Integrated Digital Strategy - Lafayette, IN - May 12, 2011

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A presentation about integrating digital and social strategy into the tourism and hospitality industry.

A presentation about integrating digital and social strategy into the tourism and hospitality industry.

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  • 1. May 12, 2011Integrated Digital Strategy for Hospitality
  • 2. WelcomeJeWilliams@VisitIndiana.com 317.232.8897 @VisitIndiana @JeremyAWilliams
  • 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. What will we talk about today?
  • 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. 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. TripAdvisor• Among top travel review sites in the world• Members post reviews of hotels, restaurants, attractions• VERY important for hospitality industry
  • 8. Create Account, Claim Business, Respond:
  • 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. 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. 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. Which platform to choose?
  • 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. 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. What to track?
  • 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. 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. 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. Headline Here
  • 20. Engage• Giveaways/Contests• Ask questions• Answer questions• Interact• Share relevant info• Develop relationship
  • 21. Facebook Ads • Target exactly who you want as fans • Inexpensive way to gain fans • Purchase Pay-per-Click, not Impressions
  • 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. 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. • 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. 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. 40% of Tweets from Mobile Devices 1Sources: 1. CES 2011 (Mashable.com)
  • 27. Engage• Listen first• Ask questions• Answer questions• Interact• Share relevant info• Use for customer service• Develop relationship
  • 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. 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. 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. 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. 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. 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. • 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. 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. 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. 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. 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. 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. • 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. 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. Getting Started• Brick & Mortar • Claim Your Location • Offer discounts for loyal customers• CVB/Association • Create account, add tips to partners/members
  • 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. Outdoor
  • 45. Print
  • 46. Important! QRs MUST send users to a mobile website/page
  • 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. 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. 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. 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. Resources• Presentation: bit.ly/IOTD-Laf-SocialMedia• ExactTarget Research: bit.ly/TTC-SFF• Tourism Tech Corner: VisitIndiana.com/TechCorner
  • 52. Questions?JeWilliams@VisitIndiana.com 317.232.8897 @VisitIndiana @JeremyAWilliams