Social Media for Travel PR
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Connecting Efforts:Social Media for Travel PR
Shel Holtz, ABC
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Origins: Three converging trends
• Declining trust in traditional institutions• Rise of word-of-mouth• Eroding barriers to entry
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52%of the world’s population
is under 30 years old
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80%of travelers engage
in social media
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93% of customersbelieve a company
should have asocial media presence
85% of customersbelieve a company
should be active with customersvia social media
56% of customers feela stronger connection
with and better served bycompanies they can interact
with via social media
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78%of Internet users conductproduct research online
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Interruption marketing is less and less effective
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“Social mediawill be like air”
-- Charlene Li, 2006
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The end of an era
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7 of the top 10websites are social sites
• Baidu• Live.com• Wikipedia• Twitter• Qq
• Google• Facebook• YouTube• Yahoo!• Blogspot
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CentralSource
Content
ContentContent
Content
ContentContent
Content
Content
The Old Model
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WikiBlog
MySpace
Blog
BlogFacebook
Jaiku
Podcast YourSite
The New Model
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• Most TripAdvisor reviews are positive
1 star = 9% 2 stars = 8% 3 stars = 11% 4 stars = 27% 5 stars = 45%
• 20+ photos = 150% more engagement
• Management response = booking
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The Digital Media Ecosphere(the interaction of
a community of organismswith their physical environment)
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Curation
Search
Content
Relationships
Context
CollaborationInfluence
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-- Source: David Armano, Edelman
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67%of B-to-B companies and
41%of B-to-C companies have
acquired a customerthrough Facebook
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Every Companyis a Media Company
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Hotel Roger Smith video:http://youtu.be/gOIzS214UO0
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Audience Focus
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Be Visible
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Fish Where the Fish Are
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Be mobile
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35% of leisure travelers and55% of business travelers
use smartphones
70% of mobile hotel bookings are for the same day
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Share Your Assets
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TrustedGuide
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Copyright applies to this document – some rights reserved.This work is licensed under a Creative Commons
Attribution-non commercial-share alike 3.0 licensehttp://creativecommons.org/licenses/by-nc-sa/3.0
Questions?
• Shel Holtz, ABC
Phone: 415.367.3820Email: [email protected]: www.holtz.com Blog: blog.holtz.comPodcast: www.forimmediaterelease.bizSkype: shelholtzTwitter: @shelholtzFriendFeed: shelholtz2nd Life: Shel Witte