Social media is transforming traveler behavior such as influencing where people are traveling and staying.

1. The
Digital
Marke+ng
Experts
Social Media for Destination Marketers
Helping
Des+na+ons
leverage
Social
Media
programs
in
China
and
globally
Ver
1.1

2. Topics
• Social Media Campaigns
• Practical Social Strategies
• Using Search Marketing
• Five do’s and don’ts
• Fast Facts- Digital Jungle
Helping
develop
Digital
&
Social
Media
programs
in
China
and
globally
©
2011
SinoTech
Group
(China)
Limited

3. Social Media
Campaigns
©
2011
SinoTech
Group
(China)
Limited

4. listen & evaluate
• monitor what is being said about your destination
• track volume of mentions
• qualify mentions by travel and tourism for relevancy
• monitor sentiment around your online conversations
• identify influencers and advocates
• review web analytics to see how social media is
impacting your website
• select what metrics your organization will track
• create baseline metrics to measure against
©
2011
SinoTech
Group
(China)
Limited

5. examples of monitoring
Understand what channels are
discussion your destination
Ability to analyze
the online
sentiment of a
specific destination
Identify the authors
contributing to the
discussions
Screen
shot’s
taken
from
SIP:Enterprise
©
2011
SinoTech
Group
(China)
Limited

6. examples of monitoring
Use filtering to refine the results.
For example, what is the main
language or region discussing
your location
Monitor the daily
online mentions to
determine a baseline
Screen
shot’s
taken
from
SIP:Enterprise
©
2011
SinoTech
Group
(China)
Limited

7. examples of monitoring
Using the filter allows you to segment
further. i.e., find the positive mentions
or type of channel being used
Knowing where
someone is Simply clicking on
discussing your the red dot will take
destination. You you to the actual
can drill down to posting of your
country, destination.
provence level.
Screen
shot’s
taken
from
SIP:Enterprise
©
2011
SinoTech
Group
(China)
Limited

8. strategy & creative
• determine your destination’s objectives and goals
• identify the voice of your destination
• segment your communications by consumer interests
• plan your communication frequency
• structure your communications and editorial
calendars
• stay true to your brand in communications and
creative
• strategically name your social media profiles
• include calls-to-action in your creative
• incorporate photos and videos of the destination
©
2011
SinoTech
Group
(China)
Limited

9. engage
• use your “voice” to speak to your audience
• identify online influencers and encourage them to
participate
• crowd source your marketing initiatives
• respond to comments and communications
• empower your destination’s residence as
advocates
• encourage destination industry partners to
participate
• include calls-to-action to convert passive audience
into actively inspired travelers
©
2011
SinoTech
Group
(China)
Limited

10. measure results
• community growth – members, comments, posts
• referral visits to website
• website visitor engagement
• goal conversion and leads generated
• online buzz generated
• consumer sentiment
• competitive analysis
• ROI (return on influence)
©
2011
SinoTech
Group
(China)
Limited

11. return on influence (ROI)
ROI = (Calculated Investment Gain - Investment Cost)/
Investment Cost
– calculated gains
– website referrals
– leads generated
– social media leads generated
– ad equivalency of communications
– research value
– share of voice
– content shared
©
2011
SinoTech
Group
(China)
Limited

12. Innovate
©
2011
SinoTech
Group
(China)
Limited

13. explore new areas
• monitor the social media channels for change
• focus on “test and learn” approach to achieve
maximum response and ROI
• embrace new technologies and platforms that
make sense for your destination (iPad, iPhone)
• integrate social media efforts to leverage maximum
exposure
• continually measure, monitor and optimize all
channels based on goals and objectives
• try new ideas…some will fail, others will not… don’t
be discouraged
©
2011
SinoTech
Group
(China)
Limited

14. innovation opportunities
• harness the power of “local” Explore foursquare or
jiepang for hyper-local campaigns
• integrate web, mobile and tablet with social media
• test QR codes to send offline ads to social media
• incorporate social media into rich media ads
• create social media co-op opportunities with
industry partners
• understand the power of video and branded
entertainment
• think big for big results (remember – ‘Best job in the
world’)
©
2011
SinoTech
Group
(China)
Limited

15. Be Resourceful
©
2011
SinoTech
Group
(China)
Limited

16. look for leverage
• plan out your editorial calendar in advance
• provide industry partners with access to your
messaging strategy
• rely on in-destination residents and past visitors as
advocates
• schedule your targeted communications and focus
your day-to-day efforts on becoming an invaluable
travel resource
• find the tools that help you get the job done more
efficiently
• conduct a semi-annual social audit…can you be
more efficient?
©
2011
SinoTech
Group
(China)
Limited

17. Empower advocates
©
2011
SinoTech
Group
(China)
Limited

18. develop ambassadors
• start with your office, industry partners and local
advocates
• empower your advocates
• find local photographers willing to share their work
for recognition
• use local experts who specialize in niche activities
and attractions to publish content that is interesting
and different
• Use SIP:Enterprise (online social monitoring) to find
word-of-mouth testimonials and share them
• integrate social media sharing across web, mobile,
social, emails and offline media
©
2011
SinoTech
Group
(China)
Limited

19. Using
Search Marketing
to amplify social media marketing
©
2011
SinoTech
Group
(China)
Limited

20. search marketing ideas
• use relevant and highly utilized keywords in your
communications
• search for those looking for travel inspiration through
keywords
• use keywords in your photo/video titles, descriptions
and tags
• create in-bound links to your website to increase link
popularity
• integrate social media feeds and develop connect
pages
• Use paid search to drive visitors to your connect
page
• link to your videos on your website using keywords
©
2011
SinoTech
Group
(China)
Limited

21. Baidu’s Phoenix Nest (PPC Platform)
In China, Baidu is the dominate search
engine. Use both SEO, SEM to amplify
your social media campaign
©
2011
SinoTech
Group
(China)
Limited

22. Google (Adwords)
Google paid search will allow
for destinations to buy keywords
that result in traffic increases
©
2011
SinoTech
Group
(China)
Limited

23. Some Takeaways
©
2011
SinoTech
Group
(China)
Limited

24. 5 Do’s
• plan, strategize and create goals
• innovate, test and optimize
• create efficiencies, then allocate financial and
labor resources
• empower advocates
• work closely with your SEO team (or engage Digital
Jungle to help you)
©
2011
SinoTech
Group
(China)
Limited

25. Five Don'ts
• let your intern be your social media strategic lead
• speak at your audience (broadcasting)…create a
conversation with them
• forget the importance of branding…. Think
communication
• overlook justifying your social media expenditures
• stop thinking short term…start thinking long term
©
2011
SinoTech
Group
(China)
Limited

26. About
Digital Jungle
©
2011
SinoTech
Group
(China)
Limited

27. Digital Jungle Fast Facts
• Travel, hospitality & destination
digital marketing specialists
• 65 employees
• Global reach
• Independent
• Offices in Beijing, Shanghai & Hong
Kong
• Founded in early 2007
©
2011
SinoTech
Group
(China)
Limited

28. World Class Digital Marketing Experience
• Delivering digital strategy and
execution services:
– Customer and competitor
insight
– Digital strategy
– Social Media Marketing
– Search Engine Marketing
– Affiliate Marketing
– Media Buying
• We work for global and domestic
organisations, across various
market sectors, helping our clients:
– Engage with their key
audiences
– Transform their business
– Maximise growth
28
©
2011
SinoTech
Group
(China)
Limited
©
2011
SinoTech
Group
(China)
Limited

29. Our Commitment
The mission of Digital Jungle is to help our clients
improve their business position and gain real value
from their digital marketing investments
Through our expertise in social media digital
marketing programs and the application of
search, affiliate and online marketing, we commit
to:
Dr Matt McDougall, • Driving incremental direct revenue
CEO, Digital Jungle
• Generating ROI unrivaled by traditional media
• Protecting your online reputation
• Increasing your market share over your
competitors
• Building your brand awareness
We look forward to working with you.
©
2011
SinoTech
Group
(China)
Limited

30. Thank You!
Dr
Mathew
McDougall|
maK@digitaljungle.com.cn
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