Top Ten Takeaways : Trends & Tactics
November 1, 2012 | 1:30 pm - 2:30 pm
Marla Johnson Norris @marlajono #ttm12
Aristotle CEO & Founder
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/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
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CONTENT: Your Brand Messages
CALENDAR Your Content
SOCIAL MOBILE
SEARCH
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CONTENT CALENDAR
CHANNELS & MEASUREMENT
@marlajono #ttm12
CHANNELS & MEASUREMENT
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know SEARCH rules
The Integrated Blog and Guest Blog Posts
@marlajono #ttm12
Excessive Footer Links
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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
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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
VIDEO: Go Viral, but…
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.
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
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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
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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
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
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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%.
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
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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
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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?
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
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