ross borden - itb kongress · viral content + social media 14 proven strategies for dmo s: #1 get...

ROSS BORDEN CEO | MATADOR NETWORK

ROSS@MATADORNETWORK.COM

@ROSSBORDEN

• FOUNDED IN SEPTEMBER 2006

• 2MM UNIQUE VISITORS/ MONTH

• 245,000 PEOPLE FOLLOWING

MATADOR DAILY

• SOCIAL MEDIA HAS DRIVEN

DISCOVERY, BUT GREAT CONTENT

HAS DRIVEN SOCIAL MEDIA.

• FOUNDED IN SEPTEMBER 2006

• 2MM UNIQUE VISITORS/ MONTH

• 275,000 PEOPLE FOLLOWING

MATADOR DAILY

• SOCIAL MEDIA HAS DRIVEN

DISCOVERY, BUT GREAT CONTENT

HAS DRIVEN SOCIAL MEDIA.

• FOUNDED IN SEPTEMBER 2006

• 2MM UNIQUE VISITORS/ MONTH

• 275,000 PEOPLE FOLLOWING

MATADOR DAILY

• SOCIAL MEDIA HAS DRIVEN

DISCOVERY, BUT GREAT CONTENT

HAS DRIVEN SOCIAL MEDIA.

• FOUNDED IN SEPTEMBER 2006

• 2MM UNIQUE VISITORS/ MONTH

• 275,000 PEOPLE FOLLOWING

MATADOR DAILY

• SOCIAL MEDIA HAS DRIVEN

DISCOVERY, BUT GREAT CONTENT

HAS DRIVEN SOCIAL MEDIA.

MILLIONS OF READERS

HUNDREDS OF CONTRIBUTORS

FIVE EDITORS

ONE BRAND

MILLIONS OF READERS

HUNDREDS OF CONTRIBUTORS

FIVE EDITORS

ONE BRAND

MILLIONS OF READERS

HUNDREDS OF CONTRIBUTORS

FIVE EDITORS

ONE BRAND

MILLIONS OF READERS

HUNDREDS OF CONTRIBUTORS

FIVE EDITORS

ONE BRAND

ONLINE,

UNIVERSITY-LEVEL COURSES IN

TRAVEL WRITING,

TRAVEL PHOTOGRAPHY,

AND FILMMAKING

"AN ECOSYSTEM FOR TRAVEL

JOURNALISM AND CONTENT CREATION"

ONLINE,

UNIVERSITY-LEVEL COURSES IN

TRAVEL WRITING,

TRAVEL PHOTOGRAPHY,

AND FILMMAKING

"AN ECOSYSTEM FOR TRAVEL

JOURNALISM AND CONTENT CREATION"

HOW TO SUCCEED

WITH DIGITAL

STORYTELLING +

VIRAL CONTENT +

SOCIAL MEDIA

14 PROVEN

STRATEGIES FOR

DMOS:

#1 GET YOUR MESSAGE ACROSS

WITH SOLID STORYTELLING AND

SHARABLE CONTENT.

• TRADITIONAL DISPLAY ADS ALONE,

DON'T WORK

• CONTENT = REAL ENGAGEMENT

• LINKS TO PARTNERS/STAKEHOLDERS

• GOOGLE LONG TAIL/SEO

4 REASONS CONTENT IS THE GIFT

THAT KEEPS GIVING:

• TRADITIONAL DISPLAY ADS ALONE,

DON'T WORK

• CONTENT = REAL ENGAGEMENT

• LINKS TO PARTNERS/STAKEHOLDERS

• GOOGLE LONG TAIL/SEO

4 REASONS CONTENT IS THE GIFT

THAT KEEPS GIVING:

• TRADITIONAL DISPLAY ADS ALONE,

DON'T WORK

• CONTENT = REAL ENGAGEMENT

• LINKS TO PARTNERS/STAKEHOLDERS

• GOOGLE LONG TAIL/SEO

4 REASONS CONTENT IS THE GIFT

THAT KEEPS GIVING:

• TRADITIONAL DISPLAY ADS ALONE,

DON'T WORK

• CONTENT = REAL ENGAGEMENT

• LINKS TO PARTNERS/STAKEHOLDERS

• GOOGLE LONG TAIL/SEO

4 REASONS CONTENT IS THE GIFT

THAT KEEPS GIVING:

• TRADITIONAL DISPLAY ADS ALONE,

DON'T WORK

• CONTENT = REAL ENGAGEMENT

• LINKS TO PARTNERS/STAKEHOLDERS

• GOOGLE LONG TAIL/SEO

4 REASONS CONTENT IS THE GIFT

THAT KEEPS GIVING:

• WHAT ARE THE KEY THINGS YOU

WANT THE CONSUMER TO KNOW

ABOUT YOUR DESTINATION?

• ATTACK MISCONCEPTIONS HEAD ON.

#2 DEFINE BRAND OBJECTIVES

TO GUIDE CONTENT MESSAGING.

• WHAT ARE THE KEY THINGS YOU

WANT THE CONSUMER TO KNOW

ABOUT YOUR DESTINATION?

• ATTACK MISCONCEPTIONS HEAD ON.

#2 DEFINE BRAND OBJECTIVES

TO GUIDE CONTENT MESSAGING.

• WHAT ARE THE KEY THINGS YOU

WANT THE CONSUMER TO KNOW

ABOUT YOUR DESTINATION?

• ATTACK MISCONCEPTIONS HEAD ON.

#2 DEFINE BRAND OBJECTIVES

TO GUIDE CONTENT MESSAGING.

• PACK EACH PIECE OF CONTENT WITH

INSPIRATION AND INFORMATION, (AND

LINKS TO PARTNERS).

• TAKE YOUR TIME WITH GOOD

CONTENT (80/20 RULE)

#2 DEFINE BRAND OBJECTIVES

TO GUIDE CONTENT MESSAGING.

• PACK EACH PIECE OF CONTENT WITH

INSPIRATION AND INFORMATION, (AND

LINKS TO PARTNERS).

• TAKE YOUR TIME WITH GOOD

CONTENT (80/20 RULE)

#2 DEFINE BRAND OBJECTIVES

TO GUIDE CONTENT MESSAGING.

• MOST BANNER ADVERTISING IS

USELESS: MASS MARKETED,

UNTARGETED.

• ALL DISPLAY SHOULD BE GEO-

TARGETED, CONTENT TARGETED –

WITH AT LEAST 5 DIFFERENT

VERSIONS OF THE SAME BANNER

FOR EACH CAMPAIGN.

#3 MAKE DISPLAY ADVERTISING

SMARTER.

-

• MOST BANNER ADVERTISING IS

USELESS: MASS MARKETED,

UNTARGETED.

• ALL DISPLAY SHOULD BE GEO-

TARGETED, CONTENT TARGETED –

WITH AT LEAST 5 DIFFERENT

VERSIONS OF THE SAME BANNER

FOR EACH CAMPAIGN.

#3 MAKE DISPLAY ADVERTISING

SMARTER.

• MOST BANNER ADVERTISING IS

USELESS: MASS MARKETED,

UNTARGETED.

• ALL DISPLAY SHOULD BE GEO-

TARGETED & CONTENT TARGETED…

#3 MAKE DISPLAY ADVERTISING

SMARTER.

…WITH AT LEAST 5 DIFFERENT

VERSIONS OF THE SAME BANNER

FOR EACH CAMPAIGN.

#3 MAKE DISPLAY ADVERTISING

SMARTER.

#3 MAKE DISPLAY ADVERTISING

SMARTER.

#3 MAKE DISPLAY ADVERTISING

SMARTER.

.01% .12% .09%

.15% .17% .20%

TRADITIONAL FAM TRIPS ARE OUTDATED

AND FLAWED AND NEED TO BE REBUILT

FROM START TO FINISH.

#4 REVERSE-ENGINEER PRESS TRIPS.

TRADITIONAL FAM TRIPS ARE OUTDATED

AND FLAWED AND NEED TO BE REBUILT

FROM START TO FINISH.

#4 REVERSE-ENGINEER PRESS TRIPS.

• QUESTIONABLE BLOGGERS.

• LED BY A ‘HANDLER’

• GROUPS OF JOURNALISTS; ONE SIZE

MUST FIT ALL.

• OVER-PLANNED

• PACKAGED EXPERIENCE MAKES FOR

‘PACKAGED’ CONTENT

• DMO SENDS PEOPLE HOME AND “HOPES

FOR THE BEST”

THE PROBLEM WITH PRESS TRIPS

• QUESTIONABLE BLOGGERS.

• LED BY A ‘HANDLER’

• GROUPS OF JOURNALISTS; ONE SIZE

MUST FIT ALL.

• OVER-PLANNED

• PACKAGED EXPERIENCE MAKES FOR

‘PACKAGED’ CONTENT

• DMO SENDS PEOPLE HOME AND “HOPES

FOR THE BEST”

THE PROBLEM WITH PRESS TRIPS

• QUESTIONABLE BLOGGERS.

• LED BY A ‘HANDLER’

• GROUPS OF JOURNALISTS; ONE SIZE

MUST FIT ALL.

• OVER-PLANNED

• PACKAGED EXPERIENCE MAKES FOR

‘PACKAGED’ CONTENT

• DMO SENDS PEOPLE HOME AND “HOPES

FOR THE BEST”

THE PROBLEM WITH PRESS TRIPS

• QUESTIONABLE BLOGGERS.

• LED BY A ‘HANDLER’

• GROUPS OF JOURNALISTS; ONE SIZE

MUST FIT ALL.

• OVER-PLANNED

• PACKAGED EXPERIENCE MAKES FOR

‘PACKAGED’ CONTENT

• DMO SENDS PEOPLE HOME AND “HOPES

FOR THE BEST”

THE PROBLEM WITH PRESS TRIPS

• QUESTIONABLE BLOGGERS.

• LED BY A ‘HANDLER’

• GROUPS OF JOURNALISTS; ONE SIZE

MUST FIT ALL.

• OVER-PLANNED

• PACKAGED EXPERIENCE MAKES FOR

‘PACKAGED’ CONTENT

• DMO SENDS PEOPLE HOME AND “HOPES

FOR THE BEST”

THE PROBLEM WITH PRESS TRIPS

• QUESTIONABLE BLOGGERS.

• LED BY A ‘HANDLER’

• GROUPS OF JOURNALISTS; ONE SIZE

MUST FIT ALL.

• OVER-PLANNED

• PACKAGED EXPERIENCE MAKES FOR

‘PACKAGED’ CONTENT

• DMO SENDS PEOPLE HOME AND “HOPES

FOR THE BEST”

THE PROBLEM WITH PRESS TRIPS

• QUESTIONABLE BLOGGERS.

• LED BY A ‘HANDLER’

• GROUPS OF JOURNALISTS; ONE SIZE

MUST FIT ALL.

• OVER-PLANNED

• PACKAGED EXPERIENCE MAKES FOR

‘PACKAGED’ CONTENT

• DMO SENDS PEOPLE HOME AND “HOPES

FOR THE BEST”

THE PROBLEM WITH PRESS TRIPS

• SELECT JOURNALISTS WITH REAL

REACH

• AVOID GROUPS IF POSSIBLE

• NO HANDLER

• BALANCE POINTS OF INTEREST + LOTS

OF FREE TIME

• CLEAR CONTENT EXPECTATION

HOW TO FIX PRESS TRIPS

• SELECT JOURNALISTS WITH REAL

REACH

• AVOID GROUPS IF POSSIBLE

• NO HANDLER

• BALANCE POINTS OF INTEREST + LOTS

OF FREE TIME

• CLEAR CONTENT EXPECTATION

HOW TO FIX PRESS TRIPS

• SELECT JOURNALISTS WITH REAL

REACH

• AVOID GROUPS IF POSSIBLE

• NO HANDLER

• BALANCE POINTS OF INTEREST + LOTS

OF FREE TIME

• CLEAR CONTENT EXPECTATION

HOW TO FIX PRESS TRIPS

• SELECT JOURNALISTS WITH REAL

REACH

• AVOID GROUPS IF POSSIBLE

• NO HANDLER

• BALANCE POINTS OF INTEREST + LOTS

OF FREE TIME

• CLEAR CONTENT EXPECTATION

HOW TO FIX PRESS TRIPS

• SELECT JOURNALISTS WITH REAL

REACH

• AVOID GROUPS IF POSSIBLE

• NO HANDLER

• BALANCE POINTS OF INTEREST + LOTS

OF FREE TIME

• CLEAR CONTENT EXPECTATION

HOW TO FIX PRESS TRIPS

• SELECT JOURNALISTS WITH REAL

REACH

• AVOID GROUPS IF POSSIBLE

• NO HANDLER

• BALANCE POINTS OF INTEREST + LOTS

OF FREE TIME

• CLEAR CONTENT EXPECTATION

HOW TO FIX PRESS TRIPS

#5 EFFECTIVELY

ASSESS THE

REACH OF A

BLOGGER OR

JOURNALIST

BEFORE

SENDING THEM

ON A TRIP.

• A VERY INCESTUOUS GROUP

• RETWEETS AND COMMENTS CAN BE

DECEIVING.

• DMOS ARE NOT TRYING TO REACH

‘OTHER TRAVEL BLOGGERS’

• ASK FOR THE GOOGLE ANALYTICS!

THE PROBLEM WITH

“TRAVEL BLOGGERS.”

• A VERY INCESTUOUS GROUP

• RETWEETS AND COMMENTS CAN BE

DECEIVING.

• DMOS ARE NOT TRYING TO REACH

‘OTHER TRAVEL BLOGGERS’

• ASK FOR THE GOOGLE ANALYTICS!

THE PROBLEM WITH

“TRAVEL BLOGGERS.”

• A VERY INCESTUOUS GROUP

• RETWEETS AND COMMENTS CAN BE

DECEIVING.

• DMOS ARE NOT TRYING TO REACH

‘OTHER TRAVEL BLOGGERS’

• ASK FOR THE GOOGLE ANALYTICS!

THE PROBLEM WITH

“TRAVEL BLOGGERS.”

• A VERY INCESTUOUS GROUP

• RETWEETS AND COMMENTS CAN BE

DECEIVING.

• DMOS ARE NOT TRYING TO REACH

‘OTHER TRAVEL BLOGGERS’

• ASK FOR THE GOOGLE ANALYTICS!

THE PROBLEM WITH

“TRAVEL BLOGGERS.”

• A VERY INCESTUOUS GROUP

• RETWEETS AND COMMENTS CAN BE

DECEIVING.

• DMOS ARE NOT TRYING TO REACH

‘OTHER TRAVEL BLOGGERS’

• ASK FOR THE GOOGLE ANALYTICS!

THE PROBLEM WITH

“TRAVEL BLOGGERS.”

• NOT ALL PLATFORMS

ARE CREATED EQUAL

• NOT ALL TRAFFIC IS

CREATED EQUAL.

#6 GET SMARTER ABOUT SOCIAL

#7 CONNECT WITH INFLUENCERS.

• PASSIONATE AND TALENTED

• ABLE TO PRODUCE HIGH QUALITY

DIGITAL CONTENT

• LARGE SPHERES OF INFLUENCE

OUTSIDE OF MATADOR

• FAMOUS ENOUGH, BUT NOT TOO

FAMOUS TO PRODUCE WORK.

HOW MATADOR PICKS GREAT

INFLUENCERS.

-

• PASSIONATE AND TALENTED

• ABLE TO PRODUCE HIGH QUALITY

DIGITAL CONTENT

• LARGE SPHERES OF INFLUENCE

OUTSIDE OF MATADOR

• FAMOUS ENOUGH, BUT NOT TOO

FAMOUS TO PRODUCE WORK.

HOW MATADOR PICKS GREAT

INFLUENCERS.

-

• PASSIONATE AND TALENTED

• ABLE TO PRODUCE HIGH QUALITY

DIGITAL CONTENT

• LARGE SPHERES OF INFLUENCE

OUTSIDE OF MATADOR

• FAMOUS ENOUGH, BUT NOT TOO

FAMOUS TO PRODUCE WORK.

HOW MATADOR PICKS GREAT

INFLUENCERS.

-

• PASSIONATE AND TALENTED

• ABLE TO PRODUCE HIGH QUALITY

DIGITAL CONTENT

• LARGE SPHERES OF INFLUENCE

OUTSIDE OF MATADOR

• FAMOUS ENOUGH, BUT NOT TOO

FAMOUS TO PRODUCE WORK.

HOW MATADOR PICKS GREAT

INFLUENCERS.

-

• PASSIONATE AND TALENTED

• ABLE TO PRODUCE HIGH QUALITY

DIGITAL CONTENT

• LARGE SPHERES OF INFLUENCE

OUTSIDE OF MATADOR

• FAMOUS ENOUGH, BUT NOT TOO

FAMOUS TO PRODUCE WORK.

HOW MATADOR PICKS GREAT

INFLUENCERS.

-

• DITCH THE HOST

• MAKE MUSIC VIDEOS

• UNDER OR AROUND 2 MIN

• PRODUCTION COMPANY VS

FREELANCERS

#8 VIDEO - THE SINGLE BEST

FORMAT FOR TRAVEL

STORYTELLING.

• DITCH THE HOST

• MAKE MUSIC VIDEOS

• UNDER OR AROUND 2 MIN

• PRODUCTION COMPANY VS

FREELANCERS

#8 VIDEO - THE SINGLE BEST

FORMAT FOR TRAVEL

STORYTELLING.

• DITCH THE HOST

• MAKE MUSIC VIDEOS

• UNDER OR AROUND 2 MIN

• PRODUCTION COMPANY VS

FREELANCERS

#8 VIDEO - THE SINGLE BEST

FORMAT FOR TRAVEL

STORYTELLING.

• DITCH THE HOST

• MAKE MUSIC VIDEOS

• UNDER OR AROUND 2 MIN

• PRODUCTION COMPANY VS

FREELANCERS

#8 VIDEO - THE SINGLE BEST

FORMAT FOR TRAVEL

STORYTELLING.

• DITCH THE HOST

• MAKE MUSIC VIDEOS

• UNDER OR AROUND 2 MIN

• PRODUCTION COMPANY VS

FREELANCERS

#8 VIDEO - THE SINGLE BEST

FORMAT FOR TRAVEL

STORYTELLING.

• TITLES SHOULD BE DESCRIPTIVE

AND GOOGLE KEYWORD-RICH

• NUMBERS IN TITLES ARE GOOD;

BUT TOP 10’S ARE OUT.

#9 PICK GREAT TITLES.

• TITLES SHOULD BE DESCRIPTIVE

AND GOOGLE KEYWORD-RICH

• NUMBERS IN TITLES ARE GOOD;

BUT TOP 10’S ARE OUT.

#9 PICK GREAT TITLES.

• TITLES SHOULD BE DESCRIPTIVE

AND GOOGLE KEYWORD-RICH

• NUMBERS IN TITLES ARE GOOD;

BUT TOP 10’S ARE OUT.

#9 PICK GREAT TITLES.

#10 STRIVE TO BE 100% ORIGINAL

WITH YOUR CONTENT.

• PHOTOS MAKE THE SOCIAL WEB GO

‘ROUND

• ONE PHOTO PER DAY, EVERYDAY

#11 HAVE A PHOTO STRATEGY.

• PHOTOS MAKE THE SOCIAL WEB GO

‘ROUND

• ONE PHOTO PER DAY, EVERYDAY

#11 HAVE A PHOTO STRATEGY.

• PHOTOS MAKE THE SOCIAL WEB GO

‘ROUND

• ONE PHOTO PER DAY, EVERYDAY

#11 HAVE A PHOTO STRATEGY.

#11 HAVE A PHOTO STRATEGY.

• DIFFERENT SOCIAL PLATFORMS

SHOULD HELP EACH OTHER GROW

• CONTENT/TRAFFIC ANALYTICS ARE

CRITICAL

• SOCIAL MEDIA FOR A DMO IS A

FULL TIME JOB

#12 CREATE A SOCIAL MEDIA

PROCESS.

• DIFFERENT SOCIAL PLATFORMS

SHOULD HELP EACH OTHER GROW

• CONTENT/TRAFFIC ANALYTICS ARE

CRITICAL

• SOCIAL MEDIA FOR A DMO IS A

FULL TIME JOB

#12 CREATE A SOCIAL MEDIA

PROCESS.

• DIFFERENT SOCIAL PLATFORMS

SHOULD HELP EACH OTHER GROW

• CONTENT/TRAFFIC ANALYTICS ARE

CRITICAL

• SOCIAL MEDIA FOR A DMO IS A

FULL TIME JOB

#12 CREATE A SOCIAL MEDIA

PROCESS.

• DIFFERENT SOCIAL PLATFORMS

SHOULD HELP EACH OTHER GROW

• CONTENT/TRAFFIC ANALYTICS ARE

CRITICAL

• SOCIAL MEDIA FOR A DMO IS A

FULL TIME JOB

#12 CREATE A SOCIAL MEDIA

PROCESS.

BEWARE OF NINJAS, MAVENS,

AND WHORES.

• BLIND IS NO WAY

TO FLY!

• GOOGLE

ANALYTICS WILL

CHANGE THE WAY

YOU LOOK AT

MARKETING.

#13 MEASURE

EVERYTHING WITH

GOOGLE

ANALYTICS.

• BLIND IS NO WAY

TO FLY!

• GOOGLE

ANALYTICS WILL

CHANGE THE WAY

YOU LOOK AT

MARKETING.

#13 MEASURE

EVERYTHING WITH

GOOGLE

ANALYTICS.

• BLIND IS NO WAY

TO FLY!

• GOOGLE

ANALYTICS WILL

CHANGE THE WAY

YOU LOOK AT

MARKETING.

#13 MEASURE

EVERYTHING WITH

GOOGLE

ANALYTICS.

• USE OPTIMIZELY OR

GOOGLE ANALYTICS FOR A-B TESTING

#14 A-B TEST KEY PAGES +

INITIATIVES

• USE OPTIMIZELY OR

GOOGLE ANALYTICS FOR A-B TESTING

#14 A-B TEST KEY PAGES +

INITIATIVES

5 KEY TAKEAWAYS +

5 QUESTIONS

EVERY DMO SHOULD ASK ITSELF.

Q: Do you have a content strategy?

1) Content is the new advertising:

?

Q: Do you have a content strategy?

1) Content is the new advertising:

?

Q: What do you want people to know about

your destination?

2) Define brand objectives.

?

Q: What do you want people to know about

your destination?

2) Define brand objectives.

?

Q: How can your brand objectives be packed

into sharable content?

3) Go viral!

?

Q: How can your brand objectives be packed

into sharable content?

3) Go viral!

?

Q: You have a social media presence -- but do

you have a social media PROCESS?

4) Social is exhausting without

organization.

?

Q: You have a social media presence -- but do

you have a social media PROCESS?

4) Social is exhausting without

organization.

?

Q: Do you even know what's working and

what's not?

5) Analytics are super important.

?

Q: Do you even know what's working and

what's not?

5) Analytics are super important.

?

A sound content strategy, will drive traffic

and transactions to partners, help you win

on social, and allow you to create your own

success on the Web.

CONCLUSION:

ROSS BORDEN

CEO |

ROSS@MATADORNETWORK.COM

@ROSSBORDEN

LET’S

TALK.