Best practices in state tourism web sites and social media

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A talk that I gave to IUPUI students on 10 April 2013. This is an export from the reveal.js presentation (so there are formatting issues.)

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Best practices in state tourism web sites and social media

  1. 1. BEST PRACTICES INSTATE TOURISMWEB SITES AND SOCIAL MEDIA
  2. 2. RANDY OEST WILLIAMS RANDALL MARKETING(Designer, developer, user experience expert, content strategist)
  3. 3. THE CENTER OF EVERYTHING IS PEOPLE Not users, visitors, etc.
  4. 4. IN TOURISM THERE ARE GENERALLY TWO TYPES OF PEOPLELOOKERS & BOOKERS
  5. 5. BEGIN WITH RESEARCHReview Analytics (if you have em)Conduct SurveysDo Interviews
  6. 6. REVIEW ANALYTICSWhat are people interested in? Where are they coming from?
  7. 7. CONDUCT SURVEYSThere is an art to writing good questions.Use clear language that avoids jargon.Avoid leading questions and dont make assumptions.
  8. 8. DO INTERVIEWSFor more extensive information, conduct interviews.Can be done in person, over the internet. There isfrequently a shared screen involved.Usually involve a reward, typically a gift card.
  9. 9. SURVEYS VSINTERVIEWS
  10. 10. NOW THAT YOUVEGATHERED YOUR INFORMATION...
  11. 11. DEVISE A PLAN
  12. 12. PROVIDE FEATURES THAT PEOPLE WANT Things To Do Lodging Food and Drink Events Calendar Discounts
  13. 13. GETTING EXTRA VALUEOUT OF YOUR CONTENT
  14. 14. TRIP IDEASMerges together various sections(things to do, lodging, events, etc.).
  15. 15. AND IT TELLS A STORY
  16. 16. HOW TO GET YOURMESSAGE TO PEOPLE?
  17. 17. RESPONSIVE WEB SITE VSSEPARATE MOBILE WEB SITE VS A NATIVE MOBILE APP
  18. 18. RESPONSIVE WEB SITEPRO: One site that adapts to everyones device CON: Content is less targeted to context
  19. 19. EXAMPLESUPER46.COM
  20. 20. SEPARATE MOBILE WEB SITE PRO: Focused content on contextCON: Two Web sites to keep updated
  21. 21. EXAMPLEVISITINDIANA.COM
  22. 22. NATIVE MOBILE APP PRO: A place in the users app list.CON: Needs a compelling reason to exist.
  23. 23. YOUVE LAUNCHED YOUR WEB SITE
  24. 24. NOW THE REAL WORK BEGINS
  25. 25. KEEP YOUR CONTENT FRESHSearch Engine Rankings favor Web sites that are active.
  26. 26. MONITOR YOUR ANALYTICS It can provide valuable insight. And sometimes surprise you...
  27. 27. HOW A MINOR FEATURE BECAMEA MAJOR SUCCESS
  28. 28. BEST OF INDIANA
  29. 29. ANALYTICAL TOOLS ARE ROBUSTTrack engagment, goals, and conversions.
  30. 30. TEST YOUR STRATEGIESTest, test test test more and test.
  31. 31. WHAT IS THE BEST WAY TOGET PEOPLE TO SIGN UP FOR YOUR EMAIL LIST?
  32. 32. BLOGS & SOCIAL MEDIA
  33. 33. ARTICLES THAT TELL A STORY Write a compelling headline Have a voice Divide into digestable chunks
  34. 34. A PICTURE IS WORTH A THOUSAND WORDS, SO BE VISUAL
  35. 35. HAVE A DISTINCT CALL TO ACTIONGet a visitors guide, sign up for our email list, etc.
  36. 36. SPEAKING OF CALLS TO ACTION... Book A Hotel Room, Reserve a Table, etc... Email signup on every page Push to explore more content Sharing widgets
  37. 37. BE WISE ABOUT SHARING WIDGETS.IT IS EASY TO OVERDO IT.
  38. 38. SOCIAL MEDIA IS ENGAGING WITH PEOPLE Not followers, subscribers, etc.
  39. 39. CREATE CONTENT THAT ENGAGES Be interesting and relevant.
  40. 40. POST FREQUENTLY, BUT NOT TOO FREQUENTLYFinding the sweet spot is an art, not a science
  41. 41. MORNINGS ARE BETTER THAN EVENINGS.
  42. 42. KEEP IT CONCISE80-140 characters maxDont forget the visuals!
  43. 43. Oreo Cookie Follow @OreoPower out? No problem. pic.twitter.com/dnQ7pOgC1:48 AM - 04 Feb 1316,056 RETWEETS 6,219 FAVORITES “
  44. 44. Power out? No problem. twitter.com/Oreo/status/29…— Oreo Cookie (@Oreo) February 4, 2013 ”
  45. 45. MORE THAN 14,000 RETWEETSMORE THAN 20,000 LIKES ON FACEBOOK
  46. 46. TAKE AWAY POINTS Research Plan Create and Engage Measure and Test Repeat
  47. 47. THANK YOU

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