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2012 Annual Conference & TradeshowCelebrating 26 years of service to the Collegiate Travel Marketplace
MARKETING YOUR TRAVEL PROGRAM USING SOCIAL MEDIA
Jay Campbell Chief Social Media StrategistStrategic Social Consulting 1-800-280-2529 [email protected]
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2012 Annual Conference & TradeshowCelebrating 26 years of service to the Collegiate Travel Marketplace
Jay Campbell Strategic Social Consulting [email protected]
About Jay Campbell
• Strategic Consultant on Social Media
• Clients include 5th largest CPA firm in the country
• National Speaker on Social Media
• Former Employers Include: Walt Disney World British Airways
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2012 Annual Conference & TradeshowCelebrating 26 years of service to the Collegiate Travel Marketplace
Agenda
• A few facts about social media• Social Media Strategy• Facebook• Twitter• Video• Using Social Media to Improve Customer Service• Online Travel & Review Sites• Tools You Can Use• Topics You Should Post About• Takeaways
Jay Campbell Strategic Social Consulting [email protected]
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2012 Annual Conference & TradeshowCelebrating 26 years of service to the Collegiate Travel Marketplace
Social Media is a Communication Tool
Jay Campbell Strategic Social Consulting [email protected]
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2012 Annual Conference & TradeshowCelebrating 26 years of service to the Collegiate Travel Marketplace
NOT A Marketing Tool
Jay Campbell Strategic Social Consulting [email protected]
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2012 Annual Conference & TradeshowCelebrating 26 years of service to the Collegiate Travel Marketplace
Jay Campbell Strategic Social Consulting [email protected]
Gartner Says Social-Networking Services to Replace E-Mail as the Primary Vehicle for Interpersonal Communications for 20 Percent of Business Users by 2014
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2012 Annual Conference & TradeshowCelebrating 26 years of service to the Collegiate Travel Marketplace
Jay Campbell Strategic Social Consulting [email protected]
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2012 Annual Conference & TradeshowCelebrating 26 years of service to the Collegiate Travel Marketplace
Social Media Strategy
Jay Campbell Strategic Social Consulting [email protected]
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2012 Annual Conference & TradeshowCelebrating 26 years of service to the Collegiate Travel Marketplace
Questions to ask before creating your social media strategy:
1) What are our departments goals?2) How much bandwidth do we have?3) Who will supply the content?
Jay Campbell Strategic Social Consulting [email protected]
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2012 Annual Conference & TradeshowCelebrating 26 years of service to the Collegiate Travel Marketplace
Questions to ask before creating your social media strategy:
1) Why are your colleagues not using the travel department?
2) Out of the people who have used your services how many come back vs. going else where.
3) Survey current and past customers on their perspective.
Jay Campbell Strategic Social Consulting [email protected]
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2012 Annual Conference & TradeshowCelebrating 26 years of service to the Collegiate Travel Marketplace
Jay Campbell Strategic Social Consulting [email protected]
1) Create three surveys: a) Past clients b) Current clients c) Those who always book through an outside source
2) SurveyMonkey prices start at just $17 per month
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2012 Annual Conference & TradeshowCelebrating 26 years of service to the Collegiate Travel Marketplace
Jay Campbell Strategic Social Consulting [email protected]
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2012 Annual Conference & TradeshowCelebrating 26 years of service to the Collegiate Travel Marketplace
Jay Campbell Strategic Social Consulting [email protected]
67% of B2C companies and 41% of B2B companies have acquired a customer
from Facebook.
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2012 Annual Conference & TradeshowCelebrating 26 years of service to the Collegiate Travel Marketplace
Jay Campbell Strategic Social Consulting [email protected]
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2012 Annual Conference & TradeshowCelebrating 26 years of service to the Collegiate Travel Marketplace
Jay Campbell Strategic Social Consulting [email protected]
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2012 Annual Conference & TradeshowCelebrating 26 years of service to the Collegiate Travel Marketplace
Jay Campbell Strategic Social Consulting [email protected]
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2012 Annual Conference & TradeshowCelebrating 26 years of service to the Collegiate Travel Marketplace
Jay Campbell Strategic Social Consulting [email protected]
How Can I Get So Many Likes?
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2012 Annual Conference & TradeshowCelebrating 26 years of service to the Collegiate Travel Marketplace
Jay Campbell Strategic Social Consulting [email protected]
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2012 Annual Conference & TradeshowCelebrating 26 years of service to the Collegiate Travel Marketplace
Jay Campbell Strategic Social Consulting [email protected]
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2012 Annual Conference & TradeshowCelebrating 26 years of service to the Collegiate Travel Marketplace
Jay Campbell Strategic Social Consulting [email protected]
• Utilize Facebook tabs
• Pagemondo.com lets you create a website looking Facebook tab
• The image to the left is from Pagemondo
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2012 Annual Conference & TradeshowCelebrating 26 years of service to the Collegiate Travel Marketplace
Jay Campbell Strategic Social Consulting [email protected]
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2012 Annual Conference & TradeshowCelebrating 26 years of service to the Collegiate Travel Marketplace
Jay Campbell Strategic Social Consulting [email protected]
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2012 Annual Conference & TradeshowCelebrating 26 years of service to the Collegiate Travel Marketplace
Jay Campbell Strategic Social Consulting [email protected]
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2012 Annual Conference & TradeshowCelebrating 26 years of service to the Collegiate Travel Marketplace
Jay Campbell Strategic Social Consulting [email protected]
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2012 Annual Conference & TradeshowCelebrating 26 years of service to the Collegiate Travel Marketplace
Jay Campbell Strategic Social Consulting [email protected]
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2012 Annual Conference & TradeshowCelebrating 26 years of service to the Collegiate Travel Marketplace
Video
Jay Campbell Strategic Social Consulting [email protected]
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2012 Annual Conference & TradeshowCelebrating 26 years of service to the Collegiate Travel Marketplace
Jay Campbell Strategic Social Consulting [email protected]
• Video is a great way to add value to your service
• Google+ allows you to not only broadcast but create a live dialog
• Google+ video can be streamed and stored on YouTube.
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2012 Annual Conference & TradeshowCelebrating 26 years of service to the Collegiate Travel Marketplace
Jay Campbell Strategic Social Consulting [email protected]
• YouTube is the 2nd most popular B2B website
• Typically videos should run for under 2 minutes
• Create Playlists to organize your video’s
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2012 Annual Conference & TradeshowCelebrating 26 years of service to the Collegiate Travel Marketplace
Jay Campbell Strategic Social Consulting [email protected]
Using Social Media to Improve Customer Service
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2012 Annual Conference & TradeshowCelebrating 26 years of service to the Collegiate Travel Marketplace
Jay Campbell Strategic Social Consulting [email protected]
1) How do your clients find out about canceled flights?
2) Is there anyone they can call?
3) How would your client react to being stranded?
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2012 Annual Conference & TradeshowCelebrating 26 years of service to the Collegiate Travel Marketplace
Jay Campbell Strategic Social Consulting [email protected]
• Does this happen with your agency?
• What if your client was in another country is there someone they can call for help?
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2012 Annual Conference & TradeshowCelebrating 26 years of service to the Collegiate Travel Marketplace
Jay Campbell Strategic Social Consulting [email protected]
• How is your customer service?
• Do you have an escalation path?
• How long does it take your university to resolve an issue?
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2012 Annual Conference & TradeshowCelebrating 26 years of service to the Collegiate Travel Marketplace
Jay Campbell Strategic Social Consulting [email protected]
Online Travel & Review Sites
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2012 Annual Conference & TradeshowCelebrating 26 years of service to the Collegiate Travel Marketplace
Jay Campbell Strategic Social Consulting [email protected]
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2012 Annual Conference & TradeshowCelebrating 26 years of service to the Collegiate Travel Marketplace
Jay Campbell Strategic Social Consulting [email protected]
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2012 Annual Conference & TradeshowCelebrating 26 years of service to the Collegiate Travel Marketplace
Jay Campbell Strategic Social Consulting [email protected]
Tools You Can Use
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2012 Annual Conference & TradeshowCelebrating 26 years of service to the Collegiate Travel Marketplace
Jay Campbell Strategic Social Consulting [email protected]
Live Chat
• Increase customer loyalty • Increase your customer
support• Ability to capture clients
and prospects
• Two of the products out there:• http://www.livechatin
c.com/
• http://www.liveperson.com/
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2012 Annual Conference & TradeshowCelebrating 26 years of service to the Collegiate Travel Marketplace
Jay Campbell Strategic Social Consulting [email protected]
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2012 Annual Conference & TradeshowCelebrating 26 years of service to the Collegiate Travel Marketplace
Jay Campbell Strategic Social Consulting [email protected]
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2012 Annual Conference & TradeshowCelebrating 26 years of service to the Collegiate Travel Marketplace
Jay Campbell Strategic Social Consulting [email protected]
1. Post to multiple social media accounts at once.
2. Set a time and date for your post to go live
3. Enable a plug-in for your browser to post news articles you may read directly to your social media account.
http://hootsuite.com/
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2012 Annual Conference & TradeshowCelebrating 26 years of service to the Collegiate Travel Marketplace
Jay Campbell Strategic Social Consulting [email protected]
• Ability to send out daily or weekly
• Add content from anywhere on the web
• Include your blog articles or Twitter postings
• http://paper.li/
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2012 Annual Conference & TradeshowCelebrating 26 years of service to the Collegiate Travel Marketplace
Jay Campbell Strategic Social Consulting [email protected]
Topics You Should Post About
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2012 Annual Conference & TradeshowCelebrating 26 years of service to the Collegiate Travel Marketplace
Jay Campbell Strategic Social Consulting [email protected]
• Number of days for reimbursement when the students/staff go through your office vs. another method.
• The amount or percent of money not reimbursed because the customer did not follow the policy.
• Promote how someone can contact you if they need help.
• How long does it take your office to resolve an issue?
• Use social media to help you achieve a goal
• Announce your goal and create a quarterly public report showing how close you are to your goal.
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2012 Annual Conference & TradeshowCelebrating 26 years of service to the Collegiate Travel Marketplace
Jay Campbell Strategic Social Consulting [email protected]
Takeaways
• Understand your 6 – 12 month department goals• Work with existing social media channels first,
don’t reinvent the wheel, yet• Each post should add value• Social media is about communicating not
marketing