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Social media opportunities and challenges in tourism marketing
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Social media opportunities and challenges in tourism marketing



Presented at the International Conference on Travel Technology India in Kerala, India on June 8, 2013.

Presented at the International Conference on Travel Technology India in Kerala, India on June 8, 2013.



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Social media opportunities and challenges in tourism marketing Social media opportunities and challenges in tourism marketing Presentation Transcript

  • Social Media: Opportunities andChallenges in Tourism MarketingPresented to:International Conference on Travel Technology IndiaKerala, IndiaPrepared by:Chad WiebesickDirector of social media & interactive marketingTwitter: @WiebesickJune 8, 2013@Wiebesick #ICTT2013
  • Largest Global Social Media Sites• Facebook is the world’s largest social network with 1billion active users.@Wiebesick #ICTT2013
  • India is 3rdBiggest Country onFacebookTop five countries on Facebook are United States, Brazil,India, Indonesia, Mexico@Wiebesick #ICTT2013
  • In America: Social Media FastFacts• 62% of travelers use the Internetto research a trip• Over 50% of travelers havechanged plans after researchingtrips on social media sites• 70% of travelers update theirFacebook status• 76% of travelers document theirvacation by posting photos to asocial network• Source:http://sproutsocial.com/insights/2012/07/social-media-travel/@Wiebesick #ICTT2013
  • Smartphones are now the most popular device used toaccess social media in Australia, overtaking laptop anddesktop computers for the first time ever.@Wiebesick #ICTT2013
  • With All The Social NetworksAvailable, Where Do I Start?Don’t waste time! Focus on where your audience is at.@Wiebesick #ICTT2013
  • Key to Success: Make Fans the HeroFollow the 80/20 rule: 80% is relevant content from fans and20% is from you (self-promotion).@Wiebesick #ICTT2013
  • Align Your Social Strategy With YourBusiness Objectives• Facebook status updates with photos get the most likes,shares and comments@Wiebesick #ICTT2013
  • The Secret to Facebook SuccessFacebook incentives great content by showing posts to morefans. Pages with poor engagement get seen by fewer fans.@Wiebesick #ICTT2013
  • How Do You Measure EdgeRank?@Wiebesick #ICTT2013
  • #1 Biggest Challenge in Social Media:Measuring ROI@Wiebesick #ICTT2013
  • How To Measure ROI?Top way businesses measure social media ROI is the numberof followers.@Wiebesick #ICTT2013
  • New York State Has The LargestNumber of Facebook Fans• Yet, only 0.9% of their fans are talking about the page.• The most popular age group are 13-17 year old teenagers.• Most of their fans live in New York City.@Wiebesick #ICTT2013
  • State of Florida Has Far FewerFans, But More Engaged• Average age of fans are 35-54, a demographic more likelyto have budget to travel.• Most fans live in out-of-state, a more lucrative traveler.@Wiebesick #ICTT2013
  • Another Reason to Not Focus onNumber of Fans@Wiebesick #ICTT2013
  • An Alternative: Use Klout toMeasure Influence• The Klout Score measures influence based on your abilityto drive action. Every time you create content or engageyou influence others.@Wiebesick #ICTT2013
  • Traffic to Website is 2ndMostPopular Way to Measure ROI@Wiebesick #ICTT2013
  • Tip1: Use An Editorial Calendar toDrive Traffic@Wiebesick #ICTT2013
  • Tip 2: A Blog is the Only SocialChannel You Own• Businesses that blog generate57% more leads than those thatdon’t (Hubspot, 2011)• Use Wordpress.org• TIP: Share travel stories, thingsto do, places to visit@Wiebesick #ICTT2013
  • Secret to Boost Your Website Traffic• Easier URL to remember• Better integration into main website• Improves SEO@Wiebesick #ICTT2013
  • Tip 3: Pinterest Drives Traffic@Wiebesick #ICTT2013
  • Tip 4: Includes Links to YourWebsite in Facebook Posts• Out of 2,400 sources of traffic to michigan.org, Facebookis Top 10.• Michigan.org is most visited state tourism website 7 yearsin a row.@Wiebesick #ICTT2013
  • 2ndBiggest Challenge is Lack ofTime@Wiebesick #ICTT2013
  • Tip 1: Save Time• Think about timing and consider posting different hours ofthe day. Maybe you are a morning person, but youraudience is not. Consider testing different hours of the day,including the weekend.• Take advantage of Facebook’s scheduler.* Post consistently at least 2-3 times/day@Wiebesick #ICTT2013
  • Tip 2: Save Time• Not everyone is online all at the same time. Tools likeHootSuite allow you to schedule your tweets throughoutthe day, from early morning to late evening, includingweekends. TweetWhen.com can also help you find yourmost retweetable days and times.@Wiebesick #ICTT2013
  • Tip 3: Save Time• Use NutshellMail to get a free summary of your socialmedia activity delivered directly to your email inbox on yourschedule.@Wiebesick #ICTT2013
  • Summary1. Use networks where your audience is at.2. Measure your success by engagement, not number offans.3. Save time by using a content calendar.@Wiebesick #ICTT2013
  • Thank YouChad Wiebesickwiebesickc@michigan.orgTwitter: @wiebesickFacebook.com/cwiebesickLinkedin.com/in/wiebesick@Wiebesick #ICTT2013