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Social Media 201 for Travel and Tourism
- 3. Customers WANT YOU on social media
• 93% of customers expect companies to have a presence on social channels1
• 85% expect companies to interact with them on those social channels2
1,2 Cone Business Study on Social Media, 2008
©2011 Social Savvy Geek, LLC
Saturday, March 31, 2012
- 5. NO!
• Fear
• Loss of control
• Dilution of
Brand
• Waste of time
• Fad
• Difficult
©2011 Social Savvy Geek, LLC
Saturday, March 31, 2012
- 6. Reality
• Conversation
online
• Brand building
• Lasting trend
• Manageable
• Scalable
• Learnable
©2011 Social Savvy Geek, LLC
Saturday, March 31, 2012
- 7. Tools
• Facebook
• LinkedIn
• Twitter
• Wordpress
• YouTube
• Flicker
• Foursquare
• Google +
©2011 Social Savvy Geek, LLC
Saturday, March 31, 2012
- 8. Social Media Changes
EVERYTHING...
...and NOTHING!
...WHAT?
©2011 Social Savvy Geek, LLC
Saturday, March 31, 2012
- 9. Core Mission
• Guests/Customers
• Sales
• Events
• Projects
• Brand Awareness
©2011 Social Savvy Geek, LLC
Saturday, March 31, 2012
- 10. Networking
The SAME rules apply
(online)
©2011 Social Savvy Geek, LLC
Saturday, March 31, 2012
- 11. • Imagine you are at a live networking
function
• Have a PLAN (before, during, & after)
• Introduce yourself
• Find out about the other party
• Make introductions & Share connections
• Be a resource
• Farming not Hunting
• Visibility, Credibility, & Marketability
©2011 Social Savvy Geek, LLC
Saturday, March 31, 2012
- 13. Don’t be “that guy”
• 70:20:10
• Don’t over-share
• Don’t sell
• Don’t be a snob
• Remember your
audience
• Be open & honest
• Be patient
©2011 Social Savvy Geek, LLC
Saturday, March 31, 2012
- 14. Brand Management
• Strategy
• Phases
• Set Up
• Manage
• Adapt
©2011 Social Savvy Geek, LLC
Saturday, March 31, 2012
- 15. Set Up & Integrate
• Identify your target audience
• Choose appropriate tools
• Define your Brand
• Logo, colors, fonts
• Use what you have
• Website, Email newsletter, Database
• Add Social Media icons
• Facebook Business Page, LinkedIn Company Page, Twitter, Google +
• Directories, Memberships, Associations
©2011 Social Savvy Geek, LLC
Saturday, March 31, 2012
- 16. Content is King
• Drives traffic
• Does not ALL have to be original
• You can repurpose your content
• Articles, Press Releases, Event Summaries
• Blog
• Newsletter
• Channels (Facebook, LinkedIn, Twitter)
©2011 Social Savvy Geek, LLC
Saturday, March 31, 2012
- 18. Collect email opt-ins
• Have people opt into your email list on your
social media site
©2011 Social Savvy Geek, LLC
Saturday, March 31, 2012
- 19. Run social promotions, contests, etc.
• People want to
engage with brands
• Photo contests,
sweepstakes,
surveys, etc. drive
engagement
• Engaged customers
©2011 Social Savvy Geek, LLC
Saturday, March 31, 2012
- 20. Advertise
• Amazing opportunity to target
locally, specific interests, etc.
• Very affordable
• Easy to do
• Facebook will occasionally
give money away for
©2011 Social Savvy Geek, LLC
Saturday, March 31, 2012
- 21. Which social platforms should my business
use?
• Users?
• Competitors?
• Consider multiple channels!
Trick: Use the search function on a network to gauge activity related to your
industry/market vertical/audience
©2011 Social Savvy Geek, LLC
Saturday, March 31, 2012
- 22. Diversify
• Use multiple social media
channels
• YouTube is HUGE
• Pinterest is taking off like a
rocket!
• Foursquare is a MUST for
location based businesses
• Choose your channels and
©2011 Social Savvy Geek, LLC
Saturday, March 31, 2012
- 26. Location-based marketing
From $0 in 2009, location-based marketing is
projected to grow to $6 billion in 2015.
Some restaurants are seeing 65 percent
redemption rates from new, real-time geo-
targeted ads.
(Borrell Associates)
©2011 Social Savvy Geek, LLC
Saturday, March 31, 2012
- 27. REVIEWS
Google
Yelp!
Yahoo
Citysearch
Facebook
Industry Specific
Saturday, March 31, 2012
- 30. Track your results and optimize your campaigns
©2011 Social Savvy Geek, LLC
Saturday, March 31, 2012
- 31. Find new/better places to advertise (social media,
mobile, email, etc.)
©2011 Social Savvy Geek, LLC
Saturday, March 31, 2012
- 32. Create stronger, more targeted offers that appeal to
more people in your market
©2011 Social Savvy Geek, LLC
Saturday, March 31, 2012
- 33. Build your reputation as an expert
(be the place to go)
©2011 Social Savvy Geek, LLC
Saturday, March 31, 2012
- 34. Use photos and videos to tell your story
©2011 Social Savvy Geek, LLC
Saturday, March 31, 2012
- 36. Create a customer mailing list
©2011 Social Savvy Geek, LLC
Saturday, March 31, 2012
- 37. Send out emails to your list on a more frequent basis
(weekly)
©2011 Social Savvy Geek, LLC
Saturday, March 31, 2012
- 38. Use scarcity to get customers to act now instead of
later (e.g. limited-time promotions)
©2011 Social Savvy Geek, LLC
Saturday, March 31, 2012
- 39. Use auto-responder email sequences to introduce your
prospects to a series of benefits/packages
©2011 Social Savvy Geek, LLC
Saturday, March 31, 2012
- 40. Send out birthday cards and holiday cards/gifts
©2011 Social Savvy Geek, LLC
Saturday, March 31, 2012
- 41. Create a culture of service at your business
©2011 Social Savvy Geek, LLC
Saturday, March 31, 2012
- 42. Use customer testimonials in your email campaigns
and on your website
©2011 Social Savvy Geek, LLC
Saturday, March 31, 2012
- 44. After a person buys one product, up-
sell or cross-sell them another related
product
©2011 Social Savvy Geek, LLC
Saturday, March 31, 2012
- 45. Bundle products and offer a discount
+
©2011 Social Savvy Geek, LLC
Saturday, March 31, 2012
- 46. Use coupons to encourage bigger purchases
©2011 Social Savvy Geek, LLC
Saturday, March 31, 2012
- 47. Offer an expensive, premium product or service
with a payment plan
©2011 Social Savvy Geek, LLC
Saturday, March 31, 2012
- 48. Questions?
©2011 Social Savvy Geek, LLC
Saturday, March 31, 2012
