1. The Travel Social Network
BETA Youth Travel – Engaging Millennials
The Travel Social Network
@WAYN
Peter Ward
CEO & Co-Founder
@PetaVard

2. Practical Ways to engage Millennial’s
Building a Friend Base on WAYN - By Persona/Brand Ambassador
Engagement is core to what we do and how we frame our brand values
We exist to help users discover where to go next, make it happen and share the experience with others – at all age levels
They’re participation is CRITICAL to our business

3. How it works on WAYN
Building a Friend Base on WAYN - By Persona/Brand Ambassador

4. Personalise the experience
Building a Friend Base on WAYN - By Persona/Brand Ambassador
The ‘Share a coke’ campaign invites customers to participate in a massive social/referral marketing experience
Generates huge customer participation, particularly online and amongst Millennials
341,000 posts on Instagram with the hashtag #shareacoke from last campaign
96% of consumer sentiment toward the campaign was either positive or neutral.

5. Make an impact Pledges: Pledges: 180k 750k +
Building a Friend Base on WAYN - By Persona/Brand Ambassador
Pledges:
Pledges:
180k
750k +

6. Emotion is a powerful tool
Building a Friend Base on WAYN - By Persona/Brand Ambassador
97% register to vote
85% voted in the referendum
Passion divided a nation & forced people to make an opinion
5.4M tweets and over 10M engagements on Facebook

7. Use Brand Ambassadors Over 200,000 connections in just 4 weeks
Building a Friend Base on WAYN - By Persona/Brand Ambassador
Over 200,000 connections in just 4 weeks
Over 1m impressions served to the profile alone
55k engagements delivered to content, likes, comments, shares etc.

8. People are influenced by People
Use Brand Ambassadors
People are influenced by People 
Brand advocates (people buy from people – a brand is best personified through people - brings life and experience to a brand, and brand associations (interest areas, attributes, representing a point of view) e.g. Danny MacAskill on Red Bull, Joss on South Africa, Charlie Boorman on USA

9. Create Brand Advocacy
Building a Friend Base on WAYN - By Persona/Brand Ambassador
Innovative approach to connect with global customers
Online lifestyle magazine to connect with citizens [customers] around the world
Geared to inspire customers, let them look at things differently and fuel their desire for traveling to another city.

10. Give the people what they want
Building a Friend Base on WAYN - By Persona/Brand Ambassador
Audi’s recent #PaidMyDues campaign caused a stir amongst its Instagram followers.
More used to cool pictures of cars rather than portraits of semi-obscure, unrelated artists.

11. Make it entertaining
Building a Friend Base on WAYN - By Persona/Brand Ambassador
Tom Dickson, the Blendtec founder, attempts to blend various unusual items in order to show off the power of his blender
As of March 21, 2013, the Blendtec series of videos had collected a total of 294,098,738 views on YouTube
Over 576 products suggested for blending

12. Make sure you…….
Building a Friend Base on WAYN - By Persona/Brand Ambassador
Find a tangible connection between Millennials and your product/service
Strike an emotive tone with Millennials…even better if it [tastefully] divides opinion
Tap into influencers, bloggers, ambassadors and even turn Millennials into advocates or fans, to both create content and ‘socialise’ it with others
Give people what they want. Be careful not to come too far away from your brand values and what your Millennial customers expect from you
Is your campaign entertaining? Even if your product is a utility or functional it can still entertain Millennial customers, by linking it to something that’s relevant to them

13. And try to avoid…….
Building a Friend Base on WAYN - By Persona/Brand Ambassador
Moving too far way from what your customers expect from you
A mismatch in your brand values, losing sight of what's important by spending too much focus on what's not
Missing the point of social media! If the message or the content is boring then don’t be surprised to see next to no engagement
Simply ‘copying’ like-for-like campaigns you’ve seen…copy mechanisms that drove participation instead
Making participation too complicated, you’ll exclude rather than include your customers

14. This is me Peter Ward Co-Founder & CEO Twitter: @PetaVard
Linked in: uk.linkedin.com/in/peterwardwayn