Sheila's Guide To The Good Stuff

Get a smartphone if you don’t already have one.

Like, NOW.

Having access – in your purse or pocket – to the web, plus your entire social network, is the biggest game-changer since we decided that personal computers in every home wasn’t as stupid as it sounded.

The shift to a mobile life is happening, and it’s happening screamingly fast. Tourism, travel and business overall are changing forever, right this very minute, but it’s hard to truly grasp what that means until you use a mobile device regularly yourself (hence my insistence that you go shopping.)

No, your expertise in checking email on a phone is not what I mean.

Below is the slide deck from my new keynote presentation titled, “Mobile: Is That The Internet In Your Pocket, Or Are You Just Glad To See Me?” (hat tip to actress Mae West.)

I gave it for the first time at the Annual Meeting of the Lehigh Valley, Pennsylvania regional tourism organization; they were marvelous hosts and I hope they found it helpful. Later I realized that I’d forgotten to mention two specific resources: Tom Martin on QR codes, and Aaron Strout on location-based services. D’oh!

There are short speaker notes on each slide, and hyperlinked sources at the bottom of the stats slides.  Here’s the direct link to the deck on SlideShare.

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Does your boss have a smartphone but isn’t really too sure what to do with it, or does he or she not have a smartphone at all?

Time for a teaching intervention, or you’ll never convince him/her about why mobile is so doggoned important to your future.

Some data:

**  427.8 million mobile units sold in Q1 of 2011, a 19% increase year-over-year.

**  By 2014, mobile Internet usage is expected to overtake desktop internet usage, and half of all local search is from a mobile device (Mashable.)

**  1 in 4 Hispanics who access the web do so through a mobile device.

Sometimes, though, a blizzard of stats doesn’t teach lessons as well as personal experience (and gnashing of teeth.)

Here’s how to get “Boss Buy-in” to the importance of mobile in your destination marketing, and the need to get moving on mobile-friendly content….

How to Help the Boss “Get It” About Mobile

1)  Start with having her open the browser on a smartphone and look at your destination/attraction website on it, plus some competitor websites. Bonus if they aren’t mobilized AND they have Flash stuff all over them; now she can see what a pain in the neck this is for visitors trying to quickly seek useful information.

2)  Have him type the words “downtown restaurants in Your Town” or “things to do in Your Town” on the Google homepage in the phone’s browser (as the average visitor might) and see what comes up. Imagine a visitor trying to sort through that.  Make a note to hold member/partner training about getting found in local search.

3)  Have her open the maps function on the phone. Try to get directions from somewhere on one of the highways through your town, to your most famous attraction or museum. Now, imagine a visitor doing that. Is it easy to do?

4)  Then have him look at one of your town’s major museum/attraction websites and try to poke around getting its operating hours, admission prices and directions. Notice how many “How to Get Here” buttons open to pages with useless maps, or a Google Map that you can’t easily manipulate. Imagine a visitor who actually knows the museum is in your town, but can’t figure out on his/her phone how the hell to get there, and giving up in frustration.

Now your boss will be newly-enamored of you and of your efforts to get people to understand why mobile is important, and that it’s not just a small telephone …. it’s a computer in everyone’s purse or pocket.

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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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One of my favorite thinkers in the social media, tech and tourism arena is Canadian consultant Todd Lucier.

We’ve only met in person a few times, but our heads are always locked in agreement on issues like the connection between mobile technology and tourism and the need for video content in your destination marketing.

Todd popped this video rant up on his site (direct link to it on Vimeo) and I think it’s a great way to illustrate his passion for dragging recalcitrant towns and businesses into understanding WHY they need to wake up to people’s desire to have simple Web access when they travel.

This Week in Tourism, November 19 – 2010 from Blue Canoe Video on Vimeo.

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Does part of your destination marketing include trying to attract “leaf-peepers”  –  visitors who particularly enjoy traveling to see autumn foliage? (Soon I hope to visit the Lost Maples area here in Texas for those pretty reds and yellows.)

Why not steal a page from one of the latest uses for Twitter – roving location/update reports from food trucks, like this insanely popular Korean BBQ truck in Los Angeles – and use social media tools to provide timely reports of leaf color for your location.

Some area color displays change very quickly in the fall, and prospective visitors may make last-minute travel plans based on the most timely and complete reports.

The weekly color updates that many tourism Web sites offer are nice, and many have elaborate whiz-bang display interfaces, but that seems a slow and clunky way to make these reports in 2009 (plus it means you have to wait on your Webmaster to do all the work.)

Use the social Web to your advantage!

Some locations and regions already have foliage blogs, like Yankee magazine’s New England Foliage Blog or Oregon tourism’s Fall Foliage Report blog, but it would be even easier and faster to use Twitter for quick updates by your staff out on the road.

In fact, Oregon is already there with their @ORFallFoliage Twitter stream.  Good for them!

Any of your staffers with halfway well-equipped cell phones can snap photos when they’re out and about, and then send them in from the mobile device straight to TwitPic or YFrog for posting on Twitter.

I did this myself with an absolutely ancient Samsung flip phone, using it to take a photo of a bougainvillea plant in my back yard and then email it, from the phone, to a special email address that links to my TwitPic account.

• Here is what the tweet looks like, with the TwitPic link embedded, emailed to TwitPic from my phone.
• Here is what the photo looks like on its specific page on my TwitPic account (every photo has a URL.)

What about it, tourism gurus? Why or why not is this a good idea for your organization? Your comments below are welcomed.

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After a quick Tourism Currents pre-launch meeting with my business partner Becky McCray….

….and did I mention that she’s a BusinessWeek Top 20 Entrepreneur to follow on Twitter? Well, she is!

….and don’t you know it makes her crazy when I do this kind of “If You Give a Mouse a Cookie” off-topic diversion….

Anyway, we arranged a one-night planning session in Dallas, meeting roughly halfway between our homes in Oklahoma and Texas (because you can only do so much organizing even with regular video Skype calls.)  On the drive back to my house, I was so pumped up about the great learning material that we’re developing to combine tourism marketing and social Web tools, I just HAD to talk about it.

I used Utterli and my cell phone to call in an audio post (that I can embed in a blog post, as I’ve done here) from the parking lot of a Taco Bell in Waco, Texas.

Because I know how to live it up!

(If you can’t see the audio player box below, here’s the URL directly to the recording.)

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