Welcome to GWTTRA
5 Myths about Digital Marketing GWTTRA TOURISM MYTHS AND LEGENDS
HPR Digital Marketing LLC
Myth 1: “Everyone desires to travel” Ans: NO! There are two main types of travelers: 1: Change travelers 2: No Change Travelers At the most basic level, there are two main drivers of human behavior — avoidance of pain and the experience of pleasure. HPR Digital Marketing LLC
Myth 2: Most people don’t’ trust online information. Reality: People feel freed up and embolden online. People can lose their inhibitions and in a way act drunk, because, for some, being in the cyber environment can impair judgement and increase impulsivity somewhat similar to the way alcohol can. More likely to be seduced by travel ads. (Relais D’Emperer )
Myth 3: Cyberspace is not a real place Cyberspace is an actual place?….You may access it from familiar safe places but as soon as you go on line you have travelled in terms of your awareness, consciousness, emotions, your responses and behavior into a new land. HPR Digital Marketing LLC 6
Gated and Ungated Content HPR Digital Marketing LLC 7
Gated Content requires some information such as name or email, or a subscription, from you to be able to download the information. HPR Digital Marketing LLC 8
Un-Gated Content , such as found in Facebook, or any of the other social media platforms and many blogs, just gives information away as a benefit for liking that page, and to show thought leadership of the author.
The #1 Biggest Digital Marketing Mistake: 1. Placing an ad promoting a tourism product, using traditional or digital media, paid search, social media, eNews, etc. HPR Digital Marketing LLC
Response tool is sent back. It can be in many forms. BUT WHAT HAPPENS NEXT IS A DEAL BREAKER! SILENCE! HPR Digital Marketing LLC 11
What Visitors Looking For? Top of the Funnel Broader Information on 75% of Website Traffic the product/destination Middle of the Funnel General Information on 22% of Website Traffic the activities, events, products, services & solutions Bottom Specific Information about 2-3% activities when they arrive
HPR Digital Marketing LLC 13
HPR Digital Marketing LLC 14
What Drives Social Media? “Ambient intimacy” is the act of being in contact with key influencers on a regular basis that you normally could not achieve because of time and distance. HPR Digital Marketing LLC 15
The Need for Social Validation: When consumers haven’t enough information to make independent opinions and hunt for clues such as; popularity, trust, rankings, etc.” HPR Digital Marketing LLC
So, what makes content interesting enough to engage? HPR Digital Marketing LLC 17
Content that confronts our assumptions, and shakes us up. (Jeff Goins) HPR Digital Marketing LLC 18
Why do we perform the action of “Liking” certain pages, or posts, on Social Media? HPR Digital Marketing LLC 19
Why We “Like” on Social Media 1. It adds value to a relationship 2. That value is called the “Reciprocity Effect” i.e. I’ll like you if you’ll like me back. This is also the FOMO Effect (Fear of missing out) 3. Being liked on social media produces a dopamine rush that is as addictive as alcohol and certain drugs. 4. To provide value to others, NOT just for you 5. “Social Badging”: People validate their self worth through the purchase of brands, or by the organizations with which they align.” 40% of people who join a facebook business page do it for Social Badging. Exact Target Research 2011 HPR Digital Marketing LLC 20
Why We Comment 1. Most marketers feel that “engagement” is key for advocacy. 2. Yet only 13% of their audience feel the same way….hmmm HPR Digital Marketing LLC 21
Check the % of Facebook page followers that are local vs from feeder cities. Are you preaching to the choir? HPR Digital Marketing LLC 22
HPR Digital Marketing LLC 23
Two kinds of Online Influencers: 1. Influencers who create content for their audience on your behalf. 2. Influencers who share your content with their audience.
It’s human nature to dislike being indebted to others, which is the basis of the Reciprocity Principle. To properly leverage this, ensure that you’re offering your customers/followers/subscribers something of real value.
The principle of commitment and consistency declares that as human beings, we have a deep need to be seen as reliable and true to our word .
What Drives Social Media? “Ambient intimacy” is being in contact with key influencers on a regular basis that you normally could not achieve because of time and distance. www.johnhopejohnstone.com
Personal Social Media can be a very narcissistic activity
Posting about ourselves often comes in the form of what is called “Social Badging”. (40%)
68% of us will “share” someone else's content to “Social Badge” i.e. to show what kind of things we care about, and build out our personal image.
Social Badging aligns our purchases, possessions, travel, things we love, and through these things, we present a reflection of who we are. Social Validation is when others approve, like or share what we have shown to be important to us.
Sharing provides a form of Social Currency. 62% of us feel better about ourselves when someone has shared, liked or commented positively about our content.
So, how can we get ourselves more of this Social Currency of sharing, liking and commenting for our clients?
Surveys have shown that digital brands promoting the social conscience and good deeds of that Brand, rather than its core product, are likely to receive 58% more engagement
So, what makes content interesting enough to engage?
Content that confronts or our assumptions about the Brand, and shake us up. (Jeff Goins)
Why do we perform the action of “Liking” certain pages, or posts, on Social Media?
Why We “Like” on Social Media 1. It adds value to a relationship 2. That value is called the “Reciprocity Effect” i.e. I’ll like you if you’ll like me back. (Holiday Cards) 3. Your job on social media is to help and connect other people. 4. To provide value to others, NOT just for you
Why We Comment 1. Most marketers feel that “engagement” is key for advocacy. 2. Yet only 13% of their audience feel the same way….hmmm
What about Selfies? 1. On Social Media, pictures with faces are 38% more likely to receive engagement 2. Selfies satisfy the “Looking Glass Effect” which infers that we never truly see ourselves, except through the eyes of others
The Need for Social Validation: When consumers haven’t enough information to make independent opinions and hunt for clues such as; popularity, trust, rankings, etc.” HPR Digital Marketing LLC
So, what makes content interesting enough to engage? HPR Digital Marketing LLC 44
Content that confronts our assumptions, and shakes us up. (Jeff Goins) HPR Digital Marketing LLC 45
Why do we perform the action of “Liking” certain pages, or posts, on Social Media? HPR Digital Marketing LLC 46
Why We “Like” on Social Media 1. It adds value to a relationship 2. That value is called the “Reciprocity Effect” i.e. I’ll like you if you’ll like me back. This is also the FOMO Effect (Fear of missing out) 3. Being liked on social media produces a dopamine rush that is as addictive as alcohol and certain drugs. 4. To provide value to others, NOT just for you 5. “Social Badging”: People validate their self worth through the purchase of brands, or by the organizations with which they align.” 40% of people who join a facebook business page do it for Social Badging. Exact Target Research 2011 HPR Digital Marketing LLC 47
Why We Comment 1. Most marketers feel that “engagement” is key for advocacy. 2. Yet only 13% of their audience feel the same way….hmmm HPR Digital Marketing LLC 48
Check the % of Facebook page followers that are local vs from feeder cities. Are you preaching to the choir? HPR Digital Marketing LLC 49
Gated and Ungated Content HPR Digital Marketing LLC 50
Gated Content requires some information such as name or email, or a subscription, from you to be able to download the information. Un-Gated Content , such as found in Facebook, or any of the other social media platforms and many blogs, just gives it away as a benefit for liking that page, and to show thought leadership of the author. HPR Digital Marketing LLC 51
The #1 Biggest Digital Marketing Mistake: 1. Placing an ad promoting a tourism product, using traditional or digital media, paid search, social media, eNews, etc. HPR Digital Marketing LLC
Response tool is sent back. It can be in many forms. BUT WHAT HAPPENS NEXT? SILENCE! HPR Digital Marketing LLC 53
What Visitors Looking For? Top of the Funnel Broader Information on 75% of Website Traffic the product/destination Middle of the Funnel General Information on 22% of Website Traffic the activities, events, products, services & solutions Bottom Specific Information about 2-3% activities when they arrive
Recommend
More recommend
