For one week each year, tourism industry professionals from all over the Southeast meet at University of North Georgia for the Southeast Tourism Society Marketing College. During the week, students experience a broad-based curriculum of courses designed to teach marketing techniques from all facets of the tourism industry. Hannah Paramore again taught her 3rd year source on digital media supported by VP of accounts - Kate Gallagher. Here are the slides from the 4 hour course.
12. What are we going to do?
1. Concept of Identity and Reputation
2. Content: Where to put it and how to do it
3. Content Exercise
4. A Mobile Moment
5. Tracking: Where to put it and how to do it
6. Tracking Exercise
7. If we have time (or need to kill time): Myth Busting
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127. • Increased number of brand mentions for a specific
product and/or phrase
• Increased sales and or buzz during off-season time
• Increased share of voice in the market place
• Number of Facebook fans
• Number of Twitter followers
• Increase in check-ins
• Influence of followers and fans
• Number of YouTube video views
• Comments on posts (blog, Facebook updates)
• Retweets
• Change in search engine rankings
Key Performance
Indicators
• Change in sentiment
• Time spent with distributed content
• Increase in website traffic
• Increase in website referral traffic from social sites to
your website
• Surveys taken, polls taken
• Contest entries
• Increase in customer satisfaction
• Research and development time saved
• Cost savings from traditional advertising
• Change in conversion rate
• Increased attendance
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