Tag Archives: Websites

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?


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!

Kansas Tourism Conference Summary


The Kansas Tourism Conference theme was Capitalizing on Tourism.  (The conference was held in the Kansas capital Topeka.)  The sub-theme might as well have been Getting Back to Basics.  Roger Brooks opened the conference with a two-part full morning general session sharing Deadly Sins and the New Age of Tourism, Jerry Henry provided guidance on doing research on a shoestring budget, representatives from the state revenue office gave a transient guest (hotel/motel/bed) tax 101, and the state tourism office shared their research and strategy the next fiscal year.

No fireworks.  No glamour.  “Just” a back to basic conference packed with information.  The top nuggets are offered in this month’s 5 in Five:

1. Arguably Roger Brooks’ key takeaway was the command to “jettison the generic”.   All too often we want to present our destinations as attractive to every audience – young, old, rich, poor, family, single, etc.  What we wind up with is a very generic ad that doesn’t attract anyone.  While he didn’t present them, I reflected on Roger’s 40 Overused Words and Phrases to Avoid in Destination Marketing.  Review the list here and then count how many of them are in your ads and publications.

2. Roger suggested 80% of people use the internet before they buy.  While I have seen that number as low as 60% and as high as 95%, regardless it’s a reminder that consumers are using the internet more and more.  Based on that, Roger suggests 45% of a destination marketing budget should be spent on the web/digital/social.  (In case you’re wondering about the other 55% – 20, PR/media; 20, traditional advertising; 10 collateral; and 5 outdoor or trade shows.)

3. Did you know 70% of all spending takes place after 6pm?  I’ve never heard this but Roger sharing it opened a lot of eyes and changed a lot of paradigms as we were challenged to thing about how we should create – or reschedule – events to after 5pm.  Sure it means retail outlets and workers of the events don’t get home to 9pm or later, but want to attract the most spenders?  Start after 5pm.  Our communities’ farmer’s markets are Wednesday mornings.  Yep, a lot of people working at that time.

4. Clearly a testament to the quality of Roger Brook’s presentations when four of the five aha’s are from him, but I appreciated when he stated cities and towns should not hang their hat on a festival or event.  What about the other 364 days (or 51 weekends) of the year?  I reflected on a time I was driving to a meeting in beautiful southwest Oklahoma.  Outside Idabel was a billboard welcoming travelers to the Home of the Dogwood Festival.  The festival is the first Saturday of April.  I was passing through weeks after.  I instantly thought “there isn’t any other reason to visit for the next 50 weeks!?”  (When in fact there is a lot to do in Idabel and McCurtain County.)

5. The last takeaway isn’t going to help your marketing plan or provide any ROI.  It’s merely professional development.  Developer Jack DeBoer welcomed the attendees at the Statehouse and provided sage advise from his book Risk Only Money.  The best was he shared if he had it to do all over again, he would listen more.

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!

QR Codes – Pointless or Effective Tool?

QR Codes… (Quick Response Code).  They’re the little squares with dots.  (See below.)  A consumer scans the code with their smart phone and, well, in most cases, becomes very disappointed in the results!  Most of the time we’re only being sent to a website – and most of the time, the websites aren’t even mobile friendly.  One gets the desktop version of the website that is difficult to read and navigate on an iPhone or android smart phone.  Fail!

I’ve become obsessed with QR Codes mainly from the ‘let’s-see-how-this-one-is-done-poorly’ sense.  I’ve heard how they’re supposed to be used and successful ways they are being used (shared later.)  But first, let’s review the top five worst ways QR Codes have been used.

I’m not quite sure which one is my favorite so they’re in reverse alphabetical order.

Website Bring up the offending website and there it was – right in the middle of the home page.  Naturally I’m curious so I get my phone and try to scan it.  You can’t scan a QR Code off a computer monitor!  Did no one think of trying this before they went live with the site?

I was really curious where the code would lead me so I printed the screen shot, scanned the code and you know what it allowed me to do?  See a picture!  Um, just put the picture on the website and save us a lot of time and frustration and you a lot of humiliation!

Television Commercial Yep, there it was in the corner of the advertisement.  I guess they’re placing it in the ad based on research that more and more are watching TV with laptops, pads or smartphones in hand but for those of us that don’t have it in hand, can one grab their phone, access the scan app, and get up to the TV in time to scan the code?  And based upon the fact you can’t scan a code off a computer monitor, can you scan one off a TV monitor?

Restaurant Menu The code was on the back of the menu.  I scanned it.  It took me to the restaurant’s website – that WAS MOBILE FRIENDLY!  It was a desktop version.  As I flipped through the site, it shared the location of the restaurant and their menu because when I’m sitting in the booth in the restaurant reading the menu, I need to know where the restaurant is and the large menu is too difficult to read so I want to squint at my smartphone to see what kind of burger I want!

Billboard Who in the flip is going to slam on their breaks on the Interstate to stop on the side of the road to scan the code off a billboard?  Genius the one that thought of that use!

Airline Magazine Um, VP of Marketing Genius… we’re on a plane.  and our phones are supposed to be off… and there’s no internet… and one needs a phone that is turned on and internet to follow the code… and, ah forget it!

So after all that sarcasm and ridicule, how are QR Codes best used?

“Getting the consumer one step closer to purchasing” was the best way I’ve ever heard it.  Got them interested in your destination?  “Scan here to book your hotel room” or “see our weekend trip packages” or “purchase your tickets to the (museum, theatre, park, etc.)”  

Don’t give them something they already have, give them something new!  Most likely they are scanning the code from a visitors guide or advertisement.  Don’t take them to more reading.  Take them to a video that then takes them to your hotel reservation system (or ticketing page if you’re an attraction.

I’ve seen QR Codes in ads to travel writers.  The code took the writer to a page on the website that had dozens of story ideas.

Colleagues have QR Codes on their business cards linking new contacts to their Vcard saving time of typing in the contact information!

Put them on conference badges so when one scans it, they have the attendees’ contact info.

Sign at an expo booth.  “Scan to register to win!”

Receipt… have them directed to your TripAdvisor or Yelp or UrbanSpoon listing so they can give a good review or so they can join your email list.

There’s seven.  Bet with your and other reader’s comments, we can come up with seven more!  Comment and share your example of how to use a QR Code.  You can share your QR blunders too!  I always enjoy a good laugh!

44 Marketing Tips, Trends and more for 2012

Here we go… 44 tips, trends, initiatives to consider if you are going to move some dials in 2012.  Full disclosure – they’re not mine.  I’ve gathered them.  You employ them and watch this year rock!

2012 Successfull Website Checklist… 11 things to consider for that website of yours.  (I don’t even ask if you have a website.  If you don’t, quit now.  Seriously, just quit.)  Content, media, social, calls to action, and mobile.  Take a gander at the list and get with your webmaster.

6 Important Marketing Trends to Watch in 2012… Maybe not the most groundbreaking of list but then again, the simple reminders that “photos are the thing” and “creativity is the center stage” are maybe just the reminders we need to get us out of a rut.  Those 6 are here.

5 Marketing Trends to Ask to Grow Your Business… Sometimes a little reflection is needed.  “What did my marketing dollars do to grow my business?”  “How focused were my efforts?”  And “What programs did I add that made an impact?”  Stop.  Reflect and consider what lessons might be learned THEN move forward!  Those questions are here.

10 Digital Trends Set to Go Mass Market in 2012… It is about working smarter.  Defining your inner circle, personalizing your news feeds beyond RSS feeds, utilizing clouds, geo-tags and location-based discovery.  How might these 10 trends affect or assist what we’re doing?

12 Marketing Predictions for 2012… We just got on Facebook.  We finally are sending e-newsletters.  Now we need to integrate the two?  Are customers will be a part of our marketing team?  More on location-based marketing… the predictions are on MarketingProfs.com but if you don’t want to register, grab a PDF of the article here 12 Marketing Predictions For 2012.

Good luck going through things!  Here’s to a great 2012!  Thanks for reading!

Aha’s from Fall Conferences

Information overload? Close. Between TEAMS, Oklahoma’s Governor’s Conference on Tourism, USTA’s Marketing Outlook Forum and a couple other seminars, I’ve heard a LOT this fall. Some was repeat. Some was dated. And some simply inspirational. There were some helpful gems though! Some real nuggets of ‘A-ha’! I’ve weeded out the trite and trivial and share with you the biggest A-ha’s of this fall’s conferences in this month’s Five @ 5.

America is very different… A lot of dissection of the 2010 census. The key number to know – 1 in 3 Americans is not white. No more “Joe Consumer”. In fact it’s more like “Jose Consumer”. 1 in 4 children are Latino and every 30 seconds a Latino turns 18. And it’s an aging population… median age is 41 and over 40 million consumers are over 65.

Take away 1… need to start printing your materials in Spanish and large print.

Take away 2… 50% of the population is over 50. Thus, 50% is under 50. Again, 1 in 3 is not white. Your generic ads may only be attracting half of the audience or turning off 66%. Now, if you know your target demo and you have a limited budget, keep targeting that demo and earn market share. Don’t try to advertise to all on a limited budget.

The Complex Consumer… Consumer confidence is down. Household income is down. But spending is at an all time high. The number of leisure trips per year are up over last year – 3.9 vs. 3.7. And the length of the trips are up – 8.3 days vs. 7.9. But affluent is out and value is now. The consumer is a deal seeker. I.e. dining – “fast casual” is hot. Think Panera. With 92% it is more about cutting back than cutting out.

Take away 3… Even the “experts” don’t know what to make of today’s consumer but now is the time to Be Relevant. Be Knowledgeable. Now is the time to do more research than ever before to really know your target demo. And Be Fearless. Go ahead and try it!

Going Mobile… Or should I say Gone Mobile. In 2011 we’ve purchase more smart phones than computers.

Take away 4… That website of yours better be able to be read by the Iphone, Android and Blackberry. If Jose Consumer is dialing into VisitDestination.com and your .com is not ‘mobilized’. Game over.

Social Media… I picked up on a stat last year – only 6% have been influenced to travel through social media. Well this year that number is up to 9%!

Take away 5… You’ve got to be doing the social media thing but it’s not the only thing! 91% of those on Facebook and Twitter aren’t gonna come cause you tweeted something cute.

QR Codes… We’re doing it all wrong. QR codes are not about simply sending them to your website. (And I’m just as guilty as everyone else.) If it’s just about sending Jose Consumer to the website, print your URL and don’t ugly up your ad with that black and white freaky thing.

Take away 6… One way to think about QR Codes is that the benefit of scanning it should be to experience something no one else is. A unique video. A discount. Or scan to win. The other way to think about them is to solve problems. Think where the consumer is in the buying cycle when they see your QR Code. When they scan yours, it should move them one step closer to the buying cycle!

Take away 7… QR Codes have to stay black. You can’t change their color to make your ad pretty. I tried two that were brown to match the ad background and they never scanned.

Have an A-ha from your fall conference? Feel free to share. Thanks for reading.

Tourism Christmas Wishlist

When you climb onto the lap of our joyful Tourism Santa Claus, what will you be asking for? Okay, beyond the obvious three: a raise for you, a sold out year in your hotels at an elevated ADR, and peace on earth between your hotels and the DMO.

On this months’ Five @ 5 – the Tourism Christmas Wish List. These five marketing tools have been the hot items discussed and presented at fall conferences. Should Santa deliver one of these in your stocking, your destination could see increased visitors and you could realize a little progress towards the first two wishes above.

1. A dressed up website. “The internet will play a bigger role in 2009.” Bigger? 94% of North Americans research, plan and book their vacations online. If it’s been years since you’ve updated your site, look to do it soon. What do you dress it up with?

2. Video on your website. All reports are Google and Yahoo! are searching more for sites with videos. Add an inexpensive video to your site and increase the chances of search engines moving you closer to the top.

3. Podcast available through your website. In addition to the printed visitors guide, you will want to make a podcast available through your website. Visitors download the message to their MP3 player and listen to your recorded narrative about your community. Others have recorded a guided tour as a podcast.

4. An introduction to social media. Use online marketing and media to build brand advocates for your community. Pictures on Flicker, videos on YouTube, user comments on your website, blogs… it’s not just pretty printed brochures anymore

5. Any Peter Drucker book. “The dean of this country’s business and management philosophies” according to the Wall Street Journal. Help yourself and your organization with some continuing education.

If the jolly old elf doesn’t deliver under the tree, let me know. I would welcome the opportunity to discuss how we might be able to help. If we don’t chat, best wishes for a very Merry Christmas and a prosperous new year! May you find peace through the ultimate gift of love found in a manger!

(Originally posted December 2009)

Things That Make You Go Hmmm…

USTA’s Marketing Outlook Forum, TEAMS and our state’s conference on tourism were on my calendar this past month. MOF was generally positive with the outlook on travel for 2011. Unemployment is lowering for those with Bachelors or higher. Those are the people that travel! 55% of adults are planning a trip by April, 2011. And Smith Travel expects gains in demand, occupancy, ADR and RevPar in 2011!

It was the more marketing related nuggets that made me go hmmm. One was exactly what I was looking for. One helped me proclaim “I knew it!” A couple made me ponder how we tweak what we’re doing. And one made me consider changing careers! My top five ‘ahas’ from this fall’s sessions – November’s Five @ 5:

1. It’s good news but… don’t get overly excited about the news above. Peter Yesawich shared Americans are watching their wallets by “trading down, not out.” They’re traveling and the expected number of over night trips next year are projected to be up 2% but that’s ‘TRIPS’. They’re ‘trading down’ by shortening their trips by a night. “The key the next 18 months is recapturing that lost night!”

2. Value is vogue… 36% of Americans are using more coupons. 35% of Americans are waiting until things go on sale. 89% say room rate is most important when choosing a hotel. (53% say brand.) Most important travel website functions? Ability to check the lowest fares (83%), a low price guarantee (82%) and ability to compare fares (78%). Do you offer coupons, deals, or sales?

3. Social media is king… and now we know how to measure it! All we’ve heard for two years is social media but how do we measure our success? The number of active fans, the number of impressions, the number of followers, the number of planned posts, the number of campaigns and the number of paid ads. (The speaker offered measurements for search, web and mobile too. Hit reply and let me know if you want them.)

4. Social… BUT! Only 6% of travelers are basing their decision on social media. (Yesawich) Those ‘fans’ of yours are people that have opt-ed in declaring ‘sell to me’! But “never before have we had this access to the customer but been so difficult to influence them.” The “goal is to get those followers out of Facebook and into your database.” Drive them to the website and get them to tell you who they are. Learn their preferences and them sell them what they want.

5. Speaking of websites… Bill Geist nearly made me quit when he shared only 27% of travelers go to a destination’s website. I had just issued an RFP for a new website and now I hear 3 out of 4 aren’t going to go to it? Trip Advisor, Expedia, Facebook, even Google can’t tell everything about your destination. You can! So populate where 3 out of 4 are getting info and drive them to your site. And remember, this is the mobile decade. Mobile is projected to pass PC usage in 2014. Your website must begin to work with mobile, social and search!

Motivating or depressing? Probably changed the to do list a tad. They’re coming and they’re looking for that experience – a performance (66%), a museum – 40% of museums’ traffic is up, 90% are looking for girlfriend getaways. We just have to keep changing how we suggest to them where to go. And perhaps we should look at our neighbors, those in church and rotary and scouts with us. 84% of travelers base their decisions on family and friends. Are the family and friends in your destination helping sell your destination?

Hope you have a great November!

(Originally posted November 2010)