2010 atia convention


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2010 atia convention

  1. 1. PR BASICS & SOCIAL MEDIA ATIA Convention – October 2010
  2. 2. ATIA and Thompson & Co. <ul><li>Thompson & Co. Public Relations </li></ul><ul><li>Based in Anchorage with an office in Manhattan </li></ul><ul><li>ATIA’s public relations contractor since 2002 </li></ul><ul><li>Familiar with many of Alaska’s communities, tourism offerings and people </li></ul>
  3. 3. Why does ATIA fund public relations? <ul><li>Promote positive editorial coverage of Alaska </li></ul><ul><li>Introduce travelers to myriad ways to enjoy our state – luxury, adventure, small towns, cities, etc. – as well as our five distinct regions </li></ul><ul><li>Communicate to Alaska residents about the importance and strength of Alaska’s travel industry </li></ul><ul><li>Prepare for and respond to industry-related crises </li></ul>
  4. 4. Major functions of ATIA’s public relations program <ul><li>Media assistance , including providing stock photography and video footage to qualified journalists; itinerary planning; fact checking; and information gathering </li></ul><ul><li>Media outreach , which involves proactively identifying target journalists and researching story ideas to match their interests and publications </li></ul><ul><li>Alaska Travel News , a monthly e-mail newsletter distributed to approximately 1,200 writers, editors and TV producers in North America to highlight Alaska events and tourism news </li></ul>
  5. 5. Major functions of ATIA’s public relations program <ul><li>Online media center at www.travelalaska.com/media </li></ul><ul><li>Press trips (FAMs) to introduce groups of travel journalists to different experiences, regions and seasons in Alaska </li></ul><ul><li>Social media profiles on Facebook and Twitter to reach out to travel journalists looking for information about Alaska and develop ATIA’s network of media “friends” </li></ul>
  6. 6. Major functions of ATIA’s public relations program <ul><li>Crisis communications planning ensures ATIA is ready to respond when a tourism-related crisis strikes Alaska (e.g., if Mount Redoubt had erupted in the middle of the summer season) </li></ul><ul><li>Special events to connect ATIA members with high-profile travel media, including Alaska Media Road Show and Experience Alaska </li></ul>
  7. 7. Alaska Media Road Show <ul><li>Started in 2002 </li></ul><ul><li>Features a day of “speed dating” with journalists – pre-scheduled 15-minute appointments during which Alaska tourism partners pitch their products or destinations </li></ul><ul><li>Journalists who have attended AMRS in the past are top priorities for ATIA media assistance </li></ul><ul><li>Registration, appointment selection, journalist profiles, event schedule, etc. are all available through an online event portal at www.alaskamediaroadshow.com </li></ul><ul><li>Registration typically opens in April/May each year </li></ul><ul><li>Approximately 40 media and 30-35 ATIA partners </li></ul><ul><li>October 24-26, 2010 – event registration is full </li></ul>
  8. 8. Experience Alaska <ul><li>Informal networking event with emphasis on replicating Alaska experiences, e.g., ice sculpting, dog mushing and gold panning, among others </li></ul><ul><li>Price point lower than Alaska Media Road Show </li></ul><ul><li>First event held in 2008, now slated annually for spring </li></ul><ul><li>Casual, free-flowing evening reception </li></ul><ul><li>New York City location to tap into nation’s biggest media market </li></ul><ul><li>Approximately 40 media and 15 ATIA partners </li></ul>
  9. 9. Itinerary assistance / individual FAMs <ul><li>ATIA hosts dozens of travel journalists each year on trips all over Alaska </li></ul><ul><li>Depending on journalist qualifications, this assistance can range from fully hosted trips to simple assistance like providing recommendations </li></ul><ul><li>Giving journalists first-hand experience in Alaska is the best way to see editorial coverage in print, online and on TV </li></ul>
  10. 10. International media assistance <ul><li>Thompson & Co. works with ATIA public relations contractors overseas to facilitate international editorial coverage </li></ul><ul><ul><li>UK </li></ul></ul><ul><ul><li>Australia </li></ul></ul><ul><ul><li>German-speaking Europe </li></ul></ul><ul><ul><li>Japan </li></ul></ul><ul><ul><li>Korea </li></ul></ul><ul><ul><li>Taiwan </li></ul></ul><ul><li>International contractors evaluate journalists and Thompson & Co. plans FAMs </li></ul><ul><li>International contractors follow-up to provide clips of coverage to ATIA and its partners </li></ul>
  11. 11. Press trips <ul><li>Typically ATIA budgets for approximately one press trip per year </li></ul><ul><li>Differs from individual assistance in that press trips are usually groups of 4-5 journalists invited by Thompson & Co. </li></ul><ul><li>Trips are hosted by agency staff </li></ul><ul><li>Itineraries are fully planned by the agency and all expenses, including meals, are hosted </li></ul><ul><li>Occasionally pre- and post-trip opportunities are also offered </li></ul><ul><li>Next press trip – one more scheduled for FY11 with location and dates TBD </li></ul>
  12. 12. How ATIA members can get involved <ul><li>Send Thompson & Co. information about your property or destination, particularly new offerings, awards, infrastructure improvements, etc. </li></ul><ul><li>Be willing to host media on individual FAMs or press trips; make sure agency staff know you want to host </li></ul><ul><li>Consider participating in Alaska Media Road Show or Experience Alaska </li></ul><ul><li>If nothing else, keep your local DMO informed so they can relay the information to us </li></ul>
  13. 13. Social media – what is it? <ul><li>A category of sites that is based on user participation and user-generated content. </li></ul><ul><ul><li>LinkedIn </li></ul></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>YouTube </li></ul></ul><ul><ul><li>Flickr </li></ul></ul><ul><ul><li>Del.icio.us </li></ul></ul><ul><ul><li>Digg </li></ul></ul>
  14. 14. Putting it in perspective <ul><li>Social media networks are growing exponentially in the United States </li></ul><ul><li>At the same time, traditional media are failing </li></ul><ul><li>Time spent on social network and blogging sites is growing more than three times the rate of overall Internet growth* </li></ul><ul><li>Social networks are aging and expanding with this growth, and are becoming more popular among all Internet users* </li></ul><ul><li>Consumer attention is being fragmented into niche communities based on common interest – social networks </li></ul>*2009 Nielsen report “Global Faces and Networked Places”
  15. 15. <ul><li>Many small business owners/operators are stretched to the limit already. But remember how you felt about the necessity of a website at first? </li></ul>The ugly truth?
  16. 16. Getting started <ul><li>Before engaging on behalf of your business, set up a personal profile and use it to listen to the conversation </li></ul><ul><li>Build your network and watch users in action to get a feel for what works and what doesn’t </li></ul><ul><li>LISTEN </li></ul><ul><li>OBSERVE </li></ul>
  17. 17. How? <ul><li>Create a Google profile and set up Google news and blog alerts </li></ul><ul><li>Use Google Reader to set up tools to monitor online activity </li></ul><ul><li>On Twitter, ‘follow’ the people you’re interested in reaching – lists of top tweeters are available through web search </li></ul><ul><li>On Facebook, check out your competitors’ and colleagues’ activity </li></ul><ul><li>LISTEN </li></ul><ul><li>OBSERVE </li></ul>
  18. 18. <ul><li>IT’S ABOUT DIALOGUE, NOT MONOLOGUE </li></ul>Most important rule of social media:
  19. 19. Choose your channels <ul><li>You can’t be in all the social networks, and not all of them are a good fit for you </li></ul><ul><li>Doing one well is better than doing many poorly </li></ul><ul><li>If you start something and realize it’s not a good fit, delete it, don’t just leave it fallow </li></ul><ul><li>Each network has a different “personality” and some will fit your business/brand better than others </li></ul><ul><li>There are thousands of networks out there; starting out, you probably only need to focus on the biggies. </li></ul>
  20. 20. FACEBOOK <ul><ul><li>“ Chummy” </li></ul></ul><ul><ul><li>Excellent opportunities to showcase your business through video, audio, event invitations, photos and storytelling </li></ul></ul><ul><ul><li>Networks built relatively easily through business contacts, friends and family </li></ul></ul><ul><ul><li>Creation of a fan page is very user-friendly </li></ul></ul><ul><ul><li>Lots of room to express yourself </li></ul></ul><ul><ul><li>As of Aug. ‘09, Facebook was the most popular social network for Americans over 18 </li></ul></ul><ul><li>94.7 M active users in U.S. </li></ul>
  21. 21. Facebook stats <ul><li>500 million active users worldwide </li></ul><ul><li>Average user spends 55 minutes a day on Facebook </li></ul><ul><li>Average user has 130 Facebook friends </li></ul><ul><li>150 million users access Facebook through their mobile devices </li></ul><ul><li>1.5 million LOCAL businesses are on Facebook </li></ul><ul><li>Average user is connected to 80 community pages, groups and events </li></ul><ul><li>User demographic is aging </li></ul>Source: Facebook.com
  22. 22. It’s not just for kids Facebook demographics as of January 2010
  23. 23. Twitter <ul><li>2 BILLION tweets per month </li></ul><ul><li>Much less personal than Facebook </li></ul><ul><li>Network composed mostly of people you don’t know “IRL” – in real life </li></ul><ul><li>140-character limit per tweet, so this medium is about brevity and pithiness </li></ul><ul><li>Only 14 percent of Americans ages 50+ are on Twitter BUT travel writers and travel influencers have a huge community on Twitter </li></ul>
  24. 24. YouTube <ul><li>70 million U.S. visitors/month </li></ul><ul><li>Video site </li></ul><ul><li>Now the 3 rd largest site on the Internet </li></ul><ul><li>A great way to give prospective guests a real taste of what you have to offer </li></ul><ul><li>Don’t just shoot a commercial – capture real life </li></ul><ul><li>Requires a handheld digital video recorder </li></ul>
  25. 25. Foursquare <ul><li>Location-based social network </li></ul><ul><li>More than 3 million users and 5.6 million venues </li></ul><ul><li>A way to explore new venues and let your friends know where you are </li></ul><ul><li>Collect points, prize &quot;badges,&quot; and eventually, coupons for being a frequent visitor to specific businesses </li></ul>
  26. 26. Spenard Roadhouse <ul><li>FOURSQUARE </li></ul><ul><li>504 check-ins </li></ul><ul><li>148 unique visitors </li></ul>“ The super tots rock! They just expanded their breakfast menu, too.” – Heather S., Spenard Roadhouse Foursquare visitor
  27. 27. How to do it <ul><li>Think about creating CONTENT in a broad context instead of stressing out about each channel independent of each other </li></ul><ul><ul><li>Sending a Flip camera out with a guide for the day could result in guest interviews, still images and authentic, experienced-based status updates or tweets </li></ul></ul><ul><ul><li>Link from one space to another. If you post a video on your Facebook page, provide a link to it when you tweet about it. People who aren’t connected to you through Facebook will find your presence there. </li></ul></ul>
  28. 28. <ul><li>BE REAL. Show what you love about your community, business, neighborhood with authenticity. Try to loosen up and have fun. </li></ul>Second most important rule:
  29. 29. Plan It Alaska <ul><li>TWITTER </li></ul><ul><li>3,759 followers </li></ul><ul><li>Walruses Swarm Beaches as Ice Melts : http://news.nationalgeographic.com/news/2010/09/100927-us-walrus-haul-vin-video/ via @ NatGeoSociety about 16 hours ago via web Reply </li></ul><ul><li>Icy Killers: Secrets of Alaska's Salmon Shark on @ NatGeoSociety Wed Sep 29 http://alturl.com/g4vg2 #Alaska #sharks #PrinceWilliamSound </li></ul><ul><li>Check out this page from the Baseball The Tenth Inning website at PBS.org Film directed by Ken Burns and Lynn... http://on.pbs.org/GvECAq </li></ul><ul><li>We were just asked to have our #Alaska #bear video included in &quot;Bears of the Last Frontier&quot;, on PBS NATURE in 2011! http://alturl.com/44ge2   </li></ul><ul><li>VIDEO LIVE NOW: Sen. Ted Stevens' funeral in Washington, DC: http://bit.ly/dqaL9s #Alaska </li></ul>
  30. 30. Kodiak Island CVB <ul><li>FACEBOOK </li></ul><ul><li>6,810 fans </li></ul><ul><li>Video, photos, events </li></ul><ul><li>Near-daily updates </li></ul><ul><li>Lots of engagement </li></ul><ul><li>Photo contest for 2011 visitor guide </li></ul>“ Just spent two fantastic weeks in Kodiak visiting family and friends. Weather was great (only a couple days of rain), fishing was good and the Emerald Isle lived up to it's name with plush green hills as far as the eye could see. I posted some photos of my trip in the photo section. Thanks for a great time, Kodiak!” Malcolm Bennett, Kodiak Facebook fan
  31. 31. Basic tools <ul><li>Digital camera </li></ul><ul><li>Smartphone </li></ul><ul><li>Flip video </li></ul><ul><li>Reliable Internet connection </li></ul><ul><li>Interest in the subject and a humble spirit that is willing to learn – if you don’t have it, find a trustworthy employee who does  </li></ul>
  32. 32. A couple of other things you should be doing, along the same lines <ul><li>Monitor comments about your company on TripAdvisor.com. Unanswered negative reviews can be a big turn-off to potential guests. </li></ul><ul><li>Travel websites and blogs are becoming much more mainstream. You can keep track of your coverage through Google. </li></ul><ul><li>Make sure your local CVB and others in the Alaska travel industry know what’s going on at your business. They are all running social networks and can help build awareness of your fledgling efforts. </li></ul><ul><li>When you set up a fan page or Twitter profile, don’t be afraid to ask for support. Your existing friends and contacts will usually be pleased to recommend you to their friends. That’s how you build a network. </li></ul>
  33. 33. <ul><li>Thompson & Co. Public Relations </li></ul><ul><li>907.561.4488 </li></ul><ul><li>ATIA account contacts: </li></ul><ul><li>Jennifer Thompson, [email_address] </li></ul><ul><li>Amy Cockerham, [email_address] </li></ul><ul><li>Meghan Aftosmis, [email_address] </li></ul><ul><li>Tara Stevens, [email_address] </li></ul>Stay in touch!