Destination Marketing Best Practices and Trends 2012

Digital
Trends
&
Best
Prac2ces

For
DMOs
in
2012

Marni
at
4
years
old
J

“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

Agenda

What
needs
to
be
top
of
mind
for
DMOs/Bureaus?

•  Strategic
Integrated
Marke:ng
Plans
&
Campaigns

•  Traveler
ATtudes
on
Digital

•  Digital
Trends
2012
&
Best
Prac:ces

–  Mobile
&
Local

–  User
Generated
&
Social

–  Search

–  Digital
PR

•  Developing
content
for
visitors

•  Resource
alloca:on

•  GeTng
the
best
ROI/tracking

The
Importance
of
Integra2on

Crea2ve

Local
Search

Website
Adver2sing

Public
Rela2ons
Market

Research

Media
Buying
SEO/SEM

Mobile
Social

Marke2ng
Media

The
Importance
of
Integra2on

Source:
State
of
the
American
Traveler
January
2012

Traveler
AWtudes
on
Digital

Digital
Trends
&
Best
Prac2ces:
Mobile

Digital
Trends
and
Best
Prac2ces:
Mobile

More
Devices,
More
PlaXorms,
More
Interfaces

Digital
Trends
and
Best
Prac2ces:
Mobile

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

Digital
Trends
and
Best
Prac2ces:
Mobile

Highlights:

•  Global
spending
on
media
tablets
is
forecast
to
increase
at
an
annual

average
rate
of
52%
through
2015.

•  This
boost
has
more
than
oﬀset
a
reduc:on
in
the
PC
forecast,
which

factored
in
subs:tu:on
by
media
tablets.

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

Digital
Trends
and
Best
Prac2ces:
Mobile

Two
ways
of
viewing
mobile

1.  Poten:al
visitor
who
is
looking
to
travel
somewhere

2.  Visitor
who
is
in
your
des:na:on

–  This
will
be
the
majority
of
mobile
usage

Digital
Trends
and
Best
Prac2ces:
Mobile

Pocono
Mountains
SMS/QR
Code
Promo:on

NJ
Transit
Trains
Poster

Digital
Trends
and
Best
Prac2ces:
Mobile

Pocono
Mountains
SMS/QR
Code
Promo:on

Commuter
Sta:on

Digital
Trends
and
Best
Prac2ces:
Mobile

Pocono
Mountains
SMS/QR
Code
Promo:on

Train
Plaiorms

Digital
Trends
and
Best
Prac2ces:
Mobile

Pocono
Mountains
SMS/QR
Code
Promo:on

Text
Oﬀer
Example

Digital
Trends
and
Best
Prac2ces:
Mobile

Visitor
Who
is
Already
in
Your
Des:na:on

Digital
Trends
and
Best
Prac2ces:
Mobile

ExplorePHL.mobi

hp://m.philadelphiamac.org/mobile/

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.  43
million
people
check
e-‐mail
daily
via
mobile.

4.  There
are
83
million
people
on
the
mobile
web
according

to
Nielsen’s
State
of
the
Media
Report.

5.  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

hnp://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

hnp://www.gartner.com/it/page.jsp?id=1848514

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.  Mobile
redirect

7.  Reduce
amount
of
text
entry
necessary
(use

dropdowns)

8.  Easy
link
to
visit
full
site

9.  Loca:on
aware
capabili:es
(detect
loca:on
of
www.loewshotels.com/m

device)

Digital
Trends
and
Best
Prac2ces:
Mobile

Create
An
App
?

Advice
from
Visit
Denver

1.  Mobile
website
before
app

2.  Base
the
App
on
the
things
they
value
the
most.

Digital
Trends
and
Best
Prac2ces:
Mobile

Create
An
App
?

Advice
from
Visit
Denver

•  Not
an
inspira:onal
tool,
visitor
resource.

–  Faster
than
mobile
browsing

•  Dual
development
–
IOS
and
Android

•  Remember
the
Apps
that
are
extremely
successful
have
huge
marke:ng

dollars
behind
them
–
you
have
to
market
the
App!

–  Website
is
the
best
tool
for
marke:ng
the
App
(adver:se
on
every
page.)

–  QR
code
for
App
on
visitor’s
guide,
promote
on
screen
at
airport.

–  Backing
sheet
behind
all
visitor
guide
racks
that
extend
above
–
you
can
use

this
to
promote
text
to
campaigns
(think
about
all
touch
points
where
visitors

are
interac:ng.)

Digital
Trends
and
Best
Prac2ces:
Mobile

Conven:ons
&
Mee:ngs

Advice
from
Visit
Denver

•  Play
a
key
role
(not
just
about
leisure.)

•  Many
conven:ons
are
u:lizing
Apps
and
mobile
for
events.

•  Outreach
to
conven:ons
6-‐12
months
ahead
of
:me
to
assist
them
in

providing
event,
restaurant,
map
lis:ngs
for
the
App.

•  Most
conven:ons
don’t
want
to
use
the
des:na:on’s
App,
they
want
to

be
content
owners
for
the
conference.

•  Support
inbound
conven:ons
with
data
provisioning.

–  DMO
wants
to
be
the
des:na:on
expert
and
produce
quality
informa:on
that

point
them
to
members

–  Makes
the
DMO
more
relevant
as
content
managers,
trusted
advisor

providing
valuable
informa:on

Key
Points

•  Tablets
&
smartphones
are
the
fastest
growing
devices
–
mobile
is
the

wave
of
the
future.

•  QR
Codes/Text
to
campaigns
can
be
used
to
promote
your
des:na:on
and

in-‐market.

•  Mobile
site
before
an
App.

•  Apps
are
great
and
must
be
marketed!

•  Virtual
visitor’s
guide
is
awesome.

Digital
Trends
&
Best
Prac2ces:
User
Generated
&
Social
Media

Digital
Trends
and
Best
Prac2ces:
Social

Digital
Trends
and
Best
Prac2ces:
Social

•  150M
Blogs
•  Social
bookmarking

•  Micro
blogs-‐
Twiner
•  Message
boards
&
online

•  RSS
feeds
forums

•  Widgets
•  Podcasts

•  Social
networks
•  Video
sharing
sites

•  Photo
sharing
sites

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

Digital
Trends
and
Best
Prac2ces:
Social

Source:
State
of
the
American
Traveler
January
2012

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

Digital
Trends
and
Best
Prac2ces:
Social

Your
Current
Visitors

Share
Experience

Prompts
Visit
Trusts
Reviews
While
Visi2ng

From
Other
Visitors
(Incen2vize)

Future
Visitor
Searching
For

User-‐Generated
Informa2on

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
your

des:na:on,
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
your

des:na:on.

•  Pin
It
To
Win
it.

“US
&
Interna2onal
consumers
list
“geWng
discounts
or
coupons”

as
their
primary
reason
for
interac2ng
with
brands
online.”

Source:
IBM
Ins2tute
for
Business
Value:
From
social
media
to
Social
CRM.
What
customers
want.

Digital
Trends
and
Best
Prac2ces:
Social

Soucre:
AYTM
hnp://aytm.com/blog/research-‐junc:on/branding-‐and-‐how-‐it-‐works-‐in-‐the-‐social-‐media-‐age/

Digital
Trends
and
Best
Prac2ces:
Social

Customized
Facebook
Page

Digital
Trends
and
Best
Prac2ces:
Social

Contest
Registra2on
Thank
You
Screen

Digital
Trends
and
Best
Prac2ces:
Social

ePromo2on
Sent
to
Database

Digital
Trends
and
Best
Prac2ces:
Social

Facebook
Micro-‐ads

Digital
Trends
and
Best
Prac2ces:
Social

Results

•  The
fan
count
for
the
Brunswick
Island
Facebook
page
increased
from
574
as

to
4,647,
an
increase
of
4,073
fans
over
the
course
of
the
promo:on.

•  NC
Brunswick
Islands
database
increased
by
over
3,100
new
contacts.

•  Overall
interac:on
increased,
with
post
views
up
1,704%.

•  There
were
2,456
visits
to
the
Landing
page.

•  10,463
visits
to
the
Blanket
Giveaway
tab

•  At
the
conclusion
of
the
promo:on
on
May
4,
the
micro
ads
changed
to
a

generic
des:na:on
campaign.
Fan
count
con:nued
to
increase
and
stood
at

5,252
page
likes
as
of
May
16,
2011.

Digital
Trends
and
Best
Prac2ces:
Social

Results

•  An
increase
of
3,088
new
fans
to
the
Facebook
page

•  1,671
from
Facebook
Ads.

•  Fan
interac:on
increased,
largely
due
to
the
promo:on,
and
well
developed
status

updates.

–  Compared
to
the
month
before,
post
views
were
up
160%
and
post
feedback
was
up

191%.

•  There
were
7,006
visits
to
the
Cooler
Giveaway
tab.

Digital
Trends
and
Best
Prac2ces:
Social

Results

•  Campaign:
10/19-‐11/30

•  Campaign
Reach:
3,201,693

•  Impressions:
6,942,391

•  Clicks:
4,334

•  An
increase
of
2,563
new
fans
to
the
Facebook
page

•  Post
Views:
111,635

•  Post
Feedback:
439

•  Plan
Your
Trip
tab
views:
6,977

•  In
case
you
are
curious,
Oak
Island
and
Southport
got
the
most
click
through
and

likes
J

Digital
Trends
and
Best
Prac2ces:
Social

Conversion
Study

Purpose
and
Method:
Determine
the
overall
value
of
becoming
a
Facebook
Fan

regarding
intent
to
visit
the
NC
Brunswick
Islands.

•  200
Facebook
Fans
responded
to
an
brief
online
survey.

•  People
who
stated
they
lived
in
Brunswick
were
excluded
axer
an
ini:al
ques:on.

•  Margin
of
error
for
a
sample
of
this
size
is
+/-‐
6.5%
for
ques:ons
with
a
70/30
split
at
the

95%
conﬁdence
level

Key
Findings

•  93%
of
Fans
are
from
outside
of
the
area;
only
7%
of
Fans
said
they
lived
in
the
county

•  82%
said
that
being
a
Facebook
Fan
makes
them
more
likely
to
visit
in
the

•  future

•  71%
said
they
would
like
to
visit
the
area
and
want
to
keep
up
on
what
is

•  happening

•  57%
said
they
are
extremely
likely
and
18%
were
very
likely
to
visit
in
the

•  next
12
months

•  24%
became
Fans
because
they
were
looking
for
special
discounts
and
oﬀers

•  13%
said
they
had
never
visited
and
12%
said
their
last
visit
was
more
than

•  two
years
ago

•  Only
9%
said
they
became
a
Fan
for
the
gix
or
prize

Facebook
Public

Event
Informa2on

Facebook
Proﬁle
Pic

Digital
Boards

Press
Release

Digital
Trends
and
Best
Prac2ces:
Social

Tweetup
Print
Ad

Digital
Trends
and
Best
Prac2ces:
Social

The
Tweetup
Covered
in
Fayeeville
Observer

Digital
Trends
and
Best
Prac2ces:
Social

Results:

•  542
Tweeters
tweeted
977
PUBLIC
tweets
with
the
hashtag
#tweets4troops

•  Reaching
700,128
unique
users,
with
a
total
exposure
(total
views)
of
1.5
million.

•  About
50%
men:oned
the
Army’s
Army
via
the
text
or
link
to
their
Twiner
page,
and
25%

men:oned
@facvb,
including
the
tweet
from
the
U.S.
Army.

•  The
event
received
local
and
na:onal
press
coverage:

–  45
online
stories
from
the
AP
release

–  2
blog
ar:cles

–  1
Story
in
Faye%eville
Observer

–  377
links
to
the
Business
Wire
Press
release

–  Modest
es:ma:on
of
$121,450
in
value

•  Since
September,
the
CVB
has
received
81
new
Twiner
followers

•  CVB’s
Facebook
page
increased
by
82
likes
over
the
Veterans
Day
weekend

•  573
likes
over
the
life
of
the
campaign,
which
may
not
be
credited
to
the
Tweet
salute
alone.

•  The
Army’s
Army
received
a
dona:on
of
$1000
from
the
Fayeneville
Area
CVB.

Digital
Trends
and
Best
Prac2ces:
Social

Twiner
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:
Twiner
Xfactors

Digital
Trends
and
Best
Prac2ces:
Social

Monitoring
for

Durham
Bulls

Key
Points

•  Social
media
is
more
than
•  Strategic
usage
of
social
media
is
about

Facebook. listening
and
being:

•  User
generated
content
and

reviews
are
powerful,

incen:vize
visitors
to
engage!

•  Coupons,
discounts
and

promo:ons
are
king.

•  Use
Twiner
to
listen;
curate
&

aggregate
content.

•  Blogging
is
a
great
tool

Digital
Trends
&
Best
Prac2ces:
Search

Digital
Trends
and
Best
Prac2ces:
Search

Source:
hp://www.statowl.com/search_engine_market_share.php

Digital
Trends
and
Best
Prac2ces:
Search

Digital
Trends
and
Best
Prac2ces:
Search

Latest
Search
Trends

Google
+
and
Search
Quality
Personaliza2on

Social
Sharing
Integra2on

Content
Crea2on

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
Twiner
–
only
Google
+
results

•  Integrate
main
keywords
into
Google+
posts
to
increase
relevance
in

important
searches.

Digital
Trends
and
Best
Prac2ces:
Search

Content
crea:on

•  Content
that
is
updated
on
your
site
oxen
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

•  Twiner,
Pinterest

•  Scoop.it,
Storify.com,
mysyndacaat.com

•  Tradi:onal
blogs

•  Video
blogs

•  Guest
bloggers

•  Info
graphics

Digital
Trends
and
Best
Prac2ces:
Search

Content
crea:on

•  Info
graphics

•  Video
blogs

•  Guest
bloggers

•  Tradi:onal
blogs

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
hnp://www.hubspot.com/Portals/53/docs/ebooks/how_to_use_google_plus_for_business_jan.pdf

Digital
Trends
&
Best
Prac2ces:
Digital
PR

Digital
Trends
and
Best
Prac2ces:
Digital
PR

Electronic
PR

•  Instead
of
trying
to
get
in
Sunday
travel
sec:on

of
NY
Times,
or
print
-‐
focus
in
online
exposure

and
pickup

•  150M
bloggers

•  Podcas:ng
250m
poten:al
listeners
and
viewers

on
iTunes

•  Email
newslener
to
travel
trade

•  Online
journalists
wri:ng
for
web

•  Online
PR
Search
engines,
libraries,
journalists

Digital
Trends
and
Best
Prac2ces:
Digital
PR

Twiner
is
an
excellent
vehicle
to
create
rela:onships
with
the
press!

Best
Prac:ces

•  Find
reporters:
Muckrack.com

•  “Contact
us”
page
local
media
Twiner
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
Twiner
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
Twiner
for
covering
an
event
you
anended.

•  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.

Resource
Alloca2on

•  Everyone
has
limited
:me
and
limited
resources

•  Diﬀerent
DMOs
have
diﬀerent
budgets

•  Smaller
DMO
with
extremely
limited
means:

–  FB
Fan
Page

–  Twiner

–  Visuals
-‐

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

Tracking
ROI

Fan
vs.
Like

Wrap
Up

•  Integra:on
is
the
name
of
the
game
in
today’s
marketplace
its
about
a
50/50
split
between

how
visitors
ﬁnd
informa:on
out
about
your
des:na:on.

•  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
–
geTng
in
posi:on
is
important
to
stay

compe::ve.

•  QR
Codes
are
becoming
ubiquitous,
mobile
website
before
an
App,
market
Apps
on
all

marke:ng
materials.

•  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,
build
your
plaiorms
so
you
are
in
posi:on
to
leverage
these
assets
when

something
unexpected
and
newsworthy
happens
in
your
des:na:on.

•  Twiner
is
a
highly
underused
plaiorm
by
marketers
and
can
be
an
incredible
resource,
use
it

for
digital
PR
and
outreach
to
press.

•  Blogs
are
important
as
they
deliver
fresh
content
on
your
site
which
is
important
for
search.

•  New
plaiorms
are
emerging
like
Pinterest
and
FoodspoTng,
if
you
have
the
resources
these

are
great
to
use
for
des:na:ons.

•  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.
Conversion
studies
ROCK!

Thank you for the gift of your time today!

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