Put a clear data plan in place

As the American author, salesperson and motivational speaker Zig Ziglar said, “Lack of direction, not lack of time, is the problem. We all have 24-hour days.”

I talk with a lot of business professionals who tell me they want to devote more time to social media marketing tasks to improve their brand presence, attract new customers or engage with clients. Many social media managers feel that social media moves at a fast pace, which makes it hard to keep up.

Also, if a business does not have a clear plan in place, then competing priorities will most likely bump social media marketing tasks off the to-do list. If this sounds familiar, keep reading to discover five action items to keep social media marketing tasks on track.

Action item No. 1: Use data to set goals and establish priorities.

At the cornerstone of any social-media marketing strategy is data. Analyzing data can provide valuable insights to help guide decisions. Every three months, travel agents should be taking a deep dive into social media metrics to make decisions about where to spend time and money on this form of marketing.

There are many ways to analyze data. For example, does video, text or imagery generate comments, shares and likes? How about other engagement performance statistics that track reach or interactions by social channel? And don’t forget about website traffic reports that reveal acquisition and conversion stats. Travel professionals need to know how visitors are coming to a website and also how many of those visitors are responding to calls to action on specific landing pages.

There are free metric reports available on each social media channel for business owners. You can combine those reports with website data details via Google Analytics for a complete picture.

To learn more about metrics and how to create a social media marketing plan you should read:

Action item No. 2: Tidy up social media profiles.

Making sure that consistent branding meets your online audience is necessary for public relations and for presenting a professional image online.

If you don’t have time to devote to posting regularly on social media, at least the online audience can find out more about your company.

Some people set up social media accounts and forget to check back with the descriptions to make sure the information is accurate and full of keywords. Make sure there is an address and that details about your travel niche and images are consistent and up to date.

Consider making a spreadsheet that lists all your company’s social media handles and stats. Not only will a spreadsheet of all the social media channels with links to the websites be a time-saver; it can also serve as a file to keep track of growth numbers for setting goals.

Do a search for your business name on all social media channels to see if there are orphan accounts, which someone at your company or you set up and then forgot to use (this does happen).

In fact, a Facebook search on your business name might show results for competitors or spammers who are using the name of your business.

Facebook Search is also helpful to glean information about suppliers. Pay attention to other travel agents who are ranked on Facebook search along with your suppliers because of keywords in their business descriptions.

Action item No. 3: Use social media tools for better time management.

To combat the frustration caused by not knowing what to post or not having enough time to post on numerous social media channels, consider using tools to help curate content and to post messages on multiple accounts at the same time. Here are some tools to help accomplish more with less time.

  • Find content to share with online audiences with tools such as Google Alerts,FeedlyScoop.it or Storify.
  • Use a tool such as Hootsuite to manage multiple social media accounts in one location.

Action item No. 4: Develop an asset library of sharable content.

Can you relate? It is Wave season, and your competitor seems to have sponsored ads all over Facebook, Twitter and Instagram. You have a budget set aside for social media advertising (in fact, your preferred suppliers are even willing to co-op some of the expense), but you don’t have the time it takes to edit photos and to create compelling paid-ad campaigns.

Why not create a content action plan to anticipate the needs of consumers looking for travel products?

The following are suggestions for planning ad campaigns that increase brand awareness and engagement (remember engagement means access to more people who will become familiar with your brand; social selling is all about relationships).

  • Collect and save photos from suppliers or recent site visits to use for ad campaigns. Use a photo-editing app on your smartphone or a program such asCanva.com or PicMonkey.com to compare two vacation destinations side by side and ask the audience to pick their favorite. The image can be used on Instagram, Facebook, Pinterest or Twitter with a call to action asking the audience to pick the best one.
  • Generate small videos to share online. Next time you are on vacation or on a fam trip, start recording video. These can be edited quickly with Google Photos or with iMovie on an iPhone. Add music and narration later.
  • Have a list of popular hashtags at the ready. Hashtags are very versatile and can be used for building one’s audience, promote an event or develop a sweepstakes campaign.

Action item No. 5.: Research the competition and use your suppliers to help with social media tasks.

Travel agents are competing for screen time for consumers who are on information overload.

Instead of trying to reinvent the wheel when it comes to finding generic content to share with the online audience, it makes more sense to get inspiration from your competition and suppliers.

Because social media is a public forum, there is no harm in exploring how the competition is using it. Perhaps there was a new product launch that you forgot to mention online; maybe there was a press release about a new cruise line, hotel or promotion that you did not read.

All these scenarios are realistic ways that travel agents can miss the boat when it comes to opportunities to share usable information with a target audience.

Instead of trying to develop original ideas, get inspired by the competition and use your suppliers to help with social media marketing tasks.

The following tools help find useable content to repurpose and keep an eye on the competition:

  • Research with Tagboard. Use hashtags to search for and collect public social media within seconds to streamline work flows.
  • Use DrumUp to explore keyword searches and curate trending content.
  • Discover hot topics with Google Trends.

Let me know how your quest for the information presented will inspire travel professionals to re-evaluate their approach to social media marketing tasks to save time and generate maximum results.

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MSC rolls out new faster internet and social media packages

MSC Cruises has worked with business communications provider Marlink to develop new faster, more reliable and cost-effective internet and social media packages for guests.

Now live onboard MSC Preziosa and MSC Divina, the high bandwidth internet packages are available via the Marlink Sealink Cloud and will be rolled out across all 12 MSC ships over the coming months. The packages will also be available on the line’s next-generation ships that are currently under construction, including MSC Meraviglia and MSC Seaside.

“We are constantly seeking new ways to innovate and enhance the guest experience aboard what is already the most modern fleet at sea,” said Gianni Onorato, MSC’s CEO. “We know that staying connected while on holiday is increasingly more important to our guests hence we are rolling out state-of-the-art technology to allow them to stay connected whether they are looking to share experiences and memorable moments, stay in touch with friends and family, need to stay on top of work e-mails or simply catch up with daily news.”

Aimed at those who want to be connected 24/7 to social media, the Social Package allows guests to post pictures and chat with friends via popular social platforms such as Facebook, Twitter, Instagram, LinkedIn, WhatsApp, Snapchat, WeChat and Pinterest. Prices start from €3.90 per day or €14.90 for a seven-day cruise.

The Surfer Package is designed for moderate internet users who want to read news, sports scores and catch up on e-mails. It also includes access to social media platforms as per the Social Package. Prices start from €9.90 per day or €29.90 for a seven-day itinerary.

Meanwhile, the Streamer Package has been created for heavy internet users who need access either for work or for personal use and enables full internet and social media access, including audio and video. Prices from €19.90 per day or €59.90 for a full seven-day voyage.

Guests will be able to select their package prior to embarkation and will be easy to upgrade or top up.

Smartphone the most essential travel item, survey finds

Worldwide, smartphones are travelers’ most indispensable items when they travel, even ahead of their toothbrush and driver’s license, according to the Expedia/Egencia Mobile Index.

The index, commissioned by Expedia.com and Egencia (Expedia’s business travel brand), was conducted by consulting firm Northstar. It was based on input from 9,642 travelers from 19 countries.

Among U.S. respondents, one-fifth considered their smartphone to be their most essential travel item, on par with the number of respondents who said their driver’s license was the most important item to travel with. In the United States, those items tied for the most essential item for travelers.

Worldwide, 66% of respondents said smartphones are the most essential item, while 74% considered it an important travel item.

China, Taiwan and Thailand topped the charts on the countries where respondents placed the most priority on having smartphones while traveling; in China, 94% of respondents said they consider their mobile phone an important travel companion. Taiwan saw the same percentage, and in Thailand, it was 91%.

The study also found that worldwide, 84% of travelers said they want to access information from anywhere. Over half, 60%, said they do not “unplug” on leisure trips, and 35% said they use their smartphones more on vacation than at home.

Globally, 60% of travelers said they wouldn’t go on vacation without a mobile phone, and 63% sleep with their phone next to their bed on vacation.

“We have found that travelers are using mobile devices at every stage of the travel process, from researching and booking trips to capturing and sharing the travel experience,” said Aman Bhutani, president of Brand Expedia Group.