Social Media 2.0: What's Next For Social Media In Tourism Marketing?

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Tourism Association of New Mexico, Governors Conference on Tourism, Ruidoso, New Mexico May 5, 2014. Presented how social media has changed in the last two years for tourism marketing of destinations and attractions. Participants learned how to use social media to convert visitors during Awareness.

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Social Media 2.0: What's Next For Social Media In Tourism Marketing?

  1. 1. Social Media: The Next Generation Governor’s Conference on Tourism Ruidoso, New Mexico May 6, 2014 R. A. Burrell, Chief Analyst Tourism Intelligence Group
  2. 2. Google: The 2013 Traveler Source: Google.com/think
  3. 3. Good News: Increased Demand
  4. 4. February 2014: Facebook Reach surpasses Web Traffic Database of 293 DMOs and OTAs. Sources Website traffic aggregated based on sampling of US website visits. Facebook Reach based on 7 day PTAT and 12% Engagement
  5. 5. PTAT is 16% of Traffic
  6. 6. What Are They Researching?
  7. 7. The Study • 1 State Tourism Office • 4 years, 2010-2014 • 22,000,000 unique web visits • 2,180,000 travelers (mostly families) • 720,000 matches in DMOs, Attractions, Resorts • Data Sources: • Search Volume • Web Traffic: Google Analytics • Leads/Reservations • Facebook Insights
  8. 8. What Works?
  9. 9. Unique Content Repeated in a Warm Conversation
  10. 10. That’s the result from Social Media Done Properly
  11. 11. Linear vs. Nimble
  12. 12. Why Skip Engagement
  13. 13. Traditional Consideration Intent Awareness Decision Travel Share Linear thought process focusing on efficiency at each stage with a goal of high engagement The Challenge: Travel is frenetic
  14. 14. Travelers Are:
  15. 15. Travelers Are:
  16. 16. Nimble
  17. 17. Why Skip Engagement
  18. 18. Nimble Consideration Intent Awareness Decision Travel Share Take Consumers to Conversion from Anywhere
  19. 19. The Challenge: Exhausting Locals & Inspiring Repeats
  20. 20. Social Media: Locals • At some point all the Locals have Liked the Page • You may be at that level • How many are there? • 10,000 ? • 50,000 ? • 1,000,000 ? • Already there?
  21. 21. Social Media: Likes & PTAT
  22. 22. Social Media: Likes & PTAT
  23. 23. Unique Content Repeated in a Warm Conversation
  24. 24. Unique Content Repeated in a Warm Conversation > 9 touches
  25. 25. Some Markets Respond Nothing speaks like results
  26. 26. Unique Content Repeated in a Warm Conversation
  27. 27. Budgets cover Interests better than Cities
  28. 28. Segmentation by Geography
  29. 29. New Segmentation: Interest
  30. 30. What You Need To Be Nimble 1. Budget Committed To Content Team 2. Plan 3. Feedback Loop 4. Linked to Big Boys 5. Linked to Industry Partners
  31. 31. Budgets cover Interests better than Cities
  32. 32. A Plan
  33. 33. Content Schedule
  34. 34. Month Into Weeks
  35. 35. Unique Delivered in Theme
  36. 36. Keyword Focused
  37. 37. Posting Notes For Frantic Times
  38. 38. Feedback Loop
  39. 39. New Segmentation: Interest
  40. 40. New Segmentation: Interest
  41. 41. Introducing the Family Group
  42. 42. Church Group are Missing: So …
  43. 43. Managing Geo, Not Interest
  44. 44. Managing Interest
  45. 45. PTAT Generates Traffic by Market
  46. 46. PTAT Generates Traffic by Interest
  47. 47. Unique Content Repeated in a Warm Conversation
  48. 48. What You Need To Be Nimble 1. Budget Committed To Content Team 2. Plan 3. Feedback Loop 4. Linked to Big Boys 5. Linked to Industry Partners
  49. 49. Thank You www.slideshare.net/richardaburrell @richardaburrell www.tourismintelligencegroup.com/indexes

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