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PCMA Annual MeetingSan Diego, CAJanuary 9-10, 2012

Social Media for Your DMO

Presented ByDave Serino

Strategist & Educator

Think! Social Media

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@DaveSerino

DAVE SERINO-STRATEGIST & EDUCATOR

Travel, tourism and hospitality industry online marketing & social media consultant. Big sports fan who enjoys family time. Likes to run, kayak, bike, hike & drink hoppy IPA's at brew pubs across the country. Swim parent and St. Bernard owner. Former sports writer and rugby enthusiast. Currently working at Think! Social Media. Developed one of the first social media measurement scales for destination marketers and founded the Social Media Tourism Symposium – aka #SoMeT.

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@DaveSerino

THE NEW COMMUNICATION MODEL

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@DaveSerino

THE NEW COMMUNICATION MODEL

It’s all about DIALOG……..

- Individuals easily connecting with their existing network to find trusted information

And, in TRAVEL it’s all about…..

-Individuals easily connecting with each other looking for advice and sharing their experience with ease

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THE STATE OF THE AMERICAN TRAVELER• Average consumer has

taken 4.7 trips in the past year with 27% saying they plan to increase spending on travel in the next year.

• 30% of the trips taken were day trips and another 30% only stayed one night

• 58% are looking for “travel discounts or bargains”

• 80% of the travelers use Facebook and 14% say it has impacted their destination choice

• 81% have used a mobile device to access travel info on-site

July 2011www.destinationanalysists.com

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@DaveSerino

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FACEBOOK

• Facebook is becoming the perfect venue for developing relationships and creating engagement. - iFrames creates a better visual

experience - Small to medium size businesses are

beginning to use it as a primary web presence

- The advertising platform is unmatched for targeting consumers

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@DaveSerino

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@DaveSerino

FACEBOOK ADS

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@DaveSerino

FACEBOOK ADS

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FACEBOOK ADS

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FACEBOOK ADS

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@DaveSerino

Testing: A or B?

Customized Text in Targeted Ads

FACEBOOK ADS

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FACEBOOK – WHAT WE LEARNED

• Build iFrame tabs to improve the consumer experience and increase conversions

• Utilize your data profiles & Facebook Insights to identify your target consumers

• Build likes, but use a campaign experience or niche to drive clicks

• Test different ads & targeting options• Use your destination partners or similar

destinations to find like minded travels• Keep ads fresh by rotating creative and

pausing start & stop times

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Connections

Relationships

Conversions

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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 and paint a picture of your destination

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

monitor the conversation • Set up your application to track relevant

keywords/hash tags

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@DaveSerino

http://44d.me/DaveSerino

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