An Introduction to Social Media | Monica Stott The Travel Hack | Traverse14


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An introduction to Social Media for beginners. My talk from Traverse 14, conference for travel bloggers on social media for brands and bloggers.

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An Introduction to Social Media | Monica Stott The Travel Hack | Traverse14

  1. 1. @TheTravelHack 0 It’s all about me, me, me 0 Reasons why people are reluctant to use social media 0 Why should you use social media? 0 Social media: Back to basics 0 How not to use social media 0 How to use your following when working with brands 0 10 tips to increase your following 0 Analysing your social media channels 0 Bloggers who are using social media awesomely 0 My final top 10 tips
  2. 2. Monica Stott 0 I’ve worked as a social media manager/specialist /executive/guru/expert for 4 years 0 I began in journalism but through my blog I discovered a love for the online community 0 I was responsible for incorporating Flight Centre’s social media strategy with marketing campaigns. I basically had to use social media to sell more flights. 0 I’m now a freelance social media specialist. I help small businesses and travel brands use social media to: 1. Increase sales through promoting products 2. Increase brand awareness 3. Communicate with customers 4. Deal with complaints My main task is to grow their following because the larger the following, the more potential customers/readers
  3. 3. 0 0 0 0 0 0 0 0 0 0 0 0 Why should you be using social media? Attract a new audience and readers Drive traffic to your website Connect and engage with your readers People don’t comment like the used to – so social networks are the best way to chat to your audience You can ask your audience what they want Social media helps search rankings (G+) Highly targeted marketing Network with like-minded people Ask for advice, inspiration, support – use social media as a resource Highlight your expertise Monitor brand awareness (Business) Brands want to work with bloggers with a strong social following
  4. 4. Back to basics 0 Make sure all your networks are the same. Same name, same picture. 0 Profile Picture – Make sure it’s bold and memorable. Change it as little as possible. Make sure we can see your face. Being an individual and letting your personality shine is what makes your different to a travel brand and why brands want to work with you. 0 Profile description – Descriptive but interesting 0 Have social media badges on the homepage of your blog – preferably above the fold 0 Have sharing buttons in each post with Twitter linked to your profile.
  5. 5. Reasons people don’t use social media 0 It’s time consuming 0 It won’t benefit my blog 0 My audience aren’t on social media 0 It’s complicated 0 I can’t track the results 0 It’s annoying 0 People are finding my blog anyway 0 Social media is just a fad 0 People will use it to make complaints (Business)
  6. 6. How NOT to use social media 0 0 0 0 0 0 0 0 0 0 0 0 0 Don’t ask – Your content should be so good that people want to share it Don’t play the follow and unfollow game Don’t overshare Don’t share just your own content Don’t share shit Don’t use more than 2 hashtags on Twitter Don’t share anything personal Don’t be a creeper Don’t bitch or moan about any brand you’re working with Don’t argue Don’t ignore your followers Don’t use your social media or online influence to complain Don’t think you’re an expert
  7. 7. Facebook 0 Lots of people moan that their engagement and referral traffic is low. It isn’t Facebook’s fault. It’s yours. 0 To increase referral traffic you need to increase engagement. To increase engagement you need to increase likes, comments and shares. 0 Ask questions and use great photos 0 Posts with text only are actually seen by more people than photos. 0 Post once-twice a day and be consistent. More than twice can be annoying. 0 Facebook advertising can be a really effective way of attracting your initial audience. 0 Guest post and make sure the site shares your content on Facebook.
  8. 8. Google+ 0 Use the communities 0 Share valuable content in communities and interact 0 Write long messages on G+ and then tweet the link 0 Treat it like a microblog – long updates, more details, constantly sharing. 0 Be as active as you possibly can
  9. 9. Twitter 0 More tweets = more followers 0 As long as what you’re sharing is interesting 0 Use a combination of casual conversations, links and photos. 0 Photos on Twitter perform well because they take up more space in the steam. 0 Respond to people’s random musings and also tweet things and ask questions that people want to respond to. 0 Make Twitter lists to organise your followers and get noticed 0 Create a list of influencers and tweet them regularly
  10. 10. Instagram 0 Best advice for Instagram: Post great photos. And lots of them. 0 Hasgtags to use: 0 Hashtags that cover your destination, activity, mood, food, 0 0 0 0 0 weather. #naturelover #Beautifuldestinations #Worldplaces #Landscape_specialist #top_landscapes #Landscapehunter #jaw_dropping_shots #Thebestshooter #instatravel #mytravelgram #instapassport #bestphotographers #picoftheday Great apps: Camera+, A Beautiful Mess, PicLab, iMotionHD, Flipagram, Qwiki Pictures in frames never do as well as individual images
  11. 11. Awesome Travel Bloggers 0 0 0 0 Instagram – Young Adventuress – 14,000 Posts about 3 times a day Every single picture is amazing Each picture has a separate comment with 6-10 relevant hashtags 0 Great selfies – use a tripod and timer app 0 Experiment with apps to create something different – iMotion HD, Qwiki, PicLab 0 0 0 0 0 0 0 Twitter – Matt from @LandLopers – 45,000 Matt is a prolific tweeter. More tweets = more followers He seems to respond to every tweet He gets involved with Twitter chats He is constantly sharing other people’s content He shares travel news and interesting things If you @mention someone at the beginning of the tweet, it isn’t sent out to everyone
  12. 12. More awesome travel bloggers 0 0 0 0 Facebook – Dave and Deb from Planet D Proving that you can successfully schedule! Shareable quotes and lots of questions increase engagement Their engagement rate is 39.4%! Average is around 2-3% even for travel brands that invest a lot of money in advertising. 0 Pinterest – y Travel Blog – Over 4 million! 0 Lots of images with text over them to encourage click-throughs to their website 0 G+ - Paul Dow – Over 11,000 followers
  13. 13. Quick tricks for social media 0 Schedule 0 Use Tweetdeck to set up search streams for particular topics/favourite bloggers 0 Instagram – put phone in flight mode and edit a batch of photos 0 Use apps like A Beautiful Mess and PicLab to edit photos and add text for Pinterest 0 Read tweets on the train and favourite the links you want to read
  14. 14. How to grow your following 0 Post things people will share 0 Post regularly and consistently 0 Share people’s content 0 Social pop-up boxes 0 Consider Facebook advertising – For new likes and promoted posts 0 Promote your channels via each other 0 Look outside your niche - #lbloggers #bbloggers 0 Consider competitions where the entry mechanism is a follow – especially in the early stages 0 Twitonomy – Detailed and visual Twitter statistics 0 Pinterest – Use a business page for analytics
  15. 15. Curating Content Feedly Tweetdeck
  16. 16. Tools to analyse and monitor 0 Tweetdeck – Set up search streams for your ‘competitors’ 0 Hootsuite – Run reports for your popular tweets 0 SocialBro – Best time to tweet, who has unfollowed you, who doesn’t follow you back, people you follow who are inactive 0 Flitter – Find relevant people to follow on Twitter 0 IFTT – Automatically deliver content
  17. 17. How to use social media when working with brands 0 Whoever you’re dealing with, that person will need to report to someone – make their job as easy as possible. 0 Writing blog posts – tweet your posts 0 Screenshot good feedback 0 Use a hashtag and run a TweetReach report 0 Don’t underestimate the the value of your following 0 Offer extras – Hotel stay – Do a live Twitter chat
  18. 18. Final 10 tips 1. Be natural 2. Be consistent and active 3. Be informative and useful – give people a reason to 4. 5. 6. 7. 8. 9. 10. follow you Be entertaining Be yourself Be patient Be analytical Be sociable Don’t be everywhere Be ahead of the game
  19. 19. @TheTravelHack