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Engagement Unleased
 

Engagement Unleased

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Engagement Unleashed: How to Maximize Engagement (and measure ROI) on the Most Popular Social Media Platforms.

Engagement Unleashed: How to Maximize Engagement (and measure ROI) on the Most Popular Social Media Platforms.

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  • those words may live on a website, a digital ad, Facebook or a mobile app I would bet I'm not the only one creating content for the interwebs...  How many of you blog?  use FB, Twitter, YouTube, Flickr, Yelp, Groupon
  • those words may live on a website, a digital ad, Facebook or a mobile app I would bet I'm not the only one creating content for the interwebs...  How many of you blog?  use FB, Twitter, YouTube, Flickr, Yelp, Groupon

Engagement Unleased Engagement Unleased Presentation Transcript

  •  
  • Well, hello... “ My name is Amanda & I play with words online” - Amanda
  • A Social Gage
    • Travelers go social to... 
      • Brainstorm trip ideas
      • Research destination for upcoming trip 
      • Read reviews from other travelers
      • Get specific recommendations on where to stay/what to do
      • Share their travels with friends & family
  • Social Media Allows You to...
      • Build trust and loyalty by giving travelers what they want, when they want it.
      • Connect with travelers by sharing content that makes them think, smile, act.
      • Listen and engage with them before, during, and after their trip.
  • So, what do we measure?
    • Visitors
    • Fans
    • Followers
  • So, what do we measure?
      • Frequency
        • How often clusters (about you and yours) form around specific events
      • Influence
        • The potential impact of individuals driving conversation about you
      • Sentiment
        • What's the tone of conversation? cranky, happy, neutral
  • So, what do we measure?
      • Reach
        • how many people saw your content
      • Financials
        • CRM data? Web Referrals? Web Reservations?
        • Cost per lead / Cost per action / Cost per impression
        • Administration of contests, staff time listening and engaging community
      • Volume
        • How many times you're mentioned
  • So, what do we measure?
      • Insights
        • What are you learning?
      • Customer Service
        • How are you helping, inspiring, educating?
      • Connection
        • How strong are your relationships--responsiveness, quality of sharing, brand awareness?
  • So, what do we measure?
      • Interactions
        • Likes
        • Recommendations
        • Shares
        • Google+
        • Mentions
        • Contest Submissions
        • Reviews
        • Posts 
  • Hatching Your Engagement Plan
      • How are you going to measure success? 
      • What's your brand personality?
      • What key messages do you want to communicate?
  • Hatching Your Engagement Plan
      • Picking your team
      • Social guidelines
      • Editorial calendars 
        • Guest contributors
        • Content from other mediums
  • Hatching Your Engagement Plan
      • Social CRM like... Radian6, Collective Intellect, Nielsen Buzmetrics 
  • Plan for Good Content
    • Create it often.
    • Make it easy for visitors to join in the conversation.
    • Encourage visitors to share your content.
    • Tailor your message to your visitor and your medium.
  • Plan for Action
    • Craft calls to action that are:
      • Short
      • Compelling
      • Clear
  • "Fan Me" Tips for
    • Give more than you get.
    • Use analytics to hone in on the kind of tweets your listeners like.
    • Call people out (in a good way) with @mentions and direct messages.
    • Follow people that inspire you.
    • Use hashtags so people can find related info. for us that may mean #foodie #fishing #kyaking #shopping
  • "Fan Me" Tips for and
    • Take advantage of tags and geolocation opportunities.
    • Write strong descriptions that entice people to click.
    • Use videos and pictures in other mediums.
    • Spur dialogue & sharing on your media.
  • Case Study: Sarasota Convention and Visitors Bureau
  •  
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  • Case Study: Sarasota Film Festival
  •  
  • Goals
    • Drive online ticket awareness by 10%.
    • Spur conversation as measured through comments, customer service questions and participation in polls and contests.
    • Increase web traffic through social media by 200%.
  • Audience
    • Want breaking insider information about films and events.
    • Compelled by film trailers and celeb pictures.
    • Looking for customer service online.
  • Tactics
    • Social training + communications
    • 10-day trivia ticket contest on Facebook/Twitter
    • Community cultivation by film features 
    • The Insider
    • Tick Tock - updates on last-minute film and event tickets available 
    • Live event coverage
    • Curating community
  • Results
    • 22% increase in ticket sales
    • 538% increase in social media referrals
    • Over 1 million website page views
    • 150% increase in participant posts & retweets
  • Goals
    • Drive Facebook likes by 10%.
    • Encourage interactions as measured through contest submissions, comments, votes, and shares.
  • Audience
    • Women named “Sara”
    • Ad targeting to women between the ages of 25 - 45
    • Intent to travel to FL
    • Anyone who knows a “Sara”
  • Tactics
    • Integrated with PR blitz
    • Social Media Contest with sharing & voting
    • Facebook ads to drive traffic to contest
    • Organic Facebook posts to push engagement
  • Results
    • 178% increase in Facebook likes
    • 3,796 new followers
    • 119,884 interactions
    • 96 contestants
    • (And the contest runs till Oct. 21)
  • 10 Ways to Spark Up Your Social
      • Give them more of what they like.
      • Add videos, photos, animations, drawings.
      • Tie posts with trends, events, holidays.
      • Survey says... poll your audience.
      • Keep it timely. 
      • Tease them with fun, punchy headlines.
      • Show love for other attractions.
      • Offer exclusive or limited-time promotions to fans.
      • Entice fans to "check in" for complimentary swag.
      • Offer content that gives travelers a taste.
  • "It will work. I am a marketing genius." – Paris Hilton
  • Amanda Eyer ae@largeinc.com  twitter.com/atlargeinc facebook.com/atlargeinc www.atlargeinc.com
  •