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Digital Marketing Workshop VA #VA1
Dave Neudeck Mary Tom Casey Robin Digital Marketing Team
What is your Strategy?
Todays Topics Content Marketing Facebook Mobile Strategies for 2015
Definition: Any marketing that involves the creation and sharing of media and publishing content in order to acquire customers Content Marketing
Attention Interest Involve Interaction Engaging Content
SEVEN STEPS Content Marketing Strategy
Website Visitation Website Conversions Online and Offline Bookings Packages and Itineraries Event Attendance Brand Lift Social Media Engagement Tax Receipts 1. Establish Goals
Copy Writing Photography Advertising Videography Measurements & Analytics Time and Money 2. Develop a Budget
Current and Desired SURVEY TIME 3. Know Your Audience
Which Web Browser do you use? 1. Safari 2. Google Chrome 3. Firefox 4. Internet Explorer 5. What’s a Web Browser Survey Question 1
Mobile Device? 1. Samsung Galaxy 2. iPhone 3. HTC Droid 4. Flip Phone 5. Nope! No mobile device for me. Survey Question 2
How do you book travel? 1. Mobile Device - Online 2. Desktop / Laptop - Online 3. Telephone 4. Travel Agent 5. Wait until I get there Survey Question 3
Social Media used most often? 1. Instagram 2. Twitter 3. Facebook 4. Pinterest 5. Are you out of your mind? Survey Question 4
Image Storage? 1. The Cloud 2. Flickr or related site 3. Hard Drive 4. CPU 5. In a photo album after I get the film developed. Survey Question 5
Total Your Points: 14 or more points 9 to 13 points Less than 9 points Survey Scoring
Interests Age & Location Content Consumption Create Personas Tech Savvy: Use Google Analytics Demographics and Interest categories. (tracking) 3. Know Your Audience
Source: Google Analytics
What are you known for? What do you want to be known for? DRIVE TOURISM RESOURCES 4. Drives & Lures
Articles Images Video Web Analytics – Top Pages Social Media – Top Performers 5. Inventory Content
Purge Dated Media Identify Differentiators Review Existing Content Identify Needs Articles, Images, Video 5. Inventory Content
Authentic and Trustworthy Quality over Quantity Style Consistent Remember Your Audience Use Your Budget 6. Create New Content
Lists: 10 Best, Faves, Hidden Gems FAQ’s from Visitors Ask Locals Use Social Media: Recommendations Competitors & Industry Leaders Travel Sites, eNewsletters Content Creation
Slide Shows Social Media Posts Interview Locals / Experts Create a Series Rework Existing Conent Popular Keywords Videos Content Creation
Website and/or Blog Search – SEO/SEM Media Kits Social Media Advertising – Social Target Your Audience Native Advertising Use Your Budget 7. Publishing Content
Create 5-10 New Articles in Q1 Identify 25 Great Images Develop an Editorial Calendar Add a Budget Line Item 2015 Content Challenge
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Copyright © 2014 by The University of Kansas Using Social Media for Digital Advocacy.
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