Dave Serino presented on social media for destination marketing organizations at the PCMA Annual Meeting in San Diego, California on January 9-10, 2012. He discussed how social media has changed communication by enabling individuals to easily connect with their networks and share travel experiences. Serino also provided statistics on travel trends and how travelers are using sites like Facebook and mobile devices to research destinations. He offered tips for using Facebook ads and profiles effectively as well as best practices for using Twitter to engage with travelers.

1. #PCMA12 – San Diego, CA
PCMA Annual Meeting
San Diego, CA
January 9-10, 2012
Social Media for Your DMO
Presented By
Dave Serino
Strategist & Educator
Think! Social Media
@DaveSerino

2. DAVE SERINO-STRATEGIST &
#PCMA12 – San Diego, CA
EDUCATOR
Travel, tourism and hospitality industry
online marketing & social media
consultant. Big sports fan who enjoys
family time. Likes to run, kayak, bike,
hike & drink hoppy IPA's at brew pubs
across the country. Swim parent and
St. Bernard owner. Former sports writer
and rugby enthusiast. Currently
working at Think! Social Media.
Developed one of the first social
media measurement scales for
destination marketers and founded
the Social Media Tourism Symposium –
aka #SoMeT.
@DaveSerino

3. THE NEW COMMUNICATION MODEL
#PCMA12 – San Diego, CA
@DaveSerino

4. THE NEW COMMUNICATION MODEL
#PCMA12 – San Diego, CA
It’s all about DIALOG……..
- Individuals easily connecting with their
existing network to find trusted information
And, in TRAVEL it’s all about…..
-Individuals easily connecting with each
other looking for advice and sharing their
experience with ease
@DaveSerino

5. THE STATE OF THE AMERICAN TRAVELER
#PCMA12 – San Diego, CA
• Average consumer has taken
4.7 trips in the past year with
27% saying they plan to
increase spending on travel
in the next year.
• 30% of the trips taken were
day trips and another 30%
only stayed one night
• 58% are looking for “travel
discounts or bargains”
• 80% of the travelers use
Facebook and 14% say it has
impacted their destination
choice
• 81% have used a mobile
July 2011 device to access travel info
www.destinationanalysists.com
on-site
@DaveSerino

6. #PCMA12 – San Diego, CA
@DaveSerino

7. FACEBOOK
#PCMA12 – San Diego, CA
• Facebook is becoming the perfect
venue for developing relationships and
creating engagement.
- iFrames creates a better visual
experience
- Small to medium size businesses are
beginning to use it as a primary web
presence
- The advertising platform is unmatched
for targeting consumers
@DaveSerino

8. #PCMA12 – San Diego, CA
@DaveSerino

9. #PCMA12 – San Diego, CA
@DaveSerino

10. FACEBOOK ADS
#PCMA12 – San Diego, CA
@DaveSerino

11. FACEBOOK ADS
#PCMA12 – San Diego, CA
@DaveSerino

12. #PCMA12 – San Diego, CA
FACEBOOK ADS
@DaveSerino

13. #PCMA12 – San Diego, CA
FACEBOOK ADS
@DaveSerino

14. #PCMA12 – San Diego, CA
FACEBOOK ADS
Testing: A or B?
Customized Text in Targeted
Ads
@DaveSerino

15. FACEBOOK – WHAT WE LEARNED
#PCMA12 – San Diego, CA
• Build iFrame tabs to improve the consumer
experience and increase conversions
• Utilize your data profiles & Facebook Insights
to identify your target consumers
• Build likes, but use a campaign experience
or niche to drive clicks
• Test different ads & targeting options
• Use your destination partners or similar
destinations to find like minded travels
• Keep ads fresh by rotating creative and
pausing start & stop times
@DaveSerino

16. #PCMA12 – San Diego, CA
@DaveSerino

17. #PCMA12 – San Diego, CA
@DaveSerino

18. #PCMA12 – San Diego, CA
@DaveSerino

19. #PCMA12 – San Diego, CA
@DaveSerino

20. #PCMA12 – San Diego, CA
@DaveSerino
TWITTER

21. #PCMA12 – San Diego, CA
@DaveSerino

22. #PCMA12 – San Diego, CA
@DaveSerino
TWITTER

23. #PCMA12 – San Diego, CA
@DaveSerino

24. #PCMA12 – San Diego, CA
@DaveSerino
TWITTER

25. TWITTER – WHAT WE LEARNED
#PCMA12 – San Diego, CA
• Be sure your bio is complete & keyword rich
• Use your background image to provide
additional info and paint a picture of your
destination
• Listening is the key to a successful voice
• Use a third party Twitter application to
monitor the conversation
• Set up your application to track relevant
keywords/hash tags
@DaveSerino

26. #PCMA12 – San Diego, CA
Dave Serino
Strategist & Educator
DaveS@ThinkSocialMedia.com
Think! Social Media USA
3389 Habitat Trail
Pinckney, Michigan 48169
www.ThinkSocialMedia.com
Voice: 734-878-8800
Cell: 810-623-1505
Skype: dave.serino
www.Twitter.com/DaveSerino
http://44d.me/DaveSerino
www.FaceBook.com/ThinkSocialMedia
www.DaveSerinoBlogs.com
@DaveSerino