In less than five minutes you will understand why social media works best when rallying a community behind a common cause, how trying to control the message is of the past, and accepting the wisdom of the crowd can help you achieve your goals, even if this wisdom might seem ridiculous.
Clay Shirky’s powerful presentation at TED earlier this year will combat any Social Media sceptic you might have to deal with in your organization. Do you have key business decission makers who don’t even have a Facebook account, or marketing teams who think Social Media is just another way to broadcast advertising or something viral? In that case, this presentation will explain in 17 minutes that the future of marketing isn’t broadcast but collaboration with your networks of consumers and stakeholders.
The future of DMO websites needs real time and social content. Yesterday, our Torch Relay Field Reporter program is a good example of a step towards real time content. And I use social in a broad sense. It means collaboration with people who have a personal or commercial interest in assisting potential travelers to visit a destination.
In our case, our province is a collection of regions, cities and communities; most with their own DMO. Last year our regions took a bold step and decided to use their region on HelloBC as their website. Instead of both spending time and money on development, content, SEO, SEM, etc, we’re now collaborating and HelloBC is better for it.
Most DMO’s are also using Twitter now. Twitter is a great way to connect our website visitors with local experts and give them real time information about regions and communities. So we’re starting to add the local DMO twitter feeds to the relevant pages of HelloBC.
Another step towards a more social and real time website.
Below you’ll find our Share the Excitement widget. We’re all very excited about here at Tourism BC.
This widget allows anybody to publish our blog entries on their own website. Every time a new entry is added to HelloBC, the content on the widget will also be updated,
We get a lot of questions from communities and operators in BC about consumer blogs. They ask if they should start their own. But without some significant website traffic, it would be very hard for smaller destinations and businesses to create critical mass. By collaborating on generating the right User Generated Content for all of British Columbia, we can all benefit through this widget.
The entries can be filtered by a British Columbia community so you can only show entries from a particular part of BC. Our Share the Excitement mark also contains our connection with the 2010 games.
The widget is available for download on HelloBC. It’s available in 3 sizes and 3 colours. It should be extremely easy for a webmaster to include it in any website.
We’re in the process of developing some new initiatives around HelloBC blogs. Stay tuned for more.
VisitSweden launched its new website this last Tuesday. Besides that is looks very nice, provides great content and a nice Google map, it is also integrating the content it has generated from it CommunityOfSweden social network.
I like this approach. It compliments the official content with user generated content (we do the same). I also like that they take small steps and evolve. They experimented with the social network, and now feel comfortable to start tying it closer to the flagship.
Well done Sweden!
In my last post in this series I wrote about encouraging your customer to share their experiences online. Now lets take that concept one step further. You can participate in the online discussion. Some call it “joining the conversation”. By joining, you can make new people aware of your business, but also learn a great deal about your target audience. You might even get a new idea about how to make your business more remarkable.
This is really part of #3 Monitor and Respect Tripadvisor. But I consider Tripadvisor a must-do, while this is a nice-to-do. I understand that the operational side of running a business takes up time enough already so you’ll have to monitor if your efforts are paying off. Maybe there’s a creative way. Use a family or a staff member. Starwood Hotels has somebody employed to answer questions on Flyertalk, a frequent traveler community.
An important aspect of engaging in online communities is that you can’t use traditional marketing tactics. In most cases it’s completely inappropriate to advertise your business. And in Europe, there’s talk about making it illegal. Here’s an bad example from the Lonely Planet Thorn Tree forum:
This sound like a group who are looking for some people to travel with. No, it’s not.
It’s very easy to destroy your reputation and credibility. Don’t be tempted but play by the rules. The risks of getting caught and getting a bad name are too big.
It’s a very delicate line. The best thing to do is to be genuinely helpful. The opportunity you have is to be seen as an expert. An experts of the area where you live, and the secor you represent. If you run a eco touring company in Parksville for example, become the eco expert of the Parksville area in a relevant online community. If you’re helpful, people might seek your services over others as a reward. If you do say something that’s related to your business, stay in context of the conversation and offer full disclosure. The best thing to do is add your website URL in a signature and let people decide for themselves. Here’s a good example:
So find the right community for you and join in. It’s fun, you’ll learn a lot, and hopefully drive some customers your way.
As I mentioned before, word-of-mouth has always been the best marketing vehicle in travel. But unlike mass media, it has been invisible. Not anymore. People are now sharing en-mass on message boards, blogs, review sites and social networks. So this is part where we’ll save you some time and money by encouraging your customers to share their experiences online so you can reap maximum bennefits generated by word-of-mouth.
In #1 Be Remarkable I explained that you first need to give somebody something worth talking about. In #2 Get your website in order we gave consumers a place to go after they hear about you. In #3 Monitor and Respect Tripadvisor we took care of Tripadvisor, the most important place for you to invest your time. Now let’s encourage consumers to share and save you some time.
Tripadvisor is also the obvious starting place to ask your customers to share the great time they had at your business. And when I say ask, I don’t mean ‘bribe’. In the transparent online world, unethical behaviour will get caught (and punished). Some ideas are to mention Tripadvisor on checkout, or add a simple “Share your experience with us on Tripadvisor” on an invoice or receipt.
Tripadvisor is used at the end of the purchase cycle, when a consumer is close to a purchase. It’s the last check to validate what they’ve learned about your business against consumer reviews. That means a consumer found out about you someplace else, earlier in the purchase cycle. In traditional marketing, this can be a newspaper article or a guidebook. There are social networks who tailor to consumers earlier in the purchase cycle, allowing you to use your past customers to create awareness among others.
In the 21th century, this might be a specific special interest website where your target audience shares experiences, based on the business you run. There are also destination specific websites. Our HelloBC Blogs section for example. How do you find the networks most relevant for you? Ask you customers, and see if you can find a pattern. Or Google around and see if you can find a place where your target audience ‘relive and recommend’. And when you find it, encourage your customers to share.
If you run a tourism business, and especially if you run an accommodation business, you need to know what people say about you on Tripadvisor. A lot of operators do this already, but I’m amazed at how many don’t. You’ll probably find that most reviews are very positive. (Tracking Tourism blog did some research).
But some ratings might not be positive. Some might even be unfair. Tripadvisor gives you the ability to respond to any review, positive or negative. So you have a change to provide your side of the story and turn a bad review in an opportunity to show you care about your customer.
I’ve seen some very bad management responses. They often read like retaliations. I’m sure it made the operator feel better for a minute, but I don’t think they understand how it will only make things worse. This is one example I found:
Who knows, maybe the guest was completely unreasonable. But consumers don’t know that, and this kind of response won’t make them excited about a possible visit.
Good responses I’ve seen show empathy with the customer and demonstrate actions to avoid these situations in the future where necessary. The best responses I’ve seen include invitations to make up for it (when something obviously bad happened) or new policies based on the feedback. Here’s a good example:
I’m not suggesting to hand out free stays to anybody who complains on Tripadvisor. The bottom line is that you can make a bad review into an opportunity to show future readers you care about you customers and are willing to address feedback. And if you follow rule #1, Tripadvisor will be one of your best marketing vehicles. Maybe there is such a thing as “free bananas” after all.
There are opinions floating around about the viability and usefulness of destination based Social Networks. Karin Schmollgruber for example doesn’t have a lot of faith in a social network for a single destination.
Karin is one of the thought leaders in the travel 2.0 blogging community and I respect her opinion a lot. But I disagree with her about this one. I think the CoolAustria and Holland 2.0 experiments have taught us a few lessons. But I don’t reach the same conclusion.
The destination based Social Networks mentioned above (and now Sweden as well) all implemented some form of “be like Facebook” strategy, combined with a plethora of Web 2.0 tools. The core challenge with this approach is that travelers who are planning trips need information and don’t necessarily want to become part of another Social Network, create a profile, make friends and more, they just want to plan a vacation.
With Holland as an exception, these social networks are also separated from their official websites, a huge missed opportunity. The result from all of the above is that all these networks suffer from low participation, where high participation is needed. facebook is great, but a ‘be like Facebook’ approach is not going to work for a destination. Karin is absolutely right about that.
Some suggest that travel related social networks is just another source for content. Simply aggregate User Generated Content from third party networks, and you’re done. New Zealand has done it, Canada has done it. This is definitely useful content for travelers. And I like simplicity, but I don’t like to oversimplify things. I thought Web 2.0 was about interactivity and two way communication. Aggregating User Generated Content and publishing it on a website is Web 1.5.
DMO’s need to build strong relationships with consumers, and help them plan and book vacations, before and during their trip, by allowing all relevant stakeholders to participate on a destination website. These stakeholders are:
The opportunity for a destination based social network is to harness industry, passionate residents and past travelers, and engage them in a dialog with travelers to assist them with their trip planning. This is a natural extension of what DMOS’s do. They sell the destination by connecting travelers with tourism product (connecting supply with demand). Destinations already have relationships with their industry. They need find and encourage their ‘brand advocates’ to engage on their networks.
Groups for cities, towns, sectors, etc. will form. There will be differences of opinion, and that’s ok. That’s how trip planners can evaluate the opinion of many against their own criteria and make the best decision. Certain content can be sourced from third parties. What’s the point of creating your own product rating system when you can source it directly from Tripadvisor for example. Other content will have to be created on a destination based social network.
With the introduction open social standard, there is an opportunity to leverage existing networks people are already part of. If somebody can take their social graph with them, all of a sudden we can leverage the existing connections (friends) people already have, adding a whole layer of additional usefulness and credibility.
The social network I envision and intent to create for HelloBC.com is a mash-up of our official information, aggregated third party content, combined with our resident advocates, passionate past travelers and tourism businesses, all interacting with travelers in an open and transparent way. The direct, and two-way interaction is an opportunity to add the credibility, objectivity and authenticity travelers are looking for. And it will be nothing like Facebook.