May 12, 2011Integrated Digital Strategy for Hospitality
WelcomeJeWilliams@VisitIndiana.com       317.232.8897       @VisitIndiana    @JeremyAWilliams
What is Visit Indiana?• Leisure tourism marketing arm for the State of Indiana• Staff of six• Stand-alone agency reporting...
What will we talk about today?
Headline Here• Copy points here copy points here  •Sub text here• Copy points here copy points here• Copy points here copy...
TripAdvisor• Among top travel review sites in the world• Members post reviews of hotels, restaurants, attractions• VERY im...
Create Account, Claim Business, Respond:
Blog Stats - 2011     • Website regularly updated with copy, images     video…commonly in reverse chronological order1    ...
Why Should I Blog?• Search Engines love frequent and recent content   •56% of Indiana Insider Blog traffic via Search in 2...
Headline Here• Copy points here copy points here  •Sub text here• Copy points here copy points here• Copy points here copy...
Which platform to choose?
Engage:• Set up email subscriptions for your blog   • feedburner.google.com• Email your mailing list telling them about yo...
Measure:• Many different ways to measure   • Analytics platform: Google Analytics, WebTrends, Yahoo Analytics   • Most blo...
What to track?
• Copy points here copy points here  •Sub text here• Copy points here copy points here• Copy points here copy points here ...
Facebook Stats - 2011         • Nearly 600 million users         • 50% of our active users log on any given day         • ...
Facebook.com/PageHeadline Here• Copy points here copy points here  •Sub text here• Copy points here copy points here• Copy...
Headline Here
Engage• Giveaways/Contests• Ask questions• Answer questions• Interact• Share relevant info• Develop relationship
Facebook Ads               • Target exactly who you               want as fans               • Inexpensive way to gain    ...
Measure: Facebook Insights  • Copy points here copy points here    •Sub text here  • Copy points here copy points here  • ...
Twitter Stats - 2011         • 5 years old         • 200 million users1         • Took 3+ years to reach 1B tweets (Mar ‘0...
• Copy points here copy points here  •Sub text here• Copy points here copy points here• Copy points here copy points here ...
Social Media Management tools                        TweetDeck             HootSuite              • 200 million users1    ...
40% of Tweets from Mobile Devices   1Sources: 1. CES 2011 (Mashable.com)
Engage• Listen first• Ask questions• Answer questions• Interact• Share relevant info• Use for customer service• Develop re...
Measure:• @ Mentions and Direct Messages• Retweets (how many times were you retweeted?)• Inbound links to your website via...
Headline Here• Copy points here copy points here  •Sub text here• Copy points here copy points here• Copy points here copy...
YouTube Stats - 2011         • More than 35 hours of video uploaded every minute1         • YouTube is the second largest ...
Channel Page • Copy points here copy points here   •Sub text here • Copy points here copy points here • Copy points here c...
Engage:• Create interesting and engaging videos   • Behind-the-scenes, tips and tricks, insider information• Easily embed ...
Measure: YouTube Insight  • Copy points here copy points here    •Sub text here  • Copy points here copy points here  • Co...
• Copy points here copy points here  •Sub text here• Copy points here copy points here• Copy points here copy points here ...
Flickr Stats - 2011              • More than 5 Billion photos1              • One of the most popular photo sharing sites ...
Collections• Copy points here copy points here  •Sub text here• Copy points here copy points here• Copy points here copy p...
Flickr Group• Copy points here copy points here  •Sub text here• Copy points here copy points here• Copy points here copy ...
Engage:• Create Group• Search for photos of your area or attraction• Invite user to share photo with group• Push out favor...
Measure:• Copy points here copy points here  •Sub text here• Copy points here copy points here• Copy points here copy poin...
• Copy points here copy points here  •Sub text here• Copy points here copy points here• Copy points here copy points here ...
Foursquare Stats - 2011• Location Based Network   • 100% fueled by mobile• 8 million users• Businesses can offer discounts...
Getting Started• Brick & Mortar   • Claim Your Location   • Offer discounts for loyal customers• CVB/Association   • Creat...
What is a QR code?• 2D scannable image that can bridge online withtraditional mediums  • Print, TV, Outdoors• User with sm...
Outdoor
Print
Important!     QRs MUST send users to     a mobile website/page
Engage:• Use in traditional media• Use to provide more information   • Link to video about behind-the-scenes in a museum  ...
Measure:• Tricky• Some paid QR creation sites provide analytics• Turn any link into a QR code for free w/minimal stats:   ...
Advertise on VisitIndiana.com             • 636,000 visitors in 2010             • 71% of VI.com visitors are planning to ...
Free Opportunities:• Discount Coupons/Packages• Trip Ideas• Event Listings• Find out more at Tourism.IN.gov   • Click on A...
Resources• Presentation: bit.ly/IOTD-Laf-SocialMedia• ExactTarget Research: bit.ly/TTC-SFF• Tourism Tech Corner: VisitIndi...
Questions?JeWilliams@VisitIndiana.com       317.232.8897       @VisitIndiana    @JeremyAWilliams
Integrated Digital Strategy for Hospitality and Tourism - (Lafayette, IN - 2011.05.12)
Integrated Digital Strategy for Hospitality and Tourism - (Lafayette, IN - 2011.05.12)
Integrated Digital Strategy for Hospitality and Tourism - (Lafayette, IN - 2011.05.12)
Integrated Digital Strategy for Hospitality and Tourism - (Lafayette, IN - 2011.05.12)
Integrated Digital Strategy for Hospitality and Tourism - (Lafayette, IN - 2011.05.12)
Integrated Digital Strategy for Hospitality and Tourism - (Lafayette, IN - 2011.05.12)
Integrated Digital Strategy for Hospitality and Tourism - (Lafayette, IN - 2011.05.12)
Integrated Digital Strategy for Hospitality and Tourism - (Lafayette, IN - 2011.05.12)
Integrated Digital Strategy for Hospitality and Tourism - (Lafayette, IN - 2011.05.12)
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Integrated Digital Strategy for Hospitality and Tourism - (Lafayette, IN - 2011.05.12)

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Presentation for Lafayette/West Lafayette Convention & Visitors Bureau on May 12, 2011 about Integrated Digital Strategy for Hospitality and Tourism entities

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Integrated Digital Strategy for Hospitality and Tourism - (Lafayette, IN - 2011.05.12)

  1. 1. May 12, 2011Integrated Digital Strategy for Hospitality
  2. 2. WelcomeJeWilliams@VisitIndiana.com 317.232.8897 @VisitIndiana @JeremyAWilliams
  3. 3. What is Visit Indiana?• Leisure tourism marketing arm for the State of Indiana• Staff of six• Stand-alone agency reporting to Lt. Gov. Skillman• Current budget of $2.4 million in state funds• Have used social media in marketing mix since 2007• VisitIndiana.com
  4. 4. What will we talk about today?
  5. 5. Headline Here• Copy points here copy points here •Sub text here• Copy points here copy points here• Copy points here copy points here •Sub text here
  6. 6. Headline Here• Copy points here copy points here •Sub text here• Copy points here copy points here• Copy points here copy points here •Sub text here
  7. 7. TripAdvisor• Among top travel review sites in the world• Members post reviews of hotels, restaurants, attractions• VERY important for hospitality industry
  8. 8. Create Account, Claim Business, Respond:
  9. 9. Blog Stats - 2011 • Website regularly updated with copy, images video…commonly in reverse chronological order1 • Many of the websites you visit now are technically blogs • Lines between blog/website are increasingly more blurry • Platforms like WordPress can enable you to blog and are capable of being a complete CMS websiteSources: 1. wikipedia.org
  10. 10. Why Should I Blog?• Search Engines love frequent and recent content •56% of Indiana Insider Blog traffic via Search in 2010• Easily updated with up-to-date info• Once it’s up, very easy to manage
  11. 11. Headline Here• Copy points here copy points here •Sub text here• Copy points here copy points here• Copy points here copy points here •Sub text here
  12. 12. Which platform to choose?
  13. 13. Engage:• Set up email subscriptions for your blog • feedburner.google.com• Email your mailing list telling them about your blog• Include snippets in emails to consumers/partners• Push out via Facebook and Twitter
  14. 14. Measure:• Many different ways to measure • Analytics platform: Google Analytics, WebTrends, Yahoo Analytics • Most blog platforms have some analytics• In-platform analytics: already set up, less detailed• External analytics: takes time to set up, very detailed
  15. 15. What to track?
  16. 16. • Copy points here copy points here •Sub text here• Copy points here copy points here• Copy points here copy points here •Sub text here
  17. 17. Facebook Stats - 2011 • Nearly 600 million users • 50% of our active users log on any given day • Average user has 130 friends • People spend over 700 billion minutes/month on FB • Roughly 20 hours/month per user •Users average 23 minutes per Facebook session • Avg. user connected to 80 community pages, groups and eventsSources: All stats from facebook.com
  18. 18. Facebook.com/PageHeadline Here• Copy points here copy points here •Sub text here• Copy points here copy points here• Copy points here copy points here •Sub text here
  19. 19. Headline Here
  20. 20. Engage• Giveaways/Contests• Ask questions• Answer questions• Interact• Share relevant info• Develop relationship
  21. 21. Facebook Ads • Target exactly who you want as fans • Inexpensive way to gain fans • Purchase Pay-per-Click, not Impressions
  22. 22. Measure: Facebook Insights • Copy points here copy points here •Sub text here • Copy points here copy points here • Copy points here copy points here •Sub text here
  23. 23. Twitter Stats - 2011 • 5 years old • 200 million users1 • Took 3+ years to reach 1B tweets (Mar ‘06-May ’09)2 • Now 1B tweets are sent in just one week2 • Twitter users are the most influential online customers, their influence spreads across all areas of the internet.3Sources: 1. bbc.co.uk; 2. blog.twitter.com ; 3. ExactTarget SFF Research (2010)
  24. 24. • Copy points here copy points here •Sub text here• Copy points here copy points here• Copy points here copy points here •Sub text here
  25. 25. Social Media Management tools TweetDeck HootSuite • 200 million users1 •Sub text here • Copy points here copy points here • Copy points here copy points here •Sub text hereSources: 1. bbc.co.uk
  26. 26. 40% of Tweets from Mobile Devices 1Sources: 1. CES 2011 (Mashable.com)
  27. 27. Engage• Listen first• Ask questions• Answer questions• Interact• Share relevant info• Use for customer service• Develop relationship
  28. 28. Measure:• @ Mentions and Direct Messages• Retweets (how many times were you retweeted?)• Inbound links to your website via Twitter • Requires web analytics package like Google Analytics/WebTrends
  29. 29. Headline Here• Copy points here copy points here •Sub text here• Copy points here copy points here• Copy points here copy points here •Sub text here
  30. 30. YouTube Stats - 2011 • More than 35 hours of video uploaded every minute1 • YouTube is the second largest US Search Engine2Sources: 1. youtube.com; 2.Mashable.com
  31. 31. Channel Page • Copy points here copy points here •Sub text here • Copy points here copy points here • Copy points here copy points here •Sub text here
  32. 32. Engage:• Create interesting and engaging videos • Behind-the-scenes, tips and tricks, insider information• Easily embed videos in websites and blogs• Include links to videos in email• Share videos on Facebook and Twitter
  33. 33. Measure: YouTube Insight • Copy points here copy points here •Sub text here • Copy points here copy points here • Copy points here copy points here •Sub text here
  34. 34. • Copy points here copy points here •Sub text here• Copy points here copy points here• Copy points here copy points here •Sub text here
  35. 35. Flickr Stats - 2011 • More than 5 Billion photos1 • One of the most popular photo sharing sites • In 3.5 years, VisitIndiana has >10,000 photos in groupSources: 1. blog.flickr.net;
  36. 36. Collections• Copy points here copy points here •Sub text here• Copy points here copy points here• Copy points here copy points here •Sub text here
  37. 37. Flickr Group• Copy points here copy points here •Sub text here• Copy points here copy points here• Copy points here copy points here •Sub text here
  38. 38. Engage:• Create Group• Search for photos of your area or attraction• Invite user to share photo with group• Push out favorite photos via Facebook, Twitter.
  39. 39. Measure:• Copy points here copy points here •Sub text here• Copy points here copy points here• Copy points here copy points here •Sub text here
  40. 40. • Copy points here copy points here •Sub text here• Copy points here copy points here• Copy points here copy points here •Sub text here
  41. 41. Foursquare Stats - 2011• Location Based Network • 100% fueled by mobile• 8 million users• Businesses can offer discounts/badges to visitors• The new ‘loyalty card’
  42. 42. Getting Started• Brick & Mortar • Claim Your Location • Offer discounts for loyal customers• CVB/Association • Create account, add tips to partners/members
  43. 43. What is a QR code?• 2D scannable image that can bridge online withtraditional mediums • Print, TV, Outdoors• User with smartphone scans QR code • Sent to website • Get contact information • ‘Like’ a Facebook page
  44. 44. Outdoor
  45. 45. Print
  46. 46. Important! QRs MUST send users to a mobile website/page
  47. 47. Engage:• Use in traditional media• Use to provide more information • Link to video about behind-the-scenes in a museum • Link to trail map at a walking trail • Link to mobile-ready coupons at an in-store display • Link to mobile site in a print ad
  48. 48. Measure:• Tricky• Some paid QR creation sites provide analytics• Turn any link into a QR code for free w/minimal stats: • bit.ly • goo.gl• Accurate tracking requires appending trackingdata to your links that your Analytics package canread• Not hard to do, just requires time
  49. 49. Advertise on VisitIndiana.com • 636,000 visitors in 2010 • 71% of VI.com visitors are planning to travel to IN1 • 50% of VI.com visitors actually visit Indiana1 • Many free opportunitiesSources: 1. TNS – Dec. 2008
  50. 50. Free Opportunities:• Discount Coupons/Packages• Trip Ideas• Event Listings• Find out more at Tourism.IN.gov • Click on Ad Portal 2011 to get started
  51. 51. Resources• Presentation: bit.ly/IOTD-Laf-SocialMedia• ExactTarget Research: bit.ly/TTC-SFF• Tourism Tech Corner: VisitIndiana.com/TechCorner
  52. 52. Questions?JeWilliams@VisitIndiana.com 317.232.8897 @VisitIndiana @JeremyAWilliams

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