Community Management, Convince and Convert, Digital Marketing, Social Media Strategy, Conferences and Events, Integrated Marketing and Media, Social Media Marketing

Advanced Social Media Synergies

Last week, I was part of a panel discussion on how travel and tourism organizations can move beyond the typical Facebook and Twitter accounts to take their social media efforts to the next level.

Part of the annual Arizona Governor’s Conference on Tourism, I was joined on the panel by the excellent Angela Berardino from Turner Public Relations in Denver (she’s @cotravelgirl on Twitter). Excellent moderation by Kristen Jarnagin from the Arizona Hotel and Lodging Association.

Most of these concepts apply to all businesses and organizations, not just travel and tourism.

My presentation was called “5 Ways to Create Cross-Media Synergies with Social Media.” Because my friends (and clients) at Off Madison Ave are in charge of digital marketing for the Arizona Office of Tourism, this presentation was created under their banner.

Ideas and Advice about Social Media Synergies

  • You can’t be everywhere. Social media is too broad. You have to do less, but do more with what you commit to – hence the need for cross-media synergies.
  • activate your fans, not just collect them like baseball cards.
  • The future of the Web is distributed. It’s a push world now, not a pull world. Take the best 2% of your Web site and insert it into the places where your fans and prospects are spending their time.
  • The best social media programs, like the Phoenix Suns and Fiskateers, combine offline with online. Three dimensions trumps two dimensions. Always.
  • Social media isn’t going to kill email. They are complementary. But, smart marketers are combining the two by using social forwarding tools to grow email distribution and segment lists.
  • You should also be thinking about exploring the social graphs of the people in your database, using technology from Unbound Technology or Rapleaf.
  • Should companies of all types be varying their offers based on the social connectivity of their fans? Should a customer with 300 Facebook friends get a better coupon than a customer with 100 friends? The technology to make that identification, and automatically change the offer accordingly is available today. Is it right or wrong?
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  • http://www.ericinparkcity.com/ Eric Hoffman

    I love the direction that you took with this presentation Jason. It is critical that we start looking at the synergies that each of us can best achieve and not try to be everywhere and do everything, both in professional and personal terms!
    PS – any additional thoughts regarding travel/tourism are much appreciated!
    .-= Eric Hoffman´s last blog ..Lift Ticket Pricing Based Upon Current Conditions – What a Concept! =-.

    • http://www.convinceandconvert.com/ Jason Baer

      Thanks Eric. If we’re ever going to go anywhere with social media, it has to be part of a larger, cohesive marketing and communications initiative. Silos never work. I’ll definitely keep feeding travel and tourism stuff to you and others.

  • http://www.ericinparkcity.com Eric Hoffman

    I love the direction that you took with this presentation Jason. It is critical that we start looking at the synergies that each of us can best achieve and not try to be everywhere and do everything, both in professional and personal terms!
    PS – any additional thoughts regarding travel/tourism are much appreciated!
    .-= Eric Hoffman´s last blog ..Lift Ticket Pricing Based Upon Current Conditions – What a Concept! =-.

    • http://www.convinceandconvert.com Jason Baer

      Thanks Eric. If we’re ever going to go anywhere with social media, it has to be part of a larger, cohesive marketing and communications initiative. Silos never work. I’ll definitely keep feeding travel and tourism stuff to you and others.

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  • http://www.turnerpr.com/ Angela Berardino

    Thanks for the shout-out Jay; was great hearing you talk through this presentation. Your comments about activating social networks with live events was something so many of us forget (myself included), and a challenge I’m taking back to my own planning process. Open invitation to join at Social Media Club next time you swing through Denver….

  • http://www.turnerpr.com Angela Berardino

    Thanks for the shout-out Jay; was great hearing you talk through this presentation. Your comments about activating social networks with live events was something so many of us forget (myself included), and a challenge I’m taking back to my own planning process. Open invitation to join at Social Media Club next time you swing through Denver….

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  • http://www.colinasdemiramar.com/ Heather Dopson

    I was fortunate enough to be at this event when Jay spoke. The quote that stand out in my mind from you Jay is, “At the core, social media is about people, not logos.”.

    I think this is such a vital message about social media that continues to elude so many people.

    Great presentation!

  • http://www.colinasdemiramar.com Heather Dopson

    I was fortunate enough to be at this event when Jay spoke. The quote that stand out in my mind from you Jay is, “At the core, social media is about people, not logos.”.

    I think this is such a vital message about social media that continues to elude so many people.

    Great presentation!

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  • http://twitter.com/feinys/status/2706716744 Michael Feinberg

    Social Media Synergies: http://ow.ly/hxI7

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  • http://www.whoisthebaldguy.com/ The Bald Guy

    Loved what you had to say.
    Any advice for someone who has just some good ideas and needs a guide on what to do next with them?

    Thanks!
    The Bald Guy
    .-= The Bald Guy´s last blog ..Bald Idea 27: Ad Campaign: Twitter =-.

  • http://www.whoisthebaldguy.com The Bald Guy

    Loved what you had to say.
    Any advice for someone who has just some good ideas and needs a guide on what to do next with them?

    Thanks!
    The Bald Guy
    .-= The Bald Guy´s last blog ..Bald Idea 27: Ad Campaign: Twitter =-.

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  • http://twitter.com/coxymoney/status/2725239751 Ryan L. Cox

    RT @kyleplacy: RT @JeffHurt: Advanced Social Media Synergies by @jaybaer [Includes PPT] http://ow.ly/hAEy

  • http://twitter.com/franswaa/status/2725671872 frank barry

    RT @JeffHurt: Advanced Social Media Synergies by @jaybaer [Includes PPT] http://bit.ly/uDxLd

  • http://twitter.com/judithw/status/2726025013 judithw

    A good one about taking social media to the next level, "Advanced Social Media Synergies" http://bit.ly/9FBvG

  • http://twitter.com/busbutterflies/status/2726292008 Business Butterflies

    RT @JeffHurt: Advanced Social Media Synergies by @jaybaer [Includes PPT] http://ow.ly/hAEy – great ideas ^RH

  • http://twitter.com/therealprman/status/2854175387 Steve Farnsworth

    Advanced Social Media Synergies http://ow.ly/i5hr

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    Advanced Social Media Synergies http://ow.ly/i5hr – RT @TheRealPRMan

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  • http://twitter.com/brandenchanting/status/2872735359 Brand Enchantress

    RT @TheRealPRMan Advanced Social Media Synergies http://ow.ly/i5hr

  • Steve92001

    Online video on sites like YouTube and AdWido could be used pretty well for good social media marketing, I think, especially for tourism businesses!

  • http://YourWebsite Steve92001

    Online video on sites like YouTube and AdWido could be used pretty well for good social media marketing, I think, especially for tourism businesses!

  • http://twitter.com/askwendell/status/3292291222 ask wendell

    Advanced Social Media Synergies http://bit.ly/3RsIxx

  • http://twitter.com/bullseyevideo/status/3303554142 Dave Katz

    Advanced Social Media Synergies Convince & Convert http://ow.ly/iSnw

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  • letstalkandchat

    I just found a great company that builds websites for info products. To keep your costs low, they’ll mentor you on how to create your site, design a marketing funnel (one of the guys works in Hollywood and makes really slick videos), and the other guy programmed Myspace. If you’re looking to have professional web design for your small business and not waste any time or money then check their site out. Check them out: http://www.mikelmurphy.com/easy-info-product-site-system/