Embed Size (px)
Citation preview
Your guests are controlling your marketing message!
An immersive and practical learning experience brought to you by Tourism Tribe
We love what we do
Supporting tourism entrepreneurs
User-created content, is any form of content, such as images, videos, text and audio, that have been posted by users on online platforms such as social media and wikis.
In most cases it’s your guests who are creating user-created content about your destination and their experiences with your business
= earned media
Topics
● Different forms of guest content● Listening and engaging● How to encourage guest content● Leveraging guest content● How to work with influencers
Passive Active Proactive▢ Have our social media links on
website▢ Respond to all guest reviews
uniquely, using it as an opportunity to offer additional information about your business and/or region
▢ Have connected with a social influencer to promote our business and/or region
▢ Passively encourage guests to leave online reviews and testimonials
▢ Have a surprise and delight strategy that means that service expectations are exceeded
▢ Share positive testimonials on our website and social media
▢ Have a unique hashtag in your Instagram bio for customers to use
▢ Have a strategy to follow-up guests and invite them to leave reviews online on their preferred platform eg Google, TripAdvisor and Facebook
▢ Engage with guest bloggers (travel writers/influencers) to create content for our website
▢ Display our unique hashtag on marketing collateral eg. business cards, uniforms, signage?
▢ Share customer posts on Facebook and Instagram
▢ Have a strategy to create stories or social media posts about our guests
Different forms of guest content
1.
Two-thirds of marketing is occurring without marketers
Lorem ipsum congue tempus
Lorem ipsum tempus
Media coverage
Social media posts, videos,
images
Online reviews,
testimonialsBlog
posts
Lorem ipsum porta dolor sit amet nec
Lorem ipsum dolor sit amet adipiscing.
Donec risus dolor, porta venenatis neque
pharetra luctus felis. Proin vel tellus nec in
felis volutpat amet molestie cum sociis.
45%
● Donec risus dolor porta venenatis
● Pharetra luctus felis
● Proin vel tellus in felis volutpat
● Molestie nec amet cum sociis
Lorem ipsum porta dolor sit amet nec
Lorem ipsum dolor sit amet adipiscing.
Donec risus dolor, porta venenatis neque
pharetra luctus felis. Proin vel tellus nec in
felis volutpat amet molestie cum sociis.
28%
● Donec risus dolor porta venenatis
● Pharetra luctus felis
● Proin vel tellus in felis volutpat
● Molestie nec amet cum sociis
Lorem ipsum porta dolor sit amet nec
Lorem ipsum dolor sit amet adipiscing.
Donec risus dolor, porta venenatis neque
pharetra luctus felis. Proin vel tellus nec in
felis volutpat amet molestie cum sociis.
45%
● Donec risus dolor porta venenatis
● Pharetra luctus felis
● Proin vel tellus in felis volutpat
● Molestie nec amet cum sociis
Lorem ipsum porta dolor sit amet nec
Lorem ipsum dolor sit amet adipiscing.
Donec risus dolor, porta venenatis neque
pharetra luctus felis. Proin vel tellus nec in
felis volutpat amet molestie cum sociis.
28%
● Donec risus dolor porta venenatis
● Pharetra luctus felis
● Proin vel tellus in felis volutpat
● Molestie nec amet cum sociis● Social media posts
● Reviews
● Testimonials
Your customers
Influencers
● Blog posts
● Social media posts
● Images
● Videos
● Articles online and print
● Bloggers● Photographers● Videographers● Travel writers
92% of people trust recommendations from other people ahead of branded content
Travel Purchase Cycle
● Reviews
● Testimonials
• Social media posts
• Media articles
• Blog posts
Listening and engaging
2.
In a world of conversations it’s really important to listen
Google Alerts
Free Google tool to monitor words and phrases when they first appear online. The service sends emails to the user when it finds new results—such as web pages, newspaper articles, or blogs that match the user's search term. It’s an easy way to track when your business name, town, region etc is mentioned on a webpage.
Go to google.com/alerts - refer to Guest Content Marketing Workbook
TripAdvisor
● More than 470 million active monthly users
● Number of reviews and opinions – 661 million
● Average number of contributions per minute - 270
What are these popular mentions telling you?
● Are these insights indicators on how to enhance your experiences or services?
● Are all the mentions positive, if not, what can you improve?
● Can you create content that helps tell the stories of these aspects of your business?
Responding to reviews -what your guests expect
● A prompt and personal reply● Polite and courteous responses● Prioritise negative reviews (48 hrs)● Why respond? 78% of consumers say hearing from management about their reviews makes them believe the business cares more about them
Facebook Notifications
Hootsuite.com
Invite to Like Page
Instagram Notifications
Engage
● Respond to comments on your posts, messages on stories, videos etc - look up @_markfitz for the perfect IG engagement
● Search for posts at your location and in your region and comment, comment, comment and comment again
Often forgotten!
Follow
How to encourage guest content
3.
You want quality, recent and many reviews
● Ask during their stay or experience with your business
● Signage on window, tables, in room, reception desk
● Business cards● Part of farewell gift / keepsake● Guest book● Add a link in follow up emails
Generating reviews
Your #hashtag
● Used for searching and following
● It’s part of your brand
● Short, unique and easy to understand
● Once you’ve got it – stick with it and use it always
● Include on your website, emails, print materials
● Make it visible during your event
● Motivate your audience to use eg photo competition
● Always use regional hashtags for destination
branding #visitgeelongbellarine #visitmelbourne
Leveraging guest content
4.
Create stories about your guests
Ideas!★ Turn guest reviews or testimonials into Instagram or
Facebook Stories★ Put testimonials and reviews onto your website★ Do a short video interview with your guests
● What would work for your business?
● Could you create blog posts that include stories about guests?
Share your guests’ images
Share your guests’ Stories
They need to @mention
your business
Working with influencers
5.
Bloggers, writers, photographers, videographers...paid advocates with followers
Niche experiences
Niche markets
Niche styles
Tips to make the most of working with influencers
● Communication is key, ensure there is joint clarity on your goals
and the messages you are trying to convey to your ideal audience
● Start the planning early and at a minimum have itinerary finalised
two weeks in advance
● Have a clear contract
● Agree how return on investment will be measured
● Accompany the influencer as much as you can to ensure they
experience the best and most interesting things in your region and
business
Where are you now - what’s your plan to integrate guest content into your strategy?
6.
Passive Active Proactive▢ Have our social media links on
website▢ Respond to all guest reviews
uniquely, using it as an opportunity to offer additional information about your business and/or region
▢ Have connected with a social influencer to promote our business and/or region
▢ Passively encourage guests to leave online reviews and testimonials
▢ Have a surprise and delight strategy that means that service expectations are exceeded
▢ Share positive testimonials on our website and social media
▢ Have a unique hashtag in your Instagram bio for customers to use
▢ Have a strategy to follow-up guests and invite them to leave reviews online on their preferred platform eg Google, TripAdvisor and Facebook
▢ Engage with guest bloggers (travel writers/influencers) to create content for our website
▢ Display our unique hashtag on marketing collateral eg. business cards, uniforms, signage?
▢ Share customer posts on Facebook and Instagram
▢ Have a strategy to create stories or social media posts about our guests
More like this?
See you in the tribe
#tourismentrepreneur
