Social Media overview for Positively Cleveland
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Social Media overview for Positively Cleveland



A presentation about social media for the Positively Cleveland marketing communications team

A presentation about social media for the Positively Cleveland marketing communications team



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Social Media overview for Positively Cleveland Social Media overview for Positively Cleveland Presentation Transcript

    • Web 2.0 overview
    • Why is it important?
    • Guidelines and applications
    • Case studies
    • Key takeaways
  •   View slide
  • 18% 25% 12% 25% 48% 44% View slide
  • Projected growth of CGM
    • Spending on social media and
    • “conversational marketing”
    • – albeit still in their nascent stage –
    • will surpass traditional marketing spend
    • by the end of 2012
    • - TWI Surveys, Inc
  • Communications landscape
    • New sources of information and influence
    • We are no longer in control
    • Authenticity and openness are essential
    • Business conduct must be ethical and transparent
    • Social media/Web 2.0/CGM is here to stay
  • Continuing evolution
    • Lines blurring between:
    • Converging marketing disciplines
    • Online/offline reputation management
    • Public and private communications
    • “ Pros vs. Joes” (journalists and bloggers vs. anyone with a computer)
    • Social media is even more important in the travel, tourism and hospitality business
    • Social media even more important in the travel, tourism and hospitality business!
  • Social media guidelines
    • This has become part of how we do business
    • Balance emphasis on social media with expertise in content
    • Incorporate social media strategies and tools the way we would any other
    • Deliver the right message to the right audience via the right medium
    • Unique opportunity to listen to, learn from and influence the consumer-led conversation
    • At the end of the day, it’s still about telling our stories!
  • Basic social media strategy
    • Listen to the conversation
    • Review and analyze learnings
    • Engage if and when it makes sense
    • Monitor and adjust
    • Measure results
  • Top 10 reasons to monitor social media
    • Complaints – catching something early shows responsiveness
    • Compliments – capture and share via
    • Expressed need – monitor key words, offer assistance
    • Competitors – reach out to customers proactively
    • Crowds – watch for trends, spikes
  • Top 10 reasons to monitor social media
    • Influencers – easy to identify via social media
    • Crises – watch for triggers
    • ROI – measure impact of efforts over time
    • Audit – analyze sum of online communications
    • Threads – conversations across different platforms
  • Social search
    • Aggregators
      • , Shadows , Yahoo's MyWeb , Furl , Digg
    • Collaborative directories
      • Prefound , Zimbio , Wikipedia
    • Taggregators
      • Technorati , Rojo , Bloglines
    • Social Q & A sites
      • Yahoo Answers , Google Answers
  • Blogs
    • Every niche and destination has online influencers
    • Online buzz about a site or brand is priceless
    • Blogs deliver invaluable market research
    • Blogs can create a community of brand ambassadors
    • But… you do need a thick skin and/or a sense of humor at times
  • The big picture
  • The big picture
  • Blogger relations best practices I
    • Subscribe to the blog’s RSS feed or e-mails
    • Read your target blogs and their comments
    • Join in the dialogue by commenting appropriately
    • Develop a relationship with the blogger around other topics besides what you want to pitch
    • Never send form pitch letters or news releases
  • Blogger relations best practices II
    • Don't pressure bloggers or ask them to write
    • Respect their blog and their time
    • Search the blog for content related to the story you are pitching
    • Offer the blogger topic suggestions only if you’re sure they’re on target
    • If you can’t do blogger relations right, don’t do it
  • Why blog?
    • Blogging nets invaluable insights
      • Serves as a home base for all social media activity
      • Facilitates two-way conversation
      • Helps you interact with bloggers more effectively
      • Delivers search engine optimization benefits
      • Acts as powerful market research tool
      • Gives voice and personality to your brand
  • Top social networking sites
    • Myspace
    • Facebook
    • Flickr
    • LinkedIn
    • Fastest growing: Twitter, Tagged, Ning
  • Niche social sites
    • Tripadvisor
    • IgoUgo
    • Chowhound
    • Guidespot
    • GoSeeTell
    • Yelp
    • MyTravelGuide
    • RealTravel
    • Epinions
  • Social networking fundamentals
    • Profile
    • Content
    • Contacts/friends
    • Search
      • Know your key words/search terms
      • Know where to search (e.g., Twitter searches on
    • Etiquette/best practices: 70/20/10
    • Other functionalities vary by site
  • Online reputation management
    • Google is your true home page
    • Show your best face online
        • Check entries on Wikipedia, travel Web sites
        • Monitor and participate in blogs and message boards
    • Respond when it makes sense
      • Reach out and fix problems where possible
  • Personal brand management
    • How are you connecting?
    • How much is too much?
    • Define role and value of social media for you as well as your brand
    • Know that what you say online to one person, one time … you’re saying to everyone, all the time
  • Experience Columbus
    • Launch of edgy new destination marketing campaign
    • Goal: get local ambassadors talking and engaged
    • Hosted blogger event 7/31
    • Invited 50 and 35 bloggers attended – all 35 blogged
    • Results: overwhelming response, BUT not all positive about new ads!
    • “ The campaign may not have received four-star reviews. But Experience Columbus certainly did.” ~Advergirl
    • Results saved online at
  • Caminito Argentinean Steakhouse
    • Single-location restaurant in Northampton, Mass
    • The Prime Cuts Blog shares cooking and kitchen tips, tricks, recipes and more
    • Prime Cuts TV channel on YouTube and Viddler for weekly/bi-weekly how-to videos
    • Social monitoring and response program
    • Active on; encourages visitors to leave reviews there
    • Presence on MySpace , Upcoming , Facebook , Twitter , Plurk , FriendFeed , LinkedIn and Flickr
    • Results: 30% increase in sales when competitors are flat or down
  • Joining the conversation: Listen
    • Observe online communities where your brand is actively discussed
    • Participate in conversations as if with someone in real life whom you respect
    • Pay attention to how community members interact with each other
    • Reach out to people as a person NOT as a marketer or communicator
  • Joining the conversation: Engage I. Listen IV. Evaluate III. Contribute II. Participate
    • Create content
    • Make it easy for people to connect to you
    • Participate in larger conversations
    • Integrate into social networks
    • Provide a valuable application
    • Build relationships on and off-line
    • Remember: 70/20/10
    Contribute to the community
    • Blogs: Blogpulse, Google, IceRocket, Technorati
    • Podcasts: Digg
    • Twitter: Summize, Twittergrader
    • Tags:
    • YouTube and Flickr: Rankings/counters on-site
    • Forums: Board Tracker
    • Web Stats: Compete, Alexa, Google Analytics
    • Wikipedia Edits: Wikiscanner, wired.reddit
    • Paid Services: Radian 6, CustomScoop, Nielsen Buzz Logic, Cyber Alert, Andiamo Systems
    Measurement tools
  • Emerging PR2.0 resources
    • Blogger relations: engage with influential bloggers
        • Targeted outreach via comments, trackbacks, tagging
    • Microblogging/micro pitching
        • Twitter, Friendfeed, Ning socnets
    • Strategic use of social bookmarking sites
        • Delicious, StumbleUpon, Digg
    • Online content placements
        • Yahoo, Google, AOL
    • Social media news releases
        • PitchEngine, PRweb
    • News release SEO tools
        • HubSpot’s
  • Benefits of social media
    • Deeper relationships with visitors/guests
    • Increased awareness for brand
    • Better communication with audiences
    • Broadening of professional network
    • Search engine prominence
    • Increased web or blog traffic
    • Join – and really maximize – LinkedIn and Facebook
    • Use RSS feeds to bring your news to you daily
    • Join Technorati – aka blog central
    • Start a page for your brand and/or yourself
    • Read travel blogs and join relevant socnets/communities
    • Join Twitter and try microblogging (70/20/10)
    • Expand social media monitoring/listening program
    Seven things to take away
  • QUESTIONS? [email_address] @LaraK on Twitter Blog at 614-383-1618 (w) 937-271-9151 (c)