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Taking on the Tide of Social Media October 4, 2011 – South Shore CVA’s Tourism Tech Summit
Welcome Email:  [email_address] Phone:  317.232.8897 Twitter:  @VisitIndiana Twitter:  @JeremyAWilliams Blog:  VisitIndian...
What Will We Talk About Today?
 
What is a Blog? <ul><li>Website regularly updated with copy, images video…commonly in reverse chronological order 1 </li><...
Why Should I Blog? <ul><li>Search Engines love frequent and recent content </li></ul><ul><ul><li>64% of Indiana Insider Bl...
481,600 visitors over 3.5 years
 
Which Platform to Choose?
Engage: <ul><li>Set up email/RSS subscriptions for your blog </li></ul><ul><ul><li>feedburner.google.com </li></ul></ul><u...
Measure: <ul><li>Many different ways to measure </li></ul><ul><ul><li>Analytics platform: Google Analytics, WebTrends, Yah...
<ul><li>Copy points here copy points here </li></ul><ul><ul><li>Sub text here </li></ul></ul><ul><li>Copy points here copy...
Facebook Stats - 2011 <ul><li>More than 800 million users </li></ul><ul><li>50% of active users login on any given day </l...
Headline Here <ul><li>Copy points here copy points here </li></ul><ul><ul><li>Sub text here </li></ul></ul><ul><li>Copy po...
 
Engage <ul><li>Giveaways/Contests  </li></ul><ul><li>Ask questions </li></ul><ul><li>Answer questions </li></ul><ul><li>In...
Facebook Ads <ul><li>Target  exactly  who you want as fans </li></ul><ul><li>Inexpensive way to gain fans </li></ul><ul><l...
Measure: Facebook Insights <ul><li>Copy points here copy points here </li></ul><ul><ul><li>Sub text here </li></ul></ul><u...
 
Twitter Stats - 2011 <ul><li>5 years old  </li></ul><ul><li>200 million users 1 </li></ul><ul><li>Took 3+ years to reach 1...
 
Social Media Management tools <ul><li>200 million users 1 </li></ul><ul><ul><li>Sub text here </li></ul></ul><ul><li>Copy ...
46% of Tweets from Mobile Devices 1
Engage <ul><li>Listen first </li></ul><ul><li>Ask questions </li></ul><ul><li>Answer questions </li></ul><ul><li>Interact ...
Measure: <ul><li>@ Mentions and Direct Messages </li></ul><ul><li>Retweets (how many times were you retweeted?) </li></ul>...
 
Why Track Web Stats? <ul><li>Find out:  </li></ul><ul><li>How consumers are getting to your site </li></ul><ul><li>What th...
Why Do We Use Google Analytics? <ul><li>Free </li></ul><ul><li>Flexible </li></ul><ul><li>Powerful </li></ul><ul><li>Widel...
Which Metrics are Important?
Which Metrics are Important? Referral Sources
Which Metrics are Important? Top Search Engine Terms
Which Metrics are Important? Campaign Tracking
Which Metrics are Important? Campaign Tracking http://www.visitindiana.com/?utm_source=twitter&utm_medium=social%2Bmedia&u...
 
Advertise on VisitIndiana.com <ul><li>636,000 visitors in 2010 </li></ul><ul><li>71% of VI.com visitors are planning to tr...
Free Opportunities: <ul><li>Create your own at: VisitIndiana.com/AdPortal  </li></ul><ul><ul><li>Discount Coupons/Packages...
Paid Opportunity: VI.com Brochure Ad
Paid Opportunity: Homepage Feature
Paid Opportunity: VI.com Listing
Paid Opportunity: Search Ads
 
Resources <ul><li>Presentation:  bit.ly/southshore-socialmedia </li></ul><ul><li>ExactTarget Research:  bit.ly/ttc-sff </l...
Questions? Email:  [email_address] Phone:  317.232.8897 Twitter:  @VisitIndiana Twitter:  @JeremyAWilliams Blog:  VisitInd...
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Taking on the Tide of Social Media

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Taking on the Tide of Social Media - South Shore CVA's Tourism Tech Summit - October 4, 2011.

Jeremy Williams from the Indiana Office of Tourism Development talks about blogging, Facebook, Twitter and Analytics tracking and how to implement them into your social and digital strategy.

Published in: Travel, Technology, Business
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Transcript of "Taking on the Tide of Social Media"

  1. 1. Taking on the Tide of Social Media October 4, 2011 – South Shore CVA’s Tourism Tech Summit
  2. 2. Welcome Email: [email_address] Phone: 317.232.8897 Twitter: @VisitIndiana Twitter: @JeremyAWilliams Blog: VisitIndiana.com/TechCorner
  3. 3. What Will We Talk About Today?
  4. 5. What is a Blog? <ul><li>Website regularly updated with copy, images video…commonly in reverse chronological order 1 </li></ul><ul><li>Many of the websites you visit now are technically blogs </li></ul><ul><li>Lines between blog/website are increasingly more blurry </li></ul><ul><li>Platforms like WordPress can enable you to blog and are capable of being a complete CMS website </li></ul>Sources: 1. wikipedia.org
  5. 6. Why Should I Blog? <ul><li>Search Engines love frequent and recent content </li></ul><ul><ul><li>64% of Indiana Insider Blog traffic via Search in past 12 months </li></ul></ul><ul><li>Easily updated with up-to-date info </li></ul><ul><li>Once it’s up, very easy to manage </li></ul><ul><ul><li>Content stays live long after the post is written </li></ul></ul><ul><ul><li>4 of 10 top posts in 2011 were written in 2008, 2009 or 2010. </li></ul></ul>
  6. 7. 481,600 visitors over 3.5 years
  7. 9. Which Platform to Choose?
  8. 10. Engage: <ul><li>Set up email/RSS subscriptions for your blog </li></ul><ul><ul><li>feedburner.google.com </li></ul></ul><ul><li>Email your mailing list telling them about your blog </li></ul><ul><li>Include snippets in emails to consumers/partners </li></ul><ul><li>Push out via Facebook and Twitter </li></ul>
  9. 11. Measure: <ul><li>Many different ways to measure </li></ul><ul><ul><li>Analytics platform: Google Analytics, WebTrends, Yahoo Analytics </li></ul></ul><ul><ul><li>Most blog platforms have some bult-in analytics </li></ul></ul><ul><li>In-platform analytics: already set up, less detailed </li></ul><ul><li>External analytics: takes time to set up, very detailed </li></ul>
  10. 12. <ul><li>Copy points here copy points here </li></ul><ul><ul><li>Sub text here </li></ul></ul><ul><li>Copy points here copy points here </li></ul><ul><li>Copy points here copy points here </li></ul><ul><ul><li>Sub text here </li></ul></ul>
  11. 13. Facebook Stats - 2011 <ul><li>More than 800 million users </li></ul><ul><li>50% of active users login on any given day </li></ul><ul><li>Average user has 130 friends </li></ul><ul><li>People spend over 700 billion minutes/month on FB </li></ul><ul><ul><li>Roughly 20 hours/month per user </li></ul></ul><ul><li>Users average 23 minutes per Facebook session </li></ul><ul><li>Avg. user connected to 80 community pages, groups and events </li></ul><ul><li>250 million active mobile Facebok users </li></ul>Sources: All stats from facebook.com
  12. 14. Headline Here <ul><li>Copy points here copy points here </li></ul><ul><ul><li>Sub text here </li></ul></ul><ul><li>Copy points here copy points here </li></ul><ul><li>Copy points here copy points here </li></ul><ul><ul><li>Sub text here </li></ul></ul>Facebook.com/Page
  13. 16. Engage <ul><li>Giveaways/Contests </li></ul><ul><li>Ask questions </li></ul><ul><li>Answer questions </li></ul><ul><li>Interact </li></ul><ul><li>Share relevant info </li></ul><ul><li>Develop relationship </li></ul>
  14. 17. Facebook Ads <ul><li>Target exactly who you want as fans </li></ul><ul><li>Inexpensive way to gain fans </li></ul><ul><li>Purchase Pay-per-Click, not Impressions </li></ul>
  15. 18. Measure: Facebook Insights <ul><li>Copy points here copy points here </li></ul><ul><ul><li>Sub text here </li></ul></ul><ul><li>Copy points here copy points here </li></ul><ul><li>Copy points here copy points here </li></ul><ul><ul><li>Sub text here </li></ul></ul>
  16. 20. Twitter Stats - 2011 <ul><li>5 years old </li></ul><ul><li>200 million users 1 </li></ul><ul><li>Took 3+ years to reach 1B tweets (Mar ‘06-May ’09) 2 </li></ul><ul><li>Now 1B tweets are sent in just one week 2 </li></ul><ul><li>Twitter users are the most influential online customers , their influence spreads across all areas of the internet. 3 </li></ul>Sources: 1. bbc.co.uk; 2. blog.twitter.com ; 3. ExactTarget SFF Research (2010)
  17. 22. Social Media Management tools <ul><li>200 million users 1 </li></ul><ul><ul><li>Sub text here </li></ul></ul><ul><li>Copy points here copy points here </li></ul><ul><li>Copy points here copy points here </li></ul><ul><ul><li>Sub text here </li></ul></ul>Sources: 1. bbc.co.uk TweetDeck HootSuite
  18. 23. 46% of Tweets from Mobile Devices 1
  19. 24. Engage <ul><li>Listen first </li></ul><ul><li>Ask questions </li></ul><ul><li>Answer questions </li></ul><ul><li>Interact </li></ul><ul><li>Share relevant info </li></ul><ul><li>Use for customer service </li></ul><ul><li>Develop relationship </li></ul>
  20. 25. Measure: <ul><li>@ Mentions and Direct Messages </li></ul><ul><li>Retweets (how many times were you retweeted?) </li></ul><ul><li>Inbound links to your website via Twitter </li></ul><ul><ul><li>Some trackable via twitter.com or t.co </li></ul></ul><ul><ul><li>Requires web analytics package like Google Analytics/WebTrends </li></ul></ul>
  21. 27. Why Track Web Stats? <ul><li>Find out: </li></ul><ul><li>How consumers are getting to your site </li></ul><ul><li>What they’re doing while they’re at your site </li></ul><ul><li>How effective your ad campaigns are at driving traffic </li></ul><ul><li>What search terms users are entering in search engines to get to your website </li></ul>
  22. 28. Why Do We Use Google Analytics? <ul><li>Free </li></ul><ul><li>Flexible </li></ul><ul><li>Powerful </li></ul><ul><li>Widely Used </li></ul><ul><ul><li>Easy to compare apples to apples </li></ul></ul><ul><ul><li>Lots of documentation </li></ul></ul>
  23. 29. Which Metrics are Important?
  24. 30. Which Metrics are Important? Referral Sources
  25. 31. Which Metrics are Important? Top Search Engine Terms
  26. 32. Which Metrics are Important? Campaign Tracking
  27. 33. Which Metrics are Important? Campaign Tracking http://www.visitindiana.com/?utm_source=twitter&utm_medium=social%2Bmedia&utm_campaign=Visit%2BIndiana%2BWeek%2B2011
  28. 35. Advertise on VisitIndiana.com <ul><li>636,000 visitors in 2010 </li></ul><ul><li>71% of VI.com visitors are planning to travel to IN 1 </li></ul><ul><li>50% of VI.com visitors actually visit Indiana 1 </li></ul><ul><li>Many free opportunities </li></ul>Sources: 1. TNS – Dec. 2008
  29. 36. Free Opportunities: <ul><li>Create your own at: VisitIndiana.com/AdPortal </li></ul><ul><ul><li>Discount Coupons/Packages </li></ul></ul><ul><ul><li>Event Listings </li></ul></ul><ul><li>Find info at Tourism.IN.gov </li></ul><ul><ul><li>Trip Ideas </li></ul></ul><ul><li>Blog story ideas? Email me… </li></ul>
  30. 37. Paid Opportunity: VI.com Brochure Ad
  31. 38. Paid Opportunity: Homepage Feature
  32. 39. Paid Opportunity: VI.com Listing
  33. 40. Paid Opportunity: Search Ads
  34. 42. Resources <ul><li>Presentation: bit.ly/southshore-socialmedia </li></ul><ul><li>ExactTarget Research: bit.ly/ttc-sff </li></ul><ul><li>Tourism Tech Corner: VisitIndiana.com/TechCorner </li></ul>
  35. 43. Questions? Email: [email_address] Phone: 317.232.8897 Twitter: @VisitIndiana Twitter: @JeremyAWilliams Blog: VisitIndiana.com/TechCorner

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