The Travel Marketer's Guide to Social Media and Social Networks - (Page vii) Top ten guidelines and trends for travel marketers . . . . . . . . . . . . . . . . . . . . . . . . . .96 Use of social media is high . . . . . . . . . . . . . . .97 Convey and harness the passion for travel . . .97 Trip planning is a priority . . . . . . . . . . . . . . .97 Consumer reviews are on the rise and can be threatening-make a plan . . . . . . . . . . . . . . . . .99 The relationships are interactional, not transactional . . . . . . . . . . . . . . . . . . . . . . . . .100 The long tail applies to travel . . . . . . . . . . . .101 Social media complements SEM and SEO . .102 Corporate travel, groups and meetings use social networks too . . . . . . . . . . . . . . . . . . . .102 Widgets are coming, widgets are here . . . . . .103 OTA and supplier rivalry continues . . . . . . .103 SUMMARY . . . . . . . . . . . . . . . . . . . . . . . . .143 GLOSSARY . . . . . . . . . . . . . . . . . . . . . . . . .149 APPENDIX A: COMPANIES IN SECOND LIFE . .155 APPENDIX B: LIST OF SOCIAL MEDIA ANALYSIS VENDORS . . . . . . . . . . . . . . . . . .156 ACKNOWLEDGMENTS . . . . . . . . . . . . . . . . .157 BIBLIOGRAPHY . . . . . . . . . . . . . . . . . . . . .159 ENDNOTES . . . . . . . . . . . . . . . . . . . . . . . . .168 AUTHOR’S BIOGRAPHY . . . . . . . . . . . . . . . .170 SPOTLIGHT ON: Starwood Hotels & Resorts . . . . . . . . . . . . . . . . .23 Southwest Airlines . . . . . . . . . . . . . . . . . . . . . . . .33 TripAdvisor . . . . . . . . . . . . . . . . . . . . . . . . . . . . .47 Delta Airlines . . . . . . . . . . . . . . . . . . . . . . . . . . .65 Hawaiian Airlines . . . . . . . . . . . . . . . . . . . . . . . .87 Hilton Hotels . . . . . . . . . . . . . . . . . . . . . . . . . .105 Yahoo! Travel . . . . . . . . . . . . . . . . . . . . . . . . . . .141 Philadelphia, PA . . . . . . . . . . . . . . . . . . . . . . . .147 WHERE THE RUBBER MEETS THE ROAD: TACTICAL PLANNING . . . . . . . . . . . . . . . . . .107 Set objectives . . . . . . . . . . . . . . . . . . . . . . . . . .108 Segmentation . . . . . . . . . . . . . . . . . . . . . . . . . . .108 Advertising (including the use of video) . . . . . .109 Search engine optimization and marketing in a consumer 2.0 world . . . . . . . . . . . . . . . . . . . . . .114 User generated content (UGC) . . . . . . . . . . . . .116 Understand and manage user generated content (UGC) . . . . . . . . . . . . . . . . . . . . . .116 Reputation management . . . . . . . . . . . . . . .120 Ten guidelines for managing traveler reviews . . . . . . . . . . . . . . . . . . . . . . . . . . . . .122 The Social media toolkit . . . . . . . . . . . . . . . . . .125 Blogs . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .126 Wikis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .128 Bookmarks . . . . . . . . . . . . . . . . . . . . . . . . . .128 Optimized press releases and articles . . . . . .128 Tweets . . . . . . . . . . . . . . . . . . . . . . . . . . . . .129 Photos, videos, podcasts . . . . . . . . . . . . . . . .130 Social network profile pages . . . . . . . . . . . . .130 Content voting . . . . . . . . . . . . . . . . . . . . . .131 RSS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .132 Mashups . . . . . . . . . . . . . . . . . . . . . . . . . . .132 Special events, contests and games . . . . . . . .132 Widgets and badges . . . . . . . . . . . . . . . . . . .133 Brand education . . . . . . . . . . . . . . . . . . . . .133 Summary of tactical plans . . . . . . . . . . . . . . . . .136 Metrics – results, consumer intelligence and competitive analysis . . . . . . . . . . . . . . . . . . . . . .136 The Travel Marketer’s Guide to Social Media and Social Networks
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