Social media excels at relationship building at a very personal level. To effectively use any of the social media platforms as a vehicle for pulling leads through the sales funnel, it is important to develop a very subtle and deft approach to your conversational skills. A constant stream of travel offers or direct sales pitches is far too awkward an approach. Instead, tenor your conversations to being helpful to others and providing information and assistance they need. In so doing, your expertise will be apparent and you are likely to be in the running for consideration the next time your readers consider travel. Read the rest of this entry »
Every now and then it is worthwhile to remember that even the most interesting and dynamic of marketing tactics can go wrong. All companies, including travel agencies, need to erect the appropriate safeguards to prevent an errant employee from doing damage to their brand through some form of social interaction, whether online or in the real world. Many of you will no doubt be familiar with the plight of Domino’s Pizza which last month had to combat the adverse publicity that arose when two employees videotaped themselves in a Domino’s franchise abusing Read the rest of this entry »
I’m a convert. For months now I have been shaking my head. I didn’t get Twitter. Who wants to know what everyone in the world is doing right now? How about Now? Now? Not me. But during my research for this article I saw the light. I’m not about to say that Twitter would be my first choice for a social marketing platform for every travel agent, but the potential is obvious and for the most ambitious of you, worth a hard look.
Twitter is often referred to as “micro-blogging.” Twitter allows friends, family, and co–workers to communicate through the exchange of short messages. The writer will post a short update, called a “tweet”. Each message must be 140 characters or fewer. URLs can be embedded in a post, and many use http://www.tinyurl.com/ to shorten the length of the URL. Twitter posts the message to your profile and then sends the message to your “Followers”. Messages can not be edited, but can be deleted. Read the rest of this entry »
Everybody’s talking about it and, if you believe the hype, everybody’s doing it. Marketing gurus from all corners of the virtual world are captivated by the potential of social marketing. But what is it exactly and does it really hold the potential that all of the buzz promises? The 365 Guide this week will look at social marketing from a travel agency point of view and see where the enterprising travel planner could possibly find some tangible benefit in participation in the media darlings of Facebook, Linked-in, Twitter, and other social media marketing opportunities.
Firstly, a confession. All those marketing gurus, including me, are guessing. There are certainly some success stories from all of the various social media formats, but the real value to any given business is at best, uncertain. The venues are new, the actual return on investment Read the rest of this entry »