12. What are travelers looking for? Inspiration Aspiration Real experiences Accurate information Special experiences Opportunity to tell others
13. How is social media helping? Access to more content Can pull from multiple sources Word of mouth on steroids Real-time
14. Social media is not new Blogging platforms are 10+ years old Speed of adoption is high and will continue Smart Phones! SaaS and web-based programs have built-in analytics
17. The Issues….. Safety Privacy The IT Department and “Cyber Security” Loss of Message Control Crisis Communications Staffing Training Sustainability ROI
18. Best practices for adoption Set objectives for your plan Create guardrails or guidelines Establish listening posts/monitoring Become an informed advocate Look for resources in unusual places Build your profile Create sustainability Create two-way conversations Analyze and measure against objectives
46. Paradigm shift in marketing Acquire real-time data Targeted offers No more mass coupons Can tweak and revise campaigns
47. Analytics shifting SaaS and web-based social networking have built-in analytics Polls/research more accessible Instant feedback Shorter term trends
54. http://delicious.com/franstep Search for “casestudy” and “tourism” Mobile Marketing Assn. http://mmaglobal.com/resources/content_category/study/9/339 Social media groups in all cities Other Resources