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Damian cook introduction

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Rania Alahmad

This document discusses how social media can be used to boost tourism bookings. It notes that online activity, including travel research and booking, has become habitual. Over 96% of travelers now start their travel research online. Social media offers opportunities for alternative positive perspectives on destinations. The future of growth in the tourism industry will be about increasing yield rather than arrivals. Less travel and higher expectations from travelers will be a trend. User generated content on social media platforms like blogs, reviews, and videos provides opportunities for tourism marketers to engage customers and drive conversion through campaigns, leveraging, and sourcing user content.

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MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS
Damian cook introduction
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS Damian Cook damian@e-tourismfrontiers.com
Damian cook introduction
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS BRANDING
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS BUSINESS
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS BRANDING TO BUSINESS
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS IT WAS QUITE A DAY...
Damian cook introduction
Damian cook introduction
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS IT’S BEEN QUITE A YEAR....
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS LET’S START WITH REGIONAL TOURISM...
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS BUT
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS Bad News Travels
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS Social media offers alternative positive viewpoints
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS AND NOW TO THE GLOBAL ECONOMY...
Damian cook introduction
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS EVERYONE IS TALKING ABOUT GROWTH
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS NO MATTER WHAT TRAVEL IS NEVER GOING TO GET ANY CHEAPER
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS THE FUTURE OF GROWTH WILL BE ABOUT YIELD AND NOT ARRIVALS
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS IF YOUR BUSINESS MODEL IS ABOUT CONSTANT GROWING NUMBERS YOU MAY BE IN TROUBLE
Damian cook introduction
Damian cook introduction
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS LESS CAN BE MORE
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS THE FUTURE TRAVELLER WILL TRAVEL LESS AND EXPECT MORE...
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS PLANNING FOR THE FUTURE MEANS LOOKING AT ALL THE FACTS... NOT JUST THE ONES THAT SUIT US
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS SOME FACTS WE CAN’T DENY
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS FOR EXAMPLE...
Damian cook introduction
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS WHAT DID HE SAY?
Damian cook introduction
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS WHAT?
Damian cook introduction
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS SO WHAT?
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS THE FUTURE IS ONLINE • 56% of all travel is now researched, booked bought and sold online • 96% of travellers start their research on the internet • In the recession online travel sales suffered the least (2% down) and have already bounced back- by just over 7% SOURCE: PhocusWright/ETC2010
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS THE FUTURE IS SOCIAL • 30% on average of all time online is spent social networking • Facebook is one of the largest populations on earth with 700 Million people • Social media is more popular and powerful than TV and print media combined SOURCE: ETC/WIS2010/Comscore
Damian cook introduction
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS E-Tourism means • Communicating the right • Content across a variety of • Channels to the best value • Clients who will • Convert to a sale and keep • Coming back
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS Where are the Young? Half of the world’s population is now under 30 They are your current and future market... and they can be hard to pin down If you are looking for them: one billion of them are online... SOURCE: WorldPopulationFoundation(WPF)/UN
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS North Europe Asia America 418m 738m 253m Middle East 57m Central/South Oceania/ America 179m Africa Australasia 67m 21m
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS Net Generation • Are you ready for them? • The first ‘digital generation’ has arrived- aged between 11 and 31 • They grew up with access to computers and the internet • Vastly different from previous generations
They Think Different • They read 7 books, 2,800 web pages and over 1,300 Facebook profiles each year • 71% never read a newpaper... ever • They use the Internet more than they watch TV • They are connected to extensive and trusted networks of friends • They increasingly use their phones rather than their computers SOURCE: GrownUPDigital?eMarketer
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS They Speak Different • LOL, OMG, LMAO Now in the Dictionary • ROLFMAO , JK, BRB, NKT etc coming soon
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS Freedom
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS Customization
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS Scrutiny
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS Integrity
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS Collaboration
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS Entertainment
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS Speed
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS Innovation
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS OK.. they do have some issues
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS REJECTION OF COMPLEXITY
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS Had I the heavens' embroidered cloths, Enwrought with golden and silver light, The blue and the dim and the dark cloths Of night and light and the half-light, I would spread the cloths under your feet: But I, being poor, have only my dreams; I have spread my dreams under your feet; Tread softly because you tread on my dreams.
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS OR....
Damian cook introduction
Damian cook introduction
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS Is this a negative?
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS Some ‘negative’ elements are marketing positives
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS In psychological terms what behaviour drives most social media activity?
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS What’s changed for Tourism?
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS E-Tourism • Online activity has become habitual and practical including shopping • For the past 4 years Travel is now the best selling commodity online • For over 96% of travellers it is their primary source of information about travel- and increasingly their means of selecting booking and buying- 56% on average • Over US $160 Billion in Online Travel Sales
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS Leading Source for Travel Information
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS ‘Conversion’ is driving the online market...
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS Business Driven
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS eBusiness Challenges • The Sales environment increasingly requires realtime reservation accessibility • This requires a reservation software which can integrate with an e-commerce solution • Inventory ideally should be available to be represented for direct bookings from your site and open to intermediary sale • As activity becomes realtime bookable there will be a control shift to accommodation
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS Conversion • There is so much competition in the marketplace and so much demand from the market for sales that CONVERSION of interest to sale is essential • As search and social becomes increasingly monetized branding alone is not a good investment • To see return on your online investment you need to convert
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS You need a Call to Action...
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS Call to Action?
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS But what are we calling them to do?
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS Don’t just focus on entry... Focus on Exit
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS 3 Means of Conversion
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS (A) BOOKING
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS (B) ENQUIRY
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS (C) REGISTRATION
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS But How do we get them to convert?
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS Conversion Campaigns for Tourism
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS THE MARKET IS TOO CROWDED AND TOO LOUD TO BE MAKING BLAND GENERIC STATEMENTS
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS ESPECIALLY IN A MARKET DRIVEN BY SEARCH AND SOCIAL MEDIA
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS STRONG UNIQUE MESSAGING
Damian cook introduction
Damian cook introduction
Damian cook introduction
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS MATCHING UNIQUE PRODUCTS TO UNIQUE PEOPLE
Damian cook introduction
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS CAMPAIGNS BEYOND CONVENTIONAL MEDIA
The Web is Changing Fast...
Damian cook introduction
UGC • Blogs • Images • Video • Wikis • Reviews • Social Profiles • Tweets
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS What Does That Mean in Marketing Terms?
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS Our Users Are In Control
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS You need to work with them...
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS Facebook is writing autobiographies...
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS Our Profiles are how we want the world to see us...
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS How do you let your guests be seen...?
Damian cook introduction
Damian cook introduction
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS ENTIRE CAMPAIGNS ARE NOW RUN VIRALLY BY LEADING BRANDS
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS CASE STUDY: T-MOBILE SUMMER 2011
Damian cook introduction
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS IT TAKES CREATIVITY- EVEN AN AIRPORT CAN GO VIRAL...
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS CASE STUDY: BEIRUT INTERNATIONAL DUTY FREE
Damian cook introduction
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS UGC works best
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS CASE STUDY: LEVELS OF UGC ENGAGEMENT
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS Sourced UGC
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS
Damian cook introduction
Damian cook introduction
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS Leveraged UGC
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS One Day in Canada
Damian cook introduction
Damian cook introduction
Damian cook introduction
Damian cook introduction
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS Pure UGC
Damian cook introduction
Damian cook introduction
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS Africa goes Viral • ‘The Battle at Kruger’ a tourists video shot in South Africa has become the 12th most popular video on YouTube • It has been viewed over 62,499,000 times and counting
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS Everyone wants the latest viral hit...
Damian cook introduction
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS And to monetize it...
Damian cook introduction
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS How does your content connect to clients and drive conversion?
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
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS SOCIAL MEDIA IS DYNAMIC, REALTIME & HIGHLY TARGETED
Damian cook introduction
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS Social Conversion • Spending on Social Media Advertising has doubled in the last year • Ad spend on Facebook in 2010: $1.3 Billion • Video Advertising had grown but not as radically
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
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS SOCIAL SELLS • What was most important to them? • Users reviews: 30% • Facebook: 17% • Video-sharing (e.g.YouTube): 14% • Twitter: 9%
SOCIAL NETWORKS AND BLOGS COMBINE WEB SEARCHING AND PERSONAL RECOMMENDATION
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS SOCIAL ON THE ROAD • 72.7% of US social network users accessed social networks at least daily while they were travelling.
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS VICARIOUS TRAVEL
Multiplying the Travel Experience • The vicarious travel experience effectively means that each person is now travelling with an average of 120 spectators • These are not passive spectators • They are engaging, commenting and recommending constantly • Travel suppliers now need to be a part of this atmosphere of constant engagement
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS SUCCESSFUL SOCIAL MEDIA CONVERSION REQUIRES CONSTANT ENGAGEMENT
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS ENGAGEMENT • Engagement means a point of contact on social media • Making a post or publishing content is not engagement • Engagement is when people respond, react and interact with your content • This is key for profile and conversion
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS YOU HAVE TO ENCOURAGE CONSTANT ENGAGEMENT
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS THE NEW FACEBOOK IS DESIGNED TO MAXIMIZE ENGAGEMENT
Damian cook introduction
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS Encouraging Engagement via UGC
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS Let’s be realistic...
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS People will talk about these hotels...
Damian cook introduction
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS But not this...
Damian cook introduction
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS You need great content
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS THE SINGLE STUPIDEST THING YOU CAN DO IF YOU WANT GOOD UGC
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS AND LOTS OF TOURISM BUSINESSES DO IT...
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS QUESTION...
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS DO HOTELS GIVE GUESTS AN ELECTRICITY AND WATER BILL WHEN THEY CHECK OUT?...
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS THAT WOULD BE CRAZY...
THEN WHY DO YOU CHARGE THEM TO USE THE INTERNET?...
Damian cook introduction
Damian cook introduction
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS Response time is speeding up...
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS • Rate of phone growth is phenomenal Mobile Web • Phones are no longer just for talking- they are an online means for accessing and publishing content • People Travel with their phones as a tool, guide and assistant • SATNAV directs the Tourist as they travel • SMS communication to in-destination travellers • Mobile Payments
TRAVEL MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS MOBILE • Three out of ten cell phones in use in the US are now "smartphones" with internet connectivity. • In 2010, nearly two in ten travelers (19%) have downloaded a travel-related application (app) to their smartphone. • Half have navigated a destination using the built in GPS functionality or searched for the latest information on flight schedules and delays. • Three in ten have compared airfares or hotel rates or shared information or photos about their travel experiences using their smartphone. • One in six has booked air travel or lodging or viewed a virtual visitor guide that provides information on things to do and see while visiting a destination.
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS All About Apps
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS
Damian cook introduction
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS THE FUTURE KNOWS WHERE IT’S AT
Damian cook introduction
Damian cook introduction
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS Facebook Places • Does the same as Foursquare without the middle man • One button check in • Is becoming an extremely popular tool for destination marketing
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS INTEGRATED CAMPAIGNS • Successful campaigns use an integrated combination of online and offline • Initial online content is PR promoted to raise awareness and encourage initial engagement • Ongoing engagement is monitored and measured
Damian cook introduction
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS Face the Future The Time has come to move beyond branding and into business
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS Face the Future Tourism marketing has become predominantly digital and social
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS World of Opportunity As marketers this offers you a chance to build rich, powerful and successful global campaigns
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS Business Driven To sustain digital marketing it can no longer be about brand value but ROI via conversion
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS Integrate Combine Search, Social and offline support to drive conversion and sales
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS Collaborate Develop relationships between marketers, their clients and partners to create and utilize realtime social content
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS Become Bookable Ensure you have a realtime, e- commerce enabled reservation system and allocate inventory online
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS Become Visible Make sure you are present on Google Map layers: Sign Up and follow the instructions: www.google.com/placesforbusiness
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS Become Visible Make sure you set up your Facebook Fan Page: www.facebook.com/pages/create.php and www.youtube.com/watch?v=pSstaGFTP-g
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS Become Visible Make sure you set up your business on Facebook Places: http://www.allfacebook.com/facebook-places- business-2010-08
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS Become Visible Create a YouTube Channel: www.youtube.com/pdf/ YouTube_Brand_Channel_Redesign.pdf and mashable.com/2010/04/26/branded-youtube-channel/
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS Convert Focus on Conversion to Sales: http://www.widerfunnel.com/conversion-rate- optimization/31-conversion-optimization-tips-and- counting http://padicode.com/blog/conversion-rate/conversion- optimization-tips/ http://unbounce.com/conversion-rate-optimization/544- conversion-rate-optimization-tips/
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS Measure Make use of Google Analytics: www.google.com/analytics/
MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS THANK YOU
Damian cook introduction

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Damian cook introduction

  • 1. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS
  • 3. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS
  • 4. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS Damian Cook damian@e-tourismfrontiers.com
  • 6. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS BRANDING
  • 7. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS BUSINESS
  • 8. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS BRANDING TO BUSINESS
  • 9. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS IT WAS QUITE A DAY...
  • 12. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS IT’S BEEN QUITE A YEAR....
  • 13. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS LET’S START WITH REGIONAL TOURISM...
  • 14. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS
  • 15. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS
  • 16. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS
  • 17. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS
  • 18. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS BUT
  • 19. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS
  • 20. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS Bad News Travels
  • 21. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS Social media offers alternative positive viewpoints
  • 22. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS AND NOW TO THE GLOBAL ECONOMY...
  • 24. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS EVERYONE IS TALKING ABOUT GROWTH
  • 25. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS NO MATTER WHAT TRAVEL IS NEVER GOING TO GET ANY CHEAPER
  • 26. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS THE FUTURE OF GROWTH WILL BE ABOUT YIELD AND NOT ARRIVALS
  • 27. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS IF YOUR BUSINESS MODEL IS ABOUT CONSTANT GROWING NUMBERS YOU MAY BE IN TROUBLE
  • 30. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS LESS CAN BE MORE
  • 31. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS THE FUTURE TRAVELLER WILL TRAVEL LESS AND EXPECT MORE...
  • 32. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS PLANNING FOR THE FUTURE MEANS LOOKING AT ALL THE FACTS... NOT JUST THE ONES THAT SUIT US
  • 33. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS SOME FACTS WE CAN’T DENY
  • 34. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS FOR EXAMPLE...
  • 36. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS WHAT DID HE SAY?
  • 38. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS WHAT?
  • 40. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS
  • 41. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS
  • 42. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS SO WHAT?
  • 43. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS THE FUTURE IS ONLINE • 56% of all travel is now researched, booked bought and sold online • 96% of travellers start their research on the internet • In the recession online travel sales suffered the least (2% down) and have already bounced back- by just over 7% SOURCE: PhocusWright/ETC2010
  • 44. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS
  • 45. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS THE FUTURE IS SOCIAL • 30% on average of all time online is spent social networking • Facebook is one of the largest populations on earth with 700 Million people • Social media is more popular and powerful than TV and print media combined SOURCE: ETC/WIS2010/Comscore
  • 47. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS E-Tourism means • Communicating the right • Content across a variety of • Channels to the best value • Clients who will • Convert to a sale and keep • Coming back
  • 48. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS Where are the Young? Half of the world’s population is now under 30 They are your current and future market... and they can be hard to pin down If you are looking for them: one billion of them are online... SOURCE: WorldPopulationFoundation(WPF)/UN
  • 49. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS North Europe Asia America 418m 738m 253m Middle East 57m Central/South Oceania/ America 179m Africa Australasia 67m 21m
  • 50. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS Net Generation • Are you ready for them? • The first ‘digital generation’ has arrived- aged between 11 and 31 • They grew up with access to computers and the internet • Vastly different from previous generations
  • 51. They Think Different • They read 7 books, 2,800 web pages and over 1,300 Facebook profiles each year • 71% never read a newpaper... ever • They use the Internet more than they watch TV • They are connected to extensive and trusted networks of friends • They increasingly use their phones rather than their computers SOURCE: GrownUPDigital?eMarketer
  • 52. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS They Speak Different • LOL, OMG, LMAO Now in the Dictionary • ROLFMAO , JK, BRB, NKT etc coming soon
  • 53. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS Freedom
  • 54. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS Customization
  • 55. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS Scrutiny
  • 56. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS Integrity
  • 57. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS Collaboration
  • 58. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS Entertainment
  • 59. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS Speed
  • 60. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS Innovation
  • 61. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS OK.. they do have some issues
  • 62. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS
  • 63. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS
  • 64. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS REJECTION OF COMPLEXITY
  • 65. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS Had I the heavens' embroidered cloths, Enwrought with golden and silver light, The blue and the dim and the dark cloths Of night and light and the half-light, I would spread the cloths under your feet: But I, being poor, have only my dreams; I have spread my dreams under your feet; Tread softly because you tread on my dreams.
  • 66. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS OR....
  • 69. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS Is this a negative?
  • 70. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS Some ‘negative’ elements are marketing positives
  • 71. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS In psychological terms what behaviour drives most social media activity?
  • 72. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS
  • 73. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS What’s changed for Tourism?
  • 74. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS E-Tourism • Online activity has become habitual and practical including shopping • For the past 4 years Travel is now the best selling commodity online • For over 96% of travellers it is their primary source of information about travel- and increasingly their means of selecting booking and buying- 56% on average • Over US $160 Billion in Online Travel Sales
  • 75. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS Leading Source for Travel Information
  • 76. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS ‘Conversion’ is driving the online market...
  • 77. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS Business Driven
  • 78. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS eBusiness Challenges • The Sales environment increasingly requires realtime reservation accessibility • This requires a reservation software which can integrate with an e-commerce solution • Inventory ideally should be available to be represented for direct bookings from your site and open to intermediary sale • As activity becomes realtime bookable there will be a control shift to accommodation
  • 79. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS Conversion • There is so much competition in the marketplace and so much demand from the market for sales that CONVERSION of interest to sale is essential • As search and social becomes increasingly monetized branding alone is not a good investment • To see return on your online investment you need to convert
  • 80. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS You need a Call to Action...
  • 81. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS Call to Action?
  • 82. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS But what are we calling them to do?
  • 83. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS Don’t just focus on entry... Focus on Exit
  • 84. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS 3 Means of Conversion
  • 85. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS (A) BOOKING
  • 86. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS (B) ENQUIRY
  • 87. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS (C) REGISTRATION
  • 88. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS But How do we get them to convert?
  • 89. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS Conversion Campaigns for Tourism
  • 90. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS THE MARKET IS TOO CROWDED AND TOO LOUD TO BE MAKING BLAND GENERIC STATEMENTS
  • 91. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS ESPECIALLY IN A MARKET DRIVEN BY SEARCH AND SOCIAL MEDIA
  • 92. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS STRONG UNIQUE MESSAGING
  • 96. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS MATCHING UNIQUE PRODUCTS TO UNIQUE PEOPLE
  • 98. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS CAMPAIGNS BEYOND CONVENTIONAL MEDIA
  • 99. The Web is Changing Fast...
  • 101. UGC • Blogs • Images • Video • Wikis • Reviews • Social Profiles • Tweets
  • 102. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS What Does That Mean in Marketing Terms?
  • 103. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS Our Users Are In Control
  • 104. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS You need to work with them...
  • 105. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS Facebook is writing autobiographies...
  • 106. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS Our Profiles are how we want the world to see us...
  • 107. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS How do you let your guests be seen...?
  • 110. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS ENTIRE CAMPAIGNS ARE NOW RUN VIRALLY BY LEADING BRANDS
  • 111. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS CASE STUDY: T-MOBILE SUMMER 2011
  • 113. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS IT TAKES CREATIVITY- EVEN AN AIRPORT CAN GO VIRAL...
  • 114. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS CASE STUDY: BEIRUT INTERNATIONAL DUTY FREE
  • 116. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS UGC works best
  • 117. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS CASE STUDY: LEVELS OF UGC ENGAGEMENT
  • 118. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS Sourced UGC
  • 119. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS
  • 122. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS Leveraged UGC
  • 123. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS One Day in Canada
  • 128. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS Pure UGC
  • 131. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS Africa goes Viral • ‘The Battle at Kruger’ a tourists video shot in South Africa has become the 12th most popular video on YouTube • It has been viewed over 62,499,000 times and counting
  • 132. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS Everyone wants the latest viral hit...
  • 134. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS And to monetize it...
  • 136. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS
  • 137. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS How does your content connect to clients and drive conversion?
  • 138. SOCIAL & SEARCH E+'#C/2+#2,#C%(.+/)'# !"#$%&'()#*+,#-%(.+/)'#,(#.,01'(2#,0340'#/('#/35,)2#/)#346'3&#2,#%)'#/#.,5$40/7,0#,8## )'/(.+#/09#),.4/3#('),%(.')#:;<=>#/)#2+'&#/('#2,#%)'#?%)2#)'/(.+#:@A=>#/3,0B#2+'#-/2+#2,## C%(.+/)'D# # !"#$%&'%(#)*+(,-#./$#.(,(#&(0#1$#1/(',#2*,3/4-(#)+#4#-(4,3/#(%5'%(#$,#-$3'4&#6(0'4#-'1(7## 8$9(6)(,#:;<;=# A=# # "'/(.+# ;<=# "'/(.+#F#",.4/3# @A=# ",.4/3# >*,1/(,6$,(7#./(%#3$%-*6(,-#.(,(#(?2$-(0#1$#)$1/#),4%0@-2(3'A3#-(4,3/#,(-*&1-#4%0# -$3'4&#6(0'47#-(4,3/#3&'3B#1/,$*5/#,41(-#'%3,(4-(0#)+#CDEF#
  • 139. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS SOCIAL MEDIA IS DYNAMIC, REALTIME & HIGHLY TARGETED
  • 141. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS Social Conversion • Spending on Social Media Advertising has doubled in the last year • Ad spend on Facebook in 2010: $1.3 Billion • Video Advertising had grown but not as radically
  •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
  • 143. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS SOCIAL SELLS • What was most important to them? • Users reviews: 30% • Facebook: 17% • Video-sharing (e.g.YouTube): 14% • Twitter: 9%
  • 144. SOCIAL NETWORKS AND BLOGS COMBINE WEB SEARCHING AND PERSONAL RECOMMENDATION
  • 145. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS SOCIAL ON THE ROAD • 72.7% of US social network users accessed social networks at least daily while they were travelling.
  • 146. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS VICARIOUS TRAVEL
  • 147. Multiplying the Travel Experience • The vicarious travel experience effectively means that each person is now travelling with an average of 120 spectators • These are not passive spectators • They are engaging, commenting and recommending constantly • Travel suppliers now need to be a part of this atmosphere of constant engagement
  • 148. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS SUCCESSFUL SOCIAL MEDIA CONVERSION REQUIRES CONSTANT ENGAGEMENT
  • 149. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS ENGAGEMENT • Engagement means a point of contact on social media • Making a post or publishing content is not engagement • Engagement is when people respond, react and interact with your content • This is key for profile and conversion
  • 150. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS YOU HAVE TO ENCOURAGE CONSTANT ENGAGEMENT
  • 151. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS THE NEW FACEBOOK IS DESIGNED TO MAXIMIZE ENGAGEMENT
  • 153. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS Encouraging Engagement via UGC
  • 154. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS Let’s be realistic...
  • 155. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS People will talk about these hotels...
  • 157. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS But not this...
  • 159. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS You need great content
  • 160. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS THE SINGLE STUPIDEST THING YOU CAN DO IF YOU WANT GOOD UGC
  • 161. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS AND LOTS OF TOURISM BUSINESSES DO IT...
  • 162. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS QUESTION...
  • 163. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS DO HOTELS GIVE GUESTS AN ELECTRICITY AND WATER BILL WHEN THEY CHECK OUT?...
  • 164. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS THAT WOULD BE CRAZY...
  • 165. THEN WHY DO YOU CHARGE THEM TO USE THE INTERNET?...
  • 168. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS Response time is speeding up...
  • 169. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS • Rate of phone growth is phenomenal Mobile Web • Phones are no longer just for talking- they are an online means for accessing and publishing content • People Travel with their phones as a tool, guide and assistant • SATNAV directs the Tourist as they travel • SMS communication to in-destination travellers • Mobile Payments
  • 170. TRAVEL MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS MOBILE • Three out of ten cell phones in use in the US are now "smartphones" with internet connectivity. • In 2010, nearly two in ten travelers (19%) have downloaded a travel-related application (app) to their smartphone. • Half have navigated a destination using the built in GPS functionality or searched for the latest information on flight schedules and delays. • Three in ten have compared airfares or hotel rates or shared information or photos about their travel experiences using their smartphone. • One in six has booked air travel or lodging or viewed a virtual visitor guide that provides information on things to do and see while visiting a destination.
  • 171. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS All About Apps
  • 172. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS
  • 173. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS
  • 174. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS
  • 175. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS
  • 177. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS THE FUTURE KNOWS WHERE IT’S AT
  • 180. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS Facebook Places • Does the same as Foursquare without the middle man • One button check in • Is becoming an extremely popular tool for destination marketing
  • 181. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS
  • 182. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS INTEGRATED CAMPAIGNS • Successful campaigns use an integrated combination of online and offline • Initial online content is PR promoted to raise awareness and encourage initial engagement • Ongoing engagement is monitored and measured
  • 184. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS Face the Future The Time has come to move beyond branding and into business
  • 185. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS
  • 186. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS Face the Future Tourism marketing has become predominantly digital and social
  • 187. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS World of Opportunity As marketers this offers you a chance to build rich, powerful and successful global campaigns
  • 188. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS Business Driven To sustain digital marketing it can no longer be about brand value but ROI via conversion
  • 189. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS Integrate Combine Search, Social and offline support to drive conversion and sales
  • 190. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS Collaborate Develop relationships between marketers, their clients and partners to create and utilize realtime social content
  • 191. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS Become Bookable Ensure you have a realtime, e- commerce enabled reservation system and allocate inventory online
  • 192. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS Become Visible Make sure you are present on Google Map layers: Sign Up and follow the instructions: www.google.com/placesforbusiness
  • 193. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS Become Visible Make sure you set up your Facebook Fan Page: www.facebook.com/pages/create.php and www.youtube.com/watch?v=pSstaGFTP-g
  • 194. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS Become Visible Make sure you set up your business on Facebook Places: http://www.allfacebook.com/facebook-places- business-2010-08
  • 195. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS Become Visible Create a YouTube Channel: www.youtube.com/pdf/ YouTube_Brand_Channel_Redesign.pdf and mashable.com/2010/04/26/branded-youtube-channel/
  • 196. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS Convert Focus on Conversion to Sales: http://www.widerfunnel.com/conversion-rate- optimization/31-conversion-optimization-tips-and- counting http://padicode.com/blog/conversion-rate/conversion- optimization-tips/ http://unbounce.com/conversion-rate-optimization/544- conversion-rate-optimization-tips/
  • 197. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS Measure Make use of Google Analytics: www.google.com/analytics/
  • 198. MASTERING SOCIAL MEDIA TO BOOST TOURISM BOOKINGS THANK YOU