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Tvin conference wrap up
Tvin conference wrap up
Tvin conference wrap up
Tvin conference wrap up
Tvin conference wrap up
Tvin conference wrap up
Tvin conference wrap up
Tvin conference wrap up
Tvin conference wrap up
Tvin conference wrap up
Tvin conference wrap up
Tvin conference wrap up
Tvin conference wrap up
Tvin conference wrap up
Tvin conference wrap up
Tvin conference wrap up
Tvin conference wrap up
Tvin conference wrap up
Tvin conference wrap up
Tvin conference wrap up
Tvin conference wrap up
Tvin conference wrap up
Tvin conference wrap up
Tvin conference wrap up
Tvin conference wrap up
Tvin conference wrap up
Tvin conference wrap up
Tvin conference wrap up
Tvin conference wrap up
Tvin conference wrap up
Tvin conference wrap up
Tvin conference wrap up
Tvin conference wrap up
Tvin conference wrap up
Tvin conference wrap up
Tvin conference wrap up
Tvin conference wrap up
Tvin conference wrap up
Tvin conference wrap up
Tvin conference wrap up
Tvin conference wrap up
Tvin conference wrap up
Tvin conference wrap up
Tvin conference wrap up
Tvin conference wrap up
Tvin conference wrap up
Tvin conference wrap up
Tvin conference wrap up
Tvin conference wrap up
Tvin conference wrap up
Tvin conference wrap up
Tvin conference wrap up
Tvin conference wrap up
Tvin conference wrap up
Tvin conference wrap up
Tvin conference wrap up
Tvin conference wrap up
Tvin conference wrap up
Tvin conference wrap up
Tvin conference wrap up
Tvin conference wrap up
Tvin conference wrap up
Tvin conference wrap up
Tvin conference wrap up
Tvin conference wrap up
Tvin conference wrap up
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Tvin conference wrap up

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Slide deck from the TVIN conference at Tasmania's fantastic Freycinet Lodge.

Slide deck from the TVIN conference at Tasmania's fantastic Freycinet Lodge.

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  • So just a bit about me I’m a digital marketing consultant at the Necessary Group in Hobart – so I work with a lot of locally, nationally and internationally-focused businesses to grow and accelerate on the web
  • let’s look quickly at dedicated travel communitiesFind Dexter
  • Transcript

    1. NEXT-LEVEL MARKETING<br />Proven tactics. Blue sky thinking. And everything in between.<br />
    2. ME<br />
    3. CLUTTER<br />
    4. Competitors:<br />PLANNING PROCESS<br />
    5. Competitors:<br />PLANNING PROCESS<br />
    6. NEW THINKING<br />The lasting value of the traveller<br />Visits<br />Tripecho<br />Revenue<br />Information<br />
    7. NEW THINKING<br />The lasting value of the traveller<br />Visits<br />Tripecho<br />Relevancy drives revenue<br />Revenue<br />Relevancy<br />Information<br />
    8. NEW THINKING<br />The lasting value of the traveller<br />Visits<br />Tripecho<br />Relevancy drives revenue<br />Revenue<br />Relevancy<br />Build meaningful relationships<br />Information<br />Conversation<br />
    9. NEW THINKING<br />The lasting value of the traveller<br />Tripecho<br />Relevancy drives revenue<br />Relevancy<br />Build meaningful relationships<br />Conversation<br />
    10. FIRST<br /><ul><li> Fit?
    11. Strategic alignment
    12. Commitment and resources</li></li></ul><li>
    13. MEASUREMENT<br />Measuring<br />
    14. MEASUREMENT<br />Measuring<br />Listening<br />
    15. MEASUREMENT<br />Measuring<br />Listening<br />Stalking<br />
    16. OLD<br />Google Buzz<br />Kaixin001 (China)<br />Yammer<br />Plurk<br />YouTube<br />Facebook (High School Networks)<br />Xanga (SNS relaunch)<br />Yahoo! 360<br />Cyworld (China)<br />Ning<br />Bebo<br />AsianAvenue, BlackPlanet (relaunch)<br />Gather.com<br />Loopt<br />Renren (China)<br />Foursquare<br />Gowalla<br />Skyblog<br />Couchsurfing<br />MySpace<br />Tribe.net<br />Fast.FM<br />Hi5<br />LinkedIn<br />Open BC/Xing<br />Netlog (Europe)<br />MyHeritage<br />Tumblr<br />Ravelry<br />Facebook (corporate networks)<br />Cyworld (US)<br />MyChurch<br />QQ (everyone)<br />Windows Live Spaces<br />Facebook (everyone)<br />Twitter<br />Cafe Mom<br />Nasza-Klasa (Poland)<br />Odnoklassniki (Russia)<br />Vkontakte (Russia)<br />Cyworld<br />Ryze<br />StumbleUpon<br />Meetup.com<br />Flickr, Piczo, Mixi<br />Facebook (Elite Unis)<br />Dodgeball<br />Orkut, Dogster<br />Multiply, aSmallWorld<br />Catster<br />Hyves<br />Yelp<br />Vimeo<br />Taringa (Argentina)<br />Basecamp<br />LiveJournal<br />BlackPlanet<br />Friendster<br />Fotolog<br />Plaxo<br />MyLife<br />Care2<br />Xanga<br />MiGente<br />Mixi (Japan)<br />(SixDegrees closes)<br />SixDegrees.com<br />AsianAvenue<br />Classmates.com<br />Craigslist<br />
    17. ENGAGEMENT<br />
    18. ENGAGEMENT<br />
    19. STRATEGY<br />Attract the target group to your community<br /><ul><li> Strong common interest
    20. Make it feel alive
    21. Incentives to join
    22. Critical mass</li></li></ul><li>STRATEGY<br />Attract the target group to your community<br />Get them activated in the community<br /><ul><li> Creators(5%)
    23. Contributors(20%)
    24. Lurkers(75%)
    25. Strong common interest
    26. Make it feel alive
    27. Incentives to join
    28. Critical mass</li></li></ul><li>STRATEGY<br />Attract the target group to your community<br />Get them activated in the community<br />Learn about your members in a social context<br /><ul><li> Creators(5%)
    29. Contributors(20%)
    30. Lurkers(75%)
    31. Strong common interest
    32. Make it feel alive
    33. Incentives to join
    34. Critical mass
    35. Members’ preferences?
    36. How can you participate?
    37. Be close to them?</li></li></ul><li>STRATEGY<br />Attract the target group to your community<br />Get them activated in the community<br />Learn about your members in a social context<br />Communicateand engage based on information in the community<br /><ul><li> Creators(5%)
    38. Contributors(20%)
    39. Lurkers(75%)
    40. Strong common interest
    41. Make it feel alive
    42. Incentives to join
    43. Critical mass
    44. Gender, age – lame
    45. Company, job – ok
    46. Interests – good
    47. Behaviour – awesome!
    48. Members’ preferences?
    49. How can you participate?
    50. Be close to them?</li></li></ul><li>Over<br />500 million<br />people on Facebook.<br />
    51. Over<br />500 million<br />50%<br />people on Facebook.<br />log in every day.<br />
    52. TASPLAN<br />
    53. SOCIAL ADS<br />
    54. 126 million<br />blogs on the Internet.<br />
    55. WHAT SHOULD I BLOG<br />Build trust, loyalty, engagement and reputation<br />
    56. 60 million<br />Twitter ‘tweets’ per day.<br />
    57. MICROBLOG<br /><ul><li>Microblogging– send tweets (140 characters or less)
    58. Live stream – share and discover what’s happening in real-time
    59. Listen to what people are saying about topics, competitors, you, your brand etc
    60. Build credibility, network, traffic
    61. Participating builds trust
    62. Listening builds trust</li></li></ul><li>MICROBLOG<br />
    63. LISTEN<br />
    64. TWEET<br />Early bird tickets for John Farnham Live http://bit.ly/farnsy<br />
    65. 67% of Twitter followers are<br />more likely to buy<br />products they’re following<br />
    66. WORK IT OUT<br />
    67. WORK IT OUT<br />
    68. WORK IT OUT<br /><ul><li> Discounts
    69. Breaking news / info
    70. Exclusive content
    71. Only 2% of respondents show their support
    72. To receive discounts
    73. I am a customer
    74. To show others that I support this brand</li></li></ul><li>1 billion<br />views per day on YouTube.<br />
    75. The average Internet user watches<br />181<br />videos per month.<br />
    76. MEDIA<br />
    77. GET MILEAGE<br />
    78. GET MILEAGE<br />
    79. GET MILEAGE<br />
    80. GET MILEAGE<br />
    81. MOBILE<br />
    82. MOBILE<br />
    83. MOBILE<br />
    84. IN-DESTINATION<br />
    85. IN-STORE<br />
    86. OPPORTUNITY<br /><ul><li> In-store experience
    87. Visitor info centre brand
    88. Location-specific
    89. Seamless experience
    90. In-store / in-destination</li></li></ul><li>CHECK IN<br />
    91. CHECK IN<br />
    92. AUGMENTED REALITY<br />
    93. PROXIMITY<br />
    94. PROXIMITY<br />
    95. QR CODES<br />
    96. QR CODES<br />
    97. PULL IT TOGETHER<br />
    98. FOLLOW ME<br /><ul><li>Email: scott@necessarygroup.com
    99. Twitter: @scottywoodhouse
    100. LinkedIn: www.au.linkedin.com/in/swoodhouse
    101. Hypescience: www.hypescience.com.au</li>

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