How To Use Social Media To Drive Your Destination Business


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Amy Marshall, Partner and Chief Reality Officer of Webbed Marketing, presents on How To Use Social Media To Drive Your Destination Business at Hocking Hills in Ohio.

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How To Use Social Media To Drive Your Destination Business

  1. 1. "How To Use Social Media To Drive Your Destination Business" Amy Marshall, Webbed Marketing May 6, 2009
  2. 2. Webbed Marketing Internet Strategy
  3. 3. Quick Social Media Quiz! <ul><li>How many of you: </li></ul><ul><ul><li>Have a listing on Google Local for your business </li></ul></ul><ul><ul><li>Have a listing on Yelp </li></ul></ul><ul><ul><li>Read news online </li></ul></ul><ul><ul><li>Comment on news online </li></ul></ul><ul><ul><li>Have a personalized Google or Yahoo! page (iGoogle/MyYahoo!) </li></ul></ul><ul><ul><li>Use RSS feeds </li></ul></ul><ul><ul><li>Read blogs, view videos on YouTube or download shows on iTunes </li></ul></ul><ul><ul><li>Have a blog (Wordpress, LiveJournal, Blogger) or a microblogging account (Twitter, Jaiku, etc.) </li></ul></ul><ul><ul><li>Have an account on a social network (LinkedIn, Facebook, Ning, MySpace, Plaxo, etc.) </li></ul></ul>
  4. 4. Is Social Media Marketing for You? <ul><li>Are you goal-oriented? </li></ul><ul><li>Can you fast track legal, marketing and branding concerns? </li></ul><ul><li>Is it okay if EVERYONE hears about this program? </li></ul><ul><li>Can you stand behind your product and program in the face of criticism? </li></ul><ul><li>Can you be edgy? </li></ul>
  5. 5. Agenda <ul><li>Define Social Media </li></ul><ul><li>Social Media trends </li></ul><ul><li>Social Media trends in the travel industry </li></ul><ul><li>What social media tools should you focus on </li></ul><ul><li>Specific examples of using social media tools to drive business </li></ul><ul><li>Measuring the success of using social media </li></ul><ul><li>Integrating social media with traditional marketing </li></ul>
  6. 6. Business Conversations <ul><li>“ We can't open this up to our employees, it will pull them away from work.“ </li></ul><ul><li>&quot;What about legal implications? The FDIC regulates all our communications. An employee can distribute un-reviewed content to the world and we could liable.“ </li></ul><ul><li>&quot;We lose control of our brand.&quot; </li></ul>
  7. 7. What are they talking about? <ul><li>Blogging? </li></ul><ul><li>Twitter? </li></ul><ul><li>Facebook? </li></ul><ul><li>LinkedIn? </li></ul>
  8. 8. History Repeating Itself <ul><li>The year is 1995, and that's a conversation about e-mail! </li></ul>
  9. 9. Parallels
  10. 10. Parallels
  11. 11. Parallels
  12. 12. What do you believe? (source: The Open Brand) Companies use marketing to control their message Customers influence the messages marketers send Companies own and orchestrate the brand Customers co-create the brand Feedback only happens when brands invite it Customers give feedback, expect to be heard and make noise if they’re not Ideas that matter come from the brand Customers have ideas that matter to other customers The web is for extending campaigns (if there is leftover budget) Customers start with the web or end with the web – and increasing do both Online chatter is white noise Consumer online chatter is a crystal ball and a sounding board Bloggers are amateurs who should stick to their day jobs Customers trust bloggers as the new tastemakers and truth tellers
  13. 13. Definition of Social Media or Social Network <ul><li>An online meeting place for consumers and influencers </li></ul><ul><li>to create, </li></ul><ul><li>share and </li></ul><ul><li>interact with content. </li></ul>
  14. 14. What is Social Media?
  15. 15. Examples of Social Networks <ul><li>Twitter </li></ul><ul><li>YouTube </li></ul><ul><li>Facebook </li></ul><ul><li>MySpace </li></ul><ul><li>LinkedIn </li></ul><ul><li>Amazon </li></ul><ul><li>Technorati </li></ul><ul><li>Flickr </li></ul><ul><li>CitySearch </li></ul><ul><li>Wikihow </li></ul><ul><li>Wikipedia </li></ul><ul><li>Craigs List </li></ul><ul><li>Newsvine </li></ul><ul><li>Yahoo! Answers </li></ul><ul><li>Digg </li></ul>
  16. 16. Social Media Travel Sites
  17. 17. Social Media Trends <ul><li>79% of travel industry executives view social media as a long-term part of the online marketing mix. </li></ul><ul><li>Only 36% of people think price is important. </li></ul><ul><li>47% of all respondents said they would go to a social networking site to download coupons or search for gift ideas if those services were available; </li></ul><ul><li>45% said they would visit a social networking site to find out about upcoming sales in stores or discounts on products; </li></ul><ul><li>22% said they would read or write a product review on a blog. </li></ul>
  18. 18. Traveler Booking Trends <ul><li>Survey of 702 people: </li></ul><ul><li>57% of people booked their last vacation online </li></ul><ul><li>19% doing so by telephone </li></ul><ul><li>25 to 44 year-old age groups were the most web-savvy </li></ul><ul><li>68% saying they booked their last vacation online </li></ul><ul><li>Good ratings/feedback on travel websites (51%) was the reason for choosing a destination </li></ul>
  19. 19. Why Social Networks Matter
  20. 20. Social Networks Are Very Visible Consumer Generated Media (Content) Many time will rank above an official Website!
  21. 21. Everyone Builds Content
  22. 22. Tracking Search Patterns with Google Trends
  23. 23. Keyword Research Tool –
  24. 24. Social Media Trends for Hocking Hills
  25. 25. Trended Terms <ul><li>hocking hills </li></ul><ul><li>ohio get away </li></ul><ul><li>ohio getaway </li></ul><ul><li>ohio romantic weekend </li></ul><ul><li>ohio vacations </li></ul>
  26. 26. Hocking Hills Daily Search Volume
  27. 27. Searches by Social Media Source
  28. 28. Demographics for Hocking Hills
  29. 29. Gender & Age of Hocking Hills Influencers
  30. 30. Where are the Influencers?
  31. 31. Examples of Posts
  32. 32. “ Hocking Hills” on Twitter
  33. 33. Trends for “Hocking Hills” Online <ul><li>Avg 7 searches a day </li></ul><ul><li>Message forums are talking about “Hocking Hills” the most </li></ul><ul><li>Blogs then Twitter next </li></ul><ul><li>A majority of the influencers writing about “Hocking Hills” are male, and over 50 years old </li></ul><ul><li>Top sites talking about “Hocking Hills” are: </li></ul><ul><li>,,,, </li></ul>
  34. 34. Where to Focus for the Best ROI
  35. 35. Areas to Focus <ul><li>Monitoring blogs, message boards </li></ul><ul><li>Blogger outreach and participation </li></ul><ul><li>Target getaways and packages to 40s/50s crowd </li></ul><ul><li>Use Twitter to promote packages, deals, events </li></ul><ul><li>Be active on </li></ul><ul><li>Be visible for keyword searches </li></ul>
  36. 36. Social Networks to Focus On <ul><li>Facebook Fan page and Group page </li></ul><ul><li>TWITTER!! </li></ul><ul><li>YouTube (even though it doesn’t appear high in the usage, it helps with search ranking results) </li></ul><ul><li>Top Travel blogs and Ohio blogs </li></ul><ul><li> </li></ul>
  37. 37. Define a Social Media Strategy That Can Be Executed AND Delivered!
  38. 38. Online Research – What are people saying about you? <ul><li>Google your company name </li></ul><ul><li>Google your competitors </li></ul><ul><li>Google keywords you think people type in to find your product/service (this is the hard one!) </li></ul><ul><li>Determine where you are ranking </li></ul><ul><li>Look at Google blog posts about your product/service </li></ul><ul><li>Perform a Twitter search on your company name, product/service </li></ul><ul><li>( ) </li></ul><ul><li>Look for topic Facebook pages </li></ul><ul><li>Analyze demographic information on </li></ul><ul><li>Search in YouTube for relevant videos and channels </li></ul>
  39. 39. Online Setup <ul><li>Install Google Analytics </li></ul><ul><li>Set up Google Alerts on your company name, product/service and competitors names </li></ul><ul><li>Track your website traffic (and competitors) with </li></ul><ul><li>Set up TwitterBeep to track keywords </li></ul>
  40. 40. Set Clear Goals <ul><li>Can’t measure “more buzz” </li></ul><ul><li>Define measurable metrics – 16 media placements, 40 relevant links, increase sales 12% </li></ul><ul><li>Take baseline metrics before campaign starts </li></ul><ul><ul><li>SEO metrics, social media metrics </li></ul></ul><ul><li>Break metrics down into quantifiable goals </li></ul><ul><ul><li>Mentions in blogs, social networks, links to the site… </li></ul></ul><ul><li>You can quantify metrics </li></ul>
  41. 41. Determine the “Hook” <ul><li>Set goals before determining the “hook” </li></ul><ul><li>Questionnaire to determine need – what gets the participants excited? </li></ul><ul><li>Examples: free sample, white paper, video, online calculator/application, stunt </li></ul>
  42. 42. Determine the Distribution Plan <ul><li>Earn your way into distribution </li></ul><ul><li>Avoid using the word “free” to describe online </li></ul><ul><li>Look for specialized networks or “celebrity” bloggers that don’t often get pitched </li></ul><ul><li>Rate the value of each participant and determine the pitch </li></ul>
  43. 43. Determine the Distribution Plan <ul><li>Think in terms of most efficient coverage </li></ul><ul><li>Examples: pitch a blogger, obtain a following on MySpace/Facebook, use tagging sites, Tweet to your target, make new connections on LinkedIn and build a presence on targeted social networks </li></ul><ul><li>Great Content + Great Distribution=Great Word of Mouth </li></ul>
  44. 44. Using the Specific Social Media Tools
  45. 45. Facebook
  46. 46. Facebook <ul><li>Online social network </li></ul><ul><li>People connect with friends </li></ul><ul><li>Share stories, photos, causes </li></ul><ul><li>Widgets/Applications: Trip Advisor, Where I’ve Been, Going Places </li></ul>
  47. 47. Facebook – Connecting
  48. 48. Facebook Group
  49. 49. Facebook Fan Page
  50. 50. Facebook Pages vs Groups
  51. 51. Twitter
  52. 52. Twitter <ul><li>What are you doing right now? </li></ul><ul><li>Web, IM, Phone </li></ul><ul><li>Real time interaction in one sentence </li></ul><ul><ul><li>140 characters to be exact! </li></ul></ul><ul><ul><li>Twitter “handle” can only be 15 characters </li></ul></ul>
  53. 53. Twitter <ul><li>Eight million members </li></ul><ul><li>Traffic increased 800% in one year! </li></ul><ul><li>Twitter accounts have monetary value </li></ul><ul><li>Who uses Twitter: </li></ul><ul><ul><li>State Department </li></ul></ul><ul><ul><li>Barack Obama </li></ul></ul><ul><ul><li>NASA </li></ul></ul><ul><ul><li>Reporter, buyers, analysts, media….. </li></ul></ul>
  54. 54. How to Use Twitter <ul><li>To listen! to consumers and the media are talking about you in real time, openly and honestly </li></ul><ul><li>Build brand perception </li></ul><ul><li>To learn about the competition </li></ul><ul><li>To communicate (but not to sell) </li></ul><ul><li>Build your profile and start connecting </li></ul><ul><li>Build personal relationships! </li></ul><ul><li>Promote deals – maybe only available through Twitter </li></ul><ul><li>Promote events </li></ul><ul><li>Promote facilities </li></ul>
  55. 55.
  56. 56. Twitter Home Page
  57. 57. Key: Finding People to Follow!
  58. 58. YouTube
  59. 59. YouTube <ul><li>44% of online video market </li></ul><ul><li>5 billion page views per month </li></ul><ul><li>75% of Internet users watch video online </li></ul><ul><li>The average viewer watches 80 videos per month </li></ul><ul><li>92 million viewers per month </li></ul><ul><li>$175,000 per day for a homepage ad </li></ul><ul><li>Nearly perfect representation of Internet users </li></ul>
  60. 60. YouTube Tens of thousands of views!
  61. 61. YouTube Channels for “Hocking Hills”
  62. 62. <ul><li>Buy a Flip camera </li></ul><ul><li>Set up a YouTube Channel </li></ul><ul><li>Start connecting with partners, prospects, clients, coworkers and friends </li></ul><ul><li>Video Tours </li></ul><ul><li>Cost per impression is next to nothing!! </li></ul>How to Use YouTube
  63. 63. TripAdvisor
  64. 64. TripAdvisor <ul><li>Can double conversions on your website by integrating TripAdvisor reviews on the website </li></ul><ul><li>Get listed – free listing (75 words & a photo) </li></ul><ul><li>Monitor reputation regularly – reviews AND forum </li></ul><ul><li>Participate without selling </li></ul><ul><li>Number of reviews is key on TripAdvisor – Need to be listed AND have active, recent reviews </li></ul><ul><li>Ask your advocates to promote you – ask when they leave, send out thank you emails with a link to write a review </li></ul>
  65. 65. Other Social Media Ideas for Travel
  66. 66. Other Social Media Ideas <ul><li>Add a blog – fresh content – </li></ul><ul><li>topics could be “best kept secrets”, “hole in the wall restaurants”, events, promotions </li></ul><ul><li>Add RSS feed to website and/or the blog </li></ul><ul><li>Google Maps – Register your business with Google Maps </li></ul><ul><li>Register in Yelp </li></ul>
  67. 67. What are your other social media marketing ideas?? <ul><li>Thank You </li></ul><ul><li>Amy Marshall </li></ul><ul><li>Twitter: @amymarshall </li></ul><ul><li>[email_address] </li></ul>