The Travel Vertical

Weekly stories curated exclusively for digital tourism marketers

#FindingAwesome: The Livestream Event That Engaged 20,000 Travelers with UGC

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On a shoestring budget of $300K, Nelson Kootenay Lake Tourism in British Columbia relies a lot on under generated content to attract 10 times more tourists than their population of under 25,000.

CrowdRiff explains that when the response to their #FindingAwesome social media and contest campaign was overwhelming, they wanted to maximize on the 10,000-plus photo and 1,500 video contributions. But how?

To get insights on the region’s UGC approach, click here and to find out how they generated 18,630 views and 900 comments via a Facebook live stream, click here.

Emotions To Exploit (And Avoid) For Contagious Social Media Marketing

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Avoid joy but use hilarity? Use anger but avoid discomfort? Hmm., not so easy.

A senior research associate at the Ehrenberg-Bass Institute for Marketing Science wanted to understand how emotions influence social media sharing. They analyzed a data set of 355 billion videos from Unruly, a video distribution and analytics platform that parses the emotional content of videos in order to identify the most compelling emotional triggers.

Click to read more here.

 

 

The Evolution of SEO and What Makes for Best Practice in 2018

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This article from Moz starts out by reminding us that best practice for SEO in 2001 looked nothing like writing for SEO in 2008, which further evolved  in 2018.

Take key words, for example.

  • 2001 – Key word stuffing
  • 2008 – Key words in important places (title, meta description, URL, H1, content, etc.)
  • 2018 – Solving the searcher’s query matters most

To check the three must-haves for SEO today as well as the three nice-to-haves, click here.

Related: The Periodic Table of SEO Success Factors  (The Travel Vertical, 12/13/2017)

 

Six of the Best Travel Brands on YouTube, Snapchat, Instagram, Twitter, Pinterest & LinkedIn

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You might not expect to see partnerships such as:

  • Aer Lingus + LinkedIn
  • Delta + Tinder
  • Lonely Planet + Pinterest
  • Travel Oregon + The Onion

in social media campaigns. But they can work! Read more here.

Related: “Thinking Outside the Box: Marketing Deals With Untraditional Partners” presented by The Onion + Travel Oregon at eTourism Summit 2017, found here.

Related: “Travel is a Turn-On: Delta Air Lines Partners With Tinder in a Cool Brooklyn Creative” (The Travel Vertical, 6/20/2017)

 

 

Snapchat Makes a Content Change But Advertisers Aren’t Buying It

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In a major shift, Snapchat will now allow Snapchatters to share and watch some videos outside its app.

Note: Taking to Twitter to complain, Snapchatters aren’t too pleased about it, posting: “Snapchat please go back to how you were.” 

“Snapchat’s appeal has largely been limited to young people who can navigate its famously confounding interface. It’s one of the reasons why Instagram has nearly three times as many users,” writes the Los Angeles Times.

However, digital media buyers remain unconvinced. They don’t expect to spend more on Snapchat due to its new content-sharing tools.

Read more from AdWeek here.

Staff

Laurie Jo Miller Farr, Editor
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