how can holiday park get the most out of social media

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Social Media and how Parks can benefit from it David Lakins [email protected] www.keymultimedia.co.uk/seminars Follow me: twitter.com/davidlakins

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A short presentation for BH&HPA Scotland AGM that looks at how Holiday Parks can take advantage of Social Media. How Twitter, Facebook, Review sites can be used to build a community around a Holiday Park.

TRANSCRIPT

Page 1: How can Holiday Park get the most out of Social Media

Social Media and how Parks can benefit from it

David Lakins

[email protected]

www.keymultimedia.co.uk/seminars

Follow me: twitter.com/davidlakins

Page 2: How can Holiday Park get the most out of Social Media

About Key Multimedia

• Founded in 2007

• Based in Poundbury, Dorchester, Dorset

• Online marketing and website performance

• Social networking – Twitter & Facebook• Search engine optimisation• Article marketing• Blog Posting• Writing Content

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Page 3: How can Holiday Park get the most out of Social Media

How The Internet Is Changing

• The Internet has become an interactive, two-way communication tool

• People are connecting with lots of different devices

• Consumers are using the Internet to gather information before they make purchasing decisions

Page 4: How can Holiday Park get the most out of Social Media

Future is Mobile

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Page 5: How can Holiday Park get the most out of Social Media

The Future is Mobile

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3G or WiFi means almost permanent connectivity to the web.

Users can share news, photos and video clips quickly without having to move to another device or PC

GPS Handsets enables location-based content

Page 6: How can Holiday Park get the most out of Social Media

The Future is Mobile

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Mobile & tablet applications provide new interactive ways of accessing holiday information

Page 7: How can Holiday Park get the most out of Social Media

Key Challenges for Parks

• How to reach as many potential customers as possible?

• How to build long lasting relationships with Park customers?

• How to use technology to connect with your customers – before they arrive on your Park and whilst they are there!

• How to add value online and create an online experience that is both engaging and functional?

Page 8: How can Holiday Park get the most out of Social Media

What is Social Media?

• Twitter

• Facebook

• LinkedIn

• What else?

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Page 9: How can Holiday Park get the most out of Social Media

What is Social Media?

• All interactive content on the Internet

• Blogs

• Forums / Message Boards

• eNewsletters

• Flickr

• YouTube

• Reviews Sites

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Page 10: How can Holiday Park get the most out of Social Media

Uses of Social Media?

• Learn what people are saying about your Park

• Create buzz for Park events & campaigns

• Increase brand exposure

• Identify and recruite influencers to spread your message

• Find new opportunities and customers

• Support your products and services

• Improve your search engine visibility

• Gain competitive intelligence

• Get your message out fast

• Retain clients & establish a personal relationship

Page 11: How can Holiday Park get the most out of Social Media

Disadvantages of Social Media?

• Time consuming

• Resource hungry

• Negative feedback

• Losing control of your message

Page 12: How can Holiday Park get the most out of Social Media

Establishing a Social Media Foundation

• Listen

• Learn

• Engage & Share

• Ultimate Goal:

Build a community around your Park

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Page 13: How can Holiday Park get the most out of Social Media

LISTEN

• Absorbing what is happening in your industry

• Listening to the chatter about your products and services

• What are customers saying about your competitors?

Page 14: How can Holiday Park get the most out of Social Media

LISTEN

Page 15: How can Holiday Park get the most out of Social Media

LEARN

• Finding people

• Ranking influencers

• Finding conversations,

themes

• Planning when to act and

what to say

Page 16: How can Holiday Park get the most out of Social Media

Who’s Talking about What

• http://whostalkin.com

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Page 18: How can Holiday Park get the most out of Social Media

Monitoring Twitter Conversations

• Identifying Connections - http://mentionmapp.com

• Explore connections via Twitter usernames• Identify influencers

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Page 20: How can Holiday Park get the most out of Social Media

Google Alerts

• One of the easiest method for tracking keywords

• Set it up for automatic delivery

• http://www.google.com/alerts

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Page 22: How can Holiday Park get the most out of Social Media

Engage

• Encourage Conversations

• Twitter

• Facebook

• Review sites - TripAdvisor

• Discussion Forums

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Page 23: How can Holiday Park get the most out of Social Media

Using Twitter

• Small 140-character blips of communication known as “tweets”.

• Follow others to see their tweets – your followers see your messages

• Use twitter to promote activities on your Park, PR, share content and follow others

• Give your Park a voice and develop your community

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Page 24: How can Holiday Park get the most out of Social Media

Using Twitter Effectively

• How many of your followers are you actively engaged with?

• How often are you talking with them (not to them)?

• Twitter @ are a giveaway

• Twitter is one of the best customer service tools

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Page 25: How can Holiday Park get the most out of Social Media

Using Twitter Effectively

• How many of your followers are you actively engaged with?

• How often are you talking with them (not to them)?

• Twitter @ are a giveaway

• Twitter is one of the best customer service tools

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Page 26: How can Holiday Park get the most out of Social Media

Engage Using Review Sites

• Holidaymakers are increasingly engaging with social media

• Parks have a great opportunity to adapt online presence to allow customers to engage with them

• Use that dialogue to evolve the offer and exceed the expectations of today’s web-savvy customer

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Page 27: How can Holiday Park get the most out of Social Media

Trip Advisor

• Take ownership & encourage reviews

• Respond to reviews – only 4% of owners everrespond to TripAdvisorreviews

• Claim your review page

• Add Trip Advisor widgets to your website

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Build a Community

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Page 29: How can Holiday Park get the most out of Social Media

Facebook Pages

• Build your community with a Facebook page

• Post photos, videos, events and other messages.

• Interact with your customers

• Encourage Likes

• Participate in discussions

• Post photos to your page

• Create a Review tab

• Fans will share your content in their Facebook feeds

Page 30: How can Holiday Park get the most out of Social Media

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Page 31: How can Holiday Park get the most out of Social Media

Time Saving Tips

• It’s not about sitting in front of Twitter & Facebook all day waiting for messages

• Use tools such as Hootsuite and Tweetdeck to manage your messages & monitor keywords

• Schedule SOME of your tweets & Facebook messages

• Allocate a set amount of time daily to update your account

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Page 32: How can Holiday Park get the most out of Social Media

Making the Most of Social Media

• The real cost of social networking is your TIME

• The more time you invest, the more results you will see

• Build a following, identify people who are “influencers”

• Create ways for people to participate & “give a little”

• Be in the right places (TripAdvisor) with the right content; feed content to other sites

• Keep it fresh, updated and be responsive

Page 33: How can Holiday Park get the most out of Social Media

Social Media and how Parks can benefit from it

David Lakins

[email protected]

www.keymultimedia.co.uk/seminars

Follow me: twitter.com/davidlakins