Building Your Army of Social

Media ChampionsSheila ScarboroughTourism Currents

First Things First @SheilaS

@TourismCurrents#MOtourism

The Basics Still Matter

Social media should support YOUR strategic plan, marketing goals, & customer/visitor service

Who are you trying to reach? What do you want them to do? How will you measure progress toward your goals? @SheilaS

@TourismCurrents#MOtourism

Why Online Coverage Matters

@SheilaS@TourismCurrents

#MOtourism

65% of leisure travelers are inspired by online sources, most notably

through social/video sites and search

Google’s “Traveler’s Road to Decision 2014”

@SheilaS@TourismCurrents

#MOtourism

Online Advantages SEO boost – links & social signals

Longevity & staying power Reach niche markets more easily

Online publishers are on multiple channels – more impact

They bring their audience along with them

@SheilaS@TourismCurrents

#MOtourism

The media coverage & social media that matter the most?

Those that reach YOUR market(s)

@SheilaS@TourismCurrents

#MOtourism

@SheilaS@TourismCurrents

Your perfect online champion connects with your perfect visitor

Gumby storm trooper - JD Hancock on Flickr CC

The real power of online media is often niche

coverage@SheilaS

@TourismCurrents#MOtourism

Boomer travel?Donna Hull / My Itchy Travel Feet

@SheilaS@TourismCurrents

Equestrian destination? Nancy D. Brown / Writing Horseback

@SheilaS@TourismCurrents

Middle of the U.S.?Adam Sommer / Visit Flyover Country

The "blogger" who is the best

fit may not even have a

blog @SheilaS@TourismCurrents

#MOtourism

@SheilaS@TourismCurrents

130,000+ downloads of this 30 minute travel podcast

Building your army of online

champions@SheilaS

@TourismCurrents#MOtourism

Finding them

@SheilaS@TourismCurrents

#MOtourism

Go Where They Are!

Photo courtesy Valerie Yermal at Flickr CC

Start with locals & build out

@SheilaS@TourismCurrents

#MOtourism

Building a NetworkStart with local online-savvy folks

Get help from the social media “hive mind”

Lots of detailed Googling

Locals on Instagram

Locals on Pinterest @SheilaS@TourismCurrents

#MOtourism

Instagram hashtag searches

@SheilaS@TourismCurrents

#MOtourism

Pinterest search can be a gold

mine@SheilaS

@TourismCurrents#MOtourism

Example: one online

champion, many outlets

@SheilaS@TourismCurrents

#MOtourism

Example: niche video

star in Hamilton, MO

@SheilaS@TourismCurrents

#MOtourism

More Places to Connect Online #TBEX - #TTOT - #TravelSkills Other Twitter chats relevant to

your market & goals Passports with Purpose bloggers LinkedIn (esp for B2B) Etsy crafters by location

@SheilaS@TourismCurrents

#MOtourism

Go Where They Are Offline TBEX travel blogger conferences Travel Media Showcase New Media Expo & BlogHer Niche conferences - Beer, Food,

Parenting, Crafts, Pets Travel Massives Local coworking spaces &

MeetUp.org Social Media Clubs & Breakfasts

@SheilaS@TourismCurrents

#MOtourism

Pay to Play PTBA (Professional Travel Bloggers

Association) Paid database info includes blogger stats

Navigate Media Group iAmbassador Observe these brand bloggers:

G Adventures "Wanderers in Residence" Expedia Viewfinder bloggers

@SheilaS@TourismCurrents

#MOtourism

You have a short list.

Now what?@SheilaS

@TourismCurrents#MOtourism

Dog catches car (courtesy ex_magician on Flickr CC

Build the Relationship!Remember the SOCIAL in social media

>>Do not stick them on your email list

Say hello with tweets, blog post comments, Instagram comments &

re-posts, a Facebook hello if they tag you

Listen on social, & respond @SheilaS@TourismCurrents

#MOtourism

Meet them where they are, including offline

@SheilaS@TourismCurrents

#MOtourism

Takeaways & Summary Have a media plan that supports your strategy & goals

Measure what matters to you It’s OK to start with a small list These are human relationships! Play the long game. Good things will happen.

@SheilaS@TourismCurrents

#MOtourism

Thank You!Sheila ScarboroughTourism Currents

Find these slides here: www.slideshare.net/SheilaS