Social Networkingor…

Social Notworking

“The practice of spending time unproductively on social-networking

websites, especially when one should be working.”

Urban Dictionary “Word of the Day” March 12, 2009

What is “Social Notworking?”

There is no single “right way” to use social media to market a destination…

…but there sure as hell are plenty of wrong ways.

Guiding Principle for Social Media

Before we get started…

A few things to remember…•Destination & Agency perspective•I have no illusions of “outgeeking” you•Full disclosure for @VSPC •When you fail to tweet,a unicorn dies•@natehuff & @MilesMedia

What will you walk away with?

• Three unique angles to consider in your Social Media strategy

• Ways to measure the effectiveness of each

• Real examples of success and failure

What are these three brilliant ideas?

Three Strategies:•Social as Brand •Social as the new PR Strategy•Social as “Love thy Neighbor”

What we already know…

Fans aren’t the measurement of success……but they are certainly the base ingredient.

==

What we already know…

Facebook and Twitter have different purposes……and different audiences.

• 800 million active users• 55% female• 41% between 25-44• 20% over 44• 75% outside the U.S.• 41% follow a brand• 51% will purchase that brand

• 13% of U.S. population• 55% female• 42% under 30 (sigh)• 60% outside the U.S.• 25% follow a brand• 67% will purchase that

brand

There are a million ways to measure…

What we already know…

Awareness

•Reach

•Search Lift

•Sentiment

•Share of conversation

•Mentions per time period

And a million things to measure…

Engagement

•Comments

•Shares

•Activity ratios/scoring

What we already know…

• Conversion Study – intercept survey & follow up• Defines actual travel & influence of social media• Validated & values Signals of Intent to Travel• Travel generated: $99,404 Cost: $20,000• ROI of Social Media Program: 4.97:1

Social Media Conversion Study

What we already know…

Social Mediaas Brand

Social Media as Brand

“There is no such thing as a neutral brand engagement.”

- Scott Stratten, UnMarketing@unmarketing

Social Media as Brand

“There is no such thing as a neutral brand engagement.”

- David Downing, Serial Co-Opter@notwitterhandleyet

Brand is…• More than a logo• More than a color palette• More than a typeface

Social Media as Brand

Social Media as Brand

Brand is an Experience

Social Media as Brand

Facebook as Brand

How does brand relate to Social Media?•Same person - different voice•More personal engagement•Doesn’t matter who does it•If you love it, set it free…

Social Media as Brand

The “two martini” voice…•Consistent… but fun•Cheeky•Authentic (no, really)•Take risks you normally wouldn’t…

…because it will be gone tomorrow.

Social Media as Brand

Social Media as Brand

Image selection is a reflection of brand…

Social Media as Brand

Image selection is a reflection of brand…

Social Media as Brand

And sometimes people bigger than you control your brand…

Invite others in…

Social Media as Brand

Create brand interactions with meaning

Social Media as Brand

Social Media as Brand

Enhance the brand with interactions•Photo contests to build brand story•Use locals to share &reinforce brand•See your brand through fresh eyes•Cultivate local storytellers (+++)

Measure it:•Positive mention tracking•Share of voice•How many interactions enhanced brand?•How many brand assets were gained?

Social Media as Brand

Social Mediaas PR

Social Media as PR

• Not Public Relations• Not Media Relations• Not Communications

PR = Public Relationship

The New PR Department…

Social Media as PR

Two distinct new roles:•New driver of earned media – make the tail wag the dog.•Twitter as relationship tool with those in market.

Taking the media

driver’s seat with

social media

Social Media as PR

Social Media as PR

Inc.com•300K followers•207 article tweets•More than a million total “views”

Social Media as PR

Strategy 2: Treating Twitter as temporal•Locally oriented•Shared circumstance•Actionable content•Realistic expectations•Nothing wrong with a weekend fling

Social Media as PR

Your consumer is not stupid.

Social Media as PR

They know when it’s raining.

Social Media as PR

Be real.

Media Measurements•New medium – traditional metrics•Earned media value•Impressions/Reach

Relationship Measurements•Positive engagements•Follow/Engage/Unfollow patterns

Social Media as Brand

Social Media as Multi-Destination

Co-operative

Multi-Destination Magic

Social Media Co-op…

…and co-opt.

Multi-Destination Magic

Hallmarks of successful social co-op• Funnel-oriented• Quality activation strategy

(re: meaningful content)• Hyper-targeted media• Consistent creative• Sharing Strategy• Community management training

Multi-Destination Magic

How not to do it…

The concept:•VISIT FLORIDA fan generation campaign•An innovative Pay-Per-Like co-op•Targeting DMOs

Multi-Destination Magic

Why it didn’t work (for co-op):

• Messaging/Brand disconnect

• Funnel breakdown• Inconsistent value

proposition

Multi-Destination Magic

How TO DO destination social co-op:

Multi-Destination Magic

Partner Campaign Tags

Multi-Destination Magic

Results

Travel Oregon

Partners

Multi-Destination Magic

Why it worked:

• Content driven• “Funnel Correct”• Integrated brand/messaging

Multi-Destination Magic

Social Co-opt

• Use upstreampartners

• “Borrow” from competitors

Multi-Destination Magic

Social (aka Kumbaya) Co-operation

Social Networking or Notworking

Wrap it up…•Are you adding to your brand appropriately?•Are you engaging in meaningful relationships?•Are you leveraging upstream partners and serving downstream?

Thank You!

Question?