Social Media Marketing: Why, How and WIIFM (What's In It For Me?)
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Social Media Marketing: Why, How and WIIFM (What's In It For Me?)

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Why social media matters in tourism, how to do it successfully, and what's in it for your business when you take the time to connect with customers on the social web. ...

Why social media matters in tourism, how to do it successfully, and what's in it for your business when you take the time to connect with customers on the social web.

A special National Travel and Tourism Week presentation for staff and partners of the Prince William County and Manassas, Virginia CVB (Convention and Visitors Bureau - http://discoverpwm.com/About-Prince-William-Manassas )

My Tourism Currents team and I do online and in-person training in social media for tourism and hospitality - http://www.tourismcurrents.com

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  • Top 5 uses of smartphones during travel, in order: Photos, Maps, search restaurants, search activities and attractions, check in prior to flight Lab42 market research on Mashable Mobile, cont. The average tablet user spends 13.9 hours per week with the device. (Source: OPA ) Read more: http://blog.hubspot.com/blog/tabid/6307/bid/33328/21-Internet-Marketing-Stats-That-Will-Blow-Your-Mind.aspx#ixzz204S9ngMq

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  • 1. @SheilaS@TourismCurrentsSocial MediaMarketing inTourismWhy,How &WIIFMSheila Scarborough@SheilaS@TourismCurrents
  • 2. @SheilaS@TourismCurrentsWhat Well Talk AboutWhy social media mattersHow to get started & besuccessfulWIIFM (Whats In It For Me?)& how does the CVB fit in
  • 3. @SheilaS@TourismCurrentsWhy?
  • 4. @SheilaS@TourismCurrentsBecauseyour marketis there!
  • 5. @SheilaS@TourismCurrentsAmericans spend moretime on social media thanvolunteering, praying,talking on the phone,email or exercising.Source: Forrester
  • 6. @SheilaS@TourismCurrentsOf online adults surveyed:67% use Facebook20% use LinkedIn16% use Twitter15% use Pinterest13% use Instagram6% use TumblrSource: Pew Internet Research 2012
  • 7. @SheilaS@TourismCurrentsFastest-growing user demographic?Youre looking at it ....
  • 8. @SheilaS@TourismCurrentsSocial media users by age:18 – 29 years: 83% use it30 – 49 years: 77%50 – 64 years: 52%65+: 32%Source: Pew Internet Research 2012
  • 9. @SheilaS@TourismCurrentsWhy social media?Your traveler market usesmobile devices for it
  • 10. @SheilaS@TourismCurrentsFacebook will haveapproximately 1.14 billionmonthly active mobile users by2014.486 million of those will onlyaccess the network from theirmobile device.Source: JP Morgan & BizReport.com
  • 11. @SheilaS@TourismCurrents38% of leisure travelers usemobile to access travel info(up from 11% in 2010)57% of business travelers usemobile to access travel info(up from 40% in 2010)Source: Google Think Insights 2012
  • 12. @SheilaS@TourismCurrentsBy 2016, 72m Americans willresearch travel & 36m will booktravel on smartphonesTop OTA brand research showsthat between 60-70% of mobilebookings are same-daySource: Google Think Insights 2012
  • 13. @SheilaS@TourismCurrents
  • 14. @SheilaS@TourismCurrentsWhy social media?SEO
  • 15. @SheilaS@TourismCurrentsHow?
  • 16. @SheilaS@TourismCurrents"If you know how to workwith customersin person,you know how to workwith customers online."Becky McCray, Small Biz Survival
  • 17. @SheilaS@TourismCurrents
  • 18. @SheilaS@TourismCurrents
  • 19. @SheilaS@TourismCurrents
  • 20. @SheilaS@TourismCurrents
  • 21. @SheilaS@TourismCurrents
  • 22. @SheilaS@TourismCurrents
  • 23. @SheilaS@TourismCurrentsWIIFMWhats In ItFor Me?
  • 24. @SheilaS@TourismCurrentsMore word-of-mouth marketingMore sales
  • 25. @SheilaS@TourismCurrents
  • 26. @SheilaS@TourismCurrents
  • 27. @SheilaS@TourismCurrents
  • 28. @SheilaS@TourismCurrentsFree = kittens not beer
  • 29. @SheilaS@TourismCurrentsThe marketing team....CVBArea attractions,businesses & destinationsYou
  • 30. @SheilaS@TourismCurrents"The CVB gets visitorsto the destination, butYOU have to get themthrough your door."Leslie McLellan, Just a Small Town Girl and the City ofSan Jacinto, CA
  • 31. @SheilaS@TourismCurrents
  • 32. @SheilaS@TourismCurrentsTo Do List● Make sure the CVB knows about yoursocial media profiles● Help them help you● Support each other & give shout-outs!● Tag on Facebook, link to them, usetheir @name on Twitter● Tell your customers where to find you onsocial media, & talk to people there!
  • 33. @SheilaS@TourismCurrentsPhoto Credits● Tiny frog (courtesy Anna Tesar at Flickr CC)● Mobile travelers with tablet (courtesyBJMcCray on Flickr CC)● Visit Baton Rouge screenshot (courtesy SarahT. Page Consulting slides for Bastrop EDC)● Free kittens not free beer (courtesy pinguinoat Flickr CC)● All other screenshots & photos are my own
  • 34. @SheilaS@TourismCurrentsThank You!Sheila ScarboroughTourism Currents