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Social Media For Travel & Tourism pros


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Social media overview for Ohio Travel Association members

Published in: Business, Travel, News & Politics

Social Media For Travel & Tourism pros

  2. 2. <ul><li>PR professional since 1991 </li></ul><ul><li>Avid social Internet user since 1994 </li></ul><ul><li>Online community builder since 1998 </li></ul><ul><li>Blogger since 2001 </li></ul><ul><li>Professional blog at </li></ul><ul><li>Social media lead at Fahlgren Mortine PR </li></ul><ul><li>Frequent speaker and interviewee about business applications for the social Web </li></ul><ul><li>Travel nut and foodie </li></ul>About Lara Kretler
  3. 3. <ul><li>Web 2.0 overview </li></ul><ul><li>Why is it important? </li></ul><ul><li>Guidelines and applications </li></ul><ul><li>Case studies </li></ul><ul><li>Key takeaways </li></ul>TODAY’S DISCUSSION
  4. 4. Social explosion <ul><li>Six out of top 10 websites are social sites </li></ul><ul><li>Six out of 10 Internet users view consumer generated content </li></ul>
  5. 5. By the numbers <ul><li>More than 1 billion “Tweets” on Twitter </li></ul><ul><li>236 million annual visitors to Digg </li></ul><ul><li>200 active million users on Facebook </li></ul><ul><li>133 million blogs indexed by Technorati </li></ul><ul><li>70 million videos on Youtube </li></ul><ul><li>2.7 million articles on Wikipedia </li></ul>
  6. 6. <ul><li>Social media is even more important in the travel, tourism and hospitality business </li></ul><ul><li>Another recent survey (Compete/Google) revealed 66% of destination travelers turn to family and friends for help </li></ul>
  7. 7. <ul><li>Social media even more important in the travel, tourism and hospitality business! </li></ul>
  8. 8. Benefits of social media <ul><li>Build deeper relationships and communities </li></ul><ul><li>Increase awareness for your brand </li></ul><ul><li>Broaden your network </li></ul><ul><li>Achieve search engine prominence (SEO) </li></ul><ul><li>Increase your web or blog traffic </li></ul><ul><li>Break through clutter to reach journalists </li></ul><ul><li>Bypass media to get straight to consumers </li></ul><ul><li>Empower fans to become viral ambassadors for your brand </li></ul>
  9. 9. Emerging PR2.0 tactics <ul><li>Blogger relations: engage with influential bloggers </li></ul><ul><ul><ul><li>Targeted outreach via comments, trackbacks, tagging </li></ul></ul></ul><ul><li>Microblogging/micro pitching </li></ul><ul><ul><ul><li>Twitter, Friendfeed, Ning socnets </li></ul></ul></ul><ul><li>Strategic use of social bookmarking sites </li></ul><ul><ul><ul><li>Delicious, StumbleUpon </li></ul></ul></ul><ul><li>Online content placements/syndication </li></ul><ul><ul><ul><li>Yahoo, Google, AOL </li></ul></ul></ul><ul><li>Social media news releases </li></ul><ul><ul><ul><li>PitchEngine, PRweb </li></ul></ul></ul><ul><li>News release SEO tools </li></ul><ul><ul><ul><li>HubSpot’s </li></ul></ul></ul>
  10. 10. Basic social media strategy <ul><li>Listen to the conversation </li></ul><ul><li>Review and analyze learnings </li></ul><ul><li>Engage if and when it makes sense </li></ul><ul><li>Monitor and adjust </li></ul><ul><li>Measure results </li></ul>
  11. 11. Rules of engagement <ul><li>Listen more than you talk </li></ul><ul><li>Remember that it’s about them, not you </li></ul><ul><li>Always be monitoring (listening) and responding (interacting) </li></ul><ul><li>Provide value far beyond just your particular site or service </li></ul>
  12. 12. Phase one engagement <ul><li>Create a social media hub </li></ul><ul><ul><li>Blog </li></ul></ul><ul><ul><li>Twitter account </li></ul></ul><ul><ul><li>Facebook page </li></ul></ul><ul><li>Create social networking “spokes” leading out of, and back to, your hub </li></ul><ul><ul><li>YouTube </li></ul></ul><ul><ul><li>Flickr </li></ul></ul><ul><ul><li>TripAdvisor, Yelp, etc. </li></ul></ul><ul><li>Track and measure your progress to show improvements and ROI </li></ul>
  13. 13. Next level engagement <ul><li>Ensure a consistent, positive image on: </li></ul><ul><ul><li>Blogs </li></ul></ul><ul><ul><li>Travel & review sites (Tripadvisor, Yelp) </li></ul></ul><ul><ul><li>Discussion boards and forums </li></ul></ul><ul><ul><li>Social networking sites (Facebook, Myspace) </li></ul></ul><ul><ul><li>Microblogging/lifestreams (Twitter, Friendfeed) </li></ul></ul><ul><ul><li>Photo sharing (Flickr) </li></ul></ul><ul><ul><li>Video sharing sites (Youtube, Viddler) </li></ul></ul><ul><ul><li>Social search/sharing & tagging sites (Delicious, Digg) </li></ul></ul>
  14. 14. Top social networks <ul><li>Facebook </li></ul><ul><li>Twitter </li></ul><ul><li>LinkedIn </li></ul><ul><li>Flickr </li></ul><ul><li>Youtube </li></ul><ul><li>Delicious </li></ul><ul><li>Local sites </li></ul>
  15. 15. Niche social sites <ul><li>Tripadvisor </li></ul><ul><li>IgoUgo </li></ul><ul><li> </li></ul><ul><li>Chowhound </li></ul><ul><li>Guidespot </li></ul><ul><li>GoSeeTell </li></ul><ul><li>Yelp </li></ul><ul><li>MyTravelGuide </li></ul><ul><li>RealTravel </li></ul><ul><li>Epinions </li></ul><ul><li> </li></ul>
  16. 16. Social networking fundamentals <ul><li>Profile </li></ul><ul><li>Content </li></ul><ul><li>Contacts/friends </li></ul><ul><li>Search </li></ul><ul><ul><li>Know your key words/search terms </li></ul></ul><ul><ul><li>Know where to search (e.g., Twitter searches on </li></ul></ul><ul><li>Etiquette/best practices: 70/20/10 </li></ul><ul><li>Other functionalities vary by site </li></ul>
  17. 17. Social networking: step one <ul><li>Reserve your name </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul>
  18. 19. <ul><li>70 | 20 | 10 </li></ul>Formula for success
  19. 20. <ul><li>Create and share useful, meaningful content </li></ul><ul><ul><li>Can be as simple as updating your “status” regularly with news, information and links about your cause </li></ul></ul><ul><li>Answer questions, offer advice </li></ul><ul><ul><li>Provide tips and info related to your interests </li></ul></ul><ul><ul><li>Showcase your expertise and gain credibility </li></ul></ul><ul><ul><li>Add value to gain and keep followers/friends/ members </li></ul></ul><ul><li>Be human, memorable and likeable </li></ul><ul><li>Build relationships on and off-line </li></ul>Contributing to the community
  20. 21. Blogs <ul><li>Are powerful communication and community tools </li></ul><ul><li>Range in influence and authority </li></ul><ul><li>Can become ambassadors for your cause or organization </li></ul><ul><li>Are indexed at and </li></ul>
  21. 23. The big picture
  22. 24. Blog commenting <ul><li>Your name </li></ul><ul><li>Your email address (not shown publicly on the blog) </li></ul><ul><li>Your URL (website or blog if applicable) </li></ul><ul><li>Brief, on-topic comment about that specific blog post </li></ul><ul><ul><li>Show you read and appreciated the post </li></ul></ul><ul><ul><li>Add value to the conversation </li></ul></ul><ul><ul><li>Stay positive and professional – but a sense of humor is okay </li></ul></ul><ul><ul><li>Offer relevant links if applicable (e.g., videos, podcasts or other related blog posts) </li></ul></ul><ul><ul><li>Provide your take on the topic – but don’t showboat </li></ul></ul><ul><ul><li>No more than a short paragraph or two </li></ul></ul><ul><ul><li>Don’t sell, be self-promotional or “spamment” </li></ul></ul>
  23. 25. Possible comment topics <ul><li>What did the blogger say well? </li></ul><ul><li>What did they miss? </li></ul><ul><li>Answer questions </li></ul><ul><li>What are other commenters or bloggers saying </li></ul><ul><li>How does it apply to you </li></ul><ul><li>Look forward </li></ul><ul><li>Look backward </li></ul><ul><li>Ask what if? </li></ul>
  24. 26. Building blogger relationships <ul><li>Link to the blog from your own </li></ul><ul><li>Subscribe to the blog’s RSS feed </li></ul><ul><li>Tweet a link to the blog </li></ul><ul><li>Bookmark the post on a social bookmarking site (so others might find it) </li></ul><ul><li>“ Like” it in FriendFeed </li></ul><ul><li>Stumble it in StumbleUpon </li></ul><ul><li>If it’s really good, Digg it </li></ul><ul><li>Recommend it on Facebook </li></ul><ul><li>Favorite the blog on Technorati </li></ul><ul><li>Add it to your MyAllTop, NetVibes or Google Reader </li></ul>
  25. 27. Why blog? <ul><li>Blogging nets invaluable insights </li></ul><ul><ul><li>Serves as a home base for all social media activity </li></ul></ul><ul><ul><li>Facilitates two-way conversation </li></ul></ul><ul><ul><li>Helps you interact with bloggers more effectively </li></ul></ul><ul><ul><li>Delivers search engine optimization benefits </li></ul></ul><ul><ul><li>Acts as powerful market research tool </li></ul></ul><ul><ul><li>Gives voice and personality to your brand </li></ul></ul>
  26. 28. Twitter basics <ul><li>Free social networking and micro-blogging service that allows anyone to say anything to anybody </li></ul><ul><li>Instant one-to-many messages of 140 characters or less. </li></ul><ul><li>Great way to communicate and engage with potential visitors </li></ul><ul><li>True value is in who you follow and how you listen ( ) </li></ul>
  27. 29. Who to follow on Twitter <ul><li>People or places you admire or want to learn from </li></ul><ul><li>People or places you aspire to be like </li></ul><ul><li>People sharing valuable news, links and information </li></ul><ul><li>Search your keywords on to find people talking about your interests – then follow them </li></ul>
  28. 30. Twitter best practices <ul><li>Be interesting, memorable, smart </li></ul><ul><li>Promote your cause without “spamming” your followers </li></ul><ul><li>Provide something of value – information, links, tips, humor, personality, humanity </li></ul><ul><li>Listen more than you talk </li></ul><ul><li>Formula for success: 70 | 20 | 10 </li></ul>
  29. 31. Social bookmarking <ul><li>Save, tag, manage and share web links in one centralized place </li></ul><ul><li>Emphasizes the power of the community </li></ul><ul><li>Taps into the “deep Web” </li></ul><ul><li>Improves how we discover, remember and share online </li></ul>
  30. 32. Delicious 101 <ul><li>Save all your favorite sites and links in one place </li></ul><ul><li>Find other, similar sites based on your interests, key words and network </li></ul><ul><li>Uncover hidden resources using the power of social search </li></ul><ul><li>Use tags to help you find and share things easily </li></ul>
  31. 33. Delicious 201 <ul><li>Reach out to other community members sharing similar links </li></ul><ul><li>Add them to your network </li></ul><ul><li>Share links with them by tagging as “for:larak” </li></ul><ul><li>Explain why you’re sharing link with them in the Notes field – promote your brand without spamming </li></ul>
  32. 34. Online reputation management <ul><li>Google is your true home page </li></ul><ul><li>Show your best face online </li></ul><ul><ul><ul><li>Check entries on Wikipedia, travel Web sites </li></ul></ul></ul><ul><ul><ul><li>Monitor and participate in blogs and message boards </li></ul></ul></ul><ul><li>Respond when it makes sense </li></ul><ul><ul><li>Reach out and fix problems where possible </li></ul></ul>
  33. 35. <ul><li>“ With the right knowledge and resources, you can impact the results search engines show for specific queries, pushing down negative listings and replacing them with positive ones.” </li></ul><ul><li>~Rand Fishkin, SEO guru </li></ul>Online reputation management
  34. 36. CASE STUDIES
  35. 37. Ohio DMOs on Twitter <ul><li>One in the top US/Canada top ten… </li></ul>
  36. 38. Ohio DMOs on Twitter <ul><li>One in the top US/Canada top ten… Experience Columbus! </li></ul>
  37. 39. Ohio DMOs on Twitter <ul><li>One in the US/Canada top ten… Experience Columbus! </li></ul><ul><li>Another in the top twenty… </li></ul>
  38. 40. Ohio DMOs on Twitter <ul><li>One in the US/Canada top ten… Experience Columbus </li></ul><ul><li>Another in the top twenty… Positively Cleveland </li></ul>
  39. 41. Experience Columbus <ul><li>Launch of edgy new destination marketing campaign </li></ul><ul><li>Goal: get local ambassadors talking and engaged </li></ul><ul><li>Hosted blogger event 7/31 </li></ul><ul><li>Invited 50 and 35 bloggers attended – all 35 blogged </li></ul><ul><li>Results: overwhelming response, BUT not all positive about new ads! </li></ul><ul><li>“ The campaign may not have received four-star reviews. But Experience Columbus certainly did.” ~Advergirl </li></ul><ul><li>Results saved online at </li></ul>
  40. 42. Caminito Argentinean Steakhouse <ul><li>Single-location restaurant in Northampton, Mass </li></ul><ul><li>The Prime Cuts Blog shares cooking and kitchen tips, tricks, recipes and more </li></ul><ul><li>Prime Cuts TV channel on YouTube and Viddler for weekly/bi-weekly how-to videos </li></ul><ul><li>Social monitoring and response program </li></ul><ul><li>Active on; encourages visitors to leave reviews there </li></ul><ul><li>Presence on MySpace , Upcoming , Facebook , Twitter , Plurk , FriendFeed , LinkedIn and Flickr </li></ul><ul><li>Results: 30% increase in sales when competitors are flat or down </li></ul>
  41. 43. Social media guidelines <ul><li>This has become part of how we do business </li></ul><ul><li>Balance emphasis on social media with expertise in content </li></ul><ul><li>Incorporate social media strategies and tools into marketing mix </li></ul><ul><li>Deliver the right message to the right audience via the right medium </li></ul><ul><li>Unique opportunity to listen to, learn from and influence the consumer-led conversation </li></ul><ul><li>At the end of the day, it’s still about telling our stories! </li></ul>
  42. 44. <ul><li>Social media monitoring sites </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> for Twitter </li></ul></ul><ul><li>Travel and tourism social media resources </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul>Useful tools
  43. 45. <ul><li>Begin or expand your social media monitoring/ listening program </li></ul><ul><li>Create a social media hub and a few spokes </li></ul><ul><li>Use RSS feeds to bring your news and blogs to you daily </li></ul><ul><li>Read travel blogs and join relevant socnets/ communities </li></ul><ul><li>Comment on blogs as a way of engaging with your influencers </li></ul><ul><li>Start a Delicious page for your brand and/or yourself </li></ul><ul><li>On Twitter and in all of social media, focus on the 70/20/10 formula </li></ul>Seven things to take away
  44. 46. QUESTIONS? [email_address] @LaraK on Twitter Blog at 614-383-1618 (w) 937-271-9151 (c)