Social Media Explained for Tourism


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An introduction to social media run for the Mudgee Tourism Region's local busineses. In it is defined what social media is, how to get started and how Facebook, Twitter, LinkedIn, YouTube, Blogging, Flickr and Foursquare could be used.

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Social Media Explained for Tourism

  1. 1. Social Media Explained
  2. 2. Who is Lara Solomon? <ul><li>Owner of the Mocks brand </li></ul><ul><ul><li> </li></ul></ul><ul><li>Author of Brand New Day – The Highs & Lows of Starting a Small Business </li></ul><ul><ul><li> </li></ul></ul><ul><li>Chief Rabbit at Social Rabbit </li></ul><ul><ul><li> </li></ul></ul><ul><li>Big Foot at Steps Online Facebook Training </li></ul><ul><li> </li></ul><ul><li>Winner of Telstra NSW Micro Business Award 2008 </li></ul><ul><li>Finalist in Telstra Young Businesswoman Award in 2005 and 2008 </li></ul><ul><li>Blogger for </li></ul>These are Mocks – sock covers for mobile phones
  3. 3. <ul><li>Introductions by you </li></ul><ul><li>What social media is </li></ul><ul><li>Facebook </li></ul><ul><li>Twitter </li></ul><ul><li>YouTube </li></ul><ul><li>LinkedIn </li></ul><ul><li>Blogging </li></ul><ul><li>Flickr </li></ul><ul><li>FourSquare </li></ul><ul><li>How to decide what to use </li></ul>
  4. 4. Let’s Watch a Video
  5. 5. Social media is media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques. Social media uses Internet and web-based technologies to transform broadcast media monologues (one to many) into social media dialogues (many to many). It supports the democratization of knowledge and information, transforming people from content consumers into content producers…… Businesses also refer to social media as user-generated content (UGC) or consumer-generated media (CGM). Social media utilization is believed to be a driving factor in the idea that the current period in time will be defined as the Attention Age . Source: What is Social Media? OR…. a way to have a conversation with your audience
  6. 6. What is Social Media?
  7. 7. How many Social Networking Sites are out there? Take a guess…………..
  8. 8. Top 20 Social Networking Sites in the world…. Source: Jan 2010 Rank Name   Description/Focus   Registered users    Registration   1 Facebook General. 500 million Open to people 13 and older 2 Qzone General. In Simplified Chinese; caters for mainland China users 300 million Open to the General Public 3 Twitter General. Micro-blogging, RSS, updates 145 million Open 4 MySpace General, but with a music focus. 130 million Open to ages 13 and up. 5 Windows Live Spaces Blogging (formerly MSN Spaces) 120 million Open 6 Habbo General for teens. Over 31 communities worldwide. Chat Room and user profiles . 117 million Open to people 13 and older 7 Orkut General. Owned by Google Inc. Popular in Brazil and decreasingly, in India 100 million Open to people 18 and older, 8 Friendster General. Popular in Southeast Asia . No longer popular in the western world . 90 million Open to people 16 and older. No children allowed. 9 hi5 General. Popular in India , Portugal , Mongolia , Thailand , Romania , Jamaica , Central Africa and Latin America . Not popular in the USA . 80 million Open to people 13 and older. No children allowed. 10 LinkedIn General but mainly business 75 million Open to people 18 and older. 11 Tagged General. Subject to quite some controversy about its e-mail marketing and privacy policy . 70 million Open 12 Flixster Movies 63 million Open to people 13 and older 13 Vkontakte Russian social network. 59 million Open 14 Netlog General. Popular in Europe, Turkey, the Arab World and Canada's Québec province. Formerly known as Facebox and Redbox 59 million Open to people 13 and older 15 MyLife Locating friends and family, keeping in touch (formerly ) 51 million Open 16 School, college, work and the military 50 million Open to people 18 and older 17 Odnoklassniki General. Popular in Russia and former Soviet republics 45 million Open 18 Bebo General. 40 million Open to people 13 and older 19 Badoo General, Popular in Europe 37 million Open to people 18 and older 20 Flickr Photo sharing, commenting, photography related networking, worldwide 32 million Open to people 13 and older.
  9. 9. Source date: 16/2/10 Age of users on social networking sites
  10. 10. Source date: 16/2/10 Demographics of users on social networking sites
  11. 11. Is social networking worth it video
  12. 12. People use the internet to make purchase decisions and recommendations to others Are you convinced yet?
  13. 13. Before You Start Work out What You Want <ul><li>Work out… </li></ul><ul><li>- Why you want to use social media? </li></ul><ul><li>Do your audience use it? </li></ul><ul><li>What do you want to achieve from using it? </li></ul>
  14. 14. Do You Google Yourself & Your Business? 80% of people google a business before working with them
  15. 16. 0 Realtime results 3 Blog results 333 total results
  16. 17. Social Media To Use
  17. 18. ®
  18. 19. The Different Facebook Accounts
  19. 20. Types of Facebook Accounts - Profile
  20. 21. Types of Facebook Accounts - Group
  21. 22. Types of Facebook Accounts - Page
  22. 23. Pages express individuality
  23. 24. Why have a page? <ul><li>To promote your product /service/business </li></ul><ul><li>To increase brand awareness </li></ul><ul><li>To reach people globally </li></ul><ul><li>To increase the number of people you reach </li></ul><ul><li>To increase sales </li></ul><ul><li>To tell customers about new products/services </li></ul><ul><li>To get feedback on products/services </li></ul><ul><li>To create a community for your business/brand </li></ul><ul><li>To engage your customers </li></ul><ul><li>To increase purchase intent </li></ul><ul><li>To build a relationship with your audience </li></ul><ul><li>To make your customers feel loved! </li></ul>
  24. 25. Page appears in online search
  25. 26. Page updates appear in news feeds of fans
  26. 27. Position yourself as an expert
  27. 28. Promote Events
  28. 29. Grow A Community Consumers answering each others questions
  29. 30. Engage with Your Audience Mocks video comp
  30. 31. Consumers saying that they haven’t received their Mocks Listen to Your Audience Love negative comments!
  31. 32. Repurpose Content
  32. 33. Research
  33. 34. Facebook Ad’s Fans grew from 4,333 to 336,000 due to this ad
  34. 35. Stats on Page Likers
  35. 36. React in real time Started on Feb 3, Fans on Feb 10 th = 2322
  36. 37. Facebook Places
  37. 38. Facebook Places & Page Combined
  38. 39. ®
  39. 40. Twitter is Growing
  40. 41. Twitter Usage March 2010 statistics
  41. 42. Twitter Usage
  42. 43. Twitter Usage March 2010 statistics
  43. 44. Twitter Usage March 2010 statistics
  44. 45. Twitter is Growing <ul><ul><li>Average age on Twitter is 39 Years Old </li></ul></ul><ul><ul><li>2.5 Million Australians are on Twitter </li></ul></ul>
  45. 46. Customise your page
  46. 47. Customise your page
  47. 48. Your profile appears in online searches
  48. 49. Search for Mudgee
  49. 50. Search for #mudgee
  50. 51. Drive people to your website Hashtags Direct to your website Promote blogs
  51. 52. Communicate Offers
  52. 53. Respond to customers
  53. 54. Starting on Twitter <ul><li>Jump in! </li></ul><ul><li>Choose to use it for personal or business - choose your name accordingly </li></ul><ul><li>Personalise your profile with a photo </li></ul><ul><li>Follow people </li></ul><ul><li>Follow the top Twitter users for ideas </li></ul><ul><li>Search and see who is talking about your keywords </li></ul><ul><li>Engage/talk to people </li></ul><ul><li>Follow people who follow you (when you start) </li></ul><ul><li>Communicate with customers </li></ul><ul><li>Use favourites to save your favourite messages </li></ul><ul><li>Publish helpful content </li></ul><ul><li>Use Twitter for events – hashtags for others to follow </li></ul>
  54. 55. Starting on Twitter <ul><li>Create quality content that will generate interest when someone reads it </li></ul><ul><li>Have a link to allow people to find out more if they like your tweet </li></ul><ul><li>Tweet regularly.  Twitter is all about “recentcy” and your efforts to keep your content fresh are handsomely rewarded by Google and others </li></ul><ul><li>Get going!  You really could be generating leads using Twitter </li></ul><ul><li>Remember to use keywords important to your business in your tweets </li></ul>
  55. 56. Twitter Don’ts <ul><li>Be Overly Self-Promotional </li></ul><ul><li>Only Include Links to Your Own Blog </li></ul><ul><li>Follow Anyone and Everyone </li></ul><ul><li>Don’t Establish a Personality </li></ul><ul><li>Don’t Interact With Other Twitter Users </li></ul><ul><li>Don’t Share Your Twitter Profile on Your Website </li></ul><ul><li>Don’t Monitor Your Own Brand Chatter </li></ul><ul><li>Don’t Customize Your Twitter Profile </li></ul><ul><li>Only Tweet Once Per Week </li></ul>
  56. 57. Measuring Twitter <ul><li>The number of followers you have is a measure of your raw distribution power! </li></ul><ul><li>Use Twitter Grader ( </li></ul><ul><li>Look at how many @replies you get on tweets </li></ul><ul><li>Number of new leads and visitors </li></ul>
  57. 58. App’s for Twitter TweetDeck Can also be used to update your Facebook page & LinkedIn Plus you can now schedule message on it
  58. 60. Search for Mudgee Tourism
  59. 61. Create Your Own YouTube Channel
  60. 62. Why YouTube?
  61. 63. Why YouTube?
  62. 65. What is LinkedIn? <ul><li>Professional social network with 90 million members </li></ul><ul><li>1.2m in Australia </li></ul><ul><li>Average age of 37 years old </li></ul><ul><li>Average income of $108,000 </li></ul><ul><li>An online network to build your reputation </li></ul><ul><li>A place to find a job </li></ul><ul><li>A place to find staff </li></ul><ul><li>A place to do research </li></ul><ul><li>A place to find answers </li></ul><ul><li>A place to promote events </li></ul>
  63. 66. Profile
  64. 67. Company Profile
  65. 68. Search Engine Results
  66. 69. Link to your blog
  67. 70. Communicate
  68. 71. Promote yourself as an expert
  69. 72. Research Resource
  70. 74. Recruitment
  71. 75. Get recommendations
  72. 76. Networking Groups
  73. 77. Networking
  74. 78. Promote Events
  75. 79. Integrates with Outlook/webmail & Twitter
  76. 80. Blogging
  77. 81. What is a Blog? A  blog  (a  blend  of the term  web log )  is a type of  website  or part of a  website . Blogs are usually maintained by an individual with regular entries of commentary, descriptions of events, or other material such as graphics or video. Entries are commonly displayed in reverse-chronological order.  Blog  can also be used as a verb, meaning to maintain or add content to a blog . Most blogs are interactive, allowing visitors to leave comments and even message each other via widgets on the blogs and it is this interactivity that distinguishes them from other static websites. Many blogs provide commentary or news on a particular subject; others function as more personal  online diaries . A typical blog combines text, images, and links to other blogs,  Web pages , and other media related to its topic. The ability of readers to leave comments in an interactive format is an important part of many blogs. Most blogs are primarily textual, although some focus on art ( Art blog ), photographs ( photoblog ), videos ( video blogging ), music ( MP3 blog ), and audio ( podcasting ).  Microblogging  is another type of blogging, featuring very short posts. Source:
  78. 82. Is Anyone Using Blogs?
  79. 83. Source: State of the Bloggersphere 2010 What do People Say About Blogs?
  80. 84. Source: State of the Bloggersphere 2010 Which sources do you trust for brand, product, or service information?
  81. 85. Source: State of the Bloggersphere 2010 What is your likelihood to recommend a brand, product, or service from these information sources?
  82. 86. Or Photobucket, or Picasso etc….
  83. 87. Photo Blog
  84. 88. Photo Sharing
  85. 90. How FourSquare Works… <ul><li>You create a deal </li></ul><ul><li>When people check into your place they can claim the deal </li></ul><ul><li>Why Use it? </li></ul><ul><li>People have to go to your venue to claim it </li></ul><ul><li>People can recommend your venue to others’ </li></ul><ul><li>FourSquare can be linked up to Facebook for users </li></ul>
  86. 91. How to Determine the Best Solution for You <ul><li>Which one do you enjoy using? </li></ul><ul><li>How much time do you have? </li></ul><ul><li>Who will implement it? </li></ul><ul><li>Can you be consistent? </li></ul><ul><li>Does it fit into your marketing strategy? </li></ul><ul><li>What content do you already have? </li></ul>
  88. 93. Integrating Social Media <ul><li>Add your social media icons to: </li></ul><ul><ul><li>Your email signature & your team’s </li></ul></ul><ul><ul><li>Your website – on every page, not just on one </li></ul></ul>2. Promote other social media links on your social media, eg Twitter on Facebook 3. Promote your social networks in your current marketing 4. Integrate your on and off line marketing 5. Make it easy for people to contact you online 6. Use your online marketing materials offline and vice versa 7. Look at what you have already created, eg newsletters, posters, flyers etc. and reuse them 8. Make it part of your marketing plan 9. Make someone responsible for it 10. Use it to build relationships, not just SELL
  89. 94. Questions