how to find and connect with your social media champions
TRANSCRIPT
Building Your Army of Social
Media ChampionsSheila ScarboroughTourism Currents
First Things First @SheilaS
@TourismCurrents#MOtourism
The Basics Still Matter
Social media should support YOUR strategic plan, marketing goals, & customer/visitor service
Who are you trying to reach? What do you want them to do? How will you measure progress toward your goals? @SheilaS
@TourismCurrents#MOtourism
Why Online Coverage Matters
@SheilaS@TourismCurrents
#MOtourism
65% of leisure travelers are inspired by online sources, most notably
through social/video sites and search
Google’s “Traveler’s Road to Decision 2014”
@SheilaS@TourismCurrents
#MOtourism
Online Advantages SEO boost – links & social signals
Longevity & staying power Reach niche markets more easily
Online publishers are on multiple channels – more impact
They bring their audience along with them
@SheilaS@TourismCurrents
#MOtourism
The media coverage & social media that matter the most?
Those that reach YOUR market(s)
@SheilaS@TourismCurrents
#MOtourism
@SheilaS@TourismCurrents
Your perfect online champion connects with your perfect visitor
Gumby storm trooper - JD Hancock on Flickr CC
The real power of online media is often niche
coverage@SheilaS
@TourismCurrents#MOtourism
Boomer travel?Donna Hull / My Itchy Travel Feet
@SheilaS@TourismCurrents
Equestrian destination? Nancy D. Brown / Writing Horseback
@SheilaS@TourismCurrents
Middle of the U.S.?Adam Sommer / Visit Flyover Country
The "blogger" who is the best
fit may not even have a
blog @SheilaS@TourismCurrents
#MOtourism
@SheilaS@TourismCurrents
130,000+ downloads of this 30 minute travel podcast
Building your army of online
champions@SheilaS
@TourismCurrents#MOtourism
Finding them
@SheilaS@TourismCurrents
#MOtourism
Go Where They Are!
Photo courtesy Valerie Yermal at Flickr CC
Start with locals & build out
@SheilaS@TourismCurrents
#MOtourism
Building a NetworkStart with local online-savvy folks
Get help from the social media “hive mind”
Lots of detailed Googling
Locals on Instagram
Locals on Pinterest @SheilaS@TourismCurrents
#MOtourism
Instagram hashtag searches
@SheilaS@TourismCurrents
#MOtourism
Pinterest search can be a gold
mine@SheilaS
@TourismCurrents#MOtourism
Example: one online
champion, many outlets
@SheilaS@TourismCurrents
#MOtourism
Example: niche video
star in Hamilton, MO
@SheilaS@TourismCurrents
#MOtourism
More Places to Connect Online #TBEX - #TTOT - #TravelSkills Other Twitter chats relevant to
your market & goals Passports with Purpose bloggers LinkedIn (esp for B2B) Etsy crafters by location
@SheilaS@TourismCurrents
#MOtourism
Go Where They Are Offline TBEX travel blogger conferences Travel Media Showcase New Media Expo & BlogHer Niche conferences - Beer, Food,
Parenting, Crafts, Pets Travel Massives Local coworking spaces &
MeetUp.org Social Media Clubs & Breakfasts
@SheilaS@TourismCurrents
#MOtourism
Pay to Play PTBA (Professional Travel Bloggers
Association) Paid database info includes blogger stats
Navigate Media Group iAmbassador Observe these brand bloggers:
G Adventures "Wanderers in Residence" Expedia Viewfinder bloggers
@SheilaS@TourismCurrents
#MOtourism
You have a short list.
Now what?@SheilaS
@TourismCurrents#MOtourism
Dog catches car (courtesy ex_magician on Flickr CC
Build the Relationship!Remember the SOCIAL in social media
>>Do not stick them on your email list
Say hello with tweets, blog post comments, Instagram comments &
re-posts, a Facebook hello if they tag you
Listen on social, & respond @SheilaS@TourismCurrents
#MOtourism
Meet them where they are, including offline
@SheilaS@TourismCurrents
#MOtourism
Takeaways & Summary Have a media plan that supports your strategy & goals
Measure what matters to you It’s OK to start with a small list These are human relationships! Play the long game. Good things will happen.
@SheilaS@TourismCurrents
#MOtourism
Thank You!Sheila ScarboroughTourism Currents
Find these slides here: www.slideshare.net/SheilaS