Welcome.

Today, you will hear from:• Bryan Barnes, Maryland Office of

Tourism

• Michelle Kershner, Visit Frederick

• Shannon Morgan, Maryland Life Magazine

Thank you for joining us.

If this photo describes your

marketing budget, then

this presentation

is not for you.

SHOESTRING BUDGET?

HOW TOuse your

amateur photographer community to (re)build your brand

This presentation is about photography content.

Content is a RACE.The little guys have to be creative to compete.

New MathIn many cases, photos = (the most compelling) content

You already know that… Articles with images get 94% more total views.Source: MDG Advertising

FOR BEST RESULTS, SHARE PHOTOS ON FACEBOOK (Old News – it’s ok to yawn)

Fundamental Question:Where can we find a steady stream of beautiful, new photographic content to share?

“BUT WHERE DO YOU GET ALL THOSE WONDERFUL TOYS?”

Fundamental Solution:1. Engage your amateur photography community2. Enable this community by sharing content as your own3. Encourage users to participate

The 3 E’s

“MARYLAND IN FOCUS”How we did it. And why.

The term “Case Study” makes me yawn. But that’s what this is.

How is the National Perception of Maryland shaped?

Impressions of the State of Maryland on social networks2011 SOCIAL ECOSYSTEM – Maryland

?

*Note: Anecdotal Evidence

HOMICIDE: LIFE ON THE STREETS – 1993 - 1999

“A police homicide unit investigates

violent crimes in the city of Baltimore.”

- Source: IMDB

THE WIRE: 2002 - 2008

“Baltimore drug scene, seen through the eyes of drug dealers, and law enforcement.” - Source: IMDB

Exhibit A

• Increase the amount of positive imagery of Maryland in the social ecosystem

• Spend as little money as possible

• Encourage users to share their own photos

GOALS

OBSTACLE: No new (content) photos to share

It is easy to fall into the pattern of sharing the same basic photo content over and over.

Costs: • Travel• Talent• Photographer• Setting• Wardrobe • Styling, etc…

Not to mention: Time & planning!

ANOTHER OBSTACLE: Great photo content has historically involved expensive photo shoots

= $$$

SLR Camera sales are up!• 30% in 2011

Source: Bloomberg

STRENGTH:DESPITE ADVANCES IN PHONE PHOTOGRAPHY…

"It's likely to keep getting cooler and cheaper as time goes on," King said. "In tight economic times, enhanced price-to-value is something that is critical to, and generally favors, consumers." Charles King, Pund-IT

ANOTHER STRENGTH: BETTER, MORE AFFORDABLE GEAR = MORE HIGH QUALITY PHOTOS THAN EVER

Embrace and enlist a team of volunteer amateur photographers.

THE SOLUTION

How Maryland assembled this team of Amateur Photographers…

2 TRUTHS:

1. Everyone takes (at least) a little bit of pride in their photographs. 2. People want to win things

MARYLAND MONTHLY PHOTO CONTEST (2011)

Before Contest

After Contest

CONVERT “WINNERS” TO “PARTNERS”

“MARYLAND IN FOCUS” CONCEPT

• 7 photographers to cover all geographic regions of Maryland

• Assign each a day of the week

Nitty Gritty

• Photos are posted daily at 9:00am• Give credit and tag each photographer’s “photo” page

–create a following for each photo facebook, twitter

• Wide range of content, drawn from photo library• Seasonal photos• Event driven• Area-specific

Some of my favorites…

INVITE PHOTOGRAPHERS TO VIEW/FILM EVENTS.Provide admission, material to film.

REPURPOSE AND REPOST PHOTOS

• Fresh, high-quality content, daily

• Included in contract• No budget• Included program

when redesigningwebsite ->

WIN WIN!

Maryland gains a steady stream of new, beautiful content to post.

Photographer gains exposure and credit, a portfolio building program and may make money if photos are used in print publications

RESULTSUser submissions increased in quantity & quality

RESULTSStarting to move the meter in the perception of Maryland

RESULTS

Thank you! Any questions will be answered at the end.

Up next: Michelle Kershner – Visit Frederick

Leveraging partnerships to implement a blogger event

Michelle KershnerMarketing & Communication Manager, Visit

Frederick

A Delicious Love Story:Chevy + Frederick

Where in the World is Frederick, MD?

Centrally located:•One hour from D.C•One hour from Baltimore•Minutes from Gettysburg, Antietam & Harper’s Ferry

Who are our visitors?

DC Metro Area•Major Market•>50 miles away•Affluent•Population: About 5.5 million•7th largest metro area in the U.S.

Most of our visitors come from a 180 mile

radius

Shopping ● Dining ● Weekend Getaways

People in DC Don’t Own Cars!

Everything in life is somewhere else, and you get there in a car.-E.B. White

35 % of households in D.C. do not own a car.What’s happening?

Is DC's love affair with the car running on empty?

And we’re not the only one that isn’t feeling the love…

US Auto IndustryDo you want to see the U.S.A. in your Chevrolet?

DC’s love trouble with the car sparks a new relationship.

Great food, farm-to-table, celebrity chef

Fun ride to a hot dining spot

You have to DRIVE here to DINE here.

Partnered with Chevy to Achieve Our Goals

•Entice DC residents to drive less than one hour to Frederick•Establish Frederick as a dining destination•Get some buzz on Restaurant Week•Build positive relationships

Brought DC food bloggers to Frederick to preview Restaurant Week.

The Plan“Chevy Gets a Taste of Frederick Restaurant Week

with Popular D.C. Food Bloggers”

Chevy provides loaner cars to 7 DC food bloggers

We provide a sneak peek of Frederick Restaurant Week menu items

Bloggers tweet, Facebook, and post to give the scoop (on cars and food)

Party of 3Courting the Food Bloggers: What they bring to the table

UMV: 1,429

UMV: 506

UMV: 1,210

UMV: 741

UMV: 555

UMV: 25,000

409 followers

3,409 followers

1,230 followers3,364 followers

1,042 followersUMV: 13,4841,813 followers

1613 followers

•Geographically Targeted Demographic•Targeted Audience - Food•42,925 - Cumulative Unique Monthly Views (UMV)•12,880 - Cumulative Twitter Followers

Who are these bloggers?

Chevy’s job:

Fall Back in Love With Your Car!

“And she'll have FUN, FUN, FUN'Til her daddy takes the T-bird away”

-Fun, Fun, Fun

“Head out on the highwayLooking for

ADVENTUREIn whatever comes our way”

-Born to Be Wild“Get your kicks on Route 66”

-Route 66

Fun • Freedom • Possibility • Adventure

Wooing the Bloggers5 Restaurants ● Eat ● Drink ● Tweet ● Post ● Blog ● Video

“All journeys have secret destinations

of which the traveler is unaware.”Martin Buber

We became that secret destination.

All fun at first…but where is this going?Type Results Impressions

Original Tweets 44 124,515

Re-Tweets 13 26,458

Blog Posts 14 70,564

Online News 1 985,062

TOTAL 72 1,206,599

Content• Relationships• Marketing Goals

Results: Feel the Love •Over 1.2 Million Impressions•Over 14,000 visitors to the Restaurant Week website•Facebook #3 referrer to website•Strong blogger referrals

“Say That You Love Me”

“…the culinary offerings are well worth the 40 mile drive. In fact, Frederick has become one of my

favorite dining destinations.”

“Frederick has a super cute downtown and some intriguing restaurants, I definitely want to corral a car and head up there again this summer.”

  “I left Frederick Restaurant Week with thoughts of returning at least on

an annual basis.”

“Frederick, Maryland - a beautiful little hidden treasure an hour outside

of D.C.”

Residual Results & Benefits

Residual Results• Local & regional press•Invited to DC area foodie radio show•Restaurant sales up 25%

0

1000000

2000000

3000000

4000000

5000000

FY11FY12

FY12 Sales Tax collections on

Visitor Spending in

Frederick County

Residual Results & Benefits: Spillover

Frederick “reminded me how into the Civil War I used to be, and motivated me to make some trips up to area battlefields this summer.”

“All journeys have secret destinations of which the traveler is unaware.” - Martin Buber

Show Me the Money(psst…we didn’t have any for this)

Budget=$0

TimeSetting up Tour &

Coordination

Drive it home.Implementing a blogger event for your destination

Drive it home.Implementing a blogger event for your destination

Determine: Does it fit into an overall plan?Define ScopePull in PartnersDetermine Influencers / InviteesPlan - hashtags, photo releases, MOU, etc.Implement Follow up / Track

Tips: •Ride the wave of success.•Partner with those more influential than you.•Disclose what you offer to audience.

Caution: •Can speak negatively.•Spread out bloggers so not all sending same posts.

Drive it home.Implementing a blogger event for your destination

Look to Other AudiencesShopping, antiques, flea marketsOutdoor AdventureNightlifeFamilies FunMusicHistory and HeritageFestivals & EventsSports

Drive it home.Implementing a blogger event for your destination

When this is done well…Who knows where new relationships

will lead?

Because New Relationships Take You Down New Roads

Visit Frederick’s First GM Car LoanBlog about our areaPost via Social MediaCadillac Escalade Hybrid

Visit Frederick’s First Car Loan

Explore Our Sites National Scenic Byways

(US15) Major product for us Images & pics

Entice visitors to come to our area they can create their own relationship with our destination.

Drive ● Explore ● Tweet ● Post ● Blog ● Video

“Once you have traveled, the voyage never ends, but is played out over and over again in the quietest chambers.

The mind can never break off from the journey.” -Pat Conroy

Because that relationship lasts…

Thank you! Any questions will be answered at the end.

Up next: Shannon Morgan – Maryland Life Magazine

How to Leverage Surveys For Social Media Success

Maryland Life Magazine’sFree State’s Finest Campaign

@SLDMorgan #SoMeT12

@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

How You Can Make This Campaign Work For You

Poll your fans about their favorite attractions, restaurants, shops, etc., in your region

•Publish the results on your blog, website, newsletter, and/or visitor guide•Partner with existing members and winning businesses to promote your poll and results

How You Can Make This Campaign Work For You

How You Can Make This Campaign Work For You

Get creative with social media

Engage Your Audience With a Poll Today

Thank you! Any questions?

Shannon Morgan (@SLDMorgan)Senior Editor, Online Media,Maryland Life Magazine, www.MarylandLife.com www.Facebook.com/MarylandLife

@MarylandLifeMichelle Kershner (@mahker)Marketing and Communication ManagerTourism Council of Frederick County301-600-4023mkershner@fredco-md.netwww.visitfrederick.org@tourfrederickmdfacebook.com/visitfrederickmd

Bryan Barnes (@jbryanbarnes)Digital Marketing ManagerMaryland Office of Tourism bbarnes@visitmaryland.orgwww.visitmaryland.orgwww.facebook.com/TravelMD@TravelMD