Marketing marketing for tourism - learn how to optimise your website and content to engage mobile users. Presented by Adam Wallace for Tourism Sunshine Coast. Location: Sunshine Coast, QLD 12 June 2012

1. MOBILE MARKETING FOR TOURISM
Presented by Adam Wallace on 12 June 2012 at Manta Sunshine Coast

2. Agenda
1. Smartphones for all
2. So, what is mobile marketing?
3. Content marketing in a mobile world
4. Let’s look at your website
5. Making your website mobile friendly
6. Optimising for mobile search
7. Check-ins are a local business’ best
friend
8. Understanding your mobile visitors
9. Using QR codes
10. Text/SMS marketing
11. Videos and mobile
12. The future of mobile (is here)
13. Working smart with mobile devices
14. Key takeouts
15. Questions

3. What questions
do you have?
Image: flickr/A wild question/[f]oxymoron

4. Smartphone's For All

5. Let’s see a raise of hands
How many of you:
1. Check email on your phone?
2. Have posted photos on
Facebook from your phone?
3. Searched for a business’ info
number on your phone?
http://www.flickr.com/photos/whatleydude/6205610856/

6. Is your website optimised for Mobile?
of web traffic will
come through mobile devices by 2014
Image: http://www.bravenewcode.com/product/wptouch-pro/?utm_campaign=wptouch-home-top&utm_medium=web&utm_source=bravenewcode

7. Smartphones are used everywhere

8. Multi-tasking with mobile

9. Smartphone penetration
is on the rise

11. Smartphones are
an emerging point
of purchase

12. Maslow’s Hierarchy of Needs

13. SO, WHAT IS
MOBILE MARKETING?

14. What is Mobile Marketing?
“A set of practices that enables organizations to
communicate and engage with their audience in
an interactive and relevant manner through any
mobile device or network.”
-- Mobile Marketing Association

15. Which means…
“You can engage with your audience at a
time and location that suits them”
Untangle My Web --

16. Search Making sense of
Banners
Strategy
Location
Based
Analytics
Mobile
Coupons Customer
Marketing
ROI
MMS /
SMS
Relevance
Apps
Proximity

17. Check emails
http://www.flickr.com/photos/tom_ruaat/5540148158/

18. A day in the life of a mobile user
• Check how many updates I have when I wake
up (emails, Facebook, calendar, weather)
• Listen to music on my way to work while
checking my emails and reading news
• Takes photos, status updates, tweets, check-
ins, searching info
• Watch TV with mobile (iPad)
Share updates
http://www.flickr.com/photos/techcocktail/4585315843/

19. Listen to music and podcasts
http://www.flickr.com/photos/garryknight/6436100219/

20. Take photos and videos

21. Get directions / Explore

22. Be productive

23. Give recommendations

24. What’s happening on mobile?
We are:
consuming content
sharing content
creating content
http://www.slashgear.com/google-currents-digital-magazine-for-ios-and-android-08200961/

25. Content Marketing
In A Mobile World

26. What Is Content Marketing?
A. Educational, informative content to attract attention and build a
solid reputation with potential customers
B. Great content and quality information to market a product or service
C. Use of valuable content to generate revenue for your business
D. All of the above

27. Content Marketing Uses...
Photos Videos Audio
Image: deviantart/Crumpled white paper texture/melemel

28. Get creative with your content
• The romantic’s guide: 5 things to impress
your partner
• 10 ideas for a perfect romantic getaway
• What to look for in a secluded getaway
• The perfect recipe for the foodie in you
• Make the most out of your weekend
getaway for only $250
• Top 7 things to do as recommended by
our guests
• 5 Reasons to dig your running shoes out of
the closet
• 10 tips for a stress free weekend getaway
• How to spoil your partner this Valentine’s
Day
Image: www.lostgirlsworld.com/2010/12/travel-like-a-local/

29. Words tell Emotions sell
image: flickr / sequio similing at this mom/ seandreilinger

30. Swapping words with emotions
Examples: http://www.copyblogger.com/feminine-copywriting/
Image: http://montyrainey.wordpress.com/2012/05/20/the-correlation-between-right-brain-thinking-and-a-positive-attitude/

31. Great Content...
Provides
credibility
Achieves desired
Is actionable
outcomes
Begs to be
Is shared
Shared

32. Content Mapping Process
http://www.contentmarketinginstitute.com/2011/04/content-mapping-b2b-marketing/

33. http://sparksheet.com/the-six-stages-of-travel-content-marketing-in-a-mobile-world/

34. Tempt the visitor by igniting
interest, fueling desire and
raising awareness for a place
or an offer.
Social media makes it easier
to encourage dreaming as
users share their life with all
of their friends (and
strangers) on these networks.

35. Travellers need information
during the planning stage.
Content should be detailed and
comparison tools are key.
You can signup to MailChimp for
free for up to 2,000 subscribers
and be able to send up to 12,000
emails per month. Ensure you’ve
responded to bad TripAdvisor
and Google+ Local reviews.

36. Flights are usually
booked first, while
accommodations
fall into place later
as other good
deals arise.
Booking Button
provides a mobile
optimised version
for an additional
$15 per month.

37. The anticipation stage is
characterized by
excitement, preparation and
anxiety. It generates a need for
detailed information and a
wealth of opportunities to upsell.
Sending an automated email
newsletter upselling additional
features a week before the
visitor is due to arrive can help to
grow your sales per customers.

38. Mobile is a fantastic platform for
streamlining routine travel
chores and keeping the traveller
on track with updates and alerts.
SMS would be more beneficial
here as the user may not be
checking their email
address, whereas the SMS is
more likely to be read upon
delivery.

39. The destination stage is the
heart of the journey cycle.
The final step in the
destination stage is closing
the circle to the next trip.
Make it easier for users to
engage with your brand by
ensuring your business is
accessible for location-
based services and on
Facebook and Google+

40. 4 steps reach all 6 stages
Act
Convert
Reach
Engage

41. Google’s 5 Stages of Travel

42. Sharing takes place during and
after the destination stage. The
key takeaway for sharing is that
while the user is sharing their
adventures, it’s encouraging
their friends (and strangers)
towards the dreaming stage.
Run a competition where users
can win some prize for uploading
photos from their trip and the
best photo wins a prize.

43. Create a Editorial Calendar Plan
Writers, editors
and publishers
Schedule Topic ideas

44. What do penguins have to do with
your content?
“The main takeaway with Penguin is clear when it comes to
content: if you don’t have time to write something decent, hire
somebody who does.” -- Matt Beswick, Search Engine Journal

45. Let’s Look At Your Website
Bring up your website on your smartphone

46. How is your site working?
 Do you see broken images or missing
content?
 Can you read the text without zooming or
scrolling?
 Can links and buttons be clicked with a
thumb?
 Are navigations options obvious?
 Is search functionality easily accessible?

47. What about your
booking engine or shopping cart?
 Do you see broken images or missing
content?
 Can you read the text without zooming or
scrolling?
 Can links and buttons be clicked with a
thumb?
 Are navigations options obvious?
 How quick can a user make a purchase?

48. Mobile ready booking system
$10 /
month
extra
http://www.thebookingbutton.com/hotel-reservation-software-features/online-booking-systems/mobile-bookings-for-smartphones/

49. 9 best practices for mobile
1. Keep it quick
2. Simplify Navigation
3. Be thumb-friendly
4. Design for visibility
5. Make it accessible
6. Make it easy to convert
7. Make it seamless
8. Use mobile site redirects
9. Listen, learn and iterate

50. Making Your Website Mobile-friendly
What options do you have?

51. 1. Mobile website
• separate version of
the site
• redirects mobile user
to mobile version
• designed with less
content and fewer
features

52. 2. Plug-in - WPtouch
• WordPress plugin with
mobile-dedicated
themes
• redirects mobile user
to the plug-in
generated mobile site
• designed with less
content and fewer
features

53. 3. Responsive Website
• content and designs
are consistent across
all devices
• layout changes based
on the size of the
browser
• automatically
optimised for future
devices

54. 4. Mobile App
• built to run natively on
a dedicated operating
system (OS)
• generally best for
functions that use the
device’s sensors
• on-going maintenance
required with every
new OS upgrade

55. Making your website mobile-friendly
Comparison Chart
1. Mobile Site 2. WPtouch 3. Responsive 4. Mobile App
Cost High Low Average High
Maintenance Difficult Moderate Easy Moderate
Performance Good Okay Okay Good
Browser Support Good Good Okay Good
Content Depth Low Moderate High Moderate

56. Responsive Demo
http://quirktools.com/screenfly/

57. OPTIMISING FOR LOCAL SEARCH

58. Local search optimisation tips
1. Google Places listing is 100% complete
2. On-page optimisation for local results
3. Get more reviews on your Google listing
4. Get your name, address and phone out there
5. Monitor your reputation online
6. Signup to location-based social networks
such as Facebook, Google+ and Foursquare
7. List yourself in local top directories

59. $30.00
Check-ins Are A Local Business’
Best Friend http://www.iconsigns.net/IconSigns-Facebook-Check-in-Signs.html

60. Check-in here, here, and here.
Encourage your
customers to check-in
to your business
Where?
• Facebook
• Google+
• FourSquare
Credit: http://ruraltourismmarketing.com/2012/01/how-the-internet-levels-the-playing-field-for-local-small-businesses/

61. Check-in to win!
Creating specials and
rewards for those who
check-in

62. Understanding Your Mobile Visitors

63. Analyze your mobile visitors
• How many mobile visitors does your site get
each month?
• Which pages do they land on the most?
• Which pages do the exit through the most?
• What mobile device are they using?
• What keywords did they find you through?

64. How can you track and access this
information?

65. Using QR Codes

66. Best practices for QR Codes
• made for print
• not to be used online
• use URL shorteners
• track your scan traffic

67. Get creative
with your
QR codes!

68. TEXT/SMS MARKETING

69. Utilising SMS marketing
• 94% of all text
messages are read;
most will open the
message before
deleting them
• Messages are more
likely to be read within
minutes of sending
them
• Bulk SMS can prove to
be relatively cheap

70. Use of SMS Marketing
1. News updates
2. Emergency notifications
3. Promotions
4. Contests
5. SMS coupons
6. Customer service
7. Lead generation

71. Rules and Regulations for SMS
“Under the Spam Act 2003 it is illegal to send, or
cause to be sent, unsolicited commercial electronic
messages. The act cover email, instant
messaging, SMS and MMS of a commercial nature.
It does not cover faxes, internet pop-ups or voice
telemarketing.” – ACMA
Things to take into consideration:
• Get permission first
• Provide options for communication methods and
the ability to unsubscribe

72. Videos And Mobile
http://uneasysilence.com/2011/09/adventurous-iphones/#more-16493

73. What to capture
• Customer testimonials
• Scenery
• Video tours
• Local activities
• Animals
• Silliness

74. Editing on the go
• iMovie for iPhone and iPad
• VidTrim for Android devices

75. Sharing your videos via mobile
• Facebook
• YouTube
• SocialCam
• Viddy

76. The Future Of Mobile (Is Here)
https://plus.google.com/111626127367496192147/posts

77. Mobile Wallet
leave your cash and cards at home

78. Augmented Reality
a new way of seeing life

79. Never get lost again…
Smart uses for your mobile

80. Update your website

81. http://ios.wordpress.org/

82. Distribute content

83. Point of sale

84. Use less paper

85. Chat from anywhere

86. Make music

87. Distribute your content as far as possible
http://www.gshiftlabs.com/why-an-optimized-content-strategy-is-crucial-for-social-search/

88.  Get a mobile optimised website
 Focus on your content marketing strategy
 Tailor your content for each stage of travel
 Consider how you can distribute your
content as widely as possible
 Look for opportunities to be innovative with
your content creation

89. Do you have any
questions left?
Image: flickr/A wild question/[f]oxymoron

90. Wondering where to start?
Our web advisors can tailor a 90 day digital marketing plan to suit your
time and budget. See exactly what steps are required to get a return on
investment from your web presence (learn a lot in the process!)
Contact us on +61 (0)7 3103 7991 or email help@untanglemyweb.com

91. Smart Tourism
Website
Packed with features:
Socially engaged
Search optimised
Mobile friendly
Ongoing updates
It speaks your language.
www.SmartTourismWebsite.com
Or call us on +61 (0)7 3103 7991

92. http://www.facebook.com/untanglemyweb
twitter.com/untanglemyweb
au.linkedin.com/in/adamwallace
Image: Flickr/Thank You/ eunmind