The Insight Files
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The Insight Files
Consumer trends and news curated by Tourism Australia
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Travel content marketing across the funnel: Moving from IF to HOW

Travel content marketing across the funnel: Moving from IF to HOW | The Insight Files | Scoop.it

Here we go again: yet more nagging about SEO and keeping up to date with the almighty G’s latest industry-wrecking whims? Well, almost but not quite – hopefully.

 

Read more: http://www.tnooz.com/2013/05/14/news/travel-content-marketing-across-the-funnel-moving-from-if-to-how/

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Social media trends in tourism for 2013

Social media trends in tourism for 2013 | The Insight Files | Scoop.it
Before we dive into any thoughts about what’s changing or trending in the future, let’s take a moment to suck in a bunch of head-clearing oxygen with a deep breath, and remember that basic goals for tourism marketing have not changed….

….Make people aware of your destination, spark magical thoughts in their brain of, “Hey, I’d like to go THERE,” convince them to actually visit, spend some money, spend the night and then go home and get their friends and family to visit, too.

We know; it is super-hard to keep the big picture as communications tools change and morph, people squawk about things like Instagram changing rules with Twitter, every day brings new Whack-A-Mole fun about whether anyone sees your Facebook updates and you’re still explaining to a skeptical boss or Board of Directors about Twitter or whether bloggers belong on your press trips.

As your guides and social media personal trainers here at Tourism Currents, let us help you look ahead and prep for the long game, not the quick one-time play.





Read more: http://www.tourismcurrents.com/december-2012-social-media-trends-in-tourism-for-2013
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Social Media vs. Branding: Which One's Losing and Why?

Social Media vs. Branding: Which One's Losing and Why? | The Insight Files | Scoop.it

Ever notice how facts get in the way of what people say? Well, Google reveals key insights to social media vs. branding and which one rules in business.

 

Read more: http://www.risingabovethenoise.com/social-media-vs-branding-the-ultimate-business-smack-down/


Via Helder Gonçalves, Wendy Forbes
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Why Travel Needs More Social Sharing

Why Travel Needs More Social Sharing | The Insight Files | Scoop.it

In a world with massive amounts of content generated by my friends, there is no single source to see where my friends have gone and what they did on their trip. Irrive aims to fix that problem.

 

Irrive is a social scrapbook that automatically organizes an individual's or group's social media content (pictures, checkins, tweets, posts, etc.) around a specific event -- travel, party, wedding, weekend adventure, etc. Each Irrive social scrapbook has its own webpage and privacy setting, so it is easy to share.


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Content Marketing for Destination Marketing Organisations (DMOs) | To be or not to be Social ?

Content Marketing for Destination Marketing Organisations (DMOs) | To be or not to be Social ? | The Insight Files | Scoop.it

Presentation from Joe Pulizzi to Destination Marketing Organizations and CVBs at the California Travel Summit in Pasadena, California 2011.


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Is Your Content Worthy of a Like, Share, Pin, Retweet, Google +1? | Social Media Today

Is Your Content Worthy of a Like, Share, Pin, Retweet, Google +1? | Social Media Today | The Insight Files | Scoop.it

This is a question that each person active on social media should ask himself a day or another. Have you ever thought? [note mg]

How many hours have you spent adding buttons, gadgets and widgets to your new blog or website? You research the right tools, share buttons, share bars, analytic tracking tools and more. You install them with a hope and a prayer that someone somewhere is going to use them.

However, unfortunately many business leaders find they don’t get used. The share buttons sit on their site with the lonely zero or default +1. Chances are your pocket book or wallet might be feeling a little lonely too.

What if you took the same time you spend on the share bars, share buttons and tools and instead first focus on something worthy of a share? I know it sounds like a crazy concept because after all it’s far easier to focus on the bright shiny objects, geeky tools and data analytics.

Trust me, I am a data junkie and could literally spend all day helping my clients dig into the heads of their target audiences with a goal of embedding their brand in their brains!

Is your content worthy of a share?

Read more: http://bit.ly/HNNTN5


Via Martin Gysler
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Visual storytelling – a core part of digital marketing for hotels

Visual storytelling – a core part of digital marketing for hotels | The Insight Files | Scoop.it

One question I am often asked by hotel emarketers: "Do we really need so much visual content to sell our hotel rooms?"

 

Simply having visual content available to travelers online is not going to help you differentiate your hotel and compel hotel shoppers to book.

 

They’re not looking for content – per se; they’re looking for meaningful stories that help them better understand if your hotel will contribute to the success of their trip.

 

Storytelling is captivating and the most effective form of communication, because “good story telling makes people sit up and listen”, as stated by Correy Torrence from iMedia Connection.

Good stories are “worth remembering and worth retelling”. Storytelling helps create a value proposition and highlight your hotel’s unique features which draw the traveler’s attention away from commoditized attributes like price.


Read more at http://www.tnooz.com/2012/12/31/how-to/visual-storytelling-a-core-part-of-digital-marketing-for-hotels/#8gIyYFRA6SJ3yoHf.99

 

 

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Digital storytelling: How to tell a story that stands out in the digital age? | The Museum of the Future

Digital storytelling: How to tell a story that stands out in the digital age? | The Museum of the Future | The Insight Files | Scoop.it

Yesterday I gave two ‘interactive sessions’ in probably the most beautiful room I ever worked in. Wall-high Sol LeWitt murals and wide windows with a view over central Leuven formed the backdrop for a lively discussion on digital storytelling in cultural and heritage institutions on occasion of the Mediation in Transition conference in M-Leuven.

 

To address the most important issue first: there is no such thing as digital storytelling. There’s only storytelling in the digital age, and frankly speaking this isn’t much different from storytelling in the age of hunters, gatherers, dinosaurs and ICQ. This doesn’t mean it cannot be challenging to tell a story people react upon online. On any given moment, hundreds of stories are unfolding around you, on Facebook, Twitter, and in niche social spaces. Many of them are much more interesting than anything a museum can possibly offer, at least, in the right here right now (because Justin Bieber might have really died this time, and you don’t want to be the last person to retweet that, do you?).

 

So, how do you tell a story in the digital age that stands out, captures people’s attention and gets them to act, engage with your institution?

 

Read more: http://themuseumofthefuture.com/2012/10/11/digital-storytelling-how-to-tell-a-story-that-stands-out-in-the-digital-age/

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How to Create More Powerful Content Marketing Stories

How to Create More Powerful Content Marketing Stories | The Insight Files | Scoop.it

These days, we hear a lot about the fact that content marketers need to be storytellers. That sounds great in theory, but what does it really mean in practice?

 

Stories have always been around, but they haven’t always been a big part of the marketer’s tool kit. As more of us are creating content, the importance of finding a way to stand out from the crowd increases exponentially. Telling a personal story is a great way to do this.

 

A story helps you explain what makes your brand, company, product, or service unique, and do so in a compelling way. Humans are wired to appreciate a good story. We have been telling them for thousands of years — as spoken words, acted out at campfires, drawn on cave walls, carved into stone, painted on canvas… you get the idea.

 

Read more: http://www.contentmarketinginstitute.com/2012/10/create-powerful-content-marketing-stories/

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Why Attention is the New Currency Online.

Why Attention is the New Currency Online. | The Insight Files | Scoop.it

It’s relatively easy to create and publish content nowadays because technology has made it cost-effective and efficient.

 

This isn’t the case when it comes to consuming content because our attention simply doesn’t scale. Just like our personal values have to be sorted and ranked in order for us to make wise and consistent decisions, so do our values for consuming information.

 

As more and more businesses and individuals continue to produce digital content, one trend is starting to emerge as the explosion of content proliferates – the role of curators.


Via Don Dea
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The New Content Life Cycle: 4 Steps to a More Strategic Approach to Web Content | Content Marketing Institute

The New Content Life Cycle: 4 Steps to a More Strategic Approach to Web Content | Content Marketing Institute | The Insight Files | Scoop.it
Every day we are flooded with information about the latest and greatest social and mobile platforms where people hold conversations, voice opinions, or influence others. Whether it’s Instagram, Google+, Path, or Pinterest, people are flocking to these new social networks.

 

But companies are now left trying to make sense of which ones they should be paying attention to, what they need to be doing in these channels to gain a competitive advantage, and how it all ties into their overall content marketing strategy.

 

On today’s rapidly shifting web, it’s essential that companies start to take a more holistic approach to content marketing and connect more effectively with their various stakeholders across a number of web and social channels. This “pressure to extend” has created a new strategic online content life cycle that is imperative when competing on today’s unpredictable social web — especially in light of recent changes in Google search algorithms and how they might affect established SEO strategies.

 

Read more: http://bit.ly/J69H56


Via Martin Gysler
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