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Nate Huff / David Downing - SoMeT

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

Nate Huff / David Downing - SoMeT Nate Huff / David Downing - SoMeT Presentation Transcript

  • Social Networking or… Social Notworking
    • “ 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?”
    • 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.
  • 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
  • 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
  • What are these three brilliant ideas?
    • Three Strategies:
    • Social as Brand
    • Social as the new PR Strategy
    • Social as “Love thy Neighbor”
  • What we already know…
    • Fans aren’t the measurement of success…
    … but they are certainly the base ingredient. = =
  • 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
    • There are a million ways to measure…
    What we already know…
    • 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…
    • 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…
  • Social Media as Brand
  • Social Media as Brand
    • “ There is no such thing as a neutral brand engagement.”
    • Scott Stratten, UnMarketing @unmarketing
  • Social Media as Brand
    • “ There is no such thing as a neutral brand engagement.”
    • David Downing, Serial Co-Opter @notwitterhandleyet
    • Brand is…
    • More than a logo
    • More than a color palette
    • More than a typeface
    Social Media as Brand
  • Social Media as Brand
    • Brand is an Experience
    Social Media as Brand
  • Facebook as Brand
    • 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
    • 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.
  • Social Media as Brand
    • Image selection is a reflection of brand…
  • Social Media as Brand
    • Image selection is a reflection of brand…
  • Social Media as Brand
    • And sometimes people bigger than you control your brand…
    • Invite others in…
    Social Media as Brand
    • Create brand interactions with meaning
    Social Media as Brand
  • 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 (+++)
    • Measure it:
    • Positive mention tracking
    • Share of voice
    • How many interactions enhanced brand?
    • How many brand assets were gained?
    Social Media as Brand
  • Social Media as PR
  • Social Media as PR
    • Not Public Relations
    • Not Media Relations
    • Not Communications
    • PR = Public Relationship
    • The New PR Department…
  • 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.
  • Taking the media driver’s seat with social media
  • Social Media as PR
  • Social Media as PR
    • Inc.com
    • 207 article tweets
    • More than a million total “views”
  • Social Media as PR
    • Strategy 2: Treating Twitter as temporal
    • Locally oriented
    • Shared circumstance
    • Actionable content
    • Realistic expectations
    • Nothing wrong with a weekend fling
  • Social Media as PR
    • Your consumer is not stupid.
  • Social Media as PR
    • They know when it’s raining.
  • Social Media as PR
    • Be real.
    • Media Measurements
    • New medium – traditional metrics
    • Earned media value
    • Impressions/Reach
    • Relationship Measurements
    • Positive engagements
    • Follow/Engage/Unfollow patterns
    Social Media as Brand
  • Social Media as Multi-Destination Co-operative
  • Multi-Destination Magic
    • Social Media Co-op…
    … and co-opt.
  • 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
  • Multi-Destination Magic
    • How not to do it…
    • The concept:
    • VISIT FLORIDA fan generation campaign
    • An innovative Pay-Per-Like co-op
    • Targeting DMOs
  • Multi-Destination Magic
    • Why it didn’t work (for co-op):
    • Messaging/Brand disconnect
    • Funnel breakdown
    • Inconsistent value proposition
  • Multi-Destination Magic
    • How TO DO destination social co-op:
  • Multi-Destination Magic
    • Partner Campaign Tags
  • Multi-Destination Magic
    • Results
    Travel Oregon Partners
  • Multi-Destination Magic
    • Why it worked:
    • Content driven
    • “ Funnel Correct”
    • Integrated brand/messaging
  • Multi-Destination Magic
    • Social Co-opt
    • Use upstream partners
    • “ Borrow” from competitors
  • Multi-Destination Magic
    • Social (aka Kumbaya) Co-operation
  • 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?
  • Thank You! Question?