Damian cook introduction

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Damian cook introduction

  1. 1. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS
  2. 2. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS
  3. 3. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS Damian Cookdamian@e-tourismfrontiers.com
  4. 4. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS BRANDING
  5. 5. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS BUSINESS
  6. 6. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS BRANDING TO BUSINESS
  7. 7. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS IT WAS QUITE A DAY...
  8. 8. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS IT’S BEEN QUITE A YEAR....
  9. 9. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS LET’S START WITH REGIONAL TOURISM...
  10. 10. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS
  11. 11. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS
  12. 12. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS
  13. 13. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS
  14. 14. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS BUT
  15. 15. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS
  16. 16. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGSBad News Travels
  17. 17. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGSSocial media offersalternative positive viewpoints
  18. 18. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGSAND NOW TO THE GLOBAL ECONOMY...
  19. 19. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS EVERYONE IS TALKING ABOUT GROWTH
  20. 20. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGSNO MATTER WHAT TRAVEL IS NEVERGOING TO GET ANY CHEAPER
  21. 21. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS THE FUTURE OF GROWTH WILL BE ABOUT YIELD AND NOT ARRIVALS
  22. 22. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGSIF YOUR BUSINESS MODEL IS ABOUT CONSTANT GROWING NUMBERS YOU MAY BE IN TROUBLE
  23. 23. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS LESS CAN BE MORE
  24. 24. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS THE FUTURE TRAVELLER WILL TRAVEL LESS AND EXPECT MORE...
  25. 25. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS PLANNING FOR THEFUTURE MEANS LOOKING AT ALL THE FACTS... NOTJUST THE ONES THAT SUIT US
  26. 26. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS SOME FACTS WE CAN’T DENY
  27. 27. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS FOR EXAMPLE...
  28. 28. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGSWHAT DID HE SAY?
  29. 29. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS WHAT?
  30. 30. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS
  31. 31. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS
  32. 32. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS SO WHAT?
  33. 33. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGSTHE FUTURE IS ONLINE • 56% of all travel is now researched, booked bought and sold online • 96% of travellers start their research on the internet • In the recession online travel sales suffered the least (2% down) and have already bounced back- by just over 7% SOURCE: PhocusWright/ETC2010
  34. 34. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS
  35. 35. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGSTHE FUTURE IS SOCIAL • 30% on average of all time online is spent social networking • Facebook is one of the largest populations on earth with 700 Million people • Social media is more popular and powerful than TV and print media combined SOURCE: ETC/WIS2010/Comscore
  36. 36. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS E-Tourism means • Communicating the right • Content across a variety of • Channels to the best value • Clients who will • Convert to a sale and keep • Coming back
  37. 37. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS Where are the Young?Half of the world’s population is now under 30They are your current and future market... andthey can be hard to pin downIf you are looking for them: one billion of themare online... SOURCE: WorldPopulationFoundation(WPF)/UN
  38. 38. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS North Europe Asia America 418m 738m 253m Middle East 57mCentral/South Oceania/America 179m Africa Australasia 67m 21m
  39. 39. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS Net Generation• Are you ready for them?• The first ‘digital generation’ has arrived- aged between 11 and 31• They grew up with access to computers and the internet• Vastly different from previous generations
  40. 40. They Think Different • They read 7 books, 2,800 web pages and over 1,300 Facebook profiles each year • 71% never read a newpaper... ever • They use the Internet more than they watch TV • They are connected to extensive and trusted networks of friends • They increasingly use their phones rather than their computers SOURCE: GrownUPDigital?eMarketer
  41. 41. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGSThey Speak Different• LOL, OMG, LMAO Now in the Dictionary• ROLFMAO , JK, BRB, NKT etc coming soon
  42. 42. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS Freedom
  43. 43. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS Customization
  44. 44. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS Scrutiny
  45. 45. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS Integrity
  46. 46. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS Collaboration
  47. 47. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS Entertainment
  48. 48. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS Speed
  49. 49. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS Innovation
  50. 50. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGSOK.. they do have some issues
  51. 51. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS
  52. 52. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS
  53. 53. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS REJECTION OF COMPLEXITY
  54. 54. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS Had I the heavens embroidered cloths, Enwrought with golden and silver light, The blue and the dim and the dark cloths Of night and light and the half-light, I would spread the cloths under your feet: But I, being poor, have only my dreams; I have spread my dreams under your feet; Tread softly because you tread on my dreams.
  55. 55. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS OR....
  56. 56. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS Is this a negative?
  57. 57. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS Some ‘negative’elements are marketing positives
  58. 58. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGSIn psychological termswhat behaviour drives most social media activity?
  59. 59. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS
  60. 60. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS What’s changed for Tourism?
  61. 61. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGSE-Tourism• Online activity has become habitual and practical including shopping• For the past 4 years Travel is now the best selling commodity online• For over 96% of travellers it is their primary source of information about travel- and increasingly their means of selecting booking and buying- 56% on average• Over US $160 Billion in Online Travel Sales
  62. 62. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGSLeading Source for Travel Information
  63. 63. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS‘Conversion’ is driving the online market...
  64. 64. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS Business Driven
  65. 65. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGSeBusiness Challenges• The Sales environment increasingly requires realtime reservation accessibility• This requires a reservation software which can integrate with an e-commerce solution• Inventory ideally should be available to be represented for direct bookings from your site and open to intermediary sale• As activity becomes realtime bookable there will be a control shift to accommodation
  66. 66. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGSConversion• There is so much competition in the marketplace and so much demand from the market for sales that CONVERSION of interest to sale is essential• As search and social becomes increasingly monetized branding alone is not a good investment• To see return on your online investment you need to convert
  67. 67. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS You need a Call to Action...
  68. 68. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS Call to Action?
  69. 69. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGSBut what are we calling them to do?
  70. 70. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS Don’t just focus onentry... Focus on Exit
  71. 71. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS3 Means of Conversion
  72. 72. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS (A) BOOKING
  73. 73. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS (B) ENQUIRY
  74. 74. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS (C) REGISTRATION
  75. 75. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS But How do we get them to convert?
  76. 76. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGSConversion Campaigns for Tourism
  77. 77. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS THE MARKET IS TOO CROWDED AND TOO LOUD TO BE MAKING BLAND GENERIC STATEMENTS
  78. 78. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS ESPECIALLY IN A MARKET DRIVEN BY SEARCH AND SOCIAL MEDIA
  79. 79. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS STRONG UNIQUE MESSAGING
  80. 80. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGSMATCHING UNIQUE PRODUCTS TO UNIQUE PEOPLE
  81. 81. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS CAMPAIGNS BEYOND CONVENTIONAL MEDIA
  82. 82. The Web is Changing Fast...
  83. 83. UGC• Blogs• Images• Video• Wikis• Reviews• Social Profiles• Tweets
  84. 84. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGSWhat Does That Mean in Marketing Terms?
  85. 85. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGSOur Users Are In Control
  86. 86. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGSYou need to work with them...
  87. 87. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS Facebook is writing autobiographies...
  88. 88. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGSOur Profiles are howwe want the world to see us...
  89. 89. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGSHow do you let your guests be seen...?
  90. 90. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGSENTIRE CAMPAIGNS ARE NOW RUNVIRALLY BY LEADING BRANDS
  91. 91. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS CASE STUDY: T-MOBILE SUMMER 2011
  92. 92. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGSIT TAKES CREATIVITY- EVEN AN AIRPORT CAN GO VIRAL...
  93. 93. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS CASE STUDY: BEIRUT INTERNATIONAL DUTY FREE
  94. 94. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS UGC works best
  95. 95. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS CASE STUDY: LEVELS OF UGC ENGAGEMENT
  96. 96. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS Sourced UGC
  97. 97. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS
  98. 98. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS Leveraged UGC
  99. 99. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS One Day in Canada
  100. 100. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS Pure UGC
  101. 101. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS Africa goes Viral• ‘The Battle at Kruger’ a tourists video shot in South Africa has become the 12th most popular video on YouTube• It has been viewed over 62,499,000 times and counting
  102. 102. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS Everyone wants the latest viral hit...
  103. 103. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS And to monetize it...
  104. 104. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS
  105. 105. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS How does your content connect to clients and drive conversion?
  106. 106. SOCIAL & SEARCH E+#C/2+#2,#C%(.+/)#!"#$%&()#*+,#-%(.+/)#,(#.,01(2#,0340#/(#/35,)2#/)#3463&#2,#%)#/#.,5$40/7,0#,8##)/(.+#/09#),.4/3#(),%(.)#:;<=>#/)#2+&#/(#2,#%)#?%)2#)/(.+#:@A=>#/3,0B#2+#-/2+#2,##C%(.+/)D##!"#$%&%(#)*+(,-#./$#.(,(#&(0#1$#1/(,#2*,3/4-(#)+#4#-(4,3/#(%5%(#$,#-$34&#6(04#-1(7##8$9(6)(,#:;<;=# A=## "/(.+# ;<=# "/(.+#F#",.4/3# @A=# ",.4/3#>*,1/(,6$,(7#./(%#3$%-*6(,-#.(,(#(?2$-(0#1$#)$1/#),4%0@-2(3A3#-(4,3/#,(-*&1-#4%0#-$34&#6(047#-(4,3/#3&3B#1/,$*5/#,41(-#%3,(4-(0#)+#CDEF#
  107. 107. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS SOCIAL MEDIA ISDYNAMIC, REALTIME& HIGHLY TARGETED
  108. 108. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS Social Conversion• Spending on Social Media Advertising has doubled in the last year• Ad spend on Facebook in 2010: $1.3 Billion• Video Advertising had grown but not as radically
  109. 109. SOCIAL SELLS E+#C/2+#2,#C%(.+/)#!"#$%&()#*+,#-%(.+/)#,(#.,01(2#,0340#/(#/35,)2#/)#3463&#2,#%)#/#.,5$40/7,0#,8##)/(.+#/09#),.4/3#(),%(.)#:;<=>#/)#2+&#/(#2,#%)#?%)2#)/(.+#:@A=>#/3,0B#2+#-/2+#2,##C%(.+/)D##!"#$%&%(#)*+(,-#./$#.(,(#&(0#1$#1/(,#2*,3/4-(#)+#4#-(4,3/#(%5%(#$,#-$34&#6(04#-1(7##8$9(6)(,#:;<;=# A=## "/(.+# ;<=# "/(.+#F#",.4/3# @A=# ",.4/3#>*,1/(,6$,(7#./(%#3$%-*6(,-#.(,(#(?2$-(0#1$#)$1/#),4%0@-2(3A3#-(4,3/#,(-*&1-#4%0#-$34&#6(047#-(4,3/#3&3B#1/,$*5/#,41(-#%3,(4-(0#)+#CDEF#
  110. 110. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS SOCIAL SELLS• What was most important to them?• Users reviews: 30%• Facebook: 17%• Video-sharing (e.g.YouTube): 14%• Twitter: 9%
  111. 111. SOCIAL NETWORKS AND BLOGS COMBINE WEB SEARCHING AND PERSONAL RECOMMENDATION
  112. 112. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS SOCIAL ON THE ROAD• 72.7% of US social network users accessed social networks at least daily while they were travelling.
  113. 113. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGSVICARIOUS TRAVEL
  114. 114. Multiplying the Travel Experience• The vicarious travel experience effectively means that each person is now travelling with an average of 120 spectators• These are not passive spectators• They are engaging, commenting and recommending constantly• Travel suppliers now need to be a part of this atmosphere of constant engagement
  115. 115. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGSSUCCESSFUL SOCIALMEDIA CONVERSION REQUIRES CONSTANT ENGAGEMENT
  116. 116. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS ENGAGEMENT• Engagement means a point of contact on social media• Making a post or publishing content is not engagement• Engagement is when people respond, react and interact with your content• This is key for profile and conversion
  117. 117. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS YOU HAVE TO ENCOURAGE CONSTANT ENGAGEMENT
  118. 118. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS THE NEW FACEBOOK IS DESIGNED TO MAXIMIZE ENGAGEMENT
  119. 119. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS EncouragingEngagement via UGC
  120. 120. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS Let’s be realistic...
  121. 121. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGSPeople will talk about these hotels...
  122. 122. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS But not this...
  123. 123. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGSYou need great content
  124. 124. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS THE SINGLE STUPIDEST THINGYOU CAN DO IF YOU WANT GOOD UGC
  125. 125. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS AND LOTS OFTOURISM BUSINESSES DO IT...
  126. 126. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS QUESTION...
  127. 127. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS DO HOTELS GIVE GUESTS AN ELECTRICITY AND WATER BILL WHENTHEY CHECK OUT?...
  128. 128. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS THAT WOULD BE CRAZY...
  129. 129. THENWHYDO YOU CHARGETHEM TO USE THE INTERNET?...
  130. 130. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS Response time is speeding up...
  131. 131. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS• Rate of phone growth is phenomenal Mobile Web• Phones are no longer just for talking- they are an online means for accessing and publishing content• People Travel with their phones as a tool, guide and assistant• SATNAV directs the Tourist as they travel• SMS communication to in-destination travellers• Mobile Payments
  132. 132. TRAVEL MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS MOBILE• Three out of ten cell phones in use in the US are now "smartphones" with internet connectivity.• In 2010, nearly two in ten travelers (19%) have downloaded a travel-related application (app) to their smartphone.• Half have navigated a destination using the built in GPS functionality or searched for the latest information on flight schedules and delays.• Three in ten have compared airfares or hotel rates or shared information or photos about their travel experiences using their smartphone.• One in six has booked air travel or lodging or viewed a virtual visitor guide that provides information on things to do and see while visiting a destination.
  133. 133. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS All About Apps
  134. 134. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS
  135. 135. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS
  136. 136. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS
  137. 137. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS
  138. 138. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGSTHE FUTURE KNOWS WHERE IT’S AT
  139. 139. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS Facebook Places • Does the same as Foursquare without the middle man • One button check in • Is becoming an extremely popular tool for destination marketing
  140. 140. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS
  141. 141. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGSINTEGRATED CAMPAIGNS • Successful campaigns use an integrated combination of online and offline • Initial online content is PR promoted to raise awareness and encourage initial engagement • Ongoing engagement is monitored and measured
  142. 142. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS Face the FutureThe Time has come to move beyond branding and into business
  143. 143. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS
  144. 144. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS Face the FutureTourism marketing has becomepredominantly digital and social
  145. 145. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS World of OpportunityAs marketers this offers you a chance to build rich, powerful and successful global campaigns
  146. 146. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS Business DrivenTo sustain digital marketing itcan no longer be about brandvalue but ROI via conversion
  147. 147. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS IntegrateCombine Search, Social and offline support to drive conversion and sales
  148. 148. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS CollaborateDevelop relationships between marketers, their clients andpartners to create and utilize realtime social content
  149. 149. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS Become Bookable Ensure you have a realtime, e-commerce enabled reservation system and allocate inventory online
  150. 150. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS Become VisibleMake sure you are present onGoogle Map layers: Sign Up and follow the instructions: www.google.com/placesforbusiness
  151. 151. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS Become Visible Make sure you set up your Facebook Fan Page: www.facebook.com/pages/create.php and www.youtube.com/watch?v=pSstaGFTP-g
  152. 152. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS Become Visible Make sure you set up yourbusiness on Facebook Places: http://www.allfacebook.com/facebook-places- business-2010-08
  153. 153. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS Become Visible Create a YouTube Channel: www.youtube.com/pdf/ YouTube_Brand_Channel_Redesign.pdf andmashable.com/2010/04/26/branded-youtube-channel/
  154. 154. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS ConvertFocus on Conversion to Sales: http://www.widerfunnel.com/conversion-rate- optimization/31-conversion-optimization-tips-and- countinghttp://padicode.com/blog/conversion-rate/conversion- optimization-tips/http://unbounce.com/conversion-rate-optimization/544- conversion-rate-optimization-tips/
  155. 155. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS MeasureMake use of Google Analytics: www.google.com/analytics/
  156. 156. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS THANK YOU

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