social media crash course: who, what, when & where
Post on 21-Oct-2014
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These days, everyone has a website and uses social media to promote their brand. But, if that’s all it took, everyone would have visitors coming, staying, and spending like crazy. Do you? The truth is that a successful digital marketing strategy combines the right social media with the right message to drive targeted traffic to your website—not just to look, but to take action.In this session, we’ll review the demographic and psychographic pull of the cream-of-the-crop social media channels—so you can plan the right strategy for your destination. But it doesn’t stop there. Knowing who uses Facebook, Twitter, Pinterest, Instagram, etc. just gets you half way. The other half of succeeding is knowing what your audience uses it for and why. Then you can effectively message and motivate them. Come learn the surprisingly simple secrets to maximizing engagement and see how DMOs and travel operators alike can use them to drastically improve their digital ROI.TRANSCRIPT
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.