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Mobile Marketing for Tourism

Content First
Content First
Content FirstDigital Marketing Consultant at Content First

Marketing marketing for tourism - learn how to optimise your website and content to engage mobile users. Presented by Adam Wallace for Tourism Sunshine Coast. Location: Sunshine Coast, QLD 12 June 2012

Mobile Marketing for Tourism

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MOBILE MARKETING FOR TOURISM
   Presented by Adam Wallace on 12 June 2012 at Manta Sunshine Coast
Agenda
1.    Smartphones for all
2.    So, what is mobile marketing?
3.    Content marketing in a mobile world
4.    Let’s look at your website
5.    Making your website mobile friendly
6.    Optimising for mobile search
7.    Check-ins are a local business’ best
      friend
8.    Understanding your mobile visitors
9.    Using QR codes
10.   Text/SMS marketing
11.   Videos and mobile
12.   The future of mobile (is here)
13.   Working smart with mobile devices
14.   Key takeouts
15.   Questions
What questions
do you have?




                 Image: flickr/A wild question/[f]oxymoron
Smartphone's For All
Let’s see a raise of hands

      How many of you:
      1. Check email on your phone?
      2. Have posted photos on
             Facebook from your phone?
      3. Searched for a business’ info
             number on your phone?

http://www.flickr.com/photos/whatleydude/6205610856/
Is your website optimised for Mobile?




                                                                                                of web traffic will

                                                come through mobile devices by 2014
Image: http://www.bravenewcode.com/product/wptouch-pro/?utm_campaign=wptouch-home-top&utm_medium=web&utm_source=bravenewcode

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Mobile Marketing for Tourism

  • 1. MOBILE MARKETING FOR TOURISM Presented by Adam Wallace on 12 June 2012 at Manta Sunshine Coast
  • 2. Agenda 1. Smartphones for all 2. So, what is mobile marketing? 3. Content marketing in a mobile world 4. Let’s look at your website 5. Making your website mobile friendly 6. Optimising for mobile search 7. Check-ins are a local business’ best friend 8. Understanding your mobile visitors 9. Using QR codes 10. Text/SMS marketing 11. Videos and mobile 12. The future of mobile (is here) 13. Working smart with mobile devices 14. Key takeouts 15. Questions
  • 3. What questions do you have? Image: flickr/A wild question/[f]oxymoron
  • 5. Let’s see a raise of hands How many of you: 1. Check email on your phone? 2. Have posted photos on Facebook from your phone? 3. Searched for a business’ info number on your phone? http://www.flickr.com/photos/whatleydude/6205610856/
  • 6. Is your website optimised for Mobile? of web traffic will come through mobile devices by 2014 Image: http://www.bravenewcode.com/product/wptouch-pro/?utm_campaign=wptouch-home-top&utm_medium=web&utm_source=bravenewcode
  • 7. Smartphones are used everywhere
  • 11. Smartphones are an emerging point of purchase
  • 13. SO, WHAT IS MOBILE MARKETING?
  • 14. What is Mobile Marketing? “A set of practices that enables organizations to communicate and engage with their audience in an interactive and relevant manner through any mobile device or network.” -- Mobile Marketing Association
  • 15. Which means… “You can engage with your audience at a time and location that suits them” Untangle My Web --
  • 16. Search Making sense of Banners Strategy Location Based Analytics Mobile Coupons Customer Marketing ROI MMS / SMS Relevance Apps Proximity
  • 18. A day in the life of a mobile user • Check how many updates I have when I wake up (emails, Facebook, calendar, weather) • Listen to music on my way to work while checking my emails and reading news • Takes photos, status updates, tweets, check- ins, searching info • Watch TV with mobile (iPad) Share updates http://www.flickr.com/photos/techcocktail/4585315843/
  • 19. Listen to music and podcasts http://www.flickr.com/photos/garryknight/6436100219/
  • 20. Take photos and videos
  • 21. Get directions / Explore
  • 24. What’s happening on mobile? We are: consuming content sharing content creating content http://www.slashgear.com/google-currents-digital-magazine-for-ios-and-android-08200961/
  • 25. Content Marketing In A Mobile World
  • 26. What Is Content Marketing? A. Educational, informative content to attract attention and build a solid reputation with potential customers B. Great content and quality information to market a product or service C. Use of valuable content to generate revenue for your business D. All of the above
  • 27. Content Marketing Uses... Photos Videos Audio Image: deviantart/Crumpled white paper texture/melemel
  • 28. Get creative with your content • The romantic’s guide: 5 things to impress your partner • 10 ideas for a perfect romantic getaway • What to look for in a secluded getaway • The perfect recipe for the foodie in you • Make the most out of your weekend getaway for only $250 • Top 7 things to do as recommended by our guests • 5 Reasons to dig your running shoes out of the closet • 10 tips for a stress free weekend getaway • How to spoil your partner this Valentine’s Day Image: www.lostgirlsworld.com/2010/12/travel-like-a-local/
  • 29. Words tell Emotions sell image: flickr / sequio similing at this mom/ seandreilinger
  • 30. Swapping words with emotions Examples: http://www.copyblogger.com/feminine-copywriting/ Image: http://montyrainey.wordpress.com/2012/05/20/the-correlation-between-right-brain-thinking-and-a-positive-attitude/
  • 31. Great Content... Provides credibility Achieves desired Is actionable outcomes Begs to be Is shared Shared
  • 34. Tempt the visitor by igniting interest, fueling desire and raising awareness for a place or an offer. Social media makes it easier to encourage dreaming as users share their life with all of their friends (and strangers) on these networks.
  • 35. Travellers need information during the planning stage. Content should be detailed and comparison tools are key. You can signup to MailChimp for free for up to 2,000 subscribers and be able to send up to 12,000 emails per month. Ensure you’ve responded to bad TripAdvisor and Google+ Local reviews.
  • 36. Flights are usually booked first, while accommodations fall into place later as other good deals arise. Booking Button provides a mobile optimised version for an additional $15 per month.
  • 37. The anticipation stage is characterized by excitement, preparation and anxiety. It generates a need for detailed information and a wealth of opportunities to upsell. Sending an automated email newsletter upselling additional features a week before the visitor is due to arrive can help to grow your sales per customers.
  • 38. Mobile is a fantastic platform for streamlining routine travel chores and keeping the traveller on track with updates and alerts. SMS would be more beneficial here as the user may not be checking their email address, whereas the SMS is more likely to be read upon delivery.
  • 39. The destination stage is the heart of the journey cycle. The final step in the destination stage is closing the circle to the next trip. Make it easier for users to engage with your brand by ensuring your business is accessible for location- based services and on Facebook and Google+
  • 40. 4 steps reach all 6 stages Act Convert Reach Engage
  • 41. Google’s 5 Stages of Travel
  • 42. Sharing takes place during and after the destination stage. The key takeaway for sharing is that while the user is sharing their adventures, it’s encouraging their friends (and strangers) towards the dreaming stage. Run a competition where users can win some prize for uploading photos from their trip and the best photo wins a prize.
  • 43. Create a Editorial Calendar Plan Writers, editors and publishers Schedule Topic ideas
  • 44. What do penguins have to do with your content? “The main takeaway with Penguin is clear when it comes to content: if you don’t have time to write something decent, hire somebody who does.” -- Matt Beswick, Search Engine Journal
  • 45. Let’s Look At Your Website Bring up your website on your smartphone
  • 46. How is your site working?  Do you see broken images or missing content?  Can you read the text without zooming or scrolling?  Can links and buttons be clicked with a thumb?  Are navigations options obvious?  Is search functionality easily accessible?
  • 47. What about your booking engine or shopping cart?  Do you see broken images or missing content?  Can you read the text without zooming or scrolling?  Can links and buttons be clicked with a thumb?  Are navigations options obvious?  How quick can a user make a purchase?
  • 48. Mobile ready booking system $10 / month extra http://www.thebookingbutton.com/hotel-reservation-software-features/online-booking-systems/mobile-bookings-for-smartphones/
  • 49. 9 best practices for mobile 1. Keep it quick 2. Simplify Navigation 3. Be thumb-friendly 4. Design for visibility 5. Make it accessible 6. Make it easy to convert 7. Make it seamless 8. Use mobile site redirects 9. Listen, learn and iterate
  • 50. Making Your Website Mobile-friendly What options do you have?
  • 51. 1. Mobile website • separate version of the site • redirects mobile user to mobile version • designed with less content and fewer features
  • 52. 2. Plug-in - WPtouch • WordPress plugin with mobile-dedicated themes • redirects mobile user to the plug-in generated mobile site • designed with less content and fewer features
  • 53. 3. Responsive Website • content and designs are consistent across all devices • layout changes based on the size of the browser • automatically optimised for future devices
  • 54. 4. Mobile App • built to run natively on a dedicated operating system (OS) • generally best for functions that use the device’s sensors • on-going maintenance required with every new OS upgrade
  • 55. Making your website mobile-friendly Comparison Chart 1. Mobile Site 2. WPtouch 3. Responsive 4. Mobile App Cost High Low Average High Maintenance Difficult Moderate Easy Moderate Performance Good Okay Okay Good Browser Support Good Good Okay Good Content Depth Low Moderate High Moderate
  • 58. Local search optimisation tips 1. Google Places listing is 100% complete 2. On-page optimisation for local results 3. Get more reviews on your Google listing 4. Get your name, address and phone out there 5. Monitor your reputation online 6. Signup to location-based social networks such as Facebook, Google+ and Foursquare 7. List yourself in local top directories
  • 59. $30.00 Check-ins Are A Local Business’ Best Friend http://www.iconsigns.net/IconSigns-Facebook-Check-in-Signs.html
  • 60. Check-in here, here, and here. Encourage your customers to check-in to your business Where? • Facebook • Google+ • FourSquare Credit: http://ruraltourismmarketing.com/2012/01/how-the-internet-levels-the-playing-field-for-local-small-businesses/
  • 61. Check-in to win! Creating specials and rewards for those who check-in
  • 63. Analyze your mobile visitors • How many mobile visitors does your site get each month? • Which pages do they land on the most? • Which pages do the exit through the most? • What mobile device are they using? • What keywords did they find you through?
  • 64. How can you track and access this information?
  • 66. Best practices for QR Codes • made for print • not to be used online • use URL shorteners • track your scan traffic
  • 69. Utilising SMS marketing • 94% of all text messages are read; most will open the message before deleting them • Messages are more likely to be read within minutes of sending them • Bulk SMS can prove to be relatively cheap
  • 70. Use of SMS Marketing 1. News updates 2. Emergency notifications 3. Promotions 4. Contests 5. SMS coupons 6. Customer service 7. Lead generation
  • 71. Rules and Regulations for SMS “Under the Spam Act 2003 it is illegal to send, or cause to be sent, unsolicited commercial electronic messages. The act cover email, instant messaging, SMS and MMS of a commercial nature. It does not cover faxes, internet pop-ups or voice telemarketing.” – ACMA Things to take into consideration: • Get permission first • Provide options for communication methods and the ability to unsubscribe
  • 73. What to capture • Customer testimonials • Scenery • Video tours • Local activities • Animals • Silliness
  • 74. Editing on the go • iMovie for iPhone and iPad • VidTrim for Android devices
  • 75. Sharing your videos via mobile • Facebook • YouTube • SocialCam • Viddy
  • 76. The Future Of Mobile (Is Here) https://plus.google.com/111626127367496192147/posts
  • 77. Mobile Wallet leave your cash and cards at home
  • 78. Augmented Reality a new way of seeing life
  • 79. Never get lost again… Smart uses for your mobile
  • 87. Distribute your content as far as possible http://www.gshiftlabs.com/why-an-optimized-content-strategy-is-crucial-for-social-search/
  • 88.  Get a mobile optimised website  Focus on your content marketing strategy  Tailor your content for each stage of travel  Consider how you can distribute your content as widely as possible  Look for opportunities to be innovative with your content creation
  • 89. Do you have any questions left? Image: flickr/A wild question/[f]oxymoron
  • 90. Wondering where to start? Our web advisors can tailor a 90 day digital marketing plan to suit your time and budget. See exactly what steps are required to get a return on investment from your web presence (learn a lot in the process!) Contact us on +61 (0)7 3103 7991 or email help@untanglemyweb.com
  • 91. Smart Tourism Website Packed with features: Socially engaged Search optimised Mobile friendly Ongoing updates It speaks your language. www.SmartTourismWebsite.com Or call us on +61 (0)7 3103 7991

Editor's Notes

  1. In fact, based on the rate of adoption, it is projected that the number of users accessing the Web via mobile devices will exceed desktop devices by 2014.eMarketer, the value of mobile transactions will reach close to 1 trillion dollars by 2014. If you are running on Wordpress thenplug-in like WPTouch can allow you to convert serve up a mobile optimised website very easily
  2. 52% of the Australian population has a smartphone and most never leave home without theirs (Google)86% of smartphone users search for local information on their phones; 88% take action such as making a purchase or contacting the business as a result     (Google)
  3. http://google-au.blogspot.com.au/2012/05/smartphone-revolution-isnt-coming-its.html
  4. In 2015 nearly 90% of all mobile phone users will have a smartphone as their primary mobile device (Telsyte)
  5. 63% of smartphone users performed a search on their phone after seeing an offline ad (Google)
  6. 94% of smartphones users research a product or service with 28% making a purchase on their phone (Google)
  7. Inspired by http://ticsyformacion.com/2012/01/25/social-media-y-la-teoria-de-necesidades-de-maslow-infografia-infographic-socialmedia/
  8. Inspired by http://ticsyformacion.com/2012/01/25/social-media-y-la-teoria-de-necesidades-de-maslow-infografia-infographic-socialmedia/
  9. Written content that draws attention – the opposite of the billboard. Look into social networks? Website articles?Being able to bookmark and share it.
  10. You need to provide interesting, enjoyable and relevant information and activities which connect emotionally with visitors
  11. ExampleLooking at your friend’s photos on Facebook from their recent trip and thinking to yourself how great it would be to visit that place.HowE-mail newsletters and social media can inspire your customer to move straight to booking, bypassing the planning stage, but ultimately they’ll visit your first.Photos of a diving trip with a diving company.Look for iPad on train or person on the iPhone. What is the natural way that we dream for a trip?
  12. ExampleFiguring out where you want to stay and start looking through TripAdvisor review and asking friends for recommendation.HowProviding special offers in front of the consumer via social media, e-mail newsletters or the specials page on your site can encourage people to plan their holidays around a deal.
  13. ExampleWhen travelling to Sydney for New Years Eve fireworks, we book the flights way in advance for cheaper tickets and then we look for accommodation deals leading up to New Years Even and make the booking. If it’s last minute, we look at comparison sites for a cheap deal or look to book directly from the provider.HowOnce the client has booked, you can upsell to them with the booking confirmation email. They’ve already paid to stay with you, for only a few extra dollars, they can get more.show them what the mobile booking app looks like***
  14. Stage 4 – AnticipatingExamplePeople want to know what they can do in the area, if there are any events taking place, what they should prepare for.HowHaving an active blog can make it easier to keep the excitement alive through sensory pictures and videos. Email newsletters for up-coming events and package upgrades.Email newsletter example of package upgrades. send an email newsletter a week before they arrive – automated email upselling additional features.
  15. ExampleLanding in Melbourne (Tullamarine) Airport and knowing exactly where to catch the SkyBus from and how much it costs.HowProviding customers with airport directions, transfer information ortaxi coupons is an excellent way of ensuring a stress-free arrival.
  16. Stage 6 – DestinationExampleVisitor is finally at the destination. Should they head to the beach first or should they make their way over to the winery?HowEncourage users to check-in to your location, geo-tag your business when taking photos, and provide reviews and recommendations. Invite them back and keep them updated with regular interaction through newsletters and social media networks to build on the relationship and reward loyalty.
  17. ExampleAsking for TripAdvisor reviews to promote, posting photoHowEncouraging users to post their favorite photos on your Facebook wall or geo-tagging your location when posting updates helps to create brand awareness and acts as recommendation to their friends (and strangers)ConsiderationsPresentation matters as it’s natural for us to be attracted towards beauty (if that makes sense?) If a guest walks into a room that’s well presented, they’re more likely to get excited, want to capture that moment, and share it with their friends. Eg. During my trip to Dominican, the towels were wrapped up in a shape of a swan with delicious chocolates on the pillow and fresh flowers on the table.
  18. How are you going to plan for the long term? - how often will you update your content marketing schedule - how will you manage a change of staff/ resources - how will you come up with and collect new topic ideas (read other content on a similar topic etc)
  19. 1.Mobile users are often short on time, squeezing in online tasks as they go about their day. To help them, design your site to load fast and make copy easy to scan. 2. No one likes to be confused. Clear navigation and, on large or complex sites, search functionality will help your customers easily find what they need. 3. People use their fingers to operate mobile devices—especially their thumbs. Design your site so even large hands can easily interact with it. 4. A mobile-friendly site gets its message across without causing eyestrain. Make it easy for your customers to read—remember, they may be in a place with low light. 5. Ideally, your mobile site should work across all mobile devices and all handset orientations. Find alternatives to Flash—it does not work on some devices. 6. No matter what your site’s objective is, your customers need to be able to do it with a virtual keyboard and no mouse. Make it easy to buy something or contact you. 7. People now use multiple screens throughout the day. Convert as much of the functionality of your desktop site to mobile as you can to create a seamless experience. 8. A mobile site redirect is code that can automatically tell if visitors are using a mobile device and send them to the mobile-friendly version of your site. Have your site developer implement this redirect code so your customers get the best version of your site for their needs 9. Good mobile sites are user-centric, which means they’re built with input from your audience. Ask your desktop site users what they want in a mobile website and make testing and optimisation an ongoing process.
  20. A mobile website is a separate version of a site designed specifically for small devices. It relies on detecting whether or not a user is on a mobile device to redirect them to the appropriate website. Mobile websites are often designed with less content and fewer features than their desktop counterparts, making sections of the site inaccessible to mobile users. This is based on the myth that all mobile users are rushed and distracted. In fact a large number of people use their mobile devices on the couch, the train commute, waiting at the airport and other situations where they have time to spare. A growing percentage of mobile web users even rarely use desktops.http://aspedia.net/blog/post/better-mobile-site-or-responsive-web-design
  21. A responsive website design changes layout based on the size it is being viewed at. This approach can accommodate very large monitors down to very small phones creating a seamless user experience across all devices. The fact that it is a single website with a single set of content means lower development costs and easier maintenance than other options. Responsive websites are not tied to a single operating system or screen size and so will automatically be optimised for future devices.http://aspedia.net/blog/post/better-mobile-site-or-responsive-web-design
  22. App not for everyone unless they have a sufficient value to add to the client’s journey/stay/etc. Would consider downloading an app if it had a GPS tour guide…TripItDoItYourselfTourMobile apps are built to run natively on a user’s device meaning they have to be downloaded and installed before they can be used. These apps are generally best for functions that use the device’s sensors such as the camera or motion sensors or for functions that will be performed regularly offline. Mobile apps can only be distributed via the various app stores and marketplaces and are often costly to produce because different versions are required for each mobile operating system and for different sized devices.http://aspedia.net/blog/post/better-mobile-site-or-responsive-web-design
  23. Media queries are a useful way of adding polish for many devices, but remember that 25% of visits are made from those desktop browsers that do not currently support the technique and there are some performance implications. And if you have a fancy widget on your site, it might work beautifully with a mouse, but not so great on a touch device where fine control is more difficult. -- http://googlewebmastercentral.blogspot.com.au/2012/04/responsive-design-harnessing-power-of.htmlhttp://headspacedesign.ca/blog/entry/responsive-design-vs-mobile-app-your-website-on-a-mobile-devicehttp://www.bluewiremedia.com.au/blog/2011/12/responsive-web-design-vs-separate-mobile-site-which-is-right-for-you/http://www.slideshare.net/guypod/performance-implications-of-mobile-design/CSS3 media queries : http://caniuse.com/#search=media%20queries
  24. http://quirktools.com/screenfly/
  25. (Business Photos)
  26. http://www.youtube.com/watch?feature=player_embedded&v=ZfX_ZQag1BM#!
  27. http://wtfqrcodes.com/post/18551054478/look-in-the-sky-its-a-bird-its-a-plane-its-the
  28. http://sojblog.com/how-sms-marketing-can-really-help-your-business/Messages are more likely to be read within minutes of sending themCan be used for reminders, emergency updates, ad-hoc promotional campaigns94% of all text messages are read; most will open the message before deleting themBulk SMS can prove to be relatively cheap
  29. 1. News/Updates – Important and time sensitive customer updates can be sent directly to your opt-in client or customer using SMS! Plus, people like knowing stuff first. Send your customers updates about product launches, product updates or events. Consider a news text like a micro-newsletter with bite-size updates.2. Emergency Notification – SMS is a great way to notify your group or team during an emergency. Send critical updates during natural disasters, last minute event location changes or just before your company’s all-hands meeting.3. Promotions – Travel agents are using texts to their customer databases to highlight special offers and promotions, which can be tailored to individual preferences. Send a message with a unique discount code for customers to redeem. The exclusive code creates incentive to stay on the list for future promotions.4. Contests – Launch a text messaging contest to your database with a text-to-win campaign. Try sending out a follow up text about the winner of the contest so customers will continue to enter for upcoming contests.5. SMS Coupons – Use SMS coupons to give out specific coupons or coupon codes for a customer loyalty program. Also when coupled with in-store promotions, texting becomes a strong vehicle for small businesses with newer clientele.6. Customer Service – Many offer customer support and problem resolution via text. Customers are also able to check order status, track their packages and receive back order notification alerts.7. Lead Generation – Gyms worldwide are using mobile marketing to generate leads through stronger databases, send out new membership promotions and offer updates on new classes and class cancellations.http://www.businessblogshub.com/2010/08/ways-to-use-sms-text-messages-for-business/http://www.eztexting.com/getting-started/keywords/2for1.png
  30. http://www.acma.gov.au/WEB/STANDARD..PC/pc=PC_310294
  31. Look to see if there's a screenshot of the WordPress app on an iPad
  32. Syndicate your content by publishing through one app and having it appear on a number of sites
  33. Ok that’s the end of Phase 4. Can I ask everyone to spend 5 mins and total up each column into the Section totals then summarise any high and medium priority tasks. Then calculate your final totals from each phase and identify the 3 items you plan to implement.