Training manual for area businesses in Cozumel, MX

1. SOCIAL MEDIA TRAINING MANUAL Social Media Training Manual With an Introduction into Basic Social Marketing Strategy February 16, 2011

2. Introduction SECTION 1  INTRODUCTION I. Overview II. Twitter III. Facebook IV. YouTube V. Flickr VI. Other Channels  OVERVIEW The Island of Cozumel has an extremely positive sentiment rating within the social community. While the Island is referenced and the overall community messaging is positive, the destination as a whole does not have a presence within social channels. Our goal today is to providing an educational seminar for how local Cozumel business can utilize social media channels to present a unified voice to the social community. While you will learn how to implement these strategies for your own business, our goal is to help you leverage your collective voice to express the uniqueness of the Island of Cozumel a.) Overview b.) Marketing Strategy a.) Overview b.) Marketing Strategy a.) Overview b.) Marketing Strategy a.) Overview b.) Marketing Strategy

5. The Social Media Council SECTION 1  INTRODUCTION DIVE REP HOTEL REP TOURS REP SHOPS REP ACTI. REP DINING REP Social Council Leader LODGING INDUSTRY TOURS INDUSTRY SHOPPING INDUSTRY DINING INDUSTRY DIVING INDUSTRY ATTRACTIONS INDUSTRY Businesses Businesses Businesses Businesses Businesses Businesses

6. Introduction SECTION 1  INTRODUCTION Ben is an Executive Vice President of Vantage Strategy and the COO of the TravelCom Network, the leading organization and trade show for innovative marketing strategies for the Travel industry. As COO, he is responsible for the successful development and execution of management processes to support growth. As a founding partner in Vantage, Ben also brings a wealth of business strategy, sales process management, and online marketing expertise to Vantage Strategy's clients and project teams. He has extensive experience in search engine optimization and online marketing placement. Prior to Vantage, Ben co-founded Solimar Marketing & Travel where he directed a team of creative designers and programmers to develop online solutions for private tourism businesses and destinations in numerous countries. His work included cluster development, business development training, sustainable tourism certification, development and implementation of travel product sales strategies, international representation, and travel trade seminars. Lane is an Executive Vice President of Vantage Strategy and the CMO of the TravelCom Network, the leading organization and trade show for innovative marketing strategies for the Travel industry. Lane leads Vantage's Online Marketing Services practice where he designs and delivers innovative solutions to our clients’ marketing and sales effectiveness challenges. He and his team apply a systematic approach to building measurable social marketing campaigns, mobile media platforms, search engine optimized websites, and online media placement programs for profitable growth. Lane is a highly creative and multi-talented graphic designer who brings over 16 years of experience in multimedia marketing, print and web design to Vantage Strategy. In addition to graphic design, Lane is also an expert in Content Management Systems and Open-Source platforms as a means of web development. At Vantage, he serves as chief Project Manager for all online and creative client projects. Ben Isenberg Lane Douglas Your Instructors

9. Introduction SECTION 1  INTRODUCTION What is Social Media? Understanding the Web 2.0 World Company Website Person A Person B Information is “shared” UGC “ User-Generated Content”

10. Introduction SECTION 1  INTRODUCTION Google Facebook Why Learn Social Media? Social Has Overtaken Search It used to be that the predominant way people found your business was by searching for you on the web. While this is still true, the online world is changing. Now, the recommendation of a friend through a social media channel is equally, if not a more viable means of your company gaining business.

11. Introduction SECTION 1  INTRODUCTION The Opportunity Social Media Allows for a Unified Brand Whereas the “search” world is based on what people are looking for, the social one is based on what people “like.” This creates a powerful opportunity for a group of businesses that want to market themselves as a single entity. If the overall brand is a powerful one with a positive reception from the consumer, than all associated brands get to glean off that sentiment. + + + +

12. Introduction SECTION 1  INTRODUCTION 87% Source: Radian6 Technologies Highest positive sentiment among competitors The Opportunity Best Positive Sentiment Among Competitors Within a competitive analysis of major Caribbean destinations, Cozumel had the best sentiment from consumers.

13. Introduction SECTION 1  INTRODUCTION The Hard Part is Done! The “Heaven on Earth” Campaign was Brilliant, But Unrealized The hardest task in marketing is actually being able to capture a brand into an “essence.” The recent marketing initiative for the “Heaven on Earth” campaign was able to successfully accomplish this goal. All that remains for this to be a final, and successful venture is for the brand to be adopted by all the business units and then to be pushed out to the U.S. Consumer. Social media allows us that opportunity.

14. Introduction SECTION 1  INTRODUCTION Leverage Loyalty-Expand Reach Task is to push sentiment across social channels The positive sentiment that Cozumel enjoys comes from it’s consumers. But that is of little value if those people do not have a medium to share their experiences on and love for the island. We want to give them that platform.

15. Introduction SECTION 1  INTRODUCTION DIVE REP HOTEL REP TOURS REP SHOPS REP ACTI. REP DINING REP Social Council Leader LODGING INDUSTRY TOURS INDUSTRY SHOPPING INDUSTRY DINING INDUSTRY DIVING INDUSTRY ATTRACTIONS INDUSTRY Online Success Always Starts With Internal Alignment Cozumel’s opportunity is only as strong as it’s ability to act as a team. The development of the social media council is designed to create alignment and unity among the island businesses so that each entity’s message reflects the overall brand.

17. Real-Time Case Study With Egypt “ I think since electricity was invented it's [Twitter] the next best invention since then. And there's no question that in today's world, this technology has proven to be a vital link between dissidents and activists that are fighting their respective oppressive regimes in their countries, with the outside world and themselves. From Myanmar to Venezuela, from Iran to wherever else – “ Prince Reza Pahlavi Son of Exiled Shah of Iran 40,000 Twitter Followers Transcript from Interview with Piers Morgan* CNN Network January 31, 2011 Twitter as Primary Voice of Individual When Unhappy With Government *http://www.cnnstudentnews.cnn.com/TRANSCRIPTS/1101/31/pmt.01.html

18. Understanding Importance SECTION 2  TWITTER “ There’s a Plane in the Hudson…” Messaging to a following audience is faster than major news channels When U.S. Airways Flight 1549 crashed into the Hudson River on January 15, 2009… the world knew about it before CNN did. When something needs to reach an audience immediately, Twitter has become that preferred channel.

22. First Steps SECTION 2  TWITTER Your First Tweet Be social… not professional Going to be another gorgeous day in #Cozumel… boat leaves dock at 8:30 Remember, this is about being social. Talk as you would among friends in a public place. The more your tweets sound like “you,” the better. But be brief and to the point. People browse tweets reading each one for only about 2-3 seconds. Characters left out of 140 Your previous tweet. Include elements that will help people find you Who will see your message

23. First Steps SECTION 2  TWITTER Who Sees What? Re-Tweeting, Responding and DM Audience A Follows only Person A Audience C Follows BOTH Person A and Person B Audience B Follows only Person B A B Re-Tweeting (RT) Choosing to re-publish what another person or company has previously tweeted. Scenario: Person B re-tweets Person A Who Sees It? Person B and Audience B I love #Cozumel RT I love #Cozumel

24. First Steps SECTION 2  TWITTER Who Sees What? Re-Tweeting, Responding and DM Audience A Follows only Person A Audience C Follows BOTH Person A and Person B Audience B Follows only Person B A B Responding (@) Choosing to reply to a tweet a person has published. Scenario: Person B replies to Person A Who Sees It? Person B, Person A and Audience C I love #Cozumel @personA … I do too!

25. First Steps SECTION 2  TWITTER Who Sees What? Re-Tweeting, Responding and DM Audience A Follows only Person A Audience C Follows BOTH Person A and Person B Audience B Follows only Person B A B Direct Message (DM) Sending another user a direct message for their eyes only. Scenario: Person B messages Person A Who Sees It? Person B and Person A only DM @personA … Hi! DM @person B … Hi back!

26. First Steps SECTION 2  TWITTER Understanding Impressions on Twitter Why Visibility is Important Company A Followers: 1 Person B Followers: 1,200 “ 50% all meals this month” “ RT 50% all meals this month” Most people fail to see the value of Twitter because they become easily discouraged by their own low Twitter following. But in Twitter, being re-tweeted even once by someone with a higher following means your message gets pushed to that entire audience. Always consider the “extended audience” in social media! Extended Audience: 1,201

27. First Steps SECTION 2  TWITTER Finding & Following People Two ways of finding people to follow 1 Look at who is following you Often times people who have followed you share an interest with you. You may want to follow them back. 2 Search for them Twitter is first and foremost a community. Search for people by their name, or username.

28. Advanced Steps SECTION 2  TWITTER The Hashtag (#) Unifying a Common Topic Ever try to listen to a conversation between a couple of friends in an overcrowded restaurant, concert or nightclub? Undoubtedly, if it is an important talk, someone will suggest that the interested parties all seek a different room where the ambient noise is able to be “tuned out.” The hashtag (#) is Twitter’s version of creating just such a room. “ 50% all meals this month #cozumeldeals” A “ 50% all meals this month #cozumeldeals” B “ 50% all meals this month” C “ 50% all meals this month #cozumeldeals” A “ 50% all meals this month #cozumeldeals” B (By not including the hashtag, Person C’s tweets are not “heard” in this search.)

29. Advanced Steps SECTION 2  TWITTER The Most Popular Question When to use @ versus # Designates a person or company. You use it whenever you want to tweet about or towards someone. By including it, Twitter automatically links the username to the individual’s account in case a person wants to follow them. Example: “ Thank you @visitcozumel for your helpful reply! ” @ # Designates an event, topic or theme. You use it whenever you want to tweet about one of these and want to make sure your tweet is included in search results for that hashtag. Example: “ Headed to #cozumel next month. Anyone else going? ”

32. Recommended Tools SECTION 2  TWITTER Hootsuite Analyze Your Tweets Hootsuite is available both as an online Twitter client as well as a downloadable desktop and mobile client. By using Hootsuite, as opposed to Twitter directly, you gain the ability to measure the efficiency of your performance.

35. General Guidelines SECTION 2  TWITTER Twitter for my Business? As a business, you can use Twitter to quickly share information, gather market intelligence and insights, and build relationships with people who care about your company. Often, there is already a conversation about your business happening on Twitter. * * - Source: Twitter Help Three Rules To Live By on Twitter: Its all about Speed Redirect Less is More

37. General Guidelines SECTION 2  TWITTER Leveraging the Cozumel Social Council A unified twitter community will have much father reach then a single business. Leverage the social media council to help spread the message. Hotel Social Council Single Hotel Marketing

38. Utilizing Cozumel’s Brand SECTION 2  TWITTER

39. Creating Your Own Lists SECTION 2  TWITTER Create & Promote Your Own Lists: You can create your own lists that are relevant to your business and your customers. Post and mention the lists to your community: @<username>/<listname> (example: @visitcozumel/attractions-in-cozumel) Dive Equipment Airline Updates Weather Updates

41. Partnership & Hashtags SECTION 2  TWITTER Combine Your Resources By utilizing a centralized hashtag the entire island or a group of businesses can market a specific event, offering, or promotion. Local Tourism Promoting Restaurant Week

42. Research via #Hashtag SECTION 2  TWITTER Search for your #hashtag Utilize sites likes hashtags.org to search for the hashtags you are utilizing or search for new hashtags. Trends will help you to see what the community is saying about your brand.

45. Understanding the Importance SECTION 3  FACEBOOK The Power of “Community” Leveraging people’s opinions to build positive sentiment Ford’s decision to use Facebook as their exclusive platform to unveil the new Ford Explorer is a case study in the power of social media. The Exporer’s reputation was damaged by it’s malfunctions in previous years resulting in casualties and the ensuing media coverage. Ford knew that to overcome that, they would need the public to speak up for them, and Facebook became the platform of choice.

47. First Steps SECTION 3  FACEBOOK Understanding Facebook’s Setup The “Account” vs “Page” Dilemma Facebook requires that all pages be linked to a personal account. This means that before you establish a page, you have to first create an account. The minimum requirement to get a personal account is a valid email address which Facebook will use to verify that an actual person is trying to establish an identity. The Personal Account The Business Page

48. First Steps SECTION 3  FACEBOOK Creating a Business Account Facebook.com Follow the guided process that Facebook takes you through. When you arrive to the step that asks for your Facebook account, either link it to your personal Facebook account, or simply create a “persona” for your business provided the email account is not already attached to another FB account.

49. First Steps SECTION 3  FACEBOOK Building the Page Keeping in mind your target audience The process to build a page in Facebook is a very well-guided and ordered process. Simply follow the steps on the “Get Started” page. Don’t forget the “Edit Page” option that is always available to you.

50. First Steps SECTION 3  FACEBOOK The Facebook Wall Highest Visibility Requires Highest Concentration

51. First Steps SECTION 3  FACEBOOK The Facebook Tabs Broaden the user experience While the “Wall” and “Info” tabs cannot be removed, the three additional visible tabs (as well as the non-visible ones) can all be modified for any number of customized uses.

52. Advanced Steps SECTION 3  FACEBOOK Managing Multiple Administrators Delegate and diversify the responsibilities Most business owners quickly respond to the call for involvement on Facebook with “I do not have the time.” Facebook allows you to let other people manage your account while allowing you to retain the highest level of oversight. This can also allow lead to greater consumer interaction since your style of community management may not appeal to a consumer segment or demographic.

53. Advanced Steps SECTION 3  FACEBOOK Securing Your URL Facebook.com/yourname To be eligible for a personalized URL, you have to secure 25 “Likes” for your business page. This may be from bringing them to your page, or from posting the “Like” button on your company website. 25

54. Advanced Steps SECTION 3  FACEBOOK The FBML Tab Facebook Markup Language Complete customization of a Facebook page is possible for the experienced web developer.

56. Advanced Steps SECTION 3  FACEBOOK The “Like” Button Facebook’s Secret Weapon Remember that social media is the emerging marketing trend that is overtaking search. Whereas online search is based on what a person is looking for, social is about what a person (or their friends) “like.” The assumption, often correctly, by Facebook is that what your friends like you will too, and vice versa. So having someone “like” your page means that their friends and networks will learn about you through their profile.

60. General Guidelines SECTION 3  FACEBOOK Utilizing Facebook Pages Facebook pages is the ideal for a small business to develop and interact with a loyal community. Facebook allows you the ability to interact with your community and leverage brand ambassadors to help promote your brand. Three Rules To Live By on Facebook Think Community Think Discussions Think Offers

62. Island Wide Marketing Utilizing Cozumel's Brand The Cozumel Facebook architecture reflects the island’s brand and allows for industry specific daughter pages. Will utilize the Facebook FBML tab system to create customized branding pages. SECTION 3  FACEBOOK

63. Island Wide Marketing SECTION 3  FACEBOOK Cozumel – FBML Page Utilization Visit Cozumel Official Facebook Page Diving Lodging Dining Shopping Tours Attractions

64. Events & Promotional Marketing SECTION 3  FACEBOOK Promote Events & Promotions Through Facebook

65. Consumer Confidence SECTION 3  FACEBOOK Responding to The Consumer Responding to the consumer is a critical component of managing your Facebook community and encouraging social communication and brand loyalty.

67. Understanding the Importance SECTION 4  YOUTUBE The Power of Video 30 Seconds Can Destroy 30 Years Kryptonite was long held to be the best, most secure bicycle lock company in the world. On September 12, 2004, a video was posted on YouTube that showed how the empty tube of a ballpoint pen could pick a Kryptonite lock. By September 19 th , almost 2,000,000 people had watched the video and Kryptonite’s company was in jeopardy.

68. The User Interface SECTION 4  YOUTUBE The Frontend User Interface Business Channel

73. First Steps SECTION 4  YOUTUBE Creating a Playlist Segmenting Your Videos into Categories

74. Recommended Tools SECTION 4  YOUTUBE Taking a Video Original Content Collection Flip Video iPhone Cisco Apple Modern compact video devices, and the integration of video capture with smart phones has changed the face of the marketing world. Gone are the days of having to spend thousands of dollar on professional video imagery. Today, even the most novice of users can capture great video and, in minutes, have it posted to a YouTube channel. Play Sport Kodak

77. General Guidelines Promotion through YouTube Brand Channels YouTube is less thought of as a social media channel then Twitter or Facebook, but you should not ignore this relevant and highly effective social media channel. YouTube provides you with a Mass Audience to reach with dynamic content interaction. With YouTube's analytics tools you can connect with your community and analyze how they react tor your videos. Three Rules To Live By on YouTube Think Video Archive Think UGC Content Think Mobile Access SECTION 4  YOUTUBE

79. Utilizing Cozumel’s Brand SECTION 4  YOUTUBE

81. Island Wide Marketing SECTION 4  YOUTUBE Posting Your Videos to Facebook

82. Island Wide Marketing SECTION 4  YOUTUBE Twitting the Video Link

85. First Steps SECTION 5  FLICKR Creating an Account A variety of methods Use your Facebook or Google account to create a Flickr profile.

86. First Steps SECTION 5  FLICKR Uploading a Photo A variety of methods Get into the habit of uploading your photos at the same time that you have captured them or downloaded them.

87. First Steps SECTION 5  FLICKR Organizing Your Photos Create galleries, collections and sets Cozumel’s marketing tag line is “Heaven on Earth.” This means that the vacationer is there to experience a story. Using social photo sharing lets them tell that story to the world.

91. General Guidelines SECTION 5  FLICKR Flicker as an Asset Resource While Flickr does not offer the same social community and brand promotion that Twitter, Facebook, and YouTube present, this channel should not be overlooked. As part of this island wide strategy we have turned to Flickr as the photo asset library and collaboration tool. Three Rules To Live By on YouTube Think Image Archive Think User Submission Think Asset Library

93. Island Wide Marketing SECTION 5  FLICKR

94. Island Wide Marketing Cozumel – Flickr Groups Visit Cozumel Official Flickr Account Diving Lodging Dining Shopping Tours Attractions Private Groups SECTION 5  FLICKR

95. Island Wide Marketing SECTION 5  FLICKR Photo Contests

97. Location-Based Marketing SECTION 6  OTHER CHANNELS Facebook Places The Players

98. Location-Based Marketing SECTION 6  OTHER CHANNELS The premise of Foursquare Tell Foursquare where you are and it will tell you who and what is nearby.

101. Location-Based Marketing SECTION 6  OTHER CHANNELS As users check-in at places around your destination, Foursquare throws these recommendations to the users.

103. Contact Us Lane Douglas [email_address] Twitter: @lanedouglas Ben Isenberg [email_address]