DIGITAL IDEAS FOR MARKETING TO MEETING PLANNERS ON A       LIMITED BUDGET       eTourism Summit 2012
VICTORIA ISLEY Chief Operating Officer, DMAI      Executive Director,Destination & Travel Foundation        @victoriaisley...
OUR CAUSEDMAI protects and advances the success of destinationmarketing worldwide.            ADVANCE THE                 ...
600 DMO Member Organizations$1.5 Billion Annual Budgets
DMO Group Sales Channel Impact Study                                  In 2011 DMOs influenced                             ...
DMOs have aone-two punch in promoting their destinations for    meetings    Inspire planners to    choose to select your  ...
San Francisco TravelMPI (WEC) 2012 Social Media  Goose Chase Campaign        October 11, 2012
San FranciscoMeetingsSocial Media                 San Francisco Travel has had minimal                  success promoting...
San Francisco MeetingsFacebook
San Francisco MeetingsFacebook
San FranciscoMeetingsFacebook
San FranciscoMeetingsFacebook
San FranciscoMeetingsFacebook                 Overall, limited engagement, limited exposure                  for the dest...
San FranciscoFacebook
San FranciscoFacebook
San FranciscoSocial Media                 Engaging Meeting Planners on “Consumer”                  channels              ...
MPICampaignOverview    San Francisco Travel “social media” sponsor             of MPI World Education Congress in St. Lou...
MPICampaignValue to Attendees                      Connects attendees to other attendees using                       Face...
MPICampaignLink to content onmain convention app
MPICampaignPostcard available toattendees atregistration
MPICampaignStart the GooseChase
MPICampaignPromoting SanFrancisco                 Developed San Francisco based “missions” to                  educate an...
MPICampaignLeaderboard
MPICampaignWinnerActual SubmittedPhotos
MPICampaignValue to San        251 Registered usersFrancisco Travel                    With 1,800 in attendance: 14% par...
MPICampaignPress
Option B.
Thanks       Chris Clarkcclark@sanfrancisco.travel
New Orleans Convention and Visitors   Bureau: $1,000 Paid Search      How to Increase Conference or     Convention Attenda...
FSC Interactive           • Online and Interactive Marketing           Agency located in New Orleans, La           • Girl ...
McKenzie Coco                                                    • Founder of FSC Interactive                             ...
New Orleans CVBThe New Orleans Convention & Visitors Bureau is a  nationally accredited, 1,000-member destination  marketi...
How We Got Here…• In 2011, Travel + Leisure recognized New Orleanians for their local  pride, placing NOLA as the number o...
Enter Paid Search
OverviewThe New Orleans CVB wants to allocate $1,000 toaid the American Academy of Pediatrics conferencein pre-conference ...
How We WANTED To Do ItAds to be directed to a landing page on the NOCVBwebsite where visitors were prompted to enter for a...
Microsite
Microsite Add OnsBuild out a more expansive micro-site than the standard CVB template.Include the following add-ons:• YouT...
Resources
How We Did ItThe ads directed to a landing page on the NOCVBwebsite where visitors were prompted to learn moreabout New Or...
Registration
The Media PlanFive Months PriorGoogle Advertising : $700 will be spent on a highly targeted Google search campaign   targe...
Visits to SiteBUT…we couldn’t track conversions, asthe “conversion” was on the otherwebsite.However….
The Good News
Costs
McKenzie Coco   E-mail: mckenzie@fscinteractive.comLinkedIn: www.linkedin.com/in/mckenziecoco Twitter: www.twitter.com/mck...
Twitter:                            E-mail:    www.twitter.com/fscnola            info@fscinteractive.com        Get More ...
AdsAds     vv
Katerina Ram            1st      Online Ads Strategist at LinkedIn      San Francisco Bay Area | Internet     LinkedIn Ads...
The LinkedIn Opportunity  Connect talent with opportunity at massive scale                               +         Fundame...
Our MissionConnect the world’s professionals to make   them more productive and successful  Ads                           ...
The World’s Largest Professional NetworkOver 60% of members are now international                                         ...
The Value We Bring To Our Members                                                            Identity         Rolodex, Res...
Marketing SolutionsTargeting one of the most affluent and influential audiences on the web Self-Service Platform          ...
Advertising on LinkedIn  • Text ads with small images      • Display ads (IAB-compliant), Interactive  • Auction-based bid...
LinkedIn Ad                 Headline                 25 characters  Image50 x 50 pixels                            Descrip...
Ads Appear On… All Prominent Pages                                          •   Profile Pages                             ...
Targeting Is What We Do                                      Company, Company Size,                                      I...
LinkedIn Groups                     1.2 Million+                     professionally oriented groups                  81%  ...
Budget & Bidding Pay per click (CPC) Bid recommendationsbased on targeting Set a daily budget Run continuously or unti...
Tracking Results      Online Campaign Management and Reporting InterfaceView reports showing your clicks, impressions, an...
Quick Demo  Ads        64
The Bottom Line The Most Relevant Professional Platform Senior Audience = Access to Decision Makers Flexible Targeting ...
Questions?Ads                66
Session Sponsored by:  Ads
Digital Marketing to Meeting Planners - eTourism Summit
Digital Marketing to Meeting Planners - eTourism Summit
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Digital Marketing to Meeting Planners - eTourism Summit

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  • Talent is THE driving force for success and economic opportunity; that holds true for both individual professionals and the companies they work for. At our core, LinkedIn is in the business of connecting talent with opportunity at massive scale.   We are able to do this in an unprecedented way due to the convergence of two unique trends: Scalable infrastructure that connects hundreds of millions of people in milliseconds, and Extraordinary shifts in online behavior related to the way people represent their identities, build their networks and share information and knowledge. This is fundamentally changing the world in the way we live, play, and, of course, work. And that’s where LinkedIn is focused: on fundamentally transforming the way the world works.
  • For us, fundamentally changing the way the world works begins with our mission statement: To connect the world’s professionals to make them more productive and successful. This means not only helping people to find their dream jobs, but also enabling them to be great at the jobs they’re already in.
  • We’re making great strides toward our mission: ** As of August 2, 2012, LinkedIn has over 175 million members, and we’re now adding about two members every second. This is the fastest rate of absolute member growth in the company’s history. Sixty-two percent of LinkedIn members are currently located outside of the United States. As of June 30, 2012 (the end of the second quarter), LinkedIn counts executives from all 2011 Fortune 500 companies as members; its corporate hiring solutions are used by 85 of the Fortune 100 companies. More than 2 million companies have LinkedIn Company Pages. LinkedIn members did nearly 4.2 billion professionally-oriented searches on the platform in 2011, and are on pace to do 5.3 billion in 2012. [See http://press.linkedin.com/about for a complete list of LinkedIn facts and stats]
  • Our most important core value is that members come first. We develop products across three dimensions to deliver value to our members:   1. Professional Identity, which helps professionals connect, find, and be found; LinkedIn is the most powerful, professionally-oriented search engine on the planet. In becoming a member, you are carving out a piece of digital real estate and creating your professional profile of record. When you need to find someone, connect with someone, do a business deal or tap professional knowledge, LinkedIn is the place to go. 2. Insights, which help people get the information and knowledge they need to be great at what they do; A fire hose of unique and valuable information, knowledge, data and insight flow through the LinkedIn network as a result of our members connecting and sharing. Our job is to build products that derive information and insights from that data for our members to help them be better at what they do every day. Examples of some of these products are LI Today, Groups, Homepage, Signal 3. And Everywhere, which ensures that our platform works wherever our members work, regardless of where they are, on the Web or off. We live in an age where we can no longer expect our members to be tethered to their desks. We live in a mobile, ubiquitous computer age. LinkedIn is focused on providing members with access to their professional identity and insights wherever they may be -- whether it is on and off the desktop or on and off LinkedIn.com. We know our members will still visit other sites, and we want to continue to scale our API offerings to provide value to our members no matter where they are. If you’re taking time to build your professional identity, network and knowledge..the sum total of our value proposition is that LinkedIn will enable our members to find dream jobs and be great at jobs they’re already in.
  • LinkedIn Marketing Solutions helps advertisers and marketers reach influential, affluent and highly-educated audiences in a very relevant and engaging way. LinkedIn Marketing Solutions has three competitive advantages over any other online platform: Scale, Accuracy, and Portfolio:   Scale: 175 Million Members that are all professionals; one of the most influential, affluent and highly educated audiences on the web; more decision makers, higher average household incomes, and more college or post-college graduates than U.S. visitors of many leading business websites.   Accuracy: rich profile-based targeting allows advertisers to reach very specific audiences; targeting includes by geography, job function, industry, company size, seniority, age, gender, company name, LinkedIn Group and even job title.   Portfolio: A suite of high-impact and engaging products helps advertisers get their messages across, from text-based ads to massive display campaigns to socially-driven branding opportunities like Company Pages and Groups.
  • 7932 - travel 3556 – tourism groups 200+ Meeting/event planning
  • Transcript of "Digital Marketing to Meeting Planners - eTourism Summit"

    1. 1. DIGITAL IDEAS FOR MARKETING TO MEETING PLANNERS ON A LIMITED BUDGET eTourism Summit 2012
    2. 2. VICTORIA ISLEY Chief Operating Officer, DMAI Executive Director,Destination & Travel Foundation @victoriaisley @meetDMAI
    3. 3. OUR CAUSEDMAI protects and advances the success of destinationmarketing worldwide. ADVANCE THE ADVOCATE FOR THE PROTECT & LEVERAGE DMO PROFESSIONAL DMO INDUSTRY ASSOCIATION RESOURCES 1.1 1.1 Professional Development 2.1 2.1 At Home 3.1 3.1 DMO Members 1.2 1.2 Career Development 2.2 2.2 In the Meetings Market 3.2 3.2 Allied Members/Sponsors 1.3 1.3 Peer-to-Peer Networking 2.3 2.3 In the Consumer Market 3.3 3.3 Leadership/Governance 3.4 3.4 Professional Management
    4. 4. 600 DMO Member Organizations$1.5 Billion Annual Budgets
    5. 5. DMO Group Sales Channel Impact Study In 2011 DMOs influenced 37.5 million room nights (defined by booked for future periods) All Group Room Nights Sold For 2011 DMOs influenced nearly 1 in 5 (19%) DMO of all group room nights for Group Channel their markets (defined by 275 DMO markets) Group room night bookingsSource: DMAI, Tourism Economics grew 4.8% in 2011
    6. 6. DMOs have aone-two punch in promoting their destinations for meetings Inspire planners to choose to select your destination, driving incremental demand for your community Drive/increase attendance to meetings held in your community
    7. 7. San Francisco TravelMPI (WEC) 2012 Social Media Goose Chase Campaign October 11, 2012
    8. 8. San FranciscoMeetingsSocial Media  San Francisco Travel has had minimal success promoting the destination through Social Media tools. ­ Primary tool - Facebook [San Francisco Meetings] ­ Secondary – Twitter @MeetinSF
    9. 9. San Francisco MeetingsFacebook
    10. 10. San Francisco MeetingsFacebook
    11. 11. San FranciscoMeetingsFacebook
    12. 12. San FranciscoMeetingsFacebook
    13. 13. San FranciscoMeetingsFacebook  Overall, limited engagement, limited exposure for the destination.  Relatively low effort to maintain. Easy way to push out messaging.
    14. 14. San FranciscoFacebook
    15. 15. San FranciscoFacebook
    16. 16. San FranciscoSocial Media  Engaging Meeting Planners on “Consumer” channels  MEETING PLANNERS ARE PEOPLE. They use apps, social media, games – just like everyone else  Why not make it fun (and yes informative)
    17. 17. MPICampaignOverview  San Francisco Travel “social media” sponsor of MPI World Education Congress in St. Louis.  Attendees engaged with San Francisco content using a mobile photo scavenger hunt app called Goose Chase.  Goal to engage meeting professionals on destination using San Francisco based content and drive attendees to booth.  App available to all show attendees via mobile devices.
    18. 18. MPICampaignValue to Attendees  Connects attendees to other attendees using Facebook like interface.  Easy signup using email or Facebook.  Prizes.  Fun!
    19. 19. MPICampaignLink to content onmain convention app
    20. 20. MPICampaignPostcard available toattendees atregistration
    21. 21. MPICampaignStart the GooseChase
    22. 22. MPICampaignPromoting SanFrancisco  Developed San Francisco based “missions” to educate and excite attendees about the destination. (e.g. submit a photo of a San Francisco icon)  Developed “missions” to push people to our booth and speak to our staff and our partners. (e.g. take a photo of one of the San Francisco Travel Sales Managers in our booth)
    23. 23. MPICampaignLeaderboard
    24. 24. MPICampaignWinnerActual SubmittedPhotos
    25. 25. MPICampaignValue to San  251 Registered usersFrancisco Travel  With 1,800 in attendance: 14% participation rate  3,912 photos taken  Average of 15 photos per user  439 Face to Face interactions with our team and Suppliers from 20 missions  22 F2F average per mission  Great benefit for our partners
    26. 26. MPICampaignPress
    27. 27. Option B.
    28. 28. Thanks Chris Clarkcclark@sanfrancisco.travel
    29. 29. New Orleans Convention and Visitors Bureau: $1,000 Paid Search How to Increase Conference or Convention Attendance on a Shoe String Budget
    30. 30. FSC Interactive • Online and Interactive Marketing Agency located in New Orleans, La • Girl Power! • Specialize in Social Media Strategy, Paid Search Campaigns and SEO • Focus in Hospitality and Tourism
    31. 31. McKenzie Coco • Founder of FSC Interactive • Started the company in New Orleans in 2007 • Graduate of Wake Forest University • Loves: New Orleans, travel, people!• Work with New Orleans Tourism MarketingCorporation (NOTMC), New Orleans Conventionand Visitors Bureau (NOCVB), multiple hospitalityclients both locally and nationally.
    32. 32. New Orleans CVBThe New Orleans Convention & Visitors Bureau is a nationally accredited, 1,000-member destination marketing organization and the largest and most successful private economic development corporation in Louisiana.Consistently recognized as one ofthe top five CVBs in the country,the New Orleans CVB iscelebrating its 52nd anniversaryin 2012.
    33. 33. How We Got Here…• In 2011, Travel + Leisure recognized New Orleanians for their local pride, placing NOLA as the number one city on their annual Americas Favorite Cities survey.• New Orleans is constantly being recognized on a national level as a culturally authentic destination• Historically, the summer months (primarily August – September) is one of the “low” seasons for out-of-state travel to New Orleans meaning there was opportunity to leverage the local population• So….New Orleans Convention & Visitors Bureau set out to encourage attendance at a slow time of year on a not-so-well know conference
    34. 34. Enter Paid Search
    35. 35. OverviewThe New Orleans CVB wants to allocate $1,000 toaid the American Academy of Pediatrics conferencein pre-conference marketing.The end goal is to boost conference attendance andshow the Pediatrics conference planners that theNOCVB is a full service, hands-on bureau thatsupplies assistance above and beyond those ofother cities.
    36. 36. How We WANTED To Do ItAds to be directed to a landing page on the NOCVBwebsite where visitors were prompted to enter for aFREE registration to the conference to build databaseand allow for more direct marketing in the future.The landing page and thank you form would behosted on the NOCVB site with Google Analyticsinstalled for tracking purposes to show the value ofthe campaign.
    37. 37. Microsite
    38. 38. Microsite Add OnsBuild out a more expansive micro-site than the standard CVB template.Include the following add-ons:• YouTube videos that directly relate to the Pediatric attendees’ interests. Suggested videos: Museums, French Market, French Quarter Walking Tours, Julia Street Art, Jackson Square• Twitter Feed of the official conference Hashtag. This will provide awareness of the official messaging coming from the conference, the New Orleans CVB when using the Hashtag and the attendees communicating with the conference. It will encourage others to join the conversation on social media.• Airfare Deals feed from cities around the country to New Orleans during the conference (10/20 – 10/23)• Links to the official conference website
    39. 39. Resources
    40. 40. How We Did ItThe ads directed to a landing page on the NOCVBwebsite where visitors were prompted to learn moreabout New Orleans and the conference.The landing page had information about theconference as well as links to various New Orleansassets (videos, coupons, maps, accommodations, and alink to the registration NOT hosted on the NOCVB site.
    41. 41. Registration
    42. 42. The Media PlanFive Months PriorGoogle Advertising : $700 will be spent on a highly targeted Google search campaign targeting top national membership areas with keywords describing the conference including keynote speaker, continuing education credits, pediatric specialties and any other appropriate descriptors. The ads will mention the conference name and the contest giveaway. Targeting will include a maximum of four locations.Two Months PriorLinkedIn Advertising: $300 will be spent on LinkedIn Advertising targeting pediatric LinkedIn Groups. All ads will link back to the built out micro-site which includes the supplemental content listed above as well as a link to the official conference website.
    43. 43. Visits to SiteBUT…we couldn’t track conversions, asthe “conversion” was on the otherwebsite.However….
    44. 44. The Good News
    45. 45. Costs
    46. 46. McKenzie Coco E-mail: mckenzie@fscinteractive.comLinkedIn: www.linkedin.com/in/mckenziecoco Twitter: www.twitter.com/mckenziecocoFacebook: www.facebook.com/mckenziecoco
    47. 47. Twitter: E-mail: www.twitter.com/fscnola info@fscinteractive.com Get More Slides: Facebook:http://www.slideshare.net/fscnola www.facebook.com/fscinteractive
    48. 48. AdsAds vv
    49. 49. Katerina Ram 1st Online Ads Strategist at LinkedIn San Francisco Bay Area | Internet LinkedIn Ads Overview Send Message View ProfileAds 51
    50. 50. The LinkedIn Opportunity Connect talent with opportunity at massive scale + Fundamentally transforming the way the world works Ads 52
    51. 51. Our MissionConnect the world’s professionals to make them more productive and successful Ads 53
    52. 52. The World’s Largest Professional NetworkOver 60% of members are now international 85% * 175M+ * Fortune 100 Companies use LinkedIn to hire >2M * Company Pages ~4.2B Professional searches in 2011 *as of August 2, 2012 Ads 54
    53. 53. The Value We Bring To Our Members Identity Rolodex, Resume, Connect, find and be found Business Card LinkedIn Profile, Address Book, Search Insights Newspapers, Be great at what you do Trade Magazines, Events Homepage, LinkedIn Today, Groups Everywhere Work wherever our members work Desktop Mobile, APIs, Plug-Ins Opportunities that will transform the trajectory of your career Ads 55
    54. 54. Marketing SolutionsTargeting one of the most affluent and influential audiences on the web Self-Service Platform Display / Social AdsLinkedIn Company Pages Custom groups / Sponsorship Ads 56
    55. 55. Advertising on LinkedIn • Text ads with small images • Display ads (IAB-compliant), Interactive • Auction-based bidding • Guaranteed inventory & delivery • Pay per click (CPC) • Pay per impression (CPM) • Self-service online interface • $25K minimum campaign budget • Active Strategists for • Account Management Team top performing advertisers Ads
    56. 56. LinkedIn Ad Headline 25 characters Image50 x 50 pixels Description 75 characters Ads 58
    57. 57. Ads Appear On… All Prominent Pages • Profile Pages • Home Page • Inbox • Search Results Pages • Groups Pages Example: LinkedIn Profile Page Ads
    58. 58. Targeting Is What We Do Company, Company Size, Industry, Function, Title, Seniority, Location School Group Affiliations Skills Ads
    59. 59. LinkedIn Groups 1.2 Million+ professionally oriented groups 81% of users belong to at least one group with 52% participating in group discussions2 2 Ads 61
    60. 60. Budget & Bidding Pay per click (CPC) Bid recommendationsbased on targeting Set a daily budget Run continuously or until aspecific date Stop and edit your ads andcampaigns at any time Example Target Audience Number of Example Bid Members Corporate Executives at Large 711,974 $2.81 per click Enterprises Owners of Small and Medium Size 497,129 $2.71 per click Businesses All LinkedIn Members in the U.S. Over 43 million $2.62 per click Campaign Minimums: $10/day daily budget, $2 minimum CPC bid After you select your target audience, LinkedIn Ads will show you a ‘Suggested Bid Range’ Ads
    61. 61. Tracking Results Online Campaign Management and Reporting InterfaceView reports showing your clicks, impressions, and costsCompare click-thru-rates of your ad variations3rd Party URL Tracking OnlyTying Tracking to Campaigns or Ads if Possible Ads
    62. 62. Quick Demo Ads 64
    63. 63. The Bottom Line The Most Relevant Professional Platform Senior Audience = Access to Decision Makers Flexible Targeting Options Ads
    64. 64. Questions?Ads 66
    65. 65. Session Sponsored by: Ads

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