Online Marketing & Social Media for Best of British Parks

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1 Online Marketing & Social Media for Best of British Parks David Lakins

2 We would like to encourage our 51 members to get involved, or more involved in some cases, in utilising social networking and online marketing in their businesses. Having read your article in the BH&HPA Journal and spoken to Martin Cox at Highlands End, one of the Best of British member parks, I am writing to ask if you would consider running a small seminar on these topics at our 18 th October conference. 90 minutes 2

3 About Key Multimedia Founded in 2007 Based in Poundbury, Dorchester, Dorset Create Content managed and e-commerce websites Online marketing and website performance Search engine optimisation Pay Per Click Management Article marketing Blog Posting Social networking Twitter & Facebook Content supply 3

4 How The Internet Is Changing Tourism Consumers are using the Internet as a way of gathering information before they plan a holiday. What was once an efficient one-way communication device it has evolved into an interactive, two-way communication tool.

5 How The Internet Is Changing Tourism Much is going on in the technology arena today that is influencing the way consumers decide, buy and exchange information Consumers are becoming more demanding, distribution more transparent and supply increasingly competitive The challenge for Parks is keeping pace with these changes and staying competitive

6 Technology Trends Mobile Internet is having the greatest effect: 3G or WiFi enables almost permanent connectivity to the web. Mobile Internet is changing the way consumer s access information. Users can share news, photos and video clips quickly without having to move to another device or PC The integration of GPS into mobile phone handsets has also turned every phone into a Satnav. Distributing location-based content is now a reality! Mobile applications provide new interactive ways of accessing tourism information Video is everywhere e.g. YouTube

7 The Impact Of Social Media The effect of social networking and user generated content has also recently emerged as a critical source of travel information. Consumers are finding social media more credible than professional reviews or information from travel companies. According to Forrester, 60% of European online consumers are taking part in social networking activities such as reading or writing blogs, listening to podcasts, setting up RSS feeds, reading and writing online customer reviews.

8 Starting a Search... Q: When looking for new information online, on what type of website do you start? Source: The Nielsen Company

9 Search Engines Are Still Important Although there appears to be a Social Networking revolution taking place throughout every market on the Internet, Search Engines still remain extremely important for customers sourcing information and planning their holidays.

10 Key Challenges How to reach as many potential customers as possible? How to build long lasting relationships with customers? How to use the technology to connect with your customers How to add value online and create a website experience that is both engaging and functional?

11 Agenda Getting the fundamentals right Social Media new opportunities Connecting with your customers How you can improve your online presence by using :- Facebook Twitter TripAdvisor YouTube Blogs 11

12 1. GET THE FUNDAMENTALS RIGHT

13 Getting the Fundamentals Right Set clear objective & goals What do you want your website to achieve? Understand your target audience, their drivers, wants and needs. How are you going to measure success? no. of visits; booking enquiries ; conversion to actual bookings 13

14 2. LISTENING Absorbing what is happening in your industry Listening to the chatter about your products and services What are customers saying about your competitors?

15 2. LISTENING

16 LISTENING Twitter Facebook Discussion Forums Blogs Google Blog Search

17 3. LEARNING

18 3. LEARNING: Customer Needs What customer types exist? What are they looking for? What language and search terms do they use? Where do they go? How do they like to interact? How much time do they have? Where are they in the buying process? How willing are they to share openly?

19 Tools to Boost your Customer Insight and Market Research Google Instant Google Related Searches Wonder Wheel Google's standard web search Web options Google Adwords Keyword Tool Wordtracker Google Insights Google Alerts

20 Google Instant

21 21 Related Searches

22 Related Searches

23 Wonder Wheel

24 Google Web Search Google's standard web search provides more than just lists of web pages By performing a search of your market keywords, Google will tell you what type of content it sees as important. If you see videos, blogs or images this gives you another way to reach the top 10 of Google. Adword ads (PPC) tell you the market is commercially viable and more importantly that the keyword you entered is good enough to pay for, especially if there are 10 ads or more.

25 Researching your market

26 Google Maps & Google Places Google Places is one of the most important things to get right for Holiday Parks Create your Google Place with your search terms in mind Add multiple locations if you own more than one Park Encourage Reviews 26

27 Google Web Options Google recently added new functionality to its search tools:- Videos Forums Discussions Filter results by across time spans (perhaps give us an insight into the way Google might be displaying results in the future)

28 Google Web Options

29 Google Adwords Keyword Tool Indentifying keywords and search phrases are probably the most important factors in targeting your customers Adwords Keyword Tool is a valuable tool that tells you what keywords and phrases people are using to find what they are looking for. See how competitive each keyword is amongst Adword advertisers, showing you which keywords are commercially viable. https://adwords.google.com/select/keywordtoolexternal

30 Researching your market

31 Google Insights

32 Google Alerts Stay in touch with what's hot in your market Enter the most popular phrases in your market and Google will then send you links via depending on what type you select. Get information from news, web pages, blogs, video and groups. PS monitor your Park name!!

33 Google Alerts 33

34 Agenda Getting the fundamentals right Social Media new opportunities Connecting with your customers How you can improve your online presence by using :- Facebook Twitter TripAdvisor YouTube Blogs 34

35 What is Social Media? Social media has created a shift in how people discover, read and share news, information and content Everybody can have an opinion and the technology allows us to share them Social media is instantaneous 67% of Internet users are engaged in some way with social media 35

36 What is Social Media Anyway? Social media is a combination of user generated content (UGC), consumer generated media (CGM) and traditional published content across a variety of technologies and web-based platforms including social networks, review websites, blogs, video, websites, mobile devices, , and more 36

37 Important Differences for Social Media Social media provides an INEXPENSIVE marketing and brand awareness tool that allows people and organisations to connect on a personal level Social media has turned content readers into content publishers now everyone can have an opinion! More importantly Social media is about connecting and communicating 37

38 38

39 Is Social Media Important for Holiday Parks? According to BDRC Continental 50% of leisure & 46% of business travellers found a review site influenced their final choice of hotel A further 33% of leisure & 43% of business said they booked a different hotel because of an online review. Only 16% of leisure and 11% of business said reviews had no influence on their final decision. 39 Social media sites are exerting their influence nearly 50% of all types of holidaymakers are now engaged with them.

40 Social Networks Business Benefits Reach out to new audiences and markets Reach out to existing markets Better understanding of your customers and related markets Relative low cost of entry Possible high return 40

41 Agenda Getting the fundamentals right Social Media new opportunities Connecting with your customers How you can improve your online presence by using :- Facebook Twitter TripAdvisor YouTube Blogs 41

42 Connecting with YOUR audience? Before you start.. Analyse your market, audience, and demographics What Social Media tools are they using (if any)? Social Media can target decision makers, consumers, donors, create a buzz about your company, a service or product, spread good news or deal with bad news i.e. crisis management, get market feedback / surveys 42

43 Agenda Getting the fundamentals right Social Media new opportunities Connecting with your customers How you can improve your online presence by using :- Facebook Twitter TripAdvisor YouTube Blogs 43

44 44 Social Network Overview

45 Facebook - #1 Social Network Over 400 million users More than two-thirds of Facebook users are outside of college age The fastest growing demographic is those 35 years old and older 55% of users are female More than 8 million users become fans of Business Profiles each day 45 Facebook s strengths lie in its ability to help people connect and stay connected

46 46 Business Profiles are exploding

47 Why use Facebook? 1. Build relationships with your customers 2. Increase visibility of your Park 3. Build your Park brand 4. Target your niche 5. 2-way communication with your customers 6. Build an online community for your Park 7. Get quick top Google placement 8. Create targeted Ads 47

48 48 Example of effective use

49 Fastest growing Over 11.5 million users Since June of 2008, has grown by 1,460 % Reaches 10.7 percent of all active Internet users 5% of users account for 75% of all activity 49

50 What is Twitter? Tweets are like SMS (text) messaging Messages are 140 characters or less, generally visible by anyone You follow others, they follow you Communicate openly or directly to other Twitterers 50

51 Why use Twitter? Easy to use Great customer service tool Short sharp communication tool Ideal for :- searching listening connecting 51

52 52 Example of effective use

53 Review Sites With holidaymakers using review sites regularly, Parks need to understand what information they are looking for and find ways to meet those needs As holidaymakers increasingly engage with social media, Parks have a great opportunity to adapt their websites to allow customers to engage with them, and to use the dialogue to continue to evolve their offer to meet the demands of today s web-savvy customers 53

54 54 Trip Advisor

55 Take Ownership & Encourage Reviews Only 4% of owners ever respond to TripAdvisor reviews!

56 Encourage Reviews on Trip Advisor & Google Trip Advisor Claim your review page Upgrade your listing with a subscription Add Trip Advisor widgets to your website Google Places Set up Encourage reviews

57 Start with a Strategy Social Media needs to be part of your whole marketing plan Find out where your customers are first Come up with measurable goals Do one thing at a time It is a commitment,.. not a campaign Dead accounts look bad 57

58 Where to Get Started Be clear about your objectives Define who you want to target Decide which social media platforms make sense for you Park 58

59 Getting Started with Social Media Have a good look around and see how things work Set up an account and build your profile Look for friends to invite and link with Start a Group relevant to your products or services Build a Facebook page 59

60 60 Using Social Media Platforms Effectively

61 Create a Public Profile Profile Pic Status Updates Engaging With fans 61

62 Fill out your Profile Add a Profile Picture Use a custom background to brand Fill out the Bio information 62

63 Twitter Tips Monitor Keywords & Track discussions Manage your Tweets effectively Desktop Twitter Applications e.g. Tweet Deck & Twhirl iphone Twitter Apps Twitter for WordPress Blogs Link Facebook and LinkedIn with your Twitter feed or use ping.fm to update multiple social networking sites 63

64 Be Engaging Give people a chance to talk and interact with you Ask questions Let some of your personality shine through Social media = communication 64

65 65 Encourage Recommendations

66 Video Marketing YouTube 120m videos watched..daily 3rd most searched site after Google & Facebook Typical user 18 to minutes per visit 51% visit one or more times a week 66

67 Why use YouTube? Give your Park a face not just a website The internet is hungry for information. If your YouTube video has information that your client base is seeking, they will find the video to get that information Search Engines & Directory Sites - having a YouTube video on a listing doubles the likelihood that the visitor will click through Web Options & Googlebase include video 67

68 Why use YouTube? YouTube videos show up on Google Searches and other similar search engines. It is not uncommon for a thoughtfully keyworded YouTube Video to show up higher than your 5000 website Embed video clips in your own website 68

69 69 Example of effective video use

70 Video Marketing Look for an angle Look for the competition Get a feel for YouTube Think how else it could be used 70

71 71 Video Marketing

72 Using Blogs A blog is a type of website, usually maintained by an individual with regular entries of commentary, descriptions of events, or other material Entries are commonly displayed in reverse- chronological order A typical blog combines text, images, and links to other blogs, web pages, and other media related to its topic The ability for readers to leave comments in an interactive format is an important part of many blogs 72

73 Should You Be Blogging? If you have anything valuable to say, then the answer is YES BLOGS are meant to be short and personal Keep your followers updated, provide timely information and updates, and share your thoughts Build loyalty and brand and keep you on people s minds Increase search engine results 73 28% of all search engine results are now linked to social media and social networking sites

74 74 Blogging and SEO

75 Blogging Tools

76 76 Great uses for Blogs

77 Making the Most of Social Media The real cost of social networking is your TIME The more time you invest, the more results you will see Set up your profiles, add as much information as possible Try and set aside part of your week making new introductions Look for tools to make it more efficient Social media is all about Word of Mouth, conversations Build a following, identify people who are influencers 77

78 Keys to Succeeding with Social Media Do your research and make sure you are targeting the right audience Spend your time wisely don t try to be everywhere Start networking, join groups and participate in discussions, make comments and share opinions Promote your social media profiles / groups / blogs / fan pages in every signature, newsletter blast and website page Be patient and have fun! 78

79 Online Marketing & Social Media for Best of British Parks David Lakins Follow me twitter.com/davidlakins

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