ESTC 2011 Presentation "Stretching Your Marketing Budget"

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Ecotourism and Sustainable Tourism Conference (ESTC) (http://www.ecotourismconference.org) Presentation "Stretching Your Marketing Budget: Green Marketing & PR for Tourism" - …

Ecotourism and Sustainable Tourism Conference (ESTC) (http://www.ecotourismconference.org) Presentation "Stretching Your Marketing Budget: Green Marketing & PR for Tourism" -
How do ecotourism and sustainable tourism businesses find the right marketing opportunities and innovative approaches that maximize their marketing dollar?Moderated by: Deirdre Campbell, President and Chief Development Officer, The Tartan Group. Speakers: Vicky Hastings, Managing Director, Maxwell PR; Andy Crestodina, Principal, Orbit Media; Terry Rachwalski, President, Front Porch Perspectives

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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

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  • 1. This presentation was presented at the Ecotourism and Sustainable Tourism Conference 2011 (ESTC 2011) , held in Hilton Head Island, South Carolina, USA, from September 19 th -21 st . Organized by The International Ecotourism Society (TIES), the ESTC is a unique annual conference providing practical solutions to advance sustainability goals for the tourism industry. Learn more about the ESTC: http://www.ecotourismconference.org ESTC on Twitter: http://www.twitter.com/ESTC_Tourism ESTC on Facebook: http://www.facebook.com/ESTC.Tourism The International Ecotourism Society | web www.ecotourism.org email info@ecotourism.org | tel +1 202 506 5033
  • 2.
    • Stretching Your Marketing Budget Marketing and PR for Tourism
    September 21, 2011
  • 3.
    • 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
  • 4.
    • 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
  • 5. 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.
  • 6. Ads: Tell Your Story Visually
  • 7. 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
  • 8. 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
  • 9. 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?
  • 10. 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
  • 11. 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?
  • 12.
    • 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
  • 13.
    • 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
  • 14. Inspire and Reward
  • 15.
    • 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
  • 16.
    • 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