E-Tourism- Social Media Tools & Tactics (by Damian Cook/Zeina Rifai)Presentation Transcript
Net Generation• Are you ready for them?• The ﬁrst ‘digital generation’ has arrived- aged between 11 and 31• They grew up with access to computers and the internet• Vastly different from previous generations
OK.. they do have some issues
REJECTION OF COMPLEXITY
Had I the heavens embroidered cloths, Enwrought with golden and silver light, The blue and the dim and the dark cloths Of night and light and the half-light, I would spread the cloths under your feet: But I, being poor, have only my dreams; I have spread my dreams under your feet;Tread softly because you tread on my dreams.
The Web is Changing Constantly...
Content Generation• Over the past 5 years the web has changed radically• People have become able to create content on the internet with no skills or technical knowledge• As a result- the internet now doubles in size every 11 hours• Users mainly consume content from other users
UGC• Blogs• Images• Video• Wikis• Reviews• Social Proﬁles• Tweets
What Does That Mean?
Our Users Are In Control
You need to work with them...
And they come prepared...
TWO 2012 LANDMARKS: ONE BILLIONTOURISM ARRIVALS and...
IN AUGUST FACEBOOK WILLREACH ONE BILLION USERS
WELCOME TO THEWORLD’S LARGESTSOURCE MARKET
Facebook is writing autobiographies...
Our Proﬁles are howwe want the world to see us...
How do you let your guests be seen...?
Conversion• There is so much competition in the marketplace and so much demand from the market for sales that CONVERSION of interest to sale is essential• As search and social becomes increasingly monetized branding alone is not a good investment• To see return on your online investment you need to convert
Social Conversion• Spending on Social Media Advertising has doubled in the last year• Ad spend on Facebook in 2010: $1.3 Billion• Video Advertising had grown but not as radically
SOCIAL SELLS• US online buyers who were led to their purchase by a search engine or social media site (November 2010)• Search: 51%• Search and social: 48%• Social: 1%
SOCIAL ON THE ROAD • 72.7% of US social network users accessed social networks at least daily while they were travelling.
Multiplying theTravel Experience• The vicarious travel experience effectively means that each person is now travelling with an average of 120 spectators• These are not passive spectators• They are engaging, commenting and recommending constantly• Travel suppliers now need to be a part of this atmosphere of constant engagement
It’s a Visual Medium:Show Me Don’t Tell Me
KEEPING IT SIMPLE
Tell me about Greece or show me the experience...
Show me an Experience
Show me an experience that inspires me...
Individuals Become Broadcasters & Syndicators
Content Goes Viral • Content is easy to produce and easy to share • Once released into cyberspace, users share, refer and pass on content to each other • It spreads and it spreads fast...
ENTIRE CAMPAIGNS ARE NOW RUN VIRALLY
User Generated Content:Raw, Real, Reliable...
One Day in Canada
Africa goes Viral• ‘The Battle at Kruger’ a tourists video shot in South Africa has become the 12th most popular video on YouTube• It has been viewed over 66,276,000 times and counting
The Media Rules have changed...
Opinions are important• 20% of North Americans read reviews before making a hotel booking during domestic travel.• 33% of North Americans read reviews before making a hotel booking before overseas travel to Europe.• 50% of North Americans read reviews before making a hotel booking before booking long haul travel. source: NEW MEDIA TREND WATCH
Response time is speeding up...
TRAVELLING MOBILE• Three out of ten cell phones in use in the US are now "smartphones" with internet connectivity.• In 2010, nearly two in ten travelers (19%) have downloaded a travel-related application (app) to their smartphone.• Half have navigated a destination using the built in GPS functionality or searched for the latest information on ﬂight schedules and delays.• Three in ten have compared airfares or hotel rates or shared information or photos about their travel experiences using their smartphone.• One in six has booked air travel or lodging or viewed a virtual visitor guide that provides information on things to do and see while visiting a destination.
Social Media in the Buying Cycle
Research The Book Travel CycleDream Experience Share
SOCIAL MEDIAMARKETING IS MORE TARGETED, MEASURABLE AND AFFORDABLE
A Social Media Toolbox
Face Book & Tourism
Would You Market Your Destination to a Country with apopulation of over 850 Million?
Well, that’s Facebook
Create a Corporatepage with Corporate functions
But not so corporatethat it becomes boring
Have conversations- don’t give lectures
HOW PEOPLE USE FACEBOOK
WHO SEES YOUR STUFF
FACEBOOK FANS• Once people are connected to you, have liked you- they do not necessarily visit your page• They don’t see all of your posts• Facebook prioritizes activity• If they LIKE or COMMENT on posts they are more likely to see your posts
YOU HAVE TO ENCOURAGEENGAGEMENT
Focus on the active users...
The new timeline...
Bigger, Better Pictures and Video...
Better opportunities to brand and book...
INSIGHTS• The new Facebook offers a realtime analytical system called Insights• This will show you levels of engagement• Likes, mentions and discussions are graphed
LIKE THE LIKE
Don’t Like your own posts...
Ask Questions to get answers...
Thinking of changing ourmenu- what would you like to see?
What is your favorite place in Greece?
What do you think of whenyour hear the word Greece?
What are you dreaming about doing this summer?
How often should you post...?
It’s a beautiful day at Acme Hotel8:06amHaving a great breakfast at Acme Hotel-we have cereal8:44amA guest just said they love Acme Hotel!Woot! Woot!10:46amWhat shall we have for lunch at AcmeHotel?12:25pmLook at this picture of a Kitten- bet itwishes it was at Acme Hotel3:00pmHere’s the sunset from the Acme Hotel5:30pmIt’s dark outside at Acme Hotel8:30pm
Nobody is THAT interested...
No more than once aday.. ideally 5 times a week
REMEMBER TO TAGPEOPLE AND PLACES
VIDEO ENCOURAGES ENGAGEMENT
SHARING BUILDS YOUR LIKES... BUT IT HAS TO BEWORTH SHARING....
TOURISM CONTENTTHAT GETS SHARED• Photos• Videos• Engaging News• Usable data (Recipes, Guides, Maps)• Contests• Can be automated via 3rd Party websites or Apps
Targeting your Ad
Twitter for Tourism
Isn’t Twitter just nonsense??
What is it?• It’s Microblogging• An online chat room• A mixture of banter, socialising and practical advice• Users answer the question “What’s happening?”
In 140 characters or less...
Now a community of 200 million people
With Global Reach
World’s fastest growing search engine...
WHAT’S GOING ON?
Used For• Sharing daily life• Having group conversations & chats• Crowdsourcing ideas• Finding useful and interesting content• Getting news• Making Friends
LOCAL GETWAWAYS IDENTIFIED THE MAJORITY OF BUSINESS LEADS AND CONVERSIONS AS ORIGINATING FROM TWITTER- THANKS TO AN IDEAL “LAST MINUTE” SALES MODEL
Get Tweeting• It’s easy to do and very addictive• Excellent realtime promotional tool• Get direct realtime feedback• Get new ideas, products and meet new people
• Linked in is a Business Networking Community online• 120 Million Users• Excellent B2B tool for meeting, networking and sourcing information and advice from other professionals• Fantastic SEO value for your name, website and links (blogs)• Create and Manage your proﬁle
EMBED YOUR VIDEOS• Use YouTubes embed codes to put your videos on your own website• Post them to Facebook via the easy Video Upload or the YouTube SHARE button• Use a URL shortner to Tweet Video links
SOCIAL ON THE GO...
72% of Americans updated Facebook atleast once a day as they travelled...
THE FUTURE IS MOBILE AND LOCATION BASED• Tools, Apps and Sites that know where you are are becoming very popular• Find information and contacts around you• Post, report and relate to your content• More and more destinations are focussing on Location Based Services