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Relationship marketing for the travel & tourism industry How to use social media to enhance your relationship with your audience, connect with your communities and extend the experience. Presentation to TGC Conference Presented by: Alicia Whalen (A Couple of Chicks) and Judi Samuels (Judi Samuels, Consulting) (Niagara-on-the-Lake, October 11, 2013)
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4th Annual LGBT Tourism Conference
How not to miss connections Relationship Marketing in the Age of Social Media
Alicia Whalen [email protected]
@acoupleofchicks
Judi Samuels [email protected]
@chieflemonhead
a chick & a lemonhead
Judi Samuels, Consulting Judi Samuels has over 15 years of experience as a marketing communications expert, having spent the past 7 years focusing on connecting brands with their audiences through new and innovative channels in the digital and social space. Her experiences include: experiential, social & digital, communications and brand strategy, working with both B2B & B2C brands. She has developed brand activation strategies, content strategies and social marketing strategies for industries such as automotive, business services, energy, entertainment, government , not-for-profit, professional associations, tech/telco, and tourism. Judi has worked with major Canadian brands including Fairmont Hotels and Resorts, the Canadian Tourism Commission, the Canadian Federation of Independent Business, MuchMusic and McCarthy Tétrault. Judi holds an MBA specializing in Hospitality and Tourism from the University of Guelph.
POPULATION: 5,046 (2010 US Census)
Adventure Week culminates in a drag hike to Windows Arch in Arches National Park, where organizers promise that "the loop trail is brief, mostly paved, perfect for heels and with several beautiful photo opportunities to get your Vogue on!"
Key to Moab success § Local community support § Innovative product § Groundswell through social outlets
MOST IMPORTANTLY: BEING TRUE TO MOAB
Not personifying… Humanizing
http://sqz.co/o5X9Gkj
Community
“We’ve made more friends here in 9 months than we did in London in 2 years. People are just friendly here.”
Chris and Adam
Traveling is not about things, it’s about discovering places that have meaning & meeting the people that shape those places
It’s about community
Community a group of people who live in the same area (such as a city, town, or
neighborhood)
a group of people who have the same interests, religion, race, etc.
Merriam Webster dictionary
Interests. Beliefs. Passion.
Communities
§ Connect people § Connect people based on passions,
interests, common bonds
§ Connect strangers who share those passions, interests, common bonds
§ Share values and beliefs § Protect and defend members of the
community
It’s about micro community
Toronto Asian Hiking Club
Out on Bay Street
Oregon Women’s Sailing Association
Jewlicious Festivals
Married history & heritage aficionados
LGBT micro-community § What connects them? § How do they connect? § Where do they connect?
LGBT market CMI 2012 Highlights
§ Urban core destinations is more associated with gay men § Outdoor adventure and family travel is more associated with
lesbians § 25% of LGBT travelers say they are influenced by social
media § LGBT-friendly destinations are an important factor in
decision making
Community Marketing, Inc., San Francisco, CA (2012)
BEFORE AFTER
Importance of the LGBT micro-community
LGBT Everyone else LGBT Everyone
else
How not to miss the connection § Humanize your brand, your destination § Travel is about an emotional experience &
human connection
§ Emotion leads to passion & loyalty § Passion = micro-community
§ Loyalty value
Social is a tool § Build trust & confidence § Show commitment to the community § Nurture relationships § Expand reach
Case Studies: What works
Using social media to enhance the relationship with the customer, connect with communities, and extend the experience
Enhances relationships
Interconnection of brands who focus on the LGBT market, and integration of platforms § Connecting to the
community § Extending the community § Being relevant to the
community
#MTLMOMENTS
Extends the experience
Commitment to the LGBT community
Integrating social platforms
Nurturing the relationship Instagram
Participating in the community Microsite
Extending the experience YouTube
http://sqz.co/t5C9Bzi
Do it well If you are going to “do” Social Media
“Doing” Social Media Well
§ Have a plan § Allocate resources § Stay committed § Be relevant § Understand the market
Doing Social Media Well
be relevant
stay committed
understand the market Remember Chris and Adam?
What did we learn?
Lessons
§ Use social media to build trust and confidence
§ Be committed to the market § Participate in the community § Nurture the relationship
Be sociable § Social Media enhances the relationship with the customer, if
you do it well - and within the context of the channel. § Challenges:
§ It’s (still) New § Fast evolving § Difficult to calculate ROI
Don’t get trapped
Too many brands get stuck trading long-term loyalty for short term ROI.
The last word(s) § Know the micro-communities
§ Understand your audience’s context. Leverage the convergence between your brand & their context
§ Participate & nurture § Create & deliver relevant content. Connect on an emotional level
& deliver on your promises
§ Extend & build loyalty § And, care. Care deeply. Care genuinely. And make sure your
teams deliver the love
thank you
#coolchick #knowsher$hi*%
4th Annual LGBT Tourism Conference