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DIGITAL MARKETING Tourism Tasmania Digital Coach Program 2011 Presented by Scott Woodhouse – www.necessarygroup.com
SHINY  OBJECT  SYNDROME
“Everything will be great once we get Facebook” ull of it...
STORY What we believe and do
STORY + NEEDS What we believe and do What customers believe and do
= MONEY What we believe and do What customers believe and do WIN WIN
PAID MEDIA Renting marketing assets ,[object Object]
 Print ads
 Banner ads
 Google AdWords,[object Object]
 Great reviews
 A great website that works
 Social media presence that works
 Search engine rank,[object Object]
MEASUREMENT Measuring Listening Stalking
MEASUREMENT Measuring Listening Stalking
MEASUREMENT Measuring Listening Stalking
ACTION Signup to Google Analytics and get tracking code in your website www.google.com/analytics Visit your Google Analytics account - ask “so what?” Set up Google Alerts for your brand, your competitors, key areas of interest www.alerts.google.com Measure social impact of your website and your closest competitors www.howsociable.com www.socialmention.com Discover media habits of customers, and where they hang out on the web www.google.com/adplanner
WHAT PEOPLE WANT Select a tone of voice, pictures etc that ‘speak to your audience Personality-fit ,[object Object]
 Make judgements in 3 secondsUser experience ,[object Object]
 Usability critical (40%) vs price (62%)
 Easy to navigate (44%)
 No errors (22%)
 Promos / discounts (21%)
Findability of contact details (15%)Social proof ,[object Object]
 User ratings (42%)
 Official pictures (35%)
 User photos / video (26%)
 Official video (8%)Make it easy to use Have a strategy for leveraging reviews and social content
PERSONAS Brad In Brad’s own words: “I just wanna kick back in the sun and get a tan with my girlfriend – no screaming kids” He’s searching for: ,[object Object]
 “Luxury accomodationFreycinet”He needs: ,[object Object]
 Critic reviews / recognition
 Guarantee / cues of quality He’s a big user of: ,[object Object]
iPhoneWhat are your top 2? Speak to them!
PERSONAS Dave In Dave’s own words: “Looking to sneak away with the wife and kids – a bit of an adventure and some fun in Tassie” He’s searching for: ,[object Object],He needs: ,[object Object]
 Social proof – user submitted photos, reviews
 Entertainment for the kidsHe’s a big user of: ,[object Object]
iPhoneWhat are your top 2? Speak to them!
3 SECONDS Personality fit  Don’t make me think! Call to action
ACTION Do each of your pages guide the  user towards action?
90 trillion emails sent in 2010.
EMAIL ,[object Object]
 Built on trust, value and relevancy – poor execution can hurt,[object Object]
EMAIL GOLD CREATE SOME URGENCY = 29% higher email open rate ,[object Object],MAKE IT EXCLUSIVE = 24% higher open rate ,[object Object],TIME IT RIGHT = 100% higher open rate ,[object Object]
 After 12pm you’ll cut your open rate in half!
 2-touch works best – balance between mindshare and bugging people1 CALL TO ACTION = 40% higher response rate ,[object Object],CASH IN ON FACEBOOK JUNKIES = 32% higher open rate ,[object Object],[object Object]
 Only what people signed up for – no surprisesSTAY ON SUBJECT = #2 factor in whether they’ll open it ,[object Object]
 Capture interest
 Avoid ‘spammy’ language – ‘free’, ‘cheap’, ‘crazy deal’DELIVER TRUST & VALUE!!
INSIGHTS ,[object Object]
 Who clicked?
 Who bounced?
 What times of day / week work best?
 Where did they click?
 What messages are working?,[object Object]

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