www.marketmemarketing.com | Facebook @Marketmemarketing | Instagram @Marketmemarketing | Twitter @Marketmemktg

Building Business ‘The Smart Way’.

www.marketmemarketing.com

‘Unlocking Potential in Individuals, Brands &

Organisations’.

www.nichenryjones.com

Grew up in Emerald, Central Queensland

Based in the Adelaide Hills.

• The Shift in Tourism Marketing

• Storytelling + Vision Building

• What is User Generated Content

• How to generate it & where to source: Brand + Consumer

• UGC Best Practice

• Hashtags

• Scheduling tools

• Digital Marketing Mapping Planning Tool

• Question Time

www.marketmemarketing.com | Facebook @Marketmemarketing | Instagram @Marketmemarketing | Twitter @Marketmemktg

Social Media has changed the way we

communicate THE PEOPLE FACTOR

We now tap into their curiosity, humanity & bucketlists, and

engage, build vision & storytell, SHOW over TELL. They make

their choice naturally.

We no longer sell accommodation, tours or packages…

Traditionally we dictated HOW we relate, engage, promote and allow

clients to book and engage with us.

Now we realise marketing is a process – we engage for long term

benefit & prioritise a strong marketing front, consistently. People

plan for their holidays, it’s not always ‘let’s go’!

Our focus was traditionally on generating instant bookings…

Today the consumer dictates how they relate to brands including

how they verify the quality of the potential experience (qual of

images/vid)

We used to be heavily territorial about our businesses, and do

business on our own, hoping visitors would choose us…

In 2019 and beyond, it’s all about collaborations and working together to achieve

bigger goals for Regions and States. And using consumer content. We search &

make future decisions based on what we see consistently.

‘Getting off the beaten track’ was the most common interpretation with 43.4% ticking

the box. After on the results were ‘Seeing or doing something new’ (26.6%) and ‘High

adrenaline activities’ (22.5%). ‘Traveling on a budget’ received 6.4% of the votes and

‘Other’ 1.1%. (Intrepid Adventure Travel Index, 2018)

A form of marketing that ‘shows’ instead of ‘tells’. It appeals to the emotions of your followers.

When done right, it ‘builds vision’ around an experience they won’t want to miss out on!

• Consumers want creative content and in-depth storytelling – they want to

resonate with stories

• Storytelling builds a picture in the visitor’s mind and engages them in what it is

you offer.

• Consumers want to learn, discover, and immerse themselves in the totality of

what you offer

• They want to build the experience in their minds as they are engaging with you

• They want the COMPLETE experience. Food, wine, accom, things to do,

culture.

• Stories are best told through people

• Video + Images

• Sharing the journey, the flora + fauna, the kangaroo that drops in to say hi the

koala that’s visiting

• It’s the real, the random, the here and now journey

• Instagram + Facebook stories

www.southaustralia.com

• UGC consists of any form of content that's created by users and consumers • UGC is content created by those having a personal experience• UGC isn't paid for (a win for business!), and its authenticity makes the user the

brand advertiser as well.• Powerful way to engage followers, target market, get attention from

Influencers• It’s encouraging visitors to engage while they are ‘experiencing’ - share their

photos and tell their stories• It’s the new form of ‘reviews + testimonials’ - people trust fellow consumers –

their photos, videos and stories are powerful• The new ‘show and tell’.• UGC can generate more engagement on Instagram -- meaning more comments

and likes on posts

We're more likely to take recommendations from others than brands when it comes time to make buying decisions - and that's the logic behind

user-generated content on social media.

Hashtags can increase your visibility, help you find content, create engagement, and help you storytell your brand.

• Use hashtags so people can search for you and what you do• Hashtags are essentially keywords that summarize what your post is

saying. Coca-Cola's #ShareaCoke, Charmin's #TweetFromTheSeat and Calvin Klein's #MyCalvins #FlindersRanges

• Find customers who are talking about you online • Source User Generated Content• Hashtags are searchable on Instagram + Twitter. • Find them on Instagram – then FOLLOW the search. This will appear in your feed.

Teach your followers and your visitors, how to engage with your Brand. Have your official Hashtag visible, EVERYWHERE. Ask them to tag you up in their photos. ‘Selfie

Generation’.

Creating Hashtags

• Choose 3-10 that you can use consistently, then create a few that match the post • What are the ‘keywords’ people are using to find you? Start there. #experience

#southaustralianwine etc• HASHTAGS: Business name #marketmemarketing• HASHTAGS: Categorise or Characterise a post• HASHTAGS: Location #AdelaideHills #Hahndorf• HASHTAGS: Industry #fashion #digitalmarketing #ecotourism• HASHTAGS: personable #yourwelcome #haha

Teach your followers and your visitors, how to engage with your Brand. Have your official Hashtag visible, EVERYWHERE. Ask them to tag you up in their photos. ‘Selfie

Generation’.

• Instagram generally best for content, though monitor main pages on FB e.g. South Australia, Australia.com, and local pages (as more people embrace this more will be on FB).

• Keep your content varied – post 2-3 of these types a week amongst your other posts (About, news, Industry info, events, reviews/testimonials, videos, questions, inspirational quotes, build vision, share the journey.

• Don’t just find posts about what you do, share complimentary posts• Ensure you tag up the person that created the post

• Screenshot the entire post and share that with your own wording and a @ tag and use their ###

• Desktop – Copy and paste text at bottom of post, add your won text to the top, credit the person

• On Facebook – you can simply share

www.southaustralia.com

Tap into UGC being posted that is getting great reach, immediately. E.g. South Australia #seesouthaustralia or Australia.com #seeAustralia

You will benefit from that reach being generated.

Can’t schedule ‘shares’, and so it’s important to also be opportunistic.

www.southaustralia.com

www.southaustralia.com

www.marketmemarketing.com | Facebook @Marketmemarketing | Instagram @Marketmemarketing | Twitter @Marketmemktg