Social Media and Marketing: Just Do It!


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Social Media and Marketing: Just Do It!

  1. 1. Social Media and Marketing: Just Do It! John Sallot Director of Marketing Desert Botanical Garden Rob Thurman Web Content Editor Missouri Botanical Garden Lori Kingston Marketing Director Franklin Park Conservatory
  2. 3. Facebook
  3. 4. Twitter
  4. 5. 49 videos 23,000 + views 139 members 1,389 images posted 311 friends 2,000 Phone numbers
  5. 6. DBG 3.0 Mighty Interactive has been hired to update and the new website will launch on August 2 nd . Digital Content Manager Looking to the future, the Garden’s marketing department will hire a new staff member to oversee both the website and social media efforts.
  6. 9. What the critics said… “ What’s wrong with this video? Absolutely nothing!” Courtney Crosslin, media consultant, Phoenix “ They are building an entertaining and informative collection of short videos that bring a wonderful human element to the Garden.” David Porter, Blog Consulting, Scottsdale
  7. 10. Veggiegate 1 & 2
  8. 13. What the critics said… “ A great “real-life” example of customer service… Desert Botanical Garden actually paid attention to what their customers wanted.” Liene Stevens, Splendid Communications, Phoenix
  9. 15. Yelp in Bloom 900 attendees 900 on the wait list Claim your account Advertise
  10. 16. Grow Your Fans and Followers
  11. 17. Grow Your Fans and Followers Include information about your social media activities on all your publications and in all your advertisements.
  12. 18. Grow Your Fans and Followers <ul><li>Link with: </li></ul><ul><ul><li>Other botanical gardens </li></ul></ul><ul><ul><li>Other arts and culture organizations in your community </li></ul></ul><ul><ul><li>Tourism boosters such as CVBs </li></ul></ul><ul><ul><li>Gardening and other relevant publications </li></ul></ul>
  13. 19. Grow Your Fans and Followers
  14. 20. Grow Your Fans and Followers
  15. 21. Conversion Showcase unique happenings at your Garden Agave roast, rare plant blooms, seasonal programming Facebook ads Membership acquisition campaign Fundraising campaign Tower for the People Coupons for events Meet-ups
  16. 22. What’s Next? Look at what other organizations are doing. You have a unique and valuable resource of information – mine it. Social media is another tool in your marketing efforts. CREATE A CONTENT PLAN
  17. 38. Social Media at Franklin Park Conservatory
  18. 39. <ul><li>Membership communications through regular direct emails </li></ul><ul><li>When website added online membership sales, used emails to provide direct link for renewals. </li></ul><ul><li>It worked. </li></ul>
  19. 40. <ul><ul><ul><ul><ul><li>4,730 subscribers to first e-newsletter, January 2006 </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>11,400 one year later, February 2007 </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>13,000 in April, 2008….growth was slowing down </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Summer, 2008: launched new weekly event that was intended to attract a younger audience. </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Best way to reach new audience/demo </li></ul></ul></ul></ul></ul>
  20. 41. <ul><li>Staff resources – time and experience? </li></ul><ul><li>Budget? </li></ul><ul><li>Plan? </li></ul>
  21. 42. <ul><li>Launched Facebook page in late 2008. </li></ul><ul><li>May 2009: 560 fans we didn’t deserve </li></ul><ul><li>Plan </li></ul><ul><ul><li>Monthly schedule of postings </li></ul></ul><ul><ul><ul><li>Several staff members involved </li></ul></ul></ul><ul><ul><li>Semi-daily monitoring/interacting  </li></ul></ul><ul><ul><li>Results… Doubled in 3 months to 1,120 fans </li></ul></ul><ul><ul><li>One year later: 2,800  </li></ul></ul>
  22. 43. <ul><li>RESULTS </li></ul><ul><li>Doubled # of fans in three months to 1,120 </li></ul><ul><li>One year later: 2,800 Fans </li></ul>
  23. 44. <ul><li>Continue with monthly plan </li></ul><ul><li>Use more video and behind the scenes </li></ul><ul><li>Report on events </li></ul><ul><li>“ Reward” fans with special offers </li></ul><ul><li>Better promotion of Facebook on all marketing materials </li></ul><ul><li>Involve FPC staff in providing post content </li></ul>
  24. 45. <ul><li>TWITTER </li></ul><ul><ul><li>Staff resources – time and experience? </li></ul></ul><ul><ul><li>Budget? </li></ul></ul><ul><ul><li>Plan </li></ul></ul><ul><ul><ul><li>PR pro bono offer </li></ul></ul></ul><ul><ul><ul><li>Community Partners </li></ul></ul></ul><ul><ul><ul><li>Followers: 1,411 </li></ul></ul></ul>
  25. 46. <ul><ul><li>YouTube: pre and post events </li></ul></ul><ul><ul><li>Posting our e-newsletter to the community and adding sharing links and keywords. </li></ul></ul>
  26. 47. <ul><li>6 months: </li></ul><ul><li>Stay the course: Facebook, Twitter, YouTube, but do it better. </li></ul><ul><li>Add Flickr. </li></ul><ul><li>One year: </li></ul><ul><li>??? </li></ul>