social media and tourism excellence

Tel: ( 03 ) 90231487

Thinktank Media GroupSuite 101

12 Yarra StreetSouth YarraVIC 3141

Social Media

Tourism & Events Excellence Conference

OverviewSocial Media AgencyWeb Design And Development

• Interactive• Get curious – Ask questions in the panel

section• Smiles• Social Media Excellence• Future Predictions• Trends

Expectations

• Biggest cultural shift we’ve ever lived through…it’s not social media…it’s the internet…and it’s still a baby!

Almost 40% of Australians are now interacting with companies via social networking sites – Source Nielson

State Of Our Nation

• Number of Australian’s utilising Social Media is estimated at 9.9 million – March 2011.

• Per Capita• 7 hours, 19 min, 13 secs per month

Australians are The Biggest Users Of Social Media

• 86% of Australians online are looking to fellow users for opinions and information about products, services and brands.

Travel behaviour and media consumption is changing radically!

• More people spending time online• More people asking open q’s online and

sourcing answers via virtual friends/brands• Quicker responses• Easier to find information• More connected via

computers/phones/ipads etc• Less foot traffic for certain industries

What do these stats mean?

iPhones/Smart phones

Wireless Internet

3G

Internet Cafes

Increasingly Free Wifi

Gogo Wifi – On a plane

Easy to jump online

• One in four people in the UK have booked a holiday after seeing their friend’s holiday updates on Facebook. Of them, one in five booked an identical holiday.

• Teletext holidays, n=2000

Inflight WiFi

Humanise the logo

Old Small Town Rules

1 on 1 marketing

Consumers rubbish radar is so much higher than what it was 5 years ago.

Social media can shape the way that we make our decisions on a day-to-day basis

They know what’s going on!

The world we live in today is still based on word of mouth, yet now, it’s word of mouth on steroids!

• Tap into conversation that’s already happening• Add value/care!• Build the brand further• Have a voice• Engage/educate on a larger scale• Customer service – quick/scale• Leverage/cross promote off other brands –

traction• Integrated marketing for bigger bang for buck

Opportunities for Tourism & Events

Half Hearted Approach doesn’t cut it!

• 1. Listen – monitor/measure• 2. Strategy• 3. Policy,Style Guide,Crisis Management• 4. Resourcing• 5. Platform set up – profile management• 6. Integration/Campaigns• 7. Monitoring/Reporting

Social Media Excellence7 step approach

• What it is? (Listening, defining the social landscape – find out where convo is happening eg. Twitter/forums)

• Why listen ? (gain understanding of conversation, call to action to come to event/hotel, book online, sentiment, sales, customer service, to write a social media strategy)

• Connecting with industry – cross promote

Monitoring

• Identify & build categories • customer service • sales opportunities • crisis management • generic mentions

Brand-Specific Mentions

• Discover how people feel about the brand/industry

• Build a benchmark for future comparison • Topic Trends • Identify any trends associated with

tourism/events• Build a benchmark for future comparison

Sentiment Benchmarking

Identify & measure key competitors for benchmarking & strategy comparison

Competitor Benchmark

Strategy

• Website/Blog• Newsletter – e newsletter• Email signatures• Radio• TVCs• Any apps• Ambient• Guerilla

Integration

Policy

• Are you just going to produce a brochure and not extend the story?

• Extend the story – story board from the start with all comms/markteing activations

• Collect the data• Eg. Want see why Geelong is the place to

be right now! Head to our facebook page to watch the video/hear what people are saying!

Storyboard Social From The Start

• We consume more content in 48 hours, than what we did from the beginning of time until 2003!

Content

• Assign resources• Who will be responsible for creating

content• When will content be published based on

companies activities• Where and how will content be distrubuted

Have a content calendar

• Share people pics from their Flickr Stream on website/facebook page eg. Pictures from Great Ocean Road

• User generated content• Share users blog posts about specific

area/business• Add value

Become An Aggregator

• Foursquare• Facebook places• Checkin deals to receive X• Cross promotions with the locations

TrendsLocation Based Marketing

Facebook Places - Colac

• Not just as a phone, as a computer, search tool, ask, find, reward, incentivise

• Faster, easier and more social – want it now attitude

• “Always on consumer”• Mobile Applications • Mobile Sites

Mobile

• Social Media Policy• Crisis Management Plan• Mobile site• Integrated marketing – social media• Monitoring and joining conversation• Location based marketing – checking in/incentivising

– checkin/tag mates/add photo of the view-best photo of the day wins

• Finding out where people are – location based – offer

Some Possible Must Haves

• Discover Paris Monuments from any scenic point. • All monuments are marked so you can recognize them easily. This

is a new experience for tourism.

Paris Skyline - Augmented Reality of Paris for tourists

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03 90231487(03) 90231487