For CVB and DMO sales staff - social media for B2B outreach - social media for tourism B2B - networking on LinkedIn and beyond. Presented in a session with LinkedIn's Head of Travel at eTourism Summit 2016 in San Francisco. At Tourism Currents, we do online & in-person training in social media for tourism & hospitality. More at http://www.tourismcurrents.com

1. @SheilaS
@TourismCurrents
B2B Social Media
Sheila Scarborough / @SheilaS
Tourism Currents / @TourismCurrents
#eTS16

2. Social media isn't the place
to be "sales-y"
BUT
Likes/followers can become
sales opportunities & leads
@SheilaS
@TourismCurrents
#eTS16

3. Let’s talk B2B Social Networking
Yes, LinkedIn, but look beyond that…
Social networks = relationships. Be patient.
Better to be effective on 2-3 platforms than
stink at 8 of them
@SheilaS
@TourismCurrents
#eTS16

5. "Hand out knowledge,
not brochures"
Real Lawyers Have Blogs
@SheilaS
@TourismCurrents
#eTS16

6. Social media for B2B is like a trade show
Photo credit siebenthalercreative Flickr CC

7. Your LinkedIn Trade Show Booth
Staff personal
profiles &
activity
Your Company
Page
@SheilaS
@TourismCurrents
#eTS16

13. How People Can Help Pages
Help with Page content & ideas
Like & Share Company Page updates
Tag the Page in their personal updates
Tell their other networks about it @SheilaS
@TourismCurrents
#eTS16

14. One Key to
LinkedIn ....
Groups!
@SheilaS
@TourismCurrents
#eTS16

16. Another Key to
LinkedIn ....
Publishing from your
personal profile @SheilaS
@TourismCurrents
#eTS16

18. B2B Social
Media Beyond
LinkedIn
@SheilaS
@TourismCurrents
#eTS16

19. Industry
Blogs
@SheilaS
@TourismCurrents
#eTS16

22. Are
#eventprofs
on Twitter?
Yes! @SheilaS
@TourismCurrents
#eTS16

24. Are
#eventprofs
on Instagram?
Yes! @SheilaS
@TourismCurrents
#eTS16

28. Do
#eventprofs
attend industry
conferences?
Yes! @SheilaS
@TourismCurrents
#eTS16

30. Are
#eventprofs
on Pinterest?
Yes! @SheilaS
@TourismCurrents
#eTS16

33. Under-utilized
platform?
SlideShare
@SheilaS
@TourismCurrents
#eTS16

35. Social SEO
Get found!
Optimize YouTube,
SlideShare, & images for
search @SheilaS
@TourismCurrents
#eTS16

37. Is Facebook
ever relevant
for B2B? @SheilaS
@TourismCurrents
#eTS16

41. Fundamentals
Know your market, goals, & metrics
Build relationships & bring value where your
market is active
Better to be great on 1-2 platforms than over-
extend & stink at a bunch of them
@SheilaS
@TourismCurrents
#eTS16

42. Checklist / Takeaways
 LinkedIn: build an ecosystem of active staff personal profiles + a
solid DMO Company Page + Groups + LI publishing
 Blogs: read/interact on key ones for your market (start your own?)
 Twitter: hashtags & chats & conference hashtags
 Instagram: hashtags
 Pinterest: relevant Boards & people
 SlideShare: consider it
 Social SEO: title, describe, tag video & images
 Facebook: yes, if your market's there
@SheilaS
@TourismCurrents
#eTS16

43. Thanks very much!
Sheila Scarborough
Tourism Currents
@SheilaS
@TourismCurrents