Twitter for Tourism: LGBT Focus

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Presentation for the Gay Canada Travel Conference in Victoria, BC on October 12, 2012.

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  • Twitter for Tourism: LGBT Focus

    1. 1. REBECCA BOLLWITT Miss604.com/contact
    2. 2. Twitter for Tourism & LGBT Travel
    3. 3. Twitter Goals Voice Audience Outreach Measure Intro to Twitter for Tourism Set Your Voice/Content Set Your Goals Determine How Your Audience Uses Twitter Outreach + Stand Out Measure Success
    4. 4. Twitter Goals Voice Audience Outreach Measure What and Why of Twitter
    5. 5. Twitter Goals Voice Audience Outreach Measure
    6. 6. Twitter Goals Voice Audience Outreach Measure
    7. 7. Twitter Goals Voice Audience Outreach Measure
    8. 8. Twitter Goals Voice Audience Outreach MeasureSaying as much as you can... 140 characters at a time...
    9. 9. Twitter Goals Voice Audience Outreach Measure • Sign up with a good name  
    10. 10. Twitter Goals Voice Audience Outreach Measure • Sign up with a good name  • Setup your profile  Link your website!
    11. 11. Twitter Goals Voice Audience Outreach Measure • Sign up with a good name  • Setup your profile • Start marking updates 
    12. 12. Twitter Goals Voice Audience Outreach Measure • Sign up with a good name  • Setup your profile • Start marking updates • Find people to follow  http://wefollow.com/twitter/lgbt
    13. 13. Twitter Goals Voice Audience Outreach Measure • Sign up with a good name  • Setup your profile • Start marking updates • Find people to follow  Twitter Lists & Followers
    14. 14. Twitter Goals Voice Audience Outreach Measure • Sign up with a good name  • Setup your profile • Start marking updates • Find people to follow • Promote your account 
    15. 15. Twitter Goals Voice Audience Outreach MeasureAnatomy of a Tweet Click to Reply How it was Bookmark Click to Share posted
    16. 16. Twitter Goals Voice Audience Outreach Measure Don’t Get Lost in the Shuffle The Hashtag #
    17. 17. Twitter Goals Voice Audience Outreach Measure Don’t Get Lost in the Shuffle The Hashtag #
    18. 18. Twitter Goals Voice Audience Outreach Measure
    19. 19. Twitter Goals Voice Audience Outreach Measure
    20. 20. Twitter Goals Voice Audience Outreach Measure
    21. 21. Twitter Goals Voice Audience Outreach MeasureHow Tourism Promoters Use Twitter Announcements About Upcoming Local Events & News Social Tweets 10% Replies to Followers Deals (Both Travel & Non-Travel) Re-Tweets from Community Partners 13% 41% 15% 21% Development Counsellors International (DCI) http://www.ideahatching.com/2009/10/twitter-for-tourism/
    22. 22. Twitter Goals Voice Audience Outreach Measure Networking + Customer Relationships Answer Questions & Provide Customer Service Make New ConnectionsFollowers Might Already Have a Connection with You
    23. 23. Twitter Goals Voice Audience Outreach Measure Determine Your Goals
    24. 24. Twitter Goals Voice Audience Outreach Measure ROI
    25. 25. Twitter Goals Voice Audience Outreach Measure Event Attendees? Sales? Online Buzz? Followers? Engagement? Build Trust? Public Relations? Recruitment?
    26. 26. Twitter Goals Voice Audience Outreach Measure“We’ve found that Twitter has been a great way for us toconnect on a more personal level with our employees andcustomers. We use it to help build our brand, not drive directsales.It’d be like asking how does providing a telephone number forcustomer service translate into new business when they aremostly non-sales-related calls.In the long term, Twitter helps drive repeat customers andword of mouth, but we’re not looking to it as a way of drivingimmediate sales.” Tony Hsieh, CEO of Zappos.com
    27. 27. Twitter Goals Voice Audience Outreach Measure “A trusted referral is the Holy Grail of advertising” Mark Zuckerberg, Facebook New word of mouth An accessible company is a trustworthy company Build Relationships
    28. 28. Twitter Goals Voice Audience Outreach Measure http://www.zendesk.com/blog/keeping-up-with-twitter-customer-service-questions
    29. 29. Twitter Goals Voice Audience Outreach Measure Queries #1 • Connect with customers and potential customers  • Position yourself as the “go to” resource • Have knowledgeable staff at the helm • Create a blog post with FAQ, expand the conversation 
    30. 30. Twitter Goals Voice Audience Outreach Measure Make a Plan • Create a schedule (Google Calendar, HootSuite scheduling)  • Have a content theme (#WineWednesday #TravelTuesday) • Determine your voice, your audience • Be prepared for engagement 
    31. 31. Twitter Goals Voice Audience Outreach Measure Start Free Then Invest • Start with Twitter and other free tools  • Pay for “pro” upgrades once you’re familiar with the platform 
    32. 32. Twitter Goals Voice Audience Outreach Measure Determine Your Voice
    33. 33. Twitter Goals Voice Audience Outreach Measure Determine Your Voice • Who is updating? Identify team members  • Personality, character, authority? • Be the expert on your region, community, brand 
    34. 34. Twitter Goals Voice Audience Outreach Measure Determine Your Voice
    35. 35. Twitter Goals Voice Audience Outreach Measure Determine Your Voice
    36. 36. Twitter Goals Voice Audience Outreach Measure Post to be Shared
    37. 37. Twitter Goals Voice Audience Outreach Measure Post to be Shared
    38. 38. Twitter Goals Voice Audience Outreach Measure Post to be Shared 3 big advantages of Twitter from Duct Tape Marketing founder John Jantsch: (1) I get great insight when I ask questions, (2) let’s face it, I get traffic and (3) people on Twitter spread my thoughts to new places
    39. 39. Twitter Goals Voice Audience Outreach Measure Share Posts
    40. 40. Twitter Goals Voice Audience Outreach Measure How Does Your Audience Use Twitter
    41. 41. Twitter Goals Voice Audience Outreach Measure http://mashable.com/2012/03/09/social-media-demographics/
    42. 42. Twitter Goals Voice Audience Outreach Measure HubSpot
    43. 43. Twitter Goals Voice Audience Outreach Measure http://mashable.com/2012/03/09/social-media-demographics/
    44. 44. Twitter Goals Voice Audience Outreach Measure Keyword Search
    45. 45. Twitter Goals Voice Audience Outreach Measure Target Specifically • What is your demographic looking for online?  • Reach out to influencers & their audiences 
    46. 46. Twitter Goals Voice Audience Outreach Measure Target Specifically • What is your demographic looking for online?  • Reach out to influencers & their audiences 
    47. 47. Twitter Goals Voice Audience Outreach Measure Target Specifically • What is your demographic looking for online?  • Reach out to influencers & their audiences • Launch a social media campaign 
    48. 48. Twitter Goals Voice Audience Outreach Measure Target Specifically
    49. 49. Twitter Goals Voice Audience Outreach Measure Target Specifically • What is your demographic looking for online?  • Reach out to influencers & their audiences • Launch a social media campaign • Ask questions 
    50. 50. Twitter Goals Voice Audience Outreach Measure Stand Out to LGBT Travellers http://www.radian6.com/blog/2012/06/pride-month-lgbt-travel-love/
    51. 51. Twitter Goals Voice Audience Outreach Measure Twitter = Traffic • @Miss604 Twitter use vs Miss604.com traffic 2008 
    52. 52. Twitter Goals Voice Audience Outreach Measure Twitter = TrafficCompanies that blog have 55% more traffic to their websites Avg. Monthly Visits for Companies that Blog  Avg. Monthly Visits for Companies that Don’t Blog 1,480 2,250 http://imbuemarketing.com/2012/small-business-blogs-infographic/
    53. 53. Twitter Goals Voice Audience Outreach Measure Stand Out to LGBT Travellers • Offer a dedicated site and profile  http://www.tourismvancouver.com/vancouver/gay-friendly-vancouver/ http://www.visitseattle.org/Visitors/Discover/LGBT-Travel.aspx
    54. 54. Twitter Goals Voice Audience Outreach Measure Stand Out to LGBT Travellers • Offer a dedicated site and profile 
    55. 55. Twitter Goals Voice Audience Outreach Measure Stand Out to LGBT Travellers • Offer a dedicated site and profile 
    56. 56. Twitter Goals Voice Audience Outreach Measure Stand Out to LGBT Travellers • Sponsor, attend, or host a pride event • Share photos and updates to Twitter (& social media accounts) 
    57. 57. Twitter Goals Voice Audience Outreach Measure Stand Out to LGBT Travellers • Sponsor, attend, or host a pride event • Share photos and updates to Twitter (& social media accounts) 
    58. 58. Twitter Goals Voice Audience Outreach Measure Stand Out to LGBT Travellers • Learn about where LGBT hotspots are - you might have a property, flight, vacation package, in or around it. Promote it with #LGBT & #GayTravel  http://www.radian6.com/blog/2012/06/pride-month-lgbt-travel-love/
    59. 59. Twitter Goals Voice Audience Outreach Measure Be Relevant & Consistent • Post year-round, post often • Use HootSuite, Buffer, or other services to schedule posts 
    60. 60. Twitter Goals Voice Audience Outreach MeasureCreate a Guide for Your City
    61. 61. Twitter Goals Voice Audience Outreach Measure Create Your Own Twitter Lists
    62. 62. Twitter Goals Voice Audience Outreach Measure Host a Contestwith Partner Blogs
    63. 63. Twitter Goals Voice Audience Outreach Measure Go Back to Your Goals
    64. 64. Twitter Goals Voice Audience Outreach Measure Go Back to Your Goals• Engagement, conversations, followers, likes, re-tweets• Track clicks with Short Links• Track campaigns, keywords• Google Analytics  
    65. 65. Twitter Goals Voice Audience Outreach Measure Go Back to Your Goals• Engagement, conversations, followers, likes, re-tweets• Track clicks with Short Links• Track campaigns, keywords• Google Analytics  
    66. 66. Twitter Goals Voice Audience Outreach Measure Go Back to Your Goals• Engagement, conversations, followers, likes, re-tweets• Track clicks with Short Links• Track campaigns, keywords• Google Analytics  
    67. 67. Twitter Goals Voice Audience Outreach Measure Go Back to Your Goals• Engagement, conversations, followers, likes, re-tweets• Track clicks with Short Links• Track campaigns, keywords• Google Analytics  
    68. 68. Twitter Goals Voice Audience Outreach Measure Go Back to Your Goals• Engagement, conversations, followers, likes, re-tweets• Track clicks with Short Links• Track campaigns, keywords• Google Analytics   Over the span of 12 days More than 8,600 people visited the Facebook page More than 18,000 times Generating 1,600 new Facebook fans & increased fanbase 60%
    69. 69. Twitter Goals Voice Audience Outreach Measure Have a Plan Target Your Audience Be Consistent Engage
    70. 70. REBECCA BOLLWITT Miss604.com/contact

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