IDEP Tourism Social Media Workshop

SOCIAL MEDIA

HOW CAN YOUR BUSINESS SUCCEED?

Michael David

Director of Online Performance

@internetrix

WHO WE ARE...

HELPING SOLE TRADERSTO

MULTINATIONAL ASX LISTED FIRMS

WIN ONLINE!

INTERNETRIX ONLINE PERFORMANCE

SEARCH ENGINE OPTIMISATION

SEARCH ENGINE MARKETING

SOCIAL MEDIA STRATEGY

WEB ANALYTICS

CUSTOMER EXPERIENCE MANAGEMENT

SESSION AGENDA

SOCIAL MEDIA TIMELINE

THE DATA OF SOCIAL MEDIA

SKYDIVE THE BEACH & BEYOND CASE STUDY

DIVE INTO TRIPADVISOR, FACEBOOK, GOOGLE+,

TWITTER

HOW DO YOU SPOT AND AVOID PITFALLS?

DEALING WITH NEGATIVE FEEDBACK

SOCIAL TIMELINE

#SOCIALNOMICS 2014

https://www.youtube.com/watch?v=zxpa4dNVd3c

http://youtube.com/v/zxpa4dNVd3c

FROM 2012 TO 2013

FACEBOOK - 259% Increase

TWITTER - 177% Increase

INSTAGRAM - 5900% Increase

PINTEREST - 218% Increase

YOUTUBE - 50% Increase from

48hr

A CASE STUDY IN SUCCESS

Skydive the Beach and Beyond

Courtney ButlerNational Marketing Manager

● Australia's leading skydiving company

● Started in Wollongong● Operating for over 16 years● 13 premium drop zones around

Australia

Social Media Case Study

10L E A V E Y O U R W O R L D B E H I N D

SOCIAL MEDIA AT SKYDIVE THE BEACH AND BEYOND

• Social media is the 5th largest traffic source to our website:• >20,000 hits in 2014• >17,000 of which were from Facebook.

• Over 170,000 Facebook fans across our combined network of 17 Facebook pages.


CONTENT IS KING

• Social media is just that – social. Keep sales-y posts to a minimum!

• Take a step back – look at your page and what you’re posting.

• Mix it up – images, video, events, competitions, offers, industry-related content.

• See what others are doing and take ‘inspiration’ from them!

• Social media is about sharing. Find similar products, businesses you want to associate with and share their content.


WATERMARK IMAGES

• Over 250 billion photos uploaded to Facebook; 350M new images each day!

• #1 photo sharing site in the world.

• Watermarking images: great branding opportunity.

• Get your logo out there! How?

• Many websites and, free and paid:• picmarkr.com• www.watermark.ws


www.picmarkr.com

http://www.picmarkr.com/


SCHEDULED POSTS

• What are they?

• Get organised

• Great for the time-poor

• Use in conjunction with your social media calendar

• Get in the zone and pump out some posts! Just set and forget.

• How?


www.facebook.com

http://www.facebook.com/


goo.gl

http://goo.gl/


THANK YOU

Courtney ButlerNational Marketing Manager

Skydive the Beach and Beyondwww.skydive.com.au

[email protected]

“IF BRANDS WANT TO ENGAGE TODAY'S

CONNECTED CONSUMER, THEY NEED TO GET SOCIAL

AND START LISTENING” MASHABLE.

● One of the world’s largest travel planning

sites

● 260 million UV/Mo - Q2, 2014, 42

countries

● Trusted advice from real travellers

● Access to online booking tools or visitors

● Reviews and recommendations

● Appear at the top of travel websites

● Reach customers at the zero moment of

truth

TRIPADVISOR

ATTRACTIONS

● Permanent places of interest to tourists

● Temporary or short-term things to do

● Farmer's markets, flea markets

● Items solely on the web

● Gear rental listings for sport-related

activities

● Bike, surf boards, scooters

● Day tours or day cruises… special rules

apply

ATTRACTIONS - DON’Ts

● NOT for services such as classes or info

services

● These may be listed as Resources

● NOT for car/auto rentals

● NOT for rentals of electronic equipment

● mobiles/tablets, GPS units

● NOT for personal items

● strollers, beach umbrellas, cameras

NOT A FIXED PLACE? (LIST ON WEBSITE / BROCHURE)

● scheduled departure times

● place of departure

● destination location (if applicable)

PRIVATE TOURS QUALIFY IF:

● The company offers day tours (not overnight or multi-day)

● The company is licensed/recognized by local city or tourism officials

● The company has a website● The word “Private” appears in the listing name

TOURS & DAY TRIP COMPANIES

● Simple sign up

● Allow public access

● Chain Stores

● Listed by location

● Get Exposure

RESTAURANTS

TRIPADVISOR BUSINESS LISTING

LIST YOUR ATTRACTION

“THE BEST SOCIAL MEDIA OUTLET IS THE ONE THAT YOUR CUSTOMERS ARE USING”STRATEGICVISIONBUSINESS.COM

WHY FACEBOOK

EASY

CUSTOMERS

IMMEDIATE FEEDBACK

COMPETITION

SEO

CROSS-PROMOTION

ADS

FACEBOOK MESSAGINGVOICE

MESSAGE

TONE

FREQUENCY

FORMAT

OBJECTIVE (KNOW, LIKE, TRUST)

CONVERSATIONAL

FUN - NOT SALES

FACEBOOK - ADVERTISING

1. Build a Facebook Page

2. Connect to your fans with ads

3. Engage your fans with great content on your

Page

4. Influence the friends of your fans

FACEBOOK - ADVERTISING

GOOGLE’S SOCIAL PLATFORM

COLLABORATION PLATFORM

USE THIS PLATFORM FOR YOUR SEO

INTEGRATION WITH OTHER GOOGLE

PRODUCTS

BETTER PRIVACY

PHOTO ALBUM

HANGOUTS

GOOGLE+

HOW TO GOOGLE+

BUILD GOOGLE+ PROFILE

SET UP GOOGLE BUSINESS

MERCHANT CENTRE FOR PRODUCTS

IMPROVE POSITION IN SERP

MORE FLEXIBLE THAN FACEBOOK

LESS INSTREAM ADVERTISING

GROUP INFORMATION BLASTING

WHY GOOGLE+

USE GMAIL OR LINK YOUR BUSINESS EMAIL

ANALYTICS - UNDERSTAND YOUR CUSTOMERSADWORDS - LARGEST ADVERTISING NETWORKBUSINESS - GOOGLE SERP EXPOSUREALERTS - FOLLOW YOUR INDUSTRYYOUTUBE - “EMERGING” CHANNEL

TWITTER

SHORT SHARP HOOKS

LIMITED BY CHARACTERS - 140

HEADLINE GRABBERS

ADVERTISE YOUR OTHER SOCIAL

DRIVE TRAFFIC

USE LINKS AND TEASERS

CREATE AND DRIVE BUZZ TRAFFIC

TOP 15 SOCIAL NETWORKING SITEShttp://en.wikipedia.org/wiki/List_of_social_networking_websites

Name Description/Focus Users

Google+ General 1,600,000,000

Facebook Photos, Videos, Blogs, Apps. 1,280,000,000

Twitter Micro-blogging, RSS, updates 645,750,000

Qzone In Simplified Chinese; caters for mainland China users 480,000,000

Sina Weibo

Social microblogging site in Mainland China. 300,000,000

Habbo General for teens. Over 31 communities worldwide. Chat room and user profiles.

268,000,000

Vkontakte General, incl music upload, listening and search. Popular in Russia & former Soviet republics

249,409,900

LinkedIn Business and professional networking 200,000,000

Renren Significant site in China. Was known as 校内 (Xiaonei) until August 2009. 160,000,000

Instagram A photo and video sharing site 150,000,000

Bebo General 117,000,000

Tagged General 100,000,000

Orkut Owned by Google Inc. Popular in India and Brazil. 100,000,000

Netlog Popular in Europe, Turkey, the Arab World and Canada's Québec province. 95,000,000

Friendster Popular in Southeast Asia. No longer popular in the western world 90,000,000

PICKING THE RIGHT

PLATFORM

Consider the target groups

interests

Distinguish what you want to

achieve

Choose platforms that are

compatible with your content

“IF YOUR CUSTOMERS ARE NOT TALKING

ABOUT YOU CONSIDER YOURSELF NON-EXISTENT”

STRATEGICVISIONBUSINESS.COM

AVOIDING SOCIAL PITFALLS

COMMON MISTAKES

NEGATIVE FEEDBACK

RESPONSES

NOT MEASURING SOCIAL ROI

POSTING TOO MUCH / NEVER

BUYING LIKES & FOLLOWERS

NOT LISTENING

NO STRATEGY

LIKE-BAITING

The top 3 reasons people follow or like

are:

1. To support the brand I like

2. To get a coupon or discounts (FREE

STUFF)

3. To receive regular updates from brands I

like

AVOIDING THE SOCIAL BREAKUP

The no.1 reason people unlike brands is

when

“They clutter my newsfeed”


People can break up with you by

1. Marking a post from your page as

spam

2. Hiding a post from your page

3. Unliking your page through a post


HOW TO HANDLE

NEGATIVE

COMMENTS

DEALING WITH THE NEGATIVE

● BE VIGILANT AND QUICK

TO ACKNOWLEDGE

● PUT YOURSELF IN THEIR

SHOES, BE PATIENT

● TAKE IT OUT OF THE

SPOTLIGHT, GO PRIVATE

● SAY SORRY WHEN IT IS

YOUR FAULT

DEALING WITH THE NEGATIVE

● DON’T FEED THE TROLL

● HAVE WRITTEN POLICY AND

GATEKEEPER

● RESPOND TO THE ORIGINAL POST

● LET YOUR COMMUNITY RESPOND

● LAST RESORT - BAN THE

INDIVIDUAL

IT CAN GO SO, SO WRONG...

'Grave robbing': Labor slams

Greens' use of Gough Whitlam

image 1.5 hrs >100 comments

in SMH

Mostly negative

Profiting from tragedy

McDonald's Promoted Trend Goes

WrongUsing

#meetthefarmers and

#mcdstories

Looking to put faces to

their suppliers, Twitter

users posted their

horror stories at various

stores using the second

hashtag

NRA Posts Pro-Gun Tweet

After Aurora Shooting

American Rifleman

posted a pre-

scheduled pro-gun

tweet as the

Aurora movie

theatre mass

shooting was

unfolding

Chick-Fil-A's Back-to-Back

Controversies (Double

Trouble) The founder use Social

Media to speak out and

express his opinion

against same-sex

marriage.

The organisation later

created a fake Facebook

page to defend the

company’s stance.

Strip Club Spearmint

Rhino’s Distasteful PostThe Melbourne team thought they'd be

naughty and have Facebook users guess

whose baby picture they uploaded

POSTED

2013

J.P. Morgan Underestimates their AudienceWanted to engage its

consumer base through an enlightening Twitter Q&A session.

Ignorant of their brand perception to the trolling masses of the Internet.

Even respected journalists joined in on six hours of harassment fun.

#DeleteItImmediately

#HereIsMyCutAndPasteReply

#ICantHearOrSeeYou

#WhyDoesEveryoneHateMe

#IgnoreTheProblemItGoesAway

YOU’RE DOING IT WRONG

“If you think you are in control, you’re fooling yourself. As soon as you start listening, you realize you’re not in control. And letting go will yield more and better results.”

Charlene Li, author

THANK YOU

“Forget about 'Going Viral' and 'Go Give Value'.”

- Bernard Kelvin Clive

MICHAEL DAVID@internetrix

IDEP Tourism Social Media Workshop

Social Media

Transcript of IDEP Tourism Social Media Workshop