Social Media Crash Course: What, When, Where & HowTTIA Regional Workshop - August 2013
An Educational Presentation
Your Presentation
Karri ScottMarketing Director, [email protected] @KarriScott
Ryan ThompsonFounder & CEO, [email protected] @RyanAThompson
Social Media Crash Course: What, When, Where & How
So, why am I here
2012: More than half of travelers change plans after
researching social mediaTravelers trust reviews from complete strangers
more than brand advertising
2012: 85% use social media on mobile
during their tripA significant portion of brand-consumer interaction is during the travel experience
“For companies looking to preserve or improve their rankings, social
marketing activities will no longer be optional – they will be a necessary
element of traffic driving success.”Social media influences other marketing
channels, including search
“50% of travel brands surveyed agreed that they
have generated direct bookings from social media.”
Who says ROI can’t be tied to social media marketing?
“71% of travel brands agree to some extent that social media has improved engagement.”
More than awareness, actual measurable interaction with your brand....
“88% of travelers consult reviews before making a booking and half say that reviews are the greatest
influence on their booking choices”You better be social and it better be good
AgendaFundamentalsSocial Channels &Content Tools & TipsHomework
One-to-Many. One-to-One.
Social media provides a platform to speak to a large audience through direct
conversations.
Focused: Interaction & Connectivity.
Find and connect with influencers and use @tags and #hashtags often to keep
conversations going.
#
Direct Conversations on Display.
What is said about your brand, and what your brand is saying,
is online for all to see.
Rae Ehrlich (500 followers)
@paulaforbes(1400 followers)
AgendaFundamentalsSocial Channels &Content Tools & TipsHomework
ContentTips
✓ Tag whenever possible✓ Use hashtags✓ Use images✓ Use quotes and statistics✓ Post links for more information
to your website
ContentTips
✓ Tag whenever possible✓ Use hashtags✓ Set up real-time alerts✓ Post on daily events✓ Aggregate social media on your
website during special events
ContentTips
✓ Create original content✓ Include calls-to-action in
captions✓ Run contests✓ Set up content categories in
hierarchy like your website
ContentTips
✓ Create and use a universal hashtag
✓ Pick content categories and centralize subjects
✓ Always display URL
YouTube
ContentTips
✓ Heavily-produced video content can take a significant time and resource investment, so:
✓ Use SEO best practices in titles and descriptions
✓ Carefully choose thumbnail images✓ Create playlists around similar
content
AgendaFundamentalsSocial Channels &Content Tools & TipsHomework
Website + Social Media
Give priority to buttons for your social platforms and integrate them into your design
(TIP: Adapt the recognizable brand icons for your use but don’t reinvent the wheel. Everybody knows the “Twitter Bird”)
Website + Social Media
Embed channels on landing pages
and relevant content pages
(TIP: Bring in Yelp or TripAdvisor reviews)
Website + Social Media
Include easy-to-spot, one-click sharing buttons(P.S. We love the free tool
ShareThis.com)
Website + Social Media
Include easy commenting features that
allow people to leave comments (TIP: Check out DISQUS. Its free and integrates your visitor’s profile
meaning no registration!)
Website + Social Media
Repurpose content from your website to social and vice versa(TIP: Set up social media
pages for easy web-social content sharing)
Website + Social Media
Track content on your website using Events in Google Analytics(TIP: Determine site interactions you want to track.)
Social Media + Website
Always link back to your website in your social media posts
(TIP: Post on specific content within your site and include the
full landing page URL)
Social Media + Website
Link to your website in bios
and About sections
(TIP: Utilize this overlooked space for SEM.)
Social Media + Website
Integrate analytics for your website through
Facebook Insights
(TIP: Claim your domain through Facebook.)
SAMPLE
Social Media + Website
Measure through Google Analytics referral tracking
(TIP: Set up conversion goals for social referrals for easier
measurement.)
Social Media + Website
Connect the dots by tracking URL
Short Codes(TIP: Use one tool, like Goo.gl,
for all short codes.)
Know your audience
Use simple research to know
your audience and where they
congregateVisit: AriaAgency.com/Blog
for an article today on this
And...Have a Plan
Content is most important. Plan the work. Work
the plan.(TIP: Search Google, grab an
Excel Template for free)
AgendaFundamentalsSocial Channels &Content Tools & TipsHomework
Homework
Record your social media channels’ Analytics today
Set up Google Analytics weekly report on referrals today
Utilize SimplyMeasured.com Create an Editorial Calendar
Taking it Home
Get this Presentation: [email protected]
An Educational PresentationBased in Dallas, Aria is a marketing agency focused on driving revenue for travel & tourism. Learn more at Aria.co.
