Where the Hell is Namibia? - #SoMeT13US Presentation

Where the Hell
is Namibia?
David Brown
@SolimarDB

Thursday, November 7, 13

?
David Brown - Solimar International - @SolimarDB

#SoMeT13US

@SolimarDB

Click to Play Video

“Where the Hell is Namibia?”


#SoMeT13US

Our Mission
Build an online community from scratch

for a destination almost no one’s
ever heard of or been to...


#SoMeT13US

Our Mission
Build an online community from scratch

for a destination almost no one’s
ever heard of or been to...
...and that might potentially be at
war with the United States.

#SoMeT13US

Click to Play Video

Introduction to
Destination Namibia


#SoMeT13US

Not a place for everyone.
and that’s okay.


#SoMeT13US

When it comes to off the beaten path
destinations....
Small
Active
Community

≥


Big
Casual
Community

#SoMeT13US

When it comes to off the beaten path
destinations....
Small
Active
Community

≥

Big
Casual
Community

*good returns for limited resources (time/money)
because your small community is further down the sales funnel

* personal engagement can drive to bookings

#SoMeT13US

Identify Your Tribes
Adventure
Landscapes
Culture
Wildlife

#SoMeT13US

Identify Your Tribes
Adventure
Self-Challengers

Landscapes
Outdoor Enthusiasts

Culture
Experience Seekers

Wildlife
Curious Conservationists

#SoMeT13US

Tribe

#SoMeT13US

{

Organic
Growth

}
Tribe


#SoMeT13US

+

Tour Operators
Travel Agents
Non-proﬁt Organizations
Afﬁnity Groups
Lifestyle Communities

Comprehensive Engagement

{

}
#SoMeT13US

Why the Hell Would
They Participate?


#SoMeT13US

Provide Value Through Content

Give you partners something
to talk about.

#SoMeT13US

Help your partners
create demand
for THEIR products
that feature
YOUR destination.


#SoMeT13US


#SoMeT13US

+ Content

Partner 1

Partner 2

+ Content

Partner 3

+ Distribution


Partner 4

Partner 5

Partner 6

+ Distribution

#SoMeT13US

Namibia Online Marketing
Partnership Program
Customized co-branded
Facebook Application
Dynamic Content & Hot
Incentive

Weekly Copy-and-Paste
Content Kits
Blog Posts, Facebook Posts,
Newsletter Stories & Tweets

Downloadable Travel
Guides


#SoMeT13US

Experience Seekers

67 PARTNER ORGANIZATIONS:
Cultural Organizations, Travel & Lifestyle Media
+ Tour Operators

#SoMeT13US

Introduce iconic
destinations
through
rich storytelling


#SoMeT13US

Geostories

(Visual Storytelling + Geographic Awareness)


#SoMeT13US

(+ Calls to Actio

Sto
Rich Personal n) ries


#SoMeT13US

Facebook App


#SoMeT13US

Customized Mirror FB App

#SoMeT13US

Customized Facebook App

*Syndication
*Directional
Incentive
*Partner CTA


#SoMeT13US

Sweepstakes
Entry
Landing Page
...now Share YOUR Namibia with us.

Fan-gated
Entry

Create your dream itinerary by selecting your
three favorite Namibian locations.
Then enter to win a custom holiday to Namibia.

Destination
Interest

NAME:
LOCATION:

Contact Addition

EMAIL:
I agree with the contest terms and conditions
I would like to receive additional information about travel
opportunities to Namibia.

ENTER

*Gather Market Intel and
Generate Leads
for Partners

#SoMeT13US

Continue Pushing Great Content

Directional Facebook Posts

#SoMeT13US

Do Your Partners’ Work For Them
Collaborators struggle
for content.
GIVE IT TO THEM.
Encourage Plagiarism.
WEEKLY EMAIL:
Blog Posts
Facebook Posts
Tweets
Copyright Free Images
Video
News Stories


#SoMeT13US

A Hell of a Facebook Campaign.
65 Partners
1.2 million Facebook reach
+20,000 Facebook Users
1,893 new sales leads for operators

...on a shoestring.

#SoMeT13US

Curious
Conservationists

54 Partner Organizations:
Wildlife Advocacy Groups, Conservation Organizations, Zoos, Volunteer Programs
+ Tour Operators

#SoMeT13US

Great
Content

Bold
Incentive
#SoMeT13US

Syndicated App

#SoMeT13US

A Hell of a Facebook Campaign.
From 32 Fans to 3600.
Signiﬁcant Earned Media.
Over 1000 new sales leads.


Syndicated
App
Submit a “boring”
photo
Get the most
votes
Win a Free Trip
Drive viewers to amazing
photos.

#SoMeT13US

What the Hell Happened?
+10,000 Facebook Users
220 Participants
PTAT, Virality, Reach All Lower
Why?
Barrier to Entry?
Saturated our Tribes?

#SoMeT13US

Self-Challengers

Let’s not ask anything and give them the content they want.

#SoMeT13US

What the Hell
did we Learn?
Seek out your tribes.
Give them what they want
and don’t ask too much in return.


#SoMeT13US

What the Hell
did we Learn?
Look for marketing partners
outside the box.
Make them an offer they can’t refuse.
(“We’ll do all the work for you!”)


#SoMeT13US

David Brown
Solimar International
d.brown@solimarinternational.com
@SolimarDB

Where the Hell is Namibia? - #SoMeT13US Presentation

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Where the Hell is Namibia? - #SoMeT13US Presentation