brunswick seminar 2.3.12

Digital Trends & Best Prac2ces for 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

•  Strategic Integrated Marke:ng Plans & Campaigns •  Traveler AOtudes on Digital •  Digital Trends 2012 & Best Prac:ces

–  Mobile & Local –  User Generated & Social –  Search

•  Developing content •  GeOng 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

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

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



*Media Tablet Shipments Miss Third Quarter Targets, But New Entrants and Holiday Demand Will Spark Fourth Quarter Growth, According to IDC hfp://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 hfp://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.  There are 83 million people on the mobile web according

to Nielsen’s State of the Media Report. 4.  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.  Reduce amount of text entry necessary (use dropdowns) 7.  Easy link to visit full site 8.  Mobicanvas.com – free op:on to build 9.  Mobile website redirect code



Claim Your Local Lis2ngs!!!!!!!!!!! Ask For Reviews!

1.  Google Places Page 2.  Citysearch 3.  Yelp 4.  UBL.org and Getlisted.org 5.  TripAdvisor

Digital Trends & Best Prac2ces: User Generated, Social & Reputa2on Management

Digital Trends and Best Prac2ces: Social

•  150M Blogs •  Micro blogs-‐ Twifer •  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



Twifer 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: Twifer Xfactors

Monitoring for Durham Bulls


Twifer is an excellent vehicle to create rela:onships with the press! Best Prac:ces •  Find reporters: Muckrack.com •  “Contact us” page local media Twifer 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 Twifer 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 Twifer for covering an event you afended. •  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: Social/Digital PR


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 Guests

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 you, 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 visi:ng!

•  Pin It To Win it.



•  #2 search engine in world •  Boring never wins – afempt to entertain, be crea:ve! •  Op:mize

–  Keywords •  Web Page Title = Video Title •  Web Page Meta Descrip:on = Video Descrip:on •  Web Page Meta Keywords = Video Tags

–  Aim for posi:ve ra:ngs on YouTube

Increase Views for YouTube Videos •  Embed on owned online proper:es (i.e. your website, blog) •  Promote video on social media venues (Facebook, Twifer, Google+) and

via online press releases •  Plan to promote or include partner content within your video and allow

partners to embed your videos •  Video Distribu:on Services – tubemogul.com offers free version New YouTube Lay Out •  Add Your Custom URLs in the Newly Placed Descrip:on Area



•  Popularity index reflects what travelers like •  Algorithm

–  Rank determined by popularity measured quan:ty and quality of content on T.A. and web

•  According to TripAdvisor, their popularity index is: –  Pure (completely organic), no paid like SEO –  Fresh: the index constantly incorporates new informa:on. –  Global since it reflects reviews from around the world. –  Unbiased as there are good and bad reviews.

•  You cannot submit comment cards on behalf of guests, or incen:vize guests to leave reviews, however you may ask your guests to write a review of their experience at your property.

•  What does this mean to you?


•  Manage your property lis:ng on TripAdvisor – register your business •  Owners center – resources and promo:onal tools

–  www.tripadvisor.com/WidgetEmbed

•  Offer “self service” op:ons widgets you can add to your website


Manage Local Lis2ngs •  Monitor your customer reviews •  Respond to BOTH nega:ve and posi:ve reviews •  Use your customer reviews as free market research to enhance

your brand’s internal opera:ons. •  Enhance the good and fix the bad features of your company. •  Repeat all the above on a regular basis

Reputa2on Monitoring is key •  Socialmen:on.com •  Google Alerts •  Hoot Suite – Twifer monitoring for your brand name and

compe::on and other niche words •  Brandseye.com – lite version $150 per month

SOURCE: HubSpot


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 Twifer – 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 o}en 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 •  Twifer, Pinterest •  Scoop.it, Storify.com, mysyndacaat.com

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


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 hfp://www.hubspot.com/Portals/53/docs/ebooks/how_to_use_google_plus_for_business_jan.pdf

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

•  Integra:on is the name of the game in today’s marketplace . •  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 – geOng in posi:on is important to stay

compe::ve. •  Mobile website is cri:cal. •  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. •  Twifer is a highly underused pla�orm by marketers and can be an incredible resource, use it

for listening in and outreach to press. •  Blogs are important as they deliver fresh content on your site which is important for search. •  New pla�orms are emerging like Pinterest, if you have the resources these are great to use. •  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.

Wrap Up

Wrap Up

If you don’t know where you are going... any road will get you there.

SMITH is a full-‐service, contemporary integrated adver:sing agency that offers solu:ons for our clients.

Many of our clients are reques2ng our Digital Appraisal Service:

q  Rapidly acquire a detailed understanding of your digital ecosystem and assets or embark on a new digital strategy planning process.

q  Investment dollars at work q  Compe::ve strengths & weaknesses q  Establish future plans q  Digital alignment q  Measure ongoing performance and return-‐on-‐investment.

Thank you for the gift of your time today!

Education & Value Are Our Best Marketing Tool.

How can we help you?

Please fill out the survey in back of your workbook J

brunswick seminar 2.3.12

Business