Frederick New Media & Technology Conference - Social Media on a Shoestring Budget

We will discuss:

1. Building a Solid Base by Michelle Kershner, Visit Frederick

2. Best Practices for Sharing Your Content by Bryan Barnes, Maryland Office of Tourism

3. Techniques to Enrich Your Social Channelsby Shannon Morgan, Maryland Life Magazine

Welcome.

Thank you for joining us.

If this photo describes your marketing budget, then

this presentation may be a great starting point to

amplify your

efforts.

SHOESTRING BUDGET?

We will discuss:




Building a Solid Base:

Connecting the Dots

Michelle Kershner

Marketing & Communication Manager, Visit Frederick

About Me

Michelle@mahker

Visit

Frederick@tourfrederickmdBUSY

www.wordle.net

A Festival of Confusion

1 2

“Join us this weekend at the

Zora Neal Hurston Festival

of the Arts and Humanities in

historic Eatonville, Florida.”

A Festival of Confusion

3

Website

4MAP

56.5 mi, 1 hr 1

min driving

5

Events

“Press”

refers to

books for

sale.

6 7

Blog

How I felt…

If something is important enough to…

If something is…

•Important enough to post on

Facebook or Twitter (twice).

•Important enough to have on the

home page of your website.

•Important enough to staff and

attend for multiple days.

It’s important enough to

connect the dots in your

communication.

Wild West of Social Media

Messages

“I’m outlawed and it wasn’t long since I was a law and old

Pat an outlaw. Funny thing, the law.''--Billy the Kid to Heiskell

Jones, 1880

{@BillyTheKid} @HeiskellJones

I’m #outlawed and it wasn’t long

since I was a law and old Pat an

outlaw #wildwest

{@OldPat} LOL

@BillyThekid is an #Outlaw

now! And I’m law!

#wildwestjustice

{@WildWestSherrif} News

Release: @BillyTheKid

#outlawed; @OldPat now legit

ow.ly/hw5ac

{@Gentleman }FYI

@BillyThekid is an

#Outlaw!

Knew it!

RT

@OldPat

LOL

@BillyTheki

d is an

#Outlaw

now! And

I’m law!

{@CWyattEarp}

@IkeClanton You damn dirty

cow thief, if you’re anxious to

fight, I’ll meet you! #OKCorral

How do you wrangle in wild messages?

1. Craft a Solid Message

2. Control Your Message

3. Connect Your Message

By the time our

presentation is

finished, over 16

million Tweets will

be sent.

Before you even THINK about socially sharing, think about your base.

Build Your Base, Then Connect the Dots

Image, Short & Sweet

Shorten

Those

Links:

Bit.ly

Ow.ly

Goo.gl

stumbleupon

Socia

l

Webite

Pre-Post Analysis

Ask

yourself…

Someone in your office just won an

award. Your boss says, “Hey, that

would make a great Tweet or

Facebook post.”

Tough Questions

•Do I have an image of the person?

•Does the “rest of the story” already

live online?

•Do I need to create online content

first?

•Do I need to “tag” people, and

therefore like their page or follow

them?

•How is this post part of my overall

marketing strategy?

Be able to control your own content.

Message

Facebook

Other Social Media

Press Releases

YouTube

Website

• BlogNewsletter

Twitter

Advertising

Printed Materials

Close the Loop

Everywhere

you turn,

there is

information.

Connecting the Dots Brings Focus

@mahker

@tourfrederickmd

The way you communicate an idea allows an image to take shape. The more you connect, the more your message comes into focus.





33 – The percentage of US

Internet users who said they

ended a connection with a brand

on social media due to the brand

sharing too many updates.

(Source: eMarketer)

http://www.emarketer.com/Article/Update-Overload-Remains-Brands-Biggest-Social-Danger/1009539

Example: Public Relations

•Corporate blogs are the most

useful channels for media

when searching for articles

•On average, 3 different social

media channels are used to

prepare each story

-Holmes Report, March 26, 2012

“While traditional communications channels such as press releases remain

important, brands are missing out by not embracing a balanced approach

across all social channels.” - Dan Baxter

Frederick is One of America‟s

Prettiest Painted Places

Set your foundation.

Press Release Links to Website, YouTube, Facebook

Frederick is One of America‟s

Prettiest Painted Places

AnimotoEmbedded video

Free Online photo editing

tools

•PicMonkey

•Photoshop Express Editor

•iPiccy

Win: Traditional Media Links to New Media

Amplify This Message

With Marketing

•Guest blog posts

•Contributing article for outside

publication

•Use on homepage slider

•Share in newsletters

•Advertising

•Marketing Collateral

• Visitor Guide

• 13 Things to do in 2013

• Sales Team

Foundation=Content &

Images

Community & Relocation Guide, Winter 2013

Advertising

Message

Facebook

Other Social Media

Press Releases

YouTube

Website/BlogNewsletter

Twitter

Advertising

Printed Materials

Traditional Media

Planning

•Goals

•Target Markets/Audience Groups

Tough Message Choices – Be Crafty!

Someone in your office just won an

award. Your boss says, “Hey, that

would make a great Tweet or Facebook

post.”

What if……you work for a dentist? You post information for patients on

•fun dental facts

•care for your teeth, etc.

Your accountant won this award. Do you still share it? •What is your message?•Who is your audience?•Does this apply?

Tough Message Choices – Be Crafty!

Our accountant, Ann, was caught

flashing her pearly whites when she

won the Young Accountant of the

Year Award. Learn more about Ann:

Lin.k.ly

Creative Crafting!

Not every piece of news is worthy of

sharing socially over every network.





80% percent of social media

users prefer to connect with brands

through Facebook.

(source: Business2Community)

http://www.business2community.com/facebook/facebook-marketing-statistics-you-need-to-know-0289953

Sharing the Social Message

When does this happen?

•Working with partners outside your

organization or company

•Different team members all writing

messages

•Influencers, members, customers, etc.

are sharing your message

Challenge:

Who owns the message? How do you share?

Collaborating: Talk this Way

Tell people HOW to talk about you.

• Customers

• Staff

• Partners

• Influencers Encourage people to talk

about you by giving them:

•Suggested Facebook Posts

•Suggested Tweets

•Hashtags

•Images or Infographics

•Handles

Working With Partners

Establish Ground Rules for

Sharing

•Organization that owns the content

posts it.

•Share only most important posts.

•Others reshare the content, with

their own spin if possible.

#FredRestWK

Working With Partners Outside of Your Organization

Tools for Collaboration

•Private Facebook Group

•Email Group

•Linked In

•Google

•Basecamp

•Outlook

•Project

Collaborating: Talk this Way

Tell people HOW to talk about you, your product or event.

Graphic to Share #Hashtag Advocacy

Campaign

Leverage Your Bossiness

“Frederick has a super cute downtown and some

intriguing restaurants, I definitely want to corral a

car and head up there again this summer.”

•Turn hashtags into feeds on another network

•Turn blog posts or media articles into posts

•Measure the value you bring

Instagram to Facebook

Feed

What did we learn?

Wrangling is Tough WorkCraft + Control + Connect

“…Social Media is not an

island. It’s a high-power

engine on the larger

marketing ship.”

Matt Dickman, SVP Digital Marketing at Fleishman

Hillard, technomarketer.typepad.com

Restore Order to Your Messaging

“I’m outlawed and it wasn’t long since I was a law and old Pat

an outlaw. Funny thing, the law.''--Billy the Kid to Heiskell Jones, 1880

{@BillyTheKid}

Outta here! RT

@WildWestSherrif: News


#outlawed & @OldPat now

legit ow.ly/hw5ac

#wildwestlaw

{@OldPat}

LOL RT

@WildWestSherrif:

News Release:

@BillyTheKid

#outlawed &

@OldPat now legit

ow.ly/hw5ac

#wildwestlaw

{@WildWestSherrif} News


#outlawed & @OldPat now legit

ow.ly/hw5ac #wildwestlaw

{@Coyboy4} Knew it! RT

@WildWestSherrif: News Release:

@BillyTheKid #outlawed & @OldPat now

legit ow.ly/hw5ac #wildwestlaw













We will discuss:




HOW TOCreate a more robust digital campaign

with limited resources>>Using the content that you already have

Best Practices on Sharing Your Content

=

This „social media‟ presentation is about context.

Context is a puzzle.Only the correct piece will fit.

It all begins with „news‟

Fall into the Gap

(A case study with style)

Start with your Website

Great! We‟re done!

(not so fast)

The average user spends between 10 and 20 seconds on a new website.

(source: Neilsen Norman Group Research)

Can users get your core message in 10-20 seconds?

YesNo

SILO stands for “isolation”.

(on the web, this is not a good thing)

What else can we try?

Spread out and repurpose your core

messages!

Build communities near your silo that you can

use almost as often with little extra effort.

Facebook – Header & Featured Post

How to Post

• Use Photos! Articles with images get 94% more total views.

(source: MDG Advertising)

• Facebook posts with 80 characters or less have a 27 percent higher engagement rate.

(source: Buddy Media)

Twitter – Theme & Post

When to post?

• 65 percent of Facebook users only access the site when they’re not at work or school. Shares on Facebook spike around 12:00 pm and after 7:00 pm.

(source: Mashable)

• The highest percent of retweets and highest click-through rates (CTR) happen around 5:00-6:00 pm. Spikes in CTR also occur around midday.

(source: KISSMetrics)

You can also add communities

that don‟t need to be visited as often.

Youtube - Homepage

Youtube – Stats

• 20% of viewers will abandon your video within 10 seconds.

(source: visible measures)

• 60% will abandon within 2 minutes.

(source: visible measures)

Audience Retention Graph –

FREE!

Instagram - Homepage

Instagram – The „facebook‟ of image sharing

90 million Monthly Active Users

40 million Photos Per Day

8500 Likes Per Second

1000 Comments Per Second

… AND STILL GROWING!

Functions like twitter

Frequency of facebook

Pinterest – Current Collections

Pinterest

YES, Pinterest

grew faster to 10

Million users than

any company,

EVER, but…

Do your goals line

up with this largely

female-oriented

audience?

What did we learn?

• Maximize your digital reach by placing your content in every nook and cranny on the interwebs

• When possible, feature photos and consistent branding/advertising messages through every channel

• When applicable, participate and comment on existing ecosystem culture

• Unless you’re a farmer, silos are bad news

We will discuss:




Enrich Your Social Channels With Surveys

How to turn a simple poll into a promotional powerhouse

@SLDMorgan

#FredNMT

@MarylandLife

Digital Ballot: Hosted by Survey Monkey

Social Media Promotion

#FSF12

Leveraging Partnerships

Leveraging Partnerships With Winners

Leveraging Partnerships: Java Rock

•Generates content for social media sites

•Increases conversation and engagement online through a little friendly competition

•Increases interest in area businesses & attractions

•Increases website and social media traffic

Benefits

Exposure

+

Community Engagement

=

Win

Frederick Coffee Madness

Unlimited applications…

Cats

vs.

Dogs

…dogs rule!

How You Can Make This Campaign Work For You

Publish the results on your blog, website, newsletter, Facebook page

Build Buzz

Partner with winners to promote your poll and results



Get creative with social media

Thank you! Any questions?

Shannon Morgan (@SLDMorgan)

Senior Editor, Online Media,

Maryland Life Magazine

[email protected]

www.MarylandLife.com

www.Facebook.com/MarylandLife

@MarylandLife

Michelle Kershner (@mahker)

Marketing and Communication

ManagerTourism Council of Frederick County

[email protected]

www.visitfrederick.org

@tourfrederickmd

facebook.com/visitfrederickmd

Bryan Barnes (@jbryanbarnes)

Digital Marketing Manager

Maryland Office of Tourism

[email protected]

www.visitmaryland.org

www.facebook.com/TravelMD

@TravelMD

Download this presentation:

http://slideshare.net/jbryanbarnes/

http://www.marylandlife.com/

http://www.facebook.com/MarylandLife

mailto:[email protected]



http://www.visitfrederick.org/

http://www.visitmaryland.org



http://www.facebook.com/TravelMD

Frederick New Media & Technology Conference - Social Media on a Shoestring Budget

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Transcript of Frederick New Media & Technology Conference - Social Media on a Shoestring Budget