The New Orleans Convention and Visitors Bureau allocated $1,000 to promote attendance at the American Academy of Pediatrics conference through a paid search campaign. They developed a targeted Google and LinkedIn advertising campaign to drive traffic to a custom microsite with conference and destination information. Over five months, $700 was spent on Google ads and $300 on LinkedIn ads. While exact conversions were not tracked, the campaign helped boost awareness of the conference and destination among pediatric professionals.

1. DIGITAL IDEAS FOR MARKETING
TO MEETING PLANNERS ON A
LIMITED BUDGET
eTourism Summit 2012

2. VICTORIA ISLEY
Chief Operating Officer, DMAI
Executive Director,
Destination & Travel Foundation
@victoriaisley
@meetDMAI

3. OUR CAUSE
DMAI protects and advances the success of destination
marketing worldwide.
ADVANCE THE ADVOCATE FOR THE PROTECT & LEVERAGE
DMO PROFESSIONAL DMO INDUSTRY ASSOCIATION RESOURCES
1.1
1.1 Professional Development 2.1
2.1 At Home 3.1
3.1 DMO Members
1.2
1.2 Career Development 2.2
2.2 In the Meetings Market 3.2
3.2 Allied Members/Sponsors
1.3
1.3 Peer-to-Peer Networking 2.3
2.3 In the Consumer Market 3.3
3.3 Leadership/Governance
3.4
3.4 Professional Management

4. 600 DMO Member Organizations
$1.5 Billion Annual Budgets

5. DMO Group Sales Channel Impact Study
In 2011 DMOs influenced
37.5 million room nights
(defined by booked for future periods)
All Group
Room
Nights Sold For 2011 DMOs influenced
nearly 1 in 5 (19%)
DMO of all group room nights for
Group
Channel their markets
(defined by 275 DMO markets)
Group room night bookings
Source: DMAI, Tourism Economics
grew 4.8% in 2011

6. DMOs have a
one-two punch in
promoting their
destinations for
meetings
Inspire planners to
choose to select your
destination, driving
incremental demand for
your community
Drive/increase
attendance to meetings
held in your
community

8. San Francisco Travel
MPI (WEC) 2012 Social Media
Goose Chase Campaign
October 11, 2012

9. San Francisco
Meetings
Social Media
 San Francisco Travel has had minimal
success promoting the destination through
Social Media tools.
­ Primary tool - Facebook [San Francisco Meetings]
­ Secondary – Twitter @MeetinSF

10. San Francisco Meetings
Facebook

11. San Francisco Meetings
Facebook

12. San Francisco
Meetings
Facebook

13. San Francisco
Meetings
Facebook

14. San Francisco
Meetings
Facebook
 Overall, limited engagement, limited exposure
for the destination.
 Relatively low effort to maintain. Easy way to
push out messaging.

15. San Francisco
Facebook

16. San Francisco
Facebook

17. San Francisco
Social Media
 Engaging Meeting Planners on “Consumer”
channels
 MEETING PLANNERS ARE PEOPLE. They use
apps, social media, games – just like everyone
else
 Why not make it fun (and yes informative)

18. MPI
Campaign
Overview  San Francisco Travel “social media” sponsor
of MPI World Education Congress in St. Louis.
 Attendees engaged with San Francisco
content using a mobile photo scavenger hunt
app called Goose Chase.
 Goal to engage meeting professionals on
destination using San Francisco based
content and drive attendees to booth.
 App available to all show attendees via mobile
devices.

19. MPI
Campaign
Value to Attendees
 Connects attendees to other attendees using
Facebook like interface.
 Easy signup using email or Facebook.
 Prizes.
 Fun!

20. MPI
Campaign
Link to content on
main convention app

21. MPI
Campaign
Postcard available to
attendees at
registration

22. MPI
Campaign
Start the Goose
Chase

23. MPI
Campaign
Promoting San
Francisco
 Developed San Francisco based “missions” to
educate and excite attendees about the
destination. (e.g. submit a photo of a San
Francisco icon)
 Developed “missions” to push people to our
booth and speak to our staff and our partners.
(e.g. take a photo of one of the San Francisco
Travel Sales Managers in our booth)

24. MPI
Campaign
Leaderboard

25. MPI
Campaign
Winner
Actual Submitted
Photos

26. MPI
Campaign
Value to San  251 Registered users
Francisco Travel
 With 1,800 in attendance: 14% participation
rate
 3,912 photos taken
 Average of 15 photos per user
 439 Face to Face interactions with our team
and Suppliers from 20 missions
 22 F2F average per mission
 Great benefit for our partners

27. MPI
Campaign
Press

28. Option B.

29. Thanks
Chris Clark
cclark@sanfrancisco.travel

30. New Orleans Convention and Visitors
Bureau: $1,000 Paid Search
How to Increase Conference or
Convention Attendance on a Shoe
String Budget

31. FSC Interactive
• Online and Interactive Marketing
Agency located in New Orleans, La
• Girl Power!
• Specialize in Social Media Strategy,
Paid Search Campaigns and SEO
• Focus in Hospitality and Tourism

32. McKenzie Coco
• Founder of FSC Interactive
• Started the company in New Orleans
in 2007
• Graduate of Wake Forest University
• Loves: New Orleans, travel, people!
• Work with New Orleans Tourism Marketing
Corporation (NOTMC), New Orleans Convention
and Visitors Bureau (NOCVB), multiple hospitality
clients both locally and nationally.

33. New Orleans CVB
The New Orleans Convention & Visitors Bureau is a
nationally accredited, 1,000-member destination
marketing organization and the largest and most
successful private economic development
corporation in Louisiana.
Consistently recognized as one of
the top five CVBs in the country,
the New Orleans CVB is
celebrating its 52nd anniversary
in 2012.

34. How We Got Here…
• In 2011, Travel + Leisure recognized New Orleanians for their local
pride, placing NOLA as the number one city on their annual
America's Favorite Cities survey.
• New Orleans is constantly being recognized on a national level as a
culturally authentic destination
• Historically, the summer months (primarily August – September) is
one of the “low” seasons for out-of-state travel to New Orleans
meaning there was opportunity to leverage the local population
• So….New Orleans Convention & Visitors Bureau set out to
encourage attendance at a slow time of year on a not-so-well know
conference

35. Enter Paid Search

36. Overview
The New Orleans CVB wants to allocate $1,000 to
aid the American Academy of Pediatrics conference
in pre-conference marketing.
The end goal is to boost conference attendance and
show the Pediatrics conference planners that the
NOCVB is a full service, hands-on bureau that
supplies assistance above and beyond those of
other cities.

37. How We WANTED To Do It
Ads to be directed to a landing page on the NOCVB
website where visitors were prompted to enter for a
FREE registration to the conference to build database
and allow for more direct marketing in the future.
The landing page and thank you form would be
hosted on the NOCVB site with Google Analytics
installed for tracking purposes to show the value of
the campaign.

38. Microsite

39. Microsite Add Ons
Build out a more expansive micro-site than the standard CVB template.
Include the following add-ons:
• YouTube videos that directly relate to the Pediatric attendees’ interests.
Suggested videos: Museums, French Market, French Quarter Walking
Tours, Julia Street Art, Jackson Square
• Twitter Feed of the official conference Hashtag. This will provide
awareness of the official messaging coming from the conference, the New
Orleans CVB when using the Hashtag and the attendees communicating
with the conference. It will encourage others to join the conversation on
social media.
• Airfare Deals feed from cities around the country to New Orleans during
the conference (10/20 – 10/23)
• Links to the official conference website

40. Resources

41. How We Did It
The ads directed to a landing page on the NOCVB
website where visitors were prompted to learn more
about New Orleans and the conference.
The landing page had information about the
conference as well as links to various New Orleans
assets (videos, coupons, maps, accommodations, and a
link to the registration NOT hosted on the NOCVB site.

42. Registration

43. The Media Plan
Five Months Prior
Google Advertising : $700 will be spent on a highly targeted Google search campaign
targeting top national membership areas with keywords describing the conference
including keynote speaker, continuing education credits, pediatric specialties and
any other appropriate descriptors. The ads will mention the conference name and
the contest giveaway. Targeting will include a maximum of four locations.
Two Months Prior
LinkedIn Advertising: $300 will be spent on LinkedIn Advertising targeting pediatric
LinkedIn Groups. All ads will link back to the built out micro-site which includes the
supplemental content listed above as well as a link to the official conference
website.

44. Visits to Site
BUT…we couldn’t track conversions, as
the “conversion” was on the other
website.
However….

46. The Good News

47. Costs

48. McKenzie Coco
E-mail: mckenzie@fscinteractive.com
LinkedIn: www.linkedin.com/in/mckenziecoco
Twitter: www.twitter.com/mckenziecoco
Facebook: www.facebook.com/mckenziecoco

49. Twitter: E-mail:
www.twitter.com/fscnola info@fscinteractive.com
Get More Slides: Facebook:
http://www.slideshare.net/fscnola www.facebook.com/fscinteractive

50. Ads
Ads vv

51. Katerina Ram 1st
Online Ads Strategist at LinkedIn
San Francisco Bay Area | Internet LinkedIn Ads Overview
Send Message View Profile
Ads 51

52. The LinkedIn Opportunity
Connect talent with opportunity at massive scale
+
Fundamentally transforming the way the world works
Ads 52

53. Our Mission
Connect the world’s professionals to make
them more productive and successful
Ads 53

54. The World’s Largest Professional Network
Over 60% of members are now international
85%
*
175M+
*
Fortune 100 Companies
use LinkedIn to hire
>2M
*
Company Pages
~4.2B
Professional searches in 2011
*as of August 2, 2012
Ads 54

55. The Value We Bring To Our Members
Identity
Rolodex, Resume, Connect, find and be found
Business Card LinkedIn Profile, Address Book, Search
Insights
Newspapers, Be great at what you do
Trade Magazines, Events Homepage, LinkedIn Today, Groups
Everywhere
Work wherever our members work
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Opportunities that will transform the trajectory of your career
Ads 55

56. Marketing Solutions
Targeting one of the most affluent and influential audiences on the web
Self-Service Platform Display / Social Ads
LinkedIn Company Pages Custom groups / Sponsorship
Ads 56

57. Advertising on LinkedIn
• Text ads with small images • Display ads (IAB-compliant), Interactive
• Auction-based bidding • Guaranteed inventory & delivery
• Pay per click (CPC) • Pay per impression (CPM)
• Self-service online interface • $25K minimum campaign budget
• Active Strategists for • Account Management Team
top performing advertisers
Ads

58. LinkedIn Ad
Headline
25 characters
Image
50 x 50 pixels
Description
75 characters
Ads 58

59. Ads Appear On… All Prominent Pages
• Profile Pages
• Home Page
• Inbox
• Search Results
Pages
• Groups Pages
Example: LinkedIn Profile Page
Ads

60. Targeting Is What We Do
Company, Company Size,
Industry, Function, Title,
Seniority, Location
School
Group
Affiliations
Skills
Ads

61. LinkedIn Groups
1.2 Million+
professionally oriented groups
81% of users belong to at least one
group with 52% participating in group
discussions2
2
Ads 61

62. Budget & Bidding
 Pay per click (CPC)
 Bid recommendations
based on targeting
 Set a daily budget
 Run continuously or until a
specific date
 Stop and edit your ads and
campaigns at any time
Example Target Audience Number of Example Bid
Members
Corporate Executives at Large 711,974 $2.81 per click
Enterprises
Owners of Small and Medium Size 497,129 $2.71 per click
Businesses
All LinkedIn Members in the U.S. Over 43 million $2.62 per click
Campaign Minimums: $10/day daily budget, $2 minimum CPC bid
After you select your target audience, LinkedIn Ads will show you a ‘Suggested Bid Range’
Ads

63. Tracking Results
Online Campaign Management and Reporting Interface
View reports showing your clicks, impressions, and costs
Compare click-thru-rates of your ad variations
3rd Party URL Tracking Only
Tying Tracking to Campaigns or Ads if Possible
Ads

64. Quick Demo
Ads 64

65. The Bottom Line
 The Most Relevant Professional Platform
 Senior Audience = Access to Decision Makers
 Flexible Targeting Options
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66. Questions?
Ads 66

67. Session Sponsored by:
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