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Tourism Tasmania Digital Coach Live Sessions - Digital Marketing
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Tourism Tasmania Digital Coach Live Sessions - Digital Marketing

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Here's the slides from my Digital Coach live sessions in Hobart, Launceston and Burnie - thanks to everyone that came! Be sure to get in touch with me on scottywoodhouse@gmail.com if you have any …

Here's the slides from my Digital Coach live sessions in Hobart, Launceston and Burnie - thanks to everyone that came! Be sure to get in touch with me on scottywoodhouse@gmail.com if you have any questions.

Published in Travel , Technology , News & Politics
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  • 1. DIGITAL MARKETING
    Tourism Tasmania Digital Coach Program 2011
    Presented by Scott Woodhouse – www.necessarygroup.com
  • 2.
  • 3. SHINY
    OBJECT
    SYNDROME
  • 4. “Everything will be great once we get Facebook”
    ull of it...
  • 5. STORY
    What we believe and do
  • 6. STORY + NEEDS
    What we believe and do
    What customers believe and do
  • 7. = MONEY
    What we believe and do
    What customers believe and do
    WIN WIN
  • 8. PAID MEDIA
    Renting marketing assets
  • EARNED MEDIA
    Building marketing assets
    • Email list
    • 12. Great reviews
    • 13. A great website that works
    • 14. Social media presence that works
    • 15. Search engine rank
  • 2. Comparison /
    reviews
    3. Website / sale
    1. Ad / trigger
    4. ‘Trip-echo’ /
    loyalty loop
    80% of digital spend is here
    80% of influence is here
  • 16.
  • 17. MEASUREMENT
    Measuring
    Listening
    Stalking
  • 18. MEASUREMENT
    Measuring
    Listening
    Stalking
  • 19. MEASUREMENT
    Measuring
    Listening
    Stalking
  • 20. ACTION
    Signup to Google Analytics and get tracking code in your website
    www.google.com/analytics
    Visit your Google Analytics account
    - ask “so what?”
    Set up Google Alerts for your brand, your competitors, key areas of interest
    www.alerts.google.com
    Measure social impact of your website and your closest competitors
    www.howsociable.com
    www.socialmention.com
    Discover media habits of customers, and where they hang out on the web
    www.google.com/adplanner
  • 21.
  • 22. WHAT PEOPLE WANT
    Select a tone of voice, pictures etc that ‘speak to your audience
    Personality-fit
    • Leisure vs adventure
    • 23. Make judgements in 3 seconds
    User experience
    • Visit 4 times before booking
    • 24. Usability critical (40%) vs price (62%)
    • 25. Easy to navigate (44%)
    • 26. No errors (22%)
    • 27. Promos / discounts (21%)
    • 28. Findability of contact details (15%)
    Social proof
    • User reviews (58%)
    • 29. User ratings (42%)
    • 30. Official pictures (35%)
    • 31. User photos / video (26%)
    • 32. Official video (8%)
    Make it easy to use
    Have a strategy for leveraging reviews and social content
  • 33. PERSONAS
    Brad
    In Brad’s own words:
    “I just wanna kick back in the sun and get a tan with my girlfriend – no screaming kids”
    He’s searching for:
    • “Beachfront accomodationFreycinet”
    • 34. “Luxury accomodationFreycinet”
    He needs:
    • Book online – quickly and easily
    • 35. Critic reviews / recognition
    • 36. Guarantee / cues of quality
    He’s a big user of:
    What are your top 2? Speak to them!
  • 38. PERSONAS
    Dave
    In Dave’s own words:
    “Looking to sneak away with the wife and kids – a bit of an adventure and some fun in Tassie”
    He’s searching for:
    • “Things to do in Freycinet”
    He needs:
    • Book online – quickly and easily
    • 39. Social proof – user submitted photos, reviews
    • 40. Entertainment for the kids
    He’s a big user of:
    What are your top 2? Speak to them!
  • 42. 3 SECONDS
    Personality fit
    Don’t make me think!
    Call to action
  • 43.
  • 44.
  • 45.
  • 46.
  • 47.
  • 48.
  • 49. ACTION
    Do each of your pages guide the
    user towards action?
  • 50.
  • 51. 90 trillion
    emails sent in 2010.
  • 52. EMAIL
    • It works
    • 53. Built on trust, value and relevancy – poor execution can hurt
  • 81%
    is spam.
  • 54. EMAIL GOLD
    CREATE SOME URGENCY = 29% higher email open rate
    • i.e. 2 days till offer expires, registration ends today, today’s your last chance, free webinar on Nov 11th
    MAKE IT EXCLUSIVE = 24% higher open rate
    • The word ‘exclusive’ or ‘private’, ‘VIP’, ‘for past customers only’, exclusive offer
    TIME IT RIGHT = 100% higher open rate
    • 7am (best) till 9am (at worst)
    • 55. After 12pm you’ll cut your open rate in half!
    • 56. 2-touch works best – balance between mindshare and bugging people
    1 CALL TO ACTION = 40% higher response rate
    • Every link in email goes to same place, rather than multiple calls to action
    CASH IN ON FACEBOOK JUNKIES = 32% higher open rate
    • Just mention ‘Facebook’ in subject line – that’s it!
  • EMAIL GOLD
    FROM SOMEONE THEY TRUST = #1 factor in whether they’ll open it
    • Whether it’s your business name or a staff member’s name, use a ‘from’ name that people will trust
    RESPECT YOURSELF = other people respecting you
    • No unsolicited mail
    • 57. Only what people signed up for – no surprises
    STAY ON SUBJECT = #2 factor in whether they’ll open it
    • 20 – 50 characters
    • 58. Capture interest
    • 59. Avoid ‘spammy’ language – ‘free’, ‘cheap’, ‘crazy deal’
    DELIVER TRUST & VALUE!!
  • 60. INSIGHTS
    • Who opened?
    • 61. Who clicked?
    • 62. Who bounced?
    • 63. What times of day / week work best?
    • 64. Where did they click?
    • 65. What messages are working?
  • ACTION
    www.mailchimp.com
  • 66.
  • 67. IT’S NOT THIS
  • 68. OR THIS
  • 69. IT’S THIS
  • 70. Social tech empowers people to talk about what they want to. Not what you want them to.
  • 71. HOW?
    listen
    attract
    activate
    learn
    harvest
    Listen carefully. What are your opportunities?
    • SocialMention.com
    • 72. Google Alerts
    • 73. HowSociable.com
  • HOW?
    listen
    attract
    activate
    learn
    harvest
    Listen carefully. What are your opportunities?
    Attract your audience – like busy restaurant
    • SocialMention.com
    • 74. Google Alerts
    • 75. HowSociable.com
    • 76. Strong common interest
    • 77. What’s valuable?
    • 78. Incentives to join
  • HOW?
    listen
    attract
    activate
    learn
    harvest
    Listen carefully. What are your opportunities?
    Attract your audience – like busy restaurant
    Get people engaged and active
    • SocialMention.com
    • 79. Google Alerts
    • 80. HowSociable.com
    • 81. Strong common interest
    • 82. What’s valuable?
    • 83. Incentives to join
    • 84. Give them stuff to play with
    • 85. Ask questions
    • 86. Have conversations
  • HOW?
    listen
    attract
    activate
    learn
    harvest
    Listen carefully. What are your opportunities?
    Attract your audience – like busy restaurant
    Get people engaged and active
    Learn about people – what do they like?
    • SocialMention.com
    • 87. Google Alerts
    • 88. HowSociable.com
    • 89. Strong common interest
    • 90. What’s valuable?
    • 91. Incentives to join
    • 92. Give them stuff to play with
    • 93. Ask questions
    • 94. Have conversations
    • 95. What stuff to they engage with most?
  • HOW?
    listen
    attract
    activate
    learn
    harvest
    Listen carefully. What are your opportunities?
    Attract your audience – like busy restaurant
    Get people engaged and active
    Learn about people – what do they like?
    Use what you know to get value
    • SocialMention.com
    • 96. Google Alerts
    • 97. HowSociable.com
    • 98. search.twitter.com
    • 99. Strong common interest
    • 100. What’s valuable?
    • 101. Incentives to join
    • 102. Give them stuff to play with
    • 103. Ask questions
    • 104. Have conversations
    • 105. What stuff to they engage with most?
    • 106. Do experiments – not research
    • 107. Drive traffic to your site
    • 108. Give tools for word of mouth
    3 to 1 rule:
    • 3 conversational, interesting updates with no purpose other than creating engagement (questions, links (not to your site)
    • 109. Then go for a converting message – still interesting, but its goal is to convert
  • Listen - www.socialmention.com
  • 110. Listen - www.search.twitter.com
  • 111. CASE STUDY
    Attract – create valuable
  • 112. Attract - photos of trips
  • 113. Activate - FBML application
  • 114. Learn – what do they like?
  • 115. Harvest – call to action
  • 116. Build rep through niche communities
  • 117. INTEGRATE
    http://www.tripadvisor.in/WidgetEmbed
  • 118. INTEGRATE
    http://developers.facebook.com/docs/reference/plugins/like/
  • 119. www.google.com/adplanner
    www.flowtown.com/blog
    www.checkfacebook.com
    ACTION
  • 120. Where do people talk about stuff? www.howsociable.com
  • 121. 126 million
    blogs on the Internet.
  • 122. WHAT A BLOG IS
    • A place for regular news, updates and value (at least weekly)
    • 123. Simple, relaxed, quick, easy and informal
    • 124. A platform to express thoughts, theories and opinions
    • 125. A place to build credibility and build a loyal readership
    • 126. Somewhere to invite discussion and feedback
    • 127. A powerful marketing channel – traffic, relationships, SEO etc
    WHAT A BLOG ISN’T
    • A hard sell
  • WHAT SHOULD I BLOG
    Build trust, loyalty, engagement and reputation
  • 128. ACTION
    Take a look at some travel blogs to get an idea what they’re about
    Consider a) do I have something valuable to talk about regularly and b) can I commit to it?
    Check out www.blogger.com, www.wordpress.com, www.wordpress.org
  • 129. MICROBLOG
  • 130. 1 billion
    views per day on YouTube.
  • 131. MEDIA
    Use YouTube to host video
    Keyword optimise videos
    Link to your site
  • 132. BRING IT TOGETHER
  • 133. FOLLOW ME
    • Email: scott@necessarygroup.com
    • 134. Twitter: @scottywoodhouse
    • 135. LinkedIn: www.au.linkedin.com/in/swoodhouse
    • 136. Hypescience: www.hypescience.com.au