Make It Easy for Travelers to Connect and Select You - IN OH Tourism Conference

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Kevin Mullett presents at the Indiana Ohio Regional Tourism Conference.

Many businesses unknowingly place barriers between themselves and the very travelers they are trying to reach and connect with. Others are unaware of key factors that cause potential customers to go elsewhere.

In this session we will look at actual examples of changes that can have a huge impact on your social media, mobile, and online marketing effectiveness. We will discuss actions you can take to maximize those that connect and select your business from pre-trip planning through the duration of their stay. And while we are at it, we will toss in ideas for making sure their friends and followers here all about you.

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Make It Easy for Travelers to Connect and Select You - IN OH Tourism Conference

  1. 1. MAKE IT EASY FOR TRAVELERS TOCONNECT & SELECT YOU@kmullett cirrusabs.com / @cirrusabs
  2. 2. HYPE & HYSTERIAConnect For Success Tourism Conference #wctourism@kmullettThere is a lot of misinformation,speculation, opinion and hypebeing spread about onlinemarketing. Worse is theexpectation that social mediashould be free, effortless, andeasy, yet produce greater ROI.
  3. 3. Connect For Success Tourism Conference #wctourism@kmullettWhile social media is free touse, it is not free to do. Weightime and attention againstopportunity and return. It isalso not a task you complete!FREE TO USE, NOT DO
  4. 4. Connect For Success Tourism Conference #wctourism@kmullettBUDGET & STRATEGY
  5. 5. Connect For Success Tourism Conference #wctourism@kmullettACTION: FIND YOUR AUDIENCEWhich phone line will you be ignoring today?
  6. 6. Connect For Success Tourism Conference #wctourism@kmullettACTION: WHERE MIGHT THEY BE?$$
  7. 7. @kmullettWhere are they now?ACTION: FIND WHICH CHANNELS THEY PREFER$$$$Connect For Success Tourism Conference #wctourism
  8. 8. Connect For Success Tourism Conference #wctourism@kmullettACTION: STYLE, STORY, & ELEVATOR PITCH» Be consistent with voice, brand, and message» Optimize your story(Then adapt it to fit in various profile areas like 160 characters forTwitter for example)» Provide business worthy visuals» Be “word of mouth” worthy» Don’t do social, be social(Can you direct me to cool things? Do YOU know your area?)
  9. 9. Connect For Success Tourism Conference #wctourism@kmullettRESEARCH HAPPENSCan I find you? Do the decision makers accepthow and where we do research in 2013?
  10. 10. Connect For Success Tourism Conference #wctourism@kmullettPRESENTATION MATTERSAnd if I find you, whatwill I find?
  11. 11. Connect For Success Tourism Conference #wctourism@kmullettWHAT WILL MY IMPRESSION BE?Bad ReviewsAwful PhotographyMisinformationAbandoned ProfilesUnprofessional BehaviorHow much is areferral worth whenwe don’t back it upor instill doubt?Unresponsiveness
  12. 12. @kmullettKeep name, address, phone consistent!ACTION: GET YOUR LOCAL CLEANED UP!And grab local listings if you haventConnect For Success Tourism Conference #wctourism
  13. 13. @kmullettTravelers now have moretools than ever to reviewwho might be able to filltheir needs or desires.VISIBILITY SCREENSConnect For Success Tourism Conference #wctourism
  14. 14. Connect For Success Tourism Conference #wctourism@kmullettTRAVELERS PARTICIPATE EVEN IF YOU DON’TAre you spendingmoney for attention,only to be rejected inthe review process?
  15. 15. @kmullettTools HELP discover issues and opportunitiesSet alerts for: brand, usernames, product/servicenames/type, location, competition, employeenames, influencers in your field, misspellings, and…ACTION: START LISTENING AND WATCHINGConnect For Success Tourism Conference #wctourism
  16. 16. FIX THE PROBLEM 1STConnect For Success Tourism Conference #wctourism@kmullett(Full Story)
  17. 17. Connect For Success Tourism Conference #wctourism@kmullettNo marketing media channel has100% eyeballs or is 100% effective.We need to prioritize based ongoals, resources, and businessobjectives.NO ONE SPOT
  18. 18. @kmullettAre you doing this because itworks, or because you havealways advertised this way?WHAT IS WORKING?Connect For Success Tourism Conference #wctourism
  19. 19. @kmullettMaybe it’s time to rethink what youare willing to spend money on, andwhy.WHAT IS THE ROI?Connect For Success Tourism Conference #wctourism
  20. 20. Connect For Success Tourism Conference #wctourism@kmullett
  21. 21. Connect For Success Tourism Conference #wctourism@kmullett
  22. 22. EVIDENCEConnect For Success Tourism Conference #wctourism@kmullett
  23. 23. HAVING STANDARDSConnect For Success Tourism Conference #wctourism@kmullett(Full Story)
  24. 24. Connect For Success Tourism Conference #wctourism@kmullettWHY DON’T THEY LIKE US?» Are we clear with our message?» Is design or action most important?» What is our call to action?» What is in it for ME? (WIIFM)» Icons are notifications, not calls to action.
  25. 25. @kmullett Connect For Success Tourism Conference #wctourismDON’T MAKE ME ASK
  26. 26. Text “like cirrusabs”to 32665.Which of these willgrow their Facebookpage?@kmullettACTION: SUPPORT YOUR SOCIAL EFFORTConnect For Success Tourism Conference #wctourism
  27. 27. Connect For Success Tourism Conference #wctourism@kmullettTIE OFFLINE/ONLINE/MOBILE TOGETHERIn print, on air, online, and in-store. i.e. connecting the dots.
  28. 28. Connect For Success Tourism Conference #wctourism@kmullettHOW NOT TO RESPONDIs this how your company would handle a complaint?This IS yourcompany AND is avisual record of itscustomer service!
  29. 29. THIS IS HOW YOU HANDLE IT… onlyquicker.@kmullett Connect For Success Tourism Conference #wctourism
  30. 30. I had ZEROexpectation theywere going to knowwhat to do, but I wastotally impressedwhen they did.@kmullett Connect For Success Tourism Conference #wctourismACTION: UNEXPECTED SERVICE
  31. 31. @kmullett Connect For Success Tourism Conference #wctourismEASY OR PUSHY?Allowing people toopt-in easily.
  32. 32. DO YOU SEE THE VALUE?Social media works best whenyou are a willing participant, seevalue, & treat it like a lifestyle,instead of a task.@kmullett Connect For Success Tourism Conference #wctourism
  33. 33. » People» Places» Photos» ThingsWHAT IS GRAPH SEARCH?@kmullettFACEBOOK’S INTERNAL SEARCH ENGINEConnect For Success Tourism Conference #wctourism
  34. 34. » The page type/categories» “Place Sub-categories”DO NOTHING ORGET READY TO BE FOUND@kmullettACTION: UPDATE YOUR FACEBOOK PAGEConnect For Success Tourism Conference #wctourism
  35. 35. @kmullettPlaces, places my friends like,places my friends have been toX1212Query termsConnect For Success Tourism Conference #wctourism
  36. 36. Appears To Impact Rank:» Claim & Merge Place Page@kmullettACTION: MERGE PLACE PAGESConnect For Success Tourism Conference #wctourism
  37. 37. Connect For Success Tourism Conference #wctourism@kmullett» Is anyone checking in» See who publically checks in» Watch for positive or negativecomments» Catch inappropriate photos» Post specials and events» From Android/iOS, or desktopACTION: MONITOR FOURSQUARE
  38. 38. Connect For Success Tourism Conference #wctourism@kmullettHow many of you who desirearticle comments, amplificationof your social posts, andprofessional recommendationstake the time to provide them?WHY DOESN’T ANYONE
  39. 39. OWNERSHIPConnect For Success Tourism Conference #wctourism@kmullett
  40. 40. @kmullettWHY THE WEB IS THE MARKETING CENTER» Works WITH all other marketing24/7 lead generation» Where people do research(At their pace not yours)» Easy, quick, and inexpensiveupdatesA NetCentered approachConnect For Success Tourism Conference #wctourism
  41. 41. Connect For Success Tourism Conference #wctourism@kmullettACTION: START BLOGGINGBe an expert in your area.» Convert customer questionresponse emails into posts» More to share via social» Use video reviews & stories» Link to specific informationpages from blog posts» Get guest bloggersyoursite.com/blogvsblog.othersite.com
  42. 42. Connect For Success Tourism Conference #wctourism@kmullettClients often talk about how hardit is to find things to blog or postnews about when in reality it’sright in front of them. Don’t giveaway traffic, search engineoptimization and brand visibility tothird party sites or email onlyresponses.WHAT TO WRITE
  43. 43. Connect For Success Tourism Conference #wctourism@kmullettACTION: MEASURE IF IT WORKED• Monitor contacts, calls, lead sources (referrals)• Ask them! “How did you hear about us?”• Email subscriptions and network growth (quality)• Check Google Analytics, Google Webmaster tools
  44. 44. Connect For Success Tourism Conference #wctourism@kmullettBONUS: GET COMFY ON CAMERAVideo may give that extra visibility you need!» Differentiate from your competition» Easy and inexpensive to embed from Youtube» Increased visibility & no plug-in
  45. 45. @kmullettChrome extension» Pre-populate URL» Setup quick sets» Bit.ly integrationBONUS: START TRACKING BETTERConnect For Success Tourism Conference #wctourism
  46. 46. Connect For Success Tourism Conference #wctourism@kmullettBONUS: BE PREPARED TO BE SOCIALAre you keeping up and prepared to communicatehow others wish to be communicated with?» Facebook» Skype» Google+» Using Social Apps
  47. 47. Connect For Success Tourism Conference #wctourism@kmullettFacebook events» No formal signup» No info gathering» No commitment» Not for everyoneBONUS: PUT EVENTS ON YOUR BLOG
  48. 48. Connect For Success Tourism Conference #wctourism@kmullettBONUS: KEEP TRAFFIC, SEO & VISIBILITY!Embed signup capability via services like eventbrite
  49. 49. Connect For Success Tourism Conference #wctourism@kmullettHumanize yourmessage, Encourageconversation, Listenfirst, Promote Less.H.E.L.P PHILOSOPHY
  50. 50. ME@CirrusABSsearch “Kevin Mullett”bit.ly/aboutKM@kmullettText “like cirrusabs” to 32665
  51. 51. GET TIPS, TRICKS, INVITES, AND INFOFind out what’s inThe Puzzle Box.bit.ly/thepuzzleboxYou may also like these helpful slides:» Mobile Marketing(Includes 6 things you must consider before your next websitedevelopment project)» Audio, Video, and Imagery for Online Marketing(Includes over 100 tools!)Text “like cirrusabs” to 32665@CirrusABS
  52. 52. ATTRIBUTIONPhotography by Kevin Mullett or Stock agencies unless notedbelow.West McGowan – empty billboardJoe Shoemaker – untitled pic of mecirrusabs.com / @cirrusabs@kmullett

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