My presentation to the 2011 PRSA Travel & Tourism conference. Please note that this presentation was designed as speaker support and is not intended to be viewed as a standalone presentation.

1. Connecting Efforts:Social Media for Travel PR Shel Holtz, ABC

10. Origins: Three converging trends Declining trust in traditional institutions Rise of word-of-mouth Eroding barriers to entry

11. 52%of the world’s populationis under 30 years old

12. 80%of travelers engagein social media

13. 93% of customersbelieve a companyshould have asocial media presence 85% of customersbelieve a companyshould be active with customersvia social media 56% of customers feela stronger connectionwith and better served bycompanies they can interactwith via social media

14. 78%of Internet users conductproduct research online

15. Interruption marketing is less and less effective

16. “Social mediawill be like air” -- Charlene Li, 2006

20. The end of an era

22. 7 of the top 10websites are social sites Baidu Live.com Wikipedia Twitter Qq Google Facebook YouTube Yahoo! Blogspot

23. Content Content Content CentralSource Content Content Content Content Content The Old Model

24. Blog Wiki MySpace Podcast YourSite Blog Jaiku Twitter Facebook Blog The New Model

27. 1 star = 9%

28. 2 stars = 8%

29. 3 stars = 11%

30. 4 stars = 27%

31. 5 stars = 45%

32. 20+ photos = 150% more engagement

34. Influence Collaboration Content Context Curation Search Relationships

35. -- Source: David Armano, Edelman

36. 67%of B-to-B companies and 41%of B-to-C companies haveacquired a customerthrough Facebook

37. Every Companyis a Media Company

40. Hotel Roger Smith video:http://youtu.be/gOIzS214UO0

41. Audience Focus

47. Be Visible

51. Fish Where the Fish Are

60. Be mobile

61. 35% of leisure travelers and55% of business travelersuse smartphones 70%of mobile hotel bookings are for the same day

62. Share Your Assets

67. TrustedGuide