The document provides guidance on using social media for tourism marketing. It discusses getting buy-in from superiors, measuring return on investment, setting goals and metrics, dealing with negative feedback, and keeping up with changing technologies and platforms. The overall message is that social media is effective for tourism because that is where potential customers spend their time online and on mobile devices, and it can be used to gather valuable data and increase search engine visibility.

1. You Can
DO This!
The Social Web
is Made for
the Little Guy
Sheila Scarborough
@SheilaS @SheilaS
@TourismCurrents
@TourismCurrents

2. What's 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

3. ISSUE:
Top-level
support
@SheilaS
@TourismCurrents

4. Dear Boss,
Here's why Facebook is
work....
@SheilaS
@TourismCurrents

5. Why social media?
That's 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?
It's where travelers are
@SheilaS
@TourismCurrents

7. Why social media?
Your market uses
mobile devices for it
@SheilaS
@TourismCurrents

8. @SheilaS
@TourismCurrents

9. Why social media?
Free (or budget-friendly,)
BUT....
@SheilaS
It's free kittens, not free beer
@TourismCurrents

10. Why social media?
DATA
@SheilaS
@TourismCurrents

11. d ia ?
l m e
so cia
W h y
@SheilaS
@TourismCurrents S 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 gnat's
patootie (but know WHAT to measure)
● SEO help - get found.
@SheilaS
@TourismCurrents

13. Issue:
ROI
n
@SheilaS
@TourismCurrents

14. Return - Investment
Investment
=
% ROI
@SheilaS
@TourismCurrents

15. Anything else =
Horse Manure ROI
@SheilaS
@TourismCurrents

16. You can't measure
your ROI
unless you have
2 things....
@SheilaS
@TourismCurrents

17. Goals
@SheilaS
@TourismCurrents

18. Metrics
(KPIs)
@SheilaS
@TourismCurrents

19. Example:
What's the ROI of a
CVB/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 and
hotel room bookings.
● More search engine visibility.
● Greater interest in Huntsville from
meeting planners in neighboring states.
@SheilaS
@TourismCurrents

21. Possible metrics/KPIs
● Click-through count to hotel offers
landing 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 know
the hard part ....
What do I SAY?
@SheilaS
@TourismCurrents

24. R
A E
A
G L
E L
? Y
?
@SheilaS
@TourismCurrents

25. Lead,
Follow,
or get out of
@SheilaS
the way
@TourismCurrents

26. @SheilaS
@TourismCurrents

27. Issue: Social
media culture &
etiquette
@SheilaS
@TourismCurrents

28. What about
negative
feedback?
@SheilaS
@TourismCurrents

29. Issue:
Fitting social into
your 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 some
of the typical people in
your market like?
(Your "ideal visitor" or
"ideal guest")
@SheilaS
@TourismCurrents

32. Step 3: Where is your
market in social media
right now?
(Bonus: where might they go
in the future?)
@SheilaS
@TourismCurrents

33. Step 4: How can you
best engage with them
on the social web,
where they are
right now?
@SheilaS
@TourismCurrents

34. Step 5: Revamp
communications plans to
include one or two
social channels.
Set simple goals.
Proceed.
@SheilaS
@TourismCurrents

35. @SheilaS
@TourismCurrents

36. Once you get
people somewhere,
what do you want
them to DO?
@SheilaS
@TourismCurrents

37. Where are the best places online
to 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: It's not
about the tools.
It's about the application
of the tools to
YOUR market &
communications plan.
@SheilaS
@TourismCurrents

40. Issue: Keeping up
@SheilaS
@TourismCurrents

41. ABT: Always Be Training
@SheilaS
@TourismCurrents

42. Resources
BusinessWeek (yes, a magazine!)
Mashable.com
SocialMediaExaminer.com
#tourismchat & #SoMeT12 on Twitter
@SheilaS
@TourismCurrents

43. You're
building a plane
while it flies
@SheilaS
@TourismCurrents

44. Make No
Little Plans
@SheilaS
@TourismCurrents

45. Photo Credits
● Tiny frog: Anna Tesar, Flickr ● Goal: stefuhnee_kay, Flickr
● Boss: Binder.donedat, Flickr ● measuring spoons:
JohnTWang, Flickr
● hand w/pen: Smithsonian,
Flickr Commons ● Woman w/mic:
● Mobile: BJ McCray, Flickr ● drain: KOMUnews, Flickr
● cat + beer: pinguino, Flickr ● Cookie BJ McCray, Flickr
● Matlock: MTV.com ● puzzle: walkn, Flickr
●
Manure: markyweiss, Flickr
● pace of change:
JDHancock, Flickr
● Ferris wheel: Brooklyn
Museum, Flickr Commons
@SheilaS
@TourismCurrents

46. Thank You!
@SheilaS
Sheila Scarborough
@TourismCurrents
Tourism Currents