Tourism Social Media - Lara Solomon - Jun 2012

1. Social Media for Tourism

2. • Introductions by you
• What social media is
• Facebook
• Twitter
• YouTube
• Blogging
• Pinterest
• Case Studies
• Monitoring

3. Let’s Watch a Video
http://www.youtube.com/watch?v=x0EnhXn5boM&feature=plcp

4. What is Social Media?
Social media is media designed to be disseminated through social
interaction, created using highly accessible and scalable publishing
techniques. Social media uses Internet and web-based
technologies to transform broadcast media monologues (one to
many) into social media dialogues (many to many). It supports the
democratization of knowledge and information, transforming people
from content consumers into content producers…… Businesses
also refer to social media as user-generated content (UGC) or
consumer-generated media (CGM). Social media utilization is
believed to be a driving factor in the idea that the current period in
time will be defined as the Attention Age. Source: Wikipedia.com
OR…. a way to have a conversation with your audience

5. What is Social Media?

6. Video: Is social networking worth it
http://www.youtube.com/watch?v=ypmfs3z8esI&list=UULC9cX5GntaQmTS
F6hTqrzA&index=5&feature=plcp

7. Are you convinced yet?
People use the internet to make
purchase decisions and
recommendations to others

8. ®

9. Why have a page?
 To promote your organisation and it’s services
 To increase awareness
 To reach people globally
 To increase the number of people you reach
 To tell customers about new products/services
 To get feedback on products/services
 To create a community for your organisation
 To engage your customers
 To build a relationship with your audience
 To make your customers feel loved!

10. Differences between Facebook Accounts

11. Types of Facebook Accounts - Profile

12. Types of Facebook Accounts - Group

13. Types of Facebook Accounts - Page

14. Types of Facebook Accounts - Page

15. Facebook Places

16. Page updates appear in news feeds of fans

17. Promote Events

18. Grow A Community

19. Facebook Ad’s

20. Stats on Page Likers

21. React in real time
Started on Feb 3, Fans on Feb 10th = 2322

22. ®

23. Twitter is Growing
– 383 million people have Twitter accounts
– Average age on Twitter is 39 Years Old
– 10 Million Brits are on Twitter
– UK is the 4th largest country using Twitter
– 80% of users are on their mobiles

24. Twitter Usage
Source: Mashable.com
March 2010 statistics

25. Twitter Usage
Source: Mashable.com March
2010 statistics

26. Top Tweeters!
Source: Twittercounter.com

27. Customise your page

28. Search for Responsible Tourism

29. Search for “responsible tourism” within 100miles of London

30. Customer Service

32. Why YouTube?

33. Why YouTube?

34. Search for Tourism

35. Viral Potential
http://www.youtube.com/watch?v=4-94JhLEiN0

36. Blogging

37. What is a Blog?
A blog (a blend of the term web log) is a type of website or part of
a website. Blogs are usually maintained by an individual with regular
entries of commentary, descriptions of events, or other material such as
graphics or video. Entries are commonly displayed in reverse-
chronological order. Blog can also be used as a verb, meaning to
maintain or add content to a blog.
Most blogs are interactive, allowing visitors to leave comments and
even message each other via widgets on the blogs and it is this
interactivity that distinguishes them from other static websites.
Many blogs provide commentary or news on a particular subject; others
function as more personal online diaries. A typical blog combines text,
images, and links to other blogs, Web pages, and other media related
to its topic. The ability of readers to leave comments in an interactive
format is an important part of many blogs. Most blogs are primarily
textual, although some focus on art (Art blog), photographs
(photoblog), videos (video blogging), music (MP3 blog), and audio
(podcasting). Microblogging is another type of blogging, featuring very
short posts. Source: wikipedia.com

38. Is Anyone Using Blogs?

39. Why Visit a Blog?
Source: http://www.slideshare.net/crbrook/state-of-the-blogosphere-2011

40. Consumers & Blogs
Source: http://www.slideshare.net/crbrook/state-of-the-blogosphere-2011

41. Consumers & Blogs
Source: http://www.slideshare.net/crbrook/state-of-the-blogosphere-2011

43. How FourSquare Works…
• You create a deal
• When people check into your place they can claim the deal
Why Use it?
• People have to go to your venue to claim it
• People can recommend your venue to others’
• FourSquare can be linked up to Facebook for users

45. Pinterest is a virtual Pin board
• Organize and share photos and videos you find on the web!
• Browse pin boards created by others and find your way through
vertical subjects
• “Repin” (repost) items on your pin board that you find on othersʼ
• Create groups & contribute to othersʼ groups

46. How Pinterest Works
http://youtu.be/IQlJovBEvew

48. You Should know that
Social Media is….
- HARD WORK
- PART OF MARKETING
- NOT A SILVER BULLET
- A WAY TO PROMOTE
- SOMETHING THAT TAKES TIME

49. Case Studies
Arizona Office of Tourism Facebook Campaign
AOT created a variety of Facebook Ads for different
promotions, giveaways, and local events. They ran ads to
promote their Facebook Page and to specific destinations
on their website depending upon the initiative. In each case,
they created excitement about the promotion in the ads and
followed through with consistent messaging in the landing
pages
Results
• 8 times more clicks to the landing page than paid search
efforts
• 27% conversion rate for Arizona Visitors Guide requests
• 17% conversion for email newsletter opt-in
• Overall, 89% of the total online marketing traffic comes to
promotions from Facebook Ads
http://ads.ak.facebook.com/ads/FacebookAds/AOT_CaseStudy.pdf

50. Case Studies
One of the Entries
http://www.youtube.com/watch
?v=xUFm8CJWJ14
Queensland Best Job in The World
Using Facebook, Twitter, YouTube, newspaper classifieds and their
website to generate the interest.
Results
• 34,680 job applications from 197 countries
• $390 Million AUD of publicity
• Australia tourism down, but Queensland tourism up 20%
• 82% increase in resort bookings
• 50% of Australia trips now include a Queensland component

51. Case Studies
http://www.youtube.com/watch?v=7-Mq9HAE62Y

52. Case Studies

53. How to Research
www.facebook.com/ads/create

54. How to Research
http://twitter.com/#!/search-advanced

55. How to Research
www.google.com/trends
www.google.com - blogs

56. Watch….
www.google.com/alerts
www.socialmention.com

57. Content
VERY IMPORTANT
1. Develop a content calendar
2. Add Value
3. Be Consistent
4. Stick to your purpose
5. Story Tell
6. Be real
7. Be authentic

58. Integrating Social Media
1. Add your social media icons to:
1. Your email signature & your team’s
2. Your website – on every page, not just on one
2. Promote other social media links on your social media, eg Twitter on
Facebook
3. Promote your social networks in your current marketing
4. Integrate your on and off line marketing
5. Make it easy for people to contact you online
6. Use your online marketing materials offline and vice versa
7. Look at what you have already created, eg
newsletters, posters, flyers etc. and reuse them
8. Make it part of your marketing plan
9. Make someone responsible for it
10. Use it to build relationships

59. Other Resources for Ideas & Tips
Websites
www.hubspot.com
www.mashable.com
www.socialmediaexaminer.com
www.allfacebook.com
Social media management tools
www.tweetdeck.com
www.hootsuite.com
www.ping.fm
www.sendible.com
www.postplanner.com
www.bufferapp.com

60. Questions
www.responsibletravel.com