Marketing college 2013 final
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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.
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Marketing college 2013 final
- 6. digital agency of record... 6
- 7. text 7
- 8. text 8
- 9. text 9
- 10. 10
- 11. 4 hours 11
- 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 12
- 13. Concept of Identity and Reputation 13
- 14. identity 14
- 15. other people define us 15
- 16. troubled 16
- 17. responsible smart fun shymusical kind lazy absent- minded meticulous athletic bookish skinny fat funny stylish artsy sparkle chip off the old block bossy follower troubled messy neatcompulsive 16
- 18. 17
- 19. 18
- 20. I was the responsible one 19
- 21. 20
- 22. 21
- 23. You know, your sister thinks you’re beautiful... 22
- 24. But everybody always thought she was the pretty one in the family. 23
- 25. 24
- 26. identity = who you are 25
- 27. reputation - what others think of you 26
- 28. 27
- 29. 28
- 30. shaped by 2 things: 28
- 31. shaped by 2 things: What you put out there 28
- 32. shaped by 2 things: What you put out there How other people respond to you 28
- 34. Stuck on the 1st step 30
- 35. 31
- 36. admitted we were powerless over __________ and that our lives had become unmanageable 31
- 37. admitted we were powerless over my ex’s alcoholism and that our lives had become unmanageable 32
- 38. admitted we were powerless over my children’s choices and that our lives had become unmanageable 33
- 39. admitted we were powerless over taxes and that our lives had become unmanageable 34
- 40. admitted we were powerless over my past and that our lives had become unmanageable 35
- 41. admitted we were powerless over the future and that our lives had become unmanageable 36
- 42. admitted we were powerless over the natural disaster and that has impacted our community 37
- 43. admitted we were powerless over the budget that limits our ability to do all the marketing stuff I want to do 38
- 45. 40
- 46. text 41
- 47. text 42
- 48. text 42
- 49. text 42
- 50. text 43
- 51. “A brand is no longer what we tell the consumer it is - it is what the consumer tells each other it is.” Scott Cook | Intuit 44
- 52. Action: Focus on interesting, compelling, up-to-date content 45
- 53. 46
- 54. 47
- 55. text 48
- 56. text brag 48
- 57. text brag spy 48
- 61. text 49
- 62. text 50
- 63. text 51
- 64. text 52
- 65. 53
- 67. why do I care? 55
- 68. text 56
- 69. text 56
- 70. text 57
- 71. text 57
- 72. text My friends who like Carnegie Hall WV 58
- 73. text My friends who like Carnegie Hall WV 58
- 74. Prediction: More focus on engagement 59
- 75. Action: Increase engagement by putting content where engagement is top-of-mind 60
- 76. 61
- 79. Where’s Your Content? On Your Website? But is it HERE?!? 64
- 80. get your content off your site and out to where people are spending their time 65
- 81. 66
- 82. text 67
- 83. text 68
- 84. text 69
- 85. text 69
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- 88. 71
- 89. Break and then an exercise 72
- 90. Small Budget Content Ideas 73
- 91. Big Budget Content Ideas 74
- 94. 77
- 95. 78
- 96. 79
- 97. text 80
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- 100. text 83
- 101. by 2014 more than half of web traffic will come from a mobile device 84
- 102. text 85
- 103. email open rates on smartphones +34% 86
- 105. 88
- 107. 89
- 108. Action: Think responsive design 89
- 109. text 90
- 110. text 91
- 111. text 92
- 112. text 93
- 113. This is what happens when you use images without web text. 94
- 114. text 95
- 115. text 96
- 116. text 97
- 117. tracking 98
- 118. 99
- 119. email open rate click-through-rate cost-per-impression conversion rate phone calls guide requests 99
- 120. your goal is not an open rate 100
- 121. your goal is heads in beds 101
- 122. your goal is heads in bedticket sales 102
- 123. your goal is heads in bedticket salesto make money 103
- 124. your goal is heads in bedticket sales_____________ 104
- 125. realistic measurable key performance indicators a good goal 105
- 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 107
- 128. be realistic 108
- 129. analytics 109
- 130. Look at Your Flowchart 1. Online = $50,000 2. Offline = $50,000 110
- 131. Remember Those KPIs? 1. Online = $50,000 - 20,000 heads in beds | $2.50 per head 111
- 132. Remember Those KPIs? 1. Online = $50,000 - 20,000 heads in beds | $2.50 per head how much is a head worth? there’s your ROI 112
- 133. Remember Those KPIs? 1. Online = $50,000 - 20,000 heads in beds | $2.50 per head how much is a head worth? there’s your ROI 113
- 134. Remember Those KPIs? 1. Online = $50,000 - 40,000 email addresses | $1.25 per email what’s the average value of an email address? 114
- 135. Remember Those KPIs? 1. Online = $50,000 - 40,000 email addresses | $1.25 per email what’s the average value of an email address? 115
- 136. Remember Those KPIs? 1. Online = $50,000 - 40,000 email addresses | $1.25 per email what’s the average value of an email address? 116
- 137. determine what your KPI’s are worth 117
- 138. then get granular with your analysis 118
- 139. Dig Deeper 1. Online = $50,000 - Paid Search Media = $20,000 - Email Marketing = $15,000 - Display Media = $10,000 - Online Creative = $5,000 2. Offline = $50,000 - Print = $20,000 - TV = $30,000 119
- 140. Dig Deeper 1. Online = $50,000 - Paid Search Media = $20,000 - Bing = $5,000 - Google = $15,000 120
- 141. Get Granular 1. Online = $50,000 - Paid Search Media = $20,000 - Bing = $5,000 - Branded keyword = $2,500 - Summer keyword = $2,500 - Google = $15,000 - Branded keyword = $2,500 - Summer keyword = $2,500 121
- 143. what are your KPIs that you can associate a value to? 123
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- 151. Action: Use behavioral analytics before AND after you build your new site 131
- 152. The promise of the internet: You can know more about your customer than ever. 132
- 153. Action: Make a searching and fearless moral inventory of ourselves... 133
- 155. and be entirely ready to have somebody remove all defects of character... 135
- 157. then practice these principles in all of your affairs 137
- 158. 138
- 159. My website is a dynamic marketing tool, and as such, it will never be finished, and that’s ok. 138
- 160. Thank you. 139