Social media

User-generated content plays an important part in helping consumers to plan their holiday. Whilst the sheer scale of sites like Facebook attract attention, we must be mindful of how to invest our time and budget in social media to create brand and business benefits. Ultimately Return On Investment does matter.

Developments in Internet technology have affected consumer behaviour in so many ways. One fundamental change concerns the amount and source of content that consumers seek out. Users feel empowered and enjoy the process of planning a holiday.

What has changed about the information they use is that much of this is now created by consumers themselves, rather than companies.

Online communities based on shared interests

So called Social Media are basically those web platforms and areas of websites where consumers communicate with each other about whatever they like; usually focused around a particular community of interest.

Travel is a favourite topic of 'conversation' among many social media users. But who are they listening to and how do they use social media when thinking about where to go on holiday?

Identifying 'key influencers'

Research shows that some people are inclined to comment and communicate more than others, and that some of these people emerge as expert bloggers and commentators within these communities of interest – 'key influencers' (Jupiter Research).

At Conrad Advertising we understand how to find these 'key influencers' within different travel-related communities and can help you develop a sustainable and efficient social media strategy.

Be a part of the conversation

We’ll help you understand what people are talking about, and where, within the social media environment and then help develop an engagement strategy using relevant and valuable content; this can be anything from a piece of information to a platform-specific offer.

Getting the right messages to the right people is key to creating the 'ripple effect' which is vital for social success. Providing this content within a planned but flexible structure ensures that you will get the most from your social media activity, whilst leaving you free to interact directly with your current and potential customers.

Whatever your objectives, social media can provide an alternative and complementary way to engage with consumers – beyond advertising. Then of course there are Facebook Ads – but that’s another story.