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Arkansas Governors Conference

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The Arkansas Governor's Conference on Tourism, held March 6-8 in Little Rock, had an attendance of over 600 members of the Arkansas tourism industry. Hannah gave a presentation on the topic of "The …

The Arkansas Governor's Conference on Tourism, held March 6-8 in Little Rock, had an attendance of over 600 members of the Arkansas tourism industry. Hannah gave a presentation on the topic of "The Digital Media Landscape - Do you know what you're paying for?"

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  • Transcript

    • 1. Tweet it. Face it. Space it. Click it. Shoot it. Share it. Digital Media in all its glory.
    • 2. hi
    • 3. hannah
    • 4. let’s be clear...I am single
    • 5. 40 billion webpages
    • 6. 73%(224 million)
    • 7. 1.5 billion
    • 8. advertisers in the U.S.
    • 9. $22 billion
    • 10. $34 billion
    • 11. 2014
    • 12. way more.
    • 13. your site
    • 14. internet = ADD
    • 15. reach the traveler online
    • 16. choices
    • 17. control
    • 18. so much to say
    • 19. commitment
    • 20. commitment
    • 21. mathematical equation
    • 22. choice + control = commitment
    • 23. choice + control = commitment
    • 24. the promise
    • 25. you can know more
    • 26. how much do you knowabout the consumer at the point you pay for media?
    • 27. what are you paying for?
    • 28. how do you measure it?
    • 29. Purchase Decision Cycle
    • 30. Purchase Decision Cycle
    • 31. Purchase Decision Cycle
    • 32. Purchase Decision Cycle
    • 33. Purchase Decision Cycle
    • 34. Digital Media
    • 35. Digital Media
    • 36. Digital Media
    • 37. Digital Media
    • 38. Digital Media
    • 39. Digital Media
    • 40. Digital Media
    • 41. brief aside
    • 42. mysite
    • 43. mysiterepresentative sample only
    • 44. / rs s ito vi ue iq un i on o ill m -1 90 m mysite180 representative sample only
    • 45. / rs s ito (social = vi 22% of time) ue iq un i on o ill m -1 90 m mysite180 representative sample only
    • 46. / 50 million tweets/day rs s ito (social = vi 22% of time) ue iq un i on o ill m -1 90 m mysite180 representative sample only
    • 47. / 50 million tweets/day rs s ito (social = vi 22% of time) ue iq un i on o ill m -1 90 m mysite180 40 million unique users/mo representative sample only
    • 48. / 50 million tweets/day rs s ito (social = vi 22% of time) ue iq un i on o ill m -1 90 m mysite 180100,000,000 40 million unique users/mo videos representative sample only
    • 49. / 50 million tweets/day rs s ito (social = vi 22% of time) ue iq un i on o ill m -1 90 m mysite (% doesn’t even register) 180100,000,000 40 million unique users/mo videos representative sample only
    • 50. / 50 million tweets/day rs s ito (social = get your content off vi 22% of time) ue iq un your site and out to i ill m on o 90 m mysite (% doesn’t even register) 180 -1 where people are spending their time100,000,000 40 million unique users/mo videos representative sample only
    • 51. (tweet that)
    • 52. Digital Media
    • 53. Digital Media
    • 54. average CTR .9% so1000 impressions = less than one click
    • 55. what do you knowwhen the impression is delivered?
    • 56. 0
    • 57. what do you know at the click?
    • 58. 0
    • 59. how do you measure it?
    • 60. impressions
    • 61. branding
    • 62. Awareness
    • 63. don’t buy displayads to drive traffic
    • 64. Digital Media
    • 65. Digital Media
    • 66. Digital Media
    • 67. paid
    • 68. paidorganic
    • 69. pay off thecall to action
    • 70. internet = ADD
    • 71. paid
    • 72. paid
    • 73. what do you know at the click?
    • 74. 0
    • 75. it’s all about the landing page
    • 76. and the offer
    • 77. how do you measure it?
    • 78. impressions
    • 79. clicks
    • 80. ultimately, by leads/sales
    • 81. Awareness & Acquisition
    • 82. Digital Media
    • 83. Digital Media
    • 84. Digital Media
    • 85. leadsdatabase growth cheap leads
    • 86. pay more for quality leads
    • 87. measure it by retention
    • 88. Acquisition
    • 89. Digital Media
    • 90. Digital Media
    • 91. Digital Media
    • 92. Conversion & Retention
    • 93. Digital Media
    • 94. Digital Media
    • 95. Digital Media
    • 96. Digital Media
    • 97. how important is social?
    • 98. here’s what i think...
    • 99. social is to marketing
    • 100. digital downloads
    • 101. music industry
    • 102. game-changer
    • 103. the way we communicatehas fundamentally shifted
    • 104. and so has our attention span
    • 105. business lettermodified block style
    • 106. TXT: OTW now. C U soon.
    • 107. as a culture we want
    • 108. attention
    • 109. commitment
    • 110. commitment
    • 111. brief aside
    • 112. TXT: You’re been dumped!Don’t come home tonight!
    • 113. intrusion
    • 114. intrusion
    • 115. you may ask yourself...
    • 116. how did we get here?
    • 117. but not...
    • 118. 1 of my husbands
    • 119. do what i say
    • 120. ask what i thought?
    • 121. D-I-V-O- R-C- E
    • 122. input
    • 123. social networking is themarketing of the 21st century
    • 124. the moment of critical mass
    • 125. from relative obscurity to epidemic... which is good.
    • 126. ideas, products, messagesand behaviors spread like viruses.
    • 127. 3 Rule of Epidemics
    • 128. 1. The Law of the Few
    • 129. 1. The Law of the Few2. The Stickiness Factor
    • 130. 1. The Law of the Few2. The Stickiness Factor3. The Power of Context
    • 131. 1. The Law of the Few
    • 132. 1967 - Six Degrees of Separation study
    • 133. 160 students in Nebraska were given a letter withinstructions to get it to a stockbroker in Boston
    • 134. None of the studentsknew the stockbroker
    • 135. Took an average of 6 contacts
    • 136. 3 people were the final link for 50% of the students
    • 137. The Law of the Few...the success of any kind of socialepidemic is heavily dependent onthe involvement of people with a particular and rare set of social gifts
    • 138. 1. Connectors
    • 139. 1. Connectors2. Mavens
    • 140. 1. Connectors2. Mavens3. Salespeople
    • 141. Connectors are...
    • 142. People with a special knack for bringing the world together.
    • 143. People with a special knack for bringing the world together.They link us up with the world
    • 144. extraordinary knack
    • 145. making friends & acquaintances
    • 146. they have large networks
    • 147. they are successfulbecause of their ability to span many different worlds.
    • 148. intrinsic to theirpersonality is thecombination of...
    • 149. curiosity
    • 150. curiosityself-confidence
    • 151. curiosityself-confidencesociability
    • 152. curiosityself-confidencesociabilityenergy
    • 153. Mavens are...
    • 154. information specialists
    • 155. information specialistspeople we rely on to connect us with new information
    • 156. information specialists people we rely on to connect us with new informationcollect knowledge and know how to share it
    • 157. Salesmen are...
    • 158. persuaders
    • 159. persuaderscharismatic people we all want to agree with.
    • 160. hundreds = thousands
    • 161. it’s not about the people following you
    • 162. it’s about the people who arefollowing the people who are following you
    • 163. some are more importantthan others because they are...
    • 164. Connectors, Mavens and Salespeople
    • 165. not all communities are created equal
    • 166. FACEBOOK twitter
    • 167. 1. Facebook is bigger (800 vs 100)
    • 168. 1. Facebook is bigger (800 vs 100)2. Facebook is more comprehensive
    • 169. 1. Claim your page
    • 170. 1. Claim your page2. Keep it up to date
    • 171. 1. Claim your page2. Keep it up to date3. Wait and see
    • 172. other communities...
    • 173. Your Toolset:
    • 174. Your Toolset: Facebook
    • 175. Your Toolset: Facebook Twitter
    • 176. Your Toolset: Facebook Twitter Youtube
    • 177. Your Toolset: Facebook Twitter Youtube Flickr
    • 178. Your Toolset: Facebook Twitter Youtube FlickrGoogle+ (test)
    • 179. more followers
    • 180. lack of patience or time
    • 181. sweepstakes
    • 182. Brief Aside: If your business is in trouble, social is not your quick fix.
    • 183. long-term engagement strategy
    • 184. big differences btwntraditional and digital
    • 185. broadcast and display have some similarities
    • 186. paid search, email and social are rewarded based on response
    • 187. Google - places search adshigher if you get more clicks
    • 188. ESPs deliver your emailsbetter if your open rate is higher
    • 189. Facebook prioritizes your posts if you get more engagement
    • 190. quality is important
    • 191. How do you find and build a relationship with influencers?
    • 192. it’s tough on Facebook
    • 193. brands and people can’t message each other
    • 194. it’s all about the wall
    • 195. basic rules for winning on the web in general andsocial in particular are...
    • 196. 1. create good content
    • 197. 1. create good content2. encourage engagement
    • 198. 1. create good content2. encourage engagement3. be consistent
    • 199. 1. create good content2. encourage engagement3. be consistent4. measure
    • 200. what does ‘engagement’ mean?
    • 201. Liking your PagePosting on your WallLiking, commenting on or sharing a post, photo,video etc that you put on your Page@ mentioning your Page in a post they makeTagging your Page in a photoLiking or sharing a check-in dealChecking in at a Place
    • 202. If you know a company’smission, you can figure out how to work with them.
    • 203. Google’s mission:To organize the world
    • 204. you can’t trick ‘em for long. black hat SEO will lose.
    • 205. Facebook’s mission:To make the world a moreopen and connected place.
    • 206. Facebook’s wants to keep people on their sitecommunicating with each other
    • 207. All along, they’re learning about you
    • 208. Farmville?Surveys?
    • 209. Facebook valuesengagement - so that’s what they measure
    • 210. 2 Facebook Measurements to Watch
    • 211. 1. Talking About This: number of peopleinteracting on your page
    • 212. Talking about This Metric It shows you the number of unique people who have created a ‘story’ about your Page in the last 7 days. The ‘story’ might include people: Liking your Page Posting on your Wall Liking, commenting on or sharing a post, photo, video etc that you put on your Page Answering a question you asked using the ‘question’ feature RSVPing to an event @ mentioning your Page in a post they make Tagging your Page in a photo Liking or sharing a check-in deal Checking in at a Place  
    • 213. Talking about This Metric The Point: The more people talking about your business, the more people you’ll be able to reach on Facebook. You’ll see now why it’s so important to get people interacting and engaging with your content. You might also be interested to know that top brands are currently getting 0.7% engagement (on average) on this new metric.  
    • 214. Top brands are getting .7% engagement in the“Talking About This” metric Starbucks on 1/12/12: 0.7% Tennessee Tourism on 1/12/12: 0.7%
    • 215. 2. Weekly Total Reach:and it’s calculated like this...
    • 216. For the last 500 posts:
    • 217. For the last 500 posts:1. Reach - # of people who saw the posts
    • 218. For the last 500 posts:1. Reach - # of people who saw the posts2. # of Engaged Users
    • 219. For the last 500 posts:1. Reach - # of people who saw the posts2. # of Engaged Users3. # of people Talking about this
    • 220. For the last 500 posts:1. Reach - # of people who saw the posts2. # of Engaged Users3. # of people Talking about this4. Virality (talking about this / reach)
    • 221. Facebook doesn’t care if the engagement is positive or negative
    • 222. Currently no automated way to rank sentiment
    • 223. Facebook wants to help you out by filtering your posts...based on overall engagement
    • 224. so if nobody is engaging with your contentyour content gets shown less overall
    • 225. that’s the new Edgerankscoring system and here’s a real life story...
    • 226. A Real EdgeRank• Story April: 1,411 likes • Paramore takes over social• May: 2,058 likes • EdgeRank Score goes public: 24• June: 3,183 likes • EdgeRank Score increases to 29 • SplashGround Sweeps starts• July 4,171 likes: • EdgeRank Score decreases back to 24 • SplashGroundSweeps Ends• August 4,310 likes: • EdgeRank Scores settles at 21
    • 227. A Real EdgeRankWHY? July: Story
    • 228. A Real EdgeRank StoryWHY? August
    • 229. 3 things Facebook thinks are important...
    • 230. 1. User Affinity - engagement2. Status weight - video, image, link3. Freshness - posts less than 4hours old*
    • 231. 1. User Affinity - engagement2. Status weight - video, image, link3. Freshness - posts less than 4hours old* *constantly changing stat.
    • 232. 3 quick Facebook Tips
    • 233. 1. Use a personal tone
    • 234. 2. Always use a call to action (tell me what you think) (like this update if you X)
    • 235. 3. Post during peak hours 7-9 am 5-7 pm 11 pm - 1 am
    • 236. It’s interesting what makes people respond...
    • 237. Ask
    • 238. Ask• Follow-up
    • 239. Have some Holiday Spirit
    • 240. Pretty pictures work• Everyone loves a pretty picture ...
    • 241. Mavens are• Develop a loyal fan base and they will help you manage the on-going conversations on your wall...
    • 242. Love• A reply tweet from a follower after we replied to their original tweet letting them know we missed them as much as they missed Wildwoods.• The Point: A personal touch through a message from a brand is appreciated and builds loyalty.
    • 243. Oops
    • 244. OopsFAIL!
    • 245. Targeting Influencers on Twitter
    • 246. 38 mentions x 3,071 followers= 116,698 impressions
    • 247. 2. The Power of Context
    • 248. Relevant, interestingcontent is the thing.
    • 249. But delivery vehicleschange everything.
    • 250. There are now moresmartphones in use than feature phones
    • 251. in 2014 more than 50% ofweb traffic will come from smartphones
    • 252. Is THIS your personal computer?
    • 253. Or is this?
    • 254. It’s the one you take with you everywhere.
    • 255. Version 2 - updated Sept. 2011
    • 256. monologue
    • 257. dialogue
    • 258. orient all your digital media toward 2 things
    • 259. the promise of digital
    • 260. Companies can know their customers better
    • 261. We can know more thanwe ought to about each other
    • 262. I expect you to know me and my preferences
    • 263. single
    • 264. if you treat me like you know me
    • 265. I’ll vacation with you
    • 266. I’ll buy from you
    • 267. I’ll tell my friends about you
    • 268. and it just might matter
    • 269. because I might be
    • 270. a connector
    • 271. or a maven
    • 272. or a salesperson
    • 273. Thank you.
    • 274. Thank you for your time. The style of this presentation was partiallyinspired by Lawrence Lessig’s minimalist approach to the use of slides.

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