1. 1. You Can DO This!The Social Webis Made for the Little Guy Sheila Scarborough@SheilaS @SheilaS@TourismCurrents @TourismCurrents
2. 2. Whats in this for you? Getting buy-in from superiors Straight talk about ROI Getting comfortable with technology Dealing with negative feedback Fitting social into your overall strategy Keeping up with the pace of change@SheilaS@TourismCurrents
3. 3. ISSUE: Top-levelsupport@SheilaS@TourismCurrents
4. 4. Dear Boss,Heres why Facebook iswork....@SheilaS@TourismCurrents
5. 5. Why social media?Thats where your market is Americans spend more time on social media than volunteering,praying, talking on the phone, email or exercising. Source: Forrester@SheilaS@TourismCurrents
6. 6. Why social media? Its where travelers are@SheilaS@TourismCurrents
7. 7. Why social media? Your market usesmobile devices for it@SheilaS@TourismCurrents
8. 8. @SheilaS@TourismCurrents
9. 9. Why social media? Free (or budget-friendly,)BUT....@SheilaSIts free kittens, not free beer@TourismCurrents
10. 10. Why social media?DATA@SheilaS@TourismCurrents
11. 11. d ia ?l m e so ciaW h y@SheilaS@TourismCurrentsS E O
12. 12. So, can we stop asking Why Social Media now? Your market is there Travelers are there Mobile + social = stratospheric growth You can measure it down to gnatspatootie (but know WHAT to measure) SEO help - get found.@SheilaS@TourismCurrents
13. 13. Issue:ROI n@SheilaS@TourismCurrents
14. 14. Return - InvestmentInvestment = % ROI@SheilaS@TourismCurrents
15. 15. Anything else =Horse Manure ROI@SheilaS@TourismCurrents
16. 16. You cant measureyour ROI unless you have 2 things....@SheilaS@TourismCurrents
17. 17. Goals@SheilaS@TourismCurrents
18. 18. Metrics(KPIs)@SheilaS@TourismCurrents
19. 19. Example: Whats the ROI of aCVB/DMO blog post series on lodging in Huntsville?(Ans: depends on your goals for it.)@SheilaS@TourismCurrents
20. 20. Possible goals for online content about lodging in Huntsville More interest in overnight stays andhotel room bookings. More search engine visibility. Greater interest in Huntsville frommeeting planners in neighboring states.@SheilaS@TourismCurrents
21. 21. Possible metrics/KPIs Click-through count to hotel offerslanding page, booking engine, etc. Conversions - bookings Keyword ranking for 3-5 key terms Brochure downloads or email opt-ins Event planner inquiries by location@SheilaS@TourismCurrents
22. 22. Issue:Technology@SheilaS@TourismCurrents
23. 23. You already knowthe hard part ....What do I SAY?@SheilaS@TourismCurrents
24. 24. RAE AGLEL?Y ?@SheilaS@TourismCurrents
25. 25. Lead, Follow, or get out of@SheilaSthe way@TourismCurrents
26. 26. @SheilaS@TourismCurrents
27. 27. Issue: Socialmedia culture &etiquette@SheilaS@TourismCurrents
28. 28. What aboutnegative feedback?@SheilaS@TourismCurrents
29. 29. Issue:Fitting social intoyour overall strategy@SheilaS@TourismCurrents
30. 30. Step 1:Who is your market as a destination, attraction,lodging or business?@SheilaS@TourismCurrents
31. 31. Step 2: What are someof the typical people inyour market like? (Your "ideal visitor" or "ideal guest")@SheilaS@TourismCurrents
32. 32. Step 3: Where is yourmarket in social media right now? (Bonus: where might they go in the future?)@SheilaS@TourismCurrents
33. 33. Step 4: How can youbest engage with themon the social web, where they areright now?@SheilaS@TourismCurrents
34. 34. Step 5: Revampcommunications plans toinclude one or twosocial channels. Set simple goals. Proceed.@SheilaS@TourismCurrents
35. 35. @SheilaS@TourismCurrents
36. 36. Once you getpeople somewhere,what do you wantthem to DO?@SheilaS@TourismCurrents
37. 37. Where are the best places onlineto tell the story of my destination?What is the best tool to do so & how do I integrate with other efforts?Think like a multimedia publisher....because you are.@SheilaS@TourismCurrents
38. 38. @SheilaS@TourismCurrents
39. 39. Answer: Its not about the tools.Its about the applicationof the tools to YOUR market &communications plan.@SheilaS@TourismCurrents
40. 40. Issue: Keeping up@SheilaS@TourismCurrents
41. 41. ABT: Always Be Training@SheilaS@TourismCurrents
42. 42. ResourcesBusinessWeek (yes, a magazine!)Mashable.com SocialMediaExaminer.com #tourismchat & #SoMeT12 on Twitter@SheilaS@TourismCurrents
43. 43. Youre building a plane while it flies@SheilaS@TourismCurrents
44. 44. Make No Little Plans@SheilaS@TourismCurrents
45. 45. Photo Credits Tiny frog: Anna Tesar, Flickr Goal: stefuhnee_kay, Flickr Boss: Binder.donedat, Flickr measuring spoons:JohnTWang, Flickr hand w/pen: Smithsonian,Flickr Commons Woman w/mic: Mobile: BJ McCray, Flickr drain: KOMUnews, Flickr cat + beer: pinguino, Flickr Cookie BJ McCray, Flickr Matlock: MTV.com puzzle: walkn, FlickrManure: markyweiss, Flickr pace of change:JDHancock, Flickr Ferris wheel: BrooklynMuseum, Flickr Commons@SheilaS@TourismCurrents
46. 46. Thank You!@SheilaS Sheila Scarborough@TourismCurrents Tourism Currents