Make It Easy for Travelers to Connect and Select You - IN OH Tourism Conference

MAKE IT EASY FOR TRAVELERS TO
CONNECT & SELECT YOU
@kmullett cirrusabs.com / @cirrusabs

HYPE & HYSTERIA
Connect For Success Tourism Conference #wctourism@kmullett
There is a lot of misinformation,
speculation, opinion and hype
being spread about online
marketing. Worse is the
expectation that social media
should be free, effortless, and
easy, yet produce greater ROI.

While social media is free to
use, it is not free to do. Weigh
time and attention against
opportunity and return. It is
also not a task you complete!
FREE TO USE, NOT DO

BUDGET & STRATEGY

ACTION: FIND YOUR AUDIENCE
Which phone line will you be ignoring today?

ACTION: WHERE MIGHT THEY BE?
$
$

@kmullett
Where are they now?
ACTION: FIND WHICH CHANNELS THEY PREFER
$
$$
$
Connect For Success Tourism Conference #wctourism

ACTION: STYLE, STORY, & ELEVATOR PITCH
» Be consistent with voice, brand, and message
» Optimize your story
(Then adapt it to fit in various profile areas like 160 characters for
Twitter for example)
» Provide business worthy visuals
» Be “word of mouth” worthy
» Don’t do social, be social
(Can you direct me to cool things? Do YOU know your area?)

RESEARCH HAPPENS
Can I find you? Do the decision makers accept
how and where we do research in 2013?

PRESENTATION MATTERS
And if I find you, what
will I find?

WHAT WILL MY IMPRESSION BE?
Bad Reviews
Awful Photography
Misinformation
Abandoned Profiles
Unprofessional Behavior
How much is a
referral worth when
we don’t back it up
or instill doubt?
Unresponsiveness

@kmullett
Keep name, address, phone consistent!
ACTION: GET YOUR LOCAL CLEANED UP!
And grab local listings if you haven't

@kmullett
Travelers now have more
tools than ever to review
who might be able to fill
their needs or desires.
VISIBILITY SCREENS

TRAVELERS PARTICIPATE EVEN IF YOU DON’T
Are you spending
money for attention,
only to be rejected in
the review process?

@kmullett
Tools HELP discover issues and opportunities
Set alerts for: brand, usernames, product/service
names/type, location, competition, employee
names, influencers in your field, misspellings, and…
ACTION: START LISTENING AND WATCHING

FIX THE PROBLEM 1ST
(Full Story)

No marketing media channel has
100% eyeballs or is 100% effective.
We need to prioritize based on
goals, resources, and business
objectives.
NO ONE SPOT

@kmullett
Are you doing this because it
works, or because you have
always advertised this way?
WHAT IS WORKING?

@kmullett
Maybe it’s time to rethink what you
are willing to spend money on, and
why.
WHAT IS THE ROI?

EVIDENCE

HAVING STANDARDS
(Full Story)

WHY DON’T THEY LIKE US?
» Are we clear with our message?
» Is design or action most important?
» What is our call to action?
» What is in it for ME? (WIIFM)
» Icons are notifications, not calls to action.

@kmullett Connect For Success Tourism Conference #wctourism
DON’T MAKE ME ASK

Text “like cirrusabs”
to 32665.
Which of these will
grow their Facebook
page?
@kmullett
ACTION: SUPPORT YOUR SOCIAL EFFORT

TIE OFFLINE/ONLINE/MOBILE TOGETHER
In print, on air, online, and in-
store. i.e. connecting the dots.

HOW NOT TO RESPOND
Is this how your company would handle a complaint?
This IS your
company AND is a
visual record of its
customer service!

THIS IS HOW YOU HANDLE IT
… only
quicker.

I had ZERO
expectation they
were going to know
what to do, but I was
totally impressed
when they did.
ACTION: UNEXPECTED SERVICE

EASY OR PUSHY?
Allowing people to
opt-in easily.

DO YOU SEE THE VALUE?
Social media works best when
you are a willing participant, see
value, & treat it like a lifestyle,
instead of a task.

» People
» Places
» Photos
» Things
WHAT IS GRAPH SEARCH?
@kmullett
FACEBOOK’S INTERNAL SEARCH ENGINE

» The page type/categories
» “Place Sub-categories”
DO NOTHING OR
GET READY TO BE FOUND
@kmullett
ACTION: UPDATE YOUR FACEBOOK PAGE

@kmullett
Places, places my friends like,
places my friends have been to
X
1
2
12
Query terms

Appears To Impact Rank:
» Claim & Merge Place Page
@kmullett
ACTION: MERGE PLACE PAGES

» Is anyone checking in
» See who publically checks in
» Watch for positive or negative
comments
» Catch inappropriate photos
» Post specials and events
» From Android/iOS, or desktop
ACTION: MONITOR FOURSQUARE

How many of you who desire
article comments, amplification
of your social posts, and
professional recommendations
take the time to provide them?
WHY DOESN’T ANYONE

OWNERSHIP

@kmullett
WHY THE WEB IS THE MARKETING CENTER
» Works WITH all other marketing
24/7 lead generation
» Where people do research
(At their pace not yours)
» Easy, quick, and inexpensive
updates
A NetCentered approach

ACTION: START BLOGGING
Be an expert in your area.
» Convert customer question
response emails into posts
» More to share via social
» Use video reviews & stories
» Link to specific information
pages from blog posts
» Get guest bloggers
yoursite.com/blog
vs
blog.othersite.com

Clients often talk about how hard
it is to find things to blog or post
news about when in reality it’s
right in front of them. Don’t give
away traffic, search engine
optimization and brand visibility to
third party sites or email only
responses.
WHAT TO WRITE

ACTION: MEASURE IF IT WORKED
• Monitor contacts, calls, lead sources (referrals)
• Ask them! “How did you hear about us?”
• Email subscriptions and network growth (quality)
• Check Google Analytics, Google Webmaster tools

BONUS: GET COMFY ON CAMERA
Video may give that extra visibility you need!
» Differentiate from your competition
» Easy and inexpensive to embed from Youtube
» Increased visibility & no plug-in

@kmullett
Chrome extension
» Pre-populate URL
» Setup quick sets
» Bit.ly integration
BONUS: START TRACKING BETTER

BONUS: BE PREPARED TO BE SOCIAL
Are you keeping up and prepared to communicate
how others wish to be communicated with?
» Facebook
» Skype
» Google+
» Using Social Apps

Facebook events
» No formal signup
» No info gathering
» No commitment
» Not for everyone
BONUS: PUT EVENTS ON YOUR BLOG

BONUS: KEEP TRAFFIC, SEO & VISIBILITY!
Embed signup capability via services like eventbrite

Humanize your
message, Encourage
conversation, Listen
first, Promote Less.
H.E.L.P PHILOSOPHY

ME
@CirrusABS
search “Kevin Mullett”
bit.ly/aboutKM
@kmullett
Text “like cirrusabs” to 32665

GET TIPS, TRICKS, INVITES, AND INFO
Find out what’s in
The Puzzle Box.
bit.ly/thepuzzlebox
You may also like these helpful slides:
» Mobile Marketing
(Includes 6 things you must consider before your next website
development project)
» Audio, Video, and Imagery for Online Marketing
(Includes over 100 tools!)
Text “like cirrusabs” to 32665@CirrusABS

ATTRIBUTION
Photography by Kevin Mullett or Stock agencies unless noted
below.
West McGowan – empty billboard
Joe Shoemaker – untitled pic of me
cirrusabs.com / @cirrusabs@kmullett

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