Sunday Education_Destination Marketing_Content Going Viral_Alice Au
Sunday Education_Destination Marketing_Content Going Viral_Michael Heipel
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Transcript of Sunday Education_Destination Marketing_Content Going Viral_Michael Heipel
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#ICCAWorld iccaworld.com
Session code:
53rd ICCA Congress
Content going viral!
Strategies to make sure your messages get shared -‐ and add value both to your customers AND your bo:om line
SE01
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Overview
Content and Viral Marketing Trends Strategic Implications for Destination Marketing Case studies Toronto CVB Meet Mr. Holland
Wrap-up: 10 Hands-on Tips
Pic: www.flickr.com/photos/nostalgifabriken/6860462642/
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What is Content Marketing?
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„The overarching practice of using information and entertainment to promote a brand or a product“ (or a cause, a destination...) Source: Contently
Percentage of B2B Marketers Using Content Marketing
(North America
93% use content marketing
2014 B2B Content Marketing Trends – North America: Content Marketing Institute / Marketing Profs
7% don‘t use content marketing
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Screenshot from Youtube video: Mark Zuckerberg taking the Ice Bucket Challenge
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1,2 Mn. Videos uploaded to Facebook 2,2 Mn Twitter mentions
100 Mn USD additional donations (Source: NYT)
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Started with 50 girlfriends newsletter
1,5 Mn newsletter subscribers after a short while
My Little box: 10 EUR/month, 80.000 subscribers
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Digital marketing programs receive more spendings Social Media, Content marketing and Email in the lead
0 5 10 15 20 25 30 35 40
Social Media Marketing
Content Marketing
Email Marketing
Search Engine Optimization
Display Advertsiing
Mobile Advertising
Digital Video Advertising
Paid Search
Referral Marketing
Affiliate Marketing
Share of respondents likely to spend more (Percent)
www.research.gigaom.com study published in June 2014
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What Are The Challenges Of Content Marketing?
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We now live in the information age!
NYT: The psychology of sharing
We share MORE content
From MORE sources
With MORE people
MORE often
MORE quickly
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Content Explosion Brian Boland, Head of Ads Product Marketing at Facebook „The average Facebook user could potentially be exposed to 1.500 news updates on their timeline – every time they log into Facebook“
www.flickr.com/photos/markchadwick/14533358719
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Phenomena Upworthy, Buzzfeed, Heftig.co and others Viral rockstars, but not everything performs
56 % of Upworthy posts don‘t break 10k views 1,9% have reached 300k views 0,7% have broken 500k views
and only 5 posts have broken 1.000.000 views!
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Just lucky punches or good planning?
Pic: www.flickr.com/photos/sadjina/4099877085/
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Strategic implications for destination marketeers
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How do you measure the success of your content marketing? Most important KPIs
# Newsletter subscribers
# RFPs
Page views
Social Sharing
# of comments
Pic: www.flickr.com/photos/pagedooley/5283257753
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What is the core message that you want to support? Switzerland get natural Slovenia Meetings. Taste fresh ideas Frankfurt CVB – Planning with Pleasure I Amsterdam
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Why do people share stuff? The New York Times Customer Insight Group „The Psychology of Sharing“
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To bring valuable and entertaining content to others"""""
carefully consider how the information they share will be useful to the recipient"
" "
"say sharing allows them to inform others of products "
they care about and potentially change opinions "or encourage action
94%
49%
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To define ourselves to others """share to give people a better sense of who they are and what they care about 68%
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To grow and nourish our relationships""""""
share information because it helps them connect "with others who share their interests
73%
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Appeal to your customers’ motivation to connect with each other It is all about them, not you!
Pic: www.flickr.com/photos/kalexanderson/6667747963/"
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Keep it simple... and it will get shared… and it won't get muddled Easy to read, easy to share
Pic: www.flickr.com/photos/dmelchordiaz/9454509652/
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Appeal to their sense of humor Fun, emotional, scary, exciting, surprising, anecdotal experiences
Pic: www.flickr.com/photos/light_seeker/6119578069/
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Source: IPA Institute of Practicioners in Advertising Research
Good news beats bad on social networks John Tierney, NYT, March 2013
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Aim for evergreen content Lists, education, overviews
Pic: www.flickr.com/photos/x-ray_delta_one/4464129648/
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Visual Content Marketing
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Images beat text
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Video beats images
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http://www.youtube.com/watch?v=16ihUm1gaWw
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http://www.youtube.com/watch?v=aj8NIcctKac&list=UUCuxbmHlGQBfaUAh
XGp7NCA
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Who will create the content?
In-house teams
Agencies
Bloggers
UGC
Brand ambassadors
Your clients
Pic: www.flickr.com/photos/marcobellucci/3534516458/
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Who do you target? Identify your influencers: Planners, media, bloggers... Create buyer personas
https://www.flickr.com/photos/inkstains/10576483144/
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Case studies
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Wrap-up: 10 hands-on tips to get your content marketing rolling!
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1 – Fail early, fail often, fail cheap!
www.flickr.com/photos/thomasletholsen/8373437317/
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2 – Copy with pride, and give credit
Pic: www.flickr.com/photos/kioan/3518691708/
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3 – Create shareable images
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4 – Motivate your clients to share their impressions
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1888 Hotel, Sydney" www.1888hotel.com.au
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5 – Educate your clients how to use content marketing
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6 – Create a lot of video content Screencasts
Browser-based movie creation
Adobe Voice
Mobile phone video capture
Pic: www.flickr.com/photos/jiscimages/436307911/
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7 – Create interactive infographics
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http://goanimate.com/
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8 – Find free photos that you can use to illustrate your posts
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9 – Cross-post as widely as possible
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10 – Re-purpose, re-package, re-use content already created
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http://www.youtube.com/watch?v=NJnP2wsgnoA