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Stretch your Marketing Budget: ESTC


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Learn how to get more value from your marketing by using simple web tools. Interactive session presented at Eco-tourism and Sustainable Tourism Conference, ESTC 2011, Terry Rachwalski CMC Tartan Group PR

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Stretch your Marketing Budget: ESTC

  1. 1. <ul><li>Stretching Your Marketing Budget Marketing and PR for Tourism </li></ul>September 21, 2011
  2. 2. <ul><li>Moderator: </li></ul><ul><li>Deirdre Campbell, Tartan Group </li></ul><ul><li>[email_address] @tartangroup </li></ul><ul><li>Panel Members: </li></ul><ul><li>Vicky Hastings </li></ul><ul><li>Maxwell PR, Theme: PR, advertising and email marketing </li></ul><ul><li>[email_address] @vickyhastings </li></ul><ul><li>Andy Crestodina </li></ul><ul><li>Orbit Media, Theme: SEO </li></ul><ul><li>[email_address] @orbiteer </li></ul><ul><li>Terry Rachwalski </li></ul><ul><li>Front Porch Perspectives, Theme: Social media </li></ul><ul><li>[email_address] @consultingmania </li></ul>Stretching Your Marketing Budget
  3. 3. <ul><li>1. Panel Discussion </li></ul><ul><ul><li>5-minute introduction </li></ul></ul><ul><ul><li>5-minute topical presentation from panel members </li></ul></ul><ul><ul><ul><li>PR, advertising and email marketing – Vicky </li></ul></ul></ul><ul><ul><ul><li>What is SEO and why you should care – Andy </li></ul></ul></ul><ul><ul><ul><li>Social media tools, tricks and tips - Terry </li></ul></ul></ul><ul><li>2. Small Group Conversations </li></ul><ul><ul><li>3 15-minute roundtable discussions on each theme </li></ul></ul><ul><ul><li>Key learnings </li></ul></ul><ul><ul><li>Take aways </li></ul></ul>What To Expect
  4. 4. PR: Spark Interest via Active Language SEEtheWILD Swim with turtles and touch a whale on your next vacation. Like us and learn about eco-friendly adventure travel.
  5. 5. Ads: Tell Your Story Visually
  6. 6. Email: Deliver What Consumers Want <ul><li>Readership Survey </li></ul><ul><li>Most want to hear from Astoria more often </li></ul><ul><li>52% would like monthly e-news </li></ul><ul><li>72% also Like Astoria on Facebook </li></ul><ul><li>Discounts are of great interest </li></ul><ul><li>F ormat Changes </li></ul><ul><li>Better integration of newsletter and Facebook </li></ul><ul><li>Quarterly multi-story newsletter </li></ul><ul><li>Monthly event e-blasts </li></ul><ul><li>Bi-monthly event planning email </li></ul>
  7. 7. Search Engine Optimization <ul><li>Importance of search engine optimization, definitions </li></ul><ul><li>Keyphrases – search volume, competition </li></ul><ul><li>Writing (on page SEO) – title tags, headers, body text, links, meta </li></ul><ul><li>Linking (off page SEO) – partners, directories, etc. </li></ul><ul><li>Resources </li></ul><ul><ul><li>Google AdWords Keyword Tool </li></ul></ul><ul><ul><li>Google Insights </li></ul></ul><ul><ul><li>Open Site Explorer </li></ul></ul><ul><ul><li>Google Analytics </li></ul></ul>
  8. 8. Keyphrase Research <ul><li>Search Volume : How many people are searching for that? </li></ul><ul><li>Competition : How many sites are trying to rank for that? </li></ul><ul><li>Relevance : If a visitor finds me for that phrase, how happy will they be? </li></ul>
  9. 9. On-Page SEO: Writing <ul><li>Keyphrase Frequency : How often does the phase appear? </li></ul><ul><li>Keyphrase Prominence : How close to the front (or the top) does the phrase appear? </li></ul><ul><li>Location, Location, Location : Title tags, Headers (H1 – H6), body text, Meta tags </li></ul>
  10. 10. Off-Site SEO: Link Building <ul><li>Quality: Some links are worth more that others (PageRank, Domain Authority) </li></ul><ul><li>Targets: Partners, Directories, Association, Guest Blogs, etc. </li></ul><ul><li>Anchor Text: Does the target phrase appear in the link itself? </li></ul>
  11. 11. <ul><li>Be fearless, get started! </li></ul><ul><li>Roll up your sleeves, fail forward </li></ul><ul><li>Find your voice </li></ul><ul><li>Be you </li></ul><ul><li>Be appropriate for media: </li></ul><ul><li>Blog vs. twitter vs. Facebook </li></ul><ul><li>Find your ROI </li></ul><ul><ul><li>1.) Integrated communications strategy </li></ul></ul><ul><ul><li>2.) Technology is a tool </li></ul></ul><ul><ul><li>3.) Step it up into marketing… </li></ul></ul>Social Media
  12. 12. <ul><li>Free Tools – is free really free? </li></ul><ul><li>Facebook Free Apps; Promos, Iwipa </li></ul><ul><li>Third party apps: trip advisor, mail chimp </li></ul><ul><li>Premium Tools – the tool vs concept </li></ul><ul><ul><li>1.) Paid vs Free: the learning curve </li></ul></ul><ul><ul><li>Wildfire Apps </li></ul></ul><ul><ul><li>Involver </li></ul></ul><ul><ul><li>North Social </li></ul></ul>Facebook Enhancements
  13. 13. Inspire and Reward
  14. 14. <ul><li>Monitoring/community management - free tools </li></ul><ul><li>Tweet Reach, Followerwonk </li></ul><ul><li> </li></ul><ul><li>Hootsuite </li></ul><ul><li>Premium Tools </li></ul><ul><ul><li>1.) </li></ul></ul><ul><ul><li>2.) Radian 6, Heartbeat </li></ul></ul><ul><ul><li>3.) Agency: </li></ul></ul><ul><ul><li>Meltwater Buzz, </li></ul></ul><ul><ul><li>Brandwatch, </li></ul></ul><ul><ul><li>Mediavantage, </li></ul></ul><ul><ul><li>MediaMiser </li></ul></ul>Measure and Optimize
  15. 15. <ul><li>What did we learn? </li></ul><ul><li>- PR, advertising and email marketing - Vicky </li></ul><ul><ul><li>What is SEO and why you should care - Andy </li></ul></ul><ul><ul><li>Social media tools, tricks and tips - Terry </li></ul></ul><ul><li>What are our take aways? </li></ul>Stretching your marketing budget; Marketing and PR for Tourism