Slide deck for Philip Calvert's presentation at the Indian Association of Tour Operators (IATO) convention in Kochi, Kerala. Philip Calvert is a LinkedIn / Social Media strategist and professional speaker specialising in how to apply online networking in the changing world of Sales. www.philipcalvert.com

1. PHILIP CALVERTPHILIP CALVERT
Developing a MoreDeveloping a More
Compelling Social MediaCompelling Social Media
Presence for TourismPresence for Tourism
Professionals in IndiaProfessionals in India

12. @PhilipCalvert
Philip Calvert – Social Media
Sales Speaker
Philip Calvert

15. Key change drivers in Tourism
• Visuals
• Search with Social Media
• The People Factor
– Peer reviews
– Friends’ influence
– Networking online
– Community
• Apps and Ultra-Tech
• People who ‘DIY’

16. Key change drivers in Tourism
• Visuals
• Search with Social Media
• The People Factor
– Peer reviews
– Friends’ influence
– Networking online
– Community
• Apps and Ultra-Tech
• People who ‘DIY’
Powerful influencer

23. AGENDA
People
Visuals
Apps and Tech
Companies

24. People
…buy People.

25. How People influence
Travel decisions
• Trust
• Peer reviews
• Friends’ experiences
• Networking
• Community
• People buy People
• Search through people

26. • We search with Google out of ease and habit
• Search results include posts from friends and
contacts – who we trust
• We’re increasingly using ‘People Search Engines’
• People give us advice before we ask for it
• Search is changing to ‘real-time discovery’
Search is changing

27. • We search with Google out of ease and habit
• Search results include posts from friends and
contacts – who we trust
• We’re increasingly using ‘People Search Engines’
• People give us advice before we ask for it
• Search is changing to ‘real-time discovery’
Search is changing
We’ve always consulted people for opinions
– technology now helps us to do it online

28. 40% of those over 35 prefer to
use Social Media to search

31. “Bouzouki”

32. People are often much betterPeople are often much better
than Google!than Google!

33. Photo credit: telegraph.co.uk

34. Photo credit: telegraph.co.uk

35. Photo credit: telegraph.co.uk

37. People: Community
• A powerful business asset
• Build Community around
your Brand
• Deep engagement with
target audience
• Rapid way to build trust
• Generates positive
awareness and credibility
• Join groups where your
target market is
• High visibility on home
page
• When someone joins,
everyone knows about it
• Engage all your team in
your group
• Weekly newsletter
LinkedIn (and Google+) GroupsLinkedIn (and Google+) Groups

38. Groups – Pro tipsGroups – Pro tips
• Don’t just post a link to your site/Blog
• Do ‘engage’ on existing posts
– Like, Comment, Share
• “Feed the fish and they’ll keep coming back”
– Polls
– Questions
– Give people the chance to self-promote
– Host Webinars

39. People: Reputation
Reputation is everything.
Nothing else matters.

40. Forget “Social Media”.
Remember: Image, Identity and
Reputation Management.

41. Forget “Social Media”.
Remember: Connecting People.

42. LinkedIn Profile
• Decide your keywords – Very important
• Add them to these key profile sections:
– Headline
– Current work
– Past work
– Website
– Public profile URL
– Summary
– Specialities
– Contact settings
• Interests
• Skills
• Honours and Awards
• Groups and Associations
• Add extra sections

43. 10 most overused buzzwords
on LinkedIn profiles
• Creative
• Organisational
• Effective
• Extensive experience
• Track record
• Dynamic
• Motivated
• Innovative
• Problem solving
• Exceptional
communication skills

44. Find more of the people you want to follow

45. How to find more people who are like
your best connections
• Go to the profile of one of
your most valuable
connections. Choose
someone you like and trust
and who is a strategic
connection
• Click to view their
connections. These are
mostly people who they also
like and trust
• Search their connections by
keyword and you’ll find
people you should connect
with Enter keyword here

46. Find new opportunities by gaining deeper insight
into your connections’ networks
• Go to the profile of one of
your most valuable
connections or clients.
View the graphical
representation of their
network
• Sort by Skills, Company,
Location and Industry
• Hover over the circles to
gain deeper insight into
their network and target
markets

47. People: Networking
1. People don’t find your profile by accident
2. You are what they see
3. Thank people for visiting
4. Don’t be lazy when connecting
5. Try to help – try not to sell
6. Always be sharing
7. Give testimonials and endorsements
8. Have a strategy for connecting
Rule of Eight

48. People buy People

49. People buy People

52. Visuals
Infographics
Photos
Video

57. Infographic tools
• Visual.ly
• Infogr.am
• iCharts
• Piktochart

60. • Visually showcase your
professional story
– Images, presentations and
videos
• Add to Summary,
Experience or Education
sections
• Upload from hard drive or
other popular sites
• Like and Comment on
other people’s work

61. Add rich media to your status updates

62. Add media to your Background Summary

63. Add media to your Background Summary
Result…

64. Add media to your Background Summary
Result…

65. • Links: Twice the
engagement
• Pictures: 98% higher
comment rate
• YouTube video links:
75% higher share rate

66. Apps and
Ultra-Tech

73. Select a continent and travel dates.
Shake your phone and there’s
your destination. Plus prices and booking.

79. An experiment on
‘how happiness spreads’
• 3 weeks at Schiphol, Amsterdam
• 28 passengers surprised with gifts after 28
‘check ins’ on Foursquare or Twitter
• 1,000,000 mentions on Twitter
• ‘Making of’ video featured on 100s of Blogs
• 5,000 new friends for KLM on Facebook
• Every conversation mentioned KLM’s service

85. John Ellis and
Laura Preston

97. Use technology to help people to
connect with each other

98. Companies

99. In the business world online, the line
between personal and company
branding is getting thinner every day.

100. An ASSET of your business

101. On average,
companies that
post just twenty
times per month,
will reach at least
60% of their
unique audience

102. Leverage your existing content

103. Companies
• Build followers by
– Adding value
– Engaging
– Informing
• They may never become customers, but are
still advocates for your business

104. Companies – Pro tips
• Promote it as an asset of
your business
• Keep it short
• Occasionally ask questions
• Include a link
• Include an image
• Be different and intriguing
• How-to articles
• ‘Like’ competitions
• Ask for a ‘Like’
• Test what works
– Topic types
– Questions
– News
– Articles
– Contests
– Events
– Day and Time
– Style and Tone

108. 582 impressions
8 clicks
1.37% engagement
580 impressions
38 clicks
6.55% engagement

109. Show you care
• Brands are using social issues as a differentiator
• Including your social and environmental credentials
as part of your professional identity and branding is
becoming the norm

110. Brand new tourism influencers
• Average age reducing to 13 on LinkedIn
• They share everything
• They want to travel
• Technology is their world
NEW!

111. Key change drivers in Tourism
• Visuals
• Search with Social Media
• The People Factor
– Peer reviews
– Friends’ influence
– Networking online
– Community
• Apps and Ultra-Tech
• People who ‘DIY’
Powerful influencer

112. Coming soon: Full day Social
Media workshops in India for
Travel and Tourism professionals
www.philipcalvert.com/India.html

113. www.philipcalvert.
com/India.html
www.facebook.com/SocialMediaSpeaker
linkedin.com/in/SocialMediaSpeaker