Digital visitor presents social media strategies for destinations at enter2011


Published on

Digital Visitor, creators of Visitor Review, chaired and presented a session at the Enter Conference 2011. The session was designed specifically for destinations to hear from the experts about the best social media strategies for destinations.

As social media experts in the tourism industry, Digital Visitor have delivered innovative social media and online community solutions for a vast range of organisations in the industry including travel and tour operators, airlines, accommodation providers and tourist boards such as VisitBritain, VisitEngland, Isle of Man tourism board, VisitBlackpool, Welcome to Yorkshire, Cape Town and Western Cape tourism board and many more....

If you want to find out more about how your organisation can benefit from our social media solutions, please get in touch today.... |

Published in: Technology, Business

Digital visitor presents social media strategies for destinations at enter2011

  1. 1. Simon Jones [email_address] Creating a co-ordinated approach to ' on-site ' social media
  2. 2. Agenda <ul><li>Introduction </li></ul><ul><li>Why gather content? </li></ul><ul><li>A few examples </li></ul><ul><li>How can you gather content </li></ul><ul><li>What to do with the content </li></ul><ul><li>On your own website </li></ul><ul><li>Sharing with other websites </li></ul><ul><li>Relevancy </li></ul>
  3. 3. Introduction <ul><li>Social media and social networking solutions and services to global leisure and tourism industry </li></ul><ul><li>We help our clients to gather and benefit from their own content </li></ul><ul><li>Created 200+ social media solutions globally </li></ul><ul><li>Deliver increased traffic, enquires, business, loyalty... </li></ul>
  4. 4. Why gather content on your own website <ul><li>Expected by online visitors </li></ul><ul><li>Enhances attractiveness and engagement of your site </li></ul><ul><li>Increases interaction on your website </li></ul><ul><li>Will increase browsing time of your site </li></ul><ul><li>Provides visitors with piece of mind </li></ul><ul><li>Can enhance online enquiries and conversions </li></ul><ul><li>Can deliver traffic to your website </li></ul><ul><ul><li>Long tail search engine traffic </li></ul></ul><ul><ul><li>Traffic from social media websites </li></ul></ul>
  5. 5. A few examples <ul><li>Voyages Jules Verne </li></ul><ul><li>Online community for Voyages Jules Verne </li></ul><ul><li>Group travel over 55s </li></ul><ul><li>Communicate post tour </li></ul><ul><li>Share reviews, videos, albums </li></ul><ul><li>online feedback and rating </li></ul><ul><li>Earn points </li></ul><ul><li>Direct to book another group tour </li></ul><ul><li>Staff profiles </li></ul><ul><li>Direct to booking pages </li></ul><ul><li> </li></ul>
  6. 6. Key results to date <ul><li>Live for 2 months </li></ul><ul><li>175 reviews </li></ul><ul><li>1100 photos </li></ul><ul><li>35 videos </li></ul><ul><li>500 members </li></ul><ul><li>Browsing time of 4minutes + </li></ul>
  7. 7. VisitBritain <ul><li>The National Social Media Initiative </li></ul><ul><li>Visitor Review for Visit Britain </li></ul><ul><li>Gather reviews, photos and videos </li></ul><ul><li>Drive organic search engine traffic </li></ul><ul><li>Connecting independent solutions </li></ul>
  8. 8. National initiative
  9. 9. Integration of reviews <ul><li>Reviews integrated into the relevant pages on </li></ul>
  10. 10. Why build your own community? <ul><li>To maximise the benefit of your own social media </li></ul><ul><li>By Creating a HUB on your own website -staff and online visitors alike can contribute to your marketing. </li></ul><ul><li>This content can be distributed far and wide to drive traffic BACK to your website </li></ul><ul><li>1 review = 15 organic visitors per annum </li></ul><ul><li>1 review per day = 2.5 x facebook likes per month </li></ul>
  11. 11. How can I generate content on my own site? <ul><li>Using a solution like Visitor Review that plugs into your website, gather photos, videos and reviews </li></ul><ul><li>Communicate offsite – Facebook, Twitter. </li></ul><ul><li>Build your own community of members </li></ul><ul><ul><li>Loyal </li></ul></ul><ul><ul><li>Enhance repeat business </li></ul></ul><ul><ul><li>Ongoing marketing opportunities </li></ul></ul><ul><li>Incentivise to get the content you want – it will be worth it </li></ul><ul><li>Get your staff to take part </li></ul><ul><li>Identify, thank and encourage your ‘super users’ </li></ul>
  12. 12. When you have your content what do you do with it?
  13. 13. Product related content <ul><li>Ensure that you show product related reviews on relevant pages. </li></ul><ul><li>This will drive new organic visitors and help increase conversions . </li></ul>
  14. 14. Distribute your message far and wide <ul><li>There are many great social media channels out there, use these to drive traffic back to your own website. </li></ul>
  15. 15. Facebook <ul><li>Our own research has shown that if you share a review a day from your own website to Facebook you can drive 2.5 times your Facebook community size to your website per month. </li></ul><ul><li>So 10,000 Facebook likes can generate 25,000 visitors per month simply by sharing content </li></ul>
  16. 16. Final thought - Relevancy <ul><li>Using a community members can be profiled </li></ul><ul><li>delivered highly specific content and adverts </li></ul><ul><li>Where do you want to go on holiday next? </li></ul><ul><li>What activities are you interested in? </li></ul><ul><li>See reviews by families with kids the same age as yours etc. </li></ul><ul><li>Relevancy index will surpass number of reviews </li></ul>
  17. 17. Thank you Simon Jones, Director of Marketing [email_address] Tel: +44 (0) 7974 962182