Travel Companies Confused About Using Social Media in Marketing Mix.

The social media landscape is currently dominated by just a handful of general social networking sites.  For instance, MySpace was the destination for 76% of US social networking visits in 2008.  EyeforTravel  recently partnered with GfK Roper Public Relations and Media on a new survey where more than half of the 180 responding chief marketers indicated low current interest in actually incorporating social networking sites into their plans. Traditional vehicles like forums and webinars scored much higher.

More than one-quarter (27%) of consumer and B-to-B chief marketing executives surveyed online in late October identified social networking and word-of-mouth as the tools they would most like to introduce to their marketing mix to compensate for anticipated budget cuts–ahead of all other traditional or digital marketing channels.  However, more than half (55%) of the 180 responding chief marketers–representing brands with revenues ranging from $250 million to more than $10 billion–indicated low current interest in actually incorporating the networking sites into their plans.

 

 

And This Just In…

From Jim Brody at TripAdvisor: Most of you post videos online (and onto TripAdvisor, of course).  Many of you put up your television spots, while others create videos just for the Internet.  Banff Lake Louise Tourism, however, has gone a step further and created an online video series that highlights different events and seasonal activities in every episode.  Hosted by Real, a member of their staff, these are uploaded to TripAdvisor and YouTube.  They’ve caught on, and were even recently featured on CNN.  In this particular episode, posted right around Christmastime, Santa has a featured role.  You can view their video by looking for the Real Banff Ski Report Week 4 on TripAdvisor (under Banff National Park videos), or on You Tube right here:  http://www.youtube.com/watch?v=6SaYdv1O2go.  This is a prime example of leveraging the viral nature of online video while being informative at the same time.  I hope you’ll take a look.

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