The Travel Marketer's Guide to Social Media and Social Networks - (Page 8)

EXECUTIVE SUMMARY a comprehensive plan. They should not be tapped for ad hoc campaigns but rather applied to an overall purpose and goal that may be rooted in brand or sales development. 5. Relationships with consumers need to be interactional, not transactional. 6. The "long tail" of the Internet is very applicable to travel and can be leveraged with its many niche customer groups and many niche suppliers. 7. Social media complements (and may one day supplant) traditional search engine marketing (SEM) and search engine optimization (SEO). 8. Corporate travel, groups and meetings all use social networks and will respond to social media; this is not just for the leisure traveler. 9. Widgets are coming, widgets are here. Learn how to use this new technology-it will be especially important as the online activity goes mobile and the technology becomes more miniaturized. 10. The rivalry between online travel agencies (OTAs), other third party intermediaries (TPIs) and travel suppliers will continue and intensify in the social media and social networking arena. SUMMARY OF ISSUES FOR TRAVEL MARKETERS There are ten key points when it comes to travel marketers' effective use of social media. These are the primary issues that need to be top-of-mind in order to manage in the new Consumer 2.0 marketing environment. 1. The use of social media is high and growing in all customer segments; this isn't something limited to those marketing to teens and twentysomethings. 2. Conveying and harnessing the passion for travel will be necessary to successfully engage a customer base. 3. Trip planning is an ideal focal point to stimulate interaction with travelers. 4. The volume of user generated content is high and can be threatening to travel suppliers – but it is a potent tool – learning how to manage this form of social media is crucial. 8 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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