Although the economy has hurt all industries, the destination travel industry has been one of the quickest to jump into the social media world. With great content, willingness to share and interesting topics, it is ripe for social networking. However, clear returns and results have been lacking. This presentation expains why and what to do about it.

1. THE TARGETED GROUP
Refueling the Golf Travel Industry
with Social Technologies
Richard C. Brasser
Golf Travel Marketing Summit
August 18, 2010
©2009 The Targeted Group

2. TO STAY IN TOUCH
Richard Brasser
Twitter: @socmedia365
Gvoice: 646.719.0619
Email: rb@targetedgroup.com
LinkedIn:
http://www.linkedin.com/in/brasser
www.thetargetedgroup.com
866-738-8768

3. The Targeted Group’s Clients

7. Is Social Media…
A waste of time?

8. This is an actual product
People Resist Change!

9. Just for kids

10. Leveraging Social Media
Implementing Your Strategy

11. How We Help You Do It
Social Media Strategy Roadmap
A Social Media Solution will affect many parts of
an organization.
How will it affect yours?
We examine over 130 items critical to
developing your social media roadmap.
Want a Copy?
Follow: @socmedia365 & @TheTG

12. Research Data: Planning with Social Media
Social media is on a dramatic upward trend
Number of people that used social media to
choose a destination
•2006 4%
•2007 23%
•2010 73%
Why?
People trust personal recommendations and
experience sharing
Source
Hotel Marketer

13. What is the number one thing that
people want from the travel
industry?
Authenticity

14. Real Life Story

15. Case
Study:

16. Experts sharing:
•Honest experiences
•Real videos and pics
•Special tips
•Networking
•Experience sharing
•Forum questions
•Commenting

17. Common Mistakes!

18. Common Mistakes
• Using social networking but not adding value,
conversation or meaning
• Using social networking as a new channel for
one directional marketing
• Wasting time, money and resources to create a
diffused, disparate and non-unified
communication

19. Did Kodak miss the mark?

20. Quick Market Analysis
What is working and what is not

21. The Top Gun of Fortune 500 Brands
Overall Brands perform well at messaging and branding, yet falter at setting
expectations, enabling peer to peer interactions and fostering advocacy

22. Key Opportunities
Freeware

23. Best strategies
• Make it easy for your happy guests to spread
your message
• Capture the “experience” and share
• Energize existing networks
• Twitter offers – case study: us airways
• Find circles of influence
• Custom Communications platform

25. Case study: @jowyang
• jowyang Being adventurous in Kauai results in rewards, found a waveless cove in
Princville at sunrise. (2/2) http://twitpic.com/2f1wui
• jowyang Nice meeting many of you @starwoodhawaii and especially Alvin Wong for
his hospitality. The Luau at Sheraton Kauai was an experience
• DinanGirl @jowyang gorgeous photo.Thnx for sharing your trip to Hawaii and all
your wisdom about social media.I grew up in Hawaii and miss it!
• Found a steep locals only trail here in Kauai, let's see where it
leads: http://twitpic.com/2f1u6j
• Driving in Kauai North Shore, untouched, unspoiled, 1 lane bridges.http://
• starwoodhawaii @jowyang Mahalo for staying w/ us @ #WestinPrinceville Ocean
Resort Villas! DOSM Alvin Wong was thrilled to meet you! twitpic.com/2etnyn
• natalielent Just got an incredible westin offer from @starwoodhawaiiafter hitting
100k points! But #needmorevacationdays cc @jowyang
Total impact of conversation: 2,462,367 real people

28. Most Important Solution
• Understand WHY you are using social
networks
• Aggregate your messaging internally and
externally
• Make it easy for the audience and build unified
communications with your team
• Be human and create social interactions

29. Key Opportunities
Unified Communication Platform

33. Discussion Time
• Ask a few people in crowd