July 8, 2016 presentation in Rovinj, Croatia to the members of the Istrian Tourist Board (ITB) on 2016 social media best practices for the travel, tourism, hospitality, and F&B industries covering the top practices, posts, networks, tools, mistakes to avoid, and daily checklists.

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ITB
Social Media Workshop
2016 Best Practices
#ITBsmw
@KenHerron
ken.herron@unifiedinbox.com
Rovinj, Hrvatska | July 8, 2016
View/Download this workshop at:slideshare.net/KenHerron/2016-social-media-best-practices-for-itb-members
©Ken Herron

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You will be able to answer the following questions:
1. Why do I need to do social media (and do it well)?
2. What do I want to achieve?
3. How much time do I need?
4. Do I need to do it myself?
5. Which channels do I need to be on?
6. What does my content strategy need to be?
7. Which best practices do I need to use?
8. Who can help me?
©Ken Herron

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WHAT
WHO
WHERE
WHAT
do I want to achieve?
is my audience?
do they spend their time online?
differentiates me and my product?
©Ken Herron

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WHY?
Be first choice!
Be visible
Be known
Be liked
Be trusted
Be the expert
HOW?
Be first choice!
Be present
Be helpful
Provide value
Share experience
Be approachable
©Ken Herron

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NO Barking
NO Broadcasting
NO Bots
©Ken Herron

6. Intro Practices Posts Networks Tools Mistakes Close
BE You
©Ken Herron

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Greater impact
Understood faster
Remembered longer
©Ken Herron

8. Intro Practices Posts Networks Tools Mistakes Close
1. Follower Management
2. Audience Management
3. Content Management
©Ken Herron

9. Intro Practices Posts Networks Tools Mistakes Close
1. Follower Management
2. Audience Management
3. Content Management
©Ken Herron

10. Intro Practices Posts Networks Tools Mistakes Close
1. Follower Management
2. Audience Management
3. Content Management
©Ken Herron

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Photos
Videos
Emoji
Length
Frequency
Timing
Keywords
Hashtags
Tagging
Amplification
Integration
Analytics ©Ken Herron

12. Intro Practices Posts Networks Tools Mistakes Close
Photos
Videos
Emoji
Length
Frequency
Timing
Keywords
Hashtags
Tagging
Amplification
Integration
Analytics
Leverage
Neuromarketing
Research
Faces
Eyes
Activity
©Ken Herron

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Photos
Videos
Emoji
Length
Frequency
Timing
Keywords
Hashtags
Tagging
Amplification
Integration
Analytics
Record often
Use only the best
Think 6, 15, 30
©Ken Herron

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Photos
Videos
Emoji
Length
Frequency
Timing
Keywords
Hashtags
Tagging
Amplification
Integration
Analytics
❤"🍷
©Ken Herron

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Photos
Videos
Emoji
Length
Frequency
Timing
Keywords
Hashtags
Tagging
Amplification
Integration
Analytics ©Ken Herron

16. Intro Practices Posts Networks Tools Mistakes Close
Photos
Videos
Emoji
Length
Frequency
Timing
Keywords
Hashtags
Tagging
Amplification
Integration
Analytics ©Ken Herron

17. Intro Practices Posts Networks Tools Mistakes Close
Photos
Videos
Emoji
Length
Frequency
Timing
Keywords
Hashtags
Tagging
Amplification
Integration
Analytics ©Ken Herron

18. Intro Practices Posts Networks Tools Mistakes Close
Photos
Videos
Emoji
Length
Frequency
Timing
Keywords
Hashtags
Tagging
Amplification
Integration
Analytics ©Ken Herron

19. Intro Practices Posts Networks Tools Mistakes Close
Photos
Videos
Emoji
Length
Frequency
Timing
Keywords
Hashtags
Tagging
Amplification
Integration
Analytics
Yes No
©Ken Herron

20. Intro Practices Posts Networks Tools Mistakes Close
Photos
Videos
Emoji
Length
Frequency
Timing
Keywords
Hashtags
Tagging
Amplification
Integration
Analytics ©Ken Herron

21. Intro Practices Posts Networks Tools Mistakes Close
Photos
Videos
Emoji
Length
Frequency
Timing
Keywords
Hashtags
Tagging
Amplification
Integration
Analytics ©Ken Herron

22. Intro Practices Posts Networks Tools Mistakes Close
Photos
Videos
Emoji
Length
Frequency
Timing
Keywords
Hashtags
Tagging
Amplification
Integration
Analytics ©Ken Herron

23. Intro Practices Posts Networks Tools Mistakes Close
Photos
Videos
Emoji
Length
Frequency
Timing
Keywords
Hashtags
Tagging
Amplification
Integration
Analytics©Ken Herron

24. Intro Practices Posts Networks Tools Mistakes Close
Facebook
Instagram
Twitter
Vine
Periscope
Pinterest
Google+
LinkedIn
SlideShare
YouTube
Snapchat
©Ken Herron

25. Intro Practices Posts Networks Tools Mistakes Close
Facebook
Instagram
Twitter
Vine
Periscope
Pinterest
Google+
LinkedIn
SlideShare
YouTube
Snapchat
Your audience is
not you
It’s pay for play,
invest strategically
Think video, live
and continuous
Learn from your
analytics
facebook.com
©Ken Herron

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Facebook
Instagram
Twitter
Vine
Periscope
Pinterest
Google+
LinkedIn
SlideShare
YouTube
Snapchat
Core travel/
tourism channel
Show emotive
experiences
Use 11 hashtags
Tag
shamelessly
instagram.com
©Ken Herron

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Facebook
Instagram
Twitter
Vine
Periscope
Pinterest
Google+
LinkedIn
SlideShare
YouTube
Snapchat
Core travel/
tourism channel
Actively
manage your
account
Include links
Tag influencers twitter.com
©Ken Herron

28. Intro Practices Posts Networks Tools Mistakes Close
Facebook
Instagram
Twitter
Vine
Periscope
Pinterest
Google+
LinkedIn
SlideShare
YouTube
Snapchat
2+2+2 Stories
Crop existing
videos
Tweet Vines for
double bang
Encourage
guests to Vine
vine.co
©Ken Herron

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Facebook
Instagram
Twitter
Vine
Periscope
Pinterest
Google+
LinkedIn
SlideShare
YouTube
Snapchat
Show your BTS
Showcase your
people
Live-stream
daily
Reuse best
content periscope.tv
©Ken Herron

30. Intro Practices Posts Networks Tools Mistakes Close
Facebook
Instagram
Twitter
Vine
Periscope
Pinterest
Google+
LinkedIn
SlideShare
YouTube
Snapchat
Important travel/
tourism channel
Use best photos
Strategically
use color
Include full
descriptions
pinterest.com
©Ken Herron

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Facebook
Instagram
Twitter
Vine
Periscope
Pinterest
Google+
LinkedIn
SlideShare
YouTube
Snapchat
Google hotline
Your daily news
Hashtag first
use of every
keyword
Include a visual
plus.google.com
©Ken Herron

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Facebook
Instagram
Twitter
Vine
Periscope
Pinterest
Google+
LinkedIn
SlideShare
YouTube
Snapchat
Personal and
company profiles
Invite everyone
you meet
Join relevant
travel groups
Use updates and
posts
linkedin.com
©Ken Herron

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Facebook
Instagram
Twitter
Vine
Periscope
Pinterest
Google+
LinkedIn
SlideShare
YouTube
Snapchat
Complete your
profile
Post all collateral
Use full tags and
descriptions
Target media and
influencers
slideshare.net
©Ken Herron

34. Intro Practices Posts Networks Tools Mistakes Close
Facebook
Instagram
Twitter
Vine
Periscope
Pinterest
Google+
LinkedIn
SlideShare
YouTube
Snapchat
Who tells your
story best?
Caption videos
Upload
transcripts
Show, don’t tell
youtube.com
©Ken Herron

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Facebook
Instagram
Twitter
Vine
Periscope
Pinterest
Google+
LinkedIn
SlideShare
YouTube
Snapchat
Create branded
account
Understand the
basics
Post regularly
Prioritize if
targeting
Millennials
snapchat.com
©Ken Herron

36. Intro Practices Posts Networks Tools Mistakes Close
Native Mobile Apps
ManageFlitter
Adobe Spark Post
Foodie
Layout
Waterlogue
Moju
Hyperlapse
Ditty
Flipagram
Quik (formerly Replay)
Animoto
ThingLink©Ken Herron

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Native Mobile Apps
ManageFlitter
Adobe Spark Post
Foodie
Layout
Waterlogue
Moju
Hyperlapse
Ditty
Flipagram
Quik (formerly Replay)
Animoto
ThingLink
iPhone?
Google “iTunes and Name”
Android?
Google “Google Play and Name”
Anytime, Anywhere
Speed
Focus!
©Ken Herron

38. Intro Practices Posts Networks Tools Mistakes Close
Native Mobile Apps
ManageFlitter
Adobe Spark Post
Foodie
Layout
Waterlogue
Moju
Hyperlapse
Ditty
Flipagram
Quik (formerly Replay)
Animoto
ThingLink
manageflitter.com
©Ken Herron

39. Intro Practices Posts Networks Tools Mistakes Close
Native Mobile Apps
ManageFlitter
Adobe Spark Post
Foodie
Layout
Waterlogue
Moju
Hyperlapse
Ditty
Flipagram
Quik (formerly Replay)
Animoto
ThingLink
spark.adobe.com
itunes.apple.com/us/app/adobe-spark-
post-create-stunning/id1051937863
©Ken Herron

40. Intro Practices Posts Networks Tools Mistakes Close
Native Mobile Apps
ManageFlitter
Adobe Spark Post
Foodie
Layout
Waterlogue
Moju
Hyperlapse
Ditty
Flipagram
Quik (formerly Replay)
Animoto
ThingLink
itunes.apple.com/us/app/foodie-camera-
app-customized/id1076859004
play.google.com/store/apps/details?
id=com.linecorp.foodcam.android
©Ken Herron

41. Intro Practices Posts Networks Tools Mistakes Close
Native Mobile Apps
ManageFlitter
Adobe Spark Post
Foodie
Layout
Waterlogue
Moju
Hyperlapse
Ditty
Flipagram
Quik (formerly Replay)
Animoto
ThingLink
itunes.apple.com/en/app/layout-from-
instagram/id96735179
https://play.google.com/store/apps/
details?id=com.instagram.layout
©Ken Herron

42. Intro Practices Posts Networks Tools Mistakes Close
Native Mobile Apps
ManageFlitter
Adobe Spark Post
Foodie
Layout
Waterlogue
Moju
Hyperlapse
Ditty
Flipagram
Quik (formerly Replay)
Animoto
ThingLink
itunes.apple.com/en/app/
waterlogue/id764925064
©Ken Herron

43. Intro Practices Posts Networks Tools Mistakes Close
Native Mobile Apps
ManageFlitter
Adobe Spark Post
Foodie
Layout
Waterlogue
Moju
Hyperlapse
Ditty
Flipagram
Quik (formerly Replay)
Animoto
ThingLink
itunes.apple.com/us/app/moju/
id866175167
©Ken Herron

44. Intro Practices Posts Networks Tools Mistakes Close
Native Mobile Apps
ManageFlitter
Adobe Spark Post
Foodie
Layout
Waterlogue
Moju
Hyperlapse
Ditty
Flipagram
Quik (formerly Replay)
Animoto
ThingLink
itunes.apple.com/us/app/hyperlapse-
from-instagram/id740146917
©Ken Herron

45. Intro Practices Posts Networks Tools Mistakes Close
Native Mobile Apps
ManageFlitter
Adobe Spark Post
Foodie
Layout
Waterlogue
Moju
Hyperlapse
Ditty
Flipagram
Quik (formerly Replay)
Animoto
ThingLink
itunes.apple.com/us/app/ditty-by-
zya/id957529556
https://play.google.com/store/
apps/details?id=com.zya.ditty
©Ken Herron

46. Intro Practices Posts Networks Tools Mistakes Close
Native Mobile Apps
ManageFlitter
Adobe Spark Post
Foodie
Layout
Waterlogue
Moju
Hyperlapse
Ditty
Flipagram
Quik (formerly Replay)
Animoto
ThingLink
itunes.apple.com/en/app/
flipagram/id512
play.google.com/store/apps/
details?id=com.ch727332
©Ken Herron

47. Intro Practices Posts Networks Tools Mistakes Close
Native Mobile Apps
ManageFlitter
Adobe Spark Post
Foodie
Layout
Waterlogue
Moju
Hyperlapse
Ditty
Flipagram
Quik (Replay)
Animoto
ThingLink
itunes.apple.com/us/app/quik-video-
editor-by-gopro/id694164275
play.google.com/store/apps/details?
id=com.stupeflix.replay
©Ken Herron

48. Intro Practices Posts Networks Tools Mistakes Close
Native Mobile Apps
ManageFlitter
Adobe Spark Post
Foodie
Layout
Waterlogue
Moju
Hyperlapse
Ditty
Flipagram
Quik (formerly Replay)
Animoto
ThingLink
itunes.apple.com/us/app/animoto-video-
maker/id459248037
play.google.com/store/apps/details?
id=com.animoto.android.videoslideshow
©Ken Herron

49. Intro Practices Posts Networks Tools Mistakes Close
Native Mobile Apps
ManageFlitter
Adobe Spark Post
Foodie
Layout
Waterlogue
Moju
Hyperlapse
Ditty
Flipagram
Quik (formerly Replay)
Animoto
ThingLink
itunes.apple.com/us/app/thinglink/
id647304300
play.google.com/store/apps/
details?id=com.thinglink.android
©Ken Herron

50. Intro Practices Posts Networks Tools Mistakes Close
“I don’t have the money”
“I don’t have the time”
Selling, not sharing
Broadcasting, not engaging
Not listening
Not self-identifying as you
Not responding
Not acknowledging
Not caring
Not being generous
Repeating photos
Repeating posts
Being boring
Automating
Copying others
Not being Istrian!
©Ken Herron

51. Intro Practices Posts Networks Tools Mistakes Close
15-
Minute
Daily
Checklist
1. Address customer service posts
2. Answer questions you have been asked
3. Acknowledge posts talking about you
4. Like posts talking about you
5. Create one original post a day
©Ken Herron

52. ©Ken Herron
Intro Practices Posts Networks Tools Mistakes Close
1. Block porn/spam/bot accounts
2. Address customer service posts
3. Answer questions you have been asked
4. Acknowledge posts talking about you
5. Like posts talking about you
6. Follow back people who have followed you
7. Unfollow people who haven’t followed you back
8. Follow new people
9. Create three original posts a day
30-
Minute
Daily
Checklist

53. ©Ken Herron
Intro Practices Posts Networks Tools Mistakes Close
1. Block porn/spam/bot accounts
2. Address customer service posts
3. Answer questions you have been asked
4. Acknowledge posts talking about you
5. Like posts talking about you
6. Follow back people who have followed you
7. Unfollow people who haven’t followed you back
8. Follow new people
9. Proactively reach out to someone
10. Share someone’s post
11. Like five people’s posts
12. Create three or more original posts a day
13. Skim your audience’s posts
14. Read your influencer’s posts
60-
Minute
Daily
Checklist

54. Intro Practices Posts Networks Tools Mistakes Close
Q&A
©Ken Herron

55. ©Ken Herron
Intro Practices Posts Networks Tools Mistakes Close
Hvala najljepša!
Connect with me on Twitter at:
twitter.com/KenHerron
View/Download this workshop at:
slideshare.net/KenHerron/2016-social-media-best-practices-for-itb-members
Schedule and approve posts with:
app.outbox.pro
#ITBsmw