Social MEdia & Travel
By Rana Walker, Principal Consultant for GR&AT
Be Smart. Be Hip. Be Seen.
Socially
% Internet Users on Social Media
Source: We Are Social, January 201
1 Billion users
Sources:
www.Go-Gulf.com
www.facebook.com
3
4
175 M
users
Source: www.Go-Gulf.com
Fastest Growing
Source: www.Go-Gulf.com
Belgium Social Media Statistics
4,8 million (46,5% of
population)
1,1 million
0,9 million
Source: How-Can-I-Be-Social.com ...
Social Media Explained
I “Like” Belgian Waffles
@wafflefans, I’m in Brussels eating
a #Belgian Waffle!
My skills include B...
Social Media Explained
+1: Read this article learn the
history of the Belgian Waffle!
Pictures of Belgian Waffles, we shal...
Social Media Explained
Check out my pictures of these
delicious Belgian waffles!
Blogging about my Belgian waffle
experien...
Social Review Sites
Great event venue – ambiance,
paintings, courteous staff & great
Belgian waffles!
I agree with the rev...
Clicking on Links – By Sharing Channel
User-Generated Content (UGC) is Key!
NO PUSH of content
• (this is web 1.0 vs. web 2.0)
Instead, allow users to also generate the:
• News
• Feedback
• Ideas
• ...
Social Media’s Influence
Trust
#1 influencer of buying decisions in the
future!
Build your online network and your online
...
Find Bloggers & Leverage
Klout
Social Media
Share your personality, NOT your
personal information!
Share your company’s philosophy,
NOT proprietary infor...
P. 22
Why LinkedIn?
 #1 Business Social Media Platform
 Keep track of contacts throughout their career & job moves
 Build tru...
LinkedIn Profile Page – More than an online CV
175 Million TWEETS per day and
a lot of them discuss Travel!
Listen to what the little birdie tells you…
Why Twitter?
 Fast, efficient, economical and viral
 Straight to the point, 140 characters gives no room for
fluff
 Ter...
Twitter Useful in Crisis Comms
48
HOURS.
The amount of video uploaded to
YouTube every minute!
Why YouTube?
 For the visual learners – seeing is believing
 Customer testimonials are quite effective in video
 Video ...
More Genuine, More Power to the People –
Put video in the hands of your customers!
If Facebook
were a country,
it would be the
3rd most
populated
in the
world!
Source: Facebook
Why Facebook?
 Project a more human face of your company - pictures of staff
and events illustrate company culture and st...
IKEA Facebook / YouTube Example
Some Travel Brands on
Facebook
Staff as Brand/Event Ambassadors
P. 35
Tweetdeck & HootSuite – Free to track, share,
schedule & update all social platforms in 1 place!
Integrate all of your
Social Media Channels
Pre-Event Social Media
Publish # (hashtag) in
advance, engage with agenda
reminders, ask & answer
questions, contests
Crea...
Pre-Event Social Media
Share links to event news,
update with quotes from
speakers, start a video chat
Create a Flickr gro...
During Event Social Media
Engage via agenda
reminders, ask & answer
questions, contests, use a
“twitter wall”
Update page ...
During Event Social Media
Share links to event news,
update with quotes from
speakers, start a video chat
Take photos to c...
Post-Event Social Media
Thank attendees, solicit overall
event feedback, share contest
winners, solicit where next event
c...
Post-Event Social Media
Share links to articles from
event, host a post event
video chat to summarize
conference
Publish c...
Millions of Mobile Apps!
Rana Walker
Social Media Evangelist and
Principal Consultant at GR&AT
http://be.linkedin.com/in/ranawalker
Thomas More college
Thomas More college
Thomas More college
Thomas More college
Thomas More college
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Social Media presentation for a tourism Masters class in Mechelen, Belgium

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  • Hyperlinks to a 2 minute video
  • GO-Gulf.com
  • How many of you have spoken to your family/friends about work, your company, your job?
    Why not show your staff how to effectively raise the profile, reputation and credibility of your company by doing so online.
    They are already doing it, after all…..
  • The new wave is User-Generated content. This means being open to your connections posting their own thoughts, ideas and content. This can do more for you, your company’s brand. This is a chance for users to also bring their criticism directly to you – so you can remedy it. They just want their voice “heard” and bring it directly FOR a resolution, not to totally discredit you. If you aren’t open to it – often, the haters will be fueled by this and will create hater groups.

    Hyperlinks to IKEA 1:22 video
  • Why LinkedIn?
    So much more than a CV repository!
    Keep track of contacts throughout their career & job moves
    Build trust and rapport – therefore, your influence & your company’s
    Excellent for recruiting/qualifying a candidate (tip: build your profile & credibility by asking for recommendations!)
    Share research, take polls and glean knowledge
    Join Groups for collaboration with your industry’s like-minded individuals – share your knowledge and ask for others’ input
    Gain transparent insights to your connections, partners, competitors, staff

  • Why LinkedIn?
    So much more than a CV repository!
    Keep track of contacts throughout their career & job moves
    Build trust and rapport – therefore, your influence & your company’s
    Excellent for recruiting/qualifying a candidate (tip: build your profile & credibility by asking for recommendations!)
    Share research, take polls and glean knowledge
    Join Groups for collaboration with your industry’s like-minded individuals – share your knowledge and ask for others’ input
    Gain transparent insights to your connections, partners, competitors, staff
  • Why Twitter?
    Fast, efficient, economical and viral:
    Straight to the point, 140 characters only means no room for fluff
    Detect industry trends and take polls/surveys in real-time
    Terrific for customer service – make contact with end-user (not often possible in B2B environment)
    Disseminate insightful information quickly and effectively
    Share knowledge readily – while it’s still relevant
    Promotion of partner activities for enhanced relationships
    Excellent for Crisis Communication efforts
  • For the visual learners – seeing is believing:
    Why YouTube?
    Customer testimonials are quite effective in video
    Video blogs from your executives on company activities/events, company financial results and industry topics
    User tips/guides to your products – showcase products and tips for best in class use
    Highlight events and philanthropic activities in an inspiring way
    Marketing campaigns can go viral & obtain reach like never before
    To be successful, videos should be authentic, clever, witty, touching and/or motivational
    They do not always need to be flashy, expensive or polished to go viral!

    Many companies are utilizing web and teleconferencing services and sharing their recorded copies of global meetings, events and press conferences on youtube!
  • A great example of why YouTube works.

    Corporate videos don’t need to be all flash – polished and perfect. Virgin’s Richard Branson… well, who doesn’t want to hear what will come out of his mouth next… but they utilize his adventurous spirit and showcase the product. This type of usage provides corporate travel managers a glimpse into the products and services their travelers are enjoying – hotels are showing their rooms and ammentities, etc…
    Virgin was smarter though – and while the Richard Branson video received almost 25,000 views… they gave flip cams to customers and allowed them to video tape their own REAL experience – this felt genuine (as a fraud is easy to spot online) and thus, resonated with viewers and received almost TWICE the views as the corporate video
  • Why Facebook?

    Project a more human face of your company:
    Pictures of staff and events can illustrate your company culture
    Share research and knowledge – link to additional resources
    Promote upcoming events to gain attention and attendance
    Highlight partner activities to enhance relationships
    Promote sales, services and opportunities to interact
    Utilize settings on personal profiles to vary your communications to specific groups
    Enhance inter-company relations via a global virtual forum for staff
    Highlight CRS activities to show your company philosophy
  • Humanize your brand. Promote indeed to build engagement but highlight areas of the business that are interesting, curious and insightful to those on the outside. Promotions build loyalty!
    Share CSR initiatives!
  • Thomas More college

    1. 1. Social MEdia & Travel By Rana Walker, Principal Consultant for GR&AT
    2. 2. Be Smart. Be Hip. Be Seen. Socially
    3. 3. % Internet Users on Social Media Source: We Are Social, January 201
    4. 4. 1 Billion users Sources: www.Go-Gulf.com www.facebook.com 3 4 175 M users
    5. 5. Source: www.Go-Gulf.com
    6. 6. Fastest Growing Source: www.Go-Gulf.com
    7. 7. Belgium Social Media Statistics 4,8 million (46,5% of population) 1,1 million 0,9 million Source: How-Can-I-Be-Social.com / Gerrit Heijkoop
    8. 8. Social Media Explained I “Like” Belgian Waffles @wafflefans, I’m in Brussels eating a #Belgian Waffle! My skills include Belgian Waffle- eating Watch and learn to make Belgian waffles Liege style!
    9. 9. Social Media Explained +1: Read this article learn the history of the Belgian Waffle! Pictures of Belgian Waffles, we shall serve these at our next event! I just ousted Glenn Wastyn as the Belgian Mayor of Waffle-ville! Train & Hotel reservations loaded for the next Belgian Waffle event in Gent!
    10. 10. Social Media Explained Check out my pictures of these delicious Belgian waffles! Blogging about my Belgian waffle experience in Brussels
    11. 11. Social Review Sites Great event venue – ambiance, paintings, courteous staff & great Belgian waffles! I agree with the reviews: Brussels Grote Markt is the area to eat Belgian waffles!
    12. 12. Clicking on Links – By Sharing Channel
    13. 13. User-Generated Content (UGC) is Key!
    14. 14. NO PUSH of content • (this is web 1.0 vs. web 2.0) Instead, allow users to also generate the: • News • Feedback • Ideas • Photos • Videos and more… User-Generated Content:
    15. 15. Social Media’s Influence Trust #1 influencer of buying decisions in the future! Build your online network and your online “Sphere of Influence”
    16. 16. Find Bloggers & Leverage Klout
    17. 17. Social Media Share your personality, NOT your personal information! Share your company’s philosophy, NOT proprietary information! Viral social media provokes an emotion!
    18. 18. P. 22
    19. 19. Why LinkedIn?  #1 Business Social Media Platform  Keep track of contacts throughout their career & job moves  Build trust and rapport – therefore, your influence & your company’s Excellent for recruiting/qualifying a candidate Share research, take polls and glean knowledge  Join Groups for collaboration with your industry’s like-minded individuals – share your knowledge and ask for others’ input  Gain transparency through insights into connections, partners, competitors, staff  Give recommendations and endorsements – ask for the same
    20. 20. LinkedIn Profile Page – More than an online CV
    21. 21. 175 Million TWEETS per day and a lot of them discuss Travel! Listen to what the little birdie tells you…
    22. 22. Why Twitter?  Fast, efficient, economical and viral  Straight to the point, 140 characters gives no room for fluff  Terrific for customer service – airlines & hotels know this!  Make contact with end-user (not often possible with B2B)  Disseminate insightful information quickly and effectively  Share knowledge readily – while it’s still relevant  Promotion of partner activities for enhanced relationships
    23. 23. Twitter Useful in Crisis Comms
    24. 24. 48 HOURS. The amount of video uploaded to YouTube every minute!
    25. 25. Why YouTube?  For the visual learners – seeing is believing  Customer testimonials are quite effective in video  Video blogs from your executives on company activities/events, company financial results and industry topics  User tips/guides to your products – showcase products and tips for best-in-class use  Highlight inspiring events and philanthropic activities  Successful videos are authentic, clever, witty, touching and/or motivational – they evoke an emotional response: They needn’t to be expensive or polished to go viral!
    26. 26. More Genuine, More Power to the People – Put video in the hands of your customers!
    27. 27. If Facebook were a country, it would be the 3rd most populated in the world! Source: Facebook
    28. 28. Why Facebook?  Project a more human face of your company - pictures of staff and events illustrate company culture and strengths  Share research and knowledge – link to additional resources  Promote upcoming events to gain attention and attendance  Highlight partner activities to enhance relationships  Promote sales, services and opportunities to interact  Utilize settings on personal profiles to vary your communications to specific groups  Enhance internal relations via a global virtual forum for staff  Highlight CRS activities to show your company philosophy
    29. 29. IKEA Facebook / YouTube Example
    30. 30. Some Travel Brands on Facebook
    31. 31. Staff as Brand/Event Ambassadors P. 35
    32. 32. Tweetdeck & HootSuite – Free to track, share, schedule & update all social platforms in 1 place!
    33. 33. Integrate all of your Social Media Channels
    34. 34. Pre-Event Social Media Publish # (hashtag) in advance, engage with agenda reminders, ask & answer questions, contests Create event page or special tab on company page with teasers, pictures, agenda, speaker bios. Create custom facebook “check in” locations Update status, create event, promote in user groups and on company page Create check-in locations & badges, scavenger hunts
    35. 35. Pre-Event Social Media Share links to event news, update with quotes from speakers, start a video chat Create a Flickr group and encourage attendees’ use, begin with event prep photos Prepare a welcome video, use past event footage, teaser of venue & interviews with meeting leaders Introduce speakers & topics, blog about expectations at
    36. 36. During Event Social Media Engage via agenda reminders, ask & answer questions, contests, use a “twitter wall” Update page with agenda, pictures, speaker quotes and solicit user-generated content Update status and promote in groups and provide daily summary on company page Encourage check in at event, at booths, at venues throughout trip
    37. 37. During Event Social Media Share links to event news, update with quotes from speakers, start a video chat Take photos to connect with the other social networks & peak interest, encourage others also Take video of speakers, venue with participants, meetings, parties & interviews with the attendees (testimonials) Blog, share news, launches & ideas in one voice
    38. 38. Post-Event Social Media Thank attendees, solicit overall event feedback, share contest winners, solicit where next event could take place Repurpose content using questions from attendees to validate they’ve been heard, build loyalty, post more photos and videos Update status & company page with links to news articles on the event, or with a successful
    39. 39. Post-Event Social Media Share links to articles from event, host a post event video chat to summarize conference Publish closing event pics and ask attendees to share pics with their promo items Share the highlights in one summary video, post interviews from staff, utilize for next year’s event promotion as well Blog recap & highlights, use attendee quotes post-event
    40. 40. Millions of Mobile Apps!
    41. 41. Rana Walker Social Media Evangelist and Principal Consultant at GR&AT http://be.linkedin.com/in/ranawalker

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