This document discusses social media and tourism 2.0. It defines social media as content and media created by communities on the read/write web. It outlines various social media services and tools like blogs, social networks, photo sharing, and microblogging. It provides examples of tourism 2.0 projects on social networks, user-generated reviews, and trip planning/sharing sites. It offers tips for getting started with social media for tourism organizations, including blogging, listing events, sharing photos/videos, using Google Maps, and maintaining a diverse online presence.

1. Social Media and
Tourism 2.0
Katie Lips
Social Media Strategist
Kisky Netmedia
www.kisky.co.uk

2. Overview
• What is Social Media?
• Networks, Communities, Tools
• Tourism 2.0 Projects
• Tips for Getting Started

3. What is Social Media
• A trendy buzzword?
• Content & Media created by a community?
• Read/ Write Web: read and written by the
masses and uncontrolled by organisations?
• A conversation?

4. Services and tools
• Blogs - Wordpress, Blogger, Typepad
• Content Sharing - YouTube, Flickr, Photobucket
• Social Networks - MySpace, Facebook
• Professional Networks - LinkedIn, ecademy, xing
• Microblogging & Presence - Plazes, Twitter, Jaiku
• “Democratic Content” - Digg
• Preference Sharing - Last FM, Wakoopa

5. Community...
• Customers?
• Audience?
• Citizen journalists?
• Fans?
• “Griefers”?

6. Social Networks
• Members only
• Your Social Network
• Get to know your customers personally
• Advertise (to very specific groups)

7. Blogs
• Timely, up to date
• Find your niche audience
• Anyone can publish anything
• Personal

8. Video Sharing

9. Photo Sharing

10. Trip Planning and Sharing

11. Events & Activities

12. Location and Presence

13. Google Maps

14. Key Activities
• Talking about what you are going to do
• Researching from others who’ve done the same
thing
• Sharing advice
• Creating a mesh of diverse content across the web
in multiple spaces

15. It’s not just about
‘Online’

16. For many, the “online
bit” is now an integral
part of the activity as a
whole.

17. Social Media Strategies

18. A great website...

19. is not the answer!

20. The New Web Presence
• Identify your community
• Talk
• Take part
• Use many spaces online
• One to one relationships
• Create a “Social Media Cocktail”

25. People will...
• Find your brand or product without having
to search (very hard)
• Interact with you in their social networks
(without having to leave)
• Offer feedback and advice & help to improve
a product, a venue, a destination even
• Feel like they know the ‘provider’ better
(and trust you more)
• Promote you (without you paying them)

26. Business Benefits to
simple Social Media
• Short term “buzz”
• Long term reputation & trust
• Reduce costs

27. Tourism 2.0 Projects

28. MySpace: NEW
ZEALAND

29. Facebook: Burning Man

30. Blog: uwishunu

31. Social Network: Cool
Austria

32. Flickr.com

33. Trips...

34. User Generated
Reviews
• Holiday Watchdog:
http://www.holidaywatchdog.com/
• Review Centre: http://www.reviewcentre.com/
• Holiday Check: http://www.holidaycheck.com/

35. Trip Planning and
sharing
• TripHub: http://www.triphub.com/
• TripUp: http://www.tripup.com/
• TripTie: http://triptie.com/
• Tripadvisor: http://tripadvisor.com/

36. Trip Planning and
sharing
• IGoUGo: http://www.igougo.com/
• MyTripz: http://www.mytripz.com/
• MyTripBook: http://www.mytripbook.com/
• Gusto: http://www.gusto.com/
• Dopplr: http://www.dopplr.com

37. Activity specific
communities
• Walk Jog Run: http://www.walkjogrun.net/
• Bikely: http://www.bikely.com/

38. What’s Hot in Tourism
2.0 Projects?
• Trust, User Referrals and Reviews
• Individualism and Personalisation
• Activity not Place
• Personal Broadcasting and Travel Blogging
• Finding and working with Evangelists
• Being in the hottest new Web2.0 app
• Google Maps

39. What’s NOT Hot in
Tourism 2.0 Projects?
• Astroturfing and unnatural “Pay per Post”
• A belief that ‘users’ will do the hard work
(and make “UGC” for free for you)
• Building more empty ‘social’ ‘networks’
• ‘Risk based’ fear of all Social Media activities

40. Getting Started

41. Getting
Started! Blogging
• Write
• Find & befriend other
writers
• Link & Comment
• Post regularly and
generously

42. Getting
Started! Events
• List events
• Tell people
• Make friends
• Link events to blogs to ...

43. Getting
Started! Sharing
• Share photos flickr.com
• And videos
youtube.com
• Tag them
• Link them..... wikipedia.com

44. Getting
Started! Google Maps

45. Getting
Started! Diverse Presence

46. Getting
Started! More tips
feedburner.com
technorati.com
del.icio.us
digg.com

47. What next?
• You can start small
• Build up the right toolkit for your project
and for your community
• Use new tools in conjunction with what you
already do
• Remember it's all about people

48. Where next?
• Presentation: www.slideshare.net/katielips
• My blog: www.katielips.com
• My website: www.kisky.co.uk