View
1.083
Download
0
Category
Tags:
Preview:
DESCRIPTION
My presentation to the 2011 PRSA Travel & Tourism conference. Please note that this presentation was designed as speaker support and is not intended to be viewed as a standalone presentation.
Citation preview
Connecting Efforts:Social Media for Travel PR
Shel Holtz, ABC
Origins: Three converging trends
• Declining trust in traditional institutions• Rise of word-of-mouth• Eroding barriers to entry
52%of the world’s population
is under 30 years old
80%of travelers engage
in social media
93% of customersbelieve a company
should have asocial media presence
85% of customersbelieve a company
should be active with customersvia social media
56% of customers feela stronger connection
with and better served bycompanies they can interact
with via social media
78%of Internet users conductproduct research online
Interruption marketing is less and less effective
“Social mediawill be like air”
-- Charlene Li, 2006
The end of an era
7 of the top 10websites are social sites
• Baidu• Live.com• Wikipedia• Twitter• Qq
• Google• Facebook• YouTube• Yahoo!• Blogspot
CentralSource
Content
ContentContent
Content
ContentContent
Content
Content
The Old Model
WikiBlog
MySpace
Blog
BlogFacebook
Jaiku
Podcast YourSite
The New Model
• Most TripAdvisor reviews are positive
1 star = 9% 2 stars = 8% 3 stars = 11% 4 stars = 27% 5 stars = 45%
• 20+ photos = 150% more engagement
• Management response = booking
The Digital Media Ecosphere(the interaction of
a community of organismswith their physical environment)
Curation
Search
Content
Relationships
Context
CollaborationInfluence
-- Source: David Armano, Edelman
67%of B-to-B companies and
41%of B-to-C companies have
acquired a customerthrough Facebook
Every Companyis a Media Company
Hotel Roger Smith video:http://youtu.be/gOIzS214UO0
Audience Focus
Be Visible
Fish Where the Fish Are
Be mobile
35% of leisure travelers and55% of business travelers
use smartphones
70% of mobile hotel bookings are for the same day
Share Your Assets
TrustedGuide
Copyright applies to this document – some rights reserved.This work is licensed under a Creative Commons
Attribution-non commercial-share alike 3.0 licensehttp://creativecommons.org/licenses/by-nc-sa/3.0
Questions?
• Shel Holtz, ABC
Phone: 415.367.3820Email: shel@holtz.comWeb: www.holtz.com Blog: blog.holtz.comPodcast: www.forimmediaterelease.bizSkype: shelholtzTwitter: @shelholtzFriendFeed: shelholtz2nd Life: Shel Witte
Recommended