Social Media for Tourism Businesses
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Presentation given to members of the Bastrop County, TX tourism industry on Facebook and social media for tourism businesses.
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Social Media for Tourism Businesses
- 1. Social Media for Tourism Businesses Bastrop County Tourism March 26, 2015
- 3. Get these slides here:: http://sarahtpage.com/BastropCountyTourism/
- 5. Types of Markets • External (visitors) • Internal (residents) • Partners (local stakeholders)
- 6. “The fact that we’re building on hospitality, retail and entertainment, where people come in and spend money here, that enables us to keep a lower property tax rate for the residents,” Grapevine Economic Development Manager Dan Truex said. “The citizens can enjoy a high quality of services, and at the same time have a low tax rate.”
- 7. “The city has not raised tax rates since 1996 and has even lowered them at times,” Truex said.
- 20. Facebook
- 21. Facebook Stats • Almost 1.4 billion active users • Average user is connected to 70 pages • Smartphone mobile users check Facebook an average of 14 times a day • Over 1.9 billion users access Facebook from a mobile device Source: IDC; expandedramblings.com
- 22. • Average number of connections between local business pages and users is 2 billion • Average number of weekly local business page views is 645 million • Average number of weekly comments on local business pages is 13 million Facebook Stats Source: IDC; expandedramblings.com
- 23. Facebook Benefits to Biz • Low cost • Engage with fans of your business page • Fans receive your updates and can upload comments, photos, and video • When fans engage you on your page, their activity shows up in the News Feeds of their friends – This can prompt others to check out your page and your business!
- 29. NEW! Facebook Call to Action Button
- 30. • Available call to action text includes: – Book Now – Contact Us – Use App – Play Game – Shop Now – Sign Up – Watch Video NEW! Facebook Call to Action Button
- 31. NEW! Facebook Call to Action Button
- 33. NEW! Facebook Call to Action Button
- 35. NEW! Facebook Call to Action Button
- 42. Facebook Offers • Affordable and great for brand awareness • Spent $3.70 and drove over $200 in business • 102 offers claimed/5 redeemed • Redemption rate on this offer was low • Ask your community to share! Source: Doe’s Eat Place
- 43. Facebook Offers Source: Doe’s Eat Place
- 44. Facebook Boosted Posts Source: Visit Bloomington
- 45. Facebook Boosted Posts Source: Visit Bloomington
- 54. Facebook Cover Photo as Advertising Source: Bass Performance Hall Text can be no more than 20%
- 56. Facebook Cover Photo as Advertising Source: Mari Smith
- 57. Is Facebook Right for You? • 71% of Internet users are on Facebook • 77% of women use Facebook vs 66% of men • Age • Ages 18-29 = 87% • Ages 30-49 = 73% • Ages 50-64 = 63% • Ages 65+ = 56%* • Race/Ethnicity • White = 71% • Black = 67% • Hispanic = 73% • Geography • Urban = 71% • Suburban = 72% • Rural = 69% Source: Pew Research Center
- 58. Where To Find Content and Save Time Doing It
- 59. 1. Curate
- 60. Keep current with blogs using Feedly
- 61. Develop a bookmarking system to save and share content
- 62. Set up and use Google Alerts
- 63. Develop and use Twitter Lists
- 64. Start a Flickr Group and automate your photo searches
- 66. If you agree to these rules, you can join the group Only post pictures to this group for which you own the original copyright or are in the public domain. All pictures posted to this group may be used by the Colorado River Trail in its various publications, both print or online (including social media). We will credit you as the photographer on any photo that we use. Only photos depicting the Colorado River Trail region will be accepted. We reserve the right to reject submissions to our Flickr group displaying content we deem to be inappropriate or offensive without prior warning. The Colorado River Trail reserves the right to update the Group Rules.
- 71. http://tourism-tech.com/2012/02/24/need-flickr-photos-for-your-destination-automate-it/ Automate your photo searches
- 72. 2. Let Others Do the Work for You
- 78. Try Photo Repost
- 80. Best Practices
- 81. 1. Develop a strategy
- 82. First, Some Questions 1. Can you describe your business/organization? 2. What are your goals? a. Generate sales b. Brand enthusiasm c. Loyalty 3. What is your relationship with your audience? a. Awareness b. Interest c. Action d. Advocacy Source: Jay Baer (http://convinceandconvert.com)
- 83. More Questions 4. How does your audience use social media? 5. Who will be your community managers? 6. What social media platforms will you use? (Hint: Where is your audience?) 7. How will you be human (what is your “voice”)? 8. How will you know when/if you’re successful? Source: Jay Baer (http://convinceandconvert.com)
- 84. 2. Stick to a schedule
- 85. • Check Facebook 3 times per day – no more than 5 minutes each time • Check Twitter 3 times per day – 2-3 minutes each time • Pin and post on Pinterest and Instagram 1 time per day – 2-3 minutes each • Source content (Google Alerts, etc.) – 10 minutes per day
- 86. 3. Plan: Build and use a content calendar
- 88. 4. Schedule posts in advance
- 92. What Do You Want To Try?
- 94. Follow Me Linkedin.com/in/sarahpage Facebook.com/SarahTPageConsulting @pagetx Sarah Page, Principal Sarah T. Page Consulting, LLC http://sarahtpage.com sarah@sarahtpage.com 512.914.8873 Instagram.com/stpconsulting Pinterest.com/sarahtpage
Editor's Notes
- The restaurant doesn't typically do a brisk lunch business. Note that the paid reach was only 526. The majority of the views came from viral views - aka shares. Over 7k total views. Also note that it was only shared 11 times, so asking for the share is important. There were also 10 new likes on the page during the offer. I attribute this to the offer and shares.
- You need to be able to describe the value proposition of your event in one sentence. Like a mission statement, but not too mission statement-y. What’s the one thing that makes you unique? With Zappos’s it’s not the shoes, it’s their customer service. 2. a. Generate sales – using social media to create first-time customers and drive repeat business 2. b. Brand enthusiasm – turning customers into fans 2. c. Loyalty – building long-lasting relationships Some of your audience has never heard about you. Others are raving fans. Who are you trying to reach? This matters because your messages to these diverse groups will be very different. a. awareness – they may have heard something about you b. interest – heard about you, visited your website, no purchases c. action – they’ve made a single purchase d. advocacy – fans of the brand, told friends, frequent/repeat purchases
- Knowing how your audience behaves within social media is critical. This will help you select the social media channels you use, and the types of promotions you run. Are they creators, joiners, critics, or merely spectators? Who from your organization will be the one “talking” in social media? One person, a team? Figure it out in advance and get buy in from those who will be doing it. Which social media tools/channels (Facebook, Twitter, YouTube, etc.) are the best ones for your organization AND your audience? People love social media. Why? Because they can develop relationships with a brand. Those brands that sound like real people, anyway. You have to put a “face” on your brand. What’s your voice? Fun, urban, folksy? Whatever you choose to measure, make sure it ties back to your goals and objectives. Before you start, establish some baseline metrics so that you have some things to compare. We’ll talk some more about measurement in just a minute. Sit in a room with your team and some flip charts. Go through each of these questions until you have answers for them. This will become your strategy. Once it’s finessed, share it with your organization, your board, etc.