PHILIP CALVERTPHILIP CALVERT
Developing a MoreDeveloping a More
Compelling Social MediaCompelling Social Media
Presence fo...
@PhilipCalvert
Philip Calvert – Social Media
Sales Speaker
Philip Calvert
Key change drivers in Tourism
• Visuals
• Search with Social Media
• The People Factor
– Peer reviews
– Friends’ influence...
Key change drivers in Tourism
• Visuals
• Search with Social Media
• The People Factor
– Peer reviews
– Friends’ influence...
AGENDA
People
Visuals
Apps and Tech
Companies
People
…buy People.
How People influence
Travel decisions
• Trust
• Peer reviews
• Friends’ experiences
• Networking
• Community
• People buy ...
• We search with Google out of ease and habit
• Search results include posts from friends and
contacts – who we trust
• We...
• We search with Google out of ease and habit
• Search results include posts from friends and
contacts – who we trust
• We...
40% of those over 35 prefer to
use Social Media to search
“Bouzouki”
People are often much betterPeople are often much better
than Google!than Google!
Photo credit: telegraph.co.uk
Photo credit: telegraph.co.uk
Photo credit: telegraph.co.uk
People: Community
• A powerful business asset
• Build Community around
your Brand
• Deep engagement with
target audience
•...
Groups – Pro tipsGroups – Pro tips
• Don’t just post a link to your site/Blog
• Do ‘engage’ on existing posts
– Like, Comm...
People: Reputation
Reputation is everything.
Nothing else matters.
Forget “Social Media”.
Remember: Image, Identity and
Reputation Management.
Forget “Social Media”.
Remember: Connecting People.
LinkedIn Profile
• Decide your keywords – Very important
• Add them to these key profile sections:
– Headline
– Current wo...
10 most overused buzzwords
on LinkedIn profiles
• Creative
• Organisational
• Effective
• Extensive experience
• Track rec...
Find more of the people you want to follow
How to find more people who are like
your best connections
• Go to the profile of one of
your most valuable
connections. C...
Find new opportunities by gaining deeper insight
into your connections’ networks
• Go to the profile of one of
your most v...
People: Networking
1. People don’t find your profile by accident
2. You are what they see
3. Thank people for visiting
4. ...
People buy People
People buy People
Visuals
Infographics
Photos
Video
Infographic tools
• Visual.ly
• Infogr.am
• iCharts
• Piktochart
• Visually showcase your
professional story
– Images, presentations and
videos
• Add to Summary,
Experience or Education
s...
Add rich media to your status updates
Add media to your Background Summary
Add media to your Background Summary
Result…
Add media to your Background Summary
Result…
• Links: Twice the
engagement
• Pictures: 98% higher
comment rate
• YouTube video links:
75% higher share rate
Apps and
Ultra-Tech
Select a continent and travel dates.
Shake your phone and there’s
your destination. Plus prices and booking.
An experiment on
‘how happiness spreads’
• 3 weeks at Schiphol, Amsterdam
• 28 passengers surprised with gifts after 28
‘c...
John Ellis and
Laura Preston
Use technology to help people to
connect with each other
Companies
In the business world online, the line
between personal and company
branding is getting thinner every day.
An ASSET of your business
On average,
companies that
post just twenty
times per month,
will reach at least
60% of their
unique audience
Leverage your existing content
Companies
• Build followers by
– Adding value
– Engaging
– Informing
• They may never become customers, but are
still advo...
Companies – Pro tips
• Promote it as an asset of
your business
• Keep it short
• Occasionally ask questions
• Include a li...
582 impressions
8 clicks
1.37% engagement
580 impressions
38 clicks
6.55% engagement
Show you care
• Brands are using social issues as a differentiator
• Including your social and environmental credentials
a...
Brand new tourism influencers
• Average age reducing to 13 on LinkedIn
• They share everything
• They want to travel
• Tec...
Key change drivers in Tourism
• Visuals
• Search with Social Media
• The People Factor
– Peer reviews
– Friends’ influence...
Coming soon: Full day Social
Media workshops in India for
Travel and Tourism professionals
www.philipcalvert.com/India.html
www.philipcalvert.
com/India.html
www.facebook.com/SocialMediaSpeaker
linkedin.com/in/SocialMediaSpeaker
Developing a More Compelling Social Media Presence for Tourism Professionals in India
Developing a More Compelling Social Media Presence for Tourism Professionals in India
Developing a More Compelling Social Media Presence for Tourism Professionals in India
Developing a More Compelling Social Media Presence for Tourism Professionals in India
Developing a More Compelling Social Media Presence for Tourism Professionals in India
Developing a More Compelling Social Media Presence for Tourism Professionals in India
Developing a More Compelling Social Media Presence for Tourism Professionals in India
Developing a More Compelling Social Media Presence for Tourism Professionals in India
Developing a More Compelling Social Media Presence for Tourism Professionals in India
Developing a More Compelling Social Media Presence for Tourism Professionals in India
Developing a More Compelling Social Media Presence for Tourism Professionals in India
Developing a More Compelling Social Media Presence for Tourism Professionals in India
Developing a More Compelling Social Media Presence for Tourism Professionals in India
Developing a More Compelling Social Media Presence for Tourism Professionals in India
Developing a More Compelling Social Media Presence for Tourism Professionals in India
Developing a More Compelling Social Media Presence for Tourism Professionals in India
Developing a More Compelling Social Media Presence for Tourism Professionals in India
Developing a More Compelling Social Media Presence for Tourism Professionals in India
Developing a More Compelling Social Media Presence for Tourism Professionals in India
Developing a More Compelling Social Media Presence for Tourism Professionals in India
Developing a More Compelling Social Media Presence for Tourism Professionals in India
Developing a More Compelling Social Media Presence for Tourism Professionals in India
Developing a More Compelling Social Media Presence for Tourism Professionals in India
Developing a More Compelling Social Media Presence for Tourism Professionals in India
Developing a More Compelling Social Media Presence for Tourism Professionals in India
Developing a More Compelling Social Media Presence for Tourism Professionals in India
Developing a More Compelling Social Media Presence for Tourism Professionals in India
Developing a More Compelling Social Media Presence for Tourism Professionals in India
Developing a More Compelling Social Media Presence for Tourism Professionals in India
Developing a More Compelling Social Media Presence for Tourism Professionals in India
Developing a More Compelling Social Media Presence for Tourism Professionals in India
Developing a More Compelling Social Media Presence for Tourism Professionals in India
Developing a More Compelling Social Media Presence for Tourism Professionals in India
Developing a More Compelling Social Media Presence for Tourism Professionals in India
Developing a More Compelling Social Media Presence for Tourism Professionals in India
Developing a More Compelling Social Media Presence for Tourism Professionals in India
Developing a More Compelling Social Media Presence for Tourism Professionals in India
Developing a More Compelling Social Media Presence for Tourism Professionals in India
Developing a More Compelling Social Media Presence for Tourism Professionals in India
Developing a More Compelling Social Media Presence for Tourism Professionals in India
Developing a More Compelling Social Media Presence for Tourism Professionals in India
Developing a More Compelling Social Media Presence for Tourism Professionals in India
Developing a More Compelling Social Media Presence for Tourism Professionals in India
Developing a More Compelling Social Media Presence for Tourism Professionals in India
Developing a More Compelling Social Media Presence for Tourism Professionals in India
Developing a More Compelling Social Media Presence for Tourism Professionals in India
Developing a More Compelling Social Media Presence for Tourism Professionals in India
Developing a More Compelling Social Media Presence for Tourism Professionals in India
Developing a More Compelling Social Media Presence for Tourism Professionals in India
Developing a More Compelling Social Media Presence for Tourism Professionals in India
Developing a More Compelling Social Media Presence for Tourism Professionals in India
Developing a More Compelling Social Media Presence for Tourism Professionals in India
Developing a More Compelling Social Media Presence for Tourism Professionals in India
Developing a More Compelling Social Media Presence for Tourism Professionals in India
Developing a More Compelling Social Media Presence for Tourism Professionals in India
Developing a More Compelling Social Media Presence for Tourism Professionals in India
Developing a More Compelling Social Media Presence for Tourism Professionals in India
Developing a More Compelling Social Media Presence for Tourism Professionals in India
Developing a More Compelling Social Media Presence for Tourism Professionals in India
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Developing a More Compelling Social Media Presence for Tourism Professionals in India

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Slide deck for Philip Calvert's presentation at the Indian Association of Tour Operators (IATO) convention in Kochi, Kerala.

Philip Calvert is a LinkedIn / Social Media strategist and professional speaker specialising in how to apply online networking in the changing world of Sales. www.philipcalvert.com

Published in: Travel, Technology, Business
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Developing a More Compelling Social Media Presence for Tourism Professionals in India

  1. 1. PHILIP CALVERTPHILIP CALVERT Developing a MoreDeveloping a More Compelling Social MediaCompelling Social Media Presence for TourismPresence for Tourism Professionals in IndiaProfessionals in India
  2. 2. @PhilipCalvert Philip Calvert – Social Media Sales Speaker Philip Calvert
  3. 3. Key change drivers in Tourism • Visuals • Search with Social Media • The People Factor – Peer reviews – Friends’ influence – Networking online – Community • Apps and Ultra-Tech • People who ‘DIY’
  4. 4. Key change drivers in Tourism • Visuals • Search with Social Media • The People Factor – Peer reviews – Friends’ influence – Networking online – Community • Apps and Ultra-Tech • People who ‘DIY’ Powerful influencer
  5. 5. AGENDA People Visuals Apps and Tech Companies
  6. 6. People …buy People.
  7. 7. How People influence Travel decisions • Trust • Peer reviews • Friends’ experiences • Networking • Community • People buy People • Search through people
  8. 8. • We search with Google out of ease and habit • Search results include posts from friends and contacts – who we trust • We’re increasingly using ‘People Search Engines’ • People give us advice before we ask for it • Search is changing to ‘real-time discovery’ Search is changing
  9. 9. • We search with Google out of ease and habit • Search results include posts from friends and contacts – who we trust • We’re increasingly using ‘People Search Engines’ • People give us advice before we ask for it • Search is changing to ‘real-time discovery’ Search is changing We’ve always consulted people for opinions – technology now helps us to do it online
  10. 10. 40% of those over 35 prefer to use Social Media to search
  11. 11. “Bouzouki”
  12. 12. People are often much betterPeople are often much better than Google!than Google!
  13. 13. Photo credit: telegraph.co.uk
  14. 14. Photo credit: telegraph.co.uk
  15. 15. Photo credit: telegraph.co.uk
  16. 16. People: Community • A powerful business asset • Build Community around your Brand • Deep engagement with target audience • Rapid way to build trust • Generates positive awareness and credibility • Join groups where your target market is • High visibility on home page • When someone joins, everyone knows about it • Engage all your team in your group • Weekly newsletter LinkedIn (and Google+) GroupsLinkedIn (and Google+) Groups
  17. 17. Groups – Pro tipsGroups – Pro tips • Don’t just post a link to your site/Blog • Do ‘engage’ on existing posts – Like, Comment, Share • “Feed the fish and they’ll keep coming back” – Polls – Questions – Give people the chance to self-promote – Host Webinars
  18. 18. People: Reputation Reputation is everything. Nothing else matters.
  19. 19. Forget “Social Media”. Remember: Image, Identity and Reputation Management.
  20. 20. Forget “Social Media”. Remember: Connecting People.
  21. 21. LinkedIn Profile • Decide your keywords – Very important • Add them to these key profile sections: – Headline – Current work – Past work – Website – Public profile URL – Summary – Specialities – Contact settings • Interests • Skills • Honours and Awards • Groups and Associations • Add extra sections
  22. 22. 10 most overused buzzwords on LinkedIn profiles • Creative • Organisational • Effective • Extensive experience • Track record • Dynamic • Motivated • Innovative • Problem solving • Exceptional communication skills
  23. 23. Find more of the people you want to follow
  24. 24. How to find more people who are like your best connections • Go to the profile of one of your most valuable connections. Choose someone you like and trust and who is a strategic connection • Click to view their connections. These are mostly people who they also like and trust • Search their connections by keyword and you’ll find people you should connect with Enter keyword here
  25. 25. Find new opportunities by gaining deeper insight into your connections’ networks • Go to the profile of one of your most valuable connections or clients. View the graphical representation of their network • Sort by Skills, Company, Location and Industry • Hover over the circles to gain deeper insight into their network and target markets
  26. 26. People: Networking 1. People don’t find your profile by accident 2. You are what they see 3. Thank people for visiting 4. Don’t be lazy when connecting 5. Try to help – try not to sell 6. Always be sharing 7. Give testimonials and endorsements 8. Have a strategy for connecting Rule of Eight
  27. 27. People buy People
  28. 28. People buy People
  29. 29. Visuals Infographics Photos Video
  30. 30. Infographic tools • Visual.ly • Infogr.am • iCharts • Piktochart
  31. 31. • Visually showcase your professional story – Images, presentations and videos • Add to Summary, Experience or Education sections • Upload from hard drive or other popular sites • Like and Comment on other people’s work
  32. 32. Add rich media to your status updates
  33. 33. Add media to your Background Summary
  34. 34. Add media to your Background Summary Result…
  35. 35. Add media to your Background Summary Result…
  36. 36. • Links: Twice the engagement • Pictures: 98% higher comment rate • YouTube video links: 75% higher share rate
  37. 37. Apps and Ultra-Tech
  38. 38. Select a continent and travel dates. Shake your phone and there’s your destination. Plus prices and booking.
  39. 39. An experiment on ‘how happiness spreads’ • 3 weeks at Schiphol, Amsterdam • 28 passengers surprised with gifts after 28 ‘check ins’ on Foursquare or Twitter • 1,000,000 mentions on Twitter • ‘Making of’ video featured on 100s of Blogs • 5,000 new friends for KLM on Facebook • Every conversation mentioned KLM’s service
  40. 40. John Ellis and Laura Preston
  41. 41. Use technology to help people to connect with each other
  42. 42. Companies
  43. 43. In the business world online, the line between personal and company branding is getting thinner every day.
  44. 44. An ASSET of your business
  45. 45. On average, companies that post just twenty times per month, will reach at least 60% of their unique audience
  46. 46. Leverage your existing content
  47. 47. Companies • Build followers by – Adding value – Engaging – Informing • They may never become customers, but are still advocates for your business
  48. 48. Companies – Pro tips • Promote it as an asset of your business • Keep it short • Occasionally ask questions • Include a link • Include an image • Be different and intriguing • How-to articles • ‘Like’ competitions • Ask for a ‘Like’ • Test what works – Topic types – Questions – News – Articles – Contests – Events – Day and Time – Style and Tone
  49. 49. 582 impressions 8 clicks 1.37% engagement 580 impressions 38 clicks 6.55% engagement
  50. 50. Show you care • Brands are using social issues as a differentiator • Including your social and environmental credentials as part of your professional identity and branding is becoming the norm
  51. 51. Brand new tourism influencers • Average age reducing to 13 on LinkedIn • They share everything • They want to travel • Technology is their world NEW!
  52. 52. Key change drivers in Tourism • Visuals • Search with Social Media • The People Factor – Peer reviews – Friends’ influence – Networking online – Community • Apps and Ultra-Tech • People who ‘DIY’ Powerful influencer
  53. 53. Coming soon: Full day Social Media workshops in India for Travel and Tourism professionals www.philipcalvert.com/India.html
  54. 54. www.philipcalvert. com/India.html www.facebook.com/SocialMediaSpeaker linkedin.com/in/SocialMediaSpeaker

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