Social Media Strategy for Your Destination
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Social Media Strategy for the Lake Malawi MIERA Project presented by GIZ
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Social Media Strategy for Your Destination
- 1. © Consortium: Particip /mascontour GmbH TRAINING MANUAL: ACCOMMODATION MODULE 3: SOCIAL MEDIA STRATEGY PART 2 – CONTENT CREATION AND MANAGEMENT April 2019 mascontour GmbH
- 2. © Consortium: Particip /mascontour GmbH Training Manual: Accommodation_Social Media Part 2 PULL ATTENTION TO YOUR DESTINATION WITH SOCIAL MEDIA
- 3. © Consortium: Particip /mascontour GmbH Training Manual: Accommodation_Social Media Part 2 LET’S GET STARTED: SOCIAL MEDIA STRATEGY FOR YOUR DESTINATION Raise awareness about your destination! What should your destination be known for? Increase the demand for your destination! For people who want to come and experience your destination as it is nowhere else on earth. Put your destination on the map
- 4. © Consortium: Particip /mascontour GmbH© Consortium: Particip /mascontour GmbH ESSENTIAL BEFORE WE START: DESTINATION MANAGEMENT Training Manual: Accommodation_Social Media Part 2 Who is responsible? What is your product? What is your market? DestinationManagement Cooperation amongst all partners
- 5. © Consortium: Particip /mascontour GmbH Training Manual: Accommodation_Social Media Part 2 THE 3 C’S: COORDINATE, CREATE, CURATE Create Curate Coordinate
- 6. © Consortium: Particip /mascontour GmbH Training Manual: Accommodation_Social Media Part 2 BE SOCIAL: WORK TOGETHER @ Choose a suitable staff member to manage your social media channels Ensure good communication among all involved Establish a whats app group Stay in touch via mail Establish a Facebook group Have regular meetings How to? What? When? Who? Include artisans
- 7. © Consortium: Particip /mascontour GmbH Training Manual: Accommodation_Social Media Part 2 DEFINE THEMES Which themes reflect the USP of your destination the best?
- 8. © Consortium: Particip /mascontour GmbH Training Manual: Accommodation_Social Media Part 2 TELL THE STORY OF YOUR DESTINATION Three main story themes, e.g. – beach, village and place Consider: What is already being said about your destination?
- 9. © Consortium: Particip /mascontour GmbH Training Manual: Accommodation_Social Media Part 2 CREATE AND CURATE CONTENT Share the content from others on your social media channel Create eye-catching content that does two key things: Stop the scroll Make me want to go Capture the dream and the experience Tell the story of your destination Share content from a reputable sources Add your own perspective with custom post copy Add value for your audience
- 10. © Consortium: Particip /mascontour GmbH Training Manual: Accommodation_Social Media Part 2 QUALITY NOT QUANTITY Quality content builds trust and a following Quality content is engaging Check facts Use high-quality video and image material Check reliability of sources of curated content
- 11. © Consortium: Particip /mascontour GmbH Training Manual: Accommodation_Social Media Part 2 IMAGES ARE KEY: HOW TO PRESENT YOUR DESTINATION IN THE PROPER LIGHT? Use clean, clear photography Make sure your pictures are in focus and get the right exposure Source: Facebook, The Warm Heart Adventure Lodge
- 12. © Consortium: Particip /mascontour GmbH Training Manual: Accommodation_Social Media Part 2 SHOW EMOTIONS Create content pieces that provide a feeling of satisfaction (appealing photos, videos etc.) Use “You appeal” Use emojis I really need a vacation… Which emotion has the visitor at the time of search?
- 13. © Consortium: Particip /mascontour GmbH Training Manual: Accommodation_Social Media Part 2 SHOW EMOTIONS A visitor is looking for “relax lake Malawi” What would your post look like? Sources:https://www.instagram.com/p/Bvf-i1FFEE9/
- 14. © Consortium: Particip /mascontour GmbH Training Manual: Accommodation_Social Media Part 2 USE HASHTAGS #
- 15. © Consortium: Particip /mascontour GmbH Training Manual: Accommodation_Social Media Part 2 USE HASHTAGS Source: https://www.instagram.com/explore/tags/lovemalawi/?hl=de
- 16. © Consortium: Particip /mascontour GmbH Training Manual: Accommodation_Social Media Part 2 USE HASHTAGS
- 17. © Consortium: Particip /mascontour GmbH Training Manual: Accommodation_Social Media Part 2 WHICH HASHTAG SHOULD YOU USE? Which ones are being used already? Take advantage of the social media share of voice already out there Join the conversations already out there to add the narrative of your destination to the conversation Establish a few key hashtags to use in all of the destination posts and conversation
- 18. © Consortium: Particip /mascontour GmbH Training Manual: Accommodation_Social Media Part 2 WHICH HASHTAG SHOULD YOU USE? Look through similar profiles on social media See what hashtags they are using Click through to see how other profiles are using those hashtags Take the time to discover the most popular and most relevant hashtags on a specific subject for each social media Agree with all partners to use top 3 hashtags in the posts going forward, e.g.: #CapeMaclear #LakeMalawi #LoveMalawi
- 19. © Consortium: Particip /mascontour GmbH Training Manual: Accommodation_Social Media Part 2 WHICH HASHTAG SHOULD YOU USE? Find your TOP 3 #
- 20. © Consortium: Particip /mascontour GmbH Mon/ Tues Wed/Thurs Fri/ Sat/ Sun Village life General Beach Vibes #CapeMaclear #CapeMaclear #CapeMaclear #LakeMalawi #Placetobe #Beachvibes #Villagelife #LakeMalawi #Placetobe Training Manual: Accommodation_Social Media Part 2 MANAGE YOUR HASHTAGS AND THEMES
- 21. © Consortium: Particip /mascontour GmbH Training Manual: Accommodation_Social Media Part 2 HOW TO USE HASHTAGS ON FACEBOOK?
- 22. © Consortium: Particip /mascontour GmbH Training Manual: Accommodation_Social Media Part 2 HOW TO USE HASHTAGS ON INSTAGRAM?
- 23. © Consortium: Particip /mascontour GmbH Training Manual: Accommodation_Social Media Part 2 HOW TO USE HASHTAGS ON TWITTER?
- 24. © Consortium: Particip /mascontour GmbH Training Manual: Accommodation_Social Media Part 2 Promote authenticity Create trust Authentic and credible (not sponsored) content Free for marketers Why? LET PEOPLE PROMOTE YOUR DESTINATION: USER GENERATED CONTENT How? Promote your different social media channels to visitors Create your own hashtags Share content Encourage visitors to review, e.g. on Trip Advisor
- 25. © Consortium: Particip /mascontour GmbH Training Manual: Accommodation_Social Media Part 2 LET PEOPLE PROMOTE YOUR DESTINATION: INFLUENCER MARKETING Influencers are honest to their followers Content values more, than number of followers Followers trust influencers’ choice more than advertisements High followers engagement and interaction
- 26. © Consortium: Particip /mascontour GmbH Training Manual: Accommodation_Social Media Part 2 STICK TO IT! POST CONSISTENTLY AND AROUND CORE THEMES Consistent Content
- 27. © Consortium: Particip /mascontour GmbH Training Manual: Accommodation_Social Media Part 2 HOW OFTEN SHOULD YOU POST? Sources: https://louisem.com/144557/often-post-social-media Remark: Numbers refer to daily posts
- 28. © Consortium: Particip /mascontour GmbH Training Manual: Accommodation_Social Media Part 2 ESTABLISH A CONTENT PLAN & POSTING SCHEDULE Never miss important dates Stick to a consistent posting schedule Find your ideal content mix Encourage collaboration Save time Effectively allocate resources Avoid cross-platform errors Ensure fresh content Figure out what works
- 29. © Consortium: Particip /mascontour GmbH Training Manual: Accommodation_Social Media Part 2 SEASONAL STRATEGIES…SOCIAL MEDIA HOLIDAY CALENDARS Sources: https://makeawebsitehub.com/social-media-holiday-calendar/
- 30. © Consortium: Particip /mascontour GmbH Training Manual: Accommodation_Social Media Part 2 USE PROPER TOOLS: SOCIAL MEDIA DASHBOARDS
- 31. © Consortium: Particip /mascontour GmbH Training Manual: Accommodation_Social Media Part 2 HOW WELL IS YOUR CONTENT PERFORMING? Share some of the weekly and monthly reports with your partners Learn and discover which content and platforms are working best for your destination
- 32. © Consortium: Particip /mascontour GmbH Training Manual: Accommodation_Social Media Part 2 HOW WELL IS YOUR CONTENT PERFORMING?
- 33. © Consortium: Particip /mascontour GmbH Training Manual: Accommodation_Social Media Part 2 LISTEN THE SOCIAL MEDIA CONVERSATION – WHAT ARE PEOPLE SAYING? Monitor social media (where?, what?) channels for mentions of your destination Learn from your competition Analyze that information and take action Use social media listening tools,e.g. Hootsuite Will give you a sense of who the important influencers are Understand how people actually feel about you and your competitors It allows you to respond right away to positive or negative posts Spot changes in sentiment in real time How?
- 34. © Consortium: Particip /mascontour GmbH Training Manual: Accommodation_Social Media Part 2 LISTEN THE SOCIAL MEDIA CONVERSATION – WHAT ARE PEOPLE SAYING? Destination name Competitors’ brand/ destination names Your slogan and those of your competitors Brand name Industry buzzwords Branded hashtags and those of your competitors Think of Keywords
- 35. © Consortium: Particip /mascontour GmbH Training Manual: Accommodation_Social Media Part 2 GOOGLE: SEO (ORGANIC) + SEM (PAID) SEO Search Engine Optimization SEM Search Engine Marketing Advantages Disadvantages Fast URL does not matter Easy to measure No/low cost Trusted by searchers – more traffic Can target any terms Ongoing expenses Not trusted by searchers ROI requires conversion Slow: 6-9 months till any results noticed Requires a well made page Harder to measure Unpaid, neutral, organic Earned results Paid Google AdWords Search & web analytics Features
- 36. © Consortium: Particip /mascontour GmbH Training Manual: Accommodation_Social Media Part 2 SOCIAL MEDIA GUIDELINES
- 37. © Consortium: Particip /mascontour GmbH Example Training Manual: Accommodation_Social Media Part 2 SOCIAL MEDIA GUIDELINES Ensure that your Social Media Marketing Plan is followed and implemented by al involved stakeholders Ways of communicating with your clients & opinion leaders Using Storytelling for an authentic, experience driven communication Choosing the right Social Media Channels for your audiences Creating Editorial Calendars: Structure the publication of your content Working with Influencers Monetary Valuation & Monitoring the Results of Social Media
- 38. © Consortium: Particip /mascontour GmbH Example Training Manual: Accommodation_Social Media Part 2 SOCIAL MEDIA GUIDELINES Ways of communicating with your clients & opinion leaders Short and direct texts, not too full of details Insert all the info in links, better if personalised Answer all your comments with authority, even the negative ones photos have to represent the EXPERIENCE that tourists make of the destination Use regular communication that addresses and incorporates current topics
- 39. © Consortium: Particip /mascontour GmbH Example Training Manual: Accommodation_Social Media Part 2 SOCIAL MEDIA GUIDELINES In the digital (Social Media) age, the four P’s of classic marketing (“Product, Price, Place, Promotion”) continue to shift in favour of the four C’s: “Creating, Curating, Connecting, Culture” FROM A PERSONAL POINT OF VIEW AUTHENTIC AND EXPERIENTIAL LIVELY & ATTRACTIVE FULL OF EMOTIONS STORYTELLING RELEVANT TO TARGET AUDIENCES Storytelling
- 40. © Consortium: Particip /mascontour GmbH Example Training Manual: Accommodation_Social Media Part 2 SOCIAL MEDIA GUIDELINES Choosing the right Social Media Channels for your audiences Creation of communities who are highly passionate & loyal followers want to know and share information
- 41. © Consortium: Particip /mascontour GmbH Example Training Manual: Accommodation_Social Media Part 2 SOCIAL MEDIA GUIDELINES Creating Editorial Calendars: Structure the publication of your content Do not just think about what to write, but also when best to publish it.Reminder of important dates Starting a series of regular features
- 42. © Consortium: Particip /mascontour GmbH Example Training Manual: Accommodation_Social Media Part 2 SOCIAL MEDIA GUIDELINES Working with Influencers Highly experienced in using social media Reaching your target audience Providing a sense of creditability and trust to your destination Authentic personal testimony Offer a new angle, or even a counter narrative to mainstream media coverage. `Giving a voice` to smaller destination
- 43. © Consortium: Particip /mascontour GmbH Example Training Manual: Accommodation_Social Media Part 2 SOCIAL MEDIA GUIDELINES Monetary Valuation & Monitoring TWEETREACH BUZZSUMO HOOTSUITE IF THIS THEN THAT (IFTTT) MonitoringTools BRANDWATCH ANALYTICS TWATTUP HOOTSUITE See further info: https://www.brandwatch.com/blog/top- social-media-monitoring-tools/
- 44. © Consortium: Particip /mascontour GmbH Example: Hootsuite Training Manual: Accommodation_Social Media Part 2 SOCIAL MEDIA DASHBOARD Core features
- 45. © Consortium: Particip /mascontour GmbH Training Manual: Accommodation_Social Media Part 2 SUMMARY
- 46. © Consortium: Particip /mascontour GmbH Overview for Cape Maclear Training Manual: Accommodation_Social Media Part 2 SOCIAL MEDIA TEMPLATE Facebook Twitter Instagram Optimal number of hashtags 1-2 hashtags Max. 2 hashtags 9-15 hashtags Suggested number of posts 1 per day 15 per day 1-2 per day New destination hashtags General hastags Mon Tue Wed Thu Fri Sat Sun #CapeMaclear x x x x x x x #LakeMalawi x x x x #visitmalawi x x x x #blantyre x x x #lovemalawi x x x x x #thewarmhearthofafrica x x x x x x x #Villagelife x x #Placetobe x x x x x #Beachvibes x x x #africatravel x x x #tourism x x x #africa x x x
- 47. © Consortium: Particip /mascontour GmbH© Consortium: Particip /mascontour GmbH IMPRINT Training Manual: Accommodation_Social Media Part 2 SUBMITTED BY Particip GmbH Head of Unit: Thomas Keck Project Manager: Saraí Peña Merzhauser Straße 183 79100 Freiburg, Germany Phone: +49 (0)761 790 74 0 Fax: +49 (0)761 790 74 90 E-Mail: info@particip.de Internet: www.particip.de PREPARED BY mascontour GmbH Managing Director: Matthias Beyer Schwiebusser Straße 9 10965 Berlin, Germany Phone: +49 (0)30 61 62 57 47 Skype: mascontour E-Mail: beyer@mascontour.info Internet: www.mascontour.info ELABORATED FOR Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ GmbH) Programme “More Income and Employment in Rural Areas” (MIERA) – Malawi DATE April 2019
Notes de l'éditeur
- Instruction: Read and explain the learning content to the participants. Learning content Importance of internet and social media for tourism marketing. Understand the digital consumer. Most popular social media channels and other online marketing tools, like blogs or travel review pages. The essentials for creating a social media strategy for your destination. Development of social media guidlines and a social media toolkit. Learning target To understand…. what to be considered for creating a social media strategy for your destination: cooperation, creating/ curating and launching content as well as social media monitoring. What essentials to be applied for developing social media guidelines and a social media toolkit (closely linked with the input before)
- Instruction: Explain: In the next section we will focus on relevant essentials for creating your social media strategy for your destination. The strategy needs to be simple, easy to understand and easy to share - it also needs to be simple to follow. With this strategy we want to raise awareness to your destination and increase the interest amongst visitors to come and experience the destination!
- This slide points out how important it is to have all these aspects clarified before developing and implementing a social media marketing strategy. Exercise: Split participants into three groups (responsible person, product, market). Let them work out the three themes “Who is responsible?“, “What is your product?“ and “What is your market?“ Write results down on moderation cards and cluster them thematically for everyone to see. If there aren’t many participants, do this with the entire group in a sequence. Time frame. 5 minutes
- This slide shows the three important factors for a successful implementation of a social media strategy. Instruction: Explain: Coordinate social media activities among all partners. Create quality and emotional social media content. Share already existing quality and emotional social media content . Considering all of this will help you to put your destination on the map by driving the awareness and the demand among visitors. Time frame. 20 minutes (for slides 5-9)
- This slide explains the importance of a coordinated team work regarding a successful implementation of social media actions. Instruction: Explain: Social media management takes time and good planning. It is important to coordinate how to implement social media actions, what are you going to publish on social media, when are you going to post your content and who is going to take the lead in terms of social media management. It is also necessary to include activities from artisans to draw the whole picture and the story of your destination. You can cooperate, e.g. via whats app, mails or have regular meetings. Ask: Who can be the responsible person for social media management?
- This slide is about finding the right themes reflecting the uniqueness of the destination and to use for social media actions. These three themes are examples. Instruction: Explain: Focus on 3-5 main themes depending on your USP. For Cape Maclear these could be for example: Beach, Village and Place. Stick to your themes in your social media strategy. Exercise: Divide participants into small groups. Ask them which themes they consider as important/ which themes reflect the USP of their destination the best? At the end of the exercise participants should agree on their three main themes.
- This slide points out the importance of not just telling the facts, but of telling the story of a destination. Instruction: Explain: When you agreed on the most important themes, start to think about your story! Facts don't sell the experience or the dream of the destination. Feelings and experiences do – manage to capture the dream and experiences. Stick to the story and tell the story of your destination. Exercise: Have participants do a quick research (for example, on their smartphone) about what is already being said about the destination. What themes readily pop up searching for the destination‘s name? What are the key promises? Exercise: Divide participants into small groups. Each of the group should create and tell a short story about one theme capturing the dream and experience of your destination.
- This slide is about creating own content for and sharing content from other people on social media. Instruction: Explain: Today social media content across all of the social platforms is not limited to just images or photos and captions. Reviews, videos, photos, blog posts, listings and stickers are all part of the content people are posting and searching for.
- This slide points out that the quality of social media content is more important then how often participants post content. Instruction: Explain: Quality content builds trust and a following: people become social media followers and fans of you because they trust that the content provided is both reliable and relevant to them. Quality content is engaging: As you give your audience quality content that is relevant to them, you will see an increase in people viewing, liking and sharing your posts. Frequency is not all important, however consistency is.
- The picture on this slide show how important it is to have appealing media material. Ask: Which picture would you prefer? Explain: The quality of the pictures in this example differ a lot. High-quality pictures are emotionally more valuable and attract customers. Take your time to produce appealing photos of your business/ destination Time frame: 3 minutes
- This slide explains how important it is to use emotional media material and language to connect with the audience. Instruction: Explain: Often people in the travel industry use factual language – when really what we are selling is the dream. We need to reflect the dream in the language we use. “You Appeal“ creates a higher emotional connection with visitors. Does the content speak to the user in an immediate way? Emojis have the power to connect with the human mind within seconds Time frame: 2 minutes
- This exercise should support the understanding of how to create an appealing social media post and to be receptive for the emotions of the customer. Instruction: Divide participants into small groups. Let them create a social media posts with a photo (research online), short text (remember: tell the story of your destination) and emojis. Time frame: 10 minutes
- Instruction: Ask: Who has seen these signs before? Can you explain what it is and what it is used for social media? Explain: This sign # is called “hash”. When you put the sign in front of a word or a phrase like this #CapeMaclear it is called “hashtag”. Because it tags/marks a word and/ or a phrase. It is often used on social media posts before words and/ or phrases.
- Instruction: Explain: A hashtag is used to collect and sort social media posts with similar topics on one page. Exercise: Open Instagram and search for #capemaclear. Explain participants that they see here all pictures which have the same hashtag. Post one photo from the training using the hashtag #capemaclear on Instagram, explain the usage and show participants what happens. Describe the Example: All “posts”, e.g. on Instagram using #capemaclear will be collected on one page. The customer can use the same hashtag. This post will appear on the same page. The customer can click on this hashtag and will be brought to this page that collects all of the posts with the same hashtag. You and your customer can find all information related to #capemaclear on one page. Use: Whenever you put a “hash” before a word and/ or a phrase (=“hashtag”) in your “post”, this post will be pooled under this specific hashtag together with other posts from other people which also have used this hashtag. The use of hashtags is different for each social media. We will learn that later.
- Instruction: Explain: Why is it important? The hashtag helps to make your post searchable/ discoverable by customers easier. Thus, increasing your visibility on social media. You can use hashtags to research trends and designs and find your target audience by using the hashtags they use.
- This slide explains that participants can use already available hashtags or create new hashtags.
- This slide shows hashtags which have been identified in a workshop with businesses in Cape Maclear. It also explains how participants can find already existing hashtags.
- This exercise helps participants to research for relevant hashtags. Instruction: Open this link: https://hashtagify.me/hashtag/tbt or insert different hashtags on the different social media channels (Facebook, Instagram and Twitter) Insert different # and show participants the number of results. The higher the number the more popular is the hashtag. After that participants should agree on three top # to use.
- This slide shows an example how participants could manage and share their social media themes and used hashtags in a fixed schedule for everyone to follow.
- This slide explains how many hashtags participants should use on Facebook. Instruction: Explain: hashtags are being used differently on each social media page due to the different functions of Facebook, Instagram and Twitter. Exercise: Post one photo from the training with according hashtags on Facebook. After that search for the hashtag and explain that the posted photo now appears under the hashtag. Alternative: show and explain the example above: https://www.facebook.com/visitmalawiofficial.mw/photos/a.1147233825302450/3067742823251531/?type=3&theater
- This slide explains how many hashtags participants should use on Instagram. Instruction: Exercise: Post one photo from the training with according hashtags on Instagram. After that search for the hashtag and explain that the posted photo now appears under the hashtag. Alternative: show and explain the example of Cape Maclear: https://www.instagram.com/explore/tags/capemaclear/
- This slide explains how many hashtags participants should use on Twitter. Exercise: Tweet a text from the training with according hashtags on Twitter. After that search for the hashtag and explain that the tweet now appears under the hashtag. Alternative: show and explain the example above: https://twitter.com/southafrica?lang=de/
- This slide displays the importance and the benefits of the use of user generated content. Instruction: Explain: Why can user generated content increase your reach among consumers? Consumers are more likely to view user-generated content as authentic compared to content created by brands. That offers brands an important credibility boost. Consumers want to know what they are going to get. They trust recommendations from people they know.
- Working with influencers is one way to use user generated content.
- This slide points out how important it is to be consistent regarding the themes, the voice, the content, the posting and the aesthetics when publishing on social media. Instruction: Ask: Can somebody explain what is meant by these terms? Explain: Consistent core themes reflect your USPs and your brand promise. Consistent voice means to have a consistent tone used in your social media messages. This can allow people to recognize your voice/ brand. First understand who it is that you are speaking to. And stay true in your communication. Consistent content: Don’t be scattered regarding your content shared via social media. Be relevant and authentic. Find the type of content that is most relevant for your audiences and reflects your brand. Consistent posting: find a good balance in the amount you post for different kinds of content. Develop a posting schedule for your postings and stick to it. Consistent esthetics: have a consistent appealing in terms of images and length of your posts.
- Instruction: Explain: Suggested for Facebook: 1 post per day Suggested for Instagram: 1-2 posts per day Suggested for Twitter: 15 posts per day
- This slide shows a simple tool ( Excel) to help plan and coordinate, comment and schedule social media activities. Instruction: Ask: Can somebody explain the content of this document? Why do you think it is important to have a content plan and posting schedule? After the question show possible results (never miss important dates etc.)
- This slide shows the add-on tool which participants can use to use important dates for their posts. Instruction: Explain: You can gain more views and shares by creating content about and around key dates that your customers care about Think about your special national holidays or use social media holiday calendars as an aid.
- This slide shows a screenshot of a dashboard tool (hootsuite). They help to simplify social media management. Explain: The internet never sleeps. But you cannot be online 24/7. Moreover, there are multiple social media platforms. So how can you manage all social media in one place; interact and engage with your followers while scheduling all those posts on each of these accounts? You can use: social media dashboards. A social media dashboard simplifies social media management when you have several channels. Some dashboard tools are for free and some are charged. One of these dashboards is hootsuite. It has a free test version. After that it is charged. Explain: Hootsuite was identified by workshop participants as one of the best tools to use to schedule content, post, and comment across all social media networks, and measure the posts and content that work best to improve what we do and how we do it. Open the link: https://hootsuite.com/ Show and read the features of hootsuite to participants.
- This slide shows a screenshot of the insight feature of Facebook. Instruction: Explain: Each social media channel has its own analysis tools and features. You can show these analysis tools as an example for one social media channel, e.g. Facebook
- This slide shows a screenshot of an analysis tool for Twitter (TweetReach). Instruction: Explain: TweetReach is also a great tool that measures the hashtags, users and content across Twitter. Open the link: https://tweetreach.com/ Show and read the features of tweetreach to participants.
- Instruction: Explain: Social media listening goes one step further than social media analysis by metric terms. It considers the mood behind the posts not the numbers.
- Exercise: Divide participants into small groups. Let them think about important keywords and topics regarding their business/ destination to monitor. Write results down, e.g. on a flipchart, for everyone to see.
- This slide shows features, advantages and disadvantages of search engine optimization and search engine marketing. Instruction: Explain: Let’s start with a simple understanding of search engine rankings. Essentially, the higher your rankings on certain search engines and the more visible/frequent your website appears on the search engine, the more users will go through to your website, who then have the chance to be converted into customers. Therefore, both SEO and SEM are highly prevalent online marketing disciplines used by almost all businesses worldwide. SEO: improving the visibility of a website or specific web pages’ results on particular search engines through unpaid forms of online advertising SEM: The act of improving the visibility of a website or specific web pages’ results on particular search engines through paid forms of online advertising and promotion. SEM can work with SEO to achieve a better-combined result. https://www.practicalecommerce.com/10-do-it-yourself-seo-tips-to-save-money
- This slide shows points to an example of social media guidelines. Instruction: Show the pdfs below in a separate window (scrolling through) to provide an example for social media guidelines (Destination New South Wales in Australia) and a social media toolkit (VisitBritain) and briefly comment upon it: From the many things we theoretically could be doing, what are the elements most relevant and realistic for our destination? https://www.destinationnsw.com.au/wp-content/uploads/2011/10/DNSW-Social-Media-Guidelines-2017.pdf https://www.visitbritain.org/sites/default/files/vb-corporate/business-hub/resources/digital_marketing_toolkit_full_version.pdf
- Discussion of elements of Social Media Guidelines
- How have you yourself been using Social Media in order to communicate with your followers and / or business partners? Try and make up a list of suggestions for future improvement to be discussed with your peers.
- Together with all your participants, do some brainstorming. Which topics are at the heart of the digital conversation at Cape Maclear? Where do you connect with your potential guests? And what kind of culture, i.e. language, images, etc. could you use in order to stimulate your business?
- Carry out a short analysis of the Social Media channels which might be useful for you. Which are the three most relevant channels? And why are these the most important ones? By doing this analysis, also consider time, budget and human resources you have available.
- Explain the importance of an editorial calendar. In a group of 3-4 people draft an Editorial Calendar of your most important Social Media content (images, short announcements or videos) over the course of the next three to six months
- Identify together the most important travel influencers (YouTube, Facebook, blogs, etc.) in your (geographical) area. Who can you address, or turn to, for ideas of cooperation? What other networks are available?
- issue of tracking, monitoring, and monetizing activities is of great importance. Social Media Marketing not only means publishing, but also listening to your audience. The most important goal of Web Marketing is “Conversion” The most valuable point is that conversion produces monitoring data Discuss with your participants, if they have used any type of social media montioring tools? If yes, which one? Please tell your experience. Further information: See further info: https://www.brandwatch.com/blog/top-social-media-monitoring-tools/
- Introduction to Hootsuite, one of the most popular and useful social media dashboards Explain the 6 main pillars of this tool Ask your participants who has experience with this?
- Instruction: Read and explain the learning content to the participants. Learning content Importance of internet and social media for tourism marketing. Understand the digital consumer. Most popular social media channels and other online marketing tools, like blogs or travel review pages. The essentials for creating a social media strategy for your destination. Development of social media guidlines and a social media toolkit. Learning target To understand…. what to be considered for creating a social media strategy for your destination: cooperation, creating/ curating and launching content as well as social media monitoring. What essentials to be applied for developing social media guidelines and a social media toolkit (closely linked with the input before)