At the SMG Tourism, Technology + Marketing Workshop in Lake Tahoe, California, Aristotle CEO Marla Johnson Norris spoke to tourism marketers, hoteliers, and DMOs on the ten most relevant trends and tips to help them extend their online reach for 2013.

1. Top Ten Takeaways :
Trends & Tactics
@marlajono #ttm12
Marla Johnson Norris
November 1, 2012 | 1:30 pm - 2:30 pm

2. Marla Johnson Norris
Interactive Gold
Co-Founder & CEO
@MarlaJoNo
#ttm12
Aristotle CEO & Founder
/marlajono @marlajono
2

3. INTEGRATE your STRATEGY

4. INTEGRATE: The New Normal
• Audience
• Content (Assets)
• Calendar
• Channel
• Measurement
@marlajono #ttm12

5. AUDIENCE

6. CONTENT: Trust & Safety = Purchase
6

7. CONTENT: Your Brand Messages

8. CALENDAR Your Content

9. CHANNELS & MEASUREMENT
SOCIAL MOBILE
CONTENT
CALENDAR
SEARCH
@marlajono #ttm12 9

10. CHANNELS & MEASUREMENT

11. know SEARCH rules
11

12. The Integrated Blog and
Guest Blog Posts
@marlajono #ttm12

13. Excessive Footer
Links

14. 14

15. Still about the Deals…
15

16. Both is Best

17. • Every campaign lots of TRAFFIC.
• TRACE every $ - ticket or hotel stay
• INTERNATIONAL = smarter
• Add ENGAGEMENT METRICS and/or EXIT
LINKS to partners.
• TEACH PARTNERS.

18. more VIDEO
@marlajono #ttm12

21. @marlajono #ttm12
21

22. VIDEO: On Site as Special Content

25. 25

26. 26

27. 27

28. VIRAL
• Match Your Audience, Creative and
Calls to Action
• Single, Simple Content
• Sentiment (Silly, Serious, Shocking or
Stunning)
• Reward
• Successive Rounds

30. VIDEO: Go Viral, but…

32. get CONTENT we like
32

34. THE CUSTOMER’S NEED FOR SPEED
Get what they want:
Stories, Photos, Video, Maps,
Weather, Data/Reviews on YOUR
product including Events
Put it back together for the visitor.
Package it. Map it.
Get action. Close.

35. CONTENT: All in One with…

36. CONTENT: SOCIAL

37. The BIG Opp?
@marlajono #ttm12

38. GAMIFY ENGAGEMENT

39. It’s no longer about
getting your name out
there.
It’s about creating stories
that others will share.
@marlajono #ttm12

41. 41

42. Weddings & Pinterest
@marlajono #ttm12

43. POSTINGS PLUS

44. Tourism Facebook Engagement May 24-June 17
Up 58%
23,450
25,000
20,000
15,000 14,884 Up
1,539% Up 19-Jun
10,000 7,669 2,100%
Start of Campaign
5,461
5,000
468 260
0
Page Likes Weekly Weekly
Engaged Talking About
Users This
@marlajono #ttm12

45. advertise NATIVELY

46. 46

50. Facebook More Fun Per Gallon Final Results
Gas Giveaway + Additional FB Advertising Following Contest
May 25- July 22, 2012
• Page Likes:
14,884 fans  35,757 fans
140% increase
• People “Talking About This” Page on FB per week:
260  12,098
4,553% increase
• # of Engaged Unique Facebook Users in a Week:
468  25,771
5,407% increase
• Facebook Page Reach in Past 28 Days:
24,199 5,024,711
20,664% increase
• Contest Entries: 3,639

54. go go go MOBILE

55. MOBILE PHONES will overtake
PCs as the most common Web access
devices WORLDWIDE
by 2014.
Source: Global Mobile Statistics 2012
@marlajono #ttm12

56. 56

59. 59

60. Nielson - October 2011 46% of tablet and
smartphone owners use their devices
while watching TV, with 60% checking
email both during the program and during
commercial breaks
Yahoo! 2011 - multiscreen users even higher
when including a laptop or desktop
computer, up to 66%.

61. ENGAGE REVIEWERS

67. Community: Over 20 million people worldwide
Over 2 billion check-ins, with millions more
every day
Businesses: Over 750,000 using the Merchant
Platform
April, 2012

68. 68

69. 69

71. keep on EMAILing

72. .

73. Legitimate email
usage
is far larger than
social media,
total searches,
and even total
internet page views
combined.

74. More subscribers
More deliveries
Higher open rates
Higher click
throughs
More conversions
@marlajono #ttm12

75. VISUALIZE your DATA

77. ONLINE Performance

78. Marketing as Scientific Method:
Plan.Test. Pivot.

79. MONTHLY View Your Inbound Machine!
SEO & SEM
Mobile Social
Pages Promos
Website Reach, Blogger
Engagement Engage, Outreach
Convert!
Review
Banner Ads Websites
Social
Updates

80. International Fans on Facebook
• No Facebook outreach targeting international markets yet. All
international likes are organic.
• Currently:
– 1,202 international fans (2.4% of total likes)
– From 19 countries on 6 continents
– 42% of our international fans (505 fans) are from Brazil,
whose economy is booming & who
want to travel to the U.S.

81. BOOKED ROOMS
SALES LEADS
Subscribers
TRAFFIC
Fans & Followers
81

82. Re$ults?
More Website Visitors
More Followers, Pins …
More Engagement, Time …
More Video Plays, Length …
More Partner Page Views
MORE CONVERSIONS …
More Industry Partner Leads
And for LESS MONEY

83. The POWER of Exit Links
Focus your Marketing
Make it a Conversion
Share it with Stakeholders

84. Is that
ringing my
cash register?
Your Community

85. Thank you.

86. Aristotle.net/mailing_room/enews
Sign up for Free Digitips!
@marlajono