October 10, 2012

OTA Social Media Bootcamp

@OhioTravel#ohcot12

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jessica folger | audience insights strategist | @JFolgerMTJessica leads the development of audience insights and participates in crafting their application to communication strategy and ideation. She utilizes a strong understanding of qualitative and quantitative research, digital best practices, consumer psychology, social engagement, and market and audience trends to develop in-depth personas and rich insights that drive brand/campaign strategies and big ideas.

scott chapin | senior vice president, strategic services | @scottchapinWith his 10+ years of experience in business, technology and marketing, Scott supports Marcus Thomas’ efforts to explore new marketing platforms. Scott is a former partner and strategist with DigiKnow and the founder of Circle44 Mobile. As part of the Marcus Thomas team, Scott oversees digital strategy development and leads the agency’s analytics group.

heidi modarelli-frank, apr | vice president, public relations | @heidimfrankA 20-year public relations veteran, Heidi has spent much of the last decade navigating brands through the world of digital and social communications. At Marcus Thomas, she leads public relations and social strategy for a variety of consumer-facing brands. She also has led training initiatives on a variety of topics, including social media crisis management and social influencer relations.

Tourism Experience

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Overview

• Introduction: Social trends impacting travel

• Social – A look at the competition

• Social and mobile as integrated platforms

• Developing a social strategy

• Measurement

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Introduction

7http://www.youtube.com/watch?v=ZQzsQkMFgHE

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Travel Professionals Are Investing …

How is social media impacting travel?

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Consumers relying on peers vs. “experts”

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Consumers expect transparency from the travel industry

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http://www.youtube.com/watch?v=DwC40cI9csw

Content curation drives planning and storytelling (during and after)

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Social maximizes personalized experiences

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Apps and mobile allow spontaneity and flexibility

A Look at the Competition

Social

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Social and Mobile Are Integrated

Social and Mobile Are Integrated …

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47% expect to use their mobile device for

their travel needs at their destination

27% will use a mobile

device for attraction research

31%plan to use travel apps on

the mobile device or smartphone in 2012

24TripAdvisor 2012

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Strategy Development

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Brand Consumer

The Historic Communications Model

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Brand Consumer

The balance of power has changed

The New Communications Model

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Brand

Consumer

Consumer Consumer Consumer

ConsumerConsumer

The Brand’s Voice Is One Among Many

The Solution

Create mutually beneficial value exchanges

between your Brand and your consumers

What This Really Means

No one wants to be your friend.

Key Value Exchange Components

What’s going on with our consumer? What interests, excites and attracts them?

Where are we taking the Brand? What is our vision? What are the prerequisites for success?

What’s going on in the digital arena? What’s working? What’s hot? What are others doing that we can learn from? 33

Consumer Variable

Brand VariableEnvironmental Variable

Value Exchanges

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Integrate these insights to define a digital strategy based on value exchange.

What Might Consumers Find Valuable?

• Free stuff

• Discounts

• “Insider” exclusives

• Bragging rights

• Ideas

• Advice

• Resolution

• Entertainment

Notice we didn’t mention engaging with your Brand

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What Might Consumers Offer in Return?

• Amplification/sharing

• Purchase consideration

• Trial/purchase

• Loyalty and usage

• Recommendation/advocacy

• Brand preference

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In other words, they will help us achieve our Brand vision and strategic objectives.

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http://www.youtube.com/watch?v=AJtWWplDgDU

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Guidelines for Successful Value Exchanges

• Understand what consumers value

• Think about how and when your consumers are using social media

• Recognize that what you communicate (signal) is only noise if it’s unwanted

• Think more about content and less about marketing messages

• Shape, rather than try to dictate your Brand’s image

• Embrace and amplify supportive consumers

Measurement

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Key Performance Indicators (KPIs)

• Social> Impressions

> Reach

> Virality

> Comments

> Content sharing

> Fan growth

> Share of voice

> Quality of user

> Sentiment

> Traffic sent to destinations

> Unsolicited engagement

Toolbox

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Facebook

• Facebook Insights provides both top-line and detailed measures of activity on your Brand page

• Use the export feature to go beyond the provided graphs and charts

• Key measurements for Facebook include:> Reach

> Talking About This (Likes, Shares, Comments)

> Tab activity

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Twitter

• Thousands of tools exist to measure Twitter activity

• Key measurements for Twitter include> Reach

> Retweets

> URL clicks

> Share of voice

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Google Analytics

• Google Analytics provides robust website metrics, including social source traffic metrics> Social Value – see how social

contributes directly and indirectly to goals

> Social Visitor Flow – visual narrative of site interactions from social

> Activity Stream – currently limited to Google Data Hub partners

> Social Plugins – shows pages that were shared to social networks

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Pinterest

• Curalate provides Pinterest analytics using a visual search engine

• Key measurements for Pinterest include:> Repins

> Impressions

> Competitor monitoring

> User Influence

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Social Influence

• Social influence measurement allows you to find partners who can create buzz around your destination

• As with all ranking systems, they can be gamed, requiring a look beyond the top-line numbers

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Thank You!