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Digital	
  Trends	
  &	
  Best	
  Prac2ces	
  
              	
  for	
  2012	
  
Marni	
  at	
  4	
  years	
  old	
  J	
  
Brunswick seminar 2.3.12
“The	
  next	
  digital	
  decade	
  is	
  here.	
  By	
  2016,	
  adver:sers	
  will	
  spend	
  as	
  much	
  on	
  
interac:ve	
  marke:ng	
  as	
  they	
  do	
  on	
  television	
  adver:sing	
  today.	
  Investment	
  in	
  
search	
  marke:ng,	
  display	
  adver:sing,	
  email	
  marke:ng,	
  mobile	
  marke:ng,	
  and	
  
   social	
  media	
  will	
  near	
  $77	
  billion	
  and	
  represent	
  26%	
  of	
  all	
  adver:sing,	
  as	
  
             interac:ve	
  channels	
  gain	
  legi:macy	
  in	
  the	
  marke:ng	
  mix.”	
  




                               SOURCE	
  FORRESTER	
  RESEARCH,	
  US	
  INTERACTIVE	
  MARKETING	
  FORECAST	
  2011	
  -­‐	
  2016	
  
Agenda	
  


•  Strategic	
  Integrated	
  Marke:ng	
  Plans	
  &	
  Campaigns	
  
•  Traveler	
  AOtudes	
  on	
  Digital	
  	
  
•  Digital	
  Trends	
  2012	
  &	
  Best	
  Prac:ces	
  
      –  Mobile	
  &	
  Local	
  
      –  User	
  Generated	
  &	
  Social	
  	
  
      –  Search	
  	
  
•  Developing	
  content	
  	
  
•  GeOng	
  the	
  best	
  ROI/tracking	
  
The	
  Importance	
  of	
  Integra2on	
  




                                                                                    Crea2ve	
  
                               Local	
  Search	
  




                                                     Website	
                        Adver2sing	
  



Public	
  Rela2ons	
                       Market	
  
                                          Research	
  


                         Media	
  Buying	
            SEO/SEM	
  


                            Mobile	
                     Social	
  
                           Marke2ng	
                   Media	
  
The	
  Importance	
  of	
  Integra2on	
  




Source:	
  State	
  of	
  the	
  American	
  Traveler	
  January	
  2012	
  
Traveler	
  AWtudes	
  on	
  Digital	
  
                                    	
  
Traveler	
  A5tudes	
  
Traveler	
  A5tudes	
  
Digital	
  Trends	
  &	
  Best	
  Prac2ces:	
  Mobile	
  
Digital	
  Trends	
  and	
  Best	
  Prac2ces:	
  Mobile	
  


More	
  Devices,	
  More	
  PlaXorms,	
  More	
  Interfaces	
  
Digital	
  Trends	
  and	
  Best	
  Prac2ces:	
  Mobile	
  


                                                Perspec:ve	
  –	
  3Q11	
  
                                             Device	
                                                     Total	
  Worldwide	
  Sales	
  
                                   Mobile	
  Devices	
                                                                         440m	
  
                            Smartphone	
  Devices	
                                                                            115m	
  
                                           PC	
  Sales	
                                                                      91.9m	
  
                                Total	
  Tablet	
  Sales	
                                                                    18.1m	
  
                                  Total	
  iPad	
  Sales	
                                                     11.1m	
  (61%	
  share)	
  
                                   Android	
  Tablet	
                                                             6m	
  (32%	
  share)	
  
                                          eReaders	
                                                                           6.5m	
  	
  


Source:	
  	
  
Media	
  Tablet	
  Shipments	
  Miss	
  Third	
  Quarter	
  Targets,	
  But	
  New	
  Entrants	
  and	
  Holiday	
  Demand	
  Will	
  Spark	
  Fourth	
  Quarter	
  Growth,	
  According	
  to	
  IDC	
  
hp://www.idc.com/getdoc.jsp?containerId=prUS23228211	
  	
  
*Gartner	
  Says	
  Sales	
  of	
  Mobile	
  Devices	
  Grew	
  5.6	
  Percent	
  in	
  Third	
  Quarter	
  of	
  2011;	
  Smartphone	
  Sales	
  Increased	
  42	
  Percent	
  	
  
hp://www.gartner.com/it/page.jsp?id=1848514	
  
Digital	
  Trends	
  and	
  Best	
  Prac2ces:	
  Mobile	
  
Digital	
  Trends	
  and	
  Best	
  Prac2ces:	
  Mobile	
  




                 hp://www.nielsen.com/content/dam/corporate/us/en/reports-­‐downloads/
                 2011-­‐Reports/state-­‐of-­‐mobile-­‐Q3-­‐2011.pdf	
  



State	
  of	
  Mobile	
  Q3	
  2011	
  
hp://www.nielsen.com/content/dam/corporate/us/en/reports-­‐downloads/2011-­‐Reports/state-­‐of-­‐mobile-­‐Q3-­‐2011.pdf	
  
Digital	
  Trends	
  and	
  Best	
  Prac2ces:	
  Mobile	
  


Top	
  5	
  Reasons	
  to	
  Create	
  a	
  Mobile	
  Website	
  
	
  
1.  Mobile	
  Websites	
  reach	
  all	
  audiences,	
  apps	
  do	
  not.	
  	
  
2.  Your	
  website	
  might	
  be	
  hard	
  or	
  impossible	
  to	
  use	
  on	
  mobile.	
  	
  
3.  There	
  are	
  83	
  million	
  people	
  on	
  the	
  mobile	
  web	
  according	
  
    to	
  Nielsen’s	
  State	
  of	
  the	
  Media	
  Report.	
  
4.  Smartphones	
  are	
  now	
  outselling	
  PCs	
  (91m	
  vs.	
  115m	
  3Q11*)	
  	
  




*Media	
  Tablet	
  Shipments	
  Miss	
  Third	
  Quarter	
  Targets,	
  But	
  New	
  Entrants	
  and	
  Holiday	
  Demand	
  Will	
  Spark	
  Fourth	
  Quarter	
  Growth,	
  According	
  to	
  IDC	
  	
  
hfp://www.idc.com/getdoc.jsp?containerId=prUS23228211	
  	
  
Gartner	
  Says	
  Sales	
  of	
  Mobile	
  Devices	
  Grew	
  5.6	
  Percent	
  in	
  Third	
  Quarter	
  of	
  2011;	
  Smartphone	
  Sales	
  Increased	
  42	
  Percent	
   	
  	
  
hfp://www.gartner.com/it/page.jsp?id=1848514	
  
Digital	
  Trends	
  and	
  Best	
  Prac2ces:	
  Mobile	
  


Crea:ng	
  a	
  Mobile	
  Website?	
  

1.     All	
  local	
  content	
  is	
  accurate	
  and	
  op:mized	
  for	
  search	
  	
  
      –      Google	
  Places,	
  Yelp,	
  CitySearch	
  
2.     Simplify	
  then	
  simplify	
  again!	
  
3.     Keep	
  number	
  pages	
  to	
  a	
  minimum	
  –	
  streamline	
  
4.     Match	
  branding	
  elements	
  from	
  website	
  to	
  mobile	
  site	
  
5.     Avoid	
  Flash	
  or	
  Java	
  
6.     Reduce	
  amount	
  of	
  text	
  entry	
  necessary	
  (use	
  dropdowns)	
  
7.     Easy	
  link	
  to	
  visit	
  full	
  site	
  
8.     Mobicanvas.com	
  –	
  free	
  op:on	
  to	
  build	
  
9.     Mobile	
  website	
  redirect	
  code	
  
Digital	
  Trends	
  and	
  Best	
  Prac2ces:	
  Mobile	
  


           Claim	
  Your	
  Local	
  
           Lis2ngs!!!!!!!!!!!	
  	
  
           Ask	
  For	
  Reviews!	
  
	
  
1.     Google	
  Places	
  Page	
  
2.     Citysearch	
  
3.     Yelp	
  
4.     UBL.org	
  and	
  Getlisted.org	
  	
  
5.     TripAdvisor	
  	
  
Digital	
  Trends	
  &	
  Best	
  Prac2ces:	
  
                                                      	
  
User	
  Generated,	
  Social	
  &	
  Reputa2on	
  Management
                                                           	
  
Digital	
  Trends	
  and	
  Best	
  Prac2ces:	
  Social	
  
Digital	
  Trends	
  and	
  Best	
  Prac2ces:	
  Social	
  




•    150M	
  Blogs	
                   •  Social	
  bookmarking	
  
•    Micro	
  blogs-­‐	
  Twifer	
     •  Message	
  boards	
  &	
  online	
  
•    RSS	
  feeds	
                       forums	
  
•    Widgets	
                         •  Podcasts	
  
•    Social	
  networks	
              •  Video	
  sharing	
  sites	
  
                                       •  Photo	
  sharing	
  sites	
  
Digital	
  Trends	
  and	
  Best	
  Prac2ces:	
  Social	
  



Social	
  Networking	
  Stats	
  
	
  
Facebook:	
               	
  over	
  800	
  million	
  users	
       	
  via	
  Facebook	
  
Twier: 	
                	
  over	
  200	
  million	
  users	
       	
  via	
  ReadWriteWeb	
  
LinkedIn: 	
              	
  135	
  million	
  members 	
            	
  via	
  LinkedIn	
  
Groupon: 	
               	
  115	
  million	
  subscribers           	
  via	
  Reuters	
  
Google	
  Plus:	
         	
  over	
  50	
  million	
  users 	
       	
  via	
  Google	
  Blog	
  
Tumblr: 	
                	
  40.5	
  million	
  blogs       	
       	
  via	
  Tumblr	
  	
  
Foursquare:	
             	
  15	
  million	
  users         	
       	
  via	
  Mashable	
  
Pinterest 	
  	
          	
  7.5	
  million	
  monthly	
  unique     	
  via	
  TechCrunch	
  
Posterous:	
              	
  3.9	
  million	
  members 	
            	
  via	
  SF	
  Gate	
  
                                                                                           	
  
Instagram	
  	
  	
  	
   	
  5	
  million	
  users          	
       	
  via	
  The	
  Next	
  Web	
  
Digital	
  Trends	
  and	
  Best	
  Prac2ces:	
  Social	
  

Twifer	
  users	
  are	
  the	
  most	
  influen:al	
  online	
  consumers	
  that	
  exist—a	
  key	
  
audience.	
  
	
  
•    72%	
  publish	
  blog	
  posts	
  at	
  least	
  once	
  a	
  month	
  	
  
•    70%	
  comment	
  on	
  others’	
  blog	
  posts	
  	
  
•    61%	
  write	
  at	
  least	
  one	
  product	
  review	
  a	
  month	
  	
  
•    61%	
  comment	
  on	
  news	
  sites	
  
•    56%	
  write	
  ar:cles	
  for	
  third-­‐party	
  sites	
  
•    53%	
  post	
  videos	
  online	
  
•    50%	
  make	
  contribu:ons	
  to	
  wiki	
  sites	
  
•    48%	
  share	
  deals	
  found	
  through	
  coupon	
  forums	
  




                                         Source:	
  Exact	
  Target:	
  Twifer	
  Xfactors	
  	
  	
  
Brunswick seminar 2.3.12
Digital	
  Trends	
  and	
  Best	
  Prac2ces:	
  Social	
  
Digital	
  Trends	
  and	
  Best	
  Prac2ces:	
  Social	
  
Digital	
  Trends	
  and	
  Best	
  Prac2ces:	
  Social	
  
Digital	
  Trends	
  and	
  Best	
  Prac2ces:	
  Social	
  




                                      Monitoring	
  for	
  
                                      	
  Durham	
  Bulls	
  
Digital	
  Trends	
  and	
  Best	
  Prac2ces:	
  Social	
  
Digital	
  Trends	
  and	
  Best	
  Prac2ces:	
  Social	
  
Digital	
  Trends	
  and	
  Best	
  Prac2ces:	
  Social	
  
Digital	
  Trends	
  and	
  Best	
  Prac2ces:	
  Social	
  
Digital	
  Trends	
  and	
  Best	
  Prac2ces:	
  	
  
                                                                                                                    Social/Digital	
  PR	
  

Twifer	
  is	
  an	
  excellent	
  vehicle	
  to	
  create	
  rela:onships	
  with	
  the	
  press!	
  
	
  
Best	
  Prac:ces	
  	
  
•  Find	
  reporters:	
  Muckrack.com	
  
•  “Contact	
  us”	
  page	
  local	
  media	
  Twifer	
  names	
  (@name)	
  
•  Learn	
  about	
  them	
  in	
  their	
  bio,	
  men:on	
  in	
  a	
  tweet	
  	
  
•  Look	
  for	
  tweets	
  asking	
  for	
  help	
  from	
  reporters	
  (**)	
  
•  Say	
  something	
  nice	
  about	
  a	
  story	
  the	
  reporter	
  wrote	
  or	
  aired,	
  making	
  sure	
  you	
  add	
  the	
  
    reporter’s	
  Twifer	
  name	
  to	
  the	
  comment.	
  When	
  possible,	
  link	
  to	
  the	
  story.	
  
•  Retweet	
  their	
  tweets,	
  link	
  to	
  their	
  stories.	
  
•  Offer	
  to	
  connect	
  them	
  to	
  experts	
  you	
  know	
  to	
  help	
  them.	
  
•  Thank	
  them	
  via	
  Twifer	
  for	
  covering	
  an	
  event	
  you	
  afended.	
  
•  Look	
  out	
  for	
  story	
  ideas	
  for	
  them,	
  not	
  just	
  big	
  stories	
  but	
  follow	
  up	
  pieces	
  on	
  stories	
  they’ve	
  
    already	
  done.	
  
•  Congratulate	
  them	
  on	
  their	
  birthdays	
  or	
  other	
  news	
  they	
  tweet	
  about	
  themselves.	
  
•  Highlight	
  them	
  on	
  your	
  own	
  blog.	
  
Digital	
  Trends	
  and	
  Best	
  Prac2ces:	
  Social	
  




Source:	
  State	
  of	
  the	
  American	
  Traveler	
  January	
  2012	
  
Digital	
  Trends	
  and	
  Best	
  Prac2ces:	
  Social	
  




Consumer	
  reviews	
  are	
  significantly	
  trusted	
  –	
  nearly                            	
  
12x	
       more	
  than	
  descrip2ons	
  that	
  come	
  from	
  
            manufacturers	
  and	
  marketers.	
  	
  




                   SOURCE:	
  eMARKETER,	
  FEBRUARY	
  2010	
  
Digital	
  Trends	
  and	
  Best	
  Prac2ces:	
  Social	
  




                                            Your	
  Current	
  Guests	
  




                                                                                          Share	
  Experience	
  
Prompts	
  Visit	
  Trusts	
  Reviews	
                                                    While	
  Visi2ng	
  
    From	
  Other	
  Visitors	
                                                             (Incen2vize)	
  




                                            Future	
  Visitor	
  Searching	
  For	
  
                                            User-­‐Generated	
  Informa2on	
  
Digital	
  Trends	
  and	
  Best	
  Prac2ces:	
  Social	
  
Digital	
  Trends	
  and	
  Best	
  Prac2ces:	
  Mobile	
  
Digital	
  Trends	
  and	
  Best	
  Prac2ces:	
  Social	
  
Digital	
  Trends	
  and	
  Best	
  Prac2ces:	
  Social	
  
Digital	
  Trends	
  and	
  Best	
  Prac2ces:	
  Social	
  

Pinterest	
  Best	
  Prac:ces	
  
•  Pin	
  your	
  favorite	
  photos	
  from	
  your	
  des:na:on	
  –	
  segmenta:on	
  through	
  boards	
  for	
  
   different	
  personali:es!	
  
•  Ask	
  visitors	
  to	
  pin	
  pictures	
  of	
  themselves	
  at	
  their	
  favorite	
  spot	
  and	
  tag	
  you,	
  repin	
  
   those	
  photos	
  onto	
  a	
  VIP	
  board	
  —	
  it’ll	
  give	
  a	
  shoutout	
  to	
  these	
  fans	
  and	
  show	
  
   poten:al	
  visitors	
  that	
  your	
  current	
  visitors	
  really	
  love	
  visi:ng!	
  
•  Pin	
  It	
  To	
  Win	
  it.	
  
Digital	
  Trends	
  and	
  Best	
  Prac2ces:	
  Social	
  
Digital	
  Trends	
  and	
  Best	
  Prac2ces:	
  Social	
  




•  #2	
  search	
  engine	
  in	
  world	
  
•  Boring	
  never	
  wins	
  –	
  afempt	
  to	
  entertain,	
  be	
  crea:ve!	
  
•  Op:mize	
  	
  
      –  Keywords	
  
            •  Web	
  Page	
  Title	
  =	
  Video	
  Title	
  
            •  Web	
  Page	
  Meta	
  Descrip:on	
  =	
  Video	
  Descrip:on	
  
            •  Web	
  Page	
  Meta	
  Keywords	
  =	
  Video	
  Tags	
  
      –  Aim	
  for	
  posi:ve	
  ra:ngs	
  on	
  YouTube	
  
Digital	
  Trends	
  and	
  Best	
  Prac2ces:	
  Social	
  


Increase	
  Views	
  for	
  YouTube	
  Videos	
  
•  Embed	
  on	
  owned	
  online	
  proper:es	
  (i.e.	
  your	
  website,	
  blog)	
  
•  Promote	
  video	
  on	
  social	
  media	
  venues	
  (Facebook,	
  Twifer,	
  Google+)	
  and	
  
   via	
  online	
  press	
  releases	
  
•  Plan	
  to	
  promote	
  or	
  include	
  partner	
  content	
  within	
  your	
  video	
  and	
  allow	
  
   partners	
  to	
  embed	
  your	
  videos	
  
•  Video	
  Distribu:on	
  Services	
  –	
  tubemogul.com	
  offers	
  free	
  version	
  
New	
  YouTube	
  Lay	
  Out	
  
•  Add	
  Your	
  Custom	
  URLs	
  in	
  the	
  Newly	
  Placed	
  Descrip:on	
  Area	
  
Digital	
  Trends	
  and	
  Best	
  Prac2ces:	
  Social	
  



•  Popularity	
  index	
  reflects	
  what	
  travelers	
  like	
  	
  
•  Algorithm	
  
      –  Rank	
  determined	
  by	
  popularity	
  measured	
  quan:ty	
  and	
  quality	
  of	
  content	
  on	
  
         T.A.	
  and	
  web	
  
•  According	
  to	
  TripAdvisor,	
  their	
  popularity	
  index	
  is:	
  
      –    Pure	
  (completely	
  organic),	
  no	
  paid	
  like	
  SEO	
  	
  
      –    Fresh:	
  the	
  index	
  constantly	
  incorporates	
  new	
  informa:on.	
  
      –    Global	
  since	
  it	
  reflects	
  reviews	
  from	
  around	
  the	
  world.	
  
      –    Unbiased	
  as	
  there	
  are	
  good	
  and	
  bad	
  reviews.	
  
•  You	
  cannot	
  submit	
  comment	
  cards	
  on	
  behalf	
  of	
  guests,	
  or	
  incen:vize	
  
   guests	
  to	
  leave	
  reviews,	
  however	
  you	
  may	
  ask	
  your	
  guests	
  to	
  write	
  a	
  
   review	
  of	
  their	
  experience	
  at	
  your	
  property.	
  
•  What	
  does	
  this	
  mean	
  to	
  you?	
  
Digital	
  Trends	
  and	
  Best	
  Prac2ces:	
  Social	
  



•  Manage	
  your	
  property	
  lis:ng	
  on	
  TripAdvisor	
  –	
  register	
  your	
  business	
  
•  Owners	
  center	
  –	
  resources	
  and	
  promo:onal	
  tools	
  	
  
      –  www.tripadvisor.com/WidgetEmbed	
  
•  Offer	
  “self	
  service”	
  op:ons	
  widgets	
  you	
  can	
  add	
  to	
  your	
  website	
  
Digital	
  Trends	
  and	
  Best	
  Prac2ces:	
  Social	
  


Manage	
  Local	
  Lis2ngs	
  
•  Monitor	
  your	
  customer	
  reviews	
  
•  Respond	
  to	
  BOTH	
  nega:ve	
  and	
  posi:ve	
  reviews	
  
•  Use	
  your	
  customer	
  reviews	
  as	
  free	
  market	
  research	
  to	
  enhance	
  
   your	
  brand’s	
  internal	
  opera:ons.	
  
•  Enhance	
  the	
  good	
  and	
  fix	
  the	
  bad	
  features	
  of	
  your	
  company.	
  
•  Repeat	
  all	
  the	
  above	
  on	
  a	
  regular	
  basis	
  

Reputa2on	
  Monitoring	
  is	
  key	
  
•  Socialmen:on.com	
  
•  Google	
  Alerts	
  
•  Hoot	
  Suite	
  –	
  Twifer	
  monitoring	
  for	
  your	
  brand	
  name	
  and	
  
   compe::on	
  and	
  other	
  niche	
  words	
  	
  
•  Brandseye.com	
  –	
  lite	
  version	
  $150	
  per	
  month	
  	
  
Digital	
  Trends	
  and	
  Best	
  Prac2ces:	
  Social	
  




SOURCE:	
  HubSpot	
  
 Digital	
  Trends	
  &	
  Best	
  Prac2ces:	
  Search	
  
Digital	
  Trends	
  and	
  Best	
  Prac2ces:	
  Search	
  




Source:	
  hp://www.statowl.com/search_engine_market_share.php	
  
Digital	
  Trends	
  and	
  Best	
  Prac2ces:	
  Search	
  
Digital	
  Trends	
  and	
  Best	
  Prac2ces:	
  Search	
  
Digital	
  Trends	
  and	
  Best	
  Prac2ces:	
  Search	
  




                 Latest	
  Search	
  Trends	
  
                                	
  
Google	
  +	
  and	
  Search	
  Quality	
  Personaliza2on	
  
               Social	
  Sharing	
  Integra2on	
  
                     Content	
  Crea2on	
  
Digital	
  Trends	
  and	
  Best	
  Prac2ces:	
  Search	
  


Google+	
  Brand	
  Page	
  
•  Imagine	
  if	
  you	
  could	
  have	
  learned	
  Facebook	
  in	
  the	
  very	
  beginning	
  
•  Social	
  results	
  do	
  not	
  include	
  Facebook	
  or	
  Twifer	
  –	
  only	
  Google	
  +	
  results	
  
•  Integrate	
  main	
  keywords	
  into	
  Google+	
  posts	
  to	
  increase	
  relevance	
  in	
  
   important	
  searches.	
  
Brunswick seminar 2.3.12
Digital	
  Trends	
  and	
  Best	
  Prac2ces:	
  Search	
  


Content	
  crea:on	
  
	
  
•  Content	
  that	
  is	
  updated	
  on	
  your	
  site	
  o}en	
  leads	
  to	
  higher	
  search	
  
   engine	
  results.	
  
•  Think	
  like	
  a	
  publisher,	
  not	
  a	
  marketer,	
  to	
  connect	
  your	
  
   des:na:on	
  with	
  online	
  audiences.	
  
•  Aggregate	
  and	
  curate	
  	
  
       •  Always	
  give	
  credit	
  to	
  the	
  original	
  source	
  
       •  Twifer,	
  Pinterest	
  	
  
       •  Scoop.it,	
  Storify.com,	
  mysyndacaat.com	
  
•  Tradi:onal	
  blogs	
  
•  Video	
  blogs	
  
•  Guest	
  bloggers	
  
•  Info	
  graphics	
  	
  

	
  
Digital	
  Trends	
  and	
  Best	
  Prac2ces:	
  Search	
  

                                        Social	
  Sharing	
  Integra2on	
  
                                                              	
  
                     If	
  a	
  link	
  is	
  a	
  “vote”	
  how	
  do	
  the	
  millions	
  of	
  
                                 people	
  without	
  websites	
  “vote”?	
  	
  

  “Websites	
  using	
  
Google’s	
  +1	
  buon	
  get	
  
  3.5X	
  the	
  Google+	
  
       visits.”*	
  




                           *	
  Source:	
  Hubspot	
  hfp://www.hubspot.com/Portals/53/docs/ebooks/how_to_use_google_plus_for_business_jan.pdf	
  	
  
 Tracking	
  ROI	
  
Tracking	
  ROI	
  


Facebook	
                         PR	
  
•  Likes	
                         •  Procurement	
  of	
  press	
  visits	
  
•  Reach	
                         •  Retweets	
  by	
  respected	
  professionals/news	
  
•  Engaged	
  Users	
              •  Men:ons	
  	
  	
  
•  Virality	
                      	
  
•  Talking	
  About	
  This	
      Blogs	
  
•  Check	
  Ins	
                  •  Unique	
  visitors	
  
	
                                 •  Page	
  views	
  
Overall	
  
•  Click	
  through	
  rate	
      Klout	
  
•  Lead	
  crea:on	
               •  Klout	
  score	
  –	
  ability	
  to	
  amplify	
  and	
  influence	
  
•  Conversion	
  studies	
  	
  
	
  
	
  
	
  
Wrap	
  Up	
  

•    Integra:on	
  is	
  the	
  name	
  of	
  the	
  game	
  in	
  today’s	
  marketplace	
  .	
  
•    Early	
  adopters	
  and	
  mainstream	
  technology	
  users	
  spend	
  more	
  on	
  travel	
  and	
  take	
  more	
  trips	
  
     than	
  late	
  adopters.	
  	
  
•    Smart	
  phones	
  &	
  tablets	
  are	
  the	
  wave	
  of	
  the	
  future	
  –	
  geOng	
  in	
  posi:on	
  is	
  important	
  to	
  stay	
  
     compe::ve.	
  
•    Mobile	
  website	
  is	
  cri:cal.	
  	
  
•    Social	
  media	
  is	
  more	
  than	
  Facebook,	
  but	
  Facebook	
  is	
  the	
  800lb	
  gorilla	
  J	
  
•    Social	
  media	
  and	
  user	
  generated	
  reviews	
  are	
  extremely	
  important	
  to	
  incorporate	
  into	
  your	
  
     marke:ng	
  plan.	
  
•    Twifer	
  is	
  a	
  highly	
  underused	
  pla•orm	
  by	
  marketers	
  and	
  can	
  be	
  an	
  incredible	
  resource,	
  use	
  it	
  
     for	
  listening	
  in	
  and	
  outreach	
  to	
  press.	
  
•    Blogs	
  are	
  important	
  as	
  they	
  deliver	
  fresh	
  content	
  on	
  your	
  site	
  which	
  is	
  important	
  for	
  search.	
  
•    New	
  pla•orms	
  are	
  emerging	
  like	
  Pinterest,	
  if	
  you	
  have	
  the	
  resources	
  these	
  are	
  great	
  to	
  use.	
  
•    Google+	
  is	
  changing	
  the	
  landscape	
  of	
  search.	
  Claim	
  your	
  Google+	
  page	
  for	
  business.	
  	
  
•    Content	
  crea:on	
  –	
  curate	
  &	
  aggregate!	
  
•    ROI	
  –	
  know	
  what	
  you	
  are	
  tracking	
  for.	
  	
  
Wrap	
  Up	
  
                                                       	
  

If	
  you	
  don’t	
  know	
  where	
  you	
  are	
  going...	
  any	
  road	
  will	
  get	
  you	
  there.	
  
                                                     	
  
                                                     	
  
                                                     	
  




  	
  

                 SMITH	
  is	
  a	
  full-­‐service,	
  contemporary	
  integrated	
  	
  
               adver:sing	
  agency	
  that	
  offers	
  solu:ons	
  for	
  our	
  clients.	
  
  	
  
  	
  
  	
  
  	
  
 

   Many	
  of	
  our	
  clients	
  are	
  reques2ng	
  our	
  Digital	
  Appraisal	
  Service:	
  
                                                 	
  
                                                      	
  
q  Rapidly	
  acquire	
  a	
  detailed	
  understanding	
  of	
  your	
  digital	
  ecosystem	
  and	
  assets	
  
    or	
  embark	
  on	
  a	
  new	
  digital	
  strategy	
  planning	
  process.	
  
q  Investment	
  dollars	
  at	
  work	
  
q  Compe::ve	
  strengths	
  &	
  weaknesses	
  	
  
q  Establish	
  future	
  plans	
  
q  Digital	
  alignment	
  	
  
q  Measure	
  ongoing	
  performance	
  and	
  return-­‐on-­‐investment.	
  

                                                     	
  
                                                     	
  
                                                     	
  
Thank you for the gift of your time today!

     Education & Value Are Our
        Best Marketing Tool.

         How can we help you?

Please fill out the survey in back of your
                workbook J

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Brunswick seminar 2.3.12

  • 1. Digital  Trends  &  Best  Prac2ces    for  2012  
  • 2. Marni  at  4  years  old  J  
  • 4. “The  next  digital  decade  is  here.  By  2016,  adver:sers  will  spend  as  much  on   interac:ve  marke:ng  as  they  do  on  television  adver:sing  today.  Investment  in   search  marke:ng,  display  adver:sing,  email  marke:ng,  mobile  marke:ng,  and   social  media  will  near  $77  billion  and  represent  26%  of  all  adver:sing,  as   interac:ve  channels  gain  legi:macy  in  the  marke:ng  mix.”   SOURCE  FORRESTER  RESEARCH,  US  INTERACTIVE  MARKETING  FORECAST  2011  -­‐  2016  
  • 5. Agenda   •  Strategic  Integrated  Marke:ng  Plans  &  Campaigns   •  Traveler  AOtudes  on  Digital     •  Digital  Trends  2012  &  Best  Prac:ces   –  Mobile  &  Local   –  User  Generated  &  Social     –  Search     •  Developing  content     •  GeOng  the  best  ROI/tracking  
  • 6. The  Importance  of  Integra2on   Crea2ve   Local  Search   Website   Adver2sing   Public  Rela2ons   Market   Research   Media  Buying   SEO/SEM   Mobile   Social   Marke2ng   Media  
  • 7. The  Importance  of  Integra2on   Source:  State  of  the  American  Traveler  January  2012  
  • 8. Traveler  AWtudes  on  Digital    
  • 11. Digital  Trends  &  Best  Prac2ces:  Mobile  
  • 12. Digital  Trends  and  Best  Prac2ces:  Mobile   More  Devices,  More  PlaXorms,  More  Interfaces  
  • 13. Digital  Trends  and  Best  Prac2ces:  Mobile   Perspec:ve  –  3Q11   Device   Total  Worldwide  Sales   Mobile  Devices   440m   Smartphone  Devices   115m   PC  Sales   91.9m   Total  Tablet  Sales   18.1m   Total  iPad  Sales   11.1m  (61%  share)   Android  Tablet   6m  (32%  share)   eReaders   6.5m     Source:     Media  Tablet  Shipments  Miss  Third  Quarter  Targets,  But  New  Entrants  and  Holiday  Demand  Will  Spark  Fourth  Quarter  Growth,  According  to  IDC   hp://www.idc.com/getdoc.jsp?containerId=prUS23228211     *Gartner  Says  Sales  of  Mobile  Devices  Grew  5.6  Percent  in  Third  Quarter  of  2011;  Smartphone  Sales  Increased  42  Percent     hp://www.gartner.com/it/page.jsp?id=1848514  
  • 14. Digital  Trends  and  Best  Prac2ces:  Mobile  
  • 15. Digital  Trends  and  Best  Prac2ces:  Mobile   hp://www.nielsen.com/content/dam/corporate/us/en/reports-­‐downloads/ 2011-­‐Reports/state-­‐of-­‐mobile-­‐Q3-­‐2011.pdf   State  of  Mobile  Q3  2011   hp://www.nielsen.com/content/dam/corporate/us/en/reports-­‐downloads/2011-­‐Reports/state-­‐of-­‐mobile-­‐Q3-­‐2011.pdf  
  • 16. Digital  Trends  and  Best  Prac2ces:  Mobile   Top  5  Reasons  to  Create  a  Mobile  Website     1.  Mobile  Websites  reach  all  audiences,  apps  do  not.     2.  Your  website  might  be  hard  or  impossible  to  use  on  mobile.     3.  There  are  83  million  people  on  the  mobile  web  according   to  Nielsen’s  State  of  the  Media  Report.   4.  Smartphones  are  now  outselling  PCs  (91m  vs.  115m  3Q11*)     *Media  Tablet  Shipments  Miss  Third  Quarter  Targets,  But  New  Entrants  and  Holiday  Demand  Will  Spark  Fourth  Quarter  Growth,  According  to  IDC     hfp://www.idc.com/getdoc.jsp?containerId=prUS23228211     Gartner  Says  Sales  of  Mobile  Devices  Grew  5.6  Percent  in  Third  Quarter  of  2011;  Smartphone  Sales  Increased  42  Percent       hfp://www.gartner.com/it/page.jsp?id=1848514  
  • 17. Digital  Trends  and  Best  Prac2ces:  Mobile   Crea:ng  a  Mobile  Website?   1.  All  local  content  is  accurate  and  op:mized  for  search     –  Google  Places,  Yelp,  CitySearch   2.  Simplify  then  simplify  again!   3.  Keep  number  pages  to  a  minimum  –  streamline   4.  Match  branding  elements  from  website  to  mobile  site   5.  Avoid  Flash  or  Java   6.  Reduce  amount  of  text  entry  necessary  (use  dropdowns)   7.  Easy  link  to  visit  full  site   8.  Mobicanvas.com  –  free  op:on  to  build   9.  Mobile  website  redirect  code  
  • 18. Digital  Trends  and  Best  Prac2ces:  Mobile   Claim  Your  Local   Lis2ngs!!!!!!!!!!!     Ask  For  Reviews!     1.  Google  Places  Page   2.  Citysearch   3.  Yelp   4.  UBL.org  and  Getlisted.org     5.  TripAdvisor    
  • 19. Digital  Trends  &  Best  Prac2ces:     User  Generated,  Social  &  Reputa2on  Management  
  • 20. Digital  Trends  and  Best  Prac2ces:  Social  
  • 21. Digital  Trends  and  Best  Prac2ces:  Social   •  150M  Blogs   •  Social  bookmarking   •  Micro  blogs-­‐  Twifer   •  Message  boards  &  online   •  RSS  feeds   forums   •  Widgets   •  Podcasts   •  Social  networks   •  Video  sharing  sites   •  Photo  sharing  sites  
  • 22. Digital  Trends  and  Best  Prac2ces:  Social   Social  Networking  Stats     Facebook:    over  800  million  users    via  Facebook   Twier:    over  200  million  users    via  ReadWriteWeb   LinkedIn:    135  million  members    via  LinkedIn   Groupon:    115  million  subscribers  via  Reuters   Google  Plus:    over  50  million  users    via  Google  Blog   Tumblr:    40.5  million  blogs    via  Tumblr     Foursquare:    15  million  users    via  Mashable   Pinterest      7.5  million  monthly  unique  via  TechCrunch   Posterous:    3.9  million  members    via  SF  Gate     Instagram          5  million  users    via  The  Next  Web  
  • 23. Digital  Trends  and  Best  Prac2ces:  Social   Twifer  users  are  the  most  influen:al  online  consumers  that  exist—a  key   audience.     •  72%  publish  blog  posts  at  least  once  a  month     •  70%  comment  on  others’  blog  posts     •  61%  write  at  least  one  product  review  a  month     •  61%  comment  on  news  sites   •  56%  write  ar:cles  for  third-­‐party  sites   •  53%  post  videos  online   •  50%  make  contribu:ons  to  wiki  sites   •  48%  share  deals  found  through  coupon  forums   Source:  Exact  Target:  Twifer  Xfactors      
  • 25. Digital  Trends  and  Best  Prac2ces:  Social  
  • 26. Digital  Trends  and  Best  Prac2ces:  Social  
  • 27. Digital  Trends  and  Best  Prac2ces:  Social  
  • 28. Digital  Trends  and  Best  Prac2ces:  Social   Monitoring  for    Durham  Bulls  
  • 29. Digital  Trends  and  Best  Prac2ces:  Social  
  • 30. Digital  Trends  and  Best  Prac2ces:  Social  
  • 31. Digital  Trends  and  Best  Prac2ces:  Social  
  • 32. Digital  Trends  and  Best  Prac2ces:  Social  
  • 33. Digital  Trends  and  Best  Prac2ces:     Social/Digital  PR   Twifer  is  an  excellent  vehicle  to  create  rela:onships  with  the  press!     Best  Prac:ces     •  Find  reporters:  Muckrack.com   •  “Contact  us”  page  local  media  Twifer  names  (@name)   •  Learn  about  them  in  their  bio,  men:on  in  a  tweet     •  Look  for  tweets  asking  for  help  from  reporters  (**)   •  Say  something  nice  about  a  story  the  reporter  wrote  or  aired,  making  sure  you  add  the   reporter’s  Twifer  name  to  the  comment.  When  possible,  link  to  the  story.   •  Retweet  their  tweets,  link  to  their  stories.   •  Offer  to  connect  them  to  experts  you  know  to  help  them.   •  Thank  them  via  Twifer  for  covering  an  event  you  afended.   •  Look  out  for  story  ideas  for  them,  not  just  big  stories  but  follow  up  pieces  on  stories  they’ve   already  done.   •  Congratulate  them  on  their  birthdays  or  other  news  they  tweet  about  themselves.   •  Highlight  them  on  your  own  blog.  
  • 34. Digital  Trends  and  Best  Prac2ces:  Social   Source:  State  of  the  American  Traveler  January  2012  
  • 35. Digital  Trends  and  Best  Prac2ces:  Social   Consumer  reviews  are  significantly  trusted  –  nearly   12x   more  than  descrip2ons  that  come  from   manufacturers  and  marketers.     SOURCE:  eMARKETER,  FEBRUARY  2010  
  • 36. Digital  Trends  and  Best  Prac2ces:  Social   Your  Current  Guests   Share  Experience   Prompts  Visit  Trusts  Reviews   While  Visi2ng   From  Other  Visitors   (Incen2vize)   Future  Visitor  Searching  For   User-­‐Generated  Informa2on  
  • 37. Digital  Trends  and  Best  Prac2ces:  Social  
  • 38. Digital  Trends  and  Best  Prac2ces:  Mobile  
  • 39. Digital  Trends  and  Best  Prac2ces:  Social  
  • 40. Digital  Trends  and  Best  Prac2ces:  Social  
  • 41. Digital  Trends  and  Best  Prac2ces:  Social   Pinterest  Best  Prac:ces   •  Pin  your  favorite  photos  from  your  des:na:on  –  segmenta:on  through  boards  for   different  personali:es!   •  Ask  visitors  to  pin  pictures  of  themselves  at  their  favorite  spot  and  tag  you,  repin   those  photos  onto  a  VIP  board  —  it’ll  give  a  shoutout  to  these  fans  and  show   poten:al  visitors  that  your  current  visitors  really  love  visi:ng!   •  Pin  It  To  Win  it.  
  • 42. Digital  Trends  and  Best  Prac2ces:  Social  
  • 43. Digital  Trends  and  Best  Prac2ces:  Social   •  #2  search  engine  in  world   •  Boring  never  wins  –  afempt  to  entertain,  be  crea:ve!   •  Op:mize     –  Keywords   •  Web  Page  Title  =  Video  Title   •  Web  Page  Meta  Descrip:on  =  Video  Descrip:on   •  Web  Page  Meta  Keywords  =  Video  Tags   –  Aim  for  posi:ve  ra:ngs  on  YouTube  
  • 44. Digital  Trends  and  Best  Prac2ces:  Social   Increase  Views  for  YouTube  Videos   •  Embed  on  owned  online  proper:es  (i.e.  your  website,  blog)   •  Promote  video  on  social  media  venues  (Facebook,  Twifer,  Google+)  and   via  online  press  releases   •  Plan  to  promote  or  include  partner  content  within  your  video  and  allow   partners  to  embed  your  videos   •  Video  Distribu:on  Services  –  tubemogul.com  offers  free  version   New  YouTube  Lay  Out   •  Add  Your  Custom  URLs  in  the  Newly  Placed  Descrip:on  Area  
  • 45. Digital  Trends  and  Best  Prac2ces:  Social   •  Popularity  index  reflects  what  travelers  like     •  Algorithm   –  Rank  determined  by  popularity  measured  quan:ty  and  quality  of  content  on   T.A.  and  web   •  According  to  TripAdvisor,  their  popularity  index  is:   –  Pure  (completely  organic),  no  paid  like  SEO     –  Fresh:  the  index  constantly  incorporates  new  informa:on.   –  Global  since  it  reflects  reviews  from  around  the  world.   –  Unbiased  as  there  are  good  and  bad  reviews.   •  You  cannot  submit  comment  cards  on  behalf  of  guests,  or  incen:vize   guests  to  leave  reviews,  however  you  may  ask  your  guests  to  write  a   review  of  their  experience  at  your  property.   •  What  does  this  mean  to  you?  
  • 46. Digital  Trends  and  Best  Prac2ces:  Social   •  Manage  your  property  lis:ng  on  TripAdvisor  –  register  your  business   •  Owners  center  –  resources  and  promo:onal  tools     –  www.tripadvisor.com/WidgetEmbed   •  Offer  “self  service”  op:ons  widgets  you  can  add  to  your  website  
  • 47. Digital  Trends  and  Best  Prac2ces:  Social   Manage  Local  Lis2ngs   •  Monitor  your  customer  reviews   •  Respond  to  BOTH  nega:ve  and  posi:ve  reviews   •  Use  your  customer  reviews  as  free  market  research  to  enhance   your  brand’s  internal  opera:ons.   •  Enhance  the  good  and  fix  the  bad  features  of  your  company.   •  Repeat  all  the  above  on  a  regular  basis   Reputa2on  Monitoring  is  key   •  Socialmen:on.com   •  Google  Alerts   •  Hoot  Suite  –  Twifer  monitoring  for  your  brand  name  and   compe::on  and  other  niche  words     •  Brandseye.com  –  lite  version  $150  per  month    
  • 48. Digital  Trends  and  Best  Prac2ces:  Social   SOURCE:  HubSpot  
  • 49.  Digital  Trends  &  Best  Prac2ces:  Search  
  • 50. Digital  Trends  and  Best  Prac2ces:  Search   Source:  hp://www.statowl.com/search_engine_market_share.php  
  • 51. Digital  Trends  and  Best  Prac2ces:  Search  
  • 52. Digital  Trends  and  Best  Prac2ces:  Search  
  • 53. Digital  Trends  and  Best  Prac2ces:  Search   Latest  Search  Trends     Google  +  and  Search  Quality  Personaliza2on   Social  Sharing  Integra2on   Content  Crea2on  
  • 54. Digital  Trends  and  Best  Prac2ces:  Search   Google+  Brand  Page   •  Imagine  if  you  could  have  learned  Facebook  in  the  very  beginning   •  Social  results  do  not  include  Facebook  or  Twifer  –  only  Google  +  results   •  Integrate  main  keywords  into  Google+  posts  to  increase  relevance  in   important  searches.  
  • 56. Digital  Trends  and  Best  Prac2ces:  Search   Content  crea:on     •  Content  that  is  updated  on  your  site  o}en  leads  to  higher  search   engine  results.   •  Think  like  a  publisher,  not  a  marketer,  to  connect  your   des:na:on  with  online  audiences.   •  Aggregate  and  curate     •  Always  give  credit  to  the  original  source   •  Twifer,  Pinterest     •  Scoop.it,  Storify.com,  mysyndacaat.com   •  Tradi:onal  blogs   •  Video  blogs   •  Guest  bloggers   •  Info  graphics      
  • 57. Digital  Trends  and  Best  Prac2ces:  Search   Social  Sharing  Integra2on     If  a  link  is  a  “vote”  how  do  the  millions  of   people  without  websites  “vote”?     “Websites  using   Google’s  +1  buon  get   3.5X  the  Google+   visits.”*   *  Source:  Hubspot  hfp://www.hubspot.com/Portals/53/docs/ebooks/how_to_use_google_plus_for_business_jan.pdf    
  • 59. Tracking  ROI   Facebook   PR   •  Likes   •  Procurement  of  press  visits   •  Reach   •  Retweets  by  respected  professionals/news   •  Engaged  Users   •  Men:ons       •  Virality     •  Talking  About  This   Blogs   •  Check  Ins   •  Unique  visitors     •  Page  views   Overall   •  Click  through  rate   Klout   •  Lead  crea:on   •  Klout  score  –  ability  to  amplify  and  influence   •  Conversion  studies          
  • 60. Wrap  Up   •  Integra:on  is  the  name  of  the  game  in  today’s  marketplace  .   •  Early  adopters  and  mainstream  technology  users  spend  more  on  travel  and  take  more  trips   than  late  adopters.     •  Smart  phones  &  tablets  are  the  wave  of  the  future  –  geOng  in  posi:on  is  important  to  stay   compe::ve.   •  Mobile  website  is  cri:cal.     •  Social  media  is  more  than  Facebook,  but  Facebook  is  the  800lb  gorilla  J   •  Social  media  and  user  generated  reviews  are  extremely  important  to  incorporate  into  your   marke:ng  plan.   •  Twifer  is  a  highly  underused  pla•orm  by  marketers  and  can  be  an  incredible  resource,  use  it   for  listening  in  and  outreach  to  press.   •  Blogs  are  important  as  they  deliver  fresh  content  on  your  site  which  is  important  for  search.   •  New  pla•orms  are  emerging  like  Pinterest,  if  you  have  the  resources  these  are  great  to  use.   •  Google+  is  changing  the  landscape  of  search.  Claim  your  Google+  page  for  business.     •  Content  crea:on  –  curate  &  aggregate!   •  ROI  –  know  what  you  are  tracking  for.    
  • 61. Wrap  Up     If  you  don’t  know  where  you  are  going...  any  road  will  get  you  there.           SMITH  is  a  full-­‐service,  contemporary  integrated     adver:sing  agency  that  offers  solu:ons  for  our  clients.          
  • 62.   Many  of  our  clients  are  reques2ng  our  Digital  Appraisal  Service:       q  Rapidly  acquire  a  detailed  understanding  of  your  digital  ecosystem  and  assets   or  embark  on  a  new  digital  strategy  planning  process.   q  Investment  dollars  at  work   q  Compe::ve  strengths  &  weaknesses     q  Establish  future  plans   q  Digital  alignment     q  Measure  ongoing  performance  and  return-­‐on-­‐investment.        
  • 63. Thank you for the gift of your time today! Education & Value Are Our Best Marketing Tool. How can we help you? Please fill out the survey in back of your workbook J