Destination Marketing Best Practices and Trends 2012

Digital Trends & Best Prac2ces For DMOs in 2012

Marni at 4 years old J

“The next digital decade is here. By 2016, adver:sers will spend as much on interac:ve marke:ng as they do on television adver:sing today. Investment in search marke:ng, display adver:sing, email marke:ng, mobile marke:ng, and

social media will near $77 billion and represent 26% of all adver:sing, as interac:ve channels gain legi:macy in the marke:ng mix.”

SOURCE FORRESTER RESEARCH, US INTERACTIVE MARKETING FORECAST 2011 -‐ 2016

What needs to be top of mind for DMOs/Bureaus? •  Strategic Integrated Marke:ng Plans & Campaigns •  Traveler ATtudes on Digital •  Digital Trends 2012 & Best Prac:ces

–  Mobile & Local –  User Generated & Social –  Search –  Digital PR

•  Developing content for visitors •  Resource alloca:on •  GeTng the best ROI/tracking

Agenda

The Importance of Integra2on

Public Rela2ons

Local Search

Website

Market Research

Media Buying

Mobile Marke2ng

Social Media

SEO/SEM

Adver2sing

Crea2ve

Source: State of the American Traveler January 2012

The Importance of Integra2on

Traveler AWtudes on Digital

Traveler A5tudes

Traveler A5tudes

Digital Trends & Best Prac2ces: Mobile

More Devices, More PlaXorms, More Interfaces

Digital Trends and Best Prac2ces: Mobile


Source: Media Tablet Shipments Miss Third Quarter Targets, But New Entrants and Holiday Demand Will Spark Fourth Quarter Growth, According to IDC h\p://www.idc.com/getdoc.jsp?containerId=prUS23228211 *Gartner Says Sales of Mobile Devices Grew 5.6 Percent in Third Quarter of 2011; Smartphone Sales Increased 42 Percent h\p://www.gartner.com/it/page.jsp?id=1848514


Device Total Worldwide Sales

Mobile Devices 440m

Smartphone Devices 115m

PC Sales 91.9m

Total Tablet Sales 18.1m

Total iPad Sales 11.1m (61% share)

Android Tablet 6m (32% share)

eReaders 6.5m

Perspec:ve – 3Q11


Highlights: •  Global spending on media tablets is forecast to increase at an annual average rate of 52% through 2015. •  This boost has more than offset a reduc:on in the PC forecast, which factored in subs:tu:on by media tablets.


h\p://www.nielsen.com/content/dam/corporate/us/en/reports-‐downloads/2011-‐Reports/state-‐of-‐mobile-‐Q3-‐2011.pdf

State of Mobile Q3 2011 h\p://www.nielsen.com/content/dam/corporate/us/en/reports-‐downloads/2011-‐Reports/state-‐of-‐mobile-‐Q3-‐2011.pdf


Two ways of viewing mobile 1.  Poten:al visitor who is looking to travel somewhere 2.  Visitor who is in your des:na:on

–  This will be the majority of mobile usage





Pocono Mountains SMS/QR Code Promo:on NJ Transit Trains Poster


Pocono Mountains SMS/QR Code Promo:on Commuter Sta:on


Pocono Mountains SMS/QR Code Promo:on Train Plaiorms


Pocono Mountains SMS/QR Code Promo:on Text Offer Example


Visitor Who is Already in Your Des:na:on



ExplorePHL.mobi h\p://m.philadelphiamac.org/mobile/


*Media Tablet Shipments Miss Third Quarter Targets, But New Entrants and Holiday Demand Will Spark Fourth Quarter Growth, According to IDC hnp://www.idc.com/getdoc.jsp?containerId=prUS23228211 Gartner Says Sales of Mobile Devices Grew 5.6 Percent in Third Quarter of 2011; Smartphone Sales Increased 42 Percent hnp://www.gartner.com/it/page.jsp?id=1848514

Top 5 Reasons to Create a Mobile Website 1.  Mobile Websites reach all audiences, apps do not. 2.  Your website might be hard or impossible to use on mobile. 3.  43 million people check e-‐mail daily via mobile. 4.  There are 83 million people on the mobile web according

to Nielsen’s State of the Media Report. 5.  Smartphones are now outselling PCs (91m vs. 115m 3Q11*)

Crea:ng a Mobile Website?

1.  All local content is accurate and op:mized for search –  Google Places, Yelp, CitySearch

2.  Simplify then simplify again! 3.  Keep number pages to a minimum – streamline 4.  Match branding elements from website to mobile

site 5.  Avoid Flash or Java 6.  Mobile redirect 7.  Reduce amount of text entry necessary (use

dropdowns) 8.  Easy link to visit full site 9.  Loca:on aware capabili:es (detect loca:on of

device)


www.loewshotels.com/m


Create An App ? Advice from Visit Denver 1.  Mobile website before app 2.  Base the App on the things they value the most.



Create An App ? Advice from Visit Denver •  Not an inspira:onal tool, visitor resource.

–  Faster than mobile browsing •  Dual development – IOS and Android •  Remember the Apps that are extremely successful have huge marke:ng

dollars behind them – you have to market the App! –  Website is the best tool for marke:ng the App (adver:se on every page.) –  QR code for App on visitor’s guide, promote on screen at airport. –  Backing sheet behind all visitor guide racks that extend above – you can use

this to promote text to campaigns (think about all touch points where visitors are interac:ng.)


Conven:ons & Mee:ngs Advice from Visit Denver •  Play a key role (not just about leisure.) •  Many conven:ons are u:lizing Apps and mobile for events. •  Outreach to conven:ons 6-‐12 months ahead of :me to assist them in

providing event, restaurant, map lis:ngs for the App. •  Most conven:ons don’t want to use the des:na:on’s App, they want to

be content owners for the conference. •  Support inbound conven:ons with data provisioning.

–  DMO wants to be the des:na:on expert and produce quality informa:on that point them to members

–  Makes the DMO more relevant as content managers, trusted advisor providing valuable informa:on


Key Points •  Tablets & smartphones are the fastest growing devices – mobile is the

wave of the future. •  QR Codes/Text to campaigns can be used to promote your des:na:on and

in-‐market. •  Mobile site before an App. •  Apps are great and must be marketed! •  Virtual visitor’s guide is awesome.

Digital Trends & Best Prac2ces: User Generated & Social Media

Digital Trends and Best Prac2ces: Social

•  150M Blogs •  Micro blogs-‐ Twiner •  RSS feeds •  Widgets •  Social networks

•  Social bookmarking •  Message boards & online

forums •  Podcasts •  Video sharing sites •  Photo sharing sites


Social Networking Stats Facebook: over 800 million users via Facebook Twi\er: over 200 million users via ReadWriteWeb LinkedIn: 135 million members via LinkedIn Groupon: 115 million subscribers via Reuters Google Plus: over 50 million users via Google Blog Tumblr: 40.5 million blogs via Tumblr Foursquare: 15 million users via Mashable Pinterest 7.5 million monthly unique via TechCrunch Posterous: 3.9 million members via SF Gate Instagram 5 million users via The Next Web



Source: State of the American Traveler January 2012

Consumer reviews are significantly trusted – nearly

SOURCE: eMARKETER, FEBRUARY 2010

more than descrip2ons that come from manufacturers and marketers. 12x



Your Current Visitors

Share Experience While Visi2ng (Incen2vize)

Future Visitor Searching For User-‐Generated Informa2on

Prompts Visit Trusts Reviews From Other Visitors







Pinterest Best Prac:ces •  Pin your favorite photos from your des:na:on – segmenta:on through boards for

different personali:es! •  Ask visitors to pin pictures of themselves at their favorite spot and tag your

des:na:on, repin those photos onto a VIP board — it’ll give a shoutout to these fans and show poten:al visitors that your current visitors really love your des:na:on.

•  Pin It To Win it.


“US & Interna2onal consumers list “geWng discounts or coupons” as their primary reason for interac2ng with brands online.”

Source: IBM Ins2tute for Business Value: From social media to Social CRM. What customers want.

Soucre: AYTM hnp://aytm.com/blog/research-‐junc:on/branding-‐and-‐how-‐it-‐works-‐in-‐the-‐social-‐media-‐age/





Customized Facebook Page

Contest Registra2on Thank You Screen



ePromo2on Sent to Database

Facebook Micro-‐ads



Results •  The fan count for the Brunswick Island Facebook page increased from 574 as to 4,647, an increase of 4,073 fans over the course of the promo:on.

•  NC Brunswick Islands database increased by over 3,100 new contacts. •  Overall interac:on increased, with post views up 1,704%. •  There were 2,456 visits to the Landing page. •  10,463 visits to the Blanket Giveaway tab •  At the conclusion of the promo:on on May 4, the micro ads changed to a generic des:na:on campaign. Fan count con:nued to increase and stood at 5,252 page likes as of May 16, 2011.



Results •  An increase of 3,088 new fans to the Facebook page •  1,671 from Facebook Ads. •  Fan interac:on increased, largely due to the promo:on, and well developed status

updates. –  Compared to the month before, post views were up 160% and post feedback was up

191%. •  There were 7,006 visits to the Cooler Giveaway tab.





Results •  Campaign: 10/19-‐11/30 •  Campaign Reach: 3,201,693 •  Impressions: 6,942,391 •  Clicks: 4,334 •  An increase of 2,563 new fans to the Facebook page •  Post Views: 111,635 •  Post Feedback: 439 •  Plan Your Trip tab views: 6,977 •  In case you are curious, Oak Island and Southport got the most click through and

likes J


Conversion Study Purpose and Method: Determine the overall value of becoming a Facebook Fan regarding intent to visit the NC Brunswick Islands. •  200 Facebook Fans responded to an brief online survey. •  People who stated they lived in Brunswick were excluded axer an ini:al ques:on. •  Margin of error for a sample of this size is +/-‐ 6.5% for ques:ons with a 70/30 split at the

95% confidence level

Key Findings •  93% of Fans are from outside of the area; only 7% of Fans said they lived in the county •  82% said that being a Facebook Fan makes them more likely to visit in the •  future •  71% said they would like to visit the area and want to keep up on what is •  happening •  57% said they are extremely likely and 18% were very likely to visit in the •  next 12 months •  24% became Fans because they were looking for special discounts and offers •  13% said they had never visited and 12% said their last visit was more than •  two years ago •  Only 9% said they became a Fan for the gix or prize




Facebook Public Event Informa2on

Facebook Profile Pic

Press Release Digital Boards


Tweetup Print Ad


The Tweetup Covered in Faye\eville Observer


Results: •  542 Tweeters tweeted 977 PUBLIC tweets with the hashtag #tweets4troops •  Reaching 700,128 unique users, with a total exposure (total views) of 1.5 million. •  About 50% men:oned the Army’s Army via the text or link to their Twiner page, and 25%

men:oned @facvb, including the tweet from the U.S. Army. •  The event received local and na:onal press coverage:

–  45 online stories from the AP release –  2 blog ar:cles –  1 Story in Faye%eville Observer –  377 links to the Business Wire Press release –  Modest es:ma:on of $121,450 in value

•  Since September, the CVB has received 81 new Twiner followers •  CVB’s Facebook page increased by 82 likes over the Veterans Day weekend •  573 likes over the life of the campaign, which may not be credited to the Tweet salute alone. •  The Army’s Army received a dona:on of $1000 from the Fayeneville Area CVB.



Twiner users are the most influen:al online consumers that exist—a key audience. •  72% publish blog posts at least once a month •  70% comment on others’ blog posts •  61% write at least one product review a month •  61% comment on news sites •  56% write ar:cles for third-‐party sites •  53% post videos online •  50% make contribu:ons to wiki sites •  48% share deals found through coupon forums

Source: Exact Target: Twiner Xfactors




Monitoring for Durham Bulls












Key Points •  Social media is more than

Facebook. •  User generated content and

reviews are powerful, incen:vize visitors to engage!

•  Coupons, discounts and promo:ons are king.

•  Use Twiner to listen; curate & aggregate content.

•  Blogging is a great tool

•  Strategic usage of social media is about listening and being:

Digital Trends & Best Prac2ces: Search

Source: h\p://www.statowl.com/search_engine_market_share.php

Digital Trends and Best Prac2ces: Search



Latest Search Trends

Google + and Search Quality Personaliza2on Social Sharing Integra2on

Content Crea2on



Google+ Brand Page •  Imagine if you could have learned Facebook in the very beginning •  Social results do not include Facebook or Twiner – only Google + results •  Integrate main keywords into Google+ posts to increase relevance in

important searches.


Content crea:on •  Content that is updated on your site oxen leads to higher search engine results.

•  Think like a publisher, not a marketer, to connect your des:na:on with online audiences.

•  Aggregate and curate •  Always give credit to the original source •  Twiner, Pinterest •  Scoop.it, Storify.com, mysyndacaat.com

•  Tradi:onal blogs •  Video blogs • Guest bloggers •  Info graphics



Content crea:on •  Info graphics •  Video blogs • Guest bloggers •  Tradi:onal blogs





Social Sharing Integra2on

If a link is a “vote” how do the millions of people without websites “vote”?


“Websites using Google’s +1 bu\on get

3.5X the Google+ visits.”*

* Source: Hubspot hnp://www.hubspot.com/Portals/53/docs/ebooks/how_to_use_google_plus_for_business_jan.pdf

Digital Trends & Best Prac2ces: Digital PR

Electronic PR •  Instead of trying to get in Sunday travel sec:on

of NY Times, or print -‐ focus in online exposure and pickup

•  150M bloggers •  Podcas:ng 250m poten:al listeners and viewers

on iTunes •  Email newslener to travel trade •  Online journalists wri:ng for web •  Online PR Search engines, libraries, journalists

Digital Trends and Best Prac2ces: Digital PR

Twiner is an excellent vehicle to create rela:onships with the press! Best Prac:ces •  Find reporters: Muckrack.com •  “Contact us” page local media Twiner names (@name) •  Learn about them in their bio, men:on in a tweet •  Look for tweets asking for help from reporters (**) •  Say something nice about a story the reporter wrote or aired, making sure you add the

reporter’s Twiner name to the comment. When possible, link to the story. •  Retweet their tweets, link to their stories. •  Offer to connect them to experts you know to help them. •  Thank them via Twiner for covering an event you anended. •  Look out for story ideas for them, not just big stories but follow up pieces on stories they’ve

already done. •  Congratulate them on their birthdays or other news they tweet about themselves. •  Highlight them on your own blog.

Digital Trends and Best Prac2ces: Digital PR

Resource Alloca2on

•  Everyone has limited :me and limited resources •  Different DMOs have different budgets •  Smaller DMO with extremely limited means:

–  FB Fan Page –  Twiner –  Visuals -‐

Resource Alloca2on

Tracking ROI

Facebook •  Likes •  Reach •  Engaged Users •  Virality •  Talking About This •  Check Ins Overall •  Click through rate •  Lead crea:on •  Conversion studies

PR •  Procurement of press visits •  Retweets by respected professionals/news •  Men:ons Blogs •  Unique visitors •  Page views

Klout •  Klout score – ability to amplify and influence

Tracking ROI

Fan vs. Like

Tracking ROI

•  Integra:on is the name of the game in today’s marketplace its about a 50/50 split between how visitors find informa:on out about your des:na:on.

•  Early adopters and mainstream technology users spend more on travel and take more trips than late adopters.

•  Smart phones & tablets are the wave of the future – geTng in posi:on is important to stay compe::ve.

•  QR Codes are becoming ubiquitous, mobile website before an App, market Apps on all marke:ng materials.

•  Social media is more than Facebook, but Facebook is the 800lb gorilla J •  Social media and user generated reviews are extremely important to incorporate into your

marke:ng plan, build your plaiorms so you are in posi:on to leverage these assets when something unexpected and newsworthy happens in your des:na:on.

•  Twiner is a highly underused plaiorm by marketers and can be an incredible resource, use it for digital PR and outreach to press.

•  Blogs are important as they deliver fresh content on your site which is important for search. •  New plaiorms are emerging like Pinterest and FoodspoTng, if you have the resources these

are great to use for des:na:ons. •  Google+ is changing the landscape of search. Claim your Google+ page for business. •  Content crea:on – curate & aggregate! •  ROI – know what you are tracking for. Conversion studies ROCK!

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