View
224
Download
2
Category
Preview:
DESCRIPTION
At the SMG Tourism, Technology + Marketing Workshop in Lake Tahoe, California, Aristotle CEO Marla Johnson Norris spoke to tourism marketers, hoteliers, and DMOs on the ten most relevant trends and tips to help them extend their online reach for 2013.
Citation preview
Top Ten Takeaways : Trends & Tactics
November 1, 2012 | 1:30 pm - 2:30 pm
Marla Johnson Norris @marlajono #ttm12
Aristotle CEO & Founder
2
/marlajono @marlajono
Interactive Gold Marla Johnson Norris Co-Founder & CEO
@MarlaJoNo
#ttm12
INTEGRATE your STRATEGY
INTEGRATE: The New Normal
• Audience • Content (Assets) • Calendar • Channel • Measurement
@marlajono #ttm12
AUDIENCE
CONTENT: Trust & Safety = Purchase
6
CONTENT: Your Brand Messages
CALENDAR Your Content
SOCIAL MOBILE
SEARCH
9
CONTENT CALENDAR
CHANNELS & MEASUREMENT
@marlajono #ttm12
CHANNELS & MEASUREMENT
11
know SEARCH rules
The Integrated Blog and Guest Blog Posts
@marlajono #ttm12
Excessive Footer Links
14
15
Still about the Deals…
Both is Best
• Every campaign lots of TRAFFIC. • TRACE every $ - ticket or hotel stay • INTERNATIONAL = smarter • Add ENGAGEMENT METRICS and/or EXIT
LINKS to partners. • TEACH PARTNERS.
more VIDEO
@marlajono #ttm12
21 @marlajono #ttm12
VIDEO: On Site as Special Content
25
26
27
• Match Your Audience, Creative and Calls to Action
• Single, Simple Content • Sentiment (Silly, Serious, Shocking or
Stunning) • Reward • Successive Rounds
VIRAL
VIDEO: Go Viral, but…
get CONTENT we like
32
THE CUSTOMER’S NEED FOR SPEED
Get what they want: Stories, Photos, Video, Maps,
Weather, Data/Reviews on YOUR product including Events
Put it back together for the visitor. Package it. Map it.
Get action. Close.
CONTENT: All in One with…
CONTENT: SOCIAL
@marlajono #ttm12
The BIG Opp?
GAMIFY ENGAGEMENT
It’s no longer about getting your name out there.
It’s about creating stories
that others will share.
@marlajono #ttm12
41
Weddings & Pinterest
@marlajono #ttm12
POSTINGS PLUS
0
5,000
10,000
15,000
20,000
25,000
Page Likes WeeklyEngaged
Users
WeeklyTalking About
This
14,884
468 260
23,450
7,669 5,461
19-JunStart of Campaign
Up 1,539% Up
2,100%
Up 58%
@marlajono #ttm12
Tourism Facebook Engagement May 24-June 17
advertise NATIVELY
46
Facebook More Fun Per Gallon Final Results Gas Giveaway + Additional FB Advertising Following Contest
May 25- July 22, 2012
• Page Likes: 14,884 fans 35,757 fans 140% increase
• People “Talking About This” Page on FB per week:
260 12,098 4,553% increase
• # of Engaged Unique Facebook Users in a Week: 468 25,771 5,407% increase
• Facebook Page Reach in Past 28 Days:
24,199 5,024,711 20,664% increase
• Contest Entries: 3,639
go go go MOBILE
MOBILE PHONES will overtake PCs as the most common Web access
devices WORLDWIDE by 2014.
Source: Global Mobile Statistics 2012
@marlajono #ttm12
56
59
Nielson - October 2011 46% of tablet and smartphone owners use their devices while watching TV, with 60% checking email both during the program and during commercial breaks Yahoo! 2011 - multiscreen users even higher when including a laptop or desktop computer, up to 66%.
ENGAGE REVIEWERS
Community: Over 20 million people worldwide Over 2 billion check-ins, with millions more every day Businesses: Over 750,000 using the Merchant Platform
April, 2012
68
69
keep on EMAILing
.
Legitimate email usage is far larger than social media, total searches, and even total internet page views combined.
More subscribers More deliveries Higher open rates Higher click throughs More conversions
@marlajono #ttm12
VISUALIZE your DATA
ONLINE Performance
Marketing as Scientific Method: Plan.Test. Pivot.
MONTHLY View Your Inbound Machine!
Social Updates
Social Promos
Banner Ads
SEO & SEM
Mobile Pages
Review Websites
Website Engagement
Blogger Outreach
Reach, Engage, Convert!
International Fans on Facebook • No Facebook outreach targeting international markets yet. All
international likes are organic. • Currently:
– 1,202 international fans (2.4% of total likes)
– From 19 countries on 6 continents
– 42% of our international fans (505 fans) are from Brazil,
whose economy is booming & who
want to travel to the U.S.
BOOKED ROOMS
SALES LEADS
Subscribers
TRAFFIC
Fans & Followers
81
More Website Visitors More Followers, Pins … More Engagement, Time … More Video Plays, Length … More Partner Page Views MORE CONVERSIONS … More Industry Partner Leads And for LESS MONEY
Re$ults?
The POWER of Exit Links Focus your Marketing Make it a Conversion Share it with Stakeholders
Your Community
Is that ringing my
cash register?
Thank you.
Aristotle.net/mailing_room/enews Sign up for Free Digitips!
@marlajono
Recommended