Archive for May, 2009
I’m excited to say that I have the distinct pleasure of sitting on a what I’m confident will be a great panel at the 2009 Utah Tourism Conference this Thursday afternoon from 2:00pm-3:30pm and again from 4:00pm-5:30pm. The title of the panel is “Using Social Media Technologies to Promote Tourism: It’s Time to Join the Conversation” and I’m looking forward to discussing this topic with Thomas Cooke from the Salt Lake City agency Welikesmall and Jay Evensen from the Deseret News.
Thomas is incredibly knowledgeable about marketing in the Utah tourism industry and also brings great insight into the social media world, I know this from sitting through several marketing meetings with him and most recently we were both at the San Francisco Inbound Marketing Summit. I admit that I’m not acquainted with Jay, but I have seen that he’s been blogging for the Desert News for a year or so with some very good engagement (commenting).
The topic is wide enough that I think that we are going to try to do some basic introduction to the social media space, what it is, why tourism businesses should be paying attention to what’s going on there and how they should then engage in this space. I imagine that we’ll be able to get into more specifics as well, so please bring your questions, concerns and ideas.
If you aren’t able to make it to the conference, we’ll be streaming the panels via our ustream channel at www.ustream.tv/channel/utc-09. Just a quick disclimer, it may wind up being via the camera on my MacBook Pro unless I find an external video camera that I can grab a live feed from, neither of my video cameras seems to work. Hope to see you at the conference or on the web on Thursday!
PS – I have a draft of an inbound marketing for ski resorts post that’s been sitting around on my WordPress Dashboard for a few days, I’m thinking that i may split it into a multi-part post, stay tuned…
Photo credit: Utah Tourism Conference
The San Francisco Inbound Marketing Summit, this past April 28th and 29th was a great learning and refresher experience for me. It featured an intense format with the majority of speakers limited to twenty minutes for their presentation and questions. But, this format also allowed for a wide-ranging spectrum of speakers due to the fast paced, what Chris Brogan referred to as, “ADD-style” format.
This was the first meeting that I tried to dual-task taking notes in a Word document and tweet highlights/memorable quotes at the same time. I think that I achieved a respectable degree of success with both. Click to see either my #ims09 tweets, all of the #ims09 tweets or my conference notes. I’m sure that my notes (and maybe my tweets) are both a bit cryptic and unpolished, so here’s a summary of eight key takeaways along with my best effort at attribution as to the speaker had what I thought was the most salient comment about each item:
- Everyone is a publisher on the internet – whether you are brand or an individual you are known first and foremost by the content that you produce and publish online. Jason Falls put it that content is king because consumers demand engagement, engaging content becomes conversation and websites then become living, breathing things. John Battelle urged that we should “dare” to let our brands create content and conversations, he said that “every marketer is now a publisher, every publisher is now a marketer and every consumer is now both”. Most importantly, we should “work on stuff that matters” according to Tim O’Reilly.
- Content should not just reside on your “website”, it should be posted on blogs, forums, review sites or wherever someone may wind up looking for information on a topic that your content covers. 30% on your domain and the rest in other places according to Brian Halligan from Hubspot.
- Speak to individuals through personas and segmentation. Don’t expect your content to be all things to all people. David Meerman Scott emphasized personas in his example of hotel websites. He stated that all hotel websites seem to feature products, e.g. pools, restaurants and rooms while, in his opinion, hotel sites should focus on buyer personas and then create content that speaks to those separate personas. In agreement, Darren Guarnaccia said that we all want to be “self-segmented” and that this should be done organically on sites.
- It’s objectives that must determine what you monitor online. The “Listening and Monitoring” panel really stressed that in order to monitor effectively, you absolutely must establish what the strategic goal is and then refine your listening tactics accordingly. And Susan Rice-Lincoln summarized this when she said that “Social Media has been long on tactics and short on strategy so far”.
- Inbound Marketing offers nearly unlimited potential. Dharmesh Shah opined that “Outbound Marketing was limited by the width of your wallet. Inbound is only limited by the depth of your creativity.”
- Web 2.0 is progressing to the Web Squared according to John Battelle. Meaning that the the next step in terms of computing and networking with not be additive but a multiple step forward.
- All campaigns must be fully integrated across platforms, on and off-line to be most effective. Chris Brogan also said to “remember the physical world” to be most effective in social media.
- Think beyond your brand. Tim O’Reilly stressed that it’s not about your brand or your story, but rather it’s about your community.
These were the things that resonated with me, but in the spirit of sharing and aggregating, here’s a list of other Inbound Marketing Summit San Francisco blog posts:
- It’s All About Relationships – Let Your Life Bloom
- Inbound Marketing Summit – Live Run Down – Hubspot
- Inbound Marketing Summit, a living bookshelf… – Catskill Cottage Seed
- Lessons from the SF Inbound Marketing Summit – Ion Digital
- 19 Things I Learned at the Inbound Marketing Summit – Demand
- Something Old, Something New – Master the New Net
- Memories from the Inbound Marketing Summit San Francisco – Find and Convert
- Build How-To Material Relationships – Chris Brogan
- Social Media Company Entrepreneur Official Garb – Web Ink Now
Please leave me a comment if I missed any posts and a big thanks to all of the speakers, panelists and in particular, the organizers
Check back later this week as I’ll try to translate this for the resort industry; in particular, I’ll be posting ideas on how to implement Inbound Marketing in our segment.