THE ULTIMATE CONVERSATION STARTERS

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THE

ULTIMATE

CONVERSATION STARTERS

Free tools and resources For

tourism businesses

ballarat regional tourism

Tuesday 29 sepTember

presenTaTion by maTT Jones

[email protected]

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THE ULTIMATE CONVERSATION STARTERS

THE

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CONVERSATION

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THE ULTIMATE CONVERSATION STARTERS

TEAM CHATTERBOX

KATE DOBELL SENIOR DESIGNER MARC GOODWIN SEO MEG LAW COMPANY CREATIVE DIRECTOR MATT JONES COMPANY DIRECTOR SOCIAL MEDIA STRATEGIST

ANNA HAYWARD PUBLICIST SAM MCINTOSH MOTION GRAPHICS DESIGN DANIELLE PYLAND MARKETING MANAGER

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THE ULTIMATE CONVERSATION STARTERS CLIENTELE • TOURISM VICTORIA

• VICTORIAN TOURISM INDUSTRY COUNCIL

• BUSINESS EVENTS VICTORIA

• GREAT OCEAN ROAD REGIONAL TOURISM

• GEELONG & BELLARINE TOURISM

• MELBOURNE PRIVATE TOURS

• LAKE MOUNTAIN ALPINE RESORT

• SEAROAD FERRIES

• PUFFING BILLY RAILWAY

• AUSTRALIAN REGIONAL TOURISM NETWORK (ARTN)

• GEELONG CHAMBER OF COMMERCE

• MARYSVILLE & SURROUNDS

• MARYSVILLE & SURROUNDS 150TH SESQUICENTENARY YEAR 2013

• AUSTRALIAN SPARKLING WINE FESTIVAL 2013

• WESTBOURNE GRAMMAR

• KNOCKOUT EVENTS

• SIENA COLLEGE, CAMBERWELL

• BRIGHTON GRAMMAR SCHOOL

• ALCOCKS BILLIARD TABLES

• Destination Gippsland

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what we do

• Media and PR services • Event PR

• Destination PR

• Publicity/marketing & PR plans for new & established businesses • Marketing strategy writing & implementation plans

• Online campaign management • Social media services

• App development

• Advertising solutions & campaign execution • Media launches/pitches/PR stunts

• Celebrity PR • Crisis management • Sponsorship proposals

• International Sales representation & business development – ITO’s, International Wholesalers & Agents

• Graphic & motion design solutions • SEO

• Visual identity/logo design/branding • Grant writing & award submissions • Photography & videography

• Media training

• Website design and development

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THE ULTIMATE CONVERSATION STARTERS social media

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social media statistics active users in australia – July 2015

1. Facebook – 14,000,000 users 2. YouTube – 13,850,000 UAVs 3. WordPress.com – 5,650,000 4. Instagram – 5,000,000 5. Tumblr – 4,300,000 6. LinkedIn – 3,660,000 7. Blogspot – 2,700,000 8. Twitter – 2,791,300 9. WhatsApp – 2,400,000 10. TripAdvisor – 2,150,000 11. Snapchat – 2,000,000 12. Tinder – 1,500,000 13. Yelp – 1,500,000 14. Flickr – 640,000 15. Pinterest – 320,000 16. Reddit – 140,000 17. MySpace – 90,000 18. Google Plus –60,000 19. StumbleUpon – 45,000 20. Foursquare/Swarm – 23,000

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DID YOU KNOW?

65% OF ONLINE AUSTRALIANS USE SOCIAL NETWORKS

45% LOG ON DAILY

23% LOG ON MORE THAN FIVE TIMES DAILY

7.3 MILLION AUSTRALIANS NOW ACCESS FACEBOOK DAILY VIA MOBILE AND 400 MILLION PEOPLE A DAY AROUND THE

WORLD ACCESS FACEBOOK

37% VIEW SOCIAL NETWORKS FIRST THING IN THE MORNING (BEFORE GETTING OUT OF BED) 42% USE SOCIAL NETWORKS LAST THING AT NIGHT (BEFORE SLEEPING) - GREAT FOR RELATIONSHIPS!

34% LOG ON TO SOCIAL MEDIA WHILE AT WORK. THIS IS LOST PRODUCTIVITY FOR YOUR BUSINESS

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THE ULTIMATE CONVERSATION STARTERS power of word-of-mouth

90% placed importance on other people’s reviews when booking the accommodation for their last trip 93% stated that other people’s evaluations on

travel review websites influenced travel plains

93% of travelers worldwide say their booking decisions are impacted by online reviews.

98% of U.S. properties say reviews are important for booking.

power of

word-of-mouth

90% placed importance on other people’s reviews when booking the accommodation for their last trip 93% stated that other people’s evaluations on

travel review websites influenced travel plains

93% of travelers worldwide say their booking decisions are impacted by online reviews.

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THE ULTIMATE CONVERSATION STARTERS about tripadvisor… World’s largest travel site

• 375 million unique monthly visitors, 250 million reviews

• covering more than 5.2 million accommodation, restaurants and attractions

• present in 45 countries worldwide, including china under daodao.com • more than 38 million candid traveller photos

• more than 160 new contributions are posted every minute • more than 84 million emailable members worldwide

• on average, nearly 2,600 new topics are posted every day to the Tripadvisor forums

• more than 85 percent of questions posted to Tripadvisor’s english-speaking forums are replied to by other travellers within 24 hours.

• 215 million mobile app downloads, including 195 million downloads of the core Tripadvisor app.

• nearly 50% of users visited Tripadvisor via tablet and phone, and the company continues to see industry uptick and engagement on mobile devices.

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THE ULTIMATE CONVERSATION STARTERS 6 reasons to have your business listed on Trip advisor?

1 A basic listing is free 2 Boost direct bookings

3 Connect with the world’s largest travel community 4 Target the right consumers at the right time

5 Be in the palm of the rapidly growing mobile audience 6 Increase your visibility and business prominence

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tools For measuring and scheduling social media

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THE ULTIMATE CONVERSATION STARTERS your Website is your hub

DON’T JUST FOCUS ON FACEBOOK OR ANY SOCIAL PLATFORM

FOCUS ON THE “HOME BASE” OF YOUR MARKETING

YOUR WEBSITE, PODCAST SITE, OR WEB SHOW

AND THEN SHARE CONTENT OUT TO SOCIAL MEDIA SITES.

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google analytics

tools to learn more: • Free online courses

@ analytics academy •

google analytics youtube channel for training videos

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THE ULTIMATE CONVERSATION STARTERS PUBLIC RELATIONS...

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THE ULTIMATE CONVERSATION STARTERS PUBLIC RELATIONS... PR IS AN ONGOING CONVERSATION, WHICH BUILDS SUSTAINABLE RELATIONSHIPS BETWEEN AN ENTITY AND ITS PUBLIC,

RESULTING IN CHANGE, ACTION OR INFLUENCE.

COMMUNITY PR

Forming or supporting niche communities that are likely to share interests about the brand (such as user groups, fan clubs, and discussion forums); providing tools, content, and information to support those communities.

EVANGELIST PR

Cultivating advocates or volunteers who are encouraged to take a leadership role in actively spreading the word on your behalf.

INFLUENCER PR

Identifying key communities and opinion leaders who are likely to talk about products and have the ability to influence the opinions of others.

GRASSROOTS PR

Organizing and motivating volunteers to engage in personal or local outreach.

CONVERSATION CREATION

Interesting or fun advertising, emails, catch phrases, entertainment, or promotions designed to start word of mouth activity.

BRAND BLOGGING

Creating blogs and participating in the blogosphere, in the spirit of open, transparent communications; sharing information of value that the blog community may talk about.

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getting your story out there…

• build relationships and a reliable database of media contacts

• Target who you are sending the media release to not just mass distribution

• Tailor the release to each audience and media channel – it’s not one size fits all!

• Follow up but don’t become a serial pest

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THE ULTIMATE CONVERSATION STARTERS 1 Quality images 2 strong headline 3 shareability 4 statistics 5 good talent/ spokesperson 6 targeted approach 7 be timely 8 neWsWorthy 9 use humour 10 consumer minded 11 precise/one pager 12 strong grammar/ punctuation

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alWays measure your results (google analytics, Fanbase, engagement, enQuiries,

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ALWAYS MEASURE YOUR RESULTS (GOOGLE ANALYTICS, FANBASE, ENGAGEMENT, ENQUIRIES, CONVERSATIONS, GOOGLE ALERTS)

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visionsoFvictoria.com

tourism victoria’s oFFicial image and video library

access to high, loW and medium resolution images and video For tourism proJects.

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tourism australia

tourism australia's image and video libraries http://images.australia.com/

http://video.australia.com/

Free access to images and video From across the country.

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picmonkey.com

creating and editing images online add Watermarks, Words, headlines, change size, colour etc.

perFect For creating customised posts For social media.

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canva

create designs For Web or print: blog graphics, presentations, Facebook

covers, Flyers, posters With Free access online. https://WWW.canva.com

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image and video iphone apps

available For Free doWnload through the app store vine (30 sec videos)

pic splash split pic

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THE ULTIMATE CONVERSATION STARTERS visit victoria WWW.tourism.vic.gov.au

• crisis management guide

• latest research

• Funding and grants

• ordering tourism brochures

• media tools

• pr opportunities

• Familiarisations, social media

• images and video content,

product updates, neWsletters, campaign opportunities

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THE ULTIMATE CONVERSATION STARTERS WWW.tourism.australia.com • sustainability toolkit

• image and video gallery

• Working With ta handbook

• pr opportunities

• Famils, social media

• images and video content,

campaign opportunities, product updates, market updates, travel club, neWsletters

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survey monkey – basic account creates online surveys For distribution through various channels email

and social media. upgrade is available For a Fee For additional Features.

dropboX – a File storage tool useFul For sharing large Files particularly images. upgrade is available For a Fee For additional storage space.

hightail – a File storage tool useFul For sharing large Files particularly images. upgrade is available For a Fee For additional storage space.

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mailchimp

a tool For creating and distributing eneWsletters. upgrade is available For a Fee iF your database eXceeds 2,000 subscribers and 12,000 emails per month.

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THE ULTIMATE CONVERSATION STARTERS trello trello.com trello has everything you need to organize proJects oF any size.

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Why blog?

develop brand and personality share your story, images and

video

reach neW customers

gather Feedback, revieWs, testimonials

increases search engine traFFic supports social media activity

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THE ULTIMATE CONVERSATION STARTERS starting a blog… it’s as easy as 1, 2, 3!

1. DETERMINE THE PLATFORM 2. WRITE CONTENT

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top 10 blogs in australia

1st get in the hot spot 2nd the aussie nomad 3rd traveling canucks 4th not Quite nigella

5th getting doWn under 6th travel Feeder

7th tomato melbourne+Food+drink 8th mel: hot or not

9th bob in oz

10th around the World in Four Jandals

blog rank uses over 20 diFFerent Factors to rank the blogs in any category.

research and Watch other blogs – What Works, What doesn’t? knoW your voice.

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e-neWsletters

make sure you sign up For neWsletters relevant to your business.

useFul inFormation

delivered direct to your inboX!

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THE ULTIMATE CONVERSATION STARTERS business victoria business victoria is a comprehensive online resource designed to

help you start, run and groW your business.

templates and advice

For developing marketing plans and business plans, access to

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THE

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CONVERSATION

STARTERSballarat regional connect With tourism

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connect With ballarat regional tourism

• 11 Workshops and Functions annually - Free For members

• visit victoria listing - Free For members.

• access to share on brt’s social media channels

• publications – oFFicial visitor guide -members discount on advertising cost, tear oFF maps available Foc, planner’s guide update coming soon

• some memberships include photography package

• some members can participate in our brochure distribution service.

• regular e-neWs reaching over 6500 readers

• some members eligible For the mystery shopper program

• staFF oFFer Free advice and support to all tourism businesses

• pr – participate in Familiarisation opportunities

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THE ULTIMATE CONVERSATION STARTERS Questions Questions Questions Questions Questions Questions

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THE

ULTIMATE

Free tools and resources For

tourism businesses

ballarat regional tourism

Tuesday 29 sepTember

presenTaTion by maTT Jones

[email protected]