Downloaded 35 times
More Related Content
Similar to Tourism Tasmania Digital Coach Live Sessions - Digital Marketing
Tourism Tasmania Digital Coach Live Sessions - Digital Marketing
- 1. DIGITAL MARKETINGTourism TasmaniaDigital Coach Program 2011Presented by Scott Woodhouse – www.necessarygroup.com
- 3.
- 4. “Everything will begreat once we get Facebook”ull of it...
- 5. STORYWhat we believeand do
- 6. STORY + NEEDSWhatwe believe and doWhat customers believe and do
- 7. = MONEYWhat webelieve and doWhat customers believe and doWIN WIN
- 8. PAID MEDIARenting marketingassetsBrochures
- 9.
- 10.
- 11. Google AdWordsEARNEDMEDIABuilding marketing assetsEmail list
- 12.
- 13. A greatwebsite that works
- 14. Social mediapresence that works
- 15. Search enginerank2. Comparison / reviews3. Website / sale1. Ad / trigger4. ‘Trip-echo’ / loyalty loop80% of digital spend is here80% of influence is here
- 17.
- 18.
- 19.
- 20. ACTIONSignup to GoogleAnalytics and get tracking code in your websitewww.google.com/analyticsVisit your Google Analytics account- ask “so what?”Set up Google Alerts for your brand, your competitors, key areas of interestwww.alerts.google.comMeasure social impact of your website and your closest competitorswww.howsociable.comwww.socialmention.comDiscover media habits of customers, and where they hang out on the webwww.google.com/adplanner
- 22. WHAT PEOPLE WANTSelecta tone of voice, pictures etc that ‘speak to your audiencePersonality-fit Leisure vs adventure
- 23. Make judgementsin 3 secondsUser experience Visit 4 times before booking
- 24. Usability critical(40%) vs price (62%)
- 25. Easy tonavigate (44%)
- 26. No errors(22%)
- 27. Promos /discounts (21%)
- 28. Findability of contactdetails (15%)Social proof User reviews (58%)
- 29. User ratings(42%)
- 30. Official pictures(35%)
- 31. User photos/ video (26%)
- 32. Official video(8%)Make it easy to useHave a strategy for leveraging reviews and social content
- 33. PERSONASBradIn Brad’s ownwords:“I just wanna kick back in the sun and get a tan with my girlfriend – no screaming kids”He’s searching for:“Beachfront accomodationFreycinet”
- 34. “Luxury accomodationFreycinet”Heneeds: Book online – quickly and easily
- 35. Critic reviews/ recognition
- 36. Guarantee /cues of quality He’s a big user of:TripAdvisor
- 37. iPhoneWhat are yourtop 2? Speak to them!
- 38. PERSONASDaveIn Dave’s ownwords:“Looking to sneak away with the wife and kids – a bit of an adventure and some fun in Tassie”He’s searching for:“Things to do in Freycinet” He needs: Book online – quickly and easily
- 39. Social proof– user submitted photos, reviews
- 40. Entertainment forthe kidsHe’s a big user of:Facebook
- 41. iPhoneWhat are yourtop 2? Speak to them!
- 42. 3 SECONDSPersonality fitDon’t make me think!Call to action
- 49. ACTIONDo each ofyour pages guide the user towards action?
- 51. 90 trillionemails sentin 2010.
- 52.
- 53. Built ontrust, value and relevancy – poor execution can hurt81%is spam.
- 54. EMAIL GOLDCREATE SOMEURGENCY = 29% higher email open rate i.e. 2 days till offer expires, registration ends today, today’s your last chance, free webinar on Nov 11thMAKE IT EXCLUSIVE = 24% higher open rate The word ‘exclusive’ or ‘private’, ‘VIP’, ‘for past customers only’, exclusive offerTIME IT RIGHT = 100% higher open rate 7am (best) till 9am (at worst)
- 55. After 12pmyou’ll cut your open rate in half!
- 56. 2-touch worksbest – balance between mindshare and bugging people1 CALL TO ACTION = 40% higher response rate Every link in email goes to same place, rather than multiple calls to actionCASH IN ON FACEBOOK JUNKIES = 32% higher open rate Just mention ‘Facebook’ in subject line – that’s it!EMAIL GOLDFROM SOMEONE THEY TRUST = #1 factor in whether they’ll open it Whether it’s your business name or a staff member’s name, use a ‘from’ name that people will trustRESPECT YOURSELF = other people respecting you No unsolicited mail
- 57. Only whatpeople signed up for – no surprisesSTAY ON SUBJECT = #2 factor in whether they’ll open it 20 – 50 characters
- 58.
- 59. Avoid ‘spammy’language – ‘free’, ‘cheap’, ‘crazy deal’DELIVER TRUST & VALUE!!
- 60.
- 61.
- 62.
- 63. What timesof day / week work best?
- 64. Where didthey click?
- 65. What messagesare working?ACTIONwww.mailchimp.com
- 67.
- 68.
- 69.
- 70. Social tech empowerspeople to talk about what they want to. Not what you want them to.
- 71. HOW?listenattractactivatelearnharvestListen carefully. Whatare your opportunities?SocialMention.com
- 72.
- 73. HowSociable.comHOW?listenattractactivatelearnharvestListen carefully. Whatare your opportunities?Attract your audience – like busy restaurantSocialMention.com
- 74.
- 75.
- 76. Strong commoninterest
- 77.
- 78. Incentives tojoinHOW?listenattractactivatelearnharvestListen carefully. What are your opportunities?Attract your audience – like busy restaurantGet people engaged and activeSocialMention.com
- 79.
- 80.
- 81. Strong commoninterest
- 82.
- 83. Incentives tojoin
- 84. Give themstuff to play with
- 85.
- 86. Have conversationsHOW?listenattractactivatelearnharvestListencarefully. What are your opportunities?Attract your audience – like busy restaurantGet people engaged and activeLearn about people – what do they like?SocialMention.com
- 87.
- 88.
- 89. Strong commoninterest
- 90.
- 91. Incentives tojoin
- 92. Give themstuff to play with
- 93.
- 94.
- 95. What stuffto they engage with most?HOW?listenattractactivatelearnharvestListen carefully. What are your opportunities?Attract your audience – like busy restaurantGet people engaged and activeLearn about people – what do they like?Use what you know to get valueSocialMention.com
- 96.
- 97.
- 98.
- 99. Strong commoninterest
- 100.
- 101. Incentives tojoin
- 102. Give themstuff to play with
- 103.
- 104.
- 105. What stuffto they engage with most?
- 106. Do experiments– not research
- 107. Drive trafficto your site
- 108. Give toolsfor word of mouth3 to 1 rule: 3 conversational, interesting updates with no purpose other than creating engagement (questions, links (not to your site)
- 109. Then gofor a converting message – still interesting, but its goal is to convertListen - www.socialmention.com
- 110.
- 111. CASE STUDYAttract –create valuable
- 112. Attract - photosof trips
- 113. Activate - FBMLapplication
- 114. Learn – whatdo they like?
- 115. Harvest – callto action
- 116. Build rep throughniche communities
- 117.
- 118.
- 119.
- 120. Where do peopletalk about stuff? www.howsociable.com
- 121. 126 millionblogs onthe Internet.
- 122. WHAT A BLOGIS A place for regular news, updates and value (at least weekly)
- 123. Simple, relaxed,quick, easy and informal
- 124. A platformto express thoughts, theories and opinions
- 125. A placeto build credibility and build a loyal readership
- 126. Somewhere toinvite discussion and feedback
- 127. A powerfulmarketing channel – traffic, relationships, SEO etc WHAT A BLOG ISN’T A hard sell WHAT SHOULD I BLOGBuild trust, loyalty, engagement and reputation
- 128. ACTIONTake a lookat some travel blogs to get an idea what they’re aboutConsider a) do I have something valuable to talk about regularly and b) can I commit to it?Check out www.blogger.com, www.wordpress.com, www.wordpress.org
- 129.
- 130. 1 billionviews perday on YouTube.
- 131. MEDIAUse YouTube tohost videoKeyword optimise videosLink to your site
- 132.
- 133.
- 134.
- 135.
- 136.