SOCIAL MEDIA FOR TOURISM

FROM CURIOSITY TO SALES

HOW TO PUT YOUR OWN SOCIAL MEDIA CHANNELS TO GOOD USE IN TURNING YOUR FOLLOWERS INTO BUYING CUSTOMERS.

71% OF ONLINE ADULTS USE FACEBOOK23% OF ONLINE ADULTS USE TWITTER26% USE INSTAGRAM28% USE PINTEREST28% USE LINKEDINSeptember 2014, http://www.pewinternet.org/fact-sheets/social-networking-fact-sheet/

EXPEDIA CASE

Remains by far the most popular social media site.

Slower growth, but increased level of user engagement with the platform.

For the first time more than half (56%) of internet users ages 65 and older use Facebook.

Overall, 71% of internet users are on Facebook (no change from August 2013).

OBERMUTTEN CASE

CONTENT STRATEGY

1WHAT DO WE WANT TO ACHIEVE? (GOALS)

2TO WHOM ARE WE TALKING TO? (TARGET AUDIENCE)

3HOW WILL WE MEASURE EFFECTS? (ROI AND HOW WILL WE ADAPT?)

COMMUNICATION FUNNEL

WORD OF MOUTH

EGOCENTRISM

KPIVisits to website?

Raising awareness about your location / new offer?

Increasing popularity / buzz

Lead generation(collecting e-mails for further e-mail marketing)

Conquer new market / target group?

DONT’S

AWARENESS

INTEREST

LEAD GENERATION

IMPORTANT TO REMEMBERIMPORTANT TO REMEMBER

TASK 1. Why would you use social media? DEFINE GOAL2. To whom would you speak to? DEFINE TARGET3. What would you consider good result? DEFINE KPI-s

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Urša Pučko