Marketing college 2013 final

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For one week each year, tourism industry professionals from all over the Southeast meet at University of North Georgia for the Southeast Tourism Society Marketing College. During the week, students experience a broad-based curriculum of courses designed to teach marketing techniques from all facets of the tourism industry. Hannah Paramore again taught her 3rd year source on digital media supported by VP of accounts - Kate Gallagher. Here are the slides from the 4 hour course.

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Marketing college 2013 final

  1. 1. text www.paramore.is 1
  2. 2. hi www.paramore.is 2
  3. 3. hannah www.paramore.is 3
  4. 4. kate www.paramore.is 4
  5. 5. text www.paramore.is 5
  6. 6. digital agency of record... 6
  7. 7. text 7
  8. 8. text 8
  9. 9. text 9
  10. 10. 10
  11. 11. 4 hours 11
  12. 12. What are we going to do? 1. Concept of Identity and Reputation 2. Content: Where to put it and how to do it 3. Content Exercise 4. A Mobile Moment 5. Tracking: Where to put it and how to do it 6. Tracking Exercise 7. If we have time (or need to kill time): Myth Busting 12
  13. 13. Concept of Identity and Reputation 13
  14. 14. identity 14
  15. 15. other people define us 15
  16. 16. troubled 16
  17. 17. responsible smart fun shymusical kind lazy absent- minded meticulous athletic bookish skinny fat funny stylish artsy sparkle chip off the old block bossy follower troubled messy neatcompulsive 16
  18. 18. 17
  19. 19. 18
  20. 20. I was the responsible one 19
  21. 21. 20
  22. 22. 21
  23. 23. You know, your sister thinks you’re beautiful... 22
  24. 24. But everybody always thought she was the pretty one in the family. 23
  25. 25. 24
  26. 26. identity = who you are 25
  27. 27. reputation - what others think of you 26
  28. 28. 27
  29. 29. 28
  30. 30. shaped by 2 things: 28
  31. 31. shaped by 2 things: What you put out there 28
  32. 32. shaped by 2 things: What you put out there How other people respond to you 28
  33. 33. 12-step classes 29
  34. 34. Stuck on the 1st step 30
  35. 35. 31
  36. 36. admitted we were powerless over __________ and that our lives had become unmanageable 31
  37. 37. admitted we were powerless over my ex’s alcoholism and that our lives had become unmanageable 32
  38. 38. admitted we were powerless over my children’s choices and that our lives had become unmanageable 33
  39. 39. admitted we were powerless over taxes and that our lives had become unmanageable 34
  40. 40. admitted we were powerless over my past and that our lives had become unmanageable 35
  41. 41. admitted we were powerless over the future and that our lives had become unmanageable 36
  42. 42. admitted we were powerless over the natural disaster and that has impacted our community 37
  43. 43. admitted we were powerless over the budget that limits our ability to do all the marketing stuff I want to do 38
  44. 44. and the Internet 39
  45. 45. 40
  46. 46. text 41
  47. 47. text 42
  48. 48. text 42
  49. 49. text 42
  50. 50. text 43
  51. 51. “A brand is no longer what we tell the consumer it is - it is what the consumer tells each other it is.” Scott Cook | Intuit 44
  52. 52. Action: Focus on interesting, compelling, up-to-date content 45
  53. 53. 46
  54. 54. 47
  55. 55. text 48
  56. 56. text brag 48
  57. 57. text brag spy 48
  58. 58. text brag spy gossip 48
  59. 59. text brag spy gossip emote 48
  60. 60. text brag spy gossip emote remember birthdays 48
  61. 61. text 49
  62. 62. text 50
  63. 63. text 51
  64. 64. text 52
  65. 65. 53
  66. 66. Facebook’s Graph Search 54
  67. 67. why do I care? 55
  68. 68. text 56
  69. 69. text 56
  70. 70. text 57
  71. 71. text 57
  72. 72. text My friends who like Carnegie Hall WV 58
  73. 73. text My friends who like Carnegie Hall WV 58
  74. 74. Prediction: More focus on engagement 59
  75. 75. Action: Increase engagement by putting content where engagement is top-of-mind 60
  76. 76. 61
  77. 77. Where’s Your Content? 62
  78. 78. Where’s Your Content? On Your Website? 63
  79. 79. Where’s Your Content? On Your Website? But is it HERE?!? 64
  80. 80. get your content off your site and out to where people are spending their time 65
  81. 81. 66
  82. 82. text 67
  83. 83. text 68
  84. 84. text 69
  85. 85. text 69
  86. 86. text 70
  87. 87. text 70
  88. 88. 71
  89. 89. Break and then an exercise 72
  90. 90. Small Budget Content Ideas 73
  91. 91. Big Budget Content Ideas 74
  92. 92. a mobile moment 75
  93. 93. mobile = devices 76
  94. 94. 77
  95. 95. 78
  96. 96. 79
  97. 97. text 80
  98. 98. text 81
  99. 99. text 82
  100. 100. text 83
  101. 101. by 2014 more than half of web traffic will come from a mobile device 84
  102. 102. text 85
  103. 103. email open rates on smartphones +34% 86
  104. 104. on desktops? down 9.5% 87
  105. 105. 88
  106. 106. So...think mobile first 88
  107. 107. 89
  108. 108. Action: Think responsive design 89
  109. 109. text 90
  110. 110. text 91
  111. 111. text 92
  112. 112. text 93
  113. 113. This is what happens when you use images without web text. 94
  114. 114. text 95
  115. 115. text 96
  116. 116. text 97
  117. 117. tracking 98
  118. 118. 99
  119. 119. email open rate click-through-rate cost-per-impression conversion rate phone calls guide requests 99
  120. 120. your goal is not an open rate 100
  121. 121. your goal is heads in beds 101
  122. 122. your goal is heads in bedticket sales 102
  123. 123. your goal is heads in bedticket salesto make money 103
  124. 124. your goal is heads in bedticket sales_____________ 104
  125. 125. realistic measurable key performance indicators a good goal 105
  126. 126. universally accepted key-performance-indicators 106
  127. 127. • Increased number of brand mentions for a specific product and/or phrase • Increased sales and or buzz during off-season time • Increased share of voice in the market place • Number of Facebook fans • Number of Twitter followers • Increase in check-ins • Influence of followers and fans • Number of YouTube video views • Comments on posts (blog, Facebook updates) • Retweets • Change in search engine rankings Key Performance Indicators • Change in sentiment • Time spent with distributed content • Increase in website traffic • Increase in website referral traffic from social sites to your website • Surveys taken, polls taken • Contest entries • Increase in customer satisfaction • Research and development time saved • Cost savings from traditional advertising • Change in conversion rate • Increased attendance 107
  128. 128. be realistic 108
  129. 129. analytics 109
  130. 130. Look at Your Flowchart 1. Online = $50,000 2. Offline = $50,000 110
  131. 131. Remember Those KPIs? 1. Online = $50,000 - 20,000 heads in beds | $2.50 per head 111
  132. 132. Remember Those KPIs? 1. Online = $50,000 - 20,000 heads in beds | $2.50 per head how much is a head worth? there’s your ROI 112
  133. 133. Remember Those KPIs? 1. Online = $50,000 - 20,000 heads in beds | $2.50 per head how much is a head worth? there’s your ROI 113
  134. 134. Remember Those KPIs? 1. Online = $50,000 - 40,000 email addresses | $1.25 per email what’s the average value of an email address? 114
  135. 135. Remember Those KPIs? 1. Online = $50,000 - 40,000 email addresses | $1.25 per email what’s the average value of an email address? 115
  136. 136. Remember Those KPIs? 1. Online = $50,000 - 40,000 email addresses | $1.25 per email what’s the average value of an email address? 116
  137. 137. determine what your KPI’s are worth 117
  138. 138. then get granular with your analysis 118
  139. 139. Dig Deeper 1. Online = $50,000 - Paid Search Media = $20,000 - Email Marketing = $15,000 - Display Media = $10,000 - Online Creative = $5,000 2. Offline = $50,000 - Print = $20,000 - TV = $30,000 119
  140. 140. Dig Deeper 1. Online = $50,000 - Paid Search Media = $20,000 - Bing = $5,000 - Google = $15,000 120
  141. 141. Get Granular 1. Online = $50,000 - Paid Search Media = $20,000 - Bing = $5,000 - Branded keyword = $2,500 - Summer keyword = $2,500 - Google = $15,000 - Branded keyword = $2,500 - Summer keyword = $2,500 121
  142. 142. Your Tracking Exercise 122
  143. 143. what are your KPIs that you can associate a value to? 123
  144. 144. 124
  145. 145. text 125
  146. 146. text 126
  147. 147. text 127
  148. 148. text 128
  149. 149. text 129
  150. 150. text 130
  151. 151. Action: Use behavioral analytics before AND after you build your new site 131
  152. 152. The promise of the internet: You can know more about your customer than ever. 132
  153. 153. Action: Make a searching and fearless moral inventory of ourselves... 133
  154. 154. ummm...of our digital 134
  155. 155. and be entirely ready to have somebody remove all defects of character... 135
  156. 156. I mean...effectiveness 136
  157. 157. then practice these principles in all of your affairs 137
  158. 158. 138
  159. 159. My website is a dynamic marketing tool, and as such, it will never be finished, and that’s ok. 138
  160. 160. Thank you. 139

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