Leveraging the Internet, mobile <br />and social media<br />Laurie Gelb<br />Trellist® Marketing | Technology<br />
Engage yourself first<br />Engage your own five senses as you socialize, use the Net and travel<br />Challenge, engage tra...
Welcome to hard times<br /><ul><li>Smith Travel Research: hotel occupancy of 45.9% in January fell 10.7% from 2008, to a $...
Forrester: 28% of consumers may cancel a personal or leisure trip planned for 1H 2009
Cost-cutting strategies: fewer room nights, direct booking to avoid fees</li></li></ul><li>Hanging together<br /><ul><li>I...
Rules haven’t changed, opportunities have
You’re already part of the social Web
Leverage whom and what you know
Support choices, engage the senses, facilitate transactions and decisions
E-mail and search: still the two pillars of online marketing, but as pathway to content</li></ul>“People want choice, conv...
Why invest in Delaware?<br />“You start losing image, you start losing traction…a 	particular destination …may never recou...
Couples, families and groups still want to share an experience, even if not “the best of everything”
Defend against deep discounts on cruises and longer stays</li></li></ul><li>Why be interactive?<br />Estimates: 60% of 200...
Baby boomers buzz the Net<br /><ul><li>Boomers (45-63 this year) increased reading blogs and listening to podcasts by 67% ...
Also increased watching/posting Net videos by 35%
Whereas Generation Y’s (14-31 this year) social and rich media use is leveling off</li></ul>Source: December, 2008 Accentu...
Stale content on key sites<br />www.tripadvisor.com, accessed 24 Mar 09<br />
Vetting the value<br />Hitwise data, Nov. 2008<br />
No medium is an island<br /><ul><li>The Internet: a foundation to access, share and repackage information
Mobile applications leverage users’ locations
Rich media: content formats that enable more immersive communication
Social media: share content, beliefs, knowledge, skills and experiences beyond one-to-one “word of mouth”
All these comprise “the social Web”</li></li></ul><li>Know your brand<br /><ul><li>Lock down an agreed, important, believa...
Weave your story as an organization, person, couple or family throughout your brand
Leverage your location – other than honeymoons, most people don’t hibernate
Refine your core messaging all year</li></li></ul><li>Show, don’t tell<br />“Convenient location,” “lots of activities,” “...
Share your brand<br />Make your business part of your personal Web site, social network profiles and/or blog<br />Urge you...
Your .com: a content hub<br /><ul><li>Build your Web site into a Content Management System so marketing can drive content
Update at least weekly (takes just minutes)
Customize “meta fields” on every page, to optimize search position
Write for the Web: concisely, actionably
Link with neighborhood, town, region, county, state portals and affinity groups
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Delaware Tourism: Leveraging the Net, Mobile & Social Media

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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.

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Delaware Tourism: Leveraging the Net, Mobile & Social Media

  1. 1. Leveraging the Internet, mobile <br />and social media<br />Laurie Gelb<br />Trellist® Marketing | Technology<br />
  2. 2. Engage yourself first<br />Engage your own five senses as you socialize, use the Net and travel<br />Challenge, engage travelers in their places<br />Use chance and imagination<br />Share drama, mystery, comedy, discovery<br />Build collaborations across time and space<br />Use the social Web as a frame for rich media <br />Prepare to see networks rise and fall<br />
  3. 3. Welcome to hard times<br /><ul><li>Smith Travel Research: hotel occupancy of 45.9% in January fell 10.7% from 2008, to a $101 average rate
  4. 4. Forrester: 28% of consumers may cancel a personal or leisure trip planned for 1H 2009
  5. 5. Cost-cutting strategies: fewer room nights, direct booking to avoid fees</li></li></ul><li>Hanging together<br /><ul><li>In tough times, strong brands prevail
  6. 6. Rules haven’t changed, opportunities have
  7. 7. You’re already part of the social Web
  8. 8. Leverage whom and what you know
  9. 9. Support choices, engage the senses, facilitate transactions and decisions
  10. 10. E-mail and search: still the two pillars of online marketing, but as pathway to content</li></ul>“People want choice, convenience and control.”<br /> Ed Artzt, past Procter & Gamble CEO, 1994<br />
  11. 11. Why invest in Delaware?<br />“You start losing image, you start losing traction…a particular destination …may never recoup it completely because something else takes its place.”<br /> Dr. Jon Morris, Professor of Advertising, University of Florida<br /><ul><li>Mid-markets near population centers are in a more favorable position
  12. 12. Couples, families and groups still want to share an experience, even if not “the best of everything”
  13. 13. Defend against deep discounts on cruises and longer stays</li></li></ul><li>Why be interactive?<br />Estimates: 60% of 2009 leisure and unmanaged travel bookings will be online<br />Where means, motive and opportunity converge, a bad rep, stale information or absence costs more<br />Travel represents over 44% of e-commerce spending<br />Though 46% plan to cut back on travel,77% use online ratings and reviews to drive choices and 61% can be swayed online to spend more<br />Source: Jupiter Feb 2009 study<br />
  14. 14. Baby boomers buzz the Net<br /><ul><li>Boomers (45-63 this year) increased reading blogs and listening to podcasts by 67% over last year, with 59% more social network use
  15. 15. Also increased watching/posting Net videos by 35%
  16. 16. Whereas Generation Y’s (14-31 this year) social and rich media use is leveling off</li></ul>Source: December, 2008 Accenture survey<br />
  17. 17. Stale content on key sites<br />www.tripadvisor.com, accessed 24 Mar 09<br />
  18. 18. Vetting the value<br />Hitwise data, Nov. 2008<br />
  19. 19. No medium is an island<br /><ul><li>The Internet: a foundation to access, share and repackage information
  20. 20. Mobile applications leverage users’ locations
  21. 21. Rich media: content formats that enable more immersive communication
  22. 22. Social media: share content, beliefs, knowledge, skills and experiences beyond one-to-one “word of mouth”
  23. 23. All these comprise “the social Web”</li></li></ul><li>Know your brand<br /><ul><li>Lock down an agreed, important, believable, relevant, durable brand promise (how customers benefit) and positioning platform (how do they know?)
  24. 24. Weave your story as an organization, person, couple or family throughout your brand
  25. 25. Leverage your location – other than honeymoons, most people don’t hibernate
  26. 26. Refine your core messaging all year</li></li></ul><li>Show, don’t tell<br />“Convenient location,” “lots of activities,” “great food” is not content in any medium<br />“A mile off Rt. 1, tennis and golf next door, house specialty is crab-stuffed flounder with our savory lemon dill sauce…” is worth sharing<br />Pack a value-plus or cost-minus 1-2 punch<br />Tighten your net with Elderhostel, concerts, birding, golfing, beachcombing, art, events, benefits, volunteerism, trails & rails<br />
  27. 27. Share your brand<br />Make your business part of your personal Web site, social network profiles and/or blog<br />Urge your allies to do the same<br />Add and house UGC (user-generated content)<br />Add “share” buttons when you add marketing content, and use others’<br />Link in your blog, site, allies, networks and UGC channels<br />Create, tag and post photo albums, videos<br />Set up a Flickr account, YouTube channel, etc. for swapping<br />
  28. 28. Your .com: a content hub<br /><ul><li>Build your Web site into a Content Management System so marketing can drive content
  29. 29. Update at least weekly (takes just minutes)
  30. 30. Customize “meta fields” on every page, to optimize search position
  31. 31. Write for the Web: concisely, actionably
  32. 32. Link with neighborhood, town, region, county, state portals and affinity groups
  33. 33. Track referring URLs, views and clicks through and out of site</li></li></ul><li>Care with content<br /><ul><li>Answer real questions – how long a line to get my cranky toddler his ice cream?
  34. 34. Do offerings change from month, day, hour?
  35. 35. Address accessibility, seating, parking, low-carb, low-fat, organic, locally grown, hours, location, carbon footprint, sustainability
  36. 36. Gaps between expectation and reality are mercilessly dissected
  37. 37. Track, measure, repeat</li></li></ul><li>Content drives sales<br />“Very or somewhat” likely to respond<br />Source: Adfusion, March 2009<br />
  38. 38. Facebook is not the answer<br />Jupiter research: only 8% of online travelers who are using SN sites plan travel there <br />Instead, they view friends’ travel photos or videos, post updates and photos while away<br />Trusting strangers’ reviews requires a good selection<br />Make sure you are represented on major review portals<br />If you’re not there, get there (without shills)<br />
  39. 39. Finding Bridgeville<br />
  40. 40. Why e-mail?<br />48% of respondents who receive permission-based e-mail from a travel company report a direct impact on offline purchases <br />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 <br />Source: Epsilon October 2008 survey<br />
  41. 41. Keep it personal<br />Don’t skimp on the HTML e-mail shell -- be colorful, immersive, professional<br />Utilize a third party e-mail provider if needed<br />Capture opted-in contact info wherever you are<br />Elicit your prospects’ demography, their travel preferences and plans<br />Then personalize promotions, including following up online visits<br />Reward contact with special offers, promo codes, drawings, contests<br />
  42. 42. Why be mobile?<br /><ul><li>90% of US online travelers owns a mobile device, a third of those Web-enabled
  43. 43. 25% plan to use their mobile phone or PDA (apart from voice) to make or change travel plans
  44. 44. A third have posted a travel review, and a fourth have in-car GPS
  45. 45. In January 2009, eight million people accessed a map from the mobile Internet, the second most popular application after search (14 million)</li></ul>Source: 2008 NEXTGEN Traveler™ survey<br />
  46. 46. Follow them around<br /><ul><li>Increasingly, location-based apps address travel day, concierge functionality
  47. 47. Opt-in is a must
  48. 48. Week/day before-> up-to-the-minute deals
  49. 49. Aid booking, incentives, wayfinding, narration
  50. 50. Are major map site instructions correct?
  51. 51. How findable are your GPS coordinates?
  52. 52. Offer content tied to</li></ul>pursuits, places, amenities, <br />season, events, audiences<br />
  53. 53. Go where the heart is<br /><ul><li>Experiences convey authenticity > status</li></ul>Stories with meaning replace material things<br />Social networks and digital scrapbooks help<br /><ul><li>Embed your brand everywhere it belongs</li></ul>Engagement, wedding, honeymoon, birthday, anniversary, coming-of-age event planning<br />Reunions, meet-ups, job scouting, retirement, spirituality, bonding, yoga, eco- and voluntourism<br />Community, politics, daily living<br />
  54. 54. Shared bookmarks or URLs (digg)<br />Travel aggregators (Kayak)<br />Blogs<br />Friends, allies (people & groups)<br />E-mail<br />Colleagues<br />You and your fans<br />Booking engines (Expedia)<br />YouTube<br />(videos)<br />Facebook<br />Portals (Trip Advisor)<br />Affinity groups<br />(birders, golfers)<br />IM<br />Link in, learn more<br />
  55. 55. Monitor the market<br /><ul><li>Free tools help answer:
  56. 56. What, when, how, why, where are destinations, attractions, restaurants, lodging, transport, routing discussed?
  57. 57. What’s said and asked about you, </li></ul> your competitors and location?<br /><ul><li>Resource: http://mashable.com/2008/12/24/free-brand-monitoring-tools/
  58. 58. Run your own Web, e-mail and network searches
  59. 59. Where do you end up? What do you find? What’s missing? Are you visible from the hits for your destination?
  60. 60. Is positive review text visible on the first search results page (before you click through anywhere)?</li></li></ul><li>Maximize “free hits”<br />Install Google Analytics (free)<br />Consider a low-cost add-on like crazyegg<br />Seek both one-way and reciprocal links<br />Don’t use “click here” and “learn more” as hyperlinks<br />Update metatags as content changes, including images<br />Use keywords in titles, headings, descriptions<br />Don’t use Flash to excess, nor try to “game” Google<br />Ensure that body copy supports headings and titles<br />Focus on top two levels past home page<br />
  61. 61. Social & search go together<br />Help users index, sort, filter, find – not just via Google’s judgment, but friends’ and peers’<br />Social equity (buzz) and organic (free) Google search results are earned, not bought, and drive each other<br />Use the right vocabulary to be in the game <br />As the “semantic Web” matures, natural-language search will be routine<br />Write copy and tags accordingly, e.g. “long weekend”<br />Google already offers semantic search help<br />
  62. 62. Enable immersion<br />Blog, comment and let staff represent<br />Offer RSS feeds and rich media from your blog<br />Integrate into your .com first<br />See www.ducttapemarketing.com/blog/<br />Create ties that bind, e.g. “badges” for past visitors, fan networks, guides-in-training<br />Mash up your site, blog and e-mail with Facebook, Twitter, travel portals, social bookmark sites<br />Help both planners and “living for today”<br />
  63. 63. One profile to rule them all<br /><ul><li>Soon, your profile will follow wherever you go
  64. 64. Salt your content with audience variables, not just destination attributes
  65. 65. Content will reflect profiles, preferences and observed behaviors
  66. 66. Follow the golden rule – be no more intrusive than you yourself prefer
  67. 67. Bite-sized content feeds baby birds
  68. 68. Offline rules of engagement still apply</li></li></ul><li>It’s still the sunset<br />“A return to more meaningful values and an embrace of more mindful spending will bring pain, but it should also allow us to focus on what we have been taking for granted. Remember, the sunlight in the South of France was enough to draw F. Scott Fitzgerald and Picasso years before the fancy boutiques and the red carpet -- and it's still the best part of a visit.”<br />Melissa Biggs Bradley, 12/10/08<br />http://www.eturbonews.com/6660/adieu-extravagance-bonjour-engagement-travel-industrys-wake-call<br />
  69. 69. Share the experience<br />
  70. 70. Thank you for this conversation!<br />Laurie Gelb<br />Trellist® Marketing | Technology<br />lgelb@trellist.com<br />302 442 6166<br />

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