West Virginia Hospitality and Travel Association

hannah www.paramore.is

www.paramore.is

“Honey, I know you’re sick...”

“but I’ve preached many a revival meeting with a fever of 104.”

!?!%*#$?!!!!!

Interesting

Breakfast line guy...

“You didn’t have tostop”

misjudged

“just how far can a contact high take you?”

because I didn’teven get started...

“You didn’t have to stop...

“You didn’t have to stop... and talk to me”

If you got sick...I’m sorry

performance pressure

how can I top that faint?

sing my entire presentation

write you a love poem

do my presentation naked

my year in review...

honeymoon in Gatlinburg with my ex-husband

had about the same amount of sex

honeymoon in Florida with Amanda Durand

best honeymoon i’ve ever had

not gay

if you’ve been paying attention

you’ll know I started golﬁng this year...

best kiss I’ve gotten all year

Stephen Hawking’s Chaosand Complexity Theories

refresher...

chaos theory

when simple things arecombined they can create something complex

40 billion

“What’s happening?”

100 million

tweet 250 million times every day

complexity theory

complex systems can have a simple outcome

Facebook has raised more than $800 million

connections

conversations

Klout scores

search results

sophisticated beyond words

wirelessly and in real time

but the outcomes are simply

Social Media Hierarchy of Needs

7 things

Breathe

Breathe Eat

Breathe Eat Sleep

Breathe Eat SleepDrink

Breathe Eat Sleep DrinkHave sex

Breathe Eat Sleep Drink Have sexAchieve homeostasis

Breathe Eat Sleep Drink Have sexAchieve homeostasis Excrete

Facebook and Twitter

Span of Control

Peter Drucker

how many people can oneperson manage effectively?

1 manager with 6 directreports = 222 relationships

1 manager with 16 direct reports = 500,000 relationships

3rd child

your wife has a 3rd child too

and your other 2 kids now have another sibling

eff’s the whole thing up

brief aside:did you know that no twokids are ever born into the same family?

husband and boyfriend

Yours and yourhusband’s

Yours and your husband’sYours and yourboyfriend’s

Yours and your husband’s Yours and your boyfriend’sYours with your husband and boyfriend at the same party

Yours and your husband’s Yours and your boyfriend’sYours with your husband and boyfriend at the same party Your boyfriend’s with you

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

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

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

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

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

It’s just too hard.

not just the ﬁrst number time X

exponentially compounded to something crazy

Facebook Twitter YouTubeFourSquare Gowalla Google+ Pinterest

chaos & complexity

800 million

130friends

80 pages, events or groups

3.5 billion pieces of content shared every week on FB

30% higher on Sundays

100million

YouTube is now a community

some people are moreimportant to you than others

the moment of critical mass

from relative obscurity to epidemic... which is good.

ideas, products, messagesand behaviors spread like viruses.

3 Rule of Epidemics

1. The Law of the Few

1. The Law of the Few2. The Stickiness Factor

1. The Law of the Few2. The Stickiness Factor3. The Power of Context

1. The Law of the Few

1967 - Six Degrees of Separation study

160 students in Nebraska were given a letter withinstructions to get it to a stockbroker in Boston

None of the studentsknew the stockbroker

Took an average of 6 contacts

3 people were the ﬁnal link for 50% of the students

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

1. Connectors

1. Connectors2. Mavens

1. Connectors2. Mavens3. Salespeople

Connectors are...

People with a special knack for bringing the world together.

People with a special knack for bringing the world together.They link us up with the world

extraordinary knack

making friends & acquaintances

they have large networks

they are successfulbecause of their ability to span many different worlds.

intrinsic to theirpersonality is thecombination of...

curiosity

curiosityself-conﬁdence

curiosityself-conﬁdencesociability

curiosityself-conﬁdencesociabilityenergy

Sharon Rowe is a Connector

Mavens are...

information specialists

information specialistspeople we rely on to connect us with new information

information specialists people we rely on to connect us with new informationcollect knowledge and know how to share it

Salesmen are...

persuaders

persuaderscharismatic people we all want to agree with.

hundreds = thousands

it’s not about the people following you

it’s about the people who arefollowing the people who are following you

some are more importantthan others because they are...

Connectors, Mavens and Salespeople

not all communities are created equal

FACEBOOK twitter

1. Facebook is bigger (800 vs 100)

1. Facebook is bigger (800 vs 100)2. Facebook is more comprehensive

1. Claim your page

1. Claim your page2. Keep it up to date

1. Claim your page2. Keep it up to date3. Wait and see

other communities...

Your Toolset:

Your Toolset: Facebook

Your Toolset: Facebook Twitter

Your Toolset: Facebook Twitter Youtube

Your Toolset: Facebook Twitter Youtube Flickr

Your Toolset: Facebook Twitter Youtube FlickrGoogle+ (test)

more followers

lack of patience or time

sweepstakes

Brief Aside: If your business is in trouble, social is not your quick ﬁx.

long-term engagement strategy

big differences btwntraditional and digital

broadcast and display have some similarities

paid search, email and social are rewarded based on response

Google - places search adshigher if you get more clicks

ESPs deliver your emailsbetter if your open rate is higher

Facebook prioritizes your posts if you get more engagement

quality is important

How do you ﬁnd and build a relationship with inﬂuencers?

it’s tough on Facebook

brands and people can’t message each other

it’s all about the wall

basic rules for winning on the web in general andsocial in particular are...

1. create good content

1. create good content2. encourage engagement

1. create good content2. encourage engagement3. be consistent

1. create good content2. encourage engagement3. be consistent4. measure

what does ‘engagement’ mean?

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

If you know a company’smission, you can ﬁgure out how to work with them.

Google’s mission:To organize the world

you can’t trick ‘em for long. black hat SEO will lose.

Facebook’s mission:To make the world a moreopen and connected place.

Facebook’s wants to keep people on their sitecommunicating with each other

All along, they’re learning about you

Farmville?Surveys?

Facebook valuesengagement - so that’s what they measure

2 Facebook Measurements to Watch

1. Talking About This: number of peopleinteracting on your page

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

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.

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%

2. Weekly Total Reach:and it’s calculated like this...

For the last 500 posts:

For the last 500 posts:1. Reach - # of people who saw the posts

For the last 500 posts:1. Reach - # of people who saw the posts2. # of Engaged Users

For the last 500 posts:1. Reach - # of people who saw the posts2. # of Engaged Users3. # of people Talking about this

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)

Facebook doesn’t care if the engagement is positive or negative

Currently no automated way to rank sentiment

Facebook wants to help you out by ﬁltering your posts...based on overall engagement

so if nobody is engaging with your contentyour content gets shown less overall

that’s the new Edgerankscoring system and here’s a real life story...

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

A Real EdgeRankWHY? July: Story

A Real EdgeRank StoryWHY? August

3 things Facebook thinks are important...

1. User Affinity - engagement2. Status weight - video, image, link3. Freshness - posts less than 4hours old*

1. User Affinity - engagement2. Status weight - video, image, link3. Freshness - posts less than 4hours old* *constantly changing stat.

3 quick Facebook Tips

1. Use a personal tone

2. Always use a call to action (tell me what you think) (like this update if you X)

3. Post during peak hours 7-9 am 5-7 pm 11 pm - 1 am

It’s interesting what makes people respond...

Ask• Follow-up

Have some Holiday Spirit

Pretty pictures work• Everyone loves a pretty picture ...

Mavens are• Develop a loyal fan base and they will help you manage the on-going conversations on your wall...

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.

OopsFAIL!

Targeting Inﬂuencers on Twitter

38 mentions x 3,071 followers= 116,698 impressions

2. The Power of Context

Relevant, interestingcontent is the thing.

But delivery vehicleschange everything.

There are now moresmartphones in use than feature phones

in 2014 more than 50% ofweb traffic will come from smartphones

Is THIS your personal computer?

Or is this?

It’s the one you take with you everywhere.

3 main differencesbetween these two devices

1. Screen size

2. Navigation/Input method

3. Context

2 schools of thought

1. Mobile should belight-weight and focused.

2. Mobile should haveeverything - because it’s many people’s only computer

The biggest problem on the web is the lack of good content

3. The Stickiness Factor

Good content will solve almost all of your problems.

Good Content is Good Etiquette • Repurposing “Good” content is good social etiquette. • To illustrate... “Be Considerate”

“Be Considerate” Don’t dump your content on me!Don’t you hatethat person whois long windedand talks aboutthemselves allthe time?

“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 ...

“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.

“Be Considerate” Don’t dump your content on me!Yikes.

Good Content is Good EtiquetteIt just got worse.

“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.

Don’t Get ClingyIt’s a date - not an Engagement

Be RealisticYou’re for Indigestion. Not cool parties.

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.”

A very common question

Social Staffing...This is easy to ﬁnd... and not what you need.

MoreAboutSocialStaffing...What do they do allday?

MoreAboutSocialStaffing...They want to getpaid?

It’s not your intern’s job anymore

Knowing the tools to use is not the same as understanding the strategy

what’s the differencebetween knowing and doing?

it’s like the differencebetween education and training

think of it in terms of sex education vs. sex training

More About Social Staffing...When they sink - When they swim.

venting...

The things I’m tired of...

Bragging

BraggingBragging veiled as sharing

BraggingBragging veiled as sharingWhining

BraggingBragging veiled as sharingWhiningun-funny people trying to be funny

BraggingBragging veiled as sharingWhiningun-funny people trying to be funnyinspirational thoughts - every day

That’s a bundle of news and no mistake

We can know more thanwe ought to about each other

Companies can know their customers better

smarter and more efficient

information is more readily available soeverybody is an expert

authenticity, truck andfriendship are expected

transparency is expected

I expect you to know me and my preferences

single

if you treat me like you know me

I’ll vacation with you

I’ll buy from you

I’ll tell my friends about you

and it just might matter

because I might be

a connector

or a maven

or a salesperson

Thank you.

West Virginia Hospitality and Travel Association

by Paramore | the digital agency

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West Virginia Hospitality and Travel Association Presentation Transcript