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
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7. TripAdvisor
• Among top travel review sites in the world
• Members post reviews of hotels, restaurants, attractions
• VERY important for hospitality industry
10. 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 website
Sources: 1. wikipedia.org
11. 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
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14. 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
15. 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
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18. 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 events
Sources: All stats from facebook.com
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22. Facebook Ads
• Target exactly who you
want as fans
• Inexpensive way to gain
fans
• Purchase Pay-per-Click,
not Impressions
23. Measure: Facebook Insights
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25. 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.3
Sources: 1. bbc.co.uk; 2. blog.twitter.com ; 3. ExactTarget SFF Research (2010)
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27. Social Media Management tools
TweetDeck HootSuite
• 200 million users1
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Sources: 1. bbc.co.uk
28. 40% of Tweets from Mobile Devices 1
Sources: 1. CES 2011 (Mashable.com)
29. Engage
• Listen first
• Ask questions
• Answer questions
• Interact
• Share relevant info
• Use for customer service
• Develop relationship
30. 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
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32. YouTube Stats - 2011
• More than 35 hours of video uploaded every minute1
• YouTube is the second largest US Search Engine2
Sources: 1. youtube.com; 2.Mashable.com
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34. 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
35. Measure: YouTube Insight
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37. 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 group
Sources: 1. blog.flickr.net;
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40. 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.
41. Measure:
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43. Foursquare Stats - 2011
• Location Based Network
• 100% fueled by mobile
• 8 million users
• Businesses can offer discounts/badges to visitors
• The new ‘loyalty card’
44. Getting Started
• Brick & Mortar
• Claim Your Location
• Offer discounts for loyal customers
• CVB/Association
• Create account, add tips to partners/members
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50. What is a QR code?
• 2D scannable image that can bridge online with
traditional mediums
• Print, TV, Outdoors
• User with smartphone scans QR code
• Sent to website
• Get contact information
• ‘Like’ a Facebook page
53. Important!
QRs MUST send users to
a mobile website/page
54. 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
55. 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 tracking
data to your links that your Analytics package can
read
• Not hard to do, just requires time
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57. 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 opportunities
Sources: 1. TNS – Dec. 2008
58. Free Opportunities:
• Discount Coupons/Packages
• Trip Ideas
• Event Listings
• Find out more at Tourism.IN.gov
• Click on Ad Portal 2011 to get started