1. Social Media for Tourism:
Aoife Porter
Workshop 4
November 2011
www.sligotourism.ie

2. Workshop 4 Overview
 Social Media Recap
– How to Manage your Social Media in 10 minutes
– Social Media Measurement
 Social Media Group Clinics
 Comfort Break
 Harnessing the Sligo brand
 Other Digital Marketing Channels
– Email Marketing, SEO
 Final Q&A
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3. Social Media Recap
Key Steps:
1. Who is your audience
2. Where are they (fish where the fish are)
3. Define your objectives
4. Write out your plan
5. Implement it
6. Keep tabs on the results
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4. What channels can you use?
Bought Owned
Earned
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5. Campaign Planning Summary
1. Don’t use digital for the sake of digital
2. Use the strengths of the medium to your
advantage
3. Make sure you deliver on expectations
4. Track and measure
5. Continuous testing
6. Enjoy
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6. Twitter
 If you are not using twitter remember to at
least
1. claim your name
2. use the search to hear what others are
saying about you
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7. Twitter
 If you are going to use twitter
1. Get Involved
• Follow people, join in conversations, share useful/interesting
information
2. Promote your @handle offline
• in your business, on your emails, in your print materials, on
facebook/linkedin
3. Consider adding your twitter stream to your
homepage
4. Use a twitter client (tweetdeck, hootsuite, mobile
phone) to manage your updates
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8. Other Location-Based Marketing
Tools
 At a minimum you must:
– Claim your place on TripAdvisor.com
– Claim your place on Google Places
– Claim your place on facebook
And consider claiming your place on
Foursquare, Yelp, Gowalla
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9. Facebook
 Facebook Business Pages
 Facebook Insights
 Facebook Places
 Facebook Ads
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10. How to Source Images
The best option is always to create your own
 Creative Commons
 Resources:
– Compfight
– Flickr
– Google Images
– Other resources
 How to attribute ownership
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11. How to Source Video
 YouTube
 Vimeo
 Google Search
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12. Managing Your Social Media
• If you react to every email/alert it can be
overwhelming
• Consider setting aside 10-20mins daily at a
set time each day, maybe before or after
lunch, or first thing when you get in, or over
coffee at 11am, when you can check your
social media presences
• If you aim to do this daily, you will succeed at
least 3 days a week
• If you are a consummate user of social media in a
personal capacity you might prefer to continuously
monitor – do what works for you
Clock by alancleaver_2000 under Creative Commons on Flickr
www.sligotourism.ie

13. How to Manage Your Social
Media in 10 Minutes Per Day
 Fish where the fish are – focus on the channels
where your audience is
 Hootsuite / Tweetdeck demo
 2 Minutes: Scan your Google alerts for
interesting content / news
 3 Minutes: Post some content on your Facebook
page / ignite discussion / monitor Insights
 2 Minutes: Update your LinkedIn status / group
discussions
 3 Minutes: Check your Twitter keyword
searches (your brand / location / industry /
competitors)
Clock by alancleaver_2000 under Creative Commons on Flickr
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14. “However beautiful the strategy, you should
occasionally look at the results”– Winston Churchill
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15. Measurement
 What should we be measuring
 How do we measure?
– Google Analytics
– Social Media Insights
– Email Marketing Reports
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16. Social Media Clinics
 Pair Up
 Open all social media channels in your
browser
– Facebook
– TripAdvisor
– Twitter
– Google Places
– LinkedIn
 Present a problem you’re having: pose that to
your partner
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17. Comfort Break
 10 minute break
 Any q’s?
 Social Media Audit
 Other Digital Marketing Channels
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18. Sligo Tourism Brand
The new Sligo tourism logo has been designed to reflect the the
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19. Sligo Tourism Brand Story
Sligo will enchant you. It is a county that celebrates its
independent spirit. A place steeped in history and mythology,
with a creative tradition that lives in the music, art, poetry and
expression of its people. From lakes and rivers to beaches and
dramatic limestone mountains, Sligo is a place where ancient
sites, spectacular landscapes and rolling waves inspire stories,
trails and adventures that will open your mind and invigorate
your body.
Come and join us in Sligo and set your spirit free
www.sligotourism.ie

20. Sligo Tourism Brand Exercise
 Download Sligo Tourism brand
 Identify which element of the brand story
chimes with your business
 Discuss how you could use that element of
the story on one of your social media
channels
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21. Email Marketing
Benefits Considerations
Low-cost means to keep in touch Need to consider, frequency,
with customers and deliver real spam, data protection
personalisation & customisation
With email marketing you are Not everybody wants to hear
going to them: you get to decide from you as frequently as you
when would like to talk to them
97% of consumers have an email Regularity
address
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22. Email Marketing – Data
Protection
 You can only send email to somebody who
has given you permission.
 You must publish instructions on how to
unsubscribe
 You should publish full company details on all
emails
 See Dataprotection.ie for complete details
 Spam is illegal
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23. Who to contact?
 Do you currently have a mailing list?
 If not start building one now
 Focus on quality not quantity
 Web Sign-Up form
– Incorporate into social media channels
 Face-to-face data collection
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24. Things to Remember
 There are lots of different email
clients, you have to design assuming most
clients won’t view images or video
(especially Outlook and Gmail).
 Never use attachments -> spam
 Never CC or BCC, use a proper email
marketing service.
 Never share your list with others
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25. How to Send
 User an email marketing service such as
Mailchimp, Constant Contact, Campaign
Monitor, Newsweaver.
 Test for optimal delivery time.
 Review your Google Analytics to
determine peak traffic.
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26. Search Engine Optimisation
Get Hot
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27. Search – Where do people click?
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28. So how do I get to Number 1?
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29. Your Website Needs to Have the
Right Keywords
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30. You Need Lots of Good Websites
to Link to You
 Google also looks at the pages which link
to you: do these contain your keywords?
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31.  Ensure your site is search engine friendly
(web developer will help)
 Identify key target keywords
 Include the keywords in appropriate
pages
 Get quality, relevant links to your site
 Social media REALLY helps with SEO
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32. Useful Resources
 Socialmediaexaminer.com
 Mashable.com
 theSociable.co
 Sligo Tourism
 Failte Ireland Business Site
 Buamarketing.ie
 aSquared.ie
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33. Next Steps
 Practise, practise, practise
 Use this network
 Get involved with the conversation
 Don’t be afraid to ask questions
 Have some fun with social media
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34. Feedback Survey
 Pretty please:
http://bit.ly/sligotourismworkshopsurvey
www.sligotourism.ie