Understanding doubling their power every year.” Technology ... · • #1 Rule: Do not sell...

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Understanding Technology to Sell your Destination

Corbin Ball, CSP, CMP

Corbin Ball Associates

© 2012 Corbin Ball Associates

Course Notes:www.corbinball.com/assets/

sales-wacvb.pdf

Twitter: @corbinball#wacvbconf

T

“Information technologies are doubling their power every year.”“Information technologies are doubling their power every year.”

-- Ray Kurzweil, Futurist, 2011

Three CVB Sales Technology Trends:

1. Sales management has become web-based…

and is becoming faster, cheaper and easier to use!

Trends: Web-based Management

Benefits:• Accessible (24/7 anywhere)• Standard interface (browser)• Cross-platform (pc/Mac)• Limited IT support needed• Works better with other programs

(interoperability)• Development tools much cheaper and

faster• Total cost of ownership (‘freeconomics’)

Low Cost Web-based Sales Management

Open source web sites:wordpress.comjoomla.com

Web tools:salesforce.comconstantcontact.com


2. Social media is transforming sales.



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Social media tools

facebook.comtwitter.comtweetwallpro.comtweetthing.co.ukplus.google.compinterest.comlinkedin.comyoutube.comflickr.comslideshare.com

• 57% of businesses have acquired customer through a company blog.

• Companies that blog get 55% more web traffic. Hubspot 2011

Blogs: How

• Shorter is often better (250 words)• Weekly postings or more?• Write for scannability: use

bullets/lists/pics• Integrate video and audio• Link to bloggers/articles

• Largest social network (est. 1 billion users by 2012) – 1 in 7 on the planet!

• 500 billion minutes spent each month

• 25 billion content items each month

• 100 petabytes user data (2x the size of the entire

written works of humankind (from the beginning of recorded history in all

languages)

• YouTube is second most used site in the world (after its owner Google)

• YouTube: 4 billion page views/day

• 60 hours/minute uploaded – more every month than the big 3 TV networks in their history.



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Videos are 53 times more likely to generate a first-page ranking than traditional SEO techniques.

-- Forrester Research, 2011

Video Sharing: How

• Keep it short (average length is 3.5 minutes)• Tag it• Record in HD• The thumbnail is very important. Use the right

one (clear, eye-catching) • Use a catchy title (not: 393855277.mov)• Shoot video at the show

• Micro blog - 140 characters maximum

• 140 million active users

• 190 million tweets/day

• What are you doing????

• 60% tweets mobile – natural for events

How do we get followers?

•Tweet good stuff!

– Timely announcements

– Links to interesting articles

–Program updates

–Action alerts

•Retweet others

Twitter tactics

• Use it as a pointing device to other web content.

• Shorten link with tinyurl, bit.ly, or ow.ly.

• Utilize the #: #wacvb #eventprofs

• Publish the event # well in advance.

• Promote across platforms.

Launched July 7, 2011 (limited)

Record 25 million+ users in one month!170 million users May 2012



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Distributed Marketing Blog, April 2012

Social Media – Social Review Sites

• www.tripadvisor.com

• www.yelp.com

• www.elitemeetings.com



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• #1 Rule: Do not sell directly!

• Establish a social media policy (w/clear objectives/metrics).

• Identify influencers.

• Listen before you launch.

• Integrate Social Media with SEO.

• Engage your audience.

• Engage your employees.

• Be honest and authentic.

• Be human (be a “Person”, not a “Company”).

Social Networking Marketing Tips:

awareness consideration preference action loyalty

Marketing Funnel

No trusted basis of comparison

Stop spamming me!

Trusted, relevant, personalized info.

Your logo is on my t-shirt

$$$ = Awareness

Noise makes it difficult to get

eyeballs

awareness consideration preference action loyalty

Marketing Funnel

Viral Videos

SocialNetworking

Blogs

Ratings and Reviews

Communities

Blogs

Podcasting

Support Forums

Wikis


3. Smart phones, tablets and apps will revolutionize destination sales.

Tomi Ahonen, 2011

4.6 billion mobile phone subscriptions

• 2 out of 3 on this planet

• more access than running water

• more than toothbrushes

U.S. Technology Adoption Rates

Time from consumer availability to 10% penetration:

MIT Technology Today, May 2012



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Mobile apps ‘crossing the chasm’ Venue Applications

• swiftmobile.com• emarketing360.com• swamicity.com• tourismvancouver.com• heathmanhotel.com

Low Cost/Free (DIY) Apps:

buzztouch.com biznessapps.comguidebookapp.comleebug.com

CVB – Destination Apps:

visitmobile.com cvbmobile.comsimpleviewinc.comopenplac.estourismvancouver.comheathmanhotel.com

Eliminating paperapple.com/iwork/pages/

www.apple.com/iwork (numbers)

quickoffice.com

asana.com

paperportnotes.com

goodiware.com/goodreader.html

evernote.com/evernote

onenote.com

dropbox.com

culturecode.com/things/ipad

cocoabox.com/penultimate

nuancemobilelife.com/apps/dragon-dictation



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Resources:Course Notes:www.corbinball.com/assets/sales-wacvb.pdf

Corbin’s Favorites Filewww.corbinball.com/bookmarks

Corbin’s Article Databasewww.corbinball.com/art

Corbin’s TechTalk Newsletterwww.corbinball.com/techtalk

©2012 Corbin Ball Associates

Course notes:www.corbinball.com/assets/sales-wacvb.pdf

Contact Info:Web: corbinball.com

Blog: corbinball.wordpress.com

Facebook: facebook.com/corbin.ball

LinkedIn: linkedin.com/in/corbinball

Twitter: twitter.com/corbinball

Google+: goo.gl/zvMn6

Pinterest: pinterest.com/corbinball

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Corbin Ball, CMP is an international speaker, consultant and writer helping clients worldwide use technology to save time and improve productivity. With 20 years of experience running international technology meetings, he now is a highly acclaimed speaker with the ability to make complex subjects understandable and fun. His articles have appeared in hundreds of national and international publications and has been quote in the New York Times, the Wall Street Journal, Fast Company Magazine and numerous other publications. Corbin serves or has served on many hotel, corporate and association boards. He is the only person to receive both MPI’s International Supplier of the Year and MPI’s International Chapter Leader of the Year awards. Corbin has been named in 2012 as one of "The 25 Most Influential People in the Meetings Industry" by Successful Meetings Magazine, the 5th time he has received this award.

Corbin Ball Associates ● 506 14th Street, Bellingham, WA 98225 USA

[email protected] [email protected]/corbin.balllinkedin.com/in/corbinballcorbinball.wordpress.com

Understanding doubling their power every year.” Technology ... · • #1 Rule: Do not sell...

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