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Social Media & Tourism: 10 Tips to Attract Travelers

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putting social, mobile and emerging media to work
BEN GROSSMAN
communications strategist
602 741 0314
@bengrossman
www.ben-grossman.com
www.slideshare.net/bengrossman

bgro...
#SMBPhilly

socialmediabreakfast.com/philly

tweet questions to @VisitBucksPA

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Social Media & Tourism: 10 Tips to Attract Travelers

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Description

The importance of using digital, social, mobile and emerging media to attract travelers to destinations is no secret. From overarching strategy to helpful tips and tricks, this presentation covers ways to energize locals to become brand evangelists and help fuel the flow of customers from out of town.

This keynote was originally delivered Ben Grossman at Social Media Breakfast Greater Philly in partnership with Visit Bucks County in May 2011.

Transcript

  1. putting social, mobile and emerging media to work
  2. BEN GROSSMAN communications strategist 602 741 0314 @bengrossman www.ben-grossman.com www.slideshare.net/bengrossman bgrossman@oxfordcommunications.com www.oxfordcommunications.com
  3. #SMBPhilly socialmediabreakfast.com/philly tweet questions to @VisitBucksPA
  4. SOCIAL: Technology that enables conversations and relationships. MOBILE: Wireless technology that enables access to information and communication. EMERGING: New technology that has not yet reached the mainstream.
  5. IT’S A CHANGED CONSUMER-SCAPE.
  6. 700/second # OF FACEBOOK FACEBOOK 2011 STATUS UPDATES
  7. 600/second # OF TWEETS 700/second # OF FACEBOOK TWITTER 2011 STATUS UPDATES
  8. SOCIAL NETWORK USE: AGE: APRIL 2009 - MAY 2010 18-29 13% INCREASE 50-64 88% INCREASE 65+ 100% INCREASE PEW RESEARCH CENTER | AUGUST 2010
  9. 9 OF 10 INTERNET USERS VISIT SOCIAL NETWORKS MONTHLY. COMSCORE | FEBRUARY 2011
  10. 1in 2 9 OF 10 INTERNET USERS read blogs monthly VISIT SOCIAL NETWORKS MONTHLY. EMARKETER | AUGUST 2010
  11. 1/8 MINUTES ONLINE IS SPENT ON FACEBOOK. COMSCORE | FEBRUARY 2011
  12. 1/8 MINUTES ONLINE IS SPENT ON FACEBOOK. 3x more time spent with social media than email. NIELSEN | NOVEMBER 2010
  13. 140MILLION 140 CHARACTER TWEETS SENT EVERY SINGLE DAY ON TWITTER. TWITTER | 2011
  14. 30,000,000,000 pieces of content shared on Facebook monthly FACEBOOK | 2011
  15. IT’S A CHANGED BUSINESS-SCAPE.
  16. for energizing tourists and locals alike! Be Findable Be Trustworthy Be Attractive Be Conversational Be Attentive Be In Touch Be Mobile Be Strategic Be Exciting Be Brilliant
  17. for energizing tourists and locals alike! Be Findable
  18. /second SEARCHES ON GOOGLE, BING & YAHOO
  19. 38,127/second SEARCHES ON GOOGLE, BING & YAHOO COMSCORE | JANUARY 2010
  20. 78% OF ONLINE CONSUMERS RESEARCH BEFORE THEY BUY PEW RESEARCH CENTER | SEPTEMBER 2010
  21. MORE MONEY = MORE ONLINE RESEARCH < $30,000 67% $30,000-$49,999 81% $50,000-$74,999 84% $75,000+ 88% PEW RESEARCH CENTER | SEPTEMBER 2010
  22. FISH WHERE THE FISH ARE. (they’re waiting for you...)
  23. HOW WILL THEY FIND YOU? it’s natural.
  24. You have to put yourself out there.
  25. You have to put yourself out there. 1. Google Places ‣ google.com/places
  26. You have to put yourself out there. 1. Google Places ‣ google.com/places 2. Yelp ‣ biz.yelp.com
  27. You have to put yourself out there. 1. Google Places ‣ google.com/places 2. Yelp ‣ biz.yelp.com 3. Paid Search: Google, Yahoo & Bing ‣ adwords.google.com ‣ searchalliance.com
  28. PARTNER BENEFIT!
  29. You have to put yourself out there. 1. Google Places ‣ google.com/places 2. Yelp ‣ biz.yelp.com 3. Paid Search: Google, Yahoo & Bing ‣ adwords.google.com ‣ searchalliance.com
  30. WONDERING HOW MANY FISH THERE ARE WANDERING? #1 #4 #5 #9 #2 #7 #3 #6 #8
  31. GOOGLE ADWORD TRAFFIC ESTIMATOR TOOL adwords.google.com/select/TrafficEstimatorSandbox
  32. for energizing tourists and locals alike! Be Findable
  33. for energizing tourists and locals alike! Be Findable Be Trustworthy
  34. WHEN PEOPLE FEEL THEY CAN DEPEND ON EACH OTHER, TRUST HAPPENS.
  35. TWO MOST TRUSTED FORMS OF ADVERTISING: 1. FAMILY/FRIENDS NIELSEN | 2009 2. ONLINE STRANGERS
  36. tripadvisor.com/owners
  37. foodspotting.com/about/business
  38. PARTNER BENEFIT! foodspotting.com/about/business
  39. for energizing tourists and locals alike! Be Findable Be Trustworthy
  40. for energizing tourists and locals alike! Be Findable Be Trustworthy Be Attractive
  41. PUT YOUR MOST DESIRABLE FOOT FORWARD. USE COMPELLING MULTI-MEDIA TO BECOME BELIEVABLE.
  42. flickr.com
  43. youtube.com/t/creators_corner
  44. for energizing tourists and locals alike! Be Findable Be Trustworthy Be Attractive
  45. for energizing tourists and locals alike! Be Findable Be Trustworthy Be Attractive Be Conversational
  46. START A CONVERSATION. LISTEN. LEARN. ENGAGE.
  47. WARNING: THIS ISN’T ONE-WAY ADVERTISING. 70% OF FACEBOOK USERS WHO ‘LIKE’ PAGES DO NOT FEEL THEY’VE GIVEN THEIR PERMISSION TO BE MARKETED TO. EXACTTARGET | 2009
  48. HINT: KNOW YOUR CONSUMERS BACKWARDS & FORWARDS. sts? tere How o the ir in ften do they w hat are hear from you ant to W ? What can you provide of value? brand? with your they con nect W hy did When is it best to reach them?
  49. PARTNER BENEFIT! search.twitter.com
  50. EXACTTARGET | 2009
  51. TWITTER USERS LEAD CONVERSATIONS. EXACTTARGET | 2009
  52. for energizing tourists and locals alike! Be Findable Be Trustworthy Be Attractive Be Conversational
  53. for energizing tourists and locals alike! Be Findable Be Trustworthy Be Attractive Be Conversational Be Attentive
  54. MONITOR, MONITOR, MONITOR.
  55. socialmention.com google.com/alerts search.twitter.com
  56. for energizing tourists and locals alike! Be Findable Be Trustworthy Be Attractive Be Conversational Be Attentive
  57. for energizing tourists and locals alike! Be Findable Be Trustworthy Be Attractive Be Conversational Be Attentive Be In Touch
  58. EXTEND RELATIONSHIPS AFTER THE VISIT. TOUCH TACTFULLY, BUT TOUCH OFTEN.
  59. facebook.com/pages PARTNER BENEFIT!
  60. EXACTTARGET | 2009
  61. 50% OF FACEBOOK USERS LOG-IN EVERY DAY. FACEBOOK | 2011
  62. EXACTTARGET | 2009
  63. 130 friends AVERAGE SPHERE OF INFLUENCE FOR A FACEBOOK USER FACEBOOK | 2011
  64. for energizing tourists and locals alike! Be Findable Be Trustworthy Be Attractive Be Conversational Be Attentive Be In Touch
  65. for energizing tourists and locals alike! Be Findable Be Trustworthy Be Attractive Be Conversational Be Attentive Be In Touch Be Mobile
  66. 72% OF ADULT CELL PHONE USERS TEXT MESSAGE PEW RESEARCH CENTER | SEPTEMBER 2010
  67. 65% OF ADULT CELL PHONE USERS SLEEP WITH THEIR PHONES PEW RESEARCH CENTER | SEPTEMBER 2010
  68. 1/2 U.S. CELL PHONES WILL BE SMART PHONES BY CHRISTMAS 2011 NIELSEN | 2010
  69. 1/3 YELP SEARCHES IS FROM MOBILE YELP | 2011
  70. PARTNER BENEFIT! foursquare.com/businesses
  71. for energizing tourists and locals alike! Be Findable Be Trustworthy Be Attractive Be Conversational Be Attentive Be In Touch Be Mobile
  72. for energizing tourists and locals alike! Be Findable Be Trustworthy Be Attractive Be Conversational Be Attentive Be In Touch Be Mobile Be Strategic
  73. 41% of U.S. Internet users threatened to stop buying from companies CMO COUNCIL STUDY | 2009 that sent irrelevant messages
  74. EXACTTARGET | 2011
  75. for energizing tourists and locals alike! Be Findable Be Trustworthy Be Attractive Be Conversational Be Attentive Be In Touch Be Mobile Be Strategic
  76. for energizing tourists and locals alike! Be Findable Be Trustworthy Be Attractive Be Conversational Be Attentive Be In Touch Be Mobile Be Strategic Be Exciting
  77. 81% give their email address for a giveaway, deal, or upcoming sale. EXACTTARGET | 2011
  78. PARTNER BENEFIT!
  79. for energizing tourists and locals alike! Be Findable Be Trustworthy Be Attractive Be Conversational Be Attentive Be In Touch Be Mobile Be Strategic Be Exciting
  80. for energizing tourists and locals alike! Be Findable Be Trustworthy Be Attractive Be Conversational Be Attentive Be In Touch Be Mobile Be Strategic Be Exciting Be Brilliant
  81. TODAY’S TAKEAWAYS: 1. Ten tips for social, mobile and emerging technology. 2. Each other - stay and socialize. Partnerships between partners can work wonders. 3. Get on Visit Bucks County’s social radar--there are benefits to working together. 4. Be Brilliant with Oxford--come chat us up about ideas and how we can help you. 5. Join the Social Media Breakfast Greater Philly community and look out for our next event.
  82. BEN GROSSMAN communications strategist 602 741 0314 @bengrossman www.ben-grossman.com www.slideshare.net/bengrossman bgrossman@oxfordcommunications.com www.oxfordcommunications.com #SMBPhilly socialmediabreakfast.com/philly tweet questions to @VisitBucksPA
  83. MAY 10, 2011
  84. putting social, mobile and emerging media to work

Description

The importance of using digital, social, mobile and emerging media to attract travelers to destinations is no secret. From overarching strategy to helpful tips and tricks, this presentation covers ways to energize locals to become brand evangelists and help fuel the flow of customers from out of town.

This keynote was originally delivered Ben Grossman at Social Media Breakfast Greater Philly in partnership with Visit Bucks County in May 2011.

Transcript

  1. putting social, mobile and emerging media to work
  2. BEN GROSSMAN communications strategist 602 741 0314 @bengrossman www.ben-grossman.com www.slideshare.net/bengrossman bgrossman@oxfordcommunications.com www.oxfordcommunications.com
  3. #SMBPhilly socialmediabreakfast.com/philly tweet questions to @VisitBucksPA
  4. SOCIAL: Technology that enables conversations and relationships. MOBILE: Wireless technology that enables access to information and communication. EMERGING: New technology that has not yet reached the mainstream.
  5. IT’S A CHANGED CONSUMER-SCAPE.
  6. 700/second # OF FACEBOOK FACEBOOK 2011 STATUS UPDATES
  7. 600/second # OF TWEETS 700/second # OF FACEBOOK TWITTER 2011 STATUS UPDATES
  8. SOCIAL NETWORK USE: AGE: APRIL 2009 - MAY 2010 18-29 13% INCREASE 50-64 88% INCREASE 65+ 100% INCREASE PEW RESEARCH CENTER | AUGUST 2010
  9. 9 OF 10 INTERNET USERS VISIT SOCIAL NETWORKS MONTHLY. COMSCORE | FEBRUARY 2011
  10. 1in 2 9 OF 10 INTERNET USERS read blogs monthly VISIT SOCIAL NETWORKS MONTHLY. EMARKETER | AUGUST 2010
  11. 1/8 MINUTES ONLINE IS SPENT ON FACEBOOK. COMSCORE | FEBRUARY 2011
  12. 1/8 MINUTES ONLINE IS SPENT ON FACEBOOK. 3x more time spent with social media than email. NIELSEN | NOVEMBER 2010
  13. 140MILLION 140 CHARACTER TWEETS SENT EVERY SINGLE DAY ON TWITTER. TWITTER | 2011
  14. 30,000,000,000 pieces of content shared on Facebook monthly FACEBOOK | 2011
  15. IT’S A CHANGED BUSINESS-SCAPE.
  16. for energizing tourists and locals alike! Be Findable Be Trustworthy Be Attractive Be Conversational Be Attentive Be In Touch Be Mobile Be Strategic Be Exciting Be Brilliant
  17. for energizing tourists and locals alike! Be Findable
  18. /second SEARCHES ON GOOGLE, BING & YAHOO
  19. 38,127/second SEARCHES ON GOOGLE, BING & YAHOO COMSCORE | JANUARY 2010
  20. 78% OF ONLINE CONSUMERS RESEARCH BEFORE THEY BUY PEW RESEARCH CENTER | SEPTEMBER 2010
  21. MORE MONEY = MORE ONLINE RESEARCH < $30,000 67% $30,000-$49,999 81% $50,000-$74,999 84% $75,000+ 88% PEW RESEARCH CENTER | SEPTEMBER 2010
  22. FISH WHERE THE FISH ARE. (they’re waiting for you...)
  23. HOW WILL THEY FIND YOU? it’s natural.
  24. You have to put yourself out there.
  25. You have to put yourself out there. 1. Google Places ‣ google.com/places
  26. You have to put yourself out there. 1. Google Places ‣ google.com/places 2. Yelp ‣ biz.yelp.com
  27. You have to put yourself out there. 1. Google Places ‣ google.com/places 2. Yelp ‣ biz.yelp.com 3. Paid Search: Google, Yahoo & Bing ‣ adwords.google.com ‣ searchalliance.com
  28. PARTNER BENEFIT!
  29. You have to put yourself out there. 1. Google Places ‣ google.com/places 2. Yelp ‣ biz.yelp.com 3. Paid Search: Google, Yahoo & Bing ‣ adwords.google.com ‣ searchalliance.com
  30. WONDERING HOW MANY FISH THERE ARE WANDERING? #1 #4 #5 #9 #2 #7 #3 #6 #8
  31. GOOGLE ADWORD TRAFFIC ESTIMATOR TOOL adwords.google.com/select/TrafficEstimatorSandbox
  32. for energizing tourists and locals alike! Be Findable
  33. for energizing tourists and locals alike! Be Findable Be Trustworthy
  34. WHEN PEOPLE FEEL THEY CAN DEPEND ON EACH OTHER, TRUST HAPPENS.
  35. TWO MOST TRUSTED FORMS OF ADVERTISING: 1. FAMILY/FRIENDS NIELSEN | 2009 2. ONLINE STRANGERS
  36. tripadvisor.com/owners
  37. foodspotting.com/about/business
  38. PARTNER BENEFIT! foodspotting.com/about/business
  39. for energizing tourists and locals alike! Be Findable Be Trustworthy
  40. for energizing tourists and locals alike! Be Findable Be Trustworthy Be Attractive
  41. PUT YOUR MOST DESIRABLE FOOT FORWARD. USE COMPELLING MULTI-MEDIA TO BECOME BELIEVABLE.
  42. flickr.com
  43. youtube.com/t/creators_corner
  44. for energizing tourists and locals alike! Be Findable Be Trustworthy Be Attractive
  45. for energizing tourists and locals alike! Be Findable Be Trustworthy Be Attractive Be Conversational
  46. START A CONVERSATION. LISTEN. LEARN. ENGAGE.
  47. WARNING: THIS ISN’T ONE-WAY ADVERTISING. 70% OF FACEBOOK USERS WHO ‘LIKE’ PAGES DO NOT FEEL THEY’VE GIVEN THEIR PERMISSION TO BE MARKETED TO. EXACTTARGET | 2009
  48. HINT: KNOW YOUR CONSUMERS BACKWARDS & FORWARDS. sts? tere How o the ir in ften do they w hat are hear from you ant to W ? What can you provide of value? brand? with your they con nect W hy did When is it best to reach them?
  49. PARTNER BENEFIT! search.twitter.com
  50. EXACTTARGET | 2009
  51. TWITTER USERS LEAD CONVERSATIONS. EXACTTARGET | 2009
  52. for energizing tourists and locals alike! Be Findable Be Trustworthy Be Attractive Be Conversational
  53. for energizing tourists and locals alike! Be Findable Be Trustworthy Be Attractive Be Conversational Be Attentive
  54. MONITOR, MONITOR, MONITOR.
  55. socialmention.com google.com/alerts search.twitter.com
  56. for energizing tourists and locals alike! Be Findable Be Trustworthy Be Attractive Be Conversational Be Attentive
  57. for energizing tourists and locals alike! Be Findable Be Trustworthy Be Attractive Be Conversational Be Attentive Be In Touch
  58. EXTEND RELATIONSHIPS AFTER THE VISIT. TOUCH TACTFULLY, BUT TOUCH OFTEN.
  59. facebook.com/pages PARTNER BENEFIT!
  60. EXACTTARGET | 2009
  61. 50% OF FACEBOOK USERS LOG-IN EVERY DAY. FACEBOOK | 2011
  62. EXACTTARGET | 2009
  63. 130 friends AVERAGE SPHERE OF INFLUENCE FOR A FACEBOOK USER FACEBOOK | 2011
  64. for energizing tourists and locals alike! Be Findable Be Trustworthy Be Attractive Be Conversational Be Attentive Be In Touch
  65. for energizing tourists and locals alike! Be Findable Be Trustworthy Be Attractive Be Conversational Be Attentive Be In Touch Be Mobile
  66. 72% OF ADULT CELL PHONE USERS TEXT MESSAGE PEW RESEARCH CENTER | SEPTEMBER 2010
  67. 65% OF ADULT CELL PHONE USERS SLEEP WITH THEIR PHONES PEW RESEARCH CENTER | SEPTEMBER 2010
  68. 1/2 U.S. CELL PHONES WILL BE SMART PHONES BY CHRISTMAS 2011 NIELSEN | 2010
  69. 1/3 YELP SEARCHES IS FROM MOBILE YELP | 2011
  70. PARTNER BENEFIT! foursquare.com/businesses
  71. for energizing tourists and locals alike! Be Findable Be Trustworthy Be Attractive Be Conversational Be Attentive Be In Touch Be Mobile
  72. for energizing tourists and locals alike! Be Findable Be Trustworthy Be Attractive Be Conversational Be Attentive Be In Touch Be Mobile Be Strategic
  73. 41% of U.S. Internet users threatened to stop buying from companies CMO COUNCIL STUDY | 2009 that sent irrelevant messages
  74. EXACTTARGET | 2011
  75. for energizing tourists and locals alike! Be Findable Be Trustworthy Be Attractive Be Conversational Be Attentive Be In Touch Be Mobile Be Strategic
  76. for energizing tourists and locals alike! Be Findable Be Trustworthy Be Attractive Be Conversational Be Attentive Be In Touch Be Mobile Be Strategic Be Exciting
  77. 81% give their email address for a giveaway, deal, or upcoming sale. EXACTTARGET | 2011
  78. PARTNER BENEFIT!
  79. for energizing tourists and locals alike! Be Findable Be Trustworthy Be Attractive Be Conversational Be Attentive Be In Touch Be Mobile Be Strategic Be Exciting
  80. for energizing tourists and locals alike! Be Findable Be Trustworthy Be Attractive Be Conversational Be Attentive Be In Touch Be Mobile Be Strategic Be Exciting Be Brilliant
  81. TODAY’S TAKEAWAYS: 1. Ten tips for social, mobile and emerging technology. 2. Each other - stay and socialize. Partnerships between partners can work wonders. 3. Get on Visit Bucks County’s social radar--there are benefits to working together. 4. Be Brilliant with Oxford--come chat us up about ideas and how we can help you. 5. Join the Social Media Breakfast Greater Philly community and look out for our next event.
  82. BEN GROSSMAN communications strategist 602 741 0314 @bengrossman www.ben-grossman.com www.slideshare.net/bengrossman bgrossman@oxfordcommunications.com www.oxfordcommunications.com #SMBPhilly socialmediabreakfast.com/philly tweet questions to @VisitBucksPA
  83. MAY 10, 2011
  84. putting social, mobile and emerging media to work

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