| Wisconsin Association of Convention & Visitors Bureaus February 21, 2013 Tourism Marketing Trends 3 Things to Watch in 2013

A look back at 2012: Visual It’s a visual world, we’re just living (and marketing) in it 5,000,000 uploads to Instagram daily Pinterest users have spent 1.2 billion minutes on the site since 2012 More than 1.3 billion people have watched Gangnam Style Internet memes, animated GIFs are part of our life

This just in: Social media is not a fad Facebook passed 1 billion global users in summer 2012 One of every 7 minutes spent on the internet is spent on Facebook Twitter is fastest-growing social platform in the world 8 years’ worth of video are uploaded to YouTube every day A look back at 2012: Social Media

Monthly active users Facebook: 1 billion YouTube: 800 million Twitter: 200 million Google+: 135 million Instagram: 90 million Pinterest: 27 million A look back at 2012: Social Media Facebook: 1 billion Instagram: 90 million Twitter: 200 million Pinterest: 27 million Google+: 135 million Youtube: 800 million

We’re going mobile 4.8 billion people own a smartphone, only 4.2 billion own a toothbrush People interact with mobile devices times a day U.S. has 313 million people, 181 million active iOS & Android devices More purchases were made on smartphones than on PCs in 2012 A look back at 2012: Mobile

While delivery mechanisms have changed, marketing goals remain the same You don’t have to create tons of new content New platforms also mean new opportunities o Build awareness o Grow customer loyalty/retention Don’t panic!

Tourism Marketing Trends: Mobile 2.Visual content 3.Creating conversations

Top areas for ad agency spending in 2013: Social Media Mobile Search Tourism Marketing Trends: 2013 Top Areas of Marketing Investment in 2013 Search Marketing Social Media Mobile 56% 52% 43% 40%

| Wisconsin Association of Convention & Visitors Bureaus February 21, 2013 Trend #1: Mobile

Like it or not, we’re addicted to our smartphones and tablets Mobile Internet usage will overtake desktop Internet use by 2014 Top uses for smartphones 1.Texting 2.Search/inquiry Trend #1: Mobile

Mobile purchasing Almost one-third of consumers said mobile was their preferred shopping method Women use mobile for social purchasing, while men use mobile for product information Trend #1: Mobile

What about travel? Top uses for smartphones while traveling: 46% of smartphone users check into a location on vacation 30% of travelers have used mobile apps to find hotel deals 29% have used mobile apps to find flight deals Trend #1: Mobile o Taking photos o Using maps o Search

Taking advantage of the trends: Mobile Responsive web design Study where your traffic is coming from and invest in those areas Consider more mobile content

| Wisconsin Association of Convention & Visitors Bureaus February 21, 2013 Trend #2: Visual Content

It’s easier to create visual content these days Every smartphone has a camera/video camera Can instantly upload photos/videos when you’re out and about You don’t have to be an expert, either Visuals tell the story of your destination Trend #2: Visual Content

Pinterest An online pinboard where users can share photos and videos Great market for women Helps encourage purchasing Trend #2: Visual Content

Instagram Photo-sharing site that allows users to add filters/effects to photos Purchased by Facebook in likes, 81 comments every second Nearly 4 billion photos have been shared since it started Trend #2: Visual Content

How do visitors use visual? Photography is one of the top uses for smartphones while traveling 76% of people post vacation photos to a social network 52% of people said seeing a friend’s vacation pictures inspired them to book a vacation to the same places Trend #2: Visual Content

Use your fans and brand advocates Don’t be afraid to spend money on photo/video Your brand IS visual Repurpose content Take advantage of the trends: Visual Content

| Wisconsin Association of Convention & Visitors Bureaus February 21, 2013 Trend #3 Creating Conversations

Word-of-mouth has ALWAYS been the most important marketing method But now we can engage with fans and potential customers in real time Shifting from monologue to dialogue marketing Trend #3: Creating Conversations

Find your audience: Who do you want to talk to and what do you want to talk about? Determine your location’s voice Keep your conversations consistent across platforms – NO SILOS! Trend #3: Creating Conversations

Content is king Create smart, engaging content for your fans and potential customers People want valuable content like offers/discounts, contests, etc. Repurposing content Keep your content fresh … help your SEO

Trend #3: Creating Conversations It’s a two-way street Fans and potential customers can respond quickly with social media, blog comments, etc. RESPOND! Find your influencers/brand advocates and work with them Personalize content with your fans

Take advantage of the trends: Creating Conversations Your marketing efforts depend on who/how you want to reach customers Social media is free to join but isn’t a no-cost marketing vehicle Provide valuable content

Your content should be used across multiple platforms Create a content calendar with monthly/quarterly marketing themes and messages, key events and more Editorial Calendar Take advantage of the trends: Creating Conversations

Tourism Marketing Trends: Mobile 2.Visual content 3.Creating conversations

Take advantage of the trends Make sure your website has responsive design Analyze where your website traffic is coming from SEO optimization Share photos of your brand Ask your fans to help you pad your photo library … OR spend some money to get high-quality photography

Take advantage of the trends Who do you want to reach? What do you want to say to them? THAT’S how you determine where to dedicate your resources Social media is vital to your marketing strategy Fans and potential customers are looking for valuable content Think of ways to repurpose your content Create a content calendar to outline your goals

Marketing principles aren’t changing, but the ways you deliver your message are Mobile, visual and conversation/content creation will continue to be areas for great opportunity Be sure to keep your message consistent across all platforms – NO SILOS! Let’s wrap it up

| Wisconsin Association of Convention & Visitors Bureaus February 21, 2013 Questions?

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