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ethology-DMO-social-media-presentation-04-12-2011
 

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This is the second of three free webinars specifically for Destination Marketing Organizations.

Social Media: Can it Deliver to Your Bottom Line we will discuss how to track, measure, and make informed decisions that will positively impact your Social Media Marketing efforts.

Ethology (formerly EngineWorks) partners with Destination Marketing Organizations to increase business from the major search engines and social media outlets such as Google, Bing and Facebook.

Title: Destination Marketing Webinar: Social Media: Can it Deliver to Your Bottom Line.

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  • Thank you for joining us for the 2nd of our three part webinar series specifically for Destination Marketing Organizations. If you were unable to make the first presentation in the series, Search Driving the Marketing Mix, a recording can be found on our old EngineWorks website, we’ll include a link in our follow-up to this presentation.If you are confused at all by us being EngineWorks or ethology, just know that EngineWorks was acquired by ethology during the execution of this three part series…basically if you knew us as EngineWorks, we just got a bit bigger, better and smarter…The final presentation in this series, Live SEO Site Assessments will take place May 3rd (again we’ll have a link in the follow-up email).I am Mike Rosenberg, and today I’ll be joined by Scott Fish, our Director of Search who some of you may have seen present at the E-Tourism Summit, Mountain Travel Symposium or another travel confernce, will be giving you a break from my voice today.
  • In our last presentation we looked at the left side of the Planning Paradigm – we will specifically be focusing Social Media and Analytics as we went through the first three last time
  • I am going to start with the basics, quickly just in case anyone needs it…then we’ll move into case studiesWe’re not focus on the geeky stuff…but give you insight into how social media can deliver returns.
  • I’m sure everyone knows the various categories or segments of Social Media…some folk break them down in the 10 categories or more, others combine to make it 5 or 6 or whatever.I fall into the 5 or 6 group. The basics are:Social Networks like FacebookBlogs and microblogs (twitter, Buzz)social book marking sites (I won’t talk about these at all because we really haven’t found that they tend to deliver to the bottom line…Media sharing (YouTube, Flickr)Social Review (TripAdvisor, Yelp).Location Services (FourSquare, Gowalla)And Deal Sites
  • When I used to give a social media presentation a few years ago this was a relevant question to answer…I think we’d all agree today that Social is another communications channel and if you don’t care you are missing the boat so I’m not going to show you the stats on how many people are on Facebook (over 500 million, ½ of which participate on any given day), use YouTube (2 billion views a day) or Groupon member (50 Million).A Cone Business Study showed that more than 93% of Americans state that a company should have a presence on social media sites, and a full 56% perceive that a company is providing better service by doing so. Like a website was
  • Let me count the ways…
  • There are LOTS of reasons…I’ll touch on most of these at various points today and again I’m sure you are all very familiar with most of them. Not everyone is going to or need to participate for all of these reasons. But what everyone should do is determine thewhy, where and how your organization should focus your social media efforts.
  • Run through typical SMM Campaign Elements as we see them
  • First you have to Define Your Goals.As we get into the case studies, we will definitely show monetary returns, but you’ll also notice we are measuring other metrics. There is the money side,which often is difficult to attribute your initial social media touch point to a sale, buyers don’t always go through the conversion funnel exactly as we would like them to. There are also tools that you can use to help attribute conversation accurately, but it is not foolproof. (we are going to focus on this). And then there is the brand interaction side. When we began providing Social Media Marketing services four or five years ago the sole focus was on the SEO benefits provided (additional listings for branded search terms and link building), the branded and extra traffic was really just an added benefit. As a data-driven, ROI focused company our focus was just on that, and there was very little to measure…that’s not the case any longer.So, once you’ve defined your goals, you need to do some Research. You have to listen for a while before diving right in. Bring a solution to a problem folks are try to fix.Then…you develop your Social Media Strategy, again folks too often make the mistake of just jumping in and pushing information.Just being on Facebook or having a twitter account is not doing social media. Posting information about your location is not social media. Are you providing an answer to a question and solving a problem?Once you have a sound strategy other campaign elements will include profile development & management, community participation, content creation and promotion, and of course the tracking, measurement & reporting of your success metrics.Now that we’ve laid the foundation, let’s jump into it….here is what I’ve heard you are looking for:"OK, I'm Tweeting, blogging, have a Facebook and fan page, but I don't seem to see any real business coming from all this effort. It's taking more and more time, so is anyone seeing a pay off from this?"
  • The answer is a resounding YES which I’ll demonstrate. We’ll go through a couple case studies and you’ll see that I’ve focused on three main points:What is the Primary Goal?What Else Matters?How Do I Measure?
  • The City of Bothell engaged EngineWorks to design and execute a professional Social Media Marketing (SMM) campaign to promote its inaugural Vintage Bothell Wine Walk holiday shopping and wine tasting event, and to increase the number of online visitors seeking local lodging packages through their Web site. Ultimately, the goals of this engagement were to sell all Vintage Bothell Wine Walk tickets, drive bookings and to increase awareness of the exciting activities and businesses in the area.
  • This engagement was initiated with our in-depth research and analysis into the tourism activities and commercial offerings in the City of Bothell, followed by the implementation of proven SMM strategies designed to directly connect with their target audience through popular social media sites and networking channels.Facebook StrategiesCreated Facebook page for City of Bothell, WA – Official Events and Visitors Page.Created online Promotional Giveaway contest featuring lodging and tickets to Vintage Wine Walk.Required visitors to become Facebook fans in order to enter Promotional Giveaway contest (insider tip…there are rules on this now, but if you get creative (which facebook basically tell you to do) you can still drive fans in this way…make the contest entry page one only fans can get to.Published Facebook advertisements for Promotional Giveaway contest and Vintage Wine Walk.Advertising tips – after three days creative gets stale, so rotate it, CTRs will plummet, the more targeted you get the less you will pay…still great valueDirectly interacted with Facebook fans, posted event schedules, and added local photographs.Twitter StrategiesSet-up Twitter account for ExploreBothell.comDesigned custom background featuring compelling descriptions, URL’s, and event schedules. Not just custom that it is for Bothell, but Custom twitter background focus on the event.This was a brand new account so in order to promote the wine walk, we needed to have an audience. For a DMO or CVB a great place to start is your city, county, area partners (e.g., Convention Visitor Bureaus, local tourism groups, etc.).Promoted the Promotional Giveaway contest and Vintage Wine Walk through online interactions. Promotional StrategiesAdded Facebook and Twitter links to ExploreBothell.com Web site.Created optimized press release for Vintage Bothell Wine Walk.Promote Wine Walk through other social media site, specifically Reviews site (like Yelp) and event sites (such as Meetup.com and eventful)Partnered with local vineyards and other partners to retweet, reference the facebook and twitter pages in content.Found the influencers
  • We sold out the event w/in the first hour of tickets going on sale. THE ONLY PLACE WE PROMOTED THIS EVENT WAS THROUGH SOCIAL MEDIA AND THEIR WEB SITE18% of the attendees entered the contest and 10% added a photo to the facebook page, that is huge interactionAlso during the time of the promotion. Visitor traffic to package reservations pages on the booking engine increased by 152 percent after social media campaigns were implemented late in 2009.(I’m sure you all noticed that we measured and reported on Booking Engine Visits, not actual bookings…here is a little footnote is to why, you have know how far you can measure something and who is responsible for allowing success. In this case we couldn’t have our success measured by bookings because the booking engine was not user friendly and effective. There may be reasons outside of your SMM strategy and execution that is limiting your effectiveness and ROI. Identify (and unlike this case), rectify those barriers to success.Due to the social media marketing effort, traffic more than tripled on the day of the event and produced the most traffic per day recorded on the site to date.And finally it was a great jumpstart to their social media efforts and provided the type of results they needed to gain continued funding and a proof of concept Less than $500 (we actually did this same event this spring but tripled the capacity and ticket price…the results were the same, SOLD OUT, record website and booking engine traffic)
  • Not to mention SERP Real EstateTop two results are Web site, followed by Facebook, local blogs, Twitter and finally a review and event site.Helped their SEO
  • For the final case study, I’m going to focus on a resort destination in Pine Mountain, GA.We have been working on their SEO and Paid Search for a several years and Last year we began their Social Media Marketing campaign with the same primary goal as everything else we do with them. Sell rooms, heads in beds.Now like the other case study we had other things we wanted to accomplish along the way.Building a network of brand ambassadors and Callaway Garden enthusiast was important and so was encouraging user generated content on travel review sites.The primary measurement tools were bookings recorded in Google Analytics, and direct interaction stats from the social networks
  • First, during our research phase, we had to identified how their audience was using social media to determined how they should be part of the conversation and where to have a voice (LinkedIn no, Flickr, yes).A lot of social media success is having a well thought out plan – seeing what people where asking about (what already asking about, what people trying to find, what type of pictures are popular in flickr, what are folks already talking about, what questions can we answer (e.g. does Callaway have stroller rental, what are the golf course conditions, fast greens, cart paths only)…then sweep in and be the authority and be a part of the conversation…knowing your role (a lot of people make this mistake and just jump in right way…spam, throw out stuff just to get it out there…it is more about listening and interacting, has to be a two-way conversation.Next in how we are going to participate – for us it is to indentify what tools & resources we would have from the client (for you it may be to identify what internal resources you are willing to commit), for Callaway we had $25 off coupons, access to lots of media (pic, Video), and quality events, also always keeping CG involved to help (folk on ground, related to weather, golf course answers, what is happening day to day, encourage them to help)…again for you this may be more coordinating between internal dept.Following keywords on twitter (TweetDeck, HootSuite)…a good way to start conversations.Fan of other pages in the niche (geographically and demographically…common interest)…cheap fun thing to do with kids…twitter momsResearch – chase down our audience….where do your consumer find their info? Go there, but listen first.Then start to provide those answers and be the resource.
  • Bookings, Revenue, and Average Value are all increased very significantly. This is for the four months following the launch of our social media campaign vs. the previous four months…and not just because of seasonality, in fact this is despite seasonality….Even more impressive is that all other traffic sources numbers where down the previous time period and the same period the year prior. For Example:For All Traffic Sources previous four months: Rev down 24%, Total Bookings down 18% and Ave Value down 7%, Visits Up only 31%For All Traffic Sources same four month previous year: Rev Up 1%, Total Bookings up 11% and Ave Value (not surprisingly with discounting) down 10%, Visits down 10%An Asset we had from the client was 50 $25 off Coupons…all were claimed, an area for improvement is to know how many were actually used…this is a great example of where a direct ROI isn’t measured, but we know it has a significant impact on the bottom line.We’ve built pretty impressive fanbase, etc., but what is really impressive in the amount of interaction those fans have. Now over 11kFacebook fans growth an average of 40% increase each month and during active promotion times over seven interactions per day…comments, likes, posts, photos, etc. and average 4/day.While growth of fans/followers, etc is good, as I’m sure you all know it is not the be all end all. A good barometer of how you are doing is see where posts are coming from…if they are all from your administrators, you are not interacting, but pushing info. It tells you that you are not hitting the mark with your audience.Most of the reviews on TripAdvisor were focused on one specific lodging option (some of which were negative and it was the least expensive area to stay at the resort). Of course addressing the concerns raised is part of the job, the other part is somehow encouraging folks that had a good experience to share that info too. This is where the coupon came in to play…we didn’t require folks to leave positive reviews or post, etc. we simply posted things like Have you been to Callaway Gardens lately? The next 10 people who review us on Trip Advisor will receive a $25 Coupon! (link)We think of our social media fans as an army troupe…we can really use them to accomplish other initiatives. When you post a video on YouTube, you can direct your fans to view it, Google local reviews, identify fans with blogs.
  • The last thing I want to focus on is how to go about measuring a tracking your campaigns…there are a lot of tools out there
  • Radian6 - Wildfire – cheap & easy Facebook contests, 3rd party appliactionSocialMention – exportable data for kw based social mentionsGoogle Alerts
  • Radian6 - Wildfire – cheap & easy Facebook contests, 3rd party appliactionSocialMention – exportable data for kw based social mentionsGoogle Alerts
  • Radian6 - Wildfire – cheap & easy Facebook contests, 3rd party appliactionSocialMention – exportable data for kw based social mentionsGoogle Alerts
  • Have a plan on what to track and be consistant…
  • PostRankTrendrrHootsuiteBit.lyRadian6TrackurThere really are a ton of options. Some of them will provide great insight, others can automate tasked or aggregate information. While many of the available tools (both free and paid) are useful and have their place in social media marketing campaign,BlogPulseWhosTalkinKeotagWhat The TrendSocialMentionTweetbeepBoardReader
  • I’m sure you noticed from my case studies, we really didn’t highlight results from any of these. We used some of them, bit.ly to track our URLs and HootSuite for twitter monitoring, etc. and wildfire for contest management…but mostly we can track ultimate results using Google Analytics and the social media channels themselves…There were hundreds of logos on the screen, your customers have visited a fraction of those site. Identifying which one they go to and participate is a key to a successful SMM campaign
  • Lastly, there are factors that are very important that you will not be able to measure.We all know the most valued and trusted sources for recommendation are friends and family. Being present and active (and providing useful information that is easily shared) is more important now than ever before.Polls also show that customers like it when they can hear from companies directly online. A survey last year by MarketingSherpa found that 57 percent of consumers feel better served by companies when they can interact with them through social media. These number are going down though, with the use of (and perceived manipulation by consumers, it is even more important to provide value)A report on “Trust in Advertising” by the Nielsen polling group last year showed that 70 percent of consumers put trust in comments they’ve heard from other consumers online.The final immeasurable element is what is being called ROE or Return on Engagement…my favorite example here is from the hotel world, it’s not unlike new chairs in a hotel lobby, new mattresses in rooms, or manicured landscaping…or the response on Twitter when someone asked about your destination…we’ve all being doing that for years and I haven’t seen yet and ROI figure.Social Media is a great way to find out if it is time to upgrade the rooms or mow the lawn.
  • Don’t forget about our last in this series hosted by ethology:Live SEO Site Assessments May 3rdLastly, we’ll send a link to the presentation once we have it on our site too, for future reference.
  • Don’t forget about our last in this series hosted by ethology:Live SEO Site Assessments May 3rdLastly, we’ll send a link to the presentation once we have it on our site too, for future reference.

ethology-DMO-social-media-presentation-04-12-2011 ethology-DMO-social-media-presentation-04-12-2011 Presentation Transcript