Recently I was invited to speak at the tourism day at Digital DNA - a digital marketing conference in Belfast. I spoke about how you can use content and social media to grow your business and gave some general tips also.

1. Using content and social
media to grow your business
Colm Hanratty
Founder
sixtwo digital

2. About me
@colmhanratty

3. About me
From here…

4. About me
Proud father…

5. About me
I like to travel…

6. About me
I like to be social…

7. Huh?
How does this have any
relevance?
When using social media,
you need to think ‘human’,
not ‘corporate’…most of
the time

8. A bit more about me

9. A bit more about me

10. What I’m talking about
Social media
Content

11. Why are we doing this?
 Provide value to the user’s online experience

12. When we wanted to sell…
Sydney

13. Sydney hostels

14. Destination marketing

15. Why?
 Relevant
 Hostelworld was
‘one of us’

16. Being relevant
These questions are deliberately looking for a one-word
answers to drive engagement. Please comment
so you will engage in our brand, bring our brand to
new audiences meaning when you (or they) are going
to book a hostel, you think of Hostelworld.

17. Being relevant

18. It’s a marathon, not a sprint

19. One channel at a time

20. Then lived off this

21. So many channels
 Should you be on every social channel?
Yes

22. So many channels
SEO
Ownership

23. So many channels

24. So many channels

27. Create content that is…
Evergreen content
Sticky content
Organic traffic (SE0)
Organic traffic (Direct)

28. Create content that is…
Discoverable

29. Create content that is…
Discoverable Shareable

30. Create content that is…
Discoverable

31. Discoverable content

32. Create content that is…
Shareable

33. Shareable content

34. Too much noise

35. Too much noise

38. 3rd party content – travel bloggers

39. Working with bloggers
 Met in Vancouver at TBEX
– agreed to write a post
 Originally declined offer
to write a guest post for
the Hostelworld blog

40. Working with bloggers
Originally posted in 2011
(check the comments)

41. Working with bloggers
“Please can you organise nine stays for me in the Balkans?”
“Great! There’s only one hostel I’d like to single out – you
choose the rest.”

42. Working with bloggers

43. Working with bloggers

44. Be innovative (with or without bloggers)

46. What did success look like?
 95,000 video views per month
 12,000 podcast downloads per month
 4.2% of all bookings went through a piece of
content
 YOY traffic up 61% approx between 2013 and
2012
 43% rise in bookings coming from social channels

47. Thanks
@colmhanratty | @sixtwodigital
colm@sixtwodigital.com
www.sixtwodigital.com