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Paul Anderson and Michele Peck discuss how effectively integrating electronic media, social media and target dialogue is leveling the marketing playing field for destinations of all sizes. This interactive seminar includes a discussion of current trends and applied experiences, along with a showcase of big flops and best practices.
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“e-” is for Everyone
“e-” is for Everyone
“i-” is for Introductions
“e-” is for Everyone
“a-” is for Audience
Participation
“e-” is for Everyone
“t-” is for Toolbox
“e-” is for Everyone
“t-” is for Toolbox
“e-” is for Everyone
Digital Public
Relations
Social Media
“e-” is for Everyone
Ezines – electronic magazines150 million bloggersPodcastersE-mail NewslettersOnline Journalists
Digital PR is about your Presence, Position and Being Noticed in electronic media
“e-” is for Everyone
Social networking use has doubled since 2007 There are more than 1 BILLION social media users in the world!!!
(Source: Mashable 6-15-11)
Social Media is about Conversations and Interactions with others.
“e-” is for Everyone
“It is not the question of whether we will use social media, but how we will use it”.
- Erik Qualman “Socialnomics” 2009
“e-” is for Everyone
“f-” is for Free(ish)
“e-” is for Everyone
“e-” is for E-mail
"E-mail actually drives a lot of the social web activity, through notifications, alerts and more. Email is a great complement to social in that it allows marketers to extend the reach of their messages and identify influencers on their list.”
-Greg Cangialosi, CEO Blue Sky Factory
“e-” is for Everyone
SOCIAL MEDIA9%IN-
STORE11%
TEXT MES-
SAGE18%MAILER23%
E-MAIL37%
OTHER3%
(Source: Crossview press release, July 24, 2010)
“e-” is for Everyone
E-mail MarketingGetResponseConstant
ContactMailChimpGraphicMailVertical
ResponseBenchmark E-
mailiContactExact Target
http://www.email-marketing-options.com
“e-” is for Everyone
Information Blasts
Widespread Offers
Portability
Why E-mail Matters
“e-” is for Everyone
E-mail Marketing EMAIL UNIVERSE
http://emailuniverse.com/ CONSTANT CONTACT
http://www.constantcontact.com/index.jsp http://search.constantcontact.com/email-marketing/index.jsp
EMAIL MARKETING OPTONShttp://www.email-marketing-options.com
“e-” is for Everyone
“g-” is for Gowalla
“e-” is for Everyone
Check-ins Trips 1.5 million members* (USA Today, 06/23/11)
“e-” is for Everyone
Benefits: Virtual tour guide Social integration Live feedback
“e-” is for Everyone
“f-” is for Facebook
“e-” is for Everyone
800 million active users*More than 50% log in daily*Over 700 BILLION minutes per monthMore than 350 million mobile access points*Over 1 million business pagesAverage user has 130 friends and follows 80 Businesses
(Source: Facebook.com, 10/24/11)
“e-” is for Everyone
AlleyFest 1542ArtWalk Longview 375Downtown Market / Music on the Plaza 1499Longview Convention and Visitors Bureau 504Longview Main Street 525Discover Downtown Christmas 115Longview Chamber of Commerce 730East Texas Outdoor EXPO 77Freeze Your Fanny Bike Ride 125Great Texas Balloon Race 855Longview, Texas 317
“e-” is for Everyone
VisitLongviewTexas.com
Facebook/VisitLongview
Facebook/LongviewMainStreet
@VisitLongviewTX
@Longview_MainSt
“e-” is for Everyone
Benefits Increased awareness Increased traffic to websiteMore favorable perceptions of your brandMonitor and engage in conversations Identify both positive and negative comments
“e-” is for Everyone
“y-” is for YouTube
“e-” is for Everyone
Behold the power of GoogleMore than 3 billion videos viewed daily*100 million people take social action on YouTube weekly*
(YouTube.com, 10/24/11)
“e-” is for Everyone
Benefits:CustomizableActions speak louder than words (and pictures)Embed tools
(YouTube.com, 10/24/11)
“e-” is for Everyone
“t-” is for Twitter
“e-” is for Everyone
140 characters or less Mobile & linked 100 million active users
(Time.com, 9/9/11)
“e-” is for Everyone
Vocabulary: Hashtag (#) Via (@) Related
(Time.com, 9/9/11)
“e-” is for Everyone
(Twitter.com 10.24.11)
“e-” is for Everyone
Benefits: Trackable (bit.ly) Plan-able (Hootsuite) Shareable
“e-” is for Everyone
“f-” is for Foursquare
“e-” is for Everyone
CheckinUser IncentivesSocial More than 10 million users
(USA Today, 6.23.11)
“e-” is for Everyone
CHECKIN*Connect Your BrandHarness new fansEngage your followersCreate rewardsKnock out competition
Incentivize customersNever stop entertaining (The Power of foursquare, Carmine Gallo)
“e-” is for Everyone
“f-” is for Flickr
“e-” is for Everyone
Photo sharing/hostingMust have a Yahoo account to postMore than 51 million users*Picasa, Shutterfly, Kodak, Facebook, etc.
(Yahoo.com, 6.11)
“e-” is for Everyone
“p-” is for Pinterest
“e-” is for Everyone
Virtual pin board of bookmarks Consolidated Visual Inspires creativity Invitation by request
“e-” is for Everyone
“y-” is for Yelp
“e-” is for Everyone
Portable, instant, public suggestion box 17 million reviews by April 2011* Crushed CitySearch & Yahoo local
(Searchengineland.com, 5.26.11)
“e-” is for Everyone
“g-” is for Google+
“e-” is for Everyone
Circles mirror Facebook friend categoriesShare by circle – not with allHuddle = group chatVideo chatMore than 40 million users* (Gizmodo.com, 10.17.11)
“e-” is for Everyone
“q-” is for QR Codes
“e-” is for Everyone
Old is new-ish Interactive Limited
“e-” is for Everyone
Text to phone Link to text message V-card Mobile Optimized* Website
“e-” is for Everyone
Fun/Insider Promotional Extend Campaigns
“e-” is for Everyone
“t-” is for Trends
“e-” is for Everyone
“Whisper Codes”Special offer for loyal, engaged “fans”
(Source: Facebook Marketing Talks 11/1/11)
“e-” is for Everyone
vs.
“e-” is for Everyone
Multi-Social Media Campaigns
“e-” is for Everyone
“s-” is for Successes
“e-” is for Everyone
Facebook provides highly-targeted market research “If it’s not social, we’re not doing it.” 1-800-FLOWERS Mother’s Day Pre-Promotion 4 most liked = 4/5 top selling Measures campaign success by engaged customers
(Source: Facebook Marketing Talks 11/1/11)
“e-” is for Everyone
NY Central Park + Barcodes =The World Park
“e-” is for Everyone
“e-” is for Everyone
The World Park Insider Interactive Fame game Co-opportunity
“e-” is for Everyone
“f-” is for Flops
“e-” is for Everyone
Try not to use a disaster to boost your brand*
How you can #SupportJapan - http://binged.it/fEh7iT. For every retweet, @bing will give $1 to Japan quake victims, up to $100K. Try Bing. A new way to search, explore, & decide
(Computer World 3.14.11)
“e-” is for Everyone
Undirected and unrewarded* (Multichannel Merchant 8.24.11)
“e-” is for Everyone
When branding your page, re-read your URL… several times. Need a therapist? therapistfinder.com (corrected to counselingcalifornia.com) Planning a Tahoe trip? gotahoe.com (“corrected” to gotahoenorth.com) Need a pen? ;)
“e-” is for Everyone
“i-” is for Integration
“e-” is for Everyone
Make a dynamic plan Determine a voice Set measurable goals Select & brand platforms Create & schedule messages Engage followers Evaluate engagement Evolve & enhance user experiences
“t-” is for Thanks!
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