Tourism Association of New Mexico, Governors Conference on Tourism, Ruidoso, New Mexico May 5, 2014. Presented how social media has changed in the last two years for tourism marketing of destinations and attractions. Participants learned how to use social media to convert visitors during Awareness.

1. Social Media:
The Next Generation
Governor’s Conference on Tourism
Ruidoso, New Mexico
May 6, 2014
R. A. Burrell, Chief Analyst
Tourism Intelligence Group

2. Google: The 2013 Traveler
Source: Google.com/think

3. Good News: Increased Demand

4. February 2014: Facebook Reach
surpasses Web Traffic
Database of 293 DMOs and OTAs. Sources Website traffic aggregated based on sampling of
US website visits. Facebook Reach based on 7 day PTAT and 12% Engagement

5. PTAT is 16% of Traffic

6. What Are They
Researching?

7. The Study
• 1 State Tourism Office
• 4 years, 2010-2014
• 22,000,000 unique web visits
• 2,180,000 travelers (mostly families)
• 720,000 matches in DMOs, Attractions, Resorts
• Data Sources:
• Search Volume
• Web Traffic: Google Analytics
• Leads/Reservations
• Facebook Insights

8. What Works?

9. Unique Content
Repeated in a Warm
Conversation

10. That’s the result from
Social Media Done
Properly

11. Linear vs. Nimble

12. Why Skip Engagement

13. Traditional
Consideration
Intent
Awareness
Decision
Travel
Share
Linear thought process
focusing on efficiency at
each stage with a goal of
high engagement
The Challenge: Travel is
frenetic

14. Travelers Are:

15. Travelers Are:

16. Nimble

17. Why Skip Engagement

18. Nimble
Consideration
Intent
Awareness
Decision
Travel
Share
Take
Consumers to
Conversion
from Anywhere

19. The Challenge:
Exhausting Locals
& Inspiring Repeats

20. Social Media: Locals
• At some point all the Locals have Liked the Page
• You may be at that level
• How many are there?
• 10,000 ?
• 50,000 ?
• 1,000,000 ?
• Already there?

21. Social Media: Likes & PTAT

22. Social Media: Likes & PTAT

23. Unique Content
Repeated in a Warm
Conversation

25. Unique Content
Repeated in a Warm
Conversation
> 9 touches

26. Some Markets Respond
Nothing
speaks like
results

27. Unique Content
Repeated in a Warm
Conversation

28. Budgets cover Interests
better than Cities

30. Segmentation by Geography

31. New Segmentation: Interest

32. What You Need To Be Nimble
1. Budget Committed To Content Team
2. Plan
3. Feedback Loop
4. Linked to Big Boys
5. Linked to Industry Partners

33. Budgets cover Interests
better than Cities

34. A Plan

35. Content Schedule

36. Month Into Weeks

37. Unique Delivered in Theme

38. Keyword Focused

39. Posting Notes For Frantic Times

40. Feedback Loop

41. New Segmentation: Interest

42. New Segmentation: Interest

43. Introducing the
Family Group

44. Church Group are Missing: So …

45. Managing Geo, Not Interest

46. Managing Interest

47. PTAT Generates Traffic by Market

48. PTAT Generates Traffic by Interest

49. Unique Content
Repeated in a Warm
Conversation

50. What You Need To Be Nimble
1. Budget Committed To Content Team
2. Plan
3. Feedback Loop
4. Linked to Big Boys
5. Linked to Industry Partners

51. Thank You
www.slideshare.net/richardaburrell
@richardaburrell
www.tourismintelligencegroup.com/indexes