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 2

67 views

Published on

Social Media Strategy for the Lake Malawi MIERA Project presented by GIZ

Published in: Travel
  • Be the first to comment

  • Be the first to like this

Social Media Strategy Part 2

  1. 1. © Consortium: Particip /mascontour GmbH TRAINING MANUAL: ACCOMMODATION MODULE 3: SOCIAL MEDIA STRATEGY PART 2 – CONTENT CREATION AND MANAGEMENT April 2019 mascontour GmbH
  2. 2. © Consortium: Particip /mascontour GmbH Training Manual: Accommodation_Social Media Part 2 PULL ATTENTION TO YOUR DESTINATION WITH SOCIAL MEDIA
  3. 3. © Consortium: Particip /mascontour GmbH Training Manual: Accommodation_Social Media Part 2 LET’S GET STARTED: SOCIAL MEDIA STRATEGY FOR YOUR DESTINATION Raise awareness about your destination! What should your destination be known for? Increase the demand for your destination! For people who want to come and experience your destination as it is nowhere else on earth. Put your destination on the map
  4. 4. © Consortium: Particip /mascontour GmbH© Consortium: Particip /mascontour GmbH ESSENTIAL BEFORE WE START: DESTINATION MANAGEMENT Training Manual: Accommodation_Social Media Part 2 Who is responsible? What is your product? What is your market? DestinationManagement Cooperation amongst all partners
  5. 5. © Consortium: Particip /mascontour GmbH Training Manual: Accommodation_Social Media Part 2 THE 3 C’S: COORDINATE, CREATE, CURATE Create Curate Coordinate
  6. 6. © Consortium: Particip /mascontour GmbH Training Manual: Accommodation_Social Media Part 2 BE SOCIAL: WORK TOGETHER @  Choose a suitable staff member to manage your social media channels  Ensure good communication among all involved  Establish a whats app group  Stay in touch via mail  Establish a Facebook group  Have regular meetings How to? What? When? Who? Include artisans
  7. 7. © Consortium: Particip /mascontour GmbH Training Manual: Accommodation_Social Media Part 2 DEFINE THEMES Which themes reflect the USP of your destination the best?
  8. 8. © Consortium: Particip /mascontour GmbH Training Manual: Accommodation_Social Media Part 2 TELL THE STORY OF YOUR DESTINATION Three main story themes, e.g. – beach, village and place Consider: What is already being said about your destination?
  9. 9. © Consortium: Particip /mascontour GmbH Training Manual: Accommodation_Social Media Part 2 CREATE AND CURATE CONTENT Share the content from others on your social media channel Create eye-catching content that does two key things:  Stop the scroll  Make me want to go  Capture the dream and the experience  Tell the story of your destination  Share content from a reputable sources  Add your own perspective with custom post copy  Add value for your audience
  10. 10. © Consortium: Particip /mascontour GmbH Training Manual: Accommodation_Social Media Part 2 QUALITY NOT QUANTITY Quality content builds trust and a following Quality content is engaging  Check facts  Use high-quality video and image material  Check reliability of sources of curated content
  11. 11. © Consortium: Particip /mascontour GmbH Training Manual: Accommodation_Social Media Part 2 IMAGES ARE KEY: HOW TO PRESENT YOUR DESTINATION IN THE PROPER LIGHT?  Use clean, clear photography  Make sure your pictures are in focus and get the right exposure Source: Facebook, The Warm Heart Adventure Lodge
  12. 12. © Consortium: Particip /mascontour GmbH Training Manual: Accommodation_Social Media Part 2 SHOW EMOTIONS  Create content pieces that provide a feeling of satisfaction (appealing photos, videos etc.)  Use “You appeal”  Use emojis I really need a vacation…  Which emotion has the visitor at the time of search?
  13. 13. © Consortium: Particip /mascontour GmbH Training Manual: Accommodation_Social Media Part 2 SHOW EMOTIONS A visitor is looking for “relax lake Malawi” What would your post look like? Sources:https://www.instagram.com/p/Bvf-i1FFEE9/
  14. 14. © Consortium: Particip /mascontour GmbH Training Manual: Accommodation_Social Media Part 2 USE HASHTAGS #
  15. 15. © Consortium: Particip /mascontour GmbH Training Manual: Accommodation_Social Media Part 2 USE HASHTAGS Source: https://www.instagram.com/explore/tags/lovemalawi/?hl=de
  16. 16. © Consortium: Particip /mascontour GmbH Training Manual: Accommodation_Social Media Part 2 USE HASHTAGS
  17. 17. © Consortium: Particip /mascontour GmbH Training Manual: Accommodation_Social Media Part 2 WHICH HASHTAG SHOULD YOU USE? Which ones are being used already?  Take advantage of the social media share of voice already out there  Join the conversations already out there to add the narrative of your destination to the conversation Establish a few key hashtags  to use in all of the destination posts and conversation
  18. 18. © Consortium: Particip /mascontour GmbH Training Manual: Accommodation_Social Media Part 2 WHICH HASHTAG SHOULD YOU USE?  Look through similar profiles on social media  See what hashtags they are using  Click through to see how other profiles are using those hashtags  Take the time to discover the most popular and most relevant hashtags on a specific subject for each social media Agree with all partners to use top 3 hashtags in the posts going forward, e.g.: #CapeMaclear #LakeMalawi #LoveMalawi
  19. 19. © Consortium: Particip /mascontour GmbH Training Manual: Accommodation_Social Media Part 2 WHICH HASHTAG SHOULD YOU USE? Find your TOP 3 #
  20. 20. © Consortium: Particip /mascontour GmbH Mon/ Tues Wed/Thurs Fri/ Sat/ Sun Village life General Beach Vibes #CapeMaclear #CapeMaclear #CapeMaclear #LakeMalawi #Placetobe #Beachvibes #Villagelife #LakeMalawi #Placetobe Training Manual: Accommodation_Social Media Part 2 MANAGE YOUR HASHTAGS AND THEMES
  21. 21. © Consortium: Particip /mascontour GmbH Training Manual: Accommodation_Social Media Part 2 HOW TO USE HASHTAGS ON FACEBOOK?
  22. 22. © Consortium: Particip /mascontour GmbH Training Manual: Accommodation_Social Media Part 2 HOW TO USE HASHTAGS ON INSTAGRAM?
  23. 23. © Consortium: Particip /mascontour GmbH Training Manual: Accommodation_Social Media Part 2 HOW TO USE HASHTAGS ON TWITTER?
  24. 24. © Consortium: Particip /mascontour GmbH Training Manual: Accommodation_Social Media Part 2  Promote authenticity  Create trust  Authentic and credible (not sponsored) content  Free for marketers Why? LET PEOPLE PROMOTE YOUR DESTINATION: USER GENERATED CONTENT How?  Promote your different social media channels to visitors  Create your own hashtags  Share content  Encourage visitors to review, e.g. on Trip Advisor
  25. 25. © Consortium: Particip /mascontour GmbH Training Manual: Accommodation_Social Media Part 2 LET PEOPLE PROMOTE YOUR DESTINATION: INFLUENCER MARKETING Influencers are honest to their followers Content values more, than number of followers Followers trust influencers’ choice more than advertisements High followers engagement and interaction
  26. 26. © Consortium: Particip /mascontour GmbH Training Manual: Accommodation_Social Media Part 2 STICK TO IT! POST CONSISTENTLY AND AROUND CORE THEMES Consistent Content
  27. 27. © Consortium: Particip /mascontour GmbH Training Manual: Accommodation_Social Media Part 2 HOW OFTEN SHOULD YOU POST? Sources: https://louisem.com/144557/often-post-social-media Remark: Numbers refer to daily posts
  28. 28. © Consortium: Particip /mascontour GmbH Training Manual: Accommodation_Social Media Part 2 ESTABLISH A CONTENT PLAN & POSTING SCHEDULE Never miss important dates Stick to a consistent posting schedule Find your ideal content mix Encourage collaboration Save time Effectively allocate resources Avoid cross-platform errors Ensure fresh content Figure out what works
  29. 29. © Consortium: Particip /mascontour GmbH Training Manual: Accommodation_Social Media Part 2 SEASONAL STRATEGIES…SOCIAL MEDIA HOLIDAY CALENDARS Sources: https://makeawebsitehub.com/social-media-holiday-calendar/
  30. 30. © Consortium: Particip /mascontour GmbH Training Manual: Accommodation_Social Media Part 2 USE PROPER TOOLS: SOCIAL MEDIA DASHBOARDS
  31. 31. © Consortium: Particip /mascontour GmbH Training Manual: Accommodation_Social Media Part 2 HOW WELL IS YOUR CONTENT PERFORMING?  Share some of the weekly and monthly reports with your partners  Learn and discover which content and platforms are working best for your destination
  32. 32. © Consortium: Particip /mascontour GmbH Training Manual: Accommodation_Social Media Part 2 HOW WELL IS YOUR CONTENT PERFORMING?
  33. 33. © Consortium: Particip /mascontour GmbH Training Manual: Accommodation_Social Media Part 2 LISTEN THE SOCIAL MEDIA CONVERSATION – WHAT ARE PEOPLE SAYING?  Monitor social media (where?, what?) channels for mentions of your destination  Learn from your competition  Analyze that information and take action  Use social media listening tools,e.g. Hootsuite Will give you a sense of who the important influencers are Understand how people actually feel about you and your competitors It allows you to respond right away to positive or negative posts Spot changes in sentiment in real time How?
  34. 34. © Consortium: Particip /mascontour GmbH Training Manual: Accommodation_Social Media Part 2 LISTEN THE SOCIAL MEDIA CONVERSATION – WHAT ARE PEOPLE SAYING? Destination name Competitors’ brand/ destination names Your slogan and those of your competitors Brand name Industry buzzwords Branded hashtags and those of your competitors Think of Keywords
  35. 35. © Consortium: Particip /mascontour GmbH Training Manual: Accommodation_Social Media Part 2 GOOGLE: SEO (ORGANIC) + SEM (PAID) SEO Search Engine Optimization SEM Search Engine Marketing Advantages Disadvantages  Fast  URL does not matter  Easy to measure  No/low cost  Trusted by searchers – more traffic  Can target any terms  Ongoing expenses  Not trusted by searchers  ROI requires conversion  Slow: 6-9 months till any results noticed  Requires a well made page  Harder to measure  Unpaid, neutral, organic  Earned results  Paid  Google AdWords  Search & web analytics Features
  36. 36. © Consortium: Particip /mascontour GmbH Training Manual: Accommodation_Social Media Part 2 SOCIAL MEDIA GUIDELINES
  37. 37. © Consortium: Particip /mascontour GmbH Example Training Manual: Accommodation_Social Media Part 2 SOCIAL MEDIA GUIDELINES  Ensure that your Social Media Marketing Plan is followed and implemented by al involved stakeholders  Ways of communicating with your clients & opinion leaders  Using Storytelling for an authentic, experience driven communication  Choosing the right Social Media Channels for your audiences  Creating Editorial Calendars: Structure the publication of your content  Working with Influencers  Monetary Valuation & Monitoring the Results of Social Media
  38. 38. © Consortium: Particip /mascontour GmbH Example Training Manual: Accommodation_Social Media Part 2 SOCIAL MEDIA GUIDELINES Ways of communicating with your clients & opinion leaders  Short and direct texts, not too full of details  Insert all the info in links, better if personalised  Answer all your comments with authority, even the negative ones  photos have to represent the EXPERIENCE that tourists make of the destination  Use regular communication that addresses and incorporates current topics
  39. 39. © Consortium: Particip /mascontour GmbH Example Training Manual: Accommodation_Social Media Part 2 SOCIAL MEDIA GUIDELINES In the digital (Social Media) age, the four P’s of classic marketing (“Product, Price, Place, Promotion”) continue to shift in favour of the four C’s: “Creating, Curating, Connecting, Culture” FROM A PERSONAL POINT OF VIEW AUTHENTIC AND EXPERIENTIAL LIVELY & ATTRACTIVE FULL OF EMOTIONS STORYTELLING RELEVANT TO TARGET AUDIENCES Storytelling
  40. 40. © Consortium: Particip /mascontour GmbH Example Training Manual: Accommodation_Social Media Part 2 SOCIAL MEDIA GUIDELINES Choosing the right Social Media Channels for your audiences Creation of communities who  are highly passionate & loyal followers  want to know and share information
  41. 41. © Consortium: Particip /mascontour GmbH Example Training Manual: Accommodation_Social Media Part 2 SOCIAL MEDIA GUIDELINES Creating Editorial Calendars: Structure the publication of your content Do not just think about what to write, but also when best to publish it.Reminder of important dates Starting a series of regular features
  42. 42. © Consortium: Particip /mascontour GmbH Example Training Manual: Accommodation_Social Media Part 2 SOCIAL MEDIA GUIDELINES Working with Influencers Highly experienced in using social media Reaching your target audience Providing a sense of creditability and trust to your destination Authentic personal testimony Offer a new angle, or even a counter narrative to mainstream media coverage. `Giving a voice` to smaller destination
  43. 43. © Consortium: Particip /mascontour GmbH Example Training Manual: Accommodation_Social Media Part 2 SOCIAL MEDIA GUIDELINES Monetary Valuation & Monitoring TWEETREACH BUZZSUMO HOOTSUITE IF THIS THEN THAT (IFTTT) MonitoringTools BRANDWATCH ANALYTICS TWATTUP HOOTSUITE See further info: https://www.brandwatch.com/blog/top- social-media-monitoring-tools/
  44. 44. © Consortium: Particip /mascontour GmbH Example: Hootsuite Training Manual: Accommodation_Social Media Part 2 SOCIAL MEDIA DASHBOARD Core features
  45. 45. © Consortium: Particip /mascontour GmbH Training Manual: Accommodation_Social Media Part 2 SUMMARY
  46. 46. © Consortium: Particip /mascontour GmbH Overview for Cape Maclear Training Manual: Accommodation_Social Media Part 2 SOCIAL MEDIA TEMPLATE Facebook Twitter Instagram Optimal number of hashtags 1-2 hashtags Max. 2 hashtags 9-15 hashtags Suggested number of posts 1 per day 15 per day 1-2 per day New destination hashtags General hastags Mon Tue Wed Thu Fri Sat Sun #CapeMaclear x x x x x x x #LakeMalawi x x x x #visitmalawi x x x x #blantyre x x x #lovemalawi x x x x x #thewarmhearthofafrica x x x x x x x #Villagelife x x #Placetobe x x x x x #Beachvibes x x x #africatravel x x x #tourism x x x #africa x x x
  47. 47. © Consortium: Particip /mascontour GmbH© Consortium: Particip /mascontour GmbH IMPRINT Training Manual: Accommodation_Social Media Part 2 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

×