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Social Media

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    Social Media Social Media Presentation Transcript

    • 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
    • SOCIAL MEDIA is an “umbrella term” for… Social News Social Networking Social Bookmarking Photo by waynejackson
    • • 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 Satisfaction in Engagement
    • “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. Edelman Trust Barometer 2009
    • Government should be TRANSPARENT PARTICIPATORY COLLABORATIVE man Flickr: Steve Furm www.whitehouse.gov/the_press_office/TransparencyandOpenGovernment
    • 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
    • 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 . . .
    • 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-site discussions involving company officials can be construed as corporate communications as well i ti ll
    • • Government Mandated Review & Approval • Privacy Laws • M di l Advice Given Exposes Liability Medical Ad i Gi E Li bilit
    • • Individual State Regulations (U.S.) • No Advice Unless Licensed In Specific State •C t Customers Will Ask For Advice A k F Ad i
    • • Regulation Fair Disclosure • Blogger Relations Challenge •O Open Discussions Open Opportunity For Di i O O t it F Leaks
    • • 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 security, • Data collection from social media sites
    • 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
    • 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
    • SO HOW CAN I BUILD A  TRAVEL COMMUNITY ON  TRAVEL COMMUNITY ON MY SITE ? MY SITE ? WRONG  WRONG QUESTION
    • “Communities already exist. Instead, think about how you can help that community do what it wants to do.” Mark Zuckerberg
    • 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 your organization’s PEOPLE • Find ways to CONNECT
    • 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? • Who can WRITE? • Enough CONTENT? g • Who will REVIEW? • Who will MAINTAIN? • User COMMENTS?
    • Plan your strategy to ALTERNATE MODEL: Leverage Existing BLOGGERS blog.usa.gov
    • 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 government travel on your site • Best Government Travel Rates •NNews and Policy changes (including links) d P li h (i l di li k )
    • 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
    • Following Followers F ll Friends Your initial target audience may not be your only, nor your best target audience
    • Plan your Twitter strategy • PERSONAL or CORPORATE? • Tweet CONTENT? • WHO will tweet? • HOW to tweet? • Who to FOLLOW?
    • 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? • Which SOCIAL NETWORK? • User PARTICIPATION? • User INTERACTION?
    • 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 • Advertising • Terms of service
    • Plan your strategy: YOUTUBE FLICKR PODCAST • Who is the AUDIENCE? • Who will CONTRIBUTE? • What CONTENT? • What EQUIPMENT? • What SKILLS? • Who will MAINTAIN?
    • 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
    • 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
    • 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