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Introduction to digital marketing - Padstow Area Tourism Association
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Introduction to digital marketing - Padstow Area Tourism Association

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Presentation slides from a 20 minute seminar covering a basic introduction to digital marketing for businesses operating in the tourism and hospitality sectors.

Presentation slides from a 20 minute seminar covering a basic introduction to digital marketing for businesses operating in the tourism and hospitality sectors.

Published in: Business, Technology

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  • Transcript

    • 1. Digital marketing - anintroductionBarefoot MediaWednesday 19 September 2012
    • 2. About Barefoot MediaAward-winning content-led marketing campaigns• Public Relations• Websites• Email marketing• Social media marketing
    • 3. Who we work with
    • 4. The media landscapeBought media• Advertising• Advertorial• Pay per click
    • 5. The media landscapeEarned media• Press coverage (PR)• 3rd party endorsement• Cross-media
    • 6. The media landscapeOwned media • Website • Blogs • Social media • Email marketing
    • 7. Know what you want to achieve• Set clear objectives• Quantifiable goals• Have a strategy• Don’t try and do everything
    • 8. Tools
    • 9. A content-led approach PR Data Print capture Website Social Email Media marketing Media coverage PPC Blogs
    • 10. Website• Your most important marketing asset• Drive traffic there• Data capture - email marketing• Information• Online booking/availability removes irrelevant enquiries
    • 11. Public Relations• What’s new?• Why are you different?• Photos/video.• Where do your target customers consume media?• React fast.
    • 12. Email marketing• Build your email list - incentives, competitions.• Drive traffic to your website.• Analyse data & segment. Who are your best customers?• Check legal restrictions• Mobile• Design consistency
    • 13. Social media:which platform?
    • 14. Good for business“A 2011 study by the National RestaurantAssociation (USA) confirms that consumerswho use social media, including apps,Twitter, Facebook, Foursquare and more, notonly dine out more, but are more likely tobecome return customers.”
    • 15. Twitter• 140 million active users• Half of users signing in at least once a day• 55% access Twitter via mobile• What makes people retweet? • 92% interesting content • 84% humour • 66% personal connection
    • 16. Facebook• 955 million users worldwide.• 31 million UK users (50% of population).• Grown by 150 million users in past year.• Average user has 130 friends and is connected to 80 pages, events or groups.• 1 Facebook fan = 20 additional visits to your website over a year.
    • 17. Facebook company pages
    • 18. Facebook company pages• Create a page
    • 19. Facebook company pages• Create a page• Convert a personal account to a page
    • 20. Facebook company pages• Create a page• Convert a personal account to a page• Optimise page
    • 21. Facebook company pages• Create a page• Convert a personal account to a page• Optimise page• Post content
    • 22. Facebook company pages• Create a page• Convert a personal account to a page• Optimise page• Post content• Be consistent
    • 23. Google Places• Create/claim account • Map• Optimise • Reviews
    • 24. Photography - Instagram• Photo sharing• 80 million users• Edit images - filters, effects• Social network - follow, comments, likes• Post to Facebook, Twitter and more• Location (Foursquare)
    • 25. Trip Advisor• Claim your business listing• Optimise your profile• Monitor - set up alerts• Respond quickly (one and done)• Report erroneous reviews
    • 26. Managing multiple accounts• Tweetdeck• Hootsuite• Buffer• Post across platforms• Schedule updates• Monitoring and evaluation Hootsuite, bit.ly
    • 27. What’s your story?
    • 28. What’s your story?What’s new?
    • 29. What’s your story?What’s new?What makes you special?
    • 30. What’s your story?What’s new?What makes you special?Why are you different?
    • 31. What’s your story?What’s new?What makes you special?Why are you different?Who cares?
    • 32. Q&A
    • 33. For more informationPhone: 01208 895089Email: jim@barefootmedia.co.ukTwitter: @barefootmediaFacebook: /BarefootMediaWebsite: barefootmedia.co.uk