The Travel Marketer's Guide to Social Media and Social Networks - (Page 6) EXECUTIVE SUMMARY many tactical tools to execute strategies against these objectives, which are detailed in this report. One of the surprising findings in researching this report was that on its face, social media appear to be just an expanded set of tools to fulfill tactical objectives. One might assume that the primary goal would be short-term bookings. Ultimately, however, the report explains through many illustrations of its use in many industries (not just travel) that artful management of social media and social networks results not just in sales or bookings, but in powerful brand building and reinforcement as well. When a marketer is focused on the conversation, rather than short term conversion, results can be substantially better and even more importantly, dramatically more sustainable. The reason why the use of social media and networks tends to resonate with marketers is that strategies of customer MARKETING OBJECTIVES AND STRATEGIES USING SOCIAL MEDIA AND SOCIAL NETWORKS • Customer Engagement and Building Brand Equity • Brand Awareness and Influence Management • Guerrilla and Niche Marketing • Product/Service Development • Product/Service Launch TRAVEL INDUSTRY POSITION ON SOCIAL MEDIA AND NETWORKS In a survey conducted in July 2007 by TIA and HSMAI, travel executives identified the increased use of blogs, podcasting, photo sharing, online video, virtual communities and online tagging (or bookmarking) as major areas of focus for their online marketing development in the coming year. A high level of interaction with consumers on the subject of travel is a natural fit given the high level of personal involvement consumers experience in their travel decisions. It requires a lot of time and money to travel, and when personal funds and vacation time are involved, travel is imbued with an even higher value. Like many other industries, the travel industry is learning about social media. There are many elements that are still unfamiliar and new. The TIA/HSMAI study of travel executives shows that although the art and science of social media is relatively new, the industry has taken note and is testing the waters. There is an opportunity for the travel industry to excel in these techniques. The form of social media that can most inspire fear in the hearts of travel suppliers, [ 6 When a marketer is focused on the conversation, rather than short term conversion, results can be substantially better and even more importantly, dramatically more sustainable. relationship management have frequently yielded greater and more sustainable sales. Note the long term success of companies such as American Express, Lands End, Nordstrom and Starbucks, all masters of customer engagement. The online tools available for this purpose are now accessible to travel marketers from companies as small as individual hotels or attractions, as well as to branded international organizations and large destinations. ] Published by HSMAI Foundation and TIA
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