Presentation slides from a 20 minute seminar covering a basic introduction to digital marketing for businesses operating in the tourism and hospitality sectors.

1. Digital marketing - an
introduction
Barefoot Media
Wednesday 19 September 2012

2. About Barefoot Media
Award-winning content-led marketing campaigns
• Public Relations
• Websites
• Email marketing
• Social media
marketing

3. Who we work with

4. The media landscape
Bought media
• Advertising
• Advertorial
• Pay per click

5. The media landscape
Earned media
• Press coverage (PR)
• 3rd party endorsement
• Cross-media

6. The media landscape
Owned media
• Website
• Blogs
• Social media
• Email marketing

7. Know what you want to
achieve
• Set clear objectives
• Quantifiable goals
• Have a strategy
• Don’t try and do everything

8. Tools

9. A content-led approach
PR
Data
Print capture
Website
Social Email
Media marketing
Media
coverage PPC
Blogs

10. Website
• Your most important marketing asset
• Drive traffic there
• Data capture - email marketing
• Information
• Online booking/availability removes irrelevant
enquiries

11. Public Relations
• What’s new?
• Why are you different?
• Photos/video.
• Where do your target customers consume
media?
• React fast.

12. Email marketing
• Build your email list - incentives, competitions.
• Drive traffic to your website.
• Analyse data & segment. Who are your best
customers?
• Check legal restrictions
• Mobile
• Design consistency

13. Social media:
which platform?

14. Good for business
“A 2011 study by the National Restaurant
Association (USA) confirms that consumers
who use social media, including apps,
Twitter, Facebook, Foursquare and more, not
only dine out more, but are more likely to
become return customers.”

15. Twitter
• 140 million active users
• Half of users signing in at least once a day
• 55% access Twitter via mobile
• What makes people retweet?
• 92% interesting content
• 84% humour
• 66% personal connection

16. Facebook
• 955 million users worldwide.
• 31 million UK users (50% of population).
• Grown by 150 million users in past year.
• Average user has 130 friends and is
connected to 80 pages, events or groups.
• 1 Facebook fan = 20 additional visits to your
website over a year.

17. Facebook company pages

18. Facebook company pages
• Create a page

19. Facebook company pages
• Create a page
• Convert a personal
account to a page

20. Facebook company pages
• Create a page
• Convert a personal
account to a page
• Optimise page

21. Facebook company pages
• Create a page
• Convert a personal
account to a page
• Optimise page
• Post content

22. Facebook company pages
• Create a page
• Convert a personal
account to a page
• Optimise page
• Post content
• Be consistent

23. Google Places
• Create/claim account • Map
• Optimise • Reviews

24. Photography - Instagram
• Photo sharing
• 80 million users
• Edit images - filters, effects
• Social network - follow, comments, likes
• Post to Facebook, Twitter and more
• Location (Foursquare)

25. Trip Advisor
• Claim your business
listing
• Optimise your profile
• Monitor - set up alerts
• Respond quickly (one
and done)
• Report erroneous
reviews

26. Managing multiple
accounts
• Tweetdeck
• Hootsuite
• Buffer
• Post across platforms
• Schedule updates
• Monitoring and evaluation Hootsuite, bit.ly

27. What’s your story?

28. What’s your story?
What’s new?

29. What’s your story?
What’s new?
What makes you special?

30. What’s your story?
What’s new?
What makes you special?
Why are you different?

31. What’s your story?
What’s new?
What makes you special?
Why are you different?
Who cares?

32. Q&A

33. For more information
Phone: 01208 895089
Email: jim@barefootmedia.co.uk
Twitter: @barefootmedia
Facebook: /BarefootMedia
Website: barefootmedia.co.uk