Social Media in the Travel Industry | SNHU

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What do you need to know to get your travel business started in social media?

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  • WHAT? More demanding of better service More vocal- More apt to listen to a friend’s recommendation instead of an ad (pull is better than push)
  • WHAT? More demanding of better service More vocal- More apt to listen to a friend’s recommendation instead of an ad (pull is better than push)
  • Social Media in the Travel Industry | SNHU

    1. 1. Social Mediain the Travel Industry Carla Gates, Guest SpeakerVP, Search Marketing & Social Media SNHU COM-310-03528 Spring 2013
    2. 2. Who Am I? And Why Should YouListen to Me Today?•VP, Search Marketing & Social Media, Grand Circle Travel &OverseasAdventure Travel•15 years experience in Digital Marketing, specializing in Social Media, VideoMarketing, Search Marketing, and Email Marketing.•Launched 2 blogs, 10 Facebook brand pages, 5 brand Twitter accounts, 2brand YouTube channels, and 2 brand Pinterest accounts. I’ve grown brandFacebook pages from 1,000 followers to over 30,000 followers in 6 months.•Personally, I’m on Facebook, LinkedIn, Twitter, Pinterest, YouTube, Instagram,Google+ and SlideShare.• Find me at @CarlaGates247&linkedin.com/in/carlagates 2
    3. 3. WHAT HAPPENED TOCONSUMERS DURING THE PAST FEW YEARS? WHAT’S DIFFERENT? 3
    4. 4. PULL VS. PUSH MARKETINGThe Old Way: The New Way:Brand tells customer when Consumer asks for information;where, and how to spend their when, where and how he/shemoney. wants it. 4
    5. 5. “FINANCIAL CRISES CREATEPARADIGM SHIFTS”(Rachel Botsman, Collaborative Consumption) “CONSUMERS ARE INCREASINGLY POWERFUL AND UNPREDICTABLE” ( John Gerzema, Spend Shift)“BRANDS, WHICH FOR SO LONG TOLD THEIR STORYWITH THE MASSIVE VOICE OF ONE-WAY ADVERTISING,NOW FIND CONSUMER CONVERSATIONS ABOUTTHEIR PRODUCTS ARE HAPPENING IN BIG, PUBLIC,UNCONTROLLED WAYS”(Steven Rosenbaum, Curation Nation) 5
    6. 6. What Will We Talk About Today?• Why social media in the travel industry ?• How and when do travelers use social media?• Why should travel companies invest in social media?• Which social media platforms are being used in the travel industry? – Why? What’s the objective? – Who’s doing it well?• How do review sites like TripAdvisor come into play?• What happens when you get a bad review?• 14 social media best practices for companies in the travel industry• What’s next?• Resources• Questions 6
    7. 7. Why Social Media?1) Social has an impact on search: a) Google incorporates social data into its results algorithm. b) “Facebookis processing a billion search queries a day. Because search is evolving, Facebook is perfectly positioned to dominate social search in the future” (Graph Search) - Mark Zuckerberg 7
    8. 8. Why Social Media in the Travel Industry?2) Social Proof (what do you think that means?)3) Your customers are there.• When it comes to planning, 62% of travelers use the Internet to research their trip.• 43% read reviews from other travelers.• Post-vacation, 46% of travelers post hotel reviews.• There are >60 million travel reviews&opinions on TripAdvisor.• 23% watched travel-related videos.• 24% read travel-related blogs.Source: PEW Internet & American Life Project 8
    9. 9. Social Media Has a Huge Influence on Travel Bookings• Of those who used social media to research travel plans, only 48% stuck with their original travel plans: – 33% changed their hotel – 10% switched resorts – 10% changed agent/operator/website – 7% holidayed in a different country – 5% switched airlinesSource: World Travel Market 2012 Industry Report 9
    10. 10. Why Should Travel Companies Invest in Social Media? [Hint: this is what you tell your boss when he/she asks why your company should have a Facebook page, or Twitter account, etc.]1. Awareness – Let travelers know: 1) your company exists and 2) why it is the best.2. Sales – Drive prospects and customers to your website to purchase3. Retention – Engage your customers constantly so they refer your company to friends, and reconsider you next time they take a trip.4. Customer Service 10
    11. 11. How do you use Social Mediabefore, during, and after a trip? 11
    12. 12. What’s Going On Here? 12
    13. 13. Remember?1. Awareness – Let travelers know: 1) your company exists and 2) why it is the best.2. Sales – Drive prospects and customers to your website to purchase3. Retention – Engage your customers constantly so they refer your company to friends, and reconsider you next time they take a trip.4. Customer Service 13
    14. 14. What Social Media Platforms Are Being Used in the Travel Industry?Why?• Its aspirational and inspirational.• Its demographic is majority women; women book more trips than men. 14
    15. 15. Who is Doing Pinterest Well? What do you like about this? 15
    16. 16. What Social Media Platforms Are Being Used in the Travel Industry? Why? • Its engaging and interactive! You can use it for product promotions; videos; travel photos; traveler stories; quizzes; trivia; historical facts; and contests. • One of the most shared items on Facebook are photos from your recent trip. •Behavioral targeting 16
    17. 17. Who is Doing Facebook Well? What do you like about this? 17
    18. 18. What Social Media Platforms Are Being Used in the Travel Industry? Why? • Connect with volume of customers • Offer deals • Instant feedback; customer service • Twitter is a search engine (use hashtags!) 18
    19. 19. Who is Doing Twitter Well? What do you like about this? 19
    20. 20. What Social Media Platforms Are Being Used in the Travel Industry? Why? • It helps Google search results. It helps Google search results. It helps Google search results. 20
    21. 21. HowDo Review Sites Like TripAdvisor Come Into Play?• There are > 60 million travel reviewson TripAdvisor. – 69 million monthly visitors.• That means the vacation spot you want is likely on there, AND it’s likely to have a lot of reviews = safety in numbers.• Remember slide #3 (w/ the ketchup)? Customers WILL write reviews, no matter what you do… so, encourage transparency! 21
    22. 22. What happenswhen you geta bad review?What should acompany do? 22
    23. 23. How to get good reviews:Listen and respond to your customers. What keeps them up at night? What makes them happy? What information is valuable to them? What’s on their wish lists? 23
    24. 24. 14 Social Media Best Practices for Companies in the Travel Industry1. Listen all the time. – Monitoring tools like Radian6, Adobe Social, Wildfire, Google Alerts – Watch for hashtags, Facebook tagging, mentions of your brand.• Are you listening? Did anyone catch my tweet last night? 24
    25. 25. 14 Social Media Best Practices for Companies in the Travel Industry2.It’s a conversation (not a one-way message). Listen and respond quickly.3. Be relevant.4. Be approachable in tone of voice, and usability.5. Be authentic.6. Be generous. (Reward your customers for loyalty.)7. Make it easy to find you in social media. (Integrate your marketing channels.)8. Be brief. 300 chars will show before FB collapses the remaining part of the post.9. Be portable. (Mobile-optimized)10. Be committed.11. Be remarkable.12. Be visual = Lots of photos and videos13. Use hashtags14. Use keywords 25
    26. 26. What’s Next?• Right now, social mediatravel interaction is takingplace pre-visit for research andpost-visit as recommendations.•Real-time travel socialmedia is the goal. Gettravelers to post during theirtrips. •Issues: Internet access and data roaming costs 26
    27. 27. One more time: Why Should Travel Companies Invest in Social Media? [Hint: this is what you tell your boss when he/she asks why your company should have a Facebook page, or Twitter account, etc.]1. Awareness – Let travelers know: 1) your company exists and 2) why it is the best.2. Sales – Drive prospects and customers to your website to purchase3. Retention – Engage your customers constantly so they refer your company to friends, and reconsider you next time they take a trip.4. Customer Service 27
    28. 28. Travel Industry Resources 28
    29. 29. Questions?What’s your point of view? • Find this presentation at slideshare.net/CarlaGates • Follow me on Twitter at twitter.com/CarlaGates247 29

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