3. Social Media: Gaining
Exposure
Need exposure? Here is what you can
consider:
• An effective website
• A strong social media presence
• Interaction on review websites
• Email campaigns
• Photo and Video (rich media) sharing
5. Social Media
Is your social media and website
presence as breath taking as the
destination you represent?
7. Social Media: The
phenomenon
What is social media?
• By definition social media is
websites and applications that
enable users to create and
share content or participate in
social networking.
• Social media is
conversational marketing that
is ever changing and powered
by over 3000 platforms
8. Social Media: The
phenomenon
Why YOU can not ignore it...
• It is word of mouth on steroids
• It is current, relevant and invasive
• 1 in 4 people in the world use social networks
• Searching Google for social media returns
70100000 results
• Everyone is talking about it, from teenagers to
local grocers and even leaders of countries
11. Social Media: The
phenomenon
http://www.youtube.com/watch?v=57dzaMaouXA
The rise of the #hashtag
13. Social Media: The
Phenomenon
“Social Media is about sociology and
psychology more than technology.” ~Brain
Solis Principal of FutureWorks
“With the growing reliance on social
media, we no longer search for news, or
the products and services we wish to buy.
Instead they are being pushed to us by
friends, acquaintances and business
colleagues”. ~Erik Qualman
14. Social Media: The
Phenomenon
“I love social media because it exists at
the intersection of humanity and
technology. ~ Steve Jobs
"On Twitter we get excited if someone
follows us. In real life we get really scared
and run away."~Unknown
“Social media is here. It’s not going away;
not a passing fad. Be where your
customers are: in social media.”~Unknown
15. Social Media: Myths
These are the most common myths
of social media:
• It is free
• You can just appoint anyone in-house to run
your social media
• You need to be on EVERY social media
channel
• Social media can replace real-life networking
• Social media is full of internet trolls
16. Social Media: Myths
• Only teenagers are on social
media
• Social media can replace your
website
• You can not measure return
on investment
• You can not generate leads on
social media
• Too much content will reveal
trade secrets to your
competitors
17. Social Media: Myths
• Social media does not compliment traditional
marketing
• Social media is a fad
• Social media creates negativity
• Social media is too informal for business
18. Social Media: Facts
Social Bookmarking (stumblopen.com)
• Interact by tagging websites and searching through
websites bookmarked by others
Social News (reddit.com)
• Interact by sharing and commenting on news
Social Video & Photo Sharing (youtube.com)
• Interact by sharing videos and photos
Social Networking (facebook.com)
• Interact by adding friends, commenting and sharing
19. Social Media: Facts
The statistics do not lie:
• 1 in 4 people world wide use social media
• By 2017 there will be 2.55 billion users
• 67.7 % of internet users use social media at
least once per month
• The biggest social network Facebook has over
1.28 billion monthly active users
21. Social Media: Facts
How do marketers see social media?
• 92% of marketers indicate that social media is important for
their business
• Facebook and LinkedIn are the most popular choice for
marketers, with 54% choosing FB as their preferred platform
• 64% said they dedicated 6 hours or more to social media
per week
• 92% said the top benefit of social media was increased
exposure with increased traffic on the website 80% and
developed loyal fans
(Study done by Social Media Examiner, 2800 marketers took part and results were released in 2014)
23. Social Media: Where it all
begun and why
The history of
social media
is explained
in this
infographic
(a graphic visual
presentation of
information)
24. Social Media: Where it all
begun and why
Word of Mouth Marketing
• Social media is essentially a tool that allows
word of mouth marketing to extend across
borders, language barriers and cultures.
25. Social Media: Where it all
begun and why
“Facebook was not originally created to be a
company. It was built to accomplish a social
mission - to make the world more open and
connected.” - Mark Zuckerberg
YouTube was built for home use and Facebook
was never intended to be a marketing tool – this
was the age of innocence.
People slowly, through their needs, pushed
these channels to become what they are today.
26. Social Media: Where it all
begun and why
This is the society
we have become
27. Social Media: Where it all
begun and why
Social networks are the first marketing
platforms to boast a two-way
conversation, gone are the days of you
putting the message out there and
hoping it resonates with your audience,
you now have access to their thoughts.
What will you do with this information?
28. Social Media: The BIG
Players
To see the full infographic visit: https://www.pinterest.com/pin/175499716705022717/
29. Social Media: The BIG
players
Which social media channels
are leading the way?
To see the full interactive infographic visit:
http://blog.digitalinsights.in/social-media-users-2014-stats-numbers/05205287.html
30. Social Media: Facebook,
the King of Kings
Facebook is undoubtedly the biggest
and most powerful social network in the
world. What makes it unique?
• It has an aim of 5 billion users
• Facebook is driving initiatives for internet accessibility world
wide
• It dominates the social media advertising space
• Facebook is focused on growing offline too
• It is a public company
• Facebook has adapted to changes in technology and user
behaviour
32. Social Media: Facebook
• 21 minutes – the time the average user
spends on Facebook a day
• Largest opportunity - communicating with
consumers in a non-obtrusive way
• Users share 1 million links every 20 minutes
• Posts that contains photos make-up 93% of the
most engaging posts.
• Question posts “get 100%
more comments than standard
text-based posts.”
33. Social Media: Twitter
• 241 million active users
(over 600 million total users)
• Twitter is a micro blogging social site that limits
posts to 140 characters
• 5,700 tweets happen every second
• 86% of tweets with links will get
retweeted
• Use hashtags to gain 2x more
engagement
• Image links can get 2x the engagement rate
34. Social Media: Google +
• 540 million active users
• Social network built by Google that allows for
brands and users to build circles
• 25 – 35 year olds are most active
• Average monthly time spent on
Google + is 7 minutes
• A Google + presence can assist
with search engine optimisation
35. Social Media: Instagram
• 200 million active users
• 1.6 billion likes a day
• Avg 60 million photos added daily
• New 15 second video feature
• 43 % of the top 100 brands on
Instagram post daily
• No filter – the most popular filter
used on Instagram
36. Social Media: Tips
Create a social media strategy:
• Identify your target audience
• Select the right platforms
• Align your strategy with your business objectives
and sales targets
• Ask yourself what do I want people to know?
• Define what you can and cannot do
• Develop a tone and style
37. Social Media: Tips
Create a social media strategy:
• Identify key staff members to involve
• Educate staff members
• Create a content plan considering seasons,
events, plans etc
• Allocate time
• Find tools to assist you
• Monitor and adapt
38. Social Media: Content that
works!
Post a video or great image
Use links
Ask questions or use the poll feature
on Facebook
Use testimonials/reviews
Use and track hashtags
Share articles from inspiring
people/thought leaders/news websites
Use other social media channels
39. Social Media: Content that
works!
Competitions/promotions
Inspiring quotes
Top 10 Lists or Dos & Don’ts Lists
Tell them about your success/changes
40. Social Media: Trends
To see the full infographic visit:
https://www.pinterest.com/pin/175499716705022849/
41. To see the full infographic visit:
https://www.pinterest.com/pin/175499716705023160/
42. Social Media: Best
Practices
Here are 15 points to bare in mind when
engaging on social media platforms:
• Establish and manage your expectations
• Create a content strategy and calendar
• Develop your voice and tone
• Keep an eye on your competition
• Stay aware
• Read, watch and share
• Follow the 60/40 rule
43. Social Media: Best
Practices
• Think different
• Commit, 100%!!!!!
• Monitor your success
• Use rich media (videos,
whitepapers, infographics)
• Keep the social in social media
• ALWAYS respond to both negative and positive
feedback
• Be proactive, verse reactive
• Be transparent
44. Social Media: Why it’s
working?
http://www.adventuretravelnews.com/2014-top-social-http://www.tripadvisor.com/TripAdvisorInsights/n2087/
45. Success Stories
Ellen’s Oscar Selfie
• A simple selfie, with arguably the most famous
faces in Hollywood, goes viral
• The most retweeted picture on Twitter
• This tweet generated $1 billion worth of
advertising for Samsung
Key Learning:
Keep up to date
with the latest
trends
46. Success Stories
Arby’s
• This was the biggest
tweet during the 2014
Grammy awards
• 79834 retweets
• Arby’s bought this hat
for over $44000 and
auctioned it off for
charity
Key Learning:
Keep an eye out
for opportunity
47. Success Stories
A little village goes global
http://www.youtube.com/watch?v=kzAG9_iKgRE
• “We realized that there are many Facebook fans
who click the Like button, but who never gain
any real connection to the brand.”
• The Facebook Page now has over 45,000
Facebook fans and visits to the Graubünden
tourism website have increased by 250%.
Key Learning: Stay true to your word and your
fans will reward you.
49. Social Media: Isle of Man
Where you Can
MISSION STATEMENT
To grow the number of visitors and
spend by promoting the attractions,
events and activities that make the Isle of
Man a desirable destination!
Let’s explore what IOM Tourism are doing
that can help YOU!
56. Ratings and Reviews:
TripAdvisor
TripAdvisor:
• More than 190 million reviews and opinions from
travelers around the world
• More than 4.4 million businesses and properties
in 145,000+ destinations, including:
• 890,000+ hotels, B&Bs, and specialty lodging
• Nearly 650,000+ vacation rentals
• 2.4 million restaurants
• 480,000+ attractions
57. Ratings and Reviews:
TripAdvisor
• More than 26 million candid traveler photos.
• More than 115 new contributions are posted
every minute.
• On average, nearly 2,600 new topics are posted
every day to the TripAdvisor forums.
• More than 85 percent of questions posted to
TripAdvisor's English-speaking forums are
replied to by other travelers within 24 hours.
58. Ratings and Reviews
http://www.tripadvisor.com/TripAdvisorInsights/n2120/24-insights-shape-your-
tripadvisor-strategy
59. Rating and Review Sites:
Best Practices
Top tips:
• Do research to see where your business is
appearing
• Claim your business on the review website
• Respond to both positive & negative reviews
• Respond within a timely fashion
• Highlight positives
• Be genuine, show empathy and engage
• Use SEO keywords in your response
60. Rating and Review Sites:
Best Practices
Top tips:
• Ask for reviews either face to face, via email, on
your website or on social media
• Incentivize staff to get guests to submit a review
• Integrate your reviews on your website and
social media channels
• On negative reviews: acknowledge, take the
conversation offline and resolve
• Highlight any changes you have or intend to
make
63. Social Media: Monitor What
is being Said
Google alerts
HootSuite
Social Mention
Monitor competition
Review Trackers
64. How to get started
You want to do it
You need to do it
You do not know where to start
65. How to get started
To do list:
• Simply start and of course start simply
• Set clear business objectives
• Set clear sales targets
• Create a content strategy
• Select the right channels and tools
• Create engaging and relevant content
• Implement
• Measure and monitor the results
68. Social Media: The
Marketing Mix
Join us for our
Online and Digital
Marketing: An
Introduction
course next week
to find out more…
69. Time to follow!
https://www.facebook.com/VisitIsleofMan
https://twitter.com/visitisleofman
http://www.pinterest.com/visitisleofman/
http://instagram.com/visitisleofman
70. Time to connect with us!
Jessica Lee Brown
• www.linkedin.com/pub/jessica-lee-brown/4a/13a/563/
• jessica@ashgrovemarketing.com
• https://twitter.com/Jigzbrown
• www.ashgrovemarketing.com
Sue Gee
• http://uk.linkedin.com/pub/sue-gee/9/a31/a18
• sue@tlc.co.im
• https://twitter.com/suegeeTLC
• www.tlc.co.im