1. Lecture 10 Trends and future applications

2. Breaking Down Social Media  Media:  the means of communication, as radio and television, newspapers, and magazines, that reach or influence people widely

3. Social Media  Social media are the means of communication based on interdependent relationships and cooperation among friends and associates  Enhanced by the anytime, anywhere benefits of the Web and mobile technologies  Built around online communities

4. Social Media Marketing the strategic use of social media to leverage the cultural context and connective web of social communities to meet branding and communication objectives

5. Why Market with Social?  It’s trendy  It‘s free  It’s fast  It’s Facebook

6. The Truth about Social  Social is here to stay  113 million blogs...& over 250 million pieces of tagged social media  Over 400 million Facebook members

7. The Cost of Social “Social media trades media cost for time cost ” Charlene Li, Forrester Research

8. Strong Ties Take Time Social media marketing is RELATIONSHIP MARKETING in social spaces

9. Social is Beyond Facebook

10. And Besides Social media marketing is about interacting, participating, engaging, conversing in ways that meet marketing objectives – it’s not about the site or the platform; it’s the strategy that counts

11. A Social Foundation  Participating  Listening  Talking  Sharing

12. Participating

13. Listening, Talking

14. Sharing

15. Are Travel Consumers Social?  YES!  40% use social media content in making travel-related decisions  Of those  58% rely on RATINGS/REVIEWS  18% use photo content  18% discuss in social networks  12% use traveler blogs  5% use video

16. The SMM Process  Step 1: Review current marketing strategy and potential for social media integration  Step 2: Assess the environment  Step 3: Set campaign objectives  Step 4: Develop social media strategy and tactics  Step 5: Execute strategy and tactics  Step 6: Evaluate and Refine

17. Objectives  Build brand awareness  Drive traffic to websites  Improve search engine rankings  Promote a brand message  Build reputation and image  Develop/maintain a network of prospective clients and colleagues  Distribute news/PR efforts  Communicate

18. Tools in Social Strategy  Social network sites  Niche network/ Content sharing sites  Micro-sharing  Blogging  Mobile Apps and Widgets  RSS feeds  Virtual worlds  Games  Bookmarking & News sites  Social merchandising  Social software (especially for inspiring co-creation)

19. Social Media are CHANNELS You still need a Value Proposition

20. Making a Plan  Which tools do use  What to share (content!)  When to share (social calendar)  How to engage (participation!)  How to leverage fans (credibility, wom)

22. Key Social Tools for DMOs/CVBs  Facebook fan page  Twitter and HootSuite  YouTube  Travel networks  Trip Advisor  WAYN  EveryTrail  Blogs  RSS  Mobile Apps  VisitMobile  FourSquare  Custom

23. Queensland Tourism  Video entries (34,000), 500000 votes  200000 hits to website in first day, over 7 million total  1500 blog posts  8% decline in international tourist traffic

24. Facebook Fan Page

25. TripAdvisor  Multi-media UGC  Reach  Sponsored Pages

26. Niche Networks

27. Pennsylvania Tourism and FourSquare

28. VisitMobile