Tourism Tasmania Digital Coach Live Sessions - Digital Marketing

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Here's the slides from my Digital Coach live sessions in Hobart, Launceston and Burnie - thanks to everyone that came! Be sure to get in touch with me on scottywoodhouse@gmail.com if you have any questions.

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Tourism Tasmania Digital Coach Live Sessions - Digital Marketing

  1. 1. DIGITAL MARKETING<br />Tourism Tasmania Digital Coach Program 2011<br />Presented by Scott Woodhouse – www.necessarygroup.com<br />
  2. 2.
  3. 3. SHINY <br />OBJECT <br />SYNDROME<br />
  4. 4. “Everything will be great once we get Facebook”<br />ull of it...<br />
  5. 5. STORY<br />What we believe and do<br />
  6. 6. STORY + NEEDS<br />What we believe and do<br />What customers believe and do<br />
  7. 7. = MONEY<br />What we believe and do<br />What customers believe and do<br />WIN WIN<br />
  8. 8. PAID MEDIA<br />Renting marketing assets<br /><ul><li>Brochures
  9. 9. Print ads
  10. 10. Banner ads
  11. 11. Google AdWords</li></li></ul><li>EARNED MEDIA<br />Building marketing assets<br /><ul><li>Email list
  12. 12. Great reviews
  13. 13. A great website that works
  14. 14. Social media presence that works
  15. 15. Search engine rank</li></li></ul><li>2. Comparison / <br />reviews<br />3. Website / sale<br />1. Ad / trigger<br />4. ‘Trip-echo’ / <br />loyalty loop<br />80% of digital spend is here<br />80% of influence is here<br />
  16. 16.
  17. 17. MEASUREMENT<br />Measuring<br />Listening<br />Stalking<br />
  18. 18. MEASUREMENT<br />Measuring<br />Listening<br />Stalking<br />
  19. 19. MEASUREMENT<br />Measuring<br />Listening<br />Stalking<br />
  20. 20. ACTION<br />Signup to Google Analytics and get tracking code in your website<br />www.google.com/analytics<br />Visit your Google Analytics account<br />- ask “so what?”<br />Set up Google Alerts for your brand, your competitors, key areas of interest<br />www.alerts.google.com<br />Measure social impact of your website and your closest competitors<br />www.howsociable.com<br />www.socialmention.com<br />Discover media habits of customers, and where they hang out on the web<br />www.google.com/adplanner<br />
  21. 21.
  22. 22. WHAT PEOPLE WANT<br />Select a tone of voice, pictures etc that ‘speak to your audience<br />Personality-fit<br /><ul><li> Leisure vs adventure
  23. 23. Make judgements in 3 seconds</li></ul>User experience<br /><ul><li> Visit 4 times before booking
  24. 24. Usability critical (40%) vs price (62%)
  25. 25. Easy to navigate (44%)
  26. 26. No errors (22%)
  27. 27. Promos / discounts (21%)
  28. 28. Findability of contact details (15%)</li></ul>Social proof<br /><ul><li> User reviews (58%)
  29. 29. User ratings (42%)
  30. 30. Official pictures (35%)
  31. 31. User photos / video (26%)
  32. 32. Official video (8%)</li></ul>Make it easy to use<br />Have a strategy for leveraging reviews and social content<br />
  33. 33. PERSONAS<br />Brad<br />In Brad’s own words:<br />“I just wanna kick back in the sun and get a tan with my girlfriend – no screaming kids”<br />He’s searching for:<br /><ul><li>“Beachfront accomodationFreycinet”
  34. 34. “Luxury accomodationFreycinet”</li></ul>He needs:<br /><ul><li> Book online – quickly and easily
  35. 35. Critic reviews / recognition
  36. 36. Guarantee / cues of quality </li></ul>He’s a big user of:<br /><ul><li>TripAdvisor
  37. 37. iPhone</li></ul>What are your top 2? Speak to them!<br />
  38. 38. PERSONAS<br />Dave<br />In Dave’s own words:<br />“Looking to sneak away with the wife and kids – a bit of an adventure and some fun in Tassie”<br />He’s searching for:<br /><ul><li>“Things to do in Freycinet” </li></ul>He needs:<br /><ul><li> Book online – quickly and easily
  39. 39. Social proof – user submitted photos, reviews
  40. 40. Entertainment for the kids</li></ul>He’s a big user of:<br /><ul><li>Facebook
  41. 41. iPhone</li></ul>What are your top 2? Speak to them!<br />
  42. 42. 3 SECONDS<br />Personality fit <br />Don’t make me think!<br />Call to action<br />
  43. 43.
  44. 44.
  45. 45.
  46. 46.
  47. 47.
  48. 48.
  49. 49. ACTION<br />Do each of your pages guide the <br />user towards action? <br />
  50. 50.
  51. 51. 90 trillion<br />emails sent in 2010.<br />
  52. 52. EMAIL<br /><ul><li> It works
  53. 53. Built on trust, value and relevancy – poor execution can hurt</li></li></ul><li>81%<br />is spam.<br />
  54. 54. EMAIL GOLD<br />CREATE SOME URGENCY = 29% higher email open rate<br /><ul><li> i.e. 2 days till offer expires, registration ends today, today’s your last chance, free webinar on Nov 11th</li></ul>MAKE IT EXCLUSIVE = 24% higher open rate<br /><ul><li> The word ‘exclusive’ or ‘private’, ‘VIP’, ‘for past customers only’, exclusive offer</li></ul>TIME IT RIGHT = 100% higher open rate<br /><ul><li> 7am (best) till 9am (at worst)
  55. 55. After 12pm you’ll cut your open rate in half!
  56. 56. 2-touch works best – balance between mindshare and bugging people</li></ul>1 CALL TO ACTION = 40% higher response rate<br /><ul><li> Every link in email goes to same place, rather than multiple calls to action</li></ul>CASH IN ON FACEBOOK JUNKIES = 32% higher open rate<br /><ul><li> Just mention ‘Facebook’ in subject line – that’s it!</li></li></ul><li>EMAIL GOLD<br />FROM SOMEONE THEY TRUST = #1 factor in whether they’ll open it<br /><ul><li> Whether it’s your business name or a staff member’s name, use a ‘from’ name that people will trust</li></ul>RESPECT YOURSELF = other people respecting you <br /><ul><li> No unsolicited mail
  57. 57. Only what people signed up for – no surprises</li></ul>STAY ON SUBJECT = #2 factor in whether they’ll open it<br /><ul><li> 20 – 50 characters
  58. 58. Capture interest
  59. 59. Avoid ‘spammy’ language – ‘free’, ‘cheap’, ‘crazy deal’</li></ul>DELIVER TRUST & VALUE!!<br />
  60. 60. INSIGHTS<br /><ul><li> Who opened?
  61. 61. Who clicked?
  62. 62. Who bounced?
  63. 63. What times of day / week work best?
  64. 64. Where did they click?
  65. 65. What messages are working?</li></li></ul><li>ACTION<br />www.mailchimp.com<br />
  66. 66.
  67. 67. IT’S NOT THIS<br />
  68. 68. OR THIS<br />
  69. 69. IT’S THIS<br />
  70. 70. Social tech empowers people to talk about what they want to. Not what you want them to.<br />
  71. 71. HOW?<br />listen<br />attract<br />activate<br />learn<br />harvest<br />Listen carefully. What are your opportunities?<br /><ul><li>SocialMention.com
  72. 72. Google Alerts
  73. 73. HowSociable.com</li></li></ul><li>HOW?<br />listen<br />attract<br />activate<br />learn<br />harvest<br />Listen carefully. What are your opportunities?<br />Attract your audience – like busy restaurant<br /><ul><li>SocialMention.com
  74. 74. Google Alerts
  75. 75. HowSociable.com
  76. 76. Strong common interest
  77. 77. What’s valuable?
  78. 78. Incentives to join</li></li></ul><li>HOW?<br />listen<br />attract<br />activate<br />learn<br />harvest<br />Listen carefully. What are your opportunities?<br />Attract your audience – like busy restaurant<br />Get people engaged and active<br /><ul><li>SocialMention.com
  79. 79. Google Alerts
  80. 80. HowSociable.com
  81. 81. Strong common interest
  82. 82. What’s valuable?
  83. 83. Incentives to join
  84. 84. Give them stuff to play with
  85. 85. Ask questions
  86. 86. Have conversations</li></li></ul><li>HOW?<br />listen<br />attract<br />activate<br />learn<br />harvest<br />Listen carefully. What are your opportunities?<br />Attract your audience – like busy restaurant<br />Get people engaged and active<br />Learn about people – what do they like?<br /><ul><li>SocialMention.com
  87. 87. Google Alerts
  88. 88. HowSociable.com
  89. 89. Strong common interest
  90. 90. What’s valuable?
  91. 91. Incentives to join
  92. 92. Give them stuff to play with
  93. 93. Ask questions
  94. 94. Have conversations
  95. 95. What stuff to they engage with most?</li></li></ul><li>HOW?<br />listen<br />attract<br />activate<br />learn<br />harvest<br />Listen carefully. What are your opportunities?<br />Attract your audience – like busy restaurant<br />Get people engaged and active<br />Learn about people – what do they like?<br />Use what you know to get value<br /><ul><li>SocialMention.com
  96. 96. Google Alerts
  97. 97. HowSociable.com
  98. 98. search.twitter.com
  99. 99. Strong common interest
  100. 100. What’s valuable?
  101. 101. Incentives to join
  102. 102. Give them stuff to play with
  103. 103. Ask questions
  104. 104. Have conversations
  105. 105. What stuff to they engage with most?
  106. 106. Do experiments – not research
  107. 107. Drive traffic to your site
  108. 108. Give tools for word of mouth</li></ul>3 to 1 rule:<br /><ul><li> 3 conversational, interesting updates with no purpose other than creating engagement (questions, links (not to your site)
  109. 109. Then go for a converting message – still interesting, but its goal is to convert</li></li></ul><li>Listen - www.socialmention.com<br />
  110. 110. Listen - www.search.twitter.com<br />
  111. 111. CASE STUDY<br />Attract – create valuable<br />
  112. 112. Attract - photos of trips<br />
  113. 113. Activate - FBML application<br />
  114. 114. Learn – what do they like?<br />
  115. 115. Harvest – call to action<br />
  116. 116. Build rep through niche communities<br />
  117. 117. INTEGRATE<br />http://www.tripadvisor.in/WidgetEmbed<br />
  118. 118. INTEGRATE<br />http://developers.facebook.com/docs/reference/plugins/like/<br />
  119. 119. www.google.com/adplanner<br />www.flowtown.com/blog<br />www.checkfacebook.com<br />ACTION<br />
  120. 120. Where do people talk about stuff? www.howsociable.com<br />
  121. 121. 126 million<br />blogs on the Internet.<br />
  122. 122. WHAT A BLOG IS<br /><ul><li> A place for regular news, updates and value (at least weekly)
  123. 123. Simple, relaxed, quick, easy and informal
  124. 124. A platform to express thoughts, theories and opinions
  125. 125. A place to build credibility and build a loyal readership
  126. 126. Somewhere to invite discussion and feedback
  127. 127. A powerful marketing channel – traffic, relationships, SEO etc </li></ul>WHAT A BLOG ISN’T<br /><ul><li> A hard sell </li></li></ul><li>WHAT SHOULD I BLOG<br />Build trust, loyalty, engagement and reputation<br />
  128. 128. ACTION<br />Take a look at some travel blogs to get an idea what they’re about<br />Consider a) do I have something valuable to talk about regularly and b) can I commit to it?<br />Check out www.blogger.com, www.wordpress.com, www.wordpress.org<br />
  129. 129. MICROBLOG<br />
  130. 130. 1 billion<br />views per day on YouTube.<br />
  131. 131. MEDIA<br />Use YouTube to host video<br />Keyword optimise videos<br />Link to your site<br />
  132. 132. BRING IT TOGETHER<br />
  133. 133. FOLLOW ME<br /><ul><li>Email: scott@necessarygroup.com
  134. 134. Twitter: @scottywoodhouse
  135. 135. LinkedIn: www.au.linkedin.com/in/swoodhouse
  136. 136. Hypescience: www.hypescience.com.au</li>

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