Steve Keenan - Six Ways to Move on in Travel Marketing

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Steve Keenan, former online travel editor at the Sunday Times talked delegates at the Visit York Tourism Conference through the social media marketing options available to them

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  • 110 entries to win a trip to japanwith lots of lovely vid content - £5k worth of SEO before winner started – with a brief to video and blog every day
  • Intrepid Trael found Perennial Plate – 300K views on huff post and ny times, plus 70K on PP – can use on intrepid, now hiring for china and elsehwere
  • Erna Low 80th
  • No cost just immense patience
  • None of us on travel coffee morning break had a chat – can bring in all sorts of specialists for a dicussion, auto loaded to YouTube - and YouTube 2nd biggest search after… Google
  • Steve Keenan - Six Ways to Move on in Travel Marketing

    1. 1. Visit York Tourism Conference 2012 Six ways to move on in … travel marketing @stevenkeenan www.travelperspective.co.uk 1
    2. 2. My name is Steve… www.travelperspective.co.uk 2
    3. 3. Newspaper declines www.travelperspective.co.uk 3
    4. 4. Spin-off effects www.travelperspective.co.uk 4
    5. 5. Six new ways to market travel1. Introduction – how’s it shifting2. Tourist boards > DMOs www.travelperspective.co.uk 5
    6. 6. It’s tough out there Destination marketing is becoming extremely competitive worldwide. Destinations need to differentiate products and develop partnerships between the public and private sector locally in order to co-ordinate delivery. Taking advantage of new technology also enables destinations to enhance competitiveness by increasing visibility, reducing costs and enhancing local co-operation … - Dimitrios Buhalis, 2012 www.travelperspective.co.uk 6
    7. 7. Spain: social news hub www.travelperspective.co.uk 7
    8. 8. The master/servant relationship www.travelperspective.co.uk 8
    9. 9. Six new ways to market travel1. Introduction – how’s it shifting2. Tourist boards > DMOs3. Social media: Twitter + YouTube www.travelperspective.co.uk 9
    10. 10. Visit Yorkwww.travelperspective.co.uk 10
    11. 11. York Walls www.travelperspective.co.uk 11
    12. 12. Some more www.travelperspective.co.uk 12
    13. 13. Some more www.travelperspective.co.uk 13
    14. 14. Some more www.travelperspective.co.uk 14
    15. 15. @OrkneyLibrary www.travelperspective.co.uk 15
    16. 16. Orkney humour 1 www.travelperspective.co.uk 16
    17. 17. Orkney humour 2 www.travelperspective.co.uk 17
    18. 18. Orkney humour 3 www.travelperspective.co.uk 18
    19. 19. It really is dull… www.travelperspective.co.uk 19
    20. 20. City of York www.travelperspective.co.uk 20
    21. 21. City of York council www.travelperspective.co.uk 21
    22. 22. www.placestogo.travel www.travelperspective.co.uk 22
    23. 23. YouTube search: York www.travelperspective.co.uk 23
    24. 24. Rick Steve’s Europe www.travelperspective.co.uk 24
    25. 25. Six new ways to market travel1. Introduction – how’s it shifting2. Tourist boards > DMOs3. Social media: Twitter + YouTube4. Video www.travelperspective.co.uk 25
    26. 26. 7 ways to create travel video … that won’t break the bank
    27. 27. 1. Do it yourself - Hostelworld www.travelperspective.co.uk 27
    28. 28. 2. Get your staff to do it – Expert Africa www.travelperspective.co.uk 28
    29. 29. 3. Run a competition – Inside Japan www.travelperspective.co.uk 29
    30. 30. 4. Hire a vlogger – Intrepid Travel www.travelperspective.co.uk 30
    31. 31. 5. Think retro – Erna Low www.travelperspective.co.uk 31
    32. 32. 6. Timelapse www.travelperspective.co.uk 32
    33. 33. 7. Give G+ Hangouts a try www.travelperspective.co.uk 33
    34. 34. Video please!• Tourist attraction: Inside the Minster roof; making chocolate; timelapse of engine cabins• Restaurants: the provenance of your food• B&B owner: Likewise, from pigsty to plate www.travelperspective.co.uk 34
    35. 35. This little piggy… www.travelperspective.co.uk 35
    36. 36. Six new ways to market travel1. Introduction – how’s it shifting2. Tourist boards > DMOs3. Social media: Twitter + YouTube4. Video5. Instagram + Pinterest www.travelperspective.co.uk 36
    37. 37. Pinterestwww.travelperspective.co.uk 37
    38. 38. The rise of image sites www.travelperspective.co.uk 38
    39. 39. Cataluyna Instagram triphttp://www.slideshare.net/socialtrav/stm-miquel-alabern-catalunya www.travelperspective.co.uk 39
    40. 40. Six new ways to market travel1. Introduction – how’s it shifting2. Tourist boards > DMOs3. Social media: Twitter + YouTube4. Video5. Instagram + Pinterest6. Bringing bloggers to your city www.travelperspective.co.uk 40
    41. 41. Blogville Italyhttp://www.slideshare.net/socialtrav/blogville-stm2012 www.travelperspective.co.uk 41
    42. 42. Thank you www.travelperspective.co.uk 42

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