Southwest Tourism Summit 2016 Pagosa Springs, CO
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Social Media - Recent campaign successes in Tourism
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Southwest Tourism Summit 2016 Pagosa Springs, CO
- 1. Socializing Your Content Southwest Tourism Summit Pagosa Springs, CO April 14, 2016 R. A. Burrell, President Internet Honey ra@internethoney.com
- 2. Source Of Our Findings Experience Our work on campaigns, testing and optimizing Research Study done for Colorado Tourism Office compared State Tourism Offices in selected markets. Facebook Additionally, we combined Facebook Insights from many Destinations and Attractions with Facebook.com/VisitColorado Tourism Engine Our CRM that combines data from multiple channels
- 3. Why?
- 7. Schizophrenic Traditional funnel is relevant as a topic but not how Travelers travel. Marketers silo content.
- 8. Socialized Content Is Working Travelers use multiple Websites and Channels fluidly. The content is those channels must be optimized for that experience with your brand. Take what works in Social and use it across all Channels.
- 9. The Social Media Channel Is Balanced Email Content ● Trip Ideas ● Visitor Guides ● Events Over all those Sessions, Social is both Awareness and Engagement
- 10. Source Of Our Findings Research
- 12. Southwest Tourism Summit Email Content ● Trip Ideas ● Visitor Guides ● Events
- 13. Source Of Our Findings Experience
- 14. How We Do It 1. Create A Story 2. Cross Pollinate 3. Amplify
- 15. The Model
- 16. A Story ● A Person ● Doing Something ● In A Place ● For A Reason ● With Others
- 17. Website Content ● Hotels ○ Hotel Detail ● Activities ○ Activity Detail ● Places To Eat ● Trip Ideas ● Visitor Guides ● Events ● Ads
- 18. Print ● Hotels ○ Hotel Detail ● Activities ○ Activity Detail ● Places To Eat ● Trip Ideas ● Visitor Guides * ● Events ● Ads
- 19. Email ● Trip Ideas ● Visitor Guides ● Events
- 22. Source Of Our Findings Experience
- 23. Thanks Dave
- 24. No Really, Thanks Dave
- 25. Step 1 Create A Story You Know Will Work
- 26. Southwest Tourism Summit Extreme Skiers OR Kids & Lessons.
- 27. A Story With Video, Then A Person Doing A Thing ...
- 28. Then They Finished The Story At This Point We Knew We Had Something
- 30. Added $$: Numbers Were Crazy Good
- 31. Step 2 Tell The Story In Other Channels
- 32. Step 2 Email Consider telling a Story in your Email. Remember that your audience is crossing Channels and needs to see repetition. Critical if you are trying to cannibalize your Email list.
- 33. Email
- 34. Email
- 35. Email
- 36. There Are No New Stories
- 37. Step 2 Web More important than Email arguably. Let me tell you a story …
- 38. Website Content ● Hotels ○ Hotel Detail ● Activities ○ Activity Detail ● Places To Eat ● Trip Ideas ● Visitor Guides ● Events ● Ads
- 39. Let’s Talk You Figure It Out
- 40. Great Example Of Cross Channel
- 41. An Itinerary Is A Story - An Outline
- 42. A Conversation On The Web
- 43. Step 3 Amplify
- 44. Step 3 Amplify
- 45. Step 3 Amplify
- 46. Step 3 Amplify
- 47. Step 3 Amplify
- 48. Step 3 Amplify
- 49. Step 3 Amplify
- 50. Step 3 Instagram
- 51. Compare This To Oregon Layout
- 52. People Doing A Thing
- 53. Ads To Instagram
- 54. Step 3 Audiences
- 55. Audience Sources ● Web (Facebook Pixel) ● Reservations ● Email ● Phone ● Custom
- 56. Step 3
- 57. Step 3
- 58. Your Take Away
Notes de l'éditeur
- Sharing what we’ve learned
- Sophisticated, huge budgets and grass roots
- Sophisticated, huge budgets and grass roots can use this model. Learn from Stories in Social and populate the other channels
- Conversion Data comparing first and last touch shows Social Media is both Awareness and Engagement. And very cost effective
- Compared Rocky Mountain region States and Oregon in target markets on a variety of data
- Study for CTO. UT and OR are very fast growing, outpacing others,
- Always come back to this and ask yourself does it have these? Kids, ‘this one time…’, Treasure Falls vs. Bridal Veil Falls
- Not telling stories. Not using what you just learned in social. I’d like to give you $1,000
- Might be stories
- Rarely a story, more of a grab bag, bargain bin, hot dogs at a baseball game - get everyone in one place and make offers
- Used a larger audience with CTO to help increase Reach, test on a larger scale, perhaps you can with your DMO/Region
- A person doing something somewhere for a reason. Video tells a story
- Just because you are a character does not mean you possess character
- Leads and Newsletters
- First image is people doing a thing in a place with others
- Three stories of people doing a thing in a place. How did these three get there?
- The source: old story became a new story in the email
- Starts off with people doing things in places. More traffic from Facebook than Colorado.
- What is the falls up the pass? Why is it less known that bridal veil? Less spectacular, but does the better thing always win?
- Yes, it’s coming to Email, the Web is behind because the Web is so difficult now
- Yes, it’s coming to Email, the Web is behind because the Web is so difficult now
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- Carousel to audiene
- Sharing what we’ve learned