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You are here: Home / advertising / Qantas Travel Insider on building a social community

Qantas Travel Insider on building a social community

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.

Watch the entire  panel discussion on the Social Media Club Sydney Vimeo channel

What other brands do you think are doing well building a social community around conversations?

Reader Interactions

Comments

  1. karla says

    July 2, 2009 at 10:06 am

    @mtvaustralia does some engaging things with twitter competitions. Internationally there are quite a few travel brands using twitter well, in particular @JETBLUE

  2. franksting says

    July 13, 2009 at 7:22 am

    I rememember tweeting while weatching this (thanks to Friendfeed search) “do we need the qantas soft sell? If we want travel advice we go'independant'” I was referring to the, I understand, myriad travel sites where people can already get this information. And while I caught up briefly with Karla afterwards, and agree with her position on qantas expanding their brand and service levels to customers, I still feel qantas would be better served referring to sites which already have this information. Not to mention my cyncism of qantas' greater ambition; surely they will use it to drive visitors to qantas holidays destinations and partners rather than providing their travellers with the full gamut of information in order to best assist their customers in having the holiday they wish to have rather than the one qantas make the most $ out of regardless of the customers satisfaction.

  3. tiphereth says

    July 13, 2009 at 7:57 am

    Thanks for your comment @franksting. If you follow @qftravelinsider they do what they say they do – crowd source travel info and ship it around to those who need it. Out of the brands on Twitter they are doing it very well – no hard sell, no push marketing. Of course if you subliminally feel the need to purchase a Qantas fare as a result of getting great travel info, then they have probably done the job well. I personally don't have a problem with companies using social to build brand – and Twitter being an opt in means that I can unfollow if people overstep the mark.

  4. London hotels says

    October 30, 2009 at 1:54 am

    Great that Qantas are now in twitter. People can find them easily. And since twitter is also a good social site so this is a good idea for them. There are really many people who needs tips and advises for travelling.

    Well since we are talking about travel. If you have plans to visit other places or countries you can rely on LMT because they can offer you good deals and services. All you have to do is relax while waiting for your vacation and while you are in your vacation. No worries because they can take care of everything you need. You can visit their site to find their great deals..

    thanks

  5. Used Road Bikes says

    November 24, 2009 at 9:48 pm

    Twitter is now one of the most famous social networking sites. It is good that Qantas has now account on twitter so people can follow them easily.

  6. phonecases says

    November 25, 2009 at 1:17 pm

    Yup, social media marketing is next trend and we should see more companies to jump on and small companies will have chance to compete with big boys..

  7. Playing Guitar says

    November 28, 2009 at 6:28 am

    Karla was really amazing. Even though she's an online editor of Qantas Travel Insider she's still a travel insider for twitter. The job was tough i think..

  8. Healthcare27 says

    December 3, 2009 at 12:29 am

    I appreciated with this and Its great to see an iconic Australian brand like Qantas using social media for brand engagement.Thanks

  9. Dual Sim Phone says

    January 8, 2010 at 8:21 am

    nice post

  10. RV Ratings says

    March 10, 2010 at 7:07 pm

    gees, i never expected them to think of it… i will be waiting for this one…

  11. AliceWonderland42 says

    May 29, 2010 at 6:37 pm

    NIce article!

  12. adamgollam says

    June 21, 2010 at 7:18 am

    Since travel opportunities have increased a lot in the last decade, I think that quality content about travel is something necessary and such content will probably enjoy a lot of internet visitors because people are trying to get information about the place they are going to visit.

  13. opaler says

    August 10, 2010 at 1:11 pm

    That part about relaxation “All you have to do is relax while waiting for your vacation and while you are in your vacation.” is the hardest for me. The last relaxing vacation I remember I took with carnival cruise ships somewhere around the Fiji isles, I was in my honey monon.. hose were amazing times.

  14. Hotels Sydney says

    August 16, 2010 at 7:41 pm

    I agree with Adam.

    Karla is doing a great job in getting travel information to the right market audience who loves to travel and interested in travelling.

  15. bluesim bluetooth says

    August 20, 2010 at 1:08 am

    nice event

  16. Francisca Ellis says

    September 1, 2010 at 7:23 pm

    That is really a truly helpful and specific article. Even though my estimation is different from that of the author, I know that this is fantastic web-site. I'll surely subscribe to Rss of your excellent and also distinctive blog site.

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