Sunday Education_Destination Marketing_Content Going Viral_Michael Heipel

#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

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/

What is Content Marketing?

„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

Screenshot from Youtube video: Mark Zuckerberg taking the Ice Bucket Challenge

1,2 Mn. Videos uploaded to Facebook 2,2 Mn Twitter mentions

100 Mn USD additional donations (Source: NYT)

Started with 50 girlfriends newsletter

1,5 Mn newsletter subscribers after a short while

My Little box: 10 EUR/month, 80.000 subscribers

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

What Are The Challenges Of Content Marketing?

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

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

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!

Just lucky punches or good planning?

Pic: www.flickr.com/photos/sadjina/4099877085/

Strategic implications for destination marketeers

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

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

Why do people share stuff? The New York Times Customer Insight Group „The Psychology of Sharing“

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%

To define ourselves to others """share to give people a better sense of who they are and what they care about 68%

To grow and nourish our relationships""""""

share information because it helps them connect "with others who share their interests

73%

Appeal to your customers’ motivation to connect with each other It is all about them, not you!

Pic: www.flickr.com/photos/kalexanderson/6667747963/"

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/

Appeal to their sense of humor Fun, emotional, scary, exciting, surprising, anecdotal experiences

Pic: www.flickr.com/photos/light_seeker/6119578069/

Source: IPA Institute of Practicioners in Advertising Research

Good news beats bad on social networks John Tierney, NYT, March 2013

Aim for evergreen content Lists, education, overviews

Pic: www.flickr.com/photos/x-ray_delta_one/4464129648/

Visual Content Marketing

Images beat text

Video beats images

http://www.youtube.com/watch?v=16ihUm1gaWw

http://www.youtube.com/watch?v=aj8NIcctKac&list=UUCuxbmHlGQBfaUAh

XGp7NCA

Who will create the content?

In-house teams

Agencies

Bloggers

UGC

Brand ambassadors

Your clients

Pic: www.flickr.com/photos/marcobellucci/3534516458/

Who do you target? Identify your influencers: Planners, media, bloggers... Create buyer personas

https://www.flickr.com/photos/inkstains/10576483144/

Case studies

Wrap-up: 10 hands-on tips to get your content marketing rolling!

1 – Fail early, fail often, fail cheap!

www.flickr.com/photos/thomasletholsen/8373437317/

2 – Copy with pride, and give credit

Pic: www.flickr.com/photos/kioan/3518691708/

3 – Create shareable images

4 – Motivate your clients to share their impressions

1888 Hotel, Sydney" www.1888hotel.com.au

5 – Educate your clients how to use content marketing

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/

7 – Create interactive infographics

http://goanimate.com/

8 – Find free photos that you can use to illustrate your posts

9 – Cross-post as widely as possible

10 – Re-purpose, re-package, re-use content already created

http://www.youtube.com/watch?v=NJnP2wsgnoA

Let‘s get connected!""

michael@cocosocial.de"Twitter @michaelheipel"

Blog: michaelheipel.wordpress.com