Nate Huff / David Downing - SoMeT
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Transcript of Nate Huff / David Downing - SoMeT
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?