Tourism and social media


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An overview of what social media followed by examples and case studies from the travel industry

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Tourism and social media

  1. 1. Social Media for Tourism
  2. 2. • Introductions by you• What social media is• Facebook• Twitter• YouTube• Blogging• Pinterest• Case Studies• Monitoring
  3. 3. Let’s Watch a Video
  4. 4. What is Social Media? 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: Wikipedia.comOR…. a way to have a conversation with your audience
  5. 5. What is Social Media?
  6. 6. Video: Is social networking worth it F6hTqrzA&index=5&feature=plcp
  7. 7. Are you convinced yet? People use the internet to make purchase decisions and recommendations to others
  8. 8. ®
  9. 9. Why have a page? To promote your organisation and it’s services To increase awareness To reach people globally To increase the number of people you reach To tell customers about new products/services To get feedback on products/services To create a community for your organisation To engage your customers To build a relationship with your audience To make your customers feel loved!
  10. 10. Differences between Facebook Accounts
  11. 11. Types of Facebook Accounts - Profile
  12. 12. Types of Facebook Accounts - Group
  13. 13. Types of Facebook Accounts - Page
  14. 14. Types of Facebook Accounts - Page
  15. 15. Facebook Places
  16. 16. Page updates appear in news feeds of fans
  17. 17. Promote Events
  18. 18. Grow A Community
  19. 19. Facebook Ad’s
  20. 20. Stats on Page Likers
  21. 21. React in real timeStarted on Feb 3, Fans on Feb 10th = 2322
  22. 22. ®
  23. 23. Twitter is Growing– 383 million people have Twitter accounts– Average age on Twitter is 39 Years Old– 10 Million Brits are on Twitter– UK is the 4th largest country using Twitter– 80% of users are on their mobiles
  24. 24. Twitter Usage Source: March 2010 statistics
  25. 25. Twitter Usage Source: March 2010 statistics
  26. 26. Top Tweeters! Source:
  27. 27. Customise your page
  28. 28. Search for Responsible Tourism
  29. 29. Search for “responsible tourism” within 100miles of London
  30. 30. Customer Service
  31. 31. Why YouTube?
  32. 32. Why YouTube?
  33. 33. Search for Tourism
  34. 34. Viral Potential
  35. 35. Blogging
  36. 36. What is a Blog?A blog (a blend of the term web log) is a type of website or part ofa website. Blogs are usually maintained by an individual with regularentries of commentary, descriptions of events, or other material such asgraphics or video. Entries are commonly displayed in reverse-chronological order. Blog can also be used as a verb, meaning tomaintain or add content to a blog.Most blogs are interactive, allowing visitors to leave comments andeven message each other via widgets on the blogs and it is thisinteractivity that distinguishes them from other static websites.Many blogs provide commentary or news on a particular subject; othersfunction as more personal online diaries. A typical blog combines text,images, and links to other blogs, Web pages, and other media relatedto its topic. The ability of readers to leave comments in an interactiveformat is an important part of many blogs. Most blogs are primarilytextual, 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 veryshort posts. Source:
  37. 37. Is Anyone Using Blogs?
  38. 38. Why Visit a Blog?Source:
  39. 39. Consumers & BlogsSource:
  40. 40. Consumers & BlogsSource:
  41. 41. How FourSquare Works…• You create a deal• When people check into your place they can claim the dealWhy Use it?• People have to go to your venue to claim it• People can recommend your venue to others’• FourSquare can be linked up to Facebook for users
  42. 42. Pinterest is a virtual Pin board• Organize and share photos and videos you find on the web!• Browse pin boards created by others and find your way throughvertical subjects• “Repin” (repost) items on your pin board that you find on othersʼ• Create groups & contribute to othersʼ groups
  43. 43. How Pinterest Works
  45. 45. Case StudiesArizona Office of Tourism Facebook Campaign AOT created a variety of Facebook Ads for differentpromotions, giveaways, and local events. They ran ads topromote their Facebook Page and to specific destinationson their website depending upon the initiative. In each case,they created excitement about the promotion in the ads andfollowed through with consistent messaging in the landingpagesResults• 8 times more clicks to the landing page than paid searchefforts• 27% conversion rate for Arizona Visitors Guide requests• 17% conversion for email newsletter opt-in• Overall, 89% of the total online marketing traffic comes topromotions from Facebook Ads
  46. 46. Case Studies One of the Entries ?v=xUFm8CJWJ14Queensland Best Job in The WorldUsing Facebook, Twitter, YouTube, newspaper classifieds and theirwebsite to generate the interest.Results• 34,680 job applications from 197 countries• $390 Million AUD of publicity• Australia tourism down, but Queensland tourism up 20%• 82% increase in resort bookings• 50% of Australia trips now include a Queensland component
  47. 47. Case Studies
  48. 48. Case Studies
  49. 49. How to
  50. 50. How to Research!/search-advanced
  51. 51. How to Research - blogs
  52. 52. Watch….
  53. 53. ContentVERY IMPORTANT1. Develop a content calendar2. Add Value3. Be Consistent4. Stick to your purpose5. Story Tell6. Be real7. Be authentic
  54. 54. Integrating Social Media1. Add your social media icons to: 1. Your email signature & your team’s 2. Your website – on every page, not just on one2. Promote other social media links on your social media, eg Twitter on Facebook3. Promote your social networks in your current marketing4. Integrate your on and off line marketing5. Make it easy for people to contact you online6. Use your online marketing materials offline and vice versa7. Look at what you have already created, eg newsletters, posters, flyers etc. and reuse them8. Make it part of your marketing plan9. Make someone responsible for it10. Use it to build relationships
  55. 55. Other Resources for Ideas & TipsWebsiteswww.hubspot.comwww.mashable.comwww.socialmediaexaminer.comwww.allfacebook.comSocial media management
  56. 56.