Social Media & Tourism

Social Media and Tourism22 October 2012 • Maui • #SMCHI“We are all connected in this world” photo by @chriskompst

Meet the Social ImagineersModerator:Roxanne Darling, @roxannedarlingHost:Social Media Club, Hawaii ChapterSMCHI.orgPresenters:

Just Wondering What If...Hawaiian Airlines in-ﬂight napkinshad their Twitter and/or Facebookname imprinted and ﬂightattendants periodically announcedsocial media activities & contests?#HawaiiSocial

Just Wondering What If...Maui had a social media team thatrotated monitoring FourSquarecheckins at OGG & shared a localtip or coupon from localbusinesses and nonproﬁts to newarrivals? #MauiCheckin

Just Wondering What If...Hotels emailed a free eBook attime of reservation, produced byMaui bloggers, on the best photolocations on Maui, with iPhoneshooting tips provided by someof our well-known photo artists?#MauiPhoto

Just Wondering What If...We had a “QR code bulletinboard” in addition to the touristmagazine stands to pointvisitors to green and socialtourism activities via instant PDFdownload on their smartphoneswhile waiting for luggage?#MauiQR

Tara Coomans @taracoomansHawaii: A New Generation of Storytellers #HawaiiFamilies

Hawaii: A New Generation of StorytellersThe goal of this campaign isto inspire a new generation ofkids (and their parents) to seeHawaii as a great familydestination.It would ideally be managedby HVCB with actions andassets integrated into existingoff-island marketing efforts.

Hawaii: A New Generation of Storytellers • Local experts would create two-minute video stories featuring Hawaii kids sharing their favorite activities, local culture, food, and history. • Each island would be represented. • These videos and possibly one of the story tellers could accompany HVCB on their road trips, talking to kids in each location.

Hawaii: A New Generation of Storytellers • Kids around the USA would then be invited to imagine their trips to Hawaii, and create drawings, photo essays, and even videos. • HVCB can use these in their own marketing efforts on blogs, Facebook, Twitter, and Pinterest. • HVCB would host a contest from the artwork submitted for a family to win a trip to Hawaii - one family per island.

Hawaii: A New Generation of Storytellers • While here in Hawaii, each winner would create a digital postcard for each day during their stay that HVCB would share. • Here is a sample Pinterest Board: http://www.pinterest.com/taracoomans/hawaii-a-new-generation-of-storytellers

Liza Pierce @amauiblog Maui Locals as Social Media Catalysts #MauiCatalystcat·a·lyst/ˈkatl-ist/Noun: 1. A substance that increases the rate of a chemical reaction without itself undergoing any permanent chemical change. 2. A person or thing that precipitates an event.

Maui Locals as Social Media CatalystsThere are many ways we can apply this. Let’sconsider Kihei Town Party.• Select a team of 5 social media inﬂuencers from Maui.• Rotate the lead catalyst each month; the other 4 serve as support.• Main catalyst will be present at the event to: • Live Tweet, Instagram, Facebook • Blog about the event in depth before/after

Maui Locals as Social Media Catalysts• Support catalysts can work on-site or remotely and will: • RT and share content • Help track hashtag & connect discussions• Suggested stipend of $100 is paid to each lead team member; supporters receive $50, per event.• Very inexpensive compared to traditional media buys.

German Tourists @HawaiiTwentyTen

Maui Locals as Social Media CatalystsBeneﬁts:• SEO: generate links back to host website• Social media buzz guaranteed• Historical documentation of each event• Will drive future attendance• Will help build fans for host website, Facebook page, and/or email list

Maui Locals as Social Media CatalystsThis concept also can be used for a launch:• Create the Social Media Catalyst team.• Build buzz 5 weeks in advance; one lead catalyst per week.• Invite all team members for the launch and provide each with a complimentary meal or overnight stay, to give them further experience to tweet and blog about.

Chris Norberg @maui Maui Scavenger Hunt!A fun, inexpensive consolidated promotion for local businesses using social media #MauiScavenger

Maui Scavenger Hunt!• 10-20 non-competing businesses can join a quarterly campaign, targeting tourists & locals, for a low-cost participation fee.• Invite visitors to use the check-in feature and the hashtag at participating outlets.• Visitors would seek out the special offers and some would go for the full win: collecting all offers for grand prize eligibility!

Maui Scavenger Hunt!• Participating businesses will see increased trafﬁc and agree to help promote the contest the month prior and during.• The participation fee will be used to secure a Grand Prize such as a trip to Hawaii (or Vegas!); One runner up prize to be offered by each participating business.• Hawaii Web Group will coordinate. Demo site available: mauiscavengerhunt.com

Maui Scavenger Hunt!

Laura Kinoshita @lkinoshitaEffective Conversations in Tourism #TourismConvos

Effective ConversationsWhat would happen if we showed our customerswe’re interested in them as human beings, notjust transactions?What if we thought about their lifelong impact onour business? What if we helped make their livesbetter in some small way?Might that help us stand out from the noise ofwhat everyone else is doing?Life is social. Business is social.

Effective Conversations• What if we could view reactions to “anything” on Twitter?• What if we could respond to tweets talking about your products & services nearby?

Effective Conversations• What if we could understand tweets in Japanese, or Spanish?• And tweet back in their native language?

Effective Conversations• What would happen if we walked up to a table that’s been tweeting about our food, and gave them a discount for an upcoming visit?

Effective Conversations• What if we could embed a map on our website, blog or Facebook Page that showed all the local activity on Twitter relevant to our business?

Effective Conversations• Social engagement affects every department within a business. Bring social streams into the running of your business.• How do we transform our communities into customers? Examine all their social proﬁles & engage accordingly.• How do we encourage our loyal customers to be our best referral sources? Customers don’t want to be captured! They want to be heard and addressed.

Pomai Weigert @princesspomaiBuilding a Strong Social Media Workforce Creating Grassroots Marketing Campaigns through Schools in Hawaii #SMworkforce

Build a Social Media Workforce• Students create curriculum templates to integrate social media into lesson plans.• Use social media to share what they learned with schoolmates & community. • Position Hawaii’s students as progressive, competitive job applicants and community contributors before they graduate• Ready them for job markets that use social media for marketing & business activity

Build a Social Media Workforce• Students would use social networks in classes, clubs, during & after school• Examples would include Instagram contests for art projects, Facebook updates for class & club activities, learning social media etiquette to address bullying• Replace or support school newspaper with student-managed blogs• Invite Social Media Pros as guest speakers

Build a Social Media Workforce• Each school would have a Twitter handle and each class would have a hashtag, such as @mauihigh and #AOHT (Academy of Hospitality & Tourism)• Use Facebook groups for topic-related activities or private groups for each class• Use hashtags for ﬁeld trips and share photos with parents and the community• Use Pinterest boards to show schools

Build a Social Media WorkforceExample: Stanford University on Pinterest

Shane Robinson @shane MauiArt.tv: Telling the Stories ofMaui County’s Diverse Art Community #mauiARTtv

MauiArt.tvInspired by the immensely popular videos fromEtsy.com, these Maui art videos would tellpersonal stories of the rich and diversecreative talent in Maui County. Maui art is a keypart of our community yet it is under utilized intourism marketing. Episodes would alsofeature the galleries, the Maui Open Studiosevent, and the artist-in-residence programs atthe Four Seasons Wailea and Lānaʻi, GrandWailea, and Wailea Marriott hotels.

MauiArt.tv• The videos would be housed on MauiArt.tv (already secured) and cross-posted to YouTube and Vimeo.• They would be freely available for sharing on other blogs and websites, used by art collectors, bloggers, & artists themselves.• Presented in HD quality with Maui County voices, music, and scenery to create a rich, engaging experience with local ﬂavor.

MauiArt.tv• Videos could be licensed to Hawaiian Airlines, etc. for in-ﬂight entertainment.• Videos could be licensed for in-room viewing in local hotels or played in the airport.• Videos can be co-branded with sponsors for special applications or events.• MVB can use the videos at trade shows.• Other businesses could sponsor one or more episodes.

MauiArt.tvAt the end of 12 months: • 10-18 videos featuring Maui Artists • Active YouTube channel • Thriving interactive website & email list • Rich distribution across several social networks, blogs, & other venues • Increase in tourism for art collectors and art appreciators which would support local artists and galleries

Social Media and TourismWhat are your ideas? #SMCHI “We are all connected in this world” photo by @chriskompst

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Social Media & Tourism

by Roxanne Darling on Oct 26, 2012

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