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Heritage Tourism Presentation

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Slide deck from Tasmania's Heritage Tourism Workshops on June 21 and 22, 2010.

Slide deck from Tasmania's Heritage Tourism Workshops on June 21 and 22, 2010.

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  • 1. in tourism, business and life.
  • 2. Stuff  you  can  use  -­‐  channels   Ad   networks   Ad Rich   Social   SEM   media   networks   networks Podcasts   Comments  /   reviews   Blogging   Website   Email   1-­‐way   Social   Social   news   Widgets   Loca=on   SEO   services   Webinars   Travel   communi=es   Business   apps   Social  Ads   Live   Image   Livecast   stream   hos=ng  
  • 3. Measuring  
  • 4. Listening  
  • 5. Stalking  
  • 6. Measurement  ac=on  plan   Signup to Google Analytics and get www.analytics.google.com tracking code in your website Visit your Google Analytics account - ask “so what?” Set up Google Alerts for your brand, www.alerts.google.com your competitors, key areas of interest Measure social impact of your www.backtype.com website and your closest competitors
  • 7. Email   •   It  works   •   Built  on  trust  and  value  –  poor  execu=on  can  hurt  
  • 8. Email  –  golden  advice   1.  Deliver  value  –  trade  something   2.  Be  regular  /  consistent     •  Balancing  act  between  mindshare  and  bugging  people   •  Fortnightly  or  monthly  work  best   3.  Be  on-­‐;me   •  B2B:  Tues  –  Thurs,  9:30am  =ll  3pm   •  B2C:  Fri  –  Sun,  5pm  =ll  8pm   4.  From  name  -­‐  #1  factor  in  whether  people  open   •  Familiar,  and  keep  it  consistent       5.  Subject  –  Capture  interest,  don’t  trigger  spam,  and  keep  consistent  formaJng   •  20  –  50  characters     •  Follow  deliverability  rules  (70%  -­‐  80%  don’t  make  it)   •   Smart  copy  –  avoid  spammy  language  (‘sale’,  ‘fee’,  ‘bonus’,  ‘crazy  deal’  etc)     •   Get  added  to  recipients’  address  books     •   Check  out  an=-­‐spamming  regula=ons  (ADMA)   •  2  components  –  variable  +  consistent     6.  Don’t  forget  plain  text  (otherwise  5%  won’t  see  it)   7.  Feed  your  list   •  Segment   8.  Respect  yourself     •  No  unsolicited  mail   •  Stay  on  topic  –  what  they  signed  up  for   •  Add  a  permission  footer  to  explain  why  you’re  contac=ng  them   •  Preferences  -­‐  Give  people  choices  in  how  o`en  they’re  contacted  and  what  for    
  • 9. Email  
  • 10. Email  ac=on  plan   www.mailchimp.com  
  • 11. Social  networks  aren’t  new   Kaixin001 (China) Google Buzz YouTube Yammer Facebook (High School Networks) Plurk Xanga (SNS relaunch) Yahoo! 360 Cyworld (China) Ning Foursquare Skyblog Couchsurfing Bebo Gowalla MySpace AsianAvenue, BlackPlanet (relaunch) Tribe.net Gather.com Tumblr Fast.FM Loopt Ravelry Hi5 Renren (China) LinkedIn Facebook (corporate networks) Open BC/Xing Cyworld (US) Netlog (Europe) MyChurch MyHeritage QQ (everyone) Windows Live Spaces Cyworld Flickr, Piczo, Mixi Facebook (everyone) Ryze Facebook (Elite Unis) Twitter StumbleUpon Dodgeball Cafe Mom Meetup.com Orkut, Dogster Nasza-Klasa (Poland) Multiply, aSmallWorld Odnoklassniki (Russia) LiveJournal Friendster Catster Vkontakte (Russia) BlackPlanet Fotolog Hyves Plaxo Yelp Care2 MyLife Vimeo Xanga Taringa (Argentina) MiGente Basecamp Mixi (Japan) (SixDegrees closes) SixDegrees.com AsianAvenue Classmates.com Craigslist
  • 12. Social  content   Op;ons   •   Use  exis=ng  social  placorms  like  Facebook,  Twider,  LinkedIn,  YouTube  etc   •   Mix  exis=ng  social  placorms  with  your  content   •   Create  your  own  online  community   Rules   •   Sophis=cated  users   •   Humanised  brands,  real  conversa=ons   •   Trading  things  of  value   •   If  you  want  people  to  pay  aden=on  –  give  them  the  truth     •   Listen,  learn  and  engage  with  an  authen=c  voice  
  • 13. Social  media  strategy   Attract the target group to your community •  Strong common interest •  Make it feel alive •  Incentives to join •  Critical mass
  • 14. Social  media  strategy   Attract the target Get them group to your activated in the community community •  Strong common interest •  Creators (5%) •  Make it feel alive •  Contributors (20%) •  Incentives to join •  Lurkers (75%) •  Critical mass
  • 15. Social  media  strategy   Attract the target Get them Learn about your group to your activated in the members in a community community social context •  Strong common interest •  Creators (5%) •  Members’ preferences? •  Make it feel alive •  Contributors (20%) •  How can you participate? •  Incentives to join •  Lurkers (75%) •  Be close to them? •  Critical mass
  • 16. Social  media  strategy   Attract the target Get them Learn about your Communicate group to your activated in the members in a and engage based community community social context on information in the community •  Strong common interest •  Creators (5%) •  Members’ preferences? •  Gender, age – lame •  Make it feel alive •  Contributors (20%) •  How can you participate? •  Company, job – ok •  Incentives to join •  Lurkers (75%) •  Be close to them? •  Interests – good •  Critical mass •  Behaviour – awesome!
  • 17. Facebook  
  • 18. Listen. Measure. Optimise. Content strategy
  • 19. Facebook  social  ads  
  • 20. Track  your  performance  
  • 21. Media  sharing    
  • 22. What  is  a  blog?   •  A place for regular news, updates and value (at least weekly) •  Simple, relaxed, quick, easy and informal •  A platform to express thoughts, theories and opinions •  A place to build credibility and build a loyal readership •  Somewhere to invite discussion and feedback •  A powerful marketing channel – traffic, relationships, SEO etc What  a  blog  isn’t   •  A hard sell
  • 23. What  should  I  blog  about?   Build trust, loyalty, engagement and reputation
  • 24. Get  trac=on   Social links Make it easy for people to share your content on their favourite social networks Link out Link to other bloggers – they’re likely to return the favour Link in Clearly link to your blog from your website, social platforms you use, email signature - whatever Invite comments Social content is often viral content Provide a feed RSS feeds are offered up by most blogging services – use them!
  • 25. Blog  ac=on  plan     Visit www.technorati.com/travel - look at a few featured blogs Consider a) do I have something valuable to talk about regularly and b) can I commit to it? Check out www.blogger.com
  • 26. Twider     •   Microblogging  –  send  tweets  (140   characters  or  less)   •   Live  stream  –  share  and  discover  what’s   happening  in  real-­‐=me   •   Listen  to  what  people  are  saying  about   topics,  compe=tors,  you,  your  brand  etc   •   Build  credibility,  network,  traffic  
  • 27. Twider  –  the  business  /  the  persona  
  • 28. Twider  -­‐  measurement   •  What are people saying? •  Is it good or bad?
  • 29. Social  media  ac=on  plan  
  • 30. Social  media  ac=on  plan   •  Support your objectives •  How will they feed / support one another? •  Reserve your username now
  • 31. Travel  communi=es  –  build  reputa=on  
  • 32. Travel  communi=es   Participate to create marketing value •  Build a positive reputation by being helpful •  Establish yourself as a local expert •  Build sales leads and brand awareness •  Content is indexed by Google and shared across the web Be honest about who you are •  No one can sniff out a fake customer quicker than an online community! Inspired by: http://blog.travellr.com/building-long-term-online-reputation-through
  • 33. Travel  communi=es  –  get  mileage  
  • 34. Travel  communi=es  –  get  mileage  
  • 35. Travel  communi=es  –  get  mileage  
  • 36. Travel  communi=es  –  get  mileage  
  • 37. Search  is  changing  
  • 38. Local  search  ac=on  plan   Go to: www.google.com/local/add
  • 39. Mobile  
  • 40. Mobile  ac=on  plan   1.  Add yourself to Google local search 2.  Make sure your website clearly describes what you do, where you’re located and your times of operation – this makes scraping your site easier for tools like Goby. 3.  Implement a booking or reservation system that supports distribution of your data through standard formats (SaaS will do this better than standalone systems) 4.  Ensure your local Tourism Tas / other DMO’s have your updated information 5.  Include yourself in as many sources of data as possible – local business listings, specialty directories etc
  • 41. Do keyword phrase research •  Look at the customer environment Too specific ‘Boutique Too general Just right accomodation in ‘accomodation’ ‘Hunter Valley the Hunter Valley accomodation’ with pool and tennis’
  • 42. Do keyword research •  Look at the customer environment
  • 43. Bringing  it  together    
  • 44. Follow  me   •   Email:  swoodhouse@in-­‐tellinc.com.au     •   Twider:  @scodywoodhouse   •   LinkedIn:  www.au.linkedin.com/in/swoodhouse   •   Hypescience:  www.hypescience.com.au