How Travel Brands Squeeze Value Out of Crowdsourced Social Campaigns
Photo Credit: Travelocity collects posts tagged #IWannaGo on its campaign website. Travelocity
Skift Take
Crowdsourced content is particularly important to travel brands who pump out several high-quality visuals a day across social media. The brands that have been most successful at this — Australia, Pure Michigan — all tap into fan photos to build community and fuel their social accounts.
Travel companies from tourism boards to hotels to airports are investing in social media as a means to talking with and engaging potential and current clients.
Successful examples include DiscoverLA’s #LAStory campaign, Travelocity’s recent #IWannaGo campaign, and Visit Dallas’ #DallasBIG photo promotion, but squeezing the most value out of those crowd-sourced posts to turn them into tangible profits is a much more difficult task, especially since hashtags matter more to marketers than consumers.
Some companies measure the value of a campaign based a CPM model (cost per 1,000 impressions) that mirrors traditional ad buys. For example, if a
