Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

#MaraLive - And... How to bring a good news story to the media ETEA15

475 views

Published on

From 29 Sep to 5 Oct 2015, HerdTracker (www.discoverafrica.com/herdtracker) hosted the world's first live web broadcast of the great migration's river crossings in the Masai Mara Kenya.

Using Periscope, HerdTracker showcased Kenya's most sought after tourism spectacle to the world, in real-time.

This "world first" was picked up by CNN and hundreds of other media and publishers including TIME.com, Discovery Channel, the Telegraph and many more.

This presentation first makes a case for doing "Big Content" media campaigns. In part two, a day after the streaming safari broadcasts ended, Andre Van Kets gives a quick summary of the #MaraLive campaign outcomes on 6 October 2015 at eTourism Africa's #ETEA15 Conference in Nairobi, Kenya.

Published in: Marketing
  • DOWNLOAD FULL. BOOKS INTO AVAILABLE FORMAT ......................................................................................................................... ......................................................................................................................... 1.DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... .............. Browse by Genre Available eBooks ......................................................................................................................... Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult,
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

#MaraLive - And... How to bring a good news story to the media ETEA15

  1. 1. @andrevankets #MaraLive And… How to bring a good news story to the media
  2. 2. Grow businesses through better online marketing.
  3. 3. Social Media is not the answer.
  4. 4. #1 Too Easy http://how2becool.com/baby-selfie-app/
  5. 5. #2 Too Costly Organic post reach for brands 40% after Facebook’s EdgeRank update http://techcrunch.com/2014/04/03/the-filtered-feed-problem/ http://www.briansolis.com/2013/01/what-your-business-needs-to-know-about-facebooks-edgerank/
  6. 6. #3 Browse Mode http://www.thejournal.ie/mobile-phone-while-driving-1858807-Dec2014/
  7. 7. #4 Infinite Scroll http://www.thejournal.ie/mobile-phone-while-driving-1858807-Dec2014/ https://medium.com/@griffinshea/the-hard-knock-school-of-travel-blogging-5e4f1ea77513 Griffin Shea
  8. 8. http://fitnessblackandwhite.com/brad-pitt-fight-club-workout/
  9. 9. You are not special. You're not a beautiful or unique snowflake. You're the same decaying organic matter as everything else.
  10. 10. You are not special. You're not a beautiful or unique snowflake. You're the same decaying organic matter as everything else.
  11. 11. Be Here
  12. 12. And Here
  13. 13. Big Content
  14. 14. Big Content A specific form of content marketing
  15. 15. Content Marketing
  16. 16. Running a blog
  17. 17. Videos
  18. 18. Infographics http://www.loveinfographics.com/categories/environment-infographics/rhino-poaching-facts-infographic-infographic
  19. 19. Relatively easy to clone
  20. 20. Big Content is…
  21. 21. A digital asset.
  22. 22. No-one’s done before.
  23. 23. Hard to copy.
  24. 24. Share-worthy.
  25. 25. Lives. On. Your. Website.
  26. 26. Big Effort.
  27. 27. Big Gap.
  28. 28. ?
  29. 29. Examples? (and proof that it works)
  30. 30. #1 Solve a problem, Tell a story
  31. 31. http://www.enca.com/herdtracker-helps-visitors-track-wilderbeest-migration
  32. 32. Results?
  33. 33. Solved a problem / Addressed a fear 27 times
  34. 34. Solved a problem / Addressed a fear
  35. 35. Solved a problem / Addressed a fear
  36. 36. Content Platform Sep ‘14 Sep ‘15 Live updates 159 590 Photos 78 1919 Videos 23 126
  37. 37. - 1.1k Email subscribers - 1.6k Twitter followers - 4.7k Facebook shares Travellers + Industry Community
  38. 38. Traffic - Enquiries - Safaris - 120k Website visits - 100s of enquiries - Dozens safaris booked
  39. 39. - 55 Links (Sep 2014) - 98 Links (Sep 2015) Links = SEO = Rankings Media Coverage
  40. 40. @andrevankets #MaraLive And… How to bring a good news story to the media
  41. 41. #2 Tell a story, WIN the media
  42. 42. Good news story for Kenya Tourism
  43. 43. CNN crew
  44. 44. Big Cat Sunday
  45. 45. Results?
  46. 46. Content
  47. 47. Content - 57 videos in 7 days - 100s of quality images - 100s of social media posts - new relationships for future content partners
  48. 48. Community
  49. 49. Community Before After Twitter 1.6k 2.4k Periscope 1 1709 Email 1.6k 2.3k
  50. 50. Engagement
  51. 51. Engagement - Facebook
  52. 52. Engagement - Twitter - 168k impressions - 2.4% engagement rate - 1.7k visits to our site - 124 retweets + favs per day
  53. 53. Traffic
  54. 54. Traffic
  55. 55. Media Coverage
  56. 56. http://edition.cnn.com/2015/10/02/travel/kenya-great-wildebeest-migration/
  57. 57. online = 247 articles print = dozens radio = 4 interviews global TV = CNN + more Media Coverage
  58. 58. Tipping point
  59. 59. 9 Tips for creating your own Big Content
  60. 60. #1 Understand your customers’ fears
  61. 61. #2 Choose a problem to solve
  62. 62. #3 Know what’s out there
  63. 63. #4 Befriend a geek
  64. 64. #5 Build it
  65. 65. #6 On. Your. Own. Platform.
  66. 66. #7 Create a Content Pyramid
  67. 67. #8 Engage press http://www.okdork.com/2014/08/12/how-to-do-pr-for- your-startup-without-spending-any-money/
  68. 68. #9 Nurture and thank partners
  69. 69. http://www.ted.com/talks/derek_sivers_how_to_start_a_movement
  70. 70. Keep Reading 1. http://www.briansolis.com/2013/01/what-your-business-needs-to-know-about-facebooks-edgerank/ 2. http://techcrunch.com/2014/04/03/the-filtered-feed-problem/ 3. https://medium.com/@griffinshea/the-hard-knock-school-of-travel-blogging-5e4f1ea77513 4. http://www.theatlantic.com/technology/archive/2013/12/2013-the-year-the-stream-crested/282202/ 5. http://www.okdork.com/2014/08/12/how-to-do-pr-for-your-startup-without-spending-any-money/ 6. http://en.wikipedia.org/wiki/SMART_criteria 7. http://www.ted.com/talks/derek_sivers_how_to_start_a_movement 8. http://moz.com/blog/why-big-content-is-worth-the-risk/ 9. http://www.fastcompany.com/3008494/big-data-comes-big-content 10.http://www.convinceandconvert.com/content-marketing/3-strategies-to-make-big-content-work-for- your-brand/ 11.http://www.slideshare.net/randfish/how-will-links-influence-seo-in-the-future • https://travelmassive.com/ • https://www.safarious.com • http://www.drivesouthafrica.co.za/child-visa-checklist/ • http://www.discoverafrica.com/herdtracker/
  71. 71. www.discoverafrica.com/HerdTrackerLive www.discoverafrica.com/HerdTracker

×