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Slide deck from the TVIN conference at Tasmania's fantastic Freycinet Lodge.
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NEXT-LEVEL MARKETINGProven tactics. Blue sky thinking. And everything in between.
ME
CLUTTER
Competitors:
PLANNING PROCESS
Competitors:
PLANNING PROCESS
NEW THINKING
Visits
Revenue
Information
TripechoThe lasting value of the traveller
NEW THINKING
Visits
Revenue
Information
Tripecho
Relevancy
The lasting value of the traveller
Relevancy drives revenue
NEW THINKING
Visits
Revenue
Information
Tripecho
Relevancy
Conversation
The lasting value of the traveller
Relevancy drives revenue
Build meaningful relationships
NEW THINKING
Tripecho
Relevancy
Conversation
The lasting value of the traveller
Relevancy drives revenue
Build meaningful relationships
• Fit?• Strategic alignment• Commitment and resources
FIRST
MEASUREMENT
Measuring
MEASUREMENT
Measuring Listening
MEASUREMENT
Measuring Listening Stalking
Classmates.comCraigslist
SixDegrees.comAsianAvenue
Care2Xanga
LiveJournalBlackPlanet
MiGenteMixi (Japan)(SixDegrees closes)
CyworldRyzeStumbleUponMeetup.com
FriendsterFotologPlaxoMyLife
SkyblogCouchsurfingMySpaceTribe.netFast.FMHi5LinkedInOpen BC/XingNetlog (Europe)MyHeritage
Flickr, Piczo, MixiFacebook (Elite Unis)DodgeballOrkut, DogsterMultiply, aSmallWorldCatsterHyvesYelpVimeoTaringa (Argentina)Basecamp
YouTubeFacebook (High School Networks)Xanga (SNS relaunch)Yahoo! 360Cyworld (China)NingBeboAsianAvenue, BlackPlanet (relaunch)Gather.comLooptRenren (China)
Facebook (corporate networks)Cyworld (US)MyChurchQQ (everyone)Windows Live SpacesFacebook (everyone)TwitterCafe MomNasza-Klasa (Poland)Odnoklassniki (Russia)Vkontakte (Russia)
TumblrRavelry
Kaixin001 (China)YammerPlurk
FoursquareGowalla
Google Buzz
OLD
ENGAGEMENT
ENGAGEMENT
Attract the target group to your community
• Strong common interest
• Make it feel alive• Incentives to join• Critical mass
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
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
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
STRATEGY
people on Facebook.500 millionOver
people on Facebook.500 millionOver
log in every day.50%
TASPLAN
SOCIAL ADS
blogs on the Internet.126 million
Build trust, loyalty, engagement and reputation
WHAT SHOULD I BLOG
Twitter ‘tweets’ per day.60 million
• Microblogging – send tweets (140 characters or less)
• Live stream – share and discover what’s happening in real-time
• Listen to what people are saying about topics, competitors, you, your brand etc
• Build credibility, network, traffic
• Participating builds trust• Listening builds trust
MICROBLOG
MICROBLOG
LISTEN
TWEET
Early bird tickets for John Farnham Live http://bit.ly/farnsy
more likely to buy67% of Twitter followers are
products they’re following
WORK IT OUT
WORK IT OUT
WORK IT OUT• To receive discounts• I am a customer• To show others that I
support this brand
• Discounts• Breaking news / info• Exclusive content• Only 2% of respondents
show their support
views per day on YouTube.
1 billion
videos per month.181
The average Internet user watches
MEDIA
GET MILEAGE
GET MILEAGE
GET MILEAGE
GET MILEAGE
MOBILE
MOBILE
MOBILE
IN-DESTINATION
IN-STORE
OPPORTUNITY• In-store experience• Visitor info centre
brand• Location-specific• Seamless experience• In-store / in-
destination
CHECK IN
CHECK IN
AUGMENTED REALITY
PROXIMITY
PROXIMITY
QR CODES
QR CODES
PULL IT TOGETHER
• Email: [email protected] • Twitter: @scottywoodhouse• LinkedIn: www.au.linkedin.com/in/swoodhouse• Hypescience: www.hypescience.com.au
FOLLOW ME
