Social StrategiesSan Juan County Tourism Conference
Social StrategiesSan Juan County Tourism Conference
Social StrategiesSan Juan County Tourism Conference
Social StrategiesSan Juan County Tourism Conference
Social StrategiesSan Juan County Tourism Conference
Social StrategiesSan Juan County Tourism Conference
Social StrategiesSan Juan County Tourism Conference
Social StrategiesSan Juan County Tourism Conference
Social StrategiesSan Juan County Tourism Conference
Social StrategiesSan Juan County Tourism Conference
Social StrategiesSan Juan County Tourism Conference
Social StrategiesSan Juan County Tourism Conference
Social StrategiesSan Juan County Tourism Conference
Social StrategiesSan Juan County Tourism Conference
Social StrategiesSan Juan County Tourism Conference
The Funnel is broken.We need to stop trying to     fix the funnel.• the traditional advertising funnel:  ads>awareness>cons...
No one ever asked  Hemingway whichpencils he used to write       his books.       -Chris Brogan
Digital is different.• digital is incremental, experimental,  continually optimized -- "perpetual  beta" -- and never, eve...
Let me google that...
...be curious and hack often.
What happens in Vegas   stays in Vegas.• But what happens at your place can  get published all over the internet in  an in...
So where do we start?• If you thought SEO was  confusing...just wait.• Who in my business will manage all  this new stuff?...
Facebook• 500 million users spend 700 billion  minutes per month on Facebook.• Everybody is on Facebook. Seriously.• You n...
Facebook Buzzword Bingo.• Facebook Open Graph Protocol• Fan Page• FBML• Friends• “Like”• Newsfeed
5 Tactics for Facebook• Start a Fan Page for your Business.• Connect your website to your Fan Page  via FB Social Plugins ...
Mobile• Whether it’s mobile web browsing or  apps, mobile usage is on the rise with  Leisure Travelers.• 85% of leisure tr...
Ditch the Flash
Ditch the Flash
Ditch the Flash
Your Site Needs To Evolve to Mobile
Your Site Needs To Evolve to Mobile
Links and stuff...• Fastest growing Demo on Facebook:  http://www.inc.com/news/articles/2010/08/users-over-50-are-fastest-...
Thank you! Try the        Navajo Taco.• Get this presentation: I’ll post a link to  this presentation on my LinkedIn  profi...
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San Juan County Tourism Conference 2010

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This was a presentation I gave to about 100 attendees at the 2010 San Juan County Tourism Conference held on November 30, 2010, at Goulding\'s Lodge in San Juan County, Utah. The main message was encouraging hospitality and tourism related businesses to dive into social, mobile and digital.

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  • One by one, click these icons in and see if you can get people in the crowd to interact and guess what they represent right off the bat. We’re not going to talk about all of these. That would be a LONG day.\n
  • One by one, click these icons in and see if you can get people in the crowd to interact and guess what they represent right off the bat. We’re not going to talk about all of these. That would be a LONG day.\n
  • One by one, click these icons in and see if you can get people in the crowd to interact and guess what they represent right off the bat. We’re not going to talk about all of these. That would be a LONG day.\n
  • One by one, click these icons in and see if you can get people in the crowd to interact and guess what they represent right off the bat. We’re not going to talk about all of these. That would be a LONG day.\n
  • One by one, click these icons in and see if you can get people in the crowd to interact and guess what they represent right off the bat. We’re not going to talk about all of these. That would be a LONG day.\n
  • One by one, click these icons in and see if you can get people in the crowd to interact and guess what they represent right off the bat. We’re not going to talk about all of these. That would be a LONG day.\n
  • One by one, click these icons in and see if you can get people in the crowd to interact and guess what they represent right off the bat. We’re not going to talk about all of these. That would be a LONG day.\n
  • One by one, click these icons in and see if you can get people in the crowd to interact and guess what they represent right off the bat. We’re not going to talk about all of these. That would be a LONG day.\n
  • One by one, click these icons in and see if you can get people in the crowd to interact and guess what they represent right off the bat. We’re not going to talk about all of these. That would be a LONG day.\n
  • One by one, click these icons in and see if you can get people in the crowd to interact and guess what they represent right off the bat. We’re not going to talk about all of these. That would be a LONG day.\n
  • One by one, click these icons in and see if you can get people in the crowd to interact and guess what they represent right off the bat. We’re not going to talk about all of these. That would be a LONG day.\n
  • One by one, click these icons in and see if you can get people in the crowd to interact and guess what they represent right off the bat. We’re not going to talk about all of these. That would be a LONG day.\n
  • One by one, click these icons in and see if you can get people in the crowd to interact and guess what they represent right off the bat. We’re not going to talk about all of these. That would be a LONG day.\n
  • One by one, click these icons in and see if you can get people in the crowd to interact and guess what they represent right off the bat. We’re not going to talk about all of these. That would be a LONG day.\n
  • Marketing used to be relatively easy. Why is the old broadcast model broken? Why are there so many holes in the old reliable marketing funnel? That’s the topic of previous year’s presentations, but in short, it’s the impact of digital technologies and the evolution of the read/write web. Newsflash: Facebook is not going away anytime soon. You don’t have any more time to wait and see. Your customers don’t get their news from TV or newspapers anymore. They are connected to the internet 24-7 thanks to mobile. It’s time to rethink the funnel. \n
  • There are so many new media tools out there, with new platforms popping up every day. Just when you start thinking you might need to jump on Twitter and see what is going on, there is a flood of location based services like Gowalla, Foursquare, Facebook Places, what’s next?When you are telling your story using social media, focus more on the story, not the pencils. It’s easy to get caught up in “shiny new syndrome.” Many of these platforms are “free” to explore, but your time is not. Figuring out which ones can help your business is half the battle.\n
  • This quote comes from an expose written about a digital bootcamp of sorts for Madison Avenue high-level ad execs. The execs who attend this program are trying to come to grips with how much digital has rocked their world and their careers. They are struggling to come to grips with the rapid evolution of technologies they don’t understand. They are worried of becoming dinosaurs. Here’s the thing: there is hope. You don’t need to be a computer science major or a software engineer to understand this stuff. It’s not about computers, it’s about people. That’s why it’s called social media. The platforms are really just the tools. The main skills to develop to succeed with digital and new media platforms: curiosity & a hacker’s mentality. For a specific example, if you wanted to learn how to build a custom welcome tab for your Facebook Brand Page (more on this later), Google it. You’ll find plenty of blog posts and how-to’s.\n
  • Yes, there actually is a site called “Let me google that for you” or www.lmgtfy.com. Really fun for messing with co-workers who are always asking you questions they could find the answers to using a little resource out there on the web called Google.\n
  • Pages and pages of how-to’s ranging from free services that let you build a free page with no programming skills required, to tutorials that dive into basic FBML coding if you want to start from scratch. This is how you start getting your feet wet.\n
  • At the very least, you need to know what is being said about your business. Reviews, good or bad, are amplified on the web. From blogs to Facebook posts to comments posted on Twitter, word travels fast. You’ve heard the old saying: no news is good news. On the web, no news is bad news. It means nobody is talking about you, and you are invisible. \n
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  • How many people here manage or have oversight of the company website? How many of you see analytics on your site’s performance? Referral traffic? Where does Facebook rank in terms of referrals? In the last 12 months, my clients have seen Facebook become their top referring URL, after organic search. Even if you don’t buy into any of this social mumbo jumbo, you probably care about increasing traffic to your site, right? Let’s talk about Facebook’s mantra: Share and Connect. \n
  • Facebook is the place where you lie to your friends and family. Twitter is the the place where you are completely honest with total strangers. --anonymous\nFB Open Graph: Google organizes the web like this: everything is a document. Which document ranks higher depends on how many other documents link to it. Google serves information based on relevancy to what you type in a search box. That’s all they know about you, the intent of your search. Facebook organizes the web like this: everything is a social object: people, places, links, photos, videos, businesses. Everything is connected socially in this space. You are served information that is relevant to you. You find as restaurant because 5 of your friends have been there and are Fans of their page. Facebook knows what you like, what your friends like, etc. They know A LOT about you, because you gave them this information. Scary? Some pundits think so. But come on, we gave up our privacy a long time ago...\nFBML: facebook markup language is a simplified variant of html that allows custom pages, content and applications to be read and published by Facebook’s servers. FB is doing away with FBML applications by the end of 2010, so if you want to build that custom welcome tab for your fan page, do it soon!\n
  • Facebook is the place where you lie to your friends and family. Twitter is the the place where you are completely honest with total strangers. --anonymous\nFB Open Graph: Google organizes the web like this: everything is a document. Which document ranks higher depends on how many other documents link to it. Google serves information based on relevancy to what you type in a search box. That’s all they know about you, the intent of your search. Facebook organizes the web like this: everything is a social object: people, places, links, photos, videos, businesses. Everything is connected socially in this space. You are served information that is relevant to you. You find as restaurant because 5 of your friends have been there and are Fans of their page. Facebook knows what you like, what your friends like, etc. They know A LOT about you, because you gave them this information. Scary? Some pundits think so. But come on, we gave up our privacy a long time ago...\nFBML: facebook markup language is a simplified variant of html that allows custom pages, content and applications to be read and published by Facebook’s servers. FB is doing away with FBML applications by the end of 2010, so if you want to build that custom welcome tab for your fan page, do it soon!\n
  • There is a lot to consider when diving into mobile: mobile ad platforms, sms text marketing, investing in App development, but let’s focus on the simplest and most important thing people are doing with smartphones: mobile web browsing. Simply Googling lodging in Moab from their iPhone, iPad, Android phone or Blackberry. Does your homepage have a big old Flash slideshow rotating pretty images of your destination? Guess what Mobile Web Browsers see: (next slide)\n
  • My friend Colin Fryer is going to think I’m picking on him, but I’m not. I know how successful his business is, so I’m going to give some free consultation here. Let’s look at his site: The browser version of the homepage has a toll free phone number, a starburst for Last Minute Deals, something I’d be interested in if I were heading in that direction on the road. But when a mobile browser sees this page, you don’t see the header graphics, the phone number, or the last minute deal offer. If leisure travelers are 2.5x more likely to be accessing your content from a mobile device by the year 2013, we need to make sure they see what we want them to see. The top 1/3rd in the Browser is your goldmine. Make sure that’s where the gold is.\n
  • My friend Colin Fryer is going to think I’m picking on him, but I’m not. I know how successful his business is, so I’m going to give some free consultation here. Let’s look at his site: The browser version of the homepage has a toll free phone number, a starburst for Last Minute Deals, something I’d be interested in if I were heading in that direction on the road. But when a mobile browser sees this page, you don’t see the header graphics, the phone number, or the last minute deal offer. If leisure travelers are 2.5x more likely to be accessing your content from a mobile device by the year 2013, we need to make sure they see what we want them to see. The top 1/3rd in the Browser is your goldmine. Make sure that’s where the gold is.\n
  • My friend Colin Fryer is going to think I’m picking on him, but I’m not. I know how successful his business is, so I’m going to give some free consultation here. Let’s look at his site: The browser version of the homepage has a toll free phone number, a starburst for Last Minute Deals, something I’d be interested in if I were heading in that direction on the road. But when a mobile browser sees this page, you don’t see the header graphics, the phone number, or the last minute deal offer. If leisure travelers are 2.5x more likely to be accessing your content from a mobile device by the year 2013, we need to make sure they see what we want them to see. The top 1/3rd in the Browser is your goldmine. Make sure that’s where the gold is.\n
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  • Transcript of "San Juan County Tourism Conference 2010"

    1. 1. Social StrategiesSan Juan County Tourism Conference
    2. 2. Social StrategiesSan Juan County Tourism Conference
    3. 3. Social StrategiesSan Juan County Tourism Conference
    4. 4. Social StrategiesSan Juan County Tourism Conference
    5. 5. Social StrategiesSan Juan County Tourism Conference
    6. 6. Social StrategiesSan Juan County Tourism Conference
    7. 7. Social StrategiesSan Juan County Tourism Conference
    8. 8. Social StrategiesSan Juan County Tourism Conference
    9. 9. Social StrategiesSan Juan County Tourism Conference
    10. 10. Social StrategiesSan Juan County Tourism Conference
    11. 11. Social StrategiesSan Juan County Tourism Conference
    12. 12. Social StrategiesSan Juan County Tourism Conference
    13. 13. Social StrategiesSan Juan County Tourism Conference
    14. 14. Social StrategiesSan Juan County Tourism Conference
    15. 15. Social StrategiesSan Juan County Tourism Conference
    16. 16. The Funnel is broken.We need to stop trying to fix the funnel.• the traditional advertising funnel: ads>awareness>consideration>preference>action> rinse>dry>repeat
    17. 17. No one ever asked Hemingway whichpencils he used to write his books. -Chris Brogan
    18. 18. Digital is different.• digital is incremental, experimental, continually optimized -- "perpetual beta" -- and never, ever finished.” --Fast Company, The Future of Advertising, November 17, 2010
    19. 19. Let me google that...
    20. 20. ...be curious and hack often.
    21. 21. What happens in Vegas stays in Vegas.• But what happens at your place can get published all over the internet in an instant.• Engage with social web tools as a listening channel, feedback loop, realtime customer service touchpoint.• If people are talking about you, you need to be part of the conversation.
    22. 22. So where do we start?• If you thought SEO was confusing...just wait.• Who in my business will manage all this new stuff?• Where’s the ROI?• I don’t think my customers are using this stuff.
    23. 23. Facebook• 500 million users spend 700 billion minutes per month on Facebook.• Everybody is on Facebook. Seriously.• You need to be there too. Period.• Facebook is more than a social network, it’s reorganizing the content of the web.
    24. 24. Facebook Buzzword Bingo.• Facebook Open Graph Protocol• Fan Page• FBML• Friends• “Like”• Newsfeed
    25. 25. 5 Tactics for Facebook• Start a Fan Page for your Business.• Connect your website to your Fan Page via FB Social Plugins i.e. the “Like” button.• Build up your Fan Base i.e. the “other Like” button.• Engage with your FB Fans.• Connect and Share.
    26. 26. Mobile• Whether it’s mobile web browsing or apps, mobile usage is on the rise with Leisure Travelers.• 85% of leisure travelers used mobile devices during trip, 58% used them to plan before.• By 2013, mobile phones will overtake PCs as the most common Web access device worldwide.
    27. 27. Ditch the Flash
    28. 28. Ditch the Flash
    29. 29. Ditch the Flash
    30. 30. Your Site Needs To Evolve to Mobile
    31. 31. Your Site Needs To Evolve to Mobile
    32. 32. Links and stuff...• Fastest growing Demo on Facebook: http://www.inc.com/news/articles/2010/08/users-over-50-are-fastest-growing- social-media-demographic.html• More interesting stats on Facebook: http://www.facebook.com/press/info.php?statistics• Facebook Developer’s Roadmap/Changes coming to FBML: http://developers.facebook.com/roadmap• Gartner’s Prediction for IT and Technology for 2010 and Beyond: http://www.gartner.com/it/page.jsp?id=1278413• July 2010 Mobile Travel Stats (Parsed by Travel2.0’s Troy Thompson: http://travel2dot0.com/2010/07/travel-trends-mobile-travel-stats-flipboard- dmo-spending/
    33. 33. Thank you! Try the Navajo Taco.• Get this presentation: I’ll post a link to this presentation on my LinkedIn profile in the next week or so: http://www.linkedin.com/in/thomascooke• Get in touch for consultation, or to just chat about motorcycles: email: itsallaboutthebike@me.com twitter: motorad666 blog: www.itsallaboutthebike.com
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