West Virginia Hospitality and Travel Association

1,544 views
1,487 views

Published on

Hannah Paramore, President of Paramore | the digital agency rocked it at the WVHTA Conference - "Sharpen Your Edge for Tomorrow - Your Future with Social Media.

Published in: Education
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
1,544
On SlideShare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • West Virginia Hospitality and Travel Association

    1. 1. Hi.
    2. 2. Hi.
    3. 3. hannah www.paramore.is
    4. 4. www.paramore.is
    5. 5. www.paramore.is
    6. 6. “Honey, I know you’re sick...”
    7. 7. “but I’ve preached many a revival meeting with a fever of 104.”
    8. 8. !?!%*#$?!!!!!
    9. 9. Interesting
    10. 10. Breakfast line guy...
    11. 11. “You didn’t have tostop”
    12. 12. misjudged
    13. 13. “just how far can a contact high take you?”
    14. 14. because I didn’teven get started...
    15. 15. “You didn’t have to stop...
    16. 16. “You didn’t have to stop... and talk to me”
    17. 17. If you got sick...I’m sorry
    18. 18. performance pressure
    19. 19. how can I top that faint?
    20. 20. sing my entire presentation
    21. 21. write you a love poem
    22. 22. do my presentation naked
    23. 23. no
    24. 24. my year in review...
    25. 25. honeymoon in Gatlinburg with my ex-husband
    26. 26. had about the same amount of sex
    27. 27. 0
    28. 28. honeymoon in Florida with Amanda Durand
    29. 29. best honeymoon i’ve ever had
    30. 30. not gay
    31. 31. if you’ve been paying attention
    32. 32. you’ll know I started golfing this year...
    33. 33. best kiss I’ve gotten all year
    34. 34. Stephen Hawking’s Chaosand Complexity Theories
    35. 35. refresher...
    36. 36. chaos theory
    37. 37. when simple things arecombined they can create something complex
    38. 38. 40 billion
    39. 39. “What’s happening?”
    40. 40. 100 million
    41. 41. tweet 250 million times every day
    42. 42. complexity theory
    43. 43. complex systems can have a simple outcome
    44. 44. Facebook has raised more than $800 million
    45. 45. ads
    46. 46. connections
    47. 47. conversations
    48. 48. Klout scores
    49. 49. search results
    50. 50. sophisticated beyond words
    51. 51. wirelessly and in real time
    52. 52. but the outcomes are simply
    53. 53. Social Media Hierarchy of Needs
    54. 54. 7 things
    55. 55. Breathe
    56. 56. Breathe Eat
    57. 57. Breathe Eat Sleep
    58. 58. Breathe Eat SleepDrink
    59. 59. Breathe Eat Sleep DrinkHave sex
    60. 60. Breathe Eat Sleep Drink Have sexAchieve homeostasis
    61. 61. Breathe Eat Sleep Drink Have sexAchieve homeostasis Excrete
    62. 62. Facebook and Twitter
    63. 63. Span of Control
    64. 64. Peter Drucker
    65. 65. how many people can oneperson manage effectively?
    66. 66. 1 manager with 6 directreports = 222 relationships
    67. 67. 1 manager with 16 direct reports = 500,000 relationships
    68. 68. 3rd child
    69. 69. your wife has a 3rd child too
    70. 70. and your other 2 kids now have another sibling
    71. 71. eff’s the whole thing up
    72. 72. brief aside:did you know that no twokids are ever born into the same family?
    73. 73. husband and boyfriend
    74. 74. husband and boyfriend
    75. 75. Yours and yourhusband’s
    76. 76. Yours and your husband’sYours and yourboyfriend’s
    77. 77. Yours and your husband’s Yours and your boyfriend’sYours with your husband and boyfriend at the same party
    78. 78. Yours and your husband’s Yours and your boyfriend’sYours with your husband and boyfriend at the same party Your boyfriend’s with you
    79. 79. Yours and your husband’s Yours and your boyfriend’sYours with your husband and boyfriend at the same party Your boyfriend’s with you Your husband’s with you
    80. 80. Yours and your husband’s Yours and your boyfriend’sYours with your husband and boyfriend at the same party Your boyfriend’s with you Your husband’s with Youryou boyfriend with your husband
    81. 81. Yours and your husband’s Yours and your boyfriend’sYours with your husband and boyfriend at the same party Your boyfriend’s with you Your husband’s with Youryou boyfriend with your husband Your husband with your boyfriend
    82. 82. Yours and your husband’s Yours and your boyfriend’sYours with your husband and boyfriend at the same party Your boyfriend’s with you Your husband’s with Youryou boyfriend with your husband Your husband with your boyfriend Your husband with you and your boyfriend at the party
    83. 83. Yours and your husband’s Yours and your boyfriend’sYours with your husband and boyfriend at the same party Your boyfriend’s with you Your husband’s with Youryou boyfriend with your husband Your husband with your boyfriend Your husband with you and your boyfriend at the party boyfriend with you and your husband at the Your party
    84. 84. It’s just too hard.
    85. 85. not just the first number time X
    86. 86. exponentially compounded to something crazy
    87. 87. Facebook Twitter YouTubeFourSquare Gowalla Google+ Pinterest
    88. 88. chaos & complexity
    89. 89. 800 million
    90. 90. 130friends
    91. 91. 80 pages, events or groups
    92. 92. 3.5 billion pieces of content shared every week on FB
    93. 93. 95%
    94. 94. 30% higher on Sundays
    95. 95. 100million
    96. 96. 55%
    97. 97. YouTube is now a community
    98. 98. some people are moreimportant to you than others
    99. 99. the moment of critical mass
    100. 100. from relative obscurity to epidemic... which is good.
    101. 101. ideas, products, messagesand behaviors spread like viruses.
    102. 102. 3 Rule of Epidemics
    103. 103. 1. The Law of the Few
    104. 104. 1. The Law of the Few2. The Stickiness Factor
    105. 105. 1. The Law of the Few2. The Stickiness Factor3. The Power of Context
    106. 106. 1. The Law of the Few
    107. 107. 1967 - Six Degrees of Separation study
    108. 108. 160 students in Nebraska were given a letter withinstructions to get it to a stockbroker in Boston
    109. 109. None of the studentsknew the stockbroker
    110. 110. Took an average of 6 contacts
    111. 111. 3 people were the final link for 50% of the students
    112. 112. 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
    113. 113. 1. Connectors
    114. 114. 1. Connectors2. Mavens
    115. 115. 1. Connectors2. Mavens3. Salespeople
    116. 116. Connectors are...
    117. 117. People with a special knack for bringing the world together.
    118. 118. People with a special knack for bringing the world together.They link us up with the world
    119. 119. extraordinary knack
    120. 120. making friends & acquaintances
    121. 121. they have large networks
    122. 122. they are successfulbecause of their ability to span many different worlds.
    123. 123. intrinsic to theirpersonality is thecombination of...
    124. 124. curiosity
    125. 125. curiosityself-confidence
    126. 126. curiosityself-confidencesociability
    127. 127. curiosityself-confidencesociabilityenergy
    128. 128. Sharon Rowe is a Connector
    129. 129. Mavens are...
    130. 130. information specialists
    131. 131. information specialistspeople we rely on to connect us with new information
    132. 132. information specialists people we rely on to connect us with new informationcollect knowledge and know how to share it
    133. 133. Salesmen are...
    134. 134. persuaders
    135. 135. persuaderscharismatic people we all want to agree with.
    136. 136. hundreds = thousands
    137. 137. it’s not about the people following you
    138. 138. it’s about the people who arefollowing the people who are following you
    139. 139. some are more importantthan others because they are...
    140. 140. Connectors, Mavens and Salespeople
    141. 141. not all communities are created equal
    142. 142. FACEBOOK twitter
    143. 143. 1. Facebook is bigger (800 vs 100)
    144. 144. 1. Facebook is bigger (800 vs 100)2. Facebook is more comprehensive
    145. 145. 1. Claim your page
    146. 146. 1. Claim your page2. Keep it up to date
    147. 147. 1. Claim your page2. Keep it up to date3. Wait and see
    148. 148. other communities...
    149. 149. Your Toolset:
    150. 150. Your Toolset: Facebook
    151. 151. Your Toolset: Facebook Twitter
    152. 152. Your Toolset: Facebook Twitter Youtube
    153. 153. Your Toolset: Facebook Twitter Youtube Flickr
    154. 154. Your Toolset: Facebook Twitter Youtube FlickrGoogle+ (test)
    155. 155. more followers
    156. 156. lack of patience or time
    157. 157. sweepstakes
    158. 158. Brief Aside: If your business is in trouble, social is not your quick fix.
    159. 159. long-term engagement strategy
    160. 160. big differences btwntraditional and digital
    161. 161. broadcast and display have some similarities
    162. 162. paid search, email and social are rewarded based on response
    163. 163. Google - places search adshigher if you get more clicks
    164. 164. ESPs deliver your emailsbetter if your open rate is higher
    165. 165. Facebook prioritizes your posts if you get more engagement
    166. 166. quality is important
    167. 167. How do you find and build a relationship with influencers?
    168. 168. it’s tough on Facebook
    169. 169. brands and people can’t message each other
    170. 170. it’s all about the wall
    171. 171. basic rules for winning on the web in general andsocial in particular are...
    172. 172. 1. create good content
    173. 173. 1. create good content2. encourage engagement
    174. 174. 1. create good content2. encourage engagement3. be consistent
    175. 175. 1. create good content2. encourage engagement3. be consistent4. measure
    176. 176. what does ‘engagement’ mean?
    177. 177. 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
    178. 178. If you know a company’smission, you can figure out how to work with them.
    179. 179. Google’s mission:To organize the world
    180. 180. you can’t trick ‘em for long. black hat SEO will lose.
    181. 181. Facebook’s mission:To make the world a moreopen and connected place.
    182. 182. Facebook’s wants to keep people on their sitecommunicating with each other
    183. 183. All along, they’re learning about you
    184. 184. Farmville?Surveys?
    185. 185. Facebook valuesengagement - so that’s what they measure
    186. 186. 2 Facebook Measurements to Watch
    187. 187. 1. Talking About This: number of peopleinteracting on your page
    188. 188. 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  
    189. 189. 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.  
    190. 190. 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%
    191. 191. 2. Weekly Total Reach:and it’s calculated like this...
    192. 192. For the last 500 posts:
    193. 193. For the last 500 posts:1. Reach - # of people who saw the posts
    194. 194. For the last 500 posts:1. Reach - # of people who saw the posts2. # of Engaged Users
    195. 195. For the last 500 posts:1. Reach - # of people who saw the posts2. # of Engaged Users3. # of people Talking about this
    196. 196. 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)
    197. 197. Facebook doesn’t care if the engagement is positive or negative
    198. 198. Currently no automated way to rank sentiment
    199. 199. Facebook wants to help you out by filtering your posts...based on overall engagement
    200. 200. so if nobody is engaging with your contentyour content gets shown less overall
    201. 201. that’s the new Edgerankscoring system and here’s a real life story...
    202. 202. 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
    203. 203. A Real EdgeRankWHY? July: Story
    204. 204. A Real EdgeRank StoryWHY? August
    205. 205. 3 things Facebook thinks are important...
    206. 206. 1. User Affinity - engagement2. Status weight - video, image, link3. Freshness - posts less than 4hours old*
    207. 207. 1. User Affinity - engagement2. Status weight - video, image, link3. Freshness - posts less than 4hours old* *constantly changing stat.
    208. 208. 3 quick Facebook Tips
    209. 209. 1. Use a personal tone
    210. 210. 2. Always use a call to action (tell me what you think) (like this update if you X)
    211. 211. 3. Post during peak hours 7-9 am 5-7 pm 11 pm - 1 am
    212. 212. It’s interesting what makes people respond...
    213. 213. Ask
    214. 214. Ask• Follow-up
    215. 215. Have some Holiday Spirit
    216. 216. Pretty pictures work• Everyone loves a pretty picture ...
    217. 217. Mavens are• Develop a loyal fan base and they will help you manage the on-going conversations on your wall...
    218. 218. 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.
    219. 219. Oops
    220. 220. OopsFAIL!
    221. 221. Targeting Influencers on Twitter
    222. 222. 38 mentions x 3,071 followers= 116,698 impressions
    223. 223. 2. The Power of Context
    224. 224. Relevant, interestingcontent is the thing.
    225. 225. But delivery vehicleschange everything.
    226. 226. There are now moresmartphones in use than feature phones
    227. 227. in 2014 more than 50% ofweb traffic will come from smartphones
    228. 228. Is THIS your personal computer?
    229. 229. Or is this?
    230. 230. It’s the one you take with you everywhere.
    231. 231. 3 main differencesbetween these two devices
    232. 232. 1. Screen size
    233. 233. 2. Navigation/Input method
    234. 234. 3. Context
    235. 235. 2 schools of thought
    236. 236. 1. Mobile should belight-weight and focused.
    237. 237. 2. Mobile should haveeverything - because it’s many people’s only computer
    238. 238. The biggest problem on the web is the lack of good content
    239. 239. 3. The Stickiness Factor
    240. 240. Good content will solve almost all of your problems.
    241. 241. Good Content is Good Etiquette • Repurposing “Good” content is good social etiquette. • To illustrate... “Be Considerate”
    242. 242. “Be Considerate” Don’t dump your content on me!Don’t you hatethat person whois long windedand talks aboutthemselves allthe time?
    243. 243. “Be Considerate” Don’t dump your content on me!How about that person wholeaves you a long winded Voicemail: Hey, it’s me - Ivoicemail when they could’ve was just calling to let you know I was on the way to meet you for our plannedsent you a text message? lunch at noon! It’s 11:52 on Wednesday. By the way, remind me of this story to tell you when I see you. Also... did you ever talk to dad? I was thinking about giving ...
    244. 244. “Be Considerate” Don’t dump your content on me!How about that person wholeaves you a long windedvoicemail when they could’vesent you a text message? TXT: OTW now. C U soon.
    245. 245. “Be Considerate” Don’t dump your content on me!Yikes.
    246. 246. Good Content is Good EtiquetteIt just got worse.
    247. 247. “Be Considerate”• The Point: Don’t dump your content on me! Good content is concise, timely, accurate, relevant, thoughtful, unpredictable, informative – even funny.• Your communication with your fan base should mirror the venue (Facebook posts can be longer than tweets) and mirror the medium (your website will be more content rich than your mobile site)• The Stat: Retail brand Posts less than 80 characters in length receive 66% higher engagement than longer Posts.
    248. 248. Don’t Get ClingyIt’s a date - not an Engagement
    249. 249. Be RealisticYou’re for Indigestion. Not cool parties.
    250. 250. Good Content is Good Etiquette•Other rules of thumb: • “THANK YOU” after someone offers you something, or “NO THANK YOU” if you decline the offer. • Always be polite, and use the word “PLEASE” which goes a long way, and doesn’t cost you anything. • Show interest in the topic and person you are talking to, give eye contact, and never interrupt. • Take turns. • Be a good sport. • Be kind to others. • Be on time. • “Do unto others as you would have them do unto you.”
    251. 251. A very common question
    252. 252. Social Staffing...This is easy to find... and not what you need.
    253. 253. MoreAboutSocialStaffing...What do they do allday?
    254. 254. MoreAboutSocialStaffing...They want to getpaid?
    255. 255. It’s not your intern’s job anymore
    256. 256. Knowing the tools to use is not the same as understanding the strategy
    257. 257. what’s the differencebetween knowing and doing?
    258. 258. it’s like the differencebetween education and training
    259. 259. think of it in terms of sex education vs. sex training
    260. 260. More About Social Staffing...When they sink - When they swim.
    261. 261. venting...
    262. 262. The things I’m tired of...
    263. 263. Bragging
    264. 264. BraggingBragging veiled as sharing
    265. 265. BraggingBragging veiled as sharingWhining
    266. 266. BraggingBragging veiled as sharingWhiningun-funny people trying to be funny
    267. 267. BraggingBragging veiled as sharingWhiningun-funny people trying to be funnyinspirational thoughts - every day
    268. 268. That’s a bundle of news and no mistake
    269. 269. We can know more thanwe ought to about each other
    270. 270. Companies can know their customers better
    271. 271. smarter and more efficient
    272. 272. information is more readily available soeverybody is an expert
    273. 273. authenticity, truck andfriendship are expected
    274. 274. transparency is expected
    275. 275. I expect you to know me and my preferences
    276. 276. single
    277. 277. if you treat me like you know me
    278. 278. I’ll vacation with you
    279. 279. I’ll buy from you
    280. 280. I’ll tell my friends about you
    281. 281. and it just might matter
    282. 282. because I might be
    283. 283. a connector
    284. 284. or a maven
    285. 285. or a salesperson
    286. 286. Thank you.

    ×