The document outlines Gina Lednyak's presentation on developing an effective social media strategy. It discusses trends in social media and digital technologies, how to integrate social media into a business model, and what the future of social media and mobility may look like. The presentation provides steps for creating a social media strategy, including choosing networks, developing content, engagement, and using analytics to evaluate performance. It emphasizes the importance of having an online presence that leverages emerging technologies to build relationships and promote brands.
The Millennial demographic continues to gain spending power in the world of traveling, but how can the hospitality industry tap into the mindset of a Millennial? Magnani Continuum Marketing conducted proprietary research to provide these insights into the wants and needs of the Millennial traveler.
This presentation focuses on the 18 to 35 year-old age group and what their desires are when they travel. It will be of use to those marketing travel products to them or travel advisors seeking to expand their portfolio of clients in this age bracket.
Tianguis Turistico 2014 Presentation: Mexico, Millennial and Luxury TravelRuthanneT
This presentation was given on May 8, 2014 at Tianguis Turistico 2014 in Cancun. It provides data and trends on travel to Mexico, Millennial Travel and Luxury Travel Trends.
Rodney Payne - The future of destination marketingRodney Payne
In November 2015, I was invited by the Tourism Industry Association of Canada to present on our experience in destination marketing around the world, and how shifts in the consumer landscape have created a new model for destination marketing and a new role for tourism boards.
Shopping has always been social – whether we’re buying a camera, booking a holiday or renting a car. Since the first transactions in the earliest marketplaces, people bought from people and discussed their decisions with other people.
The Millennial demographic continues to gain spending power in the world of traveling, but how can the hospitality industry tap into the mindset of a Millennial? Magnani Continuum Marketing conducted proprietary research to provide these insights into the wants and needs of the Millennial traveler.
This presentation focuses on the 18 to 35 year-old age group and what their desires are when they travel. It will be of use to those marketing travel products to them or travel advisors seeking to expand their portfolio of clients in this age bracket.
Tianguis Turistico 2014 Presentation: Mexico, Millennial and Luxury TravelRuthanneT
This presentation was given on May 8, 2014 at Tianguis Turistico 2014 in Cancun. It provides data and trends on travel to Mexico, Millennial Travel and Luxury Travel Trends.
Rodney Payne - The future of destination marketingRodney Payne
In November 2015, I was invited by the Tourism Industry Association of Canada to present on our experience in destination marketing around the world, and how shifts in the consumer landscape have created a new model for destination marketing and a new role for tourism boards.
Shopping has always been social – whether we’re buying a camera, booking a holiday or renting a car. Since the first transactions in the earliest marketplaces, people bought from people and discussed their decisions with other people.
PUTTING YOUR PLACE ON THE MILLENNIAL MAP (and staying there)TOPOSOPHY
Are you working for a tourism board that’s trying to
figure out its next-gen strategy? Looking to sort the Millennial
myths from the hype? Welcome to Toposophy’s
free guide for destinations and travel brands.
Here, Peter Jordan, Toposophy’s Senior Tourism
Analyst explains the basics of understanding Millennials
and ensuring that your place branding and management
strategy is in tune with this new generation of
consumers.
A presentation given to Travel and Tourism professionals as at a seminar run by Blackpool and Lancashire Tourist Board (Feb 08). Social Media for the Travel and Tourism industry. An overview of the social media space and opportunities for harnessing communities in social space.
Travel Industry has been in the frontline of innovation and disruption since the "Internet of Things " started, this trend is not changing. Take a glimpse of how internet, mobile and new technologies are disrupting the way consumers make travel decisions
Planeta.com, the Local Travel Movement and the WHL Group teamed up to review how satisfied you are with the way local tourism is marketed. This survey endeavors to understand how localities are promoted. From survey responses we will compile a list of good practices and suggestions for improving tourism promotion.
Related:
Marketing Wiki
http://planeta.wikispaces.com/marketing
Presenting "Digital Revolution in Tourism Marketing" at Small Hotels Association of Turkey Meeting on January 29th, 2014
- Welcome to Digital Revolution in Internet and Social Media
- New Digital Marketing Trends in Tourism
- New Technologically Empowered Traveler / Consumer
- Power of Word-Of-Mouth and Viral Effect in Digital
- Change is Inavitable
- Increasing Traveler Expectations
- eTourism Innovation
- New Tourism
- Increasing Resources for Travel Ispirations and Travel Planning
- Internet's Effect in Inspiring New Travel
- Change in Travel Habits and Behaviors
- Comparison Travel Shopping
- Use of Multi-Devices in Research, Booking and Check-in
- Power of User Reviews and Comments
- Loyalty Programs Effect in Tourism
- New Demographics of Affluent Travelers
- Interest in Untraditional Methods of Lodging and Transportation
- Effect of Quality Travel Content, Stunning Visuals and Videos
- Social Media Usage of European Travel Market
- Local Online Micro-Platforms for Increasing Tourism
- Cross-Integration of Social Media Channels
- Responsive Platforms Accross all Devices
- Instant Mobile Accessibility
- Providing Attractive Local Offers, Deals and Experiences
- Power of Personal and Friendly Interaction Methods
- Hight Effect of 360 Degree Creative Travel Campaigns
- Continuous SEO & SEM
- User Registrations and Subscriptions for Periodical Newsletters and Instant Travel Deals
- Collecting, Storing and Using Traveler / Visitor Data
- Additional Consumer Oriented Functionality: Online Visitor Assistance, Online Chats, Online / Mobile Check-Ins
- Extensive Use of Maps and Search
- Use of QR Codes
- Top Citation Sources for Hotels
- Digital Marketing Options for Small Businesses based on Cost and Effort Level
- Pop Quiz #1: What Are You Selling / Marketing?
- Pop Quiz #2: What is the Next Big Thing in New Tourism?
- Source Credits for Data Used
Role of social networking in Travel IndustryAdeebaNihal
This ppt emphasize over the role of social media and other social networking sites on travel industry. Also, it reflects the various aspects in which social networking sites can be use to promote the business of travel agency. Further it explains the importance and reach of social media in the marketing of various business.
Tnooz-Fusion FREE webinar: The science behind ancillary merchandisingtnooz
The travel industry knows there's great promise in selling ancillary products to travelers who want more ways to experience their journey.
Fusion's research shows 61% of customers are open to buying add-ons to complement their flight purchase. However, only 37% say the ancillary products being offered are relevant, and only 12% say airlines specifically are doing a good job of customizing offers.
Watch this Tnooz-Fusion webinar and learn how to design, test, and execute a winning ancillary sales strategy.
Panelists for the webinar are:
Mark Brown, VP EMEA, Fusion
Sinead Finn, Owner, affinnity
Sean O'Neill, Editor in Chief & Moderator, Tnooz
Gene Quinn, CEO & Producer, Tnooz
This webinar took place on the 10th of November, 2016.
Millennials have had their time in the spotlight, and while they aren’t going anywhere anytime soon, Gen Z is hot on their trail and blazing their own path, especially when it comes to their preferred travel trends.
5 Essential Social Media Accounts for Tourism MarketingLaughlin Rigby
5 essential social media accounts your business should have for tourism and travel marketing. Presentation showing examples, tips, explanations and research by Travelshake.com
Informe de la revista Skift, donde se detallan diferentes tendencias para el sector turístico en el año 2019, tanto desde la perspectiva empresarial como de los destinos turísticos.
Leanne Weekes | Marketing | Public Relations | Events | Social Medialeandra weekes
"Leanne" Weekes, brand communications consultant offering public relations, marketing, social media marketing, and event planning services for the culinary, hospitality, consumer goods products, arts & entertainment, design, non-profit sectors. Available in New York City and Miami.
WFA and We Are Social have been exploring the factors that define 'best practice marketing' in today’s connected age. Our conversations with more than 100 of the world’s top marketers revealed three critical factors that enable brands to become leaders in our increasingly digital world. In this presentation, we explain these factors - the new 3Ps of connected marketing - and provide examples and actionable next steps. The initiative is part of our Project Reconnect: www.project-reconnect.com
PUTTING YOUR PLACE ON THE MILLENNIAL MAP (and staying there)TOPOSOPHY
Are you working for a tourism board that’s trying to
figure out its next-gen strategy? Looking to sort the Millennial
myths from the hype? Welcome to Toposophy’s
free guide for destinations and travel brands.
Here, Peter Jordan, Toposophy’s Senior Tourism
Analyst explains the basics of understanding Millennials
and ensuring that your place branding and management
strategy is in tune with this new generation of
consumers.
A presentation given to Travel and Tourism professionals as at a seminar run by Blackpool and Lancashire Tourist Board (Feb 08). Social Media for the Travel and Tourism industry. An overview of the social media space and opportunities for harnessing communities in social space.
Travel Industry has been in the frontline of innovation and disruption since the "Internet of Things " started, this trend is not changing. Take a glimpse of how internet, mobile and new technologies are disrupting the way consumers make travel decisions
Planeta.com, the Local Travel Movement and the WHL Group teamed up to review how satisfied you are with the way local tourism is marketed. This survey endeavors to understand how localities are promoted. From survey responses we will compile a list of good practices and suggestions for improving tourism promotion.
Related:
Marketing Wiki
http://planeta.wikispaces.com/marketing
Presenting "Digital Revolution in Tourism Marketing" at Small Hotels Association of Turkey Meeting on January 29th, 2014
- Welcome to Digital Revolution in Internet and Social Media
- New Digital Marketing Trends in Tourism
- New Technologically Empowered Traveler / Consumer
- Power of Word-Of-Mouth and Viral Effect in Digital
- Change is Inavitable
- Increasing Traveler Expectations
- eTourism Innovation
- New Tourism
- Increasing Resources for Travel Ispirations and Travel Planning
- Internet's Effect in Inspiring New Travel
- Change in Travel Habits and Behaviors
- Comparison Travel Shopping
- Use of Multi-Devices in Research, Booking and Check-in
- Power of User Reviews and Comments
- Loyalty Programs Effect in Tourism
- New Demographics of Affluent Travelers
- Interest in Untraditional Methods of Lodging and Transportation
- Effect of Quality Travel Content, Stunning Visuals and Videos
- Social Media Usage of European Travel Market
- Local Online Micro-Platforms for Increasing Tourism
- Cross-Integration of Social Media Channels
- Responsive Platforms Accross all Devices
- Instant Mobile Accessibility
- Providing Attractive Local Offers, Deals and Experiences
- Power of Personal and Friendly Interaction Methods
- Hight Effect of 360 Degree Creative Travel Campaigns
- Continuous SEO & SEM
- User Registrations and Subscriptions for Periodical Newsletters and Instant Travel Deals
- Collecting, Storing and Using Traveler / Visitor Data
- Additional Consumer Oriented Functionality: Online Visitor Assistance, Online Chats, Online / Mobile Check-Ins
- Extensive Use of Maps and Search
- Use of QR Codes
- Top Citation Sources for Hotels
- Digital Marketing Options for Small Businesses based on Cost and Effort Level
- Pop Quiz #1: What Are You Selling / Marketing?
- Pop Quiz #2: What is the Next Big Thing in New Tourism?
- Source Credits for Data Used
Role of social networking in Travel IndustryAdeebaNihal
This ppt emphasize over the role of social media and other social networking sites on travel industry. Also, it reflects the various aspects in which social networking sites can be use to promote the business of travel agency. Further it explains the importance and reach of social media in the marketing of various business.
Tnooz-Fusion FREE webinar: The science behind ancillary merchandisingtnooz
The travel industry knows there's great promise in selling ancillary products to travelers who want more ways to experience their journey.
Fusion's research shows 61% of customers are open to buying add-ons to complement their flight purchase. However, only 37% say the ancillary products being offered are relevant, and only 12% say airlines specifically are doing a good job of customizing offers.
Watch this Tnooz-Fusion webinar and learn how to design, test, and execute a winning ancillary sales strategy.
Panelists for the webinar are:
Mark Brown, VP EMEA, Fusion
Sinead Finn, Owner, affinnity
Sean O'Neill, Editor in Chief & Moderator, Tnooz
Gene Quinn, CEO & Producer, Tnooz
This webinar took place on the 10th of November, 2016.
Millennials have had their time in the spotlight, and while they aren’t going anywhere anytime soon, Gen Z is hot on their trail and blazing their own path, especially when it comes to their preferred travel trends.
5 Essential Social Media Accounts for Tourism MarketingLaughlin Rigby
5 essential social media accounts your business should have for tourism and travel marketing. Presentation showing examples, tips, explanations and research by Travelshake.com
Informe de la revista Skift, donde se detallan diferentes tendencias para el sector turístico en el año 2019, tanto desde la perspectiva empresarial como de los destinos turísticos.
Leanne Weekes | Marketing | Public Relations | Events | Social Medialeandra weekes
"Leanne" Weekes, brand communications consultant offering public relations, marketing, social media marketing, and event planning services for the culinary, hospitality, consumer goods products, arts & entertainment, design, non-profit sectors. Available in New York City and Miami.
WFA and We Are Social have been exploring the factors that define 'best practice marketing' in today’s connected age. Our conversations with more than 100 of the world’s top marketers revealed three critical factors that enable brands to become leaders in our increasingly digital world. In this presentation, we explain these factors - the new 3Ps of connected marketing - and provide examples and actionable next steps. The initiative is part of our Project Reconnect: www.project-reconnect.com
How Hotels, Online Travel Agents (OTAs) or Airlines can leverage social media?RateGain®
How Hotels, Online Travel Agents (OTAs) or Airlines can leverage social media to create buzz and increase online bookings through the network of their exisiting fans and guests?
Social Media for Travel & Tourism: Maximise ROITA Fastrack
How Social Media revolutionized the way we travel? What are Social Media Best Practices? 4 top tips for maximizing your presence on the top Social Networks. What is Social Media ROI and how to calculate your return?
Social Media Tips for the Advanced Hotel MarketerLeonardo
Learn advanced social media tips for hotel marketers from industry experts, Founder of Reknown, Daniel Edward Craig and Social Media and Marketing Community Manager of Joie de Vivre Hotels, Morgan Kunse.
Building the Structure and Mechanics of a professional sales organizationJeremiah Fellows
In this talk delivered during Denver Startup Week 2013 I discuss the structure and mechanics necessary for predictability in sales.
The one thing a company needs as much as sales is predictability. In this talk I cover some strategies for understanding a sales process such as persona building and customer journey mapping. I explain how to use this information to document and track the sales process with a focus on using agile methods to evolve an effective and predictable sales process.
The Evolving Travel Shopping Journey: Traveling & Sharing The ExperienceLeonardo
In the final part of our Digital Marketing Summit for Hoteliers, Ed St. Onge, President of Flip.to and Charlie Osmond, Chief Tease of Triptease discuss the traveling & sharing the experience phase of the travel shopping journey and its impact on driving direct bookings.
As 2013 draws to an end, most of us have already started thinking about the upcoming year and how to get a jump-start on the opportunities that lie ahead. What could you discover now that might help you plan for a successful 2014?
Find out in our 2014 Planning webinar as we explore trends that will surely shape your digital strategies and tactics for next year. Our team of experts will share the following insights:
* Mobile marketing
* Social media landscape
* Paid media trends and new developments
* Wearable Technology
* Social-Mobile-Cloud
* Big Data and Predictive Modeling
Digital marketing is the marketing of products or services using digital technologies, mainly on the Internet, but also including mobile phones, display advertising, and any other digital medium.[1] Digital marketing channels are systems based on the internet that can create, accelerate, and transmit product value from producer to the terminal consumer by digital networks.
We were to create an IMC plan in order to execute our strategies for H&M. We created a new campaign with a "home sweet home" theme in order to expand their H&M Home line in other major cities. We also made recommendations for H&M in terms of PR, media, advertising, and etc. This is a PDF version of our IMC plan that also includes designs of our H&M Home Loyalty program cards, advertisement, and screenshot examples of social media. Template/designs by Savannah Kuang and loyalty program design by Mekynzi Sotello.
Welcome to the 10th Episode of the Digital Trends!
In this episode, we are looking at marketing predictions for 2021 as well as some of the notable Ads in 2020. Enjoy!
Here is the layout,
* Quotes from Marketing Experts
* Predicted Marketing Trends in 2021
* Notable Digital Campaigns in 2020
Sean Singleton of Your Favourite Story spoke at the In-cosmetics event, about using digital marketing to launch your beauty brand and increase profit.
Want to learn more? contact sean.singleton@yourfavouritestory.com for your free ebook download.
Digital marketing is the marketing of products or services using digital technologies, mainly on the Internet, but also including mobile phones, display advertising, and any other digital medium
Digitalise your SME business: Digital marketing for the Covid/post-Covid eraClark Boyd
SMEs contribute a huge amount to overall GDP in the European Union. Although 2020 has brought challenges, it has also brought opportunities for these businesses to accelerate digital transformation for 2021. Consumers will continue to buy products and services from small and medium-sized enterprises, but their behaviours and demands have changed and SMEs must adapt.
This workshop will discuss the impact of Covid on e-commerce, before providing digital marketing tips for small business in search and social media.
Social media is one of the most genuinely amazing, world-changing developments of the past ten years. On a global scale, embraced by all ages, nationalities and cultures, social media is a true phenomenon which has grown from a niche start in sites like Friendster and MySpace a decade ago into the behemoth that today includes LinkedIn, Twitter, Facebook, YouTube and the like.
9 Latest Social Media Trends for 2021 That Will Boost Your BusinessSanjay Kumar
Social media is growing at a rapid pace and it's important to use different social media channels effectively for brand marketing. And to succeed in this, you need to know the latest social media trends that will boost your business in the year 2021. Let’s have a look at some of these latest social media trends for 2021.
Project on digital marketing.
Introduction
History
Need of digital marketing
Types
Technique
Advantages of digital marketing
Disadvantage of digital marketing
Advantages of digital marketing over traditional marketing
Career opportunities
Business uses digital marketing with current data
This presentation also covers current data .
For the last eight years brands have invested billions into social media programs and now many are scratching their heads… “What's the ROI of this content?”
In this webinar we break it down for you.
Similar to Social Media Marketing for the Tourism Industry (20)
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
1. THE SOCIAL
EXPERIENCE.
GROW YOUR BRAND,
ENGAGE YOUR
CUSTOMERS AND
STAND OUT FROM
THE CROWD.
Gina Lednyak
Founder & Lead Social Media Strategist
L&A Social Media
@GINALEDNYAK
2. @GINALEDNYAK
TODAY WE’LL COVER…
Social Media Fundamentals - what
you need to know about digital
trends and social time spent online. 1.
Develop a holistic social strategy -
integrate social media into your
business model. 2.
What the future of social media,
3. digital and mobile looks like.
4. THE SOCIAL MEDIA PHILOSOPHY
We believe in value based marketing, where there is an equitable value
exchange from business to customer.
We believing in building authentic communication and campaigns which
develop, long lasting, trusted relationships between a brand and their
community.
TAKE STRANGERS AND
TURN THEM INTO FANS.
TAKE FANS AND
TURN THEM INTO
DIE HARD
BRAND ADVOCATES.
@GINALEDNYAK
5. Social Media
Fundamentals -
what you need to
know about digital
trends and time
spent online.
@GINALEDNYAK
6. HOW MARKETING USED TO WORK - THE DINOSAUR MODEL
• Advertising based on
disruption
• One-way communication
• Broad messaging to broad
audiences
• No way for customers to
speak back to you
• No way to listen to
customers
@GINALEDNYAK
7. HOW MARKETING WORKS TODAY - INNOVATIVE & INTEGRATED
• Opt-in advertising
• Two-way communication
• Targeted & broad messaging
• Direct conversations with
potential / customers
• Customer to customer
communication
• Ability to reward loyal and
engaged customers
• Address negative messages
in real time
@GINALEDNYAK
8. SOCIAL MEDIA TRENDS
By 2020 there will be almost 300 million
international youth trips per year. Social
penetration amongst the youth market is
65-92% depending on country.
@GINALEDNYAK
9. SOCIAL MEDIA TRENDS
52% of people use social media
to plan a trip.
50% of tourism providers in
Australia have booking
facilities on their website
38% of people use social media on
their smartphones to get
recommendations while
travelling .
@GINALEDNYAK
10. HOW DOES THIS EFFECT YOU?
Mobile reviews, social sharing & mapping are increasingly influencing
purchases online and in store.
It takes an average buyer 7-11 touch points before they purchase with you.
@GINALEDNYAK
11. Develop a holistic
social strategy -
integrate social
media into your
business model.
@GINALEDNYAK
12. SOCIAL MEDIA STRATEGY
@GINALEDNYAK
Marketing budget
Business goals
Marketing strategy
Your brand story
Email Print Digital Social
13. 7 STEPS TO SOCIAL MEDIA SUCCESS
There are 7 key steps to creating a successful social
media campaign. The steps start at strategy and end
with analytics and evaluation.
1. Social strategy & evaluation
2. Content creation
3. Choosing the right social networks
4. Posting & engaging with your
community
5. Social advertising
6. Activations & social application
development
7. Detailed insights & analytics
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14. STEP 1 - STRATEGY & EVALUATION
✓ Evaluate who your customer audience is and what their interests
are; who are your existing customers and who are the customers you
would like more of?
Decide what role you would like social media to play in your business.
✓ Awareness, branding and sales are all potential roles.
Set monthly, quarterly and yearly KPI’s and goals for your social
✓ media activity and your business.
Sit down each quarter to analyse your business activity and plan out
✓ your social media & marketing strategy for the following quarter.
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15. STEP 2 - THE SOCIAL NETWORKS
It is better to do 1 or 2 networks well, than do 3-5 networks poorly.
Social media is about the quality and attention to detail within each
network, and the connectivity to your community. ✓
Choose the networks where your audience already is, research this
beforehand. Country, age and other demographic information will
influence this. ✓
Some networks are more time consuming than others, evaluate the
✓ time you can commit before you begin.
Decide the business function you would like each network to play and
✓ how it can integrate within your business.
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16. STEP 3 - CONTENT & COMMUNICATION
Create unique content that is targeted to your audience. Don’t create
generic content. Be different and people will connect with you on a
deeper level. ✓
Ensure you have a content strategy, decide on 3-5 themes and create
✓ content within these themes.
Plan at least 2 weeks ahead. Don’t let your social media plan become
✓ groundhog day.
Follow the 80/20 rules. Post value-add content 80% of the time, and
✓ sales messages 20% of the time.
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17. STEP 4 - NETWORK DESIGN
✓ There should be a visual consistency between all of your social networks,
your business and your website.
If you use Facebook, be sure to have a cover photo that looks
✓ professional and shows off your business!
Your profile picture must look amazing on mobile and desktop. Always go
for something bold and something that looks great small. It doesn’t have
to be your logo. ✓
The design used on your networks should make it clear who you are and
✓ what you do, and show your unique value proposition.
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18. STEP 5 - POSTING & ENGAGEMENT
✓ Update your social networks 2-5 times per week.
Experiment with posting at different times of day and have a clear
understanding of what time of day your community is active online. As
your audience may be all over the world, finding the most engaged time
to post is crucial. ✓
Respond back to each person who engages with you on any of your
✓ networks through a comment or message.
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19. STEP 6 - COMMUNITY GROWTH
Plan ways that you can encourage your existing and past customers
to join your social networks. This can be through incentives when
they first become a customer or ongoing communications. Shared
photos are the most powerful form of marketing for travel. ✓
Post engaging content to your social networks; when your community
✓ loves your content, they will share it with their community.
Utilise social media advertising. Facebook ads particularly are a
✓ powerful and cost effective form of advertising. Use them.
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20. STEP 7 - INSIGHTS & ANALYTICS
Track online progress weekly, this could be as simple as tracking your
✓ number of fans, reach and sales.
Each month look at your analytics in depth, including demographic,
✓ reach, engagement and growth as well as website analytics.
Facebook backend analytics are a powerful source of information. Use
✓ them.
Use your learnings to plan out your strategy for upcoming months.
✓ Insights and analytics brings you straight back to Strategy!
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21. SOCIAL MEDIA STRATEGY
Remember… all social networks are created equal!
Online marketing is the great equaliser.
Your customers
Integrated
online
marketing Basic
Business A Business B
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marketing
22. What the future
of social media,
digital and mobile
looks like.
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23. @GINALEDNYAK
THE FUTURE…
The future of effective marketing is seamless integration,
smartphones and big data.
Social & mobile have our trust and our attention.
They help us interface with the world around us through
the Internet of Things.
They help us relate with the people around us through
social.
Often they know our context better than we do.
Our travel experiences have become more rich, more
shareable and more dynamic.
25. SOCIAL & MOBILE IS DISRUPTING ALL BUSINESS MODELS
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26. BE INNOVATIVE AND AGILE… CHANGE IS JUST AROUND THE CORNER
1984 vs 2014
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27. THE INTERNET OF THINGS
By 2017 there will be over
20 Billion mobile connected devices
The smartphone will be the interface to the Internet of Things
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28. WEARABLE TECHNOLOGY
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Google founder
Sergey Brin has said
the next revolution of
the internet is to go
“Hands Free”.
How long will it be
before travellers and
customers have access
to smart contacts
wherever they go?
29. THE CLOUD & PHOTO SHARING - HOW MANY OF THESE ARE TRAVEL?
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30. HOW DO YOU LEVERAGE THE FUTURE TODAY?
Ensure your business is digitally optimised.
Look for innovations within your business.
Stay up to date with trends and opportunities.
Give your customers ways to promote you, optimise
for social sharing and recommendations.
Be easily accessible via mobile and tablet.
Innovation happens with or without you. See it as an
opportunity and greet it with enthusiasm.
Enjoy the ride!
@GINALEDNYAK
31. TODAY WE’VE COVERED…
Social Media Fundamentals - what
you need to know about digital
trends and time spent online. 1.
Develop a holistic social strategy -
integrate social media into your
business model. 2.
What the future of social media,
3. digital and mobile looks like.
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