Presentation given at the ICOA annual meeting on October 12, 2011

1. October12, 2011 – Indiana Campground Owners Association
VisitIndiana.com & Social Media

2. Welcome
Email: JeWilliams@VisitIndiana.com
Phone: 317.232.8897
Twitter: @VisitIndiana
Twitter: @JeremyAWilliams
Blog: VisitIndiana.com/TechCorner

3. What Will We Talk About Today?

5. Advertise on VisitIndiana.com
• 636,000 visitors in 2010
• 71% of VI.com visitors are planning to travel to IN1
• 50% of VI.com visitors actually visit Indiana1
• Many free opportunities
Sources: 1. TNS – Dec. 2008

6. Free Opportunities:
• Create your own at: VisitIndiana.com/AdPortal
• Discount Coupons/Packages
• Event Listings
• Find info at Tourism.IN.gov
• Trip Ideas
• Blog story ideas? Email me…

7. Paid Opportunity: VI.com Brochure Ad

8. Paid Opportunity: Homepage Feature

9. Paid Opportunity: VI.com Listing

10. Paid Opportunity: Search Ads

12. What is a Blog?
• Website regularly updated with copy, images
video…commonly in reverse chronological order1
• Many of the websites you visit now are technically blogs
• Lines between blog/website are increasingly more blurry
• Platforms like WordPress can enable you to blog and are
capable of being a complete CMS website
Sources: 1. wikipedia.org

13. Why Should I Blog?
• Search Engines love frequent and recent content
• 64% of Indiana Insider Blog traffic via Search in past 12 months
• Easily updated with up-to-date info
• Once it’s up, very easy to manage
• Content stays live long after the post is written
• 4 of 10 top posts in 2011 were written in 2008, 2009 or 2010.

14. 481,600 visitors over 3.5 years

16. Which Platform to Choose?

17. Engage:
• Set up email/RSS subscriptions for your blog
• feedburner.google.com
• Email your mailing list telling them about your blog
• Include snippets in emails to consumers/partners
• Push out via Facebook and Twitter

18. Measure:
• Many different ways to measure
• Analytics platform: Google Analytics, WebTrends, Yahoo Analytics
• Most blog platforms have some bult-in analytics
• In-platform analytics: already set up, less detailed
• External analytics: takes time to set up, very detailed

19. • Copy points here copy points here
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20. Facebook Stats - 2011
• More than 800M users
• 50% of active users login on any given day
• Average user has 130 friends
• People spend over 700 billion minutes/month on FB
• Roughly 20 hours/month per user
• Users average 23 minutes per Facebook session
• Avg. user connected to 80 community pages,
groups and events
• 250M active mobile Facebook users
Sources: All stats from facebook.com

21. Facebook.com/Page
Headline Here
• Copy points here copy points here
•Sub text here
• Copy points here copy points here
• Copy points here copy points here
•Sub text here

23. Engage
• Giveaways/Contests
• Ask questions
• Answer questions
• Interact
• Share relevant info
• Develop relationship

24. Facebook Ads
• Target exactly who you
want as fans
• Inexpensive way to gain
fans
• Purchase Pay-per-Click,
not Impressions

25. Measure: Facebook Insights
• Copy points here copy points here
•Sub text here
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•Sub text here

27. Twitter Stats - 2011
• Microblog – 140-character posts
• Posts on Twitter are called Tweets
• 5 years old
• 200 million users1
• Took 3+ years to reach 1B tweets (Mar ‘06-May ’09)2
• Now 1B tweets are sent in just one week2
• Twitter users are the most influential online customers,
their influence spreads across all areas of the internet.3
Sources: 1. bbc.co.uk; 2. blog.twitter.com ; 3. ExactTarget SFF Research (2010)

29. Social Media Management tools
TweetDeck HootSuite
• 200 million users1
•Sub text here
• Copy points here copy points here
• Copy points here copy points here
•Sub text here
Sources: 1. bbc.co.uk

30. 46% of Tweets from Mobile Devices 1

31. Engage
• Listen first
• Ask questions
• Answer questions
• Interact
• Share relevant info
• Use for customer service
• Develop relationship

32. Measure:
• @ Mentions and Direct Messages
• Retweets (how many times were you retweeted?)
• Inbound links to your website via Twitter
•Some trackable via twitter.com or t.co
•Requires web analytics package like Google Analytics/WebTrends

34. Why Track Web Stats?
Find out:
• How consumers are getting to your site
• What they’re doing while they’re at your site
• How effective your ad campaigns are at driving
traffic
• What search terms users are entering in search
engines to get to your website

35. Why Do We Use Google Analytics?
• Free
• Flexible
• Powerful
• Widely Used
• Easy to compare apples to apples
• Lots of documentation

36. Which Metrics are Important?

37. Which Metrics are Important?
Referral Sources

38. Which Metrics are Important?
Top Search Engine Terms

39. Which Metrics are Important?
Campaign Tracking

40. Which Metrics are Important?
Campaign Tracking
http://www.visitindiana.com/?utm_source=twitter&utm_medium=s
ocial%2Bmedia&utm_campaign=Visit%2BIndiana%2BWeek%2B2011

42. Resources
• Presentation: bit.ly/icoa2011
• ExactTarget Research: bit.ly/ttc-sff
• Tourism Tech Corner: VisitIndiana.com/TechCorner

43. Questions?
Email: JeWilliams@VisitIndiana.com
Phone: 317.232.8897
Twitter: @VisitIndiana
Twitter: @JeremyAWilliams
Blog: VisitIndiana.com/TechCorner