Stephen Joyce, CEO of Sentias Software Corp, discusses how travel companies can use social media and user generated content to market niche travel experiences through the "long tail" effect. He explains how participating in social networks by sharing content, photos and videos can help companies build authority online, engage customers and discover their audiences' interests. Joyce advocates staying engaged in conversations on social media to better understand customers and invite their feedback.

1. SAFETY BRIEFING

2. ENGAGING THE LONG TAIL Using the Power of User Generated Content & Social Media to Market Travel Stephen Joyce CEO Sentias Software Corp.

3. Who is Stephen Joyce? President & CEO of Sentias President of IFITT North America Vice-Chair North Vancouver Chamber of Commerce Publisher of the Tips from the T-List Avid Travel Industry Blogger 14 Years of Internet Consulting Experience

4. LONG TAIL LONG TAIL LONG TAIL SOCIAL MEDIA

5. what is the LONG TAIL?

6. selling less of less more

7. NICHE

8. “ We sold more books today that didn't sell at all yesterday than we sold today of all the books that did sell yesterday.” Amazon Employee Longtail.typepad.com

9. HUH ?

10. I AM THE LONG TAIL The long tail is about catering to individual taste & desire through abundance of choice.

11. CTC Explorer quotient is one way of catering to travel motivators.

12. LONG TAIL OF TRAVEL Experiences and destinations that cater to a traveler's specific needs or desires.

13. Adventure Wine Culinary Art River

14. LONG TAIL EXAMPLE Environmentally conscious family wants a sightseeing tour at their destination in a green vehicle.

15. LONG TAIL EXAMPLE

16. YES, IT CAN WORK... ... the product inventory exists and can be available for search and purchase ONLINE. IF

17. NICHE IN CHINA If you're one in a million, there are still a thousand of you.

18. LONG TAIL LONG TAIL LONG TAIL SOCIAL MEDIA 

19. is ? social media WHAT

20. “ Social computing is not a fad. Nor is it something that will pass you or your company by. Gradually, social computing will impact almost every role, at every kind of company, in all parts of the world.” Forrester Research Social Computing

21. of ? social media ASPECTS

22. PARTICIPATION Encourages feedback from everyone! Audience = Contributor

23. TRANSPARENCY Openness, sharing, comments are encouraged. Fakers will be caught!

24. CONVERSATION Social media is a conversation not a monologue.

25. COMMUNITY Promote common interests and foster sharing of information and opinions.

26. CONNECTIONS Social media is by definition, connected to people, sites, and resources.

27. LIKE WHAT ?

28. Find people who offer up their couches to travelers.

29. Share travel experiences and find people with similar interests at your destination.

30. Meet other travelers, share tips, create travel blogs.

31. Open hotel, destination, attraction, & cruise reviews, with photo sharing, and comments.

32. Hotel reviews from travelers with Meta-search.

33. SO WHAT ?

34. ... and over 250 million pieces of tagged social media. 113 Million Blogs

35. ... watched everyday on YouTube. 100 Million Videos

36. ... on Facebook 90 Million Users

37. ... on MySpace 185 Million Users

38. BUT WHY ?

39. Humans are SOCIAL

40. We live in COMMUNITIES

41. We share EXPERIENCES

42. We seek COMPANIONS

43. Social networks let us be human

44. ... only more efficiently

45. Remember overheads?

46. LONG TAIL LONG TAIL LONG TAIL SOCIAL MEDIA  

47. NOW WHAT ?

48. JOIN IN 350+ Social Networks

49. By participating, you... establish your expertise

50. Darren Cronian, from the U.K., has built a strong reputation as a consumer travel advocate.

51. By being open, you... build credibility

52. Bill Marriott's blog is considered one of the best corporate blogs in the travel industry.

53. By contributing, you... demonstrate generosity

54. Claude Bernard, from France, is a great resource for interviews and insight in travel marketing.

55. By being community minded, you... continue the conversation

56. Tips from the T-List brings travel bloggers together and promotes discussion and debate.

57. By sharing, you... feed the web

58. The T4 blog is #3 on page 1 of Google for 5.5 Million results.

59. BUT HOW ?

60. Share your words Start sharing your experiences and traveler experiences using a blogging platform like blogger.com or wordpress.com.

62. Share your pictures Use flickr.com to host photos of your destination or tours. Write short but detailed descriptions. Use relevant keywords.

63. 314,000 Photos tagged with “British Columbia”

64. Share your videos Use YouTube.com to host and share your marketing videos, tv spots, interviews, and more. Add descriptions and keywords.

65. 23,000 Videos tagged with Calgary

66. BECOME THE AUTHORITY Tag your text, photos, and videos so that you become the authority for your destination or travel product.

67. Who owns your destination?

68. perception IS reality ONLINE

69. HOW DOES IT APPLY TRAVEL ? TO

70. DESTINATIONS Encourage local tour, activity, and event providers to make their products available for search and purchase on-line.

71. RETAILERS Encourage your suppliers to make their products available for search and purchase on-line.

72. SUPPLIERS Get your products on-line and in a format that is searchable and can be distributed ONLINE.

73. SUPPLIER GENERATED CONTENT VS. AGGREGATOR GENERATED CONTENT

74. Like user generated content. Suppliers control the content, pricing, & inventory. Content is consistent across multiple distribution channels. SGC

75. Like traditional media. Content is controlled by the aggregator. Aggregators tightly control distribution. AGC

76. REDUCE : Duplication RE-USE : Existing Content RECYCLE : Your assets

77. 2010 OPPORTUNITY 2 Billion people will be looking at Vancouver, BC, and Canada. 1.3 Billion will look ONLINE for travel information.

78. WHAT TO DO ?

79. CONTENT it is all about

80. Improving information Relevance (fit) & trust can increase shopper satisfaction & improve loyalty. Effect of Utilitarian & Hedonic Motivations on Consumer Satisfaction with Travel Websites. University of Central Florida, Ohio State University Information Technology & Tourism, Vol. 10 pp. 75 - 89

81. ENGAGE your stakeholders

82. LEAD by example

83. Banff Lake Louise has a “Share Your Story” section that allows visitors to submit photos and videos.

84. SHARE your assets

85. CTC uses CleanPix.com to host digital images and video that can be shared on-line.

86. DISCOVER your audience

87. READ what they read

88. COMMENT on interesting posts

89. CONNECT with your audience

90. BUILD something for THEM

91. INVITE them to help you

92. INVITE feedback

93. RESPOND to feedback ... always

94. and always

95. ALWAYS !

96. STAY

97. ENGAGED

98. tourismtechnology.rezgo.com www.tipsfromthetlist.com www.rezgo.com