Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Social Media Strategy Part 1

47 views

Published on

The GIZ MIERA Social Media Training for Malawi Tourism and Destination Marketing

Published in: Travel
  • Be the first to comment

  • Be the first to like this

Social Media Strategy Part 1

  1. 1. © Consortium: Particip /mascontour GmbH TRAINING MANUAL: ACCOMMODATION MODULE 2: SOCIAL MEDIA STRATEGY PART 1 – SOCIAL MEDIA CHANNELS April 2019 mascontour GmbH
  2. 2. © Consortium: Particip /mascontour GmbH Training Manual: Accommodation_Social Media Part 1 PULL ATTENTION TO YOUR DESTINATION WITH SOCIAL MEDIA
  3. 3. © Consortium: Particip /mascontour GmbH Training Manual: Accommodation_Social Media Part 1 THE POWER OF INTERNET AND SOCIAL MEDIA The number of internet users worldwide in 2018 is 4 billion The number of social media users worldwide in 2018 is 3 billion The number of smartphone users in 2018 is 5 billion Source: https://www.smartinsights.com/social-media-marketing/social-media-strategy/new-global-social-media-research/ We live in a digital age!  Social media has become a part of everyone’s life  It is something that influences their daily life
  4. 4. © Consortium: Particip /mascontour GmbH Training Manual: Accommodation_Social Media Part 1 PEOPLE LOVE SHARING TRAVEL EXPERIENCES ON SOCIAL MEDIA
  5. 5. © Consortium: Particip /mascontour GmbH Training Manual: Accommodation_Social Media Part 1 IMPORTANCE OF SOCIAL MEDIA FOR DESTINATIONS/ TOURISM BUSINESSES Travel Research • Travel planning often takes place online • Social media is used for researching and asking questions Recommendations • People are gathering feedback from their social media networks on destinations (hotels, restaurants, gear etc.) • Would-be travelers without a destination get inspired on social media for their next trip Customer service Source of Inspiration • Social media allows you to answer questions, comments, and concerns in a single place • Sharing ideas, opinions, pictures, etc. within ones peer group Creation of community Over 90% of decisions about where to travel are made online
  6. 6. © Consortium: Particip /mascontour GmbH Training Manual: Accommodation_Social Media Part 1 UNDERSTAND THE DIGITAL CUSTOMER The Customer Journey describes the journey of a (potential) guest by representing five different touchpoints that characterise a customer´s interaction throughout his travel. Inspiration Information / Research Booking Reflexion / Advocacy Experience 1 2 35 4
  7. 7. © Consortium: Particip /mascontour GmbH Training Manual: Accommodation_Social Media Part 1 UNDERSTAND THE DIGITAL CUSTOMER Inspiration Information / Research Booking1 2 3 Reflexion / Advocacy 5 Experience4 Predominance of social media channels throughout the entire digital customer journey
  8. 8. © Consortium: Particip /mascontour GmbH Training Manual: Accommodation_Social Media Part 1 MOST POPULAR SOCIAL MEDIA CHANNELS Convert „followers“ into visitors Reach your target tourist audience *Most active users per month in 2019 of relevant social media channels https://buffer.com/library/social-media-sites
  9. 9. © Consortium: Particip /mascontour GmbH Training Manual: Accommodation_Social Media Part 1 FACEBOOK Promote your destination in multiple ways (photos, videos, texts etc.)
  10. 10. © Consortium: Particip /mascontour GmbH Training Manual: Accommodation_Social Media Part 1 FACEBOOK Capture stunning photos/ videos of your destination Promote special events Engage with visitors: answer questions frequently asked by visitors Engage visitors: share visitors’ pictures, insights and experiences Information, communication & inspiration
  11. 11. © Consortium: Particip /mascontour GmbH Training Manual: Accommodation_Social Media Part 1 INSTAGRAM Promote your destination with photos and videos
  12. 12. © Consortium: Particip /mascontour GmbH Training Manual: Accommodation_Social Media Part 1 INSTAGRAM Strong engagement of visitors Visitors explore and find new travel destinations Visual Online Review Capture stunning photos/ videos of your destination Engage visitors: share visitors’ pictures, insights and experiences A picture is worth a thousand words….
  13. 13. © Consortium: Particip /mascontour GmbH Training Manual: Accommodation_Social Media Part 1 YOUTUBE Promote your destination with videos – one of the easiest ways to connect with, inspire and engage visitors
  14. 14. © Consortium: Particip /mascontour GmbH Training Manual: Accommodation_Social Media Part 1 YOUTUBE A video is worth a thousand pictures…. Trip planning Trip inspiration Decision of booking Visual storytelling Emotional connection with viewer Share videos on other social media channels
  15. 15. © Consortium: Particip /mascontour GmbH Training Manual: Accommodation_Social Media Part 1 YOUTUBE
  16. 16. © Consortium: Particip /mascontour GmbH Training Manual: Accommodation_Social Media Part 1 TWITTER • Twitter is a social networking and microblogging service • People use mobile phones or computers to send and to read messages (max. 140 characters) • They are called "tweets" Promote your destination as digital concierge & virtual visitor center
  17. 17. © Consortium: Particip /mascontour GmbH Training Manual: Accommodation_Social Media Part 1 TWITTER Interact with travelers visiting your area in real time Answer questions Give tips and advice Connect with people
  18. 18. © Consortium: Particip /mascontour GmbH Training Manual: Accommodation_Social Media Part 1 SOCIAL MEDIA CHANNELS – WHAT‘S THE DIFFERENCE? 1
  19. 19. © Consortium: Particip /mascontour GmbH Training Manual: Accommodation_Social Media Part 1 SOCIAL MEDIA CHANNELS – WHAT‘S THE DIFFERENCE? 1
  20. 20. © Consortium: Particip /mascontour GmbH Training Manual: Accommodation_Social Media Part 1 SOCIAL MEDIA CHANNELS – WHAT‘S THE DIFFERENCE? 1
  21. 21. © Consortium: Particip /mascontour GmbH Training Manual: Accommodation_Social Media Part 1 SOCIAL MEDIA CHANNELS – WHAT‘S THE DIFFERENCE? 1
  22. 22. © Consortium: Particip /mascontour GmbH Training Manual: Accommodation_Social Media Part 1 FOCUS ON THE MOST IMPORTANT SOCIAL MEDIA CHANNELS - LESS IS MORE Think about…  your target audience  your resources  your company type  your competitor activity Create 1or 2 relevant social media channels and manage them effectively
  23. 23. © Consortium: Particip /mascontour GmbH Training Manual: Accommodation_Social Media Part 1 WHICH SOCIAL MEDIA CHANNEL SHOULD YOU USE?
  24. 24. © Consortium: Particip /mascontour GmbH Training Manual: Accommodation_Social Media Part 1 TRAVEL BLOGS Create quality content New source of information for travelers Keep travelers up to date Blog content is evergreen Tell your story Real experiences People can share blog posts Sources:https://uncorneredmarket.com/
  25. 25. © Consortium: Particip /mascontour GmbH Training Manual: Accommodation_Social Media Part 1 TRAVEL BLOGS new source of information When to go? What to do? What to eat? Where to stay? Blog content provides quality basic travel information Sources: www.hostelworld.com/blog/malawi-backpacking/
  26. 26. © Consortium: Particip /mascontour GmbH Training Manual: Accommodation_Social Media Part 1 TRAVEL BLOGS Sources: www.thefunkycichlid.com/blog/
  27. 27. © Consortium: Particip /mascontour GmbH Training Manual: Accommodation_Social Media Part 1 TRAVEL BLOGS How? Sources: www.hostelworld.com/blog/malawi-backpacking/; www.heleninwonderlust.co.uk/2018/03/malawi-itinerary/
  28. 28. © Consortium: Particip /mascontour GmbH Training Manual: Accommodation_Social Media Part 1 TRIP ADVISOR Visitors consider reading reviews important when planning trips and booking hotels Sources: www.tripadvisor.co.uk
  29. 29. © Consortium: Particip /mascontour GmbH Training Manual: Accommodation_Social Media Part 1 TRIP ADVISOR You can register your business and get rated
  30. 30. © Consortium: Particip /mascontour GmbH Training Manual: Accommodation_Social Media Part 1 TRIP ADVISOR Sources: www.tripadvisor.co.uk
  31. 31. © Consortium: Particip /mascontour GmbH© Consortium: Particip /mascontour GmbH IMPRINT Training Manual: Accommodation_Social Media Part 1 SUBMITTED BY Particip GmbH Head of Unit: Thomas Keck Project Manager: Saraí Peña Merzhauser Straße 183 79100 Freiburg, Germany Phone: +49 (0)761 790 74 0 Fax: +49 (0)761 790 74 90 E-Mail: info@particip.de Internet: www.particip.de PREPARED BY mascontour GmbH Managing Director: Matthias Beyer Schwiebusser Straße 9 10965 Berlin, Germany Phone: +49 (0)30 61 62 57 47 Skype: mascontour E-Mail: beyer@mascontour.info Internet: www.mascontour.info ELABORATED FOR Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ GmbH) Programme “More Income and Employment in Rural Areas” (MIERA) – Malawi DATE April 2019

×