Google’s Global Content Initiative for DMOs: One Year On · Search Engine Result Changes Things...
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Google’s Global Content Initiative for DMOs: One Year On Thursday July 12, 2018 10:30 AM Room 204C
Transcript of Google’s Global Content Initiative for DMOs: One Year On · Search Engine Result Changes Things...
Google’s Global Content Initiative for DMOs: One Year OnThursday July 12, 2018 10:30 AM Room 204C
Stafford Marquardt
Nate HuffMiles
C.A. ClarkMiles
Aditya Mahesh
Leah Chandler
Discover Puerto Rico
Rich Basen
Discover The Palm Beaches
OBJECTIVES:● Consumer trends accelerating change● One year after Montreal● Opportunities for DMOs to evolve storytelling
○ Streetview Opportunities○ DMO Posts
● DMO Success Stories ● How to get involved● Q&A
Industry trends influencing Organic Search Traffic to destinations and
tourism businesses.
That’s the number of Google searches that will happen before the end of this session.
170,688,600
internetlivestats.com
>60% OF TRAVEL RELATED SEARCHES ARE ON MOBILE DEVICES
>20% of mobile search is voice search
70% of US Travelers say they “always” use their Smartphone for information when traveling
Sources: Think with Google 2017, Miles DMO Benchmarking 2017, Phocuswright - Google Research 2017
Search Engine Result Changes
Things to Do
Featured Snippets and Quick Answers
There’s a significant shift going on in organic website traffic in travel and hospitality.
170,688,60040% won’t result in an
external click.
Miles Partnership Study of 40+ DMO Websites, 2014-2017
Opportunity to expand reach of content beyond owned channels with measurable results
Website and Owned Channels
TripAdvisor
etc...
AirBnB
Google is working with Destinations & their industry partners to improve the accuracy
& completeness of content across their travel products
SEARCH TRAVEL GUIDES TRIPS APP MAPS STREET VIEW
These products are important to your destination and to your businesses when a potential visitor is planning a trip.
Montreal - 2017
Google DMO Partnership Program
Google DMO Partnership:13 Free tools Destinations can use to make the most of their visibility within Google’s products.
Google DMO Partnership Program
● Google My Business● Trusted Verifier App● Trusted Provider● 360 Imagery● Street View app● Videos● 360 Camera Loan● Google Maps● Events● City level Posts● Local Guides● Google Travel● Support Form
DMO Support Form
Google DMO Partnership Program
Miles Expert Support Services5 Services that help DMOs understand, optimize and measure their exposure within Google’s platforms and create new value for industry partners.
Training
Audit & Planning
ImpactAssessment
Content Education
Google DMO Partnership Program
Google DMO Partnership:13 Free tools Destinations can use to make the most of their visibility within Google’s products.
Google DMO Partnership Programwww.MilesPartnership.com/GoogleDMOProgram
Content Opportunity 1 Street View open publishing
platform/solutions
why make Street View?
show people your market
make people feel comfortable
help them find things once they get there
aid local infrastructure
give a voice to local culture
improve disaster planning and response
Anyone can make Street View
Publishing your Street View
Making connections
so anyone can make Street View...
but what about real Street View?
Proprietary + Confidential
Proprietary + Confidential
Proprietary + Confidential
Bujumbura, BurundiCapital city of Burundi497,166 residents
Proprietary + Confidential
Proprietary + Confidential
Blue Lines MeetupTwo enthusiasts organized a community meetup to map Hiroshima Island with Street View and add blue lines for every road
They used a Ricoh Theta V attached to a custom tripodmounted to the roof of a car
Proprietary + Confidential
Proprietary + Confidential
SV-ready cameras
Making high-quality Street View
is quick and easy.
Grab a compatible camera,
record your world, and upload
the imagery to Google Maps.
There are five options on store
shelves today.
Indoor tours
You can also create immersive
indoor experiences with Street
View.
These systems make it easy to
capture and design those tours.
google.com/streetview/publish
all this info and more:
google.com/streetview/sales
resources for professionals:
g.co/trekkertry a camera for free
Content Opportunity 2Posts on Google publishing channel
Cities on GoogleAditya Mahesh
Many people are searching for cities on Google
Posts on Google allows you to showcase relevant content to these people
Image, Text, Link Video Gallery
Events PollsStory
100+ Cities
Orlando, FL
Top 10 Lists Openings What’s New
Local Businesses Local Events Local Sports
Vancouver, Canada
Neighborhood Video Jazz Festival Free Attractions
Wanaka, New Zealand
Top Attractions Openings Top Ski Runs
Marina del Rey, CA
Food Trucks Mother’s Day Local Bands
Upcoming Events Concerts Local Businesses
Memphis, TN
Travel Vlog Concerts Attractions Video
World Rugby Classic Sports Event Food Truck Event
Ubud, Indonesia
Attractions Holiday Celebrations Kites Festival
Sand Art Festival Surf Festival Aerial Video
Posting is quick and easy!
DMO CASE STUDIES
Exploration & Storytelling:
Bermuda Tourism Authority
Reach & Relevance:
Discover The Palm Beaches
Rebuilding Consumer
Perception:Discover Puerto Rico
Exploration & Storytelling
Bermuda Tourism Authority
2015StreetView Coverage
2015StreetView Coverage
2015StreetView Coverage
2018StreetView Coverage
4X!
Bailey’s Bay
Gibb’s Hill Lighthouse
Blackwatch Pass
Coney Island
Unfinished Church
Fairyland Creek
Dockyards
366,137 total images uploaded
582 Gigabytes of data
30+Hours of captured footage
366,137 total images uploaded
582 Gigabytes of data
30+Hours of captured footage
2,100,000+ views since June 1
All 366,137 images have the BTA logo at the nadir
Case StudyDiscover the Palm Beaches
Reach & Relevance:
Discover The Palm Beaches
Add slides
Multiple images selected as heroes for Trips & Travel Guides, including stints as cover images.
Boca image has over 1.3 million views.
285+ Data points updated
200+ Locations covered
15% Increase in GMB profile completeness for travel-related businesses
50+Partners assisted with verification & optimization
ResultsIncreased visibility of DMO assets.
Improved quality of content & data for the destination
Contributed feedback to help shape evolution of the program
Became first county-level DMO with access to Posts
Generated 6 million views through 700+ asset uploads
Whats NextShooting new 360s & Streetview on a monthly basis
Adding content & data to Google on a weekly basis
Synching member data updates with GMB profiles
Providing scheduled industry training on optimization
Rethinking our approach to photo shoots & content creation
Case StudyPuerto Rico
Discover Puerto Rico:
Rebuilding Consumer Perception
Why This Matters
Improve post-storm consumer perception by removing inaccurate and low-quality island imagery
Increased visibility & reach of quality images created by the destination
Significantly improve the depth & accuracy of travel information on Puerto Rico’s tourism product
Create significant industry value through partner education to benefit the island as a whole
The Strategy
Early July: Complete island-wide audit of Puerto Rico travel content
July/August: Partner with local non-profit to source industry business data & recent imagery
August/September: Create new imagery and 360s documenting the recovery of key areas and showcasing Puerto Rico’s top drivers
October: Begin first-of-its-kind industry outreach and education to help rebuild perception from the ground up
Destinations
Resources, Updates & More Information:www.MilesPartnership.com/GoogleDMOProgram
THANKS!Thursday July 12, 2018 10:30 AM Room 204C
