Social Media Marketing Essentials

Module 6
This programme has been funded with
support from the European Commission
Digital Social Media Platforms

Welcome to Your Dedicated
Adventure Tourism Marketing Modules

Your Marketing Modules Journey
Module 1
The Future Adventure Traveller
Module 2
Future Trends in Technology & Travel
1. Virtual Reality has Become a Bigger
Part of our Reality
2. Looking into Now & the Future of
Tourism & Travel
3. The Future of Tourism Travel Apps
4. Future of Marketing Technology –
What the Experts Say!
1. Future Adventure Traveller Explained
2. New & Growing Markets
3. Keeping Up with Global Trends
4. New and Growing Trends
5. The Future Travel Experience
MODULES 1 & 2 COMPLETED

Module 3
Marketing Campaigns & Strategies
Module 4
Customer First Marketing
1. How to Identify Your Ideal Customer?
2. Profiling Your Ideal Customers
3. The Decision Making Journey
4. How TripAdvisor Works
1. Marketing
2. Marketing Toolkit
3. Marketing Strategies
4. Value Proposition
5. Market Segmentation
6. Marketing Campaigns
7. Digital Marketing Channels
8. Key Performance Indicators
9. 15 Highly Effective Digital
Marketing Tactics

Module 5
Adventure Tourism Website
Module 6
Social Media
1. The Ultimate Facebook Checklist
2. The Perfect Facebook Post
3. What to Avoid on Facebook
4. Instagram Cheat-sheet
5. Useful Social Media Tools
1. Making a Good First Impression Online
2. Let’s Go From a Good First Impression
to a Great First Impression
3. 12 Call to Action Buttons that will
Double Your Sales
4. How to Get in Front of Your
Customers Online
MODULES 5 COMPLETED
YOU ARE HERE
This Section: Digital Social Media will
Cover the Above Topics 1-4

Module 7
Travel Apps, AR, VR & MR
Module 8
Immersive Digital Technologies
1. 360-degree Videos Provide Massive
Potential for Adventure Tourism
2. Make Your Own 360-degree Videos in
minutes, practically free
3. Case Studies: Experience Development
Using Immersive Technology
4. Drones are Changing the Adventure
Tourism Industry
5. Drones are Changing Tourism Marketing
6. What to Consider Before Investing in a
Drone
7. Drone Tutorials
1. Why Adventure Tourism Needs Travel
Apps
2. Developing a Travel App
3. Case Study: Extreme Ireland Travel App
4. Augmented Reality, Virtual Reality,
Mixed Reality & 360 Degree Video
5. How can Businesses Use AR, VR, MR,
360 Degree Videos as Marketing Tools
6. VR & AR App Development
7. Trekksoft Mobile Management App

There is no denying that social media has had a dramatic
impact on the way we experience the world around us.
There are few industries that can take advantage of its
marketing opportunities like tourism can. Social media
and tourism marketing are indeed a match made in
digital heaven! Why? For starters, travel is one of the
most shared topics on “The Big 3” social networks
(Facebook, Twitter, and Instagram). People love sharing
new experiences and travel is full of them. We also love
telling our networks about our upcoming travel plans and
reminiscing about them after we’ve returned. But how
do you make the most of this powerful tool?
Module 6 Introduction
Adventure Tourism I www.adventuretourism.eu Source: UHURUNetwork

6.1 Facebook
Module 6 Digital Social Media Platforms Learning Outcomes
6.2 Instagram
6.3 Snapchat
1. 5 Ways to Engage with Snapchat
6.4
Useful Tools
1. Hootsuite Social Media Tool
2. Brand Reputation Management
• You will learn how to post the perfect
Facebook Post
• You will learn that travellers are prone to
seeking help on Social Media Platforms
via peer recommendations and
inspiration and then use secondary
sources to fill in their information gaps
• You will learn about Instagram and
Snapchat and the different useful tools
that can help you put it altogether
• Brand Reputation Management is
explained with recommended tools

6.1 Facebook
Facebook Post

Social Media & Tourism Marketing
‘A Match Made in Heaven’
6.1

6.1
The Ultimate Facebook Checklist

”
6.1
Adventure Tourism I www.adventuretourism.eu
What will be Covered in this Section
✓ The Ultimate Facebook Checklist
• Insights into the best practices for Facebook Advertising
• Guidelines for setting up your first successful Facebook advertising campaign
• New feature updates and how to used them to market your food business
• Time-saving tricks to help you get better results when running your next ad
campaign
Source Trekksoft G Adventures

”
6.1
✓ The Perfect Facebook Post
✓ What to Avoid on Facebook
Source Trekksoft G Adventures

”
6.1
Best Practice Facebook Post
Why This Facebook Post Works
News related, amazing facts text as
you watch the stunning video, link
to source for more information,
relevant to target audience, CTA ‘a
bridge you’ll definitely want to
cross’, not text heavy, focus is on
the content let it shine for itself
Source G Adventures
G Adventures - Facebook Stats
1,350,168 people like
1,326,979 follow
3.7 out of 5 on opinion of 30,713 people

”
6.1
TASK*
Like G Adventures Facebook Page
Follow G Adventures Instagram
Source G Adventures
CLICK TO
VIEW

6.1
Facebook Checklist
Know Your Marketing Objectives
✓ Create awareness make your
brand/company/services known to
your target market
✓ Encourage consideration get more
people thinking about your tour or
activity
✓ Drive conversion get more people
booking your tour or activity
Source: Trekksoft

6.1
Why This Facebook Post Works
News related (Dolphin sightings are always
popular) link to website for further
information, fantastic video footage,
particularly relevant to local market as in
company location which increases share
potential, message relevant to target market
and company offering, note the company
responds to comments and questions
MINCH ADVENTURES,
Scotland
Minch Adventures is an private
charter hire business offering
personal and vivid boat experiences

6.1
CLICK TO
VIEW

6.1
Facebook Checklist
Think About Your Message
✓ Is it clear?
✓ Is it useful?
✓ Is it relevant?
✓ What’s your value proposition? e.g. think what the
budget savvy 20-30 something adventure seeker who
enjoys travelling in small groups would like to see
✓ What’s the next step your customer should take?
Think CTA (Call to Action) go to your website, if so
bring them to the page where the post/trip is located,
ensure there is a booking button and all key questions
answered to facilitate the decision making

”
6.1
Facebook Checklist
Keep Your Target Audience in Mind
✓ Who are they? Male/Female/Solo/Family/Seniors
✓ What do they like to do? What are their interests?
✓ What is important to them when they consider an adventure holiday? (price,
events, local culture, location, variety and types of activities on offer, choice of
accommodation, food they like to eat etc)
✓ How can you accommodate their needs with your offering? Be solution driven!
Remember to ask them their needs it can be as simple as providing a charger
✓ Where are they located? Do you need to consider language?
✓ What would interest them about your destination? Remember Destination is King!
Source: Trekksoft

”
6.1
Facebook Checklist
Be Picky When Choosing Images for Your Campaign
✓ Is it a quality/high resolution/stunning photo? If not do not post this will reflect
badly on your brand
✓ Does it reflect your brand service experience, tour or activity properly and at its
best? Make sure it’s professional!
✓ Stuck on ideas? Look at the advertisements that pop up in your newsfeed to get a
better idea of what you want
✓ Facebook only allows 6 images. Use all 6 images at the beginning of your campaign.
Then add your website link
✓ Mix it up, with a variety of images showing your logo, your tour/activity/experience,
people enjoying themselves doing your activity, animals/nature/destination image,
your accommodation/food/other services

”
6.1
Best Practice Facebook Cover Photo
Why This Facebook Cover Photo Works
Stunning, high quality professional photo, captures the infectious feeling of laughing
while on the activity experience, target audience enjoying themselves, people
enjoying each other as part of a group, you feel you want to be there sharing what
the two girls are laughing at compelling you to want to investigate more and have
the same experience, enticing you to check it out!

”
6.1
Best Practice Facebook Cover Photo
Why This Facebook Cover Photo Works
INTREPID –
Facebook Stats
543, 492 people like
536, 856 follow
4.4 out of 5 on
opinion of 875 people
CLICK TO
VIEW

”
6.1Best Practice Facebook Cover Photo
Monitor Your Ads 2-3 Days Later, Now Ask Yourself…
✓ Which ads are performing well? Don’t use images or
videos that aren’t performing as well. Remember the ones
that do, ask yourself why? Keep trying to get your hands
on those winning Hero Images that get peoples attention
every time. Aim for a minimum of 6 (variety of different
aspects of your business) and use them on all
communication collateral website, Facebook, Instagram,
brochures etc
✓ Who is responding to your ads? Tweak your targeting
accordingly so your ads are only shown to the group of
people who are engaging with them. Make a mental note
what ads are working for which Target Audiences. Include
your key target audiences in your photos and videos so
they can resonate and become engaged Source: Trekksoft

”
6.1Facebook Checklist
Track Your Results
✓ Set up a campaign on Facebook where the
objective is conversions.
✓ You track the traffic from your Facebook
ads to your website and then you monitor
what that traffic does by adding a piece of
code for an ‘event’ or ‘campaign’. This
could be purchase, complete registration,
or generating a lead among others.
✓ You will need to add two bits of code to
your website at different places, but it’s
not too complex. Just follow the
instructions and you’ll be fine.
Source: TrekksoftAdventure Tourism I www.adventuretourism.eu

”
6.1
TASK* - Set up a campaign on Facebook
Click on the page to the
right to set up a
campaign on Facebook
where the objective is
conversions
where the objective is
conversions.
CLICK TO
VIEW

”
6.1
Facebook Checklist
Save Time with ‘Saved Audiences’
• Once you’ve created your audience,
if you think you’re going to be
advertising to that demographic
again, click on ‘Saved audience’ and
give it a name you’ll recognise
• The next time you’re creating an ad
you won’t have to enter the age,
interests and other bits of
information – it will all be there
saved for you
CLICK TO
VIEW

Facebook Audience & Remarketing Tag
✓ Use Custom Audiences for more effective remarketing
• On your website, not everybody who gets to the
booking page will go ahead and convert, some will
think twice about it. One of the places they will go
while they consider is Facebook
• You can target these people using the same
technique as standard retargeting, only now your ad
is for people who opted out at the last minute. Go to
“Create Audience” and under “Website”, pick the
group of people you want to remarket to
• You can try and convert them using more targeted
imagery and messaging. You might even want to
give them a discount to get them over the line

Facebook Audience & Remarketing
✓ This feature allows you to add your Facebook tracking
code to your website so that once a person visits your
website, you can target custom Facebook advertisements
to display in their news feeds. This is a perfect way
to make sure that you stay on your customer's mind once
they've shown interest in your product
✓ Facebook shows your customers an ad for a website they
were looking at before heading over to Facebook. It’s
when the internet follows you around
✓ To create an audience log in to Adverts Manager, create
the audience, get the piece of code you are given and put
it on to your website. You will soon see the audience grow
CLICK TO
VIEW

TASK* Create an Audience
Log on Facebook
Click on the image above it
will bring you to Ads
Manager, follow the
instructions, get the piece
of code you are given and
put it on to your website.
You will soon see the
audience grow.
6.1
CLICK TO
VIEW

”
6.1
Facebook Checklist
Have a Go at Dynamic Ads
• Dynamic Ads allow businesses to reach
travellers in a more personalised way,
showing them ads that are relevant to
the interest they’ve displayed through
browsing various sites and apps for
travel inspiration.
• Simply upload your entire inventory of
available products and services, and let
Facebook do the rest for you
• Learn how to set up Dynamic Ads for
your business clicking on the image to
the right
Source: Trekksoft
CLICK TO
VIEW

”
6.1
The Perfect Post
Pretend you are the Target Audience
1. Has a link post this first you will see Facebook
display the links meta information, then you
can delete the url and type in your intro. This
will provide any required additional information
2. Title now type in your catchy Title, Intro or Line
3. Is brief 40 characters or fewer, if you can swing
it = more engagement. If you need to additional
information use paragraphs to break it up.
Making sure the most important is first, if
readers need more they can read on. Make
sure it is newsworthy
4. Has a relevant hashtag # at least 1 more than 3
can be too much, perfect for tracking
‘85% of posts
with 40 characters
receive 86% more
engagement than
posts with a
higher character
count’

”
6.1
The Perfect Post
✓ Pretend You’re the Customer
✓ Have the right content mix
✓ Time Your Posts. Post outside peak times most views get viewed late at night
when people are still up, first thing in the morning before breakfast, Fridays
getting ready for the weekend.
✓ Tell Personal Stories Customers are interested in ‘why’ you do it, share funny
stories, updates from the road
✓ Share Your Knowledge, Tips, useful links, fun facts, Top 10 Lists, answers to
common questions, opinions, Unique Experiences e.g. post to the right sharing an
iconic well received video

”
6.1
The Perfect Post
Share Popular
Post/Video
Source TourismTiger
CLICK TO
VIEW

”
6.1
The Perfect Post
✓ Share Customer Reviews, Testimonials, Tokens of Gratitude; who better to
recommend and refer your business than your customers, make sure to give
them an indirect thanks by posting great their reviews on your Facebook Page
✓ Facebook is meant to be fun make sure your photos are either funny, beautiful,
quirky or funny. The goal is to get your audience to want to hang out with you!
✓ Don’t beg you should only ask customers to engage when it is to their benefit
not yours. Don’t come across needy by begging for a comment or share
✓ Don’t post too much there is no right answer to how often. Your audience not
responding should be your guide. 3-4 times a week is a good rule IF you are
posting good stuff!

”
6.1
The Perfect Post
CTA, Sale Urgency,
Further Information
Provided
Source TourismTiger
CLICK TO
VIEW

”
6.1
The Perfect Post
✓ Give people a backstage pass this is the most valuable thing you can create is the
personal connection. This is where they really get to know you and will get to
like you. Show stuff like what it is like when you are driving through rough terrain
and you explaining the experience. Or introduce them to the ‘team’ who they
are, what they are known for, their best bits! See Traveldudes to the right
✓ Ask simple and engaging questions short, snappy questions that require not
thinking work best e.g. what was the best mountain you ever hiked that you
think EVERYBODY must know about and why. Put yourself in the audience mind.
Build those relationships!

”
6.1
Backstage Pass,
further information
on Full Guide
Source TourismTiger
The Perfect Post
CLICK TO
VIEW

”
6.1
The Perfect Post
✓ Videos or Articles that are pretty special check out Thrillist putting together a
video with FTLO Travel curating the best weekend trips across the US
✓ Avoid big gaps with no posting
✓ Use CTA’s (Call to Actions) most of the time, website should be included, book
now, share, tag, comment, click to website
✓ What you should post photos, videos, photos and more videos. Easiest thing to
upload, take photos of people having fun and your activities. Make them wish
they were there with you.

6.1
Adventure Tourism I www.adventuretourism.eu Source TourismTiger
The Perfect Post
THRILLIST - Facebook Stats
5,243,969 people like
5, 328, 279 follow
CLICK TO
VIEW

6.1
The Perfect Post
Add CTA Buttons
If you want to add one of the CTA
buttons to your Facebook page then you
need to follow the steps below.

”
6.1
The Perfect Post
✓ New Testimonials posting new testimonials occasionally will remind people how
awesome you are and change the content angle
✓ Awards, PR, Mentions it is always exciting to see businesses we like achieve
success
✓ Up and coming specials, discounts, offers, special events/occasions
✓ Share articles about your area, community, blogs and other news relative to your
destination or experience. Feed their desire to come!
✓ Put links to your blogs up occasionally
✓ Ask questions e.g. game where you ask ‘guess this peak?’ Make sure it is not
complicated but interesting

6.1
Source TourismTiger
Discount, Date again Urgency,
‘Feeling Adventurous?’ makes
you ask yourself the question
The Perfect Post
CLICK TO
VIEW

6.1What to Avoid on Facebook
1. Not Filling Out Your Business Page
Completely About us, Contact
Details, Events, Adding auto reply
to your messages etc.
2. Your Cover Photo is your Billboard
on your Facebook Page make sure
it is suitable and its legal
3. Contest Guidelines you are
responsible for the lawful
operation of that promotion,
including official rules, terms and
eligibility requirements,
acknowledgements
‘Facebook marketing is a crucial
way to build a fan base and spread
word about your business. But a
successful campaign doesn't have
to be a drain on your time or your
wallet. A few minutes a day and a
strategic plan can have an
immense impact on your brand's
Facebook presence, as long as you
avoid these mistakes’

4. Over-posting Less is more. Facebook suggests that
brands start out with one or two posts a week to
feel out the platform and see how it works
5. Focus on the Likes Likes are great and the more
likes the more people you are reaching but Likes
are just step one. Step 2 is to confirm that you are
reaching the right audience and keeping them
engaged
6. Posting Boring or Off-Brand Content Things you
post on Facebook should be relevant to your brand.
If you produce food, it doesn't make sense for you
to post something about an iPhone just because
you think it's cool

7. Ignoring Insights Facebook Insights offer a lot of useful
information — it'd be silly to not take advantage of the
data
8. People Talking About This (PTAT) e.g. good news, new
products.
9. Too Much Text Facebook research has shown that posts
between 100 and 250 characters — one or two lines of
text — get 60% more Likes, comments and shares than
ones that are more than 250 characters
10.Being Vanilla Its important to spice up your content, too
much of anything is boring or of the same. Have the
right mix, quotes/questions/photos/videos to keep
people excited about your brand

6.2 Instagram
Facebook Post

6.2
‘Instagram has 800 million
monthly active users and
over 500 million daily
active users, Instagram has
come a long way since it
originated in 2010, and
businesses are starting to
take note. If you analyse the
top 100 brands in the
world, 90% of them have
an Instagram account.’

”
6.2
• Changes and Updates made to Instagram
• Insights into the Best Practices for posting on Instagram throughout this section
• The Ultimate Instagram Cheat Sheet
1. Posting Content
2. Driving Engagement
3. Growing Your Followers
4. Measuring Performance
5. Instagram Advertising
• 5 Ways to Gain More Instagram Followers
• Instagram Travel Pages and Blogs You Should Follow

”
6.2
Before using this Instagram cheat sheet,
here are two things to note: In March
2016, Instagram announced
an algorithm change where users will
see curated content (like Facebook), and
no longer according to the time a picture
was posted. This means that brands and
companies now need to produce more
high-quality and attractive content, while
ensuring audience engagement to have
their content to seen by the masses.
#1 Instagram
Source: Trekksoft
CLICK TO
VIEW

”
6.2
Also remember that Instagram has always
been about simplicity. The app was
originally created to be a simple photo-
sharing platform and brands that try to
insert links or “overuse” the platform end
up looking desperate and out-of-touch.
As a general rule of thumb: stick to posting
visuals that show oﬀ your brand and if you
do a good job, you’ll soon reap the rewards.
#1 Instagram
Source: Trekksoft

”
6.2
1. Post Great Images
• If you’ve got a great camera, use it to take a photo. Then, email it to
yourself, check your email on your phone, save the image to your
phone’s gallery and upload it on Instagram. You’ll get used to the
extra steps soon enough
• Make sure you’re posting high-quality photos
• Post photos that show oﬀ your team and who’s behind your tours
• Try the app Word Swag to add text onto your photos
• Analyse a handful of your top-performing posts, ﬁnd out what made
them successful and replicate it
#1 Posting Content
Source: Trekksoft

”
6.2
Hashtags are used for the categorization of topics and
conversations on social media and have the potential
to be very valuable.
A hashtag will make your content more accessible and
viewable by anyone in an interest in the topic. So if you
use #adventureturope and #canoeing and
#businessname everytime you post about your business
across your social media pages then we are going to see
a huge increase in numbers engaging with your
message. A hashtag will find all the content on social
media that matches those #’words
What is a Hashtag? or #’s
Source: Trekksoft

6.2
‘Instagram has Instagram
states that 80% of user
accounts on the platform
follow a business page, and
their 200 million daily
active users visit at least
one business profile every
day. According to Vishal
Shah, ‘two-thirds of visits
to business profiles come
from users who don’t
follow that profile’ so the
potential reach is huge.

”
6.2
2. Have your own hashtag.. And use it!
• Keep it short. Keep it relevant. Keep them to a minimum
• Make sure nobody else is using it
3. Take time to write the perfect description
• Does your description reflect your brand, show off your product
and inspire your audience to book a tour or activity with you?
• You can use 5 - 10 hashtags for any photo or video you post.
Experiment with different hashtags to find what works. Try the app
InstaTag to figure out what hashtags to use.
#1 Posting Content
Source: Trekksoft

”
6.2
4. Instagram Stories
• Similar to Snapchat, Instagram stories allow you to post short 10-second
clips to your followers
• Unlike Snapchat, you do not need to download a separate app and build
your following from scratch. You are likely to grow a larger audience, and
quicker too, simply because the platform has been around for a longer time.
• You can also mention people on Stories which makes it a great way to
connect with your audience and make your brand more approachable.
Simply type “@(name)” in the caption of your Story to tag a friend!
• It is a great way to live-stream your tours and connect with your audience in
real-time
#1 Posting Content
Source: Trekksoft

6.2Instagram Best Practice Examples
3m Followers 4.4m Followers
CLICK TO
VIEW

”
6.2
5. Instagram Videos
• Videos that appear on your feed are up to 60 seconds long
• It’s different from Stories as it tends to be more thought-out and curated,
not only because it’s 60 seconds long, but also because it stays on your
profile forever
• You can add filters, select a thumbnail image, and disable sound all from
your smartphone
• You could try posting a 60 second clip of a sky dive or a snippet of the view
in town or an exhilarating look-out point at the end of a hike
#1 Posting Content
Source: Trekksoft

”
6.2
6. Have a Theme
• When someone looks at your profile on Instagram, they should be able to
immediately tell what story your brand is trying to tell
Some theme options:
• Coloured theme - Having two or three main colours that run throughout
your profile is a great way to highlight a theme. You can break it up
everything few images with a pop of a different colour
• Specific images - If your company is all about having adventures outdoors,
you could post images of mountains, lakes, rivers, and you get the picture. If
you’re a surf company, your profile should depict images of not only surfing
but could also show beach experiences
#1 Posting Content
Source: Trekksoft

324k Followers 83.2k Followers
CLICK TO
VIEW

”
6.2
1. Let people know you’re on Instagram!
• Let customers know what your Instagram handle and hashtags are
• Embed Instagram widgets onto your website to let visitors see what you’ve
been up to
2. After a great experience, connect with your customers online.
• Intentionally follow customers who embody your ideal customer
• On the other hand, do not over-engage with users you’ve never met
because it can come oﬀ a little creepy and desperate
3. If customers tag you in a photo, comment and thank them!
• If they comment on your photos, make sure to respond
#2 Driving Engagement
Source: Trekksoft

6.2
4. Have a contest!
Oﬀer prizes for the most creative photo
• Get customers to use your hashtag when
posting to keep track of all the entries
• Also keep an eye out for similar variations
of your hashtag
5. Repost great content from your customers
and remember to give them a shout out! You
can use the app Repost to help you out here.
#2 Driving Engagement
Source: Trekksoft

6.2
1. Finding followers
• Follow people who follow companies that are similar to yours. If they’re
interested in a competitor’s product or service, they might be interested in
yours too. Follow people according to the hashtags they frequently use
2. Get noticed by inﬂuencers by engaging with their content by commenting, liking
or resharing their content
3. Cross promote on social media but don’t overdo it. It’s okay to occasionally share
Instagram images on your Facebook page to let people know that you’re on
Instagram. However, doing it too often signals that you don’t really know the
purpose of each platform. Also, remember not to Tweet your Instagram photos -
they won’t appear on Twitter feeds.
#3 Growing Your Followers
Source: Trekksoft

6.2
General Rule of Thumb
The more you post, the more
followers you will have.
However, do not rush this and
stick to a ﬁxed schedule. Slow
and steady wins the
race…with the right hashtags
of course. Be consistent and
don’t give up!
#3 Growing Your Followers
Source: Trekksoft
CLICK TO
VIEW

6.2
Consider changing your Instagram account to a business one to get more insights
about your audience and drive better engagement online. Here are the main metrics
to look out for:
• Impressions: The total number of times all of your posts have been seen
Reach: The number of unique accounts that have seen any of your posts
• Profile views: The number of times your profile has been viewed
• Website clicks: The number of taps on the website in your profile
• Follower activity: Average times your followers are on Instagram on a typical
day. You can then expand on the follower stat to discover a gender breakdown of
your followers, see the age range, location and more
#4 Measuring Performance
Source: Trekksoft

6.2
• Top Posts: You can sort your posts to view the number of "impressions", not
just “likes", each post gets. You can view this in a 7-day and a 30-day
timeframe. This should give businesses a better idea of their engagement with
their followers, and show you which posts are performing well
• Create a Business Profile: To drive better engagement, a business profile allows
you to set up a new Contact button to allow users to find you in three ways: by
direction, by phone or by email
Find out how to create an Instagram business profile here.
#4 Measuring Performance
Source: Trekksoft

6.2
#4 Personal Versus Business Instagram Account

6.2
Just like Facebook, you can now advertise your brand on Instagram using either
photo or video format. Due to the format of the platform, a ad almost looks like an
organic post, which means brands are seeing better returns from ads on Instagram.
• To get started, head over to Ads Manager on Facebook and Create a Campaign
• From there, select an Objective and then go on to target your Audience, set a
Budget, upload your ad content and so on
• Then, under Placements, select “Edit Placements”. You will be notiﬁed if your
campaign objective allows you to place your ad on Instagram or not
• If yes, select Instagram as an option.
Find a more detailed tutorial Create Instagram Ads in Ads Manager Facebook
#5 Instagram Advertising
Source: Trekksoft

CLICK TO
VIEW

6.3 Snapchat
1. 5 Ways to Engage with Snapchat
Facebook Post

6.3
5 Ways to Engage Your Visitors with Snapchat
Think Younger Travellers Millennials, Gen Z

6.3
If there is one social network that is worth learning now, it’s probably Snapchat. That
is, if you’re interested in targeting younger travellers (think: millennials, Gen Z). It’s
the fastest growing social network and could be well worth integrating into your
social marketing strategy.
Snaps are quick snippets of what’s happening right here and now. It gives your
following the most authentic view of what goes on behind the scenes at your
organization. These insights could be the foundation of a trusted relationship that
converts potential travellers into paying customers.
Why Engage with Snapchat
Source: UHURUNetwork

6.3
If you are using Snapchat as part of your marketing strategy
you are on the right track! But you need to be able to use
Snapchat successfully to reach your target audience. Here
are 5 ways to engage your visitors:
1. Be Creative and Fun
2. Create Valuable Tutorials
3. Reward Visitors with Incentives
4. Engaging them with Geo filters and Sponsored Lens
5. Give them a sight of behind the scenes of your business
Watch: What is Snapchat?
Engage with Snapchat
Source: Tourism Tribe

6.3
1. Be Creative and Fun
Get visitors excited about your destination and tourism
experience by sending them Snaps during times of
peak interest, sunsets, new video content, new
product, all your guests enjoying themselves at your
experience
2. Create Valuable Tutorials
Tell something you want to deliver such as facts,
knowledge through your tourism products. It is
important to interact with your guests from day one
e.g. how you protect the environment, your new non
plastic takeaway cups and lunch packs

6.3
3. Reward Visitors with Incentives
Ask your visitors to send snaps of your tourism
experience and thank them for engagement with
coupons or discounts e.g. give a hot cup of coffee
on arrival after recording their days activities
4. Engage them with Geo filters and Sponsored Lens
Do some research on which geo filters are the
most required by visitors. Accordingly, create
unique geo filters for a specific location or event.
Also text your geo filters among a focused group
before put them into use

6.3
5. Give them a Sight Behind the Scenes of your Business
You may have a friendly company pet, funny
charismatic guide tell a joke/story or staff member that
can do talented surfing moves, expert advice…
Other articles to help you leverage your Snapchat account:
• 3 Snapchat Tips for Travel and Tourism Pros + Guide.
Retrieved here
• 12 valuable marketing lessons from Snapchat’s
success. Here
• More information on Snapchat can be found here

6.4
Useful Tools
1. Hootsuite Social Media Tool
2. Brand Reputation Management
Facebook Post

6.4
• All your social media in one place on one platform
• Hootsuite is a social media management tool that allows you to maintain all
of your social media networks in one place
• Manage social content with ease
• Track and monitor social ROI
• Surface the conversations that matter
• Schedule future messages
• Listen and engage with your followers
• View in-depth social media analytics in order to see how your content is
being perceived and make improvements where needed
hootsuite

Writing, sending,
scheduling and
tracking multiple
posts from multiple
accounts
hootsuite
Hootsuite – Your Go-To Social Media Tool
6.4
CLICK TO
VIEW

Directly replying
to different posts
and accounts
hootsuite 6.4
CLICK TO
VIEW

6.4
‘Online Reputation is
Paramount nothing destroys
any tourism business or
experience like a bad review.
Make sure you have an online
reputation management
strategy in place‘
Brand Reputation Management is Paramount

5 Tools for Monitoring Your Online Reputation 6.4
CLICK TO
VIEW

6.4
‘When someone makes a
comment online, you will not
feel it or hear about it
anymore than you would in
the old days when people
would talk. The difference is
in the permanence of the
comment and the whole
world is watching and
listening’.
Michael Hartzel.com

Reputation management or ORM (online
reputation management) in the digital
sphere refers to the monitoring of the
reputation of an individual or brand and
potentially addressing damaging content
and using feedback to solve problems
before they damage and individual or
brand’s reputation
Definition of ORM
(Online Reputation Management)
6.4

‘Studies show that between
70-80% of people research a
company online BEFORE visiting
the small business or making a
purchase with them’
6.4

• Talkwalker type the keyword you want to monitor (your
business name for example), refine by media type, language
and frequency. Add your email to create an Alert - done!
• IFTTT get all your apps and devices talking to each other
• Go Fish Digital performs a Google search on over 40 (and
counting) complaint websites. Use this tool frequently to
make sure nothing new has popped up
• ReviewTrackers Get alerts of new reviews and customer
feedback in one dashboard
Brilliant Online Management Tools
6.4

Tasks - (Facebook & Instagram Seek Out Shares)
You’re far more likely to have your customers sharing about your brand if you’re actively
incentivize sharing, this we know. What are we talking about e.g. give a free coffee, free
breakfast, tickets to a local attraction or complimentary lunch pack when they leave.
Remember you’ll only get extra shares if you ask for them. Make sure they know about it
by posting signs in reception, dashboard, on tables in restaurant, in rooms etc.Be careful to
not share too much on social media you don’t want to look like you are buying reviews.
You are merely encouraging those who are actually experiencing so you get honest, live
awareness.

Tasks - (Facebook & Instagram)
While you may already be posting regularly to your Facebook
or Instagram accounts, consider going live on a regular basis
to give your audience a first hand look at what’s going on
behind the scenes in the tourism and travel industry. Live
videos are becoming more popular and receive priority in
Facebook’s newsfeed.
Going live is a great way to get peoples attention, just be
sure you have something fun and exciting to share. Lucky
for you, travel brands have far more exciting things to share
than many other brands. Whatever makes your brand fun,
unique, and exciting, be sure to share it with the world!

Tasks - (Hootsuite)
Hootsuite is a great tool to help optimize your social listening
activities. It helps you monitor multiple social networks at
once, saving the hassle of sifting through each platform on a
daily basis. It has a plethora of other functionalities that will
help your social media marketing across the board.
Start looking into it and see how it can fit your needs and help
your business. You Tube has loads of Hootsuite How To videos
Hootsuite

INTRODUCTION
“
”
1. Australia - Tourist Organisation – Followers 3.1 million
2. STA Travel – Travel Agency – Followers 91.1k
3. Alex Strohl – Influencer – Followers 1.9 million
4. Airbnb – Marketplace – Followers 3.1 million
5. Margaret River Discovery Co. – Guided Tours – Followers 21.5k
6. This is Queensland – Followers 417k
7. Chris Burkard (US) – Followers 3 million
8. Eric Stoen – Travel Babbo Blog – Followers 68.9k , 195,000
Followers on Social Media
9. Brian Kelly (US) – The Points Guy – Followers 65.6k
10. Kirsten Rich (US) – The Blonde Abroad – Followers 529k
11. More of Forbes the Top Influencers & Bloggers
12. Tourism Boards with the Best Instagram Presence
Instagram
Travel Pages
and Blogs You
Should Follow
Contact & Work
with these
Influencers and
Bloggers to Get
in Front of their
Audiences
CLICK TO
VIEW

Country Title Description Link
Scotland
Slow Adventuring
Instagram Influencer
Journeying through the wilds at a slower, immersive
pace. Reflecting, reconnecting and simply being in
nature. 498 followers
Slow Adventuring
Scotland
Hannah Barnes
Website & Instagram
Influencer
Mountain bike racer. Instagram influencer (81.8k
followers). 40k likes on Facebook. Shares a story and
posts great images. Gets people involved.
Hannah Barnes
Hannah Barnes
Instagram
Scotland
Let’s Go Slow
Blog
Let’s Go Slow bloggers Mark and Thea started this blog
to share their love for slow adventure, shifting their
focus away from time and adrenalin to honesty and
authenticity.
Lets Go Slow
Scotland
Minch Adventures
Website & Facebook
Private boat hire/charters, guided fishing trips, foraging,
slow adventure, wildlife watching, kayaking/canoeing.
Interactive and user friendly site. Personable. Video
and images. Booking options. Blog. Social media links.
Minch Adventures
Minch Facebook
Suggested Social Media & Blogs Scotland
- AVIP Directory CLICK TO
VIEW

Bulgaria
Club “White
Star”, Russe
Facebook
Have various activities and sports such as mountaineering, caving,
diving, sailing, kayaking, rafting, cycling. They are educators,
researchers and event organisers
Facebook
Website
Bulgaria
bulgariatrips
Influencer
These are mainly young people who want to promote different
beautiful places (small villages, interesting events, etc.) around
Bulgaria because they believe that you can love your country if
you know it.
Instagram
Bulgaria
mymomchilgrad
Influencer &
Facebook
Main activities focused on posting photos and information about
Rhodope Mountains, about its beauty and the kindness of the
people who live there. They are enthusiasts who live and work
there.
Instagram
Facebook
Bulgaria Fixstay
Blog
Articles about travel, destinations, landmarks and tourism
in Bulgaria and the world.
Blog
Suggested Social Media & Blogs Bulgaria
VIEW

Estonia
Kiviõli Seikluspark
Facebook
Family Adventure Park with mining, electric boats, biking, high
quality adventure park, skiing, air rides, jumps, climbs, mountain
cars, rope decents, theatre performances, buggy safari
Kiviõli Facebook
Kiviõli Videos
Website
Estonia Xdream adventuresport
event series
Facebook
Adidas Winter Xdream is an adventure rogaine, where three-
member teams can freely choose whether they use running,
skiing, biking or other means of moving to complete the course.
The goal is to take all checkpoints/collect maximum points. The
team has 4 hours to complete the course. Late returns are
penalised by deducting points
Xdream Facebook
Website
You Tube
Estonia Seiklevabaks
Influencer
Slow adventure: The best guided nature trips & team adventures
in West-Estonia & Soomaa National Park!
Seasonal sailing, kayaking, canoeing with quality photos and
videos, good angle, exciting perspective
Instagram
Estonia FourEyesTwoSouls
Blog & Facebook
Content creator/bloggers Juhani Särglep and his girlfriend Katri
Palm together produce quality video- and photo data.
Website Blog
Facebook
Suggested Social Media & Blogs Estonia
VIEW

Ireland Wild Atlantic Way
Blog, Facebook,
Instagram
The Wild Atlantic Way is the world’s longest defined coastal
touring route of 2,500km. The website enables you to virtually
explore the route and its 15 Signature Discovery Point highlights
Wild Atlantic Way
Instagram
Blog, Facebook
Ireland Vagabond Tours
Blog, Facebook,
Instagram
Tours that combine breath-taking scenery, relaxing exercise,
local culture and history and of course cosy accommodation.
Vagabond uses custom-built 4X4 Land Rovers letting us explore
areas far beyond the reach of normal tours.
Vagabond Tours
Instagram
Blog, Facebook
Ireland Extreme Ireland
Blog, Facebook,
Instagram
Offer a variety of walking tours, soft adventure tours, day tours,
adventure courses and international adventures. A passionate
company about Ireland and its many secrets.
Extreme Ireland
Instagram
Blog, Facebook
Ireland Fat Bike Adventures
Blog, Facebook,
Instagram
Fat bike tours for people who enjoy mountain biking and great
outdoors in the appreciation of the Wicklow countryside
Fat Bike Adventures
Instagram
Blog, Facebook
Ireland Epic Ireland
Facebook, Instagram
Exploring the rugged coastal landscapes through a range of
activities including Coasteering, Caving, Gorge
Walking, Surfing, Rock Climbing, Mountain Biking, with
traditional historic and cultural sites along the way.
Epic Ireland
Instagram
Facebook
Suggested Social Media & Blogs Ireland
- AVIP Directory
CLICK TO
VIEW

INTRODUCTION
”
What I Have Learned
• You have learned how word of mouth has now propelled its impact on social media,
bringing attention to your business enforced with added online reviews, adverts, peer
recommendations, stories and information. You can now harness the power of social
media digital platforms and get your customers thinking in a multitude of different
ways about how they engage with your experience and follow others footsteps and live
the same exciting experiences and read such great things about it.
• You now realise that the build up, the experience and post experience are equally
important. You now know that you can promote and advertise your business as a
trusted experience incorporating adventure, excitement, rest and relaxation through
social media. It is a much easier and fun way to communicate.

INTRODUCTION
”
What I Have Learned
• As a result of this Module you know how to build best practice effective adverts
without annoying your customers, the different effective story angles you can take,
how to measure and create target audiences so your social media marketing is focused
and strategic
• You now know how to use different marketing content from amazing experience led
videos, hero photography, destination videos, other videos, text, CTAs captions to
ensure your posts are perfectly pitched to your target audience and action based
• You have learned how important social media is so important when travellers are
conducting their trip research. The turn to social media for more information, to ask
questions, to get referrals. In a nut it is absolutely a social network (TripAdvisor,
Instagram, Facebook, Twitter) TripAdvisor's 390 million unique users/visitors can attest
to that.

Module 5
Adventure Tourism Website
Module 6
Social Media
5. Useful Social Media Tools
1. Making a Good First Impression Online
2. Let’s Go From a Good First Impression
to a Great First Impression
3. 12 Call to Action Buttons that will
Double Your Sales
4. How to Get in Front of Your
Customers Online

Module 7
Travel Apps, AR, VR & MR
Module 8
Immersive Digital Technologies
1. 360-degree Videos Provide Massive
Potential for Adventure Tourism
2. Make Your Own 360-degree Videos in
minutes, practically free
3. Case Studies: Experience Development
Using Immersive Technology
4. Drones are Changing the Adventure
Tourism Industry
5. Drones are Changing Tourism Marketing
6. What to Consider Before Investing in a
Drone
7. Drone Tutorials
1. Why Adventure Tourism Needs Travel
Apps
2. Developing a Travel App
3. Case Study: Extreme Ireland Travel App
4. Augmented Reality, Virtual Reality,
Mixed Reality & 360 Degree Video
5. How can Businesses Use AR, VR, MR,
360 Degree Videos as Marketing Tools
6. VR & AR App Development
7. Trekksoft Mobile Management App
YOU ARE HERE
This Section: Travel Apps Topics 1-7

www.adventuretourism.eu
AVIP Facebook
Contact Us
Thank You

Social Media Marketing Essentials

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