Va Airport Operators Council
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Transcript of Va Airport Operators Council
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Six Ways to Use Your Online Presence
to Build Airport Business and LoyaltyCreated by
Standing Partnershipfor
Virginia Airport Operators Council
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Six Ways to Use Your Online Presence
1. Create, Optimize and Maintain your Home Base Website with Integrated Social Media
2. Listen 3. Publish4. Connect5. Engage6. Evaluate
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ONE: Develop Infrastructure• Web site• Blog• Both?
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Web Site Best Practices• Offer RSS feed for a blog or news updates• Create page title links http://www.gocho.com/airport/blog/ or
http://www.gocho.com/airport/info/airport-statistics/
• Create external links from social networks, community partners, advertising vendors
• Develop social media presence and link to home base• Post new content frequently• Tag photos and content with appropriate search
keywords
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Why Integrate Social Media?
• Brands that are the most engaged in social media saw their revenue grow during 2008 by 18 percent while the least engaged brands saw losses of negative 6 percent.
http://www.engagementdb.com/downloads/ENGAGEMENTdb_Report_2009.pdf
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Why Integrate Social Media?• Critical to SEO (search engine optimization – the art of
making Web pages attractive to search engines).• Serves as a tool for internal collaboration and
knowledge sharing.• Allows direct conversation and relationship building with
your community.• Serves as a platform for thought leadership.• Provides instant feedback.• Builds relationships.
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Social Media Continuum of Tools
PublishConnect Listen Engage
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Focus Efforts on a Few
The “Big Three”
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Define Parameters• Who will manage the community?• Who will contribute?• What are the rules of engagement?
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Define S.M.A.R.T. Goals• Specific• Measurable• Actionable• Realistically high• Time-bound
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Create and Maintain Infrastructure
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TWO: Listen• What are your customers saying
about you?• How do you KNOW?• How can you answer customers’
questions before you’re even asked?
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TWO: Listen• The quickest way to monitor content on the Web is to
use a feed reader.
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TWO: Listen -- Tools
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THREE: Publish• “Neither a press release nor a full-page ad in The
New York Times will boost your search engine ratings as much as a regularly updated blog. The shortest, cheapest, fastest and easiest route to a prominent Google ranking is to blog often.”
— Robert Scoble and Shel Israel “Naked Conversations”
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FOUR: Connect• Find people like you• Read lots of content• Learn who makes up
your network
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FOUR: Connect -- LinkedIn
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FOUR: Connect -- Facebook
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FOUR: Connect -- Twitter
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FIVE: Engage• Reward fans• Be helpful• Connect your network• Endorse others• Produce frequent,
quality content• Create meaningful,
long-lasting relationships
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Reward Fans!
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SIX: Evaluate and Celebrate Success
• Define Goals
• Measure Progress
• Celebrate Success
https://www.google.com/analytics
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Six Ways to Use Your Online Presence
1. Create, Optimize and Maintain your Home Base Website with Integrated Social Media
2. Listen 3. Publish4. Connect5. Engage6. Evaluate
6
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Thank You
Questions?
www.standingpr.com/blog
http://www.google.com/profiles/marijean.jaggers