Sheila's Guide To The Good Stuff

Are you responsible in some way for a festival or special event, and would like to get jump-started using social media to promote it?

I always advise including social media as an integral part of your overall marketing plan, not sticking it on as an afterthought, but sometimes you do need to push the train forward a bit even if all the track isn’t laid to the end.

Hey, it worked for the US Transcontinental Railroad….

If your festival or special event is coming up quickly, here are some things you can do to enhance your online presence, and then you’ll have a platform to build on more thoughtfully for next year:

1)  Get a Facebook Page.  Not a Group – a Page. Give more than one person administrative access to it. Your event logo is fine as an avatar. Put it in the Organization-NonProfit category; that’s probably the one that applies best to festivals.  Fill out the Info section thoroughly, with event dates, location and times, simple directions from the main access points, links to your website and any other social media sites you have, and a contact email and phone number.

Put up a few Wall posts, especially some photos and short videos from last year’s event if you have them, and get the word out to your networks that some “Likes” of your Page would be appreciated. Once you get to 25, um, “Likers,” you can switch the Facebook URL to a more personalized one with your name.

Connect with your local CVB, DMO, state tourism office, town government, Chamber of Commerce and the businesses that sponsor your event, at a minimum.

Here is why special events expert Penny Reeh likes Facebook (direct link to the video on YouTube if you can’t see it below)

2)  Get a Twitter account. Make sure it’s something that approximates your event name, but is not too long (that uses up valuable characters and you only get 140 per tweet.)  Make sure that more than one person can tweet from the account, and that you’re set up to tweet from mobile devices.  Don’t worry about amassing a ton of followers right away; many won’t be the right folks anyway (unless you want to lose weight with acai berries.)  You want people who care about and want to connect with your event.

See the Texas Book Festival – @texasbookfest – as an example.

Connect with your local CVB, DMO, state tourism office, town government, Chamber of Commerce and the businesses that sponsor your event, at a minimum.

3)  Create a hashtag for your event.  You don’t have to ask anyone’s permission to do so. A hashtag is a unique identifier for tweets related to your event, plus it can go in the descriptions of Flickr photos, YouTube videos, etc. Pick something short.

Take a look at #TBEX (a travel blogger’s conference) tweets as an example of a very engaged bunch following a hashtag.

Make sure your followers know to use it; if you can get folks to use it, it will be easier to monitor your event as it occurs (I use hashtags all the time to follow conferences from a distance.)

4)  Start thinking visually about coverage.  Not a photo or video expert? Don’t let that stop you. Simply think hard about what sort of compelling visual opportunities may be coming up in your event….backstage excitement? Anything you can catch up close in rehearsal? Fun moments at the cotton candy concession?  Get that digital point-and-shoot camera in your pocket and remember to use it liberally, including the video function that most of them now have.

Photos and videos are popular and evoke emotion and interest. They really amp up your Facebook Page and can also go up to Twitter via services like TwitPic and TwitVid.

If you have a smartphone, learn ahead of time how to shoot a photo and upload it from the phone to Facebook and Twitter. You can’t beat the ease and convenience of such coverage.

5)  Tell your fans and supporters where to find you online.  Put it up on posters, at the event entry and exit points, print it out on flyers and the festival map, announce it on the PA – let visitors know that you’d like to hear from them (before, during and after the fun) on Facebook and Twitter, and that they can post their best photos and video to your Wall.

Did that about cover it for quick-launch?

I’ll be speaking at the 2010 TFEA (Texas Festivals and Events Association) annual conference this week about social media for special events;  say hello if you see me there, or please leave a comment below if I missed a good tip.

Here is CouchSurfingOri, a traveler on Twitter, asking for information about a local coffee shop:

And here is what he decides to do when the right folks who could give him an answer don’t happen to see his tweet, or see it but don’t have the information needed:

He goes to the community review site Yelp to find answers from other travelers.

Do your CVB, DMO and Chamber of Commerce members know about Yelp, or are they “too busy” for such things? Naturally, we can’t be everywhere all the time, but we need to be in the important places.

If your visitors are looking for information on sites like Yelp and TripAdvisor, it does your members no favors to ignore that and hope it will go away.

Hmmm, I sense another section being added to our Tourism Currents lessons about online presence….

Remember that old saying (maybe from your parents) that there’s a reason you have one mouth and two ears?

It certainly applies to online communications.  Try to listen more than you talk….I know, I know, rather strange advice coming from a talker like me, right?

The first thing to do before jumping into the social Web is to listen (one of our Tourism Currents newsletters has a few tips for better Google Alerts.) Pay attention to the chatter that relates to your destination:  the tweets, the Facebook Wall posts, the blog posts, the photo uploads to Flickr, etc.  Be a “lurker” for awhile, as you might at a party with unfamiliar people.

It’s still very important to continue listening even after you’re comfortable using social media tools.  A lot of hassles and embarrassments can be forestalled by paying attention.

Here’s a tweet that I saw from a well-known tech journalist about the Outrigger Reef Hotel in Honolulu:

“No one should *ever* stay at the outrigger reef in honolulu. We’ve been cheated and abused *daily.* outrageous. Full [blog] post to come.”

When I saw that, I figured that Outrigger management (although they’re on Twitter) probably had no idea that this person was angry and was going to get vocal about it.  So, I sent a quick Twitter DM – private direct message – to a friend in Hawaii who works in tourism PR, giving him a heads up that he needed to go warn someone at the hotel just in case they’d missed the brewing storm.

Funny how that works, because here is the next tweet about the issue from the angry journalist:

“just got a nice call from the Outrigger’s GM [General Manager.] Very responsive and nice about all the problems we had. i think he really cares.”

Here’s the takeaway:  part of the listening process is having your connections out there listening, too, and making sure that important information gets to your digital ears quickly.

You need an army of listeners who care about you.  It’s called a network, and you probably already have one.

Just make sure that they have their listening ears turned on and tuned in.

Although my business partner Becky McCray and I were rather hammered by an ambitious schedule of conferences and workshops across the country during October, the good news is that we’ve gathered tons of useful information and insights for the lessons, videos and newsletter that we offer our online learning community at Tourism Currents.

The next Lesson, “How to Listen Online,” is being posted as we speak and will be fully available to paid members by Friday, November 6.

This month, we’re excited to include some very helpful video interviews with Ann Peavey, who tweets for Seattle Tourism as @SeattleMaven.  I shot the video while in Seattle during the Association for Women in Communications (AWC) conference (salmon taco or awesome coffee, anyone?) and can’t wait to share it with you. Ann is a real pro and a dynamite, fun person; you’ll love seeing how she’s mastered Twitter to show off her city!

The bottom line is this – once we finish editing and uploading all of this terrific content,  we are going to close the doors to further paid Tourism Currents members until the next class cycle in Spring 2010.

We’ll still accept more free newsletter-level members, but anyone who wants access to all of our lessons and videos will have to wait until the next class.

Our reason?

We said at our launch in September that we want to keep class sizes manageable, and we want to move our members through the content as a group so that no one feels left behind or overwhelmed by having to play catch-up.

Those who are already paid members are all set and don’t need to do anything else except to continue learning useful social media tips for their destination marketing.

New sign-ups and those who are already at the free newsletter level have until THIS FRIDAY, November 6, to upgrade to our paid Just the Basics level ($45/month for 6 months) or our Regular level ($75/month for 6 months) so that you can really dive into all of our training materials.

We think that these are exceptionally reasonable prices for this kind of detailed, tourism-specific learning material; in fact, we know you can’t beat it anywhere else, because we’ve snooped around to look.  :)

These are the organizations and people that we think would find our training particularly helpful:

• Convention and Visitor’s Bureaus (CVBs)
• Destination Marketing Organizations (DMOs)
• Main Street, historic preservation and heritage trail organizations
• Parks, nature preserves, botanical gardens and other nature/outdoors-related attractions
• Public Relations professionals who do tourism work
• Chambers of Commerce
• Those with niche focus like agritourism, culinary tourism, arts/culture, sports/adventure and educational travel
• Festival and event planners
• Attractions, museums, lodging etc. that depend upon tourist traffic
• Historic highways and scenic byways
• State and city governments who do marketing and outreach related to tourism

Please do consider joining us to start learning – this stuff moves fast and frankly, your tourism organization can’t afford to dawdle. Don’t wait until Spring 2010 let us help you become social media savvy!

Interested?  Sign up here or go here to read more and see if Tourism Currents is right for you.

Thanks for your support.

For the past few weeks, I’ve been globe-trotting….well, more accurately, Continental-U.S.-hopping.

I’ve been keeping an eye on the action at state tourism conferences for Virginia, Ohio, Missouri and Texas, ESTO (Educational Seminar for Tourism) in Lake Tahoe, the Twitter-related 140 conference in Los Angeles, and BlogWorld and New Media Expo in Las Vegas.  I’ve also physically attended the Association for Women in Communications (AWC) conference in Seattle and heard info from panels that I didn’t personally attend, and I’m already waving hello to people at the Oklahoma Governor’s Conference on Tourism in Tulsa, although it doesn’t really start until tomorrow.

Pretty cool, huh?

While I’d love to have unlimited funds, piles of frequent flyer miles and telepathic powers, I have to confess that I’m “attending” these conference by watching their Twitter hashtags, and you can, too.

Hashtags are simply a way of organizing all tweets that relate to one topic or event.  There is a central Web site for them, hashtags.org, but it’s not always terribly accurate or up-to-date. The assignment of a hashtag is often a rather informal, crowd-sourced event, announced in attendee tweets and thereafter appended by each interested person (if they remember) to every tweet that relates to the topic or event.

For example, as long as I remember to do it, every tweet that I send from or about the Oklahoma Governor’s tourism conference will have #OTIA09 in the body of the tweet – OTIA is the Oklahoma Travel Industry Association.

Look at the photo above to see what it looks like in one sample tweet, from central Oklahoma’s Frontier Country region.

At big conferences, individual panels or sessions will sometimes assign themselves a hashtag.  For example, tweets from the panels in the Travel Blogging Track at the 2009 BlogWorld Expo (hashtag #BWE09) had the hashtag #TTBWE09 (TT for “Travel Track.”)

If you attend an event and plan to tweet about it or from it, and there doesn’t seem to be a hashtag already in use, don’t be shy. Create one yourself and announce it in a tweet.

Do pick something that is as short as possible, since every character in your hashtag counts against the 140 character maximum in a tweet. If your event is an annual one by the same organization, simply change the year at the end.

To follow all the hashtagged tweets in action, I use three tools:

• For Twitter on the Web, go to http://search.twitter.com, type in the hashtag and click Search. All results will come up and when others come in, the Twitter search engine will tell you that and recommend that you refresh your screen.

• For a Twitter organizing application like TweetDeck or HootSuite, set up a column just for that hashtag along with your other columns for Mentions, Direct Messages, etc.  The column will refresh itself automatically and this is an easy way to watch the action in progress.

• Another service by my Round Rock-based friend and techno-whiz Brooks Bennett is TweetChat. It is like using Web-based Twitter Search, but it auto-refreshes and if you reply or retweet while in the hashtag’s “tweet room” the software automatically adds the hashtag for you.

Word of warning – Twitter search only works for a week or two back, so your stream of hashtagged tweets will “evaporate” after awhile. If you want to capture the action for posterity, take some screenshots.

(Update – a new deal between Microsoft’s Bing search engine, Twitter and Facebook was announced 21 October at the Web 2.0 Summit, so now you may want to also go to Bing at http://www.bing/com/twitter and see the search results for your hashtag of interest. I’m hoping they keep results around longer than Twitter so that I can “dig in the search engine closet” further back than a few weeks.)

What do people who live and breathe travel have to say about Twitter?

Look no further than a recent survey of members of the Travel Insights 100.

It’s a group of 100 travel writers, bloggers and thought leaders across eight travel categories, and yes, I am honored to be a part of the 100, a wonderful project co-sponsored by Tips From the T-List, the BootsnAll Travel Network and UpTake.

So, what do we think about Twitter?

Bottom line: it is here to stay, and we like it for finding travel tips, deals, information and connections, insider tips and recommendations and sometimes to connect with Twitterers in the places where we travel.

37 – 39% of us recommended that consumers use Twitter to follow the hotel where they will be staying, and follow the destination management organization/company (or CVB) to learn about the destination.  Don’t you think that percentage should be higher? I do.

How do we decide who to follow?

As fellow 100 member Vera Marie Badertscher pointed out in her analysis post about the results:

“When asked how they decide who to follow, NO ONE said they follow only those that they know.  Twitter is a place to break new ground and find out about new things….They are looking for intelligent people with interesting posts.”

Most respondents aren’t just looking for tweets about travel, but some want only that information. We’re a diverse group with diverse interests, like any bunch of humans. One respondent said, “I follow people who seem interesting” but another said, “Must be 90% tweeting about travel.”

To each their own on Twitter. Do your thing and be yourself; those who don’t like it, don’t have to follow you.

When asked who others should follow on Twitter, this is what I said (we could only pick 5 and there are a ton of others who are worthy, too….)

***  @Marilyn_Res because she casts a wide net & works for a magazine I love (National Geographic Traveler.)
***  @nerdseyeview because she writes like she talks, which is a great compliment.
***  @WyomingTourism because they sell their destination with poetic thoughts.
***  @SeattleMaven because she sounds like your best friend who just happens to PWN the city of Seattle.
***  @CoffeeGroundz because you need an awesome coffee shop and wine bar in Houston TX.

What we tweet about varies as well – travel industry news, our latest blog post, links we like, general travel and event information. My favorite summary from one of the 100 was, “Is it a 140 character postcard? If so, it’s on.”

What did I say about what I tweet as @SheilaS? “People get (mostly) the Whole Me, and I’m chatty.”

I also tweet as @TourismCurrents and @FreelanceAustin, and I try to keep those tweets specifically focused on their respective topics: tourism/social media and freelance tips/opportunities.

Don’t over-analyze it, though.

The other day I was reading this excellent interview with the guys who do social media outreach for New York’s Roger Smith Hotel (@RSHotel on Twitter) and one of the two hoteliers said:

“I did a sort of Twitter 101 course for a bunch of hotels in the region and I said, “Reach out to this person. Ask them if they’re coming in this weekend. Ask them what they’ve got planned.”  I could see them [the audience members] cringing. “I don’t know if I could say that or do that.”

OK, come on, you’re in the tourism and hospitality business and you don’t know how to interact with customers?  Of course you do; that’s your bread and butter! With Twitter and other social media tools, it’s simply digitized and has an incredible reach that you’ve never had before.

Want to dig in further about what the 100 say regarding Twitter? Here’s a SlideShare presentation with more of the results:

Travel Insights 100 Media Page.

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.

A couple of weeks ago, I saw a tweet from Berlin Tourism that said they’d mail small pieces of the Berlin Wall to 15 people who sent them a US mailing address via DM (Direct Message – private communication not seen by the Twitter public stream.)

As a student of history, I jumped all over that offer.

Now I have the lovely but sobering little bit of history that you see in the photo in this post.

What a great way for a tourism organization to use Twitter, wouldn’t you say?

It is difficult to believe that it has been 20 years since the Wall fell, but Berlin is commemorating the event in a big way (don’t miss this list from the Guardian of top 10 books about the Berlin Wall.)

I’d love to visit myself some day – there’s been a lot of buzz about the city around the Web lately.

WorldHum mentioned Berlin as a possible expat writer refuge, there’s a new currywurst museum, nice parks, a film festival in the subway, cutting edge fashion,  geeky startups , scenery and architecture (and here’s a detailed transportation update from EuroCheapo.)

But, if I can’t see all that in person, I still have a wonderful souvenir.

Thanks, Berlin Tourism.

It’s hard to take something called “Twitter” seriously, I know, but the various cutesy-named social media tools and applications are not important in and of themselves.

It is what people are doing with them.

These are early days for Web connection technology, very much akin to the early days of the automobile. Sure, the first cars were loud, stupid and rather unreliable, compared to Ye Olde Horse.

Why bother, said most folks.  Aren’t those silly new machines a ridiculous extravagance?

If, however, one looked beyond how to make the danged things work, and finding decent roads to drive them on, and locating places that sold gas, tires and parts, one could see the Big Picture….fast and affordable personal transportation across vast distances, anywhere, anytime.

That’s the social Web, too: human connection, anywhere and anytime.

Today I’m reading a John Sutter article on CNN.com about Steve Tucker, a farmer in Brandon, Nebraska who sends tweets from his tractor (I learned about the article on Twitter, of course.)

Who the hell cares, you ask? I care. Here is why, from the article:

“Tucker is proof that smartphones are starting to put down roots in rural America. He lives in a 150-person town near Brandon, Nebraska — a place even he calls ‘the middle of nowhere.’ The nearest neighbor to his 4,000-acre farm is about 2 miles away.

Yet, farmers like Tucker are using Internet-enabled phones to gain a foothold on online social networks — both for business and personal reasons. (Follow him on Twitter)

‘I can be in the most remote place and just with the power of having a BlackBerry … I can communicate with anybody at anytime about anything,’ he said. ‘It is just amazing.’

The growth of smartphones on farms is important because many people don’t think about where their food comes from, much less associate a specific farmer with that process, said Andy Kleinschmidt, a farmer and agricultural extension educator at Ohio State University.

‘When you can put a name or personality with someone who’s actually raising corn and soybeans or actually milking cows, that’s the most important thing that’s come about in my opinion,’ he said.”

We are watching our society knit itself together, making far-reaching human connections across timezones and cultures, in totally new and unexpected ways.  I learned about Steve in Nebraska on the same day that I reconnected with a wonderful travel writer in Florida;  I first heard Tom Swick speak at the best annual book festival anywhere, and now he’s figuring out what to do with Twitter, just like Steve on the tractor.

I would not miss this moment in history for anything, even if it does come laden with goofy names for the tools we are using to make that history.