Social Media and travel organizations<br />Fran Stephenson <br />Step In Communication<br />
WHERE IS YOUR ORGANIZATION IN SOCIAL MEDIA?<br /><ul><li>Facebook/Twitter
Flickr ~ Picasa ~ Snapfish
YouTube
Podcasting
Foursquare/Gowalla
LinkedIN ~ SlideShare
ITunes
Groupon
Digg ~ Delicious </li></li></ul><li>96 percent of teens use social networking tools. (NSBA, Aug 2007). <br />Facebook is #...
What are travelers looking for?	<br />Inspiration<br />Aspiration<br />Real experiences<br />Accurate information<br />Spe...
How is social media helping?<br />Access to more content<br />Can pull from multiple sources<br />Word of mouth on steroid...
Social  media is not new<br />Blogging platforms are 10+ years old<br />Speed of adoption is high and will continue <br />...
How organizations adopt social media practices<br />
Social media practice<br />
The Issues…..<br />Safety<br />Privacy<br />The IT Department and “Cyber Security” <br />Loss of Message Control<br />Cris...
Best practices for adoption<br />Set objectives for your plan<br />Create guardrails or guidelines <br />Establish listeni...
SOME TIPS <br /><ul><li>Share your expertise. Focused communities can get in-depth
Share your opinion
Communicate regularly
Be brief
Link to resources and other experts
Respond to questions and comments
Find a balance bet. seeding conversations and letting the community lead</li></li></ul><li>SOME TIPS…<br /><ul><li>Don’t b...
Start with the goal, not the tool
Embrace niche communities
Empower people to speak for the organization
Give to get
Listen</li></li></ul><li>The Conversation Prism<br />Observe<br />Listen<br />Participate<br />Engage<br />Give/Get<br />E...
Travel Case Studies <br />
engagement<br />
Geolocation<br />Foursquare<br />Gowalla<br />Go places, earn stuff<br />Leave tips, get recommendations<br />
Tourism applications<br />
twitter<br />140 characters<br />Headline news<br />Customer service engine<br />
Mobile marketing<br />
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Social Media Use and Travel Research

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This presentation was given at the Travel &amp; Tourism Research Association\'s 2010 Conference in San Antonio, TX

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Social Media Use and Travel Research

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