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Locally informed, globally inspired                                      e
Who are we – Travel Guides by Local Experts• Enriched travel experiences• Local expertise• Serving the international &  do...
What do we do?  • Showcase your businesses 24 hours a       • Enrich travel experiences through    day, 365 days a year   ...
Why are we here? My Experience• People have sites but don’t know how best to  promote them (poster on a tree)• People find...
Topics• How to reach your target market• Acquisition channels SEO and Social Media   – Tips on how Search Engine Optimisat...
Who am I? rel=me:adrianland
It’s all marketing  “It is no longer enough to satisfy your customers. You must                         delight them” “The...
Who has a company website? And is it working?
Is Ireland online? • The map shows the % of >16ys who use the internet for buying goods and services • 4.7 million mobile ...
Average online spend increasing    An average western European consumer will spend 1084€ per year           online by 2014...
Mobile technology and the tourism industry  • ¾ active travellers use a mobile device while on the move  • 17% of people h...
Why does online matter?
There are many ways of attracting visitors     SEO       PPC        Banners       Affiliate                      Social   ...
ROPO – Research Online, Purchase Offline         Or, research offline and purchase online  Main reasons to ROPO  • Shopper...
Some real world examples
SEO, Social media & ContentSEO & SOCIAL MEDIA
SEO, Social media & Content                                 SEO                                 Site                      ...
What is SERPs and SEO? Its evolving “The process of improving the volume and/or quality of traffic to a web site or a web ...
65% of sessions online start with a search• Search is getting very specific    – Types:      Websites, Images, Maps, Shopp...
>200 to >500 ranking factors** Depends on who is guessing
5 SEO things you can do today1. Use Google’s own Webmaster Tools2. GA dashboards3. Keyword Research4. Content5. Use that c...
Google.com/webmasters      • Verify your site & log in daily/weekly      • If you have any problems you will get a message...
5 SEO things you can do today1. Use Google’s own Webmaster Tools2. Analytics & Insight using GA dashboards3. Keyword Resea...
Google.com/analytics•   Setup filters to show you different sections of your site•   Set up multiple dashboards•   Automat...
5 SEO things you can do today1. Use Google’s own Webmaster Tools2. GA dashboards3. Keyword Research4. Content5. Use that c...
Keyword research• It is a science mixed with experience and common  sense – think LIKE a recipe where you customise to  ta...
Google Trendshttp://www.google.com/trends/Use to find trends over time.Shows keywords, topics bylocationCan use for spelli...
Google adwords toolFunny URL, so can’t bookmark – use this phrase to find itevery time
5 SEO things you can do today1. Use Google’s own Webmaster Tools2. GA dashboards3. Keyword Research4. Content5. Use that c...
Work on your content• Make your content great       Types of Content• Make it relevant and          Tell a story, Intervie...
MyD Science Centre, Amsterdam Vs *Versus Frommers, Yahoo Travel, GogoBot, Lonely Planet, TripAdvisor andTimeout
The power of Videos and VTs• 84% of Internet users view videos online• Virtual Tours are the second most influential featu...
The “Panda” questions from Google We, and the bots, want quality content – real content, not automated, not duplicate nor ...
Continued…•   How much quality control is done on content?•   Does the article describe both sides of a story?•   Is the s...
5 SEO things you can do today1. Use Google’s own Webmaster Tools2. GA dashboards3. Keyword Research4. Content5. Use that c...
Relationships and Link building• Link building is still   Find sites                                – known to you, throug...
5 SM things you can do today1. Ask yourself, why are we doing this, then   develop your strategy2. Test, learn, refine & t...
Why do this?• For you or your customer!• Purpose. For sales, your comms or customer service• Flow  You to them, customer ...
5 SM things you can do today1. Ask yourself, why are we doing this, then   develop your strategy2. Test, learn, refine & t...
Test, learn & refine                              Create                             engaging                             ...
5 SM things you can do today1. Ask yourself, why are we doing this, then   develop your strategy2. Test, learn, refine & t...
Google + is going to be massive                   •   Add G+ to your sites,                         • Use rel=publisher an...
5 SM things you can do today1. Ask yourself, why are we doing this, then   develop your strategy2. Test, learn, refine & t...
Develop a content calendar• Simple as shared excel sheet  or Google doc• Produce a plan for scheduled  content and comms• ...
5 SM things you can do today1. Ask yourself, why are we doing this, then   develop your strategy2. Test, learn, refine & t...
Use [free] tools• I use HootSuite• Free tools can be good• Web-browser, desktop or mobile• Use scheduling to plan your pub...
5 big trends to watch out for in 2013++
1) Local           • Mobile devices           • GPS and location             data inherent in             search          ...
2) Social signals & graphsearchGoogle Plus is going to be big!
3) Multiplatform
4) AuthorRank & Rich snippetsYou may have noticed is the introduction of “rich snippets” into the searchresultsRich snippe...
5) [New] SEO•   Focus on quality•   Clean and healthy website•   Quality content•   An engaging and inspiring website•   H...
Summary• Online Marketing is just marketing online• Ensure you have clear goals and objectives, that you measure and learn...
Thank you for coming• For more information about My Destination County Clare, to learn about  our ability to help your bus...
Locally informed, globally inspired                                      The power of online marketing                    ...
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My Destination - The Power of Online Marketing

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The presentation I delivered on the 5th March 2013 in Ennis, County Clare for My Destination County Clare in association with the Ennis Chamber.

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My Destination - The Power of Online Marketing

  1. 1. Locally informed, globally inspired e
  2. 2. Who are we – Travel Guides by Local Experts• Enriched travel experiences• Local expertise• Serving the international & domestic tourist markets and the local resident market• Established in 2006• Franchised community spanning 5 continents, 58 countries and 118 destinations• Launched In Ireland in January 2011• Launched in County Clare in January 2013 My Destination already attracts over 1 million visitors a month
  3. 3. What do we do? • Showcase your businesses 24 hours a • Enrich travel experiences through day, 365 days a year local expertise • Create cutting edge Multimedia for • Introduce you to new customers your businesses locally and internationally • Progressively improve our design and technology to ensure that we are market leaders in business profilingProfessionally presenting your local business to global customers
  4. 4. Why are we here? My Experience• People have sites but don’t know how best to promote them (poster on a tree)• People find the terminology difficult and therefore hard to learn• There is so much involved, don’t know where to start• Get a basic understanding of what is involved in having a great site• Learn how to promote your business away from your site
  5. 5. Topics• How to reach your target market• Acquisition channels SEO and Social Media – Tips on how Search Engine Optimisation works and how you can easily streamline your site for Google searches – How to maximise your social media network• Making a great site – How to create great content for your site – The power of multimedia• And a bit of future gazing
  6. 6. Who am I? rel=me:adrianland
  7. 7. It’s all marketing “It is no longer enough to satisfy your customers. You must delight them” “The most important thing is to forecast where customers are moving and be in front of them” Philip Kotler
  8. 8. Who has a company website? And is it working?
  9. 9. Is Ireland online? • The map shows the % of >16ys who use the internet for buying goods and services • 4.7 million mobile users in Republic of Ireland (2010) • 3 million internet users in Republic of Ireland (2009) – figure equals 65.8% of population – up from 49.6% of population in 2008 • 50.8% of phones in use are Smartphones (2010) • Smartphone use in Ireland:  Searching online (46%)  Checking email / Social networking (39%)  Consuming news (36%) • High use of social networking – Facebook 47%, LinkedIn 8%, Twitter 11%, Google+ 7%, Foursquare 1%, None 46%Source: Eurostat & Phocuswright
  10. 10. Average online spend increasing An average western European consumer will spend 1084€ per year online by 2014 Source: Eurostat & Phocuswright
  11. 11. Mobile technology and the tourism industry • ¾ active travellers use a mobile device while on the move • 17% of people have researched a trip on a mobile App or mobile website • 12% have downloaded a travel-related App • Social media is a top 8 driver of traffic for 78% of travel sites • By 2016, mobile commerce is expected to grow by 55% • By 2021, British consumers are expected to spend £30.5 billion on purchases through their mobiles A large market with complex consumer issues, which we have solution to!Source: Eurostat & Phocuswright
  12. 12. Why does online matter?
  13. 13. There are many ways of attracting visitors SEO PPC Banners Affiliate Social Email Media Partners Retention & Loyalty Conversion
  14. 14. ROPO – Research Online, Purchase Offline Or, research offline and purchase online Main reasons to ROPO • Shopper wants to view the item up close Offline • Shopper wants it quicker than you can deliver • Shopper doesn’t want to pay for delivery • Shopper may be afraid of buying online • Shopper wants to research in private • Shopper wants to check & compare prices • Shopper cant get to your store • Decision making process involves multiple people and is emotionally involvingSource: Google
  15. 15. Some real world examples
  16. 16. SEO, Social media & ContentSEO & SOCIAL MEDIA
  17. 17. SEO, Social media & Content SEO Site architecture & hygiene Content SocialThey are all related
  18. 18. What is SERPs and SEO? Its evolving “The process of improving the volume and/or quality of traffic to a web site or a web page via ‘natural’ or unpaid practices”Personalised SERPs based on your search history, your open graph, your social media interactions, thematically related search, ‘suggest’/’instant’, and now your other Google products & services you use We need to get into users ‘local internet neighbourhood’
  19. 19. 65% of sessions online start with a search• Search is getting very specific – Types: Websites, Images, Maps, Shopping, Blogs, Video, Places, Discussions, Academi c, Patents etc. – Frequency: By hour, day, specific date, years – Location: Given and implied• Search isn’t just Google anymore. What about YouTube, Facebook etc.• 3 types of keywords – Brand / Navigational – Transactional – Informational Keywords imply users intent and needs! Therefore keywords = Marketing
  20. 20. >200 to >500 ranking factors** Depends on who is guessing
  21. 21. 5 SEO things you can do today1. Use Google’s own Webmaster Tools2. GA dashboards3. Keyword Research4. Content5. Use that content to build relationships & links
  22. 22. Google.com/webmasters • Verify your site & log in daily/weekly • If you have any problems you will get a message • Health – Check crawl errors, and fix – Crawl stats and improve – Fetch as Googlebot to test indexation of specific pages • Traffic – Search queries – what terms and their rank and CTR – Links to your site – see the latest inbound links • Optimisation – Sitemaps – check your indexation status for key pages
  23. 23. 5 SEO things you can do today1. Use Google’s own Webmaster Tools2. Analytics & Insight using GA dashboards3. Keyword Research4. Content5. Use that content to build relationships & links
  24. 24. Google.com/analytics• Setup filters to show you different sections of your site• Set up multiple dashboards• Automate their delivery by format and to whom• Measure against objectives• By entry pages, by referrer and keyword
  25. 25. 5 SEO things you can do today1. Use Google’s own Webmaster Tools2. GA dashboards3. Keyword Research4. Content5. Use that content to build relationships & links
  26. 26. Keyword research• It is a science mixed with experience and common sense – think LIKE a recipe where you customise to taste• 2 free tools – Google insights – Google adwords
  27. 27. Google Trendshttp://www.google.com/trends/Use to find trends over time.Shows keywords, topics bylocationCan use for spelling e.g. Mallorcaor Majorca, Holiday versusVacationDefault is WorldwideCan refineCan focus by geography
  28. 28. Google adwords toolFunny URL, so can’t bookmark – use this phrase to find itevery time
  29. 29. 5 SEO things you can do today1. Use Google’s own Webmaster Tools2. GA dashboards3. Keyword Research4. Content5. Use that content to build relationships & links
  30. 30. Work on your content• Make your content great Types of Content• Make it relevant and Tell a story, Interviews, Rants engaging Infographics, music,• Quality – “panda questions” Case-study/research, What ifs• Gentle keyword usage Predictions, Stupid and Funny• Make it shareable Contests, Deals, News Comparisons, Reviews How tos, Polls and surveys Resource centres & Lists - digests
  31. 31. MyD Science Centre, Amsterdam Vs *Versus Frommers, Yahoo Travel, GogoBot, Lonely Planet, TripAdvisor andTimeout
  32. 32. The power of Videos and VTs• 84% of Internet users view videos online• Virtual Tours are the second most influential feature in travel planning and serve to increase consumer confidence and motivation to purchase. (PhoCusWright Consumer Travel Report 2010)• Hotels with a virtual tour achieved 135% increase in online revenue amounting to $7,200 per hotel per month over those without a virtual (Carlson Group 2003, Joseph L. Ortiz)• Increase the “Stickiness” of your site, happy users share and recommend• Hotel VTs can increase on-line bookings by up to 85% (Carlson Group 2003, Joseph L. Ortiz)• The estimated ROI for a hotel virtual tours is less than 4 weeks on My Destination• A web site with video content is 50 times more likely to appear on Google’s first search page (Irish Times 5th. Mar ‘12)
  33. 33. The “Panda” questions from Google We, and the bots, want quality content – real content, not automated, not duplicate nor “thin” content. Here are some questions from Google to think about when planning your content. Our content team use this too • Would you trust the information presented in this article? • Is this article written by an expert or enthusiast who knows the topic well, or is it more shallow in nature? • Does the site have duplicate, overlapping, or redundant articles on the same or similar topics with slightly different keyword variations? • Would you be comfortable giving your credit card information to this site? • Does this article have spelling, stylistic, or factual errors? • Are the topics driven by genuine interests of readers of the site, or does the site generate content by attempting to guess what might rank well in search engines? • Does the article provide original content or information, original reporting, original research, or original analysis? • Does the page provide substantial value when compared to other pages in search results?Source: http://googlewebmastercentral.blogspot.co.uk/2011/05/more-guidance-on-building-high-quality.html
  34. 34. Continued…• How much quality control is done on content?• Does the article describe both sides of a story?• Is the site a recognized authority on its topic?• Is the content mass-produced by or outsourced to a large number of creators, or spread across a large network of sites, so that individual pages or sites don’t get as much attention or care?• Was the article edited well, or does it appear sloppy or hastily produced?• For a health related query, would you trust information from this site?• Would you recognize this site as an authoritative source when mentioned by name?• Does this article provide a complete or comprehensive description of the topic?• Does this article contain insightful analysis or interesting information that is beyond obvious?• Is this the sort of page you’d want to bookmark, share with a friend, or recommend?• Does this article have an excessive amount of ads that distract from or interfere with the main content?• Would you expect to see this article in a printed magazine, encyclopedia or book?• Are the articles short, unsubstantial, or otherwise lacking in helpful specifics?• Are the pages produced with great care and attention to detail vs. less attention to detail?• Would users complain when they see pages from this site?
  35. 35. 5 SEO things you can do today1. Use Google’s own Webmaster Tools2. GA dashboards3. Keyword Research4. Content5. Use that content to build relationships & links
  36. 36. Relationships and Link building• Link building is still Find sites – known to you, through social, or adv Google searches important Log their details – Contact details OR twitter (private list) OR Email• Links should be for Identify and reach out as a local expert – Understand their offering BEFORE you contact Users and SE’s alike – Tweet them – you want to engage NOT pitch – Be honest• Find sites and – Build a rapport and relationship with them first Then… and be discreet communities and – Share their posts – Offer to write some original and compelling content for them reach out – Offer information or education (if appropriate) – Tweet your content or imagery – keep it personal – Ask if you can meet up
  37. 37. 5 SM things you can do today1. Ask yourself, why are we doing this, then develop your strategy2. Test, learn, refine & test again3. Google Plus will be more important4. Content calendar5. Tools
  38. 38. Why do this?• For you or your customer!• Purpose. For sales, your comms or customer service• Flow  You to them, customer to you, customer to customer• Then choose platform(s) [Best to 1 or 2 well than all badly] Name Pros Cons Facebook Huge coverage No need to go to your website Text and visually stimulating Needs a lot of work and content New search engine Needs attention Engaged users Twitter Short communications Lacks mass engagement Drive traffic to site Linkedin Useful for sales leads and Limited to commercial topics making commercial contacts Lacks visual engagement Doesn’t need full time Users less frequent attention
  39. 39. 5 SM things you can do today1. Ask yourself, why are we doing this, then develop your strategy2. Test, learn, refine & test again3. Google Plus will be more important4. Content calendar5. Tools
  40. 40. Test, learn & refine Create engaging • It’s a process content for target audience • Do more of what works • But, try again things Refine Distributeobjectives & content apply through learnings Social Media channels that were just OK Engagement • Try things & measure Use analytics Listen and to measure understand the success & feedback & learn learn
  41. 41. 5 SM things you can do today1. Ask yourself, why are we doing this, then develop your strategy2. Test, learn, refine & test again3. Google Plus will be more important4. Content calendar5. Tools
  42. 42. Google + is going to be massive • Add G+ to your sites, • Use rel=publisher and rel=author tags • SM acts as a catalyst that helps up rankings in search engines – use as part of your onsite socialisation • There is no standard search anymore • Use your personal Google + account to recommend your brand and its content to your circles • Build up your personal presence by adding industry movers and shakers + brands to your circles
  43. 43. 5 SM things you can do today1. Ask yourself, why are we doing this, then develop your strategy2. Test, learn, refine & test again3. Google Plus will be more important4. Content calendar5. Tools
  44. 44. Develop a content calendar• Simple as shared excel sheet or Google doc• Produce a plan for scheduled content and comms• Automate what you can
  45. 45. 5 SM things you can do today1. Ask yourself, why are we doing this, then develop your strategy2. Test, learn, refine & test again3. Google Plus will be more important4. Content calendar5. Tools
  46. 46. Use [free] tools• I use HootSuite• Free tools can be good• Web-browser, desktop or mobile• Use scheduling to plan your published content for the week ahead• Use for – Don’t have to be in real-time – Multiple accounts – Watching different streams – Intercepting keywords/conversations – Lists – Your DM/@Mentions
  47. 47. 5 big trends to watch out for in 2013++
  48. 48. 1) Local • Mobile devices • GPS and location data inherent in search • Google et al, even more personalisation to come
  49. 49. 2) Social signals & graphsearchGoogle Plus is going to be big!
  50. 50. 3) Multiplatform
  51. 51. 4) AuthorRank & Rich snippetsYou may have noticed is the introduction of “rich snippets” into the searchresultsRich snippets can include a number of details regarding the page includingauthor photos, links to additional articles, ratings or events
  52. 52. 5) [New] SEO• Focus on quality• Clean and healthy website• Quality content• An engaging and inspiring website• Happy customers• Content based marketing
  53. 53. Summary• Online Marketing is just marketing online• Ensure you have clear goals and objectives, that you measure and learn from• Everything you do is SEO. Search engines want quality sites that are liked, respected, talked about, and have positive relationships• Social – make sure you are doing for your customers and not just because you think you should. Focus on a few things and do them well• Share you experiences, this is all still quite new• Online marketing can be powerful if done well
  54. 54. Thank you for coming• For more information about My Destination County Clare, to learn about our ability to help your business reach local and international customers please do give me a call or mail me at
  55. 55. Locally informed, globally inspired The power of online marketing My Destination Adrian Land, March 2013 Head of Inbound Marketing @adrianland | adrian.land@mydestination.com

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