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Social Media session presented at Traveler's Choice Conference - November 2010 by David Warwick from Veridian Media.
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CONFUSED?
Social Media
CONFUSED?
“Social media is here to stay, whether you like it or not”
Julie Johnson, Azzuro Travel, California
“The core element of social networks is exactly the same
as traditional methods of marketing and selling … Agents need to present themselves as a valuable asset
and use these sites as a way to enter into a conversation.”
Paul Wiseman, Trafalgar Tours
Source: Northstar Travel Media 2010
CONFUSED?
What is Social Media?
CONFUSED?
“Websites and applications used for social networking (the use of dedicated websites and applications
to communicate with other users, or to find people with similar interests to oneself)”
Oxford Dictionary
“Two (or more) people interacting via the utility of online communication”
David Warwick, Veridian Media
Source: Veridian Media 2010
CONFUSED?
So What?
AUSTRALIANS ARE THE WORLD’SLARGEST USERS OF SOCIAL MEDIA9.9 million Australians, 7 hours per month.
Source: Nielsen 2009
FACEBOOK AUSTRALIA HAS MORE USERSTHAN THE POPULATION OF SYDNEY
Sydney 4.5mFacebook 5.1m
Source: Nielsen 2009
38% OF AUSTRALIANSINTERACTED WITH A BRAND VIA SOCIAL MEDIA IN 2009
Double the number from 2007
Source: Nielsen 2009
66% OF ADULTS UNDER 35 ARE ACTIVE SOCIAL MEDIA USERS
Faster take-up than the Internet
Source: Nielsen 2009
25% OF AUSTRALIAN COMPANIES BUDGETED FOR SOCIAL MEDIA IN
2009
90% are budgeting for it in 2011
Source: KRC Research 2010
YOUR AUDIENCE IS ALREADYACTIVE IN SOCIAL MEDIA
Competition is becoming active NOW
FOR TRAVEL, SOCIAL MEDIA…
BUILDS AWARENESS GENERATES LEADS CREATES COMMUNITYDRIVES REFERRALS
CONFUSED?
What can I do?
CONFUSED?
“Nothing in life is to be feared.It is only to be understood.”
Marie Curie
DIGITAL CONVERSATIONS AND SUCCESS STRATEGIES© Veridian Media Pty Ltd 2010. All Rights Reserved.
www.veridiansm.com
START with strategy (not technology)
Part of your marketing armory
Brings human connection into digital sphere
Match to your circumstances!
Considerations
DIGITAL CONVERSATIONS AND SUCCESS STRATEGIES© Veridian Media Pty Ltd 2010. All Rights Reserved.
www.veridiansm.com
Listen first
Respect existing communities (join-in)
Respond to others (content and connection)
Be generous (network)
Provide value
Match to your personality!
Behaviours
DIGITAL CONVERSATIONS AND SUCCESS STRATEGIES© Veridian Media Pty Ltd 2010. All Rights Reserved.
www.veridiansm.com
Blog
Are you a writer?
Is it unique, interesting, educational, entertaining and valuable?
“33% of prospective travelers found Blogs to be a credible source of Travel Content”
(Higher than advertising 29%, Facebook 19%, Twitter 19%, and YouTube 14%)Harrison Group – 2010 Portrait of American Travelers
Benefits: Search Outcomes, Interaction, Credibility, SyndicationIssues: Maintenance Effort, Skill, Material, Compounding Effect
DIGITAL CONVERSATIONS AND SUCCESS STRATEGIES© Veridian Media Pty Ltd 2010. All Rights Reserved.
www.veridiansm.com
Are you a networker?
Can you keep in regularcontact with a disparatenetwork and keep themengaged?
Benefits: Rapid Networks, News, Instant, Alerts, SocialIssues: Limited Life, Specific, Possible high load (low ROI)
Travel Industry on Twitter …http://bit.ly/afFcoG
DIGITAL CONVERSATIONS AND SUCCESS STRATEGIES© Veridian Media Pty Ltd 2010. All Rights Reserved.
www.veridiansm.com
Are you a socialite?
Can you run events, deal withdifferent personalities, buildcommunities and heavilyengage with individuals?
Benefits: Biggest audience, broadest approach, big scope of activityIssues: Significant effort, narrow focus, smaller groups
DIGITAL CONVERSATIONS AND SUCCESS STRATEGIES© Veridian Media Pty Ltd 2010. All Rights Reserved.
www.veridiansm.com
DIGITAL CONVERSATIONS AND SUCCESS STRATEGIES© Veridian Media Pty Ltd 2010. All Rights Reserved.
www.veridiansm.com
DIGITAL CONVERSATIONS AND SUCCESS STRATEGIES© Veridian Media Pty Ltd 2010. All Rights Reserved.
www.veridiansm.com
DIGITAL CONVERSATIONS AND SUCCESS STRATEGIES© Veridian Media Pty Ltd 2010. All Rights Reserved.
www.veridiansm.com
Google Plans for Travel Search … http://bit.ly/91hLE4
Fascinating Social Media Facts 2010 … http://bit.ly/aLiCyC
Three reasons to provide customer support online … http://bit.ly/aPSiOp
Who’s doing Social Media well in the Travel Industry … http://bit.ly/bSC3Gq
How the Resort Industry is using Social Media … http://on.mash.to/bOQOf8
Expedia – Why you should develop a SM Strategy … http://bit.ly/b9pEUo
What Ryanair’s SM Strategy means … http://bit.ly/9dCowq
Travel Firms look to SEO and SM marketing in 2010 … http://bit.ly/cc262W
Some Social Media Tools … http://veridiansm.com/tool-list/
News / Resources
DIGITAL CONVERSATIONS AND SUCCESS STRATEGIES© Veridian Media Pty Ltd 2010. All Rights Reserved.
www.veridiansm.com
Guides (eg … http://business.twitter.com/twitter101)
Networks (#SMCMelb #SocialMelb #Tweastie #CoffeeMornings #TedX)
Mentor
Be brave … jump in!
Getting Started
DIGITAL CONVERSATIONS AND SUCCESS STRATEGIES© Veridian Media Pty Ltd 2010. All Rights Reserved.
www.veridiansm.com
www.veridiansm.com
Twitter … @drwarwick
Facebook … facebook.com/drwarwick
LinkedIN … www.linkedin.com/in/drwarwick
Bio … veridiansm.com/bio
David Warwick
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