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Six Ways to Use Your Online Presence

to Build Airport Business and LoyaltyCreated by

Standing Partnershipfor

Virginia Airport Operators Council

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Six Ways to Use Your Online Presence

1. Create, Optimize and Maintain your Home Base Website with Integrated Social Media

2. Listen 3. Publish4. Connect5. Engage6. Evaluate

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ONE: Develop Infrastructure• Web site• Blog• Both?

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Web Site Best Practices• Offer RSS feed for a blog or news updates• Create page title links http://www.gocho.com/airport/blog/ or

http://www.gocho.com/airport/info/airport-statistics/

• Create external links from social networks, community partners, advertising vendors

• Develop social media presence and link to home base• Post new content frequently• Tag photos and content with appropriate search

keywords

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Why Integrate Social Media?

• Brands that are the most engaged in social media saw their revenue grow during 2008 by 18 percent while the least engaged brands saw losses of negative 6 percent.

http://www.engagementdb.com/downloads/ENGAGEMENTdb_Report_2009.pdf

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Why Integrate Social Media?• Critical to SEO (search engine optimization – the art of

making Web pages attractive to search engines).• Serves as a tool for internal collaboration and

knowledge sharing.• Allows direct conversation and relationship building with

your community.• Serves as a platform for thought leadership.• Provides instant feedback.• Builds relationships.

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Social Media Continuum of Tools

PublishConnect Listen Engage

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Focus Efforts on a Few

The “Big Three”

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Define Parameters• Who will manage the community?• Who will contribute?• What are the rules of engagement?

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Define S.M.A.R.T. Goals• Specific• Measurable• Actionable• Realistically high• Time-bound

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Create and Maintain Infrastructure

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TWO: Listen• What are your customers saying

about you?• How do you KNOW?• How can you answer customers’

questions before you’re even asked?

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TWO: Listen• The quickest way to monitor content on the Web is to

use a feed reader.

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TWO: Listen -- Tools

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THREE: Publish• “Neither a press release nor a full-page ad in The

New York Times will boost your search engine ratings as much as a regularly updated blog. The shortest, cheapest, fastest and easiest route to a prominent Google ranking is to blog often.”

— Robert Scoble and Shel Israel “Naked Conversations”

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FOUR: Connect• Find people like you• Read lots of content• Learn who makes up

your network

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FOUR: Connect -- LinkedIn

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FOUR: Connect -- Facebook

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FOUR: Connect -- Twitter

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FIVE: Engage• Reward fans• Be helpful• Connect your network• Endorse others• Produce frequent,

quality content• Create meaningful,

long-lasting relationships

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Reward Fans!

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SIX: Evaluate and Celebrate Success

• Define Goals

• Measure Progress

• Celebrate Success

https://www.google.com/analytics

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Six Ways to Use Your Online Presence

1. Create, Optimize and Maintain your Home Base Website with Integrated Social Media

2. Listen 3. Publish4. Connect5. Engage6. Evaluate

6

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Thank You

Questions?

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http://www.google.com/profiles/marijean.jaggers