Top Ten Takeaways : Trends & Tactics

November 1, 2012 | 1:30 pm - 2:30 pm

Marla Johnson Norris @marlajono #ttm12

Aristotle CEO & Founder

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/marlajono @marlajono

Interactive Gold Marla Johnson Norris Co-Founder & CEO

@MarlaJoNo

#ttm12

INTEGRATE your STRATEGY

INTEGRATE: The New Normal

• Audience • Content (Assets) • Calendar • Channel • Measurement

@marlajono #ttm12

AUDIENCE

CONTENT: Trust & Safety = Purchase

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CONTENT: Your Brand Messages

CALENDAR Your Content

SOCIAL MOBILE

SEARCH

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CONTENT CALENDAR

CHANNELS & MEASUREMENT

@marlajono #ttm12

CHANNELS & MEASUREMENT

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know SEARCH rules

The Integrated Blog and Guest Blog Posts

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Excessive Footer Links

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Still about the Deals…

Both is Best

• Every campaign lots of TRAFFIC. • TRACE every $ - ticket or hotel stay • INTERNATIONAL = smarter • Add ENGAGEMENT METRICS and/or EXIT

LINKS to partners. • TEACH PARTNERS.

more VIDEO

@marlajono #ttm12

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VIDEO: On Site as Special Content

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• Match Your Audience, Creative and Calls to Action

• Single, Simple Content • Sentiment (Silly, Serious, Shocking or

Stunning) • Reward • Successive Rounds

VIRAL

VIDEO: Go Viral, but…

get CONTENT we like

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THE CUSTOMER’S NEED FOR SPEED

Get what they want: Stories, Photos, Video, Maps,

Weather, Data/Reviews on YOUR product including Events

Put it back together for the visitor. Package it. Map it.

Get action. Close.

CONTENT: All in One with…

CONTENT: SOCIAL

@marlajono #ttm12

The BIG Opp?

GAMIFY ENGAGEMENT

It’s no longer about getting your name out there.

It’s about creating stories

that others will share.

@marlajono #ttm12

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Weddings & Pinterest

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POSTINGS PLUS

0

5,000

10,000

15,000

20,000

25,000

Page Likes WeeklyEngaged

Users

WeeklyTalking About

This

14,884

468 260

23,450

7,669 5,461

19-JunStart of Campaign

Up 1,539% Up

2,100%

Up 58%

@marlajono #ttm12

Tourism Facebook Engagement May 24-June 17

advertise NATIVELY

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Facebook More Fun Per Gallon Final Results Gas Giveaway + Additional FB Advertising Following Contest

May 25- July 22, 2012

• Page Likes: 14,884 fans 35,757 fans 140% increase

• People “Talking About This” Page on FB per week:

260 12,098 4,553% increase

• # of Engaged Unique Facebook Users in a Week: 468 25,771 5,407% increase

• Facebook Page Reach in Past 28 Days:

24,199 5,024,711 20,664% increase

• Contest Entries: 3,639

go go go MOBILE

MOBILE PHONES will overtake PCs as the most common Web access

devices WORLDWIDE by 2014.

Source: Global Mobile Statistics 2012

@marlajono #ttm12

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Nielson - October 2011 46% of tablet and smartphone owners use their devices while watching TV, with 60% checking email both during the program and during commercial breaks Yahoo! 2011 - multiscreen users even higher when including a laptop or desktop computer, up to 66%.

ENGAGE REVIEWERS

Community: Over 20 million people worldwide Over 2 billion check-ins, with millions more every day Businesses: Over 750,000 using the Merchant Platform

April, 2012

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keep on EMAILing

.

Legitimate email usage is far larger than social media, total searches, and even total internet page views combined.

More subscribers More deliveries Higher open rates Higher click throughs More conversions

@marlajono #ttm12

VISUALIZE your DATA

ONLINE Performance

Marketing as Scientific Method: Plan.Test. Pivot.

MONTHLY View Your Inbound Machine!

Social Updates

Social Promos

Banner Ads

SEO & SEM

Mobile Pages

Review Websites

Website Engagement

Blogger Outreach

Reach, Engage, Convert!

International Fans on Facebook • No Facebook outreach targeting international markets yet. All

international likes are organic. • Currently:

– 1,202 international fans (2.4% of total likes)

– From 19 countries on 6 continents

– 42% of our international fans (505 fans) are from Brazil,

whose economy is booming & who

want to travel to the U.S.

BOOKED ROOMS

SALES LEADS

Subscribers

TRAFFIC

Fans & Followers

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More Website Visitors More Followers, Pins … More Engagement, Time … More Video Plays, Length … More Partner Page Views MORE CONVERSIONS … More Industry Partner Leads And for LESS MONEY

Re$ults?

The POWER of Exit Links Focus your Marketing Make it a Conversion Share it with Stakeholders

Your Community

Is that ringing my

cash register?

Thank you.

Aristotle.net/mailing_room/enews Sign up for Free Digitips!

@marlajono