tourism tasmania digital coach live sessions - digital marketing
DESCRIPTION
Here's the slides from my Digital Coach live sessions in Hobart, Launceston and Burnie - thanks to everyone that came! Be sure to get in touch with me on [email protected] if you have any questions.TRANSCRIPT
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DIGITAL MARKETINGTourism Tasmania Digital Coach Program 2011Presented by Scott Woodhouse – www.necessarygroup.com
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SHINY OBJECT
SYNDROME
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“Everything will be great once we get
Facebook”
ull of it...
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STORY
What we believe and do
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STORY + NEEDS
What we believe and do
What customers
believe and do
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= MONEY
What we believe and do
What customers
believe and do
WIN WIN
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PAID MEDIA
Renting marketing assets• Brochures• Print ads• Banner ads• Google AdWords
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EARNED MEDIA
Building marketing assets• Email list• Great reviews• A great website that works• Social media presence that works• Search engine rank
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4. ‘Trip-echo’ / loyalty loop
1. Ad / trigger
3. Website / sale
2. Comparison / reviews
80% of digital spend is here
80% of influence is here
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MEASUREMENT
Measuring Listening Stalking
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MEASUREMENT
Measuring Listening Stalking
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MEASUREMENT
Measuring Listening Stalking
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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.google.com/analytics
www.alerts.google.com
Measure social impact of your website and your closest competitors
www.howsociable.comwww.socialmention.com
ACTION
Discover media habits of customers, and where they hang out on the web www.google.com/adplanner
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WHAT PEOPLE WANTPersonality-fit• Leisure vs adventure• Make judgements in 3 seconds
User experience• Visit 4 times before booking• Usability critical (40%) vs price (62%)• Easy to navigate (44%)• No errors (22%)• Promos / discounts (21%)• Findability of contact details (15%)
Social proof• User reviews (58%)• User ratings (42%)• Official pictures (35%)• User photos / video (26%)• Official video (8%)
Make it easy to use
Select a tone of voice, pictures etc that ‘speak to your audience
Have a strategy for leveraging reviews and social content
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PERSONASBrad
In Brad’s own words:“I just wanna kick back in the sun and get a tan with my girlfriend – no screaming kids”
He’s searching for:• “Beachfront accomodation Freycinet” • “Luxury accomodation Freycinet”
He needs:• Book online – quickly and easily• Critic reviews / recognition• Guarantee / cues of quality
He’s a big user of:• TripAdvisor• iPhone
What are your top 2? Speak to them!
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PERSONASDave
In Dave’s own words:“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• Social proof – user submitted photos, reviews• Entertainment for the kids
He’s a big user of:• Facebook • iPhone
What are your top 2? Speak to them!
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3 SECONDS
1. Personality fit 2. Don’t make me think!3. Call to action
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Do each of your pages guide the user towards action?
ACTION
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90 trillionemails sent in 2010.
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• It works• Built on trust, value and relevancy – poor execution can hurt
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81%is spam.
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CREATE SOME URGENCY = 29% higher email open rate• i.e. 2 days till offer expires, registration ends today, today’s your last chance, free webinar on Nov 11th
MAKE IT EXCLUSIVE = 24% higher open rate• The word ‘exclusive’ or ‘private’, ‘VIP’, ‘for past customers only’, exclusive offer
TIME IT RIGHT = 100% higher open rate• 7am (best) till 9am (at worst)• After 12pm you’ll cut your open rate in half!• 2-touch works best – balance between mindshare and bugging people
1 CALL TO ACTION = 40% higher response rate• Every link in email goes to same place, rather than multiple calls to action
CASH IN ON FACEBOOK JUNKIES = 32% higher open rate• Just mention ‘Facebook’ in subject line – that’s it!
EMAIL GOLD
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FROM 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 trust
RESPECT YOURSELF = other people respecting you • No unsolicited mail• Only what people signed up for – no surprises
STAY ON SUBJECT = #2 factor in whether they’ll open it• 20 – 50 characters• Capture interest• Avoid ‘spammy’ language – ‘free’, ‘cheap’, ‘crazy deal’
EMAIL GOLD
DELIVER TRUST & VALUE!!
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INSIGHTS• Who opened?• Who clicked?• Who bounced?• What times of day / week work best?• Where did they click?• What messages are working?
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www.mailchimp.comACTION
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IT’S NOT THIS
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OR THIS
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IT’S THIS
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Social tech empowers people to talk about what they want to. Not what you want them to.
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HOW?listen attract activate learn harvest
Listen carefully. What are your opportunities?
• SocialMention.com• Google Alerts• HowSociable.com
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HOW?listen attract activate learn harvest
Listen carefully. What are your opportunities?
Attract your audience – like busy restaurant
• SocialMention.com• Google Alerts• HowSociable.com
• Strong common interest• What’s valuable?• Incentives to join
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HOW?listen attract activate learn harvest
Listen carefully. What are your opportunities?
Attract your audience – like busy restaurant
Get people engaged and active
• SocialMention.com• Google Alerts• HowSociable.com
• Strong common interest• What’s valuable?• Incentives to join
• Give them stuff to play with• Ask questions• Have conversations
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HOW?listen attract activate learn harvest
Listen carefully. What are your opportunities?
Attract your audience – like busy restaurant
Get people engaged and active
Learn about people – what do they like?
• SocialMention.com• Google Alerts• HowSociable.com
• Strong common interest• What’s valuable?• Incentives to join
• Give them stuff to play with• Ask questions• Have conversations
• What stuff to they engage with most?
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HOW?listen attract activate learn harvest
Listen carefully. What are your opportunities?
Attract your audience – like busy restaurant
Get people engaged and active
Learn about people – what do they like?
Use what you know to get value
• SocialMention.com• Google Alerts• HowSociable.com• search.twitter.com
• Strong common interest• What’s valuable?• Incentives to join
• Give them stuff to play with• Ask questions• Have conversations
• What stuff to they engage with most?• Do experiments – not research
• Drive traffic to your site• Give tools for word of mouth
3 to 1 rule: • 3 conversational, interesting updates with no purpose other than creating engagement (questions, links (not to your site) • Then go for a converting message – still interesting, but its goal is to convert
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Listen - www.socialmention.com
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Listen - www.search.twitter.com
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CASE STUDY
Attract – create valuable
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Attract - photos of trips
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Activate - FBML application
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Learn – what do they like?
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Harvest – call to action
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Build rep through niche communities
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http://www.tripadvisor.in/WidgetEmbed
INTEGRATE
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http://developers.facebook.com/docs/reference/plugins/like/
INTEGRATE
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ACTION www.google.com/adplannerwww.flowtown.com/blog
www.checkfacebook.com
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Where do people talk about stuff? www.howsociable.com
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blogs on the Internet.126 million
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• 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
• A hard sell
WHAT A BLOG IS
WHAT A BLOG ISN’T
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Build trust, loyalty, engagement and reputation
WHAT SHOULD I BLOG
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Check out www.blogger.com, www.wordpress.com, www.wordpress.org
Take a look at some travel blogs to get an idea what they’re about
Consider a) do I have something valuable to talk about regularly and b) can I commit to it?
ACTION
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MICROBLOG
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views per day on YouTube.1 billion
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MEDIA
Use YouTube to host video
Keyword optimise videos
Link to your site
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BRING IT TOGETHER
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• Email: [email protected] • Twitter: @scottywoodhouse• LinkedIn: www.au.linkedin.com/in/swoodhouse• Hypescience: www.hypescience.com.au
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