Heritage Tourism Presentation

1. in tourism, business and life.

2. Stuﬀ you can use -‐ channels Ad networks Ad Rich Social SEM media networks networks Podcasts Comments / reviews Blogging Website Email 1-‐way Social Social news Widgets Loca=on SEO services Webinars Travel communi=es Business apps Social Ads Live Image Livecast stream hos=ng

3. Measuring

4. Listening

5. Stalking

6. Measurement ac=on plan Signup to Google Analytics and get www.analytics.google.com tracking code in your website Visit your Google Analytics account - ask “so what?” Set up Google Alerts for your brand, www.alerts.google.com your competitors, key areas of interest Measure social impact of your www.backtype.com website and your closest competitors

7. Email •  It works •  Built on trust and value – poor execu=on can hurt

8. Email – golden advice 1.  Deliver value – trade something 2.  Be regular / consistent •  Balancing act between mindshare and bugging people •  Fortnightly or monthly work best 3.  Be on-‐;me •  B2B: Tues – Thurs, 9:30am =ll 3pm •  B2C: Fri – Sun, 5pm =ll 8pm 4.  From name -‐ #1 factor in whether people open •  Familiar, and keep it consistent 5.  Subject – Capture interest, don’t trigger spam, and keep consistent formaJng •  20 – 50 characters •  Follow deliverability rules (70% -‐ 80% don’t make it) •  Smart copy – avoid spammy language (‘sale’, ‘fee’, ‘bonus’, ‘crazy deal’ etc) •  Get added to recipients’ address books •  Check out an=-‐spamming regula=ons (ADMA) •  2 components – variable + consistent 6.  Don’t forget plain text (otherwise 5% won’t see it) 7.  Feed your list •  Segment 8.  Respect yourself •  No unsolicited mail •  Stay on topic – what they signed up for •  Add a permission footer to explain why you’re contac=ng them •  Preferences -‐ Give people choices in how o`en they’re contacted and what for

9. Email

10. Email ac=on plan www.mailchimp.com

11. Social networks aren’t new Kaixin001 (China) Google Buzz YouTube Yammer Facebook (High School Networks) Plurk Xanga (SNS relaunch) Yahoo! 360 Cyworld (China) Ning Foursquare Skyblog Couchsurfing Bebo Gowalla MySpace AsianAvenue, BlackPlanet (relaunch) Tribe.net Gather.com Tumblr Fast.FM Loopt Ravelry Hi5 Renren (China) LinkedIn Facebook (corporate networks) Open BC/Xing Cyworld (US) Netlog (Europe) MyChurch MyHeritage QQ (everyone) Windows Live Spaces Cyworld Flickr, Piczo, Mixi Facebook (everyone) Ryze Facebook (Elite Unis) Twitter StumbleUpon Dodgeball Cafe Mom Meetup.com Orkut, Dogster Nasza-Klasa (Poland) Multiply, aSmallWorld Odnoklassniki (Russia) LiveJournal Friendster Catster Vkontakte (Russia) BlackPlanet Fotolog Hyves Plaxo Yelp Care2 MyLife Vimeo Xanga Taringa (Argentina) MiGente Basecamp Mixi (Japan) (SixDegrees closes) SixDegrees.com AsianAvenue Classmates.com Craigslist

12. Social content Op;ons •  Use exis=ng social placorms like Facebook, Twider, LinkedIn, YouTube etc •  Mix exis=ng social placorms with your content •  Create your own online community Rules •  Sophis=cated users •  Humanised brands, real conversa=ons •  Trading things of value •  If you want people to pay aden=on – give them the truth •  Listen, learn and engage with an authen=c voice

13. Social media strategy Attract the target group to your community •  Strong common interest •  Make it feel alive •  Incentives to join •  Critical mass

14. Social media strategy Attract the target Get them group to your activated in the community community •  Strong common interest •  Creators (5%) •  Make it feel alive •  Contributors (20%) •  Incentives to join •  Lurkers (75%) •  Critical mass

15. Social media strategy Attract the target Get them Learn about your group to your activated in the members in a community community social context •  Strong common interest •  Creators (5%) •  Members’ preferences? •  Make it feel alive •  Contributors (20%) •  How can you participate? •  Incentives to join •  Lurkers (75%) •  Be close to them? •  Critical mass

16. Social media strategy Attract the target Get them Learn about your Communicate group to your activated in the members in a and engage based community community social context on information in the community •  Strong common interest •  Creators (5%) •  Members’ preferences? •  Gender, age – lame •  Make it feel alive •  Contributors (20%) •  How can you participate? •  Company, job – ok •  Incentives to join •  Lurkers (75%) •  Be close to them? •  Interests – good •  Critical mass •  Behaviour – awesome!

17. Facebook

18. Listen. Measure. Optimise. Content strategy

19. Facebook social ads

20. Track your performance

21. Media sharing

22. What is a blog? •  A place for regular news, updates and value (at least weekly) •  Simple, relaxed, quick, easy and informal •  A platform to express thoughts, theories and opinions •  A place to build credibility and build a loyal readership •  Somewhere to invite discussion and feedback •  A powerful marketing channel – traffic, relationships, SEO etc What a blog isn’t •  A hard sell

23. What should I blog about? Build trust, loyalty, engagement and reputation

24. Get trac=on Social links Make it easy for people to share your content on their favourite social networks Link out Link to other bloggers – they’re likely to return the favour Link in Clearly link to your blog from your website, social platforms you use, email signature - whatever Invite comments Social content is often viral content Provide a feed RSS feeds are offered up by most blogging services – use them!

25. Blog ac=on plan Visit www.technorati.com/travel - look at a few featured blogs Consider a) do I have something valuable to talk about regularly and b) can I commit to it? Check out www.blogger.com

26. Twider •  Microblogging – send tweets (140 characters or less) •  Live stream – share and discover what’s happening in real-‐=me •  Listen to what people are saying about topics, compe=tors, you, your brand etc •  Build credibility, network, traﬃc

27. Twider – the business / the persona

28. Twider -‐ measurement •  What are people saying? •  Is it good or bad?

29. Social media ac=on plan

30. Social media ac=on plan •  Support your objectives •  How will they feed / support one another? •  Reserve your username now

31. Travel communi=es – build reputa=on

32. Travel communi=es Participate to create marketing value •  Build a positive reputation by being helpful •  Establish yourself as a local expert •  Build sales leads and brand awareness •  Content is indexed by Google and shared across the web Be honest about who you are •  No one can sniff out a fake customer quicker than an online community! Inspired by: http://blog.travellr.com/building-long-term-online-reputation-through

33. Travel communi=es – get mileage

37. Search is changing

38. Local search ac=on plan Go to: www.google.com/local/add

39. Mobile

40. Mobile ac=on plan 1.  Add yourself to Google local search 2.  Make sure your website clearly describes what you do, where you’re located and your times of operation – this makes scraping your site easier for tools like Goby. 3.  Implement a booking or reservation system that supports distribution of your data through standard formats (SaaS will do this better than standalone systems) 4.  Ensure your local Tourism Tas / other DMO’s have your updated information 5.  Include yourself in as many sources of data as possible – local business listings, specialty directories etc

41. Do keyword phrase research •  Look at the customer environment Too specific ‘Boutique Too general Just right accomodation in ‘accomodation’ ‘Hunter Valley the Hunter Valley accomodation’ with pool and tennis’

42. Do keyword research •  Look at the customer environment

43. Bringing it together

44. Follow me •  Email: swoodhouse@in-‐tellinc.com.au •  Twider: @scodywoodhouse •  LinkedIn: www.au.linkedin.com/in/swoodhouse •  Hypescience: www.hypescience.com.au

Heritage Tourism Presentation

scottywoodhouse

Heritage Tourism Presentation