2012 Annual Conference & Tradeshow Celebrating 26 years of service to the Collegiate Travel Marketplace MARKETING YOUR TRAVEL PROGRAM USING SOCIAL MEDIA.

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Presentation transcript:

2012 Annual Conference & Tradeshow Celebrating 26 years of service to the Collegiate Travel Marketplace MARKETING YOUR TRAVEL PROGRAM USING SOCIAL MEDIA Jay Campbell Chief Social Media Strategist Strategic Social Consulting x707

2012 Annual Conference & Tradeshow Celebrating 26 years of service to the Collegiate Travel Marketplace Jay Campbell Strategic Social Consulting About Jay Campbell Strategic Consultant on Social Media Clients include 5 th largest CPA firm in the country National Speaker on Social Media Former Employers Include: Walt Disney World British Airways

2012 Annual Conference & Tradeshow Celebrating 26 years of service to the Collegiate Travel Marketplace Agenda A few facts about social media Social Media Strategy Facebook Twitter Video Using Social Media to Improve Customer Service Online Travel & Review Sites Tools You Can Use Topics You Should Post About Takeaways Jay Campbell Strategic Social Consulting

2012 Annual Conference & Tradeshow Celebrating 26 years of service to the Collegiate Travel Marketplace Social Media is a Communication Tool Jay Campbell Strategic Social Consulting

2012 Annual Conference & Tradeshow Celebrating 26 years of service to the Collegiate Travel Marketplace NOT A Marketing Tool Jay Campbell Strategic Social Consulting

2012 Annual Conference & Tradeshow Celebrating 26 years of service to the Collegiate Travel Marketplace Jay Campbell Strategic Social Consulting Gartner Says Social-Networking Services to Replace as the Primary Vehicle for Interpersonal Communications for 20 Percent of Business Users by 2014

2012 Annual Conference & Tradeshow Celebrating 26 years of service to the Collegiate Travel Marketplace Jay Campbell Strategic Social Consulting

2012 Annual Conference & Tradeshow Celebrating 26 years of service to the Collegiate Travel Marketplace Social Media Strategy Jay Campbell Strategic Social Consulting

2012 Annual Conference & Tradeshow Celebrating 26 years of service to the Collegiate Travel Marketplace Questions to ask before creating your social media strategy: 1)What are our departments goals? 2)How much bandwidth do we have? 3)Who will supply the content? Jay Campbell Strategic Social Consulting

2012 Annual Conference & Tradeshow Celebrating 26 years of service to the Collegiate Travel Marketplace Questions to ask before creating your social media strategy: 1)Why are your colleagues not using the travel department? 2)Out of the people who have used your services how many come back vs. going else where. 3)Survey current and past customers on their perspective. Jay Campbell Strategic Social Consulting

2012 Annual Conference & Tradeshow Celebrating 26 years of service to the Collegiate Travel Marketplace Jay Campbell Strategic Social Consulting 1) Create three surveys: a) Past clients b) Current clients c) Those who always book through an outside source 2) SurveyMonkey prices start at just $17 per month

2012 Annual Conference & Tradeshow Celebrating 26 years of service to the Collegiate Travel Marketplace Jay Campbell Strategic Social Consulting Facebook

2012 Annual Conference & Tradeshow Celebrating 26 years of service to the Collegiate Travel Marketplace Jay Campbell Strategic Social Consulting 67% of B2C companies and 41% of B2B companies have acquired a customer from Facebook.

2012 Annual Conference & Tradeshow Celebrating 26 years of service to the Collegiate Travel Marketplace Jay Campbell Strategic Social Consulting

2012 Annual Conference & Tradeshow Celebrating 26 years of service to the Collegiate Travel Marketplace Jay Campbell Strategic Social Consulting

2012 Annual Conference & Tradeshow Celebrating 26 years of service to the Collegiate Travel Marketplace Jay Campbell Strategic Social Consulting

2012 Annual Conference & Tradeshow Celebrating 26 years of service to the Collegiate Travel Marketplace Jay Campbell Strategic Social Consulting How Can I Get So Many Likes?

2012 Annual Conference & Tradeshow Celebrating 26 years of service to the Collegiate Travel Marketplace Jay Campbell Strategic Social Consulting

2012 Annual Conference & Tradeshow Celebrating 26 years of service to the Collegiate Travel Marketplace Jay Campbell Strategic Social Consulting

2012 Annual Conference & Tradeshow Celebrating 26 years of service to the Collegiate Travel Marketplace Jay Campbell Strategic Social Consulting Utilize Facebook tabs Pagemondo.com lets you create a website looking Facebook tab The image to the left is from Pagemondo

2012 Annual Conference & Tradeshow Celebrating 26 years of service to the Collegiate Travel Marketplace Jay Campbell Strategic Social Consulting Twitter

2012 Annual Conference & Tradeshow Celebrating 26 years of service to the Collegiate Travel Marketplace Jay Campbell Strategic Social Consulting

2012 Annual Conference & Tradeshow Celebrating 26 years of service to the Collegiate Travel Marketplace Jay Campbell Strategic Social Consulting

2012 Annual Conference & Tradeshow Celebrating 26 years of service to the Collegiate Travel Marketplace Jay Campbell Strategic Social Consulting

2012 Annual Conference & Tradeshow Celebrating 26 years of service to the Collegiate Travel Marketplace Jay Campbell Strategic Social Consulting

2012 Annual Conference & Tradeshow Celebrating 26 years of service to the Collegiate Travel Marketplace Video Jay Campbell Strategic Social Consulting

2012 Annual Conference & Tradeshow Celebrating 26 years of service to the Collegiate Travel Marketplace Jay Campbell Strategic Social Consulting Video is a great way to add value to your service Google+ allows you to not only broadcast but create a live dialog Google+ video can be streamed and stored on YouTube.

2012 Annual Conference & Tradeshow Celebrating 26 years of service to the Collegiate Travel Marketplace Jay Campbell Strategic Social Consulting YouTube is the 2 nd most popular B2B website Typically videos should run for under 2 minutes Create Playlists to organize your video’s

2012 Annual Conference & Tradeshow Celebrating 26 years of service to the Collegiate Travel Marketplace Jay Campbell Strategic Social Consulting Using Social Media to Improve Customer Service

2012 Annual Conference & Tradeshow Celebrating 26 years of service to the Collegiate Travel Marketplace Jay Campbell Strategic Social Consulting 1)How do your clients find out about canceled flights? 2)Is there anyone they can call? 3)How would your client react to being stranded?

2012 Annual Conference & Tradeshow Celebrating 26 years of service to the Collegiate Travel Marketplace Jay Campbell Strategic Social Consulting Does this happen with your agency? What if your client was in another country is there someone they can call for help?

2012 Annual Conference & Tradeshow Celebrating 26 years of service to the Collegiate Travel Marketplace Jay Campbell Strategic Social Consulting How is your customer service? Do you have an escalation path? How long does it take your university to resolve an issue?

2012 Annual Conference & Tradeshow Celebrating 26 years of service to the Collegiate Travel Marketplace Jay Campbell Strategic Social Consulting Online Travel & Review Sites

2012 Annual Conference & Tradeshow Celebrating 26 years of service to the Collegiate Travel Marketplace Jay Campbell Strategic Social Consulting

2012 Annual Conference & Tradeshow Celebrating 26 years of service to the Collegiate Travel Marketplace Jay Campbell Strategic Social Consulting

2012 Annual Conference & Tradeshow Celebrating 26 years of service to the Collegiate Travel Marketplace Jay Campbell Strategic Social Consulting Tools You Can Use

2012 Annual Conference & Tradeshow Celebrating 26 years of service to the Collegiate Travel Marketplace Jay Campbell Strategic Social Consulting Live Chat Increase customer loyalty Increase your customer support Ability to capture clients and prospects Two of the products out there: c.com/ c.com/ n.com/ n.com/

2012 Annual Conference & Tradeshow Celebrating 26 years of service to the Collegiate Travel Marketplace Jay Campbell Strategic Social Consulting

2012 Annual Conference & Tradeshow Celebrating 26 years of service to the Collegiate Travel Marketplace Jay Campbell Strategic Social Consulting

2012 Annual Conference & Tradeshow Celebrating 26 years of service to the Collegiate Travel Marketplace Jay Campbell Strategic Social Consulting 1.Post to multiple social media accounts at once. 2.Set a time and date for your post to go live 3.Enable a plug-in for your browser to post news articles you may read directly to your social media account.

2012 Annual Conference & Tradeshow Celebrating 26 years of service to the Collegiate Travel Marketplace Jay Campbell Strategic Social Consulting Ability to send out daily or weekly Add content from anywhere on the web Include your blog articles or Twitter postings

2012 Annual Conference & Tradeshow Celebrating 26 years of service to the Collegiate Travel Marketplace Jay Campbell Strategic Social Consulting Topics You Should Post About

2012 Annual Conference & Tradeshow Celebrating 26 years of service to the Collegiate Travel Marketplace Jay Campbell Strategic Social Consulting Number of days for reimbursement when the students/staff go through your office vs. another method. The amount or percent of money not reimbursed because the customer did not follow the policy. Promote how someone can contact you if they need help. How long does it take your office to resolve an issue? Use social media to help you achieve a goal Announce your goal and create a quarterly public report showing how close you are to your goal.

2012 Annual Conference & Tradeshow Celebrating 26 years of service to the Collegiate Travel Marketplace Jay Campbell Strategic Social Consulting Takeaways Understand your 6 – 12 month department goals Work with existing social media channels first, don’t reinvent the wheel, yet Each post should add value Social media is about communicating not marketing