Best practices in state tourism web sites and social media
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A talk that I gave to IUPUI students on 10 April 2013. This is an export from the reveal.js presentation (so there are formatting issues.)
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Best practices in state tourism web sites and social media
- 1. BEST PRACTICES IN STATE TOURISM WEB SITES AND SOCIAL MEDIA
- 2. RANDY OEST WILLIAMS RANDALL MARKETING (Designer, developer, user experience expert, content strategist)
- 3. THE CENTER OF EVERYTHING IS PEOPLE Not users, visitors, etc.
- 4. IN TOURISM THERE ARE GENERALLY TWO TYPES OF PEOPLE LOOKERS & BOOKERS
- 5. BEGIN WITH RESEARCH Review Analytics (if you have 'em) Conduct Surveys Do Interviews
- 6. REVIEW ANALYTICS What are people interested in? Where are they coming from?
- 7. CONDUCT SURVEYS There is an art to writing good questions. Use clear language that avoids jargon. Avoid leading questions and don't make assumptions.
- 8. DO INTERVIEWS For more extensive information, conduct interviews. Can be done in person, over the internet. There is frequently a shared screen involved. Usually involve a reward, typically a gift card.
- 9. SURVEYS VS INTERVIEWS
- 10. NOW THAT YOU'VE GATHERED YOUR INFORMATION...
- 11. DEVISE A PLAN
- 12. PROVIDE FEATURES THAT PEOPLE WANT Things To Do Lodging Food and Drink Events Calendar Discounts
- 13. GETTING EXTRA VALUE OUT OF YOUR CONTENT
- 14. TRIP IDEAS Merges together various sections (things to do, lodging, events, etc.).
- 15. AND IT TELLS A STORY
- 16. HOW TO GET YOUR MESSAGE TO PEOPLE?
- 17. RESPONSIVE WEB SITE VS SEPARATE MOBILE WEB SITE VS A NATIVE MOBILE APP
- 18. RESPONSIVE WEB SITE PRO: One site that adapts to everyone's device CON: Content is less targeted to context
- 20. SEPARATE MOBILE WEB SITE PRO: Focused content on context CON: Two Web sites to keep updated
- 22. NATIVE MOBILE APP PRO: A place in the user's app list. CON: Needs a compelling reason to exist.
- 23. YOU'VE LAUNCHED YOUR WEB SITE
- 24. NOW THE REAL WORK BEGINS
- 25. KEEP YOUR CONTENT FRESH Search Engine Rankings favor Web sites that are active.
- 26. MONITOR YOUR ANALYTICS It can provide valuable insight. And sometimes surprise you...
- 27. HOW A MINOR FEATURE BECAME A MAJOR SUCCESS
- 28. BEST OF INDIANA
- 29. ANALYTICAL TOOLS ARE ROBUST Track engagment, goals, and conversions.
- 30. TEST YOUR STRATEGIES Test, test test test more and test.
- 31. WHAT IS THE BEST WAY TO GET PEOPLE TO SIGN UP FOR YOUR EMAIL LIST?
- 32. BLOGS & SOCIAL MEDIA
- 33. ARTICLES THAT TELL A STORY Write a compelling headline Have a voice Divide into digestable chunks
- 34. A PICTURE IS WORTH A THOUSAND WORDS, SO BE VISUAL
- 35. HAVE A DISTINCT CALL TO ACTION Get a visitor's guide, sign up for our email list, etc.
- 36. SPEAKING OF CALLS TO ACTION... Book A Hotel Room, Reserve a Table, etc... Email signup on every page Push to explore more content Sharing widgets
- 37. BE WISE ABOUT SHARING WIDGETS. IT IS EASY TO OVERDO IT.
- 39. SOCIAL MEDIA IS ENGAGING WITH PEOPLE Not followers, subscribers, etc.
- 40. CREATE CONTENT THAT ENGAGES Be interesting and relevant.
- 41. POST FREQUENTLY, BUT NOT TOO FREQUENTLY Finding the sweet spot is an art, not a science
- 42. MORNINGS ARE BETTER THAN EVENINGS.
- 43. KEEP IT CONCISE 80-140 characters max Don't forget the visuals!
- 44. Oreo Cookie Follow @Oreo Power out? No problem. pic.twitter.com/dnQ7pOgC 1:48 AM - 04 Feb 13 16,056 RETWEETS 6,219 FAVORITES “
- 45. Power out? No problem. twitter.com/Oreo/status/29… — Oreo Cookie (@Oreo) February 4, 2013 ”
- 46. MORE THAN 14,000 RETWEETS MORE THAN 20,000 LIKES ON FACEBOOK
- 47. TAKE AWAY POINTS Research Plan Create and Engage Measure and Test Repeat
- 48. THANK YOU