Social Media Marketing for Destination Marketers

Social Media for Destination Marketers �Helping Des+na+ons leverage Social Media programs in China and globally�

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The Digital Marke+ng Experts

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© 2011 SinoTech Group (China) Limited �

Topics �

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Helping develop Digital & Social Media programs in China and globally�

•  Social Media Campaigns

•  Practical Social Strategies

•  Using Search Marketing

•  Five do’s and don’ts

•  Fast Facts- Digital Jungle


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Social Media Campaigns


listen & evaluate�

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•  monitor what is being said about your destination •  track volume of mentions •  qualify mentions by travel and tourism for relevancy •  monitor sentiment around your online conversations •  identify influencers and advocates •  review web analytics to see how social media is

impacting your website •  select what metrics your organization will track •  create baseline metrics to measure against


examples of monitoring�

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Ability to analyze the online sentiment of a specific destination

Understand what channels are discussion your destination

Identify the authors contributing to the discussions

Screen shot’s taken from SIP:Enterprise�



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Use filtering to refine the results. For example, what is the main language or region discussing your location

Monitor the daily online mentions to determine a baseline




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Knowing where someone is discussing your destination. You can drill down to country, provence level.

Simply clicking on the red dot will take you to the actual posting of your destination.

Using the filter allows you to segment further. i.e., find the positive mentions or type of channel being used


strategy & creative�

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•  determine your destination’s objectives and goals •  identify the voice of your destination •  segment your communications by consumer interests •  plan your communication frequency •  structure your communications and editorial

calendars •  stay true to your brand in communications and

creative •  strategically name your social media profiles •  include calls-to-action in your creative •  incorporate photos and videos of the destination


engage�

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•  use your “voice” to speak to your audience •  identify online influencers and encourage them to

participate •  crowd source your marketing initiatives •  respond to comments and communications •  empower your destination’s residence as

advocates •  encourage destination industry partners to

participate •  include calls-to-action to convert passive audience

into actively inspired travelers


measure results �

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•  community growth – members, comments, posts •  referral visits to website •  website visitor engagement •  goal conversion and leads generated •  online buzz generated •  consumer sentiment •  competitive analysis •  ROI (return on influence)


return on influence (ROI)�

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ROI = (Calculated Investment Gain - Investment Cost)/Investment Cost –  calculated gains –  website referrals –  leads generated –  social media leads generated –  ad equivalency of communications –  research value –  share of voice –  content shared


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Innovate


explore new areas�

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•  monitor the social media channels for change •  focus on “test and learn” approach to achieve

maximum response and ROI •  embrace new technologies and platforms that

make sense for your destination (iPad, iPhone) •  integrate social media efforts to leverage maximum

exposure •  continually measure, monitor and optimize all

channels based on goals and objectives •  try new ideas…some will fail, others will not… don’t

be discouraged


innovation opportunities�

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•  harness the power of “local” Explore foursquare or jiepang for hyper-local campaigns

•  integrate web, mobile and tablet with social media •  test QR codes to send offline ads to social media •  incorporate social media into rich media ads •  create social media co-op opportunities with

industry partners •  understand the power of video and branded

entertainment •  think big for big results (remember – ‘Best job in the

world’)


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Be Resourceful


look for leverage�

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•  plan out your editorial calendar in advance •  provide industry partners with access to your

messaging strategy •  rely on in-destination residents and past visitors as

advocates •  schedule your targeted communications and focus

your day-to-day efforts on becoming an invaluable travel resource

•  find the tools that help you get the job done more efficiently

•  conduct a semi-annual social audit…can you be more efficient?


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Empower advocates


develop ambassadors �

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•  start with your office, industry partners and local advocates

•  empower your advocates •  find local photographers willing to share their work

for recognition •  use local experts who specialize in niche activities

and attractions to publish content that is interesting and different

•  Use SIP:Enterprise (online social monitoring) to find word-of-mouth testimonials and share them

•  integrate social media sharing across web, mobile, social, emails and offline media


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Search Marketing Using

to amplify social media marketing


search marketing ideas�

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•  use relevant and highly utilized keywords in your communications

•  search for those looking for travel inspiration through keywords

•  use keywords in your photo/video titles, descriptions and tags

•  create in-bound links to your website to increase link popularity

•  integrate social media feeds and develop connect pages

•  Use paid search to drive visitors to your connect page

•  link to your videos on your website using keywords


Baidu’s Phoenix Nest (PPC Platform)

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In China, Baidu is the dominate search engine. Use both SEO, SEM to amplify your social media campaign

© 2011 SinoTech Group (China) Limited � 22�

Google (Adwords)

Google paid search will allow for destinations to buy keywords that result in traffic increases


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Some Takeaways


5 Do’s�

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•  plan, strategize and create goals •  innovate, test and optimize •  create efficiencies, then allocate financial and

labor resources •  empower advocates •  work closely with your SEO team (or engage Digital

Jungle to help you)


Five Don'ts �

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•  let your intern be your social media strategic lead •  speak at your audience (broadcasting)…create a

conversation with them •  forget the importance of branding…. Think

communication •  overlook justifying your social media expenditures •  stop thinking short term…start thinking long term


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About

Digital Jungle


Digital Jungle Fast Facts

•  Travel, hospitality & destination digital marketing specialists

•  65 employees

•  Global reach

•  Independent

•  Offices in Beijing, Shanghai & Hong Kong

•  Founded in early 2007

© 2011 SinoTech Group (China) Limited �© 2011 SinoTech Group (China) Limited �

•  Delivering digital strategy and execution services: –  Customer and competitor

insight –  Digital strategy –  Social Media Marketing –  Search Engine Marketing –  Affiliate Marketing –  Media Buying

•  We work for global and domestic

organisations, across various market sectors, helping our clients: –  Engage with their key

audiences –  Transform their business –  Maximise growth

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World Class Digital Marketing Experience

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Our Commitment

The mission of Digital Jungle is to help our clients improve their business position and gain real value from their digital marketing investments Through our expertise in social media digital marketing programs and the application of search, affiliate and online marketing, we commit to: •  Driving incremental direct revenue •  Generating ROI unrivaled by traditional media •  Protecting your online reputation •  Increasing your market share over your

competitors •  Building your brand awareness

We look forward to working with you.

Dr Matt McDougall, CEO, Digital Jungle

Thank You! �Dr Mathew McDougall| [email protected] �

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Website www.digitaljungle.com.cn

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Social Media Marketing for Destination Marketers