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Aoife Porter

November 2011

Social Media for Tourism:Workshop 4

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Workshop 4 Overview

Social Media Recap– How to Manage your Social Media in 10 minutes– Social Media Measurement

Social Media Group Clinics Comfort Break Harnessing the Sligo brand Other Digital Marketing Channels

– Email Marketing, SEO Final Q&A

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Social Media Recap

Key Steps:

1. Who is your audience

2. Where are they (fish where the fish are)

3. Define your objectives

4. Write out your plan

5. Implement it

6. Keep tabs on the results

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What channels can you use?

Bought

Earned

Owned

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Campaign Planning Summary

1. Don’t use digital for the sake of digital

2. Use the strengths of the medium to your advantage

3. Make sure you deliver on expectations

4. Track and measure

5. Continuous testing

6. Enjoy

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Twitter

If you are not using twitter remember to at least

1. claim your name

2. use the search to hear what others are saying about you

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Twitter

If you are going to use twitter1. Get Involved

• Follow people, join in conversations, share useful/interesting information

2. Promote your @handle offline • in your business, on your emails, in your print materials, on

facebook/linkedin

3. Consider adding your twitter stream to your homepage

4. Use a twitter client (tweetdeck, hootsuite, mobile phone) to manage your updates

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Other Location-Based Marketing Tools

At a minimum you must:– Claim your place on TripAdvisor.com– Claim your place on Google Places– Claim your place on facebook

And consider claiming your place on Foursquare, Yelp, Gowalla

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Facebook

Facebook Business Pages Facebook Insights Facebook Places Facebook Ads

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How to Source Images

The best option is always to create your own Creative Commons Resources:

– Compfight– Flickr– Google Images– Other resources

How to attribute ownership

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How to Source Video

YouTube Vimeo Google Search

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Managing Your Social Media

Clock by alancleaver_2000 under Creative Commons on Flickr

• If you react to every email/alert it can be overwhelming

• Consider setting aside 10-20mins daily at a set time each day, maybe before or after lunch, or first thing when you get in, or over coffee at 11am, when you can check your social media presences

• If you aim to do this daily, you will succeed at least 3 days a week

• If you are a consummate user of social media in a personal capacity you might prefer to continuously monitor – do what works for you

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How to Manage Your Social Media in 10 Minutes Per Day

Clock by alancleaver_2000 under Creative Commons on Flickr

Fish where the fish are – focus on the channels where your audience is

Hootsuite / Tweetdeck demo 2 Minutes: Scan your Google alerts for interesting

content / news 3 Minutes: Post some content on your Facebook

page / ignite discussion / monitor Insights 2 Minutes: Update your LinkedIn status / group

discussions 3 Minutes: Check your Twitter keyword searches

(your brand / location / industry / competitors)

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“However beautiful the strategy, you should occasionally look at the results”– Winston Churchill

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Measurement

What should we be measuring

How do we measure?

– Google Analytics

– Social Media Insights

– Email Marketing Reports

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Social Media Clinics

Pair Up Open all social media channels in your browser

– Facebook– TripAdvisor– Twitter– Google Places– LinkedIn

Present a problem you’re having: pose that to your partner

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Comfort Break

10 minute break Any q’s? Social Media Audit Other Digital Marketing Channels

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Sligo Tourism Brand

The new Sligo tourism logo has been designed to reflect the the creative, independent, active and enchanting personality of the

county. The brushstrokes are inspired by the paintings of Jack B Yeats, the vertical limestone features of the landscape and the crashing

Atlantic waves.

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Sligo Tourism Brand Story

Sligo will enchant you. It is a county that celebrates its independent spirit. A place steeped in history and mythology, with a creative tradition that lives in the music, art, poetry and expression of its people. From lakes and rivers to beaches and dramatic limestone mountains, Sligo is a place where ancient sites, spectacular landscapes and rolling waves inspire stories, trails and adventures that will open your mind and invigorate your body. 

Come and join us in Sligo and set your spirit free

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Sligo Tourism Brand Exercise

Download Sligo Tourism brand Identify which element of the brand story

chimes with your business Discuss how you could use that element of

the story on one of your social media channels

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Email Marketing

Benefits Considerations

Low-cost means to keep in touch with customers and deliver real personalisation & customisation

Need to consider, frequency, spam, data protection

With email marketing you are going to them: you get to decide when

Not everybody wants to hear from you as frequently as you would like to talk to them

97% of consumers have an email address

Regularity

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Email Marketing – Data Protection

You can only send email to somebody who has given you permission.

You must publish instructions on how to unsubscribe

You should publish full company details on all emails

See Dataprotection.ie for complete details Spam is illegal

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Who to contact?

Do you currently have a mailing list? If not start building one now Focus on quality not quantity Web Sign-Up form

– Incorporate into social media channels Face-to-face data collection

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Things to Remember

There are lots of different email clients, you have to design assuming most clients won’t view images or video (especially Outlook and Gmail).

Never use attachments -> spam Never CC or BCC, use a proper email

marketing service. Never share your list with others

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How to Send

User an email marketing service such as Mailchimp, Constant Contact, Campaign Monitor, Newsweaver.

Test for optimal delivery time. Review your Google Analytics to

determine peak traffic.

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Search Engine OptimisationGet Hot

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Search – Where do people click?

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So how do I get to Number 1?

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Your Website Needs to Have the Right Keywords

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You Need Lots of Good Websites to Link to You

Google also looks at the pages which link to you: do these contain your keywords?

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SEO Basics

Ensure your site is search engine friendly (web developer will help)

Identify key target keywords Include the keywords in appropriate

pages Get quality, relevant links to your site Social media REALLY helps with SEO

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Useful Resources

Socialmediaexaminer.com Mashable.com theSociable.co Sligo Tourism Failte Ireland Business Site Buamarketing.ie aSquared.ie

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Next Steps

Practise, practise, practise Use this network Get involved with the conversation Don’t be afraid to ask questions Have some fun with social media

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Feedback Survey

Pretty please: http://bit.ly/sligotourismworkshopsurvey