Taking Social Media to the Next Level #paii

March 11, 2010
03/13/10 Chief Bacon Maker and Marketing Strategist, Bacon Marketing President , Social Media Club of Dallas #smcdallas #PAII @mikedmerrill

Agenda
Top 6 Tourism In Social Media Trends
Day in the Life
What about ROI
The Owner is The Brand
Productivity Tools
03/13/10 http://www.slideshare.net/mikedmerrill

Assumptions
Understand the value of social media
Use Twitter
Use Facebook
Know a little bit about SEO
Can hold a camera
Have a hobby other than running an Inn or B&B
03/13/10

03/13/10 Top 6 Tourism Trends in Social Media

Top 6 Tourism In Social Media Trends
User Generated Content
Google Maps
Location Based Mobile Apps
Mobile Travel Apps
Fan Empowerment
Niche Networks
03/13/10

Trend 1: User Generated Content 03/13/10

Trend 2: Google Maps – My Maps 03/13/10

Trend 2: Google Maps – My Maps 03/13/10 Map from Tim Brady - @innkeepers

Trend 2: Google Maps - Local 03/13/10

Trend 3: Location Based Applications 03/13/10 Brightkite Gowalla foursquare

Trend 3: Location Based Applications 03/13/10

Trend 3: Location Based Applications 03/13/10 InnTouch

Trend 4: Mobile is the 2 nd Screen 03/13/10

Trend 4: Mobile is the 2 nd Screen
Video and Content consumption
Touch Screen
Cloud Computing – Facebook Connect
Augmented Reality
Mobile Photo and Video Camera
03/13/10 Pizza Hut iPhone app generated $1 Million in sales in 2009

Trend 4: Mobile Travel Applications 03/13/10

Trend 5: Fan Empowerment 03/13/10

Trend 6: Niche Networks 03/13/10

03/13/10

03/13/10 A Day in the Life #PAII #DITL

5:30AM Prep Breakfast and Dining Area 03/13/10 #PAII #DITL

7:30AM Breakfast Served 03/13/10 #PAII #DITL

9:00AM Review Google Reader & Social 03/13/10

9:30 Trip to Farmer’s Market 03/13/10 #PAII #DITL

10:00 Guests Headed to Activities 03/13/10 #PAII #DITL

10:30 Guests Checking Out
Survey
Secure Video Testimonial
Ask them to post their photos on facebook and send you a link to their flickr group
Ask them to review on TripAdvisor
Referral Offer
03/13/10 #PAII #DITL

2:00pm Start Blog Post and Review Social
Start draft of blog post featuring story of recent guest including their photos
Review Twitter, Facebook and analytics to see if any of your posts had comments that you need to respond to
Check email
03/13/10

6:00 Happy Hour 03/13/10 #PAII #DITL

I Know I Saw My ROI Around Here Somewhere

03/13/10 - Zena Weist, Director of Social Media, H&R Block "If your word of mouth isn't positive, forget about brand awareness and consideration, if word of mouth is bad, there is no consideration.“

Are You Even Measuring ROI? 03/13/10

What Are You Measuring 03/13/10

What is your Goal?
Increase Revenue
Increase in new customers – first time stay
Increase in revenue from previous customers
Reduce Costs
Lower Cost of Customer Acquisition
Lower Cost of Customer Service
03/13/10

Evolution of Measurement
Non Financial
Offsite
Clickthroughs
Facebook Fans
Facebook Comments
Twitter Followers
Retweets
YouTube Views
YouTube Comments
Sentiment
Mentions
Social
Press
Non Financial
Website
Unique Visitors
Page Views
Time on Site
PageRank
Non Financial
Conversions
Contact form
Inbound Calls
Downloads
Event Registrations
Opt-in to email
Subscribe to Blog
Register for Online Community
Employment Apps
Support Calls
Cancellations

Map Activity Timeline 03/13/10 Month 1 Month 2 Month 3 Month 4 Activated Twitter Added Twitter to Website Published Fan Page Added Fanpage to Website Invited past customers Published Blog Post Tweeted new offer Published Blog Post Posted Promotion to FB Spoke at Conference Posted video Popular travel blogger mentions Inn Re-Posted Blogger mention to blog Added new batch of photos New Customer Testimonial video Commented on travel blog Posted YouTube Video Posted pictures to FB Fan Page Publish Blog Post End of Peak Season
Overlay non-financial and financial to activity
Calls, More Info Requests, coupon redemptions
Reservations/Revenue

Define Your Success Metrics 03/13/10

The InnKeepers are the Brand
03/13/10

What is Personal Branding 03/13/10 Personal branding is the process whereby people and their careers are marked as brands. The creation of an asset that pertains to a particular person or individual; this includes but is not limited to the appearance and knowledge contained within, leading to an indelible impression that is uniquely distinguishable. Personal branding often involves the application of one's name to various products. For example, celebrity real-estate mogul Donald Trump uses his last name extensively on his buildings and on the products he endorses (e.g.,Trump Hotels). -Wikipedia

Why is Personal Branding So Popular
Growth of Social Media
Massive Career Transition
Demographics
Success Stories
03/13/10

Brand Analysis – A Refresher 03/13/10

Your Brand Tenets – Be Authentic
Give to Receive: I give first with no expectation of return.
Provide Value: I share value first.
Instill Trust: I honor my commitments and manage expectations.
Be Positive: I have sincere gratitude for what I have so that I can start each day with hope.
Strive for Excellence: I do everything in my power to deliver my best work.
03/13/10

Social Media Architecture Ines Hegedus-Garcia – Miamism.com Blogger 03/13/10 Creating a social media architecture has allowed Ines to cultivate her online buzz Digital Word of Mouth

03/13/10

Productivity Applications - Desktop 03/13/10
TweetDeck Desktop App
Supports multiple accts
URL shortener built-in
View profiles
Save searches and #hashtags
Other Options
HootSuite
Nomee
Seismic

Productivity Applications - Posterous 03/13/10

Productivity Applications - Mobile 03/13/10 Pingle for iPhone Tweetie for iPhone PicPosterous

Productivity Applications - Browser 03/13/10
Ping.FM
Update Twitter, LinkedIn, Facebook and other networks all from one internet browser application
Ability to update status, blog, or micro-blog or just update one by itself

Final Thoughts on Branding
Own your own brand
Perfection is the enemy of the good
The smallest action is far greater than the best intention
03/13/10

Final Thoughts on Social Media
Be useful.
Provide value.
Rethink audience.
Rethink message.
03/13/10

Warning
Once you engage - you have to stay engaged
Your community and fans will expect you to be available
Expect Raving Fans who will want to get more involved
03/13/10

03/13/10

Let’s Connect and Follow Each Other
03/13/10 http://www.mikemerrill.com/twitter http://www.mikemerrill.com http://www.mikemerrill.com/linkedin http://www.mikemerrill.com/facebook [email_address]

Where to Start
Listen – Google “Grow Big Ears”
Engage
Share Content
Support
Embrace Fans
Measure
03/13/10

Where To Get Started - Measure 03/13/10

Create a Business Page that will Attract
Tips to Maximize Reach
Publish all events, photos and videos possible to draw engagement
Invite your entire email distribution list to join you on Facebook
Include Link to Facebook on web site home page
Add to email signatures
Import Blog
POWERFUL: News Feeds are published to home pages of fans
03/13/10

Key Applications for your pages
Involver
Ping.fm – Allows you to update multiple networks at once from browser or iPhone
Selective Twitter - #fb at end of tweets
FBML – Custom HTML
Add Facebook Connect and Facebook Fan Page Widget to your blogs/websites
03/13/10

Taking Social Media to the Next Level #paii

by Mike D. Merrill on Mar 13, 2010

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