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Social Media and Travel
Social Media and Travel
Social Media and Travel
Social Media and Travel
Social Media and Travel
Social Media and Travel
Social Media and Travel
Social Media and Travel
Social Media and Travel
Social Media and Travel
Social Media and Travel
Social Media and Travel
Social Media and Travel
Social Media and Travel
Social Media and Travel
Social Media and Travel
Social Media and Travel
Social Media and Travel
Social Media and Travel
Social Media and Travel
Social Media and Travel
Social Media and Travel
Social Media and Travel
Social Media and Travel
Social Media and Travel
Social Media and Travel
Social Media and Travel
Social Media and Travel
Social Media and Travel
Social Media and Travel
Social Media and Travel
Social Media and Travel
Social Media and Travel
Social Media and Travel
Social Media and Travel
Social Media and Travel
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Social Media and Travel

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This presentation was given at the Travel and Tourism Research Association meeting in San Antonio,TX in June 2010

This presentation was given at the Travel and Tourism Research Association meeting in San Antonio,TX in June 2010

Published in: Technology, Business
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Transcript

  • 1. Social Media and travel organizations
    Fran Stephenson
    Step In Communication
  • 2.
  • 3. WHERE IS YOUR ORGANIZATION IN SOCIAL MEDIA?
  • 96 percent of teens use social networking tools. (NSBA, Aug 2007).
    Facebook is #2 most visited site on the Internet….after Google.
    44% of social sharing on Web is driven by Facebook
    Age groups 25-54 represent HALF of all new Facebook users in the past year.
    Who is using Social Media?
  • 12. What are travelers looking for?
    Inspiration
    Aspiration
    Real experiences
    Accurate information
    Special experiences
    Opportunity to tell others
  • 13. How is social media helping?
    Access to more content
    Can pull from multiple sources
    Word of mouth on steroids
    Real-time
  • 14. Social media is not new
    Blogging platforms are 10+ years old
    Speed of adoption is high and will continue
    Smart Phones!
    SaaS and web-based programs have built-in analytics
  • 15. How organizations adopt social media practices
  • 16. Social media practice
  • 17. The Issues…..
    Safety
    Privacy
    The IT Department and “Cyber Security”
    Loss of Message Control
    Crisis Communications
    Staffing
    Training
    Sustainability
    ROI
  • 18. Best practices for adoption
    Set objectives for your plan
    Create guardrails or guidelines
    Establish listening posts/monitoring
    Become an informed advocate
    Look for resources in unusual places
    Build your profile
    Create sustainability
    Create two-way conversations
    Analyze and measure against objectives
  • 19. SOME TIPS
    • Share your expertise. Focused communities can get in-depth
    • 20. Share your opinion
    • 21. Communicate regularly
    • 22. Be brief
    • 23. Link to resources and other experts
    • 24. Respond to questions and comments
    • 25. Find a balance bet. seeding conversations and letting the community lead
  • SOME TIPS…
    • Don’t be afraid of negativity
    • 26. Start with the goal, not the tool
    • 27. Embrace niche communities
    • 28. Empower people to speak for the organization
    • 29. Give to get
    • 30. Listen
  • The Conversation Prism
    Observe
    Listen
    Participate
    Engage
    Give/Get
    Evaluate
    Lather, Rinse, Repeat
    Source: http://www.briansolis.com/2009/03/conversation-prism-v20/
  • 31. Travel Case Studies
  • 32. engagement
  • 33. Geolocation
    Foursquare
    Gowalla
    Go places, earn stuff
    Leave tips, get recommendations
  • 34. Tourism applications
  • 35. twitter
    140 characters
    Headline news
    Customer service engine
  • 36. Mobile marketing
  • 37. facebook
    Interaction
    Engagement
    Promotions
    Contests
    Customer Service
  • 38. Tip of the iceberg
  • 39. Imagine the next step
    Trip Planner of today
  • 44. Integrated travel planners
  • 45. Enrich experience
  • 46. Paradigm shift in marketing
    Acquire real-time data
    Targeted offers
    No more mass coupons
    Can tweak and revise campaigns
  • 47. Analytics shifting
    SaaS and web-based social networking have built-in analytics
    Polls/research more accessible
    Instant feedback
    Shorter term trends
  • 48. PARTING THOUGHTS
  • resources
  • 52. Cluetrain Manifesto
    www.cluetrain.com
    Naked Conversations
    Robert Scoble and Shel Israel
    New Rules of Marketing and PR
    David Meerman Scott
    Twitter Power
    • Joel Comm
    Things to Read
  • 53. Now is Gone
    Geoff Livingston
    Groundswell
    Charlene Li and Josh Bernoff
    Personality Not Included
    RohitBagarva
    The Secrets of Social Media Marketing
    • Paul Gillen
    Things to Read
  • 54. http://delicious.com/franstep
    Search for “casestudy” and “tourism”
    Mobile Marketing Assn.
    http://mmaglobal.com/resources/content_category/study/9/339
    Social media groups in all cities
    Other Resources
  • 55. E-Mail:
    franstep09@gmail.com
    Twitter: @fransteps
    Find me on:
    Facebook
    LinkedIn
    Foursquare
    Connect with Me!
  • 56. Questions?
  • 57. Thank you!

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