How to be social
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Presentation given on 13th May 2009 at the Victorian Tourism Conference. It details the online social environment in Australia, cool travel social media campaigns and sites and the rules of engagement for social media.
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How to be social
- 1. Brand development through social media How to be social
- 2. 75% of online Australians interact with social media 7.1 million people read blogs 2.3 million have created a blog 1.6 million are still updating their blog 84% of Australian internet users share videos, photos and links 83% consume user generated content 78% download audio and video 39% upload pictures, video, music Source: Buzznumbers.com.au
- 3. 6.5 million of Australians belong to a social network Source: Nielsen-online.com
- 5. The best job in the world? A big idea that happens to use social media Great to launch a social campaign But you need to sustain the campaign Engage fans and critics in a conversation Like media relations but with ordinary people The rules are different
- 7. NZ Tourism Youtube diaries International visitors interviewed in a mobile recording studio Established “Have your say” channel on Youtube 91 Videos 139,199 channel views Multilingual videos 200 UK visitor videos including the Twitchhiker Technology cheap ($150 video cameras; phone cameras)
- 9. NZ Tourism Youtube diaries “Social media is used by people from all walks of life to connect with people back home while they are travelling. Add to this that word-of-mouth is one of the most effective marketing tools to promote a destination, and the 100,000 views milestone shows that the [effort] has really proven its worth.” George Hickton Tourism New Zealand Chief Executive
- 11. Take great photos? Tripwolf.com and Dido photographic competition. Categories include best picture before leaving home, best travel photo, best adventure photo. Lastminute.com Photo scavenger hunt competition for the most quirky photos Underwater.com.au underwater photography competition STA Travel snapaway competition
- 14. Twitter travellers The Twitchiker Scotland to NZ with no money Worldwide media coverage San Francisco via twitter Paris via twitter Winemaker twitter tastings
- 16. Social networks Dopplr. Share trips and make connections Tripwolf. Find travel gurus Tripsay. Big on social voting Triphub. For groups travelling Driftr. Like Facebook but for travel World66. Articles and guides
- 19. Older travel networks Virtual tourist. The largest Bootsnall. Message boards and forums Lonely Planet Thorn Tree. Forums Trip Adviser. Voting and guides but not social Source: http://www.budgetglobetrotting.com/2008/top-10-travel-social-networks-and-communities/
- 21. Australian travel sites? Wotif. Booking Expedia. Booking and reviewing Hyperlocals: Fitzroyalty Flickr? What about Internet coverage in the regions? Static iPhone apps eBooks to download Books on demand (Lulu, Bebo) Source: http://www.budgetglobetrotting.com/2008/top-10-travel-social-networks-and-communities/
- 27. What social type are you? Creator Critic Collector Joiner Spectator Inactive Source: Forrester Research/Groundswell
- 28. Creators Publish a blog Write content and post Publish their own web pages Upload video content and pictures Upload audio Source: Forrester Research/Groundswell
- 30. Critics Post ratings and reviews Comments on blogs and social sites Contribute to forums Contribute to wikis Source: Forrester Research/Groundswell
- 32. Collectors Use RSS Feeds Tag pages, photos or videos Vote for websites online Use Delicious, Reddit Stumble upon Evernote Source: Forrester Research/Groundswell
- 36. Joiners maintain profiles on several social sites Visit social sites Source: Forrester Research/Groundswell
- 38. Spectators Read blogs Watch video Look at pictures Listen to podcasts Read forums Read ratings and reviews Read comments Source: Forrester Research/Groundswell
- 40. Inactives Zilch! Source: Forrester Research/Groundswell
- 43. Each person is a different Source: Forrester Research/Groundswell
- 44. Each person is a different Source: Forrester Research/Groundswell
- 45. Each person is a different Source: Forrester Research/Groundswell
- 46. How to start Find your target market Identify key sites Read, watch and listen Focus on a couple of key social media, for example Facebook, Twitter, Youtube Become part of the community Understand feeds and distributed content
- 47. This means a feed With Feedburner you can monitor and turn it into emails
- 48. So does RSS or ATOM mean a feed
- 51. Monitoring tools Feedreaders – Google Reader, Netvibes Google and Yahoo! Alerts Tweetdeck Scout Labs NeilsenBlogpulse TNS Cymfony, NeilsenBuzzmetrics
- 53. Play by the rules Do not take what is not yours Ask permission Do not hard sell Make it personal and conversational Don’t use corporate speak Share and give Credit sources, reply to comments and link back
- 54. Do not take what is not yours The rules on words and pictures are different to Youtube It is better to ask permission for words and pictures You don’t need to ask for Youtube You can republish feeds but be careful how you do it If you do it in the correct way, people may give you content for free There needs to be a reward– kudos, traffic
- 55. Ask permission Unsolicited emails are tiresome “If you would prefer not to receive any more emails from us, please let me know. Alternatively, if you visit this web form and let us know what kind of material you are interested in.”
- 56. How to comment Keep it to the conversation in question A link back to your page is okay Don’t try and sell Subscribe to comment feeds to follow Don’t be nasty Remember it is somebody else’s space
- 57. Critics? There are plenty of critics being mean Take a deep breath first Be polite but not patronising Be constructive Your rude email will go viral
- 58. Starting your campaign Be committed. Don’t join the social media graveyard Be flexible and look out for what is next (Did you see twitter coming?) Profiles: tell us who you are It has to be you. Not the PR person. Use a conversational voice; not pre-approved statements It may take time to establish credibility
- 59. Tag everything Because you want to be found Use online tools to optimise Words Pictures Video
- 60. Distribute Make content available for download Make content available through RSS feeds Pictures, video, facts Use the web’s free (or cheap) distribution Tubemogul – a single point to publish and monitor across Youtube, Metacafe, Vimeo, Myspace and more.
- 61. Monitor The conversation Feed subscribers Google analytics Twitter numbers But do not be a slave to statistics
- 62. Where to start looking A Google search with “blog” technorati.com/lifestyle.travel/ Travolution.blogspot.com
- 63. The problem Mobile coverage in the country is awful Only Telstra 3G reliable Lack of internet cafes My iPhone won’t work
- 65. The solution Free wireless internet Tailored downloadable ebooks Static iPhone applications (Deck of secrets)
- 69. A list of top travel blogs wayn.com traveletiquette.com hotelchatter.com crankyflier.com aluxurytravelblog.com seat61.com gridskipper.com thecoolhunter.co.uk/travel londonist.com tripadvisor.com newyorkology.com lonelyplanet.com/blogs/travel_blog moleskinecity.com gadling.com bootsnall.com, roadgladiator.com globaltravelblog.com inflightHQ.com getjealous.com familytravellogue.com Tripr.tv youtube.com travelblog.org travelistic.com travelpod.com perrinpost.com metblogs.com escapeblog.comoffexploring.com travel-rants.com Source: http://www.telegraph.co.uk/travel/3391028/The-worlds-best-travel-blogs.html
Hinweis der Redaktion
- My name is Ed Charles. I’m a journalist who writes about business and food and drink.Four years ago I started a blog which in now among the top ten in the country.It was my introduction to social media and learning the rules and pitfalls.It has brought me work and recognition and now businesses in food and drink and PR and marketing are asking me to help them find their way through.Also I’m a big fan of twitter. And with a few well chosen 140 character messages I’ve twittered myself to a regular spot on the hot new News Ltd site based on the Huffington Post known as The Punch.What I’m going to show you are a few of the interesting campaigns and sites out there, some of the different ways people behave and how to get started without falling foul of the unwritten rules.It is not about your website but your web presence across the social web.Some sites I’ve included just there because they have cool interfaces.Other ideas are here simply because they are so big
- Pictures are a great way to promote somewhere of beauty. Each picture does speak more than 1,000 words.This pictorial interface is interesting as a member driven aggregator of content. Because pictures are a great way to drive traffic you really notice the effect on a food blog and for that reason, and because it is not trying to take too much of a user’s content it works.
- The photo competition is one of the old favourites for promotion and is alive and kicking in social media
- This is a great graphic presentation of what people recommend, new discoveries and what is hot by location.For a certain type of user especially the Gen Ys they aren’t going to get stuck into long sentences. But they will look at pretty pictures and snappy captions.
- Made in Melbourne. This uses anaggregator listening to what blogs, twitter, MySpace,Facebook and forums to work out what is hot.Click on the picture and you can hear the track.RSS or Really Simple Syndication makes this possible.
- Twitter is a wonderful gimmick right now. And there are plenty of good stories of people travelling the world via twitter. It probably is worth looking out for an an opportunity to get some exposure.But also real businesses such as wineries are finding it a good way to make connections with distributors and retailers abroad simply by joining the conversation and posting to the #wine group.
- 11,565 people were following him.It may sound small to the 500,000 readers of a newspaper.But these are people who chose to follow him and are interested in travel.It is a focused niche market.
- There are many many network all with a different angle.
- All sorts of different competitions and presentations.
- And of course there are plenty of critics out there on all these networks. They are pretty confronting and put a lot of people off even using social media.They are a fact of life. They will never go away. Most most people they are a minority. But you have to take it on the chin and know how to handle them.Feedback is also a great form of market research.
- Where are the good Australian social sites?There are some but they are not that big.Destined for Australians to join overseas sites.However, there are some things on a hyperlocal level. My own blog is an example with a sharp focus on Melbourne apart from my travels abroad.
- The fact is that media is fragmenting at the expense of old fashioned mass media.This is manifest at the moment by the shrinking numbers of pages in newspapers, especially the features sections which include travel.It affects me as a freelance journalist who would sell a couple of hundred stories a year.It also affects anyone who is trying to get press coverage in these papers.This isn’t about technology it is about like-minded people connecting.However, you need to be aware technology has changed with free or very low cost tools that help you create these social sites.One recent development is blog platforms such as Buddypress or the paid for Movable type where people who leave comments create profiles and groups which they can join.
- Fitzroyalty creates hyperlocal content and aggregates content relevant to Fitzroy.
- Could a flickr group be part of your plan?
- Or You tube?
- Or Twitter?
- Or because internet access is crap for tourists in your region do you need a static offline app or an ebook?
- Everybody is different and each person falls is a little bit of all these typescharacterised by Forrester Research in the brilliant book Groundswell.
- They don’t even look at cute animals on the internet.
- Everybody is different. Male vs female. Young versus old.
- Out of All Australian females.
- Younger women are far more likely to be creators and critics than older.You can find this tool on the Forrester Research website.
- But a lot of people are online8 out of the top 20 sites in Australia are social.Twitter experiencing 1,000% growth according to some figures.There are now over 700,000 users locally.The appeal is the simplicity.
- 25% creators in 25-34 year old compared to 18% for 34-44 year olds.
- You need to understand who are are trying to attract and what their behaviour isOn social networks.
- Campaign monitor emails
- I’m not going to finish with a cute animal I’m afraid
- But somebody’s recent list of top travelblogs.Thank you.
- And that brings me to The Best Job in the world.It is an old fashioned big ad agency idea that used social aspects of the web. But the real story played out in traditional media gaining worldwide media covereage.And now it will be interesting to see the impact of the year of blogging from an islandSome of you may have big ideas. But what y
- Some of you may have big ideas. But what you have to do is do something that is manageable and sustainable.You can harness the crowd out there – their comments, pictures, videos and words.The secret is knowing how to do it with it back firing as Virgin found when it used pictures found on Creative Commons license in an ad campaign.The rules are different and while what you do may be legally correct and comply to spam laws and so on. But if you break social media etiquette is can backfire.The rules are different.
- Tourism NZ created a mobile studio recording to create the Youtube diaries.“Have your say channel on you tube.The technology for video has come down in cost considerably esepcially if the footage is only going to be watched on a computer screen on Youtube.For example, there is this new generation of sub $150 video cameras which are designed to plug into the computer and just for Youtube.
- The idea of video booth sis an old one. But in a city or town or at a popular tourism attraction is a great and cheap idea done the correct way.
- And this is just here to remind you that everybody on the web loves cute animals
- 48 hoursin Denmark invited people to upload a video saying why they should get the all expenses 48 hours. In exchange, they'll be expected to blog, Twitter, lifestream, use Flickr and generally put to work whatever technologies they choose to document their travels.More specifically, they'll be required to take pictures and video clips as well as download Google Toolbar to document how they research the trip ahead of time; then, to blog, Twitter and otherwise document the details of the trip once they're there.Afterwards, they'll be asked to blog and review the trip for a little bit longer once they're home.