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Social Media for Destination Marketers
 

Social Media for Destination Marketers

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How can you integrate social media into your existing marketing plan? Social media marketing gives you the ability to move from just broadcasting a message to actually having a dialogue with your ...

How can you integrate social media into your existing marketing plan? Social media marketing gives you the ability to move from just broadcasting a message to actually having a dialogue with your customers.

This presentation was given on March 6, 2012 at the Wisconsin Governor's Conference on Tourism (WIGCOT).

Dennis Jenders is the VP of Digital + Communication Strategy at Laughlin Constable, a full service agency with offices in Chicago, Milwaukee, and New York City.

To learn more about social media in the travel and tourism industry, please find Dennis on Twitter (@DJenders) or e-mail him (information of page four of the slideshow)

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    Social Media for Destination Marketers Social Media for Destination Marketers Presentation Transcript

    • + WIGCOT SO CI AL M ED I A F O R D E S T I NAT I O N MARKETERS MARCH 6, 2012
    • 01 02 03 04H E L LO S E T T IN G T H E SO CI AL M ED I A LET’SF RO M LC S TAG E FOR DMOs TA L K 3
    • TWITTER: @DJENDERSDENNIS JENDERS CONVERSATION: #WIGCOT VP DIGITAL + COMMUNICATIONS STRATEGY , E-MAIL: DJENDERS@LAUGHLIN.COM 4
    • SERVICES STAFF CHI 35 years Research + Planning 40 Creative + Production Broadcast 25 Client Services, MKE Planning + 170 people Print Out-of-Home Research N YC Digital 25 Communications Strategy + Content operating Public Relations 65 Digital/Web/Mobile 03 together as one;individuals travel Partnerships Strategy + Content freely between offices Media 15 PR + Promotions offices Social 5
    • OU R CL IEN TS INCLUD E:+ AMERICA N B RAN D I CO NS+ RE TAI L B RAND S+ CAT EGO RY LE AD ER S+ NATI ONAL BRAND S+ RE GI ONAL BRAND S 6
    • OUR BUSINESS CREATES IDEAS.OUR IDEAS CREATE BUSINESS. 7
    • SETTING THE STAGE
    • SOCIAL MEDIAHAS CHANGEDEVERYTHING 9
    • “It is not the strongest ofthe species that survives;nor the most intelligent thatsurvives. It is the one that ismost adaptable to change.” 10
    • SOCIAL MEDIAFINDING OPPORTUNITIES FOR THE TRAVEL INDUSTRYExamining the user-experience: + Are our channels and content useful for the consumer? + Usability is increasingly more important, how do we address the connections between our channels? + What are the desirable outcomes, what value do we create for our brand and image? + We want to be credible, we want to continue to build trust. + Above all, we want to create value and be valuable to the consumer. 11
    • SOCIAL MEDIATHE REASON TO BE SOCIAL REASONS THAT US SOCIAL NETWORK USERS DECIDED TO BECOME A FAN OF TRAVEL BRAND Special Offers / Discounts 59% Loyal Customer of the Brand 39% Identify with the Brand 34% Makes Me Feel Like a Valued Customer 28% Friends are Fans 20% Friend Recommendation 19% Feel Connected to Others w/ Similar Interests 19% 0% 15% 30% 45% 60% 75% % of Respondents S OU RCE : e M ar ket e r, S ep tem b er 2 0 10 12
    • SOCIAL MEDIATRENDS IN THE TRAVEL INDUSTRYKey Trends: + Traffic to brand sites in the study was down eight percent in March 2011 versus the previous year. + Traffic to travel industry Facebook pages grew 20 percent in the first quarter of 2011. + 78 percent of the brands registered Facebook as a top-eight source of referral traffic. 13
    • 14
    • SOCIAL MEDIAMARKETING ON FACEBOOK 8 4 0 millio n p eop le o n Fa cebook, 16 0 mi l lio n A me r i ca ns . 5 3 % of co nsu mer s r e po r t t hat t he y wi l l p u r c h as e a b ran d’s p rod uc t or se rvi ces after fo l l o wing the m o n Fa c ebo ok S i x b i llio n pho to s a r e up lo aded t o F acebo ok e a ch mo nt h M o re than 20 % of online buy ers fou nd F a c ebo ok p age s “ i nf luen tial” or “extr em el y i n f l u e n tia l, ” w he n mak ing purchase de ci si on s 15
    • SOCIAL MEDIAMARKETING ON TWITTER 3 0 mill io n A mer ica ns are o n Twitte r a nd m or e th an 86% of B 2B co ns um ers use the p latform. Tw i tte r pr ov id es a unique plat f or m to co nne ct i m m e d ia t ely t o key inf lu encers an d co ntri bute to ex i s t ing c onv e rs at io ns . 5 9 % of co nsu mer s w ill rec omme nd a co mp any o r p r od uc t a ft er f ol lo w in g t hem on Twi tter. Tw i tte r ha s o ver 4 00 million v is itors pe r m on th a n d i s a r eal -t im e s e arc h engine , sec on d to G o og l e / Yo uTube. 16
    • SOCIAL MEDIAMARKETING WITH BLOGS A b l o g pr ov ides an e as ily updat ed p latform for b r a n ded c onte nt . F r e q uent ly up da te d con te nt resu l ts in fa v or able li nk s i n t he m a jo r s ear ch eng ine s a n d g iv es con s um e rs a rea s on to retu rn . G o og l e fa v or s s it es bu il t o n s peed and assig ns a u th or it y ba se d on t he a ut hor w hic h wi ll b e n e f it y o ur bra nd i n SERP s . D e ve l op in g br anded o r us e r-gene ra ted con ten t w i th i n th e b lo g will dri v e increased traffic from o r ga n ic s ea rc h re s ults . 17
    • SOCIAL MEDIAMARKETING WITH BLOGS N e a rly 150 million A m eri cans v isit You Tub e e a ch mo nt h, s pe nd in g more t ha n 30 0 mi n utes o n t he s ite Yo u Tub e pro v id es a reliable s o l utio n to ho st v i d eo a nd a c ts a s a c o nt en t de live ry n etwork M o re t han 35 hou rs of c ont ent is u p loade d e ve r y m inut e to YouTube , makin g i t th e p remie r s i te to s ha re y o ur v ideo s G o og le pro vi de s Yo uTu be v ideos wi thin search r e su l ts an d d riv e s m ore t han 2 5% o f the si te’s tr a ff i c a nd view e rs hip 18
    • SOCIAL MEDIAMARKETING WITH BLOGS T h e m os t p opula r cam e ra upload i ng p hotos to F l i c k r is th e A pp le i Phon e 4 M o re t han f iv e billio n phot os have been u p l o ade d t o F li ckr F l i c k r is a g rea t re pos i to ry f or ho sting images, w i l l i n cre a se org a ni c s ear ch rank ing s an d an e ve n m or e c omp le te s o luti on com pared to F a c ebo ok g a ll eri es 19
    • SOCIAL MEDIAMARKETING ON PINTEREST D a ta sh ows ne arl y 6 out of 10 use rs a re w o me n, a ge d 2 5- 44 S t u d y s ho ws that Pinte r es t ’s act ive commu nity d r i v e s m or e re fe r ral tr a ffi c t han Googl e+ , Yo u Tub e and even Lin kedI n A cc o rding t o C om pet e. co m, P in ter est h ad o ver 1 1 mill io n unique v is ito r s in J anu ar y S o m e le gal qu es t io ns rem ain, f o r b ran ds an d c o n su me rs pi nn in g ph ot os . 20
    • SOCIAL MEDIA FOR DMOs
    • METHODOLOGYTRIED AND TRUE METHOD FOR SOCIAL MEDIA MONITOR E N G AG E E VA LUATE EX PA ND 22
    • 1. LISTEN WELL 7. BE RESPONSIVE 2. REPUTATION MANAGEMENT 8. BE FOUND 3. BE TRANSPARENT 9. SOCIAL IS MOBILE 11 STEPS 4. BE ORGANIZED 10. GROWTHFOR SOCIAL MEDIA MARKETING 5. BE HEARD 11. MEASUREMENT 6. BE ENGAGED 23
    • 1. LISTEN WELL
    • 35% OF TRAVELERSHAVE USED SOCIAL MEDIATO INTERACT WITH ATRAVEL COMPANYS OU RCE : e M ar ket e r, Ju l y 2 0 1 0 25
    • LISTEN WELLYOUR CUSTOMER IS ALREADY TALKING ABOUT YOUTake very simple steps to manage your brand’sreputation. + Start monitoring on a small scale, with Google Alerts or mid-market solutions like ViralHeat. + Take advantage of the platform to respond to inquiries or complaints where they are made. + Monitor key industry sites like TripAdvisor and Yelp. 26
    • LISTEN WELLYOUR CUSTOMER IS ALREADY TALKING ABOUT YOUTake very simple steps to manage your brand’sreputation. + Start monitoring on a small scale, with Google Alerts or mid-market solutions like ViralHeat. + Take advantage of the platform to respond to inquiries or complaints where they are made. + Monitor key industry sites like TripAdvisor and Yelp. + And when you are ready, consider or more robust solution like Radian6, Sysomos, Alterian. 27
    • 2. ACTIVELY MANAGEYOUR REPUTATION
    • ONLY 7% OF HOTELS ONTRIPADVISOR.COMRESPOND TO NEGATIVEREVIEWSS OU RCE : Tri p Adv is o r, Febr u a r y 2 0 11 29
    • REPUTATION MANAGEMENTACTIVELY MANAGE YOUR BRANDTake very simple steps to manage your brand’sreputation. + Claim your business listing’s on services like Yelp, TripAdvisor, and other industry related sites. 30
    • REPUTATION MANAGEMENTACTIVELY MANAGE YOUR BRANDTake very simple steps to manage your brand’sreputation. + Claim your business listing’s on services like Yelp, TripAdvisor, and other industry related sites. + Take advantage of the platform to respond to inquiries or complaints where they are made. 31
    • REPUTATION MANAGEMENTACTIVELY MANAGE YOUR BRANDTake very simple steps to manage your brand’sreputation. + Claim your business listing’s on services like Yelp, TripAdvisor, and other industry related sites. + Take advantage of the platform to respond to inquiries or complaints where they are made. + Absolutely manage your business location on Google and Bing. 32
    • REPUTATION MANAGEMENTACTIVELY MANAGE YOUR BRANDTake very simple steps to manage your brand’sreputation. + Claim your business listing’s on services like Yelp, TripAdvisor, and other industry related sites. + Take advantage of the platform to respond to inquiries or complaints where they are made. + Absolutely manage your business location on Google and Bing. + Be proactive by securing your brand on new sites and networks. 33
    • REPUTATION MANAGEMENTACTIVELY MANAGE YOUR BRANDTake very simple steps to manage your brand’sreputation. + Claim your business listing’s on services like Yelp, TripAdvisor, and other industry related sites. + Take advantage of the platform to respond to inquiries or complaints where they are made. + Absolutely manage your business location on Google and Bing. + Be proactive by securing your brand on new sites and networks. + Actively manage your reputation within current communities. 34
    • 3. BE TRANSPARENT
    • BE TRANSPARENTRESPOND TO POSITIVE AND NEGATIVE COMMENTS NEGATIVE NEGATIVE APPROPRIATE I NAC C U R AT E PROMOTIONAL ( LOW R I S K ) (HIGH RISK) Post is positive, Post contains Post contains negative Post contains negative Post is lengthy (three negative, or neutral inaccurate information or inflammatory comments about or more sentences), and may include a about the brand statements regarding community members promotes an unrelated D E FIN I T ION legitimate question or the brand or blatantly attacks topic, links to an comment pertaining the brand inappropriate page, to the brand does not benefit fans, or appears to be spam Approved authors Thank user for Respond to comment Document and delete Any comment that fits concur with the post, comment. Clarify with clarification or comment the above criteria will let post stand as is, incorrect information acknowledgement per be mark as spam (if I N I T I A L AC T I O N S provide additional with a positive tone client approval (if qualifies) and deleted information, express per client approval (if needed) from the page without appreciation, or necessary) notice or response. address concern per Continue to engage client approval Continue to engage If repeat comments Consult client to None and follow user; and follow user occur, contact user via assess risk and document product private message and further action. Cease F I NA L AC T I O N S feedback direct them to client engagement with user for more information. and block from page. LC will continue to monitor user. 36
    • 4. BE ORGANIZED
    • BE ORGANIZEDDEVELOP CONTENT CALENDARS AND BEST PRACTICESWhat are the benefits of being organized? + Gives yourself an easy way to draft content and provide edits. + Categorize your posts for later measurement. + Consider key dates, holidays, seasonality, and trending topics. + Adjust your content appropriately. + Collect and archive to leverage in the future. 38
    • 5. BE HEARD
    • ACCORDING TO FACEBOOK,ONLY 16% OF BRANDPOSTS REACH CURRENTFANSS OU RCE : Fa ceb oo k , Ma rch 2 0 1 2 40
    • BE HEARDALWAYS VALUE QUALITY OVER QUANTITY = ∑ EdgeRank = U W D x e x e x x e Rank Affinity Weight Decay The score between The weight for The decay factor based the viewing user and this edge type. on how long ago the edge creator. (Comment, Like, etc) the edge was created. 41
    • BE HEARDALWAYS VALUE QUALITY OVER QUANTITYHow can you improve the chance for your Page’s content to show in the news feed of your fans? + Understanding the News Feed: + Top News shows posts from your friends (and pages) based on EdgeRank relevance. + Most Recent shows updates from your friends (and pages) based on chronological order. + Deliver a valuable experience, and rich content: + Post photos and videos. + Include links with your posts. + Ask questions or create polls. + Focus on fan engagement over a simple “Like” + Target posts based on time and locations. + Find your voice. 42
    • 6. BE ACTIVE + ENGAGED
    • SOCIAL MEDIAIS ABOUTCONVERSATIONS,NOT CAMPAIGNS 44
    • 20% OF FACEBOOK USERSHAVE ASKED THEIRNETWORK OF FRIENDS FORTRAVEL ADVICES OU RCE : e M ar ket e r, Ja nu a r y 2 0 1 0 45
    • 7. BE RESPONSIVE
    • BE RESPONSIVEDON’T LET QUESTIONS / COMMENT GO UNANSWERED BRAND FAN POST RESPONSIVENESS ACROSS FACEBOOK PAGES 2 Hours or Less 16% 2-6 Hours 15% 7-12 Hours 27% 13-24 Hours 16% Over 24 Hours 4% Does Not Respond 21% 0% 10% 20% 30% % of Brands S OU RCE : L 2 D ig i t a l IQ, Ap r i l 2 0 1 1 47
    • 8. BE FOUND
    • SOCIAL MEDIATHE IMPORTANCE OF REAL-TIME SEARCH AND SEO NETWORK SEARCHES PER MONTH (BILLIONS) 100 88 75 50 25 19 8.4 4 0 GOOGLE TWITTER YAHOO BING Monthly Searches 49
    • BE FOUNDTHE IMPORTANCE OF SOCIAL + REAL-TIME SEARCHHow is social media influencing search? + Twitter provides a great opportunity to search for travelers, or answer questions. 50
    • BE FOUNDTHE IMPORTANCE OF SOCIAL + REAL-TIME SEARCHHow is social media influencing search? + Twitter provides a great opportunity to search for travelers, or answer questions. + YouTube is the 2nd largest search engine and should contain brand related, and user- generated, content. 51
    • BE FOUNDTHE IMPORTANCE OF SOCIAL + REAL-TIME SEARCHHow is social media influencing search? + Twitter provides a great opportunity to search for travelers, or answer questions. + YouTube is the 2nd largest search engine and should contain brand related, and user- generated, content. + Search engines are personalizing results based on your social graph. The content is trusted and acts as a personal recommendation. 52
    • 9. SOCIAL IS MOBILE
    • 72.7% OF U.S. OF SOCIALNETWORK USERSACCESSED SITES AT LEASTDAILY WHILE TRAVELINGS OU RCE : e M ar ket e r, D e c e m b e r 2 0 10 54
    • NEARLY 60% OFRESPONDENTS SAIDSOCIAL MEDIA MADE ITEASIER TO MEET PEOPLEWHILE TRAVELINGS OU RCE : e M ar ket e r, D e c e m b e r 2 0 10 55
    • SOCIAL MEDIAMOBILE IS INCREASING IN IMPORTANCE MONTHLY ACTIVE FACEBOOK USERS (MILLIONS) All 845 MM Mobile 425 MM 0 300 600 900 S OU RCE : Fa ceb oo k , Feb r u a r y 2 0 1 2 56
    • SOCIAL + MOBILEENCOURAGE CONNECTIONS AND CONTENTMove beyond marketing and encourage customersto share and commemorate their experience. + Content will influence the next wave of travelers. + Encourage customers to upload photos, and share them across popular social networks. + Tag, pin, share the best content with your communities - giving proper attribution. 57
    • SOCIAL + MOBILEENCOURAGE CONNECTIONS AND CONTENTMove beyond marketing and encourage customersto share and commemorate their experience. + Content will influence the next wave of travelers. + Encourage customers to upload photos, and share them across popular social networks. + Tag, pin, share the best content with your communities - giving proper attribution. + Use networks like Foursquare to offer specials, and don’t forget to ask for photos and tips. 58
    • 10. GROWTH
    • GROWTHORGANIC AND PAID OPPORTUNITIESFacebook has changed everything again. + Timeline for brands offers new opportunities to develop and share your story. + Pin your posts to the top of the page. + Conversations are now organized differently on your Page, for Friends and Others. + Understanding PageRank and interactions in the News Feed will become even more important. + Fan-gating will still exist, as will Offers. 60
    • GROWTHORGANIC AND PAID OPPORTUNITIESExtend your activity to industry related sites, andwhere your key influencers come together. + Become active on discussion boards and forums. + If you have a blog, take advantage of your commenters - visiting those sites and building connections. + Take advantage of industry related chats on Twitter, and other conversations organized by #hashtags 61
    • GROWTHORGANIC AND PAID OPPORTUNITIESPaid advertising can be more cost-effective thansearch-engine marketing. + Identify Your Goals + Community Growth + Brand Awareness + Lead Generation + Ad Types + Page vs. External URL + Events or Applications + Sponsored Post + Sponsored Stories 62
    • 11. DELIVERING ON ROI
    • MEASUREMENTDELIVERING ON ROIEstablish success metrics and KPIs: + Awareness: Community size, growth, active users and impressions / views + Engagement: Interaction; including comments, likes, media views, wall posts and mentions/ RTs + Competitive: Measure brand against competitors and industry averages to define success of community size / growth + Traffic: By utilizing tools such as Google Analytics and Bit.ly, track and report on click through links 64
    • MEASUREMENTDELIVERING ON ROIMeasuring a return on your social mediainvestment can have both soft and hard metrics: Fan Growth + ROI 8000 + Is business up or down? 4000 + True ROI can be measured by tracking 0 bookings from your marketing channels. -4000 -8000 + Are you remarketing? -12000 + Are you capturing leads? (E-mail, social, other) -16000 -20000 8/11 10/11 12/11 2/12 4/12 6/12 8/12 10/12 12/12 65
    • 1. LISTEN WELL 7. BE RESPONSIVE 2. REPUTATION MANAGEMENT 8. BE FOUND 3. BE TRANSPARENT 9. SOCIAL IS MOBILE 11 STEPS 4. BE ORGANIZED 10. GROWTHFOR SOCIAL MEDIA MARKETING 5. BE HEARD 11. MEASUREMENT 6. BE ENGAGED 66
    • TWITTER: @DJENDERSDENNIS JENDERS PHONE: 414-272-2400 VP DIGITAL + COMMUNICATIONS STRATEGY , E-MAIL: DJENDERS@LAUGHLIN.COM 67
    • THANK YOU