ESTC 2011 Presentation "Stretching Your Marketing Budget"
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Transcript of ESTC 2011 Presentation "Stretching Your Marketing Budget"
This presentation was presented at the Ecotourism and Sustainable Tourism Conference 2011 (ESTC 2011), held in Hilton Head Island, South Carolina, USA, from September 19th-
21st. Organized by The International Ecotourism Society (TIES), the ESTC is a unique annual conference providing practical solutions to advance sustainability goals for the
tourism industry.
Learn more about the ESTC: http://www.ecotourismconference.org ESTC on Twitter: http://www.twitter.com/ESTC_Tourism
ESTC on Facebook: http://www.facebook.com/ESTC.Tourism
The International Ecotourism Society | web www.ecotourism.org email [email protected] | tel +1 202 506 5033
Stretching Your Marketing Budget Marketing and PR for Tourism
September 21, 2011
Moderator: Deirdre Campbell, Tartan [email protected] @tartangroup
Panel Members:Vicky Hastings Maxwell PR, Theme: PR, advertising and email marketing
[email protected] @vickyhastings
Andy CrestodinaOrbit Media, Theme: SEO
[email protected] @orbiteer
Terry RachwalskiFront Porch Perspectives, Theme: Social media
[email protected] @consultingmania
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Stretching Your Marketing Budget
1. Panel Discussion• 5-minute introduction
• 5-minute topical presentation from panel members- PR, advertising and email marketing – Vicky- What is SEO and why you should care – Andy- Social media tools, tricks and tips - Terry
2. Small Group Conversations• 3 15-minute roundtable discussions on each theme
• Key learnings
• Take aways
What To Expect
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PR: Spark Interest via Active Language
SEEtheWILD
Swim with turtles and touch a whale on your next vacation. Like us and learn
about eco-friendly adventure travel.
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Ads: Tell Your Story Visually
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Email: Deliver What Consumers Want
Readership Survey •Most want to hear from Astoria more often•52% would like monthly e-news•72% also Like Astoria on Facebook•Discounts are of great interest
Format Changes•Better integration of newsletter and Facebook•Quarterly multi-story newsletter•Monthly event e-blasts•Bi-monthly event planning email
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Search Engine Optimization
• Importance of search engine optimization, definitions
• Keyphrases – search volume, competition
• Writing (on page SEO) – title tags, headers, body text, links, meta
• Linking (off page SEO) – partners, directories, etc.
• Resources–Google AdWords Keyword Tool
–Google Insights
–Open Site Explorer
–Google Analytics
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Keyphrase Research
• Search Volume: How many people are searching for that?
• Competition: How many sites are trying to rank for that?
• Relevance: If a visitor finds me for thatphrase, how happy will they be?
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On-Page SEO: Writing
• Keyphrase Frequency: How often does the phase appear?
• Keyphrase Prominence: How close to the front (or the top)does the phrase appear?
• Location, Location, Location: Title tags, Headers (H1 – H6), body text, Meta tags
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Off-Site SEO: Link Building
• Quality: Some links are worth more that others(PageRank, Domain Authority)
• Targets: Partners, Directories, Association, Guest Blogs, etc.
• Anchor Text: Does the target phrase appear in the link itself?
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Be fearless, get started!
Roll up your sleeves, fail forward
•Find your voice
•Be you
•Be appropriate for media:
Blog vs. twitter vs. Facebook
Find your ROI1.) Integrated communications strategy
2.) Technology is a tool
3.) Step it up into marketing…
Social Media
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Free Tools – is free really free?
•Facebook Free Apps; Promos, Iwipa
•Third party apps: trip advisor, mail chimp
Premium Tools – the tool vs concept1.) Paid vs Free: the learning curve
Wildfire Apps
Involver
North Social
Facebook Enhancements
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Inspire and Reward
Monitoring/community management - free tools •Tweet Reach, Followerwonk•SocialMention.com •Hootsuite
Premium Tools1.) SocialReport.com
2.) Radian 6, Heartbeat
3.) Agency:
Meltwater Buzz,
Brandwatch,
Mediavantage,
MediaMiser
Measure and Optimize
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What did we learn? - PR, advertising and email marketing - Vicky
– What is SEO and why you should care - Andy– Social media tools, tricks and tips - Terry
What are our take aways?
Stretching your marketing budget;
Marketing and PR for Tourism
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