Social Media and Tourism Excellence


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A presentation run with Tourism and Events Excellence Conference Sept 2011. This was run by Sam Mutimer from THINKTANK MEDIA

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Social Media and Tourism Excellence

  1. 1. Social Media<br />Tourism & Events Excellence Conference<br />
  2. 2. OverviewSocial Media AgencyWeb Design And Development<br />
  3. 3. Interactive<br />Get curious – Ask questions in the panel section<br />Smiles<br />Social Media Excellence<br />Future Predictions<br />Trends<br />Expectations<br />
  4. 4. Biggest cultural shift we’ve ever lived through…it’s not social media…it’s the internet…and it’s still a baby!<br />
  5. 5. Almost 40% of Australians are now interacting with companies via social networking sites – Source Nielson<br />State Of Our Nation<br />
  6. 6. Number of Australian’s utilising Social Media is estimated at 9.9 million – March 2011.<br />
  7. 7. Per Capita<br />7 hours, 19 min, 13 secs per month<br />Australians are The Biggest Users Of Social Media<br />
  8. 8. 86% of Australians online are looking to fellow users for opinions and information about products, services and brands. <br />
  9. 9. Travel behaviour and media consumption is changing radically!<br />
  10. 10. More people spending time online<br />More people asking open q’s online and sourcing answers via virtual friends/brands<br />Quicker responses<br />Easier to find information<br />More connected via computers/phones/ipads etc<br />Less foot traffic for certain industries<br />What do these stats mean?<br />
  11. 11. iPhones/Smart phones<br />Wireless Internet<br />3G<br />Internet Cafes<br />Increasingly Free Wifi<br />GogoWifi – On a plane<br />Easy to jump online<br />
  12. 12. One in four people in the UK have booked a holiday after seeing their friend’s holiday updates on Facebook. Of them, one in five booked an identical holiday.<br />Teletext holidays, n=2000<br />
  13. 13. InflightWiFi<br />
  14. 14. Humanise the logo<br />
  15. 15. Old Small Town Rules<br />
  16. 16. 1 on 1 marketing<br />
  17. 17. Social media can shape the way that we make our decisions on a day-to-day basis<br />Consumers rubbish radar is so much higher than what it was 5 years ago.<br />They know what’s going on!<br />
  18. 18. The world we live in today is still based on word of mouth, yet now, it’s word of mouth on steroids! <br />
  19. 19. Tap into conversation that’s already happening<br />Add value/care!<br />Build the brand further<br />Have a voice<br />Engage/educate on a larger scale<br />Customer service – quick/scale<br />Leverage/cross promote off other brands – traction<br />Integrated marketing for bigger bang for buck<br />Opportunities for Tourism & Events<br />
  20. 20. Half Hearted Approach doesn’t cut it!<br />
  21. 21. 1. Listen – monitor/measure<br />2. Strategy<br />3. Policy,StyleGuide,Crisis Management<br />4. Resourcing<br />5. Platform set up – profile management<br />6. Integration/Campaigns<br />7. Monitoring/Reporting<br />Social Media Excellence7 step approach<br />
  22. 22. What it is? (Listening, defining the social landscape – find out where convo is happening eg. Twitter/forums)<br />Why listen ? (gain understanding of conversation, call to action to come to event/hotel, book online, sentiment, sales, customer service, to write a social media strategy)<br />Connecting with industry – cross promote<br />Monitoring<br />
  23. 23. Identify & build categories <br /> customer service <br /> sales opportunities <br /> crisis management <br /> generic mentions <br />Brand-Specific Mentions <br />
  24. 24. Discover how people feel about the brand/industry <br />Build a benchmark for future comparison<br />Topic Trends <br />Identify any trends associated with tourism/events<br />Build a benchmark for future comparison <br />Sentiment Benchmarking <br />
  25. 25. Identify & measure key competitors for benchmarking & strategy comparison <br />Competitor Benchmark <br />
  26. 26. Strategy<br />
  27. 27. Website/Blog<br />Newsletter – e newsletter<br />Email signatures<br />Radio<br />TVCs<br />Any apps<br />Ambient<br />Guerilla<br />Integration<br />
  28. 28. Policy<br />
  29. 29. Are you just going to produce a brochure and not extend the story?<br />Extend the story – story board from the start with all comms/markteing activations<br />Collect the data<br />Eg. Want see why Geelong is the place to be right now! Head to our facebook page to watch the video/hear what people are saying!<br />Storyboard Social From The Start<br />
  30. 30. We consume more content in 48 hours, than what we did from the beginning of time until 2003!<br />Content<br />
  31. 31. Assign resources<br />Who will be responsible for creating content<br />When will content be published based on companies activities<br />Where and how will content be distrubuted<br />Have a content calendar<br />
  32. 32.
  33. 33. Share people pics from their Flickr Stream on website/facebook page eg. Pictures from Great Ocean Road<br />User generated content<br />Share users blog posts about specific area/business<br />Add value<br />Become An Aggregator<br />
  34. 34. Foursquare<br />Facebook places<br />Checkin deals to receive X<br />Cross promotions with the locations<br />TrendsLocation Based Marketing<br />
  35. 35. Facebook Places - Colac<br />
  36. 36. Not just as a phone, as a computer, search tool, ask, find, reward, incentivise<br />Faster, easier and more social – want it now attitude<br />“Always on consumer”<br />Mobile Applications <br />Mobile Sites<br />Mobile<br />
  37. 37. Social Media Policy<br />Crisis Management Plan<br />Mobile site<br />Integrated marketing – social media<br />Monitoring and joining conversation<br />Location based marketing – checking in/incentivising – checkin/tag mates/add photo of the view-best photo of the day wins<br />Finding out where people are – location based – offer<br />Some Possible Must Haves<br />
  38. 38. Discover Paris Monuments from any scenic point.<br />All monuments are marked so you can recognize them easily. This is a new experience for tourism.<br />Paris Skyline - Augmented Reality of Paris for tourists<br />
  39. 39. “The Official Digital 360-degree Guide to the Eiffel Tower” iPad app for visitors. <br />
  40. 40. Rent iPad for €7 per hour or $10 US. <br />
  41. 41. visiting schedules, travelling tips, weather forecasTthe latest in Eiffel Tower news360-degree panoramic tour of the tower<br />
  42. 42. contact 03 90231487(03) 90231487<br />