lake county cvb annual meeting workshop
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5 travel and tourism trends in social media.TRANSCRIPT
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@DaveSerino
Lake
County
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nd
Visito
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au
Lake County CVBAugust 22, 2012
5 Social Media Trends
To Bring the Buzz to Your Tourism
Business
Presented ByDave Serino
Strategist & Educator
Think! Social Media
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@DaveSerino
Lake
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THE NEW COMMUNICATION MODEL
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@DaveSerino
Lake
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au
THE NEW COMMUNICATION MODEL
It’s all about DIALOG……..
- Individuals easily connecting with their existing network to find trusted information
And, in TRAVEL it’s all about…..
- Individuals easily connecting with each other looking for advice and sharing their experience with ease
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@DaveSerino
Lake
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nd
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au
“We lived on farms, we lived in cities, now we’re going to live on the internet.”
Sean Parker
The Social Network
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@DaveSerino
Lake
County
Conventio
n a
nd
Visito
rs Bure
au
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@DaveSerino
Lake
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nd
Visito
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au
TO WHAT EXTENT DO YOU TRUSTconsumer opinions posted online: 70%
Nielsen Global Trust in Advertising and Brand Messages April 2012
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@DaveSerino
Lake
County
Conventio
n a
nd
Visito
rs Bure
au
TO WHAT EXTENT DO YOU TRUSTrecommendations from people you know: 92%
Nielsen Global Trust in Advertising and Brand Messages April 2012
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@DaveSerino
Lake
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IMPACT ON TRAVEL AND TOURISM
81% of travellers said reviews were important when deciding which hotel to stay at.*
83% of travellers usually or always consult TripAdvisor reviews before booking a hotel.**
75% of travellers said their holiday was better because they used reviews to make sure they picked the best place for them.**
* Forrester, 2011** Phocuswright, 2011*** Skyscanner, 2011
52% of Facebookers said “that seeing friends’ holiday pictures had inspired them to book a holiday to the same place.***
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@DaveSerino
Lake
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nd
Visito
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au
THE STATE OF THE AMERICAN TRAVELER
• Travelers who expect to increase their leisure travel in the next 12 months dropped to 27.5%, down from 32.7% six months ago.
• About 28% of all travelers used a DMO web site, while only 13% used a visitor guide.
• 41% Used UGC & 24.6% used social media.
• 41.3% use a mobile device; while 78.5% of those ppl used them in destination
• 12% visited a destination after being inspired by Facebook
July 2012www.destinationanalysists.com
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@DaveSerino
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1 - THE MOBILE MOVEMENT
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@DaveSerino
Lake
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Conventio
n a
nd
Visito
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au
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@DaveSerino
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MOBILE WEB SITE
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@DaveSerino
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Destination Marketing Planning
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@DaveSerino
Lake
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nd
Visito
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@DaveSerino
Lake
County
Conventio
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nd
Visito
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au
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@DaveSerino
Lake
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Conventio
n a
nd
Visito
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au
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@DaveSerino
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2 - QR CODES
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@DaveSerino
Lake
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@DaveSerino
Lake
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au
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@DaveSerino
Lake
County
Conventio
n a
nd
Visito
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au
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@DaveSerino
Lake
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Conventio
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nd
Visito
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au
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@DaveSerino
Lake
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3 - TWITTER: THE NEW CRM
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@DaveSerino
Lake
County
Conventio
n a
nd
Visito
rs Bure
au
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@DaveSerino
Lake
County
Conventio
n a
nd
Visito
rs Bure
au
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@DaveSerino
Lake
County
Conventio
n a
nd
Visito
rs Bure
au
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@DaveSerino
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Connections
Relationships
Conversions
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@DaveSerino
Lake
County
Conventio
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nd
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au
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@DaveSerino
Lake
County
Conventio
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nd
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au
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@DaveSerino
Lake
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@DaveSerino
Lake
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@DaveSerino
Lake
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Establish Yourself as Expert, Authority or Advocate
• Before you begin decide on your brand, content and strategy 70% - “I want to be a credible source for content
and information on the travel, tourism, hospitality & meeting industry in the areas of online marketing and social media”
30% - “I want to relay my passion for my hobbies and interests: an active life style, family, sports and craft micro brews”
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@DaveSerino
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@DaveSerino
Lake
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@DaveSerino
Lake
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@DaveSerino
Lake
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@DaveSerino
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4-FACEBOOK: MORE THAN A SOCIAL NETWORK….
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@DaveSerino
Lake
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Conventio
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nd
Visito
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au
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@DaveSerino
Lake
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Conventio
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nd
Visito
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au
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@DaveSerino
Lake
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@DaveSerino
Lake
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Use the Cover Photo to Capture the Visitor
• A showcase image to represent your destination, property, or attraction.
• It should be consistent with your marketing strategy and brand.
• Crowd source for a unique image through sites like Flickr or invite fans to submit their own
• Remember: It should be 850px by 315px and can not include price info, contact info, web addresses or references to “Like” the page.
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@DaveSerino
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@DaveSerino
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@DaveSerino
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@DaveSerino
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@DaveSerino
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@DaveSerino
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5 - CREATING DEMAND WITH ADS
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@DaveSerino
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FACEBOOK ADS
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@DaveSerino
Lake
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nd
Visito
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au
FACEBOOK ADS
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@DaveSerino
Lake
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nd
Visito
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au
FACEBOOK ADS
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@DaveSerino
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WORDS OF WISDOM
“It is more important to know where you are going than to get there quickly. Do not mistake activity for achievement.”
Mabel Newcomer
Vassar College, 1917-1957
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@DaveSerino
Lake
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http://44d.me/DaveSerino
Dave SerinoStrategist & Educator
Think! Social Media USA209 West Main St, Suite 107
Brighton, Michigan 48116www.ThinkSocialMedia.com
Cell: 810-623-1505Skype: dave.serino
www.Twitter.com/DaveSerinowww.FaceBook.com/ThinkSocialMedia
www.DaveSerinoBlogs.com