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Workshop 3: Social media marketing strategies


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Day 3 of 3: Internet Marketing and Social Media Workshop held inCooktown, Queensland, Australia for tourism operators

Day 3 of 3: Internet Marketing and Social Media Workshop held inCooktown, Queensland, Australia for tourism operators

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  • 1. Workshop 3: Social Media
    Business for the Bush (B4B)
  • 2. Overview
    Google Analytics
    Social Media and Tourism
    Benefits of Embracing Social Media
    Monitoring Tools
    Customer Reviews & Travel Review Sites
    Responding to Feedback
    Principles of Interaction
  • 3. Overview
    Streamlining Tools & Integration
    Strategy Implementation
    Cooktown Website
    Workshop Evaluation
  • 4. Q? Who is Using Social Media
  • 5.
  • 6. Tourism & Social Media
    In an industry where experience means everything, user-generated content has opened up a whole new area of opportunities for the travel industry.
    Social media is global, real‐time and dynamic. And every business has to face the fact that customers are talking online.
  • 7. Tourism & Social Media
    Increasing numbers of people research and reserve travel online - providing consumers with countless tools to find, and design, not just the cheapest trip, but the perfect trip.
    More than 60% of leisure travellers use the Internet or an online service to obtain information and price
    Highlights the need for Tourism and Travel Web sites to make the best possible use of technology to enhance usability, provide useful tools and increase bookings.
  • 8. Tourism & Social Media
  • 9. Tourism & Social Media
  • 10. Benefits of Embracing Social Media
    Building Meaningful Relationships - Straight to consumer
    Increased traffic, subscribers and opt‐in list
    Building Links
    Increased Visibility – be seen as a leader
    Business Opportunities
    Mind-sharing and Insight
    Market research
    Issue & crisis management
    Reduction in overall marketing expenses
  • 11. Consumer Behaviour and Social Media
    Problem recognition
    Information search
    Alternative evaluation
    Post decision evaluation
    Where does social media fit in?
  • 12. Monitoring Tools
    Automated monitoring of traveller reviews is in its infancy
    Phenomenon of consumer reliance on user generated content is well established
    Credibility of reviews among consumers is highest in the tourism and hospitality sectors, a truth that indicates reviews directly impact revenue.
  • 13. Monitoring Tools
    Your customers, supporters and detractors talk amongst themselves and declare their views on you to anyone interested
    Are you listening to the right opinions?
    Are you responding?
    Identifying trends, opportunities
  • 14. Monitoring Freeware Disadvantages
    Time Consuming
    Storage of clips
    No analysis
    Key Sites and Users/Authors
    Raw data may seem overwhelming with no apparent direction in how to use this data
  • 15. Freeware
  • 16. Automated Solutions
    Direct analysis towards key point of sale sites
    Performance measured against competition
    Enabling and supportive tools
    Effective filtering – providing better results
    Analysis – geographic, demographic, sentiment analysis
  • 17. Paid Software
  • 18. Customer Review Sites
    Interpersonal influence and word of mouth (WOM) are ranked the most important information source when a consumer is making a purchase decision.
    88% of those reading them say reviews contribute to their ultimate hotel selection
    Review users consider what they read to be almost twice as important as brand or reputation in their decision
  • 19. Tripadvisor
    32 million unique visitors per month, 10 million members and houses 20 million reviews
    Death of the travel brochure?
    25% of travellers used ‘stranger reviews’ to book entire holiday
  • 20. Tripadvisor
    50% of travellers over 45 are using websites to recommend or warn fellow travellers by posting a review of their travel experiences online.
    According to Tripadvisor, 57% of consumers will not book a hotel unless they have read reviews
  • 21. Tripadvisor
  • 22. Practical: Best Practice Principles in Responding to Feedback
    Thank the customer for taking the time to write a review
    Apologize profusely if the customer is right on target with their negative review
    Provide a simple, short explanation of what really happened (if such an explanation is possible)
    Assure the reviewer and guests in general that every possible step has been taken to address the problem or service in question
  • 23. Practical: Best Practice Principles in Responding to Feedback
    Offer a direct line of communication between management and the reviewer (via email, direct phone line, etc.) in order to rectify the situation
    To conclude the response, use any elements of the customer’s comments that are constructive (e.g. great hotel location, comfortable rooms, etc) to put a positive spin on a negative review.
  • 24. Reviews as a Marketing Tool
    Utilise all positive feedback in marketing materials
    Home page
    Attached with photos/videos on web site or thrid party applications
    Blogging sites
    E-mail marketing
    Actively promote to guests if they had a “great stay” to place feedback on a 3rd party site
  • 25. Social Media Sites
    Ever-growing number of sites
    Identify key sites based on characteristics of your target market, features of the sites conducive to selling your product
  • 26. Social Media Sites
    For this application:
  • 27. Principles of Participation
    It is about people – do not overly market to audiences or targets, engage in conversations with people
    Know what the hell you're talking about
  • 28. Principles of Participation
    Be a resource, not a sales person
    Become part of the community
    Respect the communities you engage in and they will respect you
  • 29. Social Media Strategy
    Listen to conversations
    Establish share of voice
    Set goal/benchmarks
    Find bloggers and communities
    Identify influencers
    Develop content strategy
    Pick tools
    Create and deliver content
    Engage and facilitate conversation
    Measure results
  • 30. Blogging
    Among users who seek information on the Internet, more than a 1/4 have visited a blog to review information about a destination or travel service supplier in the last 12 months.
    Emerging relevance of travel communities as an information source.
    Personal communication channel - visitors tend to see them as a more impartial source of information than corporate Web sites.
  • 31. Blogging: Strategies
    Comment on blogs to start conversation add a link back to your blog/website
    Provide useful feedback
    Review the comments – comment on comments
    Subscribe to RRS feeds
    Tweet the blog…drive traffic – twitter
    Post on Facebook, add to your favourites
  • 32. Blogging: Benefits
    Two way conservation
    Gives your brand a personality
    Avoid corporate rhetoric and jargon in your business blog
    Develop a sense of community around your blog
    Post a new blog every week – keep short and informational – must keep a fresh and constant presence on all networks
  • 33. Blogging
  • 34. Twitter
    In March 2009, a blog ranked Twitter as the fastest-growing site in the Member Communities category for February 2009
    Twitter had a monthly growth of 1,382 percent
    6 million unique monthly visitors and
    55 million monthly visits
  • 35. Twitter: Principles
    Keep with industry news and influential people by setting up searches and by following users
    Build industry contacts
    Gain brand exposure in a casual, social, personable environment
    Monitor your online reputation and engage with your fans and/or prospects
    Share quirky facts about what happened on tour today – real time tweeting (English guy stuck in elevator)
    Drive traffic, drive traffic, drive traffic
    Offer exclusive specials
  • 36. Twitter
    Visit and create an account
    Download and install Tweet Deck Tweet Deck is one of the many programs that will allow you to “tweet” (message) without having to log into the Twitter website itself. You can also install the Tweed Deck iPhone application.
    Set up a search with Tweet Deck for a topic of your choice. For instance, Cooktown, Cape York tourism, name of tourism operation, tourism marketing, social media tourism, tourism Australia, etc, etc
  • 37. Twitter
    When you feel confident, start to follow people whose tweets you are interested in and engage.
    While setting up and learning about Twitter, also give your past customers and fans your twitter address. A twitter address follows this format: @mytwitteraddress. Not only will they be able to read your tweets but once you have found your Twitter “voice” you will be able to inform them about your latest stories, events and 8 legged crocodile sightings.
  • 38. Facebook
    More than 300 million active users
    More than 120 million users log on to Facebook at least once each day
    More than two-thirds of Facebook users are outside of college
    The fastest growing demographic is those 35 years old and older
    More than 8 million users become fans of Pages each day
  • 39. Facebook: Content
    Overview of company
    Website and contact info
    Press releases
    Blog Feeds
    Twitter updates
    Company news and status - events
    Customer interaction
    Personalise the business and the brand
    Same techniques as website optimisation
  • 40. Facebook:
    Once you’ve logged in to Facebook, scroll to the bottom and click on Advertising. Then click Pages and Create a Page. Select the type of business you own and start filling in all the details. The more info you add, the better your page will be (and remember, Google thinks highly of Facebook in its search engine results)
    Make sure to include your company logo, any RSS blog feeds that are relevant, videos, images, links — the whole nine yards. Once satisfied with the Page, publish it, then get ready to dive into promotion.
  • 41. Facebook:
    Identify contacts from your profile that are either business connections, people working in a field related to your business, or guests (past and present) - invite them to become a fan of the Page - send a short note explaining what you offer including a link to the Page
    Promote your Page through links (drive traffic) – encourage social media behaviour of customers
    Keep your content fresh — give people a reason to check in on your page regularly
  • 42. Facebook
    Find friends on Facebook using the search feature. Look for people and groups to join which share interests that you have or have something else in common with you.
    Look for people with hobbies you love or some type of shared interest so you can start a conversation with them. Show your involvement
  • 43. Facebook:
    When someone accepts your friend request, you’ll receive a notification. Then you can go to their personal wall and post on it.
    Link building
    Cooktown community should be repetitive about brand and tag phrases – build awareness and SEO optimisation
  • 44. Facebook:
    When a person agrees to allow you to connect to them as a friend, send a thank you message to that person. You should send a short message expressing your thanks and telling them you look forward to getting to know them in the future. They are very likely to view your profile and website if they haven’t already and probably become a free lead.
    When you add new photos/videos/contents your friends’ news feeds will notify them; it is a good idea to add new content regularly so your ‘friends’ are likely to come visit your Facebook page again
  • 45. Fan/Group/User Page
  • 46. Tools to Streamline Social Media Efforts
    Applications (all social media)
    Software (gain followers on twitter/Facebook)
  • 47. Website Promotion - Links
    Push traffic from website to social media applications
    Drive traffic through links and hyperlinks from social media applications to website – take care to ensure correct landing page
    Create a Cooktown and tourism business ‘spiderweb’ that search engines can’t ignore
  • 48. Integration of Social Media with Traditional Mediums
    Synergetic relationship
    Consistency in efforts
    Online drives offline behaviour
    Offline drives online behaviour
  • 49. Évaluation Social Media
  • Successful Social Media Strategies in Australia
  • 61. Where to From Here - Strategy
  • 62. Questions
    Social Eyes Consultancy