This document provides information on using social media for tourism promotion. It discusses the importance of social media and key platforms like Facebook, Twitter, YouTube and LinkedIn. Specific tips are provided on setting up business pages and accounts on each platform and best practices for engagement. The last section outlines an assignment for attendees to set up their own social media presence across multiple channels and tools like Hootsuite and TripAdvisor. It stresses the importance of developing a social media plan with defined goals, resources, activities and evaluation.

1. Connecting and sharing to
Social media: Facebook,
Twitter, YouTube, LinkedIn
…. and more
Website Promotion workshop
> Tourism sector
January 2012
:: Alfons van Duijvenbode

2. • Importance of social media
• Facebook: good practice
and creating a page
• Twitter: good practice and
creating an account
• You Tube: good practice
and creating a channel
• LinkedIn for B2B
• Sharing widget
• Social media dashboard
• TripAdvisor
Agenda

3. Social media a must
• Consumers increasingly video oriented
• 4 billion views per day in You Tube (2011)
• Facebook surpassed Google as most visited website
• 600 billion pageviews per month (2010)
• Twitter: 90 million tweets per day (2010)
• KLM communication dept spends 80% of the time on social media (2010)
• 33% of leisure travelers changed their hotels based on what they read
on blogs or other travel related community sites (Forrester Research)
• Live stats at: Gary’s social media count ..and socialnomics in YouTube
• http://www.personalizemedia.com/the-count/
• http://www.youtube.com/watch?v=g3JPuEUY8oY&feature=related

4. Social Media - Importance
Impact huge!!
• The question is not whether we do social media?
• The question is how well we do social media?
Social media means a Shift in
the way we communicate
Centre for the Promotion of Imports from developing countries

6. Social Media – Key for success
What is your goal?
Benefits of Social Media
Centre for the Promotion of Imports from developing countries

7. 1 Social Media – Key for success
Impact huge!!
• The question is not whether we do social media?
• The question is how well we do social media?
Social media means a Shift in
the way we communicate

8. Facebook
• Set up a ‘Page’ not just a profile
• Businesses or organizations are not allowed by FB to set up an ‘individual
profile’
• Pages allow more than 5,000 fans where a profile can only have 5,000
friends
• Pages offer more features incl. statistical analytics (fan activity)
• Possibility for multiple administrators
• The page is for engagement, the website for conversion, so always
link to the website
• FB applications for richer engagement experience and immediate
actions (FBML)
• Invite fans: “Follow us on…” (widget…)

9. Good practice

10. Good practice

11. Good practice

12. Good practice

13. Good practice

14. Good practice

15. Good practice

16. Good practice

17. Creating a FB Page

18. Creating a FB Page

19. Creating a FB Page

20. Creating a FB Page

21. Twitter
• Set up an account, mind the account name
• Customize the background design (corporate style…)
• Follow relevant parties (travel agents, tour operators, etc.)
• Tweet regularly, follow KISS and AIDAS principle
• Use a URL shortener (e.g. bit.ly or via dashboard…)
• The twitter page is for engagement, the website for
conversion, so always link your tweets to the website
• A good practice:
http://twitter.com/#!/iExplore | http://twitter.com/#!/lonelyplanet
• Youtube: http://www.youtube.com/watch?v=NshQFrpC2O4

22. Good practice

23. Good practice

24. Good practice

25. Creating a Twitter account

26. Creating a Twitter account

27. Creating a Twitter account

28. You Tube
• Create your own channel and include a description,
always include your website domain name
• Customize the channel design (corporate style)
• Upload video’s and name, describe and tag them
properly to make them visible in You Tube’s search
• Keep video’s short (2-3 minutes)
• Mind music copy rights….
• Embed the code in your website
• Good practice: http://www.youtube.com/user/AustraliaZooTube

29. Good practice
Embedded from
You Tube

30. Good practice
Customized
design

31. Create / edit your channel

32. Create / edit your channel

33. Create / edit your channel

34. Video uploads

35. Video uploads

36. Video uploads
Enter title including
important keywords
Enter keywords / tags
for the video
Select category
Enter description
including important
keywords as a
readable sentence

37. Embed code

38. LinkedIn for B2B contacts
39

45. Sharing widgets
• The upgraded ‘Tell a Friend’
• Sharing through mail, Facebook, Twitter, and more
social media
• Your network will share your content in their social
media.... Let your “net work” !

46. Example sharing widget

47. Example sharing to FB
Customize
your text
Possible to
edit text

48. Social media dashboard
• Manage your social media through one dashboard
• Compose your message and send to multiple social
media channels (Twitter, FB, LinkedIn etc.)
• Automatic ‘link shrink’
• Schedule updates
• Monitor mentions
• Mobile app
www.hootsuite.com

49. Social media dashboard
• Manage your social media through one dashboard
• Compose your message and send to multiple social
media channels
• Automatic ‘link shrink’
• Schedule updates
• Monitor mentions
• Mobile app

50. Hootsuite - dashboard

51. Hootsuite – compose message

52. Hootsuite – keyword mentions

53. Hootsuite – keyword mentions

54. Trip Advisor
Get listed
• http://www.tripadvisor.com/pages/getlisted.html
• Select: Accommodation or Attraction (day tours)
or Resources (overnight tours)
• Complete the form and add pictures and
description
Get the review widget
• Once listed, go to the owner’s page and select
from the available widget options (property rating
and review snippets)
• Paste the code in your website

55. Also for touroperators

56. Also for touroperators

57. Assignment

58. Assignment
• Set up a company ‘fan page’ and add your company logo
• Set up a twitter page and add your company logo
• Create your company YouTube account / channel and include
your company logo
• Create your company LinkedIn account and register in relevant
groups
• Create your Hootsuite account and add your twitter and facebook
‘fan page’ accounts
• Make sure that your Tweets and fan page feeds are included in
the Hootsuite streams
• Add a stream with keywords relevant to your business
• Register with Trip Advisor or get a review widget

59. Advice
Advice: Develop social media plan:
1 Goal / results
2 HR
3 Budget
4 Planning activities
The plan is not important, but the fact
that you are planning is ...’(Gen. Eisenhower)