social media 2.0: what's next for social media in tourism marketing?

Social Media:The Next Generation

Governor’s Conference on Tourism

Ruidoso, New MexicoMay 6, 2014

R. A. Burrell, Chief AnalystTourism Intelligence Group

Google: The 2013 Traveler

Source: Google.com/think

Good News: Increased Demand

February 2014: Facebook Reachsurpasses Web Traffic

Database of 293 DMOs and OTAs. Sources Website traffic aggregated based on sampling of US website visits. Facebook Reach based on 7 day PTAT and 12% Engagement

PTAT is 16% of Traffic

What Are They Researching?

The Study

• 1 State Tourism Office• 4 years, 2010-2014• 22,000,000 unique web visits• 2,180,000 travelers (mostly families)• 720,000 matches in DMOs, Attractions, Resorts• Data Sources:

• Search Volume• Web Traffic: Google Analytics• Leads/Reservations• Facebook Insights

What Works?

Unique Content Repeated in a

Warm Conversation

That’s the result from Social Media

Done Properly

Linear vs. Nimble

Why Skip Engagement

Traditional

Consideration

Intent

Awareness

Decision

Travel

Share

Linear thought process focusing on efficiency at each stage with a goal of high engagement

The Challenge: Travel is frenetic

Travelers Are:

Travelers Are:

Nimble

Why Skip Engagement

Nimble

Consideration

Intent

Awareness

Decision

Travel

Share

Take Consumers

to Conversion from

Anywhere

The Challenge:Exhausting Locals

& Inspiring Repeats

Social Media: Locals

• At some point all the Locals have Liked the Page• You may be at that level• How many are there?

• 10,000 ? • 50,000 ?• 1,000,000 ?• Already there?

Social Media: Likes & PTAT

Social Media: Likes & PTAT

Unique Content Repeated in a Warm

Conversation

Unique Content Repeated in a Warm

Conversation

> 9 touches

Some Markets Respond

Nothing speaks like results

Unique Content Repeated in a Warm

Conversation

Budgets cover Interests better than

Cities

Segmentation by Geography

New Segmentation: Interest

What You Need To Be Nimble

1. Budget Committed To Content

Team

2. Plan

3. Feedback Loop

4. Linked to Big Boys

5. Linked to Industry Partners

Budgets cover Interests better than

Cities

A Plan

Content Schedule

Month Into Weeks

Unique Delivered in Theme

Keyword Focused

Posting Notes For Frantic Times

Feedback Loop

New Segmentation: Interest

New Segmentation: Interest

Introducing theFamily Group

Church Group are Missing: So …

Managing Geo, Not Interest

Managing Interest

PTAT Generates Traffic by Market

PTAT Generates Traffic by Interest

Unique Content Repeated in a Warm

Conversation

What You Need To Be Nimble

1. Budget Committed To Content

Team

2. Plan

3. Feedback Loop

4. Linked to Big Boys

5. Linked to Industry Partners

Thank You

www.slideshare.net/richardaburrell@richardaburrell

www.tourismintelligencegroup.com/indexes