View all posts: Social Media
What is the ROI of social media? How are social ads affecting the bottom line? These questions are common ones.
As social networks continue to optimize experiences for users and monetize, businesses continue to see the decline of organic reach, making them pay to play. While the number of businesses utilizing paid social in their marketing strategy has increased, proving the effectiveness of these ads beyond the click or engagement is often challenged.
The first step in building an effective paid social strategy is in understanding how social ads work. Social ads are fundamentally different from other types of online advertising primarily because of the type of traffic they generate. Let’s look at consumer behavior here: People who click on Google Ads, for example, are actively looking to take action, whether that’s to book, visit or buy, while people...
Recently, there’s been some media focus on the new changes to Facebook and how this will be a game changer for businesses using Facebook as a means of communication with their current and future customers.
User-generated content (UGC) was the fuel that drove Facebook’s growth. Facebook UGC includes status updates, information about yourself, your family and your weekly activities, photos of your favorite meals, videos of your cantankerous cat or of that look on your face the moment you stepped off the ledge of a bungee-jump.
When the professionals at Miles brainstorm new product concepts for our destination partners, we consider several factors before landing on the recommendations we ultimately present. The most up-to-date travel research, the latest marketing trends, our own forward-thinking ideas and – most importantly – our client’s overall goals all play a critical role in this process.
And when all of those planets align, the results are pretty stellar. That’s exactly what happened when Miles recently published a groundbreaking new state travel guide for Wild, Wonderful West Virginia.
Part 3 of a 3 Part Video Series
We finish our video series with a quick summary of the influencer-led campaign that Tourism Australia undertook with GoPro.
In 2016, Tourism Australia worked with GoPro to bring 74 of their top athletes to Australia. These were influencers with strong social media connections in their respective interest areas from skydiving, surfing, wakeboarding to diving. This initiative was a large-scale example of a very popular form of social media-led marketing for tourism organizations – leveraging influencers to create, curate and share compelling content with their community.
Part 2 of a 3 Part Video Series
We continue our video series distilling the lessons from Tourism Australia’s move from its hugely successful Paul Hogan-led campaigns of the 1980s to a social media-led marketing approach in the 2010s. In this second part, Jesse Desjardins (Global Head of Content & Social at Tourism Australia) shares his four best practices for marketing with the voices and content of your community, visitors and partners.