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Fans and Followers for Tourism


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As presented by McKenzie Coco to the eTourism Summit 2011.

As presented by McKenzie Coco to the eTourism Summit 2011.

Published in: Travel, Technology

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  • Getting Fans is the easy part, but keeping them is what’s important.  Engagement can create atrophy but cutting the fat isn’t always bad.
  • Transcript

    • 1. Discussions on
      New Orleans
      tourism accounts
      in social media
    • 2. “Facebookis a community for people to share & engage with a brand and each other, while Twitter is a constant broadcast that is great for customer service.”
      “Facebookis cozy night on the couch with good friends. Twitter is a great party full of interesting people to meet.”
      “Facebookis a mini web portal for your business that can be customized to create a great user experience whileTwitter is an excellent research and broadcast tool for resources and linking to other destinations.”
      “Facebookis a community that encourages you to stay and explore. Twitter is a tool that sends quick info and links you to out to other communities.”
    • 3. Numbers
      37,541 Total Facebook Fans (+586)
      15,560 Total Twitter Followers (+652)
      799 Total Twitter Lists (+44)
      1,758 Total Flickr Group Photos (+44)
      195 Flickr Group Members (+5)
      480 NOTMC Owned Flickr Photos (+280)
      606 Total YouTube Subscribers (+22)
      105 Listeners (+2)
      FSC posts roughly 4-6 times every day on Facebook including at least 2 pictures
      In August we had 546 total posts or 17.6 posts per day on Twitter
    • 4. Stats on New Orleans
      On Facebook, NOTMC has anywhere between 6,000 and 7,000 daily active users. In August, there were over 2,000,000 post views on Facebook and over 8,711 interactions on posts. This is according to Facebook Insights.
      On Twitter – in the month of August 2011 NOTMC had a daily average of 42.5 interactions on Twitter. This is from Raven.
    • 5.
    • 6. Highest Engagement
      Most recently the highest level of engagement was on a photo of Jackson Square - 118 likes and 23 comments on Facebook.
      Posts like this have the highest engagement levels because they resonate with people – they touch something inside them that makes them yearn to be back in New Orleans.
      Anyone can post travel deals and information about the city, not everyone can give you a 360 degree view of your city from the inside out.
    • 7.
    • 8. FacebookOptions
      Building Fans: NOTMC
      Facebook Ads
      • Method: NOTMC developed 50 Favorite Places in New Orleans – a check-in leaderboard on Facebook that allows fans to check-in to their favorite NOLA spots and let everyone on Facebook know.
      • 9. Targeting: People who were 21+ in US who are current fans, people in the US who were 21+ who are not fans, people in New Orleans who were 21+ and not fans
      • 10. Duration: One month
      • 11. Total clicks on the ads: 6,124
      • 12. Total Impressions: 10,389,812
      • 13. Results: Over 50,000 Checkinson the Facebook leader board in less than one month
      • 14. Total Cost: $3,750
    • 15. Gaining Facebook Fans
      FSC created two Facebook Ads to drive traffic to the page, one for people currently connected to the New Orleans by New Orleans Online Facebook Page and one for anyone outside of Louisiana who was not already connected to a New Orleans page.
      In less just three weeks'sFacebook Page had 1,100 new FacebookFans and currently has over 5,700 fans.
      $1,000 budget
    • 16. Building Fans: Hotel Monteleone
      Facebook Contests
      Tool: ShortStack
      Contest Name: History, Holidays & Hotel Monteleone
      Prize: Roundtrip airfare for two to New Orleans, two night stay in a suite at the Hotel Monteleone and more.
      Duration: September 7 – Present (contest ends Nov. 4, 2011)
      Visits to date: 6,965
      Entries to date: 2,148
      Total Cost: Free
      The contest was built using ShortStack, a free Facebook app that allows for customized tab build out.
      Using Facebook and Twitter updates, as well as including it in monthly e-newsletters and on the website, the contest has generated 2,148 entries to date and has helped the Hotel Monteleone gain 1,897 new fans and 246 interactions including Likes and Comments.
      We have experienced 0unfollows and engagement continues to grow.
    • 17.
    • 18.
    • 19. Tool: Wildfire
      Contest Name: Life, Literature & Hotel Monteleone
      Prize: Roundtrip airfare for two to New Orleans, two night stay in a literary suite at the Hotel Monteleone and more.
      Duration: February 1 – April 25, 2011
      Visits: 5,403
      Entries: 2,324
      Total Cost: $300
      The contest was built using Wildfire and lived on a customized tab on the Hotel Monteleone’sFacebook wall.
      Using Facebook and Twitter updates as well as including it in monthly e-newsletters and on the website the contest generated 2,324 entries and gained the Hotel Monteleone 955 new fans and 73 interactions including Likes and Comments.
      We experienced 0unfollows during that time.
    • 20.
    • 21.
      • Put out useful information and link to other social communities
      • 22. Make it a conversation, respond to people and seek out targeted keywords to join the conversations
      • 23. Be a resource
      • 24. Follow influencers and other travel profiles
      • 25. Integrate the messaging with other social platforms, but customize for Twitter language
      • 26. Be careful about scheduling or not responding
      • 27. Use as a customer service tool
    • Changes FSC is Watching
      Here Comes….
      “Likes” Not Required?Timeline?Privacy?
    • 28. McKenzie Coco
      FSC Interactive
      1943 Sophie Wright Place
      New Orleans, LA 70130
      t. 504.894.8011
      f. 504.894.8012