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

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

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