Welcome to GWTTRA 5 Myths about Digital Marketing GWTTRA TOURISM - - PowerPoint PPT Presentation

Welcome to GWTTRA

GWTTRA TOURISM MYTHS AND LEGENDS

5 Myths about Digital Marketing

HPR Digital Marketing LLC

HPR Digital Marketing LLC

Myth 1: “Everyone desires to travel” Ans: NO!

At the most basic level, there are two main drivers

• f human behavior— avoidance of pain and the

experience of pleasure. There are two main types of travelers: 1: Change travelers 2: No Change Travelers

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)

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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.

Myth 3: Cyberspace is not a real place

HPR Digital Marketing LLC

Gated and Ungated Content

7

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Gated Content requires some information such as name

• r 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 information away as a benefit for liking that page, and to show thought leadership of the author.

HPR Digital Marketing LLC

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.

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Response tool is sent back. It can be in many forms. BUT WHAT HAPPENS NEXT IS A DEAL BREAKER!

SILENCE!

Top of the Funnel

75% of Website Traffic

Middle of the Funnel

22% of Website Traffic

Bottom

2-3%

What Visitors Looking For?

Specific Information about activities when they arrive Broader Information on the product/destination General Information on the activities, events, products, services & solutions

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“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. What Drives Social Media?

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The Need for Social Validation: When consumers haven’t enough information to make independent

• pinions and hunt for clues such

as; popularity, trust, rankings, etc.”

HPR Digital Marketing LLC

So, what makes content interesting enough to engage?

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Content that confronts our assumptions, and shakes us up. (Jeff Goins)

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Why do we perform the action of “Liking” certain pages, or posts, on Social Media?

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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

Why We “Like” on Social Media

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• 1. Most marketers feel that

“engagement” is key for advocacy.

• 2. Yet only 13% of their audience feel the

same way….hmmm Why We Comment

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Check the % of Facebook page followers that are local vs from feeder cities. Are you preaching to the choir?

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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

• thers, 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.

“Ambient intimacy” is being in contact with key influencers on a regular basis that you normally could not achieve because of time and distance. What Drives Social Media?

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

• f who we are.

Social Validation is when others approve, like

• r 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?

• 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 “Like” on Social Media

• 1. Most marketers feel that

“engagement” is key for advocacy.

• 2. Yet only 13% of their audience feel the

same way….hmmm Why We Comment

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

• urselves, except through the eyes of others

The Need for Social Validation: When consumers haven’t enough information to make independent

• pinions 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

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

Why We “Like” on Social Media

HPR Digital Marketing LLC 47

• 1. Most marketers feel that

“engagement” is key for advocacy.

• 2. Yet only 13% of their audience feel the

same way….hmmm Why We Comment

HPR Digital Marketing LLC 48

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Check the % of Facebook page followers that are local vs from feeder cities. Are you preaching to the choir?

HPR Digital Marketing LLC

Gated and Ungated Content

50

HPR Digital Marketing LLC 51

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

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 53

Response tool is sent back. It can be in many forms. BUT WHAT HAPPENS NEXT?

SILENCE!

Top of the Funnel

75% of Website Traffic

Middle of the Funnel

22% of Website Traffic

Bottom

2-3%

What Visitors Looking For?

Specific Information about activities when they arrive Broader Information on the product/destination General Information on the activities, events, products, services & solutions

• Q. Exactly why are we so attached to our digital

devices?

• A. They provide something our brains really want: the
• pportunity for what’s called “seeking behavior.” We’re born

hunter-gatherers, and in a way, a Google search is like going

• ut and finding a deer to bring home. It activates that

instinct and gives you an emotional buzz.

• Q. Is technology truly addictive?
• A. I prefer a different word: I would say technology is

extremely seductive. A smartphone offers something that isn’t like the lure of passively watching TV, and

• ur brains are uniquely vulnerable to it.

• Q. Because with TV you’re a watcher, and here

you’re an active participant?

• A. Yes, it’s a perfect storm. Our brains crave

constant stimulation, and these devices allow you to skip over waiting and go straight to scintillating sound bites.

• Q. What is it that makes us jump at every

ping?

• A. It’s that desire to find out who wants

you, not really the content relayed in the text.

• Q. What’s the fallout of these habits?
• A. There’s less tolerance for the boring bits in life. Part of my

fieldwork is to stand at stop signs and watch what happens in

• cars. The moment people stop, they reach for their phones.

They can’t be alone with their thoughts. Parents need to show kids that there’s no need to panic if you’re without your phone. If you don’t teach children that it’s OK to be alone, they’ll only know how to be lonely.

• Q. Why is it so satisfying to

rack up Facebook friends and Twitter followers?

• A. As a psychologist, what I hear

most often is “Nobody listens to me.” With all these “friends” and followers, you have automatic listeners.

• Q. So are these just meaningless connections?
• A. They can be meaningful. Social media and texting are

great ways to stay in touch. But that doesn’t mean you should live your entire social life online. It’s a useful supplement to face-to-face interaction, not a substitute. With cyber-connections, you aren’t exercising the same emotional competencies that you do in person.

• Q. Why has texting become more common than talking?
• A. Because it protects people from the possibility of
• confrontation. There’s a whole generation that isn’t learning

how to have a conversation. I asked some kids why they choose to avoid face-to-face communication, and one boy said, “It takes place in real time, and you can’t control what you’re going to say.” Without this skill, kids aren’t prepared to negotiate many of life’s bumps.

Develop the fine art of doing nothing!!!

• Q. Do smartphones harm relationships?

The perfect combo of sweet & sour

• A. Yes, if you allow your attention to be swayed. I’ve observed several

young adults’ dinner conversations. Say there is a group of seven. Three are engaged at a time. The rest are scanning the group to see if enough people are participating so they can sneak back to their phones. Everyone alternately drifts in and out of the discussion, saying, “Wait, what?” These conversations can’t go that deep. A recent study found that if you place a phone on a table, personal or heavy topics won’t even come up. You wouldn’t want to bring up your mother’s illness if there’s a good chance that you’ll be interrupted and feel hurt. It’s not that people don’t have profound things to say. But we’re stripping away the conditions for saying those things to each other.