putting social, mobile and emerging media to work
BEN GROSSMANcommunications strategist602 741 0314@bengrossmanwww.ben-grossman.comwww.slideshare.net/bengrossmanbgrossman@o...
#SMBPhillysocialmediabreakfast.com/phillytweet questions to @VisitBucksPA
SOCIAL:Technology that enablesconversations and relationships.MOBILE:Wireless technology that enablesaccess to information...
IT’S A CHANGEDCONSUMER-SCAPE.
700/second                # OF FACEBOOKFACEBOOK 2011                STATUS UPDATES
600/second               # OF TWEETS                    700/second                     # OF FACEBOOKTWITTER 2011          ...
SOCIAL NETWORK USE:AGE:                                                    APRIL 2009 - MAY 201018-29    13%        INCREA...
9 OF 10INTERNET USERSVISIT SOCIAL NETWORKSMONTHLY.           COMSCORE | FEBRUARY 2011
1in 29 OF 10INTERNET USERSread blogs monthlyVISIT SOCIAL NETWORKSMONTHLY.           EMARKETER | AUGUST 2010
1/8MINUTESONLINE ISSPENT ONFACEBOOK.       COMSCORE | FEBRUARY 2011
1/8MINUTESONLINE ISSPENT ONFACEBOOK.      3x                  more time spent                          with social media  ...
140MILLION140 CHARACTERTWEETS SENTEVERY SINGLEDAY ONTWITTER.         TWITTER | 2011
30,000,000,000pieces of content sharedon Facebook monthly        FACEBOOK | 2011
IT’S A CHANGEDBUSINESS-SCAPE.
for energizing tourists and locals alike!                      Be Findable                      Be Trustworthy            ...
for energizing tourists and locals alike!                      Be Findable
/secondSEARCHES ONGOOGLE, BING& YAHOO
38,127/second    SEARCHES ON                 GOOGLE, BING                 & YAHOO   COMSCORE | JANUARY 2010
78%OF ONLINE CONSUMERSRESEARCH BEFORE THEY BUY            PEW RESEARCH CENTER | SEPTEMBER 2010
MORE MONEY =      MORE ONLINE         RESEARCH      < $30,000   67%$30,000-$49,999          81%$50,000-$74,999            ...
FISH WHERE THEFISH ARE.        (they’re waiting for you...)
HOW WILL                THEY FIND                    YOU?it’s natural.
You have to put yourself out there.
You have to put yourself out there.1. Google Places   ‣ google.com/places
You have to put yourself out there.1. Google Places   ‣ google.com/places2. Yelp    ‣ biz.yelp.com
You have to put yourself out there.1. Google Places   ‣ google.com/places2. Yelp    ‣ biz.yelp.com3. Paid Search: Google, ...
PARTNER BENEFIT!
You have to put yourself out there.1. Google Places   ‣ google.com/places2. Yelp    ‣ biz.yelp.com3. Paid Search: Google, ...
WONDERING HOW MANYFISH THERE ARE WANDERING?          #1                     #4     #5        #9#2                        #...
GOOGLE ADWORD TRAFFIC ESTIMATOR TOOLadwords.google.com/select/TrafficEstimatorSandbox
for energizing tourists and locals alike!                      Be Findable
for energizing tourists and locals alike!                      Be Findable                      Be Trustworthy
WHEN PEOPLE FEELTHEY CAN DEPENDON EACH OTHER,          TRUST HAPPENS.
TWO MOST TRUSTED FORMS OF ADVERTISING:                    1. FAMILY/FRIENDSNIELSEN | 2009                 2. ONLINE STRANG...
tripadvisor.com/owners
foodspotting.com/about/business
PARTNER BENEFIT!           foodspotting.com/about/business
for energizing tourists and locals alike!                      Be Findable                      Be Trustworthy
for energizing tourists and locals alike!                      Be Findable                      Be Trustworthy            ...
PUT YOUR MOSTDESIRABLE FOOTFORWARD.USE COMPELLINGMULTI-MEDIA TOBECOME BELIEVABLE.
flickr.com
youtube.com/t/creators_corner
for energizing tourists and locals alike!                      Be Findable                      Be Trustworthy            ...
START ACONVERSATION.   LISTEN.   LEARN.   ENGAGE.
WARNING:   THIS ISN’T ONE-WAY              ADVERTISING.70%OF FACEBOOK USERS WHO ‘LIKE’PAGES DO NOT FEEL THEY’VEGIVEN THEIR...
HINT:   KNOW YOUR CONSUMERS        BACKWARDS & FORWARDS.                        sts?                    tere How o        ...
PARTNER BENEFIT!                   search.twitter.com
EXACTTARGET | 2009
TWITTER USERS LEADCONVERSATIONS.                     EXACTTARGET | 2009
for energizing tourists and locals alike!                      Be Findable                      Be Trustworthy            ...
for energizing tourists and locals alike!                      Be Findable                      Be Trustworthy            ...
MONITOR, MONITOR,MONITOR.
socialmention.com                     google.com/alertssearch.twitter.com
for energizing tourists and locals alike!                      Be Findable                      Be Trustworthy            ...
for energizing tourists and locals alike!                      Be Findable                      Be Trustworthy            ...
EXTEND RELATIONSHIPS       AFTER THE VISIT.      TOUCH TACTFULLY,      BUT TOUCH OFTEN.
facebook.com/pages   PARTNER BENEFIT!
EXACTTARGET | 2009
50%OF FACEBOOKUSERS LOG-INEVERY DAY.               FACEBOOK | 2011
EXACTTARGET | 2009
130 friendsAVERAGE SPHERE OF INFLUENCEFOR A FACEBOOK USER                        FACEBOOK | 2011
for energizing tourists and locals alike!                      Be Findable                      Be Trustworthy            ...
for energizing tourists and locals alike!                      Be Findable                      Be Trustworthy            ...
72%OF ADULT CELL PHONEUSERS TEXT MESSAGE              PEW RESEARCH CENTER | SEPTEMBER 2010
65%OF ADULT CELLPHONE USERSSLEEP WITHTHEIR PHONES                PEW RESEARCH CENTER | SEPTEMBER 2010
1/2U.S. CELL PHONES WILLBE SMART PHONES BYCHRISTMAS 2011                    NIELSEN | 2010
1/3YELP SEARCHES ISFROM MOBILE        YELP | 2011
PARTNER BENEFIT!                   foursquare.com/businesses
for energizing tourists and locals alike!                      Be Findable                      Be Trustworthy            ...
for energizing tourists and locals alike!                      Be Findable                      Be Trustworthy            ...
41%                           of U.S. Internet users threatened                           to stop buying from companiesCMO...
EXACTTARGET | 2011
for energizing tourists and locals alike!                      Be Findable                      Be Trustworthy            ...
for energizing tourists and locals alike!                      Be Findable                      Be Trustworthy            ...
81%  give their email address  for a giveaway, deal,  or upcoming sale.EXACTTARGET | 2011
PARTNER BENEFIT!
for energizing tourists and locals alike!                      Be Findable                      Be Trustworthy            ...
for energizing tourists and locals alike!                      Be Findable                      Be Trustworthy            ...
TODAY’S TAKEAWAYS:1. Ten tips for social, mobile and   emerging technology.2. Each other - stay and socialize.   Partnersh...
BEN GROSSMANcommunications strategist602 741 0314@bengrossmanwww.ben-grossman.comwww.slideshare.net/bengrossmanbgrossman@o...
MAY 10, 2011
putting social, mobile and emerging media to work
Social Media & Tourism: 10 Tips to Attract Travelers
Social Media & Tourism: 10 Tips to Attract Travelers
Social Media & Tourism: 10 Tips to Attract Travelers
Social Media & Tourism: 10 Tips to Attract Travelers
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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 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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Social Media & Tourism: 10 Tips to Attract Travelers

  1. 1. putting social, mobile and emerging media to work
  2. 2. BEN GROSSMANcommunications strategist602 741 0314@bengrossmanwww.ben-grossman.comwww.slideshare.net/bengrossmanbgrossman@oxfordcommunications.comwww.oxfordcommunications.com
  3. 3. #SMBPhillysocialmediabreakfast.com/phillytweet questions to @VisitBucksPA
  4. 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. 5. IT’S A CHANGEDCONSUMER-SCAPE.
  6. 6. 700/second # OF FACEBOOKFACEBOOK 2011 STATUS UPDATES
  7. 7. 600/second # OF TWEETS 700/second # OF FACEBOOKTWITTER 2011 STATUS UPDATES
  8. 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. 9 OF 10INTERNET USERSVISIT SOCIAL NETWORKSMONTHLY. COMSCORE | FEBRUARY 2011
  10. 10. 1in 29 OF 10INTERNET USERSread blogs monthlyVISIT SOCIAL NETWORKSMONTHLY. EMARKETER | AUGUST 2010
  11. 11. 1/8MINUTESONLINE ISSPENT ONFACEBOOK. COMSCORE | FEBRUARY 2011
  12. 12. 1/8MINUTESONLINE ISSPENT ONFACEBOOK. 3x more time spent with social media than email. NIELSEN | NOVEMBER 2010
  13. 13. 140MILLION140 CHARACTERTWEETS SENTEVERY SINGLEDAY ONTWITTER. TWITTER | 2011
  14. 14. 30,000,000,000pieces of content sharedon Facebook monthly FACEBOOK | 2011
  15. 15. IT’S A CHANGEDBUSINESS-SCAPE.
  16. 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. 17. for energizing tourists and locals alike! Be Findable
  18. 18. /secondSEARCHES ONGOOGLE, BING& YAHOO
  19. 19. 38,127/second SEARCHES ON GOOGLE, BING & YAHOO COMSCORE | JANUARY 2010
  20. 20. 78%OF ONLINE CONSUMERSRESEARCH BEFORE THEY BUY PEW RESEARCH CENTER | SEPTEMBER 2010
  21. 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. 22. FISH WHERE THEFISH ARE. (they’re waiting for you...)
  23. 23. HOW WILL THEY FIND YOU?it’s natural.
  24. 24. You have to put yourself out there.
  25. 25. You have to put yourself out there.1. Google Places ‣ google.com/places
  26. 26. You have to put yourself out there.1. Google Places ‣ google.com/places2. Yelp ‣ biz.yelp.com
  27. 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. 28. PARTNER BENEFIT!
  29. 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. 30. WONDERING HOW MANYFISH THERE ARE WANDERING? #1 #4 #5 #9#2 #7 #3 #6 #8
  31. 31. GOOGLE ADWORD TRAFFIC ESTIMATOR TOOLadwords.google.com/select/TrafficEstimatorSandbox
  32. 32. for energizing tourists and locals alike! Be Findable
  33. 33. for energizing tourists and locals alike! Be Findable Be Trustworthy
  34. 34. WHEN PEOPLE FEELTHEY CAN DEPENDON EACH OTHER, TRUST HAPPENS.
  35. 35. TWO MOST TRUSTED FORMS OF ADVERTISING: 1. FAMILY/FRIENDSNIELSEN | 2009 2. ONLINE STRANGERS
  36. 36. tripadvisor.com/owners
  37. 37. foodspotting.com/about/business
  38. 38. PARTNER BENEFIT! foodspotting.com/about/business
  39. 39. for energizing tourists and locals alike! Be Findable Be Trustworthy
  40. 40. for energizing tourists and locals alike! Be Findable Be Trustworthy Be Attractive
  41. 41. PUT YOUR MOSTDESIRABLE FOOTFORWARD.USE COMPELLINGMULTI-MEDIA TOBECOME BELIEVABLE.
  42. 42. flickr.com
  43. 43. youtube.com/t/creators_corner
  44. 44. for energizing tourists and locals alike! Be Findable Be Trustworthy Be Attractive
  45. 45. for energizing tourists and locals alike! Be Findable Be Trustworthy Be Attractive Be Conversational
  46. 46. START ACONVERSATION. LISTEN. LEARN. ENGAGE.
  47. 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. 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. 49. PARTNER BENEFIT! search.twitter.com
  50. 50. EXACTTARGET | 2009
  51. 51. TWITTER USERS LEADCONVERSATIONS. EXACTTARGET | 2009
  52. 52. for energizing tourists and locals alike! Be Findable Be Trustworthy Be Attractive Be Conversational
  53. 53. for energizing tourists and locals alike! Be Findable Be Trustworthy Be Attractive Be Conversational Be Attentive
  54. 54. MONITOR, MONITOR,MONITOR.
  55. 55. socialmention.com google.com/alertssearch.twitter.com
  56. 56. for energizing tourists and locals alike! Be Findable Be Trustworthy Be Attractive Be Conversational Be Attentive
  57. 57. for energizing tourists and locals alike! Be Findable Be Trustworthy Be Attractive Be Conversational Be Attentive Be In Touch
  58. 58. EXTEND RELATIONSHIPS AFTER THE VISIT. TOUCH TACTFULLY, BUT TOUCH OFTEN.
  59. 59. facebook.com/pages PARTNER BENEFIT!
  60. 60. EXACTTARGET | 2009
  61. 61. 50%OF FACEBOOKUSERS LOG-INEVERY DAY. FACEBOOK | 2011
  62. 62. EXACTTARGET | 2009
  63. 63. 130 friendsAVERAGE SPHERE OF INFLUENCEFOR A FACEBOOK USER FACEBOOK | 2011
  64. 64. for energizing tourists and locals alike! Be Findable Be Trustworthy Be Attractive Be Conversational Be Attentive Be In Touch
  65. 65. for energizing tourists and locals alike! Be Findable Be Trustworthy Be Attractive Be Conversational Be Attentive Be In Touch Be Mobile
  66. 66. 72%OF ADULT CELL PHONEUSERS TEXT MESSAGE PEW RESEARCH CENTER | SEPTEMBER 2010
  67. 67. 65%OF ADULT CELLPHONE USERSSLEEP WITHTHEIR PHONES PEW RESEARCH CENTER | SEPTEMBER 2010
  68. 68. 1/2U.S. CELL PHONES WILLBE SMART PHONES BYCHRISTMAS 2011 NIELSEN | 2010
  69. 69. 1/3YELP SEARCHES ISFROM MOBILE YELP | 2011
  70. 70. PARTNER BENEFIT! foursquare.com/businesses
  71. 71. for energizing tourists and locals alike! Be Findable Be Trustworthy Be Attractive Be Conversational Be Attentive Be In Touch Be Mobile
  72. 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. 73. 41% of U.S. Internet users threatened to stop buying from companiesCMO COUNCIL STUDY | 2009 that sent irrelevant messages
  74. 74. EXACTTARGET | 2011
  75. 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. 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. 77. 81% give their email address for a giveaway, deal, or upcoming sale.EXACTTARGET | 2011
  78. 78. PARTNER BENEFIT!
  79. 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. 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. 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. 82. BEN GROSSMANcommunications strategist602 741 0314@bengrossmanwww.ben-grossman.comwww.slideshare.net/bengrossmanbgrossman@oxfordcommunications.comwww.oxfordcommunications.com#SMBPhillysocialmediabreakfast.com/phillytweet questions to @VisitBucksPA
  83. 83. MAY 10, 2011
  84. 84. putting social, mobile and emerging media to work

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