2013 Interactive Marketing Strategy

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2 Interactive & Digital Marketing Start and facilitate conversations and interaction in the digital realm Enhance and support public relations and media efforts Broadcast value-added use for great content Everything is measurable, ROI focused Current Trends Video and photo content outperforms text Social Application Programming Interfaces (API s) make it very easy to collect and aggregate user-generated content Inbox overloads, open rates and click through rates (CTRs) are decreasing over most users Twitter and Facebook are no longer enough, new social networks are seeing massive growth Search Engine Optimization (SEO) is a moving target, Search Engine Marketing (SEM) is getting more expensive Facebook Ads & Mobile Media = Lower CPMs than traditional banners Retargeting facilitates conversion efficiently 2

3 Strategies & Objectives Increase quantity and quality of content, increase amount of video specifically in order to increase web & social traffic Increase conversation about the brand, and improve brand awareness. Increase focus on additional social networks to capitalize on social current trends. Improve marketing strategy to increase open rates and conversions, while delivering content in a more consumer friendly manner. Optimize web properties for conversion to achieve more hotel bookings. Improve mobile efforts, particularly those on tablets to capitalize on the CVB s growing mobile market. Continue to work with media department and web master to optimize digital media campaigns conversions. 3

4 Websites & Landing Pages Unify the focus and impact of the main web portal at ParadiseCoast.com, an all mini-sites, landing pages, and satellite web entities. Develop and/or modify landing pages for every campaign, optimizing for conversion via split-testing and demographic targeting where appropriate. Work with CVB partners to keep the current web properties up to date by posting new content, addressing errors, updating existing campaign content, and optimizing for SEO. Continue to measure and analyze via Google Analytics and heatmapping measuring tools. 4

5 Social Media Strategy Continue to broadcast deals and campaign messaging via Twitter Work with the CVB s PR firm to update Facebook in support of media campaigns. Improve current social strategies to encourage additional photo and video content. New networks have gained massive market appeal, and we will develop strategies for the following platforms: Pinterest Quora Instagram Compile monthly reports with detailed social media measurements and analysis. 5

6 Content Strategy Modify/rewrite existing web and social content to keep it relevant. Increase production of written content via blogs, such as visitor blog, locals blog, and/or a new destination blog. Develop additional media outlets, such as improved YouTube channel and distribution mechanisms for video content. Search Engine Optimization (SEO) Work with vendors to write and modify content for search engine optimization. Determine areas of improvement and use them when developing new content strategies. Develop content specifically for relevant keywords. Newsletters Use existing content to develop and implement an auto-responder/ follow-up series. Improve current e-newsletter template to improve reader conversion. Continue subject line split-testing in order to increase open rates. 6

7 Focus on Quality and Value vs. Deals In the past, a majority of the CVB s digital efforts focused on the power of deals, yet in 2012, consumers seemed less interested in deals. They sought value, so we will shift the focus: Disable the deals page in order to reduce operational costs and focus on the Book Direct hotel room booking widget. This will allow more measurable results, and will more closely align with consumer behavior shown in the past. Increase efforts to drive traffic to the booking widget, including traffic from social and media campaigns. Work with vendors to keep pricing and room information up to date. 7

8 Digital Advertising Use digital media to drive traffic to specific landing pages, optimized for click, signup, or share. Use retargeting programs to bring visitors back to the CVB website Increase focus on video and mobile marketing. Continue Facebook advertising while testing new platforms, such as Twitter s Sponsored Tweets platform. Results Driven (Analytics/Split-Testing) Everything that can be tracked will be tracked, and everything that can be tested, will be tested. This includes 99% of our social and interactive strategy. Use a results-driven performance model, so that the campaign elements yielding the highest return will be given the most attention. 8

9 The Mobile Web Ensure that every web site built, and any web content created, is 100% optimized for the web. This means moving away from Flash products toward HTML5. Ensure all web properties are built with responsive principles in mind. Work with existing mobile SDKs and APIs to develop a rich experience for mobile users in our target market. This includes taking advantage of photo applications (Instagram, et al), check-in applications (Foursquare, Facebook Places), and video applications (YouTube, selfhosted video, etc.). Release and enhancement of in-progress meeting planner/attendee application. 9

10 The Mobile Web continued Examples of future integrations could be: Custom albums for Paradise Coast visitors Instagram integrations to highlight all photos tagged with our geological area Using Wikipedia, Urbanspoon, Yelp, and others to further increase our database and information pool of local attractions Offering rewards for check-ins, tagging, and sharing GPS enabled, self-guided tours 10