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Top Ten Takeaways: Trends & Tactis

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At the SMG Tourism, Technology + Marketing Workshop in Lake Tahoe, California, Aristotle CEO Marla Johnson Norris spoke to tourism marketers, hoteliers, and DMOs on the ten most relevant trends and tips to help them extend their online reach for 2013.

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Top Ten Takeaways: Trends & Tactis

  1. 1. Top Ten Takeaways : Trends & Tactics @marlajono #ttm12Marla Johnson NorrisNovember 1, 2012 | 1:30 pm - 2:30 pm
  2. 2. Marla Johnson Norris Interactive Gold Co-Founder & CEO @MarlaJoNo #ttm12 Aristotle CEO & Founder /marlajono @marlajono 2
  3. 3. INTEGRATE your STRATEGY
  4. 4. INTEGRATE: The New Normal • Audience • Content (Assets) • Calendar • Channel • Measurement@marlajono #ttm12
  5. 5. AUDIENCE
  6. 6. CONTENT: Trust & Safety = Purchase 6
  7. 7. CONTENT: Your Brand Messages
  8. 8. CALENDAR Your Content
  9. 9. CHANNELS & MEASUREMENT SOCIAL MOBILE CONTENT CALENDAR SEARCH@marlajono #ttm12 9
  10. 10. CHANNELS & MEASUREMENT
  11. 11. know SEARCH rules 11
  12. 12. The Integrated Blog and Guest Blog Posts@marlajono #ttm12
  13. 13. Excessive Footer Links
  14. 14. 14
  15. 15. Still about the Deals… 15
  16. 16. Both is Best
  17. 17. • Every campaign lots of TRAFFIC.• TRACE every $ - ticket or hotel stay• INTERNATIONAL = smarter• Add ENGAGEMENT METRICS and/or EXIT LINKS to partners.• TEACH PARTNERS.
  18. 18. more VIDEO @marlajono #ttm12
  19. 19. @marlajono #ttm12 21
  20. 20. VIDEO: On Site as Special Content
  21. 21. 25
  22. 22. 26
  23. 23. 27
  24. 24. VIRAL• Match Your Audience, Creative and Calls to Action• Single, Simple Content• Sentiment (Silly, Serious, Shocking or Stunning)• Reward• Successive Rounds
  25. 25. VIDEO: Go Viral, but…
  26. 26. get CONTENT we like 32
  27. 27. THE CUSTOMER’S NEED FOR SPEEDGet what they want: Stories, Photos, Video, Maps, Weather, Data/Reviews on YOUR product including EventsPut it back together for the visitor. Package it. Map it.Get action. Close.
  28. 28. CONTENT: All in One with…
  29. 29. CONTENT: SOCIAL
  30. 30. The BIG Opp?@marlajono #ttm12
  31. 31. GAMIFY ENGAGEMENT
  32. 32. It’s no longer about getting your name out there. It’s about creating stories that others will share.@marlajono #ttm12
  33. 33. 41
  34. 34. Weddings & Pinterest@marlajono #ttm12
  35. 35. POSTINGS PLUS
  36. 36. Tourism Facebook Engagement May 24-June 17 Up 58% 23,450 25,000 20,000 15,000 14,884 Up 1,539% Up 19-Jun 10,000 7,669 2,100% Start of Campaign 5,461 5,000 468 260 0 Page Likes Weekly Weekly Engaged Talking About Users This@marlajono #ttm12
  37. 37. advertise NATIVELY
  38. 38. 46
  39. 39. Facebook More Fun Per Gallon Final Results Gas Giveaway + Additional FB Advertising Following Contest May 25- July 22, 2012• Page Likes: 14,884 fans  35,757 fans 140% increase• People “Talking About This” Page on FB per week: 260  12,098 4,553% increase• # of Engaged Unique Facebook Users in a Week: 468  25,771 5,407% increase• Facebook Page Reach in Past 28 Days: 24,199 5,024,711 20,664% increase• Contest Entries: 3,639
  40. 40. go go go MOBILE
  41. 41. MOBILE PHONES will overtake PCs as the most common Web access devices WORLDWIDE by 2014. Source: Global Mobile Statistics 2012@marlajono #ttm12
  42. 42. 56
  43. 43. 59
  44. 44. Nielson - October 2011 46% of tablet andsmartphone owners use their deviceswhile watching TV, with 60% checkingemail both during the program and duringcommercial breaksYahoo! 2011 - multiscreen users even higherwhen including a laptop or desktopcomputer, up to 66%.
  45. 45. ENGAGE REVIEWERS
  46. 46. Community: Over 20 million people worldwideOver 2 billion check-ins, with millions moreevery dayBusinesses: Over 750,000 using the MerchantPlatform April, 2012
  47. 47. 68
  48. 48. 69
  49. 49. keep on EMAILing
  50. 50. .
  51. 51. Legitimate emailusageis far larger thansocial media,total searches,and even totalinternet page viewscombined.
  52. 52. More subscribers More deliveries Higher open rates Higher click throughs More conversions@marlajono #ttm12
  53. 53. VISUALIZE your DATA
  54. 54. ONLINE Performance
  55. 55. Marketing as Scientific Method:Plan.Test. Pivot.
  56. 56. MONTHLY View Your Inbound Machine! SEO & SEM Mobile Social Pages Promos Website Reach, BloggerEngagement Engage, Outreach Convert! Review Banner Ads Websites Social Updates
  57. 57. International Fans on Facebook• No Facebook outreach targeting international markets yet. All international likes are organic.• Currently: – 1,202 international fans (2.4% of total likes) – From 19 countries on 6 continents – 42% of our international fans (505 fans) are from Brazil, whose economy is booming & who want to travel to the U.S.
  58. 58. BOOKED ROOMSSALES LEADS Subscribers TRAFFICFans & Followers 81
  59. 59. Re$ults?More Website VisitorsMore Followers, Pins …More Engagement, Time …More Video Plays, Length …More Partner Page ViewsMORE CONVERSIONS …More Industry Partner LeadsAnd for LESS MONEY
  60. 60. The POWER of Exit LinksFocus your MarketingMake it a ConversionShare it with Stakeholders
  61. 61. Is that ringing my cash register?Your Community
  62. 62. Thank you.
  63. 63. Aristotle.net/mailing_room/enews Sign up for Free Digitips! @marlajono

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