I moderated a session on the Social Affect on Tourism Marketing at Social Media Camp on June 9, 2012 at 9:45 - 10:45 a.m. The panel will cover how to plan, create and measure social media campaigns.
Social Media and Tourism
When we first started talking about putting together this panel, we wanted to give specifics about how to start implementing or improving your digital presence. We wanted to be able to speak to the novice, but also give some examples of more sophisticated promotions.
We based the theme on the Plan, Do, Check/Act method of project planning, so the panel members can lead attendees through a process. We wanted to create a session for the tourism operator who needs to hear about how others have implemented social media programs and what worked and what didn’t.
Tourism Social Media Planning
Tartan digital maven and management consultant, Terry Rachwalski will start out describing how she leads our tourism clients through the stages and check points of a social media program. Your key takeaways will be how to create an integrated social media and public relations strategy and give real world examples of how to manage promotions. Terry has multiple social media promotions in the tourism industry running at any given time and just spent two weeks travelling in Central America presenting to tourism operators and taming spiders - she knows what your pain points are!
Running a Tourism Social Media Community
Avril Matthews, marketing director at Inn at Laurel Point, a Victoria waterfront hotel. Avril is a busy twitterbug and a long time, experienced tourism/hotel marketer; she does all the social media herself. So if you want to know HOW to do it and how to manage your time, Avril is the person to ask. She will walk us through the “Do” part of the process and discuss how she uses social media for client retention and to build loyalty with the Inn at Laurel Point brand.
Tourism Journalists, Public Relations and Social Media
To round out the session, we thought that anyone interested in social media for tourism needs to hear from a journalist. Tourism public relations is a time-honoured method to get your story out. And we rely on travel influencers like award-winning journalist and Lonely Planet author, John Lee to tell the story. Whether it is a witty review of favorite watering holes, scintillating discussion of cultural adventure or the allure of Reykjavik hotspots, John looks for colourful insights and anecdotes that bring a story and a destination to life. And where does his research start? Well – it’s not the library. As the “Check/Act” portion of the panel, John will speak on how social media and web presence has changed the research landscape for journalists and discuss how operators can garner attention to shine the light on their properties.
Tourism PR: Deirdre Campbell
Deirdre Campbell is the founder and co-owner of the Tartan Group, a tourism public relations and communications firm specializing in tourism and eco-travel.