The document discusses digital marketing trends and best practices for 2012, emphasizing the growing importance of interactive marketing, mobile, and social media channels. It highlights the shift toward mobile website creation and the significance of user-generated content and social media engagement in achieving marketing success. Key recommendations include optimizing local listings, integrating various digital strategies, and leveraging platforms like Google+ and Twitter for effective outreach and reputation management.

1. Digital
Trends
&
Best
Prac2ces
for
2012

2. Marni
at
4
years
old
J

4. “The
next
digital
decade
is
here.
By
2016,
adver:sers
will
spend
as
much
on
interac:ve
marke:ng
as
they
do
on
television
adver:sing
today.
Investment
in
search
marke:ng,
display
adver:sing,
email
marke:ng,
mobile
marke:ng,
and
social
media
will
near
$77
billion
and
represent
26%
of
all
adver:sing,
as
interac:ve
channels
gain
legi:macy
in
the
marke:ng
mix.”
SOURCE
FORRESTER
RESEARCH,
US
INTERACTIVE
MARKETING
FORECAST
2011
-­‐
2016

5. Agenda
• Strategic
Integrated
Marke:ng
Plans
&
Campaigns
• Traveler
AOtudes
on
Digital
• Digital
Trends
2012
&
Best
Prac:ces
– Mobile
&
Local
– User
Generated
&
Social
– Search
• Developing
content
• GeOng
the
best
ROI/tracking

6. The
Importance
of
Integra2on
Crea2ve
Local
Search
Website
Adver2sing
Public
Rela2ons
Market
Research
Media
Buying
SEO/SEM
Mobile
Social
Marke2ng
Media

7. The
Importance
of
Integra2on
Source:
State
of
the
American
Traveler
January
2012

8. Traveler
AWtudes
on
Digital

9. Traveler
A5tudes

10. Traveler
A5tudes

11. Digital
Trends
&
Best
Prac2ces:
Mobile

12. Digital
Trends
and
Best
Prac2ces:
Mobile
More
Devices,
More
PlaXorms,
More
Interfaces

13. Digital
Trends
and
Best
Prac2ces:
Mobile
Perspec:ve
–
3Q11
Device
Total
Worldwide
Sales
Mobile
Devices
440m
Smartphone
Devices
115m
PC
Sales
91.9m
Total
Tablet
Sales
18.1m
Total
iPad
Sales
11.1m
(61%
share)
Android
Tablet
6m
(32%
share)
eReaders
6.5m
Source:
Media
Tablet
Shipments
Miss
Third
Quarter
Targets,
But
New
Entrants
and
Holiday
Demand
Will
Spark
Fourth
Quarter
Growth,
According
to
IDC
hp://www.idc.com/getdoc.jsp?containerId=prUS23228211
*Gartner
Says
Sales
of
Mobile
Devices
Grew
5.6
Percent
in
Third
Quarter
of
2011;
Smartphone
Sales
Increased
42
Percent
hp://www.gartner.com/it/page.jsp?id=1848514

14. Digital
Trends
and
Best
Prac2ces:
Mobile

15. Digital
Trends
and
Best
Prac2ces:
Mobile
hp://www.nielsen.com/content/dam/corporate/us/en/reports-­‐downloads/
2011-­‐Reports/state-­‐of-­‐mobile-­‐Q3-­‐2011.pdf
State
of
Mobile
Q3
2011
hp://www.nielsen.com/content/dam/corporate/us/en/reports-­‐downloads/2011-­‐Reports/state-­‐of-­‐mobile-­‐Q3-­‐2011.pdf

16. Digital
Trends
and
Best
Prac2ces:
Mobile
Top
5
Reasons
to
Create
a
Mobile
Website
1. Mobile
Websites
reach
all
audiences,
apps
do
not.
2. Your
website
might
be
hard
or
impossible
to
use
on
mobile.
3. There
are
83
million
people
on
the
mobile
web
according
to
Nielsen’s
State
of
the
Media
Report.
4. Smartphones
are
now
outselling
PCs
(91m
vs.
115m
3Q11*)
*Media
Tablet
Shipments
Miss
Third
Quarter
Targets,
But
New
Entrants
and
Holiday
Demand
Will
Spark
Fourth
Quarter
Growth,
According
to
IDC
hfp://www.idc.com/getdoc.jsp?containerId=prUS23228211
Gartner
Says
Sales
of
Mobile
Devices
Grew
5.6
Percent
in
Third
Quarter
of
2011;
Smartphone
Sales
Increased
42
Percent
hfp://www.gartner.com/it/page.jsp?id=1848514

17. Digital
Trends
and
Best
Prac2ces:
Mobile
Crea:ng
a
Mobile
Website?
1. All
local
content
is
accurate
and
op:mized
for
search
– Google
Places,
Yelp,
CitySearch
2. Simplify
then
simplify
again!
3. Keep
number
pages
to
a
minimum
–
streamline
4. Match
branding
elements
from
website
to
mobile
site
5. Avoid
Flash
or
Java
6. Reduce
amount
of
text
entry
necessary
(use
dropdowns)
7. Easy
link
to
visit
full
site
8. Mobicanvas.com
–
free
op:on
to
build
9. Mobile
website
redirect
code

18. Digital
Trends
and
Best
Prac2ces:
Mobile
Claim
Your
Local
Lis2ngs!!!!!!!!!!!
Ask
For
Reviews!
1. Google
Places
Page
2. Citysearch
3. Yelp
4. UBL.org
and
Getlisted.org
5. TripAdvisor

19. Digital
Trends
&
Best
Prac2ces:
User
Generated,
Social
&
Reputa2on
Management

20. Digital
Trends
and
Best
Prac2ces:
Social

21. Digital
Trends
and
Best
Prac2ces:
Social
• 150M
Blogs
• Social
bookmarking
• Micro
blogs-­‐
Twifer
• Message
boards
&
online
• RSS
feeds
forums
• Widgets
• Podcasts
• Social
networks
• Video
sharing
sites
• Photo
sharing
sites

22. Digital
Trends
and
Best
Prac2ces:
Social
Social
Networking
Stats
Facebook:
over
800
million
users
via
Facebook
Twier:
over
200
million
users
via
ReadWriteWeb
LinkedIn:
135
million
members
via
LinkedIn
Groupon:
115
million
subscribers
via
Reuters
Google
Plus:
over
50
million
users
via
Google
Blog
Tumblr:
40.5
million
blogs
via
Tumblr
Foursquare:
15
million
users
via
Mashable
Pinterest
7.5
million
monthly
unique
via
TechCrunch
Posterous:
3.9
million
members
via
SF
Gate
Instagram
5
million
users
via
The
Next
Web

23. Digital
Trends
and
Best
Prac2ces:
Social
Twifer
users
are
the
most
influen:al
online
consumers
that
exist—a
key
audience.
• 72%
publish
blog
posts
at
least
once
a
month
• 70%
comment
on
others’
blog
posts
• 61%
write
at
least
one
product
review
a
month
• 61%
comment
on
news
sites
• 56%
write
ar:cles
for
third-­‐party
sites
• 53%
post
videos
online
• 50%
make
contribu:ons
to
wiki
sites
• 48%
share
deals
found
through
coupon
forums
Source:
Exact
Target:
Twifer
Xfactors

25. Digital
Trends
and
Best
Prac2ces:
Social

26. Digital
Trends
and
Best
Prac2ces:
Social

27. Digital
Trends
and
Best
Prac2ces:
Social

28. Digital
Trends
and
Best
Prac2ces:
Social
Monitoring
for
Durham
Bulls

29. Digital
Trends
and
Best
Prac2ces:
Social

30. Digital
Trends
and
Best
Prac2ces:
Social

31. Digital
Trends
and
Best
Prac2ces:
Social

32. Digital
Trends
and
Best
Prac2ces:
Social

33. Digital
Trends
and
Best
Prac2ces:
Social/Digital
PR
Twifer
is
an
excellent
vehicle
to
create
rela:onships
with
the
press!
Best
Prac:ces
• Find
reporters:
Muckrack.com
• “Contact
us”
page
local
media
Twifer
names
(@name)
• Learn
about
them
in
their
bio,
men:on
in
a
tweet
• Look
for
tweets
asking
for
help
from
reporters
(**)
• Say
something
nice
about
a
story
the
reporter
wrote
or
aired,
making
sure
you
add
the
reporter’s
Twifer
name
to
the
comment.
When
possible,
link
to
the
story.
• Retweet
their
tweets,
link
to
their
stories.
• Offer
to
connect
them
to
experts
you
know
to
help
them.
• Thank
them
via
Twifer
for
covering
an
event
you
afended.
• Look
out
for
story
ideas
for
them,
not
just
big
stories
but
follow
up
pieces
on
stories
they’ve
already
done.
• Congratulate
them
on
their
birthdays
or
other
news
they
tweet
about
themselves.
• Highlight
them
on
your
own
blog.

34. Digital
Trends
and
Best
Prac2ces:
Social
Source:
State
of
the
American
Traveler
January
2012

35. Digital
Trends
and
Best
Prac2ces:
Social
Consumer
reviews
are
significantly
trusted
–
nearly
12x
more
than
descrip2ons
that
come
from
manufacturers
and
marketers.
SOURCE:
eMARKETER,
FEBRUARY
2010

36. Digital
Trends
and
Best
Prac2ces:
Social
Your
Current
Guests
Share
Experience
Prompts
Visit
Trusts
Reviews
While
Visi2ng
From
Other
Visitors
(Incen2vize)
Future
Visitor
Searching
For
User-­‐Generated
Informa2on

37. Digital
Trends
and
Best
Prac2ces:
Social

38. Digital
Trends
and
Best
Prac2ces:
Mobile

39. Digital
Trends
and
Best
Prac2ces:
Social

40. Digital
Trends
and
Best
Prac2ces:
Social

41. Digital
Trends
and
Best
Prac2ces:
Social
Pinterest
Best
Prac:ces
• Pin
your
favorite
photos
from
your
des:na:on
–
segmenta:on
through
boards
for
different
personali:es!
• Ask
visitors
to
pin
pictures
of
themselves
at
their
favorite
spot
and
tag
you,
repin
those
photos
onto
a
VIP
board
—
it’ll
give
a
shoutout
to
these
fans
and
show
poten:al
visitors
that
your
current
visitors
really
love
visi:ng!
• Pin
It
To
Win
it.

42. Digital
Trends
and
Best
Prac2ces:
Social

43. Digital
Trends
and
Best
Prac2ces:
Social
• #2
search
engine
in
world
• Boring
never
wins
–
afempt
to
entertain,
be
crea:ve!
• Op:mize
– Keywords
• Web
Page
Title
=
Video
Title
• Web
Page
Meta
Descrip:on
=
Video
Descrip:on
• Web
Page
Meta
Keywords
=
Video
Tags
– Aim
for
posi:ve
ra:ngs
on
YouTube

44. Digital
Trends
and
Best
Prac2ces:
Social
Increase
Views
for
YouTube
Videos
• Embed
on
owned
online
proper:es
(i.e.
your
website,
blog)
• Promote
video
on
social
media
venues
(Facebook,
Twifer,
Google+)
and
via
online
press
releases
• Plan
to
promote
or
include
partner
content
within
your
video
and
allow
partners
to
embed
your
videos
• Video
Distribu:on
Services
–
tubemogul.com
offers
free
version
New
YouTube
Lay
Out
• Add
Your
Custom
URLs
in
the
Newly
Placed
Descrip:on
Area

45. Digital
Trends
and
Best
Prac2ces:
Social
• Popularity
index
reflects
what
travelers
like
• Algorithm
– Rank
determined
by
popularity
measured
quan:ty
and
quality
of
content
on
T.A.
and
web
• According
to
TripAdvisor,
their
popularity
index
is:
– Pure
(completely
organic),
no
paid
like
SEO
– Fresh:
the
index
constantly
incorporates
new
informa:on.
– Global
since
it
reflects
reviews
from
around
the
world.
– Unbiased
as
there
are
good
and
bad
reviews.
• You
cannot
submit
comment
cards
on
behalf
of
guests,
or
incen:vize
guests
to
leave
reviews,
however
you
may
ask
your
guests
to
write
a
review
of
their
experience
at
your
property.
• What
does
this
mean
to
you?

46. Digital
Trends
and
Best
Prac2ces:
Social
• Manage
your
property
lis:ng
on
TripAdvisor
–
register
your
business
• Owners
center
–
resources
and
promo:onal
tools
– www.tripadvisor.com/WidgetEmbed
• Offer
“self
service”
op:ons
widgets
you
can
add
to
your
website

47. Digital
Trends
and
Best
Prac2ces:
Social
Manage
Local
Lis2ngs
• Monitor
your
customer
reviews
• Respond
to
BOTH
nega:ve
and
posi:ve
reviews
• Use
your
customer
reviews
as
free
market
research
to
enhance
your
brand’s
internal
opera:ons.
• Enhance
the
good
and
fix
the
bad
features
of
your
company.
• Repeat
all
the
above
on
a
regular
basis
Reputa2on
Monitoring
is
key
• Socialmen:on.com
• Google
Alerts
• Hoot
Suite
–
Twifer
monitoring
for
your
brand
name
and
compe::on
and
other
niche
words
• Brandseye.com
–
lite
version
$150
per
month

48. Digital
Trends
and
Best
Prac2ces:
Social
SOURCE:
HubSpot

49. Digital
Trends
&
Best
Prac2ces:
Search

50. Digital
Trends
and
Best
Prac2ces:
Search
Source:
hp://www.statowl.com/search_engine_market_share.php

51. Digital
Trends
and
Best
Prac2ces:
Search

52. Digital
Trends
and
Best
Prac2ces:
Search

53. Digital
Trends
and
Best
Prac2ces:
Search
Latest
Search
Trends
Google
+
and
Search
Quality
Personaliza2on
Social
Sharing
Integra2on
Content
Crea2on

54. Digital
Trends
and
Best
Prac2ces:
Search
Google+
Brand
Page
• Imagine
if
you
could
have
learned
Facebook
in
the
very
beginning
• Social
results
do
not
include
Facebook
or
Twifer
–
only
Google
+
results
• Integrate
main
keywords
into
Google+
posts
to
increase
relevance
in
important
searches.

56. Digital
Trends
and
Best
Prac2ces:
Search
Content
crea:on
• Content
that
is
updated
on
your
site
o}en
leads
to
higher
search
engine
results.
• Think
like
a
publisher,
not
a
marketer,
to
connect
your
des:na:on
with
online
audiences.
• Aggregate
and
curate
• Always
give
credit
to
the
original
source
• Twifer,
Pinterest
• Scoop.it,
Storify.com,
mysyndacaat.com
• Tradi:onal
blogs
• Video
blogs
• Guest
bloggers
• Info
graphics

57. Digital
Trends
and
Best
Prac2ces:
Search
Social
Sharing
Integra2on
If
a
link
is
a
“vote”
how
do
the
millions
of
people
without
websites
“vote”?
“Websites
using
Google’s
+1
buon
get
3.5X
the
Google+
visits.”*
*
Source:
Hubspot
hfp://www.hubspot.com/Portals/53/docs/ebooks/how_to_use_google_plus_for_business_jan.pdf

58. Tracking
ROI

59. Tracking
ROI
Facebook
PR
• Likes
• Procurement
of
press
visits
• Reach
• Retweets
by
respected
professionals/news
• Engaged
Users
• Men:ons
• Virality
• Talking
About
This
Blogs
• Check
Ins
• Unique
visitors
• Page
views
Overall
• Click
through
rate
Klout
• Lead
crea:on
• Klout
score
–
ability
to
amplify
and
influence
• Conversion
studies

60. Wrap
Up
• Integra:on
is
the
name
of
the
game
in
today’s
marketplace
.
• Early
adopters
and
mainstream
technology
users
spend
more
on
travel
and
take
more
trips
than
late
adopters.
• Smart
phones
&
tablets
are
the
wave
of
the
future
–
geOng
in
posi:on
is
important
to
stay
compe::ve.
• Mobile
website
is
cri:cal.
• Social
media
is
more
than
Facebook,
but
Facebook
is
the
800lb
gorilla
J
• Social
media
and
user
generated
reviews
are
extremely
important
to
incorporate
into
your
marke:ng
plan.
• Twifer
is
a
highly
underused
pla•orm
by
marketers
and
can
be
an
incredible
resource,
use
it
for
listening
in
and
outreach
to
press.
• Blogs
are
important
as
they
deliver
fresh
content
on
your
site
which
is
important
for
search.
• New
pla•orms
are
emerging
like
Pinterest,
if
you
have
the
resources
these
are
great
to
use.
• Google+
is
changing
the
landscape
of
search.
Claim
your
Google+
page
for
business.
• Content
crea:on
–
curate
&
aggregate!
• ROI
–
know
what
you
are
tracking
for.

61. Wrap
Up
If
you
don’t
know
where
you
are
going...
any
road
will
get
you
there.
SMITH
is
a
full-­‐service,
contemporary
integrated
adver:sing
agency
that
offers
solu:ons
for
our
clients.

62.
Many
of
our
clients
are
reques2ng
our
Digital
Appraisal
Service:
q Rapidly
acquire
a
detailed
understanding
of
your
digital
ecosystem
and
assets
or
embark
on
a
new
digital
strategy
planning
process.
q Investment
dollars
at
work
q Compe::ve
strengths
&
weaknesses
q Establish
future
plans
q Digital
alignment
q Measure
ongoing
performance
and
return-­‐on-­‐investment.

63. Thank you for the gift of your time today!
Education & Value Are Our
Best Marketing Tool.
How can we help you?
Please fill out the survey in back of your
workbook J