social media 2.0: what's next for social media in tourism marketing?
DESCRIPTION
Tourism Association of New Mexico, Governors Conference on Tourism, Ruidoso, New Mexico May 5, 2014. Presented how social media has changed in the last two years for tourism marketing of destinations and attractions. Participants learned how to use social media to convert visitors during Awareness.TRANSCRIPT
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