Workshop 3: Social media marketing strategies
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Workshop 3: Social media marketing strategies



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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    Workshop 3: Social media marketing strategies Workshop 3: Social media marketing strategies Presentation Transcript

    • Workshop 3: Social Media
      Business for the Bush (B4B)
    • 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
    • Overview
      Streamlining Tools & Integration
      Strategy Implementation
      Cooktown Website
      Workshop Evaluation
    • Q? Who is Using Social Media
    • 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.
    • 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.
    • Tourism & Social Media
    • Tourism & Social Media
    • 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
    • Consumer Behaviour and Social Media
      Problem recognition
      Information search
      Alternative evaluation
      Post decision evaluation
      Where does social media fit in?
    • 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.
    • 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
    • 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
    • Freeware
    • 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
    • Paid Software
    • 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
    • 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
    • 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
    • Tripadvisor
    • 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
    • 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.
    • 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
    • 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
    • Social Media Sites
      For this application:
    • 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
    • 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
    • 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
    • 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.
    • 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
    • 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
    • Blogging
    • 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
    • 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
    • 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
    • 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.
    • 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
    • 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
    • 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.
    • 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
    • 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
    • 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
    • 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
    • Fan/Group/User Page
    • Tools to Streamline Social Media Efforts
      Applications (all social media)
      Software (gain followers on twitter/Facebook)
    • 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
    • Integration of Social Media with Traditional Mediums
      Synergetic relationship
      Consistency in efforts
      Online drives offline behaviour
      Offline drives online behaviour
    • Évaluation Social Media
      • Brand metrics
      • PR
      • Customer engagement
      • Retention
      • Profits
      • Analytics
      • Traffic
      • Followers/fans/
      • Interaction
      • Sales
      • Leads
      • Search marketing
    • Successful Social Media Strategies in Australia
    • Where to From Here - Strategy
    • Questions
      Social Eyes Consultancy