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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

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

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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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