SOCIAL MEDIA MARKETING IN THE TOURISM INDUSTRY

Lecture 10Trends and future applications

Breaking Down Social Media Media:

the means of communication, as radio and television, newspapers, and magazines, that reach or influence people widely

Social Media

Social media are the means of communication based on interdependent relationships and cooperation among friends and associates Enhanced by the anytime, anywhere

benefits of the Web and mobile technologies

Built around online communities

Social Media Marketing

the strategic use of social media to leverage the

cultural context and connective web of social communities to meet

branding and communication objectives

Why Market with Social?

It’s trendy It‘s free It’s fast It’s Facebook

The Truth about Social

Social is here to stay

113 million blogs...& over 250 million pieces of tagged social media

Over 400 million Facebook members

The Cost of Social

“Social media trades

media cost for time cost”

Charlene Li, Forrester Research

Strong Ties Take Time

Social media marketing is RELATIONSHIP MARKETING

in social spaces

Social is Beyond Facebook

And Besides

Social media marketing is about interacting,

participating, engaging, conversing in ways that meet marketing

objectives – it’s not about the site or the platform; it’s the strategy that counts

A Social Foundation

Participating Listening Talking Sharing

Participating

Listening, Talking

Sharing

Are Travel Consumers Social? YES!

40% use social media content in making travel-related decisions

Of those 58% rely on RATINGS/REVIEWS 18% use photo content 18% discuss in social networks 12% use traveler blogs 5% use video

The SMM Process

Step 1: Review current marketing strategy and potential for social media integration

Step 2: Assess the environment Step 3: Set campaign objectives Step 4: Develop social media

strategy and tactics Step 5: Execute strategy and

tactics Step 6: Evaluate and Refine

Objectives

Build brand awareness Drive traffic to websites Improve search engine rankings Promote a brand message Build reputation and image Develop/maintain a network of

prospective clients and colleagues Distribute news/PR efforts Communicate

Tools in Social Strategy

Social network sites Niche network/

Content sharing sites

Micro-sharing Blogging Mobile Apps and

Widgets RSS feeds

Virtual worlds Games Bookmarking &

News sites Social

merchandising Social software

(especially for inspiring co-creation)

Social Media are CHANNELS

You still need a

Value Proposition

Making a Plan

Which tools do use What to share (content!) When to share (social

calendar) How to engage (participation!) How to leverage fans

(credibility, wom)

Key Social Tools for DMOs/CVBs Facebook fan page Twitter and

HootSuite YouTube Travel networks

Trip Advisor WAYN EveryTrail

Blogs RSS Mobile Apps

VisitMobile FourSquare Custom

Queensland Tourism Video entries (34,000), 500000 votes 200000 hits to website in first day,

over 7 million total 1500 blog posts 8% decline in international tourist

traffic

Facebook Fan Page

TripAdvisor

Multi-media UGC Reach Sponsored Pages

Niche Networks

Pennsylvania Tourism and FourSquare

VisitMobile