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Building Your
Army of Social
Media Champions
Sheila Scarborough
Tourism Currents
First
Things
First @SheilaS
@TourismCurrents
#MOtourism
The Basics Still Matter
 Social media should support
YOUR strategic plan, marketing
goals, & customer/visitor service
 W...
Why Online
Coverage
Matters
@SheilaS
@TourismCurrents
#MOtourism
65% of leisure travelers
are inspired by online
sources, most notably
through social/video sites
and search
Google’s “Trav...
Online Advantages
 SEO boost – links & social signals
 Longevity & staying power
 Reach niche markets more easily
 Onl...
The media coverage
& social media that
matter the most?
Those that reach
YOUR market(s)
@SheilaS
@TourismCurrents
#MOtouri...
@SheilaS
@TourismCurrents
Your perfect online champion
connects with your perfect visitor
Gumby storm trooper - JD Hancock...
The real power
of online media
is often niche
coverage @SheilaS
@TourismCurrents
#MOtourism
Boomer travel?
Donna Hull / My Itchy Travel Feet
@SheilaS
@TourismCurrents
Equestrian destination?
Nancy D. Brown / Writing Horseback
@SheilaS
@TourismCurrents
Middle of the U.S.?
Adam Sommer / Visit Flyover Country
The "blogger"
who is the best
fit may not even
have a blog
@SheilaS
@TourismCurrents
#MOtourism
@SheilaS
@TourismCurrents
130,000+ downloads of this
30 minute travel podcast
Building your
army of online
champions
@SheilaS
@TourismCurrents
#MOtourism
Finding
them
@SheilaS
@TourismCurrents
#MOtourism
Go Where
They Are!
Photo courtesy Valerie Yermal at Flickr CC
Start with locals & build out
@SheilaS
@TourismCurrents
#MOtourism
Building a Network
Start with local online-savvy folks
Get help from the social media
“hive mind”
Lots of detailed Googlin...
Instagram
hashtag
searches
@SheilaS
@TourismCurrents
#MOtourism
Pinterest
search can
be a gold
mine @SheilaS
@TourismCurrents
#MOtourism
Example: one
online
champion,
many outlets@SheilaS
@TourismCurrents
#MOtourism
Example:
niche video
star in
Hamilton, MO@SheilaS
@TourismCurrents
#MOtourism
More Places to Connect Online
 #TBEX - #TTOT - #TravelSkills
 Other Twitter chats relevant to
your market & goals
 Pass...
Go Where They Are Offline
 TBEX travel blogger conferences
 Travel Media Showcase
 New Media Expo & BlogHer
 Niche con...
Pay to Play
 PTBA (Professional Travel Bloggers
Association)
 Paid database info includes blogger stats
 Navigate Media...
You have a short list.
Now what?
@SheilaS
@TourismCurrents
#MOtourism
Dog catches car (courtesy ex_magician on Flickr CC
Build the Relationship!
Remember the SOCIAL in social media
>>Do not stick them on your email list
Say hello with tweets, ...
Meet them
where they are,
including offline
@SheilaS
@TourismCurrents
#MOtourism
Takeaways & Summary
 Have a media plan that supports
your strategy & goals
 Measure what matters to you
 It’s OK to sta...
Thank You!
Sheila Scarborough
Tourism Currents
Find these slides here:
www.slideshare.net/SheilaS
How to find and connect with your social media champions
How to find and connect with your social media champions
How to find and connect with your social media champions
How to find and connect with your social media champions
How to find and connect with your social media champions
How to find and connect with your social media champions
How to find and connect with your social media champions
How to find and connect with your social media champions
How to find and connect with your social media champions
How to find and connect with your social media champions
How to find and connect with your social media champions
How to find and connect with your social media champions
How to find and connect with your social media champions
How to find and connect with your social media champions
How to find and connect with your social media champions
How to find and connect with your social media champions
How to find and connect with your social media champions
How to find and connect with your social media champions
How to find and connect with your social media champions
How to find and connect with your social media champions
How to find and connect with your social media champions
How to find and connect with your social media champions
How to find and connect with your social media champions
How to find and connect with your social media champions
How to find and connect with your social media champions
How to find and connect with your social media champions
How to find and connect with your social media champions
How to find and connect with your social media champions
How to find and connect with your social media champions
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How to find and connect with your social media champions

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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

Published in: Marketing
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How to find and connect with your social media champions

  1. 1. Building Your Army of Social Media Champions Sheila Scarborough Tourism Currents
  2. 2. First Things First @SheilaS @TourismCurrents #MOtourism
  3. 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
  4. 4. Why Online Coverage Matters @SheilaS @TourismCurrents #MOtourism
  5. 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. 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. 7. The media coverage & social media that matter the most? Those that reach YOUR market(s) @SheilaS @TourismCurrents #MOtourism
  8. 8. @SheilaS @TourismCurrents Your perfect online champion connects with your perfect visitor Gumby storm trooper - JD Hancock on Flickr CC
  9. 9. The real power of online media is often niche coverage @SheilaS @TourismCurrents #MOtourism
  10. 10. Boomer travel? Donna Hull / My Itchy Travel Feet
  11. 11. @SheilaS @TourismCurrents Equestrian destination? Nancy D. Brown / Writing Horseback
  12. 12. @SheilaS @TourismCurrents Middle of the U.S.? Adam Sommer / Visit Flyover Country
  13. 13. The "blogger" who is the best fit may not even have a blog @SheilaS @TourismCurrents #MOtourism
  14. 14. @SheilaS @TourismCurrents
  15. 15. 130,000+ downloads of this 30 minute travel podcast
  16. 16. Building your army of online champions @SheilaS @TourismCurrents #MOtourism
  17. 17. Finding them @SheilaS @TourismCurrents #MOtourism
  18. 18. Go Where They Are!
  19. 19. Photo courtesy Valerie Yermal at Flickr CC Start with locals & build out @SheilaS @TourismCurrents #MOtourism
  20. 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
  21. 21. Instagram hashtag searches @SheilaS @TourismCurrents #MOtourism
  22. 22. Pinterest search can be a gold mine @SheilaS @TourismCurrents #MOtourism
  23. 23. Example: one online champion, many outlets@SheilaS @TourismCurrents #MOtourism
  24. 24. Example: niche video star in Hamilton, MO@SheilaS @TourismCurrents #MOtourism
  25. 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. 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. 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. 28. You have a short list. Now what? @SheilaS @TourismCurrents #MOtourism
  29. 29. Dog catches car (courtesy ex_magician on Flickr CC
  30. 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. 31. Meet them where they are, including offline @SheilaS @TourismCurrents #MOtourism
  32. 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
  33. 33. Thank You! Sheila Scarborough Tourism Currents Find these slides here: www.slideshare.net/SheilaS

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