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PRSA Travel and Tourism Keynote
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PRSA Travel and Tourism Keynote






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PRSA Travel and Tourism Keynote PRSA Travel and Tourism Keynote Presentation Transcript

  • 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)