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Lecture 10 Trends and future applications. Social Media Marketing in the tourism industry. Breaking Down Social Media. Media: the means of communication, as radio and television, newspapers, and magazines, that reach or influence people widely. Social Media.
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Lecture 10 Trends and future applications Social Media Marketing in the tourism industry
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
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
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
TripAdvisor • Multi-media UGC • Reach • Sponsored Pages
