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

4.
Why Online
Coverage
Matters
@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

14.
@SheilaS
@TourismCurrents

15.
130,000+ downloads of this
30 minute travel podcast

16.
Building your
army of online
champions
@SheilaS
@TourismCurrents
#MOtourism

17.
Finding
them
@SheilaS
@TourismCurrents
#MOtourism

18.
Go Where
They Are!

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

21.
Instagram
hashtag
searches
@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

33.
Thank You!
Sheila Scarborough
Tourism Currents
Find these slides here:
www.slideshare.net/SheilaS