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Stretch your Marketing Budget: ESTC
Stretch your Marketing Budget: ESTC
Stretch your Marketing Budget: ESTC
Stretch your Marketing Budget: ESTC
Stretch your Marketing Budget: ESTC
Stretch your Marketing Budget: ESTC
Stretch your Marketing Budget: ESTC
Stretch your Marketing Budget: ESTC
Stretch your Marketing Budget: ESTC
Stretch your Marketing Budget: ESTC
Stretch your Marketing Budget: ESTC
Stretch your Marketing Budget: ESTC
Stretch your Marketing Budget: ESTC
Stretch your Marketing Budget: ESTC
Stretch your Marketing Budget: ESTC
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Stretch your Marketing Budget: ESTC

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Learn how to get more value from your marketing by using simple web tools. Interactive session presented at Eco-tourism and Sustainable Tourism Conference, ESTC 2011, Terry Rachwalski CMC Tartan Group …

Learn how to get more value from your marketing by using simple web tools. Interactive session presented at Eco-tourism and Sustainable Tourism Conference, ESTC 2011, Terry Rachwalski CMC Tartan Group PR

Published in: Business, Technology
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  • 57% of people have joined a social network 73% of active online users have read a blog More than 400 million Facebook users 13 Billion photos on Facebook and Flickr 161 Million visits per month on Twitter 133 Million blogs
  • Transcript

    • 1.
      • Stretching Your Marketing Budget Marketing and PR for Tourism
      September 21, 2011
    • 2.
      • Moderator:
      • Deirdre Campbell, Tartan Group
      • [email_address] @tartangroup
      • Panel Members:
      • Vicky Hastings
      • Maxwell PR, Theme: PR, advertising and email marketing
      • [email_address] @vickyhastings
      • Andy Crestodina
      • Orbit Media, Theme: SEO
      • [email_address] @orbiteer
      • Terry Rachwalski
      • Front Porch Perspectives, Theme: Social media
      • [email_address] @consultingmania
      Stretching Your Marketing Budget
    • 3.
      • 1. Panel Discussion
        • 5-minute introduction
        • 5-minute topical presentation from panel members
          • PR, advertising and email marketing – Vicky
          • What is SEO and why you should care – Andy
          • Social media tools, tricks and tips - Terry
      • 2. Small Group Conversations
        • 3 15-minute roundtable discussions on each theme
        • Key learnings
        • Take aways
      What To Expect
    • 4. PR: Spark Interest via Active Language SEEtheWILD Swim with turtles and touch a whale on your next vacation. Like us and learn about eco-friendly adventure travel.
    • 5. Ads: Tell Your Story Visually
    • 6. Email: Deliver What Consumers Want
      • Readership Survey
      • Most want to hear from Astoria more often
      • 52% would like monthly e-news
      • 72% also Like Astoria on Facebook
      • Discounts are of great interest
      • F ormat Changes
      • Better integration of newsletter and Facebook
      • Quarterly multi-story newsletter
      • Monthly event e-blasts
      • Bi-monthly event planning email
    • 7. Search Engine Optimization
      • Importance of search engine optimization, definitions
      • Keyphrases – search volume, competition
      • Writing (on page SEO) – title tags, headers, body text, links, meta
      • Linking (off page SEO) – partners, directories, etc.
      • Resources
        • Google AdWords Keyword Tool
        • Google Insights
        • Open Site Explorer
        • Google Analytics
    • 8. Keyphrase Research
      • Search Volume : How many people are searching for that?
      • Competition : How many sites are trying to rank for that?
      • Relevance : If a visitor finds me for that phrase, how happy will they be?
    • 9. On-Page SEO: Writing
      • Keyphrase Frequency : How often does the phase appear?
      • Keyphrase Prominence : How close to the front (or the top) does the phrase appear?
      • Location, Location, Location : Title tags, Headers (H1 – H6), body text, Meta tags
    • 10. Off-Site SEO: Link Building
      • Quality: Some links are worth more that others (PageRank, Domain Authority)
      • Targets: Partners, Directories, Association, Guest Blogs, etc.
      • Anchor Text: Does the target phrase appear in the link itself?
    • 11.
      • Be fearless, get started!
      • Roll up your sleeves, fail forward
      • Find your voice
      • Be you
      • Be appropriate for media:
      • Blog vs. twitter vs. Facebook
      • Find your ROI
        • 1.) Integrated communications strategy
        • 2.) Technology is a tool
        • 3.) Step it up into marketing…
      Social Media
    • 12.
      • Free Tools – is free really free?
      • Facebook Free Apps; Promos, Iwipa
      • Third party apps: trip advisor, mail chimp
      • Premium Tools – the tool vs concept
        • 1.) Paid vs Free: the learning curve
        • Wildfire Apps
        • Involver
        • North Social
      Facebook Enhancements
    • 13. Inspire and Reward
    • 14.
      • Monitoring/community management - free tools
      • Tweet Reach, Followerwonk
      • SocialMention.com
      • Hootsuite
      • Premium Tools
        • 1.) SocialReport.com
        • 2.) Radian 6, Heartbeat
        • 3.) Agency:
        • Meltwater Buzz,
        • Brandwatch,
        • Mediavantage,
        • MediaMiser
      Measure and Optimize
    • 15.
      • What did we learn?
      • - PR, advertising and email marketing - Vicky
        • What is SEO and why you should care - Andy
        • Social media tools, tricks and tips - Terry
      • What are our take aways?
      Stretching your marketing budget; Marketing and PR for Tourism

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