Integrated Digital Strategy - Lafayette, IN - May 12, 2011
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A presentation about integrating digital and social strategy into the tourism and hospitality industry.
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Integrated Digital Strategy - Lafayette, IN - May 12, 2011
- 1. May 12, 2011 Integrated Digital Strategy for Hospitality
- 2. Welcome JeWilliams@VisitIndiana.com 317.232.8897 @VisitIndiana @JeremyAWilliams
- 3. What is Visit Indiana? • Leisure tourism marketing arm for the State of Indiana • Staff of six • Stand-alone agency reporting to Lt. Gov. Skillman • Current budget of $2.4 million in state funds • Have used social media in marketing mix since 2007 • VisitIndiana.com
- 4. What will we talk about today?
- 5. Headline Here • Copy points here copy points here •Sub text here • Copy points here copy points here • Copy points here copy points here •Sub text here
- 6. Headline Here • Copy points here copy points here •Sub text here • Copy points here copy points here • Copy points here copy points here •Sub text here
- 7. TripAdvisor • Among top travel review sites in the world • Members post reviews of hotels, restaurants, attractions • VERY important for hospitality industry
- 8. Create Account, Claim Business, Respond:
- 10. Blog Stats - 2011 • Website regularly updated with copy, images video…commonly in reverse chronological order1 • Many of the websites you visit now are technically blogs • Lines between blog/website are increasingly more blurry • Platforms like WordPress can enable you to blog and are capable of being a complete CMS website Sources: 1. wikipedia.org
- 11. Why Should I Blog? • Search Engines love frequent and recent content •56% of Indiana Insider Blog traffic via Search in 2010 • Easily updated with up-to-date info • Once it’s up, very easy to manage
- 12. Headline Here • Copy points here copy points here •Sub text here • Copy points here copy points here • Copy points here copy points here •Sub text here
- 13. Which platform to choose?
- 14. Engage: • Set up email subscriptions for your blog • feedburner.google.com • Email your mailing list telling them about your blog • Include snippets in emails to consumers/partners • Push out via Facebook and Twitter
- 15. Measure: • Many different ways to measure • Analytics platform: Google Analytics, WebTrends, Yahoo Analytics • Most blog platforms have some analytics • In-platform analytics: already set up, less detailed • External analytics: takes time to set up, very detailed
- 16. What to track?
- 17. • Copy points here copy points here •Sub text here • Copy points here copy points here • Copy points here copy points here •Sub text here
- 18. Facebook Stats - 2011 • Nearly 600 million users • 50% of our active users log on any given day • Average user has 130 friends • People spend over 700 billion minutes/month on FB • Roughly 20 hours/month per user •Users average 23 minutes per Facebook session • Avg. user connected to 80 community pages, groups and events Sources: All stats from facebook.com
- 19. Facebook.com/Page Headline Here • Copy points here copy points here •Sub text here • Copy points here copy points here • Copy points here copy points here •Sub text here
- 20. Headline Here
- 21. Engage • Giveaways/Contests • Ask questions • Answer questions • Interact • Share relevant info • Develop relationship
- 22. Facebook Ads • Target exactly who you want as fans • Inexpensive way to gain fans • Purchase Pay-per-Click, not Impressions
- 23. Measure: Facebook Insights • Copy points here copy points here •Sub text here • Copy points here copy points here • Copy points here copy points here •Sub text here
- 25. Twitter Stats - 2011 • 5 years old • 200 million users1 • Took 3+ years to reach 1B tweets (Mar ‘06-May ’09)2 • Now 1B tweets are sent in just one week2 • Twitter users are the most influential online customers, their influence spreads across all areas of the internet.3 Sources: 1. bbc.co.uk; 2. blog.twitter.com ; 3. ExactTarget SFF Research (2010)
- 26. • Copy points here copy points here •Sub text here • Copy points here copy points here • Copy points here copy points here •Sub text here
- 27. Social Media Management tools TweetDeck HootSuite • 200 million users1 •Sub text here • Copy points here copy points here • Copy points here copy points here •Sub text here Sources: 1. bbc.co.uk
- 28. 40% of Tweets from Mobile Devices 1 Sources: 1. CES 2011 (Mashable.com)
- 29. Engage • Listen first • Ask questions • Answer questions • Interact • Share relevant info • Use for customer service • Develop relationship
- 30. Measure: • @ Mentions and Direct Messages • Retweets (how many times were you retweeted?) • Inbound links to your website via Twitter • Requires web analytics package like Google Analytics/WebTrends
- 31. Headline Here • Copy points here copy points here •Sub text here • Copy points here copy points here • Copy points here copy points here •Sub text here
- 32. YouTube Stats - 2011 • More than 35 hours of video uploaded every minute1 • YouTube is the second largest US Search Engine2 Sources: 1. youtube.com; 2.Mashable.com
- 33. Channel Page • Copy points here copy points here •Sub text here • Copy points here copy points here • Copy points here copy points here •Sub text here
- 34. Engage: • Create interesting and engaging videos • Behind-the-scenes, tips and tricks, insider information • Easily embed videos in websites and blogs • Include links to videos in email • Share videos on Facebook and Twitter
- 35. Measure: YouTube Insight • Copy points here copy points here •Sub text here • Copy points here copy points here • Copy points here copy points here •Sub text here
- 36. • Copy points here copy points here •Sub text here • Copy points here copy points here • Copy points here copy points here •Sub text here
- 37. Flickr Stats - 2011 • More than 5 Billion photos1 • One of the most popular photo sharing sites • In 3.5 years, VisitIndiana has >10,000 photos in group Sources: 1. blog.flickr.net;
- 38. Collections • Copy points here copy points here •Sub text here • Copy points here copy points here • Copy points here copy points here •Sub text here
- 39. Flickr Group • Copy points here copy points here •Sub text here • Copy points here copy points here • Copy points here copy points here •Sub text here
- 40. Engage: • Create Group • Search for photos of your area or attraction • Invite user to share photo with group • Push out favorite photos via Facebook, Twitter.
- 41. Measure: • Copy points here copy points here •Sub text here • Copy points here copy points here • Copy points here copy points here •Sub text here
- 42. • Copy points here copy points here •Sub text here • Copy points here copy points here • Copy points here copy points here •Sub text here
- 43. Foursquare Stats - 2011 • Location Based Network • 100% fueled by mobile • 8 million users • Businesses can offer discounts/badges to visitors • The new ‘loyalty card’
- 44. Getting Started • Brick & Mortar • Claim Your Location • Offer discounts for loyal customers • CVB/Association • Create account, add tips to partners/members
- 50. What is a QR code? • 2D scannable image that can bridge online with traditional mediums • Print, TV, Outdoors • User with smartphone scans QR code • Sent to website • Get contact information • ‘Like’ a Facebook page
- 51. Outdoor
- 52. Print
- 53. Important! QRs MUST send users to a mobile website/page
- 54. Engage: • Use in traditional media • Use to provide more information • Link to video about behind-the-scenes in a museum • Link to trail map at a walking trail • Link to mobile-ready coupons at an in-store display • Link to mobile site in a print ad
- 55. Measure: • Tricky • Some paid QR creation sites provide analytics • Turn any link into a QR code for free w/minimal stats: • bit.ly • goo.gl • Accurate tracking requires appending tracking data to your links that your Analytics package can read • Not hard to do, just requires time
- 57. Advertise on VisitIndiana.com • 636,000 visitors in 2010 • 71% of VI.com visitors are planning to travel to IN1 • 50% of VI.com visitors actually visit Indiana1 • Many free opportunities Sources: 1. TNS – Dec. 2008
- 58. Free Opportunities: • Discount Coupons/Packages • Trip Ideas • Event Listings • Find out more at Tourism.IN.gov • Click on Ad Portal 2011 to get started
- 59. Resources • Presentation: bit.ly/IOTD-Laf-SocialMedia • ExactTarget Research: bit.ly/TTC-SFF • Tourism Tech Corner: VisitIndiana.com/TechCorner
- 60. Questions? JeWilliams@VisitIndiana.com 317.232.8897 @VisitIndiana @JeremyAWilliams