Your SlideShare is downloading. ×
0
Leveraging Social Media in the
    Government Travel Sector

        Susan Black Susan Black, Presentation to:
       Soci...
SOCIAL MEDIA
       is an “umbrella term” for…




                                         Social News
Social Networking
...
• It’s A New Way Of Marketing
 – Honesty
 – Transparency
        p     y
 – Responsiveness
 –C
  Conversation
          ti
WHAT
is
i your goal?
          l?
R E A C H
$$ REVENUE $$
   Engagement
Ownership

      Ambassador/Evangelist
      A b    d /E      li t

              Word of Mouth

         Repeat Customers...
“It h never
       has
 been about me.
   It has always
been about you.”
            y
People like doing business with
     people they know …
… and love doing business with
      people they trust.


      Ed...
Government should be TRANSPARENT
                                              PARTICIPATORY
                             ...
Flickr: kamshots|Ka
                                                                  l                amyar Adl
Each pers...
Don’t see     YouTube is
                 the purpose      a time       Accessing to
                   of social      was...
www.usa.gov/webcontent/technology/other_tech.shtml
• Banking
• Pharmaceuticals
• Health Care
• Insurance
• P bli l Traded Companies
  Publicly T d d C     i
• Truth In Lending

• Truth In Savings & Overdraft Protection

• Full Disclosures

• All Communications Pre-Approved
• Cannot Promote Ancillary Benefits
  – Consumer comments on corporate website
    still responsibility of company
  – Off...
• Government Mandated Review & Approval


• Privacy Laws


• M di l Advice Given Exposes Liability
  Medical Ad i Gi     E...
• Individual State Regulations (U.S.)


• No Advice Unless Licensed In Specific State


•C t
 Customers Will Ask For Advic...
• Regulation Fair Disclosure


• Blogger Relations Challenge


•O
 Open Discussions Open Opportunity For
       Di    i   ...
• R l Are There For A Reason
  Rules A Th    F     R

• Not The Rules, But The Policing

• We Cannot Circumvent Them
• User-Generated Content

 – Must Comply With Policy

 – On Our Website, Our Responsibility

• Immediacy Of Conversation
Government Travel


• Security issues – who can access social
  media sites at work
• Military – security once again
     ...
284 million bloggers


                                                                               83% of active online...
COMMUNICATIONS MEDIA              SOCIAL MEDIA

 Space defined by Media Owner      Space defined by Consumer

         Org...
SO HOW CAN I BUILD A 
TRAVEL COMMUNITY ON 
TRAVEL COMMUNITY ON
      MY SITE ?
      MY SITE ?
      WRONG 
      WRONG
  ...
“Communities already exist. Instead, think about how you can help
           that community do what it wants to do.”
     ...
Building
relationship
online:
How do you cut
through the
clutter?
BLOGS can help...

• Give you something to SHARE
• Show people you re ready to ENGAGE
               you’re
• Introduce yo...
www.usa.gov/Topics/Reference_Shelf/News/blog.shtml
Can you blog to U.S. Government employees?




                             BUT . . .
Plan your strategy to




                    • Who is the AUDIENCE?
                    • Who is the VOICE?
             ...
Plan your strategy to




                        ALTERNATE MODEL:

                         Leverage Existing
           ...
Can you Tweet to U.S. Government employees?




                             AND . . .
In 140 characters,
     you can

   LET
TRAVELERS
  KNOW:
  KNOW
  • Promos and Last-Minute Specials
  • Direct links to g...
WHY
do it though?

     • To BUILD CREDIBILITY by being a resource
     • To CONNECT to like minded people
               ...
Following




            Followers
            F ll




             Friends




  Your initial target audience may not b...
Plan your Twitter strategy



              • PERSONAL or CORPORATE?
              • Tweet CONTENT?
              • WHO wi...
Can U.S. Government employees use


TWITTER
       ???
Can U.S. Government

 SOCIAL
NETWORK?


                      AND . . .
Facebook: Profile, Groups, Pages
And What About Facebook Groups?
Groups or Pages?




              Image from *Jason Falls
Can U.S. Government employees use

  SOCIAL
NETWORKS?


                         AND . . .
Plan your strategy to
 SOCIAL
NETWORK
                • Who is the AUDIENCE?
                • Networking PURPOSE?
       ...
Can U S Government
    U.S.


YOUTUBE
  FLICKR
 PODCAST?
MEDIA = Multimedia for All
my.barackobama.com/page/s/pressconference
www.youtube.com/user/househub
www.youtube.com/user/senatehub
YOUTUBE
  FLICKR
 PODCAST   OBSTACLES:
           • Time waster
           • Security issues
           • Bandwidth
      ...
Plan your strategy:


YOUTUBE
   FLICKR
  PODCAST             • Who is the AUDIENCE?
                      • Who will CONT...
How To Succeed


Get Buy-in From Above

Work Closely With Legal/Compliance Team
            y        g      p

Educate,...
Don t Forget!
                                 Don’t Forget!



Government Travel Presents Opportunities To Innovate

Yo...
Let s Connect
                                          Let’s Connect
                         susan@sblackconsulting.com
...
Social Media
Social Media
Upcoming SlideShare
Loading in...5
×

Social Media

469

Published on

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
469
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
3
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Transcript of "Social Media"

  1. 1. Leveraging Social Media in the Government Travel Sector Susan Black Susan Black, Presentation to: Society of Government Travel Professionals Susan Black Associates, Inc. Sept. 10, 2009
  2. 2. SOCIAL MEDIA is an “umbrella term” for… Social News Social Networking Social Bookmarking Photo by waynejackson
  3. 3. • It’s A New Way Of Marketing – Honesty – Transparency p y – Responsiveness –C Conversation ti
  4. 4. WHAT is i your goal? l?
  5. 5. R E A C H $$ REVENUE $$ Engagement
  6. 6. Ownership Ambassador/Evangelist A b d /E li t Word of Mouth Repeat Customers Satisfaction in Engagement
  7. 7. “It h never has been about me. It has always been about you.” y
  8. 8. People like doing business with people they know … … and love doing business with people they trust. Edelman Trust Barometer 2009
  9. 9. Government should be TRANSPARENT PARTICIPATORY COLLABORATIVE man Flickr: Steve Furm www.whitehouse.gov/the_press_office/TransparencyandOpenGovernment
  10. 10. Flickr: kamshots|Ka l amyar Adl Each personal interaction between a company and a customer or between you and a member of your community presents an opportunity to gain an advocate for your brand – Seth Simonds
  11. 11. Don’t see YouTube is the purpose a time Accessing to of social waster more sites media creates security We need to issues review all content We can’t agree to the terms of service Don’t like advertisements d ti t Flickr: jeannatheodd|J Bizz d . . . obstacles . . .
  12. 12. www.usa.gov/webcontent/technology/other_tech.shtml
  13. 13. • Banking • Pharmaceuticals • Health Care • Insurance • P bli l Traded Companies Publicly T d d C i
  14. 14. • Truth In Lending • Truth In Savings & Overdraft Protection • Full Disclosures • All Communications Pre-Approved
  15. 15. • Cannot Promote Ancillary Benefits – Consumer comments on corporate website still responsibility of company – Off-site discussions involving company officials can be construed as corporate communications as well i ti ll
  16. 16. • Government Mandated Review & Approval • Privacy Laws • M di l Advice Given Exposes Liability Medical Ad i Gi E Li bilit
  17. 17. • Individual State Regulations (U.S.) • No Advice Unless Licensed In Specific State •C t Customers Will Ask For Advice A k F Ad i
  18. 18. • Regulation Fair Disclosure • Blogger Relations Challenge •O Open Discussions Open Opportunity For Di i O O t it F Leaks
  19. 19. • R l Are There For A Reason Rules A Th F R • Not The Rules, But The Policing • We Cannot Circumvent Them
  20. 20. • User-Generated Content – Must Comply With Policy – On Our Website, Our Responsibility • Immediacy Of Conversation
  21. 21. Government Travel • Security issues – who can access social media sites at work • Military – security once again security, • Data collection from social media sites
  22. 22. 284 million bloggers 83% of active online users have read a blog 300 Million Facebook Members 67% have joined a social network 55 Million Monthly Twitter Visits 83% have watched video clips 43% subscribe to an RSS feed 36 Million Linked In Members Source: Universal McCann Comparative Study on Social Media Trends April 2009
  23. 23. COMMUNICATIONS MEDIA SOCIAL MEDIA Space defined by Media Owner Space defined by Consumer Organization in control Consumer in control One way / Delivering a message Two way / Conversational Repeating the message Adapting the message/ beta Organization-focused g Consumer-focused / Adding value g Entertaining Influencing, involving Organization created content User created content / Co-creation
  24. 24. SO HOW CAN I BUILD A  TRAVEL COMMUNITY ON  TRAVEL COMMUNITY ON MY SITE ? MY SITE ? WRONG  WRONG QUESTION
  25. 25. “Communities already exist. Instead, think about how you can help that community do what it wants to do.” Mark Zuckerberg
  26. 26. Building relationship online: How do you cut through the clutter?
  27. 27. BLOGS can help... • Give you something to SHARE • Show people you re ready to ENGAGE you’re • Introduce your organization’s PEOPLE • Find ways to CONNECT
  28. 28. www.usa.gov/Topics/Reference_Shelf/News/blog.shtml
  29. 29. Can you blog to U.S. Government employees? BUT . . .
  30. 30. Plan your strategy to • Who is the AUDIENCE? • Who is the VOICE? • Who can WRITE? • Enough CONTENT? g • Who will REVIEW? • Who will MAINTAIN? • User COMMENTS?
  31. 31. Plan your strategy to ALTERNATE MODEL: Leverage Existing BLOGGERS blog.usa.gov
  32. 32. Can you Tweet to U.S. Government employees? AND . . .
  33. 33. In 140 characters, you can LET TRAVELERS KNOW: KNOW • Promos and Last-Minute Specials • Direct links to government travel on your site • Best Government Travel Rates •NNews and Policy changes (including links) d P li h (i l di li k )
  34. 34. WHY do it though? • To BUILD CREDIBILITY by being a resource • To CONNECT to like minded people like-minded • To REACH INFLUENTIALS • To SPREAD your message • To LEARN by listening •To ENGAGE in a dialogue
  35. 35. Following Followers F ll Friends Your initial target audience may not be your only, nor your best target audience
  36. 36. Plan your Twitter strategy • PERSONAL or CORPORATE? • Tweet CONTENT? • WHO will tweet? • HOW to tweet? • Who to FOLLOW?
  37. 37. Can U.S. Government employees use TWITTER ???
  38. 38. Can U.S. Government SOCIAL NETWORK? AND . . .
  39. 39. Facebook: Profile, Groups, Pages
  40. 40. And What About Facebook Groups?
  41. 41. Groups or Pages? Image from *Jason Falls
  42. 42. Can U.S. Government employees use SOCIAL NETWORKS? AND . . .
  43. 43. Plan your strategy to SOCIAL NETWORK • Who is the AUDIENCE? • Networking PURPOSE? • Which SOCIAL NETWORK? • User PARTICIPATION? • User INTERACTION?
  44. 44. Can U S Government U.S. YOUTUBE FLICKR PODCAST?
  45. 45. MEDIA = Multimedia for All
  46. 46. my.barackobama.com/page/s/pressconference
  47. 47. www.youtube.com/user/househub www.youtube.com/user/senatehub
  48. 48. YOUTUBE FLICKR PODCAST OBSTACLES: • Time waster • Security issues • Bandwidth • Advertising • Terms of service
  49. 49. Plan your strategy: YOUTUBE FLICKR PODCAST • Who is the AUDIENCE? • Who will CONTRIBUTE? • What CONTENT? • What EQUIPMENT? • What SKILLS? • Who will MAINTAIN?
  50. 50. How To Succeed Get Buy-in From Above Work Closely With Legal/Compliance Team y g p Educate, Educate, Educate Approach Content & Moderation As A Team Develop Agreed Upon Response Timelines With Definitive Develop Outcomes
  51. 51. Don t Forget! Don’t Forget! Government Travel Presents Opportunities To Innovate Your Legal/Compliance Teams Are On Your Side Bureaucratic Systems Can Be Nimble With C B ti S t C B Ni bl Consensus You Can Market Using Social Media Within The Rules You
  52. 52. Let s Connect Let’s Connect susan@sblackconsulting.com @ bl k lti Twitter: @SusanTravels @ +1.201-476-1414 (Direct) +1.201-286-2767 +1 201-286-2767 (Mobile) www.linkedin.com/in/susanblackassociates Susan Black Principal Susan Black Associates
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×