Digital Marketing2008


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A presentation built upon a work shop conducted for the Idaho Ski Areas Association in the spring of 2008 and adopted for resorts.

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Digital Marketing2008

  1. 1. Where to spend time, money and resources to make money in 2008
  2. 2. <ul><li>Search engine - organic, paid and internal </li></ul><ul><li>Email marketing – what constitutes email marketing? Or should we view it as email dialog/discourse? Grow email lists, increase response and conversions. </li></ul><ul><li>Social networks – blogs, videos, photos and community. What produces results and business. Immediate opportunity and related costs. </li></ul><ul><li>Distribution – RSS feed and technology, third party vendors </li></ul><ul><li>Mobile commerce and communication </li></ul><ul><li>Measuring success and ROI. Metrics? </li></ul>
  3. 3. <ul><li>Time – Never have enough. In season triage effect. </li></ul><ul><li>Staff – Training and turnover issues. </li></ul><ul><li>Money – Budget pressures. </li></ul><ul><li>Control – Who is in control? </li></ul><ul><li>Impact of core business – What is the impact? </li></ul><ul><li>How fast does one need to move. </li></ul><ul><li>Automation – costs vs value/ROI. </li></ul>
  4. 4. <ul><li>Prioritize – What comes first? Digital world role of keywords/power words. </li></ul><ul><li>Leverage existing assets – Avoid recreating content and adding extra tasks & layers. </li></ul><ul><li>Systems enabling user generated content as as a resource. </li></ul><ul><li>Know what your power value words and terms are for web based efforts. Measure in terms of visits and revenue generated. </li></ul><ul><li>Manage keywords across all content creation. </li></ul>
  5. 5. <ul><li>Organic first – power of words. Make these are known. Top 10, 20, 50 or maybe 100. </li></ul><ul><li>New trends – more 3, 4 and longer word precise search. Break down content and optimize accordingly. Conversions are better on longer term searches. </li></ul><ul><li>11% of Google search traffic from page 3 listings!!! </li></ul><ul><li>Traffic related to revenue </li></ul><ul><li>What words are customers using to find you? Keywords – not too many but must be on the page. </li></ul><ul><li>Mine your own internal search words. </li></ul><ul><li>Optimize each screen. </li></ul>
  6. 6. <ul><li>Many web pages/screens have too much content and need to be broken down to more precise and manageable content for search engines. </li></ul><ul><li>Consider YouTube specific videos for specific packages, add descriptions and link to your product offering. On the real estate side make a video of a two bedroom condo and place it on You Tube. Do the same for rentals of properties as well. </li></ul><ul><li>Role of links for Google rankings. </li></ul>
  7. 7. <ul><li>What are examples? Facebook, My Space, YouTube, Blogs, Photo galleries, Twitter, Digg…. </li></ul><ul><li>How many do you manage? </li></ul><ul><li>Can you use to build your own community and brand? </li></ul><ul><li>Costs? Time and Money… Avoid the blackhole </li></ul><ul><li>Impact on reaching and marketing to youth and future market. Future is now. </li></ul><ul><li>Make sure to review any one hired in PR, sales and marketing own MySpace, Facebook, web sites etc. </li></ul>
  8. 8. <ul><li>Start with free services – My Space, Facebook, Blogger, YouTube and place same images, content and promotions across all platforms and drive to your branded community. </li></ul><ul><li>Where to start? Google bias. </li></ul><ul><li>Make sure to use keyword rich tags. </li></ul><ul><li>Mine groups that are related to your services and market and invite them to participate in some of your contesting. </li></ul><ul><li>Look at free social network tools and applications like Ning at </li></ul>
  9. 9. <ul><li>Look at emails and questions you receive and respond to daily. These are great topics being driven by your guests. They are a source for FAQ’s that build and regular blog posts. </li></ul><ul><li>Press releases that are written for online posts and updates. New media and old media use search to research and find news stories. </li></ul><ul><li>Get event participants, organizers and sponsors to participate with blogs, video and photo posts. Create event specific content. </li></ul>
  10. 10. <ul><li>Pennsylvania, Maine, New York, Idaho, Washington all have state sites for resorts to use as a promotional vehicle. </li></ul><ul><li>Perfect laboratory – blogs, events, groups, photo and video galleries. Start now as you have resources from last winter to use for seeding purposes. </li></ul><ul><li>Each resort go and set-up groups/events, galleries and forums. </li></ul><ul><li>Use video and photos taken this winter. Invite guest submissions. </li></ul><ul><li>Mask url to match the root of your url. </li></ul><ul><li>Use to build a larger customer database. </li></ul><ul><li>Improves your search results. </li></ul><ul><li>Promote everywhere. </li></ul>
  11. 11. <ul><li>Visit here - </li></ul>
  12. 12. <ul><li>Videos – Run contests, promote, promote and promote. Engage your guests. </li></ul><ul><li>Blogs – Run contests and copy and place in several places. Which platform? Blogger, Wordpress?? </li></ul><ul><li>Photo Galleries – Run contests </li></ul><ul><li>Events – Start listing events now. Get clubs and sponsors involved. </li></ul><ul><li>Groups – Every Idaho Resort should have at least one group here. </li></ul><ul><li>Forum – What are the important issues? </li></ul><ul><li>Profiles – Know who is there </li></ul>
  13. 13. <ul><li>Dialog or sales only? See attached worksheet on Email Message Types. </li></ul><ul><li>How much? When? Messaging? – Schedule and manage. </li></ul><ul><li>Managing the asset. Reactivation & ECOA </li></ul><ul><li>Integrating into all operations. </li></ul><ul><li>Use to create user generated content and as a feedback mechanism. Reviews & Contests. </li></ul>
  14. 14. <ul><li>Do they still use it? </li></ul><ul><li>Building the asset. </li></ul><ul><li>Personalization – how important? </li></ul><ul><li>Importance of testing. </li></ul><ul><li>Segmentation – different messages to different customers. How many? How to manage? </li></ul><ul><li>Automation. Where and when does it make sense? Snow reporting, add-ons for confirmed guests with weather report? </li></ul><ul><li>Thank you, invite back and surveys </li></ul>
  15. 15. <ul><li>Authentication – what is it and why is it becoming more important? </li></ul><ul><li>Unique email domain and its relationship to reputation and spam issues. </li></ul><ul><li>Do it yourself or ESP? </li></ul><ul><li>70/30 content rule for email creation. </li></ul><ul><li>Video in email or links to video? </li></ul><ul><li>Build campaigns vs simple blasts. </li></ul>
  16. 16. <ul><li>One of most important elements for delivery and opens. Often neglected and seldom tested. </li></ul><ul><li>Test different subject lines. </li></ul><ul><li>Support the “from” – make sure they clearly know who is sending the email. </li></ul><ul><li>Increasing use of PDA’s, iphones, and handhelds. </li></ul><ul><li>Test different topics on your did not open part of file. </li></ul>
  17. 17. <ul><li>RSS feeds continue to be adopted and need to be part of your information distribution especially those with lodging and packages that may change frequently. </li></ul><ul><li>Expand the number of media contacts that will accept these. </li></ul><ul><li>Keeps getting easier. </li></ul>
  18. 18. <ul><li>Travel group – Expedia, Travelocity,, Orbitz etc. </li></ul><ul><li>Lift tickets – Liftopia, Ski Coupons, Mountain Sports Club, and more to come. Get out front and test. Use for trial and to build your database. </li></ul><ul><li>Online sales down last month, bodes poorly for overall travel sales even online. </li></ul><ul><li>Who, when and why. </li></ul>
  19. 19. <ul><li>Big growth opportunity long term – think of how to use to drive revenue. </li></ul><ul><li>Costs will come down. Widespread acceptance and use will grow. </li></ul><ul><li>Make sure you have critical mass and messaging to be relevant to succeed and provide ROI. </li></ul><ul><li>Start getting permission and building the database. </li></ul><ul><li>Use for emergency, weather and closure related needs. </li></ul>
  20. 20. <ul><li>In five months the USPS requirements for Move Update processing are changing. New requirements include NCOA for Standard Class Mail and processing within 95 days of the mail date. </li></ul><ul><li>Make sure all your customer data is clean and segmented. </li></ul>
  21. 21. <ul><li>Word Tracker – Tool to track frequency and results for keywords </li></ul><ul><li>Web CEO – Optimization, Keyword research, analysis, comp with different sites on traffic, search submission </li></ul><ul><li>Google Analytics – Free and a key base line </li></ul><ul><li>Google Labs – Non stop release of various tools and projects from Google. Important in a Google centric world. </li></ul><ul><li>Matt Cutts Blog – Blog from the head of Google search team. This guys leads the rule makers that make or break search results. </li></ul><ul><li>Web Pro News – Online site and free newsletter: </li></ul><ul><li>Site Pro News - Online site and free newsletter: </li></ul><ul><li>Chris Baggot – “Email Marketing by The Numbers”. Book a must read for serious email marketers. </li></ul>
  22. 22. 825 South Broadway, Suite 25 Boulder CO 80305 303.554.0222