Archive for the ‘Tourism Marketing’ Category

Social Media Help is Available for Tourism Operators and Niche Marketers

Study Shows Time Pays With Social Media Marketing
<2010 Social Media Marketing Industry Report, authored by Michael Stelzner.>

Does your own experience match up with the results of this study?  Make no mistake about it:  a true investment of time and resources is necessary to see significant social media marketing success.

In the 2009 study, the number-one question from marketers was related to social media tactics, followed by ROI.  Now tactics have moved down considerably and the ROI question has moved up.  One reason for this could be that social media is maturing and more people have started using the tools and tactics.  Now they want to know if the long-term payoff for their time and resources is really there.
Time Versus Return for Social Media Marketing
When looking at ROI, you also have to look closely at just how much time you’re investing.  Unlike some other traditional forms of marketing, when it comes to social media, your investment is more time than money.
Some buggets from this article.

* 12.5% of marketers spend more than 20 hours each week on social media.

* The time spent on social sites is not as important as the actual results.  What we really should be looking at is what kind of results are you getting for that 1 hour, 4 hours, even 12 hours per week.

* Increased traffic, lead generation and happy, connected customers all are factors in deciding which social media strategies are working best for your business.

* Where we’re seeing the outsourcing trend is in the larger organizations.  According to the report, “the larger the organization, the more likely outsourcing is taking place.  For example, 25.7% of large businesses and 25% of mid-sized businesses are currently outsourcing, compared to only 10.6% of sole proprietors.”  Like many marketing trends, what starts with the “big guys” tends to make its way to the smaller businesses—therefore, we may be seeing more outsourcing overall in the coming year.

By Denise Wakeman
Published April 8, 2010

After all, without a steady stream of traffic to your blog, there’s little opportunity to engage your audience and convert readers to raving fans.

Methods change and evolve over time. When I wrote my first “how to drive traffic” post about five years ago, the list looked a lot different. There was no Twitter, no Facebook, no social sharing buttons, and no retweet button.

Yet some methods I advocated back in 2005 still work, so think of this as a refresher if you’re already employing all the social tactics for driving traffic.  You would be surprised at how many people don’t actually take the time to implement a variety of tactics. Maybe you can pick up a few new ideas or implement some old ideas you may have overlooked.

This list is in no way complete. I invite you to add your favorite tips in the comment section.

First, the tried and true:

#1: Publish as frequently as possible

The more frequently you post, the more traffic you get because the search engines are indexing your content more frequently. Of course your content has to be compelling as well, but that goes without saying, right?

#2: Pay attention to the headlines (blog post titles)

Using numbers (see title of this blog post!) usually generates good traffic. Titles with “how to” also attract a lot of traffic.

#3: Send an email broadcast

Send email to your list when you have a great blog post you want to share. Ask for comments to encourage engagement and interaction.

#4: Add a link in your email signature

If you use web-based email like Gmail, add WiseStamp to your email signature so you can include links to your blog. Add your blog’s RSS feed so your recent posts are always featured in your emails. WiseStamp works with web-based email services including Gmail, Hotmail, Yahoo mail and AOL.
WiseStamp adds all your links to your email signature and is simple to install and edit.

#5: Include multiple subscription options on your blog

Most blog platforms have RSS feeds built in, but don’t forget to add an email subscription option as well. Email is ubiquitous and if you only offer RSS, you lose a huge opportunity for people to get your content and become regular readers. Email subscription services include FeedburnerFeedblitz and AWeber, to name a few.
Give your readers multiple options for getting your blog updates.

#6: Try article marketing

Article marketing is a powerful way to attract traffic. Post your articles atEzineArticles.com and include a link to your blog in your author resource box. Also set up your author account to automatically send a tweet when you post new articles. That drives traffic to your article which drives traffic back to your blog.

#7: Comment on blogs in your industry

This is all about outreach and boosting your visibility on complementary blogs. Target influential blogs, read them on a regular basis and then contribute to the conversation as appropriate. When you comment, you have the option to include the URL to your blog.

#8. Do some guest posting

Writing on other people’s blogs can introduce you to a new audience and create a surge of new traffic to your blog. You can find more information and a great resource for getting guest posting gigs here.

#9: Conduct surveys and polls

People love to give their opinion. Use Polldaddy or SurveyMonkey to ask your readers what they want or get their opinion. More often than not, those who respond will help spread the word, especially if you ask and/or offer a gift in exchange.

#10: Submit your blog to directories

While it’s debatable how much traffic you’ll get by having your blog in directories, it can’t hurt to be listed. Most definitely I would recommend you add your blog toTechnorati, the largest blog directory on the web, and Alltop.com, a popular directory with the best of the best organized by topic.

Now the social media tips:

#11: Make a Google profile

You can’t ignore Google. Set up your profile on Google and include links to your blogs and websites. Whenever someone does a search on your name, a link to your profile will be featured at the bottom of the first page of search results. You can include pictures, links to your blog(s), products, website, and social networks.
Build your profile on Google.com/profiles with links to your blogs.

#12: Syndicate to Twitter

Use a plug-in like Twitter Tools (WordPress) or an application like Twitterfeed.com to syndicate your new posts to your Twitter stream. Hootsuite, the Twitter management tool, also offers this function. TypePad has this option built into the platform as well.

#13: Syndicate to Facebook

Use the Facebook Notes application to pull your blog feed into your profile and/or fan page.

#14: Syndicate to LinkedIn

You can add three URLs (make sure one is your blog!) to your LinkedIn profile, as well as syndicate your content with the Blog Link application.

#15: Use Hootsuite

Use Hootsuite if you have multiple blogs to syndicate your new content to multiple platforms including your Twitter accounts, Facebook profile and fan page, LinkedIn and Ping.fm to broadcast to more sites for even greater reach.

#16: Distribute your video

Distribute your videos on all the video sharing platforms. Include a link back to your blog home page or specific blog posts that are relevant to the content in your video.TubeMogul is a free site where you can upload your video once and it will be published on up to 20 video platforms including YouTube, Vimeo, Blip.tv, and more.
Distribute your video to many sites with Tubemogul.com

#17: Add the retweet button to your posts

Grab the plug-in or the code from Tweetmeme and make it super simple for your readers to click and share with their networks.

#18: Consider share buttons

There are many plug-ins and add-ons to add buttons to your blog that make it easy for readers to share your content on Twitter, Facebook, Digg, Delicious, Reddit, StumbleUpon, etc. Find the style that suits you and add it to the footer of your blog posts. The popular plug-in used on this site is Sexy Bookmarks.

#19: Use social bookmarking

Use sites like StumbleUpon, Digg and Delicious to share your content. When you have a particularly great post, ask your readers to help you out with bookmarking. Don’t overdo it, but if you think your post deserves some additional attention, don’t be afraid to ask.

OK, your turn. Are you using any of these tips with success? I know there are at least 100 more ways to drive traffic to your blog.  Please add your tips to the list by commenting below.

Did you know…

  • Almost 10 million Australians visit a social media site each month (March 2010 Voyeur).
  • Facebook users spend an average of 55 minutes on the site per day
  • 73% of bloggers also use Twitter

How many of these social media networkers are your potential customers and guests?
More than you think.
Australia-based Peacock Online Partners (POP) provides services to smaller tourism operators who want to make the most of online technology – especially in reaching niche markets like

  • gay travel
  • regional tourism and
  • blossoming travel destinations

What do you get when you work with POP?

The tools and knowledge to make your digital marketing program a success story.

  • Sage advice and good-value-for money.
  • Lateral Thinking and creative solutions.
  • Plain language and roll up our sleeves consulting.
  • Tips on how you can implement your online strategy quickly and cost effectively.
  • Ready help when you take over the reins.

Spreading the word about your name

What are some tools that create conversations and help turn a casual customer into an evangelist.

Besides responding personally to their comments on your fan page and following them on their blogs, we’re talking about lateral thinking – something outside the box.

Here are 3 simple, easy ideas that won’t cost much, either.

1.  amazing welcome kits for new customers (emailed)

2.  cool demos fans can share with friends (burn a CD)

3.  simple hand-out that make it easy to introduce you (attach a PDF or digital postcard)

For dee-tails on these tactics, consult with Dee at Peacock Tourism Marketing, specializing in digital media strategies and customer interactions.

rainbow travel art

The rules of effective marketing are the same for personal networking and social media networking.

My two rules for Blogger/Facebook/Twitter/You Tube/Linked In channels are:

1. Host a big event.  Make it an event that supercharges your fans’ enthusiasm and gives them something to talk about.

2. Share exclusive content. Give your  fans a sneak peek, an early sample, or access to private updates to help make them feel like a real group of insiders.

Commit. There are thousands of new Facebook groups and fan pages started every day. To stand out, you’ve got to earn new fans and repeat visitors with great content regularly.

What to do:
1. Host a big event.  Make it an event that supercharges your fans’ enthusiasm and gives them something to talk about.
2. Share exclusive content. Give your  fans a sneak peek, an early sample, or access to private updates to help make them feel like a real group of insiders.
Commit. There are thousands of new Facebook groups and fan pages started every day. To stand out, you’ve got to earn new fans and repeat visitors with great content regularly.

Besides Linked In and this new-ish website, Peacock Tourism is now active on Facebook, Twitter and You Tube.

Follow us for news and thoughts on social media marketing in the digital age for operators who know they need to be in that space but aren’t yet…We can help you strut your stuff online.

Proud as a Peacock

Facebook

Twitter

You Tube

Been working too hard to blog often, but when you look at our hours, you’ll understand!

peacock mousepad

We work…

At your place or At our place (Sydney)
Business hours or After hours & weekends
Autonomously or As part of your team
On hourly rates or On a periodic retainer

The Birds-of-a-Feather team at Peacock Tourism is relied upon by operators and suppliers of lodging, attractions, tours and travel services for online marketing services and target communications to gay and lesbian travelers.

We are experts at uncovering what drives gay travelers to choose where they go on holidays – and at building integrated marketing programs to attract them to your destination or property by using the internet, social networks, gay media and direct marketing.

The principals have nearly 30 years’ experience in gay tourism and travel technology; one is a founder and the other is an ambassador of the International Gay and Lesbian Travel Association. Along with its affiliates, they represent clients in Australia, New Zealand, the South Pacific, United States and Canada .

Utilizing Facebook, Twitter, Blogs, Photos and Video to Market a Destination to Locals and  Gay & Lesbian Visitors By Matt Skallerud, Pink Banana Media

Traditionally, destination marketing has been divided into two distinct market groups – travelers coming INTO a destination and locals (or natives) already LIVING IN a destination.  With the continued shift of online marketing to social media and Web 2.0, the distinction between these two groups is becoming blurred.

Traditionally, when targeting a consumer using banner ads or direct e-mail, a destination worked with specific media either targeting the inbound gay traveler or the person living in that city or region.  The two media were very different, and yet crossover existed even then in the form of local event listings, restaurant specials and bar and club updates, all of interest to both locals and travelers alike.

Today, when promoting a destination on Facebook, a blog, Twitter, Flickr and YouTube, that crossover works to a destination marketer’s advantage, as a more single and unified message can be delivered that appeals to both markets.  This advantage makes it even easier to work with a wider variety of local and travel media from which to share content with and partner with for an even more comprehensive and stronger destination marketing campaign targeting the gay and lesbian traveller and  local community.

Colleagues through IGLTA

Colleagues through IGLTA

Matt, Mr. Pink Banana, and Dee, Chief Bird at  Peacock Tourism, met through their work with the International Gay and Lesbian Travel Association (IGLTA.org).  They are collaborating on bringing a how-to seminar to Australia so Rainbow Tourism Accredited and IGLTA operators can learn how to implement savvy digital marketing to their target campaigns.

The workshops will be held in Sydney and the Gold Coast in 2010.   ”Take our strategy outline, modify to best suit your destination’s unique needs, and adopt social network marketing as one of your top growth areas for marketing in the next decade.  You’ll be pleasantly surprised with the results!”

So preach Dee & Matt in conjunction with Mark at Rainbow Tourism.com, the sponsor of the operator workshops.

Gay Marketing Exercise Shoes

Gay Marketing Exercise Shoes

1.  Learn to SUCCEED on the social networks – Linked In, Facebook Fan Page, You Tube, Twitter
Make this your top marketing activity and your #1 source of new bookings.

2.  Blog for new business – Blog software is free and easy to use, and you can invite guest bloggers to get you in front of even more followers.
Build photo and video albums, especially with gay and lesbian images, and do frequent postings about  fun things related to life at your accommodation or the interesting guests you’ve had on tour.
 
3.  Seek hospitality training for events and hotels – Going the extra step so staff make gay and lesbian visitors feel comfortable.

4.  Set up a profile and monitor your reviews –
Use Pink Choice, Trip Advisor, Out Advisor and GayCities.

5.  Fine tune your keywords and labels –
Critical for improving your web positioning in search results.

6.  Review Case Study 1:  USA – NYC Hotel Twitter Specials

7.  Review Case Study 2:  GER –My Germany branding via social media

8.  Review Case Study 3 :  AUS- Very Gay Very Gold Coast

9.  Use Google Analytics – Free and easy yet often overlooked.

10. Hire a Consultant –  Get started on the right foot with expert help.