Social Media 2.0: What's Next For Social Media In Tourism Marketing?
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Transcript of Social Media 2.0: What's Next For Social Media In Tourism Marketing?
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Social Media:The Next Generation
Governor’s Conference on Tourism
Ruidoso, New MexicoMay 6, 2014
R. A. Burrell, Chief AnalystTourism Intelligence Group
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Google: The 2013 Traveler
Source: Google.com/think
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Good News: Increased Demand
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February 2014: Facebook Reachsurpasses Web Traffic
Database of 293 DMOs and OTAs. Sources Website traffic aggregated based on sampling of US website visits. Facebook Reach based on 7 day PTAT and 12% Engagement
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PTAT is 16% of Traffic
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What Are They Researching?
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The Study
• 1 State Tourism Office• 4 years, 2010-2014• 22,000,000 unique web visits• 2,180,000 travelers (mostly families)• 720,000 matches in DMOs, Attractions, Resorts• Data Sources:
• Search Volume• Web Traffic: Google Analytics• Leads/Reservations• Facebook Insights
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What Works?
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Unique Content Repeated in a
Warm Conversation
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That’s the result from Social Media
Done Properly
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Linear vs. Nimble
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Why Skip Engagement
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Traditional
Consideration
Intent
Awareness
Decision
Travel
Share
Linear thought process focusing on efficiency at each stage with a goal of high engagement
The Challenge: Travel is frenetic
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Travelers Are:
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Travelers Are:
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Nimble
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Why Skip Engagement
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Nimble
Consideration
Intent
Awareness
Decision
Travel
Share
Take Consumers
to Conversion from
Anywhere
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The Challenge:Exhausting Locals
& Inspiring Repeats
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Social Media: Locals
• At some point all the Locals have Liked the Page• You may be at that level• How many are there?
• 10,000 ? • 50,000 ?• 1,000,000 ?• Already there?
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Social Media: Likes & PTAT
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Social Media: Likes & PTAT
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Unique Content Repeated in a Warm
Conversation
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Unique Content Repeated in a Warm
Conversation
> 9 touches
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Some Markets Respond
Nothing speaks like results
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Unique Content Repeated in a Warm
Conversation
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Budgets cover Interests better than
Cities
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Segmentation by Geography
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New Segmentation: Interest
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What You Need To Be Nimble
1. Budget Committed To Content
Team
2. Plan
3. Feedback Loop
4. Linked to Big Boys
5. Linked to Industry Partners
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Budgets cover Interests better than
Cities
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A Plan
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Content Schedule
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Month Into Weeks
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Unique Delivered in Theme
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Keyword Focused
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Posting Notes For Frantic Times
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Feedback Loop
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New Segmentation: Interest
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New Segmentation: Interest
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Introducing theFamily Group
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Church Group are Missing: So …
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Managing Geo, Not Interest
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Managing Interest
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PTAT Generates Traffic by Market
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PTAT Generates Traffic by Interest
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Unique Content Repeated in a Warm
Conversation
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What You Need To Be Nimble
1. Budget Committed To Content
Team
2. Plan
3. Feedback Loop
4. Linked to Big Boys
5. Linked to Industry Partners
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Thank You
www.slideshare.net/richardaburrell@richardaburrell
www.tourismintelligencegroup.com/indexes