heritage tourism presentation
DESCRIPTION
Slide deck from Tasmania's Heritage Tourism Workshops on June 21 and 22, 2010.TRANSCRIPT
in tourism, business and life.
Stuff you can use -‐ channels Social
networks
Social Ads
Ad networks
1-‐way Social
Ad networks
Business apps Image
hos=ng
Webinars
Live stream Livecast
Podcasts
Social news
Widgets
Comments / reviews Blogging
Website
SEM
SEO
Rich media
Loca=on services Travel
communi=es
Measuring
Listening
Stalking
Measurement ac=on plan
Signup to Google Analytics and get tracking code in your website
Visit your Google Analytics account - ask “so what?”
Set up Google Alerts for your brand, your competitors, key areas of interest
www.analytics.google.com
www.alerts.google.com
Measure social impact of your website and your closest competitors
www.backtype.com
Email • It works • Built on trust and value – poor execu=on can hurt
Email – golden advice 1. Deliver value – trade something 2. Be regular / consistent
• Balancing act between mindshare and bugging people • Fortnightly or monthly work best
3. Be on-‐;me • B2B: Tues – Thurs, 9:30am =ll 3pm • B2C: Fri – Sun, 5pm =ll 8pm
4. From name -‐ #1 factor in whether people open • Familiar, and keep it consistent
5. Subject – Capture interest, don’t trigger spam, and keep consistent formaJng • 20 – 50 characters • Follow deliverability rules (70% -‐ 80% don’t make it)
• Smart copy – avoid spammy language (‘sale’, ‘fee’, ‘bonus’, ‘crazy deal’ etc) • Get added to recipients’ address books • Check out an=-‐spamming regula=ons (ADMA)
• 2 components – variable + consistent 6. Don’t forget plain text (otherwise 5% won’t see it) 7. Feed your list
• Segment 8. Respect yourself
• No unsolicited mail • Stay on topic – what they signed up for • Add a permission footer to explain why you’re contac=ng them • Preferences -‐ Give people choices in how o`en they’re contacted and what for
Email ac=on plan
www.mailchimp.com
Social networks aren’t new
Classmates.com Craigslist
SixDegrees.com AsianAvenue
Care2 Xanga
LiveJournal BlackPlanet
MiGente Mixi (Japan) (SixDegrees closes)
Cyworld Ryze StumbleUpon Meetup.com
Friendster Fotolog Plaxo MyLife
Skyblog Couchsurfing MySpace Tribe.net Fast.FM Hi5 LinkedIn Open BC/Xing Netlog (Europe) MyHeritage
Flickr, Piczo, Mixi Facebook (Elite Unis) Dodgeball Orkut, Dogster Multiply, aSmallWorld Catster Hyves Yelp Vimeo Taringa (Argentina) Basecamp
YouTube Facebook (High School Networks) Xanga (SNS relaunch) Yahoo! 360 Cyworld (China) Ning Bebo AsianAvenue, BlackPlanet (relaunch) Gather.com Loopt Renren (China)
Facebook (corporate networks) Cyworld (US) MyChurch QQ (everyone) Windows Live Spaces Facebook (everyone) Twitter Cafe Mom Nasza-Klasa (Poland) Odnoklassniki (Russia) Vkontakte (Russia)
Tumblr Ravelry
Kaixin001 (China) Yammer Plurk
Foursquare Gowalla
Google Buzz
Social content
Op;ons
• Use exis=ng social placorms like Facebook, Twider, LinkedIn, YouTube etc • Mix exis=ng social placorms with your content • Create your own online community
Rules
• Sophis=cated users • Humanised brands, real conversa=ons • Trading things of value • If you want people to pay aden=on – give them the truth • Listen, learn and engage with an authen=c voice
Social media strategy
Attract the target group to your community
• Strong common interest • Make it feel alive • Incentives to join • Critical mass
Social media strategy
Attract the target group to your community
Get them activated in the community
• Creators (5%) • Contributors (20%) • Lurkers (75%)
• Strong common interest • Make it feel alive • Incentives to join • Critical mass
Social media strategy
Attract the target group to your community
Get them activated in the community
Learn about your members in a social context
• Members’ preferences? • How can you participate? • Be close to them?
• Creators (5%) • Contributors (20%) • Lurkers (75%)
• Strong common interest • Make it feel alive • Incentives to join • Critical mass
Social media strategy
Attract the target group to your community
Get them activated in the community
Learn about your members in a social context
Communicate and engage based on information in the community
• Gender, age – lame • Company, job – ok • Interests – good • Behaviour – awesome!
• Members’ preferences? • How can you participate? • Be close to them?
• Creators (5%) • Contributors (20%) • Lurkers (75%)
• Strong common interest • Make it feel alive • Incentives to join • Critical mass
Listen. Measure. Optimise.
Content strategy
Facebook social ads
Track your performance
Media sharing
What is a blog? • A place for regular news, updates and value (at least weekly) • Simple, relaxed, quick, easy and informal • A platform to express thoughts, theories and opinions • A place to build credibility and build a loyal readership • Somewhere to invite discussion and feedback • A powerful marketing channel – traffic, relationships, SEO etc
What a blog isn’t • A hard sell
What should I blog about?
Build trust, loyalty, engagement and reputation
Get trac=on Social links Make it easy for people to share your content on their favourite social networks
Link out Link to other bloggers – they’re likely to return the favour
Link in Clearly link to your blog from your website, social platforms you use, email signature - whatever
Invite comments Social content is often viral content
Provide a feed RSS feeds are offered up by most blogging services – use them!
Blog ac=on plan
Check out www.blogger.com
Visit www.technorati.com/travel - look at a few featured blogs
Consider a) do I have something valuable to talk about regularly and b) can I commit to it?
Twider • Microblogging – send tweets (140 characters or less) • Live stream – share and discover what’s happening in real-‐=me • Listen to what people are saying about topics, compe=tors, you, your brand etc • Build credibility, network, traffic
Twider – the business / the persona
Twider -‐ measurement
• What are people saying? • Is it good or bad?
Social media ac=on plan
Social media ac=on plan
• Support your objectives • How will they feed / support one another? • Reserve your username now
Travel communi=es – build reputa=on
Travel communi=es Participate to create marketing value • Build a positive reputation by being helpful • Establish yourself as a local expert • Build sales leads and brand awareness • Content is indexed by Google and shared across the web
Be honest about who you are • No one can sniff out a fake customer quicker than an online community!
Inspired by: http://blog.travellr.com/building-long-term-online-reputation-through
Travel communi=es – get mileage
Travel communi=es – get mileage
Travel communi=es – get mileage
Travel communi=es – get mileage
Search is changing
Local search ac=on plan
Go to: www.google.com/local/add
Mobile
Mobile ac=on plan
1. Add yourself to Google local search 2. Make sure your website clearly describes what you do, where you’re
located and your times of operation – this makes scraping your site easier for tools like Goby.
3. Implement a booking or reservation system that supports distribution of your data through standard formats (SaaS will do this better than standalone systems)
4. Ensure your local Tourism Tas / other DMO’s have your updated information
5. Include yourself in as many sources of data as possible – local business listings, specialty directories etc
Do keyword phrase research • Look at the customer environment
Too general ‘accomodation’
Just right ‘Hunter Valley accomodation’
Too specific ‘Boutique
accomodation in the Hunter Valley
with pool and tennis’
Do keyword research • Look at the customer environment
Bringing it together
Follow me • Email: swoodhouse@in-‐tellinc.com.au • Twider: @scodywoodhouse • LinkedIn: www.au.linkedin.com/in/swoodhouse • Hypescience: www.hypescience.com.au