Social Media – Social Marketing

Maureen McAllisterExecutive Director

@deanwyetourism ….. #DeanWyeSocial

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The online explosion

Social networking in Europe increased by 10.9% in 2010: The highest seen in any global region.

75% of consumers don’t believe companies tell the truth in their advertisements: Consumers are increasingly turning to the opinions of other consumers for information.

46.7% of consumers do write reviews and 29% of consumers consider positive reviews as the most likely factor to make them book a holiday online: 25-40% of people who leave a hotel website do so to read an online review

Social media – simple, free and quick tool

Reach the right audience (mass and/or niche) Keep your customers / audience up to date Find out what your customers are saying about you! Build relationships Send out a message with a call to action Direct traffic to your website (and other portals) Maintain your profile – highlight your expertise Start and maintain a conversation

The platforms

Twitter

Blogging

Facebook

Linkedin

Plus, plus, plus Google+, YouTube, Flickr, Foursquare, Pinterest, Twylah, slideshare, intasgram … the list is endless!

Where are your customers? Where should you be?

BUT it is not a standalone tool – needs to be part of an overall strategy.

AND the most important part of social media is …?

…. being sociable!

The strategy of social media

Where does this fit with your current work? Have a plan – don’t bite off more than you can chew!

What do you want to say?Clear messages, fully prepared – to give and receive.

Who do you want to say it to?Which channels do your customers use?

When are you going to say it?Sending your message when people want to, and can, read them.

The strategy of social media

Where can you say it?How many can you manage and where are your consumers likely to be?

How often should you do it?Be regular, but not all at once – time your messages, have breathing space between your updates, blogs and discussions.

What do you want customers to do once they have heard you?Make sure you have a clear call to action. Be prepared to target them directly and to respond to them directly – good or bad.

The strategy of social media

Make your customers your championsThe importance of social media word of mouth. Make it easy for them to share your content ‘share buttons’ … free wifi!

Be visible, be relevant and stay on messageMake sure you are part of the place, time and conversation.

How long can you keep going?Don’t start out on the social media/marketing route if you can’t sustain it!

The strategy of social media

What is interesting about what you do? And what you offer?

Don’t just sell it – BE it!Be authentic to yourself and your product

Tell your story, engage others and be interested in other people’s stories ….

The strategy of social media

It’s not a personal facebook page (I don’t want to know what you had for breakfast)

It’s not a personal group on Linkedin

Don’t spam it – think about what you’d want to read.

Try to keep political and personal rants to yourself (I may not agree with your views and I could be customer)

Show me your expertise, your products and why I’d want to do business with you –don’t give me reasons to go somewhere else!

How big is the twitterverse?

Make sure yournugget of information travelsacross the galaxy.

Monitor and measure your impact

Are you being retweeted? Which tweets work well? Which links are clicked?

What type facebook content is most often viewed and shared?

Which blogs are liked?

Which hashtag is taking the world by storm?

Model pineapples

http://www.thisissouthdevon.co.uk/Torquay-palm-tree-arrives-waste-money/story-17100353-detail/story.html

http://www.thisissouthdevon.co.uk/Babbacombe-Model-Village-Mayor-unveils-Torquay/story-17125672-detail/story.html

Model pineapples

PreparationPrepare your content in advance – use your existing contentAlign with your activities – plan your strategy as you plan your offersSchedule your posts and tweets

Followers and likesSeek followers and likes as part of your activity – tell people where you are and where they can find you.Don’t waste follower space – manageflitter

Sharing destination content and amplifying your contentShare other’s content and interact with others; share the DeanWye content and use the #deanwye hashtag.Respond to mentions of your business and of the area.Target your pages at key groups or amplify particular posts.

Don’t miss a trick!

ListsBuild lists of key content providers to make it easy to like, share and re-useDirect your followers to your lists

Hours and hashtagsMake yourself aware of the relevant hoursEngage regularlyIdentify hashtags and use them consistently

ListsBuild lists of key content providers to make it easy to like, share and re-useDirect your followers to your lists

Hours and hashtagsMake yourself aware of the relevant hours, and engage regularlyIdentify hashtags and use them consistently Keep abreast of industry activity

http://www.pinterest.com/dcmsgov/half-term-greatdayout/

MonitorUse the stats, see what posts are the most active, repeat this ‘style’

Measure impactGive a call to action and monitor the outcome

Monitor and measure your impact

Monitor and measure your impact

ENGAGING!

Share share share!