Peter Ward, CEO, Wayn talks about how social can be integrated with loyalty and CRM systems to boost sales
Automatically Generated Transcript (may not be 100% accurate)
And save my speed toward on the cofounder and Chief Executive Officer of Wayne dot com. Which -- -- where are you now. And we have. In the market for a number of years and with -- -- social travel network with 22 and half million members. So I'm going to be touching on. The creative ways to engage your customers using social media and that's mainly based on my. By first hand experiences working with. Different brands clients and looking at what our users respond to over the last few years. So meets Alex track on as anyone recognise this guy's face never show fans anybody. OK not many -- interesting. So this guy is pretty epic. He's been on paid for around the world for three years. And how it manages to get away with that one. Has been to 36 different countries and has basically created the world's most epic 360 degree self -- Which is obviously one of the key Airbus -- of the moment. And is completely unknown male -- -- it's never been done before and as a result it's really compelling. And this is basically already generated over six and a half million. Views on YouTube plus huge amounts of press release. And why I think about him well I think this is a great example of how you can create a compelling story to tell. And that's really what it's all about if you don't have an interesting story to tell -- people not engage. So the first things first when it comes to social. Is think about how you can create compelling story to tell and if we have time I can show you his three minute video which is pretty inspiring. Here's an example all of inaudible -- member on -- who's doing an extraordinary thing. Is name is -- pac -- and this guy has the world record for crossing the Sahara Desert on the cycle on the bicycle. In the fastest time. On this occasion he was doing a talk from the cap of Norway down into Cape Town just 11000. Kilometres. With his friend raising money for. Madagascar in schools to help really impoverish kids. Great initiative and you know this is something that really engaged with our audience to extend where we had a 130000. Friends. Connected with him. And through the journey of his experiences both pre during and after people were essentially. Messaging him giving him like vote of confidence. He was giving personalised blogs and essentially everyone was really engaged in the experience. And that it was a great example of how you don't have to be. Doing some epic you know that that you don't have to be doing you just have to have identified itself of those who are doing what extraordinary things. And this is someone who's not a celebrity just guys timing difference. So guess what the next -- key messages I would like to share is obviously when you're engaging with your audience -- key. The has something that they can resonate with so for us now experience that's something that they have. They've experienced themselves something they have seen or something that they would like to experience or would like to see. This is what really get somebody's attention. So for us this often about you know tapping into examples of things everyone can relate to for example. If its New Year's Eve coming up you say what your plans for New Year's. No one can think about how that relates to me I can show my plans are. It could be about linking to past experiences of your travels -- everyone's been somewhere and people like to relive those experiences. And -- ought to be some kind of activity that you're actually interested in trying to discover experience for the first time whether that be -- being. -- kites and kite boarding for example. So if you can try to use those. Those elements to try to engage a conversation that's how you'll find. People respond. And as a good example of -- -- from a -- speeds content marketing piece they got 275000. Views very quickly and is essentially looking at the seven foods that you should avoid if you're trying to diet -- -- being one of them. But as you know that we all -- like nice tasty foods like chocolate so where. One of the things that they do very well is is look at how they can use the messaging around the headlines or even in the face that feeds. They'll say these are things you really should avoid. Dot dot dot. And everyone's I hope god do I need to actually -- check and see if I'm actually the right things for the wrong things as a bit of a Fear Factor as -- -- -- curiosity factor. And then you know maybe if you see the brand you really like you are done under the stock that change my habits. But the point is that it does engage with people particularly if you're using emotions. -- typical motions were -- -- media is curiosity. Fear. Anger. And as well there's obviously all of the obvious ones like being you know. Using humour and you know emotionally -- The aha moments. This is something that a tip from a break because we recently -- -- to win from a Michael Peter Guber. It's really break is red Herring to Huffington even I didn't interviewed him and said. -- different here is that this is exactly on the money for how to actually resonate your message on any platform -- repeat social. Or otherwise and that is that you have to find a way to relate your audience whatever that maybe. So in this example as a guy who's running on the -- then he's supporting a sharp trust charity. It's probably because at some point he's seen -- marketing message online or somewhere that told him that sharks are under threat. And it's a problem and he obviously felt he could do something about it and now -- is running in public promoting this charity. We've done similar things and -- with saving the dolphins all the while -- and we found that. Controversy you're seeing that these things happening now well steel. Drives people to that and it's the moment they realise this is something that they can do something about which is really hit there are ha moment. I guess that these onto what is this sort of court action which is you know don't wish to direct their fish this big nice juicy red -- People love pressing buttons and as much as people may not be talking about call to action in social media is. Just as important. In in engaging as is anybody get anything out. We've done various tests on all of our marketing and you know the best way to drive engagement is by using -- usually no more than two. It's people like to feel they have a choice. And the best example from our previous sort of more social and meet up days as when you ask somebody would you like to meet someone yes on our. At a very simple binary choice if you like a person you meet them. More recently we are doing a lot more focus around travel opinions. And so people will be asked the question you know would you recommend at Florence for romance yes and it's very simple. Or something like about is there is great for risky. I agree I disagree these ways in which people can actually make a decision very quickly. And they can actually show opinion about having to think oh my gosh what I'm gonna -- -- to right. So we cut the main thing the message from this is. Think about what you actually want the users or your customers to do based on the message that you are presenting to them perhaps to the point. Maybe it's just read -- story. Maybe -- to buy something. Maybe -- to fill out a survey maybe it's too early to share experience that you just have to make sure that -- Clear. Perseverance. -- case so. It doesn't like the first time -- from the feedback and try different approach sounds obvious. But you know this so many things in this is around trial -- China. I think up -- had the best example of this where they did a fantastic -- chair which if you if you haven't seen -- encourage all of you to check out. You go to slighted dot com -- just type -- up worthy. And you'll see there sort of almost inside -- -- how they've grown to be a super. Online media platform and one of the key messages that they share is the fact that for every story. They come up with 25 different headlines a 25 different ways of saying the same thing. Because they found that the one -- -- that really resonate for the ones that drive. Ten X twenty X 2000 X more convergence as a performance despite the fact the story is exactly the same for each of those headlines. So it's really important that you can you know don't just go with the first version you know FaceBook as a good example where you can. Promote posts you can come up with a number of different ways of testing that. And then the best convert the best converting one is that money should go away. Three important to be authentic in social you know it's it's a two way street -- so they can give you feedback if you get it wrong then you know people let you know very quickly. So one of the best ways to avoid that is by trying to create an authentic message. So you know there's been recent events in -- in the world where. You know everyone's question that the authenticity of the media you think about Ukraine crisis we're in the west so we're gonna hear western version of that. You know if -- in Russia is going to be hearing a very different point of view. So one of the ways in which we -- wanted to approach that -- is we engage with one of our -- users who happens to the Ukrainian. And has 300000 followers on -- And she actually wrote a story from her perspective was now perspective it was -- But this particular message really resonated with our audience and created a really healthy debate. What you're saying why she felt they was not the right way of doing things and why. And then we had thousands and thousands of comments. OK so a thousand -- of engagement 800 comments thousands of shares. But people actually talking about that story and I remember specifically seeing. Examples of Russian. People on their on their -- rather ukrainians and the east side actually saying that they see Russia is the motherland this is. A blown out of proportion there really happy that the Russians -- protecting them. And it was just really interesting to get those two sides of the of the opinion not just what the media is saying. So think about ways in which you can tap into your real customers who advocates and get the message across from them. It's much more powerful than you saying things about yourself. I guess every into the next point which is that people are ultimately influenced by people. You know brands are essentially a function of your your experiences with that brand through interactions with people. And experiences. -- -- the people behind those experiences. So that's no there's no reason there's no surprise that you see so many big brands that associating themselves with successful figures have -- Michael Jordan with Nike. And many others so these are examples of some of the -- members on Wayne who are perhaps more noteworthy. You have no anyway cat four in the top left to -- sponsoring he's doing -- stunt driving as fantastic. Extreme sports representatives. You've got Charlie -- whose doing the adventure. Action packed you know long way down my way around and responsibly brand USA. Hearing you just saw is just an -- very person who's a fashion model but people are inspired by her because she's doing something really call. And you've got people like Joss Stone -- you know an award winning musician. But the point is that these people have a real authenticity with the users because they can create -- direct relationship with them and brands. Attack associated with them can get messages across they would not otherwise be able to if they were doing themselves. So here's an example of -- profile on -- She's actually doing the for the she's been the first person to do at four around the world to 200 countries. Including Antarctica. Where she engages with local artists. And musicians and also UNICEF and various other local charities. And so we have basically working with her to help have spread that that message and she's generated over 400000 followers on wine. And she -- prepares personalised video blogs for -- and response to -- their messages. And people really feel connected to what she is -- about and that and -- in that case the sponsors are the destinations. So we're working with South Africa -- Tunisia would Germany when she's going to those destinations. And in advance of her trip we can actually talk to them say -- look. What do you want to be able to do together so we can make the most of this opportunity so -- Tunisia. They were interested in having come to the star always locations -- can dress up those. -- -- -- layer and they can then raise the profile of that as a tourist destination. Is different ways of using. Have both -- Mary and extraordinary individuals to get your message across because ultimately that's what influences. People's decisions. And lastly I think the most important thing to show is that it's really important to keep the story going. What put it another way creating a never ending story. Some great examples of this I'm sure we can all relate to one coming up the World Cup. We all have emotional attachment to the World Cup whether it be from the losses England -- your own team has had an I didn't get through to the finals. You know that the highs and lows the emotions the experience you have with friends when -- watching it in the pub or whatever it maybe. This is something this continuous is every four years comes again. And then for the destinations it's it's an opportunity to create new story every single time whether the free event buildup. In destination in event activity. Or action. Post event sort of legacy and of course the next event that's going to happen again. This can be in so many different ways executed in the case of destinations. Is always different things going on South Africa is it is a good example of that they had the World Cup for years ago. And then they're going to be doing other events -- Everett the third international design festival of -- -- well a review of the confederation cup. There's always different things to talk about which people can relate to and the keys to keep that conversation right. The other thing to point out is that the over time the investment in those conversations reaps rewards as the cost of engagement go down. So once -- actually built up that relationship with your audience about any subject. You know the value is already built it. You know I have to think of examples like you know -- stadiums. The value in the brand message that stadium is huge because you're gonna show your kids. -- humility kits that stadium and -- -- -- share your memories your your story is linked to what it was by when Europe kid when you when there. So to not that's taken down not just. Knocking down pieces of concrete you're knocking down -- -- said the stories that people relate to. So we -- building summing up over long period time invest in that nurture that and work out how you can take that forward. So guessing conclusion you know the main thing is you know to telling its story you know make sure you have a compelling story to tell. And engage your audience using emotion. Ensure there is a compelling call to action a -- call -- action it would follow. And try make sure that your you know gauge of people to tell that message because it's the people that's the -- message type in authentic way. -- -- lord thank you very much.