Helping STA Travellers go social in Australia

Most word of mouth campaigns target ‘influencers’ whose authoritative and popular social media presences can provide instant conversational dynamite. However, the flaws in current methods of measuring influence have become something of a hot topic as our social media lives become ever more granular and amorphous – and we also like to overturn assumptions of how WOM projects should be run.

So we’re currently turning things on their head for STA Travel, by engaging with their existing offline evangelists and helping them to bring their enthusiasm and opinions online. For the Earn Your Stripes project, also sponsored by Tiger Airlines, Tourism Victoria and Tourism Western Australia, we’ve found three bright sparks already travelling in Australia with STA and offered them the opportunity to experience 3 unique work placements across 6 weeks - in the Bright Brewery, the Melbourne Cricket Ground and the Margaret River Caveworks Eco Centre - after which they earn 10 days of pure pleasure, adventure and exploration. 

The travellers are documenting every move online, uploading all sorts of content across social media platforms including WordPress, Blogger, Twitter, YouTube, FriendFeed, Flickr, Picasa and Last FM, with a view to sharing their experiences with others considering working or playing in western Australia. Although they were all pretty internet savvy, none of them had strong social media presences before, so part of the adventure involves them experimenting with tools and embracing the challenge of becoming outspoken online. Our own Colin jetted off to join them for some social media workshops, and is setting them a series of ongoing challenges such as the Bush Tucker Trial. We’re also helping them hook up with Twitter members in the regions where they’re working for extra advice and support, and arranging a meet-up with local bloggers who can show them insider gems such as the best of the Melbourne music scene.

All their content is unmoderated, independent and honest – and it’s helping them really become part of the fantastically supportive, eclectic and yes, ‘influential’ social media travel community. They’ve even had a taste of media stardom with radio and TV interviews. For updates check out our STA travelbuzz Twitter feed or go straight to the content from Romy, Martin and Isla.

Brought into the world on Tuesday, March 24th, 2009 and filed under Uncategorized.