1. You Can DO This!The Social Webis Made for the Little Guy
Sheila Scarborough@SheilaS @SheilaS@TourismCurrents
@TourismCurrents
2. Whats in this for you? Getting buy-in from superiors
Straight talk about ROI Getting comfortable with technology Dealing
with negative feedback Fitting social into your overall strategy
Keeping up with the pace of change@SheilaS@TourismCurrents
5. Why social media?Thats where your market is Americans spend
more time on social media than volunteering,praying, talking on the
phone, email or exercising. Source:
Forrester@SheilaS@TourismCurrents
6. Why social media? Its where travelers
are@SheilaS@TourismCurrents
7. Why social media? Your market usesmobile devices for
it@SheilaS@TourismCurrents
8. @SheilaS@TourismCurrents
9. Why social media? Free (or
budget-friendly,)BUT....@SheilaSIts free kittens, not free
beer@TourismCurrents
10. Why social media?DATA@SheilaS@TourismCurrents
11. d ia ?l m e so ciaW h y@SheilaS@TourismCurrentsS E O
12. So, can we stop asking Why Social Media now? Your market is
there Travelers are there Mobile + social = stratospheric growth
You can measure it down to gnatspatootie (but know WHAT to measure)
SEO help - get found.@SheilaS@TourismCurrents
16. You cant measureyour ROI unless you have 2
things....@SheilaS@TourismCurrents
17. Goals@SheilaS@TourismCurrents
18. Metrics(KPIs)@SheilaS@TourismCurrents
19. Example: Whats the ROI of aCVB/DMO blog post series on
lodging in Huntsville?(Ans: depends on your goals for
it.)@SheilaS@TourismCurrents
20. Possible goals for online content about lodging in
Huntsville More interest in overnight stays andhotel room bookings.
More search engine visibility. Greater interest in Huntsville
frommeeting planners in neighboring
states.@SheilaS@TourismCurrents
21. Possible metrics/KPIs Click-through count to hotel
offerslanding page, booking engine, etc. Conversions - bookings
Keyword ranking for 3-5 key terms Brochure downloads or email
opt-ins Event planner inquiries by
location@SheilaS@TourismCurrents
22. Issue:Technology@SheilaS@TourismCurrents
23. You already knowthe hard part ....What do I
SAY?@SheilaS@TourismCurrents
24. RAE AGLEL?Y ?@SheilaS@TourismCurrents
25. Lead, Follow, or get out of@SheilaSthe
way@TourismCurrents
28. What aboutnegative feedback?@SheilaS@TourismCurrents
29. Issue:Fitting social intoyour overall
strategy@SheilaS@TourismCurrents
30. Step 1:Who is your market as a destination,
attraction,lodging or business?@SheilaS@TourismCurrents
31. Step 2: What are someof the typical people inyour market
like? (Your "ideal visitor" or "ideal
guest")@SheilaS@TourismCurrents
32. Step 3: Where is yourmarket in social media right now?
(Bonus: where might they go in the
future?)@SheilaS@TourismCurrents
33. Step 4: How can youbest engage with themon the social web,
where they areright now?@SheilaS@TourismCurrents
34. Step 5: Revampcommunications plans toinclude one or
twosocial channels. Set simple goals.
Proceed.@SheilaS@TourismCurrents
35. @SheilaS@TourismCurrents
36. Once you getpeople somewhere,what do you wantthem to
DO?@SheilaS@TourismCurrents
37. Where are the best places onlineto tell the story of my
destination?What is the best tool to do so & how do I integrate
with other efforts?Think like a multimedia publisher....because you
are.@SheilaS@TourismCurrents
38. @SheilaS@TourismCurrents
39. Answer: Its not about the tools.Its about the applicationof
the tools to YOUR market &communications
plan.@SheilaS@TourismCurrents
40. Issue: Keeping up@SheilaS@TourismCurrents
41. ABT: Always Be Training@SheilaS@TourismCurrents
42. ResourcesBusinessWeek (yes, a magazine!)Mashable.com
SocialMediaExaminer.com #tourismchat & #SoMeT12 on
Twitter@SheilaS@TourismCurrents
43. Youre building a plane while it
flies@SheilaS@TourismCurrents