finding your voice: creating strong bonds with your customers via social media
DESCRIPTION
Download audio here: http://www.responsibletravelreport.com/index.php?option=com_acymailing&ctrl=url&urlid=140&mailid=60&subid=40480 Talking to your friends is easy. Talking to a stranger is harder. Where do you start? How much do you talk about yourself? How many questions do you ask? What do you do with your hands? Jumping into social media on behalf of your sustainability- or tourism-focused business is similar. You're on Facebook and Twitter, and you feel comfortable there with your friends and family. It should be just as easy when you click that "Use Facebook as Page" link, but it's not. You need to be completely sure of who the brand is and the story you want to tell before you get started, or you risk your prospects seeing right through you and walking away.TRANSCRIPT
Finding Your Voice: Creating Strong Bonds With Your Customers Via Social
Media
STI’s mission is to positively impact communities and travelers worldwide through sustainable tourism development that delivers measurable results. In partnership with destinations and the travel trade, we provide innovative, market-driven solutions that connect constituents of all sizes.
Leave the World a Better Place®
Sustainable Travel International
Sustainable Travel International
FINDING YOUR VOICEcreating strong bonds w/ your customers via social media
MERCURYcsc#FindingYourVoice
HEY, THERE.I’m @DonnieClapp, with @MERCURYcsc
#FindingYourVoice
WE CONNECT BRANDS TO CONSUMERS WHO VALUE AUTHENTIC PLACES AND IMMERSIVE EXPERIENCES.
#FindingYourVoice
I can see the pyramids through Google but I cannot understand the Egyptian culture and mentality except by visiting. Tourism links cultures.
- @MohamedAElgarhy
MERCURYcsc#FindingYourVoice
SURPRISE!social media is important
#FindingYourVoice
In the U.S.
• Social Media = 23% of time online
• 55+ on Social Media = 2x in one year
• Women are heavier SM users, and also plan
travel
• 53% follow a brand
• 90% trust peers, 14% trust adsSources: 1. http://www.nielsen.com/content/dam/corporate/us/en/reports-downloads/2011-Reports/nielsen-social-media-
report.pdf2. MRI Fall 2008; Base: Women; MDP Net
#FindingYourVoice
#FindingYourVoice
#FindingYourVoice
#FindingYourVoice
MERCURYcsc#FindingYourVoice
WHY IS THIS EASY?
#FindingYourVoice
• You know who you are• You know who your friends are• You know what they like• You know what they expect• You’ve practiced
MERCURYcsc#FindingYourVoice
YOUR BEST, MOST LOYAL FRIENDShave a few things in common
#FindingYourVoice
• You don’t put on a show for them• They can sense if something you
say is "you" or not• You’ve been through something
together• They appreciate how you look when
you dress up• They'd prefer you didn't always
dress up
MERCURYcsc#FindingYourVoice
KNOWING YOURSELF
#FindingYourVoice
Just like you…• Your brand is more than the sum of its parts• Your brand is more than your marketing
language
• What makes your brand unique?• What does your brand love?• What does your brand truly know a lot about?• How would your best customers describe your
brand?
#FindingYourVoice
#FindingYourVoice
MERCURYcsc#FindingYourVoice
KNOWING YOUR AUDIENCE
#FindingYourVoice
• If you know who you are, talking to your customers is as easy as talking to your friends
• Your best customers, like your best friends, know more about you than someone who hasn't put in the time and effort
#FindingYourVoice
Remember your good friends from earlier?
• You don’t put on a show for them• They can sense if something you
say is "you" or not• You’ve been through something
together• They appreciate how you look when
you dress up• They'd prefer you didn't always
dress up
MERCURYcsc#FindingYourVoice
AND FINALLY…what to actually talk about
#FindingYourVoice
• What are your competitors doing?• What are your partners doing?• How are you feeling today?• What has you frustrated?• What's made you laugh?• What's changed the way you think about
your brand/industry/customers?
• What existing assets do you have?• What can you cross-promote?
#FindingYourVoice
#FindingYourVoice
#FindingYourVoice
#FindingYourVoice
#FindingYourVoice
• Video is king• Photos are princes• But a truly catchy one-liner has the most
potential of all.
MERCURYcsc#FindingYourVoice
IT'S TIME TO TACKLE THIS THINGget comfortable, and come back October 6 th for for some tactics
THANK YOU@DonnieClapp @MERCURYcsc http://MERCURYcsc.com
#FindingYourVoice
• Partner Program• Eco-certification
– Sustainable Tourism Eco-certification Program™
– Shore Excursions Standard– Luxury Eco-certification Program
• Carbon-Balanced Travel• Destination Stewardship• Advisory Services, Education and Training• Travelers’ Philanthropy
Sustainable Travel International How we can help reach your goals
• Presentation and audio recording will be made available via email shortly after the webinar
• Feedback Survey – please help us improve our educational offerings. No more than 5 minutes of your time!
• Survey participants are eligible to be selected for a 30-minute Social Media Strategy Session with MercuryCSC
Webinar Follow UpHelp us serve you better
Brian Herlihy, VP of Business Development & SalesEmail: [email protected]
Phone: 503-488-5500 (US and Canada)Web: www.sustainabletravelinternational.org
www.responsibletravelreport.comSocial: www.facebook.com/sustainabletravel
www.twitter.com/STI_travel
For More InformationContact STI