Presentation to 2009 Delaware Governor's Conference on Tourism, providing overview of ways/reasons for tourism bureaus and attractions to leverage the Internet, particularly mobile and social media channels.

1. Leveraging the Internet, mobile and social media Laurie Gelb Trellist® Marketing | Technology

2. Engage yourself first Engage your own five senses as you socialize, use the Net and travel Challenge, engage travelers in their places Use chance and imagination Share drama, mystery, comedy, discovery Build collaborations across time and space Use the social Web as a frame for rich media Prepare to see networks rise and fall

4. Forrester: 28% of consumers may cancel a personal or leisure trip planned for 1H 2009

6. Rules haven’t changed, opportunities have

7. You’re already part of the social Web

8. Leverage whom and what you know

9. Support choices, engage the senses, facilitate transactions and decisions

10. E-mail and search: still the two pillars of online marketing, but as pathway to content“People want choice, convenience and control.” Ed Artzt, past Procter & Gamble CEO, 1994

12. Couples, families and groups still want to share an experience, even if not “the best of everything”

15. Also increased watching/posting Net videos by 35%

16. Whereas Generation Y’s (14-31 this year) social and rich media use is leveling offSource: December, 2008 Accenture survey

17. Stale content on key sites www.tripadvisor.com, accessed 24 Mar 09

18. Vetting the value Hitwise data, Nov. 2008

20. Mobile applications leverage users’ locations

21. Rich media: content formats that enable more immersive communication

22. Social media: share content, beliefs, knowledge, skills and experiences beyond one-to-one “word of mouth”

24. Weave your story as an organization, person, couple or family throughout your brand

25. Leverage your location – other than honeymoons, most people don’t hibernate

27. Share your brand Make your business part of your personal Web site, social network profiles and/or blog Urge your allies to do the same Add and house UGC (user-generated content) Add “share” buttons when you add marketing content, and use others’ Link in your blog, site, allies, networks and UGC channels Create, tag and post photo albums, videos Set up a Flickr account, YouTube channel, etc. for swapping

29. Update at least weekly (takes just minutes)

30. Customize “meta fields” on every page, to optimize search position

31. Write for the Web: concisely, actionably

32. Link with neighborhood, town, region, county, state portals and affinity groups

34. Do offerings change from month, day, hour?

35. Address accessibility, seating, parking, low-carb, low-fat, organic, locally grown, hours, location, carbon footprint, sustainability

36. Gaps between expectation and reality are mercilessly dissected

38. Facebook is not the answer Jupiter research: only 8% of online travelers who are using SN sites plan travel there Instead, they view friends’ travel photos or videos, post updates and photos while away Trusting strangers’ reviews requires a good selection Make sure you are represented on major review portals If you’re not there, get there (without shills)

39. Finding Bridgeville

40. Why e-mail? 48% of respondents who receive permission-based e-mail from a travel company report a direct impact on offline purchases 71% of recipients visit a travel portal as a direct result; 33% type or copy a URL into their browser and 14% contact a travel agent Source: Epsilon October 2008 survey

41. Keep it personal Don’t skimp on the HTML e-mail shell -- be colorful, immersive, professional Utilize a third party e-mail provider if needed Capture opted-in contact info wherever you are Elicit your prospects’ demography, their travel preferences and plans Then personalize promotions, including following up online visits Reward contact with special offers, promo codes, drawings, contests

43. 25% plan to use their mobile phone or PDA (apart from voice) to make or change travel plans

44. A third have posted a travel review, and a fourth have in-car GPS

45. In January 2009, eight million people accessed a map from the mobile Internet, the second most popular application after search (14 million)Source: 2008 NEXTGEN Traveler™ survey

47. Opt-in is a must

48. Week/day before-> up-to-the-minute deals

49. Aid booking, incentives, wayfinding, narration

50. Are major map site instructions correct?

51. How findable are your GPS coordinates?

52. Offer content tied topursuits, places, amenities, season, events, audiences

54. Shared bookmarks or URLs (digg) Travel aggregators (Kayak) Blogs Friends, allies (people & groups) E-mail Colleagues You and your fans Booking engines (Expedia) YouTube (videos) Facebook Portals (Trip Advisor) Affinity groups (birders, golfers) IM Link in, learn more

56. What, when, how, why, where are destinations, attractions, restaurants, lodging, transport, routing discussed?

58. Run your own Web, e-mail and network searches

59. Where do you end up? What do you find? What’s missing? Are you visible from the hits for your destination?

61. Social & search go together Help users index, sort, filter, find – not just via Google’s judgment, but friends’ and peers’ Social equity (buzz) and organic (free) Google search results are earned, not bought, and drive each other Use the right vocabulary to be in the game As the “semantic Web” matures, natural-language search will be routine Write copy and tags accordingly, e.g. “long weekend” Google already offers semantic search help

62. Enable immersion Blog, comment and let staff represent Offer RSS feeds and rich media from your blog Integrate into your .com first See www.ducttapemarketing.com/blog/ Create ties that bind, e.g. “badges” for past visitors, fan networks, guides-in-training Mash up your site, blog and e-mail with Facebook, Twitter, travel portals, social bookmark sites Help both planners and “living for today”

64. Salt your content with audience variables, not just destination attributes

65. Content will reflect profiles, preferences and observed behaviors

66. Follow the golden rule – be no more intrusive than you yourself prefer

67. Bite-sized content feeds baby birds

69. Share the experience

70. Thank you for this conversation! Laurie Gelb Trellist® Marketing | Technology lgelb@trellist.com 302 442 6166