social media
TRANSCRIPT
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Leveraging Social Media in the Government Travel SectorGovernment Travel Sector
Susan Black Susan Black, Presentation to:Society of Government Travel Professionals
Susan Black Associates, Inc.Sept. 10, 2009
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SOCIAL MEDIASOCIAL MEDIAis an “umbrella term” for…is an “umbrella term” for…
Social Networking Social News
Social Bookmarking
Photo by waynejackson
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• It’s A New Way Of Marketing
– Honesty
– Transparencyp y
– Responsiveness
C ti– Conversation
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WHATWHATi l?is your goal?
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R E A C HR E A C H$$ REVENUE $$$$ REVENUE $$
EngagementEngagement
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A b d /E li t
Ownership
Ambassador/Evangelist
Word of Mouth
Repeat Customers
Satisfaction in Engagement
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“It h“It has never been about me.
It has always been about you.”y
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People like doing business with people they knowpeople they know …
and love doing business with… and love doing business with people they trust.
Edelman Trust Barometer 2009
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Government should be TRANSPARENTPARTICIPATORYPARTICIPATORYCOLLABORATIVE
man
Flic
kr: S
teve
Fur
m
www.whitehouse.gov/the_press_office/TransparencyandOpenGovernment
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Fllickr: kamshots|K
a
Each personal interaction between a company and a customer or
amyar A
dl
between you and a member of your community presents an opportunity to gain an advocate for your brand – Seth Simonds
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Don’t see the purpose
YouTube is a time Accessing tothe purpose
of social mediaWe need to
review all
a time waster
Accessing to more sites
creates security issuesreview all
contentWe can’t
agree to the terms of service
Don’t like d ti tadvertisements
Flickr: jeannatheoddd|J Bizz. . . obstacles . . .
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www.usa.gov/webcontent/technology/other_tech.shtml
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• Banking
• PharmaceuticalsPharmaceuticals
• Health Care
• Insurance
P bli l T d d C i• Publicly Traded Companies
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• Truth In Lending
• Truth In Savings & Overdraft Protection
• Full Disclosures
• All Communications Pre-Approved
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• Cannot Promote Ancillary Benefits– Consumer comments on corporate website
still responsibility of company– Off-site discussions involving company
officials can be construed as corporate i ti llcommunications as well
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• Government Mandated Review & Approval
• Privacy Laws• Privacy Laws
M di l Ad i Gi E Li bilit• Medical Advice Given Exposes Liability
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• Individual State Regulations (U.S.)
• No Advice Unless Licensed In Specific State• No Advice Unless Licensed In Specific State
C t Will A k F Ad i• Customers Will Ask For Advice
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• Regulation Fair Disclosure
• Blogger Relations Challenge• Blogger Relations Challenge
O Di i O O t it F• Open Discussions Open Opportunity For Leaks
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R l A Th F A R• Rules Are There For A Reason
• Not The Rules, But The Policing
• We Cannot Circumvent Them
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• User-Generated Content
Must Comply With Policy– Must Comply With Policy
– On Our Website, Our ResponsibilityOn Our Website, Our Responsibility
• Immediacy Of Conversation• Immediacy Of Conversation
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Government TravelGovernment Travel
• Security issues – who can access socialSecurity issues who can access social media sites at work
• Military security once again• Military – security, once again
• Data collection from social media sites
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284 million bloggers
83% of active online users have read a blog83% of active online users have read a blog
300 Million Facebook Members
67% have joined a social network
55 Million Monthly Twitter Visits
83% have watched video clips
43% subscribe to an RSS feed
Source: Universal McCann Comparative Study on Social Media Trends April 2009
36 Million Linked In Members
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COMMUNICATIONS MEDIA SOCIAL MEDIA
Space defined by Media Owner
Organization in control
Space defined by Consumer
Consumer in controlOrganization in control
One way / Delivering a message
Consumer in control
Two way / Conversational
Repeating the message
Organization-focused
Adapting the message/ beta
Consumer-focused / Adding valueg
Entertaining
/ g
Influencing, involving
Organization created content User created content / Co-creation
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SO HOW CAN I BUILD A TRAVEL COMMUNITY ONTRAVEL COMMUNITY ON
MY SITE ?MY SITE ?
WRONGWRONG QUESTION
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“Communities already exist. Instead, think about how you can help that community do what it wants to do.”
Mark Zuckerberg
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BuildingBuilding relationship online:online:How do you cut through thethrough the clutter?
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BLOGSBLOGScan help...
• Give you something to SHARE• Show people you’re ready to ENGAGE• Show people you re ready to ENGAGE• Introduce your organization’s PEOPLE• Find ways to CONNECTFind ways to CONNECT
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www.usa.gov/Topics/Reference_Shelf/News/blog.shtml
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Can you blog to U.S. Government employees?
BUT . . .
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Plan your strategy to
• Who is the AUDIENCE?• Who is the VOICE?• Who is the VOICE?• Who can WRITE?• Enough CONTENT?g• Who will REVIEW?• Who will MAINTAIN?• User COMMENTS?
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Plan your strategy to
ALTERNATE MODEL:
Leverage Existing BLOGGERS
blog.usa.gov
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Can you Tweet to U.S. Government employees?Can you Tweet to U.S. Government employees?
AND . . .
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In 140 characters,you canyou can
LET TRAVELERS
KNOW• Promos and Last-Minute Specials
KNOW:• Promos and Last-Minute Specials• Direct links to government travel on your site• Best Government Travel Rates
N d P li h (i l di li k )• News and Policy changes (including links)
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WHYWHYdo it though?
• To BUILD CREDIBILITY by being a resource• To CONNECT to like minded people• To CONNECT to like-minded people• To REACH INFLUENTIALS • To SPREAD your message• To LEARN by listening•To ENGAGE in a dialogue
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Following
F llFollowers
Friends
Your initial target audience may not beYour initial target audience may not be your only, nor your best target audience
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Plan your Twitter strategyPlan your Twitter strategy
• PERSONAL or CORPORATE?• Tweet CONTENT?• Tweet CONTENT?• WHO will tweet?• HOW to tweet?• Who to FOLLOW?
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Can U.S. Government employees use
TWITTERTWITTER? ? ?
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SOCIALCan U.S. Government
SOCIALNETWORK?NETWORK?
AND . . .
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Facebook: Profile, Groups, Pages
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And What About Facebook Groups?And What About Facebook Groups?
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Groups or Pages?Groups or Pages?
Image from *Jason Falls
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Can U.S. Government employees use
SOCIALNETWORKS?NETWORKS?
AND . . .
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SOCIALPlan your strategy to
SOCIALNETWORK
• Who is the AUDIENCE?• Networking PURPOSE?• Networking PURPOSE?• Which SOCIAL NETWORK?• User PARTICIPATION?• User INTERACTION?
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Can U S Government
YOUTUBECan U.S. Government
YOUTUBEFLICKRFLICKR
PODCAST?
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MEDIA = Multimedia for All
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my.barackobama.com/page/s/pressconference
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www.youtube.com/user/househubwww.youtube.com/user/senatehub
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YOUTUBEYOUTUBEFLICKRFLICKR
PODCAST OBSTACLES:PODCAST OBSTACLES:• Time waster• Security issuesSecurity issues• Bandwidth• Advertising• Terms of service
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YOUTUBEPlan your strategy:
YOUTUBEFLICKR
PODCAST • Who is the AUDIENCE?PODCAST • Who is the AUDIENCE?• Who will CONTRIBUTE?• What CONTENT?What CONTENT?• What EQUIPMENT?• What SKILLS?• Who will MAINTAIN?
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How To SucceedHow To SucceedHow To SucceedHow To Succeed
Get Buy-in From Above
Work Closely With Legal/Compliance Teamy g p
Educate, Educate, Educate
Approach Content & Moderation As A Team
Develop Agreed Upon Response Timelines With DefinitiveDevelop Agreed Upon Response Timelines With Definitive Outcomes
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Don’t Forget!Don’t Forget!Don t Forget!Don t Forget!
Government Travel Presents Opportunities To Innovate
Your Legal/Compliance Teams Are On Your Side
B ti S t C B Ni bl With CBureaucratic Systems Can Be Nimble With Consensus
You Can Market Using Social Media Within The RulesYou Can Market Using Social Media Within The Rules
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Let’s ConnectLet’s ConnectLet s ConnectLet s Connect
@ bl k [email protected]
Twitter: @SusanTravels@
+1.201-476-1414 (Direct)+1 201-286-2767 (Mobile)
Susan Black
+1.201-286-2767 (Mobile)
www.linkedin.com/in/susanblackassociatesSusan Black
PrincipalSusan Black Associates