tourism tasmania digital coach live sessions - digital marketing

DIGITAL MARKETINGTourism Tasmania Digital Coach Program 2011Presented by Scott Woodhouse – www.necessarygroup.com

SHINY OBJECT

SYNDROME

“Everything will be great once we get

Facebook”

ull of it...

STORY

What we believe and do

STORY + NEEDS

What we believe and do

What customers

believe and do

= MONEY

What we believe and do

What customers

believe and do

WIN WIN

PAID MEDIA

Renting marketing assets• Brochures• Print ads• Banner ads• Google AdWords

EARNED MEDIA

Building marketing assets• Email list• Great reviews• A great website that works• Social media presence that works• Search engine rank

4. ‘Trip-echo’ / loyalty loop

1. Ad / trigger

3. Website / sale

2. Comparison / reviews

80% of digital spend is here

80% of influence is here

MEASUREMENT

Measuring Listening Stalking

MEASUREMENT

Measuring Listening Stalking

MEASUREMENT

Measuring Listening Stalking

Signup to Google Analytics and get tracking code in your website

Visit your Google Analytics account- ask “so what?”

Set up Google Alerts for your brand, your competitors, key areas of interest

www.google.com/analytics

www.alerts.google.com

Measure social impact of your website and your closest competitors

www.howsociable.comwww.socialmention.com

ACTION

Discover media habits of customers, and where they hang out on the web www.google.com/adplanner

WHAT PEOPLE WANTPersonality-fit• Leisure vs adventure• Make judgements in 3 seconds

User experience• Visit 4 times before booking• Usability critical (40%) vs price (62%)• Easy to navigate (44%)• No errors (22%)• Promos / discounts (21%)• Findability of contact details (15%)

Social proof• User reviews (58%)• User ratings (42%)• Official pictures (35%)• User photos / video (26%)• Official video (8%)

Make it easy to use

Select a tone of voice, pictures etc that ‘speak to your audience

Have a strategy for leveraging reviews and social content

PERSONASBrad

In Brad’s own words:“I just wanna kick back in the sun and get a tan with my girlfriend – no screaming kids”

He’s searching for:• “Beachfront accomodation Freycinet” • “Luxury accomodation Freycinet”

He needs:• Book online – quickly and easily• Critic reviews / recognition• Guarantee / cues of quality

He’s a big user of:• TripAdvisor• iPhone

What are your top 2? Speak to them!

PERSONASDave

In Dave’s own words:“Looking to sneak away with the wife and kids – a bit of an adventure and some fun in Tassie”

He’s searching for:• “Things to do in Freycinet”

He needs:• Book online – quickly and easily• Social proof – user submitted photos, reviews• Entertainment for the kids

He’s a big user of:• Facebook • iPhone

What are your top 2? Speak to them!

3 SECONDS

1. Personality fit 2. Don’t make me think!3. Call to action

Do each of your pages guide the user towards action?

ACTION

90 trillionemails sent in 2010.

• It works• Built on trust, value and relevancy – poor execution can hurt

EMAIL

81%is spam.

CREATE SOME URGENCY = 29% higher email open rate• i.e. 2 days till offer expires, registration ends today, today’s your last chance, free webinar on Nov 11th

MAKE IT EXCLUSIVE = 24% higher open rate• The word ‘exclusive’ or ‘private’, ‘VIP’, ‘for past customers only’, exclusive offer

TIME IT RIGHT = 100% higher open rate• 7am (best) till 9am (at worst)• After 12pm you’ll cut your open rate in half!• 2-touch works best – balance between mindshare and bugging people

1 CALL TO ACTION = 40% higher response rate• Every link in email goes to same place, rather than multiple calls to action

CASH IN ON FACEBOOK JUNKIES = 32% higher open rate• Just mention ‘Facebook’ in subject line – that’s it!

EMAIL GOLD

FROM SOMEONE THEY TRUST = #1 factor in whether they’ll open it• Whether it’s your business name or a staff member’s name, use a ‘from’ name that people will trust

RESPECT YOURSELF = other people respecting you • No unsolicited mail• Only what people signed up for – no surprises

STAY ON SUBJECT = #2 factor in whether they’ll open it• 20 – 50 characters• Capture interest• Avoid ‘spammy’ language – ‘free’, ‘cheap’, ‘crazy deal’

EMAIL GOLD

DELIVER TRUST & VALUE!!

INSIGHTS• Who opened?• Who clicked?• Who bounced?• What times of day / week work best?• Where did they click?• What messages are working?

www.mailchimp.comACTION

IT’S NOT THIS

OR THIS

IT’S THIS

Social tech empowers people to talk about what they want to. Not what you want them to.

HOW?listen attract activate learn harvest

Listen carefully. What are your opportunities?

• SocialMention.com• Google Alerts• HowSociable.com

HOW?listen attract activate learn harvest

Listen carefully. What are your opportunities?

Attract your audience – like busy restaurant

• SocialMention.com• Google Alerts• HowSociable.com

• Strong common interest• What’s valuable?• Incentives to join

HOW?listen attract activate learn harvest

Listen carefully. What are your opportunities?

Attract your audience – like busy restaurant

Get people engaged and active

• SocialMention.com• Google Alerts• HowSociable.com

• Strong common interest• What’s valuable?• Incentives to join

• Give them stuff to play with• Ask questions• Have conversations

HOW?listen attract activate learn harvest

Listen carefully. What are your opportunities?

Attract your audience – like busy restaurant

Get people engaged and active

Learn about people – what do they like?

• SocialMention.com• Google Alerts• HowSociable.com

• Strong common interest• What’s valuable?• Incentives to join

• Give them stuff to play with• Ask questions• Have conversations

• What stuff to they engage with most?

HOW?listen attract activate learn harvest

Listen carefully. What are your opportunities?

Attract your audience – like busy restaurant

Get people engaged and active

Learn about people – what do they like?

Use what you know to get value

• SocialMention.com• Google Alerts• HowSociable.com• search.twitter.com

• Strong common interest• What’s valuable?• Incentives to join

• Give them stuff to play with• Ask questions• Have conversations

• What stuff to they engage with most?• Do experiments – not research

• Drive traffic to your site• Give tools for word of mouth

3 to 1 rule: • 3 conversational, interesting updates with no purpose other than creating engagement (questions, links (not to your site) • Then go for a converting message – still interesting, but its goal is to convert

Listen - www.socialmention.com

Listen - www.search.twitter.com

CASE STUDY

Attract – create valuable

Attract - photos of trips

Activate - FBML application

Learn – what do they like?

Harvest – call to action

Build rep through niche communities

http://www.tripadvisor.in/WidgetEmbed

INTEGRATE

http://developers.facebook.com/docs/reference/plugins/like/

INTEGRATE

ACTION www.google.com/adplannerwww.flowtown.com/blog

www.checkfacebook.com

Where do people talk about stuff? www.howsociable.com

blogs on the Internet.126 million

• A place for regular news, updates and value (at least weekly)• Simple, relaxed, quick, easy and informal• A platform to express thoughts, theories and opinions • A place to build credibility and build a loyal readership• Somewhere to invite discussion and feedback• A powerful marketing channel – traffic, relationships, SEO etc

• A hard sell

WHAT A BLOG IS

WHAT A BLOG ISN’T

Build trust, loyalty, engagement and reputation

WHAT SHOULD I BLOG

Check out www.blogger.com, www.wordpress.com, www.wordpress.org

Take a look at some travel blogs to get an idea what they’re about

Consider a) do I have something valuable to talk about regularly and b) can I commit to it?

ACTION

MICROBLOG

views per day on YouTube.1 billion

MEDIA

Use YouTube to host video

Keyword optimise videos

Link to your site

BRING IT TOGETHER

• Email: scott@necessarygroup.com • Twitter: @scottywoodhouse• LinkedIn: www.au.linkedin.com/in/swoodhouse• Hypescience: www.hypescience.com.au

FOLLOW ME