heritage tourism presentation

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Slide deck from Tasmania's Heritage Tourism Workshops on June 21 and 22, 2010.

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in tourism, business and life.

Stuff  you  can  use  -­‐  channels  Social  

networks  

Social  Ads  

Ad  networks  

1-­‐way   Social  

Ad networks

Email  

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  

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

Facebook  

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    

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