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Marketing Advisory Council
Thursday, March 5, 9:00am
VISIT DENVER



Interactive / Web Trends in Tourism
Overview
  > Starting A Social Campaign
  > Contextual Conversations
  > Email Strategy Now!
1  2  3  4  5
       Monitor the Conversation
       Claim Your Listing
       Claim Your Name
       Check Out Social Net...
Starting A Social Campaign
   >   Conversation Discovery / Listening Campaign
       Determine what consumers / travelers ...
the right time to jump in to the right conversation
is when your contribution either

solves a problem
 or
relieves pain.
Starting A Social Campaign
       Conversation Participation
       In what form and in which places is participation most...
some social conversations are

important
other conversations 
Contextual Conversations
   >   Participating in a social conversation is good.
       Seeking out conversations about you...
21%   of email recipients report email as Spam, 
      even if they know it isn’t


43%   click the Spam button based on t...
17% 6 monthsof subscribers create a new email address 
            every



30%         of subscribers change email addres...
Email Strategy Now!
   >   Email is not a short term tactic.
       Email is a life‐long, forever, brand‐building relation...
Contact
     Troy Thompson
     tthompson@visitdenver.com
     303‐571‐9459

     travel2dot0.wordpress.com
     @travel2d...
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VISIT DENVER Marketing Advisory Council - Interactive / Web Trends in Tourism

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A presentation for the VISIT DENVER Marketing Advisory Council on interactive trends within the tourism market. The presentation covers starting a social media strategy, contextual conversations and email campaigns.

Credits:

Convince and Convert
http://www.convinceandconvert.com/email-marketing-advice/15-email-statistics-that-are-shaping-the-future/

Published in: Travel, Technology, Business
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Transcript of "VISIT DENVER Marketing Advisory Council - Interactive / Web Trends in Tourism"

  1. 1. Marketing Advisory Council Thursday, March 5, 9:00am VISIT DENVER Interactive / Web Trends in Tourism
  2. 2. Overview > Starting A Social Campaign > Contextual Conversations > Email Strategy Now!
  3. 3. 1  2  3  4  5 Monitor the Conversation Claim Your Listing Claim Your Name Check Out Social Networks Recognize Bloggers
  4. 4. Starting A Social Campaign > Conversation Discovery / Listening Campaign Determine what consumers / travelers / locals are saying about you. PAID = Radian6 | Trackur FREE = Google Alerts | Ice Rocket | Social Mention | Tweetbeep > Conversation Aggregation What tools, either free or paid, will be used to compile the data? PAID = TruCast FREE = Google Reader | Netvibes | Email > Conversation Escalation / Assigning Responsibility Assigning communication responsibilities to experts within the organization. Determine a escalation path for questions, comments or complaints. Getting the query to the expert who can provide the best information  and value.
  5. 5. the right time to jump in to the right conversation is when your contribution either solves a problem or relieves pain.
  6. 6. Starting A Social Campaign Conversation Participation In what form and in which places is participation most valuable? > Conversation Tracking How are we going to keep track of our posts, tweets, comments and links. FREE = co.comment | Email Conversation Archival > Recording and archiving the actions taken, conversation patterns, gateway topics and keyword patterns.
  7. 7. some social conversations are important other conversations 
  8. 8. Contextual Conversations > Participating in a social conversation is good. Seeking out conversations about your organization, brand or products, to watch  and engage in the dialogue as appropriate. > Participating in a contextual social conversation is better. Based upon those conversations, determining which context will likely result in  a desired action (purchase, recommendation, etc.), is much more difficult, but  has the potential to result in more value / ROI. > Facebook vs. TripAdvisor While both are social networks and offer opportunities to interact with  consumers, TripAdvisor has the potential to be more contextually relevant to  our industry. The conversations happening on TripAdvisor are far more likely to influence  opinions and perceptions than on other social networks, ultimately leading to  researching and booking travel.
  9. 9. 21% of email recipients report email as Spam,  even if they know it isn’t 43% click the Spam button based on the email  “from” name or email address report email as Spam based  solely on the subject line 35% open email based on the subject line alone
  10. 10. 17% 6 monthsof subscribers create a new email address  every 30% of subscribers change email addresses  annually People who buy products marketed through  email spend  more than  people that do not receive email offers
  11. 11. Email Strategy Now! > Email is not a short term tactic. Email is a life‐long, forever, brand‐building relationship.  In this current climate,  avoid the temptation to overwhelm your email list with impersonal and  irrelevant offers. > What to do now. Choose more personalization and relevancy, not less. Verify, check and test your ‘From Address’ ‘Subject Line’ and ‘Reply Address.’ Pay close attention to your unsubscribe rate. Take advantage of the ‘Honeymoon’ period, plan you first 60 days. Clean your email list regularly.  Test your message.  Do images appear correctly? What about smartphones? 
  12. 12. Contact Troy Thompson tthompson@visitdenver.com 303‐571‐9459 travel2dot0.wordpress.com @travel2dot0
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