How to be social
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Transcript of How to be social
Brand development through
social media
How to be social
7.1 million people read blogs
2.3 million have created a blog
1.6 million are still updating their blog
84% of Australian internet users share videos, photos and links
83% consume user generated content
78% download audio and video
39% upload pictures, video, music
Source: Buzznumbers.com.au
75% of online Australians interact with social media
6.5 million of Australians belong to a social network
Source: Nielsen-online.com
The best job in the world?
A big idea that happens to use social media
Great to launch a social campaign
But you need to sustain the campaign
Engage fans and critics in a conversation
Like media relations but with ordinary people
The rules are different
NZ Tourism Youtube diaries
International visitors interviewed in a mobile recording studio
Established “Have your say” channel on Youtube
91 Videos
139,199 channel views
Multilingual videos
200 UK visitor videos including the Twitchhiker
Technology cheap ($150 video cameras; phone cameras)
NZ Tourism Youtube diaries
“Social media is used by people from all walks of life to
connect with people back home while they are travelling.
Add to this that word-of-mouth is one of the most
effective marketing tools to promote a destination, and
the 100,000 views milestone shows that the [effort] has
really proven its worth.”
George Hickton
Tourism New Zealand Chief Executive
Take great photos?
Tripwolf.com and Dido photographic competition. Categories include best picture before leaving home, best travel photo, best adventure
photo.
Lastminute.com Photo scavenger hunt competition for the most quirky photos
Underwater.com.au underwater photography competition
STA Travel snapaway competition
Twitter travellers
The Twitchiker
Scotland to NZ with no money
Worldwide media coverage
San Francisco via twitter
Paris via twitter
Winemaker twitter tastings
Social networks
Dopplr. Share trips and make connections
Tripwolf. Find travel gurus
Tripsay. Big on social voting
Triphub. For groups travelling
Driftr. Like Facebook but for travel
World66. Articles and guides
Older travel networks
Virtual tourist. The largest
Bootsnall. Message boards and forums
Lonely Planet Thorn Tree. Forums
Trip Adviser. Voting and guides but not social
Source: http://www.budgetglobetrotting.com/2008/top-10-travel-social-networks-and-communities/
Australian travel sites?
Wotif. Booking
Expedia. Booking and reviewing
Hyperlocals: Fitzroyalty
Flickr?
What about Internet coverage in the regions?
Static iPhone apps
eBooks to download
Books on demand (Lulu, Bebo)
Source: http://www.budgetglobetrotting.com/2008/top-10-travel-social-networks-and-communities/
What social type are you?
Creator
Critic
Collector
Joiner
Spectator
Inactive
Source: Forrester Research/Groundswell
Creators
Source: Forrester Research/Groundswell
Publish a blog
Write content and post
Publish their own web pages
Upload video content and pictures
Upload audio
Critics
Source: Forrester Research/Groundswell
Post ratings and reviews
Comments on blogs and social sites
Contribute to forums
Contribute to wikis
Collectors
Source: Forrester Research/Groundswell
Use RSS Feeds
Tag pages, photos or videos
Vote for websites online
Use Delicious, Reddit
Stumble upon
Evernote
Joiners
Source: Forrester Research/Groundswell
maintain profiles on several social sites
Visit social sites
Spectators
Source: Forrester Research/Groundswell
Read blogs
Watch video
Look at pictures
Listen to podcasts
Read forums
Read ratings and reviews
Read comments
Inactives
Source: Forrester Research/Groundswell
Zilch!
Source: Forrester Research/Groundswell
Each person is a different
Source: Forrester Research/Groundswell
Each person is a different
Source: Forrester Research/Groundswell
Each person is a different
Source: Forrester Research/Groundswell
How to start
Find your target market
Identify key sites
Read, watch and listen
Focus on a couple of key social media, for exampleFacebook, Twitter, Youtube
Become part of the community
Understand feeds and distributed content
This means a feed
With Feedburner you can monitor and turn it into emails
So does RSS or ATOM mean a feed
Monitoring tools
Feedreaders – Google Reader, Netvibes
Google and Yahoo! Alerts
Tweetdeck
Scout Labs
Neilsen Blogpulse
TNS Cymfony, Neilsen Buzzmetrics
Play by the rules
Do not take what is not yours
Ask permission
Do not hard sell
Make it personal and conversational
Don’t use corporate speak
Share and give
Credit sources, reply to comments and link back
Do not take what is not yours
The rules on words and pictures are different to Youtube
It is better to ask permission for words and pictures
You don’t need to ask for Youtube
You can republish feeds but be careful how you do it
If you do it in the correct way, people may give you content for free
There needs to be a reward– kudos, traffic
Ask permission
Unsolicited emails are tiresome
“If you would prefer not to receive any more emails from us,
please let me know. Alternatively, if you visit this web form
and let us know what kind of material you are interested in.”
How to comment
Keep it to the conversation in question
A link back to your page is okay
Don’t try and sell
Subscribe to comment feeds to follow
Don’t be nasty
Remember it is somebody else’s space
Critics?
There are plenty of critics being mean
Take a deep breath first
Be polite but not patronising
Be constructive
Your rude email will go viral
Starting your campaign
Be committed. Don’t join the social media graveyard
Be flexible and look out for what is next(Did you see twitter coming?)
Profiles: tell us who you are
It has to be you. Not the PR person.
Use a conversational voice; not pre-approved statements
It may take time to establish credibility
Tag everything
Because you want to be found
Use online tools to optimise
Words
Pictures
Video
Distribute
Make content available for download
Make content available through RSS feeds
Pictures, video, facts
Use the web’s free (or cheap) distribution
Tubemogul – a single point to publish and monitor across Youtube, Metacafe, Vimeo, Myspace and more.
Monitor
The conversation
Feed subscribers
Google analytics
Twitter numbers
But do not be a slave to statistics
Where to start looking
A Google search with “blog”
technorati.com/lifestyle.travel/
Travolution.blogspot.com
The problem
Mobile coverage in the country is awful
Only Telstra 3G reliable
Lack of internet cafes
My iPhone won’t work
The solution
Free wireless internet
Tailored downloadable ebooks
Static iPhone applications(Deck of secrets)
wayn.com hotelchatter.com
aluxurytravelblog.com gridskipper.com londonist.com
newyorkology.com moleskinecity.com
bootsnall.com, globaltravelblog.com
getjealous.comTripr.tv
travelblog.orgtravelpod.commetblogs.com
travel-rants.com
Source: http://www.telegraph.co.uk/travel/3391028/The-worlds-best-travel-blogs.html
traveletiquette.com crankyflier.com
seat61.com thecoolhunter.co.uk/travel
tripadvisor.com lonelyplanet.com/blogs/travel_blog
gadling.com roadgladiator.com
inflightHQ.com familytravellogue.com
youtube.com travelistic.com
perrinpost.com escapeblog.com offexploring.com
A list of top travel blogs