Relationship marketing for the travel & tourism industry How to use social media to enhance your relationship with your audience, connect with your communities and extend the experience. Presentation to TGC Conference Presented by: Alicia Whalen (A Couple of Chicks) and Judi Samuels (Judi Samuels, Consulting) (Niagara-on-the-Lake, October 11, 2013)

1.
4th
Annual
LGBT
Tourism
Conference

2. How not to miss connections
Relationship Marketing in the Age of Social Media
Alicia Whalen
awhalen@acoupleofchicks.com
@acoupleofchicks
Judi Samuels
judi.samuels@gmail.com
@chieflemonhead
a
chick
&
a
lemonhead

7. Judi Samuels, Consulting
Judi Samuels has over 15 years of experience as a marketing communications expert, having spent the
past 7 years focusing on connecting brands with their audiences through new and innovative channels
in the digital and social space. Her experiences include: experiential, social & digital, communications
and brand strategy, working with both B2B & B2C brands. She has developed brand activation
strategies, content strategies and social marketing strategies for industries such as automotive, business
services, energy, entertainment, government , not-for-profit, professional associations, tech/telco, and
tourism.
Judi has worked with major Canadian brands including Fairmont Hotels and Resorts, the Canadian
Tourism Commission, the Canadian Federation of Independent Business, MuchMusic and McCarthy
Tétrault.
Judi holds an MBA specializing in Hospitality and Tourism from the University of Guelph.

8. POPULATION: 5,046
(2010 US Census)

10. Adventure Week culminates in a drag
hike to Windows Arch in Arches
National Park, where organizers
promise that "the loop trail is brief,
mostly paved, perfect for heels and
with several beautiful photo
opportunities to get your Vogue on!"

11. Key to Moab success
§
§
§
Local community support
Innovative product
Groundswell through social outlets
MOST IMPORTANTLY: BEING TRUE TO MOAB

12. Not personifying… Humanizing

13. http://sqz.co/o5X9Gkj

14. “We’ve made more friends here in 9 months than we did in
London in 2 years. People are just friendly here.”
Chris and Adam
Community

15. Traveling is not about things, it’s about
discovering places that have
meaning & meeting the people that
shape those places

16. It’s about community

17. Community
a group of people who live in the same area (such as a city, town, or
neighborhood)
a group of people who have the same interests, religion, race, etc.
Merriam Webster dictionary

18. Interests. Beliefs. Passion.

19. Communities
§ Connect people
§ Connect people based on passions,
interests, common bonds
§ Connect strangers who share those
passions, interests, common bonds
§ Share values and beliefs
§ Protect and defend members of the
community

20. Toronto Asian Hiking Club
Out on Bay Street
Oregon Women’s Sailing
Association
Jewlicious Festivals
It’s about micro community

21. Married history & heritage aficionados

22. LGBT micro-community
§ What connects them?
§ How do they connect?
§ Where do they connect?

23. LGBT market
CMI 2012 Highlights
§
§
§
§
Urban core destinations is more associated with gay men
Outdoor adventure and family travel is more associated with
lesbians
25% of LGBT travelers say they are influenced by social
media
LGBT-friendly destinations are an important factor in
decision making
Community Marketing, Inc., San Francisco, CA (2012)

24. Importance of the
LGBT micro-community
BEFORE
LGBT
AFTER
Everyone
else
LGBT
Everyone
else

25. How not to miss the connection
§ Humanize your brand, your destination
§ Travel is about an emotional experience &
human connection
§ Emotion leads to passion & loyalty
§ Passion = micro-community
§ Loyalty  value

26. Social is a tool
§
§
§
§
Build trust & confidence
Show commitment to the community
Nurture relationships
Expand reach

27. Using social media to enhance the relationship with the
customer, connect with communities, and extend the
experience
Case Studies: What works

28. Enhances relationships

29. Interconnection of brands
who focus on the LGBT
market, and integration of
platforms
§
§
§
Connecting to the
community
Extending the community
Being relevant to the
community

30. #MTLMOMENTS
Extends the
experience

31. Integrating social platforms
Commitment to the LGBT
community

32. Instagram
Nurturing the relationship

33. Microsite
Participating in the community

34. YouTube
Extending the experience

35. http://sqz.co/t5C9Bzi

36. If you are going to “do” Social Media
Do it well

37. “Doing” Social Media Well
§
§
§
§
§
Have a plan
Allocate resources
Stay committed
Be relevant
Understand the market

38. Doing Social Media Well
be relevant

39. stay committed

40. Remember Chris and Adam?
understand the market

41. What did we learn?

42. Lessons
§ Use social media to build trust and
confidence
§ Be committed to the market
§ Participate in the community
§ Nurture the relationship

43. Be sociable
§ Social Media enhances the relationship with the customer, if
you do it well - and within the context of the channel.
§
Challenges:
§
§
§
It’s (still) New
Fast evolving
Difficult to calculate ROI

44. Too many brands get stuck trading long-term loyalty for
short term ROI.
Don’t get trapped

45. The last word(s)
§ Know the micro-communities
§
Understand your audience’s context. Leverage the convergence
between your brand & their context
§ Participate & nurture
§
Create & deliver relevant content. Connect on an emotional level
& deliver on your promises
§ Extend & build loyalty
§
And, care. Care deeply. Care genuinely. And make sure your
teams deliver the love

46. thank you
#knowsher$hi*%
#coolchick

47.
4th
Annual
LGBT
Tourism
Conference