Tvin conference wrap up

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Slide deck from the TVIN conference at Tasmania's fantastic Freycinet Lodge.

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  • So just a bit about me I’m a digital marketing consultant at the Necessary Group in Hobart – so I work with a lot of locally, nationally and internationally-focused businesses to grow and accelerate on the web
  • let’s look quickly at dedicated travel communitiesFind Dexter
  • Tvin conference wrap up

    1. 1. NEXT-LEVEL MARKETING<br />Proven tactics. Blue sky thinking. And everything in between.<br />
    2. 2. ME<br />
    3. 3. CLUTTER<br />
    4. 4. Competitors:<br />PLANNING PROCESS<br />
    5. 5. Competitors:<br />PLANNING PROCESS<br />
    6. 6.
    7. 7. NEW THINKING<br />The lasting value of the traveller<br />Visits<br />Tripecho<br />Revenue<br />Information<br />
    8. 8. NEW THINKING<br />The lasting value of the traveller<br />Visits<br />Tripecho<br />Relevancy drives revenue<br />Revenue<br />Relevancy<br />Information<br />
    9. 9. NEW THINKING<br />The lasting value of the traveller<br />Visits<br />Tripecho<br />Relevancy drives revenue<br />Revenue<br />Relevancy<br />Build meaningful relationships<br />Information<br />Conversation<br />
    10. 10. NEW THINKING<br />The lasting value of the traveller<br />Tripecho<br />Relevancy drives revenue<br />Relevancy<br />Build meaningful relationships<br />Conversation<br />
    11. 11. FIRST<br /><ul><li> Fit?
    12. 12. Strategic alignment
    13. 13. Commitment and resources</li></li></ul><li>
    14. 14. MEASUREMENT<br />Measuring<br />
    15. 15. MEASUREMENT<br />Measuring<br />Listening<br />
    16. 16. MEASUREMENT<br />Measuring<br />Listening<br />Stalking<br />
    17. 17.
    18. 18. OLD<br />Google Buzz<br />Kaixin001 (China)<br />Yammer<br />Plurk<br />YouTube<br />Facebook (High School Networks)<br />Xanga (SNS relaunch)<br />Yahoo! 360<br />Cyworld (China)<br />Ning<br />Bebo<br />AsianAvenue, BlackPlanet (relaunch)<br />Gather.com<br />Loopt<br />Renren (China)<br />Foursquare<br />Gowalla<br />Skyblog<br />Couchsurfing<br />MySpace<br />Tribe.net<br />Fast.FM<br />Hi5<br />LinkedIn<br />Open BC/Xing<br />Netlog (Europe)<br />MyHeritage<br />Tumblr<br />Ravelry<br />Facebook (corporate networks)<br />Cyworld (US)<br />MyChurch<br />QQ (everyone)<br />Windows Live Spaces<br />Facebook (everyone)<br />Twitter<br />Cafe Mom<br />Nasza-Klasa (Poland)<br />Odnoklassniki (Russia)<br />Vkontakte (Russia)<br />Cyworld<br />Ryze<br />StumbleUpon<br />Meetup.com<br />Flickr, Piczo, Mixi<br />Facebook (Elite Unis)<br />Dodgeball<br />Orkut, Dogster<br />Multiply, aSmallWorld<br />Catster<br />Hyves<br />Yelp<br />Vimeo<br />Taringa (Argentina)<br />Basecamp<br />LiveJournal<br />BlackPlanet<br />Friendster<br />Fotolog<br />Plaxo<br />MyLife<br />Care2<br />Xanga<br />MiGente<br />Mixi (Japan)<br />(SixDegrees closes)<br />SixDegrees.com<br />AsianAvenue<br />Classmates.com<br />Craigslist<br />
    19. 19. ENGAGEMENT<br />
    20. 20. ENGAGEMENT<br />
    21. 21. STRATEGY<br />Attract the target group to your community<br /><ul><li> Strong common interest
    22. 22. Make it feel alive
    23. 23. Incentives to join
    24. 24. Critical mass</li></li></ul><li>STRATEGY<br />Attract the target group to your community<br />Get them activated in the community<br /><ul><li> Creators(5%)
    25. 25. Contributors(20%)
    26. 26. Lurkers(75%)
    27. 27. Strong common interest
    28. 28. Make it feel alive
    29. 29. Incentives to join
    30. 30. Critical mass</li></li></ul><li>STRATEGY<br />Attract the target group to your community<br />Get them activated in the community<br />Learn about your members in a social context<br /><ul><li> Creators(5%)
    31. 31. Contributors(20%)
    32. 32. Lurkers(75%)
    33. 33. Strong common interest
    34. 34. Make it feel alive
    35. 35. Incentives to join
    36. 36. Critical mass
    37. 37. Members’ preferences?
    38. 38. How can you participate?
    39. 39. Be close to them?</li></li></ul><li>STRATEGY<br />Attract the target group to your community<br />Get them activated in the community<br />Learn about your members in a social context<br />Communicateand engage based on information in the community<br /><ul><li> Creators(5%)
    40. 40. Contributors(20%)
    41. 41. Lurkers(75%)
    42. 42. Strong common interest
    43. 43. Make it feel alive
    44. 44. Incentives to join
    45. 45. Critical mass
    46. 46. Gender, age – lame
    47. 47. Company, job – ok
    48. 48. Interests – good
    49. 49. Behaviour – awesome!
    50. 50. Members’ preferences?
    51. 51. How can you participate?
    52. 52. Be close to them?</li></li></ul><li>Over<br />500 million<br />people on Facebook.<br />
    53. 53. Over<br />500 million<br />50%<br />people on Facebook.<br />log in every day.<br />
    54. 54. TASPLAN<br />
    55. 55.
    56. 56.
    57. 57. SOCIAL ADS<br />
    58. 58. 126 million<br />blogs on the Internet.<br />
    59. 59. WHAT SHOULD I BLOG<br />Build trust, loyalty, engagement and reputation<br />
    60. 60. 60 million<br />Twitter ‘tweets’ per day.<br />
    61. 61. MICROBLOG<br /><ul><li>Microblogging– send tweets (140 characters or less)
    62. 62. Live stream – share and discover what’s happening in real-time
    63. 63. Listen to what people are saying about topics, competitors, you, your brand etc
    64. 64. Build credibility, network, traffic
    65. 65. Participating builds trust
    66. 66. Listening builds trust</li></li></ul><li>MICROBLOG<br />
    67. 67. LISTEN<br />
    68. 68. TWEET<br />Early bird tickets for John Farnham Live http://bit.ly/farnsy<br />
    69. 69. 67% of Twitter followers are<br />more likely to buy<br />products they’re following<br />
    70. 70. WORK IT OUT<br />
    71. 71. WORK IT OUT<br />
    72. 72. WORK IT OUT<br /><ul><li> Discounts
    73. 73. Breaking news / info
    74. 74. Exclusive content
    75. 75. Only 2% of respondents show their support
    76. 76. To receive discounts
    77. 77. I am a customer
    78. 78. To show others that I support this brand</li></li></ul><li>1 billion<br />views per day on YouTube.<br />
    79. 79. The average Internet user watches<br />181<br />videos per month.<br />
    80. 80. MEDIA<br />
    81. 81.
    82. 82.
    83. 83.
    84. 84. GET MILEAGE<br />
    85. 85. GET MILEAGE<br />
    86. 86. GET MILEAGE<br />
    87. 87. GET MILEAGE<br />
    88. 88.
    89. 89. MOBILE<br />
    90. 90. MOBILE<br />
    91. 91. MOBILE<br />
    92. 92. IN-DESTINATION<br />
    93. 93. IN-STORE<br />
    94. 94. OPPORTUNITY<br /><ul><li> In-store experience
    95. 95. Visitor info centre brand
    96. 96. Location-specific
    97. 97. Seamless experience
    98. 98. In-store / in-destination</li></li></ul><li>CHECK IN<br />
    99. 99. CHECK IN<br />
    100. 100. AUGMENTED REALITY<br />
    101. 101.
    102. 102. PROXIMITY<br />
    103. 103. PROXIMITY<br />
    104. 104. QR CODES<br />
    105. 105. QR CODES<br />
    106. 106. PULL IT TOGETHER<br />
    107. 107. FOLLOW ME<br /><ul><li>Email: scott@necessarygroup.com
    108. 108. Twitter: @scottywoodhouse
    109. 109. LinkedIn: www.au.linkedin.com/in/swoodhouse
    110. 110. Hypescience: www.hypescience.com.au</li>

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