High level social community management tips and advice for the tourism and hospitality industry - and beyond.

1. COMMUNITY MANAGEMENT
Judi Samuels
judi@lemontwistmarketing.com
www.lemontwistmarketing.com
@chieflemonhead

2. Community
A group of people living together in the same place
or having a particular characteristic in common

3. Traditional demographics
§ Address
§ Age
§ Gender
§ Education
§ Employment/Salary
§ Nationality
§ Ethnicity
§ Family/Marital status

6. Community
A feeling of fellowship with others, as a result of
sharing common attitudes, interests and goals.

7. What unites your
community?

9. Values. Beliefs. Behaviours. Passion.

10. Online community traits
Active members of online communities share
common beliefs, behaviours and value
systems.They participate in community rituals:
weekly chats, sharing best practices, referring, and
engaging in dialogue.

11. Communities
§ Connect people
§ Connect people based on passions,
interests, common bonds
§ Connect strangers who share those passions,
interests, common bonds
§ Share values and beliefs
§ Protect and defend members of the
community

12. Isn’t that what traveling is about?
Traveling is not about things, it’s about
discovering places that have meaning
meeting the people that shape those
places.
It’s about being a part of new communities.

13. Goals and value of community

14. Goals of community
§ Connect with people
§ Make them happy
§ Make them stay

15. Value of community
§ It costs 80% less to retain a customer than to acquire a new one
§ Increasing customer retention rate by 5% can increase profits by
up to 95% over the long-term (Harvard Business)
§ Increased engagement on community sites can
result in up to 25% increase in revenue (Marketing
Science Institute)
§ Friend recommendations are the number one
influencing factor in purchase decisions (Brand
Advocate, Rob Fuggetta)

17. What to do

18. ONLINE RELATIONSHIP ≠ TRANSACTION
Online, consumers give you their time, invite you
into their communities and expect more than a
sales pitch.

19. How not to miss the connection
§ Humanize your brand, your destination
§ Travel is about an emotional experience
human connection
§ Emotion leads to passion loyalty
§ Passion = micro-community
§ Loyalty à value

20. Social is a tool
§ Build trust confidence
§ Show commitment to the community
§ Nurture relationships
§ Expand reach

21. “Doing” social media Well
§ Have a plan
§ Identify objectives and measurable goals
§ Allocate resources
§ Understand the market
§ Enhance the experience
§ Stay committed
§ Be relevant

22. Start with goals
§ What do you really want to achieve?
§ The answer must go beyond transactions
§ Who do you really want to connect with?
§ Existing and new audiences
§ How do you want to position your brand?
§ The answer must connect to the audience
§ What do you want to say?
§ The answer must drive back to business objectives
SET GOALS THAT ARE MEASURABLE

23. Perform a social audit
§ Analysis of competitors
§ Identification of what's working, what's not
§ Identification of existing social audience
§ Is it different from your desired audience?
§ How can you increase your desired audience without alienating your
existing audience?
§ Always ask, why do we do it this way?”
§ Your audit SHOULD guide your strategy
All this data exists in the social sphere, you just need to know where to
look

24. Social audit

25. Social audit

26. Page growth

27. Audience
§ Usage and engagement highest between 6pm and 8pm
§ Monday has the highest engagement

28. Content engagement

29. Insights
Create visual content for a mid-30s male audience. Distribute more
volume on Mondays, and most important messages should be
delivered between 6 and 8pm.
Create content that is connected to a male LGBT market.
Create content that promotes “escaping your everyday”.
Create content that is related to warm weather, culture and events.

30. What about communities?

32. Audience
§ Over 100,000 players world-wide
§ Representation from over 100 countries
§ At least 1 Munzee deployed on each continent (including
Antartica)
§ App is available for iPhone,Android and Windows phone
§ Most used smartphone: iPhone with Android a close second

33. Who is currently playing?
§ Geo-cachers, hikers, waymarkers
§ Interest in science, engineering and technology
§ Gen X, families
§ Male skew

34. Social profile overview
Social network
Followers/Friends
Level of engagement
Facebook
10,926
High
Twitter
2,461
Moderate
Google+
351
High
Instagram
267
Moderate
Pinterest
N/A
High

35. Insights
Munzee has an opportunity to connect with the player-created
communities on Pinterest and Instagram.Additionally, Munzee could
foster further engagement through their own additions in these
communities and platforms.
As a potential partner of Munzee, the opportunities to connect to
this community are unique: from linking to smartphone communities,
to academic communities and business loyalty programs.

36. What did we learn?

37. Lessons
§ Be committed to the market
§ Participate in the community
§ Nurture the relationship
§ Use social media to build trust and
confidence

38. Be sociable
§ Social Media enhances the relationship with
the customer, if you do it well - and within the
context of the channel.
§ Challenges:
§ It’s (still) New
§ Fast evolving
§ Difficult (but not impossible) to calculate ROI
§ Define your goals

39. Don’t get trapped
Too many brands get stuck trading long-term
loyalty for short term ROI.

40. The last word(s)
§ Know the micro-communities
§ Understand your audience’s context. Leverage the convergence
between your brand their context
§ Participate nurture
§ Create deliver relevant content. Connect on a relevant and emotional
level deliver on your promises
§ Extend build loyalty
§ Take your brand experience to the community.And, care. Care deeply.
Care genuinely
§ And make sure your teams deliver the love

42. COMMUNITY MANAGEMENT
Judi Samuels
judi@lemontwistmarketing.com
www.lemontwistmarketing.com
@chieflemonhead