The new TLD rules, which officially went into effect last week, means that brands or entrepreneurs with a couple hundred thousand in revenue laying around, can now register new domain names.

So, brands such as Marriott, could register, own and use .marriott. As in Stay.marriott, London.marriott or jobs.marriott.

And for one major European destination, the prospect of owning the corresponding TLD could open up a variety of new opportunities.

London, and specifically the promotional agency for the city, London & Partners, has expressed direct interest in purchasing the .london extension.

While the first inclination is to simply buy and protect the aforementioned .london extension, how could London & Partners…the organization tasked with attracting visitors to the English capital use this new domain to generate revenue?

Now, before we go any further, for the record, I do not like, approve or endorse this expansion of the TLDs. I, like many others, see it as a pointless exercise to fill the pockets of ICANN.

But, I also know that it is going to happen.

Back to the funding idea.

So, London & Partners is sitting on this new domain extension. They could always use some additional funds. Plus, like most DMOs, they need a new strategy to help them re-establish authority with stakeholders and visitors.

Considering those factors, why not extend .London domain names to all VisitLondon members?

For a fee, of course.

The theory goes that a .london address would immediately signal an official site, certified by London & Partners. For example Savoy.London or Arsenal.London. (Just for my editor )

Plus, for a city as large as London, it could mean a fairly significant boost to the tourism budget.

Now, would other civic organizations want a piece of that new domain pie? Sure. And again, are new TLDs a bad idea? Absolutely.

But for DMOs, many of whom struggle to maintain funding (with or without a poor economy), alternative funding sources are becoming increasingly required to sustain tourism promotion.

Could this TLD funding model work for cities such as London, Sydney or Berlin? In theory, yes.

Of course, in theory, .travel should have been a success. Remind me, how is that going?

NB: Image via Shutterstock.

Don’t I said. Be anti-social with your social media campaign. It is the perfect story for your resort. Allow us to explain:

During a recent speaking engagement [here's the deck] at the Montana Governor’s Conference on Tourism and Recreation, I received an interesting question, post-presentation:

“We own a lodge, in the back country and have difficultly getting internet service, let alone a cell signal. How can, or should, we participate in social media?”

Great question, and one that I am sure numerous resorts, lodges, outfitters, rafting companies and alike deal with on a daily basis.

My suggestion:

• Reverse the equation.
• Use the remoteness of your destination or resort as a positive.
• Take the fact that you have limited internet access as your brand’s social story.

For example, the (dummy) Twitter profile pictured above.

I love the thought of a lodge or resort that cannot update their Twitter page due to the fact they are so remote.

And, conversely, the resort can use the remoteness as a positive in the non-social creative, such as:

“Miles away from the nearest wall post.”

Or…

“Tweets come from the hundreds of wild birds, not from your phone.”

Even…

“Reconnect with nature, instead of your old college room-mate.”

Damn that is good… cannot believe I just gave that away for free.

Surely someone in the hospitality space has already taken this marketing approach and is extending the messaging to social media channels.

That said, I would not write off every channel – perhaps a Facebook page is a good communication outlet for your lodge or campground – but I love the though of creating empty social profiles to drive home the point that your lodge is an escape from daily life.

The PR side alone could be quite widespread.

“The lodge that does not use social media, to promote via social media.”

I can see US Today show anchor Matt Lauer’s confused expression already as the lodge owner explains the campaign.

But are all of these likes and wall posts leading to conversions or falling on deaf ears?

Based upon a recent presentation I put together, Measuring the Impact of Facebook, this video examines the ubiquitous Facebook fan, reviews measurement techniques and presents a few solid tips for any FB marketer.

Take your Facebook marketing strategy beyond the simple “like” count and truly understand the why and how behind your Fan Page presence.

Fans are great, but they are certainly not the only – or best – metric to gauge Facebook success.  The answer is a combination of multiple metrics in conjunction with an understanding of strategic goals.

Facebook has undoubtedly altered the way we approach our potential visitors and consumers, but do you understand how to measure that impact?

Watch, learn and find out where to start.

Measuring The Impact Of FaceBook from the designists on Vimeo.

Troy Thompson (Travel 2.0 Consulting)

Prediction 2010 #1:

Will the mobile predictions actually take hold in 2010? – Mobile will be the most popular prediction by pundits, commentators and bloggers for 2010 (and 2009 and 2008…), however it remains to be seen if mainstream consumers share this view of the coming mobile messiah.

While anyone can point to a seemingly endless pile of stats and figures…iPhones sold, apps downloaded, mobile usage…one cannot help but feel that while the consumer is now is possession of a smart phone, are they smart enough to understand how to use it?

Sure, your techie friend is all about Foursquare, but does your mom use and understand that fancy Urbanspoon app?  There is no doubt we have entered the age of the mobile computing device, but just like the computer before it, consumers will require time to learn the capabilities of these new magical applications.

My prediction is that we will still be predicting mobile at the close of 2010.

On reflection:

As for the idea of mobile not quite taking hold in 2010, I would say that is 50/50 as this point. Sure, mobile was a huge story in 2010, but was 2010 the year for mobile?

I think a deeper historical perspective is required.  Perhaps we will look back at 2008 or 2011 as the year for mobile.

Either way, it still feels like mobile has more potential for growth and adoption… at this point, let’s just say that 2010 will be the decade for mobile.

Prediction 2010 #2:

Can CVBs and DMOs pull it all together? DMOs are good at a lot of things and copying other DMOs is right on the top of that list.

By this point, any self-respecting CVB has a Twitter profile, Facebook page and YouTube channel. Heck, they probably have all of those cute icons plastered on every corner of their site and emails. We have started shooting video, contributed to TripAdvisor and Yelp, ran a couple of Twitter only contests… maybe even started and kept up with a blog.

That was the easy part. You did it. Kudos on the Twitter icon. Now what does it all mean? How will CVBs and DMOs pull this ever expanding universe of interactive marketing into one cohesive message that not only makes sense to the consumer, but also creates real engagement?

Sorry, having ‘friends’ is not enough. Is your interactive strategy influencing travel and are you showing your executive team results?  2010 is the year to pull it all together, skim off the junk, and really start a conversation with your consumer.

On reflection:

Again, 50/50 on the prediction, or demand, that destinations pull their digital strategies into a cohesive and tactical plan.  Some have – Montreal, Florida, Oregon, etc, but those DMOs are the exception, not the rule.

For most, it is still a shotgun, ‘let’s try everything’ approach to any new social media, new media or mobile media development that bloggers (yes, us) say is the next big thing.

Hopefully 2011 is the year that destinations begin seriously look at their digital strategy for a broad perspective.

The Facebook page is great, but how does it tell the story of the destination?

If you would like to view the full presentation, you can check it out on Slideshare, or head to the bottom of the page.

Power Users

21. Try Facebook Ads!

Take $500 dollars of ad spend and give it a shot. Try it.

With the ability to segment and target, Facebook Ads provides an excellent opportunity to reach your ideal consumer.

22. Facebook = Lead Gen.

Forms, emails, sign-ups, exclusive offers….ask for the email address.

Extend the relationship beyond the “Like”, create connections with email to complete the interactive marketing cycle.

23. Video is your secret weapon to get fans.

Use video content, via the Facebook upload tool, to create opportunities for connections (and Likes) even while visitors are not browsing your Facebook page.

24. Make your life easier with HootSuite.

There are a variety of tools to help manage your Facebook activity, HootSuite is simply one of our favorites.

Assign tasks, monitor comments and manage other social networks all from one dashboard…and get back to your day job.

25. You can use Google Analytics in Facebook!

Yep, you can. The explanation is a bit long for this post, but a quick search for ‘Google Analytics in Facebook’ will bring up plenty of how-to pages.

Facebook statistics are fine, but why not include both?

26. Connect Facebook with your digital brand.

Consumers need you to tell them what to do. Simply building a Facebook Fan page is not enough.

Use Facebook widgets to bring Facebook content, friends and updates onto your website.  Create the connection and tell consumers why you should be friends.

27. Build an app.

Again, for Power Users. A creative and useful app has the potential to take your Facebook presence from average to social star.

28. Innovate and replicate.

Don’t try to crack the Facebook code without help. Hire a consultant, or better yet (and cheaper) take a look at other successful brands.

What are they doing right? And wrong? And how can you build upon their success?

If you would like to view the full presentation, you can check it out on Slideshare, or head to the bottom of the page.

Facebook Places

17. So new, we have not even taken it out of the box.

At this point, Facebook Places is simply another geo-social offering, but with huge potential.

Even a fraction of 500 million people would create a large impact in the space. However, the adoption is still to be determined…

So, for the short term, claim and monitor.

18. Claim your place.

If you have a physical business location, begin the process to claim your Facebook Place page.

We have heard a variety of timelines for receiving authentication and none have been anything close to quick.

19. Monitor the comments, content and general chaos.

Facebook Places means more content about your business.

Reviews, tips, check-ins…monitor the information being created and respond accordingly.

20. Facebook = Customer Service

Understand the the potential impact of Facebook Places also means a shift in online customer service for your business.

Again, with so many users, Facebook Places could quickly become the main point of contact for many of your consumers.

If you would like to view the full presentation, you can check it out on Slideshare, or head to the bottom of the page.

Marketing

12. Figure out why people would follow you.

Can you answer that question?  Do you know why people are following you?

Everyone has a unique reason, but do those match up with the goals of your page?

13. Give them something they can’t find anywhere else.

Give me something for clicking the ‘Like’ button.

Read: Exclusive. Coupons, articles, content, videos, opportunities to voice my opinion.

If the consumer can find the same content on your website, why should they spam their friends with another “like” message?

14. Keep it fresh.

70% of Facebook users do not feel that “‘friending” a brand means they want marketing info.

And they certainly do not want the same ‘book now, order this, click here’ message every other day.  Want more friends?  Keep the content fresh.

15. Make it useful!

Users save wall space for important messages. Would you rather see a message from your best friend or a brand?

16. Users want to discover, not search.

For all of the Google v. Facebook hype, the browsing pattern on the respective sites varies greatly.

Google answers a question, Facebook creates more questions.

If you would like to view the full presentation, you can check it out on Slideshare, or head to the bottom of the page.

Communications

7. Encourage interaction and communication.

It is called social media for a reason. So get social already.

Stimulate your fans with meaningful, interesting and valuable content… which leads to a meaningful, interesting and valuable conversation.

WARNING: If you don’t really want to talk to your consumer, find out what they really thing about you, possibly hear negative comments or bad words, Facebook is not the place for you.

Move along, nothing to see here…

8. Ask questions, surveys, quizzes = free research!

Facebook is a virtual pot of gold for consumer research. And all you have to do is start asking questions.

Scientific? Probably not.

Honest feedback from your audience? Yes.

Free? Heck, Yes!

9. Surprise your new friends.

Okay, this one could go in a couple sections, but it works here.

Again, you have consumers with an affinity to your social presence…surprise them!

Keep it fun.  And not just by running contests.

10. Be available, all of the time!

Social media is a 24/7 monster. Consumers are expecting a response in two hours, instead of two days.

Starting a successful social presence means a commitment to be available to your fans.

11. Don’t hide during a disaster, have an emergency communication plan.

Your Facebook page is an outlet for communication, even during a disaster.  Say, a volcano eruption.

Simply ignoring your previously active social channel is not a well received strategy.

Create a disaster plan and include your social outlets.

NB: Part Three is all about marketing…

If you would like to view the full presentation, you can check it out on Slideshare, or head to the bottom of the page.

In Part One, we take a look at Facebook basics… Six tips to build a solid Facebook marketing foundation.

The Basics

1. Find the best name for your Facebook page… and don’t change it.

Before you jump head first into the shallow end of the Facebook pool, take 30 minutes and a few co-workers to brainstorm the correct name for your Facebook Fan page.

The answer might be obvious, but you can ensure the correct name for your page.

Oh, and don’t change it! Sure, you can, but for the sake of your fans, SEO value and your reputation, we would highly recommend against it.

Actually, forget what we said. You can’t change it, the name is forever.

2. Create a custom URL.

Facebook allows you to avoid the difficult to understand fan page URL string, by using a custom name.

Again, why that name is so important. “fanpage191280920909″ just does not sound as good as “travelnewzealand”.

3. Find someone who knows what FBML is.

All of those cool features on the Nike or Red Bull site are not typical add-ons, you are looking at custom FBML…or Facebook Markup Language…like HTML.

While FBML is not difficult for the average programmer, i is tough for your communications manager, social media associate or intern to grasp quickly.

4. Create a custom landing page.

Guess what runs the custom landing page? Yep, FBML.

While you can use FBML to create a rather dynamic landing page, you can also create a simple one in about ten minutes.

Basic image, plus some Photoshop work…add in a link…and post. One Facebook Welcome page.

5. Keep your welcome page short and sweet.

Don’t make the welcome page difficult on the user. Keep it basic.

Tell them why you are on Facebook and why it would be beneficial for them to follow you. Done.

6. Engage the visitor.

Okay, you got them to click the Like button, now what?

Why should they return to your page in the future? Do you post regular (and Lord help you, exclusive) content?

How about a daily deal? Seriously, these people have hundreds of other companies to Like, so why should they come back to your page?

Here’s the presentation:

NB: Part Two focuses on communication…

Days turned into weeks, weeks turned into months with nonstop, wall-to-wall coverage of the disaster, it’s effect on the local economy, human interest stories and enough beach-backed live shots to piece together your very own episode of Miami Vice.

Even with a $25 million BP grants to Florida, Alabama, Mississippi and Louisiana, fighting this story — let alone the spill — with traditional advertising seems to be gaining little traction in consumer minds.

Yes, the leak reportedly has been stopped, but the spill continues to bubble up within consumers’ perception of Florida.

So, what should Florida and some of its local communities do with additional grant money?

To start, don’t spend it on advertising.  At least not yet.

Why?  Because consumer sentiment has been pushed so far toward the disaster side of the story, it would be difficult — if not impossible — to pull people’s perceptions back toward reality in the short-term.

By the way, the reality is that most of the beaches in northwest Florida are clean and open, with more sand than tar.

Consider a sentiment analysis study about Florida tourism and the oil spill on Twitter, which I selected because of available reporting tools from Wordle and the popularity of the social network.

The graph below is simply a visual representation of the data.  If I had conducted a full study about Florida or a local community, a much deeper analysis would have been required to reduce the margin of error.

As you can see, the consumer sentiment — at least on Twitter — is very focused on the negative implications of the spill, rather than the recovery, deals or jet ski rentals.

This finding corresponds with a new Travelocity poll of 2000 Americans which found that 25% of respondents cited the Florida Keys as one of the top three destinations most impacted by the spill, “although the beaches are clean and open.”

Knowing this disparity as evidenced by the Twitter analysis and the Travelocity poll, my recommendation for a local Florida community or tourism board would be to focus efforts on public relations and social media outreach (find as many partners, champions and brand advocates as possible to tweet for tourism) for the next several weeks.

Ah, but  the stats above show such a large divide on Twitter and by implication other social networks, so why would you dedicate more resources to that medium?

Frankly, because you have to start somewhere — and that somewhere is at the grassroots level of this campaign.

This strategy should not be about placing a full-page ad, running some TV spots and hoping the message comes through.

No, should be a post-to-post, one-on-one communication combat mission to sway the opinion of your potential visitor.

This strategy will require micro communication, before mass communication.

Once complete (easier said than done), re-evaluate the overall sentiment, and if the gap between oil-spill fears and Florida tourism has narrowed, then begin shifting resources to a more traditional advertising campaign.

Sure, that full-page ad in the New York Times may have looked great, and I am sure the circulation numbers were high, but if the readers of the paper did not absorb the messaging into their overall perception of Florida, it will be quickly overshadowed by the next tweet.

Certainly still part of the overall travel planning puzzle, DMOs (the general term we will use for both organizations throughout the rest of the article) have built a remarkable bond of trust with the vacationing consumer. However, DMOs concurrently struggle to have the same consumer recall and utilize this unbiased bastion of travel knowledge at the opportune time.

Is it simply an issue of information overload — tweets, posts, videos, reviews, status updates, texts — or is the DMO model outdated in the digital age?

How does a DMO position itself to achieve a level of mindshare appropriate for such a valued resource?

First, let’s review the standard goals of any DMO: visitation/heads in beds, revenue through taxes or advertising and finally, information dissemination.

The first two goals are difficult to track (or at the very least show direct metrics) and the third goal is proving to be highly time-consuming to manage in today’s splintered market.

The bottleneck for most DMOs is attempting to squeeze new techniques and mediums into the template of old model goals.  A better measurement methodology is not the answer, but rather the establishment and inclusion of new goals.

Goals that take into account the traits of the digital traveler.

The tripecho accounts for the lasting effect of travel

Visitors come and go, often once in a lifetime, but what is the true value of that visitor? How do they communicate their trip, experiences and opinions about your destination?  What is their lifetime value?

Do they post a photo gallery on Flickr? Send tweets during dinner?  Write a review on TripAdvisor.  Maintain a blog? Even just pass on the printed visitor guide?

And, what about the local audience, friends, relatives, etc?  What is the value of a local recommendation on Yelp or a friend’s foursquare check-in?

How do we account for all of the ripples caused by the social nature of digital communication?

We need a new goal, a new metric and a new term…the tripecho.

Visitation is better represented by the consumer’s tripecho or a valuation on the communication/social impact of the travel experience.

Relevancy — the new revenue

In simple terms, communication that is targeted becomes more relevant for the consumer and, therefore, more likely to generate revenue.

Leveraging the consumer should be a mutually beneficial partnership, not a one-way advertising push.  We know so much about the consumer, primarily thanks to either a desire for personalization or the unknown results of information sharing.

It seems ridiculous that this information is commonly pushed aside in favor of a shotgun marketing technique.

The traveler is happy to share information if they receive relevant results.  Then, the revenue will follow.

Conversation replaces information

One-way information dissemination is no longer tolerated or appreciated in today’s interactive planning process.  Little more than a push of information via a mailed visitors guide was acceptable as recently as 15 years ago, but the modern demographic is expecting a conversation.

Twitter, TripAdvisor, VirtualTourist, questions and answers, texting…all of these new information highways follow a common path of communication.  DMOs must learn to adopt and embrace open, meaningful conversation via a variety of mediums as an important indicator of travel.

Does it make sense, in today’s market, that one-on-one conversations on Twitter or via a call center are given less value than an obscure visitor guide request?

The tripecho, revenue relevancy and conversation are the points on the new digital roadmap.

The time is now to define your version of the roadmap and plan a route to marketing success in the digital age.