• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Key online platforms for tourism
 

Key online platforms for tourism

on

  • 755 views

A presentation I delivered for Bua Marketing's Social Media course for SligoTourism.ie in Nov '11. This workshop covers key platforms (with the exception of facebook) for tourism providers including ...

A presentation I delivered for Bua Marketing's Social Media course for SligoTourism.ie in Nov '11. This workshop covers key platforms (with the exception of facebook) for tourism providers including Twitter, Tripadvisor, Foursquare and Google Places.

Statistics

Views

Total Views
755
Views on SlideShare
695
Embed Views
60

Actions

Likes
1
Downloads
7
Comments
0

1 Embed 60

http://nikostsitsoulis.wordpress.com 60

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • Looking at taking control of your location on TripAdvisor, Google Places, Facebook Places. We will
  • This is outside of using Twitter as a marketing channel for promotions and offers, Followers as focus groups – usually the preserve of large brands but something you can do effectively on a micro budget with twitterCSM - e.g Vodafone/Dublin Bus
  • https://twitter.com/about/resources/widgets Selective Tweets: http://apps.facebook.com/selectivetwitter/http://learn.linkedin.com/twitter/
  • www.tweetdeck.com
  • Launch twitter – as Sligo Music http://www.twitter.com#latelate
  • Launch TweetReachhttp://tweetreach.com/reach?q=%23bizfun
  • If you want to test an idea, or get an evaluation on an offer/new strand to your businesshttp://polldaddy.com -sligo company
  • https://bitly.com/oh1Q0E+ Aggregate is a combination of all bit.ly’s created for a link, so it shows the ratio of one over the other. I.e. you could create two – one for fb one for twitter to test
  • Launch http://www.twitter.comSearchVoya, Seaweed Baths, Seaweed Baths Sligo, Source Sligo
  • AA Roadwatch, Dublin Bus, other major brands use twitter as their first port of call to communicate change
  • e.g.http://twitter.com/#!/DublinBusNewshttps://twitter.com/#!/VodafoneIrelandhttps://support.twitter.com/groups/34-apps-sms-and-mobile/topics/153-twitter-via-sms/articles/14589-getting-started-with-twitter-for-sms
  • e.g.http://twitter.com/#!/DublinBusNewshttps://twitter.com/#!/VodafoneIreland
  • This is outside of using Twitter as a marketing channel for promotions and offers, Followers as focus groups – usually the preserve of large brands but something you can do effectively on a micro budget with twitterCSM - e.g Vodafone/Dublin Bus
  • Note that only a third of people use the twitter.com websiteNote also that Mobile make up the next three methods, accounting for 31.7% collectively on smart phones, and 34.5% if you include “Mobile Web” #8
  • Note that only a third of people use the twitter.com websiteNote also that Mobile make up the next three methods, accounting for 31.7% collectively on smart phones, and 34.5% if you include “Mobile Web” #8
  • e.g. B&B in Leitrim around rural life – could tweet about nature/organic food/walks/birds /clow living etc
  • Linked in Company profiles, option to follow a company, business network
  • Linked in Company profiles, option to follow a company, business networkMention LinkedIn mobile app (iphone/android)Launch http://www.linkedin.com
  • Go through each of these via the web browserNote: It can be difficult to take control within these platforms, so it is about stimulating and encouraging people to use them and flag you appropriately e.g. Instagramhttp://www.yelp.ie/biz/glasshouse-hotel-sligo
  • http://www.tripadvisor.ie
  • http://www.tripadvisor.ie
  • http://tripadvisor4biz.wordpress.com/videos/#Howtomarket
  • Pat Hoeyhttp://www.tripadvisor.ie/Hotel_Review-g551573-d670978-Reviews-Rowanville_Lodge-Grange_County_Sligo.html
  • http://tripadvisor4biz.wordpress.com/videos/#Howtomarket
  • http://www.webreep.com/blog/post/2011/10/09/Keeping-negative-Facebook-comments-leads-to-more-trust-in-your-brand.aspx
  • Source: http://www.inc.com/guides/201106/how-to-use-google-places-to-market-your-business.html
  • http://www.google.com/places/http://maps.google.com/
  • http://www.google.com/places/http://maps.google.com/
  • Note the address and phone numberThe opening hoursThe option to read reviews
  • Note that by clicking “call” I can launch a phone call right from the search, or by clicking directions I can launch google maps to show me how to reach the organisationLaunch http://www.maps.google.com to look at street view
  • Go to https://foursquare.comFor Foursquare for Business go to http://foursquare.com/business/merchants
  • http://www.youtube.com/watch?v=DFXzyJ8mUh4
  • http://youtu.be/cib1Mnl2Kfc

Key online platforms for tourism Key online platforms for tourism Presentation Transcript

  • Social Media for Tourism: AoifeExcite and MeasureHow to Engage, Porter Sligo Tourism Training Workshop 2 November 2011 www.sligotourism.ie
  • Session Overview What are we going to cover today? – Twitter for business – LinkedIn for promoting and networking – Geo-location platforms: Foursquare/Yelp & Facebook Places – Trip Advisor – Google Maps www.sligotourism.ie
  • Twitter for BusinessWhy Twitter As we covered last week, approx 11% of the irish adult population(or 385,000 people) have twitter accounts, and this number is growing steadily. We also spoke about how deceptive these figures are, as many more people “see” tweets than have twitter accounts, for e.g. through embedding twitter content into home pages or on to facebook www.sligotourism.ie
  • Twitter/web integration www.sligotourism.ie
  • Top 7 Business Uses of Twitter1. Updating content on your own website, or other social platforms like facebook/linkedin/foursquare2. Gather/cluster your customers & fans/advocates around you via #hashtags3. Conduct free, ongoing, market research, through search terms and follower questions/surveys4. Hear what people are saying about you via search and then join the conversation5. Organically communicate and solidify your brand values or your organisations “voice”6. Take control of your message7. As a customer service tool www.sligotourism.ie
  • 1. Updating Content You can embed twitter into your own main site in a number of ways – Through the twitter widget – With a good web designer You can send tweets to facebook using “selective tweets” #fb You can send tweets to linkedin using #in Or use a twitter client like TweetDeck www.sligotourism.ie
  • TweetDeck www.sligotourism.ie
  • 2. Cluster your fans/customersBecause Twitter has such a volume of information you can useelements of it to better gather the info that is relevant to you, themain ways of doing this are:1. Twitter Search2. Lists3. #hashtags A desktop client like Tweet Deck can save these searches/hashtags and alert you when new tweets are posted It also allows you to cluster around similar people, you can follow hastags around a tv show or a conference/event www.sligotourism.ie
  • #hashtags Provide a better filter for search Allow for easier monitoring Are very promotable, on and offline Can be analysed Perfect fit for short term events, but can continue to cluster fans post event Allow customers to tag you in a tweet www.sligotourism.ie
  • #hashtags www.sligotourism.ie
  • #hashtags www.sligotourism.ie
  • #hashtags www.sligotourism.ie
  • 3. Market Research Once you have a good base of followers twitter, or any social network, is a great way to push out surveys like polldaddy Use search to eavesdrop on what people are saying about you Throw out questions Use specific shortlinks to gather info with bit.ly www.sligotourism.ie
  • www.sligotourism.ie
  • 4. SearchHear what people are saying about you viasearch and then join the conversation Some search examples: www.sligotourism.ie
  • 5. Find your voiceOrganically communicate and solidify yourbrand values or your organisations “voice”So what do I mean by that? Let people get to know your organisation as if it were a person, give it it‟s own personality, don‟t be too cautious. This can work even if you have a group of people using one account if you are clear on what the organisation is about www.sligotourism.ie
  • 6. Take ControlTake Control of your message As a right to reply from another source – media article for e.g. As a quick way to remedy a incorrect communication As an immediate way to communicate change www.sligotourism.ie
  • 7. Customer ServiceTwitter can work as a great customer servicetool Allows customers to contact you directly Allows you to respond to complaints and queries An additional method of contact that is more immediate than email/facebook/website if you set up text alets www.sligotourism.ie
  • 7. Customer Service www.sligotourism.ie
  • Top 7 Business Uses1. Updating content on your own website, or other social platforms like facebook/linkedin/foursquare2. Gather/cluster your customers & fans/advocates around you via #hashtags3. Conduct free, ongoing, market research, through search terms and follower questions/surveys4. Hear what people are saying about you via search and then join the conversation5. Organically communicate and solidify your brand values or your organisations “voice”6. Take control of your message7. As a customer service tool www.sligotourism.ie
  • How to Approach TwitterUsing Twitter requires the same approach as using anysocial network:1. Learn about it and its etiquette2. Plan, Target and Track3. Remember that effective Online/Social Marketing is a 2- way Converstion4. Real World Integration5. Remember: Content is King www.sligotourism.ie
  • 1. Learn about itUse Twitter the way your audience uses it The average irish user has: – 199 followers, – 213 friends. – & has sent 1178 tweets since joining Twitter Retweets (RT‟s) make up just 10% of tweets on the average personal account, but often account for much more traffic on business/campaign accounts Only 33% of users send tweets via twitter.com Source –knexys.com June 2011 www.sligotourism.ie
  • Top 10 ways to send a tweet1. Twitter.com (web) 33%2. Twitter for iPhone 19.6%3. Twitter for BlackBerry 7.6%4. Twitter for Android 4.5%5. Facebook 3.6%6. TweetDeck 3.6%7. Tweet Button 3.3%8. Mobile Web 2.8%9. Echofon 1.8%10. Twitter for iPad 1.1%11. (HootSuite 0.8%) Source: knexsy.com (June „11) www.sligotourism.ie
  • www.sligotourism.ie
  • 1. Learn about it If you are not already using twitter, create an account and spend some time learning how it works before launching yourself publically on twitter for your organisation Ask other twitter users how it works Think about who in the organisation is the best candidate to tweet – Consider who best embodies the spirit/brand values of your organisation Enable your twitter manager – Make sure whoever is manning the feed has the authority to reply directly, and quickly, without having to check with layers of management for every tweet Have an internal response policy – Consider in advance how you‟ll deal with negative tweets or queries so that there isn‟t a long response delay www.sligotourism.ie
  • 1. Learn about it Do bother to learn the rules – Include your website, and relevant info in your bio. Consider incl. who is tweeting – Check your DM (Direct Messages) regularly – Check your @replies regularly – Respond in a timely fashion (within a day at most, more quickly at event time) – ReTweet (RT) regularly but remember that the average RT’s from individual accounts is only 8-10%, campaigns are often much higher – Always acknowledge the source of information if you are passing it on (via) – Engage – get involved in conversations OTHER than those about your organisation/event A twitter client like TweetDeck combined with text alerts for DM’s and @replies is the best way to effectively monitor your conversations www.sligotourism.ie
  • www.sligotourism.ie
  • 2. Plan Target and Track Have a plan even if it‟s not a full scale strategy what do you want to get out of twitter? Set targets – Target web referrals, increase in traffic, increase in followers, or new visitors Track your progress – Measure your effectiveness at achieving what you set out to. • Use stats from your own site – how many referrals are from twitter? • How many followers do you have at the start, after a quarter, a year • How many ReTweets? What‟s your TweetReach? • Use bitly to track shortlinks www.sligotourism.ie
  • 3. Twitter: Dialogue v‟s MonologueGolden Rule of any online engagement? Conversations are two-way, this is especially true of twitter • Resist the broadcast only approach • Time your tweets (use an auto scheduler like Tweet Deck for regular info tweets)Think of twitter as a “virtual front desk” for your businessIt should be; • Welcoming • Informal • Social • Informative  Transmitting info about you and gathering info about your customers • Interactive www.sligotourism.ie
  • 4. Real World IntegrationEffective Twitter use involves combining it with the realworld: Display hashtag/twitter handle in your business Display hashtag/twitter handle in your brochures/business card Encourage twit pics – from your followers and of you – remember the gregan‟s example, pictures appear on your profile Encourage tweetable check-ins on foursquare to increase the number of mentions of your business/event www.sligotourism.ie
  • 5. Content is KingLast week we spoke about how content is king when it comes tosuccessful online marketing. This is especially true of twitter Is your content (your updates + tweeted media) • Snackable • Sharable • Relevant • More than just about sales Does your content‟s subject matter reach out beyond your core business and engage people around the broader themes, your location, or another soft aspect of your work www.sligotourism.ie
  • End Section 1 Any Q&A about first section? 5 minute break www.sligotourism.ie
  • Linked InAs we mentioned last week:• LinkedIn is the 7th most popular website in Ireland• Almost ½ million irish people have accounts• In % terms LinkedIn is growing at almost 3 times the rate of Facebook Source – blog.neworld.com www.sligotourism.ie
  • Top 5 SME Uses of LinkedIn1. Networking • After every meeting add new contacts to your linkedin • Use in-mails for occasional correspondence2. Recommendations • Regularly request recommendations from appropriate contacts3. Groups & Discussions • Display your area of expertise through answering questions4. Events • Post/recommend events to your network5. Regular Updates • Post useful links or business updates to your personal profile and/or company profile. • Consider linking to twitter or your blog • Remember updates will filter through to weekly emails www.sligotourism.ie
  • GeoLocation platforms Foursquare Yelp Facebook Places InstagramWhat is Geolocation? Any platform that uses yourgeographical location, via your phone‟s gps, tolocate you at a place/event www.sligotourism.ie
  • TripAdvisorTrip Advisor is a powerful web platform thatoperates on several levels1) A global listings site for your business2) A sales channel for your tourism business3) A review and recommendation service for travellers4) A socially linked guide book www.sligotourism.ie
  • TripAdvisor 50+ million unique monthly visitors* • a 20% increase on the same period last year 20 million members & over 50 million reviews and opinions • 1+ million businesses • 93,000+ destinations • 520,000+ hotels • 155,000+ attractions • 715,000+ restaurants • 8,000,000+ candid traveler photos Source: Sep 11 ComScore on TripAdvisor www.sligotourism.ie
  • TripAdvisor for Business Intro videohttp://tripadvisor4biz.wordpress.com/videos/#WhatBL www.sligotourism.ie
  • 8 ways to use TripAdvisorhttp://tripadvisor4biz.wordpress.com/videos/#Howtomarket www.sligotourism.ie
  • Local case studies Rowanville B&B Grange – Website> – TripAdvisor> Browse Sligo Top listings on Trip Advisor> www.sligotourism.ie
  • Dealing with Negative FeedbackThe Power of Management reviews – go tohttp://tripadvisor4biz.wordpress.com/videos/#ThePowerof www.sligotourism.ie
  • Negative Feedback58% of users want Managers to respond toreviews, only 5% do not.Consider this recentresearch from a MelbourneUniversity on the perceivedtrustworthiness of brandsvia the ratio of negative topositive feedback on theirpages on facebook www.sligotourism.ie
  • Additional Learning– In order to claim your listing, or to create one, go to the Owner section http://www.tripadvisor.com/Owners– Use Trip Advisors Business blog for tips and seminars: http://tripadvisor4biz.wordpress.com/how-to-guides www.sligotourism.ie
  • Google Places Google is the leading search engine worldwide USA Search Engine use Nov 2011 ask.com Aol 4% 2% Bing 14% Yahoo 15% Google 65% Source – hitwise.com www.sligotourism.ie
  • Google Places In the US 97% of people search for local business online. • Irish stats are not as readily available but you can be sure they are headed in the same direction 40% of Map searches are travel related 50% of Irish Mobile users utilise maps on their phone With the proliferation of smartphones Google Maps is increasingly being used as a Journey aid for directions, route planning, in car journey assistance and pre-visit searches via street view. Through Google places you can ensure your business information is correct for the vast majority of people www.sligotourism.ie
  • Google PlacesGo tohttp://www.youtube.com/watch?v=TpZan96KHOM www.sligotourism.ie
  • Sample Owner Verified Listing www.sligotourism.ie
  • Sample search www.sligotourism.ie
  • Sample mobile search www.sligotourism.ie
  • Foursquare Foursquare is a location based social network This means that it uses your exact location via your phone‟s gps to suggest tips of nearby places you might like, based on information from your social networks Users “Check in” via a mobile app, to real world places. Foursquare reached 1 billion check-in‟s in Sep of this year www.sligotourism.ie
  • Foursquare Intro Video Go to http://www.youtube.com/watch?v=DFXzyJ 8mUh4 www.sligotourism.ie
  • Foursquare for Businesshttp://youtu.be/cib1Mnl2Kfc www.sligotourism.ie
  • Content Sharing Sites Flickr Pix.ie YouTube Vimeo SoundcloudVideo Increases Sales by 55% & Photos increase salesby 69% for travel providers source Phocuswright via Tourism Ireland www.sligotourism.ie
  • Next StepsNext Week Aoife Porter will be delivering a FacebooksessionFor next week can you;• Prepare any questions you have re: facebook pages or places• Monitor your page for interactivity in the coming week• Print a report from your facebook insights and bring it with you www.sligotourism.ie