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SOCIAL MEDIA MARKETING IN THE TOURISM INDUSTRY
Lecture 10Trends and future applications
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Breaking Down Social Media Media:
the means of communication, as radio and television, newspapers, and magazines, that reach or influence people widely
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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
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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
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Why Market with Social?
It’s trendy It‘s free It’s fast It’s Facebook
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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
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The Cost of Social
“Social media trades
media cost for time cost”
Charlene Li, Forrester Research
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Strong Ties Take Time
Social media marketing is RELATIONSHIP MARKETING
in social spaces
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Social is Beyond Facebook
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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
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A Social Foundation
Participating Listening Talking Sharing
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Participating
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Listening, Talking
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Sharing
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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
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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
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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
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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)
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Social Media are CHANNELS
You still need a
Value Proposition
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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)
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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
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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
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Facebook Fan Page
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TripAdvisor
Multi-media UGC Reach Sponsored Pages
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Niche Networks
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Pennsylvania Tourism and FourSquare
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VisitMobile