A snapshot of Snapchat for tourism

My Spidey sense tells me that it is time for DMOs (Destination Marketing Organizations) to take Snapchat seriously as a way to connect with visitors.

It’s been more than two years since I wrote a post on here titled, Why Snapchat? Because they’ll open it, after attending a tourism summit in Philadelphia and hearing from the Philadelphia Eagles marketing team.

Then, about a year ago, I wrote about finding travel stories on Snapchat when I realized that I was checking it almost every day for the latest Story snaps from places and events around the world.

Team Sri Dasmesh Pipe Band at Bagpipe World Championships Glasgow on Snapchat
Team Sri Dasmesh Pipe Band at the Bagpipe World Championships Glasgow on Snapchat

Since then, I’ve played around on a personal Snapchat account and watched tourism pros figuring out how to use it to connect with people, especially if their marketing goals include connecting with a young audience.

If your market is not there or you don’t have the resources to take on another social channel, THAT IS OK. Lurking and learning is fine.

Claim your Snapchat brand name so someone else doesn’t get it, set up a personal account to experiment with when you have time, and don’t stress about it. Go write a blog post or Facebook Page update or send an email to your list or update your website. ūüôā

Meanwhile, as college basketball coach Shaka Smart says, “take ownership of your learning.” There’s a How to Use Snapchat Guide that’s pretty well buried on their site; hat tip to Lauren Cleland from Visit Savannah for telling me about it.

Here are some ideas for you….I picked up my phone this morning and took a series of screenshots of snaps, to show you how different brands are using it across one, single day.

 

When in doubt, talk about the weather, like Adirondacks, USA

Screenshot of Adirondacks USA on Snapchat showing Lake Placid Main Street weather
Screenshot of Adirondacks USA on Snapchat showing Lake Placid, New York’s Main Street weather & open shops. They’re adirondacks usa on Snapchat.

Share upcoming festivals & special events, like Visit Savannah in Georgia

Screenshot of Visit Savannah on Snapchat sharing a music festival poster snap
Share upcoming events on Snapchat, like Visit Savannah is doing with this simple snap of a music festival poster. They’re VisitSavannah on Snapchat.

Invite everyone to the bar, like Nautical Beach Resort in Lake Havasu, Arizona

Nautical Beach Resort in Lake Havasu Arizona uses Snapchat to invite everyone to the bar
Nautical Beach Resort in Lake Havasu Arizona uses Snapchat to invite everyone to the bar. They’re nauticalresort on Snapchat.

Do some newsjacking; get involved with celebrations & National/International “Day of the….”

The Royal Ontario Museum in Toronto celebrates International Women's Day 2016 on their Snapchat account by featuring museum bees in the Biodiversity Gallery
The Royal Ontario Museum in Toronto celebrates International Women’s Day 2016 #IWD2016 on their Snapchat account by featuring museum bees in their Biodiversity Gallery. They’re romtoronto on Snapchat.

 

Snaps on Snapchat don’t have to be long, complex multimedia creations. Start with just a still photo or two, add some text or drawings, and keep it super-short. That’s what people want anyway.

Finally, when in doubt, talk about your destination’s special food or drinks.

The screenshot below from Pure Michigan tourism was a few weeks ago and not part of today’s one-day roundup, but it illustrates my point. It’s one of a series of snaps from a tour around the state eating pńÖczki Polish pastries, a local favorite.

Pure Michigan on Snapchat sampling pńÖczki pastries across the state
Pure Michigan on Snapchat sampling pńÖczki pastries across the state. They’re Pure-Michigan on Snapchat.

Tough job, but somebody’s got to do it!

Update: Belatedly, I realized that I DO have a food example from today’s snaps – the San Francisco tourism folks (OnlyinSFTV on Snapchat) have a story up featuring La Urbana Mexican restaurant.

Pollo con Mole at La Urbana Mexican restaurant from San Francisco tourism on Snapchat
Pollo con Mole at La Urbana Mexican restaurant from San Francisco tourism (OnlyinSFTV) on Snapchat

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Posted in Mobile, Photos and Images, Tourism Marketing on the Web, Video, Web Communications | Tagged , , , , , , , , , , , | 2 Comments

Thoughts after 10 years of blogging

Publish box in WordPress blog software
The Publish box in WordPress blogging software

 

“I should write a blog post about 10 years of blogging, but I’ll do it after I watch this basketball game.”

That’s how I was thinking tonight about acknowledging a decade of publishing online. No careful marketing plan, no organized campaign – only wondering if I can pop out a coherent post after a gin and tonic plus some hoops on TV.

For a moment, I worried about writing this. How long it would take? Did I have anything profound to say? Did I have a photo to go with it….because we can’t just WRITE any more; we must have images with every post or we’ve broken the visual storytelling “rules.”

10 years ago today, I published my first blog post – the next one was about (WTF?) American Express traveler’s checks, because who needs an actual blogging plan or editorial calendar – on my new family travel blog hosted on the BootsnAll Travel Network.

I had just retired from a 22+ year seagoing career in the U.S. Navy and decided to become a travel writer. An old friend, Dwight Silverman from the Houston Chronicle, told me that “a writer should have a blog,” so I went and got one.

I had no idea what I was doing.

Folks, if I had a $1 over the last decade for every time I’ve said, “I wish I knew what the hell I was doing!” I’d be a rich woman.

Here’s what’s changed in the media landscape since February 10, 2006….

1. ¬†I worked in such isolation back then. I didn’t know anyone who did what I did, until I found a travel writer’s BBS bulletin board (now defunct) and got active on the BootsnAll travel community forum boards. When I told people I was a blogger, they looked at me like I was a complete nutball.

2. To get people’s attention, I linked to them in my blog posts. I couldn’t tweet to them or tag them on Facebook or LinkedIn – those platforms didn’t exist yet or if they did, I’d never heard of them or didn’t know how to use them. So, I was really big on outbound links as shout-outs, plus I commented a lot on other people’s blog posts.

3. Comments by actual humans on my own blog posts made my day (they still do.) I had conversations with readers of my blog via the email they provided when they left a comment, and I am still in touch with people like Kara Williams from the Vacation Gals who I met through their blog post comments.

4. WordPress software was not as easy to use as it is today. My early posts with photos were butt-ugly because I did not know the small snippet of HTML code that would nicely wrap my text around my photos. I had no idea about re-sizing photos or any of that, so I just sort of eyeballed things and jammed them in until they pretty much fit.

What is not very different in 2016…

1. I still get a thrill when I hit the blue WordPress “Publish” button. Hello, world!

2. My blog is still MY house; my personal web real estate. Mark Zuckerberg does not have any control over it. The Twitter people don’t either, and Lord knows the Google+ weenies can take a hike. For a perfectionist control freak like me, that means a lot. I will never give it up.

3. My most popular posts on here are often the ones that I least expect to get any attention; the ones that I toss off without much thought. They often reflect whatever I’m personally dealing with at the time, like how to set up a trade show booth when you don’t have any money.

4. I am still so grateful to have a publishing tool that reaches around the world, 24 hours a day, at a very small cost. If I have something to say, I always have a place to say it, and I don’t have to play “Mother, may I?” with an editor.

Thanks to Sean Keener and the BootsnAll team for giving me a place to get started.

Thanks to all of my readers over the years; you’ve made it one hell of a ride.

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Posted in What This Blog's All About | Tagged , , , , , , , , , , , | 6 Comments

A hashtag for every day of the week

Hashtag made of fries (courtesy Matthew Gilbert on Flickr CC
Hashtag with those fries? (courtesy Matthew Gilbert on Flickr CC)

(Part of my ‚ÄúBetter Online Content‚ÄĚ series of posts: quick tips on creating more effective content that takes advantage of the social web‚Äôs unique publishing environment.)

If you’re a marketing communications person who wants to connect with new customers, guests, or your “perfect visitor,” plus increase the chances of your online content being noticed at all, then you need to use hashtags when it’s appropriate to do so.

A hashtag – #wordgoeshere – is a way of grouping together all related content items in one place and, most importantly, making them searchable and more easily trackable.

You might also think of them as a flexible way to set up a focused micro-search engine, because people use hashtags to search social networks for specific information and influential people around a topic, rather than Googling around and dealing with huge piles of possibly irrelevant results.

Quick Hashtag Examples & How-to

When you add a hashtag to the body of a tweet on Twitter, it will be included when someone uses Twitter’s search engine to look for tweets with that hashtag.

On Instagram, you add it to the photo description, or in the photo’s comment box, and people searching that hashtag within the Instagram app or using a desktop tool like Iconosquare will see it.

Let’s say you are in the marketing department at a museum or historic site, and you want to learn more about digital marketing best practices and trends. Here are all the latest tweets with the hashtag #musesocial – people who added that hashtag to their tweet because it related in some way to the use of social media in museums.

To give you a more comprehensive picture, there’s a service called Tagboard that lets you collect all hashtagged content across multiple social channels.

Here is a Tagboard of all the current #musesocial tweets, Instagram posts, and Facebook updates.

Where Do Hashtags Work Best?

Twitter, and even more so on Instagram.

Do hashtags work on Facebook? Yes, but few people use them and they’re mostly seen as clutter.

Do hashtags work on Pinterest? Yes, but in Pin descriptions only. Although I think the power of Pinterest search is under-appreciated, I’m not sure that hashtags are particularly valuable there. Regular words work just fine in the search box.

Do hashtags work on LinkedIn? No. They don’t even hyperlink. A bunch of hashtags and @ symbols on LinkedIn tells me you’re auto-posting from somewhere else and ticking a delusional box that says, “Yeah, I’m active on LinkedIn!”

Do hashtags work on Google+? Yes. Does anyone care? Probably not.

Hashtags in Tourism

Many tourism organizations use and monitor a specific hashtag, like #LouisvilleLove in Louisville KY, #MTLmoments in Montr√©al, #SeeOKC for Oklahoma City OK, #VisitMS in Mississippi, #ILoveSharjah in the United Arab Emirates, and #LoveFL for the state of Florida. Many times you’ll find the hashtag that they’re using in their Twitter or Instagram bio.

Beyond using conference hashtags as free distance learning, here’s how I’d recommend getting started….

** ¬†Make it simple. Participate in the “hashtag of the day:”

  • #MusicMonday or #MountainMonday
  • #TravelTuesday
  • #WineWednesday or #WaterfallWednesday
  • #TBT (the very popular Throwback Thursday, which you actually WILL find people using on Facebook)
  • #FridayFunday
  • #SaturdayNight
  • #SS or #SelfieSunday

**  My personal favorites for tourism-related niches:

  • #BuiltHeritage – historic preservation & architecture
  • #EconDev – economic & downtown development & revitalization issues
  • #MuseSocial – museums & social media
  • #MuseTech – museums & technology
  • #FindYourPark – parks in the U.S., because 2016 is the National Park Service’s centennial. Can be state & local parks, too.
  • #cycling – bike tourism is huge
  • #birding – NOT “birdwatching”
  • #craftbeer & #craftspirits
  • #EatLocal
  • #ShopLocal

That’s my quick-and-dirty introduction to using hashtags in social media, especially in tourism and destination marketing.

If you have hashtag advice or want to share some of your own favorites, the comment box below is open!

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Posted in Better Online Content series, Photos and Images, Tourism Marketing on the Web, Twitter, Web Communications | Tagged , , , , , , , , , , | 11 Comments

LinkedIn vs Facebook ad campaign: a case study

LinkedIn ads vs Facebook ads; know your goals and data. Ad illustration in 1874 book about the history of advertising (courtesy Internet Archive Book Images on Flickr Commons)
Know your goals and data. Ad illustration in 1874 book about the history of advertising (courtesy Internet Archive Book Images on Flickr Commons)

 

I’ve tried LinkedIn advertising a few times, mostly using the $50 freebie codes that they send via email. Most recently, I ran a $6 Facebook ad campaign at the same time, and thought you’d be interested in a quick comparison of the two.

Both campaigns were to boost visibility of the same Tourism Currents post, about downtown and Main Street social media marketing, in the News Feeds of our Facebook Page followers, and the feeds of tourism industry people on LinkedIn.

You can’t put a Sponsored (paid) post in the News Feeds of LinkedIn Company Page followers like you can for a Facebook Page. This is annoying, since those are precisely the people I’d like to reach, so in order to show the post to the likeliest industry prospects on LinkedIn, I chose members of various tourism-related LinkedIn Groups like the DMAI Convention and Visitors Bureau Network.

The Data: LinkedIn vs. Facebook

On LinkedIn….to put our Sponsored post in the LinkedIn News Feed of several pertinent LinkedIn Group members, for four days….

**  2,062 impressions

** 11 clicks on our blog post URL

** ¬†2 “social actions” (one Like on the post, one new Tourism Currents Company Page follower)

**  Average Cost per Click or CPC  Р US$4.89

**  Total cost  Р US$53.78 (US$50.00 of that was free through a LinkedIn promo code)

On Facebook….to put our Sponsored post in the Facebook News Feed of our current Tourism Currents Facebook Page followers, for about three days, in the United States plus those in many other countries….the ad goal was to maximize engagement with the post (Likes, Comments, Shares, and clicks on the link itself.)

** ¬†712 impressions (“reach”) ¬†— ¬†1,284 if you include organic, non-paid reach. We didn’t pay to boost the post until we’d let it run its course a bit organically, and could see that it was doing well with our Page followers.

**  45 post engagements, including 19 clicks on the post URL

** ¬†Average Cost per Click or CPC ¬†– ¬†US$0.11 (yes, that’s 11 cents.)

**  Total cost  Р US$6.00

Worth noting: most of the interaction with the ad was on mobile devices, not desktop.

Which Ads Work Better, LinkedIn or Facebook?

The only way to know which one is best for you is to know your goals, know your budget, and review your data.

It’s a little early to get the complete picture from our website Google Analytics, but indications so far are that while the traffic to our site is higher from Facebook, the people who come to us from LinkedIn spend more time onsite.

“Sticky” traffic is more likely to learn more about us and consider purchasing, if they are the right audience to begin with.

Looking back over a full year, analytics (look under Acquisition) show that Facebook and Twitter send us more traffic than other social sites. LinkedIn is a distant third, but again, the people who come to us from LinkedIn stick around longer onsite.

Even more important to us is which social media sends us traffic that responds best to our two website conversion goals: email newsletter signups and looking at a page with details about our online course in social media for tourism.

The winner over the last 12 months is Twitter, both in raw numbers and in the conversion we value most – email newsletter signups. You can put monetary values on your goals, so we chose an arbitrary $5 value for looking at our Details page, and $10 value for a newsletter signup.

This tells us that maybe we need to experiment with Twitter ads!

Our runner-up for social media referral traffic is LinkedIn. In raw numbers, it’s tied with Facebook, but LinkedIn traffic converts better for us.

Does that mean it’s worth almost US$5.00 per click for LinkedIn ads?

At this point, no, not for us, but I’ll keep experimenting with those ad promo codes as long as they send them to me.

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Posted in Facebook, LinkedIn, Tourism Currents, Tourism Marketing on the Web, Web Communications | Tagged , , , , , , , , , , , , | 4 Comments

Strong individually, strong collectively

How it should work all the time! Local Winnsboro Texas Main Street merchant Clara Ida Frances shares our Tourism Currents Facebook post about another downtown merchant, Monk's Oven restaurant.
How it should work all the time! Local Winnsboro Texas Main Street merchant Clara Ida Frances shares our Tourism Currents Facebook post about another downtown merchant, Monk’s Oven restaurant.

One of my Tourism Currents business partner Leslie McLellan‘s favorite quotes is this one….

“It’s the CVB, Tourist Board, or Chamber’s job to get people to your town. It is YOUR job to get them through your door.”

Leslie and I are leading some social media workshops for Wisconsin Main Street this week, in downtown Kenosha¬†(I’ve never been to Wisconsin, so I’m looking forward to exploring the area including a little bit of nearby Milwaukee, plus cheese and beer!)

One of our sessions will emphasize the need for everyone to not only develop his or her own expertise and effectiveness in social media, but also to help spread the word on social media about their partners next door, up the street, down the road, or in the surrounding region.

The destinations that are most effective at engaging visitors online are those that have partners who are social-savvy …. not just one or two, but most partners, and those partners take it upon themselves to champion one another whenever possible, online and offline.

They do not wait for the CVB, Tourist Board, or Chamber to do everything.

Top-level promotion efforts from the DMO should be icing on a very solid cake of self-reliant partners who take responsibility for their own marketing, and support one another, too.

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Posted in Economic Development, Facebook, Tourism Currents, Tourism Marketing on the Web | Tagged , , , , , , , , , , , , , , , , | 2 Comments

Travel Post Friday: On the Air with King Biscuit Time

Sonny Payne at the controls of King Biscuit Time blues radio show Helena Arkansas (photo by Sheila Scarborough)
“Sunshine” Sonny Payne at the controls of the King Biscuit Time blues radio show in downtown Helena, Arkansas (photo by Sheila Scarborough)

 

(Disclosure – I was a guest of the Mississippi Delta Tourism Association on this trip, so my travel expenses were paid for.)

“Is it okay to sit on these benches?” I asked.

“Those are the $10 seats. You wanna come in here [to the broadcast booth,] that costs $15,” said the 90-year-old host of the King Biscuit Time blues radio show,¬†“Sunshine” Sonny Payne from behind his microphone.

“Well, I’d pay $50 to go back there!” I laughed, and Sonny shook his head, smiled and waved me into his booth that is tucked into a room at the Delta Cultural Center in downtown Helena, Arkansas.

I shared seats during KBT Show Number 17,353 with travelers Chris and Mike from Indiana, plus Linda Broome who is the Executive Director of the King Biscuit Blues Festival that was coming up in Helena later the next week.

Exterior of Delta Cultural Center King Biscuit Time section in Helena AR (photo by Sheila Scarborough)
Standing on the sidewalk looking in – the exterior of the Delta Cultural Center King Biscuit Time section in Helena, AR (photo by Sheila Scarborough)

 

“Pass the biscuits, ’cause it’s King Biscuit Time!”

They’ve been saying that since 1941 on KFFA AM radio 1360. If you’re in broadcast range in the upper Delta, Mondays through Fridays 12:15 – 12:45 p.m., tune in on your AM radio and hear the scratchy sounds of musical history. This show took blues music and its artists from the obscurity of juke joints and cotton fields, and shared their rhythms to the entire region through technology – radio.

Today, technology helps to share the blues far beyond the Delta, around the world.

“By 6:30 p.m. local tonight, the show’s in London and Australia,” said Sonny. “They put it on the internet. We film it on Fridays, too.”

Even better, go see it broadcast live; it’s a memorable and intimate experience that forces you to slow down, soak it in, and live in the moment, similar to seeing the Grand Ole Opry broadcast from the original Ryman Auditorium.

Section of King Biscuit Time booth, with over 17,000 shows broadcast from downtown Helena AR (photo by Sheila Scarborough)
Looking out from the King Biscuit Time booth, with over 17,000 shows broadcast from downtown Helena AR (photo by Sheila Scarborough)

 

Sonny Payne expertly pokes buttons on his console, waves his hand to the music, shuffles playlist CDs in and out of the player, occasionally stretches out an achy shoulder, makes jokes and talks to visitors on air, and encourages listeners to patronize show sponsors like the local Ford dealer, and the Shack Up Inn over the river and to the south in Clarksdale, Mississippi.

Ever the perfectionist, he says as he turns the microphone over to the next show, “You got it; don’t give me no dead air.”

Photos, artifacts, and placards about the show and the blues surround the broadcast booth and line the room, so be sure to spend some time wandering through it and the rest of the Delta Cultural Center, either before or after the show.

Display case of King Biscuit Time radio show artifacts in the Delta Cultural Center downtown Helena Arkansas (photo by Sheila Scarborough)
Display case of King Biscuit Time radio show artifacts in the Delta Cultural Center in downtown Helena, Arkansas (photo by Sheila Scarborough)

 

If you want to see and hear my own experience, here’s the 30 minute King Biscuit Time archive video and broadcast for the day I was there, being teased by Sonny and tapping my feet to songs like Robert Junior Lockwood’s “Kind-Hearted Woman.” I’m on air to be welcomed as a guest at about time 13:40 of the video.

There are music festivals and events in and around Helena in addition to the King Biscuit Blues Festival Рsee Bridging the Blues for musical happenings throughout the Delta. If you want to stretch your legs and see more scenery, try the nearby Delta Heritage bike trail, a newly-opened Rails to Trails project.

But visit with “Sunshine” Sonny first.

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Posted in Internet radio and audio, Travel and Travel Media, Travel Post Friday | Tagged , , , , , , , , , , , , | 2 Comments

Content marketing for tourism sales

Grand Rapids Meeting Minds blog helps their B2B content marketing efforts with meeting planners
Grand Rapids Meeting Minds blog – content marketing matters to meeting planners and therefore, to tourism sales.

I’ve been doing more workshops lately about how tourism organization sales staffs can connect with meeting and event planners on social media, and this includes some discussion about content marketing through a meetings-focused, B2B blog in addition to their CVB, DMO, or Tourist Board consumer-focused blog.

Skift had a post about this not too long ago: The Meetings Industry Turns to Content Marketing to Get Ahead.

Here is an example of¬†why it pays to give meeting planners what they’re Googling for….

I searched using the phrase “ideas to make a meeting more green” and on Page One of the Google SERPs (Search Engine Results Page) here is what I found from the Grand Rapids, Michigan CVB’s Meeting Minds blog ¬†– ¬†Going Green: 5 Ways to Make Your Meeting More Eco-Friendly.

Actually, the very top result was green meetings ideas from the Athens, Georgia CVB, but the link was broken and took me to a 404 page on their site. I wish folks would do a better job of redirecting when they make website changes; otherwise, they lose all sorts of Google juice for certain search words and phrases.

The Grand Rapids meeting planner blog has long been one of my favorite B2B examples, but their staff tells me that it took awhile (6 to 9 months) for the blog to get traction and significant traffic.

That’s about the time that many people give up after starting a blog (right before the “growth hockey stick” that typically occurs after you’ve been consistently publishing good stuff for 6-9 months) but Grand Rapids stuck to their plan and now they’re reaping the benefits.

Other meeting planner blogs by tourism organizations include Bring It To The Beach by the Virginia Beach, Virginia CVB, and the MTG Plnr Blog by the Cincinnati, Ohio CVB.

You don’t have to set up a totally separate meeting planner blog if you don’t have the resources right now to do it well; simply review your online publishing editorial calendar (part of your integrated marketing plan) and beef up your offerings in the Meetings category on your regular blog.

I’m a big fan of devoting more attention to your own self-hosted blog – which YOU control and which reaps significant long-term SEO benefits – rather than spending quite so much time pouring effort into Mr. Zuckerberg’s Facebook empire, which is what Marcy Massura calls, “Decorating a room in someone else’s hotel.”

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Posted in Blogs, Meetings and Conferences, Tourism Marketing on the Web, Web Communications | Tagged , , , , , , , , , , , , , , | Leave a comment

Twitter could be your most powerful social media tool

Social media appreciation on Twitter Carly McCrory and Visit Savannah
Surprised to learn that people book travel based on whether you’re responsive online?

 

Visitors these days turn to Twitter for interaction with travel brands, especially to get help with the airlines rather than sit on Hold with a call center.

What does that mean for the tourism and hospitality industries?

I think that hotels, CVBs (Convention & Visitors Bureaus,) DMOs (Destination Marketing Organizations,) Tourist Boards, and Chambers of Commerce that handle tourism should also start thinking of Twitter as more of a powerful quick-response visitor/guest service tool and less as a place to broadcast content, like everyone else is doing.

The Engagement Problem

Right now, it’s tough to beat Instagram for engagement¬†among all social channels, although¬†Twitter co-founder @ev Williams snorts,

“Twitter is what we wanted it to be, [a] realtime information network. I don’t give a sh*t if Instagram has more people looking at pretty pictures.”

Other than during major breaking news, sports, or entertainment events, it can be hard for people to see the value in this “realtime information network.”

Is Twitter even worth the effort, particularly when you hear that you “have to” tweet 5 – 25 times a day to rise above the noise?

If you’ve logged into your Twitter analytics lately, you may be discouraged by low engagement rates. As a point of reference, my engagement rate so far this month is only about 1.4% for my personal @SheilaS account, with 28K followers. Anecdotally, I’ve sensed a dropoff in responses/engagement since I first started using Twitter in late 2007.

However, when I’m involved with other people in a Twitter chat, or tweeting in conversation with people in my network, it is much higher, and this got me thinking about the real power of Twitter.

Win By Engaging with Visitors & Helping Them

In tourism and hospitality, you will get high-quality engagement on Twitter by being the responsive expert voice for your destination, attraction, or hotel. When you’re tagged (referred to by your @ Twitter handle in a tweet) make sure that you respond quickly and give people the information they are seeking.

When you’re doing that, you’re helping actual people – current, former, and prospective visitors – instead of sending out tweets in the crossed-fingered hope that maybe someone, anyone, will see them.

Twitter screenshot of Oklahoma state tourism ideas for a CC Chapman road trip
The real power of Twitter in tourism is direct interaction. Screenshot of Oklahoma tourism ideas for a CC Chapman road trip through part of the state.

The people that you help on Twitter will remember your responsiveness, and I guarantee they’ll talk about it on their own social networks.

Other brands may schedule a bunch of shouty tweets all day to win the numbers game, but don’t get caught up in that high-volume race. You won’t win and you’ll annoy followers.

Shift your thinking about this particular social media platform, and realize that no one can beat you as a digital concierge who can be trusted to respond to questions, give specific advice, and share your visitors’ great photos, video, tweets, and blog posts with your followers (they’re doing your marketing for you, and that means less work for you!)

Many Folks Still Say They Don’t “Get” Twitter

If you have been active on Twitter for a long time, then it probably makes sense to you.

You have had time to watch the service evolve, recover from the too-frequent “Fail Whale” in the early days, and you have an active network of “tweeps” who feed you news before it shows up anywhere else, plus they help you make crucial connections and introductions.

You know how powerful Twitter is for your own professional development and networking when you use it to follow conference hashtags, or to connect with travel bloggers and other online media.

You also know that there’s a monthly #tourismchat live chat on Twitter, right? Follow the @tourismchat¬†Twitter account and go here for #tourismchat news and dates.

If you are not active on Twitter, or you are new to this particular social media platform, it can be very confusing.¬†Frustrated Twitter investor Chris Sacca recently wrote a detailed post about this, pointing out in his What Twitter Can Be ….

  1. For most people, Twitter is too hard to use.
  2. For most people, Tweeting is scary.
  3. For most people, Twitter feels lonely.

If Twitter is still a head-scratcher, now is the time to give yourself another shot at figuring out how it can work for you. Reconsider how you want to use Twitter, or any social media, to support your overall strategy and goals. Perhaps Twitter is more than a marketing platform, and its customer service capabilities deserve a closer look by your entire organization.

Here are some thoughts that I shared this summer as an instructor at a TTIA Travel and Tourism College session on Twitter for tourism:

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Posted in Tourism Currents, Twitter, Web Communications | Tagged , , , , , , , , | 2 Comments

Making the cultural arts work for your community

Poster for downtown cultural arts presentation by Georgetown TX Main Street (photo by Sheila Scarborough)
Poster for downtown cultural arts presentation by Georgetown TX Main Street (photo by Sheila Scarborough)

Although there are examples and case studies about how the arts can revitalize a town, you probably have anecdotal evidence from your own experiences, too.

What is often the first step to a downtown renewal? Artists and creative types move in because the rent is cheap. The area becomes hip and cool instead of empty and dangerous.

People are drawn to it, creative enterprises blossom….then rents go up, chains move in, and everyone starts complaining that it’s gotten too expensive and homogeneous….but that’s a post for another day.

What doesn’t change is that the arts definitely matter to the vitality of a community.

I took some notes recently from a “Breakfast Bites” morning quarterly business development presentation by the Main Street program for Georgetown, Texas, located just north of Austin.

The topic was how retailers, restaurants, and other downtown businesses and organizations can take advantage of cultural arts activity in their historic downtown.

The panel was moderated by Jane Estes with Texans for the Arts, and included Marissa Austin with the Georgetown Palace Theatre (a live theater company in a restored Art Deco building,) Mickie Ross who is the Executive Director of the Williamson Museum (the county historical museum,) plus Amanda Still, owner of Hill Design and Gallery and also active on several local arts boards.

How Does A Cultural District Help Tourism

How does all this artsy activity help tourism? Panelists had several thoughts….

1)  It brings more people to town. Success includes winning the numbers game, unless you can get four billionaires to show up and shower you with money.

2) ¬†People’s enthusiasm for and involvement with the arts carries over to merchants and retail folks, fostering cooperation. Mickie jokingly commented, “When we have public programs outside museum walls, we do appreciate it when you [merchants] let the costumed interpreters inside your shop when it rains.”

3) ¬†The sometimes lengthy and/or bureaucratic process of becoming a formally designated arts or cultural district (or even simply gaining recognition as “the artsy part of town,”) brings partners together as they unite for a common goal.

4) ¬†Having cultural arts offerings means that you have more than one or two things for visitors to do. To get people to take the time to come visit your town, you need a variety of offerings and options. One or two things isn’t enough.

What Can Merchants Do To Capitalize On Arts Activities?

Form creative partnerships and keep each other informed about what’s going on!

Teamwork! Keith Haring public art at Pappajohn Sculpture Park downtown Des Moines Iowa (photo by Sheila Scarborough)
Teamwork! Keith Haring public art at Pappajohn Sculpture Park downtown Des Moines Iowa (photo by Sheila Scarborough)

 

Marissa from the Palace ¬†— ¬†“I can tell you what time that 300 people will go into and then come out of our theater. I can tell you when about 200 people will drop off and then pick up their children for our summer theater camp. People will ask us who is open for late dinner or drinks downtown after our show is over – do we have current information about your hours? Do we know about your current promotions?”

Note – a common problem is dead downtowns at night, especially on weekends. If you get people downtown to, say, the local theater, is there any place for them to go afterward? Many say that limited hours are the number one weakness of small town businesses, so think about how to address that issue.

Mickie from the museum¬† — ¬†“Come play with us! Some merchants don’t even know that we are close by, right near them. We do fun things like a quarterly History Happy Hour, and we do have business memberships. When it makes sense, we highlight nearby businesses in our museum newsletter.”

“Be aware of what’s going on in town, and talk to each other. Half the people who come into our museum turn around when they’re done and ask us where they should go next; we’re practically a Visitor Center. Are you on our radar?

Amanda from the gallery ¬†— ¬†“Get to know the types of people that arts and culture bring to town; they have a lot in common with Shop Local enthusiasts. Visitor time is valuable; we are all busy. If they take the time to visit, make sure that we give good value for their time, and give them an experience to remember. Engage people and be friendly, to build visitor AND business customer loyalty.”

Talk to each other, including online through social media, so that the whole downtown gets in sync and works together for the common benefit.

A Few More Ideas

**  Breakfast Bites attendee and painter Kathleen McElwaine emphasized that local artists and musicians need to know how they can fit into the downtown scene; how they can contribute to all this buzzy downtown activity in a way that helps them make a living. Is there a central place where artists can find Calls for Entries?

**  Art is not just for art museums or galleries. An art space/gallery within the county historical museum is a good opportunity for local artists, if they know what kind of themed displays are planned.

**  Combine art with history by hosting plein air painting events at historic sites (or maybe combine movement with history by hosting yoga sessions at historic places.)

**  Is there a conference hotel in your town? Can Cultural/Arts District brochures or catalogs be placed in each room? Is the hotel staff aware of current downtown happenings?

**  One concept that Mickie from the Williamson Museum emphasized over and over is the importance of moving historical experiences outside of the four walls of the actual museum and into public spaces, similar to public art taking artistic interactions into the public arena. Costumed interpreters can make an historical marker come alive. Programs like Hello Lamp Post encourage interaction with historic items through a mobile device.

Museums have an important role to play in lifelong education, and they can be modern, immersive experiences if planned well. For more on this, see Gary Hoover’s 10 ideas for bringing museums into the 21st century.

Moderator Jane Estes wrapped up the discussion with this….

“What do you like to see when you travel? Be that for your town.”

Like they say, “be the change you seek.”

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How to get started as a professional (paid) speaker

Sheila Scarborough speaks at ICTT India 2013 in Kovalam Kerala
Speaking at an international travel technology conference in Kerala, India in 2013. I had just finished threading a microphone wire through my top in front of a room full of mostly men – be ready for anything as a speaker.

Although I’ve been a speaker on social media for tourism for years, I vividly remember getting started and the things that made me scratch my head. When someone asked in a LinkedIn Group about becoming a pro speaker, this is the advice that I shared….

What Do You Speak About?

First I had to decide what sort of expertise I had that would translate into a 45 – 60 minute presentation. Sounds obvious, but it helps to start out with a few sample presentation titles, brief descriptions for them, and maybe some draft slide decks.

You have to be able to answer the question, “What do you speak about?” and then send the conference organizer a session title, description, bio, and head shot photo. Be prepared.

For example, I currently focus on social media for a specific industry, but when I started out I was doing more general social media how-to workshops (LinkedIn was and still is a favorite topic.) One of my early talks in 2008 was about better travel blogging, another was the impact of social media on small business.

Sample title for a business breakfast club: “Follow the Bouncing Blog Post: How the Web 2.0 World Communicates.” Sounds kinda quaint today, doesn’t it?

WHY Are You Speaking? What’s the Goal?

You also need to think through what you want your speaking to do for you personally and/or for your business.

Do you want people to hire you or buy your book because they were inspired by one of your presentations? The direct linkage can be tough to make, since no one likes hearing someone sell from the stage.

Speaking helps your visibility and your credibility, but it’s probably not going to be an immediate sales machine unless you sell weight-loss solutions or other “magic answers” to people’s problems.

It’s a long game to build awareness and reputation. I remember a line of enthusiastic people getting one of my business cards after an early presentation, and I naively assumed that they’d all be emailing me the next day to hire me or buy our Tourism Currents online course.

Nope.

People get back home after a conference and they get busy with their regular lives, so you must have a process for follow-up and landing the actual business.

Building Experience

Just like a writer or artist, you need a portfolio, so start out building experience and getting testimonials from speaking to small local groups….probably for free at first, but if someone asks what you charge, better have thought through some price points!

I was caught flat-footed when someone first asked me my keynote speech rate; I had to call a more experienced friend to see what she charged. Here’s a helpful Forbes piece on speaker fees.

Build experience and credibility with smaller meetings, but be bold and pitch larger events, too, about about 9 – 12 months out from the event date. My first two big ones were SXSW Interactive and BlogHer, which have a standardized speaker proposal process.

Go to event websites and look for “Call for Speakers” sorts of links. Get in early with a fantastic, compelling pitch.

Speaker Page and Sales Info

Make sure you have photos and video from those gigs, because you also need to start populating a Speaker Page on your website with examples of past work, sample video, sample slide deck(s) plus testimonials, upcoming gigs, pricing arrangements, and contact information.

Get some video made as soon as you can; people need to be able to see you in action. You can post a full presentation plus maybe a clip or two that’s a short highlight from one of your sessions.

Tip: If there’s an event that wants you to speak, and it fits your goals, but they have a very limited budget, ask about waiving your speaker fee in exchange for professional video of your presentation. If they have a videographer onsite anyway, it’s a simple way to get good footage.

Some speakers also create a “one-sheet” sales handout to summarize their speaker offerings and explain why a meeting organizer might want to hire them.

Women – Get On the Podium!

It bothers me that so many conference marketing materials feature a sea of male faces as presenters.

Too many women don’t assert themselves and confidently ask to be in the speaker lineup, and that’s why so many lineups are full of guys who do ask. Do not wait to be anointed from on high because it’s not going to happen. That’s the classic problem of women being “good girls” and waiting patiently to be recognized for their expertise.

Your success depends on YOU, not someone else’s agenda or timeline.

If you find out about a great event but discover that you’ve missed the proposal deadline, dig around to find a contact and ask to be considered anyway. Maybe they still have openings, or you might be able to fill in for someone who drops out.

Get advice, ideas, and encouragement from Denise Graveline’s blog, The Eloquent Woman.

For further reading, Hubspot’s INBOUND conference just published an excellent how-to post about landing speaking gigs. Check for a local Toastmasters in your area for more practice, and don’t miss the National Speakers Association #NSAchat on Twitter every Tuesday night.

Do you have questions about becoming a speaker, or advice to give others? Fire away in the comments below!

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