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Posts tagged “PR

Tourism and Social Media: An Internet Reality Check


Tourism is big business. In fact, it’s one of the world’s largest industry. I need not tell you that Social Media is also big, so it is a no brainer that these are a match made in heaven.

Now research says that 4 out of 10 people research online before they travel. That may seem less cause I thought 9 out of 10 did that, but welcome to the real world not every place in the world have internet privileges like us bloggers. But considering the fact the total number of people travelling around the world it is very big number. Because of this, tourism businesses around the world are focussing their marketing strategies on Social Media, some even leading with it over traditional advertising. And why not? If you can get a campaign to go viral, you will get heaps of free PR and, in turn, more people travelling to your destinations, right? Unfortunately it’s not that easy.

Queensland tourism ad “best job in the world” campaign was one of the most successful campaigns ever. The very first day had about 20000 applications which obviously lead to the crash of the website on a couple of occasions. The campaign has been talked about on over 1 500 blogs and even won a coveted Grand Prix at this year’s Cannes Lions International Advertising Awards.

The Queensland tourism ad was very well made the ad does not call you directly to the island to have fun or a good time. The only thing in the campaign which tell you about the island is small link which says “About the Island”. It’s a well documented Web Design policy, if you want users to convert, have strong Calls to Action.

As a tourism business few of the following tools may be used to make your business look pretty. These tools are not just tools but a whole a new world in itself with large number of people living in.

Facebook: over 500millions users, can set up a fan page around a subject or just a “like” page around the business. Facebook also give users tips and tricks to make your page a valuable resource and then update it with relevant deals and specials.

Twitter: Twitter is nonetheless an awesome way to communicate with an opt-in base of followers in short bursts. Tweet deals, interesting facts and links to interactive video and photo content.

Blogs: Blogs may be more traditional but the one of the most effective ways to promote a tourism website. Blogs generate fresh content and the best part; it ranks well on Google and other search engines. It encourages interactions through comments and views and provides the business with a human face.

Niche social networking sites are emerging in many businesses and Tourism is one business where there are some really good ones. TripAdvisor, WAYN short for “Where Are You Now” are few of the famous and effective ones.

Here is a ad which speaks about Goa tourism and shows that Goa is not just about beached but also lot of other things. Best waay to reach a large audience and a far audience put the ad on a public open forum.

<object width=”960″ height=”750″><param name=”movie” value=”http://www.youtube.com/v/dv77QpG2v-I?fs=1&amp;hl=en_US”></param><param name=”allowFullScreen” value=”true”></param><param name=”allowscriptaccess” value=”always”></param></object>

So, as you can see, Social Media can work to increase a tourism business’ revenue and brand profile, you just have to invest time and creativity into it and drive people toward conversion. You also don’t need huge volumes to make a success of Social Media. With the right message, in the right space, talking to the right audience. Don’t forget to drop in your views and comments chao….!!

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How Viral Marketing Strategy Can Increase Site Traffic?


Viral marketing has changed and rocked the advertising world for a few years now. the success of few ads have got many companies thinking about having one. The viral strategy is just like the computer virus works. It transforms itself from one system to another to thousands of site subscribers. A well-implemented viral marketing strategy can boost the web traffic to be significant.

Things that need to be taken into account while developing a viral strategy proper language needs to be used to impress the reader, anchor text can be used to increase web traffic to the website. another tool that can help write a proper article is the author box. There have been many new innovations and strategies employed by different companies in search for a solution to increase the web traffic but the most successful have been able to do so, relying on simple practice of email newsletters.

Having created news letters that suit the requirements of the subscribers which specifically target the expectations of the readers is best method. The more accessible information can be shared, the more rapidly it will be spread. Submit your news on the social networking and bookmarking sites such as StumbleUpon and Digg. They have established niche communities. Find yours. Submit articles, make comments on other stories, be seen, be heard, and be out there.

The tables have turned with the evolution of the Internet. The power has shifted from the marketer to the consumer. Within a matter of seconds, their opinions and voice are spread rapidly throughout the world by one single email.

The viral effect can be amazing to see happening and it does make you realize that there is a big world out there that wants to get in touch with you.


Paid vs. Earned Media


One of the benefits of digital media that it can be tracked, which means measurability. So, how does earned media measure up against paid media, and vice versa?

The terms earned, owned and paid media” have become very popular in the interactive marketing space today. In fact, taken together they can be applied as a simple way for interactive marketers to categorize and ultimately prioritize all of the media options they have today.

In Paid media a brand pays to leverage a channel. An example of paid media is display ads, paid search and sponsorship. Analytics packages tell you about what a visitor does once she comes through to your website. Your ad server tells you a bit more about what happened before that visit.

Many people are predicting the end of paid media (aka advertising). However, that prediction may be premature as no other type of media can guarantee the immediacy and scale that paid media can. However, paid media is shifting away from the foundation and evolving into a catalyst that is needed at key periods to drive more engagement.

Post click and view tracking allows for true measurement of a campaign – it’s all about knowing what happens after the click. By placing tracking code on the conversion pages of the destination website, conversions can be tracked by placement. Sophisticated ad servers also allow for cross channel tracking. Using this technology, we can gauge how display campaigns support search, for example, and the true value of the various elements of campaigns can be evaluated.

Earned media is when customer becomes the channel itself. “Earned media” is an old PR term that essentially meant getting your brand into free media rather than having to pay for it through advertising. However the term has evolved into the transparent and permanent word-of-mouth that is being created through social media. You need to learn how to listen and respond to both the good and bad as well as consider when to try and stimulate earned media through word-of-mouth marketing.

Earned media has the merit of third-party credibility, and it reaches people when they are opted in and value the information. Media coverage in the right publications is still the single most effective tool to raise brand awareness.

With paid media being largely ineffective and earned media facing the growing irrelevance of traditional media in face of burgeoning social media, brands pursue the avenue of becoming media companies in their own right. Bypassing traditional media channels, they either set up their own TV channels, print publications (corporate publishing), or blog networks


Ultimately, your tracking solution should allow you to not only compare your earned media vs. your paid media, but to see the effect that they have on each other (and of course on your search traffic). Instead of merely looking at the most recent source of a visit to your site, a multi-touch attribution model allows you to see what effect different media have on a series of visits to your website.