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After The Honeymoon: Keeping Your Social Media Audience Engaged For the Long Term
The document discusses strategies for maintaining social media engagement for sustainable travel organizations, emphasizing the importance of authentic storytelling and community involvement. It highlights various marketing techniques, including niche marketing and integrated campaigns, alongside statistical insights into social media usage among travelers. Additionally, it offers resources for sustainability certification and upcoming webinars aimed at enhancing sustainable tourism practices.
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After The Honeymoon: Keeping Your Social Media Audience Engaged For the Long Term
- 1. After the Honeymoon:Keeping Your Social Media Audience Engaged for the Long Term
- 2. Sustainable Travel InternationalSTI’smission is to positively impact communities and travelers worldwide through sustainable tourism development that delivers measurable results. In partnership with destinations and the travel trade, we provide innovative, market-driven solutions that connect constituents of all sizes.Leave the World a Better Place®
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- 4. AFTER THE HONEYMOONkeepingyour social media audience engaged for the long term
- 5. OH, HI.I’m @DonnieClapp,with @MERCURYcsc
- 6. MERCURYcsc CONNECTS BRANDSTO CONSUMERS WHO VALUE AUTHENTIC PLACES AND IMMERSIVE EXPERIENCES.MERCURYcsc.com
- 7. MERCURYcsc SAYS:Tell yourstory frankly.
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- 9. Localize as muchas possible.
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- 11. Integrate mindfulness andsustainability into the business itself."…the more contrived the world seems, the more we all demand what's real."–Joe Pine & Jim Gilmore, Authenticity: What Consumers Really Want
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- 13. SOME OLD NEWS…youshould be using social media
- 14. In the U.S.SocialMedia = 23% of time online
- 15. 55+ on SocialMedia = 2x in one year
- 16. Women are heavierSM users, and also plan travel
- 17. 53% follow abrand
- 18. 90% trust peers,14% trust adsSources: http://www.nielsen.com/content/dam/corporate/us/en/reports-downloads/2011-Reports/nielsen-social-media-report.pdfMRI Fall 2008; Base: Women; MDP Net
- 20. WE ALL KNOWTHE WEDDING IS FUNbut what makes a successful marriage?
- 21. Bid goodbye todomination
- 22. Devote enough timefor your partner
- 23. Help your marriagewith the beauty of honesty
- 24. Keep the passiongoing
- 25. Follow the theoryof acceptance
- 26. Keep the linesof communication openAdapted from: http://www.magforwomen.com/5-tips-for-a-successful-marriage/
- 27. Source: Travel 2.0– http://travel2dot0.com
- 28. TOOLS ARE COOLandmuch more useful when used together
- 31. THIS GUYis quitesmart, actually.
- 32. Go read this:TheThank You Economyby Gary VayNerChuk"People's bullshit radars are insane. Marketing is about to get really, really hard."
- 33. WHAT IS ANINTEGRATED CAMPAIGN?multiple mediums playing ping-pong, of course.
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- 38. 200 videos in2 days!
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- 40. Coverage in TraditionalMediaA SMALLER-SCALE EXAMPLEwith good results
- 41. NICHE MARKETING: GETLOST TV SPOTSThree :60 TV spots feature different Montana photographers/writers telling the audience how they lost themselves in Montana, and what they found. Their stories are overlaid with photos ranging from stunning scenics to quaint cafés. Please see accompanying video files.SLIDE 24
- 42. NICHE MARKETING: GETLOST NEWSPAPER ADSEach ad is anchored by MTOT with a photo, the Get Lost logo, and brief copy that drive the audience to GetLostMT.com. Each ad also includes a co-op space purchased by tourism partners to promote a package, special event, or attraction in their area.SLIDE 25
- 43. NICHE MARKETING: GETLOST GOES ALTERNATIVERunning with the “Lost and Found” concept, handmade guerrilla-style flyers with tear-off tabs were posted in heavy foot traffic locations in downtowns across the state. The clever use of the classifieds section, a negotiated bonus in the newspaper buy, won Montana a 2010 Creative Media Award from MediaPost.SLIDE 26
- 44. NICHE MARKETING: GETLOST INCENTIVES & GIVEAWAYSThe first 100 users to submit stories received a free t-shirt. Retail partnerships to distribute 50,000 stickers increased awareness, piqued curiosity, and helped create cult-like followings. A reorder was necessary less than halfway into the campaign. Some stickers even crossed state lines…including the one on this baggage cart in the Minneapolis-St. Paul International Airport’s C Concourse!SLIDE 27
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- 49. Rinse + RepeatONEMORE EXAMPLEfrom STI itself!
- 50. ROAD TRIP!removing thetime barrier in another way
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- 55. Unprecedented engagement duringoff-hoursWHAT'S POSSIBLE?the sky is the limit
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- 57. Expand to OtherChannels
- 58. Extend the Lifeof the Content
- 59. Integrate Real LifeTHANKYOU.@DonnieClapp || @MERCURYcsc || MERCURYcsc.com@STI_Travel || sustainabletravelinternational.org#AfterTheHoneymoon
- 60. Sustainable Travel InternationalHow we can help reach your goalsPartner ProgramEco-certificationSustainable Tourism Eco-certification Program™Shore Excursions StandardLuxury Eco-certification ProgramCarbon-Balanced TravelDestination StewardshipAdvisory Services, Education and TrainingTravelers’ Philanthropy
- 61. Webinar Follow UpHelpus serve you better Presentation and audio recording will be made available via email shortly after the webinarFeedback Survey – please help us improve our educational offerings. No more than 5 minutes of your time!Survey participants are eligible to be selected for a 30-minute Social Media Strategy Session with MercuryCSC
- 62. Next Webinar: October27Sustainability Management 101: Ready, Set, Action!Highlights Include:Learn to put a sustainability plan into action
- 63. Explore best practicesin key operational areas
- 64. Discover tools tomeasure your impacts
- 65. Q&A sessionRegistration NowOpen:http://tinyurl.com/STI-action
- 66. For More InformationContactSTIBrian Herlihy, VP of Business Development & SalesEmail: brianh@sustainabletravel.comPhone: 503-488-5500 (US and Canada)Web: www.sustainabletravelinternational.orgwww.responsibletravelreport.comSocial: www.facebook.com/sustainabletravelwww.twitter.com/STI_travel
Editor's Notes
- #2 Welcome everyone! We’re excited to have you join us for this webinar – we have a ton of great information to share with you. My name is jeremy Sampson and I am Sti’s director of marketingA couple of ground rules:The audience is muted We will leave 10=15 min for Q&A – please submit questions at any time via the question tool, or just drop a note to say hello. We’ll get to as many questions as we can at the end. Those who we don’t answer, we will follow up with directly. In terms of our agenda, I’ll start with a quick overview of STI, then turn it over to our Director of Standards Development, Bobby Chappell. I’ll be back at the end for Q&A and a few closing thoughts.
- #3 Sustainable Travel International (STI) is a Global non-profit focused on providing business to business sustainability solutions to help tourism enterprises and destinations protect the environment, preserve cultural heritage and contribute to economic development. STI is dedicated to taking a holistic approach to addressing sustainable development within the travel and tourism industries by providing solutions-oriented programs that generate tangible results and affect long-lasting change.
- #4 Sustainable Travel International has been working with destinations and travel and tourism industry leaders worldwide since 2002 to generate tangible results and affect systemic change through innovative sustainable policy and management frameworks.
- #10 Open browser window, navigate to tweetchat
- #18 social media is not just social media platforms. It's a new paradigm.
- #30 Build AnticipationExpand to other channelsextend the life of the contentintegrating meet-ups
- #38 We have a number of programs to meet the needs of organizations, businesses and destinations, big and small. Visit our website to learn more about any of these offerings.
- #40 .