Connecting Efforts:Social Media for Travel PR<br />Shel Holtz, ABC<br />
Origins: Three converging trends<br />Declining trust in traditional institutions<br />Rise of word-of-mouth<br />Eroding ...
52%of the world’s populationis under 30 years old<br />
80%of travelers engagein social media<br />
93% of customersbelieve a companyshould have asocial media presence<br />85% of customersbelieve a companyshould be active...
78%of Internet users conductproduct research online<br />
Interruption marketing is less and less effective<br />
“Social mediawill be like air”<br />-- Charlene Li, 2006<br />
The end of an era<br />
7 of the top 10websites are social sites<br />Baidu<br />Live.com<br />Wikipedia<br />Twitter<br />Qq<br />Google<br />Fac...
Content<br />Content<br />Content<br />CentralSource<br />Content<br />Content<br />Content<br />Content<br />Content<br /...
Blog<br />Wiki<br />MySpace<br />Podcast<br />YourSite<br />Blog<br />Jaiku<br />Twitter<br />Facebook<br />Blog<br />The ...
<ul><li>Most TripAdvisor reviews are positive
1 star = 9%
2 stars = 8%
3 stars = 11%
4 stars = 27%
5 stars = 45%
20+ photos = 150% more engagement
Management response = booking</li></li></ul><li>The Digital Media Ecosphere(the interaction ofa community of organismswith...
Influence<br />Collaboration<br />Content<br />Context<br />Curation<br />Search<br />Relationships<br />
-- Source: David Armano, Edelman<br />
67%of B-to-B companies and<br />41%of B-to-C companies haveacquired a customerthrough Facebook<br />
Every Companyis a Media Company<br />
Hotel Roger Smith video:http://youtu.be/gOIzS214UO0<br />
  Audience                                  Focus <br />
                         Be Visible   <br />
Fish Where the Fish Are<br />
Be mobile<br />
35% of leisure travelers and55% of business travelersuse smartphones<br />70%of mobile hotel bookings are for the same day...
Share    Your  Assets<br />
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Social Media for Travel PR

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My presentation to the 2011 PRSA Travel & Tourism conference. Please note that this presentation was designed as speaker support and is not intended to be viewed as a standalone presentation.

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Social Media for Travel PR

  1. 1. Connecting Efforts:Social Media for Travel PR<br />Shel Holtz, ABC<br />
  2. 2.
  3. 3.
  4. 4.
  5. 5.
  6. 6.
  7. 7.
  8. 8.
  9. 9.
  10. 10. Origins: Three converging trends<br />Declining trust in traditional institutions<br />Rise of word-of-mouth<br />Eroding barriers to entry<br />
  11. 11. 52%of the world’s populationis under 30 years old<br />
  12. 12. 80%of travelers engagein social media<br />
  13. 13. 93% of customersbelieve a companyshould have asocial media presence<br />85% of customersbelieve a companyshould be active with customersvia social media<br />56% of customers feela stronger connectionwith and better served bycompanies they can interactwith via social media<br />
  14. 14. 78%of Internet users conductproduct research online<br />
  15. 15. Interruption marketing is less and less effective<br />
  16. 16. “Social mediawill be like air”<br />-- Charlene Li, 2006<br />
  17. 17.
  18. 18.
  19. 19.
  20. 20. The end of an era<br />
  21. 21.
  22. 22. 7 of the top 10websites are social sites<br />Baidu<br />Live.com<br />Wikipedia<br />Twitter<br />Qq<br />Google<br />Facebook<br />YouTube<br />Yahoo!<br />Blogspot<br />
  23. 23. Content<br />Content<br />Content<br />CentralSource<br />Content<br />Content<br />Content<br />Content<br />Content<br />The Old Model<br />
  24. 24. Blog<br />Wiki<br />MySpace<br />Podcast<br />YourSite<br />Blog<br />Jaiku<br />Twitter<br />Facebook<br />Blog<br />The New Model<br />
  25. 25.
  26. 26. <ul><li>Most TripAdvisor reviews are positive
  27. 27. 1 star = 9%
  28. 28. 2 stars = 8%
  29. 29. 3 stars = 11%
  30. 30. 4 stars = 27%
  31. 31. 5 stars = 45%
  32. 32. 20+ photos = 150% more engagement
  33. 33. Management response = booking</li></li></ul><li>The Digital Media Ecosphere(the interaction ofa community of organismswith their physical environment)<br />
  34. 34. Influence<br />Collaboration<br />Content<br />Context<br />Curation<br />Search<br />Relationships<br />
  35. 35. -- Source: David Armano, Edelman<br />
  36. 36. 67%of B-to-B companies and<br />41%of B-to-C companies haveacquired a customerthrough Facebook<br />
  37. 37. Every Companyis a Media Company<br />
  38. 38.
  39. 39.
  40. 40. Hotel Roger Smith video:http://youtu.be/gOIzS214UO0<br />
  41. 41. Audience Focus <br />
  42. 42.
  43. 43.
  44. 44.
  45. 45.
  46. 46.
  47. 47. Be Visible <br />
  48. 48.
  49. 49.
  50. 50.
  51. 51. Fish Where the Fish Are<br />
  52. 52.
  53. 53.
  54. 54.
  55. 55.
  56. 56.
  57. 57.
  58. 58.
  59. 59.
  60. 60. Be mobile<br />
  61. 61. 35% of leisure travelers and55% of business travelersuse smartphones<br />70%of mobile hotel bookings are for the same day<br />
  62. 62. Share Your Assets<br />
  63. 63.
  64. 64.
  65. 65.
  66. 66.
  67. 67. TrustedGuide<br />
  68. 68.
  69. 69.
  70. 70.
  71. 71.
  72. 72. Questions?<br /><ul><li>Shel Holtz, ABC</li></ul>Phone: 415.367.3820<br />Email: shel@holtz.com <br />Web: www.holtz.com <br />Blog: blog.holtz.com<br />Podcast: www.forimmediaterelease.biz<br />Skype: shelholtz<br />Twitter: @shelholtz<br />FriendFeed: shelholtz<br />2nd Life: Shel Witte<br />Copyright applies to this document – some rights reserved.<br />This work is licensed under a Creative CommonsAttribution-non commercial-share alike 3.0 license<br />http://creativecommons.org/licenses/by-nc-sa/3.0<br />
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