social media for travel pr

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Connecting Efforts: Social Media for Travel PR Shel Holtz, ABC

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My presentation to the 2011 PRSA Travel & Tourism conference. Please note that this presentation was designed as speaker support and is not intended to be viewed as a standalone presentation.

TRANSCRIPT

Page 1: Social Media for Travel PR

Connecting Efforts:Social Media for Travel PR

Shel Holtz, ABC

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Origins: Three converging trends

• Declining trust in traditional institutions• Rise of word-of-mouth• Eroding barriers to entry

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52%of the world’s population

is under 30 years old

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80%of travelers engage

in social media

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93% of customersbelieve a company

should have asocial media presence

85% of customersbelieve a company

should be active with customersvia social media

56% of customers feela stronger connection

with and better served bycompanies they can interact

with via social media

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78%of Internet users conductproduct research online

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Interruption marketing is less and less effective

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“Social mediawill be like air”

-- Charlene Li, 2006

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The end of an era

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7 of the top 10websites are social sites

• Baidu• Live.com• Wikipedia• Twitter• Qq

• Google• Facebook• YouTube• Yahoo!• Blogspot

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CentralSource

Content

ContentContent

Content

ContentContent

Content

Content

The Old Model

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WikiBlog

MySpace

Blog

Twitter

BlogFacebook

Jaiku

Podcast YourSite

The New Model

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• Most TripAdvisor reviews are positive

1 star = 9% 2 stars = 8% 3 stars = 11% 4 stars = 27% 5 stars = 45%

• 20+ photos = 150% more engagement

• Management response = booking

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The Digital Media Ecosphere(the interaction of

a community of organismswith their physical environment)

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Curation

Search

Content

Relationships

Context

CollaborationInfluence

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-- Source: David Armano, Edelman

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67%of B-to-B companies and

41%of B-to-C companies have

acquired a customerthrough Facebook

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Every Companyis a Media Company

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Hotel Roger Smith video:http://youtu.be/gOIzS214UO0

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Audience Focus

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Be Visible

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Fish Where the Fish Are

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Be mobile

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35% of leisure travelers and55% of business travelers

use smartphones

70% of mobile hotel bookings are for the same day

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Share Your Assets

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TrustedGuide

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Copyright applies to this document – some rights reserved.This work is licensed under a Creative Commons

Attribution-non commercial-share alike 3.0 licensehttp://creativecommons.org/licenses/by-nc-sa/3.0

Questions?

• Shel Holtz, ABC

Phone: 415.367.3820Email: [email protected]: www.holtz.com Blog: blog.holtz.comPodcast: www.forimmediaterelease.bizSkype: shelholtzTwitter: @shelholtzFriendFeed: shelholtz2nd Life: Shel Witte