In this session, we will review 4 key trends that are influencing the way travelers utilize technology and social media to plan and research travel. You will learn why these trends are important and receive tips on how to leverage them for future social media success.
4. @DaveSerino
#BuildND
–
North
Dakota
Travel
Industry
Conference
THE NEW COMMUNICATION MODEL
It’s all about DIALOG……..
- Individuals easily connecting with their
existing network to find trusted information
And, in TRAVEL it’s all about…..
- Individuals easily connecting with each other
looking for advice and sharing their
experience with ease
7. @DaveSerino
#BuildND
–
North
Dakota
Travel
Industry
Conference
THE STATE OF THE AMERICAN
TRAVELER
• Average consumer has taken
4.8 trips in the past year with
33% saying they plan to
increase spending on travel in
the next year.
• 55% of the consumers are
looking for discounts or bargins
• 26% will travel to less expensive
destinations
• 39% took a laptop on a leisure
trip
• 11% used an iPad or tablet to
view travel info
January 2012
www.destinationanalysists.com
34. @DaveSerino
#BuildND
–
North
Dakota
Travel
Industry
Conference
TWITTER
Establish Yourself as Expert, Authority or
Advocate
• Before you begin decide on your brand, content and
strategy
70% - “I want to be a credible source for content and
information on the travel, tourism, hospitality &
meeting industry in the areas of online marketing
and social media”
30% - “I want to relay my passion for my hobbies and
interests: an active life style, family, sports and craft
micro brews”
43. @DaveSerino
#BuildND
–
North
Dakota
Travel
Industry
Conference
FACEBOOK
Use the Cover Photo to Capture the Visitor
• A showcase image to represent your destination,
property, or attraction.
• It should be consistent with your marketing strategy
and brand.
• Crowd source for a unique image through sites like
Flickr or invite fans to submit their own
• Remember: It should be 850px by 315px and can
not include price info, contact info, web addresses
or references to “Like” the page.
56. @DaveSerino
#BuildND
–
North
Dakota
Travel
Industry
Conference
CATCHING LIGHTNING IN BOTTLE……
Results:
• The column goes viral and gets picked up by
numerous blogs and was shared throughout multiple
social networks
• The Grand Forks Herald reported that the column has
had more than 200,000 page views in a day-. the
second-most read story that day had about 5,000 page
views
• It was shared more than 26,000 times on Facebook
and multiple times Twitter
• She has been featured on the Today Show, Good
Morning America, Wall Street Journal and New York
Times.
SOCIAL MARKETING IS ALL ABOUT RELATIONSHIPS. Relationships depend on conversation.
Types of communities:
Travel Community generally
Communities formed around an interest / passion (that is relevant to your destination)
Your own existing community. What makes people passionate about destination / hotel / experience?
FB - people passionate about destination (more general, number of reasons for passion)
Twitter - Near-in / Current. People on the road ARE the near-in market.