The document outlines six strategies for airport operators to enhance their online presence and foster customer loyalty, including developing a well-integrated website and leveraging social media. It emphasizes the importance of engaging with customers through listening, publishing content, connecting with networks, and evaluating success. The use of social media is highlighted for its potential to improve revenue and SEO effectiveness.

1. Six Ways to Use Your Online Presence to Build Airport Business and Loyalty Created by Standing Partnership for Virginia Airport Operators Council

2. Six Ways to Use Your Online Presence Create, Optimize and Maintain your Home Base Website with Integrated Social Media Listen Publish Connect Engage Evaluate 6

3. ONE: Develop Infrastructure Web site Blog Both?

4. Web Site Best Practices Offer RSS feed for a blog or news updates Create page title links http://www.gocho.com/airport/blog/ or http://www.gocho.com/airport/info/airport-statistics/ Create external links from social networks, community partners, advertising vendors Develop social media presence and link to home base Post new content frequently Tag photos and content with appropriate search keywords

5. Why Integrate Social Media? Brands that are the most engaged in social media saw their revenue grow during 2008 by 18 percent while the least engaged brands saw losses of negative 6 percent. http://www.engagementdb.com/downloads/ENGAGEMENTdb_Report_2009.pdf

6. Why Integrate Social Media? Critical to SEO (search engine optimization – the art of making Web pages attractive to search engines). Serves as a tool for internal collaboration and knowledge sharing. Allows direct conversation and relationship building with your community. Serves as a platform for thought leadership. Provides instant feedback. Builds relationships.

8. Social Media Continuum of Tools Publish Connect Listen Engage

9. Focus Efforts on a Few The “Big Three”

10. Define Parameters Who will manage the community? Who will contribute? What are the rules of engagement?

11. Define S.M.A.R.T. Goals Specific Measurable Actionable Realistically high Time-bound

12. Create and Maintain Infrastructure

13. TWO: Listen What are your customers saying about you? How do you KNOW? How can you answer customers’ questions before you’re even asked?

14. TWO: Listen The quickest way to monitor content on the Web is to use a feed reader.

15. TWO: Listen -- Tools

16. THREE: Publish “ Neither a press release nor a full-page ad in The New York Times will boost your search engine ratings as much as a regularly updated blog. The shortest, cheapest, fastest and easiest route to a prominent Google ranking is to blog often.” — Robert Scoble and Shel Israel “ Naked Conversations”

17. FOUR: Connect Find people like you Read lots of content Learn who makes up your network

18. FOUR: Connect -- LinkedIn

19. FOUR: Connect -- Facebook

20. FOUR: Connect -- Twitter

21. FIVE: Engage Reward fans Be helpful Connect your network Endorse others Produce frequent, quality content Create meaningful, long-lasting relationships

22. Reward Fans!

24. SIX: Evaluate and Celebrate Success Define Goals Measure Progress Celebrate Success https://www.google.com/analytics

25. Six Ways to Use Your Online Presence Create, Optimize and Maintain your Home Base Website with Integrated Social Media Listen Publish Connect Engage Evaluate 6

26. Thank You Questions? www.standingpr.com/blog http:// www.google.com/profiles/marijean.jaggers