponential growth
• If the X multiplier is less than 1 you will experience slower, liner growth
• Lesson: Keeping the X-multiplier above 1 is the holy grail

17. Where should you apply viral marketing?
Automated distribution
- News
- Notifications
- Internal mail
- Alerts / Emails
- Wall posts
- Third party feeds
Registration Process
- Invites
- Referrals
- Testimonials
- People you may know
- Friends of friends
Promotion
- Pop-ups
- Banners
- Landing pages
- Time limited offers
- News feeds
- Emails
- Competitions / Contests
- Use your friends
Triggers
- Priority messaging
- Unlimited go’s
- Be at the top
- Meet more people
- Upgrade for free
- See who selected you
- Increase your popularity
Apps / Widgets
- Meet people
- Hot or Not
- Games
- Quizzes
- Q&A
- Surveys
- Photo browsing
Try these
things

18. How to increase your chances?
• Top of the funnel
• Make it simple
• Use pictures
• Law of attraction
• Make it relevant
• Offer an incentive
• Test, test, test…
• Pop up in a few places
• Make it fun
• Get white listed

19. Recommended Approaches
Competitions

20. Competition Approaches – key considerations
When deciding upon a competition it’s essential you observe the following points:
 Is the competition ‘relevant’?
 What is the ‘purpose’ of the competition?
 Are the timescales ‘realistic’?
 Does the competition ‘inspire’ & ‘engage’ the audience?
 Are the entry instructions ‘clear’?
Competitions can also meet a range of objectives inc:
 Data Capture
 Qualitative Data
 Increase in traffic to your website
 PR headlines
 UGC (User Generated Content)

21. Recommended Approaches
Become the
Authority

22. How to become an authority?
 Brought to you by…
 What would you love them to do?
 Initiate and lead the conversation
 Grow and engage with your audience
 Multiple touch points
 Brand transfer value

23. Remember…
• People love to share
• People love to feel good
• People love to show off
• People love money can’t buy experiences
• People want to be rich and famous
• People value status and being popular
ThankYou!

Any Questions?

24. PeterWard
Co-founder & Co-CEO
Tel: +44 (0)20 7336 8059
Email: peter@wayn.com