Oh! The Places You’ll Go!

SOCIAL MEDIA MARKETING IN
THE TOURISM INDUSTRY

Tracy Tuten, Ph.D.
East Carolina University
Breaking Down Social Media

 Media:
  the means of communication, as
   radio and television, newspapers,
   and magazin...
Breaking Down Social Media
 Social:
   involving allies or confederates
   marked by or passed in pleasant
    companio...
Social Media
 Social media are the means of
 communication based on interdependent
 relationships and cooperation among
 ...
Social Media Marketing

   the strategic use of social media
             to leverage the
  cultural context and connectiv...
Why Market with Social?

   It’s trendy
   It‘s free
   It’s fast
   It’s Facebook
WRONG!!
The Truth about Social

 Social is here to stay

   113 million blogs...& over 250 million
   pieces of tagged social me...
The Cost of Social

          “Social media
             trades
  media cost for time cost”
       Charlene Li, Forrester ...
Strong Ties Take Time

    Social media marketing is
   RELATIONSHIP MARKETING
          in social spaces
Social is Beyond Facebook
And Besides
          Social media marketing
   is about interacting, participating,
             engaging, conversing
   ...
A Social Foundation

 Participating
 Listening
 Talking
 Sharing
Participating
Listening, Talking
Sharing
Are Travel Consumers Social?
 YES!

   40% use social media content in
     making travel-related decisions
    Of thos...
How
Social?
The SMM Process

 Step 1: Review current marketing strategy
    and potential for social media integration
   Step 2: As...
Objectives

 Build brand awareness
 Drive traffic to websites
 Improve search engine rankings
 Promote a brand message...
Tools in Social Strategy

 Social network sites     Virtual worlds
 Niche network/           Games
  Content sharing s...
Social Media are CHANNELS

You still need a
      Value Proposition
Making a Plan


   Which tools do use
   What to share (content!)
   When to share (social calendar)
   How to engage ...
Key Social Tools for DMOs/CVBs

 Facebook fan page        Blogs
 Twitter and HootSuite    RSS
 YouTube               ...
Queensland Tourism
 Video entries (34,000), 500000 votes
 200000 hits to website in first day, over 7
  million total
 ...
Facebook Fan Page
TripAdvisor

 Multi-media UGC
 Reach
 Sponsored Pages
Niche Networks
Pennsylvania Tourism and
FourSquare
VisitMobile
To Dos
 Ask for what you want
 Create ways for people to participate
   Comments & Testimonials (Videogenie)
   Videos...
Revisiting our Objectives
• Content delivery > build awareness of offer;
  reputation and credibility; showcase destinatio...
Weak Links in the Social Web
 Setting inappropriate objectives
 Reinventing rather than building,
    Leading rather tha...
QUESTIONS
Contact Me

 Dr. Tracy Tuten
  tutent@ecu.edu
  Brandacity.blogspot.com
  www.twitter.com/brandacity
  www.linkedin.com/i...
Social Media - Presentation for the NC Tourism Leadership Conference 2010
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Social Media - Presentation for the NC Tourism Leadership Conference 2010

  1. 1. Oh! The Places You’ll Go! SOCIAL MEDIA MARKETING IN THE TOURISM INDUSTRY Tracy Tuten, Ph.D. East Carolina University
  2. 2. Breaking Down Social Media  Media:  the means of communication, as radio and television, newspapers, and magazines, that reach or influence people widely
  3. 3. Breaking Down Social Media  Social:  involving allies or confederates  marked by or passed in pleasant companionship with one's friends or associates  of or relating to human society, the interaction of the individual and the group, or the welfare of human beings as members of society  tending to form cooperative and interdependent relationships with others of one's kind
  4. 4. Social Media  Social media are the means of communication based on interdependent relationships and cooperation among friends and associates  Enhanced by the anytime, anywhere benefits of the Web and mobile technologies  Built around online communities
  5. 5. Social Media Marketing the strategic use of social media to leverage the cultural context and connective web of social communities to meet branding and communication objectives
  6. 6. Why Market with Social?  It’s trendy  It‘s free  It’s fast  It’s Facebook
  7. 7. WRONG!!
  8. 8. The Truth about Social  Social is here to stay  113 million blogs...& over 250 million pieces of tagged social media  Over 400 million Facebook members
  9. 9. The Cost of Social “Social media trades media cost for time cost” Charlene Li, Forrester Research
  10. 10. Strong Ties Take Time Social media marketing is RELATIONSHIP MARKETING in social spaces
  11. 11. Social is Beyond Facebook
  12. 12. And Besides Social media marketing is about interacting, participating, engaging, conversing in ways that meet marketing objectives – it’s not about the site or the platform; it’s the strategy that counts
  13. 13. A Social Foundation  Participating  Listening  Talking  Sharing
  14. 14. Participating
  15. 15. Listening, Talking
  16. 16. Sharing
  17. 17. Are Travel Consumers Social?  YES! 40% use social media content in making travel-related decisions  Of those  58% rely on RATINGS/REVIEWS  18% use photo content  18% discuss in social networks  12% use traveler blogs  5% use video
  18. 18. How Social?
  19. 19. The SMM Process  Step 1: Review current marketing strategy and potential for social media integration  Step 2: Assess the environment  Step 3: Set campaign objectives  Step 4: Develop social media strategy and tactics  Step 5: Execute strategy and tactics  Step 6: Evaluate and Refine
  20. 20. Objectives  Build brand awareness  Drive traffic to websites  Improve search engine rankings  Promote a brand message  Build reputation and image  Develop/maintain a network of prospective clients and colleagues  Distribute news/PR efforts  Communicate
  21. 21. Tools in Social Strategy  Social network sites  Virtual worlds  Niche network/  Games Content sharing sites  Bookmarking & News  Micro-sharing sites  Blogging  Social merchandising  Mobile Apps and  Social software Widgets (especially for inspiring  RSS feeds co-creation)
  22. 22. Social Media are CHANNELS You still need a Value Proposition
  23. 23. Making a Plan  Which tools do use  What to share (content!)  When to share (social calendar)  How to engage (participation!)  How to leverage fans (credibility, wom)
  24. 24. Key Social Tools for DMOs/CVBs  Facebook fan page  Blogs  Twitter and HootSuite  RSS  YouTube  Mobile Apps  Travel networks  VisitMobile  Trip Advisor  FourSquare  Custom  WAYN  EveryTrail
  25. 25. Queensland Tourism  Video entries (34,000), 500000 votes  200000 hits to website in first day, over 7 million total  1500 blog posts  8% decline in international tourist traffic
  26. 26. Facebook Fan Page
  27. 27. TripAdvisor  Multi-media UGC  Reach  Sponsored Pages
  28. 28. Niche Networks
  29. 29. Pennsylvania Tourism and FourSquare
  30. 30. VisitMobile
  31. 31. To Dos  Ask for what you want  Create ways for people to participate  Comments & Testimonials (Videogenie)  Videos, Photos  Travel guides & Suggested itineraries  Contests and games  Make things to give away  Be in the right places (TripAdvisor) with the right content; Feed content to other sites  Keep it fresh, updated; be responsive
  32. 32. Revisiting our Objectives • Content delivery > build awareness of offer; reputation and credibility; showcase destination • Touchpoints > remind prospects; reinforce message • Referral systems > reach opinion leaders; encourage referrals and recommendations • Social buying centers > match the social communication structures of the buying center
  33. 33. Weak Links in the Social Web  Setting inappropriate objectives  Reinventing rather than building, Leading rather than sharing  Failing to deliver value  Failing to provide resources  Lacking a core (hyper-tactical)  Keeping the faith over measuring outcomes
  34. 34. QUESTIONS
  35. 35. Contact Me  Dr. Tracy Tuten tutent@ecu.edu Brandacity.blogspot.com www.twitter.com/brandacity www.linkedin.com/in/tracytuten Skype: tracy.tuten Facebook: tracy.tuten  Read more on social media marketing

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