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Top Ten Takeaways : Trends & Tactics November 1, 2012 | 1:30 pm - 2:30 pm Marla Johnson Norris @marlajono #ttm12

Top Ten Takeaways: Trends & Tactis

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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.

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Page 1: Top Ten Takeaways: Trends & Tactis

Top Ten Takeaways : Trends & Tactics

November 1, 2012 | 1:30 pm - 2:30 pm

Marla Johnson Norris @marlajono #ttm12

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Aristotle CEO & Founder

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/marlajono @marlajono

Interactive Gold Marla Johnson Norris Co-Founder & CEO

@MarlaJoNo

#ttm12

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INTEGRATE your STRATEGY

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INTEGRATE: The New Normal

• Audience • Content (Assets) • Calendar • Channel • Measurement

@marlajono #ttm12

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AUDIENCE

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CONTENT: Trust & Safety = Purchase

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CONTENT: Your Brand Messages

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CALENDAR Your Content

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SOCIAL MOBILE

SEARCH

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CONTENT CALENDAR

CHANNELS & MEASUREMENT

@marlajono #ttm12

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CHANNELS & MEASUREMENT

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know SEARCH rules

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The Integrated Blog and Guest Blog Posts

@marlajono #ttm12

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Excessive Footer Links

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Still about the Deals…

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Both is Best

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• Every campaign lots of TRAFFIC. • TRACE every $ - ticket or hotel stay • INTERNATIONAL = smarter • Add ENGAGEMENT METRICS and/or EXIT

LINKS to partners. • TEACH PARTNERS.

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more VIDEO

@marlajono #ttm12

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21 @marlajono #ttm12

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VIDEO: On Site as Special Content

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• Match Your Audience, Creative and Calls to Action

• Single, Simple Content • Sentiment (Silly, Serious, Shocking or

Stunning) • Reward • Successive Rounds

VIRAL

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VIDEO: Go Viral, but…

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get CONTENT we like

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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.

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CONTENT: All in One with…

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CONTENT: SOCIAL

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@marlajono #ttm12

The BIG Opp?

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GAMIFY ENGAGEMENT

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It’s no longer about getting your name out there.

It’s about creating stories

that others will share.

@marlajono #ttm12

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Weddings & Pinterest

@marlajono #ttm12

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POSTINGS PLUS

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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

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advertise NATIVELY

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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

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go go go MOBILE

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MOBILE PHONES will overtake PCs as the most common Web access

devices WORLDWIDE by 2014.

Source: Global Mobile Statistics 2012

@marlajono #ttm12

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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%.

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ENGAGE REVIEWERS

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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

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keep on EMAILing

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.

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Legitimate email usage is far larger than social media, total searches, and even total internet page views combined.

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More subscribers More deliveries Higher open rates Higher click throughs More conversions

@marlajono #ttm12

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VISUALIZE your DATA

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ONLINE Performance

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Marketing as Scientific Method: Plan.Test. Pivot.

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MONTHLY View Your Inbound Machine!

Social Updates

Social Promos

Banner Ads

SEO & SEM

Mobile Pages

Review Websites

Website Engagement

Blogger Outreach

Reach, Engage, Convert!

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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.

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BOOKED ROOMS

SALES LEADS

Subscribers

TRAFFIC

Fans & Followers

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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?

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The POWER of Exit Links Focus your Marketing Make it a Conversion Share it with Stakeholders

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Your Community

Is that ringing my

cash register?

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Thank you.

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Aristotle.net/mailing_room/enews Sign up for Free Digitips!

@marlajono