This is the fourth Handbook developed under the Erasmus+ Project "Your Local Guide". For more information about the project, visit www.yourlocalguide.org
Social media refers to online platforms that allow users to create and share content with other users or networks. Popular social media sites include Facebook, which launched in 2004 and allows users to connect with friends and share photos and updates, Twitter, which launched in 2006 and allows users to share short messages called tweets, and LinkedIn, which launched in 2003 and focuses on professional networking. These sites facilitate interaction and conversation through features like sharing, messaging, and community building.
This document discusses social media and finding the right social media mix for businesses. It begins by explaining the evolution of the internet and rise of social media. It then discusses opportunities for businesses with social media like brand protection and reaching customers, but also challenges like monitoring conversations and negative feedback. Finally, it dispels common myths about social media and emphasizes the importance of measuring social media effectiveness and integrating it as part of an overall marketing strategy.
The document proposes a social media strategy and branding plan from The Intelligence Community LLC for the Olmsted Foundation to leverage its network of military leaders, attract new applicants, and strengthen alumni connections through optimized use of emerging social media trends and the TIC network of over 45,000 national security professionals. The proposal includes appointing a dedicated social media strategist to the Olmsted Foundation to implement outreach reinforcing the brand through social media storytelling, networking, and engagement across platforms. A comprehensive marketing and communications strategy is outlined incorporating social media, public relations, online fundraising, and technology recommendations to promote the Olmsted Scholar Program.
Social media has evolved rapidly and now plays a prominent role in public relations. The document discusses the rise of social media platforms like blogs, wikis, podcasts and social networks and how they have empowered consumers to generate and share content. It recommends that PR professionals leverage social media monitoring, outreach and distribution tools to optimize their strategies and interact directly with audiences. Social media presents both opportunities to reach people in new ways but also risks if not approached carefully.
The document discusses various new media tools and techniques for public relations, including viral marketing, viral PR, blogging, social networking, podcasting, and virtual worlds. It provides background on each topic, examples of companies using the strategies successfully, pros and cons of each approach, and tips for how PR professionals can utilize these new media channels to engage audiences and spread their messages.
BrandVeda is a digital marketing startup based in Ahmedabad and Gandhinagar, India. It was founded to empower students and corporate professionals with knowledge of digital marketing. The company's faculty provide both theoretical and practical training, drawing from their 15 years of industry experience. In its three years of operation, BrandVeda has educated over 2,000 students and professionals through seminars and workshops. The company aims to develop specialists in digital marketing and prepare them for career success.
The document proposes introducing a new social media class at the university's Technical Communication department. The class would be responsible for managing the department's social media presence across Facebook, Twitter, LinkedIn and a blog. This would allow the department to better engage with current students, alumni and recruit new students. The document discusses how most university departments are missing opportunities by not having a social media presence and strategies for how the proposed class could improve the department's online engagement and enrollment numbers.
Social media refers to online platforms that allow users to create and share content with other users or networks. Popular social media sites include Facebook, which launched in 2004 and allows users to connect with friends and share photos and updates, Twitter, which launched in 2006 and allows users to share short messages called tweets, and LinkedIn, which launched in 2003 and focuses on professional networking. These sites facilitate interaction and conversation through features like sharing, messaging, and community building.
This document discusses social media and finding the right social media mix for businesses. It begins by explaining the evolution of the internet and rise of social media. It then discusses opportunities for businesses with social media like brand protection and reaching customers, but also challenges like monitoring conversations and negative feedback. Finally, it dispels common myths about social media and emphasizes the importance of measuring social media effectiveness and integrating it as part of an overall marketing strategy.
The document proposes a social media strategy and branding plan from The Intelligence Community LLC for the Olmsted Foundation to leverage its network of military leaders, attract new applicants, and strengthen alumni connections through optimized use of emerging social media trends and the TIC network of over 45,000 national security professionals. The proposal includes appointing a dedicated social media strategist to the Olmsted Foundation to implement outreach reinforcing the brand through social media storytelling, networking, and engagement across platforms. A comprehensive marketing and communications strategy is outlined incorporating social media, public relations, online fundraising, and technology recommendations to promote the Olmsted Scholar Program.
Social media has evolved rapidly and now plays a prominent role in public relations. The document discusses the rise of social media platforms like blogs, wikis, podcasts and social networks and how they have empowered consumers to generate and share content. It recommends that PR professionals leverage social media monitoring, outreach and distribution tools to optimize their strategies and interact directly with audiences. Social media presents both opportunities to reach people in new ways but also risks if not approached carefully.
The document discusses various new media tools and techniques for public relations, including viral marketing, viral PR, blogging, social networking, podcasting, and virtual worlds. It provides background on each topic, examples of companies using the strategies successfully, pros and cons of each approach, and tips for how PR professionals can utilize these new media channels to engage audiences and spread their messages.
BrandVeda is a digital marketing startup based in Ahmedabad and Gandhinagar, India. It was founded to empower students and corporate professionals with knowledge of digital marketing. The company's faculty provide both theoretical and practical training, drawing from their 15 years of industry experience. In its three years of operation, BrandVeda has educated over 2,000 students and professionals through seminars and workshops. The company aims to develop specialists in digital marketing and prepare them for career success.
The document proposes introducing a new social media class at the university's Technical Communication department. The class would be responsible for managing the department's social media presence across Facebook, Twitter, LinkedIn and a blog. This would allow the department to better engage with current students, alumni and recruit new students. The document discusses how most university departments are missing opportunities by not having a social media presence and strategies for how the proposed class could improve the department's online engagement and enrollment numbers.
Facebook started in 2004 as a social networking site that allows users to connect with friends and share information. It has since grown to over 2 billion users who spend on average 15 hours per month on the site. Facebook provides tools for businesses to market directly to targeted user demographics through ads, pages, events, and other engagement features. Marketers can take advantage of the viral sharing nature of Facebook to promote products and services to communities of interested users.
I was talking to a few businesses and realized that even when they are doing a lot of B2C, and > S$20MM in revenue, they are still not on social media. So this is a simple introduction on why you should get on social media. (Updated since 2 years back)
The document discusses the growth and importance of social media. It notes that social media allows for two-way communication, viral sharing of content, and the formation of networks among users. It provides examples of how different social media platforms can be used by brands for networking, marketing, customer feedback, and crisis management.
The positive and negative of social media on the tourism and hospitality prod...Witsathit Somrak
The Academic Cooperation Network between The Faculty of Management Science from Northern Rajabhat University 8 Areas
The 9th National and 2 nd International Conference of Academic Management Science 7th February 2020 Phetchabun Rajabhat University
This document provides an overview of social networking and how to engage with various social media platforms. It discusses what social networking is, popular sites like Facebook, Twitter, LinkedIn and MySpace. It also covers how to set up accounts, protect privacy, maintain an online presence, network online and create avatars. Tips are provided on using different sites for professional networking versus social purposes and how to avoid common pitfalls when engaging with social media.
Social Networking Site - A new era in communicationVidur Pandit
The document discusses the rise of social networking sites and their impact on communication. It provides background on early social networking sites like MySpace and Facebook. People began using these sites to fulfill various social needs, like forming relationships, belonging to groups, and satisfying curiosity about others. This led to their rapid growth and popularity. The sites transformed how people communicate by allowing them to connect with friends and family across distances. Today, social media continues to revolutionize communication and play a major role in peoples' social lives.
The document provides an overview of social media marketing and how it has evolved over time. It discusses how the internet has changed from a static web to an interactive web where users can contribute and connect through social media. It defines social media marketing as building relationships throughout the business cycle and leveraging social networks, online communities, reviews, and word-of-mouth to engage customers and promote products/services. The document also discusses how businesses can develop an online authority presence and leverage social media marketing strategies to build their brand and engage with customers.
The Direct Marketing Educational Foundation (DMEF) aims to educate college students about careers in direct/interactive marketing. As a social media intern, the author faced challenges growing DMEF's small social media fan base. Using Viralheat, the author was able to track engaging content and double DMEF's followers on Twitter, Facebook, and LinkedIn in two months. DMEF provides scholarships and career resources to attract students to the direct marketing industry.
This was presented as a workshop at the Literacy Assistance Center. It looked at how adult literacy programs can use social media to improve recruitment and retention, engage students in the classroom, and build student's social capital.
This document is a thesis submitted to the University of South Wales examining content marketing strategies in Jordan. It begins with an abstract summarizing the research which investigates how cultural aspects influence content marketing strategies in Jordan and how social media marketing affects content marketing. The thesis then provides acknowledgements and a table of contents before launching into the main chapters which include a literature review on online content marketing and social media marketing, research methodology, findings and analysis, and conclusions and recommendations.
marketingThe Effectiveness of social media in event Mr Nyak
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Usman Koroma
ADTELLIGENCE White Paper: Monetizationof strategies and business models for S...Michael Altendorf
Within the past two years, the amount of social networks and online communities have grown faster than anything else on the Internet and the number of people associated with those networks continue to dominate the Internet space. Unfortunately, almost all social networks today continue to endure very high costs with very low monetization rates. Monetization occurs directly (through monthly subscribers, “Freemium”, or virtual-goods models) or indirectly. Mainly through advertising based business models and first attempts to include e-commerce. Only vendors in Asia and some western platforms started to implement a virtual economy with goods and currency.
Most Social networks are today unsuccessful in their advertising strategy because they target an enormously large mass of heterogeneous users. First-generation targeting models (including semantic, contextual or behavioral targeting) don’t help either because these models are not tailored to the needs of social networks.
Social Profile Targeting leveraging the (demographic, interests and geographic user information), on the other hand, is built around the information within user profiles, users’ connections to other users, and the data entered by users themselves – to provide more exact data to reach target audiences.
ADTELLIGENCE offers exactly this kind of targeting technology, which provides an interface between individual user profiles and classic target-group descriptions. Through a simple user interface based on newest Web 2.0 technology, advertisers can easily define their target audiences / groups and in real-time, get reports on the success of their campaign and target delineation. ADTELLIGENCE’s targeting technology not only helps increase advertising revenue for social networks, but can also be used to implement other effective revenue channels like ecommerce, gaming monetization or marketing intelligence, social media monitoring and web analytics.
There is not just one perfect, “universal” business model for social networks, but nevertheless, the best business model will always be a mix of different approaches that can continuously be developed and combined. The users will decided which model they like. Ask them, they will tell you what they want, to deliver user generated content
The document provides an overview of a seminar on using social media for international trade. The seminar discusses how social media is changing international business and provides examples of useful social media tools for international trade professionals, including LinkedIn, Twitter, and Google Talk. It also covers best practices for using social media, such as maintaining a consistent brand and engaging with customers.
This document discusses using social media for business. It begins by defining social media as social networking websites and blogs that allow users to interact and communicate. The growth of social media has led many businesses to create online presences on these platforms to connect with customers. The document then discusses how businesses can use social media for advertising, marketing, customer service, and brand management. Specific strategies covered include targeted advertising, peer recommendations, and using customers as brand ambassadors.
The document discusses managing risks associated with social media use. It identifies common social media risks like damage to reputation, privacy issues, and legal liabilities. It recommends developing a social media strategy and policy to guide appropriate use and address risks. It also stresses the importance of listening to social media discussions, having a crisis communication plan, and obtaining proper insurance to cover social media activities. The overall message is that not participating in social media also carries risks, so organizations should thoughtfully engage with social media while mitigating potential downsides.
This report talks about Internet Advertising and how it plays a crucial role in promoting a brand, product or a service. It lists down various forms of promotion through internet and gives insight on the marketing objectives, customer segments, synergy between other forms of media and most importantly, the benefits.
This report discusses social media marketing conducted by ProSpace Tec media Private limited in Hyderabad, India. It focuses on understanding customer needs, researching competitors, and developing effective marketing strategies. ProSpace provides various digital marketing services including social media marketing. The report aims to analyze social media marketing in terms of services offered, market segmentation, size and growth, strengths/weaknesses, and provide recommendations. It examines problems in social media marketing, awareness among people, and strategies used. The conclusion will synthesize findings and suggest improvements.
Social Media: An Introduction for BusinessesAren Grimshaw
A copy of the slides used on my presentations to businesses in the south west on behalf of Business Link.
Originally presented on Wednesday 11th August at the Barnstaple Hotel as part of a Business Link one day seminar on Social Media and Internet Marketing.
Facebook as communications tool in the digital age for marketersTouseef Ahmed
The upcoming of social media networks has altered the ways individuals interact with families, friends, businesses, and even strangers. Since, Social media is used as a communications medium, therefore it can rightly be said as a tool to reach out to that population already present on the platform. As per Statista, there are around 2.46 billion active social media users in and around the world. This is expected to grow to 2.77 billion users until 2019. An average user spent 135 minutes over Social media platform in 2017 as compared to 90 minutes spent over social media in 2012. Globally, total number of social network users surpassed the count of 2 billion users in 2016.
Online marketing is a way of communicating with the customer that started with the advent of the Internet and today, along with other marketing methods.Like the other books in the "Smart Business" series, the subject of this book has been studied with a smart look and from different angles, then you can develop the best possible plan for yourself based on your circumstances. Firstly, the benefits of online presence are stated. Then, the process of online marketing program, including the structure of the program, its implementation methods, evaluation and modification are explained in detail.
The document is a report submitted by Madhu Verma for their summer training project on digital marketing at Youth4Work.com. It includes sections on preface, acknowledgements, declaration, industry overview, company overview, and a description of Madhu's internship activities. Some key points:
- Madhu conducted content writing and social media marketing through Facebook ads as part of their internship.
- For content writing, Madhu wrote over 150 exam descriptions and coordinated with the SEO team.
- For social media, Madhu created over 500 advert images and 200 Facebook ads for various exams.
- The industry overview section discusses trends in digital marketing and social media usage in India. It provides
welingkar final year project
https://youtu.be/8x5ADQ89nYc
Special discount for sileshare viewers
https://niraj7005.wooplr.com/search?q=Anarkali
Men & women product
Open below link
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For tour
https://www.facebook.com/DestinigoWorld
Facebook started in 2004 as a social networking site that allows users to connect with friends and share information. It has since grown to over 2 billion users who spend on average 15 hours per month on the site. Facebook provides tools for businesses to market directly to targeted user demographics through ads, pages, events, and other engagement features. Marketers can take advantage of the viral sharing nature of Facebook to promote products and services to communities of interested users.
I was talking to a few businesses and realized that even when they are doing a lot of B2C, and > S$20MM in revenue, they are still not on social media. So this is a simple introduction on why you should get on social media. (Updated since 2 years back)
The document discusses the growth and importance of social media. It notes that social media allows for two-way communication, viral sharing of content, and the formation of networks among users. It provides examples of how different social media platforms can be used by brands for networking, marketing, customer feedback, and crisis management.
The positive and negative of social media on the tourism and hospitality prod...Witsathit Somrak
The Academic Cooperation Network between The Faculty of Management Science from Northern Rajabhat University 8 Areas
The 9th National and 2 nd International Conference of Academic Management Science 7th February 2020 Phetchabun Rajabhat University
This document provides an overview of social networking and how to engage with various social media platforms. It discusses what social networking is, popular sites like Facebook, Twitter, LinkedIn and MySpace. It also covers how to set up accounts, protect privacy, maintain an online presence, network online and create avatars. Tips are provided on using different sites for professional networking versus social purposes and how to avoid common pitfalls when engaging with social media.
Social Networking Site - A new era in communicationVidur Pandit
The document discusses the rise of social networking sites and their impact on communication. It provides background on early social networking sites like MySpace and Facebook. People began using these sites to fulfill various social needs, like forming relationships, belonging to groups, and satisfying curiosity about others. This led to their rapid growth and popularity. The sites transformed how people communicate by allowing them to connect with friends and family across distances. Today, social media continues to revolutionize communication and play a major role in peoples' social lives.
The document provides an overview of social media marketing and how it has evolved over time. It discusses how the internet has changed from a static web to an interactive web where users can contribute and connect through social media. It defines social media marketing as building relationships throughout the business cycle and leveraging social networks, online communities, reviews, and word-of-mouth to engage customers and promote products/services. The document also discusses how businesses can develop an online authority presence and leverage social media marketing strategies to build their brand and engage with customers.
The Direct Marketing Educational Foundation (DMEF) aims to educate college students about careers in direct/interactive marketing. As a social media intern, the author faced challenges growing DMEF's small social media fan base. Using Viralheat, the author was able to track engaging content and double DMEF's followers on Twitter, Facebook, and LinkedIn in two months. DMEF provides scholarships and career resources to attract students to the direct marketing industry.
This was presented as a workshop at the Literacy Assistance Center. It looked at how adult literacy programs can use social media to improve recruitment and retention, engage students in the classroom, and build student's social capital.
This document is a thesis submitted to the University of South Wales examining content marketing strategies in Jordan. It begins with an abstract summarizing the research which investigates how cultural aspects influence content marketing strategies in Jordan and how social media marketing affects content marketing. The thesis then provides acknowledgements and a table of contents before launching into the main chapters which include a literature review on online content marketing and social media marketing, research methodology, findings and analysis, and conclusions and recommendations.
marketingThe Effectiveness of social media in event Mr Nyak
marketingThe Effectiveness of social media in event marketingThe Effectiveness of social media in event marketing The Effectiveness of social media in event marketingThe Effectiveness of social media in event marketing The Effectiveness of social media in event marketing The Effectiveness of social media in event marketingThe Effectiveness of social media in event marketingThe Effectiveness of social media in event marketingThe Effectiveness of social media in event marketingThe Effectiveness of social media in event marketingThe Effectiveness of social media in event marketingThe Effectiveness of social media in event marketing The Effectiveness of social media in event marketingThe Effectiveness of social media in event marketingThe Effectiveness of social media in event marketingThe Effectiveness of social media in event marketingThe Effectiveness of social media in event marketing The Effectiveness of social media in event marketing The Effectiveness of social media in event marketingThe Effectiveness of social media in event marketing The Effectiveness of social media in event marketingThe Effectiveness of social media in event marketing The Effectiveness of social media in event marketingThe Effectiveness of social media in event marketing The Effectiveness of social media in event marketing The Effectiveness of social media in event marketing The Effectiveness of social media in event marketingThe Effectiveness of social media in event marketing The Effectiveness of social media in event marketingThe Effectiveness of social media in event marketing
Usman Koroma
ADTELLIGENCE White Paper: Monetizationof strategies and business models for S...Michael Altendorf
Within the past two years, the amount of social networks and online communities have grown faster than anything else on the Internet and the number of people associated with those networks continue to dominate the Internet space. Unfortunately, almost all social networks today continue to endure very high costs with very low monetization rates. Monetization occurs directly (through monthly subscribers, “Freemium”, or virtual-goods models) or indirectly. Mainly through advertising based business models and first attempts to include e-commerce. Only vendors in Asia and some western platforms started to implement a virtual economy with goods and currency.
Most Social networks are today unsuccessful in their advertising strategy because they target an enormously large mass of heterogeneous users. First-generation targeting models (including semantic, contextual or behavioral targeting) don’t help either because these models are not tailored to the needs of social networks.
Social Profile Targeting leveraging the (demographic, interests and geographic user information), on the other hand, is built around the information within user profiles, users’ connections to other users, and the data entered by users themselves – to provide more exact data to reach target audiences.
ADTELLIGENCE offers exactly this kind of targeting technology, which provides an interface between individual user profiles and classic target-group descriptions. Through a simple user interface based on newest Web 2.0 technology, advertisers can easily define their target audiences / groups and in real-time, get reports on the success of their campaign and target delineation. ADTELLIGENCE’s targeting technology not only helps increase advertising revenue for social networks, but can also be used to implement other effective revenue channels like ecommerce, gaming monetization or marketing intelligence, social media monitoring and web analytics.
There is not just one perfect, “universal” business model for social networks, but nevertheless, the best business model will always be a mix of different approaches that can continuously be developed and combined. The users will decided which model they like. Ask them, they will tell you what they want, to deliver user generated content
The document provides an overview of a seminar on using social media for international trade. The seminar discusses how social media is changing international business and provides examples of useful social media tools for international trade professionals, including LinkedIn, Twitter, and Google Talk. It also covers best practices for using social media, such as maintaining a consistent brand and engaging with customers.
This document discusses using social media for business. It begins by defining social media as social networking websites and blogs that allow users to interact and communicate. The growth of social media has led many businesses to create online presences on these platforms to connect with customers. The document then discusses how businesses can use social media for advertising, marketing, customer service, and brand management. Specific strategies covered include targeted advertising, peer recommendations, and using customers as brand ambassadors.
The document discusses managing risks associated with social media use. It identifies common social media risks like damage to reputation, privacy issues, and legal liabilities. It recommends developing a social media strategy and policy to guide appropriate use and address risks. It also stresses the importance of listening to social media discussions, having a crisis communication plan, and obtaining proper insurance to cover social media activities. The overall message is that not participating in social media also carries risks, so organizations should thoughtfully engage with social media while mitigating potential downsides.
This report talks about Internet Advertising and how it plays a crucial role in promoting a brand, product or a service. It lists down various forms of promotion through internet and gives insight on the marketing objectives, customer segments, synergy between other forms of media and most importantly, the benefits.
This report discusses social media marketing conducted by ProSpace Tec media Private limited in Hyderabad, India. It focuses on understanding customer needs, researching competitors, and developing effective marketing strategies. ProSpace provides various digital marketing services including social media marketing. The report aims to analyze social media marketing in terms of services offered, market segmentation, size and growth, strengths/weaknesses, and provide recommendations. It examines problems in social media marketing, awareness among people, and strategies used. The conclusion will synthesize findings and suggest improvements.
Social Media: An Introduction for BusinessesAren Grimshaw
A copy of the slides used on my presentations to businesses in the south west on behalf of Business Link.
Originally presented on Wednesday 11th August at the Barnstaple Hotel as part of a Business Link one day seminar on Social Media and Internet Marketing.
Facebook as communications tool in the digital age for marketersTouseef Ahmed
The upcoming of social media networks has altered the ways individuals interact with families, friends, businesses, and even strangers. Since, Social media is used as a communications medium, therefore it can rightly be said as a tool to reach out to that population already present on the platform. As per Statista, there are around 2.46 billion active social media users in and around the world. This is expected to grow to 2.77 billion users until 2019. An average user spent 135 minutes over Social media platform in 2017 as compared to 90 minutes spent over social media in 2012. Globally, total number of social network users surpassed the count of 2 billion users in 2016.
Online marketing is a way of communicating with the customer that started with the advent of the Internet and today, along with other marketing methods.Like the other books in the "Smart Business" series, the subject of this book has been studied with a smart look and from different angles, then you can develop the best possible plan for yourself based on your circumstances. Firstly, the benefits of online presence are stated. Then, the process of online marketing program, including the structure of the program, its implementation methods, evaluation and modification are explained in detail.
The document is a report submitted by Madhu Verma for their summer training project on digital marketing at Youth4Work.com. It includes sections on preface, acknowledgements, declaration, industry overview, company overview, and a description of Madhu's internship activities. Some key points:
- Madhu conducted content writing and social media marketing through Facebook ads as part of their internship.
- For content writing, Madhu wrote over 150 exam descriptions and coordinated with the SEO team.
- For social media, Madhu created over 500 advert images and 200 Facebook ads for various exams.
- The industry overview section discusses trends in digital marketing and social media usage in India. It provides
welingkar final year project
https://youtu.be/8x5ADQ89nYc
Special discount for sileshare viewers
https://niraj7005.wooplr.com/search?q=Anarkali
Men & women product
Open below link
https://niraj7005.wooplr.com
For tour
https://www.facebook.com/DestinigoWorld
Digital marketing is an umbrella term for the targeted, measurable, and interactive marketing of products or services using digital technologies to reach and convert leads into customers and retain them. The key objective is to promote brands, build preference and increase sales through various digital marketing techniques. It is embodied by an extensive selection of service, product and brand marketing tactics, which mainly use the Internet as a core promotional medium, in addition to mobile and traditional TV and radio.
Social media marketing proposal for Travel and tourism businessOttun Abdul-rasheed
This document provides a social media marketing proposal for Travel Router Ltd. It includes an analysis of social media trends in the travel industry, identifying Facebook, Twitter, LinkedIn, YouTube and blogs as key platforms. It recommends setting up accounts and customizing profiles on these channels. The proposal outlines general engagement strategies for each platform, such as posting regularly and using hashtags on Twitter. Measuring engagement and directing traffic to the company website are also discussed. Benefits of the social media plan include establishing authority, growing an organic following, and increasing visibility and leads for the business.
The New Rules Of Marketing And Pr For Hi Tech Companies Sept 2009shapira marketing
The New Rules of Marketing and PR for High Tech based on David Meerman Scott\'s Book: The New Rules of Marketing and PR with additional sections on Analyst Relations
The document discusses social media marketing and various social media platforms. It defines social media as online platforms that allow users to interact and share content. Social media marketing is using social media to promote a business or brand. Some key platforms discussed include Facebook, Twitter, Instagram, LinkedIn, Pinterest, YouTube, and Snapchat. The document outlines advantages of using each of these platforms for social media marketing.
YouRock is an online youth employability platform that focuses on helping youth aged 16-30 build skills profiles in 15 languages. Users complete activities that are matched to work skills, generating a "skills cloud" profile. YouRock has engaged stakeholders, built momentum through hackathons and PR, and plans further user and employer engagement through an autumn promotional campaign using social media, intermediaries, and ambassadors. The platform aims to help address high youth unemployment and skills shortages in Europe.
This document discusses an advertising product called "Earn Cash Yearly" or "Make Money With Google" that claims to teach a secret method for making money using Google Adsense and Clickbank. The reviewer critiques the sales page, noting that Adsense and Clickbank are not unique or secret platforms. The reviewer is skeptical of claims that one can set everything up in a day and begin making thousands, as the process typically requires more time and effort. The reviewer does not recommend or affiliate with this product.
This document provides a guide for using Facebook advertising to generate traffic to EURAXESS national platforms. It discusses defining goals such as attracting visitors and building the platform as a trusted resource. It also covers understanding the target audience of researchers, Facebook's targeting options, and walking through setting up an advertising campaign step-by-step including objectives, audiences, budget, ad creation, and monitoring results. The overall aim is helping administrators motivate researchers to visit and actively use EURAXESS national portal services.
This document provides an introduction and background for a thesis on internet marketing acquisition processes. It discusses internet marketing and how it relates to the traditional marketing mix. It also explores companies' and consumers' perspectives on internet marketing. The thesis will focus on analyzing the acquisition process for attracting visitors to the website www.flashgame4fun.com, specifically looking at search engine optimization and link building activities. Both qualitative and quantitative research methods will be used, including analyzing documents, collecting data from the case study website, and testing the effectiveness of acquisition activities.
The main differences between internet marketing and traditional marketing are:
- Reach - Internet marketing has the potential to reach a global audience, while traditional marketing is usually limited to a local or regional area.
- Cost - Internet marketing can often have lower costs per impression/lead compared to traditional marketing such as print, TV, radio ads. However, it requires an initial investment in things like website development.
- Interactivity - Internet marketing allows for more two-way interaction between business and customers through things like emails, social media, online reviews etc. Traditional marketing is usually one-way communication.
- Measurement - It's easier to track metrics like clicks, conversions, ROI etc with internet marketing. Traditional marketing effectiveness can be
This document discusses online marketing techniques. It covers search engine optimization (SEO), display advertising, viral marketing, interactive marketing, social media optimization, and mobile marketing. It also discusses integrated marketing communications online. Some key points made in the document include that online marketing allows for lower cost distribution of information globally, it is interactive in nature allowing instant response, and it allows for easy tracking of statistics. Both push and pull techniques are used in online marketing.
This document discusses how information technology is used in marketing. It outlines two main technologies used: search engine optimization (SEO) and social media. SEO involves content creation and syndication, video creation and syndication, and real simple syndication (RSS) to increase search engine rankings. Social media allows for immediate feedback and includes technologies like blogs, wikis and forums. The document also lists various information technology tools used in marketing departments, such as websites, social media, blogging, presentations, customer relationship management systems, and email. It discusses the benefits of using information technology in marketing such as increased efficiency, productivity, and cost effectiveness.
Delta Generali social media - opportunity & challengeMiloje Sekulic
Fiercer market conditions seek more effort to make success, wide
intelligence, targeted approach, precise answer to your target
groups` needs and empowerment through embracing
changes that have taken place.
Social media automation is the riskiest trend that marketers are pressured to use. One can't deny that social media advertising is very overwhelming. To know more about click on the link.
https://ttdigitals.com/blogdetail?social-media-automation-a-boon
Similar to Your Local Guide: Social Media Communities for Tourism Destination (20)
Elevate Your Nonprofit's Online Presence_ A Guide to Effective SEO Strategies...TechSoup
Whether you're new to SEO or looking to refine your existing strategies, this webinar will provide you with actionable insights and practical tips to elevate your nonprofit's online presence.
Temple of Asclepius in Thrace. Excavation resultsKrassimira Luka
The temple and the sanctuary around were dedicated to Asklepios Zmidrenus. This name has been known since 1875 when an inscription dedicated to him was discovered in Rome. The inscription is dated in 227 AD and was left by soldiers originating from the city of Philippopolis (modern Plovdiv).
How to Manage Reception Report in Odoo 17Celine George
A business may deal with both sales and purchases occasionally. They buy things from vendors and then sell them to their customers. Such dealings can be confusing at times. Because multiple clients may inquire about the same product at the same time, after purchasing those products, customers must be assigned to them. Odoo has a tool called Reception Report that can be used to complete this assignment. By enabling this, a reception report comes automatically after confirming a receipt, from which we can assign products to orders.
CapTechTalks Webinar Slides June 2024 Donovan Wright.pptxCapitolTechU
Slides from a Capitol Technology University webinar held June 20, 2024. The webinar featured Dr. Donovan Wright, presenting on the Department of Defense Digital Transformation.
How to Setup Default Value for a Field in Odoo 17Celine George
In Odoo, we can set a default value for a field during the creation of a record for a model. We have many methods in odoo for setting a default value to the field.
A Visual Guide to 1 Samuel | A Tale of Two HeartsSteve Thomason
These slides walk through the story of 1 Samuel. Samuel is the last judge of Israel. The people reject God and want a king. Saul is anointed as the first king, but he is not a good king. David, the shepherd boy is anointed and Saul is envious of him. David shows honor while Saul continues to self destruct.
Philippine Edukasyong Pantahanan at Pangkabuhayan (EPP) CurriculumMJDuyan
(𝐓𝐋𝐄 𝟏𝟎𝟎) (𝐋𝐞𝐬𝐬𝐨𝐧 𝟏)-𝐏𝐫𝐞𝐥𝐢𝐦𝐬
𝐃𝐢𝐬𝐜𝐮𝐬𝐬 𝐭𝐡𝐞 𝐄𝐏𝐏 𝐂𝐮𝐫𝐫𝐢𝐜𝐮𝐥𝐮𝐦 𝐢𝐧 𝐭𝐡𝐞 𝐏𝐡𝐢𝐥𝐢𝐩𝐩𝐢𝐧𝐞𝐬:
- Understand the goals and objectives of the Edukasyong Pantahanan at Pangkabuhayan (EPP) curriculum, recognizing its importance in fostering practical life skills and values among students. Students will also be able to identify the key components and subjects covered, such as agriculture, home economics, industrial arts, and information and communication technology.
𝐄𝐱𝐩𝐥𝐚𝐢𝐧 𝐭𝐡𝐞 𝐍𝐚𝐭𝐮𝐫𝐞 𝐚𝐧𝐝 𝐒𝐜𝐨𝐩𝐞 𝐨𝐟 𝐚𝐧 𝐄𝐧𝐭𝐫𝐞𝐩𝐫𝐞𝐧𝐞𝐮𝐫:
-Define entrepreneurship, distinguishing it from general business activities by emphasizing its focus on innovation, risk-taking, and value creation. Students will describe the characteristics and traits of successful entrepreneurs, including their roles and responsibilities, and discuss the broader economic and social impacts of entrepreneurial activities on both local and global scales.
Philippine Edukasyong Pantahanan at Pangkabuhayan (EPP) Curriculum
Your Local Guide: Social Media Communities for Tourism Destination
1.
2. Erasmus+ Strategic Partnership - 2018-1-RO01-KA204-049516
The content of this document represents the views of the author only and is his/her sole responsibility; it cannot be considered to reflect the views of
the European Commission or any other body of the European Union. The European Commission and the Agency do not accept any responsibility
for use that may be made of the information.
Table of contents
UNIT 1: Online marketing and social media..................................................................................................3
Get ready.............................................................................................................................................................3
Take up ................................................................................................................................................................3
Check it out..........................................................................................................................................................6
DIY – Do it yourself..............................................................................................................................................6
UNIT 2: Use of social network in tourism .....................................................................................................8
Get ready.............................................................................................................................................................8
Take up ................................................................................................................................................................8
Check it out........................................................................................................................................................11
DIY – Do it yourself............................................................................................................................................11
UNIT 3: .....................................................................................................................................................13
Get ready...........................................................................................................................................................13
Take up ..............................................................................................................................................................13
Check it out........................................................................................................................................................16
DIY – Do it yourself............................................................................................................................................16
UNIT 4: .....................................................................................................................................................18
Get ready...........................................................................................................................................................18
Take up ..............................................................................................................................................................18
Check it out........................................................................................................................................................20
DIY – Do it yourself............................................................................................................................................20
UNIT 5: .....................................................................................................................................................22
Get ready...........................................................................................................................................................22
Take up ..............................................................................................................................................................22
Check it out........................................................................................................................................................24
DIY – Do it yourself............................................................................................................................................25
UNIT 6: .....................................................................................................................................................26
Get ready...........................................................................................................................................................26
Take up ..............................................................................................................................................................26
Check it out........................................................................................................................................................28
DIY – Do it yourself............................................................................................................................................28
Guidelines for a practical activity...............................................................................................................30
Solutions to the exercises..........................................................................................................................32
3. Erasmus+ Strategic Partnership - 2018-1-RO01-KA204-049516
The content of this document represents the views of the author only and is his/her sole responsibility; it cannot be considered to reflect the views of
the European Commission or any other body of the European Union. The European Commission and the Agency do not accept any responsibility
for use that may be made of the information.
UNIT 1: Online marketing and social media
Get ready
During the last 20 years the internet changed the way we communicate, advertise, shop, and even plan
our holidays.
In this unit, we will learn more about the various online tools and practices that can help us in promoting
our products and services.
Take up
Online marketing
In its essence, online marketing is a strategy that
helps build the reputation and presentation of the
company online using a variety of Internet tools and
solutions. Both in classic marketing and in every
online marketing, we need to build a brand to engage
visitors and earn them as customers.
Many companies are employing various strategies to
reach their target groups, and online channels are
providing means to achieve that with subtle and
entertaining messages, instead of bland and direct
advertisements. Unusual and sometimes eccentric
online campaigns can add up to the brand awareness, which is a very important feature for every tourist
destination.
Some of the standard tools for promoting services (or goods) online include:
- Website. No self-respecting business can exist without some form of online representation, and
websites are usually the first step in this big world. They can provide a great amount of
information, sorted and displayed in a convenient and attractive way.
- Blogs can be a part of the usual online presence, as well as an addition to the website. Blogs are
usually a more informal way to address your visitors and to present information in an
entertaining way.
- SEO and SEM. Search Engine Optimisation and Search Engine Marketing are complicated
methods by which the content of a given website is “optimized” in a way to appear in top places
in search engines.
4. Erasmus+ Strategic Partnership - 2018-1-RO01-KA204-049516
The content of this document represents the views of the author only and is his/her sole responsibility; it cannot be considered to reflect the views of
the European Commission or any other body of the European Union. The European Commission and the Agency do not accept any responsibility
for use that may be made of the information.
- Online advertisement. Nowadays you can spend a small amount of money for promoting your
website on various platforms. Google (via its Google Ads service), for example, gives you the
opportunity to reach large target groups with great precision.
- Email marketing. Also known as Spam, email marketing is not very popular nowadays, since it’s
considered unwanted advertisement and many countries have passed legislation against such
practices. However, you can create mailing lists people can voluntarily sign up for.
You can find some helpful tips about online marketing in this video:
https://www.youtube.com/watch?v=LUbqRwp8NXI
Social media
Social media platforms are websites and applications that enable
users to create and share content or to participate in social
networking. They were gaining traction from the beginning of the
21st century, and in recent times are considered the most
widespread means for communicating ideas among like-minded
individuals and groups.
Social networks (Facebook, Instagram, Snapchat, etc.) are also a
powerful marketing tool, that can enable the development of a
solid and professional reputation. You can also advertise your
company, site, and services through your social networking pages. One of the main reasons why ads and
content on social networks will help promote your business is the word-of-mouth method. This allows
you to use reputation management strategies, engage with customers and answer questions. By
engaging with your customers, you can encourage them to share their experience with those on their
network of contacts.
It is important to realize that different social media are more suited for different audiences and content.
A short breakdown of social media can be summarized as following:
● PINTEREST
○ Virtual bulletin board that doesn’t entirely adhere to the set-up
of conventional social networks
○ Less emphasis on communication and interaction
○ Largest opportunities on Pinterest are in the home, parenting,
beauty, style, travel and food industries
○ Pinterest has 250 million monthly active users
○ Great tool for increasing customer loyalty and strengthening your brand
5. Erasmus+ Strategic Partnership - 2018-1-RO01-KA204-049516
The content of this document represents the views of the author only and is his/her sole responsibility; it cannot be considered to reflect the views of
the European Commission or any other body of the European Union. The European Commission and the Agency do not accept any responsibility
for use that may be made of the information.
● TWITTER
○ Micro blogging social site that limits post to 280 characters
○ Reliable marketing channel, with most major companies
presiding over at least one account
○ One of the biggest challenges in getting your message across
the platform
○ Twitter has 326 million monthly active users
● FACEBOOK
○ Still the most popular social network platform
○ 93% of all marketing specialists will choose Facebook for at
least one of their advertisement channels
○ A services or a brand's page is often home to a constant
exchange of praise, criticism, and reports of user experiences
○ Facebook has 2.23 billion monthly active users
● INSTAGRAM
○ Social sharing app all around pictures and 60 second videos
○ Unique dynamic that is cantered on pictures
○ Many brands are participating through the use of hashtags
and posting pictures consumers can relate to
○ The most followed brand on Instagram (outside of the
Instagram brand itself) is National Geographic
○ Instagram has 1 billion monthly active users
● SNAPCHAT
○ App for sending videos and pictures that disappear after being
viewed
○ Exclusively for mobile devices
○ Relatively new terrain for many companies and is still being
experimented with
○ Companies often work together with influencers in order to
make potential customers more aware of their offerings
○ Snapchat is the most used platform among 12-24-year olds
○ Snapchat has 300+ million monthly active users
● LINKEDIN
6. Erasmus+ Strategic Partnership - 2018-1-RO01-KA204-049516
The content of this document represents the views of the author only and is his/her sole responsibility; it cannot be considered to reflect the views of
the European Commission or any other body of the European Union. The European Commission and the Agency do not accept any responsibility
for use that may be made of the information.
○ Business/professional oriented social networking site
○ Brands that are participating are corporate brands giving
potential and current associates a place to network and
connect
○ Little need for users to share personal information, they can
instead focus exclusively on business-related matters
○ LinkedIn has 260 million monthly active users
Check it out
1. Is this statement true or false?
Traditional marketing is more effective than its online counterpart.
a) True
b) False
2. Is this statement true or false?
Social media can help us reach customers from all age groups.
a) True
b) False
3. Is this statement true or false?
Snapchat is well established and traditional channel, where we can expect reliable results.
a) True
b) False
DIY – Do it yourself
Activity: (reflection and practical application of the content of Unit 1)
Try to find online examples for online marketing for tourist destinations in your region or country,
including in social media (most platforms won’t require active registration for this purpose). Consider
the following questions:
1. What is the main message of the advertisement/promotion?
2. Is the advertisement/promotion trying to maintain business narrative, or it is more
entertaining, with engaging visual and sound elements? What works best for you?
3. Would you be willing to show this advertisement to your friends or acquaintances, who live
abroad, in order to promote your region or country?
7. Erasmus+ Strategic Partnership - 2018-1-RO01-KA204-049516
The content of this document represents the views of the author only and is his/her sole responsibility; it cannot be considered to reflect the views of
the European Commission or any other body of the European Union. The European Commission and the Agency do not accept any responsibility
for use that may be made of the information.
References:
https://www.leveragestl.com/social-media-infographic/
https://www.ionos.com/digitalguide/online-marketing/social-media/the-most-important-social-media-
platforms/
https://www.smartinsights.com/social-media-marketing/social-media-strategy/new-global-social-media-
research/
https://www.youtube.com/watch?v=LUbqRwp8NXI
8. Erasmus+ Strategic Partnership - 2018-1-RO01-KA204-049516
The content of this document represents the views of the author only and is his/her sole responsibility; it cannot be considered to reflect the views of
the European Commission or any other body of the European Union. The European Commission and the Agency do not accept any responsibility
for use that may be made of the information.
UNIT 2: Use of social network in tourism
Get ready
Do you know if social network is used in tourism? Do you
know how? In which way social media transformed
tourism?
In this unit, we will learn how social network shaped and
renovate tourism.
Take up
The use of social network in different generation
Over the years, social media have become a phenomenon. Today,
they are no longer only used by Millennials (born between 1980-
1994) but also by Boomers (born between 1944-1964). As you may
know, there are a lot of social media but Facebook and Twitter
remain the most influential social media when promoting your
touristic attraction, so never overlook the importance of social
media in tourism.
Some data about the use of social network
Facebook is most popular social network with 1,55 billion monthly
users and more than 450 million daily users. 89% of Facebook users
are Millennials. 42% of Facebook users publish more travel related
posts than any other topic. It is considered as the king of social
media especially in the tourism industry.
Twitter counts with almost 320 million users, 32% of them are
Millennials. It is estimated that 37% of Twitter users will purchase
from a brand they follow.
Facebook and Twitter allow you to be on social platforms where
there are a lot potential clients. Furthermore, it is very easy to use
them and you can create an account very quickly. Through these two
social media, hotels can easily provide relevant and consistent
9. Erasmus+ Strategic Partnership - 2018-1-RO01-KA204-049516
The content of this document represents the views of the author only and is his/her sole responsibility; it cannot be considered to reflect the views of
the European Commission or any other body of the European Union. The European Commission and the Agency do not accept any responsibility
for use that may be made of the information.
information and they can also answer to the users’ requests. Facebook and Twitter are great tools
to interact with users who are looking for a hotel and they consider your hotel as an option.
Facebook and Twitter are your best opportunities to create relationships with your guests and create a
community. Once you have created a community, you will easily find advocates who will share
your content with they own friends or community and they will become your hotel’s promoters.
Nowadays, people are more and more using social media on their phone. In fact, almost 38% of
Europeans and 60% of Americans use social media on their phone. It allows them to be online all the
time and it allows you, as a marketer to communicate with them whenever you want and wherever you
want.
5 ways social media has transformed tourism marketing
Social media has fundamentally changed the way that
many companies communicate with their target
demographics. For the travel and hospitality sector, in
particular, the rise of the Internet and the increased
popularity of social channels has altered travel marketing.
From the way that travellers research potential
destinations to the activities that they participate in once
they arrive, the new ways that consumers use social
media to make purchasing decisions has influenced
tourism marketing from start to finish. Here are five ways
tourism has been impacted:
1. Travel research transformed: Today’s travellers
go online to research their future travel
destinations and accommodations. When
booking travel, 89% of millennials plan travel
activities based on content posted by their friends
online. People are browsing the internet for
travel inspiration and validation from their
friends. There, they can easily find other
travellers’ photos, check-ins, ratings and
more. Real guest feedback serves to preview the
in-person experience that the destination has to
offer, from a viewpoint different from the one of
the brand. This social media content is
tremendously accessible and influential, and it
can serve to either put off potential guests or
inspire them to book.
2. Rise in social sharing: People love to share photos
and videos taken of their travels. What social
media has done is to facilitate and expand
people’s ability to share travel experiences with a
wider audience than ever before. Over 97% of
10. Erasmus+ Strategic Partnership - 2018-1-RO01-KA204-049516
The content of this document represents the views of the author only and is his/her sole responsibility; it cannot be considered to reflect the views of
the European Commission or any other body of the European Union. The European Commission and the Agency do not accept any responsibility
for use that may be made of the information.
millennials share photos and videos of their travels online, building an influential material that
serves to inspire potential guests. Many hotels and resorts decided to run social contests and
campaigns to ensure that they get some credit for their guests’ social activity.
3. Enhanced customer service: Customer service and satisfaction have also been transformed as a
result of social media. The vast majority of brands have a social media presence that is being used
to become aware of and, when necessary, to provide help to unsatisfied or confused customers.
The companies that respond to complaints in a sincere and genuine manner develop a strong
reputation among current and potential customers. When Twitter users contact a brand, more
than half expect a response. If they are reaching out with a complaint, that number rises to
almost 75%. Responding to complaints and questions helps to humanize your brand and to
indicate to current and future customers that they are valued. Additionally, customer success
representatives should be intentional with their company’s social media interactions. Social
media can serve as a social listening tool to find out information about your guests. Listening to
customers through social media can help your brand create an exceptional experience that is sure
to delight your guests.
4. Reshaping travel agencies: Social media has also had a major impact on the travel agency model.
The availability of information and ease of self-service booking have forced travel agencies to
adapt to a more digital approach. Travel agencies are not obsolete, they are still responsible for
55% of all airline bookings, 77% of cruise bookings, and 73% of package bookings. But many
agencies have shifted their focus from in-person to online experiences as they adapt to new
technology and market trends. Agents working with millennial travellers should take into
account the generation’s preference for “experiences
over materials.” Instead of trying to upsell them on flight
upgrades and lodging, consider presenting unique
experiences guaranteed to create a lasting memory (and
to inspire a great Instagram post.) While travel agencies
may struggle to remain relevant as self-booking options
increase, their advantage is that many travellers still prefer
the personal touch.
5. Changing loyalty programs: As most marketers know,
acquiring new customers is far more expensive than
retaining existing ones. Loyalty programs have become a
core piece of the travel business model, and social media
has had a massive impact on how hotel loyalty programs
are constructed. Many customers understand that the
opinions that they share with their individual networks
have tremendous influence. As a result, these guests feel entitled to compensation for the
positive word-of-mouth marketing that they are doing for a brand. More than 25% of millennials
that participate in loyalty programs are very likely to post about a brand in exchange for loyalty
points. With the availability of technologies that allow mention and hashtag tracking across social
media channels, it is easier than ever for hotels to discover passionate guests and to reward them
accordingly. Integrating social media sharing and posting can be transformed into loyalty
programs to encourage brand promotion across social media platforms. When loyal guests share
the benefits offered by a brand’s loyalty programs on social media, other guests see that the
benefits are obtainable and they will be more incentivized to participate.
11. Erasmus+ Strategic Partnership - 2018-1-RO01-KA204-049516
The content of this document represents the views of the author only and is his/her sole responsibility; it cannot be considered to reflect the views of
the European Commission or any other body of the European Union. The European Commission and the Agency do not accept any responsibility
for use that may be made of the information.
Check it out
1. Is this statement true or false?
Social media has fundamentally changed the way
that many companies communicate with their
target demographics.
a) True
b) False
2. Is this statement true or false?
Today’s travellers don’t usually go online to research their future travel destinations and
accommodations.
a) True
b) False
3. Is this statement true or false?
Listening to customers through social media can help your brand.
a) True
b) False
DIY – Do it yourself
Organise your students in groups of three. Assign to each one of them a different social network
between Facebook, Twitter and Instagram. Ask to each group to check online what are the strategies
for each social network used, how tourism is advertise on the three platform and then ask them to
present the results of their research to the other two groups.
12. Erasmus+ Strategic Partnership - 2018-1-RO01-KA204-049516
The content of this document represents the views of the author only and is his/her sole responsibility; it cannot be considered to reflect the views of
the European Commission or any other body of the European Union. The European Commission and the Agency do not accept any responsibility
for use that may be made of the information.
References:
https://pixabay.com/it/photos/media-social-media-apps-998990/(image)
https://pixabay.com/it/photos/app-millenials-giovent%C3%B9-lettura-3454387/ (image)
https://pixabay.com/it/illustrations/icona-social-media-linkedin-2083456/ (image)
https://pixabay.com/it/illustrations/sociale-media-pensione-struttura-1148035/(image)
https://pixabay.com/it/illustrations/smartphone-mano-fotomontaggio-volti-1445489/ (image)
https://pixabay.com/it/photos/aeroporto-trasporti-donna-ragazza-2373727/ (image)
https://pixabay.com/it/illustrations/share-icon-3305669/ (image)
https://pixabay.com/it/illustrations/servizio-clienti-servizio-auricolare-1460518/ (image)
https://pixabay.com/it/illustrations/agenzia-di-viaggio-in-tutto-il-mondo-2960196/ (image)
https://pixabay.com/it/photos/wordpress-blogging-blogger-editor-265132/ (image)
https://www.amara-marketing.com/travel-blog/social-media-tourism-facebook-twitter
https://communityrising.kasasa.com/gen-x-gen-y-gen-z/
https://www.entrepreneur.com/article/286408
https://uhurunetwork.com/social-media-and-tourism-marketing/
https://www.tourismtribe.com/offers/social-media-tourism/
13. Erasmus+ Strategic Partnership - 2018-1-RO01-KA204-049516
The content of this document represents the views of the author only and is his/her sole responsibility; it cannot be considered to reflect the views of
the European Commission or any other body of the European Union. The European Commission and the Agency do not accept any responsibility
for use that may be made of the information.
UNIT 3: The growth of review mechanism in tourism
Get ready
Nowadays, the power of reviews in tourism sector is constantly
increasing. More and more tourists trust online touristic reviews to
plan their trips or to choose places where to stay. Reviews are,
therefore, the new way to communicate and to make business in
the tourism sector among clients and providers all over the world
and their power of psychological conditioning can influence not
only travellers’ choices but also tourism providers’ activities.
In this unit, we will learn different types of review mechanisms in the new digital era, how tourism review
mechanism can influence not only tourists’ planning but also providers’ choices and finally, how providers
can face negative reviews.
Take up
Modern review mechanisms
The content of a review generally refers to two aspects of service: the core service and relational service.
What are then the perfect features of an effective review mechanism online? Today, the perfect
influencing review system must answer three questions:
quantity and quality of reviews: how much reviews were posted and how they were presented?
– the more the reviews are detailed, the more credible and influencing they become for the
review reader;
freshness of review: what is the frequency of posting reviews? – the more recent the reviews
are, the better reliable they are!
profile of the reviewer: what kind of reviewer is? – if the reviewer travels a lot, gives detailed
information about the places he/she visited and has a great sponsor, he/she has more chances
to be effective and trustable with the readers.
14. Erasmus+ Strategic Partnership - 2018-1-RO01-KA204-049516
The content of this document represents the views of the author only and is his/her sole responsibility; it cannot be considered to reflect the views of
the European Commission or any other body of the European Union. The European Commission and the Agency do not accept any responsibility
for use that may be made of the information.
The easiness and practicality of sharing comments online through
digital tools (like smartphones, tablet, etc), makes reviews faster and
more involving for users. If in the past time spent to give our opinion
implied very long registration process with a lot of questions to
answer, today modern reviews app like TripAdvisor, Foursquare and
Booking.com, allows to speed the procedures by fast registration or by
using credentials of the more common social networks like Facebook
or Twitter.
In fact, different review systems have been developed. These principally consist in “star rating”, i.e.
indicating in a scale of one to five the quality of the place visited/ the hotel/ the restaurant chosen, or
in comments directly expressed with tourist’s impression or
suggestions about the service received, relationship cost-quality etc.
A modern excellent example of more inclusive way to post reviews
is Google Local Guide. This kind of new and innovative app, made by
google, offers the possibility to add pictures about the place visited,
to be part of a community forum and, above all, to acquire
acknowledgements as much reviews are posted.
How reviews mechanism can influence both users and providers’ activities in tourism sector
What makes reviews so powerful in this new digital era? The answer is their power of psychological
conditioning: travelers trust online reviews in the same way that they would a personal
recommendation. In fact, according to Path to purchase, a research made by TripAdvisor, more than
70% of tourists base their trip planning on other costumers’ reviews making decisions about where to
purchase their hotel, where to eat and the places to visit. Reviews are not only important for users but
also for providers, since the users’ reviews influence their profile visibility worldwide.
Which benefits then are possible for both providers and users?
Benefits for the providers:
1. increase the possibility to make business: a more reviewed
place is a more frequented place;
2. through reviews, providers can improve their services from
the point of view of quality and profile;
3. reviews reduce the likelihood of regret and foster
acquirement of potential clients;
4. understand user’s preferences and adapt the place to
respond to costumer necessities.
15. Erasmus+ Strategic Partnership - 2018-1-RO01-KA204-049516
The content of this document represents the views of the author only and is his/her sole responsibility; it cannot be considered to reflect the views of
the European Commission or any other body of the European Union. The European Commission and the Agency do not accept any responsibility
for use that may be made of the information.
Benefits for the users/ tourists:
1. users can share their experience in an easy, inclusive and fast
way;
2. reviews can help users improve their methods of research for
hotels/ restaurants and so on, avoiding possible bad
experiences that other users have already gone through;
3. they feel part of a worldwide community since their comments are public, visible and shared on
the web;
4. they are prone to use reviews as tools to trip planning: in this way they avoid spending a lot of
time planning their trip since they quickly get to know about quality of the places they intend to
visit.
Reviews, therefore, are the key to visibility for providers that’s why
they tend to insist in obtaining them. Principally, we can distinguish
three kinds of providers’ activities:
1. e-mail: immediately after the visit, providers send emails to
the costumer asking him/her to rate their experience;
2. offering sales in order to make costumers return to the place
where they stayed;
3. making positive comments appear in a strategic position on the list of all comments expressed.
What are the best options to face negative reviews?
A great quantity of reviews implies also a great capacity to manage them, especially negative ones. It is
important
therefore, to understand how to face negative reviews in the correct
way:
1. consider negative reviews: if provider leaves reviews without an
answer, it means that he/she doesn’t pay attention to the client
and so a sort of mistrust among clients and providers is created;
2. answer professionally: if the answer given by the provider is not
professional, the effect might be worse than the negative review
itself. This means that it is important to answer in a polite and
respectful way without excessive criticism, even if the comments received are bad or ridiculous;
3. it is important not to delete negative reviews! Deleting negative reviews is spontaneous in terms of
protecting reputation but providers need to think about the fact that negative reviews can help
improving their service and profile.
16. Erasmus+ Strategic Partnership - 2018-1-RO01-KA204-049516
The content of this document represents the views of the author only and is his/her sole responsibility; it cannot be considered to reflect the views of
the European Commission or any other body of the European Union. The European Commission and the Agency do not accept any responsibility
for use that may be made of the information.
Check it out
Are those statements true or false?
1- The more the reviews are detailed the more the traveller can trust the reviewer and book a
touristic place were the reviewer stayed.
a) True
b) False
2- The tone, style and criticism of unsatisfied clients are not so important for the provider: he/she
can leave unanswered negative reviews.
a) True
b) False
3- Reviews are essential to produce benefits only for Tourists.
a) True
b) False
4- Most popular tools used to make tourists write reviews are emails, positive comments and sales
offerings.
a) True
b) False
DIY – Do it yourself
Work in groups of six people. Three roles are going to be played: two providers, two reviewers and two
tourist who are planning a trip. Choose a travel destination (hotel/ restaurant) on internet. Now, by
looking at the pictures and at the features of the place chosen, providers have to present their hotel/
restaurant in written form. Once they terminated presentation, two reviewers have to give their
impressions about the two presentations of the providers, imagining they are writing reviews. After that,
tourists have to express impressions about written reviews and have to communicate to the group why
they would choose one or the other service offered by providers. At the end of the activity, the two
providers, taking into account the positive and negative comments expressed both by reviewers and
tourists, choose the best way according to them to obtain reviews and to respond to eventual negative
reviews.
17. Erasmus+ Strategic Partnership - 2018-1-RO01-KA204-049516
The content of this document represents the views of the author only and is his/her sole responsibility; it cannot be considered to reflect the views of
the European Commission or any other body of the European Union. The European Commission and the Agency do not accept any responsibility
for use that may be made of the information.
References:
https://tripadvisor.mediaroom.com/2018-04-12-Majority-of-Global-Online-Travel-Buyers-Visit-TripAdvisor-
before-Booking-a-Hotel-or-Flight-According-to-New-Study
https://www.yotpo.com/blog/how-to-harness-the-positive-power-of-negative-reviews/
https://keymediasolutions.com/news/travel-and-tourism/the-power-of-the-traveler-review/
https://core.ac.uk/download/pdf/143860076.pdf
https://www.bark.com/blog/getting-great-reviews-on-your-bark-profile-is-now-easier-than-ever/ (image)
18. Erasmus+ Strategic Partnership - 2018-1-RO01-KA204-049516
The content of this document represents the views of the author only and is his/her sole responsibility; it cannot be considered to reflect the views of
the European Commission or any other body of the European Union. The European Commission and the Agency do not accept any responsibility
for use that may be made of the information.
UNIT 4: The consumer engagement strategies
Get ready
We have already looked at different social media that you can
utilise to drive engagement to your business; in this unit, we will
show you some useful strategies to make your consumers more
engaged and help you grow brand awareness and loyalty.
Remember that the more engaged the consumers are with your
brand the more likely they are to return!
Take up
Personalise your communication
If you personalise your communication with your consumers, your business will be more relevant to
them. Therefore, they will be more likely to listen to what you are saying. There are many ways to
personalise the message to your consumers. One example is to send them emails based on their activity
on your website and their purchase history. Also, if you are using social media ads you can build
segments based on the audience’s interests, location, or demographics and create different ad copies
for each segment.
Additionally, you can even send them personalised emails on certain milestones such as their birthdays,
anniversaries, etc.
Reward your users
You can make your followers keener to engage with your brand if they will be getting something they
like in return. For example, if your costumers write a review, you can award them with points.
Additionally, you can offer special discounts or coupons if they recommend you to a friend or if they
create user-generated content that you can post on your media. Lastly, you can run photo contests
where you encourage customers to post pictures of your business during their holidays and you will
reward the best one.
Share stories on social media
19. Erasmus+ Strategic Partnership - 2018-1-RO01-KA204-049516
The content of this document represents the views of the author only and is his/her sole responsibility; it cannot be considered to reflect the views of
the European Commission or any other body of the European Union. The European Commission and the Agency do not accept any responsibility
for use that may be made of the information.
One interesting new feature of social media are stories and you can utilise it in favour of your business.
Sharing candid, real-life shots of your business will make it look more appealing, more familiar to your
costumers’ perspective. You will build trust and loyalty by showing your business in real life. Also, stories
are a great tool to share positive testimonials and enthusiastic reviews or repost pictures of your
business that a costumer has posted.
Share user-generated content
Your consumers are most probably already talking about
you, whether you like it or not. Get in the conversation! Ask
your costumers to write reviews, stories, short articles
about your business and post them on your social media.
As mentioned above, you can reward them with special
offers or discounts when they give something to you.
Sharing your costumers’ content will help you build the
trust of other potential costumers by leveraging social proof.
Keep the conversation going
As we mentioned above costumers are already
talking about you with their networks of
influence, so make it easier for them to reach
out directly to you. If your business is easy to
reach, you will increase the engagement rate
and improve your brand image. Another benefit
is that you will have the chance to resolve any
issues that a costumer could have with your
brand and prevent them from spreading a bad
word about you. The good thing is that social
media makes it very easy to directly communicate with your followers. Apart from encouraging them to
send you a private message, you can organise Q&A sessions on Facebook, or do live videos on Instagram
and prompt them to ask you questions that you will be answering in real time.
20. Erasmus+ Strategic Partnership - 2018-1-RO01-KA204-049516
The content of this document represents the views of the author only and is his/her sole responsibility; it cannot be considered to reflect the views of
the European Commission or any other body of the European Union. The European Commission and the Agency do not accept any responsibility
for use that may be made of the information.
Check it out
1. Costumers are more likely to trust your brand if you post user-generated content.
a. True
b. False
2. It is not professional to post candid, real-life pictures of your business.
a. True
b. False
3. You shouldn’t encourage potential customers to reach out to you.
a. True
b. False
DIY – Do it yourself
Imagine that you are the owner of a hotel and you want to reach out to your costumers and increase
engagement.
Prepare a Q&A session for your business. Decide on the following issues in advance: channel, time,
responsible person to facilitate the session, what topics you will tackle, how you will receive the
questions (in advance or in real time).
Then you carry out the Q&A session and have some of the learners be the hotel staff and the rest, the
users asking questions.
21. Erasmus+ Strategic Partnership - 2018-1-RO01-KA204-049516
The content of this document represents the views of the author only and is his/her sole responsibility; it cannot be considered to reflect the views of
the European Commission or any other body of the European Union. The European Commission and the Agency do not accept any responsibility
for use that may be made of the information.
References:
#creator, and #identity. “5 Ways to Authentically Engage Your Customers.” Kellogg Insight, 10 May 2019,
insight.kellogg.northwestern.edu/article/five-ways-to-authentically-engage-your-customers.
Council, Forbes Communications. “11 Ways To Engage Customers In Your Marketing Strategy.” Forbes, Forbes
Magazine, 12 June 2018, www.forbes.com/sites/forbescommunicationscouncil/2018/06/12/11-ways-to-
engage-customers-in-your-marketing-strategy/#447492b42450.
Noel, Jackson. “10 User and Customer Engagement Strategies for 2019.” RSS, www.appcues.com/blog/user-
customer-engagement-strategies.
Images
https://www.pexels.com/photo/access-blur-close-up-colorful-238480/
https://www.pexels.com/photo/men-s-black-and-white-striped-polo-shirt-1798852/
https://www.pexels.com/photo/notes-macbook-study-conference-7102/
22. Erasmus+ Strategic Partnership - 2018-1-RO01-KA204-049516
The content of this document represents the views of the author only and is his/her sole responsibility; it cannot be considered to reflect the views of
the European Commission or any other body of the European Union. The European Commission and the Agency do not accept any responsibility
for use that may be made of the information.
UNIT 5: The Content Communities
Get ready
Content communities are essentially online databases of multimedia content that allow users to share
online multimedia materials.
In this unit, we will learn more about the various online content communities, and how can they be
useful.
Take up
Content communities
A content community is, in essence, a network of people who discuss a particular industry, topic, area
of interest or key issues. Any business or brand that
consistently curates and shares their own content becomes a
member of a content community when it promotes
engagement with content among customers.
The key distinguishing feature of a content community is that
there is a participatory experience for the customer and the
company that publishes the content, whether in the form of comments on blog posts and videos, or
active forums that promote discussion about key topics. The creation of multimedia content (e.g.,
videos, podcasts) requires effective communication skills. Authors learn to convey information through
the effective use of images, video, music, and dialogue.
Key Benefits of Content Communities
Building a content community can be incorporated as part of your brand’s content marketing strategy.
Implemented effectively, a content community brings a host of potential benefits to your marketing
strategies and to your brand as a whole. The concept of market research revolves around businesses
and brands attempting to gauge information about the needs and preferences of both existing and
potential customers. A vital benefit that a content community can bring to your brand is the level of
insights provided on customer needs.
The main benefit of building a community revolves around customer engagement with your content,
furthermore you get valuable insights on what your customers want without needing to conduct
23. Erasmus+ Strategic Partnership - 2018-1-RO01-KA204-049516
The content of this document represents the views of the author only and is his/her sole responsibility; it cannot be considered to reflect the views of
the European Commission or any other body of the European Union. The European Commission and the Agency do not accept any responsibility
for use that may be made of the information.
additional research. For example, you can build a content community by posting regular content on
your site or social media page, allowing customers to comment on the content, and interacting with
customers in the comment sections. When you read through the comments left by participants in your
content community, you get valuable insights on the needs of your customers, which helps generate
ideas for new products or services and helps your brand refine your existing products.
If a social network, supporting a community, were to shut down or become unavailable, content
communities could easily rally on a different platform until the unavailable platform is restored or they
can locate a new gathering point. This ubiquitous method of community interaction has allowed
communities to even create sub communities within the larger group thus making social media
communities closer represent real world arrangements.
For example: There exists a large established community of Social Media Marketers. Within that
community of marketers is a community of "bearded" Social Media Marketers known as the Social
Beards. Having the ability to have a community within a community has expanded the way online
communities work.
Improved Brand Exposure and Trustworthiness
A huge part of successfully marketing a product or service is building trust among potential customers.
Content communities are helpful in building the necessary trust for effective marketing because they
remove the conventional notion of a brand as a distinct entity separate from its customers.
By regularly participating in discussions about your
content, you start to strip away the typical boundary that
exists between business and customer. Instead, the
relationship between your brand and your customers
becomes more of a “we” relationship, which makes your
brand more trustworthy and allows you to better market
your product or service.
Additionally, a content community adds value to your brand because it improves brand visibility.
Customers are simply more likely to remember the brands that interact with them regularly, and they
are also more likely to recommend such brands to other people, including friends, colleagues, and
partners. The interactive quality of a content community means that customers can create content
such as detailed comments, videos, or forum posts, which amplify your brand’s voice.
Examples of content communities:
- Podcasts. A podcast is an episodic series of digital audio (rarely video) files which a user can
download to listen. Notable platforms include:
- Podbean
- Buzzsprout
- Spreaker
24. Erasmus+ Strategic Partnership - 2018-1-RO01-KA204-049516
The content of this document represents the views of the author only and is his/her sole responsibility; it cannot be considered to reflect the views of
the European Commission or any other body of the European Union. The European Commission and the Agency do not accept any responsibility
for use that may be made of the information.
- Podiant
- Anchor
- Videos. At this point you are most probably familiar with the most popular video community of
our time - YouTube. Google’s video platform hosts almost all kinds of conceivable content, and
is great for visual advertisements. It has one notable competitor - Vimeo.
- Photos. Although Instagram can also be described as a social media, it is nonetheless a great
photo community, where users can interact, form groups and find common topics via hashtags.
Other notable platforms include Flickr, Google Photos, PhotoBlog, Behance, 500x and many
others.
- Presentations. We are all familiar with Microsoft’s Powerpoint Presentation software. Many
online platforms, however, provide similar services, with the added option of different forms of
collaboration, community feedback. Good examples are: SlideShare, Google Slides,
VoiceThread, Office Sway.
- Specialized. There are several businesses, focused exclusively over community feedback
regarding tourist destinations. In the recent years some of them started offering a wide variety
of other services, but nevertheless preserving the community feeling. Most notable are:
Booking.com, Trivago, Tripadvisor, WikiTravel.
Check it out
1. Is this statement true or false?
Content communities and social media are interchangeable concepts.
a) True
b) False
2. Is this statement true or false?
Brand visibility can benefit from engagement with an online community.
a) True
b) False
3. Is this statement true or false?
A tourism destination can benefit from all of the aforementioned types of content communities.
a) True
b) False
25. Erasmus+ Strategic Partnership - 2018-1-RO01-KA204-049516
The content of this document represents the views of the author only and is his/her sole responsibility; it cannot be considered to reflect the views of
the European Commission or any other body of the European Union. The European Commission and the Agency do not accept any responsibility
for use that may be made of the information.
DIY – Do it yourself
Activity: (reflection and practical application of
the content of Unit 5)
Try to find a content community, discussing the
tourism in your region or country. Follow the
discussions to find what kind of feedback people
are giving. Can you see yourself joining the
discussion?
References:
https://www.copypress.com/blog/importance-content-communities/
https://serc.carleton.edu/NAGTWorkshops/undergraduate_research/community.html
https://members.aect.org/pdf/Proceedings/proceedings11/2011I/11_21.pdf
https://research.cs.aalto.fi/dcc/
26. Erasmus+ Strategic Partnership - 2018-1-RO01-KA204-049516
The content of this document represents the views of the author only and is his/her sole responsibility; it cannot be considered to reflect the views of
the European Commission or any other body of the European Union. The European Commission and the Agency do not accept any responsibility
for use that may be made of the information.
UNIT 6: Customer care through social media
Get ready
Social media is a great channel to listen to your costumers, respond to
their inquiries, and give them solutions. Nowadays, simply being on social
media and posting from time to time is not enough; you must listen to
your customers when they talk to you and when they talk to each other.
Costumers are looking for help and they are looking for it in the quickest
and most convenient way.
In this unit, we will talk about customer care through social media and how it can positively impact sales
and customer loyalty and retention.
Take up
Below, you will find some considerations to make when engaging in customer care through social media
in order to provide your costumers great services:
Respond timely
Timing is very important. Your costumers probably turn to you on social media because they are looking
for a fast, friendly response.
Use chatbots for common requests
No human can be available 24/7, especially, if your
business doesn’t have enough human resources to
cover continuous support. Instead, you can use
chatbots for common requests. They are a great way
to provide basic costumer support non-stop: you can
give automated responses to simple frequent
questions without involving your customer service
team.
27. Erasmus+ Strategic Partnership - 2018-1-RO01-KA204-049516
The content of this document represents the views of the author only and is his/her sole responsibility; it cannot be considered to reflect the views of
the European Commission or any other body of the European Union. The European Commission and the Agency do not accept any responsibility
for use that may be made of the information.
Be friendly and approachable
Sometimes, you might get feedback that you think is unfair, however, provoking a costumer that is
complaining on social media is inadvisable as they are probably already frustrated. Even in this case, try
to stay calm and respond in a friendly and polite manner. Always remember that other costumers are
probably watching; when engaging in a public conversation with a costumer you are also interacting
with anyone who is witnessing the discussion.
Show that you care
Showing to your costumers that you care can be a great way to win them for life. If they feel that you
don’t care or that you don’t respect them, they won’t stay loyal. Even when their request is something
out of your control, it is important to acknowledge their experience and feelings. Then you should
explain that you cannot resolve their issue, while providing alternative solutions or redirecting them to
the appropriate person to contact.
Be where your costumers are
Most probably you will not have the time, the people, or the resources to focus on
all social media platforms, thus, it would be useful to identify the media that your
target group prefers. Most companies focus primarily on Facebook and Twitter;
however, other brands may find their costumers on Instagram, LinkedIn, Pinterest,
etc.
Find out what is being said about you
Costumers don’t just talk to you on social media, they can also be talking about you on their personal
accounts or in digital communities. Being aware of what is being said is a great opportunity to engage
with costumers, build brand awareness, and manage potential crises. You can use social media
monitoring tools like Hootsuite, Keyhole, and Sprout Social to monitor and analyse mentions from
different social media platforms. This will help you understand the kind of issues that are raised online
and that have to do with you. Depending on the size of your company and your social media presence
you may need to collect the mentions daily, weekly, or even monthly. After collecting the information,
take some time to think about the type of the feedback that you are getting and how to respond to it.
28. Erasmus+ Strategic Partnership - 2018-1-RO01-KA204-049516
The content of this document represents the views of the author only and is his/her sole responsibility; it cannot be considered to reflect the views of
the European Commission or any other body of the European Union. The European Commission and the Agency do not accept any responsibility
for use that may be made of the information.
Know when to take the issue offline
Not all issues can be resolved over the chat or on the
comments of a tweet. In some cases, you may need to provide
at first a quick response over social media and then move the
discussion to another channel, such as the phone, email, or
even a face-to-face meeting if necessary and possible.
Check it out
1. If a costumer mentions your brand on their social media accounts, you do not have to respond.
1. True
2. False
2. Using a chat bot can be a good solution to respond quickly to frequent inquires.
1. True
2. False
3. Facebook messenger is the only channel that you can provide costumer care on.
1. True
2. False
DIY – Do it yourself
Divide the group into teams of 5 and discuss the scenarios below:
1. You are the manager of a hotel and a disappointed costumer has posted on his/her twitter
account a picture of one of your hotel rooms that was not properly cleaned. What will you do?
2. You are the owner of a tourism agency and a costumer has sent you an angry message on
Facebook telling you that the flight that they booked on your website had a 4-hour delay. What
will you do?
29. Erasmus+ Strategic Partnership - 2018-1-RO01-KA204-049516
The content of this document represents the views of the author only and is his/her sole responsibility; it cannot be considered to reflect the views of
the European Commission or any other body of the European Union. The European Commission and the Agency do not accept any responsibility
for use that may be made of the information.
References:
Chen, Jenn. “Why You Need a Social Media Customer Service Plan.” Sprout Social, 5 June 2019,
sproutsocial.com/insights/social-customer-care/.
Elliott, Christopher. “Try These New Customer Service Social Media Strategies.” Forbes, Forbes
Magazine, 29 July 2018, www.forbes.com/sites/christopherelliott/2018/07/28/try-these-new-customer-
service-social-media-strategies/#2438cde61b46.
Gorbatch, Alina, et al. “5 Powerful Examples Of Social Media Customer Care.” Jeffbullas's Blog, 22
Oct. 2018, www.jeffbullas.com/social-media-customer-care/.
Gregory, Sonia. “6 Key Elements of Using Social Media for Customer Service.” FreshSparks, 1 May
2019, freshsparks.com/using-social-media-for-customer-service/.
Sophie. “Social Media Is a Customer Service Channel - Whether You Like It Or Not.” Digital
Marketing Institute, Digital Marketing Institute, 4 July 2017, digitalmarketinginstitute.com/en-
eu/blog/social-media-is-a-customer-service-channel-whether-you-like-it-or-not.
Images
https://www.needpix.com/photo/download/1027210/customer-support-service-help-communication-
contact-operator-telephone-person
https://pixabay.com/illustrations/contact-us-customer-support-service-3099716/
https://www.publicdomainpictures.net/en/view-image.php?image=281341&picture=chatbot-technology
30. Erasmus+ Strategic Partnership - 2018-1-RO01-KA204-049516
The content of this document represents the views of the author only and is his/her sole responsibility; it cannot be considered to reflect the views of
the European Commission or any other body of the European Union. The European Commission and the Agency do not accept any responsibility
for use that may be made of the information.
Guidelines for a practical activity
Planning and organising a social media/network plan for a
tourism structure
This practical activity can be:
done as a project-based activity organised in small groups after completion of Handbook 4 during
the face-to-face training
or:
distributed step-by-step within the Handbook 4 Units and intended for self-study/ autonomous
work of learners with a final presentation (Step 6) at the face-to-face training
The activity is carried out as follows:
Step 1. Identification of the tourism structure
Identify the tourism structure that better fits with your initial plan and the steps you are willing to
develop the most (short introduction, ½ page max.)
Step 2. Identification of the needs
What do you need in terms of initial social media strategy in relation with your chosen tourism
structure?
Think about the main needs in terms of physical device(s);
Think about the main needs in terms of software you may use for developing your social media
strategy
Step 3. Analysis of the existing demands
What is the current status of the identified tourism structure?
Think about whether it should be open in n months, it is open since few months, it is quite old
both as structure and advertisement strategy and it needs to be renewed, etc.
Act accordingly and write down an overall strategy to in bullet points;
31. Erasmus+ Strategic Partnership - 2018-1-RO01-KA204-049516
The content of this document represents the views of the author only and is his/her sole responsibility; it cannot be considered to reflect the views of
the European Commission or any other body of the European Union. The European Commission and the Agency do not accept any responsibility
for use that may be made of the information.
Prepare a (brief) introductory email addressed to the tourism structure owner you may refer to
include your overall plan
Step 4. Analysis of the legal framework of the country/ region
What do you have to check before starting the actual development of the social media strategy for the
identified tourism structure?
Check if there are any restrictions for the development of the full aspects included in the social
media strategy you have in mind;
Adapt your idea to the current legalisation to avoid any issues
Step 5. Analysis of the promotion channels
Identify which – and how many – social networks should be active to carry on an adequate social media
strategy:
Define how many social networks your identified tourism structure may actually need;
Point out how many among them should be active, and how many less active;
Briefly define the concept of active (e.g. how many posts/ day on Facebook, etc.)
Step 6. Define your target group
Decide on the main target groups according to the average guests of the chosen kind of tourism
structure:
One or more target group/s;
Develop different sub-strategies according to the different target groups you may address to
Step 7. Presentation of the plan
Present a document that sums up all the points developed through the previous steps, adding up a step-
by-step strategy since the launch of it until the final phase.
32. Erasmus+ Strategic Partnership - 2018-1-RO01-KA204-049516
The content of this document represents the views of the author only and is his/her sole responsibility; it cannot be considered to reflect the views of
the European Commission or any other body of the European Union. The European Commission and the Agency do not accept any responsibility
for use that may be made of the information.
Solutions to the exercises
UNIT 1: Online marketing and social media
Question 1: False
Question 2: True
Question 3: False
UNIT 2: Use of social network in tourism
Question 1: True
Question 2: False
Question 3: True
UNIT 3: The growth of review mechanism in tourism
Question 1: True
Question 2: False
Question 3: False
Question 4: True
UNIT 4: The consumer engagement strategies
Question 1: True
Question 2: False
Question 3: False
UNIT 5: The Content Communities
Question 1: False
Question 2: True
Question 3: True
UNIT 6: Customer care through social media
Question 1: False
Question 2: True
Question 3: False