Social Media and Travel
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![Page 1: Social Media and Travel](https://reader038.fdocuments.net/reader038/viewer/2022110118/5551df38b4c905f56f8b4623/html5/thumbnails/1.jpg)
SOCIAL MEDIA AND TRAVEL ORGANIZATIONS
Fran Stephenson Step In Communication
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WHERE IS YOUR ORGANIZATION IN SOCIAL MEDIA?
• Facebook/Twitter• Flickr ~ Picasa ~ Snapfish• YouTube• Podcasting• Foursquare/Gowalla• LinkedIN ~ SlideShare • ITunes• Groupon • Digg ~ Delicious
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96 percent of teens use social networking tools. (NSBA, Aug 2007).
Facebook is #2 most visited site on the Internet….after Google.
44% of social sharing on Web is driven by Facebook
Age groups 25-54 represent HALF of all new Facebook users in the past year.
WHO IS USING SOCIAL MEDIA?
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WHAT ARE TRAVELERS LOOKING FOR? Inspiration Aspiration Real experiences Accurate information Special experiences Opportunity to tell others
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HOW IS SOCIAL MEDIA HELPING?
Access to more content Can pull from multiple sources Word of mouth on steroids Real-time
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SOCIAL MEDIA IS NOT NEW
Blogging platforms are 10+ years old Speed of adoption is high and will
continue Smart Phones! SaaS and web-based programs have
built-in analytics
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HOW ORGANIZATIONS ADOPT SOCIAL MEDIA PRACTICES
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SOCIAL MEDIA PRACTICE
Exploration
Selection
IntegrationComfortability
Capability
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THE ISSUES…..
Safety Privacy The IT Department and “Cyber Security” Loss of Message Control Crisis Communications Staffing Training Sustainability ROI
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BEST PRACTICES FOR ADOPTION
Set objectives for your plan Create guardrails or guidelines Establish listening posts/monitoring Become an informed advocate Look for resources in unusual places Build your profile Create sustainability Create two-way conversations Analyze and measure against objectives
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SOME TIPS
Share your expertise. Focused communities can get in-depth
Share your opinion Communicate regularly Be brief Link to resources and other experts Respond to questions and comments Find a balance bet. seeding conversations
and letting the community lead
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SOME TIPS…
Don’t be afraid of negativity Start with the goal, not the tool Embrace niche communities Empower people to speak for the
organization Give to get Listen
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The Conversation Prism
Source: http://www.briansolis.com/2009/03/conversation-prism-v20/
ObserveListenParticipateEngageGive/GetEvaluateLather, Rinse, Repeat
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TRAVEL CASE STUDIES
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ENGAGEMENT
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GEOLOCATION
Foursquare Gowalla Go places, earn
stuff Leave tips, get
recommendations
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TOURISM APPLICATIONS
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140 characters Headline news Customer service
engine
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MOBILE MARKETING
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Interaction Engagement Promotions Contests Customer Service
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TIP OF THE ICEBERG
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IMAGINE THE NEXT STEP
Trip Planner of today
Aspiration delivered Integrate real +
virtual Targeted Individual Measurable
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INTEGRATED TRAVEL PLANNERS
TX Route Builder
Integrate w/geolocation
game
Layer on biz offers
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ENRICH EXPERIENCE
Download to IPhone
Poll as you Go Feedback + Enter
Community
Spontaneous offers based on choices in
Plan phase
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PARADIGM SHIFT IN MARKETING
Acquire real-time data Targeted offers No more mass coupons Can tweak and revise campaigns
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ANALYTICS SHIFTING
SaaS and web-based social networking have built-in analytics
Polls/research more accessible
Instant feedback Shorter term trends
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PARTING THOUGHTS
Think IntegrationThink Mobile Think Niche Envision Success
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RESOURCES
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Cluetrain Manifesto www.cluetrain.com
Naked Conversations Robert Scoble and Shel Israel
New Rules of Marketing and PR David Meerman Scott
Twitter Power o Joel Comm
THINGS TO READ
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Now is Gone Geoff Livingston
Groundswell Charlene Li and Josh Bernoff
Personality Not Included Rohit Bagarva
The Secrets of Social Media Marketingo Paul Gillen
THINGS TO READ
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http://delicious.com/franstep Search for “casestudy” and “tourism”
Mobile Marketing Assn. http://
mmaglobal.com/resources/content_category/study/9/339
Social media groups in all cities
OTHER RESOURCES
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E-Mail: [email protected]
Twitter: @fransteps Find me on:
Facebook LinkedIn Foursquare
CONNECT WITH ME!
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Questions?
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Thank you!
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