twitter & facebook: a strategic approach

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New Jersey Conference on Tourism

Atlantic City, NJMarch 15, 2012

Twitter & Facebook:A Strategic Approach

Presented ByDave Serino

Strategist & Educator

Think! Social Media

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http://44d.me/DaveSerino

MY CARD

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WORDS OF WISDOM

“We lived on farms, we lived in cities, now we’re going to live on the internet.”

Sean Parker

The Social Network

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THE STATE OF THE AMERICAN TRAVELER

• Average consumer has taken 4.8 trips in the past year with 33% saying they plan to increase spending on travel in the next year.

• 55% of the consumers are looking for discounts or bargins

• 26% will travel to less expensive destinations

• 39% took a laptop on a leisure trip

• 11% used an iPad or tablet to view travel info

January 2012www.destinationanalysists.com

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TWITTER

#1 – Establish Yourself as Expert, Authority or Advocate

• Before you begin decide on your brand, content and strategy

70% - “I want to be a credible source for content and information on the travel, tourism, hospitality & meeting industry in the areas of online marketing and social media”

30% - “I want to relay my passion for my hobbies and interests: an active life style, family, sports and craft micro brews”

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TWITTER

#2 – Define Who You are via Your Profile and Avatar

• Utilize the location, entire profile, and link for more information

• Build brand with your background - Use link URL’s not icons for Twitter, Facebook or

blog

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TWITTER

#3 – Developing a Content Strategy that is Engaging, Relevant and Random

• Reflect your tweets back to your goals• Use keyword that are industry or trend specific:

- travel, tourism, beaches, casinos, etc. • Bring current events and activities into your

content • Keep tweets at about 100 characters for • “re-tweetablitity”• Program tweets to be more efficient • Engage with other via @Replies and Re-tweets

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TWITTER

#4 – Monitor Keyword Content and Hash Tags with Third Party Applications

• There are several – pick which one is best for you:

- Seesmic, TweetDeck & HootSuite are the most popular

• It also gives you the ability to easily join the conversation quickly

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TWITTER

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TWITTER

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TWITTER

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TWITTER – WHAT WE LEARNED

• Be sure your bio is complete & keyword rich

• Use your background image to provide additional info, paint a picture and humanize your brand

• Listening is the key to a successful voice• Use a third party Twitter application to

monitor the conversation and track relevant keywords/hash tags

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MORE THAN A SOCIAL NETWORK….

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FACEBOOK

#1 – Use the Cover Photo to Capture the Visitor

• A showcase image to represent your destination, property, or attraction.

• It should be consistent with your marketing strategy and brand.

• Crowd source for a unique image through sites like Flickr or invite fans to submit their own

• Remember: It should be 850px by 315px and can not include price info, contact info, web addresses or references to “Like” the page.

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FACEBOOK

#2 – Capitalize on the Timeline • Use an image or logo for the profile picture

that represents your brand and ties in well with your cover photo.

• Complete your “About Us” section and include links, background info and hours of operation.

• Use the timeline feature to highlight the history of your organization/destination.

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FACEBOOK CONTENT TIPS

• When developing your posts, keep your marketing objectives in mind and focus your content around that subject matter.- Be flexible and prepare for

“randomness” and remember, you post lasts between :45 mins-3hrs.

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CREATING DEMAND WITH ADS

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FACEBOOK ADS

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FACEBOOK ADS

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FACEBOOK ADS

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Testing: A or B?

Customized Text in Targeted Ads

FACEBOOK ADS

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Dave SerinoStrategist & Educator

DaveS@ThinkSocialMedia.com

Think! Social Media USA3389 Habitat Trail

Pinckney, Michigan 48169www.ThinkSocialMedia.com

Voice: 734-878-8800Cell: 810-623-1505Skype: dave.serino

www.Twitter.com/DaveSerinowww.FaceBook.com/ThinkSocialMedia

www.DaveSerinoBlogs.com