Post on 18-Jul-2020
ROSS BORDEN CEO | MATADOR NETWORK
ROSS@MATADORNETWORK.COM
@ROSSBORDEN
• FOUNDED IN SEPTEMBER 2006
• 2MM UNIQUE VISITORS/ MONTH
• 245,000 PEOPLE FOLLOWING
MATADOR DAILY
• SOCIAL MEDIA HAS DRIVEN
DISCOVERY, BUT GREAT CONTENT
HAS DRIVEN SOCIAL MEDIA.
• FOUNDED IN SEPTEMBER 2006
• 2MM UNIQUE VISITORS/ MONTH
• 275,000 PEOPLE FOLLOWING
MATADOR DAILY
• SOCIAL MEDIA HAS DRIVEN
DISCOVERY, BUT GREAT CONTENT
HAS DRIVEN SOCIAL MEDIA.
• FOUNDED IN SEPTEMBER 2006
• 2MM UNIQUE VISITORS/ MONTH
• 275,000 PEOPLE FOLLOWING
MATADOR DAILY
• SOCIAL MEDIA HAS DRIVEN
DISCOVERY, BUT GREAT CONTENT
HAS DRIVEN SOCIAL MEDIA.
• FOUNDED IN SEPTEMBER 2006
• 2MM UNIQUE VISITORS/ MONTH
• 275,000 PEOPLE FOLLOWING
MATADOR DAILY
• SOCIAL MEDIA HAS DRIVEN
DISCOVERY, BUT GREAT CONTENT
HAS DRIVEN SOCIAL MEDIA.
MILLIONS OF READERS
HUNDREDS OF CONTRIBUTORS
FIVE EDITORS
ONE BRAND
MILLIONS OF READERS
HUNDREDS OF CONTRIBUTORS
FIVE EDITORS
ONE BRAND
MILLIONS OF READERS
HUNDREDS OF CONTRIBUTORS
FIVE EDITORS
ONE BRAND
MILLIONS OF READERS
HUNDREDS OF CONTRIBUTORS
FIVE EDITORS
ONE BRAND
ONLINE,
UNIVERSITY-LEVEL COURSES IN
TRAVEL WRITING,
TRAVEL PHOTOGRAPHY,
AND FILMMAKING
"AN ECOSYSTEM FOR TRAVEL
JOURNALISM AND CONTENT CREATION"
ONLINE,
UNIVERSITY-LEVEL COURSES IN
TRAVEL WRITING,
TRAVEL PHOTOGRAPHY,
AND FILMMAKING
"AN ECOSYSTEM FOR TRAVEL
JOURNALISM AND CONTENT CREATION"
HOW TO SUCCEED
WITH DIGITAL
STORYTELLING +
VIRAL CONTENT +
SOCIAL MEDIA
14 PROVEN
STRATEGIES FOR
DMOS:
#1 GET YOUR MESSAGE ACROSS
WITH SOLID STORYTELLING AND
SHARABLE CONTENT.
• TRADITIONAL DISPLAY ADS ALONE,
DON'T WORK
• CONTENT = REAL ENGAGEMENT
• LINKS TO PARTNERS/STAKEHOLDERS
• GOOGLE LONG TAIL/SEO
4 REASONS CONTENT IS THE GIFT
THAT KEEPS GIVING:
• TRADITIONAL DISPLAY ADS ALONE,
DON'T WORK
• CONTENT = REAL ENGAGEMENT
• LINKS TO PARTNERS/STAKEHOLDERS
• GOOGLE LONG TAIL/SEO
4 REASONS CONTENT IS THE GIFT
THAT KEEPS GIVING:
• TRADITIONAL DISPLAY ADS ALONE,
DON'T WORK
• CONTENT = REAL ENGAGEMENT
• LINKS TO PARTNERS/STAKEHOLDERS
• GOOGLE LONG TAIL/SEO
4 REASONS CONTENT IS THE GIFT
THAT KEEPS GIVING:
• TRADITIONAL DISPLAY ADS ALONE,
DON'T WORK
• CONTENT = REAL ENGAGEMENT
• LINKS TO PARTNERS/STAKEHOLDERS
• GOOGLE LONG TAIL/SEO
4 REASONS CONTENT IS THE GIFT
THAT KEEPS GIVING:
• TRADITIONAL DISPLAY ADS ALONE,
DON'T WORK
• CONTENT = REAL ENGAGEMENT
• LINKS TO PARTNERS/STAKEHOLDERS
• GOOGLE LONG TAIL/SEO
4 REASONS CONTENT IS THE GIFT
THAT KEEPS GIVING:
• WHAT ARE THE KEY THINGS YOU
WANT THE CONSUMER TO KNOW
ABOUT YOUR DESTINATION?
• ATTACK MISCONCEPTIONS HEAD ON.
#2 DEFINE BRAND OBJECTIVES
TO GUIDE CONTENT MESSAGING.
• WHAT ARE THE KEY THINGS YOU
WANT THE CONSUMER TO KNOW
ABOUT YOUR DESTINATION?
• ATTACK MISCONCEPTIONS HEAD ON.
#2 DEFINE BRAND OBJECTIVES
TO GUIDE CONTENT MESSAGING.
• WHAT ARE THE KEY THINGS YOU
WANT THE CONSUMER TO KNOW
ABOUT YOUR DESTINATION?
• ATTACK MISCONCEPTIONS HEAD ON.
#2 DEFINE BRAND OBJECTIVES
TO GUIDE CONTENT MESSAGING.
• PACK EACH PIECE OF CONTENT WITH
INSPIRATION AND INFORMATION, (AND
LINKS TO PARTNERS).
• TAKE YOUR TIME WITH GOOD
CONTENT (80/20 RULE)
#2 DEFINE BRAND OBJECTIVES
TO GUIDE CONTENT MESSAGING.
• PACK EACH PIECE OF CONTENT WITH
INSPIRATION AND INFORMATION, (AND
LINKS TO PARTNERS).
• TAKE YOUR TIME WITH GOOD
CONTENT (80/20 RULE)
#2 DEFINE BRAND OBJECTIVES
TO GUIDE CONTENT MESSAGING.
• MOST BANNER ADVERTISING IS
USELESS: MASS MARKETED,
UNTARGETED.
• ALL DISPLAY SHOULD BE GEO-
TARGETED, CONTENT TARGETED –
WITH AT LEAST 5 DIFFERENT
VERSIONS OF THE SAME BANNER
FOR EACH CAMPAIGN.
#3 MAKE DISPLAY ADVERTISING
SMARTER.
-
• MOST BANNER ADVERTISING IS
USELESS: MASS MARKETED,
UNTARGETED.
• ALL DISPLAY SHOULD BE GEO-
TARGETED, CONTENT TARGETED –
WITH AT LEAST 5 DIFFERENT
VERSIONS OF THE SAME BANNER
FOR EACH CAMPAIGN.
#3 MAKE DISPLAY ADVERTISING
SMARTER.
• MOST BANNER ADVERTISING IS
USELESS: MASS MARKETED,
UNTARGETED.
• ALL DISPLAY SHOULD BE GEO-
TARGETED & CONTENT TARGETED…
#3 MAKE DISPLAY ADVERTISING
SMARTER.
…WITH AT LEAST 5 DIFFERENT
VERSIONS OF THE SAME BANNER
FOR EACH CAMPAIGN.
#3 MAKE DISPLAY ADVERTISING
SMARTER.
#3 MAKE DISPLAY ADVERTISING
SMARTER.
#3 MAKE DISPLAY ADVERTISING
SMARTER.
.01% .12% .09%
.15% .17% .20%
TRADITIONAL FAM TRIPS ARE OUTDATED
AND FLAWED AND NEED TO BE REBUILT
FROM START TO FINISH.
#4 REVERSE-ENGINEER PRESS TRIPS.
TRADITIONAL FAM TRIPS ARE OUTDATED
AND FLAWED AND NEED TO BE REBUILT
FROM START TO FINISH.
#4 REVERSE-ENGINEER PRESS TRIPS.
• QUESTIONABLE BLOGGERS.
• LED BY A ‘HANDLER’
• GROUPS OF JOURNALISTS; ONE SIZE
MUST FIT ALL.
• OVER-PLANNED
• PACKAGED EXPERIENCE MAKES FOR
‘PACKAGED’ CONTENT
• DMO SENDS PEOPLE HOME AND “HOPES
FOR THE BEST”
THE PROBLEM WITH PRESS TRIPS
• QUESTIONABLE BLOGGERS.
• LED BY A ‘HANDLER’
• GROUPS OF JOURNALISTS; ONE SIZE
MUST FIT ALL.
• OVER-PLANNED
• PACKAGED EXPERIENCE MAKES FOR
‘PACKAGED’ CONTENT
• DMO SENDS PEOPLE HOME AND “HOPES
FOR THE BEST”
THE PROBLEM WITH PRESS TRIPS
• QUESTIONABLE BLOGGERS.
• LED BY A ‘HANDLER’
• GROUPS OF JOURNALISTS; ONE SIZE
MUST FIT ALL.
• OVER-PLANNED
• PACKAGED EXPERIENCE MAKES FOR
‘PACKAGED’ CONTENT
• DMO SENDS PEOPLE HOME AND “HOPES
FOR THE BEST”
THE PROBLEM WITH PRESS TRIPS
• QUESTIONABLE BLOGGERS.
• LED BY A ‘HANDLER’
• GROUPS OF JOURNALISTS; ONE SIZE
MUST FIT ALL.
• OVER-PLANNED
• PACKAGED EXPERIENCE MAKES FOR
‘PACKAGED’ CONTENT
• DMO SENDS PEOPLE HOME AND “HOPES
FOR THE BEST”
THE PROBLEM WITH PRESS TRIPS
• QUESTIONABLE BLOGGERS.
• LED BY A ‘HANDLER’
• GROUPS OF JOURNALISTS; ONE SIZE
MUST FIT ALL.
• OVER-PLANNED
• PACKAGED EXPERIENCE MAKES FOR
‘PACKAGED’ CONTENT
• DMO SENDS PEOPLE HOME AND “HOPES
FOR THE BEST”
THE PROBLEM WITH PRESS TRIPS
• QUESTIONABLE BLOGGERS.
• LED BY A ‘HANDLER’
• GROUPS OF JOURNALISTS; ONE SIZE
MUST FIT ALL.
• OVER-PLANNED
• PACKAGED EXPERIENCE MAKES FOR
‘PACKAGED’ CONTENT
• DMO SENDS PEOPLE HOME AND “HOPES
FOR THE BEST”
THE PROBLEM WITH PRESS TRIPS
• QUESTIONABLE BLOGGERS.
• LED BY A ‘HANDLER’
• GROUPS OF JOURNALISTS; ONE SIZE
MUST FIT ALL.
• OVER-PLANNED
• PACKAGED EXPERIENCE MAKES FOR
‘PACKAGED’ CONTENT
• DMO SENDS PEOPLE HOME AND “HOPES
FOR THE BEST”
THE PROBLEM WITH PRESS TRIPS
• SELECT JOURNALISTS WITH REAL
REACH
• AVOID GROUPS IF POSSIBLE
• NO HANDLER
• BALANCE POINTS OF INTEREST + LOTS
OF FREE TIME
• CLEAR CONTENT EXPECTATION
HOW TO FIX PRESS TRIPS
• SELECT JOURNALISTS WITH REAL
REACH
• AVOID GROUPS IF POSSIBLE
• NO HANDLER
• BALANCE POINTS OF INTEREST + LOTS
OF FREE TIME
• CLEAR CONTENT EXPECTATION
HOW TO FIX PRESS TRIPS
• SELECT JOURNALISTS WITH REAL
REACH
• AVOID GROUPS IF POSSIBLE
• NO HANDLER
• BALANCE POINTS OF INTEREST + LOTS
OF FREE TIME
• CLEAR CONTENT EXPECTATION
HOW TO FIX PRESS TRIPS
• SELECT JOURNALISTS WITH REAL
REACH
• AVOID GROUPS IF POSSIBLE
• NO HANDLER
• BALANCE POINTS OF INTEREST + LOTS
OF FREE TIME
• CLEAR CONTENT EXPECTATION
HOW TO FIX PRESS TRIPS
• SELECT JOURNALISTS WITH REAL
REACH
• AVOID GROUPS IF POSSIBLE
• NO HANDLER
• BALANCE POINTS OF INTEREST + LOTS
OF FREE TIME
• CLEAR CONTENT EXPECTATION
HOW TO FIX PRESS TRIPS
• SELECT JOURNALISTS WITH REAL
REACH
• AVOID GROUPS IF POSSIBLE
• NO HANDLER
• BALANCE POINTS OF INTEREST + LOTS
OF FREE TIME
• CLEAR CONTENT EXPECTATION
HOW TO FIX PRESS TRIPS
#5 EFFECTIVELY
ASSESS THE
REACH OF A
BLOGGER OR
JOURNALIST
BEFORE
SENDING THEM
ON A TRIP.
• A VERY INCESTUOUS GROUP
• RETWEETS AND COMMENTS CAN BE
DECEIVING.
• DMOS ARE NOT TRYING TO REACH
‘OTHER TRAVEL BLOGGERS’
• ASK FOR THE GOOGLE ANALYTICS!
THE PROBLEM WITH
“TRAVEL BLOGGERS.”
• A VERY INCESTUOUS GROUP
• RETWEETS AND COMMENTS CAN BE
DECEIVING.
• DMOS ARE NOT TRYING TO REACH
‘OTHER TRAVEL BLOGGERS’
• ASK FOR THE GOOGLE ANALYTICS!
THE PROBLEM WITH
“TRAVEL BLOGGERS.”
• A VERY INCESTUOUS GROUP
• RETWEETS AND COMMENTS CAN BE
DECEIVING.
• DMOS ARE NOT TRYING TO REACH
‘OTHER TRAVEL BLOGGERS’
• ASK FOR THE GOOGLE ANALYTICS!
THE PROBLEM WITH
“TRAVEL BLOGGERS.”
• A VERY INCESTUOUS GROUP
• RETWEETS AND COMMENTS CAN BE
DECEIVING.
• DMOS ARE NOT TRYING TO REACH
‘OTHER TRAVEL BLOGGERS’
• ASK FOR THE GOOGLE ANALYTICS!
THE PROBLEM WITH
“TRAVEL BLOGGERS.”
• A VERY INCESTUOUS GROUP
• RETWEETS AND COMMENTS CAN BE
DECEIVING.
• DMOS ARE NOT TRYING TO REACH
‘OTHER TRAVEL BLOGGERS’
• ASK FOR THE GOOGLE ANALYTICS!
THE PROBLEM WITH
“TRAVEL BLOGGERS.”
• NOT ALL PLATFORMS
ARE CREATED EQUAL
• NOT ALL TRAFFIC IS
CREATED EQUAL.
#6 GET SMARTER ABOUT SOCIAL
#7 CONNECT WITH INFLUENCERS.
• PASSIONATE AND TALENTED
• ABLE TO PRODUCE HIGH QUALITY
DIGITAL CONTENT
• LARGE SPHERES OF INFLUENCE
OUTSIDE OF MATADOR
• FAMOUS ENOUGH, BUT NOT TOO
FAMOUS TO PRODUCE WORK.
HOW MATADOR PICKS GREAT
INFLUENCERS.
-
• PASSIONATE AND TALENTED
• ABLE TO PRODUCE HIGH QUALITY
DIGITAL CONTENT
• LARGE SPHERES OF INFLUENCE
OUTSIDE OF MATADOR
• FAMOUS ENOUGH, BUT NOT TOO
FAMOUS TO PRODUCE WORK.
HOW MATADOR PICKS GREAT
INFLUENCERS.
-
• PASSIONATE AND TALENTED
• ABLE TO PRODUCE HIGH QUALITY
DIGITAL CONTENT
• LARGE SPHERES OF INFLUENCE
OUTSIDE OF MATADOR
• FAMOUS ENOUGH, BUT NOT TOO
FAMOUS TO PRODUCE WORK.
HOW MATADOR PICKS GREAT
INFLUENCERS.
-
• PASSIONATE AND TALENTED
• ABLE TO PRODUCE HIGH QUALITY
DIGITAL CONTENT
• LARGE SPHERES OF INFLUENCE
OUTSIDE OF MATADOR
• FAMOUS ENOUGH, BUT NOT TOO
FAMOUS TO PRODUCE WORK.
HOW MATADOR PICKS GREAT
INFLUENCERS.
-
• PASSIONATE AND TALENTED
• ABLE TO PRODUCE HIGH QUALITY
DIGITAL CONTENT
• LARGE SPHERES OF INFLUENCE
OUTSIDE OF MATADOR
• FAMOUS ENOUGH, BUT NOT TOO
FAMOUS TO PRODUCE WORK.
HOW MATADOR PICKS GREAT
INFLUENCERS.
-
• DITCH THE HOST
• MAKE MUSIC VIDEOS
• UNDER OR AROUND 2 MIN
• PRODUCTION COMPANY VS
FREELANCERS
#8 VIDEO - THE SINGLE BEST
FORMAT FOR TRAVEL
STORYTELLING.
• DITCH THE HOST
• MAKE MUSIC VIDEOS
• UNDER OR AROUND 2 MIN
• PRODUCTION COMPANY VS
FREELANCERS
#8 VIDEO - THE SINGLE BEST
FORMAT FOR TRAVEL
STORYTELLING.
• DITCH THE HOST
• MAKE MUSIC VIDEOS
• UNDER OR AROUND 2 MIN
• PRODUCTION COMPANY VS
FREELANCERS
#8 VIDEO - THE SINGLE BEST
FORMAT FOR TRAVEL
STORYTELLING.
• DITCH THE HOST
• MAKE MUSIC VIDEOS
• UNDER OR AROUND 2 MIN
• PRODUCTION COMPANY VS
FREELANCERS
#8 VIDEO - THE SINGLE BEST
FORMAT FOR TRAVEL
STORYTELLING.
• DITCH THE HOST
• MAKE MUSIC VIDEOS
• UNDER OR AROUND 2 MIN
• PRODUCTION COMPANY VS
FREELANCERS
#8 VIDEO - THE SINGLE BEST
FORMAT FOR TRAVEL
STORYTELLING.
• TITLES SHOULD BE DESCRIPTIVE
AND GOOGLE KEYWORD-RICH
• NUMBERS IN TITLES ARE GOOD;
BUT TOP 10’S ARE OUT.
#9 PICK GREAT TITLES.
• TITLES SHOULD BE DESCRIPTIVE
AND GOOGLE KEYWORD-RICH
• NUMBERS IN TITLES ARE GOOD;
BUT TOP 10’S ARE OUT.
#9 PICK GREAT TITLES.
• TITLES SHOULD BE DESCRIPTIVE
AND GOOGLE KEYWORD-RICH
• NUMBERS IN TITLES ARE GOOD;
BUT TOP 10’S ARE OUT.
#9 PICK GREAT TITLES.
#10 STRIVE TO BE 100% ORIGINAL
WITH YOUR CONTENT.
• PHOTOS MAKE THE SOCIAL WEB GO
‘ROUND
• ONE PHOTO PER DAY, EVERYDAY
#11 HAVE A PHOTO STRATEGY.
• PHOTOS MAKE THE SOCIAL WEB GO
‘ROUND
• ONE PHOTO PER DAY, EVERYDAY
#11 HAVE A PHOTO STRATEGY.
• PHOTOS MAKE THE SOCIAL WEB GO
‘ROUND
• ONE PHOTO PER DAY, EVERYDAY
#11 HAVE A PHOTO STRATEGY.
#11 HAVE A PHOTO STRATEGY.
• DIFFERENT SOCIAL PLATFORMS
SHOULD HELP EACH OTHER GROW
• CONTENT/TRAFFIC ANALYTICS ARE
CRITICAL
• SOCIAL MEDIA FOR A DMO IS A
FULL TIME JOB
#12 CREATE A SOCIAL MEDIA
PROCESS.
• DIFFERENT SOCIAL PLATFORMS
SHOULD HELP EACH OTHER GROW
• CONTENT/TRAFFIC ANALYTICS ARE
CRITICAL
• SOCIAL MEDIA FOR A DMO IS A
FULL TIME JOB
#12 CREATE A SOCIAL MEDIA
PROCESS.
• DIFFERENT SOCIAL PLATFORMS
SHOULD HELP EACH OTHER GROW
• CONTENT/TRAFFIC ANALYTICS ARE
CRITICAL
• SOCIAL MEDIA FOR A DMO IS A
FULL TIME JOB
#12 CREATE A SOCIAL MEDIA
PROCESS.
• DIFFERENT SOCIAL PLATFORMS
SHOULD HELP EACH OTHER GROW
• CONTENT/TRAFFIC ANALYTICS ARE
CRITICAL
• SOCIAL MEDIA FOR A DMO IS A
FULL TIME JOB
#12 CREATE A SOCIAL MEDIA
PROCESS.
BEWARE OF NINJAS, MAVENS,
AND WHORES.
• BLIND IS NO WAY
TO FLY!
ANALYTICS WILL
CHANGE THE WAY
YOU LOOK AT
MARKETING.
#13 MEASURE
EVERYTHING WITH
ANALYTICS.
• BLIND IS NO WAY
TO FLY!
ANALYTICS WILL
CHANGE THE WAY
YOU LOOK AT
MARKETING.
#13 MEASURE
EVERYTHING WITH
ANALYTICS.
• BLIND IS NO WAY
TO FLY!
ANALYTICS WILL
CHANGE THE WAY
YOU LOOK AT
MARKETING.
#13 MEASURE
EVERYTHING WITH
ANALYTICS.
• USE OPTIMIZELY OR
GOOGLE ANALYTICS FOR A-B TESTING
#14 A-B TEST KEY PAGES +
INITIATIVES
• USE OPTIMIZELY OR
GOOGLE ANALYTICS FOR A-B TESTING
#14 A-B TEST KEY PAGES +
INITIATIVES
5 KEY TAKEAWAYS +
5 QUESTIONS
EVERY DMO SHOULD ASK ITSELF.
Q: Do you have a content strategy?
1) Content is the new advertising:
?
Q: Do you have a content strategy?
1) Content is the new advertising:
?
Q: What do you want people to know about
your destination?
2) Define brand objectives.
?
Q: What do you want people to know about
your destination?
2) Define brand objectives.
?
Q: How can your brand objectives be packed
into sharable content?
3) Go viral!
?
Q: How can your brand objectives be packed
into sharable content?
3) Go viral!
?
Q: You have a social media presence -- but do
you have a social media PROCESS?
4) Social is exhausting without
organization.
?
Q: You have a social media presence -- but do
you have a social media PROCESS?
4) Social is exhausting without
organization.
?
Q: Do you even know what's working and
what's not?
5) Analytics are super important.
?
Q: Do you even know what's working and
what's not?
5) Analytics are super important.
?
A sound content strategy, will drive traffic
and transactions to partners, help you win
on social, and allow you to create your own
success on the Web.
CONCLUSION:
ROSS BORDEN
CEO |
ROSS@MATADORNETWORK.COM
@ROSSBORDEN
LET’S
TALK.