ENCOURAGING CONSUMER ENGAGEMENT ONLINE  KEY TAKE-AWAYS & INSIGHTS Online Marketing Strategies for Travel 2011 Karen Talave...
The Three C’s of Online Engagement
<ul><li>Gateway to Value </li></ul>Content
What Is Content Marketing? <ul><li>Giving away something valuable in order to sell something related  </li></ul><ul><li>Cr...
What Kind of Content Engages & Spreads?
The Content Leverage Cycle
4 Powerful Ways to Maximize Content Distribution Online |
Example: National Geographic   Great Migrations Series <ul><li>Change the Medium </li></ul><ul><ul><li>Television Programm...
Great Migrations Music Videos <ul><ul><li>NatGeo used TV show content to create the online music videos </li></ul></ul>
Great Migrations Sweepstakes <ul><li>Enhance Distribution </li></ul><ul><ul><li>Sweepstakes announced through email </li><...
Great Migrations Game <ul><li>Initiate Conversation </li></ul><ul><ul><li>Creating a game is a great way to allow your “tr...
Great Migrations Paid Products <ul><li>Repurpose </li></ul><ul><ul><li>Content for the TV series was repurposed into: </li...
Enable Channel Options for Content
Enable Format Options for Content <ul><li>American Airlines offers email message type and graphic format choices </li></ul>
<ul><li>Gateway to Leverage </li></ul>Connection
Three Important Connections
Email, Social, Mobile & Content are Optimized when Integrated
1. Share With Social Network (SWSN) <ul><li>Embed sharing technology into your email messages so recipients can share YOUR...
What Gets Shared on Social Media?
Make Content Share-worthy
Chicago + Voting + Savings = Shareworthy <ul><li>Personalized </li></ul><ul><li>Personal </li></ul><ul><li>Involvement  </...
Why Encourage Content Sharing?
2. Enable Social Connections from Email <ul><li>Let them know how to find you on Twitter, Facebook, LinkedIn, YouTube or m...
2. Enable Social Connections from Site
<ul><li>Use all other media –  especially email  – to announce and invite when you’re new to a social network </li></ul><u...
Make It a Two-Way Process <ul><li>Some social media visitors will already be on your email list, others won’t. Give them a...
3. Use Email to Grow Social Presence <ul><li>Contests </li></ul><ul><li>Free Trials </li></ul><ul><li>Free Offer </li></ul>
Make Sure It’s Clear What to Do When They Arrive <ul><li>Note Links to  </li></ul><ul><ul><li>Catalog </li></ul></ul><ul><...
4. Use Email & Social to Build Content <ul><li>Fresh, timely, new </li></ul><ul><li>Displays community interest </li></ul>...
Why Promote Social Connections?
Shift the Dialog <ul><li>Conversations or relationships start via search or social, are enabled by text or email </li></ul...
Keep Email Design Device-Neutral <ul><li>Pre-header text </li></ul><ul><li>Clear CTAs and links </li></ul><ul><li>Alt attr...
Make Behavioral Connections <ul><li>Track  Interaction Behavior  from all Channels </li></ul><ul><ul><li>Understand where ...
Make Data Connections <ul><li>One universal ID per customer </li></ul><ul><li>Centralized marketing database </li></ul><ul...
<ul><li>Gateway to Loyalty </li></ul>Community
Create Community Spaces <ul><li>On your own site </li></ul><ul><li>Go where your customers go </li></ul><ul><ul><li>Facebo...
Give Them a Compelling Reason to Engage <ul><li>Hero contest rewards both nominee and person nominated  </li></ul><ul><li>...
Then Get Them Immediately Involved <ul><li>Entrants have to “like” Atlantis to enter </li></ul><ul><li>Step1 : Build Socia...
Keep Them In Action <ul><li>One response paves the way to the next </li></ul><ul><ul><li>Watch Video </li></ul></ul><ul><u...
Thank and Invite Sharing <ul><li>Final steps: thank and ask them to share </li></ul>
Give Members Voice, Places to Speak <ul><li>Atlantis Facebook page features wall posts plus topical discussion boards </li...
Community – Why Gather and Nurture Your Tribe?
When You Focus on These Three C’s
You Generate These Three C’s
Online Marketing Strategies for Travel 2011 THANK YOU!  QUESTIONS? Cecilia Sanguinetti Carnival Cruise Lines www.carnival....
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The Three C's of Online Engagement

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The Three C's of Online Engagement

  1. 1. ENCOURAGING CONSUMER ENGAGEMENT ONLINE KEY TAKE-AWAYS & INSIGHTS Online Marketing Strategies for Travel 2011 Karen Talavera, Synchronicity Marketing June 8, 2011
  2. 2. The Three C’s of Online Engagement
  3. 3. <ul><li>Gateway to Value </li></ul>Content
  4. 4. What Is Content Marketing? <ul><li>Giving away something valuable in order to sell something related </li></ul><ul><li>Creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience - with the objective of driving profitable customer action </li></ul><ul><li>Requires a “media company” mindset to do it successfully </li></ul>
  5. 5. What Kind of Content Engages & Spreads?
  6. 6. The Content Leverage Cycle
  7. 7. 4 Powerful Ways to Maximize Content Distribution Online |
  8. 8. Example: National Geographic Great Migrations Series <ul><li>Change the Medium </li></ul><ul><ul><li>Television Programming  Video </li></ul></ul><ul><ul><ul><li>TV show trailers </li></ul></ul></ul><ul><ul><ul><li>Music videos </li></ul></ul></ul><ul><ul><li>Use Email to announce new show, promote TV viewing, and drive site traffic to content </li></ul></ul>
  9. 9. Great Migrations Music Videos <ul><ul><li>NatGeo used TV show content to create the online music videos </li></ul></ul>
  10. 10. Great Migrations Sweepstakes <ul><li>Enhance Distribution </li></ul><ul><ul><li>Sweepstakes announced through email </li></ul></ul><ul><ul><li>Recipients can spread the word via Twitter and Facebook, plus get mobile text reminders for each entry date </li></ul></ul>
  11. 11. Great Migrations Game <ul><li>Initiate Conversation </li></ul><ul><ul><li>Creating a game is a great way to allow your “tribe” members to interact with each other AND you </li></ul></ul><ul><ul><li>What can you do to create involvement and buzz? </li></ul></ul>
  12. 12. Great Migrations Paid Products <ul><li>Repurpose </li></ul><ul><ul><li>Content for the TV series was repurposed into: </li></ul></ul><ul><ul><ul><li>Magazine articles </li></ul></ul></ul><ul><ul><ul><li>Music videos </li></ul></ul></ul><ul><ul><ul><li>Web site content </li></ul></ul></ul><ul><ul><ul><li>Paid products </li></ul></ul></ul><ul><ul><ul><ul><li>DVDs </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Books </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Clothing </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Calendar and gift items </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Imprinted merchandise </li></ul></ul></ul></ul><ul><ul><li>Which content can you repurpose and how many ways can it serve you? </li></ul></ul>
  13. 13. Enable Channel Options for Content
  14. 14. Enable Format Options for Content <ul><li>American Airlines offers email message type and graphic format choices </li></ul>
  15. 15. <ul><li>Gateway to Leverage </li></ul>Connection
  16. 16. Three Important Connections
  17. 17. Email, Social, Mobile & Content are Optimized when Integrated
  18. 18. 1. Share With Social Network (SWSN) <ul><li>Embed sharing technology into your email messages so recipients can share YOUR content with THEIR networks </li></ul>
  19. 19. What Gets Shared on Social Media?
  20. 20. Make Content Share-worthy
  21. 21. Chicago + Voting + Savings = Shareworthy <ul><li>Personalized </li></ul><ul><li>Personal </li></ul><ul><li>Involvement </li></ul><ul><li>Link to photos and video </li></ul><ul><li>All this and savings too </li></ul>
  22. 22. Why Encourage Content Sharing?
  23. 23. 2. Enable Social Connections from Email <ul><li>Let them know how to find you on Twitter, Facebook, LinkedIn, YouTube or more </li></ul><ul><li>Cross-pollinate audience groups </li></ul>
  24. 24. 2. Enable Social Connections from Site
  25. 25. <ul><li>Use all other media – especially email – to announce and invite when you’re new to a social network </li></ul><ul><li>Tell them what’s in it for them to connect in yet another channel (strive for channel-exclusivity) </li></ul>3. Proactive Invite to Engage on Social
  26. 26. Make It a Two-Way Process <ul><li>Some social media visitors will already be on your email list, others won’t. Give them a way to join the list from social media sites </li></ul>
  27. 27. 3. Use Email to Grow Social Presence <ul><li>Contests </li></ul><ul><li>Free Trials </li></ul><ul><li>Free Offer </li></ul>
  28. 28. Make Sure It’s Clear What to Do When They Arrive <ul><li>Note Links to </li></ul><ul><ul><li>Catalog </li></ul></ul><ul><ul><li>Email Sign-up </li></ul></ul><ul><ul><li>Share (social-to-social) </li></ul></ul>
  29. 29. 4. Use Email & Social to Build Content <ul><li>Fresh, timely, new </li></ul><ul><li>Displays community interest </li></ul><ul><li>Great way to obtain content you don’t have to create </li></ul><ul><li>Very editorial – shows you’re not “always selling” </li></ul><ul><li>Elicits testimonials </li></ul>
  30. 30. Why Promote Social Connections?
  31. 31. Shift the Dialog <ul><li>Conversations or relationships start via search or social, are enabled by text or email </li></ul><ul><li>Shift the role of email to handle behavior- and data-based triggered messaging with pre- and post-conversion emails </li></ul>
  32. 32. Keep Email Design Device-Neutral <ul><li>Pre-header text </li></ul><ul><li>Clear CTAs and links </li></ul><ul><li>Alt attributes (tags) </li></ul><ul><li>HTML text over image-based </li></ul><ul><li>Design for touch </li></ul><ul><li>Font size </li></ul><ul><li>Use color </li></ul><ul><li>Clear buttons, shpaes </li></ul><ul><li>Scalable fonts/images </li></ul>
  33. 33. Make Behavioral Connections <ul><li>Track Interaction Behavior from all Channels </li></ul><ul><ul><li>Understand where and how they research, investigate, compare and buy – know the conversion path/buying process </li></ul></ul><ul><ul><li>More touch points, higher likelihood to convert? </li></ul></ul><ul><li>Connect Marketing Response Behavior From all Channels </li></ul><ul><ul><li>Where do they prefer to engage and how, even if it’s not to buy? </li></ul></ul><ul><ul><ul><li>Email </li></ul></ul></ul><ul><ul><ul><li>Social </li></ul></ul></ul><ul><ul><ul><li>Text/SMS </li></ul></ul></ul><ul><ul><ul><li>Web Site </li></ul></ul></ul><ul><ul><ul><li>Blog </li></ul></ul></ul><ul><ul><ul><li>Phone </li></ul></ul></ul><ul><ul><ul><li>Content Site (YouTube) </li></ul></ul></ul><ul><ul><ul><li>Mobile App </li></ul></ul></ul><ul><ul><ul><li>Discussion Forum </li></ul></ul></ul>
  34. 34. Make Data Connections <ul><li>One universal ID per customer </li></ul><ul><li>Centralized marketing database </li></ul><ul><li>Identify </li></ul><ul><ul><li>Email responders </li></ul></ul><ul><ul><li>Social media friends/followers </li></ul></ul><ul><ul><li>Registered site/blog members </li></ul></ul><ul><ul><li>Mobile users/mobile phone #’s </li></ul></ul><ul><ul><li>Intersections of above </li></ul></ul><ul><li>Cross-link response behavior from across multiple channels </li></ul><ul><ul><li>Holistic view of engagement history by channel and overall </li></ul></ul>
  35. 35. <ul><li>Gateway to Loyalty </li></ul>Community
  36. 36. Create Community Spaces <ul><li>On your own site </li></ul><ul><li>Go where your customers go </li></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>Where else do they hang out? </li></ul></ul><ul><ul><ul><li>Other blogs/sites </li></ul></ul></ul>
  37. 37. Give Them a Compelling Reason to Engage <ul><li>Hero contest rewards both nominee and person nominated </li></ul><ul><li>Everyone likes a personal benefit with the chance to do good </li></ul>
  38. 38. Then Get Them Immediately Involved <ul><li>Entrants have to “like” Atlantis to enter </li></ul><ul><li>Step1 : Build Social Media engagement & community </li></ul>
  39. 39. Keep Them In Action <ul><li>One response paves the way to the next </li></ul><ul><ul><li>Watch Video </li></ul></ul><ul><ul><li>“ Like” </li></ul></ul><ul><ul><li>Enter Contest </li></ul></ul><ul><ul><li>Share </li></ul></ul><ul><li>Step 2 : use social media for data gathering </li></ul>
  40. 40. Thank and Invite Sharing <ul><li>Final steps: thank and ask them to share </li></ul>
  41. 41. Give Members Voice, Places to Speak <ul><li>Atlantis Facebook page features wall posts plus topical discussion boards </li></ul>
  42. 42. Community – Why Gather and Nurture Your Tribe?
  43. 43. When You Focus on These Three C’s
  44. 44. You Generate These Three C’s
  45. 45. Online Marketing Strategies for Travel 2011 THANK YOU! QUESTIONS? Cecilia Sanguinetti Carnival Cruise Lines www.carnival.com [email_address] Twitter: @CarnivalCruise Karen Talavera Synchronicity Marketing www.synchronicitymarketing.com [email_address] 561.967.9665 Twitter: @SyncMarketing Mark Capps Hacker Group www.hackergroup.com [email_address] 206.805.1500 Twitter: @HackerGroup Dwight Sholes Sholes LLC www.sholesllc.com [email_address] 207.671.0578 Twitter: @dsholes

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