This document outlines a 6-week training program on decoding social media for digital tourism excellence. It discusses key learning outcomes around social media strategy and monitoring. It profiles major social media platforms like Facebook, Twitter, TripAdvisor, YouTube, Flickr, Google+, LinkedIn, and Pinterest. It also covers developing a social media strategy, managing multiple accounts, and consolidating social media activities. Participants are asked to do a competitor analysis and commit to actions like creating accounts and pre-scheduling posts on two free platforms for the next three days.
2. Welcome –Week One
Name, Company, Role
Why are you here?
What would you like to most get out
of this course?
2
3. Decoding Social Media
Communication and interaction with
new and potential customers is a vital
component of an online strategy.
Social media allows more interactive
engagement than traditional online
communication and marketing
activities (e.g. emails).
3
4. Key Learning Outcomes
Monitoring & Making a Commitment
Overview of key social media
platforms
Importance of social media strategy
and monitoring your activity
Tools available to help you manage
and monitor your activities
4
5. DTE40: Social Media for Tourism
-Objectives-
Competitor Analysis
Committable actions for creating, posting and
sharing content
Develop a social media strategy for the next 12
months
Create accounts for a minimum of two
networks
Sign up for 2 free platforms and pre-schedule
posts for the next three days
5
6. What is Social Media?
Social interaction meets technology
Online environment that creates
communities/networks of internet
users with shared interests
Websites or platforms that connect
people and allow them to share words,
images, videos and audio
6
10. Social Media Media for Tourism
Can be used to generate bookings
through booking buttons on facebook
pages, links to booking pages via
twitter etc.
10
13. 5 Reasons why it’s Unavoidable
1. People may already be reviewing
your product or uploading
images/videos of their experience with
you
2. You probably have a presence on
social media networks whether you
want to or not!
13
14. 3. At a minimum, it’s important to
monitor what is being said about you
and respond to negative reviews
4. Important to manage your online
reputation (Week 4)
5. Social media is not going away...
14
15. Key Social Media Platforms
Text, images, video
More than 1 billion
monthly active users
worldwide
Not restricted to clients
or connections
Business page
Facebook focus (Week3)
15
facebook
www.facebook.com
16. Key Social Media Platforms
140 characters only
Text and images
500+ million registered users
worldwide (170 million active
user accounts)
Not restricted to clients or
connections
Standard account
Twittwe Focus (Week 4)
16
Twitter
www.twitter.com
18. Key Social Media Platforms
Text reviews and related
images
60+ million unique
monthly visitors worldwide
Standard business
account (paid upgrade
available)
Trip Adviser (Week 5)
18
TripAdvisor
www.tripadvisor.com
19. Key Social Media Platforms
Video
800+ million unique users
each month
Not restricted to clients or
connections
Standard account with
business profile
YouTube (Week 5)
19
YouTube
www.youtube.com
20. Key Social Media Platforms
Images
More than 6 billion
images worldwide
Not restricted to clients
or connections
Standard account
Tourism e-kit tutorial 48
20
Flikr
www.flikr.com
21. Key Social Media Platforms
Text, images, video
500+ million users
worldwide (235 million
active user accounts)
Not restricted to
clients or connections
Standard account
21
Google +
plus.google.com
22. Key Social Media Platforms
Text, images, video
Available to any internet
user
Part of your website or
via a platform such as
Blogger or WordPress
Blog Focus on (Week 6)
22
Blogging
23. Key Social Media Platforms
Text, images
Used for professional
networking
187+ million users
worldwide
Standard account
with business listing
23
LinkedIn
www.linkedin.com
24. Key Social Media Platforms
Create, manage and
share photo collections
‘Virtual pinboards’ of
photos found on the web
Approx. 25 million
unique monthly visitors
Launched business
accounts Oct 2012
24
Pinterest
www.pinterest.com
25. QR Codes
Quick Response
Codes (known as QR
codes) are a bit like a
bar code
25
Can be scanned by smartphones
and tablets using a combination of
the built in camera and a specific QR
code scanning application
26. Competitor Analysis
Who are your 3 top competitors
(local/interstate)?
Where do they hang out?
What is their following? Likes/followers
26
27. 1. Identify your competitors
Most brands have an active Facebook
and Twitter but many do not have an
account on other networks like
Pinterest, Tumblr, Instagram,
YouTube, etc.
27
28. 2. Identify Their Voice
Take note of whom they post as (e.g.
is it as the voice of the brand, or a
person within the brand?)
Zappos.com is another great example of this.
28
29. 3. How many Fans & Follower Ratio?
Are they following everyone that
follows them? Do they only follow a
handful of people? (Followers/Following)
29
Brand Handle Followers Tweets Following Ratio
Global
Ballooning
@globalteam 597 1,515 372 2:1
30. 4. How Active are They on Social
Sites?
Look at their post frequency.
Look at the previous month and take
note on how many times they post
unique content during that time period
Don’t include replies or re-tweets here
30
31. 5. Engagement Rate with Fans:
How many engagements are they
receiving on average per post.
*Take the average engagement per post and divide
it by the number of Fans they have.
31
32. 6. What Types of Content are They
Posting?
Photos
Videos
Polls
Contests
Questions/trivia
Endorsements/ sponsorships
Do they repost other brands content?
Do they use hashtags frequently?
Are they using a link shortener service?
32
33. 7. Weekly Percentage Growth
For Facebook: Go the brand’s feed, scroll to the likes
and you will find total page likes and new weekly likes
Divide the total Likes of the week to the total Likes
For Twitter: Go to a free tool called
http://twittercounter.com/ where you can compare your
handle to your competitors
33
34. 8. Lastly, Paid Media
Impossible to find the actual dollar amount they spend
on social
Ways to see if they are spending money to acquire new
Fans are:
Simply browse their Facebook or Twitter sites and look
for “Sponsored” ads.
Do you see a promoted account under “Who to Follow”
on the left hand side of your Twitter feed like below?
34
36. What are you prepared to do?
This is a commitment – what are you
committing to?
Where are you now/where would you
like to be?
Which platforms and how many?
How many posts?
How long?
36
37. Things to consider…
Consider an offline equivalent – local
chamber of commerce
Can’t expect to go to a few networking
functions, hand out business cards
and get a lot of business
The more you put into it the more
benefits you will see
37
38. 80/20 Rule
38
'The 80/20 Rule' should always be a big part of your social media strategy. It simply
comes down to this: use just 20% of your content to promote your brand, and dedicate
80% to content that really interests your audience and engages them in conversations.
39. Developing a
Social Media Strategy
A planned approach will help to:
Ensure your online image is
consistent with your business
Avoid duplication or contradiction of
content across networks
Build on your marketing plan
39
40. Developing a
Social Media Strategy
Conversation Calendar – what you
will say, who will write it, where you
will publish it etc.
Social Media Policy – aims of social
media activities, procedures,
standards, handling worst case
scenarios
40
41. Managing multiple social media
accounts
- Juggling different social media
channels can be challenging on
your time
- there are tools that allow you to be
more time efficient by bringing all of
your social media accounts
together
- Let’s explore ‘consolidation’ tools.
41
42. Am I ready to consolidate?
“Consolidation benefits most when
you have a strong understanding of
different types of Social Media”
3 Options:
1. Manage separately
2. Link accounts together
3. Use a dashboard
4. Outsource
42
43. Consolidation tools
See page 6-8 of Tutorial 40A:
- www.bufferapp.com
- www.hootsuite.com
HOMEWORK: Sign up for 2 free platforms
and pre-schedule posts for three consecutive
days
43
44. Linking Accounts:
- https://www.facebook.com/twitter/
- Instagram to Facebook or Twitter
To share photos from Instagram to Facebook:
Go to your profile and then tap on Android or on
iPhone in the top-right corner
Tap Share Settings
Tap Facebook and then link your accounts by
providing your Facebook login info
44
45. Summary and Questions
45
Many social media activities are free –
but it does take time
You can’t avoid social media – once
you are in you must make a
commitment – consistency is key
An effective social media strategy
usually includes a calendar and a
social media policy
46. Thank you for your time
www.atdw.com.au
@desikaratzias
despina@instituteofexcellence.com.au
46
Notas del editor
One billion monthly active users as of October 2012 (as per http://newsroom.fb.com/Key-Facts)
Number of users – source http://techcrunch.com/2012/07/31/twitter-may-have-500m-users-but-only-170m-are-active-75-on-twitters-own-clients/
See Tutorial 44 for a piece of the Twitter action...
Traffic statistic source: comScore Media Metrix for TripAdvisor Sites, Worldwide, July 2012 (http://www.tripadvisor.com.au/pages/about_us.html)
April 2012 TechCrunch website reported on 75+ million users – http://techcrunch.com/2012/04/04/with-picniks-demise-aviary-brings-its-slick-html5-photo-editor-to-flickrs-75-million-users/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+Techcrunch+%28TechCrunch%29
October 2011 - Yahoo reported that Flickr had a total of 51 million registered members and 80 million unique visitors -http://advertising.yahoo.com/article/flickr.html
In April 2012 a flickr blog stated more than 7 billion photos had been uploaded to the site (doesn’t mean there were still that many held on the site) - http://blog.flickr.net/en/2012/04/25/say-hello-to-the-new-flickr-uploadr/
In August 2011 the site reported that it was hosting more than 6 billion images - http://blog.flickr.net/en/2011/08/04/6000000000/
This article from December 2012 suggests more than 8 billion images have been uploaded - http://thenextweb.com/insider/2012/12/12/8-billion-photos-later-flickr-finally-gets-a-new-look/
Number of users from http://googleblog.blogspot.com.au/2012/12/google-communities-and-photos.html#!/2012/12/google-communities-and-photos.html - Official Google blog dated 7 December 2012
Traffic statistic source: 2012 Product Yearbook, December 2012.
‘Everything we do starts with you, our 187+ million members around the world’ – Deep Nishar, Senior Vice President, Product and User Experience
www.slideshare.net/fullscreen/linkedin/linkedin-products-class-of-2012/13
Traffic statistic source:
Just under 25 million unique monthly visitors as at August 2012 - http://blog.compete.com/2012/10/10/pinterest-surpasses-tumblr-in-unique-visitors/
Who has what?
How active are they?
Do you have a plan?
Who has what?
How active are they?
Do you have a plan?
Who has what?
How active are they?
Do you have a plan?
Who has what?
How active are they?
Do you have a plan?
Who has what?
How active are they?
Do you have a plan?
In order to compare apple to apples we want to take the average engagement per post and divide it by the number of Fans they have.
Who has what?
How active are they?
Do you have a plan?
Who has what?
How active are they?
Do you have a plan?
Who has what?
How active are they?
Do you have a plan?