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The value of Social Media can be substantially extended by combining it with other online marketing platforms, allowing today’s tourism marketer to reach a wider target audience and generate measurable results. This presentation was given to the Hamilton Waikato NZ Regional Tourism Conference by Wayne Attwell, Online Marketing Strategist at Bold Horizon.
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boldhorizon.co.nz
www.twitter.com/WayneAttwell
www.facebook.com/BoldHorizon
Growing Your Tourism Business Through an Online Presence
Wayne AttwellOnline Brand Strategist - Bold Horizon
boldhorizon.co.nz
www.twitter.com/WayneAttwell
www.facebook.com/BoldHorizon
The World is Changing
• 70% - 80% of pre-purchase research via search engines – Google, Bing, Yahoo
• A fundamental shift…– Prospects find you. You don’t find them
• How can we help them to find us?
boldhorizon.co.nz
www.twitter.com/WayneAttwell
www.facebook.com/BoldHorizon
Help! I Need to be Found
boldhorizon.co.nz
www.twitter.com/WayneAttwell
www.facebook.com/BoldHorizon
It’s All About Your Website (well, most of it)
boldhorizon.co.nz
www.twitter.com/WayneAttwell
www.facebook.com/BoldHorizon
Tracking Online Performance
boldhorizon.co.nz
www.twitter.com/WayneAttwell
www.facebook.com/BoldHorizon
Tracking Online Performance
boldhorizon.co.nz
www.twitter.com/WayneAttwell
www.facebook.com/BoldHorizon
Using Search Engines
• #1 - 80% of all online searches
• 2nd largest search engine– Global audience of 400m– As a country, would be the 3rd
largest in the world
P.S. Google owns YouTube…hmm
boldhorizon.co.nz
www.twitter.com/WayneAttwell
www.facebook.com/BoldHorizon
Content is King
• Website pages - organic search• Blogs - 51% say most valuable business tool• Articles – syndication• Comments – indexed• Videos – Google favours it (hmm…wonder why?)
CREATE, PUBLISH, BE FOUND
boldhorizon.co.nz
www.twitter.com/WayneAttwell
www.facebook.com/BoldHorizon
What’s Hot & What’s Not
boldhorizon.co.nz
www.twitter.com/WayneAttwell
www.facebook.com/BoldHorizon
Marketing Your Content
• If it isn’t keyword targeted, it’s of nominal value
• Use your networks to spread the ‘word’ i.e. content
boldhorizon.co.nz
www.twitter.com/WayneAttwell
www.facebook.com/BoldHorizon
Start Spreading the Word
boldhorizon.co.nz
www.twitter.com/WayneAttwell
www.facebook.com/BoldHorizon
Use all of the Channels
boldhorizon.co.nz
www.twitter.com/WayneAttwell
www.facebook.com/BoldHorizon
There is No Free Lunch
• Social media has a cost (manpower)• Organic search (expert advice)• Video marketing (production)• Content (copywriters)• Budget for direct and indirect costs
boldhorizon.co.nz
www.twitter.com/WayneAttwell
www.facebook.com/BoldHorizon
Paying For All This Stuff
boldhorizon.co.nz
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The Best Job in the World
Tourism Queensland – Hamilton Island
• All content was user generated• 34,000 video entries• Award-winning campaign• Email marketing to 100,000 names delivered
highest ROI• AU$1.75m budget blown apart
boldhorizon.co.nz
www.twitter.com/WayneAttwell
www.facebook.com/BoldHorizon
A Quick History Lesson
Get on board or be left behind
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