Mountain Travel Symposium 2011 Presentation by Mike Corak from ethology. Digital Marketing Tips and Tools. Social media, mobile, search engine marketing, remarketing, digital marketing strategy, strategic planning, content marketing

1. Marketing Online Tools & Strategies to Grow Top-Line Revenue Mountain Travel Symposium Thursday, April 7th

2. Introduction & Agenda Agenda Shameful Brand Plug Verbal Laser Release & Warm-up Digital Marketing State of the Nation Opportunities to Up-level Your Digital Marketing Performance Q&A (Prize Time) Links and Resources 2 Mike Corak VP of Strategy, ethology @mikecorak

3. About ethology strategic digital marketing ethology is a digital marketing firm that believes earned and owned media is as important as paid. Redefining industry standards and strategies, ethology evolves its efforts in real-time, based on market intelligence, emerging trends and competitive insight, to propel its clients forward towards digital success. 3 the ethosystem

4. ethology: Client Sampling

5. Laser Fine Print

6. Medical Release 6 I (insert name) swear that I will not shoot the presenter, other attendees, or anyone else for that matter, in the eye with my laser. I Accept

7. WARM UP

8. 8

9. 9

10. Digital MarketingState ofthe Nation

11. We employ a full suite of digital marketing tactics (website, search, social, email…) 11 YES NO

12. “Yep, we’re already doing that” 12

13. When a new tactic becomes buzz worthy (social, mobile, etc), we want to immediately employ it! 13 YES NO

14. Which Tactic Produces the Best ROI? Social Media Display Advertising Search Email Affiliate Marketing Mobile

15. Per the DMA, It’s Email Followed By Search 15 Search Email 2x the return of search Leading the rest of the pack Source: Direct Marketing Association (DMA) “The Power of Direct Marketing” 2010

16. I have an integrated digital marketing plan that aligns budget with ROI … 16 YES NO

17. I am a publisher 17 YES NO

19. 90 trillion emails sent annually

20. 3.5 billion conversations occurring daily

21. 4 billion images on Flickr

22. 2.5 billion images uploaded to Facebook each month

24. The Most Common Digital Marketing Opportunities for ethology Clients 20 Digital Marketing Health: Measuring Performance of ROI Producers In Relation to the Marketplace and Adjusting Efforts Accordingly Listening: Understanding What Your Target Audience Wants To Improve Relevance and Success Content Marketing: Moving from Advertiser to Authority Digital Marketing Strategy and Planning: Creating a Measurable Plan Built for Success

25. Digital marketing health

26. Digital Success: Content + Search + Social True digital success is dependent on optimizing your search, social and content marketing efforts with a unified, truly holistic strategy. Content drives consumers to your brand and affects every aspect of the decision making process. A successful content strategy will consider all forms of content,contextual & media-driven. Search addresses the accessibilityand strategic focus of your content,ensuring your brand is visible in theright places, for the right searches. Social ensures your content created is in the right context, appears in the right venues, and supports consumer intent.

27. High-Level Competitive Tactical Assessments Example: ethology Market Analysis Report Input: 4 competing site URLs and inclusion on your email list FYI –we can do this for you – see me after Concentrating on tactics with the highest potential for return Content Social Media Search

29. Sycara

30. SEM Rush

31. Web Position Gold

32. Raven Tools

33. SEO Moz24

35. SEM Rush

36. Google Adwords25

38. Yahoo! Site Explorer

39. Sycara

40. SEM Rush

41. Web Position Gold

42. Raven Tools

45. As for those shiny new objects… 30 Don’t be first to market – learn from others and increase your chances for success Don’t be last to market – leads can really become insurmountable Social – At a minimum, manage your reputation (check out Revinate), distribute content and divert media budget to Facebook advertising (the best deal online) Mobile – View your site on a smartphone. If you can’t see it, 15% of your site visitors can’t either. Create a web friendly version with contact info, directions, popular content (images and text), and booking abilities

46. Laser Break!

47. I’d like to take a 10 second break for a FUN Laser-Related activity before moving on… 32 YES NO

48. Laser Tattoo Removal 33

49. Listening

50. I listen to what my customers want online 35 YES NO

51. Build Relevance by Understanding Consumer Vernacular 36 2005: DENTAL HEALTH/CARE 5X VOLUME OF ORAL HEALTH/CARE! 2010: 2x

52. Understand Content Demand in Relation to Your Business 37 Beyond brand, develop a keyword target list to guide your content planning and distribution efforts: Search What keywords perform best beyond brand phrases? What phrases are you targeting? What content is of interest to the public? Your Assets (Website / Microsites / Social / email) What content is most highly consumed? Offline/Brand What are you known for?

53. Understand Content Demand in Relation to Your Business 38 Take topical interest related to your business and listen to consumer conversations for: Points of interest Types of popular content Location of conversations Identify influencers

54. Content Marketing

55. How many journalists/copywriters do you have on staff? Yeah Right +2 1

56. Content Planning Process and Insights Research Topical Areas of Interest Available for Brand Connection Your “One Thing” – What’s Your Brand Promise Outline Your Goals Identify the Team Analyze Target Audience Audit Existing Content Fort Quality and Demand Strategy and Plan: Create Authoritative Content For Consumption and Conversation Starting, News for Industry and Public Awareness, Engage, and Create Interactive Promotions Select Outposts According to Research and Plan Needs Create a Content Calendar Across All Channels Create, Optimize and Distribute Content Measure, Test, Do It Again

57. Social Content Distribution Offsite Content Video: Keyword & Geo-targeted Images: Keyword & Geo-targeted Podcast: Downloadable Audio PPT Presentations: Slide Sharing E-book: PDF of Whitepapers Articles: Content Syndication Press Releases & Newsletters Infographics: Industry Charts Research Reports & Surveys Widgets:Links Embedded Blog Posts: Links Embedded

58. Ongoing Listening, Reporting and Guidance Radian6 Brand Monitoring Reputation Management Topical Trends Content Types Outpost Identification Influencer Identification Social Outpost Reporting Followers Engagement Google Analytics & Offline Site Traffic and Usage Inbound Calls/Contracts

59. Digital Marketing Strategy and Plan

60. How’s your plan looking now? 45 GREAT, THANKS FOR WASTING MY TIME WE’VE GOT SOME WORK TO DO

61. Strategy and Plan Development Process 46 Identify your goals and objectives and create KPIs Note areas of outstanding and substandard performance in the marketplace Audit your efforts Understand your audiences, their likely behaviors, and content demand Record offline activities and note for online support Develop a strategy to support your brand promise in a consistent way across all channels Create a tactical plan across channels (attraction, engagement, conversion, retention)

62. Other Planning Tips – Audience Behavior 47 As critical as understanding consumer demand, understanding likely consumer behavior is paramount to any plan. For Social Media, check out Forrester’s Technographic tool: http://www.forrester.com/empowered/tool_consumer.html

63. Other Planning Tips – Usage Trends 48 Especially for new technologies and opportunities, always spend time understanding what common consumer behavior looks like. Example, when building a mobile presence, make sure information gathering is the top priority, booking second (Again, you probably don’t need and app, make a mobile friendly version of your site first)

64. Other Planning Tips – Budgeting 49 Budgets have yet to follow consumer time spent with various media Align budgets with time allocations, and then prioritize for return

65. Other Planning Tips – Local Marketing 50

67. Empower Subject Matter Experts With Training and a Plan

68. Armed with Content Demand Insights

69. With Measurable Goals and Frequent Check-inshttp://www.slideshare.net/jeremiah_owyang/keynote-social-business-forecast-2011-the-year-of-integration

70. Pro-Tip: Utilize Remarketing to Relevantly Extend the Conversation Beyond the Social Network (Display, Paid Search, Email)

71. 53 Relevance Case Study from Online Marketing Summit 2010 Social Banners Search and Social Interest Locations – GC, Sedona, cities Activities – outdoor Images Website

72. Q&A(Prize time!)

73. Grand Prize Twitter Contest The 3rd person to tweet the following wins some great digital marketing reads: I learned a ton from @MikeCorak of @ethologycom at #MTS2011 – lasers rule, and I might even win the grand prize!

74. Thank You! Mike Corak VP of Strategy Mike.Corak@ethology.com 602.840.4343 @mikecorak www.linkedin.com/in/mikecorak Find This Presentation On SlideShare www.slideshare.net/mcorak Also see “Social Media for Hospitality”