tourism tasmania digital coach live sessions - digital marketing
DESCRIPTION
Here's the slides from my Digital Coach live sessions in Hobart, Launceston and Burnie - thanks to everyone that came! Be sure to get in touch with me on [email protected] if you have any questions.TRANSCRIPT
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
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: [email protected] • Twitter: @scottywoodhouse• LinkedIn: www.au.linkedin.com/in/swoodhouse• Hypescience: www.hypescience.com.au
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