Travel Portland 2-6 Will Scott Social Media

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Travel Portland is the Destination Marketing Organization of Portland Oregon. …

Travel Portland is the Destination Marketing Organization of Portland Oregon.

This presentation on Social Media for travel brands and organizations was focused on decision making, branding and was well attended despite the snow.

We talked about Facebook, Twitter, Instagram and looked at a Pinterest case study in which we drove thousands of visits to a website, most of which were not from Google.

More in: Travel
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  • Learn how you can use social media to perfectly target your ideal customer in ways you never thought possible
  • Why should an SMB include social media in their marketing strategy?It’s everywhereIt’s how people spend their time onlineFacebook is among the most visited websites in the country, second only to Google, Yahoo and Microsoft sites.
  • Why should an SMB include social media in their marketing strategy?It’s everywhereIt’s how people spend their time onlineFacebook is among the most visited websites in the country, second only to Google, Yahoo and Microsoft sites.
  • Why should an SMB include social media in their marketing strategy?It’s everywhereIt’s how people spend their time onlineFacebook is among the most visited websites in the country, second only to Google, Yahoo and Microsoft sites.
  • Talk about posts and which get most engagement / interaction:Photos- #1Suprisingly, next best is Status only (text only)VideoLinks
  • Sometimes however, you have to buy the love. And the great news is that Facebook now has easier to use tools to help you do that.
  • When Facebook rolled out sponsored stories, EdgeRank became much harder to obtain. So now, you have to pay for it.
  • I’ve lived in the south for the last 25 years. What are you going to do.

Transcript

  • 1. Social Media for Travel Marketers Taking Social to The Streets Will Scott, CEO, Search Influence @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
  • 2. About Me: Will Scott – First website online in 1994 – Built over 2,500 customized web sites in 18 months (with a production staff of 12). – Former Vice President of YPsolutions – Deployed over 300 online yellow pages a year with print “look and feel” – Part of team which took Sprint BestRedYP from zero to 1,000,000 monthly visitors in 18 month (in 2005) – Preaching the Gospel of Facebook Ads for local business since 2009 – Local University faculty member – Produced more than 150,000 pages of web copy in 2013 @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
  • 3. Travel Portland Digital Seminar, sponsored by Oregonian Media Group @w2scott http://www.flickr.com/photos/seandreilinger/ Confidential, Property of Search Influence, LLC © 2014
  • 4. The Only Company Google’s Afraid Of: Facebook WEB / SOCIAL USAGE STATS @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
  • 5. Most Visited comScore March 2013 Top US Web Properties Google Sites Yahoo! Sites Microsoft Sites Facebook Amazon Sites http://goo.gl/ZiSwq @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
  • 6. Most Searched comScore March 2013 Top Google Web Searches facebook youtube yahoo yahoo mail facebook login http://goo.gl/YMjcI @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
  • 7. Top Social Sites eBizMBA Top Social Sites January 2014 (ranked by monthly unique visitors) Facebook Twitter LinkedIn Google+ Pinterest http://goo.gl/IA2DH5 @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
  • 8. 1 in 4 Viewers Using 2nd Screen @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
  • 9. http://www.checkfacebook.com/ @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
  • 10. @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
  • 11. “If you don’t like change, you’re going to like irrelevance even less.” David F. Jakielo @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
  • 12. @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
  • 13. @w2scott http://goo.gl/c2YFU Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
  • 14. A picture is worth 1,000 words SHAREABLE CONTENT @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
  • 15. @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
  • 16. http://www.damnyouautocorrect.com/13603/the-25-funniest-autocorrects-of-dyacs-first-year/ @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
  • 17. @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
  • 18. @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
  • 19. @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
  • 20. @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
  • 21. @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
  • 22. Where to Socialize Like everything else, it depends • The big’uns – Facebook – Twitter – LinkedIn • The path less taken – YouTube – Pinterest – Yahoo! Answers • Old School – Blogs – Forums – Real Life (best link-building is done offline) @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
  • 23. And other video sharing sites YOUTUBE @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
  • 24. Great opportunity to Tell The Story @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
  • 25. And have customers tell their story @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
  • 26. Video Testimonials Have Impact @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
  • 27. Not just for the ladies PINTEREST @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
  • 28. @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
  • 29. @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
  • 30. @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
  • 31. @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
  • 32. The short version BLOGS @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
  • 33. The Basics of Blogging • Just Do It!™ • Or better yet, make your team do it • Or your customers • Testimonials • To get more visitors, leave your blog • YOU are an expert • Industry news • Best-practices • Client stories • Content is Easy • See: Flickr / YouTube slides @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
  • 34. The Power of Comments (OPB) @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
  • 35. Most of OUR traffic is on our blog @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
  • 36. Old School social networking. FORUMS @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
  • 37. Be a Helper, not a Pusher @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
  • 38. Tweet, twits, twittering TWITTER @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
  • 39. Keys to Twitter Engagement • Following • Identify, follow and interact with local Tweeps • Presence • Twitter stream moves fast – active messaging and repetition help • Interaction • Be in the conversation & promote local tweeps • http://www.chrisbrogan.com/19-presence-management-chores-you-coulddo-every-day/ @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
  • 40. Following Tools – Data @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
  • 41. Presence – Dealing with ADTD • ADTD = Attention Deficit Twitter Disorder • Your followers aren’t all online right now • Tweet early, tweet often • Repeat often when pushing promo / offer • Be conversational • It’s a “Social” media (or as I say re: SEO, some of the best link-building is done offline) • Highlight smart / witty / informative tweeps • Do like your mama tol’ ya, don’t be ugly @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
  • 42. Interaction – Who has time for this? • Give to get • What do you have to offer? • Who are you following? What do they have to say? Why don’t you share? • You don’t have to be online all the time. • Can you plan ahead? • Brainstorm, what could you share? • Do you know of upcoming events? Think local! @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
  • 43. Tools Make It Easier @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
  • 44. They say the “kids” are giving up on Facebook INSTAGRAM @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
  • 45. @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
  • 46. @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
  • 47. @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
  • 48. @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
  • 49. Fishing Where The Fish Are FACEBOOK @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
  • 50. Content Vehicle @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
  • 51. @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
  • 52. @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
  • 53. @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
  • 54. @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
  • 55. Social Posting @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
  • 56. Does it work? @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
  • 57. Content of All Kinds WHAT GETS SHARED AND SEEN? @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
  • 58. Most Shared by Media Type • • • • • Video Photo Links Status *Questions? http://www.imediaconnection.com/printpage/printpage.aspx?id=31503 @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
  • 59. Not All Images Are Equal @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
  • 60. Not All Updates Are Equal @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
  • 61. Tying A Steak Around Your Neck SOME PEOPLE HAVE TO PAY FOR IT @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
  • 62. Not just prospects, the right prospects TARGETING @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
  • 63. @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
  • 64. @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
  • 65. @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
  • 66. Just because you paid for it doesn’t make it less satisfying @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
  • 67. Why Pay for It? • EdgeRank – Facebook’s Visibility Algorithm • Affinity, Time Decay and Weight • The more connections and the more interaction, the more likely your content is seen • Organic EdgeRank has been diminished • Only ~10% of your fans will see an update • New ad units can reinvigorate EdgeRank • If a tree falls in the forest and there’s no one there to hear… http://www.socialbakers.com/blog/1304-understanding-increasing-facebook-edgerank @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
  • 68. @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
  • 69. Bringing It All Together YEAH, YEAH, BUT HOW DO YOU DO IT? @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
  • 70. Does it work? @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
  • 71. Does it work? @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
  • 72. Like Candy from A Baby @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
  • 73. Easier Than Falling Off A Log @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
  • 74. The Magic Recipe @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
  • 75. Encourage Page Viewers to Connect with You PRIME PAGES FOR CALLS TO ACTION @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
  • 76. Tracking Phone Numbers, Contact Forms Prominent Tracking Phone # Contact Form @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
  • 77. Conversion Optimized Landing Pages • Define a “conversion” –What do we want the user to do when they come to the site? –Optimize design, content and layout to encourage that action @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
  • 78. @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
  • 79. @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
  • 80. Advanced Tracking Analytics @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
  • 81. Lead Tracking • Call Tracking Numbers • Contact Forms • Traffic Behavior via Google Analytics @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
  • 82. Contact Forms @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
  • 83. Inquiry Delivered to Client @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
  • 84. Understanding Touch Points • Google’s Multi-Channel Funnel – Shows referral sources for: • Search engine optimization • Paid Search • Social Media • Working collaboratively to drive leads and conversions @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
  • 85. Multi Channel Funnels @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
  • 86. Strategic Targeting • Location targeting – Control who sees our ads, based on their search term and physical location (IP) • Language targeting • Device targeting – Computers vs. Mobile vs. Tablets • “Big Data” – Now available everywhere @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
  • 87. Strategic Targeting @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
  • 88. Yes, people do read them. ONLINE REVIEWS @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
  • 89. Reviews Matter 79% of consumers trust online reviews as much as personal recommendations. 85% Said that they read online reviews to determine If a business is “Good”. The Local Consumer Review Survey 2014 From Bright Local (4,500 surveyed) @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
  • 90. [0051] In one implementation, the number of documents with reviews of a business may be used as a factor in determining the location prominence score of a document associated with the business Reviews from Different sites Increase Rank @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
  • 91. People Can Be Mean @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
  • 92. Negative Reviews Happen @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
  • 93. It’s ALL about how you respond. @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
  • 94. But what about search? BARNACLE SEO, FTW! @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
  • 95. @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
  • 96. @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
  • 97. @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
  • 98. Hello, hello, hello. Is there anybody out there? STUPID GOOGLE+ TRICKS @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
  • 99. @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
  • 100. Putting It All to Work CONCLUSION @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
  • 101. Takeaways (feel free to tweet) • Facebook is a vehicle for content delivery - and making new connections. • Good content with no promotion is a tree falling in the forest with no one to hear. • Promoting content on Facebook with promoted posts is easier than falling off a log. • In Social Media, if you have no audience, no one can hear you scream. • Experimentation is cheap and easy - figure out who you want to talk to and get your message out. @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
  • 102. @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014
  • 103. Thank you! Will Scott – searchinfluence.com/blog – wscott@searchinfluence.com – twitter.com/w2scott @w2scott Travel Portland Digital Seminar, sponsored by Oregonian Media Group Confidential, Property of Search Influence, LLC © 2014