San Diego North Convention and Visitors Bureau

1
Keep Your Eye on the Bus Navigating the
Information Superhighway in 2009

• San Diego North Convention and Visitors Bureau
• Annual Meeting
• Rancho Bernardo Inn
• May 1, 2009

2
Shift Happens

• The amount of technical information is doubling
  every two years
• For students in a four year technical program
  half of what they learned in their first year
  will be outdated by their third year of study

3

• By 2013 a
• super computer
• will be built that
• exceeds the
• computational
• capabilities of
• the human brain

4

• And by 2049, 1000 will buy a
• machine that will exceed
• the computational capabilities of the
• entire human species

5
Information Super Highway
6

• 1,595,697,000

Internet Users Worldwide 23.6 of the world
AMD 50-15 Project Internet world stats April
2009
7
The Internet A two-seater Sports Car

• The single best technology tool ever created for
  business to track prospects completely through
  the customer cycle
• Initial awareness
• Pre-information-gathering
• Sales
• Post-sale feedback
• Support

8
Social Media The School Bus

• Creates the ability for one or many opinions to
  reach many people globally
• Publisher
• TV and Movie maker
• Content provider
• Expert
• Critic
• And size really matters

9
Top Tweeter
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• SOCIAL MEDIA
• What do we need to know about IT?

11
Its Entertainment Re-defined

• 105 million Americans engage in social media
• Time spent on line for communication has
  increased 18 since 2006
• Time spent for on-line entertainment has
  decreased 29 in the same period
• NetPop 2009

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Its The New Fun

• Social Entertainment
• Talking
• Sharing
• Providing opinions
• Comparing perspectives

13
Its Where The Money Is

• 2006 350 million
• 2012 Projected 2.6 billion
• eMarketer 2008

14
Its The Prom Queen

• Social media can be a popularity contest
• but you ignore it at your own peril

15
Its About Monitoring

• Stay in touch with the conversation about your
  brand, dont let it get hijacked
• British Airways and Virgin Atlantic

16
Its About Responding

• Reviews generated by fellow consumers had a
  greater influence than those generated by
  professionals
• Consumers will pay 20 more for five star reviews
  vs. four stars
• The Kelsey Group/comScore Nov 2007

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Responding

• Best Practice
• Assign a specific person
• Respond to extremes
• SCTB responds daily to Tweets

18

• Social Media
• Which Ones Matter?

19
Who Is Your Audience?

• The worlds first open internet ratings service
• Traffic, rank on the WWW and site visitor
  demographics

• www.Quantcast.com

20
TripAdvisor.com

• 8.4 million people/month
• Skews
• Adult, 35
• Female
• White
• No kids at home
• Affluent

69 is 35
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Trip Advisor

• 23 million reviews and opinions
• One million destinations, hotels, attractions,
  and restaurants
• 18 new posts every minute
• Source UpTake April 2009

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(No Transcript)
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Connection Trip AdvisorCities Ive Visited
30,000,000 registered pin pushers
24
Yelp.com

• 5.9 mm/month
• Skews
• 18-49
• Female
• Asian
• No kids
• Educated
• Extremely affluent

25
Experience Counts
26
Responding on Yelp
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Facebook.com

• 83.4 million people/month
• Skews
• Age 12-34
• Female
• African Am.
• Kids at home
• College
• Affluent

75 age 12-34 yrs.
28
Facebook is the Choice of Retailers
eMarketer.com Sept. 2008
29
Drive Traffic Powells Books
Sent Facebook Fans a 5.00 offer requiring
registration on site
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LinkedIn.com

• 11.3 million people/month
• Skews
• Adult
• Male
• Asian
• No kids at home
• Affluent
• 25 have graduate degrees
• All Fortune 500 represented

77 age 35
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LinkedIn

• Network Jobs, people and companies
• Info Ask and answer questions, join groups
• Research Create polls

32
YouTube

• 79.3 million people/month
• Skews
• Age 12-34
• Hispanic
• Kids at home
• Less affluent
• College grads

54 have a 60K HHI
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You Tube Best Practices

• You Tube will begin running full length TV shows
  and movies
• Run episodic brand information
• AP April 2009

34
Bad Practices

• Seven teens and young adults have been arrested
  after setting off Molotov cocktails inside a
  vacated building

35
Flickr.com

• 24.1 million people/month
• Skews
• Age 18-49
• Male
• College
• Hispanic
• Kids at home
• Less affluent

36
Flickr Best Practice

• Worlds largest photo library
• Create a photo album about your business
• Name every photo and include your brand

37
MySpace.com

• 65.7 million people/month
• Skews
• High school
• Teens
• Females
• Hispanic
• Kids at home
• Less Affluent

38
Twitter is Hot!

• One of the fastest-growing phenomena on the
  Internet."
• NY Times
• "Twitter is on its way to becoming the next
  killer app
• Time Magazine
• "Suddenly, it seems as though all the world's
  a-twitter."
• Newsweek

39
Twitter is Real Time (RT)

• Scoops and connections
• Mumbai and the Hudson River landing
• Pam Mandel and the first plane crash
• Maria Bailey and JetBlue

40
Twitter

• 15 million people/mo.
• Skews
• 18-49
• Educated
• No kids at home
• Less Affluent

41
Monitor Your BrandSearch.Twitter.com
42
Monetize Twitter?

• Dell says Twitter has produced 1 million in
  revenue over the past year and a half through
  sales alerts.
• Dell Twitter followers receive messages when
  discounted products are available at companys
  Home Outlet Store.
• InternetNews Dec 2008

43
Stockton Tweets
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The Big Boys of Social Media

• Carnival Cruise Lines
• Blog with 3,000,000 visits
• Southwest
• Department of 35 people
• Virgin Atlantic and British Airways
• It pays to pay attention!
• Jet Blue
• Twitter expert
• Marriott

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Tech TipsYou Can Do Right Now
46
SEO and SEM

• Search Engine Marketing (SEM) is the umbrella
  term
• Search Engine Optimization (SEM) refers to
  organic search
• 81 of all search is organic
• Comscore Dec 2008

47
Content is King

• Provide rich content
• Add new content regularly, blog, photos, captions

48
Paid Search When to Buy

• Buy keywords in the last 6 days of the month.
• Discounted due to less competition because
  budgets have run out

49
Use Google Analyticsits Free

• See how your people search
• Low budget
• Geo Targeting

http//www.google.com/analytics/
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Create an HTML Site Map

• Increases SEO rankings
• The next thing Footer site map

51
Add Subtitles to Video

• Increased viewing time
• From 66 to 91
• Increased completed video
• From 47 to 84
• 50 among Spanish speaking audiences
• Contact a video caption company
• PLYmedia March 2009

52
Check your Links

• Whats Broken?
• Fix links
• Increase relevancy
• Source
• Type into Google, Free Link Checker
• http//www.dead-links.com/
• Link scan

53
Add Staff Photos

• Add staff pictures to your website
• Increases SEO
• Connects customers emotionally

54
Flickr Earths Best Photo Bucket

• 18,000,000 Free images
• Searchable by subject, topic, tag
• Look for Creative Commons

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Name Your Images
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Personalize Your Communication

• Create personal profiles
• Use the information to provide a more personal
  experience for users
• Content sought
• Interest in hot deals
• Frequency of communication

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Give Them A Choice The Carmex Kiss Campaign
Grew database from 3,000 to 30,000
58

• Monitor
• Your Brand

59
Manage Your Networks
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Manage Your Profiles

• PING.fm
• Manage all of your profile data on 30 sites from
  one single source

61
Monitor Your Brand

• Google Alerts
• Technorati Tracks all blog posts
• YackTrack.com search by sources
• Blogger, Digg, FriendFeed, Stumbleupon, and
  Wordpress blogs.
• Boardtracker.com searches message boards

62
Manage Your Brand

• Socialmention.com
• Sort by time and source

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Social Mention Brand Scores
64
Filtrbox.com

• Ranks search results by contextual relevance,
  feedback and popularity
• Entry level 100 per year
• Provides 6 months of history, trend reports RT
  updates

65

• The Future

66
Do You Know This Man?
Andrew Stanton has received 15 film award
nominations and won nine awardsincluding an
Oscar for Best Animated Feature
67
Never touched a computer before he was hired by
John Lassiter at Pixar
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• A computer is just a tool, its
• about the creativity of the
• person that pushes the keys
• that matters
• Andrew Stanton
• Pixar

69
Brian.baker_at_meritageblt.com