This is a copy of the 4 hour workshop I have offered in the past and the first half is what I spoke to at the Tourism Association of NM 11/2/09.

1. Social Media Mania & Tourism November 2nd, 2009 11/2/2009 1 #TANM @mikedmerrill Mike D. Merrill Sr. Account Executive, New Media Gateway Chief Bacon Maker and Marketing Strategist, Bacon Marketing President , Social Media Club Dallas #smcdallas

2. Agenda What is Social Media Top 5 Tourism In Social Media Trends Where to Start Warning 11/2/2009 2

3. Marketing has dramatically changed 11/2/2009 3

4. From Interruption to Conversation… 11/2/2009 4

5. 11/2/2009 5 Social Media is “an umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words, pictures, videos, and audio.” http://www.wikipedia.org

6. What is Social Media 11/2/2009 6 Social Media is like a cocktail party Meet people, offer help, ask questions No boundaries of time and space Everyone can listen in Network online to meet offline

7. Why Should You Care? 300MM users on Facebook, 40MM on LinkedIn, and over 8MM on Twitter, 100MM videos viewed on YouTube everyday 3 out of 4 Americans use social media 2/3 of the global internet population use social networks Visiting social networks it the 4 most popular online activity – Ahead of personal email Social media is democratizing communications Social media is Word of Mouth on Steroids 11/2/2009 7

8. What We Do Industry’s only Software as a Service (SaaS) platform for creating, managing and deploying content across multiple online and offline channels.

9. 11/2/2009 9

10. 11/2/2009 10 Top 5 Tourism in Social Media Trends

11. Top 5 Tourism In Social Media Trends User Generated Content Google Maps Location Based Mobile Apps Mobile Travel Apps Fan Empowerment 11/2/2009 11

12. Trend 1: User Generated Content 11/2/2009 12

13. Trend 2: Google Maps 11/2/2009 13

14. Trend 3: Location Based Applications 11/2/2009 14 Brightkite Gowalla foursquare

15. Trend 4: Mobile Travel Applications 11/2/2009 15

16. Trend 5: Fan Empowerment 11/2/2009 16

17. Where to Start Listen – Google “Grow Big Ears” Engage Share Content Support Embrace Fans Measure 11/2/2009 17

18. Where To Get Started - Measure 11/2/2009 18

19. Warning Once you engage - you have to stay engaged Your community and fans will expect you to be available Expect Raving Fans who will want to get more involved 11/2/2009 19

20. Questions? Let’s Connect and Follow Each Other 11/2/2009 20 http://www.mikemerrill.com/twitter http://www.mikemerrill.com/linkedin http://www.mikemerrill.com/facebook mike@mikemerrill.com http://www.mikemerrill.com

21. 11/2/2009 21 The Age of The Brandividual™ Leveraging Social Media to Build Your Company and Personal Brand

22. The New Reality “Your Resume Is No Longer a Piece of Paper It’s the Google Search Results of Your Name” Your Business is No Longer a URL and Brochure, But the Google Search Results of Your Business 11/2/2009 22

23. The New New Reality “It’s Not What You Know Or Who you Know Or Who Knows You But Who Feels Like they know you” - Carrie Wilkerson The Barefoot Exec 11/2/2009 23

24. Agenda What is Personal Branding? Branding Refresher Social Media Example: Ines Hegedus-Garcia 10 Steps to start building your brand 11/2/2009 24

25. What is Personal Branding 11/2/2009 25 Personal branding is the process whereby people and their careers are marked as brands. The creation of an asset that pertains to a particular person or individual; this includes but is not limited to the appearance and knowledge contained within, leading to an indelible impression that is uniquely distinguishable. Personal branding often involves the application of one's name to various products. For example, celebrity real-estate mogul Donald Trump uses his last name extensively on his buildings and on the products he endorses (e.g.,Trump Hotels). -Wikipedia

26. Why is Personal Branding So Popular Growth of Social Media Massive Career Transition Demographics Success Stories 11/2/2009 26

27. Brand Analysis – A Refresher 11/2/2009 27

28. Your Brand Tenets – Be Authentic Give to Receive: I give first with no expectation of return. Provide Value: I share value first. Instill Trust: I honor my commitments and manage expectations. Be Positive: I have sincere gratitude for what I have so that I can start each day with hope. Strive for Excellence: I do everything in my power to deliver my best work. 11/2/2009 28

29. Social Media Architecture Ines Hegedus-Garcia – Miamism.com Blogger 11/2/2009 29 Digital Word of Mouth Creating a social media architecture has allowed Ines to cultivate her online buzz

30. 11/2/2009 30

31. 10 STEPS TO Build Your Brand Now we’re Makin’ Bacon 11/2/2009 31

32. 1. Benchmark Current State – Search 11/2/2009 32

33. 1. Benchmark Current State – Alerts 11/2/2009 33

34. 1. Benchmark Current State – Analytics 11/2/2009 34

35. 11/2/2009 35

36. PROFILE 2. Create Profiles and Engage 11/2/2009 36 Engage and start conversations. Offer help and answer questions Publish useful content such as articles, etc that your target market would value Become a student of each platform Add all of your existing friends and contacts to start Join groups

37. 3. Start Writing – Drive Google 11/2/2009 37 LinkedIn Questions and Answers LinkedIn Groups Yahoo Answers Comment on Blogs: Directories: Alltop.com, Technorati.com, Google blog search Facebook Notes Amazon Reviews

38. 4. Purchase Your Own Domain 11/2/2009 38 Best Way to Brand Yourself is to have your own URL .com .me .tv .net .info Personal Email name@yourfullname.com Point to your LinkedIn Profile Secure it now

39. 5. Network and Build Elevator Pitch How to find and promote events? Church, Meetup.com, LinkedIn, Facebook, Twtvite, Trade Associations, Alumni Groups, Upcoming, Eventbrite, Eventful, Local Paper Expect success and “be in the moment” Real power in the network of your network Elevator Pitch – Personal and Business Name, value, example customer Memorize it Make it unique 11/2/2009 39

40. 6. Start Blogging Why Blog Demonstrate expertise and commitment to an industry Develop your personal voice Searchable forever within Google Multiple touchpoints: RSS, email, and onsite Content is King! 11/2/2009 40

42. Promote your blog, let folks know you started a new job or you are traveling, ask questions.

44. 9. Speak Define your signature speech Start speaking for free to service groups, meetups, etc. Facilitate a group at church Join Toastmasters Users groups Work 11/2/2009 43

47. URL shortener built-in

48. View profiles

50. Final Thoughts Own your own brand Perfection is the enemy of the good The smallest action is far greater than the best intention 11/2/2009 47

51. Questions? Let’s Connect and Follow Each Other 11/2/2009 48 http://www.mikemerrill.com/twitter http://www.mikemerrill.com/linkedin http://www.mikemerrill.com/facebook mike@mikemerrill.com http://www.mikemerrill.com

52. LinkedIn for Business Making the Network Transparent 11/2/2009 49

53. The Power of Networking Fundamental Principals of Networking: The real power of the network is in the second degree. The real power is in the network of your network. So don’t focus on your own network, but ask them to introduce you to their network! Where to find Face to Face Networking Events: www.meetup.com www.linkedin.com www.facebook.com College Alumni Pages Professional Organizations: AMA, SMEI, MTBC Church Chamber of Commerce 11/2/2009 50

54. Online Networking Tools - What is Linkedin.com? LinkedIn is a business-oriented social networking site founded in December 2002 and launched in May 2003 mainly used for professional networking. As of February 2009, it had more than 35 million registered users, spanning 170 industries. 11/2/2009 51

55. The Linkedin Value Prop 11/2/2009 52 2 1 Do you know anyone who works in Sales at Oracle? 3

56. What is Linked In? 11/2/2009 53

57. Eleven Ways to Use LinkedIn to Find a Job Get the word out Get LinkedIn recommendations from your colleagues Find out where people with your backgrounds are working Find out where people at a company came from. LinkedIn “Company Profiles” Find out where people from a company go next Check if a company is still hiring. Get to the hiring manager Get to the right HR person Find out the secret job requirements Find startups to join Build your network before you need it 11/2/2009 54

58. 7 Makin’ Bacon Steps on LinkedIn Complete Your Profile Invite Your Existing Contacts Join Groups Search for contacts that interest you Give and Request Recommendations Position Yourself as Authority with Q&A Update Status Regularly 11/2/2009 55

60. Use Keywords liberally throughout your summary and job descriptions

61. Summarize your professional accomplishments

62. Add full career history, education, associations and skills

63. Include recommendations from colleagues, employers, or clients

64. Feature your headshot and links to your website or blog11/2/2009 56

67. Keep your professional contacts in one place, online

68. Recommend others for jobs or projects

69. Introduce connections to create new business opportunities

70. Seek and offer help for industry best practices

71. “People You May Know”11/2/2009 58

72. 2. Connection Stats 11/2/2009 59

74. Educational and corporate alumni groups are prevalent 11/2/2009 60

76. Company

77. Location

78. Keyword11/2/2009 61

79. 4. Search Titles 11/2/2009 62

81. Be creative – associations, schools, bad spellings, etc.

82. Search competitors of target companies

84. Ask outside of LinkedIn

87. Promote your blog, let folks know you started a new job or you are traveling.

89. My Advice Set a goal Decide who are the people in the best position to help you reach that goal Use LinkedIn to find them. Do a search. Browse the network of your connections. Look in your Groups. 11/2/2009 68

90. Facebook for Business Why 200 Millions Active Users Want You to Be Online 11/2/2009 69

91. Agenda What is Facebook? Why Should You Care? How to Get Started How to Create a Business Page Reporting Key Applications 11/2/2009 70

92. 11/2/2009 71 What is Facebook? Facebook is a social utility that connects you with the people around you Started at Harvard Business School to replace the printed facebook for students A communication and networking tool to build brand

93. 11/2/2009 72 Why Should You Care? Over 200 Millions Active Users Fastest Growing Demographic is over 35 Highly targeted advertising High visibility on search engines

95. Work / edu info

96. Networks

97. Interests, photos, etc.

99. Friend Finder

100. Search – Classmates, Coworkers, Names

102. Determine what folks can see in public searches

104. Click on “Ads and Pages” icon in lower left corner

105. Select type of businessURL: http://www.facebook.com/pages/create.php

107. Contact info

108. Brief overview

109. Upload photos, videos

110. Add events

112. 11/2/2009 79

113. Start Advertising on Facebook 11/2/2009 80 Facebook Ads are very targeted Easy to create Set a fixed budget Get easy view of analytics Test various images and positioning statements to see what gets better click through rate Promote your URL, Facebook page, or event on Facebook

114. Step 1: Design Your Ad 11/2/2009 81

115. Step 2: Target Your Ad 11/2/2009 82

117. Pick a Budget

119. Ad Reporting 11/2/2009 85

120. Key Applications for your pages Involver Ping.fm – Allows you to update multiple networks at once from browser or iPhone Selective Twitter - #fb at end of tweets FBML – Custom HTML Add Facebook Connect and Facebook Fan Page Widget to your blogs/websites 11/2/2009 86

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123. 11/2/2009 89

124. Twitter for Business Why ultimate simplicity of 140 characters is changing communication 11/2/2009 90

125. Agenda What is Twitter? Why is it so valuable and popular? Ways a business could leverage How to sign-up and get started? 11/2/2009 91

126. What is Twitter 11/2/2009 92 http://www.youtube.com/watch?v=ddO9idmax0o

127. 11/2/2009 93 What is Twitter Twitter is a Micro-Blogging service that allows you to share messages up to 140 characters in length Real time web

128. Why is it so Valuable & Popular 11/2/2009 94

129. Simplicity – Mobility – Open API Simplicity Easy Interface Easy to use Mobility Text based service that does not require data plan iPhone and Blackberry 3rd party apps Open API Over 1,000 third party apps bring value to community and drive stickiness 11/2/2009 95

130. 11/2/2009 96 6 million unique monthly visitors 55 million visits (+25 million since Nov) Source: PISTACHIO

131. 11/2/2009 97 Source: PISTACHIO http://twitpic.com/135xa

133. Start Using Twitter Search Now to Listen 11/2/2009 99 http://search.twitter.com

134. Ways a business can leverage 11/2/2009 100

135. 11/2/2009 101 Brands on Twitter

137. Anyone can find your question and send you an answer

138. Posts are public, one answer can help others with the same question11/2/2009 102

140. Responding to customers in a timely fashion

141. Comcast uses Twitter to overcome call center delays; staff of 15 dedicated to it11/2/2009 103

143. Used to cover live events as well

144. SXSWi, Consumer Electronics Show, MacWorld Expo, election, sports11/2/2009 104

146. Many , like Southwest have specific offers on Twitter to test effectiveness but also control reach, to some extent11/2/2009 105

147. How to Get Started 11/2/2009 106

148. 11/2/2009 107 Easy to sign up

149. Personal or Business Username My advice – start with personal. Learn how to use the tool. Use your name as username. Branding 101. Immediately reserve your company name if available. It’s a land grab There are 3rd party applications and iPhone apps to manage multiple accounts. 11/2/2009 108

150. Basics: Twitter Language @[username] - Used when someone is replying to someone’s tweet or wants to give recognition to another twitterer RT: - (Re-Tweet) Used to re-broadcast someone else’s tweet to your followers. Basically a forward with credit to the original poster. DM: Direct Message. Only you and the user see the message #[hashtag] – Used to identify a group, trend or topic #followfriday – common occurrence where folks recommend people to their followers to follow 11/2/2009 109

151. Follow Influential Tweeple and Local People http://www.twellow.com http://www.twitterlocal.net http://www.nearbytweets.com http://www.twittergrader.com 11/2/2009 110

152. Create a branded background 11/2/2009 111

153. Twitter - What Not To Do 11/2/2009 112

154. Social Media Etiquette Listen – Understand the Territory Talk – Share with blogs, videos, etc Energize – Get your customers to talk Support – Let customers help each other Embrace – Customers as collaborators 11/2/2009 113

155. Final Thoughts on Social Media Be useful. Provide value. Rethink audience. Rethink message. 11/2/2009 114

156. Questions? Let’s Connect and Follow Each Other 11/2/2009 115 @mikedmerrill http://www.mikemerrill.com/linkedin http://www.mikemerrill.com/faceook mike@mikemerrill.com http://www.mikemerrill.com