Finding Your Voice: Creating Strong Bonds With Your Customers via Social Media

Finding Your Voice: Creating Strong Bonds With Your Customers Via Social

Media

STI’s mission is to positively impact communities and travelers worldwide through sustainable tourism development that delivers measurable results. In partnership with destinations and the travel trade, we provide innovative, market-driven solutions that connect constituents of all sizes.

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Sustainable Travel International

Sustainable Travel International

FINDING YOUR VOICEcreating strong bonds w/ your customers via social media

MERCURYcsc#FindingYourVoice

HEY, THERE.I’m @DonnieClapp, with @MERCURYcsc

#FindingYourVoice

WE CONNECT BRANDS TO CONSUMERS WHO VALUE AUTHENTIC PLACES AND IMMERSIVE EXPERIENCES.

#FindingYourVoice

I can see the pyramids through Google but I cannot understand the Egyptian culture and mentality except by visiting. Tourism links cultures.

- @MohamedAElgarhy

MERCURYcsc#FindingYourVoice

SURPRISE!social media is important

#FindingYourVoice

In the U.S.

• Social Media = 23% of time online

• 55+ on Social Media = 2x in one year

• Women are heavier SM users, and also plan

travel

• 53% follow a brand

• 90% trust peers, 14% trust adsSources: 1. http://www.nielsen.com/content/dam/corporate/us/en/reports-downloads/2011-Reports/nielsen-social-media-

report.pdf2. MRI Fall 2008; Base: Women; MDP Net

#FindingYourVoice

#FindingYourVoice

#FindingYourVoice

#FindingYourVoice

MERCURYcsc#FindingYourVoice

WHY IS THIS EASY?

#FindingYourVoice

• You know who you are• You know who your friends are• You know what they like• You know what they expect• You’ve practiced

MERCURYcsc#FindingYourVoice

YOUR BEST, MOST LOYAL FRIENDShave a few things in common

#FindingYourVoice

• You don’t put on a show for them• They can sense if something you

say is "you" or not• You’ve been through something

together• They appreciate how you look when

you dress up• They'd prefer you didn't always

dress up

MERCURYcsc#FindingYourVoice

KNOWING YOURSELF

#FindingYourVoice

Just like you…• Your brand is more than the sum of its parts• Your brand is more than your marketing

language

• What makes your brand unique?• What does your brand love?• What does your brand truly know a lot about?• How would your best customers describe your

brand?

#FindingYourVoice

#FindingYourVoice

MERCURYcsc#FindingYourVoice

KNOWING YOUR AUDIENCE

#FindingYourVoice

• If you know who you are, talking to your customers is as easy as talking to your friends

• Your best customers, like your best friends, know more about you than someone who hasn't put in the time and effort

#FindingYourVoice

Remember your good friends from earlier?

• You don’t put on a show for them• They can sense if something you

say is "you" or not• You’ve been through something

together• They appreciate how you look when

you dress up• They'd prefer you didn't always

dress up

MERCURYcsc#FindingYourVoice

AND FINALLY…what to actually talk about

#FindingYourVoice

• What are your competitors doing?• What are your partners doing?• How are you feeling today?• What has you frustrated?• What's made you laugh?• What's changed the way you think about

your brand/industry/customers?

• What existing assets do you have?• What can you cross-promote?

#FindingYourVoice

#FindingYourVoice

#FindingYourVoice

#FindingYourVoice

#FindingYourVoice

• Video is king• Photos are princes• But a truly catchy one-liner has the most

potential of all.

MERCURYcsc#FindingYourVoice

IT'S TIME TO TACKLE THIS THINGget comfortable, and come back October 6 th for for some tactics

THANK YOU@DonnieClapp @MERCURYcsc http://MERCURYcsc.com

#FindingYourVoice

• Partner Program• Eco-certification

– Sustainable Tourism Eco-certification Program™

– Shore Excursions Standard– Luxury Eco-certification Program

• Carbon-Balanced Travel• Destination Stewardship• Advisory Services, Education and Training• Travelers’ Philanthropy

Sustainable Travel International How we can help reach your goals

• Presentation and audio recording will be made available via email shortly after the webinar

• Feedback Survey – please help us improve our educational offerings. No more than 5 minutes of your time!

• Survey participants are eligible to be selected for a 30-minute Social Media Strategy Session with MercuryCSC

Webinar Follow UpHelp us serve you better

Brian Herlihy, VP of Business Development & SalesEmail: brianh@sustainabletravel.com

Phone: 503-488-5500 (US and Canada)Web: www.sustainabletravelinternational.org

www.responsibletravelreport.comSocial: www.facebook.com/sustainabletravel

www.twitter.com/STI_travel

For More InformationContact STI