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Va Airport Operators Council


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A Standing Partnership presentation to the Virginia Airport Operators Council on how to use social media to build airport business and loyalty.

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Va Airport Operators Council

  1. 1. Six Ways to Use Your Online Presence to Build Airport Business and Loyalty Created by Standing Partnership for Virginia Airport Operators Council
  2. 2. Six Ways to Use Your Online Presence <ul><li>Create, Optimize and Maintain your Home Base Website with Integrated Social Media </li></ul><ul><li>Listen </li></ul><ul><li>Publish </li></ul><ul><li>Connect </li></ul><ul><li>Engage </li></ul><ul><li>Evaluate </li></ul>6
  3. 3. ONE: Develop Infrastructure <ul><li>Web site </li></ul><ul><li>Blog </li></ul><ul><li>Both? </li></ul>
  4. 4. Web Site Best Practices <ul><li>Offer RSS feed for a blog or news updates </li></ul><ul><li>Create page title links or </li></ul><ul><ul><li> </li></ul></ul><ul><li>Create external links from social networks, community partners, advertising vendors </li></ul><ul><li>Develop social media presence and link to home base </li></ul><ul><li>Post new content frequently </li></ul><ul><li>Tag photos and content with appropriate search keywords </li></ul>
  5. 5. Why Integrate Social Media? <ul><li>Brands that are the most engaged in social media saw their revenue grow during 2008 by 18 percent while the least engaged brands saw losses of negative 6 percent. </li></ul><ul><li> </li></ul>
  6. 6. Why Integrate Social Media? <ul><li>Critical to SEO (search engine optimization – the art of making Web pages attractive to search engines). </li></ul><ul><li>Serves as a tool for internal collaboration and knowledge sharing. </li></ul><ul><li>Allows direct conversation and relationship building with your community. </li></ul><ul><li>Serves as a platform for thought leadership. </li></ul><ul><li>Provides instant feedback. </li></ul><ul><li>Builds relationships. </li></ul>
  7. 8. Social Media Continuum of Tools Publish Connect Listen Engage
  8. 9. Focus Efforts on a Few The “Big Three”
  9. 10. Define Parameters <ul><li>Who will manage the community? </li></ul><ul><li>Who will contribute? </li></ul><ul><li>What are the rules of engagement? </li></ul>
  10. 11. Define S.M.A.R.T. Goals <ul><li>Specific </li></ul><ul><li>Measurable </li></ul><ul><li>Actionable </li></ul><ul><li>Realistically high </li></ul><ul><li>Time-bound </li></ul>
  11. 12. Create and Maintain Infrastructure
  12. 13. TWO: Listen <ul><li>What are your customers saying about you? </li></ul><ul><li>How do you KNOW? </li></ul><ul><li>How can you answer customers’ questions before you’re even asked? </li></ul>
  13. 14. TWO: Listen <ul><li>The quickest way to monitor content on the Web is to use a feed reader. </li></ul>
  14. 15. TWO: Listen -- Tools
  15. 16. THREE: Publish <ul><li>“ Neither a press release nor a full-page ad in The New York Times will boost your search engine ratings as much as a regularly updated blog. The shortest, cheapest, fastest and easiest route to a prominent Google ranking is to blog often.” </li></ul><ul><ul><li>— Robert Scoble and Shel Israel </li></ul></ul><ul><ul><li>“ Naked Conversations” </li></ul></ul>
  16. 17. FOUR: Connect <ul><li>Find people like you </li></ul><ul><li>Read lots of content </li></ul><ul><li>Learn who makes up your network </li></ul>
  17. 18. FOUR: Connect -- LinkedIn
  18. 19. FOUR: Connect -- Facebook
  19. 20. FOUR: Connect -- Twitter
  20. 21. FIVE: Engage <ul><li>Reward fans </li></ul><ul><li>Be helpful </li></ul><ul><li>Connect your network </li></ul><ul><li>Endorse others </li></ul><ul><li>Produce frequent, quality content </li></ul><ul><li>Create meaningful, long-lasting relationships </li></ul>
  21. 22. Reward Fans!
  22. 24. SIX: Evaluate and Celebrate Success <ul><li>Define Goals </li></ul><ul><li>Measure Progress </li></ul><ul><li>Celebrate Success </li></ul>
  23. 25. Six Ways to Use Your Online Presence <ul><li>Create, Optimize and Maintain your Home Base Website with Integrated Social Media </li></ul><ul><li>Listen </li></ul><ul><li>Publish </li></ul><ul><li>Connect </li></ul><ul><li>Engage </li></ul><ul><li>Evaluate </li></ul>6
  24. 26. Thank You Questions? http://