How to Get, Keep, and Engage on Social MediaChere Schmidt and Rhen Wilson

Kentucky Campaigns

Facebook Contest• During the Kentucky Only One campaign, users will enter to

win a vacation package.• When users visit the page, they will be directed to the

Facebook app

Call-to-Action “Like” Reveal Page

The images here show

examples of creative

Facebook Reveal

Images.

Before “Like”

After “Like”

Sign-Up App• After new fans click “Like,” they can enter form for

contest.

Prominent call-to-action

The entry form will require basic info and a check box for users to “uncheck” to opt-out of email communications from KentuckyTourism.com.

Sharing the Fun• Once users are signed up, they will be asked to share it with

their friends.

Prominent social buttons for Facebook and Twitter and a call-to-action will encourage participants to share the sweepstakes with their friends and followers.

Fan of the Week Promotion• Fans of KY’s Facebook page will submit photos of themselves in

Kentucky. Thefavorite of theweek will bedisplayed in theprofile pic.

How Can the Regions Help?• Develop a calendar that is in sync with Kentucky’s promotions• Post on Facebook, Twitter and other appropriate social

networks on ideal days

How Can the Regions Help?• Create two-way communications with Kentucky’s social

networks• Tagging and Mentioning each other• On Facebook: Tagged posts show up on the taggee’s Wall

(Exposure for you)

• On Twitter: Mention tweets (@handle) can help easily navigate followers to KY’s page.

How Can the Regions Help?• Promote your Only One• If your region is one of Kentucky’s Only One, be sure to promote

this on all social channels• Show off your Only One Badge on your channels

Engagement

Fan Gating• Entice people to “Like” you page by promising exclusivity• Content• Deals• Discounts• Contests

Fan Gating• Exclusive Content

Fan Gating• Exclusive Deals

Fan Gating• Exclusive Discounts

Fan Gating• Exclusive Contests

Sponsored Stories• Facebook’s ads platform offers targeted ads that entice your

fans’ friends to “Like” your page.

Sponsored Stories• Page Like Story

Sponsored Stories• Page Post Like Story

Sponsored Stories• App Share Story

Utilize Videos

3 Billion Global Views a Day!The total U.S. Internet audience engaged in roughly 5.1 billion viewing sessions for the

entire month of April 2011

Source: TechCrunch.com, May 2011

Utilize Videos• Create a YouTube Brand Channel

Utilize Videos• Other tips• Always allow comments on YouTube Videos• Embed YouTube video on your site• Use SEO keywords in your titles, description, tags, and even in the

video itself

Create Good Content• People want and expect content from you• When posting, try to always include:

• Links• Photos• Videos

• Think of posts as stories

Listen and Respond• The engagement credo:• Stop selling & start sharing• Stop talking & start listening

• Find your advocates and support them

Best Practices

Editorial Calendar• Why?• Keeps you on track and sets goals• Spurs creativity

Editorial Calendar

Calls to Actions• In every post, include a clear call to action• “Read more”• “Like this to enter”• “Share this with friends”• “Retweet to win”• “Watch now”

Curating Content - Blogs• Create a blog

Almost 200 million blogs on the Internet

Curate Content - Blogs

Curate Content - Blogs

Social Media Policies• Internal: for your

employees• External: for your

visitors

“We ask that all comments and uploaded images remain both relevant and respectful to our community as a whole.”

Social-Site Integration• Make it easy for people to share your content

Social-Site Integration• Include Facebook’s

free comments to keep the conversation on your site

Future Trends

Google+• Estimated to reach 100 million users by end of Feb ‘12• Males dominate• 7:3 male to female

• SEO-friendly• Posts• Descriptions• Links

Google+

Google+• Google+ loves multimedia

Pinterest• Pinterest allows you to share the beautiful, funny, crafty, and

odd photo-links you find on the Internet by Pinning them• Social curator

Pinterest

Pinterest• Mostly women using it• Topics best suited• Travel• Retail• Photographers• Wedding• Crafts• Food

Instagram• Photo album site• Only available for iPhone but Android rumors abound• Can search photos by hashtags (ex: #kentucky)• A great source to find customer-created content to promote

on your social networks• Use Ink361.com to search for photos (without iPhone)

Instagram

GetGlue

• Enables users to “check-in” to activities rather than physical locations

• Over 75 major television networks work with GetGlue

• Over 2 million users

GetGlue• When users “check-in” to TV Shows, Music, Movies, even

Books, they can win Stickers.• Unlike Foursquare, which gives virtual badges, GetGlue will

mail you physical stickers• The stickers are limited, thus instant collectibles

Spotify• An online music collection• Unlike Pandora, YOU control what music you listen to• You can create music channels for you region or event

Spotify

The End