the art of turning social spectators into destination visitors | rebecca white | #somet15au sunshine...
TRANSCRIPT
![Page 1: The art of turning social spectators into destination visitors | Rebecca White | #SoMeT15AU Sunshine Coast, Australia](https://reader030.vdocuments.site/reader030/viewer/2022032513/55d30390bb61ebab2f8b45a7/html5/thumbnails/1.jpg)
THE ART OF TURNING SOCIAL Spectators into
destination visitors ..……..
![Page 2: The art of turning social spectators into destination visitors | Rebecca White | #SoMeT15AU Sunshine Coast, Australia](https://reader030.vdocuments.site/reader030/viewer/2022032513/55d30390bb61ebab2f8b45a7/html5/thumbnails/2.jpg)
@tourismeschool @becwhite10
REBECCA WHITE DIRECTOR @ TOURISM ESCHOOL
![Page 3: The art of turning social spectators into destination visitors | Rebecca White | #SoMeT15AU Sunshine Coast, Australia](https://reader030.vdocuments.site/reader030/viewer/2022032513/55d30390bb61ebab2f8b45a7/html5/thumbnails/3.jpg)
OUR CHALLENGE
![Page 4: The art of turning social spectators into destination visitors | Rebecca White | #SoMeT15AU Sunshine Coast, Australia](https://reader030.vdocuments.site/reader030/viewer/2022032513/55d30390bb61ebab2f8b45a7/html5/thumbnails/4.jpg)
ENGAGED SOCIAL COMMUNITIES, BUT...
![Page 5: The art of turning social spectators into destination visitors | Rebecca White | #SoMeT15AU Sunshine Coast, Australia](https://reader030.vdocuments.site/reader030/viewer/2022032513/55d30390bb61ebab2f8b45a7/html5/thumbnails/5.jpg)
ENGAGED SOCIAL FAN
VISTING SOCIAL FAN
![Page 6: The art of turning social spectators into destination visitors | Rebecca White | #SoMeT15AU Sunshine Coast, Australia](https://reader030.vdocuments.site/reader030/viewer/2022032513/55d30390bb61ebab2f8b45a7/html5/thumbnails/6.jpg)
BIG GAP!
![Page 7: The art of turning social spectators into destination visitors | Rebecca White | #SoMeT15AU Sunshine Coast, Australia](https://reader030.vdocuments.site/reader030/viewer/2022032513/55d30390bb61ebab2f8b45a7/html5/thumbnails/7.jpg)
![Page 8: The art of turning social spectators into destination visitors | Rebecca White | #SoMeT15AU Sunshine Coast, Australia](https://reader030.vdocuments.site/reader030/viewer/2022032513/55d30390bb61ebab2f8b45a7/html5/thumbnails/8.jpg)
![Page 9: The art of turning social spectators into destination visitors | Rebecca White | #SoMeT15AU Sunshine Coast, Australia](https://reader030.vdocuments.site/reader030/viewer/2022032513/55d30390bb61ebab2f8b45a7/html5/thumbnails/9.jpg)
WHY EMAIL TOTALLY ROCKS
& W H Y Y O U N E E D T O G E T O N B O A R D !
![Page 10: The art of turning social spectators into destination visitors | Rebecca White | #SoMeT15AU Sunshine Coast, Australia](https://reader030.vdocuments.site/reader030/viewer/2022032513/55d30390bb61ebab2f8b45a7/html5/thumbnails/10.jpg)
SOCIAL = NOISY
![Page 11: The art of turning social spectators into destination visitors | Rebecca White | #SoMeT15AU Sunshine Coast, Australia](https://reader030.vdocuments.site/reader030/viewer/2022032513/55d30390bb61ebab2f8b45a7/html5/thumbnails/11.jpg)
EMAIL = QUIET
![Page 12: The art of turning social spectators into destination visitors | Rebecca White | #SoMeT15AU Sunshine Coast, Australia](https://reader030.vdocuments.site/reader030/viewer/2022032513/55d30390bb61ebab2f8b45a7/html5/thumbnails/12.jpg)
BUY NOW SALE ON
ON SALE
FLIGHT DEALs
LAST MINUTE
NOW OPEN
WINTER SALE STAY 4 PaY 3 O
N S
ALE
O
N SALE
ON
SALE
KIDS STAY FREE
SALE ON
![Page 13: The art of turning social spectators into destination visitors | Rebecca White | #SoMeT15AU Sunshine Coast, Australia](https://reader030.vdocuments.site/reader030/viewer/2022032513/55d30390bb61ebab2f8b45a7/html5/thumbnails/13.jpg)
MASSIVE FREE
REACH
![Page 14: The art of turning social spectators into destination visitors | Rebecca White | #SoMeT15AU Sunshine Coast, Australia](https://reader030.vdocuments.site/reader030/viewer/2022032513/55d30390bb61ebab2f8b45a7/html5/thumbnails/14.jpg)
OWN RENT
![Page 15: The art of turning social spectators into destination visitors | Rebecca White | #SoMeT15AU Sunshine Coast, Australia](https://reader030.vdocuments.site/reader030/viewer/2022032513/55d30390bb61ebab2f8b45a7/html5/thumbnails/15.jpg)
Email = most influential owned media channel… when done right! Says Bec from @tourismeschool #SOMET15AU
NOW THAT’S TWEETABLE!
![Page 16: The art of turning social spectators into destination visitors | Rebecca White | #SoMeT15AU Sunshine Coast, Australia](https://reader030.vdocuments.site/reader030/viewer/2022032513/55d30390bb61ebab2f8b45a7/html5/thumbnails/16.jpg)
1 HOW TO totally at email marketing… suck
![Page 17: The art of turning social spectators into destination visitors | Rebecca White | #SoMeT15AU Sunshine Coast, Australia](https://reader030.vdocuments.site/reader030/viewer/2022032513/55d30390bb61ebab2f8b45a7/html5/thumbnails/17.jpg)
WRONG ASSUMPTIONS
![Page 18: The art of turning social spectators into destination visitors | Rebecca White | #SoMeT15AU Sunshine Coast, Australia](https://reader030.vdocuments.site/reader030/viewer/2022032513/55d30390bb61ebab2f8b45a7/html5/thumbnails/18.jpg)
OUR ASSUMPTIONS
SUBSCRIBER
![Page 19: The art of turning social spectators into destination visitors | Rebecca White | #SoMeT15AU Sunshine Coast, Australia](https://reader030.vdocuments.site/reader030/viewer/2022032513/55d30390bb61ebab2f8b45a7/html5/thumbnails/19.jpg)
RE: SALE ON
RE: ON Sale
Re: winter sale
RE: Flight Deal
Re: Stay 4, Pay 3
SUBSCRIBER
![Page 20: The art of turning social spectators into destination visitors | Rebecca White | #SoMeT15AU Sunshine Coast, Australia](https://reader030.vdocuments.site/reader030/viewer/2022032513/55d30390bb61ebab2f8b45a7/html5/thumbnails/20.jpg)
OUR ASSUMPTIONS
REALITY
SUBSCRIBER
![Page 21: The art of turning social spectators into destination visitors | Rebecca White | #SoMeT15AU Sunshine Coast, Australia](https://reader030.vdocuments.site/reader030/viewer/2022032513/55d30390bb61ebab2f8b45a7/html5/thumbnails/21.jpg)
SUBSCRIBER
![Page 22: The art of turning social spectators into destination visitors | Rebecca White | #SoMeT15AU Sunshine Coast, Australia](https://reader030.vdocuments.site/reader030/viewer/2022032513/55d30390bb61ebab2f8b45a7/html5/thumbnails/22.jpg)
UN SUBSCRIBER
![Page 23: The art of turning social spectators into destination visitors | Rebecca White | #SoMeT15AU Sunshine Coast, Australia](https://reader030.vdocuments.site/reader030/viewer/2022032513/55d30390bb61ebab2f8b45a7/html5/thumbnails/23.jpg)
UN-INSPIRING EMAILS
![Page 24: The art of turning social spectators into destination visitors | Rebecca White | #SoMeT15AU Sunshine Coast, Australia](https://reader030.vdocuments.site/reader030/viewer/2022032513/55d30390bb61ebab2f8b45a7/html5/thumbnails/24.jpg)
ûEVENT LIST
TOO GENERAL
TOO FACTUAL
TOO WORDY
![Page 25: The art of turning social spectators into destination visitors | Rebecca White | #SoMeT15AU Sunshine Coast, Australia](https://reader030.vdocuments.site/reader030/viewer/2022032513/55d30390bb61ebab2f8b45a7/html5/thumbnails/25.jpg)
UN SUBSCRIBER
![Page 26: The art of turning social spectators into destination visitors | Rebecca White | #SoMeT15AU Sunshine Coast, Australia](https://reader030.vdocuments.site/reader030/viewer/2022032513/55d30390bb61ebab2f8b45a7/html5/thumbnails/26.jpg)
While email is free and has amazing reach, it must be RELEVANT and ENGAGING before it
will convert any subscribers into visitors.
![Page 27: The art of turning social spectators into destination visitors | Rebecca White | #SoMeT15AU Sunshine Coast, Australia](https://reader030.vdocuments.site/reader030/viewer/2022032513/55d30390bb61ebab2f8b45a7/html5/thumbnails/27.jpg)
2 ROCK YOUR
to build customer love and conversions!
emails
![Page 28: The art of turning social spectators into destination visitors | Rebecca White | #SoMeT15AU Sunshine Coast, Australia](https://reader030.vdocuments.site/reader030/viewer/2022032513/55d30390bb61ebab2f8b45a7/html5/thumbnails/28.jpg)
Success with email comes when you share the RIGHT messages to the RIGHT people at the RIGHT time
![Page 29: The art of turning social spectators into destination visitors | Rebecca White | #SoMeT15AU Sunshine Coast, Australia](https://reader030.vdocuments.site/reader030/viewer/2022032513/55d30390bb61ebab2f8b45a7/html5/thumbnails/29.jpg)
THE RIGHT CUSTOMERS
![Page 30: The art of turning social spectators into destination visitors | Rebecca White | #SoMeT15AU Sunshine Coast, Australia](https://reader030.vdocuments.site/reader030/viewer/2022032513/55d30390bb61ebab2f8b45a7/html5/thumbnails/30.jpg)
IDEAL CUSTOMER
NICHE SEGMENT
TARGET MARKET
![Page 31: The art of turning social spectators into destination visitors | Rebecca White | #SoMeT15AU Sunshine Coast, Australia](https://reader030.vdocuments.site/reader030/viewer/2022032513/55d30390bb61ebab2f8b45a7/html5/thumbnails/31.jpg)
$ Aspires
Issues Values
IDEAL CUSTOMER CLUES
![Page 32: The art of turning social spectators into destination visitors | Rebecca White | #SoMeT15AU Sunshine Coast, Australia](https://reader030.vdocuments.site/reader030/viewer/2022032513/55d30390bb61ebab2f8b45a7/html5/thumbnails/32.jpg)
THE RIGHT CONTENT
![Page 33: The art of turning social spectators into destination visitors | Rebecca White | #SoMeT15AU Sunshine Coast, Australia](https://reader030.vdocuments.site/reader030/viewer/2022032513/55d30390bb61ebab2f8b45a7/html5/thumbnails/33.jpg)
Customer Engagement
Achievement of Goals
The ‘right’ content
![Page 34: The art of turning social spectators into destination visitors | Rebecca White | #SoMeT15AU Sunshine Coast, Australia](https://reader030.vdocuments.site/reader030/viewer/2022032513/55d30390bb61ebab2f8b45a7/html5/thumbnails/34.jpg)
INSPIRE
HELP
STORIES
![Page 35: The art of turning social spectators into destination visitors | Rebecca White | #SoMeT15AU Sunshine Coast, Australia](https://reader030.vdocuments.site/reader030/viewer/2022032513/55d30390bb61ebab2f8b45a7/html5/thumbnails/35.jpg)
To turn email subscribers into visitors we must FIRST inspire, build desire and solve problems.
![Page 36: The art of turning social spectators into destination visitors | Rebecca White | #SoMeT15AU Sunshine Coast, Australia](https://reader030.vdocuments.site/reader030/viewer/2022032513/55d30390bb61ebab2f8b45a7/html5/thumbnails/36.jpg)
CONSUMERS VIEW
![Page 37: The art of turning social spectators into destination visitors | Rebecca White | #SoMeT15AU Sunshine Coast, Australia](https://reader030.vdocuments.site/reader030/viewer/2022032513/55d30390bb61ebab2f8b45a7/html5/thumbnails/37.jpg)
CURATE AND ORGANISE
![Page 38: The art of turning social spectators into destination visitors | Rebecca White | #SoMeT15AU Sunshine Coast, Australia](https://reader030.vdocuments.site/reader030/viewer/2022032513/55d30390bb61ebab2f8b45a7/html5/thumbnails/38.jpg)
![Page 39: The art of turning social spectators into destination visitors | Rebecca White | #SoMeT15AU Sunshine Coast, Australia](https://reader030.vdocuments.site/reader030/viewer/2022032513/55d30390bb61ebab2f8b45a7/html5/thumbnails/39.jpg)
![Page 40: The art of turning social spectators into destination visitors | Rebecca White | #SoMeT15AU Sunshine Coast, Australia](https://reader030.vdocuments.site/reader030/viewer/2022032513/55d30390bb61ebab2f8b45a7/html5/thumbnails/40.jpg)
![Page 41: The art of turning social spectators into destination visitors | Rebecca White | #SoMeT15AU Sunshine Coast, Australia](https://reader030.vdocuments.site/reader030/viewer/2022032513/55d30390bb61ebab2f8b45a7/html5/thumbnails/41.jpg)
OWN REAL ESTATE
GOOGLE LOVE
EVERGREEN CONTENT
LOW COST
![Page 42: The art of turning social spectators into destination visitors | Rebecca White | #SoMeT15AU Sunshine Coast, Australia](https://reader030.vdocuments.site/reader030/viewer/2022032513/55d30390bb61ebab2f8b45a7/html5/thumbnails/42.jpg)
PERSONALISE YOUR CONTENT
![Page 43: The art of turning social spectators into destination visitors | Rebecca White | #SoMeT15AU Sunshine Coast, Australia](https://reader030.vdocuments.site/reader030/viewer/2022032513/55d30390bb61ebab2f8b45a7/html5/thumbnails/43.jpg)
SEGMENTATION Verb: TO DIVIDE SOMETHING INTO SEPARATE PARTS OR SECTIONS TO CREATE RELEVANCY
![Page 44: The art of turning social spectators into destination visitors | Rebecca White | #SoMeT15AU Sunshine Coast, Australia](https://reader030.vdocuments.site/reader030/viewer/2022032513/55d30390bb61ebab2f8b45a7/html5/thumbnails/44.jpg)
EXPERIENCES & REGION
LOCATION
PREVIOUS PURCHASES
![Page 45: The art of turning social spectators into destination visitors | Rebecca White | #SoMeT15AU Sunshine Coast, Australia](https://reader030.vdocuments.site/reader030/viewer/2022032513/55d30390bb61ebab2f8b45a7/html5/thumbnails/45.jpg)
SUBSCRIBER
What interests them?
![Page 46: The art of turning social spectators into destination visitors | Rebecca White | #SoMeT15AU Sunshine Coast, Australia](https://reader030.vdocuments.site/reader030/viewer/2022032513/55d30390bb61ebab2f8b45a7/html5/thumbnails/46.jpg)
![Page 47: The art of turning social spectators into destination visitors | Rebecca White | #SoMeT15AU Sunshine Coast, Australia](https://reader030.vdocuments.site/reader030/viewer/2022032513/55d30390bb61ebab2f8b45a7/html5/thumbnails/47.jpg)
![Page 48: The art of turning social spectators into destination visitors | Rebecca White | #SoMeT15AU Sunshine Coast, Australia](https://reader030.vdocuments.site/reader030/viewer/2022032513/55d30390bb61ebab2f8b45a7/html5/thumbnails/48.jpg)
![Page 49: The art of turning social spectators into destination visitors | Rebecca White | #SoMeT15AU Sunshine Coast, Australia](https://reader030.vdocuments.site/reader030/viewer/2022032513/55d30390bb61ebab2f8b45a7/html5/thumbnails/49.jpg)
![Page 50: The art of turning social spectators into destination visitors | Rebecca White | #SoMeT15AU Sunshine Coast, Australia](https://reader030.vdocuments.site/reader030/viewer/2022032513/55d30390bb61ebab2f8b45a7/html5/thumbnails/50.jpg)
![Page 51: The art of turning social spectators into destination visitors | Rebecca White | #SoMeT15AU Sunshine Coast, Australia](https://reader030.vdocuments.site/reader030/viewer/2022032513/55d30390bb61ebab2f8b45a7/html5/thumbnails/51.jpg)
SUBSCRIBER
They clicked on X, Y and Z
Your email them Re: X, Y & Z
customer behaviour data
![Page 52: The art of turning social spectators into destination visitors | Rebecca White | #SoMeT15AU Sunshine Coast, Australia](https://reader030.vdocuments.site/reader030/viewer/2022032513/55d30390bb61ebab2f8b45a7/html5/thumbnails/52.jpg)
RE: RELEVANT, HELPFUL, INPSIRING UPDATE
RE: RELEVANT, HELPFUL, INPSIRING UPDATE
RE: RELEVANT, HELPFUL, INPSIRING UPDATE
RE: RELEVANT, HELPFUL, INPSIRING UPDATE
RE: RELEVANT SALE ON NOW
@
![Page 53: The art of turning social spectators into destination visitors | Rebecca White | #SoMeT15AU Sunshine Coast, Australia](https://reader030.vdocuments.site/reader030/viewer/2022032513/55d30390bb61ebab2f8b45a7/html5/thumbnails/53.jpg)
SUBSCRIBER
Honey, I’m booking that trip today!
![Page 54: The art of turning social spectators into destination visitors | Rebecca White | #SoMeT15AU Sunshine Coast, Australia](https://reader030.vdocuments.site/reader030/viewer/2022032513/55d30390bb61ebab2f8b45a7/html5/thumbnails/54.jpg)
Jan Feb Mar Apr May Jun Ju l Aug Sep Oct Nov Dec
Always-on, low-cost, desire building and sales conversion campaign for your tourism brand!
EMAIL DONE RIGHT…
![Page 55: The art of turning social spectators into destination visitors | Rebecca White | #SoMeT15AU Sunshine Coast, Australia](https://reader030.vdocuments.site/reader030/viewer/2022032513/55d30390bb61ebab2f8b45a7/html5/thumbnails/55.jpg)
CAPTURING SUBSCRIBERS
![Page 56: The art of turning social spectators into destination visitors | Rebecca White | #SoMeT15AU Sunshine Coast, Australia](https://reader030.vdocuments.site/reader030/viewer/2022032513/55d30390bb61ebab2f8b45a7/html5/thumbnails/56.jpg)
![Page 57: The art of turning social spectators into destination visitors | Rebecca White | #SoMeT15AU Sunshine Coast, Australia](https://reader030.vdocuments.site/reader030/viewer/2022032513/55d30390bb61ebab2f8b45a7/html5/thumbnails/57.jpg)
Comp&&on
![Page 58: The art of turning social spectators into destination visitors | Rebecca White | #SoMeT15AU Sunshine Coast, Australia](https://reader030.vdocuments.site/reader030/viewer/2022032513/55d30390bb61ebab2f8b45a7/html5/thumbnails/58.jpg)
![Page 59: The art of turning social spectators into destination visitors | Rebecca White | #SoMeT15AU Sunshine Coast, Australia](https://reader030.vdocuments.site/reader030/viewer/2022032513/55d30390bb61ebab2f8b45a7/html5/thumbnails/59.jpg)
![Page 60: The art of turning social spectators into destination visitors | Rebecca White | #SoMeT15AU Sunshine Coast, Australia](https://reader030.vdocuments.site/reader030/viewer/2022032513/55d30390bb61ebab2f8b45a7/html5/thumbnails/60.jpg)
3 design to skyrocket engagement + conversions for both mobile & desktop
ROCK YOUR
![Page 61: The art of turning social spectators into destination visitors | Rebecca White | #SoMeT15AU Sunshine Coast, Australia](https://reader030.vdocuments.site/reader030/viewer/2022032513/55d30390bb61ebab2f8b45a7/html5/thumbnails/61.jpg)
![Page 62: The art of turning social spectators into destination visitors | Rebecca White | #SoMeT15AU Sunshine Coast, Australia](https://reader030.vdocuments.site/reader030/viewer/2022032513/55d30390bb61ebab2f8b45a7/html5/thumbnails/62.jpg)
FROM Trusted brand name
SUBJECT LINE Short & engaging
SECOND HEADLINE What to expect
![Page 63: The art of turning social spectators into destination visitors | Rebecca White | #SoMeT15AU Sunshine Coast, Australia](https://reader030.vdocuments.site/reader030/viewer/2022032513/55d30390bb61ebab2f8b45a7/html5/thumbnails/63.jpg)
Short, Sharp & Scanable Visual
![Page 64: The art of turning social spectators into destination visitors | Rebecca White | #SoMeT15AU Sunshine Coast, Australia](https://reader030.vdocuments.site/reader030/viewer/2022032513/55d30390bb61ebab2f8b45a7/html5/thumbnails/64.jpg)
Mobile Responsive Template
ü û
![Page 65: The art of turning social spectators into destination visitors | Rebecca White | #SoMeT15AU Sunshine Coast, Australia](https://reader030.vdocuments.site/reader030/viewer/2022032513/55d30390bb61ebab2f8b45a7/html5/thumbnails/65.jpg)
Optimise Alt Tags
![Page 66: The art of turning social spectators into destination visitors | Rebecca White | #SoMeT15AU Sunshine Coast, Australia](https://reader030.vdocuments.site/reader030/viewer/2022032513/55d30390bb61ebab2f8b45a7/html5/thumbnails/66.jpg)
Optimise Alt Tags
![Page 67: The art of turning social spectators into destination visitors | Rebecca White | #SoMeT15AU Sunshine Coast, Australia](https://reader030.vdocuments.site/reader030/viewer/2022032513/55d30390bb61ebab2f8b45a7/html5/thumbnails/67.jpg)
1 objective only!
Read More >
Book now >
![Page 68: The art of turning social spectators into destination visitors | Rebecca White | #SoMeT15AU Sunshine Coast, Australia](https://reader030.vdocuments.site/reader030/viewer/2022032513/55d30390bb61ebab2f8b45a7/html5/thumbnails/68.jpg)
www.bit.ly/rockyouremails
LIVE EXAMPLE
![Page 69: The art of turning social spectators into destination visitors | Rebecca White | #SoMeT15AU Sunshine Coast, Australia](https://reader030.vdocuments.site/reader030/viewer/2022032513/55d30390bb61ebab2f8b45a7/html5/thumbnails/69.jpg)
5:00:00
![Page 70: The art of turning social spectators into destination visitors | Rebecca White | #SoMeT15AU Sunshine Coast, Australia](https://reader030.vdocuments.site/reader030/viewer/2022032513/55d30390bb61ebab2f8b45a7/html5/thumbnails/70.jpg)
4 MEASURE WHAT matters
to track your success!
![Page 71: The art of turning social spectators into destination visitors | Rebecca White | #SoMeT15AU Sunshine Coast, Australia](https://reader030.vdocuments.site/reader030/viewer/2022032513/55d30390bb61ebab2f8b45a7/html5/thumbnails/71.jpg)
Engagement
![Page 72: The art of turning social spectators into destination visitors | Rebecca White | #SoMeT15AU Sunshine Coast, Australia](https://reader030.vdocuments.site/reader030/viewer/2022032513/55d30390bb61ebab2f8b45a7/html5/thumbnails/72.jpg)
EMAIL ENGAGEMENT ü Opens + Click-Through-Rate
ü What they do once they click through…..
@
![Page 73: The art of turning social spectators into destination visitors | Rebecca White | #SoMeT15AU Sunshine Coast, Australia](https://reader030.vdocuments.site/reader030/viewer/2022032513/55d30390bb61ebab2f8b45a7/html5/thumbnails/73.jpg)
WEBSITE ENGAGEMENT ü Landing Pages from Email “Campaigns”
ü Time on Site / Bounce Rate
ü Average Pages Per Visit
ü Blog social sharing & comments
ü Subscriber growth
![Page 74: The art of turning social spectators into destination visitors | Rebecca White | #SoMeT15AU Sunshine Coast, Australia](https://reader030.vdocuments.site/reader030/viewer/2022032513/55d30390bb61ebab2f8b45a7/html5/thumbnails/74.jpg)
Interest & Sales
![Page 75: The art of turning social spectators into destination visitors | Rebecca White | #SoMeT15AU Sunshine Coast, Australia](https://reader030.vdocuments.site/reader030/viewer/2022032513/55d30390bb61ebab2f8b45a7/html5/thumbnails/75.jpg)
CONVERSIONS ü Goal conversions for referral source “Campaign”
• Contacted You or Operator
• Phoned You or Operator
• Booking Made
![Page 76: The art of turning social spectators into destination visitors | Rebecca White | #SoMeT15AU Sunshine Coast, Australia](https://reader030.vdocuments.site/reader030/viewer/2022032513/55d30390bb61ebab2f8b45a7/html5/thumbnails/76.jpg)
Strategic email marketing + relevant blog content = Visiting social fans!
![Page 77: The art of turning social spectators into destination visitors | Rebecca White | #SoMeT15AU Sunshine Coast, Australia](https://reader030.vdocuments.site/reader030/viewer/2022032513/55d30390bb61ebab2f8b45a7/html5/thumbnails/77.jpg)
KEY TAKEAWAYS Email is highly influential OWNED media channel
Top Priority - Encourage social fans to join your email list Deliver the right content to right people
Optimise your email design Measure what matters
![Page 78: The art of turning social spectators into destination visitors | Rebecca White | #SoMeT15AU Sunshine Coast, Australia](https://reader030.vdocuments.site/reader030/viewer/2022032513/55d30390bb61ebab2f8b45a7/html5/thumbnails/78.jpg)
YOUR ACTION LIST www.tourismeschool.com/somet