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TravelAlberta 2010 - Practical Strategies for Using Social Media in Your Tourism Business
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TravelAlberta 2010 - Practical Strategies for Using Social Media in Your Tourism Business

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Have wondered why social media works the way it does and why it has penetrated almost every aspect of our on-line lives. In this presentation I demystify social media, show you the fallacies and the …

Have wondered why social media works the way it does and why it has penetrated almost every aspect of our on-line lives. In this presentation I demystify social media, show you the fallacies and the hype but also present you with a clear and simple to use strategy for starting or improving your social media strategy. In order to success you must L.E.A.D. (Listen, Engage, Articulate, and Demonstrate).

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  • 1. The Savvy Operator Practical strategies for using social media in your tourism business Stephen Joyce, CEO Rezgo.com (A Division of Sentias Software Corp.)
  • 2. Don't worry, when it comes to social media, it's about quality not quantity.
  • 3. social media Fallacies
  • 4. Social Media is a 1. FAD
  • 5. FALSE
  • 6. 113 million blogs... & over 250 million pieces of tagged social media.
  • 7. 400 Million Users on Facebook & 50% log in EVERY DAY
  • 8. 25 Million Users And growth of 1500% in 2009, Twitter
  • 9. Social Media is 2. FREE
  • 10. FALSE
  • 11. “ Social media trades media cost for time cost” Charlene Li, Forrester Research
  • 12. Social Media is 3. FAST
  • 13. FALSE
  • 14. Social media is about creating relationships that can take months or even years to develop.
  • 15. Social Media is 4. FACEBOOK & TWITTER
  • 16. FALSE
  • 17. Social media is not about any ONE tool or site, it is about the philosophy behind the use of the tool & your goals for using it.
  • 18. social media </ hype >
  • 19. Everyone is... 1. Twittering
  • 20. Source: Quantcast
  • 21. Source: NielsenWire Twitter Quitters
  • 22.
    • 40% use their account. (compared to 70% of Facebook users)
    • 10% of users produce 90% of the tweets
    • 40% of Tweets Are Pointless Babble
    • 37% are conversational
    • 9% are pass along (or RT)
    • 3.5% are spam
  • 23. Anyone can 2. Do social media
  • 24.
    • Not everyone needs to do social media.
    • The time cost may be prohibitive.
    • If poorly executed, it can have a negative impact on the brand.
  • 25. You can make a 3. Big Splash Fast
  • 26.
    • It takes time to build reputation on-line.
    • If you have an existing subscriber base or customer base, you can engage them quickly.
    • If starting from scratch, it can take a lot of time.
  • 27. You can go 4. VIRAL
  • 28.
    • Things become viral for one reason or another, generally unknown to you.
    • What you think will go viral seldom does.
    • You cannot manufacture viral content.
  • 29. key attributes of the social web
  • 30. 1. Participation
  • 31. readers writers
  • 32. 2. Transparency
  • 33. Disgusting Awful nightmare Avoid this place like the plague Worst Experience ever Dirty
  • 34. Amazing Super impressive Fabulous location, great service Enjoyable stay Great
  • 35. 3. Conversations
  • 36. 38% conversational
  • 37. stop talking & start listening
  • 38. 4. Community
  • 39. 2.5 Million Unique Visits
  • 40. 1.6 Million Users
  • 41. 15+ Million Users
  • 42. why social media WORKS
  • 43. we all live in... communities
  • 44. our history is... about stories
  • 45. we find pleasure in ... sharing
  • 46. we seek ... companions
  • 47. we are ... social animals
  • 48. social media lets us be human
  • 49. ... only more efficiently
  • 50. making social media WORK
  • 51. To make social media work for your business, you must LEAD .
  • 52. L isten E ngage A rticulate D emonstrate
  • 53. 5 min. break
  • 54. 1 st you must ... LISTEN
  • 55. Sign-up for the following accounts
  • 56.  
  • 57.
    • Set up Google Alerts for:
    • Your brand
    • Your keywords
    • Your competitors
  • 58. www.google.com/alerts
  • 59. Alerts via email or rss
  • 60.
    • You will get alerts for:
    • Blog mentions
    • Twitter mentions
    • News articles
    • Videos/rich media
    • Web site mentions
  • 61. www.tweetdeck.com
  • 62. Similar search to Google Alerts
  • 63.
    • What will you learn?
    • Where people are talking
    • What people are saying
    • How people feel about you
    • Problems & common concerns
    • Trends & opportunities
  • 64. 2 nd you must ... ENGAGE
  • 65. remember... you're human
  • 66. don't hide behind... your brand
  • 67. proudly represent... your brand
  • 68. Sign-up for the following accounts disqus.com gravatar.com
  • 69. Consider accounts with these sites based on the results of your listening:
  • 70.
    • Profile Management Rules:
    • Use the same email address
    • Create a square 300x300 profile pic.
    • Use a consistent “About me” (250 words max.)
    • Create a consistent password scheme.
  • 71.
    • Engagement Rules:
    • Respond quickly (once a day is fine)
    • Always be polite & professional
    • Ask lots of questions
    • Be honest with your answers.
    • You don't have to have the answers
  • 72. Ask yourself this One Question
  • 73. What would you do if this customer was standing in front of you?
  • 74. 3 rd you must ... ARTICULATE
  • 75. You have less than 30 seconds to capture your visitors' attention
  • 76. Awareness Consideration Action
  • 77. Traffic Content Call to Action
  • 78. Dream Plan Go
  • 79. Articulate the Dream Write stories that inspire and excite the visitor. Share your experiences and love for what you do.
  • 80. Articulate the Dream
    • Builds relevant content
    • Increases relevant keywords
    • Builds credibility & authenticity
    • Increases stickiness
    • Defines you as an authority
  • 81.
    • Who are you?
    • Why you love what you do?
    • What makes your region special?
    • Your favorite experience(s)
    • Special insider tips (planning etc.)
    • History or events
    Articulate the Dream
  • 82. Tools to help you articulate the Dream blogger.com wordpress.com typepad.com
  • 83. Articulate the Plan Clearly describe how and why the visitor should choose your business. Present all the information they need to make a booking decision.
  • 84. Articulate the Plan Use a content management system (CMS) to organize your web content. Your CMS may be the same as your blog platform.
  • 85. Articulate the Plan Use a property management system or tour operator software to organize your products.
  • 86. Articulate the Plan Provide partners with standard connection methods in order to distribute your products. XML APIs and RSS .
  • 87. Articulate the GO! Call to Action With a clear...
  • 88. Articulate the GO! On-line bookings, requests, or push to phone are all valid calls to action. But they must be measurable .
  • 89. 4 th you must ... DEMONSTRATE
  • 90. Demonstrate your expertise Share your experiences with other communities. Syndicate your content to blogs, networks, and partners through RSS.
  • 91. Demonstrate your confidence Encourage your guests & customers to review your services on sites like Tripadvisor & TripReviews.
  • 92. Demonstrate your service Post videos on Youtube & Vimeo, share photos on Flickr & Facebook, share content with partners.
  • 93. listen engage articulate demonstrate who, where, why ask, learn, understand, answer feed curiosity Add channels, foster connections
  • 94.
    • Start with the big networks.
    • Be selective with sites to join.
    • Make social media a part of your daily routine.
    • Commit to a plan.
    • Review your results often.
    5 Simple Rules
  • 95. www.thesavvyoperator.com
  • 96. @stephenjoyce www.tnooz.com stephen.a.joyce
  • 97. Thank you

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