TravelAlberta 2010 - Practical Strategies for Using Social Media in Your Tourism Business
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This document provides strategies for using social media effectively in tourism businesses. It begins by debunking common myths about social media, such as that it is a fad, free, fast, or focused only on Facebook and Twitter. It emphasizes that social media requires a commitment of time and quality over quantity. The key aspects of social media are said to be participation, transparency, conversations, and community. To make social media work for a business, the document says you must lead by listening to conversations, engaging with customers, articulating your value through content, and demonstrating your expertise. It provides specific tactics under each of these areas, such as using tools like Google Alerts to listen, maintaining a consistent online presence when engaging, and
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TravelAlberta 2010 - Practical Strategies for Using Social Media in Your Tourism Business
- 1. The Savvy Operator Practical strategies for using social media in your tourism business Stephen Joyce, CEO Rezgo.com (A Division of Sentias Software Corp.)
- 2. Don't worry, when it comes to social media, it's about quality not quantity.
- 4. 1. Social Media is a FAD
- 5. FALSE
- 6. 113 million blogs... & over 250 million pieces of tagged social media.
- 7. 400 Million Users on Facebook & 50% log in EVERY DAY
- 8. 25 Million Users And growth of 1500% in 2009, Twitter
- 9. 2. Social Media is FREE
- 10. FALSE
- 11. “Social media trades media cost for time cost” Charlene Li, Forrester Research
- 12. 3. Social Media is FAST
- 13. FALSE
- 14. Social media is about creating relationships that can take months or even years to develop.
- 15. 4. FACEBOOK & Social Media is TWITTER
- 16. FALSE
- 17. Social media is not about any ONE tool or site, it is about the philosophy behind the use of the tool & your goals for using it.
- 18. social media </ hype >
- 19. 1. Twittering Everyone is...
- 21. Twitter Quitters Source: NielsenWire
- 22. 40% use their account. (compared to 70% of Facebook users) 10% of users produce 90% of the tweets 40% of Tweets Are Pointless Babble 37% are conversational 9% are pass along (or RT) 3.5% are spam
- 23. 2. Do social media Anyone can
- 24. Not everyone needs to do social media. The time cost may be prohibitive. If poorly executed, it can have a negative impact on the brand.
- 25. 3. Big Splash Fast You can make a
- 26. It takes time to build reputation on- line. If you have an existing subscriber base or customer base, you can engage them quickly. If starting from scratch, it can take a lot of time.
- 27. 4. You can go VIRAL
- 28. Things become viral for one reason or another, generally unknown to you. What you think will go viral seldom does. You cannot manufacture viral content.
- 29. key attributes of the social web
- 30. 1. Participation
- 31. readers writers
- 32. 2. Transparency
- 33. Disgusting Awful nightmare Avoid this place like the plague Worst Experience ever Dirty
- 34. Amazing Super impressive Fabulous location, great service Enjoyable stay Great
- 35. 3. Conversations
- 37. stop talking & start listening
- 38. 4. Community
- 39. 2.5 Million Unique Visits
- 43. we all live in... communities
- 44. our history is... about stories
- 45. we find pleasure in ... sharing
- 47. we are ... social animals
- 49. ... only more efficiently
- 50. making social media WORK
- 51. To make social media work for your business, you must LEAD.
- 53. 5 min. break
- 54. 1 you must ... st LISTEN
- 55. Sign-up for the following accounts
- 57. Set up Google Alerts for: Your brand Your keywords Your competitors
- 59. Alerts via email or rss
- 60. You will get alerts for: Blog mentions Twitter mentions News articles Videos/rich media Web site mentions
- 62. Similar search to Google Alerts
- 63. What will you learn? Where people are talking What people are saying How people feel about you Problems & common concerns Trends & opportunities
- 64. 2 you must ... nd ENGAGE
- 66. don't hide behind... your brand
- 67. proudly represent... your brand
- 68. Sign-up for the following accounts disqus.com gravatar.com
- 69. Consider accounts with these sites based on the results of your listening:
- 70. Profile Management Rules: Use the same email address Create a square 300x300 profile pic. Use a consistent “About me” (250 words max.) Create a consistent password scheme.
- 71. Engagement Rules: Respond quickly (once a day is fine) Always be polite & professional Ask lots of questions Be honest with your answers. You don't have to have the answers
- 72. Ask yourself this One Question
- 73. What would you do if this customer was standing in front of you?
- 74. 3 you must ... rd ARTICULATE
- 75. You have less than 30 seconds to capture your visitors' attention
- 76. Awareness Consideration Action
- 77. Traffic Content Call to Action
- 78. Dream Plan Go
- 79. Articulate the Dream Write stories that inspire and excite the visitor. Share your experiences and love for what you do.
- 80. Articulate the Dream Builds relevant content Increases relevant keywords Builds credibility & authenticity Increases stickiness Defines you as an authority
- 81. Articulate the Dream 1) Who are you? 2) Why you love what you do? 3) What makes your region special? 4) Your favorite experience(s) 5) Special insider tips (planning etc.) 6) History or events
- 82. Tools to help you articulate the Dream blogger.com wordpress.com typepad.com
- 83. Articulate the Plan Clearly describe how and why the visitor should choose your business. Present all the information they need to make a booking decision.
- 84. Articulate the Plan Use a content management system (CMS) to organize your web content. Your CMS may be the same as your blog platform.
- 85. Articulate the Plan Use a property management system or tour operator software to organize your products.
- 86. Articulate the Plan Provide partners with standard connection methods in order to distribute your products. XML APIs and RSS.
- 87. Articulate the GO! With a clear... Call to Action
- 88. Articulate the GO! On-line bookings, requests, or push to phone are all valid calls to action. But they must be measurable.
- 89. 4 you must ... th DEMONSTRATE
- 90. Demonstrate your expertise Share your experiences with other communities. Syndicate your content to blogs, networks, and partners through RSS.
- 91. Demonstrate your confidence Encourage your guests & customers to review your services on sites like Tripadvisor & TripReviews.
- 92. Demonstrate your service Post videos on Youtube & Vimeo, share photos on Flickr & Facebook, share content with partners.
- 93. who, where, why listen Add channels, ask, learn, foster demonstrate engage understand, answer connections articulate feed curiosity
- 94. 5 Simple Rules Start with the big networks. Be selective with sites to join. Make social media a part of your daily routine. Commit to a plan. Review your results often.
- 97. Thank you