At the Social Media Club Sydney June event panel discussion Do you need an agency to run effective social media campaigns? Karla Courtney – Online Editor Qantas Travel Insider, and @qftravelinsider – represented the client perspective. Karla works client-side and has built a community around the @qftravelinsider Twitter account by engaging in conversations around travel.
Qantas Travel Insider is an editorial product that is hosted/owned/branded by Qantas/qantas.com The general idea from an editorial perspective is to provide quality/independent/well-researched travel content that caters to the same market as the inflight magazine. Here’s a short excerpt from the discussion:
Karla points out that people perceive Qantas as an all encompassing brand, so even though she is doing travel editorial, she is representing Qantas on Twitter. What’s great with @qftravelinsider is that its not just repeating content that’s already on the website, its about connecting travel information with passionate travelers.
For Karla and Qantas Travel Insider, social engagement is not campaign based, but rather part of a long term brand strategy. Karla’s even started a section of the travel blog devoted to tips from twitterers and regularly asked questions, so the great content she sources on Twitter is available to everyone. Its great to see an iconic Australian brand like Qantas using social media for brand engagement.
What other brands do you think are doing well building a social community around conversations?