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Social Media & Tourism: 10 Tips to Attract Travelers

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The importance of using digital, social, mobile and emerging media to attract travelers to destinations is no secret. From overarching strategy to helpful tips and tricks, this presentation covers ...

The importance of using digital, social, mobile and emerging media to attract travelers to destinations is no secret. From overarching strategy to helpful tips and tricks, this presentation covers ways to energize locals to become brand evangelists and help fuel the flow of customers from out of town.

This keynote was originally delivered Ben Grossman at Social Media Breakfast Greater Philly in partnership with Visit Bucks County in May 2011.

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  • This one is interesting. Keep up the good work, my travel friend!
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  • Facebook, twitter all are much attended networking sites by people, so now who can forget saying that online social networking id not FUN.
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  • love your presentation! keep doing
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  • Very useful presentation, thank you! Can you send it to me e.grinko@artox-media.by?
    Many thanks!
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  • Well Done! I'm doing a masters in Hotel and would like to use your amazing presentation for some inspiration- not to copy! I would gladly share my final project with you as well. I kindly request a copy. Thank you in advance. jstronglv@aol.com
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Social Media & Tourism: 10 Tips to Attract Travelers Presentation Transcript

  • 1. putting social, mobile and emerging media to work
  • 2. BEN GROSSMANcommunications strategist602 741 0314@bengrossmanwww.ben-grossman.comwww.slideshare.net/bengrossmanbgrossman@oxfordcommunications.comwww.oxfordcommunications.com
  • 3. #SMBPhillysocialmediabreakfast.com/phillytweet questions to @VisitBucksPA
  • 4. SOCIAL:Technology that enablesconversations and relationships.MOBILE:Wireless technology that enablesaccess to information andcommunication.EMERGING:New technology that has not yetreached the mainstream.
  • 5. IT’S A CHANGEDCONSUMER-SCAPE.
  • 6. 700/second # OF FACEBOOKFACEBOOK 2011 STATUS UPDATES
  • 7. 600/second # OF TWEETS 700/second # OF FACEBOOKTWITTER 2011 STATUS UPDATES
  • 8. SOCIAL NETWORK USE:AGE: APRIL 2009 - MAY 201018-29 13% INCREASE50-64 88% INCREASE 65+ 100% INCREASE PEW RESEARCH CENTER | AUGUST 2010
  • 9. 9 OF 10INTERNET USERSVISIT SOCIAL NETWORKSMONTHLY. COMSCORE | FEBRUARY 2011
  • 10. 1in 29 OF 10INTERNET USERSread blogs monthlyVISIT SOCIAL NETWORKSMONTHLY. EMARKETER | AUGUST 2010
  • 11. 1/8MINUTESONLINE ISSPENT ONFACEBOOK. COMSCORE | FEBRUARY 2011
  • 12. 1/8MINUTESONLINE ISSPENT ONFACEBOOK. 3x more time spent with social media than email. NIELSEN | NOVEMBER 2010
  • 13. 140MILLION140 CHARACTERTWEETS SENTEVERY SINGLEDAY ONTWITTER. TWITTER | 2011
  • 14. 30,000,000,000pieces of content sharedon Facebook monthly FACEBOOK | 2011
  • 15. IT’S A CHANGEDBUSINESS-SCAPE.
  • 16. for energizing tourists and locals alike! Be Findable Be Trustworthy Be Attractive Be Conversational Be Attentive Be In Touch Be Mobile Be Strategic Be Exciting Be Brilliant
  • 17. for energizing tourists and locals alike! Be Findable
  • 18. /secondSEARCHES ONGOOGLE, BING& YAHOO
  • 19. 38,127/second SEARCHES ON GOOGLE, BING & YAHOO COMSCORE | JANUARY 2010
  • 20. 78%OF ONLINE CONSUMERSRESEARCH BEFORE THEY BUY PEW RESEARCH CENTER | SEPTEMBER 2010
  • 21. MORE MONEY = MORE ONLINE RESEARCH < $30,000 67%$30,000-$49,999 81%$50,000-$74,999 84% $75,000+ 88% PEW RESEARCH CENTER | SEPTEMBER 2010
  • 22. FISH WHERE THEFISH ARE. (they’re waiting for you...)
  • 23. HOW WILL THEY FIND YOU?it’s natural.
  • 24. You have to put yourself out there.
  • 25. You have to put yourself out there.1. Google Places ‣ google.com/places
  • 26. You have to put yourself out there.1. Google Places ‣ google.com/places2. Yelp ‣ biz.yelp.com
  • 27. You have to put yourself out there.1. Google Places ‣ google.com/places2. Yelp ‣ biz.yelp.com3. Paid Search: Google, Yahoo & Bing ‣ adwords.google.com ‣ searchalliance.com
  • 28. PARTNER BENEFIT!
  • 29. You have to put yourself out there.1. Google Places ‣ google.com/places2. Yelp ‣ biz.yelp.com3. Paid Search: Google, Yahoo & Bing ‣ adwords.google.com ‣ searchalliance.com
  • 30. WONDERING HOW MANYFISH THERE ARE WANDERING? #1 #4 #5 #9#2 #7 #3 #6 #8
  • 31. GOOGLE ADWORD TRAFFIC ESTIMATOR TOOLadwords.google.com/select/TrafficEstimatorSandbox
  • 32. for energizing tourists and locals alike! Be Findable
  • 33. for energizing tourists and locals alike! Be Findable Be Trustworthy
  • 34. WHEN PEOPLE FEELTHEY CAN DEPENDON EACH OTHER, TRUST HAPPENS.
  • 35. TWO MOST TRUSTED FORMS OF ADVERTISING: 1. FAMILY/FRIENDSNIELSEN | 2009 2. ONLINE STRANGERS
  • 36. tripadvisor.com/owners
  • 37. foodspotting.com/about/business
  • 38. PARTNER BENEFIT! foodspotting.com/about/business
  • 39. for energizing tourists and locals alike! Be Findable Be Trustworthy
  • 40. for energizing tourists and locals alike! Be Findable Be Trustworthy Be Attractive
  • 41. PUT YOUR MOSTDESIRABLE FOOTFORWARD.USE COMPELLINGMULTI-MEDIA TOBECOME BELIEVABLE.
  • 42. flickr.com
  • 43. youtube.com/t/creators_corner
  • 44. for energizing tourists and locals alike! Be Findable Be Trustworthy Be Attractive
  • 45. for energizing tourists and locals alike! Be Findable Be Trustworthy Be Attractive Be Conversational
  • 46. START ACONVERSATION. LISTEN. LEARN. ENGAGE.
  • 47. WARNING: THIS ISN’T ONE-WAY ADVERTISING.70%OF FACEBOOK USERS WHO ‘LIKE’PAGES DO NOT FEEL THEY’VEGIVEN THEIR PERMISSION TO BEMARKETED TO. EXACTTARGET | 2009
  • 48. HINT: KNOW YOUR CONSUMERS BACKWARDS & FORWARDS. sts? tere How o the ir in ften do they w hat are hear from you ant toW ? What can you provide of value? brand? with your they con nect W hy didWhen is it best to reach them?
  • 49. PARTNER BENEFIT! search.twitter.com
  • 50. EXACTTARGET | 2009
  • 51. TWITTER USERS LEADCONVERSATIONS. EXACTTARGET | 2009
  • 52. for energizing tourists and locals alike! Be Findable Be Trustworthy Be Attractive Be Conversational
  • 53. for energizing tourists and locals alike! Be Findable Be Trustworthy Be Attractive Be Conversational Be Attentive
  • 54. MONITOR, MONITOR,MONITOR.
  • 55. socialmention.com google.com/alertssearch.twitter.com
  • 56. for energizing tourists and locals alike! Be Findable Be Trustworthy Be Attractive Be Conversational Be Attentive
  • 57. for energizing tourists and locals alike! Be Findable Be Trustworthy Be Attractive Be Conversational Be Attentive Be In Touch
  • 58. EXTEND RELATIONSHIPS AFTER THE VISIT. TOUCH TACTFULLY, BUT TOUCH OFTEN.
  • 59. facebook.com/pages PARTNER BENEFIT!
  • 60. EXACTTARGET | 2009
  • 61. 50%OF FACEBOOKUSERS LOG-INEVERY DAY. FACEBOOK | 2011
  • 62. EXACTTARGET | 2009
  • 63. 130 friendsAVERAGE SPHERE OF INFLUENCEFOR A FACEBOOK USER FACEBOOK | 2011
  • 64. for energizing tourists and locals alike! Be Findable Be Trustworthy Be Attractive Be Conversational Be Attentive Be In Touch
  • 65. for energizing tourists and locals alike! Be Findable Be Trustworthy Be Attractive Be Conversational Be Attentive Be In Touch Be Mobile
  • 66. 72%OF ADULT CELL PHONEUSERS TEXT MESSAGE PEW RESEARCH CENTER | SEPTEMBER 2010
  • 67. 65%OF ADULT CELLPHONE USERSSLEEP WITHTHEIR PHONES PEW RESEARCH CENTER | SEPTEMBER 2010
  • 68. 1/2U.S. CELL PHONES WILLBE SMART PHONES BYCHRISTMAS 2011 NIELSEN | 2010
  • 69. 1/3YELP SEARCHES ISFROM MOBILE YELP | 2011
  • 70. PARTNER BENEFIT! foursquare.com/businesses
  • 71. for energizing tourists and locals alike! Be Findable Be Trustworthy Be Attractive Be Conversational Be Attentive Be In Touch Be Mobile
  • 72. for energizing tourists and locals alike! Be Findable Be Trustworthy Be Attractive Be Conversational Be Attentive Be In Touch Be Mobile Be Strategic
  • 73. 41% of U.S. Internet users threatened to stop buying from companiesCMO COUNCIL STUDY | 2009 that sent irrelevant messages
  • 74. EXACTTARGET | 2011
  • 75. for energizing tourists and locals alike! Be Findable Be Trustworthy Be Attractive Be Conversational Be Attentive Be In Touch Be Mobile Be Strategic
  • 76. for energizing tourists and locals alike! Be Findable Be Trustworthy Be Attractive Be Conversational Be Attentive Be In Touch Be Mobile Be Strategic Be Exciting
  • 77. 81% give their email address for a giveaway, deal, or upcoming sale.EXACTTARGET | 2011
  • 78. PARTNER BENEFIT!
  • 79. for energizing tourists and locals alike! Be Findable Be Trustworthy Be Attractive Be Conversational Be Attentive Be In Touch Be Mobile Be Strategic Be Exciting
  • 80. for energizing tourists and locals alike! Be Findable Be Trustworthy Be Attractive Be Conversational Be Attentive Be In Touch Be Mobile Be Strategic Be Exciting Be Brilliant
  • 81. TODAY’S TAKEAWAYS:1. Ten tips for social, mobile and emerging technology.2. Each other - stay and socialize. Partnerships between partners can work wonders.3. Get on Visit Bucks County’s social radar--there are benefits to working together.4. Be Brilliant with Oxford--come chat us up about ideas and how we can help you.5. Join the Social Media Breakfast Greater Philly community and look out for our next event.
  • 82. BEN GROSSMANcommunications strategist602 741 0314@bengrossmanwww.ben-grossman.comwww.slideshare.net/bengrossmanbgrossman@oxfordcommunications.comwww.oxfordcommunications.com#SMBPhillysocialmediabreakfast.com/phillytweet questions to @VisitBucksPA
  • 83. MAY 10, 2011
  • 84. putting social, mobile and emerging media to work