LGBT Destination Marketing Online Overview
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- Shawn Newman
- 5 years ago
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1 What Are Other s Doing to Reach the Traveler? + What Are Some of the Latest Cutting Edge Techniques?
2 Social Media profiles & mattskal mattskal mattskal PinkBananaMedia & mattskal
3
4 Statistics Some Stats
5 Statistics Some Stats
6 Statistics Some Stats
7 Statistics Some Stats
8 Statistics Some Stats
9 Statistics Some Stats
10 Search & Discovery
11 Facebook Newsfeed & Website Banner Advertising using programmatic technology - reach your destination s traveler using some of the latest techniques in the integration of technology with online advertising. Social Media, including Travel Writers, Bloggers, YouTube Content Creators & Influencers you can monitor any and all conversations, articles and blog postings related to your destination and ensure your organization has its share of voice and is part of these online conversations. You can also tap into the expanding world of media and individuals who can help destinations spread the word as well. Create campaign such as #VisitGaySpain and #ILoveGayPalmSprings to tap into User Generated Content and Curated Content related to #GaySpain and #GayPalmSprings, and get your travelers promoting YOUR DESTINATION for you!
12 Targeted, Programmatic Banner Advertising For 2016, tap into the latest in programmatic banner ad technology to target your message specifically to travelers, wherever they may be. This allows more specific targeting to reach individuals interested in resort travel, backpacking, urban exploring, etc. We can also target a more affluent and higher income traveler, as well as those interested in taking a cruise or European vacation in 2016.
13 Programmatic, Targeted Banner Advertising
14 Programmatic, Targeted Banner Advertising mobile apps
15 Programmatic, Targeted Banner Advertising Facebook Targeted Advertising On Facebook, it s difficult to stand out organically. Facebook targeted ads are the best solution as we move into 2017 when it comes to targeting a very specific audience, in this case, travelers wishing to travel to Spain
16 Travel Writers, Bloggers & Influencers There are leaders in the Bloggers & Influencers world of gay travel, each using a variety of social media platforms to broadcast their message far and wide. What can they do for you? First, review their social media posts to determine if your brand can be aligned with these influencers. Then, engage with them online to explore ways in which you can work together.
17 Travel Writers, Bloggers & Influencers The normal way to begin engaging with them, as well as determining which influencers and media are right for you, is What can they do for you? First, review their social media posts to determine if your brand can be aligned with these influencers. Then, engage with them online to explore ways in which you can work together.
18 Travel Writers, Bloggers & Influencers simply doing all of the activities we ve laid out thus far, on a regular, perhaps daily basis. Over time, they get to know you and you get to know them. Old school, yeah!? What can they do for you? First, review their social media posts to determine if your brand can be aligned with these influencers. Then, engage with them online to explore ways in which you can work together.
19 Travel Writers, Bloggers & Influencers Influencers share blog postings, photos and videos via their social media network
20 Travel Writers, Bloggers & Influencers Influencers share blog postings, photos and videos via their social media network
21 Case Study: Palm Springs Bureau of Tourism Dinah Vlogger FAM Hosted in Palm Springs, March 30 April 4, video bloggers who have created and grown several lesbian YouTube channels came to Palm Springs and The Dinah, creating awareness for new audiences. For many, this was their first visit to Palm Springs and/or The Dinah. While in Palm Springs, the group posted live on various social media platforms as well as posts following their visit to promote their destination videos. 18 Palm Springs destination videos were posted across 8 YouTube channels, all including VisitPalmSprings.com or VisitGayPalmSprings.com in the description. YouTube: 947,239 views and 46,805 likes Instagram: 325,126 likes and 3,774 comments Twitter: 27,761 likes and 3,916 retweets and/or #VisitPalmSprings Facebook: 5,035 likes and 145 comments
22 Case Study: Palm Springs Bureau of Tourism Dinah Vlogger FAM Hosted in Palm Springs, March 30 April 4, 2016
23 Case Study: Palm Springs Bureau of Tourism Dinah Vlogger FAM Hosted in Palm Springs, March 30 April 4, 2016
24 Case Study: Palm Springs Bureau of Tourism Dinah Vlogger FAM Hosted in Palm Springs, March 30 April 4, 2016
25 Case Study: Palm Springs Bureau of Tourism Dinah Vlogger FAM Hosted in Palm Springs, March 30 April 4, 2016
26 User-Generated Content (UGC), Content Curation and the Concept of #VisitGaySpain and #ILoveGayPalmSprings The 3 rd component of this marketing strategy for 2016 is to develop a program that taps into and encourages your travelers to promote travel to YOUR DESTINATION. The components of this program are as follows: Select a hashtag, in this case, #VisitGaySpain / #ILoveGayPalmSprings Begin monitoring and curating the best #GaySpain and #GayPalmSprings content, reposting, retweeting and sharing your selections. Create a website for this campaign VisitGaySpain.com that simply features all of the UGC and curated content in a nice, easy-to-navigate way. Ensure it links to a few key areas of your main website dedicated to travel, but keep it mostly focused on the Tweets, photos, videos and more that your travelers are sharing via social media. Create a full set of social media profiles Include your own destination s content in the form of blog, photo and video postings as well
27 TIP: How to Choose #hashtags to use Look at it as Search Engine Optimization (SEO), but for social media. Options include: - Region: #GaySpain - Theme: #GayTravel - Unique: #VisitGaySpain
28 TIP: How to Choose #hashtags to use Look at it as Search Engine Optimization (SEO), but for social media. Options include: - Region: #GayPalmSprings - Theme: #GayTravel - Unique: #ILoveGayPalmSprings
29 #ILoveGayPalmSprings Focus on any and all content, blog postings, photos and video related to your destination.
30 #ILoveGayPalmSprings Leverage photos of #GayPalmSprings you can repost with credit, as well as like best photos + follow top contributors
31 #VisitGaySpain Articles are immediately shared on VisitGaySpain s Facebook, Twitter and Instagram accounts
32 #VisitGaySpain Some of the best social media posts can be boosted and advertised on Facebook, Twitter & LinkedIn
33 #VisitGaySpain Boosted Post performance can be measured & analyzed
34 #VisitGaySpain Articles are also shared in travel groups on LinkedIn and Facebook
35 #VisitGaySpain Articles are also shared in travel groups on LinkedIn and Facebook
36 #VisitGaySpain You can monitor the hashtag activity using Tagboard.com
37 #VisitGaySpain On Twitter, we can monitor top conversations and users of #GaySpain and and #VisitGaySpain in these conversations
38 Campaign Summary Measured and Analyzed Reach & Exposure (Impressions) can be analyzed
39 Campaign Summary Measured and Analyzed Share of Voice within popular hashtags can be analyzed
40 Campaign Summary Measured and Analyzed Share of Voice within popular hashtags can be analyzed
41 Campaign Summary Measured and Analyzed Share of Voice within popular hashtags can be analyzed
42 Campaign Summary Measured and Analyzed Reach & Engagement on Facebook can be measured
43 Campaign Summary Measured and Analyzed Side Note: LinkedIn is stepping up their analytics in a big way
44 Campaign Summary Measured and Analyzed Side Notes: 1. LinkedIn is stepping up their analytics in a big way 2. Mobile analytics on all platforms are growing significantly.
45 User Generated Content (UGC), Curated Content and the Concept of #VisitGaySpain In summary, this campaign will: Increase high-quality visitors and traffic to this site and your main website or microsite. Increase your Share of Voice (SOV) within any and all social media conversations related to travel to Spain Develop a strong database of future travelers via any sign-up forms or travel contests you may use for this campaign, as well as those who follow or like your various social media profiles. Tap into a whole new demographic of travelers, including Millennials. Be easily monitored and maintained with a minimum of effort
46 Questions? Matthew Skallerud (323) Los Angeles New York
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