Mike Russell is responsible for promoting Flagstaff, Arizona through various publications and social media platforms. The document discusses how social media has changed tourism by allowing people to research destinations and share experiences online. It provides tips for building an effective social media strategy for tourism promotion, including assigning roles, choosing key platforms, and using a management tool for scheduling and collecting content. The importance of authentic, relevant, and timely content that tells a story is emphasized.

1. Social Media
Destination Development
Flagstaff Convention & Visitors Bureau

2. Hello!
I am Mike Russell
You can find me at:
@mikerdzign
@Visitflagstaff 2
I am ecstatic to be working in, and for, my hometown
of Flagstaff and enjoy promoting its many attractions
through print publications and web media. I currently
am responsible for production and distribution of
"Flagstaff Happenings" a weekly event calendar as
well as "Flagstaff 365 Happenings" a weekly email
blast. I also maintain the flagstaffarizona.org
website and post on Twitter, Facebook and
Instagram for @VisitFlagstaff.
Specialties: Logo Development • Illustration •
Graphic Design • Print Coordination • Social Media

3. Social Media
in Tourism
Social Networking has changed how
people
research trips, make
decisions
and share experiences.
3

4. “
4
Today’s travelers go online to
research their future travel
destinations and
accommodations. When
booking travel, 89% of
millennials plan travel activities
based on content posted by
their peers online.https://www.entrepreneur.com/article/286408

5. Building a
social strategy
5
◎Assign roles
◎Choose platforms
◎Use a management tool for scheduling
◎Collect content
◎Be authentic

6. Role Management
Marketing
Customers are
interacting with
brands through social
media. If you're not
using social platforms
like Facebook,
Twitter, Instagram,
and Pinterest, you're
missing the
conversation.
PR
Social media can be
a crucial component
in getting your
products and/or
services covered in
the media. “Media”
has expanded from
news networks and
newspapers to
bloggers,
podcasters, and
influencers.
Graphic Design
By having
professionally done
graphic design
attached to social
media you
significantly increases
the strength of your
brand image as a
whole and builds trust
your target audience.
6

7. Social Media platforms
Twitter
Twitter is a great place to act as
a digital concierge & virtual
visitor center. Answer questions
about your destination.
Facebook
A destination Facebook page
promotes your region and allows
tourists to create and share
content about your destination.
Instagram
Your Instagram should feel like a
curated gallery of the best
images that represent your
brand’s ideas or values.
YouTube
YouTube is the second largest
search engine after Google and
many travellers start their trip
planning with search!
LinkedIn
LinkedIn creates opportunities to
interact with your industry
partners and give updates on
what you are doing to promote
tourism.
Flickr
Flickr is just an easy way to
house groups of photos for
people to find on the web.
7

8. How to manage it all
8

9. Social Media Management Tools
9

10. Schedule and planning
Despite what people
may think, social
media takes time
and energy.
Scheduling can help
save time and make
sure you are
consistent and
getting your
message across
multiple networks.
10
Flagstaff CVB
Creative Intern
Emily

11. Getting content
Create content that
tells a story.
11

12. A picture is worth a thousand words
Create your own
content, don’t use
stock or memes.
People want
authentic, relevant
and time sensitive
subject matter.
12

13. Build
Character.
13

14. Earned, Owned & Paid Media
OWNED
MEDIA
EARNED
MEDIA
PAID
MEDIA
14
SHARING
MENTIONS
SHARES
REPOSTS
REVIEWS
WEB PROPERTIES
WEBSITE
MOBILE SITE
BLOG SITE
SOCIAL MEDIA CHANNELS
ADVERTISING
PAY PER CLICK
DISPLAY ADS
RETARGETING
PAID INFLUENCERS
PAID CONTENT
PROMOTION
SOCIAL MEDIA ADS
https://www.titangrowth.com/newsarticles/trifecta.html

15. UGC
User generated
content.
15
@Chelseabirdd

16. Relevant
Use content that is
timely and speaks to
the seasons.
16

17. Be Authentic
17
70%
People want to learn about products through
content vs. through traditional advertisments.
92%
Consumers say they trust earned media,
while only half trust paid ads.
https://www.socialmediatoday.com/marketing/2015-02-
25/how-build-social-media-ambassador-program

18. Collecting Data
2014 2015 2016 2017
Facebook Fans 46,474 57,675 81,462 85,310
Twitter Follows 5,265 6,492 7,917 8,416
YouTube Views 94,972 165,292 596,726 840,132
Instagram Likes 0 880 15,737 38,883
18

19. Growth since 2014
19
46,474
57,675
81,462 85,310
2014 2015 2017 2018
0
20,000
40,000
60,000
80,000
100,000
Facebook Fans
5,265
6,492
7,917
8,416
0
2,000
4,000
6,000
8,000
10,000
2014 2015 2017 2018
Twitter Follows
94,972
165,292
596,723
840,132
0
200,000
400,000
600,000
800,000
1,000,000
2014 2015 2017 2018
Youtube Views
0 880
15,737
38,883
0
10000
20000
30000
40000
50000
2014 2015 2017 2018
Instagram Likes

20. Place your screenshot here
Try new things
The more places you are,
the more people will be able
to learn about your
destination.
20

21. 21
Content
Creators
Partner with Content
creators.

22. 22
Content
Creators
Partner with Content
creators.

23. 23
Content
Creators
Partner with Content
creators.

24. 24
Have fun

25. Thanks!
Any questions?
Twitter : @visitflagstaff
Facebook : Visit Flagstaff
Instagram : @visitflagstaff
Youtube :
FlagstaffTourism
25
Flickr : visitflagstaff
Linkedin : Flagstaff
Convention & Visitors
Bureau

26. sources
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◎venngage.com/blog/instagram-for-business
◎tourismcurrents.com/3-powerful-ways-to-use-twitter-for-
tourism/
◎tourismeschool.com/how-to-use-facebook-live-tourism/