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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	
  
Measuring	
  
Listening	
  
Stalking	
  
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
Email	
  
• 	
  It	
  works	
  
• 	
  Built	
  on	
  trust	
  and	
  value	
  –	
  poor	
  execu=on	
  can	
  hurt	
  
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	
  	
  
Email	
  
Email	
  ac=on	
  plan	
  




                             www.mailchimp.com	
  
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
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	
  
Social	
  media	
  strategy	
  




Attract the target
group to your
community



•  Strong common interest
•  Make it feel alive
•  Incentives to join
•  Critical mass
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
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
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!
Facebook	
  
Listen. Measure. Optimise.




                             Content
                             strategy
Facebook	
  social	
  ads	
  
Track	
  your	
  performance	
  
Media	
  sharing	
  	
  
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
What	
  should	
  I	
  blog	
  about?	
  




                                            Build trust,
                                            loyalty,
                                            engagement and
                                            reputation
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!
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
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	
  
Twider	
  –	
  the	
  business	
  /	
  the	
  persona	
  
Twider	
  -­‐	
  measurement	
  




                              •  What are people saying?
                              •  Is it good or bad?
Social	
  media	
  ac=on	
  plan	
  
Social	
  media	
  ac=on	
  plan	
  




                  •  Support your objectives
                  •  How will they feed / support one another?
                  •  Reserve your username now
Travel	
  communi=es	
  –	
  build	
  reputa=on	
  
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
Travel	
  communi=es	
  –	
  get	
  mileage	
  
Travel	
  communi=es	
  –	
  get	
  mileage	
  
Travel	
  communi=es	
  –	
  get	
  mileage	
  
Travel	
  communi=es	
  –	
  get	
  mileage	
  
Search	
  is	
  changing	
  
Local	
  search	
  ac=on	
  plan	
  




                                       Go to:
                                       www.google.com/local/add
Mobile	
  
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
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’
Do keyword research
•  Look at the customer environment
Bringing	
  it	
  together	
  	
  
Follow	
  me	
  
 • 	
  Email:	
  swoodhouse@in-­‐tellinc.com.au	
  	
  
 • 	
  Twider:	
  @scodywoodhouse	
  
 • 	
  LinkedIn:	
  www.au.linkedin.com/in/swoodhouse	
  
 • 	
  Hypescience:	
  www.hypescience.com.au	
  	
  

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289 leigh watson healy outsell ssp community and innovation 28may2008 ppt1
 

Heritage Tourism Presentation

  • 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  
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  • 7. 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
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  • 12. Email   •   It  works   •   Built  on  trust  and  value  –  poor  execu=on  can  hurt  
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  • 14. 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    
  • 16. Email  ac=on  plan   www.mailchimp.com  
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  • 18. 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
  • 19. 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  
  • 20. Social  media  strategy   Attract the target group to your community •  Strong common interest •  Make it feel alive •  Incentives to join •  Critical mass
  • 21. 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
  • 22. 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
  • 23. 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!
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  • 27. Listen. Measure. Optimise. Content strategy
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  • 34. 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
  • 35. What  should  I  blog  about?   Build trust, loyalty, engagement and reputation
  • 36. 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!
  • 37. 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
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  • 39. 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  
  • 40. Twider  –  the  business  /  the  persona  
  • 41. Twider  -­‐  measurement   •  What are people saying? •  Is it good or bad?
  • 43. Social  media  ac=on  plan   •  Support your objectives •  How will they feed / support one another? •  Reserve your username now
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  • 45. Travel  communi=es  –  build  reputa=on  
  • 46. 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
  • 47. Travel  communi=es  –  get  mileage  
  • 48. Travel  communi=es  –  get  mileage  
  • 49. Travel  communi=es  –  get  mileage  
  • 50. Travel  communi=es  –  get  mileage  
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  • 53. Local  search  ac=on  plan   Go to: www.google.com/local/add
  • 55. 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
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  • 57. 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’
  • 58. Do keyword research •  Look at the customer environment
  • 60. Follow  me   •   Email:  swoodhouse@in-­‐tellinc.com.au     •   Twider:  @scodywoodhouse   •   LinkedIn:  www.au.linkedin.com/in/swoodhouse   •   Hypescience:  www.hypescience.com.au