Social Media Guide for Chambers of Commerce and Tourism Professionals


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You've conquered Facebook, now what? Tourism and Chamber professionals have an incredible amount of free marketing tools through social media channels. Sorting through the various networks and determining the best path to social media success can be challenging. Limited budgets, lack of staff time, and other issues can be overcome with a better understanding of the tools and success stories on social media. Although this presentation is geared toward Western North Carolina - with actual data and examples - any tourism or chamber professional can learn how to get the most out of Facebook, Facebook graph search, Facebook ads, Pinterest, YouTube, Twitter, Google+, LinkedIn Company Pages, and Instagram.

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Social Media Guide for Chambers of Commerce and Tourism Professionals

  1. 1. Youve Conquered Facebook, What’s Next? A Social Media Guide for Chambers of Commerce in Western NC
  2. 2. Traveler Internet TrendsThe Internet was used by approximately 90 million Americanadults to plan travel during the past year with 76 percent ofonline travelers planning leisure trips online. (TripAdvisor)● Search engines● Destination Websites● Social Media ○ People are more likely to trust a friend’s advice than that of an advertiser● Researching review sites like TripAdvisor and Yelp. ○ People are more likely to trust a stranger’s advice than that of an advertiser ○ The top three decision making factors for U.S. travelers are: price (76%), location (68%) and online reviews (44%). (
  3. 3. Social Media TrendsTravelers have become very socially connected, acrossall age groups.% of internet users who use social media by Age (Pew Internet)· 18-29 83%· 30-49 77%· 50-64 52% fastest growing segment· 65+ 32%
  4. 4. Key Social Media SitesU.S. (Based on Traffic) Locally (Swain Co.) Based on Followers, Engagement, and Virality Facebook Facebook YouTube Pinterest Twitter YouTube LinkedIn LinkedIn (Company Page) Pinterest Twitter Instagram Google+ MySpace Instagram Google+ (MySpace not utilized)
  5. 5. After Facebook, Whats Next?● Optimize your Facebook Page for Graph Search● Consider a Facebook Ad Campaign● Pinterest● YouTube● LinkedIn Company Page● Twitter● Google+● Instagram
  6. 6. What is Facebook Graph Search?Its a new search engine within Facebook thatis about to be launched. Search results forusers will be based on their Facebookinteractions and that of their friends, including:● Recommendations● Likes● Comments● Shares● Ratings● Check-ins
  7. 7. Get Your Page Ready● Include basic information, such as your address, hours, phone number, and details in the About section.● Encourage connections from customers: likes, check- ins, ratings, and recommendations.● Ensure youre attracting the right people and having them interact with your content.● The About section is indexed in Google, so you will want to make sure it is very descriptive and keyword-rich. Make sure to link to your website is in this field, so people can easily find your website since this field is so prominent.
  8. 8. Increase Interaction● Photos get as much as twenty times more engagement than any other post type.● Utilize smart phones (iPhone or Android) with the Pages Manager application for quick and easy photo postings.
  9. 9. Facebook AdvertisingGrow your fan base and bring new travelers toyour Facebook Page. It is a very efficient use ofmarketing dollars because these fans willcontinue to see your posts coming through theirnews feed, whereas a typical pay per clickcampaign only takes them to your website onetime.· Targeted· Budget Friendly· Trackable – excellent analytics
  10. 10. Swain Co. Stats - Facebook AdsReporting Fan New Organic New Fans Days in Daily Ad Total Spent Cost PerPeriod Growth Fans From Ads Campaign Budget FanJanuary 31 - 516 $ 5.00 $ 135.00 $ 0.34February 26 117 399 27February 27 - $ 10.00 $ 280.00 $ 0.29March 26 1,117 145 972 28 For February and March, we targeted 2 demographics: scenic drives, and family travel In April, we increased our budget by another $5/day and added a new demographic for outdoor activity, primarily whitewater-related.
  11. 11. If you’re running a FB ad campaign, dress upyour timeline for new visitors who are making adecision as to whether or not to like your page• Cover photo – make it pop!• Highlight photos to make them stretchacross the timeline• Pin a beautiful image post to the top.
  12. 12. PinterestI rank Pinterest as the second most importantsocial network for tourism-related businesses.Behind Facebook, and ahead of Twitter,YouTube, LinkedIn, Google+, and Instagram.Why?Pinterest continues to experience exponentialgrowth since its launch in 2011. The platformhad the highest increase in audience and timespent of any social network across all devicessuch as PC, mobile web and apps.
  13. 13. Pinterest Statistics● 48.7 million users globally.● Draws more referral traffic than Google+, LinkedIn, and Youtube combined● 44% of Pinterest traffic is US based, higher than more established social networks.● Primary uses in order:o Recipes/Foodo Crafts and Home Decoro Women’s Apparelo Travel Planning
  14. 14. Pinterest Statistics● 80% of Pinterest users are women.● Content is searchable: Users can search for content by keywords, hashtags, or categories.● Over 80% of pins are repins; That just shows how important it is to pin creative, original content for content marketing.● Most users on Pinterest never pin, but only repost content – YOUR content - In fact 80% of content on Pinterest are Repins. These repins should include a link back to your website.
  15. 15. What is Pinterest?● A pin is a photo with description and link to your website. If you add the Pin It button to your website, people can use it to pin your website photos to Pinterest. Then lots more people can repin those things or click back to your website.● Pinterest helps people discover things in a simple, visual way. Pinners might find something they love while browsing your boards, scrolling through a category you’re listed in or searching for you directly.
  16. 16. Get Started With Pinterest● Consistency is key: Make it your goal to share an image on a regular basis.● Create a few boards to get started. The very best boards are inspiring, with beautiful images that draw people in. Theyre also about a specific topic, like waterfalls or the Blue Ridge Parkway.● Add the Pin It Button to your Website● Promote it on your Facebook Page and other social media
  17. 17. YouTube● YouTube now has more than a billion unique users every single month.● Nearly one out of every two people on the Internet visits YouTube.● Monthly viewership is the equivalent of roughly ten Super Bowl audiences.● YouTube is a Google product; YouTube channels (business accounts), video titles and descriptions rank very high in Google search.● YouTube videos are easily shared and embedded.
  18. 18. YouTube● YouTube recently changed their About section, allowing a large cover photo, and links to website and other social media.● YouTube videos are easy to create with mobile devices, GoPro cameras, flip video cameras, etc.● Professional appearance is not important; relevant and short content is.● YouTube just introduced a new feature to allow you to create a slide show video within youtube from your photos.
  19. 19. LinkedIn Company Page● Over 200 million users, 74 million in the U.S.● LinkedIn has a more educated and affluent audience than some of the other popular social media sites● Primarily a business to business networking site, LinkedIn also ranks very well in Google search.
  20. 20. LinkedIn Company PageLinkedIn Company Pages allow you to highlight yourChamber with:● Status updates● Detailed pages on up to 25 products or services (think dining, cabin rentals, Blue Ridge Parkway, etc.). Each detailed page can include a link to your website, plenty of room for keyword-rich descriptions, a video, and links to special offers pages.● Large cover photo images
  21. 21. Why Use Twitter?● Your competition is using it.● Boost your marketing efforts.● Reach a very large audience.● Add to your awareness factor.● Over 200 million active users.● Link Facebook posts to automatically post to Twitter.You have 140 characters to get your message across toyour followers, and include a link to your website.Twitter user is primarily male, aged 18-29.
  22. 22. Why Use Google+?● 343 million users● Because Google+ is so heavily interwoven in everything Google does, people know that they need to be present and active on the network. We do know that Google indexes individual posts.● Improve SEO and help drive traffic to your site
  23. 23. Instagram● What is it? It’s a fast, beautiful and fun way to share photos. Period.● Snap a picture with a mobile device, choose a filter to transform its look , then post to Instagram. Share to Facebook and Twitter. It’s free.● With over 100 million users, this mobile-only app is available for the iphone and Android.
  24. 24. Other● Keep an eye on TripAdvisor and research your destination. Often you will find traveler questions within a travel forum for your area. Step in and answer travellers questions; even if theyve had other responses.● Search for, claim, optimize, and verify your listing on the following mapping sites. This will improve visibility for your visitor center on both desktop and mobile devices: ○ Google Maps ○ Bing Maps ○ Yahoo Maps ○ MapQuest
  25. 25. Key Takeaways● Photos, photos, photos. Think weather, seasons, events, and scenic.● Here and now – keep it relevant to what is happening today, or will happen in the very near future.● Assign ambassadors wherever possible to document current happenings with mobile devices.● Relevancy – keep it real and know what your audience likes by studying your Facebook insights..● No sales pitches Keep it light, fun, and informative.● No time for social media? Have a plan. Keep it simple to stay connected and grow awareness. Or take it to the next level to fully engage your audience and make it go viral.