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.

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Spotlight on Social Media Best Practices for Tourism Destinations

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