Transcript of You can DO this! Social media is made for the little guy
- 1. You Can DO This!The Social Webis Made for the Little Guy
Sheila Scarborough@SheilaS @SheilaS@TourismCurrents
@TourismCurrents
- 2. Whats in this for you? Getting buy-in from superiors
Straight talk about ROI Getting comfortable with technology Dealing
with negative feedback Fitting social into your overall strategy
Keeping up with the pace of change@SheilaS@TourismCurrents
- 3. ISSUE: Top-levelsupport@SheilaS@TourismCurrents
- 4. Dear Boss,Heres why Facebook
iswork....@SheilaS@TourismCurrents
- 5. Why social media?Thats where your market is Americans spend
more time on social media than volunteering,praying, talking on the
phone, email or exercising. Source:
Forrester@SheilaS@TourismCurrents
- 6. Why social media? Its where travelers
are@SheilaS@TourismCurrents
- 7. Why social media? Your market usesmobile devices for
it@SheilaS@TourismCurrents
- 8. @SheilaS@TourismCurrents
- 9. Why social media? Free (or
budget-friendly,)BUT....@SheilaSIts free kittens, not free
beer@TourismCurrents
- 10. Why social media?DATA@SheilaS@TourismCurrents
- 11. d ia ?l m e so ciaW h y@SheilaS@TourismCurrentsS E O
- 12. So, can we stop asking Why Social Media now? Your market is
there Travelers are there Mobile + social = stratospheric growth
You can measure it down to gnatspatootie (but know WHAT to measure)
SEO help - get found.@SheilaS@TourismCurrents
- 13. Issue:ROI n@SheilaS@TourismCurrents
- 14. Return - InvestmentInvestment = %
ROI@SheilaS@TourismCurrents
- 15. Anything else =Horse Manure
ROI@SheilaS@TourismCurrents
- 16. You cant measureyour ROI unless you have 2
things....@SheilaS@TourismCurrents
- 17. Goals@SheilaS@TourismCurrents
- 18. Metrics(KPIs)@SheilaS@TourismCurrents
- 19. Example: Whats the ROI of aCVB/DMO blog post series on
lodging in Huntsville?(Ans: depends on your goals for
it.)@SheilaS@TourismCurrents
- 20. Possible goals for online content about lodging in
Huntsville More interest in overnight stays andhotel room bookings.
More search engine visibility. Greater interest in Huntsville
frommeeting planners in neighboring
states.@SheilaS@TourismCurrents
- 21. Possible metrics/KPIs Click-through count to hotel
offerslanding page, booking engine, etc. Conversions - bookings
Keyword ranking for 3-5 key terms Brochure downloads or email
opt-ins Event planner inquiries by
location@SheilaS@TourismCurrents
- 22. Issue:Technology@SheilaS@TourismCurrents
- 23. You already knowthe hard part ....What do I
SAY?@SheilaS@TourismCurrents
- 24. RAE AGLEL?Y ?@SheilaS@TourismCurrents
- 25. Lead, Follow, or get out of@SheilaSthe
way@TourismCurrents
- 26. @SheilaS@TourismCurrents
- 27. Issue: Socialmedia culture
&etiquette@SheilaS@TourismCurrents
- 28. What aboutnegative feedback?@SheilaS@TourismCurrents
- 29. Issue:Fitting social intoyour overall
strategy@SheilaS@TourismCurrents
- 30. Step 1:Who is your market as a destination,
attraction,lodging or business?@SheilaS@TourismCurrents
- 31. Step 2: What are someof the typical people inyour market
like? (Your "ideal visitor" or "ideal
guest")@SheilaS@TourismCurrents
- 32. Step 3: Where is yourmarket in social media right now?
(Bonus: where might they go in the
future?)@SheilaS@TourismCurrents
- 33. Step 4: How can youbest engage with themon the social web,
where they areright now?@SheilaS@TourismCurrents
- 34. Step 5: Revampcommunications plans toinclude one or
twosocial channels. Set simple goals.
Proceed.@SheilaS@TourismCurrents
- 35. @SheilaS@TourismCurrents
- 36. Once you getpeople somewhere,what do you wantthem to
DO?@SheilaS@TourismCurrents
- 37. Where are the best places onlineto tell the story of my
destination?What is the best tool to do so & how do I integrate
with other efforts?Think like a multimedia publisher....because you
are.@SheilaS@TourismCurrents
- 38. @SheilaS@TourismCurrents
- 39. Answer: Its not about the tools.Its about the applicationof
the tools to YOUR market &communications
plan.@SheilaS@TourismCurrents
- 40. Issue: Keeping up@SheilaS@TourismCurrents
- 41. ABT: Always Be Training@SheilaS@TourismCurrents
- 42. ResourcesBusinessWeek (yes, a magazine!)Mashable.com
SocialMediaExaminer.com #tourismchat & #SoMeT12 on
Twitter@SheilaS@TourismCurrents
- 43. Youre building a plane while it
flies@SheilaS@TourismCurrents
- 44. Make No Little Plans@SheilaS@TourismCurrents
- 45. Photo Credits Tiny frog: Anna Tesar, Flickr Goal:
stefuhnee_kay, Flickr Boss: Binder.donedat, Flickr measuring
spoons:JohnTWang, Flickr hand w/pen: Smithsonian,Flickr Commons
Woman w/mic: Mobile: BJ McCray, Flickr drain: KOMUnews, Flickr cat
+ beer: pinguino, Flickr Cookie BJ McCray, Flickr Matlock: MTV.com
puzzle: walkn, FlickrManure: markyweiss, Flickr pace of
change:JDHancock, Flickr Ferris wheel: BrooklynMuseum, Flickr
Commons@SheilaS@TourismCurrents
- 46. Thank You!@SheilaS Sheila Scarborough@TourismCurrents
Tourism Currents