Social Media for Travel PR
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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.

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 Social Media for Travel PR Presentation Transcript

  • Connecting Efforts:Social Media for Travel PR
    Shel Holtz, ABC
  • Origins: Three converging trends
    Declining trust in traditional institutions
    Rise of word-of-mouth
    Eroding barriers to entry
  • 52%of the world’s populationis under 30 years old
  • 80%of travelers engagein social media
  • 93% of customersbelieve a companyshould have asocial media presence
    85% of customersbelieve a companyshould be active with customersvia social media
    56% of customers feela stronger connectionwith and better served bycompanies they can interactwith via social media
  • 78%of Internet users conductproduct research online
  • Interruption marketing is less and less effective
  • “Social mediawill be like air”
    -- Charlene Li, 2006
  • The end of an era
  • 7 of the top 10websites are social sites
    Baidu
    Live.com
    Wikipedia
    Twitter
    Qq
    Google
    Facebook
    YouTube
    Yahoo!
    Blogspot
  • Content
    Content
    Content
    CentralSource
    Content
    Content
    Content
    Content
    Content
    The Old Model
  • Blog
    Wiki
    MySpace
    Podcast
    YourSite
    Blog
    Jaiku
    Twitter
    Facebook
    Blog
    The New Model
    • 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
  • The Digital Media Ecosphere(the interaction ofa community of organismswith their physical environment)
  • Influence
    Collaboration
    Content
    Context
    Curation
    Search
    Relationships
  • -- Source: David Armano, Edelman
  • 67%of B-to-B companies and
    41%of B-to-C companies haveacquired a customerthrough Facebook
  • Every Companyis a Media Company
  • Hotel Roger Smith video:http://youtu.be/gOIzS214UO0
  • Audience Focus
  • Be Visible
  • Fish Where the Fish Are
  • Be mobile
  • 35% of leisure travelers and55% of business travelersuse smartphones
    70%of mobile hotel bookings are for the same day
  • Share Your Assets
  • TrustedGuide
  • Questions?
    • Shel Holtz, ABC
    Phone: 415.367.3820
    Email: shel@holtz.com
    Web: www.holtz.com
    Blog: blog.holtz.com
    Podcast: www.forimmediaterelease.biz
    Skype: shelholtz
    Twitter: @shelholtz
    FriendFeed: shelholtz
    2nd Life: Shel Witte
    Copyright applies to this document – some rights reserved.
    This work is licensed under a Creative CommonsAttribution-non commercial-share alike 3.0 license
    http://creativecommons.org/licenses/by-nc-sa/3.0