2. ADDING TO YOUR SOCIAL MEDIA
TOOLBOX
Think about it:
NOT critical to keep up with the Joneses
Be relevant WHERE your audience is
Social Media is about LISTENING
WHY are you doing it?
Know WHAT you want to accomplish
Determine WHO will handle social media
Take it seriously. This is YOUR online
BRAND
3. CREATE A PLAN – PUT IT ON PAPER
Determine who “owns” the process of monitoring
and responding to customer reviews
Make a staff member responsible for monitoring
customer reviews on TripAdvisor, Yelp and
Google on a weekly basis
Authorize someone at the property to respond to:
Extremely positive customer reviews
Negative customer reviews that are dead wrong
Negative customer reviews that are right on target
Address
the issue of when, and in what cases, the
CEO should should be alerted
5. USING FACEBOOK
Nearly 500 million users worldwide
3rd largest country by population
More than 1 in 4 people online have a Facebook page
and have been back in the last 30 days
28% of users are older than 34 – also fastest growing
demographic
117 million unique visitors in March
70% of users from outside US
Users share more than 25 billion pieces of info with
Facebook each month
Adding nearly 1 billion photos EACH WEEK
With 48 billion images, Facebook houses the world’s
largest photo collection
6. FACEBOOK
According to comScore, Facebook flashed more
than 176 million banner ads in the first three
months of 2010
www.facebook.com/ads
www.ReclaimPrivacy.org
9. TWITTER
1. Get in the game
Sign in and create an account
2. Find people to follow / Get Found
WeFollow
LocalTweeps
TwitterLocal
Twiangulate
Tweepsearch
3. Listen closely
Follow the conversation before jumping in
Quality over quantity
Don’t Sell
4. Respond, respond, respond
Consider engagement customer service in a public forum
Companies doing it right: Southwest Air, Comcast
10. TWITTER
Tools to aggregate:
Tweetdeck – can add twitter, facebook, linked in,
foursqure, google buzz in one place
Create an MVP list – spend some time to sort who/what
your following
Hootsuite – good for managing brands
Multiple users on an account
Provides tracking and availability
11. TWITTER TOOLS
Hashtags:
#PR
#traveltuesday / #tt
#travel
#deals
#Telluride
@Name
“Just checked into Fairmont #Telluride. Meeting
@dianarowe & @kylewagnerworld for dinner at
Palmyra. Yum.”
Muckrack.com
List of reporters on twitter
13. BLOGS
Accept that Bloggers are REAL media
76% of consumers plan leisure travel online
1 in 4 get information word of mouth
Bloggers become “trusted friends”
Evaluate the outlet, decide level of hosting, and
clearly outline policy. Ask for tracking, analytics and/
or references with media requests
FREE tools to help evaluate
Compete
Quantcast
Alexa
Back Type – track blog comments
Yacktrack – search for comments from Blogger, Digg,
FriendFeed, Stumbleupon, & Wordpress blogs
14. SOCIAL MEDIA RELEASES
Optimize press releases
Keywords in headlines
Links in the first graf
Tweetable headlines
Get the story in the preview pane
No logos
No contact info
Bite Sized Pieces
Pitchengine.com
15. GOOGLE – TONS OF FREE TOOLS
Google Alerts: online clipping/monitoring
Google Reader: aggregate RSS feeds, blogs
Google Docs: web-based document sharing
Google Labs: Check out what’s new
FIREFOX – PLUGINS
Evernote
Screengrab
Shareholic
TwitThat
StumbleUpon