social media 201 for travel and tourism

Social Media 201for Travel and Tourism

Saturday, March 31, 2012

Expectations

Saturday, March 31, 2012

Customers WANT YOU on social media

• 93% of customers expect companies to have a presence on social channels1

• 85% expect companies to interact with them on those social channels2

1,2 Cone Business Study on Social Media, 2008

©2011 Social Savvy Geek, LLC

Saturday, March 31, 2012

©2011 Social Savvy Geek, LLC

Saturday, March 31, 2012

NO!

• Fear

• Loss of control

• Dilution of Brand

• Waste of time

• Fad

• Difficult

©2011 Social Savvy Geek, LLC

Saturday, March 31, 2012

Reality

• Conversation online

• Brand building

• Lasting trend

• Manageable

• Scalable

• Learnable

©2011 Social Savvy Geek, LLC

Saturday, March 31, 2012

Tools• Facebook

• LinkedIn

• Twitter

• Wordpress

• YouTube

• Flicker

• Foursquare

• Google +©2011 Social Savvy Geek, LLC

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Social Media Changes EVERYTHING...

...and NOTHING!

...WHAT?

©2011 Social Savvy Geek, LLC

Saturday, March 31, 2012

Core Mission

• Guests/Customers

• Sales

• Events

• Projects

• Brand Awareness

©2011 Social Savvy Geek, LLC

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Networking

The SAME rules apply (online)

©2011 Social Savvy Geek, LLC

Saturday, March 31, 2012

• Imagine you are at a live networking function

• Have a PLAN (before, during, & after)

• Introduce yourself

• Find out about the other party

• Make introductions & Share connections

• Be a resource

• Farming not Hunting

• Visibility, Credibility, & Marketability

©2011 Social Savvy Geek, LLC

Saturday, March 31, 2012

©2011 Social Savvy Geek, LLC

Saturday, March 31, 2012

Don’t be “that guy”• 70:20:10

• Don’t over-share

• Don’t sell

• Don’t be a snob

• Remember your audience

• Be open & honest

• Be patient©2011 Social Savvy Geek, LLC

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Brand Management

• Strategy

• Phases

• Set Up

• Manage

• Adapt

©2011 Social Savvy Geek, LLC

Saturday, March 31, 2012

Set Up & Integrate• Identify your target audience

• Choose appropriate tools

• Define your Brand• Logo, colors, fonts

• Use what you have• Website, Email newsletter, Database

• Add Social Media icons

• Facebook Business Page, LinkedIn Company Page, Twitter, Google +

• Directories, Memberships, Associations©2011 Social Savvy Geek, LLC

Saturday, March 31, 2012

Content is King

• Drives traffic

• Does not ALL have to be original

• You can repurpose your content

• Articles, Press Releases, Event Summaries

• Blog

• Newsletter

• Channels (Facebook, LinkedIn, Twitter)

©2011 Social Savvy Geek, LLC

Saturday, March 31, 2012

Proactively cross-pollinate

©2011 Social Savvy Geek, LLC

Saturday, March 31, 2012

Collect email opt-ins• Have people opt into your email list on your

social media site

©2011 Social Savvy Geek, LLC

Saturday, March 31, 2012

• People want to

engage with brands

• Photo contests,

sweepstakes,

surveys, etc. drive

engagement

• Engaged customers

Run social promotions, contests, etc.

©2011 Social Savvy Geek, LLC

Saturday, March 31, 2012

Advertise

• Amazing opportunity to target

locally, specific interests, etc.

• Very affordable

• Easy to do

• Facebook will occasionally

give money away for

©2011 Social Savvy Geek, LLC

Saturday, March 31, 2012

Which social platforms should my business use?

• Users?• Competitors?• Consider multiple channels!

Trick: Use the search function on a network to gauge activity related to your industry/market vertical/audience

©2011 Social Savvy Geek, LLC

Saturday, March 31, 2012

Diversify

• Use multiple social media

channels

• YouTube is HUGE

• Pinterest is taking off like a

rocket!

• Foursquare is a MUST for

location based businesses

• Choose your channels and

©2011 Social Savvy Geek, LLC

Saturday, March 31, 2012

Email marketing

©2011 Social Savvy Geek, LLC

Saturday, March 31, 2012

Mobile marketing

©2011 Social Savvy Geek, LLC

Saturday, March 31, 2012

Location, Location, Location

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Location-based marketing

From $0 in 2009, location-based marketing is projected to grow to $6 billion in 2015. Some restaurants are seeing 65 percent

redemption rates from new, real-time geo-targeted ads.

(Borrell Associates)

©2011 Social Savvy Geek, LLC

Saturday, March 31, 2012

REVIEWSGoogleYelp!Yahoo

CitysearchFacebook

Industry Specific

Saturday, March 31, 2012

Google Yourself!

Saturday, March 31, 2012

Mobile advertising

©2011 Social Savvy Geek, LLC

Saturday, March 31, 2012

Track your results and optimize your campaigns

©2011 Social Savvy Geek, LLC

Saturday, March 31, 2012

Find new/better places to advertise (social media, mobile, email, etc.)

©2011 Social Savvy Geek, LLC

Saturday, March 31, 2012

Create stronger, more targeted offers that appeal to more people in your market

©2011 Social Savvy Geek, LLC

Saturday, March 31, 2012

Build your reputation as an expert(be the place to go)

©2011 Social Savvy Geek, LLC

Saturday, March 31, 2012

Use photos and videos to tell your story

©2011 Social Savvy Geek, LLC

Saturday, March 31, 2012

Create training/educational resources (video, educational downloads, etc.)

©2011 Social Savvy Geek, LLC

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Create a customer mailing list

©2011 Social Savvy Geek, LLC

Saturday, March 31, 2012

Send out emails to your list on a more frequent basis(weekly)

©2011 Social Savvy Geek, LLC

Saturday, March 31, 2012

Use scarcity to get customers to act now instead of later (e.g. limited-time promotions)

©2011 Social Savvy Geek, LLC

Saturday, March 31, 2012

Use auto-responder email sequences to introduce your prospects to a series of benefits/packages

©2011 Social Savvy Geek, LLC

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Send out birthday cards and holiday cards/gifts

©2011 Social Savvy Geek, LLC

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Create a culture of service at your business

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Use customer testimonials in your email campaigns and on your website

©2011 Social Savvy Geek, LLC

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Up-sell, cross-sell and bundle

©2011 Social Savvy Geek, LLC

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After a person buys one product, up-sell or cross-sell them another related

product

©2011 Social Savvy Geek, LLC

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Bundle products and offer a discount

+

©2011 Social Savvy Geek, LLC

Saturday, March 31, 2012

Use coupons to encourage bigger purchases

©2011 Social Savvy Geek, LLC

Saturday, March 31, 2012

Offer an expensive, premium product or service with a payment plan

©2011 Social Savvy Geek, LLC

Saturday, March 31, 2012

Questions?

©2011 Social Savvy Geek, LLC

Saturday, March 31, 2012

©2011 Social Savvy Geek, LLC

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Saturday, March 31, 2012