1. Connecting Efforts:Social Media for Travel PR
Shel Holtz, ABC

2. 3. 4. 5. 6. 7. 8. 9. 10. Origins: Three converging trends
Declining trust in traditional institutions
Rise of word-of-mouth
Eroding barriers to entry
11. 52%of the worlds populationis under 30 years old
12. 80%of travelers engagein social media
13. 93% of customersbelieve a companyshould have asocial media presence
85% of customersbelieve a companyshould be active with customersvia social media
56% of customers feela stronger connectionwith and better served bycompanies they can interactwith via social media
14. 78%of Internet users conductproduct research online
15. Interruption marketing is less and less effective
16. Social mediawill be like air
-- Charlene Li, 2006
17. 18. 19. 20. The end of an era
21. 22. 7 of the top 10websites are social sites
Baidu
Live.com
Wikipedia
Twitter
Qq
Google
Facebook
YouTube
Yahoo!
Blogspot
23. Content
Content
Content
CentralSource
Content
Content
Content
Content
Content
The Old Model
24. Blog
Wiki
MySpace
Podcast
YourSite
Blog
Jaiku
Twitter
Facebook
Blog
The New Model
25. 26.

Most TripAdvisor reviews are positive

27. 1 star = 9% 28. 2 stars = 8% 29. 3 stars = 11% 30. 4 stars = 27% 31. 5 stars = 45% 32. 20+ photos = 150% more engagement 33. Management response = booking