TravelAlberta 2010 - Practical Strategies for Using Social Media in Your Tourism Business

2,067 views

Published on

Have wondered why social media works the way it does and why it has penetrated almost every aspect of our on-line lives. In this presentation I demystify social media, show you the fallacies and the hype but also present you with a clear and simple to use strategy for starting or improving your social media strategy. In order to success you must L.E.A.D. (Listen, Engage, Articulate, and Demonstrate).

Published in: Business
3 Comments
6 Likes
Statistics
Notes
No Downloads
Views
Total views
2,067
On SlideShare
0
From Embeds
0
Number of Embeds
24
Actions
Shares
0
Downloads
87
Comments
3
Likes
6
Embeds 0
No embeds

No notes for slide

TravelAlberta 2010 - Practical Strategies for Using Social Media in Your Tourism Business

  1. 1. The Savvy Operator Practical strategies for using social media in your tourism business Stephen Joyce, CEO Rezgo.com (A Division of Sentias Software Corp.)
  2. 2. Don't worry, when it comes to social media, it's about quality not quantity.
  3. 3. social media Fallacies
  4. 4. Social Media is a 1. FAD
  5. 5. FALSE
  6. 6. 113 million blogs... & over 250 million pieces of tagged social media.
  7. 7. 400 Million Users on Facebook & 50% log in EVERY DAY
  8. 8. 25 Million Users And growth of 1500% in 2009, Twitter
  9. 9. Social Media is 2. FREE
  10. 10. FALSE
  11. 11. “ Social media trades media cost for time cost” Charlene Li, Forrester Research
  12. 12. Social Media is 3. FAST
  13. 13. FALSE
  14. 14. Social media is about creating relationships that can take months or even years to develop.
  15. 15. Social Media is 4. FACEBOOK & TWITTER
  16. 16. FALSE
  17. 17. Social media is not about any ONE tool or site, it is about the philosophy behind the use of the tool & your goals for using it.
  18. 18. social media </ hype >
  19. 19. Everyone is... 1. Twittering
  20. 20. Source: Quantcast
  21. 21. Source: NielsenWire Twitter Quitters
  22. 22. <ul><li>40% use their account. (compared to 70% of Facebook users) </li></ul><ul><li>10% of users produce 90% of the tweets </li></ul><ul><li>40% of Tweets Are Pointless Babble </li></ul><ul><li>37% are conversational </li></ul><ul><li>9% are pass along (or RT) </li></ul><ul><li>3.5% are spam </li></ul>
  23. 23. Anyone can 2. Do social media
  24. 24. <ul><li>Not everyone needs to do social media. </li></ul><ul><li>The time cost may be prohibitive. </li></ul><ul><li>If poorly executed, it can have a negative impact on the brand. </li></ul>
  25. 25. You can make a 3. Big Splash Fast
  26. 26. <ul><li>It takes time to build reputation on-line. </li></ul><ul><li>If you have an existing subscriber base or customer base, you can engage them quickly. </li></ul><ul><li>If starting from scratch, it can take a lot of time. </li></ul>
  27. 27. You can go 4. VIRAL
  28. 28. <ul><li>Things become viral for one reason or another, generally unknown to you. </li></ul><ul><li>What you think will go viral seldom does. </li></ul><ul><li>You cannot manufacture viral content. </li></ul>
  29. 29. key attributes of the social web
  30. 30. 1. Participation
  31. 31. readers writers
  32. 32. 2. Transparency
  33. 33. Disgusting Awful nightmare Avoid this place like the plague Worst Experience ever Dirty
  34. 34. Amazing Super impressive Fabulous location, great service Enjoyable stay Great
  35. 35. 3. Conversations
  36. 36. 38% conversational
  37. 37. stop talking & start listening
  38. 38. 4. Community
  39. 39. 2.5 Million Unique Visits
  40. 40. 1.6 Million Users
  41. 41. 15+ Million Users
  42. 42. why social media WORKS
  43. 43. we all live in... communities
  44. 44. our history is... about stories
  45. 45. we find pleasure in ... sharing
  46. 46. we seek ... companions
  47. 47. we are ... social animals
  48. 48. social media lets us be human
  49. 49. ... only more efficiently
  50. 50. making social media WORK
  51. 51. To make social media work for your business, you must LEAD .
  52. 52. L isten E ngage A rticulate D emonstrate
  53. 53. 5 min. break
  54. 54. 1 st you must ... LISTEN
  55. 55. Sign-up for the following accounts
  56. 57. <ul><li>Set up Google Alerts for: </li></ul><ul><li>Your brand </li></ul><ul><li>Your keywords </li></ul><ul><li>Your competitors </li></ul>
  57. 58. www.google.com/alerts
  58. 59. Alerts via email or rss
  59. 60. <ul><li>You will get alerts for: </li></ul><ul><li>Blog mentions </li></ul><ul><li>Twitter mentions </li></ul><ul><li>News articles </li></ul><ul><li>Videos/rich media </li></ul><ul><li>Web site mentions </li></ul>
  60. 61. www.tweetdeck.com
  61. 62. Similar search to Google Alerts
  62. 63. <ul><li>What will you learn? </li></ul><ul><li>Where people are talking </li></ul><ul><li>What people are saying </li></ul><ul><li>How people feel about you </li></ul><ul><li>Problems & common concerns </li></ul><ul><li>Trends & opportunities </li></ul>
  63. 64. 2 nd you must ... ENGAGE
  64. 65. remember... you're human
  65. 66. don't hide behind... your brand
  66. 67. proudly represent... your brand
  67. 68. Sign-up for the following accounts disqus.com gravatar.com
  68. 69. Consider accounts with these sites based on the results of your listening:
  69. 70. <ul><li>Profile Management Rules: </li></ul><ul><li>Use the same email address </li></ul><ul><li>Create a square 300x300 profile pic. </li></ul><ul><li>Use a consistent “About me” (250 words max.) </li></ul><ul><li>Create a consistent password scheme. </li></ul>
  70. 71. <ul><li>Engagement Rules: </li></ul><ul><li>Respond quickly (once a day is fine) </li></ul><ul><li>Always be polite & professional </li></ul><ul><li>Ask lots of questions </li></ul><ul><li>Be honest with your answers. </li></ul><ul><li>You don't have to have the answers </li></ul>
  71. 72. Ask yourself this One Question
  72. 73. What would you do if this customer was standing in front of you?
  73. 74. 3 rd you must ... ARTICULATE
  74. 75. You have less than 30 seconds to capture your visitors' attention
  75. 76. Awareness Consideration Action
  76. 77. Traffic Content Call to Action
  77. 78. Dream Plan Go
  78. 79. Articulate the Dream Write stories that inspire and excite the visitor. Share your experiences and love for what you do.
  79. 80. Articulate the Dream <ul><li>Builds relevant content </li></ul><ul><li>Increases relevant keywords </li></ul><ul><li>Builds credibility & authenticity </li></ul><ul><li>Increases stickiness </li></ul><ul><li>Defines you as an authority </li></ul>
  80. 81. <ul><li>Who are you? </li></ul><ul><li>Why you love what you do? </li></ul><ul><li>What makes your region special? </li></ul><ul><li>Your favorite experience(s) </li></ul><ul><li>Special insider tips (planning etc.) </li></ul><ul><li>History or events </li></ul>Articulate the Dream
  81. 82. Tools to help you articulate the Dream blogger.com wordpress.com typepad.com
  82. 83. Articulate the Plan Clearly describe how and why the visitor should choose your business. Present all the information they need to make a booking decision.
  83. 84. Articulate the Plan Use a content management system (CMS) to organize your web content. Your CMS may be the same as your blog platform.
  84. 85. Articulate the Plan Use a property management system or tour operator software to organize your products.
  85. 86. Articulate the Plan Provide partners with standard connection methods in order to distribute your products. XML APIs and RSS .
  86. 87. Articulate the GO! Call to Action With a clear...
  87. 88. Articulate the GO! On-line bookings, requests, or push to phone are all valid calls to action. But they must be measurable .
  88. 89. 4 th you must ... DEMONSTRATE
  89. 90. Demonstrate your expertise Share your experiences with other communities. Syndicate your content to blogs, networks, and partners through RSS.
  90. 91. Demonstrate your confidence Encourage your guests & customers to review your services on sites like Tripadvisor & TripReviews.
  91. 92. Demonstrate your service Post videos on Youtube & Vimeo, share photos on Flickr & Facebook, share content with partners.
  92. 93. listen engage articulate demonstrate who, where, why ask, learn, understand, answer feed curiosity Add channels, foster connections
  93. 94. <ul><li>Start with the big networks. </li></ul><ul><li>Be selective with sites to join. </li></ul><ul><li>Make social media a part of your daily routine. </li></ul><ul><li>Commit to a plan. </li></ul><ul><li>Review your results often. </li></ul>5 Simple Rules
  94. 95. www.thesavvyoperator.com
  95. 96. @stephenjoyce www.tnooz.com stephen.a.joyce
  96. 97. Thank you

×