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How to find and connect with your social media champions
Finding and building relationships with bloggers, online publishers, and other influencers. A presentation for the Missouri Governor's Conference on Tourism 2015.
At Tourism Currents, we do online & in-person training in social media for tourism & hospitality. More at http://www.tourismcurrents.com
Finding and building relationships with bloggers, online publishers, and other influencers. A presentation for the Missouri Governor's Conference on Tourism 2015.
At Tourism Currents, we do online & in-person training in social media for tourism & hospitality. More at http://www.tourismcurrents.com
How to find and connect with your social media champions
1.
Building Your
Army of Social
Media Champions
Sheila Scarborough
Tourism Currents
2.
First
Things
First @SheilaS
@TourismCurrents
#MOtourism
3.
The Basics Still Matter
Social media should support
YOUR strategic plan, marketing
goals, & customer/visitor service
Who are you trying to reach?
What do you want them to do?
How will you measure progress
toward your goals?
@SheilaS
@TourismCurrents
#MOtourism
5.
65% of leisure travelers
are inspired by online
sources, most notably
through social/video sites
and search
Google’s “Traveler’s Road to Decision 2014”
@SheilaS
@TourismCurrents
#MOtourism
6.
Online Advantages
SEO boost – links & social signals
Longevity & staying power
Reach niche markets more easily
Online publishers are on multiple
channels – more impact
They bring their audience along
with them
@SheilaS
@TourismCurrents
#MOtourism
7.
The media coverage
& social media that
matter the most?
Those that reach
YOUR market(s)
@SheilaS
@TourismCurrents
#MOtourism
8.
@SheilaS
@TourismCurrents
Your perfect online champion
connects with your perfect visitor
Gumby storm trooper - JD Hancock on Flickr CC
9.
The real power
of online media
is often niche
coverage @SheilaS
@TourismCurrents
#MOtourism
10.
Boomer travel?
Donna Hull / My Itchy Travel Feet
11.
@SheilaS
@TourismCurrents
Equestrian destination?
Nancy D. Brown / Writing Horseback
12.
@SheilaS
@TourismCurrents
Middle of the U.S.?
Adam Sommer / Visit Flyover Country
13.
The "blogger"
who is the best
fit may not even
have a blog
@SheilaS
@TourismCurrents
#MOtourism
19.
Photo courtesy Valerie Yermal at Flickr CC
Start with locals & build out
@SheilaS
@TourismCurrents
#MOtourism
20.
Building a Network
Start with local online-savvy folks
Get help from the social media
“hive mind”
Lots of detailed Googling
Locals on Instagram
Locals on Pinterest @SheilaS
@TourismCurrents
#MOtourism
22.
Pinterest
search can
be a gold
mine @SheilaS
@TourismCurrents
#MOtourism
23.
Example: one
online
champion,
many outlets@SheilaS
@TourismCurrents
#MOtourism
24.
Example:
niche video
star in
Hamilton, MO@SheilaS
@TourismCurrents
#MOtourism
25.
More Places to Connect Online
#TBEX - #TTOT - #TravelSkills
Other Twitter chats relevant to
your market & goals
Passports with Purpose bloggers
LinkedIn (esp for B2B)
Etsy crafters by location
@SheilaS
@TourismCurrents
#MOtourism
26.
Go Where They Are Offline
TBEX travel blogger conferences
Travel Media Showcase
New Media Expo & BlogHer
Niche conferences - Beer, Food,
Parenting, Crafts, Pets
Travel Massives
Local coworking spaces &
MeetUp.org
Social Media Clubs & Breakfasts @SheilaS
@TourismCurrents
#MOtourism
27.
Pay to Play
PTBA (Professional Travel Bloggers
Association)
Paid database info includes blogger stats
Navigate Media Group
iAmbassador
Observe these brand bloggers:
G Adventures "Wanderers in Residence"
Expedia Viewfinder bloggers
@SheilaS
@TourismCurrents
#MOtourism
28.
You have a short list.
Now what?
@SheilaS
@TourismCurrents
#MOtourism
29.
Dog catches car (courtesy ex_magician on Flickr CC
30.
Build the Relationship!
Remember the SOCIAL in social media
>>Do not stick them on your email list
Say hello with tweets, blog post
comments, Instagram comments &
re-posts, a Facebook hello if they tag you
Listen on social, & respond
@SheilaS
@TourismCurrents
#MOtourism
31.
Meet them
where they are,
including offline
@SheilaS
@TourismCurrents
#MOtourism
32.
Takeaways & Summary
Have a media plan that supports
your strategy & goals
Measure what matters to you
It’s OK to start with a small list
These are human relationships!
Play the long game. Good things
will happen.
@SheilaS
@TourismCurrents
#MOtourism