Social Media Strategies for Destination Marketing ... · Social Media Strategies for Destination...

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Social Media Strategies for Destination Marketing Organizations

June 28, 2011

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About Me

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About Me

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Today We’ll Cover …

• Social media review

• What to say

• Dos and DON’Ts

• Crisis communications – The Unplanned

• Measurement

• Case study

• New Things To Try (if time allows)

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Social Media Review

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It’s Not Just for Little Susie

The ROI of Social Media

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Benefits of Social Media

• It’s FREE!

• Builds deeper relationships

• Increases brand awareness

• Broadens your network

• Helps SEO

• Increases website traffic

• Can help reach journalists/media

• Empowers fans to be viral ambassadors for your brand

Source: Social Media for Tourism Pros

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Time Management

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Time Management

• Break it up into these 3 pieces

• Listening = ¼

• Commenting/Communicating = ½

• Creating = ¼

Sources: http://chrisbrogan.com;

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Time Management

• Automate

• Schedule tweets/posts

• Link social media accounts

• RSS feeds

• Repurpose

• Use the force

Sources:http://comprendia.com

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So What Do I Say?

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So What Do I Say?

• FAQs

• Tutorials

• Organization news

• Events you’re attending

• Your own content

• Content from others

• Observations

• What you’re reading or watching

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Rules of Engagement

• Listen more than you talk

• Remember: It’s about them, not you.

• Always “listen” and interact/engage

• Provide value far beyond your particular site or service

Source: Social Media for Tourism Pros

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Formula for Success

70 20 10

Source: Social Media for Tourism Pros

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Formula for Success

• 70% of content = value-added, audience-based & not about you at all

• 20% of content = spontaneous interaction with followers, fans, or friends

• 10% of content = unabashed self-promotion

70 20 10

Source: Social Media for Tourism Pros

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Share Helpful Information

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Share Helpful Information

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Attaboys

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Things To Do

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Highlight Local Businesses

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Make Exclusive Offers

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Tie Into Holidays

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Polls and Contests

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Be the Concierge

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Ask & Answer Questions

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Best Practices

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Have a Compelling Bio

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Link To Everything …

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… on Everything

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Create “Terms of Use”

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Create Group Rules

If you agree to these rules, you can join the group

Only post pictures to this group for which you own the

original copyright or are in the public domain.

All pictures posted to this group may be used by the

Colorado River Trail in its various publications, both print

or online (including social media). We will credit you as

the photographer on any photo that we use.

Only photos depicting the Colorado River Trail region will

be accepted. We reserve the right to reject submissions

to our Flickr group displaying content we deem to be

inappropriate or offensive without prior warning. The

Colorado River Trail reserves the right to update the

Group Rules.

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Use Personality

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Use Personality

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Use Personality

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Use Dynamic Content

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Use Dynamic Content

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Promote Events

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Use Favorite Pages

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Tag on Facebook

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Get Great Photos with Flickr Groups

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Crisis Communications: The Unplanned

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The Unplanned

• Social media is a quick, easy way to react to unplanned events

• Affords the ability to react (in minutes) to hot topics

• Examples:

– US Airways/Hudson River incident

– Ft. Hood shootings

Source: Visit Baltimore Social Media Presentation

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Source: Southwest Airlines/Paula Berg

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The Unplanned

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The Unplanned

• Establish social media channels before a crisis.

– Build your relationships and credibility before you need to use them

Source: Southwest Airlines/Paula Berg

Less

on

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Measurement

Photo: Svenneman

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The Measurement Hierarchy

Goal >> Objectives >> Strategies >> Tactics

• Goal: To increase the brand footprint of the Austin Creative Alliance through participation in social media.– Objectives: – Increase newsletter subscribers by 15% in 6

months.– Establish a Facebook fan page with 500 fans by the

end of the year.• Strategies:• Designate a newsletter team to contribute articles.• Develop an editorial calendar.• Improve subscription tool on our website.

– Tactics:– Email the organization asking for writers.– Hold a training session for contributors.

Source: Brass Tack Thinking

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So What Can You Measure?

• Financial return– Conversions via unique links

– Sales via social media promo codes

– Social media-specific coupon redemption (e.g. Groupon, Living Social, etc.)

– Total coupon downloads (signals interest/intent to buy)

– Reduced per-call customer service costs

– Decreased customer attrition rate

– Cost per dollar raised

Source: Brass Tack Thinking

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So What Can You Measure?

• Value, Awareness, Customer Satisfaction– Increase positive sentiment over time

– Overall brand awareness across social media channels (via mentions)

– Number of referrals or recommendations

– Positive trends on key website stats (e.g. unique visitors, time on site, downloads, etc.)

– Increased lead generation through social media

– Clicks on shortened, unique links

Source: Brass Tack Thinking

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Umm … okay. How?

• Google Analytics: http://www.google.com/analytics• Campaign codes• URL shorteners

– Bit.ly– Owl.ly– Is.gd– BudURL

• Incoming links– http://backtweets.com

• Facebook & Twitter– Facebook Insights– http://klout.com– http://twittergrader.com– http://addictomatic.com– http://socialmention.com

• What do you do?

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Tourism Case Study

Photo: Cindi Matthews

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Del Mar Race Track

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Del Mar Campaign

• Boosted attendance by 4.2% in one season (27,000 people)– Strategic goal: Convert communication into track

attendance via social media

• 24,000 hits to the track website from Facebook alone

• 956 tickets redeemed from Facebookgiveaways

• 10,900 new social media fans/followers in one season

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Source: http://socialmediaexaminer.com

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Del Mar Campaign

• Hold special tours/giveaways for social media influencers

• Use Foursquare to reward loyal customers

• Hold a Fan or Customer Appreciation Day

Tip

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Source: http://socialmediaexaminer.com

Photo: iamdanw

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New Things To Try

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Social Couponing

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Social Couponing

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Social Couponing

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Social Couponing

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Location-based Apps

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Location-based Apps

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Location-based Apps

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Location-based Apps

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Questions?

Old School:• Phone – 512.473.3513

• E-mail – sarah.page@lcra.org

New School:• Twitter - @ColoradoRiverTr (work), @pagetx (personal)

• Facebook – http://www.facebook.com/ColoradoRiverTrail

• Flickr – http://www.flickr.com/groups/ColoradoRiverTrail

• Foursquare – http://foursquare.com/pagetx

• Gowalla – http://gowalla.com/users/pagetx (personal),

http://gowalla.com/users/ColoradoRiverTrail (work)

• Delicious – http://delicious.com/pagetx