This document provides an overview of social media and its impact on the tourism industry. It defines various social media platforms such as blogs, Twitter, Facebook, Flickr, YouTube and LinkedIn. Statistics are given on the growth and usage of these platforms. The key effects of social media on the tourism industry are that it allows people and organizations to connect more quickly and engage large audiences. However, social media is also evolving rapidly, so businesses must understand how to effectively use these channels.

1. Social Media Masterclass

2. Introduction Who are we? What is social media? What’s the effect on the tourism industry? Statistics What is; A blog Twitter Facebook Flickr

3. This is a story about... Content  Audience behaviour  Clever technology 

4. What is social media? So…

5. How media is changing Traditional Media (media) Audience Message Influencer Digital Media } Audience Influencer Influencer Message Audience Influencer Audience

6. What do we mean by social media?

7. What is social media? It’s not about blogs or Twitter It’s about communicating with your audience through the channels they’re already using

8. Where did it come from? TECHNOLOGY RESPECT

9. Who do you trust? 11% 39% 32% 59% Source: Edelman

10. Why care? Usage Social platforms have the potential to reach vast audiences and they continue to grow Connections Social media connects people quickly and easily Engagement Communities are engaging with organisations and you need to understand how to act Speed It’s evolving at a ridiculous speed, but don’t take our word for it...

11. How does this effect the tourism industry? Would you trust a friend or an advert? Would you trust what everyone is saying or an advert? People know where to look

12. What are people doing? In the UK, travel websites rely on search engines for 2/5 of their traffic UK has the largest proportion of travel review sites

13. What is a blog? So…

14. Blogging There are 175,000 new blogs created every day A blog is an online publishing platform where entries are listed chronologically People can subscribe to blogs and receive updates on posts There are also; photoblogs, vlogs and aggregator blogs

15. Blogging Great for search Can be regularly updated Fresh content People prefer blogs Convey personality

16. Go ape

17. Marriott hotels

18. What is twitter? So…

19. Twitter Massive growth and increasing mainstream interest (over 750% growth in 2008) Highly flexible in terms of use Broadcast Monitoring Engagement “Facebook = old friends; Twitter = new friends. That’s why Twitter reigns” Charles Arthur, The Guardian

20. Real Time Ease of Entry Monitoring Conversation Everyone’s heard of it Open Direct

21. Guide to Twitter Followers: these are people who can see a user’s updates, usually the more followers a person has, the more influential they are. @ or ‘atting’: this is when a user wants to speak to someone specifically. If they have a view point on what someone has said, they can write a response preceded by @ and this will link to their name. For instance, @sarah Why do you feel ill? Retweet: this is the action of repeating what someone has said because it is relevant or interesting. This is followed by the abbreviation RT so that everyone knows it has been retweeted. The symbol @ should also be included in the Retweet so everyone knows who originally said it. For instance, RT @sarah Go to Hyde Park today, there’s a fair! DM or direct message: these are messages that can be sent privately, directly to the recipient.

22. Virgin Trains

23. Manchester Piccadilly

24. Tweet deck example

25. What is Facebook? So…

26. Facebook Over 400 million users 70% outside US Leading social network or ‘social utility’ Principally a social environment Finding people with a passion Political parties, pressure groups very active

27. Go Ape Customisable tabs for specific info and content Yours and your fan updates, content and conversation People who signed up

28. What is YouTube? So…

29. YouTube Very Transparent Gold standard for video sharing Video carries emotional appeal Very shareable Eliminate the risk of a bad decision

30. Jet Blue

31. What is Flickr? So…

32. Flickr 27.5 million monthly visitors 4 Billion images 70% of users are university educated 60% earn more than 40k 20% are under 20 40% are between 25-44 40% are over 45

33. Liverpool

34. What is LinkedIn? So…

35. LinkedIn