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Nate Huff / David Downing - SoMeT

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  • David intro: Happy to be here, interesting mix of vendor and client
  • David: Thought I coined the term, but Nate had to point out I didn’t…
  • David
  • Nate: DMAI story I’m scared of you people. Christ, we’re using powerpoint. David: full disclosure interlude
  • Nate: what you’ll come away with
  • Nate: We’re going to look at how social transcends (or at the very least, extends) traditional DMO roles and strategies
  • Nate: So let’s start with what we already know. Daniel Tosh reference
  • Nate: Brand following is interesting. Twitter shows more actionable intent. Follow/unfollow
  • Nate: Recap of obvious
  • Nate: Recap of obvious
  • You can even go further. Reference Karin.
  • Nate: So let’s kick off this first “tradition made new” concept – social media as brand.
  • David: explain unmarketing guy
  • David: System comment
  • David: Brand is more than…
  • David: It’s a system (Nate shakes his head) Okay, I admit it I really like logos…
  • David: Also known as “Sunshine City,” St Petersburg holds a Guinness World Record for logging the most consecutive days of sunshine---a stretch that started in late 1967 and lasted 768 days.
  • David: Brand in action (and powerpoint in action)
  • David: Here’ s the real thing
  • David: So let’s talk about what that means when we integrate social media Voice includes content choices
  • Rain reference – get Josh’s tweet Make open records law joke
  • David: New York example
  • Nate: VISIT FLORIDA example
  • David: We believe image selection is huge…
  • David: Image selection continued.
  • David: We believe image selection is huge…
  • David: Poorly buffered video.
  • David: Meaningless interaction creates empty engagement and insults the consumer. Not sure which is worse – reminding people to set their clocks back or liking the reminder.
  • David: Offers opportunity to d more
  • Nate: So how do you measure it. Standard ways, of course.
  • Nate: So next thing we are going to cover is concept of social media as PR
  • Nate: This is really the new version of PR. Not Pushing rhetoric, promotional regurgitation
  • David: criticism of social in PR department. See 2 new roles.
  • David: For the hell of it…
  • David: Paper picks it up
  • David: We launched augmented reality, knew influencers wouldn’t just find it. Social media found inc.com
  • David: 300K followers, 207 tweets of the piece, more than a million total
  • David: Public Relationship. Twitter is not creating long-lasting longing, it’s temporal
  • David: Sticks of fire reference
  • David: Sticks of fire reference
  • David: When you embrace this concept, they know…
  • Nate: Measurements – stakeholders. Measurements for relationships.
  • Nate: Last section
  • Nate: When you can’t co-op, co-opt…
  • Nate: Hallmarks
  • Nate: Intent
  • Nate: Generated about 5,000 likes for partners, 200K for VF
  • Nate: Oregon Adventurecation
  • Nate: Consistent, content driven
  • Nate: Results, regional growth
  • Nate: Drove all the way to bookable product Multi-level co-op opportunities Engagement training for DMOs
  • David: So your “parent” destination is not Oregon and Visit Florida and they aren’t offering you anything? Well, they still are offering you their audience
  • David: And then there’s always good old fashioned kumbaya co-op. #1 referral.
  • Nate: Wrapping up.
  • David intro: Happy to be here, interesting mix of vendor and client
  • Transcript

    • 1. Social Networking or… Social Notworking
    • 2.
      • “ The practice of spending time unproductively on social-networking websites, especially when one should be working.”
      • Urban Dictionary “Word of the Day”
      • March 12, 2009
      What is “Social Notworking?”
    • 3.
      • There is no single “right way” to use social media to market a destination…
      Guiding Principle for Social Media … but there sure as hell are plenty of wrong ways.
    • 4. Before we get started…
      • A few things to remember…
      • Destination & Agency perspective
      • I have no illusions of “outgeeking” you
      • Full disclosure for @VSPC
      • When you fail to tweet, a unicorn dies
      • @natehuff & @MilesMedia
    • 5. What will you walk away with?
      • Three unique angles to consider in your Social Media strategy
      • Ways to measure the effectiveness of each
      • Real examples of success and failure
    • 6. What are these three brilliant ideas?
      • Three Strategies:
      • Social as Brand
      • Social as the new PR Strategy
      • Social as “Love thy Neighbor”
    • 7. What we already know…
      • Fans aren’t the measurement of success…
      … but they are certainly the base ingredient. = =
    • 8. What we already know…
      • Facebook and Twitter have different purposes…
      … and different audiences.
      • 800 million active users
      • 55% female
      • 41% between 25-44
      • 20% over 44
      • 75% outside the U.S.
      • 41% follow a brand
      • 51% will purchase that brand
      • 13% of U.S. population
      • 55% female
      • 42% under 30 (sigh)
      • 60% outside the U.S.
      • 25% follow a brand
      • 67% will purchase that brand
    • 9.
      • There are a million ways to measure…
      What we already know…
    • 10.
      • Awareness
      • Reach
      • Search Lift
      • Sentiment
      • Share of conversation
      • Mentions per time period
      And a million things to measure…
      • Engagement
      • Comments
      • Shares
      • Activity ratios/scoring
      What we already know…
    • 11.
      • Conversion Study – intercept survey & follow up
      • Defines actual travel & influence of social media
      • Validated & values Signals of Intent to Travel
      • Travel generated: $99,404 Cost: $20,000
      • ROI of Social Media Program: 4.97:1
      Social Media Conversion Study What we already know…
    • 12. Social Media as Brand
    • 13. Social Media as Brand
      • “ There is no such thing as a neutral brand engagement.”
      • Scott Stratten, UnMarketing @unmarketing
    • 14. Social Media as Brand
      • “ There is no such thing as a neutral brand engagement.”
      • David Downing, Serial Co-Opter @notwitterhandleyet
    • 15.
      • Brand is…
      • More than a logo
      • More than a color palette
      • More than a typeface
      Social Media as Brand
    • 16. Social Media as Brand
    • 17.
      • Brand is an Experience
      Social Media as Brand
    • 18.  
    • 19. Facebook as Brand
    • 20.
      • How does brand relate to Social Media?
      • Same person - different voice
      • More personal engagement
      • Doesn’t matter who does it
      • If you love it, set it free…
      Social Media as Brand
    • 21.
      • The “two martini” voice…
      • Consistent… but fun
      • Cheeky
      • Authentic (no, really)
      • Take risks you normally wouldn’t…
      Social Media as Brand … because it will be gone tomorrow.
    • 22.  
    • 23.  
    • 24. Social Media as Brand
      • Image selection is a reflection of brand…
    • 25. Social Media as Brand
      • Image selection is a reflection of brand…
    • 26. Social Media as Brand
      • And sometimes people bigger than you control your brand…
    • 27.
      • Invite others in…
      Social Media as Brand
    • 28.
      • Create brand interactions with meaning
      Social Media as Brand
    • 29. Social Media as Brand
      • Enhance the brand with interactions
      • Photo contests to build brand story
      • Use locals to share & reinforce brand
      • See your brand through fresh eyes
      • Cultivate local storytellers (+++)
    • 30.
      • Measure it:
      • Positive mention tracking
      • Share of voice
      • How many interactions enhanced brand?
      • How many brand assets were gained?
      Social Media as Brand
    • 31. Social Media as PR
    • 32. Social Media as PR
      • Not Public Relations
      • Not Media Relations
      • Not Communications
      • PR = Public Relationship
      • The New PR Department…
    • 33. Social Media as PR
      • Two distinct new roles:
      • New driver of earned media – make the tail wag the dog.
      • Twitter as relationship tool with those in market.
    • 34. Taking the media driver’s seat with social media
    • 35.  
    • 36. Social Media as PR
    • 37. Social Media as PR
      • Inc.com
      • 300K followers
      • 207 article tweets
      • More than a million total “views”
    • 38. Social Media as PR
      • Strategy 2: Treating Twitter as temporal
      • Locally oriented
      • Shared circumstance
      • Actionable content
      • Realistic expectations
      • Nothing wrong with a weekend fling
    • 39. Social Media as PR
      • Your consumer is not stupid.
    • 40. Social Media as PR
      • They know when it’s raining.
    • 41. Social Media as PR
      • Be real.
    • 42.
      • Media Measurements
      • New medium – traditional metrics
      • Earned media value
      • Impressions/Reach
      • Relationship Measurements
      • Positive engagements
      • Follow/Engage/Unfollow patterns
      Social Media as Brand
    • 43. Social Media as Multi-Destination Co-operative
    • 44. Multi-Destination Magic
      • Social Media Co-op…
      … and co-opt.
    • 45. Multi-Destination Magic
      • Hallmarks of successful social co-op
      • Funnel-oriented
      • Quality activation strategy (re: meaningful content)
      • Hyper-targeted media
      • Consistent creative
      • Sharing Strategy
      • Community management training
    • 46. Multi-Destination Magic
      • How not to do it…
      • The concept:
      • VISIT FLORIDA fan generation campaign
      • An innovative Pay-Per-Like co-op
      • Targeting DMOs
    • 47. Multi-Destination Magic
      • Why it didn’t work (for co-op):
      • Messaging/Brand disconnect
      • Funnel breakdown
      • Inconsistent value proposition
    • 48. Multi-Destination Magic
      • How TO DO destination social co-op:
    • 49. Multi-Destination Magic
      • Partner Campaign Tags
    • 50. Multi-Destination Magic
      • Results
      Travel Oregon Partners
    • 51. Multi-Destination Magic
      • Why it worked:
      • Content driven
      • “ Funnel Correct”
      • Integrated brand/messaging
    • 52. Multi-Destination Magic
      • Social Co-opt
      • Use upstream partners
      • “ Borrow” from competitors
    • 53. Multi-Destination Magic
      • Social (aka Kumbaya) Co-operation
    • 54. Social Networking or Notworking
      • Wrap it up…
      • Are you adding to your brand appropriately?
      • Are you engaging in meaningful relationships?
      • Are you leveraging upstream partners and serving downstream?
    • 55. Thank You! Question?