Sheila's Guide To The Good Stuff

Fourth and final post in a series for the get-revved-up week between Christmas and New Year’s.

The right question is not, “How do we get more Twitter followers?” or “How do we get more Like-ers/fans on Facebook?”

The right question is, “What do we want to DO with our followers and fans?”

Counting heads is fun – we’re all guilty of it, including me – but unless those people are helping you achieve stated objective(s) for your organization or business, you’re fooling yourself that anything is accomplished by totting up raw numbers.

Rev-up recommendation for you:

**  As you gather more supporters in 2012, have plans for what you want to do for them, and what they could do for you.

—->>  On your blog – do you want readers to sign up to get your posts by email or RSS?  Take a hard look at whether you have made that signup process as simple as possible, including on a mobile device.

—->>  It’s Facebook Page 101:   make sure that people can sign up for your email newsletter right there on your Page.  On our Tourism Currents Facebook Page, we use a tab and a short signup form via our MailChimp email service.

Are you trying to build your own list, or are you busy building Mark Zuckerberg’s list?  Use Facebook for your own business success!

—->>  On Twitter, periodically let followers know how to sign up for your email updates.  Note: Send them directly to your signup page – don’t dump them onto your homepage and hope they find it.

—->>  What are you doing with your email newsletter list?  What’s your point to cranking it out? WHY should people open up their already-overloaded IN boxes to you?  Ask yourself those tough questions….often.

Back to numbers:  if you suddenly picked up 1000 more fans or followers, what would you DO with them that you couldn’t do already, right now?

My own 2012 plan for the fans and followers of this blog

Since I’m asking you about your plans for your platforms, here are mine for Sheila’s Guide:

1)  Lead the tourism industry away from a somewhat silo’d focus on social media, and toward a more general incorporation of social communications as simply “how we do things.”  It’s like email – nobody has an Email Department, do they?  It’s time for social media to stop being new or special.

2)  Support the growth of my Tourism Currents business with Becky McCray.  We’ve set a performance goal that we’ve agreed to meet by our 3rd anniversary in business (September 2012) or we’re going to radically overhaul what we offer.

3)  Support my work as a professional speaker on tourism and social media.

4)  Support the marketing of my upcoming book, The Elastic Waist Entrepreneur.

Thanks so much for your support, and hope to see many more of you in person in 2012.

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First in a blog post series for the get-revved-up week between Christmas and New Year’s

Here’s a way to reach fans of your destination who live far away, but still want to connect even when they can’t visit …. tell them how to find and listen to your hometown radio stations that stream online.

People who enjoy familiar music, a long-time DJ’s voice or a particular show may not even know that they can now hear those sounds on the web, even when their regular radio is nowhere near the station’s terrestrial broadcast tower.

For example, my at-home radio is always tuned to FM 89.5 KMFA in Austin. It’s a public, listener-supported station that plays classical music in Central Texas. Unlike KUT, the other public station in town, KMFA does not have standard NPR fare like All Things Considered. It simply provides a wide variety of classical music, 24 hours a day. I love it.

When I’m far away from home in a hotel room, I do look for local stations, but even in music-rich places like New Orleans I seem to have a heck of a time finding them (or getting the hotel’s bedside clock radio to pick them up.) Often I default to playing KMFA in my room through my laptop, which is a nice homey Austin touch on a busy morning when I’m prepping to speak at a conference, for example.

Rev-up recommendation for you:

**  Do a little destination marketing with radio in 2012.

—->>  Write up a blog post that tells visitors where to find 3-4 of your best local radio stations online. Include their AM and/or FM station numbers for people to dial into when they are physically in town. Link to each of the station websites in your post.

—->>  Put a link to the post in a Facebook Page update. Tag the radio stations in your update.

—->>  Tweet the link to your post 2-3 times on Twitter, over a few days, at different times. Include the station or DJ Twitter handles.

—->>  Summarize the post as part of your email newsletter.

—->>  Ask the stations if your CVB or DMO can be a guest on any of the shows that cover local events or festivals, then make sure that your blog/Facebook Page/tweets/newsletter let people know when to tune in to hear you talk up your town. Shoot a short video of you on the air, and put that on YouTube, with a link back to your blog post in the video description.

Can you think of any other way to use radio to connect with visitors?

Oh, and I did finally find a great New Orleans station that streams local music and shows:  WWOZ online, or dial up 90.7 FM when you’re there.

Want more help and training in social communications, tourism and hospitality?  That’s why we started Tourism Currents.

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Thank you, Mom.

Both my mother (a long-time journalist) and I are members of the AWC (Association for Women in Communications.)

This year, Mom noticed that there was a new category, Personal Blogs, in the Online Media section of AWC’s annual Clarion communications awards.

She encouraged me to enter this blog in competition for a Clarion.

Like a good Mom, she then followed up just before the deadline to ensure I’d entered. I’d totally forgotten, of course, and had to race off to the post office to mail in my paperwork.

So, it was pretty cool to attend the 2011 AWC National Conference in Tulsa with Mom last month, have her in the room when I spoke with Maria Henneberry about more effective webinars, and then turn around and win the Clarion for Sheila’s Guide.

Thank you to all of my readers for your support since I launched the blog in September 2008, and thanks, Mom, for always encouraging me to excel.

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I’m fresh off of a short Southern road trip between the Tourism track at BlogWorld and New Media Expo West in Los Angeles, and the Symposium on Social Media in Tourism (SoMeT) in Tunica, Mississippi.

In between LA and Tunica, I landed in Jackson, MS, put on my travel blogger hat and drove north for a few days while working on an article for Automotive Traveler.

Allow me to give a HUGE shout-out and thank you to my hosts at the Jackson, MS CVB (Convention and Visitors Bureau) especially their Public Relations Manager, Marika Cackett.

Marika, Sophie McNeil and crew went well beyond the call of duty to ensure that I got a well-rounded view of their city, even though I didn’t have much time there. I was on the football field at a Battle of the Bands to hear the Sonic Boom of the South marching band from Jackson State University, I ate one fabulous meal after another all over town, I visited Civil Rights landmarks like Medgar Evers’ home and I heard the Central Mississippi Blues Society at local joint Hal and Mal’s.

The most wonderful moments, however, were with the enthusiastic and fun Marika as she connected me with the people who are creating an incredible renaissance in the historically African-American Farish Street district, and when she and I made happy fools of ourselves singing along with Marvin Gaye and Etta James on the jukebox at Peaches Cafe.

Here’s the above-and-beyond part: I didn’t organize my travel plans as well as I usually do, and I hadn’t properly lined up a FIAT 500 from Jackson’s Enterprise car rental (for the Automotive Traveler story.) I was swamped by BlogWorld preps and just blew it.

Marika said, “Hey, I’ll call Enterprise for you about the FIAT rental.”  I felt like such a disorganized moron that I tried to turn her down, but she cheerfully blew me off and made the call anyway. A few hours later, my phone rings in Los Angeles. “I got your FIAT!” she says. I’ll swear, I could have crawled through the phone and hugged her. She saved my bacon.

Thank you so much, Marika and all of the tourism folks who help us out even when we don’t really deserve it.

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In the wildly diverse and ever-growing world of bloggers and other online publishers, how do you sort through the stack to find the ones who interest you?

The ideas below were adapted from a comment of mine on the SpinSucks post “Blogger Outreach: Three Steps to a Successful Program“….in the spirit of more content in less time, I’m also going to put the same information here as a blog post.

Where do you find bloggers who might want to know about your destination, attraction, product, service or book?

I’m not sure I’d recommend that old warhorse Technorati for much of anything these days – I’d go for Alltop.com instead, if you’re looking for online publishers in lots of different subject areas.

Pssst – there’s an Alltop Tourism Industry channel, too!

Consultant Christina Pappas suggests looking for blogrolls (lists of favorite blogs, usually found in the sidebar) which is good when you can find blogs that still do them. Also look at Twitter Lists on Listorious and the membership of open Facebook Groups (one travel blogging Facebook Group has over 800 members; no harm in asking to join a Group if you have something to contribute, but don’t go in there and start overt marketing or you’ll probably get a digital spanking.)

Consider Twitter chats – many travel bloggers hang out on the #TBEX and #TBU hashtags, for example, and they also attend the associated TBEX / @TBEXEvents and Travel Bloggers Unite / @tbloggersunite travel blogging conferences, so show up there and participate.

It’s very effective to connect OFFline by going where the geeks are;  events like BlogWorld & New Media Expo, SXSWi (South by Southwest Interactive,) BlogHer, SOBCon, the 140 Character Conferences worldwide, Blissdom, local Social Media Clubs and Social Media Breakfasts plus small niche gatherings …. there’s a pet blogging conference, a beer blogging conference, food blogger events, craft blogger conferences….you get the idea.

But yes – meet bloggers on their blog, not in their email IN box (where I spend an inordinate amount of time deleting stupid stuff that I don’t want, thanks to people buying my name from companies like Vocus, Cision and BurrellesLuce.)

Meet bloggers where they are, on their terms. After all, YOU want what THEY have.

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Create once, use many times.

That’s the key to creating more content in less time, but here is what you must also do….think like a multi-platform, multimedia online publisher.

Here’s an example:

This morning, I was trying to get some itinerary ideas for an upcoming road trip in a state where I don’t have a lot of recent travel experience.

I go to the state tourism website, and there’s gobs of great stuff on there, including a section called Trails that should have given me what I wanted – highlighted places thematically grouped together, and then laid out on a map so I can visualize driving around to them.

Instead, when I drilled down, all I got was what I get way too often from tourism websites:  an alphabetical list of places.

Do you know how discouraging it is to see a list starting with “A” places – Aardvark Restaurant, Al’s Chicken Wings, etc. – and look at the bottom of the website and see that you’re on Page 1 of 10 of these listings?

Forget it.

So, without naming the site in question, I griped a bit from my personal account on Twitter. Theresa Overby from the Baton Rouge, Louisiana CVB (Convention and Visitors Bureau) saw my tweet and began asking me usability questions, in light of an upcoming re-do of their website.

How Did a Twitter Discussion Become Content?

We went back and forth, exchanging good ideas, and then I began to think like a publisher….”Where else online would this info be useful to people?”

In 30-40 minutes, I had posted:

1) On the Tourism Currents Twitter account, of course, where we talk about social media and tourism. I went to Twitter’s search engine, gathered the relevant tweets together in a search string, and captured the conversation. Then I took that link and tweeted it on Tourism Currents‘ stream.

2)  On Facebook. Since Facebook and Twitter people are their own communities and you can’t assume people are in both places, I then took the same link and published it as a status update on the Tourism Currents Facebook Page, making sure that I tagged the Visit Baton Rouge Facebook Page in the update, of course.

3)  In the blog post you’re reading right now, with the addition of a screenshot graphic edited in a super-basic way using the Print Screen function, pasting that into Paint and then cropping it the way I wanted it and saving as a JPEG. Boom. Done.

That’s how you get more use out of the content you create, including random Twitter conversations. It’s almost like getting more hours in the day.

That thought process of thinking like an online publisher also happens to be the latest Two Pages of Terrific download available in the Tourism Currents Store, if you want more where that came from (like 9 different ways to use one photo.)

How do you use your content in multiple ways? Let us know in the Comments!

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A quick thought for everyone hearing about how social media ….

—->  ”Is great for contests where people will get their friends to vote for _____.”

—->  ”Incentivizes ‘influencers’ who get their networks to do _____.” (actual sentence)

—->  ”Is powerful because people will leverage their connections to _____.”

All I ask is that folks think about the implications of manipulating customers/visitors/guests to manipulate their friends, families and networks.

My friends are not your marketing fodder.

Be careful when you mess with what people care about a lot more than they care about your brand.

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Want to know how NOT to invite writers to your press trip or fam (familiarization) tour?  This guest post by Kara S. Williams will lay it out for you….

The Bait

A couple of weeks ago, I received an email with the subject line, “An Exclusive Invitation to [resort & spa] FAM.” The body of the email was in press release form, and the lack of personal salutation should have tipped me off immediately to its lack of exclusivity. Still, I read the words “Exclusive Invitation” again in the headline and soaked up details about the press trip in the subhead: “Including airfare, lodging, ground transport and most meals for 3 qualified journalists.” A small group with airfare included? Sign me up!

I checked the itinerary – spa treatment! special dinner! – and figured that the short trip would fit beautifully into my fall schedule: not too much time away from my family and I didn’t have plans on those particular dates.

The bottom of the release/invite noted, “Writers must show credentials.” No problem, I thought. As a travel writer and blogger, when I am invited to resorts or to destinations I’m accustomed to telling PR folks where I can place stories (guaranteed on my own blogs) and where I might be able to pitch stories (other magazines and websites I have a freelance relationship with). This didn’t raise a huge flag with me.

I wrote back to the PR person inviting me to this event, “This sounds like an incredible opportunity! What more do you need from me?”

The Switch

She asked for statistics and demographics of the websites I co-own; I sent them and then didn’t hear anything for five days, so I followed up to confirm the trip was a go.

Turns out, as I should have gathered, the “exclusive invitation” was not an exclusive invitation at all. It was a call for interest for this particular press trip.

I was told that the trip did indeed garner a lot of interest from all those who received the “invite,” that my information was passed on to the ultimate decision makers at the resort, and that I did not make the cut.

The Teaching Moment

This ruffled my feathers, even though I should have recognized some warning signs regarding this invite. I decided to tell the PR person that I felt a bit duped – figuring this could be a learning experience for both of us.

Here’s what I wrote back to her:

“I don’t think we’ve worked together before, so I hope you don’t mind this constructive criticism.

1.) Perhaps in the future, consider calling the invite an ‘announcement’ or ‘invitation to show interest’ — not an ‘exclusive invitation.’ That was most definitely not exclusive, if you sent the information to more than the 3 people who could fill your slots.

2.) Perhaps in the future, find the 3 people you really want to have come, and invite them FIRST. If they can’t make it, continue moving down your list.”

I am accustomed to being asked to attend press trips or being invited to visit a resort because the PR folks have vetted me and they want me to attend an event or cover their property. I am MORE THAN HAPPY to share statistics, my outlets, etc. at any time. But I prefer not to be told I’m invited somewhere (with air) and then suddenly… not.

The Light Bulb Moment

And you know what happened? Instead of getting an angry response in return, I immediately received an email back from the PR person: she apologized, she said she appreciated my insight, and she admitted some “rookie mistakes.” I was thrilled that my constructive suggestions didn’t fall on deaf ears.

Now, before I get flamed for not appreciating this generous semi-invite/call for interest to begin with, I’d like Sheila’s Guide readers to know that I do feel extremely fortunate for all of the incredible travel opportunities that have come my way over the past couple of decades in the editorial industry. Trust me, I truly value (okay, delight in) all of the amazing trips I’ve taken – alone, with other travel writers and with my family – especially since I decided to focus on travel writing in the past five years. I absolutely adore my job as a travel writer, and I appreciate the perks that come with that job, namely free and discounted travel.

However, as I noted in my email back to the PR person, I also appreciate full transparency when I am offered such fabulous perks.

To me, this story of a press-trip-invite-gone-wrong ended well. I confirmed that being honest and, when needed, politely forthright with PR folks is the best way to conduct business. I’d like to think of my relationships with PR companies as collaborative endeavors – no “us vs. them” mentality – and encourage others in the industry to do the same.

Freelance travel writer Kara Williams is a member of ASJA, SATW and TBEX. The acronym-loving mom makes her home in the Colorado Rockies and blogs about all things travel- and spa-related at two websites she co-owns, TheVacationGals.com and TheSpaGals.com. Learn more about her and read clips of her recent work at KaraSWilliams.com. 

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One of the presentations at SoMeT 2010 (Social Media Tourism Symposium) was from MMG Worldwide and covered a variety of ways that tourism organizations can engage visitors through their mobile devices.

As a travel enthusiast who is beginning to really rely on her own smartphone, I particularly liked the idea of providing location-specific ringtone and wallpaper downloads.

This got me thinking about what I’d like to see, since I have conferences and speaking gigs coming up this fall in:

**  Hutchinson, Kansas – 140 Conference Small Town – some great shots from the Cosmosphere space museum, or Third Thursday in downtown Hutch or the Underground Salt Museum, plus maybe John Mellencamp’s “Small Town” or something from these five songs for Kansas.

**  Tulsa, Oklahoma – AWC National Conference (Association for Women in Communications) – there’s terrific Art Deco architecture in downtown Tulsa, perhaps played to the tune of “Tulsa Time” (did you know that there’s an Eric Clapton version of the song?)

**  Los Angeles, California – BlogWorld and New Media Expo’s Tourism track, yay! – wow, where to start for the wallpaper; the swoopy silver Walt Disney Concert Hall, the Hollywood sign, Grauman’s Chinese Theater, the Capitol Records building that looks like a stack of vinyl records (yes, I remember those.) Good ringtone music is tougher – not sure the Doors’ “LA Woman” works, 10,000 Maniacs’ “City of Angels” is better with the lyrics, not many remember Sinatra’s “LA is My Lady.”  I’m kinda stuck on this one; will hum “California Dreamin’” until someone helps me out down in the comments.

**  Tunica, Mississippi and the Delta - SoMeT 2011 – I’ll land up the road in Memphis and then drive south down historic Highway 61 to Tunica. This area lends itself to poignant closeups rather than panoramic shots (unless it’s an aerial photo of the river) but you could include the Crossroads in nearby Clarksdale, where one legend says that bluesman Robert Johnson sold his soul to the devil in exchange for guitar skills. The whole region is stuffed with music, but I’d go for John Hiatt’s “Memphis in the Meantime,” Paul Simon’s “Graceland” or Chuck Berry’s “Memphis,” then anything by James Cotton, or “Traveling Riverside Blues” or ”Got My Mojo Workin’.”

Travelers like to really experience the essence of places when they visit, so why not use visuals and audio on that phone that they’re never without these days, to make them feel at home in your town?

Bonus idea, although not specifically mobile: put a few destination-related badges or widget downloads on your website, for your supporters to grab and put on their blogs.

What other digital trinkets can you think of that your visitors might enjoy?

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Can’t miss what you’re supposed to do, can you?

(Screenshot of the Nashville CVB landing page on their Visit Music City Facebook Page)

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