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Facebook, Twitter, Blogging 101  - Ag Hort Conference - 2012.01.17
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Facebook, Twitter, Blogging 101 - Ag Hort Conference - 2012.01.17

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A presentation given at the Indiana Ag Hort Conference on January 17th, 2012 about Facebook, Twitter and Blogging and their use for agricultural and horticultural businesses in Indiana.

A presentation given at the Indiana Ag Hort Conference on January 17th, 2012 about Facebook, Twitter and Blogging and their use for agricultural and horticultural businesses in Indiana.

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  • 1. January 17th , 2011Facebook (and Blogging and Twitter) 101
  • 2. Jeremy A. Williams Email: JeWilliams@VisitIndiana.com Phone: 317.232.8897 Twitter: @VisitIndiana Twitter: @JeremyAWilliams Blog: VisitIndiana.com/blog
  • 3. What Will We Talk About Today?
  • 4. Indiana Office of Tourism Development• Marketing arm for leisure tourism in state• Stand alone agency reporting to Lt. Governor• Staff of six• Current budget - $1.9 million from the generalfund• Private revenue - $1.3 million
  • 5. Tourism is Big Business in Indiana• Indiana hosts more than 62 million visitorsannually• Visitors spend more than $10 billionannually• Tourism industry supports more than257,000 jobs in Indiana
  • 6. Marketing Strategies• VisitIndiana.com• Online marketing• Consumer permission e-mail• Social media• Publications• Advertising coop program• Earned media
  • 7. Publications1. Indiana Travel Guide(500,000 copies)2. Indiana Travel Map(500,000 copies)3. Partnership with ISFAfor Indiana FestivalGuide
  • 8. Social Media • Strategic growth from 2009 through 2011 2009 2010 June 1, ‘11 Jan 1 ‘12Flickr VI Members 292 381 400 413Group Photos 6,759 10,184 11,030 12,092Facebook Members 948 4,026 5,125 6,614Twitter Followers 3,570 6,155 7,652 14,187Foursquare Followers n/a 4,483 10,160 14,812Indiana Visitors 70,000 136,000 65,000 242,000Insider Blog (annual)
  • 9. Indiana Insider Blog• 6 staff members• 3 paid bloggers, 15+ contributors• 40+ Butler University Student Bloggers• 40% more visits in 2010 than 2009• 82% ahead of 2010 so far in 2011
  • 10. 470,000 visitors over 3.5 years
  • 11. Why We Created the Indiana Insider Blog• Provide insider tips and information on things to do in Indiana• Use real experiences from real people - not marketing-speak orpress releases• We wanted to create an outlet to more easily get info to consumers• VisitIndiana.com is primarily listings - not enough long-form content• Gives us tremendous flexibility• Blog would be free• Great for SEO
  • 12. Social Media Research - BlogWe surveyed readers of our blog in July, here are our findings:• 43% of respondents read our blog as often as new posts are created• Over half share posts occasionally - typically through email• 68% of readers travel to/within Indiana at least every couple months• Top content our blog readers are looking for: • Unique destinations • Discounts • Local food • Day trip ideas • Insider info
  • 13. How Will Blogging Help You?• You are the subject matter experts in your business• Search Engines love frequently and recently updated content • 70.45% of Indiana Insider Blog traffic via Search in past 12 months• Easily updated with up-to-date info• Once it’s up, very easy to manage• Content stays live long after the post is written • 4 of 10 top posts in 2011 were written in 2008, 2009 or 2010.Our blog is the content enginethat drives our social strategy
  • 14. Which Platform to Choose?
  • 15. Broadcast Your Posts:Twitter Facebook• Twitterfeed • RSS Graffiti • Quickly pushes new posts to Twitter • Immediately pushes new posts to FB • Add extra copy/hashtags to each • Hook up to your bit.ly account tweet • Feeds through with image and post • Hook up to your bit.ly account summary • Allows for Google Analytics Campaign info
  • 16. • Copy points here copy points here •Sub text here• Copy points here copy points here• Copy points here copy points here •Sub text here
  • 17. Facebook Stats - 2011 • More than 800 million users • 50% of active users login on any given day • Average user has 130 friends • People spend over 700 billion minutes/month on FB • Roughly 20 hours/month per user • Users average 23 minutes per Facebook session • Avg. user connected to 80 community pages, groups and events • 59% of consumers are more likely to recommend a brand after liking on Facebook • Each week on Facebook more than 3.5 billion pieces of content are shared • 250 million active mobile Facebook usersSources: All stats from facebook.com
  • 18. Facebook.com/PageHeadline Here• Copy points here copy points here •Sub text here• Copy points here copy points here• Copy points here copy points here •Sub text here
  • 19. Facebook Ads • Target exactly who you want as fans • Inexpensive way to gain fans • Purchase Pay-per- Click, not Impressions
  • 20. Social Media Research - FacebookWe surveyed our Fans in July, here are our findings• 85% of respondents became fans because they clicked on the Facebook iconon VisitIndiana.com• 34% share posts from Visit Indiana Facebook page often• 37% saw posts from Visit Indiana daily• 47% saw posts from Visit Indiana several times a week• Top content our Facebook followers are looking for: • Discounts • Insider info • Day trip ideas • Unique destinations • Timely events
  • 21. How Will Facebook Help You?• 800 million people – your business WILL have an audience on Facebook• Facebook allows for easy-to-follow, public interaction with customers• Useful for keeping fans up to date on company news, product launches• Customer service tool• Share exclusive news, discounts and info with fans – they expect it• Push blog posts to Facebook – these are some of your most engaged fans• Don’t be creepy – no Facebook Stalking!Remember: Facebook is a broadcastmedium that enables two-way conversation(so ask and answer questions)
  • 22. Measure: Facebook Insights
  • 23. Twitter Stats - 2011 • 5 years old • 200-300 million users1 • Took 3+ years to reach 1B tweets (Mar ‘06-May ’09)2 • Now 1B tweets are sent in just one week2 • 34% of marketers have generated leads via Twitter • 55% of Twitter users access the platform via mobile devices • Twitter users are the most influential online customers, their influence spreads across all areas of the internet.3Sources: 1. bbc.co.uk; 2. blog.twitter.com ; 3. ExactTarget SFF Research (2010)
  • 24. Social Media Management tools TweetDeck HootSuite • 200 million users1 •Sub text here • Copy points here copy points here • Copy points here copy points here •Sub text hereSources: 1. bbc.co.uk
  • 25. 46% of Tweets from Mobile Devices 1
  • 26. How Will Twitter Help You?• Twitter users are the most influential online customers – influence spreads• People are already talking about you or your industry on Twitter• Useful for keeping fans up to date on company news, product launches• Share exclusive news, discounts and info with followers• Push blog posts to Twitter – post at different time of day/week• Retweet relevant content and have conversations with followers• Customer service tool
  • 27. Social Media Research - TwitterWe surveyed our Followers in July, here are our findings• 60% of respondents followed @VisitIndiana because they saw our namementioned in a tweet in their stream• 14% followed us because of a Promoted Tweet or Promoted Account• 61% saw tweets from @VisitIndiana at least daily• 14% retweet content from @VisitIndiana often or very often• Top content our Twitter followers are looking for: • Discounts • Unique destinations • Local food • Day trip ideas • Insider info
  • 28. Measure:• @ Mentions and Direct Messages• Retweets (how many times were you retweeted?)• Inbound links to your website via Twitter • Some trackable via twitter.com or t.co• Append campaign tracking metrics to links you send out.
  • 29. Twitter Promoted Tweets
  • 30. Twitter Promoted Accounts
  • 31. Resources• Presentation: bit.ly/visitindiana-aghort• ExactTarget Research: bit.ly/ttc-sff• Tourism Tech Corner: VisitIndiana.com/TechCorner
  • 32. Jeremy A. Williams Email: JeWilliams@VisitIndiana.com Phone: 317.232.8897 Twitter: @VisitIndiana Twitter: @JeremyAWilliams Blog: VisitIndiana.com/blog
  • 33. January 17th , 2011Facebook (and Blogging and Twitter) 101