Southwest Tourism Summit 2016 Pagosa Springs, CO
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Socializing Your Content Southwest Tourism Summit Pagosa Springs, CO April 14, 2016 R. A. Burrell, President Internet Honey [email protected]
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Transcript of Southwest Tourism Summit 2016 Pagosa Springs, CO
Socializing Your ContentSouthwest Tourism Summit
Pagosa Springs, CO
April 14, 2016
R. A. Burrell, President
Internet Honey
Source Of Our Findings
ExperienceOur work on campaigns, testing and optimizing
ResearchStudy done for Colorado Tourism Office compared State Tourism Offices in selected
markets.
FacebookAdditionally, we combined Facebook Insights from many Destinations and Attractions
with Facebook.com/VisitColorado
Tourism EngineOur CRM that combines data from multiple channels
Why?
Your Take Away
Your Take Away
How Travelers Travel
Schizophrenic
Traditional
funnel is
relevant as a
topic but not
how Travelers
travel.
Marketers silo
content.
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.
The Social Media Channel Is Balanced
Email Content
● Trip Ideas
● Visitor Guides
● Events
Over all those Sessions, Social is both
Awareness and Engagement
Source Of Our Findings
Research
CTO Project
Research
Southwest Tourism Summit
Email Content
● Trip Ideas
● Visitor Guides
● Events
Source Of Our Findings
Experience
How We Do It
1. Create A Story
2. Cross Pollinate
3. Amplify
The Model
A Story
● A Person
● Doing Something
● In A Place
● For A Reason
● With Others
Website Content
● Hotels
○ Hotel Detail
● Activities
○ Activity Detail
● Places To Eat
● Trip Ideas
● Visitor Guides
● Events
● Ads
● Hotels
○ Hotel Detail
● Activities
○ Activity Detail
● Places To Eat
● Trip Ideas
● Visitor Guides *
● Events
● Ads
● Trip Ideas
● Visitor Guides
● Events
Southwest Tourism Summit
Southwest Tourism Summit
Source Of Our Findings
Experience
Thanks Dave
No Really, Thanks Dave
Step 1
Create A Story You
Know Will Work
Southwest Tourism Summit
Extreme Skiers OR Kids & Lessons.
A Story With Video, Then A Person Doing A Thing ...
Then They Finished The Story
At This Point We Knew We Had Something
The People (Characters)
Added $$: Numbers Were Crazy Good
Step 2
Tell The Story In
Other Channels
Step 2
EmailConsider 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.
There Are No New Stories
Step 2
WebMore important than Email arguably. Let me tell you
a story …
Website Content
● Hotels
○ Hotel Detail
● Activities
○ Activity Detail
● Places To Eat
● Trip Ideas
● Visitor Guides
● Events
● Ads
Let’s Talk You Figure It Out
Great Example Of Cross Channel
An Itinerary Is A Story - An Outline
A Conversation On The Web
Step 3
Amplify
Step 3
Amplify
Step 3
Amplify
Step 3
Amplify
Step 3
Amplify
Step 3
Amplify
Step 3
Amplify
Step 3
Compare This To Oregon Layout
People Doing A Thing
Ads To Instagram
Step 3
Audiences
Audience Sources
● Web (Facebook Pixel)● Reservations● Email● Phone● Custom
Step 3
Step 3
Your Take Away
