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Social Media for Tourism
• Introductions by you
• What social media is
• Facebook
• Twitter
• YouTube
• Blogging
• Pinterest
• Case Studies
• Monitoring
Let’s Watch a Video
http://www.youtube.com/watch?v=x0EnhXn5boM&feature=plcp
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
What is Social Media?
Video: Is social networking worth it
http://www.youtube.com/watch?v=ypmfs3z8esI&list=UULC9cX5GntaQmTS

                 F6hTqrzA&index=5&feature=plcp
Are you convinced yet?




              People use the internet to make
              purchase decisions and
              recommendations to others
®
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!
Differences between Facebook Accounts
Types of Facebook Accounts - Profile
Types of Facebook Accounts - Group
Types of Facebook Accounts - Page
Types of Facebook Accounts - Page
Facebook Places
Page updates appear in news feeds of fans
Promote Events
Grow A Community
Facebook Ad’s
Stats on Page Likers
React in real time




Started on Feb 3, Fans on Feb 10th = 2322
®
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
Twitter Usage




                Source: Mashable.com
                 March 2010 statistics
Twitter Usage




                Source: Mashable.com March
                       2010 statistics
Top Tweeters!




                Source: Twittercounter.com
Customise your page
Search for Responsible Tourism
Search for “responsible tourism” within 100miles of London
Customer Service
Why YouTube?
Why YouTube?
Search for Tourism
Viral Potential




http://www.youtube.com/watch?v=4-94JhLEiN0
Blogging
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
Is Anyone Using Blogs?
Why Visit a Blog?




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




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




Source: http://www.slideshare.net/crbrook/state-of-the-blogosphere-2011
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
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
How Pinterest Works




http://youtu.be/IQlJovBEvew
You Should know that
    Social Media is….


- HARD WORK
- PART OF MARKETING
- NOT A SILVER BULLET
- A WAY TO PROMOTE
- SOMETHING THAT TAKES TIME
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
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
Case Studies




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




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




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

               www.google.com/trends




        www.google.com - blogs
Watch….




                  www.google.com/alerts




          www.socialmention.com
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
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
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
Questions
www.responsibletravel.com

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Social Media Marketing for Tourism Businesses

  • 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!
  • 11. Types of Facebook Accounts - Profile
  • 12. Types of Facebook Accounts - Group
  • 13. Types of Facebook Accounts - Page
  • 14. Types of Facebook Accounts - Page
  • 16. Page updates appear in news feeds of fans
  • 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
  • 29. Search for “responsible tourism” within 100miles of London
  • 31.
  • 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
  • 42.
  • 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
  • 44.
  • 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
  • 47.
  • 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
  • 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