sunday education_destination marketing_content going viral_michael heipel
DESCRIPTION
Strategies to make sure your messages are being shared on social media - add value both to your customers AND your bottom line. Social media and content marketing are here to stay. While many destination marketers have been experimenting with social technologies, we are now entering a phase where the impact of our social endeavours needs to become clear, with measurable results. This session takes a deeper look at the most important fuel for social success: Content!Starting with an overview of current trends regarding viral campaigning on Facebook, Twitter, YouTube, blogs, Instagram etc., the session highlights strategic implications that destination marketers may bear in mind when designing their editorial strategies. It integrates highlight examples from outstanding CVB's and DMO's that have created successful campaigns on social media, in speed dating style for maximum inspiration and sharing of experiences! Wrapping up, the session will depict hands-on tips that can be implemented right away by destination marketing professionals: Finding 'hot' content, creating and executing campaigns with sustainable impact and measuring the results.TRANSCRIPT
#ICCAWorld iccaworld.com
Session code:
53rd ICCA Congress
Content going viral!
Strategies to make sure your messages get shared -‐ and add value both to your customers AND your bo:om line
SE01
Overview
Content and Viral Marketing Trends Strategic Implications for Destination Marketing Case studies Toronto CVB Meet Mr. Holland
Wrap-up: 10 Hands-on Tips
Pic: www.flickr.com/photos/nostalgifabriken/6860462642/
What is Content Marketing?
„The overarching practice of using information and entertainment to promote a brand or a product“ (or a cause, a destination...) Source: Contently
Percentage of B2B Marketers Using Content Marketing
(North America
93% use content marketing
2014 B2B Content Marketing Trends – North America: Content Marketing Institute / Marketing Profs
7% don‘t use content marketing
Screenshot from Youtube video: Mark Zuckerberg taking the Ice Bucket Challenge
1,2 Mn. Videos uploaded to Facebook 2,2 Mn Twitter mentions
100 Mn USD additional donations (Source: NYT)
Started with 50 girlfriends newsletter
1,5 Mn newsletter subscribers after a short while
My Little box: 10 EUR/month, 80.000 subscribers
Digital marketing programs receive more spendings Social Media, Content marketing and Email in the lead
0 5 10 15 20 25 30 35 40
Social Media Marketing
Content Marketing
Email Marketing
Search Engine Optimization
Display Advertsiing
Mobile Advertising
Digital Video Advertising
Paid Search
Referral Marketing
Affiliate Marketing
Share of respondents likely to spend more (Percent)
www.research.gigaom.com study published in June 2014
What Are The Challenges Of Content Marketing?
We now live in the information age!
NYT: The psychology of sharing
We share MORE content
From MORE sources
With MORE people
MORE often
MORE quickly
Content Explosion Brian Boland, Head of Ads Product Marketing at Facebook „The average Facebook user could potentially be exposed to 1.500 news updates on their timeline – every time they log into Facebook“
www.flickr.com/photos/markchadwick/14533358719
Phenomena Upworthy, Buzzfeed, Heftig.co and others Viral rockstars, but not everything performs
56 % of Upworthy posts don‘t break 10k views 1,9% have reached 300k views 0,7% have broken 500k views
and only 5 posts have broken 1.000.000 views!
Just lucky punches or good planning?
Pic: www.flickr.com/photos/sadjina/4099877085/
Strategic implications for destination marketeers
How do you measure the success of your content marketing? Most important KPIs
# Newsletter subscribers
# RFPs
Page views
Social Sharing
# of comments
Pic: www.flickr.com/photos/pagedooley/5283257753
What is the core message that you want to support? Switzerland get natural Slovenia Meetings. Taste fresh ideas Frankfurt CVB – Planning with Pleasure I Amsterdam
Why do people share stuff? The New York Times Customer Insight Group „The Psychology of Sharing“
To bring valuable and entertaining content to others"""""
carefully consider how the information they share will be useful to the recipient"
" "
"say sharing allows them to inform others of products "
they care about and potentially change opinions "or encourage action
94%
49%
To define ourselves to others """share to give people a better sense of who they are and what they care about 68%
To grow and nourish our relationships""""""
share information because it helps them connect "with others who share their interests
73%
Appeal to your customers’ motivation to connect with each other It is all about them, not you!
Pic: www.flickr.com/photos/kalexanderson/6667747963/"
Keep it simple... and it will get shared… and it won't get muddled Easy to read, easy to share
Pic: www.flickr.com/photos/dmelchordiaz/9454509652/
Appeal to their sense of humor Fun, emotional, scary, exciting, surprising, anecdotal experiences
Pic: www.flickr.com/photos/light_seeker/6119578069/
Source: IPA Institute of Practicioners in Advertising Research
Good news beats bad on social networks John Tierney, NYT, March 2013
Aim for evergreen content Lists, education, overviews
Pic: www.flickr.com/photos/x-ray_delta_one/4464129648/
Visual Content Marketing
Images beat text
Video beats images
http://www.youtube.com/watch?v=16ihUm1gaWw
http://www.youtube.com/watch?v=aj8NIcctKac&list=UUCuxbmHlGQBfaUAh
XGp7NCA
Who will create the content?
In-house teams
Agencies
Bloggers
UGC
Brand ambassadors
Your clients
Pic: www.flickr.com/photos/marcobellucci/3534516458/
Who do you target? Identify your influencers: Planners, media, bloggers... Create buyer personas
https://www.flickr.com/photos/inkstains/10576483144/
Case studies
Wrap-up: 10 hands-on tips to get your content marketing rolling!
1 – Fail early, fail often, fail cheap!
www.flickr.com/photos/thomasletholsen/8373437317/
2 – Copy with pride, and give credit
Pic: www.flickr.com/photos/kioan/3518691708/
3 – Create shareable images
4 – Motivate your clients to share their impressions
1888 Hotel, Sydney" www.1888hotel.com.au
5 – Educate your clients how to use content marketing
6 – Create a lot of video content Screencasts
Browser-based movie creation
Adobe Voice
Mobile phone video capture
Pic: www.flickr.com/photos/jiscimages/436307911/
7 – Create interactive infographics
http://goanimate.com/
8 – Find free photos that you can use to illustrate your posts
9 – Cross-post as widely as possible
10 – Re-purpose, re-package, re-use content already created
http://www.youtube.com/watch?v=NJnP2wsgnoA
