The Travel Marketer's Guide to Social Media and Social Networks - (Page 2)

EXECUTIVE SUMMARY THE CONVERSATION ECONOMY This new consumer behavior applies as much to travel as it does to industries as different as electronics, books, automobiles and financial planning. Every industry is feeling the impact of the new "conversation economy" and is beginning to alter the way its marketing is executed. Consumers want to continue their offline relationships in the virtual online world. They want a similar depth and breadth of interaction and technology now makes this possible. The door is open for travel marketers to join in the conversation with very productive results. This conversation is not limited to management responses to consumer reviews. The toolkit is robust and growing. clips, and four in ten read blogs, share photos and take virtual tours. One in four posts responses to blogs and participates in social networks. It is clear that the U.S. population is actively using social media and this phenomenon is growing dramatically. This is not limited to the high school or college co-ed. It is also spreading like wildfire worldwide. comScore reported a substantial expansion in the international use of social networking sites. Consumers look to the Internet, not just for information and a convenient place to transact business, but increasingly to interact with members of their business or personal networks. It's not just that older baby boomers are discovering Facebook. Consumers participate in areas in which they would typically become involved in the offline world. It's about creating connections among users based on their shared interests or a dedicated purpose. If this virtual interaction sounds familiar, it is because it is. This is exactly what happens between people offline. Groups of likeminded people belong to organizations – be they social, commercial, fraternal, or community service-based - in order to interact. The change is that much more of this interaction is now being done online. According to a recent TIA/Ypartnership TravelHorizons™ study,1 two-thirds of online adult leisure travelers consume online video and audio 2 Published by HSMAI Foundation and TIA Table of Contents for the Digital Edition of The Travel Marketer's Guide to Social Media and Social NetworksThe Travel Marketer's Guide to Social Media and Social NetworksCEO and President's LetterTable of ContentsExecutive SummaryThe Travel Marketer's Guide to Social Media and Social NetworksThe Travel Marketer's Guide to Social Media and Social Networks - The Travel Marketer's Guide to Social Media and Social Networks (Page Cover1)The Travel Marketer's Guide to Social Media and Social Networks - The Travel Marketer's Guide to Social Media and Social Networks (Page Cover2)The Travel Marketer's Guide to Social Media and Social Networks - The Travel Marketer's Guide to Social Media and Social Networks (Page i)The Travel Marketer's Guide to Social Media and Social Networks - The Travel Marketer's Guide to Social Media and Social Networks (Page ii)The Travel Marketer's Guide to Social Media and Social Networks - CEO and President's Letter (Page iii)The Travel Marketer's Guide to Social Media and Social Networks - CEO and President's Letter (Page iv)The Travel Marketer's Guide to Social Media and Social Networks - CEO and President's Letter (Page v)The Travel Marketer's Guide to Social Media and Social Networks - Table of Contents (Page vi)The Travel Marketer's Guide to Social Media and Social Networks - Table of Contents (Page vii)The Travel Marketer's Guide to Social Media and Social Networks - Table of Contents (Page viii)The Travel Marketer's Guide to Social Media and Social Networks - Executive Summary (Page 1)The Travel Marketer's Guide to Social Media and Social Networks - Executive Summary (Page 2)The Travel Marketer's Guide to Social Media and Social Networks - Executive Summary (Page 3)The Travel Marketer's Guide to Social Media and Social Networks - Executive Summary (Page 4)The Travel Marketer's Guide to Social Media and Social Networks - Executive Summary (Page 5)The Travel Marketer's Guide to Social Media and Social Networks - Executive Summary (Page 6)The Travel Marketer's Guide to Social Media and Social Networks - Executive Summary (Page 7)The Travel Marketer's Guide to Social Media and Social Networks - Executive Summary (Page 8)The Travel Marketer's Guide to Social Media and Social Networks - Executive Summary (Page Cover3)The Travel Marketer's Guide to Social Media and Social Networks - Executive Summary (Page Cover4)http://www.nxtbookMEDIA.com

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