Tag Archives: mobile marketing

6 Reasons To Think Mobile

“Because Google says so” apparently wasn’t a good enough reason for a client’s CEO to say yes to making his websites mobile-friendly.

We were reviewing a client’s web presence and one of the first things we noticed was that none of their three websites were mobile-friendly. We mentioned this to our contact and he said, “Oh I know, but our CEO will need some numbers and data to convince us to re-do our websites.”

If you or your CEO is needing additional convincing, we’ve compiled 6 data points and reasons to think mobile.

1. Because Google Said So. Remember “Mobilegeddon? The day this past spring when Google’s new mobile-friendly algorithm went into affect? The change made it easier for users to find content formatted for their devices (smartphones, pads, etc.) The change is bad news for websites that aren’t mobile-ready – ones with large text, easy-to-click links, and that resize to fit whatever screen on which they’re viewed.

Mobile-friendly sites will be ranked higher in Google search. Websites that aren’t mobile-friendly will get demoted.

“A lot of small businesses are going to be really surprised that the number of visitors to their websites has dropped significantly. This is going to affect millions of sites on the web,” said one industry expert on the verge of Mobilegeddon.

2. More Mobile than Desktop. We are now past the mobile “tipping point” as a report from comScore shows. More people are using mobile devices than desktop devices.Mobile Number of Global Users

 

3. More Mobile than Desktop 2. Mobile media time is now greater than desktop and other media. 51% of internet usage is through mobile. 42% through desktop or laptop.

Mobile Internet Usage

 

4. More Mobile than Desktop 3. The trend in mobile device usage (‘vertical screens’) compared to desktop/laptop usage shows 2.8 hours of our days are spent on mobile screens vs. 2.4 hours on desktop or laptop screens.

Mobile Time  Spent on Screens

 

5. Search Begins on Mobile. Google’s mobile path to purchase report surveyed 950 US consumers across 9 different verticals to assess how they researched purchases via mobile. A key finding is the starting point for mobile research. As might be expected search was the most common starting point, but it’s lower than desktop showing the importance of branded apps and mobile sites.

Mobile Search

6. Enhancing the Visitor Experience. What experience are visitors to your website having on their mobile device? If they are finding the desktop version on their smartphone, they are finding small text and hard-to ‘click’ links. They are enlarging and scrolling left and right, left and right. We’ve all experienced it. It’s not a pleasant experience.  Give users the best experience on the devices that they’re actually using to access your site. It should be simple for shoppers to make a purchase directly from their mobile device.

Wondering about the state of your website? Is it mobile-friendly? Could it offer visitors a better experience?

Right now we’re offering a free scan of your website. Actually we’ll run it through three scans. We’ll provide you 10 tips to improve your website. Email me today. Let me know which website you’d liked reviewed and we’ll get right on it!

Takeaways from the Oklahoma Conference on Tourism

Another VERY informative Conference on Tourism put on by the Oklahoma Travel Industry Association. I heard many co-conference attendees exclaim, “Information Overload!” Great appreciation to Debra Bailey and the Board for putting together such a great day of education.

OTIA Conference

So what were the key takeaways? Mobile, Content and Customer Service. Let’s break them down…

Mobile – The data shared by Santiago Jaramillo should not be surprising:

  • There are more smart phones purchased each year than babies born.
  • 60% of all web traffic comes from mobile devices.
  • 2 of 3 consumers are less likely to engage further with a brand if they have a poor experience with that brand on a mobile device.

So the key question to ask is ‘what kind of experience are potential visitors having through your website?’ We’ve shared Google search is rewarding mobile-friendly websites on search. Now is the time to build a responsive design website so your potential visitors have a positive experience with your brand on their mobile device.

Content – Daniel Levine encouraged attendees to ‘put online as much information as you can about your destination, hotel or attraction.’ Jennifer Kaulkman shared potential visitors want info so give it to them. ‘Draw them in with great content.’ What is great content? Howard Tietjen said it’s storytelling. Don’t just list the facts about your attraction. Tell the story behind the exhibits. Don’t just list the menu items. Tell the story behind your Oklahoma famous chicken fried steak. The story should also connect with the reader. Answer the question ‘why do they care?’

Content includes visuals. Kauklman encouraged “killer photography” on the website. How many pics? “As many as you can!” Budget to pay for a photographer to take quality photography. Video is probably more important than pictures. Shaun Auckland shared more than 50% of travelers search YouTube in 5 of 6 steps of the travel planning process. Put your story to video!

Customer Service – It’s not sexy. It’s not a cool, hip trend. But it’s what travelers want. Actually Levine clarified that – travelers want OUTSTANDING service! “Forget the sales. Focus on guest happiness.” Jaramillo put it this way: “If we sell a visitor, we get them for a weekend. If we help a visitor, we get them for a lifetime.” If through the website and social media and apps and videos and SEO we forget customer service, we’re forgetting that we are the destination’s brand and the service beyond expectations is what visitors will remember, tweet, post, and share with their friends! It will also be why they return!

We work in the NOW world

I live in Norman, Oklahoma.  There’s a small university here and the University of Oklahoma is pretty good at football.  The Sooners played Alabama in the Sugar Bowl two weeks ago.  (A Thursday evening.)  While friends were relishing the upset victory, a video starts popping up on social media.  An Alabama fan goes crazy on an OU student.  Friday afternoon a story is posted – Bama Sugar Bowl mom ‘sorry’ but would ‘do it again if I had to’.  Okay, sympathy for the mom?  Wait… have you seen this video – the Crazy Bama Mom BEFORE attacking OU student?  All of that played out through social media within 36 to 48 hours.  Anyone pay attention?  The first video has been viewed nearly 3 million times.  The Yellowhammer story has more than 2,000 comments.  Who knows how many views?  And the third video has been viewed 391,000 times.  (Warning: videos and comments contain offensive images and language.)

So what?  What if the headline is “attraction GM goes crazy on family” or “restaurant owner goes crazy on diners” or “salmonella outbreak after banquet at Yourville convention center”?  We never know what is going to set something off or when a mobile phone is recording.  What could it be that potentially embarrasses the destination?  Maybe it’s not even an embarrassing situation.  Perhaps it’s a hurricane that hits the Gulf or massive flooding in the east or ice storm just before the Super Bowl?  Welcome to your job in the NOW World!  What do you need to prepared to work in the NOW World?

Image

1. You need to be ready… ready now… ready now for anything!  You need to have an emergency public relations plan.  The next chance you get, lock yourself away with your staff and imagine the 20 worst scenarios.  Just scan the headlines: water poison, bed bugs, salmonella, tornado, hurricane, scandal… Then think of the 20 you’d never think of – Crazy Bama Mom.  Doubt the Alabama Alumni office wasn’t prepared for that one!  Talk through what your response should/would be for each situation.  Type them up and store them away.

2. You need to realize we’re not in an 8am to 5pm job any longer.  Tornadoes don’t strike during business hours.  Videos of drunk fans go viral at any time!  If you’re the PR / Communications person for your office, you need to understand that you may be called back in even though it’s after 5pm or it’s during the weekend.  And if it needs reminding, comments on Facebook don’t end at 5pm, people don’t clock out and quit posting and watching videos on YouTube, and tweets are tweeted 24/7.

3. You need to understand that you can’t be passive any longer.  We are not in control of the message any more!  They are and they can post, tweet, pin, comment anything they want – and they do.  It’s as Dan Patrick said numerous times on Sportscenter: You can’t stop him.  You can only hope to contain him.

4. For the messages you are trying to control, you need to understand social media is not posting something once a day and never going back to view the comments or looking at it the next day when you sign in to post another message.  Social media is not loading up Hootsuite on Monday and never participating in the conversation.  (And if Hootsuite is your only portal to social media, I’d suggest shutting it down now.)  Social media is monitoring 24/7 or if you’re a small office, 16 to 18/7.

5. You need to understand you don’t have a private life any longer.  Can you cringe with me just imagining if that Crazy Bama Fan was your employee?  No, this isn’t a case of bad press is good press!  The press would love to run “Executive Director of CVB is Crazy Bama Fan”.  And your personal social media accounts aren’t personal either.  Don’t believe me?  Just ask Justine Sacco.  We have a cool job that allows us to experience a lot of cool things but the bad news is we don’t have a private life any longer.

Those are my initial thoughts of our working now in a NOW World.  Did I miss one or two?  Leave your comments below and thanks for reading!

Five Things You Should Be Doing on Social Media But Aren’t

Social media… the marketing world never paid attention to it in the late 90s when GeoCities and SixDegrees were starting.  We didn’t engage with MySpace in the early 2000s.  But then Facebook happened.  It hit 200 million users.  Then 400 million.  (Now 900 million.)  YouTube became the second largest search engine.  Twitter reports 1 billion tweets.  Okay, you’ve got marketer’s attention!

Conferences began offering breakout sessions on social media.  Then keynote speakers.  Now full conferences.  (How Dave Serino’s SoMeT didn’t make the list I’ll never know.)  Books, consultants, reporting standards, even it’s own awards.

Marketing departments and DMOs are hiring New Media Managers.  We’re cutting out print ’cause we can post and tweet for free.  Some are doing it well, some are, well, doing it.  While I don’t profess to have the silver bullet to conquering social media, might I suggest Five Things You Should Be Doing on Social Media… But Aren’t:

1. Using LinkedIn… while LinkedIn’s 225 million users pales in comparison to Facebook’s 900 million, LinkedIn is still nothing to push aside.  Most conference sessions tend to discuss Facebook, YouTube and Twitter for attracting the leisure visitor but LinkedIn can be valuable at attracting conferences and meetings.  I have more than 850 LinkedIn connections compared to nearly 500 Facebook “friends”.  Professionals on LinkedIn tend to connect quicker than those on Facebook so you’re able to grow your network quicker.

How do you use it?  Post.  Your office probably has a company LinkedIn page but do you ever post?  If a DMO, post new features or the TripAdvisor rankings of your convention center or a new hotel.  Sales person has a new certification?  An attractions’ new exhibits.  (Off site functions remember?)

Engage… comment on posts so meeting planners keep seeing Joe Gesortenflort, VisitAnywhereville.  Join groups and again, comment on posts.  When you finally call that meeting professional, they’ll be familiar having seen your name numerous times.

If you have significant news, personal message your connections.  We’re focusing on Facebook and not using LinkedIn.  Try it.

2. Monitoring… what are meeting planners and visitors saying about your destination?  Here’s an idea – create a dummy account on Facebook.  Like the association pages.  Then monitor the dialogue.  “Oh crap!  We’re going back to Anywhereville!?  The 2010 conference sucked!”  Engage your PR department and manage a poor perception.  See what the meeting planners are posting about working with caterers, convention centers, or, gasp – your staff!  Social media allows us the opportunity to hear the chatter!

3. Prospecting… Just went on Twitter.  Typed in “Oklahoma Conference” and before the song on the radio ended, I identified 15 conferences that someone could target.  “Association”, “Convention”, “Summit”, “Conclave”, prospect other states business… search LinkedIn too.

4. Engaging… Social media is not a ‘to-do’ each day.  “Posted on Facebook.  Next task.”  Never to look at Facebook again until the next day when you post again.  (Or worse, you use Hootsuite and schedule all of your posts for the week and never look at Facebook.)  If your posts are truly engaging, people are commenting and asking questions.  They’re posting on your wall and sending personal messages.  All which needs to be responded to in a timely manner.

5. Monitoring (2)… especially on weekends.  An office posted about a parade one Saturday morning.  A prospective attendee inquired about the time.  The account wasn’t being monitored and thus, wasn’t seen until Monday morning.

In an experiment, I picked on the Des Moines and Wisconsin Dells CVBs and the Wisconsin state tourism office this July while on vacation.  While driving through Des Moines my tweet inquired about lunch options.  Albeit it was a short time frame, but I didn’t get a response until after lunch (and we had found some awesome BBQ.)  I tweeted over and over about the water slides, cheese and week in Wisconsin.  The Wisconsin Dells CVB and state tourism office only responded once.  “Looks like you had a good week.”  No alternative suggestions, no engagement, no customer service.

Social media isn’t easy.  But it isn’t overbearing either.  These are but five things you should be doing on social media but aren’t.  Is there a sixth or seventh?  What successes are you having?  Comment below and let me know.

Thanks for reading!

DMAI Convention Summary

If you weren’t able to attend the annual gathering of destination marketing professionals at DMAI’s international convention, that’s okay. I have a summary for you. It seemed like last year’s DMAI convention had a recurring theme or two strung between all sessions – mobile and video. Perhaps it was the diversity in sessions I attended this year but there wasn’t a recurring theme it seemed. Instead five or six good takeaways that I’m sharing with you this month:

1. Motivation… DMAI started the convention with this video…

Very motivating as a destination marketing professional. Throughout (and before in the CDME course) there were a few great motivating quotes:

Destination marketing organizations make people’s lives better! We give visitors experiences and memories. We help people learn about other cultures and how to become tolerant. And of course we make the industry and the community money! Gary Sherwin, Visit New Port Beach

Be courageous. Don’t be timid. Do what you need to do to grow the community. Be thoughtful and politically mindful but lead! Gary Sherwin, Visit New Port Beach

There is nothing about economic development that doesn’t begin with a visit. Chris Thompson, BrandUSA

Create demand for the destination. No one else does that holistically like we do. That’s our core purpose – to tell the destination story. Gary Sherwin, Visit New Port Beach

(Of course we needed the inspiration since this was posted days before the convention: Why the DMO model is broke)

2. Social Media… of course there were sessions on Social Media. The biggest takeaway came from the ROI on a Budget session. In it Charlottesville VA CVB’s John Freeman presented their Facebook approach: Beautiful pictures every time 3 times a day – 820a, 250p and 750p. Don’t have pictures? Ask to repost pictures from Flickr, Instagram, etc. The CVB has never had a no. Force the interaction: Can you caption this? Like if you agree that… Share if you think… Hit like if… Results? 44m impressions in 3 months.

Another session speaker said: We need to be human in our real-time communications. Time to loosen up and have fun.

And an attendee tweeted 5 levels of social media sophistication

3. Data Analytics…Think you have the whole reporting thing figured out? Know what to look for in Google Analytics? Don’t get comfortable. Last year’s data analytics methods are likely out of date this year. Wes Nichols, Marketshare.  His session wound up being an infomercial for a program DMAI will probably roll out soon but I really liked this quote. Tends to remind us that we can’t always be making decisions about the future based on the past – at least today’s quickly changing technological days.

4. Group Sales… Didn’t catch who said this or which destination but one attendee in the shirtsleeves shared: We give a bonus to our sales staff AND award the hotels that send the DMO leads. If the hotel can’t book it, keep it in the destination. Brilliant! Although the award probably needs to be more than a free nights stay at a hotel huh!?

5. Crisis Management… Patrick Tuttle shared wonderful insights from their tragedy in May, 2011 when a tornado ripped through Joplin, MO. His best quote: Be proactive. Don’t wait for the media to call you. They may find another source and you may not agree with the choice. Brilliant!

6. Travel Trends… The greatest increases in how travelers get information? Gave you a hint in the opening paragraph – traveler review sites on their mobile device. Couldn’t go through this summary without mentioning mobile could I? We have four months until more people on the planet own a mobile device than a toothbrush. Today, most people keep their mobile device no further than three feet from themselves-they’re that attached to them. And back to the first nugget – more and more travelers are getting their information from travel review sites on their mobile device. That’s why we need to be thinking Web Presence not just website!

And there you go… a few takeaways, aha’s or nuggets from this year’s DMAI convention.  Need more?  I’ve seen this one.  Thanks for reading!

The Marketing Voices in Your Head

What’s the motivating slogan that runs through your head pushing you up the hill at the end of your run, ten more minutes on the elliptical, or three more reps of lifting weights? Right now I’m using Saucony’s “Find Your Strong” as I recover from a bum hammy and try to get back into shape.

In the business world we might have

“You must be the change you wish to see in the world. “ Mahatma Gandhi

“The only limits are, as always, those of vision.” James Broughton

or “Yesterday’s home runs don’t win today’s games.” Babe Ruth

If you’re a Christian, you might recite Joshua 1:9 “Be strong and courageous. Do not be afraid; do not be discouraged, for the Lord your God will be with you wherever you go.”

As we head into this year of marketing our destinations (and perhaps planning and budgeting for next year,) what are the motivating slogans that might be running through our heads?

What will be your web presence? This was a headline on a blog over a year ago but because the blogger hasn’t blogged since then, it remains on My Yahoo in my RSS feeds. I don’t delete it ’cause I love the constant reminder that it’s not just about our website, it’s about what all the other websites are saying about our destination.

As the post states, your “strategy should include goals, objectives, target markets, key messages, key words, content management, resources required to add and build your web presence.”

Another way of saying it?  “Online is no longer an individual strategy. Online should be a part of every strategy.”

Sales is always both/and, not either/or. Pulled from 10 Realities That Can Rescue Your Community From Group Sales Obsession, Reyn Bowman reminds us that “marketing includes sales and sales requires marketing. Sales is just one of several important marketing activities and overall marketing is a blend of activities, including but unrestricted by, direct sales. Overall marketing includes diagnostics/measurements (aka research), branding (aka image), earned media (aka public relations), paid media (aka advertising), and post-arrival circulation (aka point-of-sale sales).”

YouTube is the number two search engine… still ringing in my ears from DMAI’s Convention this past summer motivating me to develop content for YouTube! Again, it doesn’t have to be Steven Spielberg HD.  I heard a few times “content over quality”. And keep ’em short! 30 seconds.  No one is going to watch your 8 minute mini movie about your destination.

Email marketing is the new mobile marketing. I highlighted this a few months back.  A study revealed strong increases in the interaction of mobile devices with email marketing.  In the first six months of 2012, 36 percent of emails sent were opened on a mobile device – a 32 percent increase over the last half of 2011, when 27 percent of sent emails were opened via a mobile device.  What is it now!? Dare think it’s 50%

Think email is dead?  Not as mobile grows.  And speaking of mobile…

“We used to say ‘it’s not too late to be early to mobile’. I’m here to tell you you can no longer be early to mobile.”  Again, another from DMAI’s Convention.  The facts shared: -smart phones out number desk top computers; – in 2014, mobile search will pass desk top search. If you do not have a mobile version of your website, stop reading now and call your webmaster.  Seriously!  Stop reading and call.  Mobile is here!

Or should I say “Just Do It!”?

Thanks for reading!

Secret Shopping Visitor Guides

It really simply started as a curiosity about what other destinations were doing with their Visitor Guides.  But then as co-workers will tell you, my ideas get bigger and bigger!  How are other DMO’s Visitor Guide request processes?  How long does it take Guides to arrive?  Are they sent first class or bulk?  What size are they?   And then to the original question, what features are destinations including in the Guides?

Where else does one get the answers but to ‘secret shop’ Visitor Guides.  So we sent off – or attempted to send off for 60 Guides.  Major destinations.  Smaller destinations but primarily ‘benchmark’ destinations – University cities or cities of 100,000 in population.  The results?

Delivery Of 60 attempts, twice we were unable to even find an ability to request a guide online.  Two more fulfillment pages were broken.  Eight only offered online versions and we weren’t able to order a printed Guide.  So we were only able to order 48 Guides.  Surprisingly, we have only received 39.  Nine requests for Visitor Guides have gone unfulfilled.  Sure there’s got to be some explanation but perhaps that’s the next study – my asking the nine why they never sent a Guide. 

Delivery II The average Guide took 6 days for delivery.  Thus the challenge to our staff – 5 days or less!  Matter of fact, I have a side anecdotal story below about the importance of a speedy delivery!

Delivery III Only one Guide was not sent First Class.  Explains the average six day delivery.

Annual or Multiple Issues per Year We experimented printing three issues per year.  For too many reasons we’ve decided to return to an annual.  We’re right in line as only seven destinations don’t print an annual and those seven – the larger destinations – each printed twice a year.

Size Apparently out is the adage that Guides need to be small, pocket-sized for the visitor to put in their back pocket or purse.  23 of the 39 were magazine sized 8.5 X 11 (or a close size to that, 7.5 X 11.)  12 were digest size (5 X 8 or a close size to that, 4 X 9.)  The other three were 8 X 8, 7 X 9 and 4 X 7.

Length All over the board!  The smallest Guide was 10 pages.  Lengthiest – Orlando’s 233 pager.

Inserts / Enclosures A handful of destinations included a detailed Calendar of Events.  Six enclosed a thank you letter for requesting the guide.  And one destination hand wrote a note and dropped it in the envelope with the Guide!

Content –  Social Media meets print  There are numerous instances in which destinations have included Social Media content in the Visitor Guide.  Detroit’s is the most prevalent.  Detroit includes these “Travel Tips” throughout the Guide which the content is pulled from social media.

Detroit Travel Tip

They even go full-page with the social:

Detroit Social Page

Durham has similar features throughout their Guide:

Durham Fan Favorites

But Detroit keeps pulling from social media and nicely promotes the online world through their “Depict the D” page.  Click here to see the page.

Content – Use of QR Code While I bashed QR Code use last month, I will hand it to Columbia and Grand Rapids for both utilizing QR Codes to bring the online world to the print world.  Columbia offers the reader a chance to scan and have a walking tour of their downtown:

Columbia Walking Tour

Grand Rapids provides a map of their smart phone tour.  The page from the Guide has 10 QR Codes that a visitor can scan and learn more about the public art.

Content – Research back to Detroit where they point blank say ‘We Need Your Help’ and give you a QR Code to scan so you can answer a few questions about their Guide.

Detroit Survey

If you ever wanted to benchmark your Visitors Guide with others, there you go.  That’s a rough summary of what Visitor Guides are looking like today.  Thanks for reading.

Oh, by the way, here’s that story…

In the midst of our Visitor Guide research above, our family is planning our three family vacation next summer.  Thanksgiving Day my brother and I discussed three destinations.  I perused three destination websites.  My wife is still a printed piece person and heck, I being in the industry doing the above research thought here’s two more that I can test.  So, I requested three Visitor Guides.
Tuesday after Thanksgiving, the first one arrived.  (That’s TUESDAY after Thanksgiving it ARRIVES!  Standing O for someone or their mail house working on Friday or Saturday to get that Guide out!)  Wednesday my wife flipped through it while my daughter practiced.  My wife started texting me ads and pictures from the Guide.  She gets home and starts showing the family pages that were dog-eared.  When my son asked ‘can we go there.’  My wife declared, ‘Yes.  This is where we’re going next summer!’
But, what, um, uh, we have two more Guides on the way!  We have two more options!
Not in my wife’s mind.  Destination 1 beat the other two to the mailbox.  She’s already studied the Guide.  She liked what she saw.  She’s made up her mind!
Destination 2’s Guide arrived two days later.  She hasn’t even looked at it.  Destination 3’s Guide is yet to arrive.  Doesn’t matter.  Game over.