Getting Creative with Online Content Sense of Place 1 Getting Creative with Online Content

Advertising and PR statements. They are all about attention. Sense of Place 2 Definition: Content vs Advertising & PR Advertising and PR statements. They are all about attention.

Sense of Place 3 Definition: Content vs Advertising & PR Content is a story. It is all about Connection, Inspiration and Motivation

Sense of Place 4 Definition: User Generated Content (UGC) Online content created by your customers/visitors specifically about your business or destination

Sense of Place UGC is powerful: Personal Opinionated Emotional 5 UGC is powerful: Personal Opinionated Emotional Authentic But it can be abused

Sense of Place Compelling content leads to engagement 6 Compelling content leads to engagement Engagement leads to action.

Sense of Place Get creative! 7 Get creative! How can you best use UGC and/or your own online content to promote your business or destination?

Sense of Place Things that Make Online Content More Compelling: 8 Things that Make Online Content More Compelling: Authenticity Connection/emotion Stunning visuals Humor Compelling call to action

Sense of Place Idea #1 – Focus on Videos 9 Idea #1 – Focus on Videos Find them on YouTube, Twitter, Facebook and Instagram Shorter than 5 minutes Looping “Vine-style” videos take more skill “Unproduced” videos tend to be most popular Add them to your website

Sense of Place Idea #2 – Create a Video Series 10 Idea #2 – Create a Video Series Great way to use live streaming video You need a hook and enough content This requires planning Regular stream/release intervals

Sense of Place Idea #3 – Create a Soundtrack on Spotify 11 Idea #3 – Create a Soundtrack on Spotify Over 50 million subscribers Costs under $120/year to use Access to almost every recording, ever Build and share multiple play lists

Sense of Place Idea #4 – Hijack a Meme 12 Idea #4 – Hijack a Meme Memes are culturally viral pieces of content Some are oriented to social good Selfies are the ultimate Internet meme Make sure the meme is relevant to you Stay on the same platforms Follow the meme’s “rules”

Sense of Place Idea #5 – Grab Some Content & Use It 13 Idea #5 – Grab Some Content & Use It Find it using Google Alerts or your HashTag Put it on your website Share it on your social networks You can even print it out!

Sense of Place Idea #6 – Leverage Pop Culture 14 Idea #6 – Leverage Pop Culture Got celebrities, or lookalikes, or anything bizarre? Fandom Get it on your social networks Buzzfeed and HuffingtonPost

Sense of Place Idea #7 – Go to Ground Geocaching 15 Idea #7 – Go to Ground Geocaching Hold a digital photo or video contest Digital scavenger hunt

Sense of Place Idea #8 – Let the Calendar Guide You 16 Idea #8 – Let the Calendar Guide You Align with holidays Great for events Great for specials and packages

Sense of Place Idea #9 – Make People Hungry (and Thirsty) 17 Idea #9 – Make People Hungry (and Thirsty) Priority idea for food and bev businesses “Foodie” platforms – Yelp, Tastemade, Zomato Foodies are obsessive when they travel

Sense of Place Idea #10 – Find the Millennials 18 Idea #10 – Find the Millennials On the latest tech for EVERYTHING Because they need to share EVERYTHING With EVERYBODY

Sense of Place Idea #11 – Find the Boomers 19 Idea #11 – Find the Boomers Older but active – so very frequent travelers Facebook obsessed Influential with tight social groups Particular consumers: appeal to “grown-up” tastes

Sense of Place Idea #12 – Make People Laugh Humor is very memorable 20 Idea #12 – Make People Laugh Humor is very memorable iFunny, Funny or Die Great contest topic

Sense of Place Idea #13 – Go Full Tech Dork 21 Idea #13 – Go Full Tech Dork Oculus – virtual reality content Helmet cams Drones Pokemon Go – Kid Dork

Sense of Place Idea #14 – Get Weird AtlasObscura.com 22 Idea #14 – Get Weird AtlasObscura.com Overnight promotions Ghost hunting/dark tourism

Sense of Place Idea #15 – Create a Virtual Focus Group 23 Idea #15 – Create a Virtual Focus Group It’s free and easy to do Tally concepts and phrases in the content Repeat every few months

Sense of Place Idea #16 – Get Romantic 24 Idea #16 – Get Romantic Tinder, Match.com, Whisper, Zoosk Speed dating, date nights Romantic nostalgia (anniversaries, engagements, etc.)

Sense of Place Idea #17 – Connect as an Industry LinkedIn Group 25 Idea #17 – Connect as an Industry LinkedIn Group Multi-business promotions Content sharing

Sense of Place Idea #18 – Use Online Content Off Line 26 Idea #18 – Use Online Content Off Line Awesome for rankings Use it in advertising

Sense of Place Idea #19 – Go All In with Hashtags 27 Idea #19 – Go All In with Hashtags Use them like they are keywords Extremely potent on Twitter and Instagram

Sense of Place Idea #20 – Deal with the Crap Respond to bad content 28 Idea #20 – Deal with the Crap Respond to bad content Don’t knuckle under to extortion

Sense of Place Thank you! Jim Brody President and CDN (Chief DMO Nerd) 29 Thank you! Jim Brody President and CDN (Chief DMO Nerd) Phone: +1 401-749-9448 Email: jbsenseofplace@gmail.com Twitter: @jbsenseofplace Skype: JBtakenote