How can you integrate social media into your existing marketing plan? Social media marketing gives you the ability to move from just broadcasting a message to actually having a dialogue with your customers. This presentation was given on March 6, 2012 at the Wisconsin Governor's Conference on Tourism (WIGCOT). Dennis Jenders is the VP of Digital + Communication Strategy at Laughlin Constable, a full service agency with offices in Chicago, Milwaukee, and New York City. To learn more about social media in the travel and tourism industry, please find Dennis on Twitter (@DJenders) or e-mail him (information of page four of the slideshow)

2. + WIGCOT
SO CI AL M ED I A
F O R D E S T I NAT I O N
MARKETERS
MARCH 6, 2012

3. 01 02 03 04
H E L LO S E T T IN G T H E SO CI AL M ED I A LET’S
F RO M LC S TAG E FOR DMOs TA L K
3

4. TWITTER: @DJENDERS
DENNIS JENDERS CONVERSATION: #WIGCOT
VP DIGITAL + COMMUNICATIONS STRATEGY
,
E-MAIL: DJENDERS@LAUGHLIN.COM
4

5. SERVICES STAFF
CHI 35
years
Research +
Planning
40 Creative +
Production
Broadcast 25 Client Services,
MKE Planning +
170
people
Print
Out-of-Home
Research
N YC Digital
25 Communications
Strategy + Content
operating Public Relations 65 Digital/Web/Mobile
03
together as one;
individuals travel Partnerships Strategy + Content
freely between
offices Media 15 PR + Promotions
offices
Social
5

6. OU R CL IEN TS INCLUD E:
+ AMERICA N B RAN D I CO NS
+ RE TAI L B RAND S
+ CAT EGO RY LE AD ER S
+ NATI ONAL BRAND S
+ RE GI ONAL BRAND S
6

7. OUR BUSINESS CREATES IDEAS.
OUR IDEAS CREATE BUSINESS.
7

8. SETTING THE STAGE

9. SOCIAL MEDIA
HAS CHANGED
EVERYTHING
9

10. “It is not the strongest of
the species that survives;
nor the most intelligent that
survives. It is the one that is
most adaptable to change.”
10

11. SOCIAL MEDIA
FINDING OPPORTUNITIES FOR THE TRAVEL INDUSTRY
Examining the user-experience:
+ Are our channels and content useful for the consumer?
+ Usability is increasingly more important, how do we
address the connections between our channels?
+ What are the desirable outcomes, what value do we
create for our brand and image?
+ We want to be credible, we want to continue to build
trust.
+ Above all, we want to create value and be valuable to
the consumer.
11

12. SOCIAL MEDIA
THE REASON TO BE SOCIAL
REASONS THAT US SOCIAL NETWORK USERS DECIDED TO BECOME A FAN OF TRAVEL BRAND
Special Offers / Discounts 59%
Loyal Customer of the Brand 39%
Identify with the Brand 34%
Makes Me Feel Like a Valued Customer 28%
Friends are Fans 20%
Friend Recommendation 19%
Feel Connected to Others w/ Similar Interests 19%
0% 15% 30% 45% 60% 75%
% of Respondents
S OU RCE : e M ar ket e r, S ep tem b er 2 0 10 12

13. SOCIAL MEDIA
TRENDS IN THE TRAVEL INDUSTRY
Key Trends:
+ Traffic to brand sites in the study was down
eight percent in March 2011 versus the
previous year.
+ Traffic to travel industry Facebook pages grew
20 percent in the first quarter of 2011.
+ 78 percent of the brands registered Facebook
as a top-eight source of referral traffic.
13

14. 14

15. SOCIAL MEDIA
MARKETING ON FACEBOOK
8 4 0 millio n p eop le o n Fa cebook, 16 0 mi l lio n
A me r i ca ns .
5 3 % of co nsu mer s r e po r t t hat t he y wi l l
p u r c h as e a b ran d’s p rod uc t or se rvi ces after
fo l l o wing the m o n Fa c ebo ok
S i x b i llio n pho to s a r e up lo aded t o F acebo ok
e a ch mo nt h
M o re than 20 % of online buy ers fou nd
F a c ebo ok p age s “ i nf luen tial” or “extr em el y
i n f l u e n tia l, ” w he n mak ing purchase de ci si on s
15

16. SOCIAL MEDIA
MARKETING ON TWITTER
3 0 mill io n A mer ica ns are o n Twitte r a nd m or e
th an 86% of B 2B co ns um ers use the p latform.
Tw i tte r pr ov id es a unique plat f or m to co nne ct
i m m e d ia t ely t o key inf lu encers an d co ntri bute
to ex i s t ing c onv e rs at io ns .
5 9 % of co nsu mer s w ill rec omme nd a co mp any
o r p r od uc t a ft er f ol lo w in g t hem on Twi tter.
Tw i tte r ha s o ver 4 00 million v is itors pe r m on th
a n d i s a r eal -t im e s e arc h engine , sec on d to
G o og l e / Yo uTube.
16

17. SOCIAL MEDIA
MARKETING WITH BLOGS
A b l o g pr ov ides an e as ily updat ed p latform for
b r a n ded c onte nt .
F r e q uent ly up da te d con te nt resu l ts in
fa v or able li nk s i n t he m a jo r s ear ch eng ine s
a n d g iv es con s um e rs a rea s on to retu rn .
G o og l e fa v or s s it es bu il t o n s peed and assig ns
a u th or it y ba se d on t he a ut hor w hic h wi ll
b e n e f it y o ur bra nd i n SERP s .
D e ve l op in g br anded o r us e r-gene ra ted con ten t
w i th i n th e b lo g will dri v e increased traffic from
o r ga n ic s ea rc h re s ults .
17

18. SOCIAL MEDIA
MARKETING WITH BLOGS
N e a rly 150 million A m eri cans v isit You Tub e
e a ch mo nt h, s pe nd in g more t ha n 30 0 mi n utes
o n t he s ite
Yo u Tub e pro v id es a reliable s o l utio n to ho st
v i d eo a nd a c ts a s a c o nt en t de live ry n etwork
M o re t han 35 hou rs of c ont ent is u p loade d
e ve r y m inut e to YouTube , makin g i t th e p remie r
s i te to s ha re y o ur v ideo s
G o og le pro vi de s Yo uTu be v ideos wi thin search
r e su l ts an d d riv e s m ore t han 2 5% o f the si te’s
tr a ff i c a nd view e rs hip
18

19. SOCIAL MEDIA
MARKETING WITH BLOGS
T h e m os t p opula r cam e ra upload i ng p hotos to
F l i c k r is th e A pp le i Phon e 4
M o re t han f iv e billio n phot os have been
u p l o ade d t o F li ckr
F l i c k r is a g rea t re pos i to ry f or ho sting images,
w i l l i n cre a se org a ni c s ear ch rank ing s an d an
e ve n m or e c omp le te s o luti on com pared to
F a c ebo ok g a ll eri es
19

20. SOCIAL MEDIA
MARKETING ON PINTEREST
D a ta sh ows ne arl y 6 out of 10 use rs a re
w o me n, a ge d 2 5- 44
S t u d y s ho ws that Pinte r es t ’s act ive commu nity
d r i v e s m or e re fe r ral tr a ffi c t han Googl e+ ,
Yo u Tub e and even Lin kedI n
A cc o rding t o C om pet e. co m, P in ter est h ad o ver
1 1 mill io n unique v is ito r s in J anu ar y
S o m e le gal qu es t io ns rem ain, f o r b ran ds an d
c o n su me rs pi nn in g ph ot os .
20

21. SOCIAL MEDIA FOR DMOs

22. METHODOLOGY
TRIED AND TRUE METHOD FOR SOCIAL MEDIA
MONITOR E N G AG E E VA LUATE EX PA ND
22

23. 1. LISTEN WELL 7. BE RESPONSIVE
2. REPUTATION MANAGEMENT 8. BE FOUND
3. BE TRANSPARENT 9. SOCIAL IS MOBILE
11 STEPS 4. BE ORGANIZED 10. GROWTH
FOR SOCIAL MEDIA MARKETING
5. BE HEARD 11. MEASUREMENT
6. BE ENGAGED
23

24. 1. LISTEN WELL

25. 35% OF TRAVELERS
HAVE USED SOCIAL MEDIA
TO INTERACT WITH A
TRAVEL COMPANY
S OU RCE : e M ar ket e r, Ju l y 2 0 1 0 25

26. LISTEN WELL
YOUR CUSTOMER IS ALREADY TALKING ABOUT YOU
Take very simple steps to manage your brand’s
reputation.
+ Start monitoring on a small scale, with Google
Alerts or mid-market solutions like ViralHeat.
+ Take advantage of the platform to respond to
inquiries or complaints where they are made.
+ Monitor key industry sites like TripAdvisor and
Yelp.
26

27. LISTEN WELL
YOUR CUSTOMER IS ALREADY TALKING ABOUT YOU
Take very simple steps to manage your brand’s
reputation.
+ Start monitoring on a small scale, with Google
Alerts or mid-market solutions like ViralHeat.
+ Take advantage of the platform to respond to
inquiries or complaints where they are made.
+ Monitor key industry sites like TripAdvisor and
Yelp.
+ And when you are ready, consider or more
robust solution like Radian6, Sysomos,
Alterian.
27

28. 2. ACTIVELY MANAGE
YOUR REPUTATION

29. ONLY 7% OF HOTELS ON
TRIPADVISOR.COM
RESPOND TO NEGATIVE
REVIEWS
S OU RCE : Tri p Adv is o r, Febr u a r y 2 0 11 29

30. REPUTATION MANAGEMENT
ACTIVELY MANAGE YOUR BRAND
Take very simple steps to manage your brand’s
reputation.
+ Claim your business listing’s on services like
Yelp, TripAdvisor, and other industry related
sites.
30

31. REPUTATION MANAGEMENT
ACTIVELY MANAGE YOUR BRAND
Take very simple steps to manage your brand’s
reputation.
+ Claim your business listing’s on services like
Yelp, TripAdvisor, and other industry related
sites.
+ Take advantage of the platform to respond to
inquiries or complaints where they are made.
31

32. REPUTATION MANAGEMENT
ACTIVELY MANAGE YOUR BRAND
Take very simple steps to manage your brand’s
reputation.
+ Claim your business listing’s on services like
Yelp, TripAdvisor, and other industry related
sites.
+ Take advantage of the platform to respond to
inquiries or complaints where they are made.
+ Absolutely manage your business location on
Google and Bing.
32

33. REPUTATION MANAGEMENT
ACTIVELY MANAGE YOUR BRAND
Take very simple steps to manage your brand’s
reputation.
+ Claim your business listing’s on services like
Yelp, TripAdvisor, and other industry related
sites.
+ Take advantage of the platform to respond to
inquiries or complaints where they are made.
+ Absolutely manage your business location on
Google and Bing.
+ Be proactive by securing your brand on new
sites and networks.
33

34. REPUTATION MANAGEMENT
ACTIVELY MANAGE YOUR BRAND
Take very simple steps to manage your brand’s
reputation.
+ Claim your business listing’s on services like
Yelp, TripAdvisor, and other industry related
sites.
+ Take advantage of the platform to respond to
inquiries or complaints where they are made.
+ Absolutely manage your business location on
Google and Bing.
+ Be proactive by securing your brand on new
sites and networks.
+ Actively manage your reputation within current
communities.
34

35. 3. BE TRANSPARENT

36. BE TRANSPARENT
RESPOND TO POSITIVE AND NEGATIVE COMMENTS
NEGATIVE NEGATIVE
APPROPRIATE I NAC C U R AT E PROMOTIONAL
( LOW R I S K ) (HIGH RISK)
Post is positive, Post contains Post contains negative Post contains negative Post is lengthy (three
negative, or neutral inaccurate information or inflammatory comments about or more sentences),
and may include a about the brand statements regarding community members promotes an unrelated
D E FIN I T ION legitimate question or the brand or blatantly attacks topic, links to an
comment pertaining the brand inappropriate page,
to the brand does not benefit fans,
or appears to be spam
Approved authors Thank user for Respond to comment Document and delete Any comment that fits
concur with the post, comment. Clarify with clarification or comment the above criteria will
let post stand as is, incorrect information acknowledgement per be mark as spam (if
I N I T I A L AC T I O N S provide additional with a positive tone client approval (if qualifies) and deleted
information, express per client approval (if needed) from the page without
appreciation, or necessary) notice or response.
address concern per
Continue to engage
client approval Continue to engage If repeat comments Consult client to None
and follow user; and follow user occur, contact user via assess risk and
document product private message and further action. Cease
F I NA L AC T I O N S feedback direct them to client engagement with user
for more information. and block from page.
LC will continue to
monitor user.
36

37. 4. BE ORGANIZED

38. BE ORGANIZED
DEVELOP CONTENT CALENDARS AND BEST PRACTICES
What are the benefits of being organized?
+ Gives yourself an easy way to draft content
and provide edits.
+ Categorize your posts for later measurement.
+ Consider key dates, holidays, seasonality, and
trending topics.
+ Adjust your content appropriately.
+ Collect and archive to leverage in the future.
38

39. 5. BE HEARD

40. ACCORDING TO FACEBOOK,
ONLY 16% OF BRAND
POSTS REACH CURRENT
FANS
S OU RCE : Fa ceb oo k , Ma rch 2 0 1 2 40

41. BE HEARD
ALWAYS VALUE QUALITY OVER QUANTITY
=
∑
EdgeRank =
U W D
x
e
x
e
x
x
e
Rank Affinity Weight Decay
The score between The weight for The decay factor based
the viewing user and this edge type. on how long ago
the edge creator. (Comment, Like, etc) the edge was created.
41

42. BE HEARD
ALWAYS VALUE QUALITY OVER QUANTITY
How can you improve the chance for your Page’s content to show in the news feed of your fans?
+ Understanding the News Feed:
+ Top News shows posts from your friends (and pages) based on EdgeRank relevance.
+ Most Recent shows updates from your friends (and pages) based on chronological order.
+ Deliver a valuable experience, and rich content:
+ Post photos and videos.
+ Include links with your posts.
+ Ask questions or create polls.
+ Focus on fan engagement over a simple “Like”
+ Target posts based on time and locations.
+ Find your voice.
42

43. 6. BE ACTIVE + ENGAGED

44. SOCIAL MEDIA
IS ABOUT
CONVERSATIONS,
NOT CAMPAIGNS
44

45. 20% OF FACEBOOK USERS
HAVE ASKED THEIR
NETWORK OF FRIENDS FOR
TRAVEL ADVICE
S OU RCE : e M ar ket e r, Ja nu a r y 2 0 1 0 45

46. 7. BE RESPONSIVE

47. BE RESPONSIVE
DON’T LET QUESTIONS / COMMENT GO UNANSWERED
BRAND FAN POST RESPONSIVENESS ACROSS FACEBOOK PAGES
2 Hours or Less 16%
2-6 Hours 15%
7-12 Hours 27%
13-24 Hours 16%
Over 24 Hours 4%
Does Not Respond 21%
0% 10% 20% 30%
% of Brands
S OU RCE : L 2 D ig i t a l IQ, Ap r i l 2 0 1 1 47

48. 8. BE FOUND

49. SOCIAL MEDIA
THE IMPORTANCE OF REAL-TIME SEARCH AND SEO
NETWORK SEARCHES PER MONTH (BILLIONS)
100
88
75
50
25 19
8.4
4
0
GOOGLE TWITTER YAHOO BING
Monthly Searches
49

50. BE FOUND
THE IMPORTANCE OF SOCIAL + REAL-TIME SEARCH
How is social media influencing search?
+ Twitter provides a great opportunity to search
for travelers, or answer questions.
50

51. BE FOUND
THE IMPORTANCE OF SOCIAL + REAL-TIME SEARCH
How is social media influencing search?
+ Twitter provides a great opportunity to search
for travelers, or answer questions.
+ YouTube is the 2nd largest search engine and
should contain brand related, and user-
generated, content.
51

52. BE FOUND
THE IMPORTANCE OF SOCIAL + REAL-TIME SEARCH
How is social media influencing search?
+ Twitter provides a great opportunity to search
for travelers, or answer questions.
+ YouTube is the 2nd largest search engine and
should contain brand related, and user-
generated, content.
+ Search engines are personalizing results based
on your social graph. The content is trusted
and acts as a personal recommendation.
52

53. 9. SOCIAL IS MOBILE

54. 72.7% OF U.S. OF SOCIAL
NETWORK USERS
ACCESSED SITES AT LEAST
DAILY WHILE TRAVELING
S OU RCE : e M ar ket e r, D e c e m b e r 2 0 10 54

55. NEARLY 60% OF
RESPONDENTS SAID
SOCIAL MEDIA MADE IT
EASIER TO MEET PEOPLE
WHILE TRAVELING
S OU RCE : e M ar ket e r, D e c e m b e r 2 0 10 55

56. SOCIAL MEDIA
MOBILE IS INCREASING IN IMPORTANCE
MONTHLY ACTIVE FACEBOOK USERS (MILLIONS)
All 845 MM
Mobile 425 MM
0 300 600 900
S OU RCE : Fa ceb oo k , Feb r u a r y 2 0 1 2 56

57. SOCIAL + MOBILE
ENCOURAGE CONNECTIONS AND CONTENT
Move beyond marketing and encourage customers
to share and commemorate their experience.
+ Content will influence the next wave of
travelers.
+ Encourage customers to upload photos, and
share them across popular social networks.
+ Tag, pin, share the best content with your
communities - giving proper attribution.
57

58. SOCIAL + MOBILE
ENCOURAGE CONNECTIONS AND CONTENT
Move beyond marketing and encourage customers
to share and commemorate their experience.
+ Content will influence the next wave of
travelers.
+ Encourage customers to upload photos, and
share them across popular social networks.
+ Tag, pin, share the best content with your
communities - giving proper attribution.
+ Use networks like Foursquare to offer specials,
and don’t forget to ask for photos and tips.
58

59. 10. GROWTH

60. GROWTH
ORGANIC AND PAID OPPORTUNITIES
Facebook has changed everything again.
+ Timeline for brands offers new opportunities to
develop and share your story.
+ Pin your posts to the top of the page.
+ Conversations are now organized differently on
your Page, for Friends and Others.
+ Understanding PageRank and interactions in
the News Feed will become even more
important.
+ Fan-gating will still exist, as will Offers.
60

61. GROWTH
ORGANIC AND PAID OPPORTUNITIES
Extend your activity to industry related sites, and
where your key influencers come together.
+ Become active on discussion boards and
forums.
+ If you have a blog, take advantage of your
commenters - visiting those sites and building
connections.
+ Take advantage of industry related chats on
Twitter, and other conversations organized by
#hashtags
61

62. GROWTH
ORGANIC AND PAID OPPORTUNITIES
Paid advertising can be more cost-effective than
search-engine marketing.
+ Identify Your Goals
+ Community Growth
+ Brand Awareness
+ Lead Generation
+ Ad Types
+ Page vs. External URL
+ Events or Applications
+ Sponsored Post
+ Sponsored Stories
62

63. 11. DELIVERING ON ROI

64. MEASUREMENT
DELIVERING ON ROI
Establish success metrics and KPIs:
+ Awareness: Community size, growth, active
users and impressions / views
+ Engagement: Interaction; including comments,
likes, media views, wall posts and mentions/
RTs
+ Competitive: Measure brand against
competitors and industry averages to define
success of community size / growth
+ Traffic: By utilizing tools such as Google
Analytics and Bit.ly, track and report on click
through links
64

65. MEASUREMENT
DELIVERING ON ROI
Measuring a return on your social media
investment can have both soft and hard metrics:
Fan Growth + ROI
8000
+ Is business up or down? 4000
+ True ROI can be measured by tracking 0
bookings from your marketing channels. -4000
-8000
+ Are you remarketing? -12000
+ Are you capturing leads? (E-mail, social, other) -16000
-20000
8/11 10/11 12/11 2/12 4/12 6/12 8/12 10/12 12/12
65

66. 1. LISTEN WELL 7. BE RESPONSIVE
2. REPUTATION MANAGEMENT 8. BE FOUND
3. BE TRANSPARENT 9. SOCIAL IS MOBILE
11 STEPS 4. BE ORGANIZED 10. GROWTH
FOR SOCIAL MEDIA MARKETING
5. BE HEARD 11. MEASUREMENT
6. BE ENGAGED
66

67. TWITTER: @DJENDERS
DENNIS JENDERS PHONE: 414-272-2400
VP DIGITAL + COMMUNICATIONS STRATEGY
,
E-MAIL: DJENDERS@LAUGHLIN.COM
67

68. THANK YOU