Now What?The Social Landscape

Sheila Scarborough - @SheilaSTourism Currents - @TourismCurrents

You already know the hard part; all of the great stories and information about your scenic byway, heritage highway, food trail, etc.

Now learn to tell those stories using social media.

You're On Social; Now What?

Current stats

Trends for major social channels

The one thing that ISN'T done well: listening

Lashing the liferafts together

Why Social Media?

Because your market is there

Americans spend more time on social media than volunteering, praying, talking on the phone, email or exercising.

Source: Forrester Research

Of online adults surveyed:

71% use Facebook22% use LinkedIn18% use Twitter21% use Pinterest17% use Instagram

Source: Pew Internet Research

Fastest-growing user demographic? You're looking at it ....

Social media users by age:

18 29 years: 89% use it

30 49 years: 82%

50 64 years: 65%

65+: 49%

Source: Pew Research Social Networking Fact Sheet

Source: Pew Research

Your markets are not only social, they're mobile

Top 5 uses of smartphones during travel, in order:

Photos, Maps, search restaurants, search activities and attractions, check in prior to flight

Lab42 market research on Mashable

Mobile, cont.

The average tablet user spends 13.9 hours per week with the device. (Source: OPA)

Read more: http://blog.hubspot.com/blog/tabid/6307/bid/33328/21-Internet-Marketing-Stats-That-Will-Blow-Your-Mind.aspx#ixzz204S9ngMq

Facebook has 1.07 billion monthly active mobile users.

399 million of those only access the network from their mobile device.

Source: Facebook Shareholder Report via Expanded Ramblings

42% of leisure travelers are more likely to use their smartphone or tablet for travel- or vacation-related info while on a trip (up from 33% in 2012)

Source: Google Think Insights 2013 Traveler

Why social media?

Search/SEO

www.google.com/business

Trends Outlook

Facebook update: it's pay to play

LinkedIn update: more than a resume dump

Twitter update: hashtags, chats

Consider Instagram

Resurgence: Blogging & Podcasting

Not done well: listening & responding

Lash the Liferafts, aka rising tide lifts all boats

Individual

Collective

Thanks very much!

Sheila ScarboroughTourism Currents

@SheilaS@TourismCurrents