Maximizing Relationships :: Social Media

Is social media a fad?

• http://www.youtube.com/watch?v=sIFYPQjYhv8

“Social Media”

• What does “traditional media” mean in the travel industry?

• What does “new media” mean in the travel industry?

• It’s all about RELATIONSHIPS

eNewsletters

Presented by Sarah FazendinThe Fazendin Portfolio

But it’s WAY more than just an email…

• “View Online” permalink allows greater reach, through web site, blog, twitter, facebook

• “Timely” = real news people care about• Build your brand via consistent messaging,

make sure your personality shines through loud and clear!

Facebook Introduction

Presented by Caitlin LepperConservation Concept

Great Plains Conservation & Ellerman House

What is Facebook

• A social-networking tool• Estimated 321 million users• 181% increase in users aged 25 – 34 (ComScor)

• 98% increase in users 35 & over (ComScor)

• 18 mill US Facebook users are over 45• Companies that use social-networking are 17

times more likely to improve customer satisfaction than companies that don’t use the sites (Aberdeen Group).

What can it do for your business?

• Connect with customers• Pass along news, offers, updates• Maintain open lines of communication• Attract new business• Minimize marketing costs – free & easy • Communicate with the masses

Before launching FB for your business…

• Create a Fan Page (not a Group)– Separate the social from the professional– The content is not linked to you personally

• Create a strategy– Post relevant & interesting content– Develop a timeline for posting– Reply to feedback & say Thank You to fans– Use Facebook’s Post Analytics function to monitor

effectiveness

Basic Features for a business

• News Feed• Advertising• Relationship Marketing• Calls to Action• Messaging Fans• Search Engine Placement

News Feed

Function: Create a fast-spreading buzz about your brand,

and building its recognition• A posting of photos, videos, links or comments

lead to a “feed” of information to those connected to your network

Advertising

Function:Raise brand awareness and solicit click-through

business• Convey a precisely targeted message based on

the user’s network and statistics (like Google Adwords)

• Appear on the margin of the user’s profile page

Relationship Marketing

Function: An opportunity to talk about what you do in a

casual, friendly way without pushing your product

• ‘When the marketers move in, the members move out.’

• The trick is to be a member, not a marketer. Putting up too many links to your company’s website can turn people off

Calls to Action

Function:Create ‘viral visibility’ by soliciting action on your

site• The average user has 130 friends• The Multiplier Effect: Action on your site

spreads to fans’ friends. Thus, the respondent’s friend also becomes interested

• The original call to action spreads like a ‘virus’

Collective Messaging

Function:Pro-active communication when desired or

necessary• In one click, send a message directly to all

your Fans’ Facebook Update folder

Search Engine positioning

Function:Increase sales• Pages are indexed by external search engines

such as Google and show up on keyword searches

• FB Groups are not!

Blogging

Presented by Kent ReddingAfrica Adventure Consultants

Blogging 101

• A great way to communicate with customers, potential clients, the media…

• Dynamic: Can update regularly.• Establish we are experts in our field.• Link back to our website to drive readers to us• Make it a part of your weekly schedule

Keep Material Fresh

• We update 2-3 times per week• Includes lots of non-sales information:

accommodations updates, new flights, events, dining options…

• Special offers and discounts

Linking to Social Media and Web sites

• Most of our blogs have 5-10 links back to our website

• Facebook page featured in every blog• Facebook updates automatically turned into

Tweets• Tweets often reference our blog or website

But what to say?!

• You have lots of content and information available, just need to be creative!

• For example…– Focus on honeymoons/Valentines Day in February– Focus on gifts and giving in November/December

Results…

• Hard to quantify, but we believe it enhances our reputation and leads people to us for potential conversion into paying customers.

Thank you

Questions?