PRSA Travel and Tourism Keynote

What's Next in Innovation: Social Media in 2010 and Beyond #travelPRSA Elevate, Integrate, Innovate: Reach Your Peak in Travel and Tourism Communica<ons

It is busy online.

1 in every 3 online Americans is a conversationalist, someone who updates their status on a social networking site such as Facebook or posts updates on Twitter at least once weekly.! - Forrester Research ! Tweetable moment: 1 in 3 online Americans updates their online status at least once weekly. Forrester

31 MILLION U.S. Internet users will write blogs in 2010, more than 104 MILLION will read them. - eMarketer, April 2010 Tweetable moment: 31M in the U.S. will write blogs in 2010. eMarketer

Think: •  Portable = “I can take it with me.” •  Personalized = “I can customize.” •  Participatory = “I can join in.” Credit: Pew Internet Research, “U.S. Relationship with News”

February 10, 2010 @ 4:00 a.m.

Twitter (4:01 a.m.)

Searched (4:02 a.m.)

Responded (4:07 a.m.)

Informed (4:15 a.m.)

Direct messaged (DM) (4:25 a.m.)

CNN iReport (5:00 a.m.)

Cell phone rings (5:04 a.m.)

Jen Preston (@nyt_jenpreston) social media editor, New York Times

Directs people to MY feed (5:10 a.m.)

Article goes live (5:15 a.m.)

Front page, NYTimes.com

Cell phone rings AGAIN (6:15 a.m.)

Katie Hawkins-Gear, associate producer, CNN iReport

Directs people to MY iReport (6:30 a.m.)

Updated report with quote (6:40 a.m.)

Front page, CNN.com (6:40-ish a.m.)

Resulted in: (as of 3:42 p.m. February 10)

Ultimate result? 5 new (and viable) business inquires in 4 hours.

This was my goal in action. I want to be viewed as a trusted resource…especially in ways to use online networks and social media to communicate.

So, what’s your goal?

What’s next? It’s not about the “next” Twitter or “Foursquare.” It is about bringing structure, focus and strategy to the idea of social.

1. Know what you want to accomplish. (This is your goal, your strategy!) •  •  •  •  •  •  •  •  • 

2. Identify the businesses’ social media structure •  Often seen in large multi national companies (e.g. HP , IBM) •  Business units are given individual freedom to deploy as they see fit, yet a common experience is shared amongst all units •  Requires constant communication from all teams to be coordinated •  Requires considerable cultural and executive buy in, as well as dedicated staff. This is the brainchild of Jeremiah Owyang (@jowyang). He shares ﬁve models at www.web-‐strategist.com.

3. Integrate into an existing business plan (e.g. marketing and communications) •  It doesn’t have to be a turf war. •  This is ANOTHER part of your outreach. •  Add metrics (even if this is a benchmark year) –  High level metrics: •  Goal: Foster dialogue; Measure: Share of voice, Audience Engagement •  Goal: Promote advocacy; Measure: Active advocates, Advocate influence, etc –  Mid-level metrics: •  # of clicks •  Retweets, “Likes” •  Comments •  Online sentiment

4. Establish social media policy (Or integrate with existing communications policy.) •  Identify who can say what, when and where •  Know when you will/will not respond •  Crisis communications •  Sustainability •  Exit strategy •  Do employees need training? •  Examples of appropriate social media use versus abusing time online

5. Examine your workflow, change as necessary. •  It’s not about working more, but working better •  Creates a process, a system…a habit! •  Eliminates confusion •  Break down tasks –  Listen –  Respond –  Delegate

6. It might not be a fit for you if... •  Your staff totals one and you are currently responsible for all communications •  In a highly regulated profession with legal implications •  Don’t feel comfortable or can’t get buy-in from executives •  Not sure if your consumers are on social media or want to be interacted with via social media

What’s next? Creating tactics not around the tools, but those which are flexible (i.e. not platform dependant) and able to evolve.

Find an opportunity to showcase what you do best.

Hijack a conversation and offer an opportunity for others to share

Meet a need in an innovate way

ASK them what they want!

GIVE them what they want!

Don’t underestimate mainstream or traditional media

Generate A LOT of quality content

Do it for a good cause

Give freely, give often

Share, acknowledge, give •  •  •  • 

Questions? Sarah Evans, Sevans Strategy sarah@sevansstrategy.com http://www.sevansstrategy.com

Tools and Resources •  Oneforty – A list of all third-party applications ( •  Bit.ly – URL shortener (http://bit.ly) http://oneforty.com) •  J.mp – A shorter version of bit.ly (they are one and the same… •  Tweetdeck – Third-party application to manage Twitter simply a shorter version of its predecessor) (http://j.mp) accounts (http://tweetdeck.com) •  Google Reader – RSS aggregator (http://google.com/reader) •  Search.Twitter.com – Twitter search (http://search.twitter.com) •  Google Alerts – Aggregates online mentions ( •  Twellow – Identify people to follow based off of details in their http://google.com/alerts) Twitter bio (http://twellow.com) •  Addict-o-matic – Digital dashboard (http://addictomatic.com) •  WeFollow – Identify people to follow based off of how they •  Blog Pulse – Supplement to Google Alerts to find mentions in classify themselves (http://wefollow.com) blog posts (http://blogpulse.com) •  Tweetphoto – Photo sharing service (http://tweetphoto.com) •  Quarkbase – Overview of monthly web visits and other analytics •  WTHashtag – Top resource for tracking hashtag mentions (http://quarkbase.com) (http://wthashtag.com) •  Board Tracker – Find brand mentions on online forums and •  Twitalyzer – Most sophisticated Twitter analytics tool ( discussion boards (http://boardtracker.com) http://twitalyzer.com) •  Pitchengine – Social media release platform ( •  Listorious – Aggregator of Twitter lists (http://listorious.com) http://pitchengine.com) •  Flowtown – Import current email addresses, locate social •  HelpAReporter – Free media opportunity network ( networks (http://flowtown.com) http://helpareporter.com) •  Flavors.me – Aggregate online profiles in one place ( •  SocialMention – Analytics and sentiment ( http://flavors.me) http://socialmention.com) •  Help a Reporter Out – Media opportunities ( •  Twellohood – Find people tweeting by location ( http://helpareporter.com) http://twellowhood.com) •  Pitchengine – Social media release and newsroom ( •  Mail Chimp – Email campaign platform (http://mailchimp.com) http://pitchengine.com) •  Knowem – Find where your name is available and secure it (http://knowem.com) •  Alexa – Find details about your Web site and audience ( http://alexa.com)

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PRSA Travel and Tourism Keynote

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