Spotlight on Social Media Best Practices for Tourism Destinations

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Presentation for EyeforTravel Social Media Strategies 2011 conference on social media best practices for tourism destinations.

Presentation for EyeforTravel Social Media Strategies 2011 conference on social media best practices for tourism destinations.

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  • Good presentation. You emphasize the things we also do at the Social Business Consulting Group, and then the extra need for collaboration with the SEO teams and creative teams, which are things we don’t do but where we have active interfaces.

    Your presentation takes us through end-to-end, from the business strategy to the operational issues. It’s a good guide and reference.

    Walter @adamson
    http://sobizco.com #sobizco
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  • 1. Social Media Strategies for Travel North America 2011
    Spotlight on Social Media
    Best Practices for Destinations
  • 2. Who Am I?
    Director of Social Media and Web Analytics at MMG Worldwide
    social media clients include Colorado Tourism Office, Barbados Tourism Authority, Branson and Myrtle Beach CVB
    over 10 years of digital marketing experience in the travel industry
    background in public relations, marketing communications and search marketing
    Follow Me on Twitter @RobertPatterson
    Tweet the presentation using #smtravel11
  • 3. MMG Worldwide
    offices in New York, Kansas City, Denver and South Florida
    fully integrated advertising firm specializing exclusively in travel
    branding + design
    web + mobile development
    on + offline media
    social media + pr
    eCRM + field marketing
  • 4. strategic approach
  • 5. listen + evaluate
    monitor what is being said about your destination
    track volume of mentions
    qualify mentions by travel and tourism for relevancy
    monitor sentiment around your online conversations
    identify influencers and advocates
    review web analytics to see how social media is impacting your website
    select what metrics your organization will track
    create baseline metrics to measure against
  • 6. listen + evaluate
  • 7. strategy + creative
    determine your destination’s objectives and goals
    identify the voice of your destination
    segment your communications by consumer interests
    plan your communication frequency
    structure your communicationsand editorial calendars
    stay true to your brand in communications and creative
    strategically name your social media profiles
    include calls-to-action in your creative
  • 8. strategy + creative
  • 9. engage
    use your “voice” to speak to your audience
    ask for feedback from your audience
    crowd source your marketing initiatives
    respond to comments and communications
    empower your destination’s residence as advocates
    encourage destination industry partners to participate
    include calls-to-action to convert passive audience into actively inspired travelers
  • 10. engage
  • 11. measure results
    social media growth
    referral visits to website
    website visitor engagement
    goal conversion and leads generated
    online buzz generated
    consumer sentiment
    competitive analysis
    ROI (return on influence)
  • 12. return on influence (ROI)
    ROI = (Calculated Investment Gain - Investment Cost)/Investment Cost
    calculated gains
    website referrals
    leads generated
    social media leads generated
    ad equivalency of communications
    research value
    share of voice
    content shared
  • 13. competitive analysis
  • 14. be innovative
  • 15. innovate
    stay up-to-date with social media channel changes
    focus on “test and learn” approach to achieve maximum response and ROI
    embrace new technologies and platforms that make sense for you
    integrate social media efforts to leverage maximum exposure
    continually measure, monitor and optimize all channels based on goals and objectives
    try new ideas…some will fail, others will not
  • 16. innovation opportunities
    harness the power of “local”
    integrate web, mobile and tablet with social media
    test QR codes to send offline ads to social media
    incorporate social media into rich media ads
    create social media co-op opportunities with industry partners
    understand the power of video and branded entertainment
    think big for big results
  • 17. be resourceful
  • 18. find efficiencies
    plan out your editorial calendar in advance
    provide industry partners with access to your messaging strategy
    rely on in-destination residents and past visitors as advocates
    schedule your targeted communications and focus your day-to-day efforts on becoming an invaluable travel resource
    find the tools that help you get the job done more efficiently
    conduct a semi-annual audit…can you be more efficient?
  • 19. empower advocates
  • 20. build ambassadors
    start with your office, industry partners and local advocates
    empower your advocates
    find local photographers willing to share their work for recognition
    use local experts who specialize in niche activities and attractions
    use monitoring tools to find word-of-mouth testimonials and share them
    integrate social media sharing across web, mobile, social, emails and media
  • 21. boost seo
  • 22. search engine optimization
    use relevant and highly utilized keywords in your communications
    search for those looking for travel inspiration through keywords
    use keywords in your photo/video titles, descriptions and tags
    create in-bound links to your website to increase link popularity
    integrate social media feeds and develop connect pages
    use PPC to drive visitors to your connect page
    link to your YouTube videos on your website using keywords
  • 23. search engine optimization
  • 24. presentation takeaways
  • 25. top 5 dos
    plan, strategize and create goals
    innovate, test and optimize
    create efficiencies, then allocate financial and labor resources
    empower advocates
    work closely with your SEO professional
  • 26. top 5 don’t
    let your intern be your social media strategic lead
    speak at your audience…create a conversation with them
    forget the importance of branding
    overlook justifying your social media expenditures
    think short term…think long term
  • 27. discussion