旅行社:让您的客户为您说话
by理查德·德·安布罗西奥(Richard D’Ambrosio)/
Travel agents hear all the time how they should leverage social media to drive awareness and gain new clients. But who has the time to take all those photos and write poignant posts about Tuscany when you are busy planning your clients' next trips, managing your agency's accounting and dealing with suppliers?
Your clients have the time -- and they already are posting for you.
实际上,您的客户及其旅行体验 - “称为'用户生成的内容'(UGC)”是您可以用于社交媒体供稿的最佳内容。
“好代理商在其网站,Facebook页面和其他社交媒体平台上使用用户生成的内容。许多最好的代理商都有出色的客户证明。但是,代理商必须伸出援手并获得这些证明,”Passport Online的业务开发,该公司有助于为7,500多个旅行社网站和Facebook页面提供数字内容。“我们最近看到的更多是代理商说他们正在从新闻源出现的帖子中获得预订。”
The Travel Corporation (TTC) has strategically targeted user generated content for its many company brands. "When we looked at our social media sites, we could see how people were recommending our trips or encouraging others to purchase from us," said Dan Christian, TTC digital officer, during a recent webinar hosted by Stackla, a social media content platform. "We realized we need to amplify that."
The company identified keywords and channels that were leading to sales conversions, and saw that traditional marketing and advertising wasn't nearly as successful as user generated content in developing client trust, lifting engagement and driving sales.
“我们的首席执行官加文·托尔曼(Gavin Tollman)本人说,'我们需要停止自己谈论品牌,让我们的客户谈论它。'”
Collette Tours鼓励“球迷和过去的旅行者分享他们在旅行和使用我们的旅行中体验的关键时刻#guidedbyCollettehashtag so we can follow along," said the company's digital marketing specialist, Craig Desmarais.
As a result, Collette's call centers have documented new customers who say they called in to book a tour because they saw a Collette client post. Desmarais said Facebook and Instagram are Collette's biggest sources of UGC, though he sees influencers using Collette hashtags on Twitter as well.
Start with you and your staff
The foundation of Contiki's program started with training Travel Corporation team members to post, and for employees to encourage Contiki's clients to post as well.
克里斯蒂安说:“这还不足以告诉人们参与社交。我们确保提供了旅行和旅游导演的正确培训,以了解为什么这很重要。”
He told a story about how former Trafalgar USA president Paul Wiseman initially was reluctant to be a part of social media because he didn't see the benefit. "But then he started connecting with the agency community online and driving traffic to the website. He became 'Mr. Selfie' overnight, because he saw the results from it."
颈链也鼓励其旅游管理者”guests excited about sharing their trip with their friends and family back home," Desmarais said. "At the end of the tour they not only encourage guests to continue to share on social media but to go to our Facebook page and leave a review and share a bit about their experience, and about their tour managers and drivers."
UGC also can help an agency turn travel planning dialogues away from price, Christian said. "The complete experience doesn't come down to a price point. We want to promote the unique experience of our brands."
Everyone loves a good prize
基督徒建议特工“偶尔激励消费者”在社交媒体上发布。TTC的Red Carnation Hotel Group于2014年举行了一场比赛,要求客户在Facebook,Instagram和Twitter上使用#MyBBAR标签使用标签,向客户展示了在Red Carnation Hotel Bar上享受自己的乐趣。奖品包括在其中一家酒店的三道菜餐。
Hamilton Island encourages its guests to post their vacation experiences.
汉密尔顿岛的在线总监Aida Merdovic说,澳大利亚汉密尔顿岛(Hamilton Island)三年前开始针对其网站的客人照片,因为它意识到“与潜在的旅行者相比,与昂贵的专业摄影相比,真正的访客照片与潜在的旅行者更加相关和可信。”
The company developed a 3-week competition to celebrate its one millionth visitor, asking past guests to share their memories on social media using the hashtag #HIRememberWhen.
The public voted on their favorite posts and a panel of judges selected the winner, who got to choose from one of three holiday packages. Merdovic said the campaign lifted website traffic by 400%. Click through rates on Hamilton Island Facebook ads tripled.
汉密尔顿岛的梅尔多维奇为旅行社提供了以下UGC技巧:
- 去尝试一下。如果您等待制定完美的策略,您可能会错过机会。
- 选择一个相关且易于记住的标签,但没有什么太通用。您想充满信心地知道,主题标签上的大多数帖子都与您的品牌有关,而不仅仅是常见的短语。
- 积极地在所有抵押品上宣传您的主题标签,将其包括在您的Instagram Bio中,并在您自己的帖子上使用它来建立势头。
- If you are running a competition, make sure you're legally compliant, have clear terms and conditions, and seek consent and permission to utilize the UGC in your marketing communication. That way you can maximize the return from the activity.