Maryland Parks and Recreation - Connecting People and Places Socially
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Transcript of Maryland Parks and Recreation - Connecting People and Places Socially
Lutricia EberlyRoundtop Mountain Resort
Introduction:
Who am I?
My personal social media rules
Building the case for social media
Definitions:•Social•Mobile
Building the case for social media
Social media defines the activities that integrate technology, social interaction, and the sharing of words, images, video, and audio. In other words, social
media is a conversation that takes place online.
Building the case for social media
Infographs tell the story
http://www.hongkiat.com/blog/55-interesting-social-media-infographics/
http://www.socialmeblog.com/2012/01/30/social-media-solutions-for-small-business-infographic/infographic_social-media-power-business/
http://visual.ly/16-social-media-blogging-stats-2012
http://visual.ly/16-social-media-blogging-stats-2012
What are your social media goals?
What are your social media goals?
Drive foot traffic to locationGenerate awareness of product/serviceReach specific new audienceIncrease website traffic
What are your social media goals?
Establish credibilityBuild your audience/followingIncrease SEOIncrease customer engagement
What are your social media goals?Be findableBe trustworthyBe attractiveBe conversational
Be attentiveBe in touchBe mobileBe strategicBe excitingBe brilliant
What are your social media goals?
Consumer drivenTransparentEngaging
InclusiveSincere
Always remember that social media is:
What are your social media goals?
FormalOne-sided ControlledImpersonalExclusive
Social media is not:
Differences/Benefits
Differences/Benefits
Audience is consumer basedLargest segment is ages 21-24Great for sharingIntegrates well with other sites and applications
Differences/Benefits
Audience is business basedLargest age segment is 35-44Two powerful gems: groups and advanced search
Differences/Benefits
140 character limitLargest age segment is 30-49Channel is wide openStrong customer service opportunity
Differences/Benefits
Top search site along with Google – great for SEOLargest age segment is 18-34Opportunity for audience to get to know you
Differences/Benefits
Photo sharing siteLargest age segment is 25-54Higher usage among women (80%) than men (20%)Attraction: fashion, food, décor, fitness, animals, kids, travel
Differences/Benefits
Online source of info via 1st person POVGreat for driving traffic to a website, gaining credibility, community building, and SEOBest if you own the content (self-hosted vs free)
What works?Shorter and punchier is better
What works?
What works?Knowledge is power
What works?
What works?Engage the audience
What works?
What works?
What works?
What works?Customer service
What works?
What works?
What works?Be authentic
What works?
What works?Reveal “human” side of business
What works?
What works?
What works?
What works?
What works?Highlight industry events/news
What works?
What works?Determine themes
What works?
Photo theme/contestPosts in a seriesSeasonal - Pinterest
What works?Consider how to integrate
What works?
What works?
What works?Use pictures when relevant
What works?
What works?Example: credit union
What works?Establish credibility: why join a credit union?
What works?
What works?Educate community: services to match needs
What works?
What works?
What works?Increase customer engagement: share real time news and encourage feedback
What works?
What works?
What works?
What works?
Example: Festivals/Events
Always keep in mind:
Push vs pull
Telling vs asking
Make announcements about performers
Solicit opinions
Get suggestions
Drive traffic to your website
Example: Festivals/Events
Example: Festivals/Events
Get more sponsors
Recruit exhibitors
Look for user generated videos
Example: Festivals/Events
Invite people to share their photos of your festival
Don’t neglect your core website
Shorter and punchier is betterKnowledge is powerEngage the audienceBe authenticReveal human side of businessHighlight industry events/newsDetermine themesConsider how to integrateUse pictures when relevant
Where is your audience currently?
Define/Determine your audience
What else is going on in your community?
Define/Determine your audience
Interview your stakeholders, clients/customers, employees in person
Define/Determine your audience
Ask yourself what your primary goal is
Define/Determine your audience
Recognize challenges
Define/Determine your audience
Generate awareness
Sample goals: parks and recreation
Seek/create media opportunitites
Sample goals: parks and recreation
Provide customer service
Sample goals: parks and recreation
Enhance marketing campaigns
Sample goals: parks and recreation
Manage relationships
Sample goals: parks and recreation
Enhance presence at events
Sample goals: parks and recreation
Learn about trends, breaking news; monitor industry
Sample goals: parks and recreation
Recruit employees
Sample goals: parks and recreation
Generate awarenessSeek and create media opportunitiesProvide customer serviceEnhance marketing campaignsManage relationshipsEnhance presence at eventsLearn about trends, breaking news,
and monitor industryRecruit new employees
What is it and why do you need it?
Good for both internal employees and externally for your social media community.
Code of Responsibility
This Social Media Code of Conduct aims to provide specific guidance on best practice behavior when working and operating within social media.
Code of Responsibility
The Code provides guidelines for social media undertaken for the purpose of personal or commercial use.
Code of Responsibility
The Code represents our current collective efforts to provide clear guidance in an evolving media channel.
Code of Responsibility
We welcome your feedback on the document to ensure we have comprehensive input from across the industry.
Code of Responsibility
Disclaimer
ROI
Keep track of goals with qualitative data
ROI
New names added to email listsNumber of comments on postsIncreased donationsInfluential blogs linked to youIncreased webpage hitsContent of keywords
ROI
Set benchmarks
ROI
We want (n) positive new comments per week on TwitterWe want $(n) from our charity eventWe want (n) pagerank by a certain dateWe want (n) people to sign our petition
ROI
Going into social media blindly with no strategy or goals
Failing to build your community
Ignoring your audience
Common mistakes
Having the intern “do it”
Forgetting your manners
Becoming complacent
Common mistakes
Trying to do all and be everywhere
Failing to meet the needs of your audience
Deleting or ignoring negative feedback
Common mistakes
Failing to integrate efforts
Treating social media like advertising
Assuming one size fits all
Making the assumption that social media is magic
Common mistakes
List social media chancels on direct mail, newspaper ads, newsletters, and business cards
Add social sites to website and email signatures
Tips and Reminders
Use contests or call for retweets to generate interest – but be careful!
Be mindful of what others are doing to build fans
Use Twitter’s discover tabs
Tips and Reminders
Join LinkedIn groups
Use hashtags
Stay transparent
Do be evasive
Tips and Reminders
Develop engaging content! Ask yourself: what value can I provide? What is interesting about my business? Where are my growth opportunities? How can I educate my audience?
Create content/theme calendar and tie all goals/platforms into it
Tips and Reminders
Be the first to admit vested interests
Keep it conversational
A blog post isn’t an annual report
Ask questions
Tips and Reminders
Solicit opinions
Write what you know
Stick to issues relating to your organization
Tips and Reminders
Position yourself as the expert in your field
Add real knowledge to conversations, not just another opinion
Admit mistakes – “oops” happens
Tips and Reminders
Thank those who bring mistakes to your attention
Don’t ignore negativity – negative comments are chances to turn critics into supporters.
Tips and Reminders
Trust your instincts – get other opinions on posting controversial material
Listen and re-invent!
No matter what platform you’re on – fill in all the data/fields about your business
Tips and Reminders
Participate
Use advanced search
Monitor the channels you don’t use
Tips and Reminders
Thank you!
Lutricia Eberly, Director of Sales and EventsRoundtop Mountain Resort
Facebook.com/RoundtopMountainTwitter.com/RoundtopMtnRsrtPinterest.com/RoundtopMtnRsrt
Resources:
Resources:4 Fascinating Facts about online fundraising: http://www.npengage.com/online-fundraising/4-fascinating-facts-about-online-fundraising/ Social Media Policy: http://www.etown.edu/offices/marketing-and-communications/guides/social-media/comment-policy.aspx4 Ways to Maximize the Social Media Presence at Your Next Event: http://www.socialmediaexaminer.com/maximize-the-social-media-presence-at-your-next-event/Top 10 Enterprise Social Media Etiquette Fails: http://www.salesforcemarketingcloud.com/blog/2011/07/top-ten-enterprise-social-media-etiquette-fails/10 Tips for Dealing with Detractors: http://www.salesforcemarketingcloud.com/blog/2011/01/10-tips-for-dealing-with-detractors/
Resources:
How to Boost Attendance Through Social Media: http://www.cvent.com/en/sem/social-media-event-marketing-ebook.shtml Determine who is pinning from your website: http://pinterest.com/source/YourWebsite.com/ and for more info: http://mashable.com/2012/03/14/pinterest-track-content/ Code of Responsibility links:http://socialmediagovernance.com/policies.phphttp://www.communicationscouncil.org.au/downloads_tcc/2012/CC_Social%20Media%20Code%20of%20Conduct_FINAL.pdfhttp://www.marketingsherpa.com/article/how-to/5-actions-to-protect-your#
http://blogs.webtrends.com/social-media-guidelines/
Resources:
Help for this presentation came from: Social Media for Parks and Recreation – Back to the Basics http://www.jbsem.com/social-media-for-parks-recreation-back-to-the-basics#axzz2QSgsuvhM Rachel Strella – http://www.slideshare.net/StrellaSocialMedia