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Taking on the Tide of Social Media
 

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. ...

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.

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    Taking on the Tide of Social Media Taking on the Tide of Social Media Presentation Transcript

    • 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: VisitIndiana.com/TechCorner
    • What Will We Talk About Today?
    •  
    • What is a Blog?
      • Website regularly updated with copy, images video…commonly in reverse chronological order 1
      • Many of the websites you visit now are technically blogs
      • Lines between blog/website are increasingly more blurry
      • Platforms like WordPress can enable you to blog and are capable of being a complete CMS website
      Sources: 1. wikipedia.org
    • Why Should I Blog?
      • Search Engines love frequent and recent content
        • 64% 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.
    • 481,600 visitors over 3.5 years
    •  
    • Which Platform to Choose?
    • Engage:
      • Set up email/RSS subscriptions for your blog
        • feedburner.google.com
      • Email your mailing list telling them about your blog
      • Include snippets in emails to consumers/partners
      • Push out via Facebook and Twitter
    • Measure:
      • Many different ways to measure
        • Analytics platform: Google Analytics, WebTrends, Yahoo Analytics
        • Most blog platforms have some bult-in analytics
      • In-platform analytics: already set up, less detailed
      • External analytics: takes time to set up, very detailed
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    • 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
      • 250 million active mobile Facebok users
      Sources: All stats from facebook.com
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      Facebook.com/Page
    •  
    • Engage
      • Giveaways/Contests
      • Ask questions
      • Answer questions
      • Interact
      • Share relevant info
      • Develop relationship
    • Facebook Ads
      • Target exactly who you want as fans
      • Inexpensive way to gain fans
      • Purchase Pay-per-Click, not Impressions
    • Measure: Facebook Insights
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    • Twitter Stats - 2011
      • 5 years old
      • 200 million users 1
      • Took 3+ years to reach 1B tweets (Mar ‘06-May ’09) 2
      • Now 1B tweets are sent in just one week 2
      • Twitter users are the most influential online customers , their influence spreads across all areas of the internet. 3
      Sources: 1. bbc.co.uk; 2. blog.twitter.com ; 3. ExactTarget SFF Research (2010)
    •  
    • Social Media Management tools
      • 200 million users 1
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      Sources: 1. bbc.co.uk TweetDeck HootSuite
    • 46% of Tweets from Mobile Devices 1
    • Engage
      • Listen first
      • Ask questions
      • Answer questions
      • Interact
      • Share relevant info
      • Use for customer service
      • Develop relationship
    • 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
        • Requires web analytics package like Google Analytics/WebTrends
    •  
    • Why Track Web Stats?
      • Find out:
      • How consumers are getting to your site
      • What they’re doing while they’re at your site
      • How effective your ad campaigns are at driving traffic
      • What search terms users are entering in search engines to get to your website
    • Why Do We Use Google Analytics?
      • Free
      • Flexible
      • Powerful
      • Widely Used
        • Easy to compare apples to apples
        • Lots of documentation
    • 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&utm_campaign=Visit%2BIndiana%2BWeek%2B2011
    •  
    • Advertise on VisitIndiana.com
      • 636,000 visitors in 2010
      • 71% of VI.com visitors are planning to travel to IN 1
      • 50% of VI.com visitors actually visit Indiana 1
      • Many free opportunities
      Sources: 1. TNS – Dec. 2008
    • Free Opportunities:
      • Create your own at: VisitIndiana.com/AdPortal
        • Discount Coupons/Packages
        • Event Listings
      • Find info at Tourism.IN.gov
        • Trip Ideas
      • Blog story ideas? Email me…
    • Paid Opportunity: VI.com Brochure Ad
    • Paid Opportunity: Homepage Feature
    • Paid Opportunity: VI.com Listing
    • Paid Opportunity: Search Ads
    •  
    • Resources
      • Presentation: bit.ly/southshore-socialmedia
      • ExactTarget Research: bit.ly/ttc-sff
      • Tourism Tech Corner: VisitIndiana.com/TechCorner
    • Questions? Email: [email_address] Phone: 317.232.8897 Twitter: @VisitIndiana Twitter: @JeremyAWilliams Blog: VisitIndiana.com/TechCorner