The other side of the fence: Agency and DMO life lessons | Grace Goodman | #SoMeT15US New Orleans, USA

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SoMeT: A New Model for Destination Marketing

Do you ever think that agencies are lucky to be able to work with such a wide variety of clients? If you’re in an agency, do you ever dream of how you could change your client’s approach if you were in the trenches? Grace Goodman will discuss the transition from agency life to being client-side at a DMO. She will talk about challenges she faces in merging the worlds of agency and DMO life and will share how the knowledge she gained from her agency days influences what she works on now – helping Destination DC improve its digital strategy – by focusing on content marketing, social media, email, web strategy and user experience.

Education

THE OTHER
SIDE OF
THE FENCE.
FROM AGENCY LIFE TO DMO

AND OTHER BUZZY THINGS
• Content Marketing
• Data-driven Strategies
• Integrated Marketing Strategies

“Because that’s the way its
always been done.”

IF WE ACCEPTED THIS
ANSWER HISTORICALLY…

Don’t worry about a thing
Cause every little thing, is gonna
be alright!

DESTINATION THINK: 5 LEVELS
OF SOCIAL MEDIA
SOPHISTICATION AT THE DMO

CONSISTENCIES AT DMOS
(Level 3) Due to a lack of strategic knowledge, DMOs
incorporate social media in paid, outbound marketing
campaigns. Often this is an add-on to traditional marketing
campaigns, such as a YouTube channel showing videos
originally made for TV or using Facebook and Twitter to
broadcast campaign messaging. – Destination Think

WHAT IS IT?
Content marketing is creating and distributing strategic stories in order to
attract, acquire, and engage a target audience with the objective of driving
customer action. In my opinion: this all driven by social media. More on that
in a minute…
OK, BUT WHAT IS IT?!!
• Website Content
• Facebook Posts
• Tweets
• Instagram Posts
• YouTube Videos
• Responses to people on social networks
• Pinterest Boards and Pins
• Emails
• Blogs
• Traditional Media
• Non-traditional Media (banner ads (ew) native ads)

WHY IS SOCIAL SO
IMPORTANT?
• 33% of people say they reference social media for travel ideas and
inspiration – more than OTAs or supplier websites
• 48.1% of Americans used social media for travel planning in the last 12
months
• 62% of people are likely to be influenced by their friends/family for travel
inspiration, more than any other source
• 43.2% of Millennials use the opinions of friends and relatives via social media
for travel inspiration

OH AND…
You don’t have to (AND
SHOULDN’T) be creating it all.
• User Generated Content
• Content Curation vs Content Creation

INSTAGRAM UGC EXAMPLE
Month 1 UGC: 10,000+ likes, 3,000 comments, 1,000+ new
followers. DDC didn’t take 1 photo during that month.

WHY IS CURATION
IMPORTANT?
Users are already having convos online about your destination…Lead that
conversation and empower them to sell your destination for you!

TAKING YOUR DMO TO THE
NEXT LEVEL: INVEST
• 76% of marketers plan to increase their investment in content marketing in the
next year.
• 49% of companies have hired an executive who is directly responsible for an
overall content marketing strategy, and this number will increase to 60% in
2016.
• Quit treating digital positions as afterthoughts: Social, Email, etc. are FULL
TIME JOBS.
Invest in quality staff
Invest in tools and tactics that allow the above staff to be
successful
• Applications will play a significant role in the advancement of content
marketing, as 60% of companies will increase their investment in marketing
technology during 2015.

TAKING YOUR DMO TO THE
NEXT LEVEL: SHIFT
• Print ads can still be powerful, but allocate less budget for this type of
marketing.
Shift Budget from Traditional Marketing
Let’s Get Less Political
• Evaluate positions and decide what needs to stay and what needs to
be shifted to something new to allow goals to be met.
• Learn that saying ‘no’ to members and stakeholders is ok! Explain
why.
• Digital is “pay-to-play” SOCIAL FREE ANYMORE!

TAKING YOUR DMO TO THE
NEXT LEVEL: MEASURE
If it’s clickable, it’s measurable
• Let data drive your strategy.

HAVE FUN!
You’re inspiring people to
travel. Not curing cancer.
Relax and remember…

In the closing keynote of #SoMeT15US, William looked at the overall state of destination marketing and put this in context with the broader opportunities he sees for Destination Marketers. As part of his presentation, he introduced an exciting new standard we developed with six DMOs around the world that finally answers the question “What’s the ROI of social media?” To get notified when William's whitepaper on this topic becomes available, sign-up here http://destinationthink.com/. William Bakker is Chief Strategist at Destination Think!, a global marketing agency focusing exclusively on the tourism industry. He is considered a leader in the world of digital destination marketing and speaks at conferences around the world.

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