SOCIAL MEDIA FOR  TRAVEL & LEISURE PROS 6/17/09
<ul><li>PR professional since 1991 </li></ul><ul><li>Avid social Internet user since 1994 </li></ul><ul><li>Online communi...
<ul><li>Web 2.0 overview </li></ul><ul><li>Why is it important? </li></ul><ul><li>Guidelines and applications </li></ul><u...
Social explosion <ul><li>Six out of top 10 websites are social sites </li></ul><ul><li>Six out of 10 Internet users view c...
By the numbers <ul><li>More than 1 billion “Tweets” on Twitter </li></ul><ul><li>236 million annual visitors to Digg </li>...
<ul><li>Social media is even more important in the travel, tourism and hospitality business </li></ul><ul><li>Another rece...
<ul><li>Social media even more important in the travel, tourism and hospitality business! </li></ul>
Benefits of social media <ul><li>Build deeper relationships and communities </li></ul><ul><li>Increase awareness for your ...
Emerging PR2.0 tactics <ul><li>Blogger relations: engage with influential bloggers  </li></ul><ul><ul><ul><li>Targeted out...
Basic social media strategy <ul><li>Listen to the conversation </li></ul><ul><li>Review and analyze learnings </li></ul><u...
Rules of engagement <ul><li>Listen more than you talk </li></ul><ul><li>Remember that it’s about them, not you </li></ul><...
Phase one engagement <ul><li>Create a social media hub </li></ul><ul><ul><li>Blog </li></ul></ul><ul><ul><li>Twitter accou...
Next level engagement <ul><li>Ensure a consistent, positive image on: </li></ul><ul><ul><li>Blogs </li></ul></ul><ul><ul><...
Top social networks <ul><li>Facebook </li></ul><ul><li>Twitter </li></ul><ul><li>LinkedIn </li></ul><ul><li>Flickr </li></...
Niche social sites <ul><li>Tripadvisor </li></ul><ul><li>IgoUgo </li></ul><ul><li>Virtualtourist.com </li></ul><ul><li>Cho...
Social networking fundamentals <ul><li>Profile </li></ul><ul><li>Content </li></ul><ul><li>Contacts/friends </li></ul><ul>...
Social networking: step one <ul><li>Reserve your name </li></ul><ul><ul><li>http://namechk.com/ </li></ul></ul><ul><ul><li...
 
<ul><li>70 | 20 | 10 </li></ul>Formula for success
<ul><li>Create and share useful, meaningful content </li></ul><ul><ul><li>Can be as simple as updating your “status” regul...
Blogs <ul><li>Are powerful communication and community tools </li></ul><ul><li>Range in influence and authority </li></ul>...
 
The big picture
Blog commenting <ul><li>Your name </li></ul><ul><li>Your email address (not shown publicly on the blog) </li></ul><ul><li>...
Possible comment topics <ul><li>What did the blogger say well?  </li></ul><ul><li>What did they miss?  </li></ul><ul><li>A...
Building blogger relationships <ul><li>Link to the blog from your own </li></ul><ul><li>Subscribe to the blog’s RSS feed <...
Why blog? <ul><li>Blogging nets invaluable insights </li></ul><ul><ul><li>Serves as a home base for all social media activ...
Twitter basics <ul><li>Free social networking and micro-blogging service that allows anyone to say anything to anybody </l...
Who to follow on Twitter <ul><li>People or places you admire or want to learn from </li></ul><ul><li>People or places you ...
Twitter best practices <ul><li>Be interesting, memorable, smart </li></ul><ul><li>Promote your cause without “spamming” yo...
Social bookmarking <ul><li>Save, tag, manage and share web links in one centralized place </li></ul><ul><li>Emphasizes the...
Delicious 101 <ul><li>Save all your favorite sites and links in one place </li></ul><ul><li>Find other, similar sites base...
Delicious 201 <ul><li>Reach out to other community members sharing similar links </li></ul><ul><li>Add them to your networ...
Online reputation management <ul><li>Google is your true home page </li></ul><ul><li>Show your best face online </li></ul>...
<ul><li>“ With the right knowledge and resources, you can impact the results search engines show for specific queries, pus...
CASE STUDIES
Ohio DMOs on Twitter <ul><li>One in the top US/Canada top ten… </li></ul>
Ohio DMOs on Twitter <ul><li>One in the top US/Canada top ten… Experience Columbus! </li></ul>
Ohio DMOs on Twitter <ul><li>One in the US/Canada top ten… Experience Columbus! </li></ul><ul><li>Another in the top twent...
Ohio DMOs on Twitter <ul><li>One in the US/Canada top ten… Experience Columbus </li></ul><ul><li>Another in the top twenty...
Experience Columbus <ul><li>Launch of edgy new destination marketing campaign </li></ul><ul><li>Goal: get local ambassador...
Caminito Argentinean Steakhouse <ul><li>Single-location restaurant in Northampton, Mass </li></ul><ul><li>The Prime Cuts B...
Social media guidelines <ul><li>This has become part of how we do business  </li></ul><ul><li>Balance emphasis on social m...
<ul><li>Social media monitoring sites </li></ul><ul><ul><li>www.Whostalkin.com   </li></ul></ul><ul><ul><li>www.Socialment...
<ul><li>Begin or expand your social media monitoring/ listening program </li></ul><ul><li>Create a social media hub and a ...
QUESTIONS? [email_address] @LaraK on Twitter Blog at  www.larakretler.com 614-383-1618 (w) 937-271-9151 (c)
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Social Media For Travel & Tourism pros

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Social media overview for Ohio Travel Association members

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  • What do all of these have in common? One on one rather than one to many
  • More people search through Google than enter a URL, even when it’s an easy, known URL What pops up when you Google your name, Fahlgren Mortine or your clients’ brand or company names? Make sure your online representations are factual, accurate Do you have a Facebook page or LinkedIn group?
  • Online buzz directly drives web traffic &amp; has massive search engine benefits
  • More people search through Google than enter a URL, even when it’s an easy, known URL What pops up when you Google your name, Fahlgren Mortine or your clients’ brand or company names? Make sure your online representations are factual, accurate Do you have a Facebook page or LinkedIn group?
  • More people search through Google than enter a URL, even when it’s an easy, known URL What pops up when you Google your name, Fahlgren Mortine or your clients’ brand or company names? Make sure your online representations are factual, accurate Do you have a Facebook page or LinkedIn group?
  • Don’t start a blog just because everyone’s doing it. Start a blog because it’s the right thing to do for your brand or business.
  • Emerging media will continue to define and shape our profession, our industries and our jobs --We must learn to love “fuzzy” and let go of control --Any time we reach out to a blogger or use social media, it can come back to haunt us – and live forever on the Web. (e.g., BadPRpitch blog – PR people’s pitches made public)
  • Emerging media will continue to define and shape our profession, our industries and our jobs --We must learn to love “fuzzy” and let go of control --Any time we reach out to a blogger or use social media, it can come back to haunt us – and live forever on the Web. (e.g., BadPRpitch blog – PR people’s pitches made public)
  • More people search through Google than enter a URL, even when it’s an easy, known URL What pops up when you Google your name, Fahlgren Mortine or your clients’ brand or company names? Make sure your online representations are factual, accurate Do you have a Facebook page or LinkedIn group?
  • We must adapt to social media or become obsolete The best practitioners will strike the right balance It’s still about strategy, knowing our audience and getting the message right
  • – LinkedIn is one of BusinessWeek and Wired magazines’ top things you should do online --Get familiar with RSS feeds – it makes our job easier and saves having to go to various sites to get it. Instead, you get it all sent to your desktop --Use Technorati to figure out what blogs you want to be reading, subscribing to via RSS and working with on behalf of your schools – Build a topic-specific research page on Delicious with background info about your school or area of expertise. Share it with others – including bloggers and media!
  • Social Media For Travel & Tourism pros

    1. 1. SOCIAL MEDIA FOR TRAVEL & LEISURE PROS 6/17/09
    2. 2. <ul><li>PR professional since 1991 </li></ul><ul><li>Avid social Internet user since 1994 </li></ul><ul><li>Online community builder since 1998 </li></ul><ul><li>Blogger since 2001 </li></ul><ul><li>Professional blog at www.larakretler.com </li></ul><ul><li>Social media lead at Fahlgren Mortine PR </li></ul><ul><li>Frequent speaker and interviewee about business applications for the social Web </li></ul><ul><li>Travel nut and foodie </li></ul>About Lara Kretler
    3. 3. <ul><li>Web 2.0 overview </li></ul><ul><li>Why is it important? </li></ul><ul><li>Guidelines and applications </li></ul><ul><li>Case studies </li></ul><ul><li>Key takeaways </li></ul>TODAY’S DISCUSSION
    4. 4. Social explosion <ul><li>Six out of top 10 websites are social sites </li></ul><ul><li>Six out of 10 Internet users view consumer generated content </li></ul>
    5. 5. By the numbers <ul><li>More than 1 billion “Tweets” on Twitter </li></ul><ul><li>236 million annual visitors to Digg </li></ul><ul><li>200 active million users on Facebook </li></ul><ul><li>133 million blogs indexed by Technorati </li></ul><ul><li>70 million videos on Youtube </li></ul><ul><li>2.7 million articles on Wikipedia </li></ul>
    6. 6. <ul><li>Social media is even more important in the travel, tourism and hospitality business </li></ul><ul><li>Another recent survey (Compete/Google) revealed 66% of destination travelers turn to family and friends for help </li></ul>
    7. 7. <ul><li>Social media even more important in the travel, tourism and hospitality business! </li></ul>
    8. 8. Benefits of social media <ul><li>Build deeper relationships and communities </li></ul><ul><li>Increase awareness for your brand </li></ul><ul><li>Broaden your network </li></ul><ul><li>Achieve search engine prominence (SEO) </li></ul><ul><li>Increase your web or blog traffic </li></ul><ul><li>Break through clutter to reach journalists </li></ul><ul><li>Bypass media to get straight to consumers </li></ul><ul><li>Empower fans to become viral ambassadors for your brand </li></ul>
    9. 9. Emerging PR2.0 tactics <ul><li>Blogger relations: engage with influential bloggers </li></ul><ul><ul><ul><li>Targeted outreach via comments, trackbacks, tagging </li></ul></ul></ul><ul><li>Microblogging/micro pitching </li></ul><ul><ul><ul><li>Twitter, Friendfeed, Ning socnets </li></ul></ul></ul><ul><li>Strategic use of social bookmarking sites </li></ul><ul><ul><ul><li>Delicious, StumbleUpon </li></ul></ul></ul><ul><li>Online content placements/syndication </li></ul><ul><ul><ul><li>Yahoo, Google, AOL </li></ul></ul></ul><ul><li>Social media news releases </li></ul><ul><ul><ul><li>PitchEngine, PRweb </li></ul></ul></ul><ul><li>News release SEO tools </li></ul><ul><ul><ul><li>HubSpot’s pressreleasegrader.com </li></ul></ul></ul>
    10. 10. Basic social media strategy <ul><li>Listen to the conversation </li></ul><ul><li>Review and analyze learnings </li></ul><ul><li>Engage if and when it makes sense </li></ul><ul><li>Monitor and adjust </li></ul><ul><li>Measure results </li></ul>
    11. 11. Rules of engagement <ul><li>Listen more than you talk </li></ul><ul><li>Remember that it’s about them, not you </li></ul><ul><li>Always be monitoring (listening) and responding (interacting) </li></ul><ul><li>Provide value far beyond just your particular site or service </li></ul>
    12. 12. Phase one engagement <ul><li>Create a social media hub </li></ul><ul><ul><li>Blog </li></ul></ul><ul><ul><li>Twitter account </li></ul></ul><ul><ul><li>Facebook page </li></ul></ul><ul><li>Create social networking “spokes” leading out of, and back to, your hub </li></ul><ul><ul><li>YouTube </li></ul></ul><ul><ul><li>Flickr </li></ul></ul><ul><ul><li>TripAdvisor, Yelp, etc. </li></ul></ul><ul><li>Track and measure your progress to show improvements and ROI </li></ul>
    13. 13. Next level engagement <ul><li>Ensure a consistent, positive image on: </li></ul><ul><ul><li>Blogs </li></ul></ul><ul><ul><li>Travel & review sites (Tripadvisor, Yelp) </li></ul></ul><ul><ul><li>Discussion boards and forums </li></ul></ul><ul><ul><li>Social networking sites (Facebook, Myspace) </li></ul></ul><ul><ul><li>Microblogging/lifestreams (Twitter, Friendfeed) </li></ul></ul><ul><ul><li>Photo sharing (Flickr) </li></ul></ul><ul><ul><li>Video sharing sites (Youtube, Viddler) </li></ul></ul><ul><ul><li>Social search/sharing & tagging sites (Delicious, Digg) </li></ul></ul>
    14. 14. Top social networks <ul><li>Facebook </li></ul><ul><li>Twitter </li></ul><ul><li>LinkedIn </li></ul><ul><li>Flickr </li></ul><ul><li>Youtube </li></ul><ul><li>Delicious </li></ul><ul><li>Local sites </li></ul>
    15. 15. Niche social sites <ul><li>Tripadvisor </li></ul><ul><li>IgoUgo </li></ul><ul><li>Virtualtourist.com </li></ul><ul><li>Chowhound </li></ul><ul><li>Guidespot </li></ul><ul><li>GoSeeTell </li></ul><ul><li>Yelp </li></ul><ul><li>MyTravelGuide </li></ul><ul><li>RealTravel </li></ul><ul><li>Epinions </li></ul><ul><li>DontGoThere.org </li></ul>
    16. 16. Social networking fundamentals <ul><li>Profile </li></ul><ul><li>Content </li></ul><ul><li>Contacts/friends </li></ul><ul><li>Search </li></ul><ul><ul><li>Know your key words/search terms </li></ul></ul><ul><ul><li>Know where to search (e.g., Twitter searches on Summize.com) </li></ul></ul><ul><li>Etiquette/best practices: 70/20/10 </li></ul><ul><li>Other functionalities vary by site </li></ul>
    17. 17. Social networking: step one <ul><li>Reserve your name </li></ul><ul><ul><li>http://namechk.com/ </li></ul></ul><ul><ul><li>http://checkusernames.com/ </li></ul></ul><ul><ul><li>http://knowem.com </li></ul></ul>
    18. 19. <ul><li>70 | 20 | 10 </li></ul>Formula for success
    19. 20. <ul><li>Create and share useful, meaningful content </li></ul><ul><ul><li>Can be as simple as updating your “status” regularly with news, information and links about your cause </li></ul></ul><ul><li>Answer questions, offer advice </li></ul><ul><ul><li>Provide tips and info related to your interests </li></ul></ul><ul><ul><li>Showcase your expertise and gain credibility </li></ul></ul><ul><ul><li>Add value to gain and keep followers/friends/ members </li></ul></ul><ul><li>Be human, memorable and likeable </li></ul><ul><li>Build relationships on and off-line </li></ul>Contributing to the community
    20. 21. Blogs <ul><li>Are powerful communication and community tools </li></ul><ul><li>Range in influence and authority </li></ul><ul><li>Can become ambassadors for your cause or organization </li></ul><ul><li>Are indexed at Technorati.com and AllTop.com </li></ul>
    21. 23. The big picture
    22. 24. Blog commenting <ul><li>Your name </li></ul><ul><li>Your email address (not shown publicly on the blog) </li></ul><ul><li>Your URL (website or blog if applicable) </li></ul><ul><li>Brief, on-topic comment about that specific blog post </li></ul><ul><ul><li>Show you read and appreciated the post </li></ul></ul><ul><ul><li>Add value to the conversation </li></ul></ul><ul><ul><li>Stay positive and professional – but a sense of humor is okay </li></ul></ul><ul><ul><li>Offer relevant links if applicable (e.g., videos, podcasts or other related blog posts) </li></ul></ul><ul><ul><li>Provide your take on the topic – but don’t showboat </li></ul></ul><ul><ul><li>No more than a short paragraph or two </li></ul></ul><ul><ul><li>Don’t sell, be self-promotional or “spamment” </li></ul></ul>
    23. 25. Possible comment topics <ul><li>What did the blogger say well? </li></ul><ul><li>What did they miss? </li></ul><ul><li>Answer questions </li></ul><ul><li>What are other commenters or bloggers saying </li></ul><ul><li>How does it apply to you </li></ul><ul><li>Look forward </li></ul><ul><li>Look backward </li></ul><ul><li>Ask what if? </li></ul>
    24. 26. Building blogger relationships <ul><li>Link to the blog from your own </li></ul><ul><li>Subscribe to the blog’s RSS feed </li></ul><ul><li>Tweet a link to the blog </li></ul><ul><li>Bookmark the post on a social bookmarking site (so others might find it) </li></ul><ul><li>“ Like” it in FriendFeed </li></ul><ul><li>Stumble it in StumbleUpon </li></ul><ul><li>If it’s really good, Digg it </li></ul><ul><li>Recommend it on Facebook </li></ul><ul><li>Favorite the blog on Technorati </li></ul><ul><li>Add it to your MyAllTop, NetVibes or Google Reader </li></ul>
    25. 27. Why blog? <ul><li>Blogging nets invaluable insights </li></ul><ul><ul><li>Serves as a home base for all social media activity </li></ul></ul><ul><ul><li>Facilitates two-way conversation </li></ul></ul><ul><ul><li>Helps you interact with bloggers more effectively </li></ul></ul><ul><ul><li>Delivers search engine optimization benefits </li></ul></ul><ul><ul><li>Acts as powerful market research tool </li></ul></ul><ul><ul><li>Gives voice and personality to your brand </li></ul></ul>
    26. 28. Twitter basics <ul><li>Free social networking and micro-blogging service that allows anyone to say anything to anybody </li></ul><ul><li>Instant one-to-many messages of 140 characters or less. </li></ul><ul><li>Great way to communicate and engage with potential visitors </li></ul><ul><li>True value is in who you follow and how you listen ( www.summize.com ) </li></ul>
    27. 29. Who to follow on Twitter <ul><li>People or places you admire or want to learn from </li></ul><ul><li>People or places you aspire to be like </li></ul><ul><li>People sharing valuable news, links and information </li></ul><ul><li>Search your keywords on Summize.com to find people talking about your interests – then follow them </li></ul>
    28. 30. Twitter best practices <ul><li>Be interesting, memorable, smart </li></ul><ul><li>Promote your cause without “spamming” your followers </li></ul><ul><li>Provide something of value – information, links, tips, humor, personality, humanity </li></ul><ul><li>Listen more than you talk </li></ul><ul><li>Formula for success: 70 | 20 | 10 </li></ul>
    29. 31. Social bookmarking <ul><li>Save, tag, manage and share web links in one centralized place </li></ul><ul><li>Emphasizes the power of the community </li></ul><ul><li>Taps into the “deep Web” </li></ul><ul><li>Improves how we discover, remember and share online </li></ul>
    30. 32. Delicious 101 <ul><li>Save all your favorite sites and links in one place </li></ul><ul><li>Find other, similar sites based on your interests, key words and network </li></ul><ul><li>Uncover hidden resources using the power of social search </li></ul><ul><li>Use tags to help you find and share things easily </li></ul>
    31. 33. Delicious 201 <ul><li>Reach out to other community members sharing similar links </li></ul><ul><li>Add them to your network </li></ul><ul><li>Share links with them by tagging as “for:larak” </li></ul><ul><li>Explain why you’re sharing link with them in the Notes field – promote your brand without spamming </li></ul>
    32. 34. Online reputation management <ul><li>Google is your true home page </li></ul><ul><li>Show your best face online </li></ul><ul><ul><ul><li>Check entries on Wikipedia, travel Web sites </li></ul></ul></ul><ul><ul><ul><li>Monitor and participate in blogs and message boards </li></ul></ul></ul><ul><li>Respond when it makes sense </li></ul><ul><ul><li>Reach out and fix problems where possible </li></ul></ul>
    33. 35. <ul><li>“ With the right knowledge and resources, you can impact the results search engines show for specific queries, pushing down negative listings and replacing them with positive ones.” </li></ul><ul><li>~Rand Fishkin, SEO guru </li></ul>Online reputation management
    34. 36. CASE STUDIES
    35. 37. Ohio DMOs on Twitter <ul><li>One in the top US/Canada top ten… </li></ul>
    36. 38. Ohio DMOs on Twitter <ul><li>One in the top US/Canada top ten… Experience Columbus! </li></ul>
    37. 39. Ohio DMOs on Twitter <ul><li>One in the US/Canada top ten… Experience Columbus! </li></ul><ul><li>Another in the top twenty… </li></ul>
    38. 40. Ohio DMOs on Twitter <ul><li>One in the US/Canada top ten… Experience Columbus </li></ul><ul><li>Another in the top twenty… Positively Cleveland </li></ul>
    39. 41. Experience Columbus <ul><li>Launch of edgy new destination marketing campaign </li></ul><ul><li>Goal: get local ambassadors talking and engaged </li></ul><ul><li>Hosted blogger event 7/31 </li></ul><ul><li>Invited 50 and 35 bloggers attended – all 35 blogged </li></ul><ul><li>Results: overwhelming response, BUT not all positive about new ads! </li></ul><ul><li>“ The campaign may not have received four-star reviews. But Experience Columbus certainly did.” ~Advergirl </li></ul><ul><li>Results saved online at http://delicious.com/LaraK/ExperienceColumbus </li></ul>
    40. 42. Caminito Argentinean Steakhouse <ul><li>Single-location restaurant in Northampton, Mass </li></ul><ul><li>The Prime Cuts Blog shares cooking and kitchen tips, tricks, recipes and more </li></ul><ul><li>Prime Cuts TV channel on YouTube and Viddler for weekly/bi-weekly how-to videos </li></ul><ul><li>Social monitoring and response program </li></ul><ul><li>Active on Yelp.com; encourages visitors to leave reviews there </li></ul><ul><li>Presence on MySpace , Upcoming , Facebook , Twitter , Plurk , FriendFeed , LinkedIn and Flickr </li></ul><ul><li>Results: 30% increase in sales when competitors are flat or down </li></ul>
    41. 43. Social media guidelines <ul><li>This has become part of how we do business </li></ul><ul><li>Balance emphasis on social media with expertise in content </li></ul><ul><li>Incorporate social media strategies and tools into marketing mix </li></ul><ul><li>Deliver the right message to the right audience via the right medium </li></ul><ul><li>Unique opportunity to listen to, learn from and influence the consumer-led conversation </li></ul><ul><li>At the end of the day, it’s still about telling our stories! </li></ul>
    42. 44. <ul><li>Social media monitoring sites </li></ul><ul><ul><li>www.Whostalkin.com </li></ul></ul><ul><ul><li>www.Socialmention.com </li></ul></ul><ul><ul><li>www.Summize.com for Twitter </li></ul></ul><ul><li>Travel and tourism social media resources </li></ul><ul><ul><li>http://delicious.com/LaraK/tourism </li></ul></ul><ul><ul><li>http://travel2dot0.wordpress.com </li></ul></ul><ul><ul><li>http://www.goseetell.com/blog </li></ul></ul>Useful tools
    43. 45. <ul><li>Begin or expand your social media monitoring/ listening program </li></ul><ul><li>Create a social media hub and a few spokes </li></ul><ul><li>Use RSS feeds to bring your news and blogs to you daily </li></ul><ul><li>Read travel blogs and join relevant socnets/ communities </li></ul><ul><li>Comment on blogs as a way of engaging with your influencers </li></ul><ul><li>Start a Delicious page for your brand and/or yourself </li></ul><ul><li>On Twitter and in all of social media, focus on the 70/20/10 formula </li></ul>Seven things to take away
    44. 46. QUESTIONS? [email_address] @LaraK on Twitter Blog at www.larakretler.com 614-383-1618 (w) 937-271-9151 (c)
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