Engaging The Longtail - Part Two - FACVB

SOCIAL MEDIAIN TRAVELWhere are we today - Challenges &

Opportunities

Stephen JoyceCEO Sentias Software Corp.

do !social media

LET'S

BLOGSREVIEW SITESWIKISSOCIAL NETWORKS

BLOGSChallenges

Finding blogs that are well written and have a strong readership.

BLOGSChallenges

If writing your own blog, defining the subject matter and theme of the blog.

BLOGSChallenges

Content is generally not owned, so there is little control.

BLOGSChallenges

Keeping the contributions consistent and relevant to the theme and brand.

BLOGSOpportunity

Tell stories about your destination in an engaging and authentic way.

BLOGSOpportunity

The stories are written by people who are passionate about the destination.

BLOGSOpportunity

The stories are unique and are usually specific, for example culinary, art, or sports.

BLOGSOpportunity

Identify & represent niche products within your destination. Highlight new opportunities.

BLOGSKey Take-away

Identify individual(s) within the organization who will become your blog team.

BLOGSKey Take-away

Find out who is blogging about your destination or region by searching sites like Google, Technorati, Blogcatalog, MyBlogLog.

BLOGSKey Take-away

Identify the theme of each blog and begin a regular commenting schedule.

BLOGSIMPORTANT !

Be authentic, do not hide who you are or who you represent. Add a human voice to the organization.

Gainesviller Blog: entertainment & events around Gainesville. Young demographic i.e. college crowd.

Gainesville B&B Blog: Things to do in Gainesville, B&Bs, Upcoming events, more sophisticated audience.

BLOGSKey Take-away

Catalog your existing marketing content and determine what can be re-used.

BLOGSKey Take-away

Begin writing content that can be re-purposed for the blog. Casual style, authentic voice.

BLOGSKey Take-away

Once you have established a relationship with the blog author, ask to contribute.

BLOGSKey Take-away

Once your blog team is comfortable with contributing, consider starting your own blog.

BLOGSKey Take-away

Once your blog team is comfortable with contributing, consider starting your own blog.

BLOGSKey Take-away

Contribute regularly and use tools like Google Alerts and Google reader to identify stories of interest.

BLOGS

Google Reader checks your subscriptions for new posts and aggregates them for you.

BLOGS

You can have your news feeds published to your iGoogle homepage or to your Outlook.

BLOGSREVIEW SITESWIKISSOCIAL NETWORKS

REVIEW SITESChallenges

You have NO control over what people write about your destination. DEAL WITH IT.

REVIEW SITES

TripAdvisor relies on over 10,000,000 users to update ratings & reviews. Lots of hotels but not a lot of destination info.

REVIEW SITESChallenges

Reviews are archived and may be out of date.

REVIEW SITESOne review for Gainesville:

“Terrible want to be mexican Restaurant “

REVIEW SITESChallenges

Most review sites focus heavily on accommodations and NOT destinations.

REVIEW SITES46 results for Gainesville on TripReviews.com.

All are hotels.

REVIEW SITESChallenges

You cannot control the quality of service provided by stakeholders.

REVIEW SITESThis hotel has a 4.5 (out of 5) rating with guests. How many encourage guests to leave reviews.

REVIEW SITESOpportunity

Establish your destination as a great place to visit and stay.

REVIEW SITESTripAdvisor wants you to add photos, videos, and content.

REVIEW SITESOpportunity

Encourage stakeholders to participate.

REVIEW SITESTripReviews.com allows destinations to add detailed descriptions for their country, state, city, and even neigbourhoods.

REVIEW SITESOpportunity

Provide timely and accurate information by contributing regularly.

REVIEW SITESOpportunity

Build traveller confidence and credibility by being proactive.

REVIEW SITESKey Take-away

Encourage your stakeholders to participate in review sites. There is no need to fear reviews.

REVIEW SITESKey Take-away

Contact the review site about becoming the owner of the destination content.

REVIEW SITESKey Take-away

Regularly monitor review sites for information regarding your destination and stakeholders.

BLOGSREVIEW SITESWIKISSOCIAL NETWORKS

WIKISChallenges

You can participate but you cannot control the content.

WIKISChallenges

Information may be outdated or irrelevant.

WIKISThis wiki for Mombasa Kenya was last update in June 2007.

WIKISChallenges

Tend to be more information and less marketing oriented.

WIKISOpportunity

Take ownership of your destination or region.

WIKISOpportunity

Contribute to the community by becoming the authority.

WIKISOpportunity

Maintain the accuracy and relevancy of the information provided.

WIKISKey Take-away

Visit Wikitravel.org, wikipedia.com, & World66.com. Create user accounts.

WIKISWikipedia covers history, geography, ecoonomy, vital statistics, transportation and more...

WIKISWikitravel is more focused on destination info, how to get there, where to eat, and where to sleep.

WIKISWorld66 is more consumer focused. Nicely designed with more emphasis on things to do.

WIKISKey Take-away

Review your destinations & edit the information accordingly.

WIKISKey Take-away

Monitor these sites weekly to ensure the information is maintained and accurate.

BLOGSREVIEW SITESWIKISSOCIAL NETWORKS

SOCIAL NETWORKSChallengesLike review sites, you cannot control what people are saying about your brand. DEAL WITH IT.

SOCIAL NETWORKSChallengesAre based around individuals and not organizations. Some one has to represent your brand.

SOCIAL NETWORKSChallengesRequire a higher level of engagement.

SOCIAL NETWORKSOpportuni

tyEngage directly with your audience.

SOCIAL NETWORKSOpportuni

tyAsk questions and receive answers on subjects specific to your destination.

SOCIAL NETWORKSOpportuni

tyProvide a human element to your on-line brand.

SOCIAL NETWORKSKey Take-awayFind out who in your organization currently uses a social network, such as Facebook or MySpace.

SOCIAL NETWORKSKey Take-awayFind out who is using these networks and what they are interested in.

SOCIAL NETWORKS

80 million users 25+ fastest growing 50% + outside college 55,000 groups

SOCIAL NETWORKS

Gainesville Woodlands250 fans300 photos231 wall posts

SOCIAL NETWORKSKey Take-awayOffer up a service that re-enforces the brand but that may not be directly related.

SOCIAL NETWORKS

TourismBCGottaSkiBCProvides up to date snow conditions.

SOCIAL NETWORKS

STA Australia has created their own profile on Facebook. You can add them as a friend.

BLOGSREVIEW SITESWIKISSOCIAL NETWORKS

OTHER SOCIAL SITESYoutube, Vimeo,

ViddlerFlickr, Photobucket

YOUTUBEIf you don't produce the videos, someone else will.

YOUTUBERe-use your existing video collateral by making it available on Youtube.

FLICKRMake your photos available on Flickr. Re-use what is available. Over 30,000 photos for “Gainesville Florida”.

SOCIAL MEDIA

MANTRA

GIVE & YE SHALL

RECEIVE

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Q & A

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