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A Look Inside The Most Digitally Savvy U.S. State Tourism Organization: Pure Michigan
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A Look Inside The Most Digitally Savvy U.S. State Tourism Organization: Pure Michigan

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Pure Michigan ranks #1 or #2 on more social networks than any other state DMO in the nation. Pure Michigan is also the #1 most popular travel brand in the world on Instagram as measured by the number …

Pure Michigan ranks #1 or #2 on more social networks than any other state DMO in the nation. Pure Michigan is also the #1 most popular travel brand in the world on Instagram as measured by the number of photos people have uploaded hashtagged #PureMichigan. In this presentation I gave to the Social Media Tourism Symposium in Australia, I share social media tips, tricks and best practices that can be applied to any business in any industry.

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  • - Use social media for customer service, lead generation, humanize your brand, etc.

Transcript

  • 1. A Look Inside The Most Digitally Savvy U.S. State Tourism Organization: Pure Michigan Presented to: Social Media Tourism Symposium #SoMeT14AU The Barossa, South Australia Prepared by: Chad Wiebesick Director of social media & interactive marketing Twitter: @Wiebesick 16 July 2014 @Wiebesick
  • 2. Michigan Is Easy To Recognize
  • 3. Michigan: Perception Isn’t Reality • http://www.youtube.com/watch?v=cc2Mf7dw5FY @Wiebesick
  • 4. People Don’t Trust Brands
  • 5. People Are Bombarded With Advertising
  • 6. Key to Success: Make Fans the Hero and Share Their Content We empower our fans to become brand ambassadors and tell the story themselves to their friends and family. Follow the 80/20 rule: 80% is relevant content from fans and 20% is from you (self- promotion). @Wiebesick
  • 7. Ask Fans To Share Their Travel Stories With You Reinforce your brand by using the same hashtag and name across all channels.
  • 8. Align Your Social Strategy To Your Business Objectives Brand Goal: “Pure Michigan is majestic, mythic and magical – a place with abundant natural beauty and authentic destinations.” @Wiebesick
  • 9. Pure Michigan Ranks #1 on Instagram Pure Michigan is the #1 most popular travel brand in the world on Instagram as measured by the number of photos people have uploaded hashtagged # PureMichigan, ranking higher than Hawaii, Australia, Museum of Modern Art, Lonely Planet and Carnival Cruise Lines.
  • 10. Find Influencers @TonyDetroit = 300,000 followers and following 311 people @Wiebesick #SoMeT12
  • 11. Engage Influencers • Select an influencer to serve as an Instagram Guest Photographer at popular events • Sprint Cup NASCAR race August 21, 2012 • 75 million NASCAR fans nationally @Wiebesick #SoMeT12
  • 12. Instagram Guest Photographer • Within 20 minutes of posting on Instagram, @TonyDetroit’s photos appear on the Popular Photo Page@Wiebesick #SoMeT12
  • 13. Instagram Guest Photographer • Please do: – Minimum posts per day: 3 – Maximum posts per day: 10 – Location to be noted in tag or caption. – Name of photographer to be noted in caption (e.g. Contributed by guest photographer @username). • Please do not: – Post photos of explicit content or any activity that could be deemed illegal – Any item(s) that do not represent the Pure Michigan brand – Comment to fans or answer questions on behalf of Pure Michigan @Wiebesick #SoMeT12
  • 14. Takeaway: Find and Reward Your Social Media Superfans
  • 15. Michigan Ranks #1 or #2 on More Social Networks Than Any Other U.S. State
  • 16. New York State Has The Largest Number of Facebook Fans • Yet, only 0.9% of their fans are talking about the page. • The most popular age group are 13-17 year old teenagers. • Most of their fans live in New York City. @Wiebesick
  • 17. State of Florida Has Far Fewer Fans, But More Engaged • Average age of fans are 35-54, a demographic more likely to have budget to travel. • Most fans live in out-of-state, a more lucrative traveler. @Wiebesick
  • 18. Takeaway: It’s Quality Not Quantity of Fans That’s Important
  • 19. Dec 6, 11:49 am @Wiebesick
  • 20. TravelWisconsin.com @Wiebesick
  • 21. Dec 6, 2:45 pm @Wiebesick
  • 22. Dec 6, 7:17 pm @Wiebesick
  • 23. What, If Anything, Do We Do? • 1 tweet • 11 retweets • 1 story in Kalamazoo Gazette @Wiebesick
  • 24. Dec 7, 11:45 am WhoIsTheRealMittenState.com @Wiebesick
  • 25. @Wiebesick
  • 26. @Wiebesick
  • 27. Dec 7, 4:43 pm Statewide News @Wiebesick
  • 28. Dec 7, 7:23 pm Wisconsin Releases Another Mitten Travel Wisconsin put up a new version of the mitten in the green and gold of the Green Bay Packers, boasting the football team's unbeaten record and ribbing their rivals, the 7-5 Detroit Lions. @Wiebesick
  • 29. “Is Michigan or Wisconsin the Mitten State?” Google AdWords @Wiebesick
  • 30. Dec 7, 10:20 pm National News @Wiebesick
  • 31. Dec 13
  • 32. The Mitten Drive Prompted More Conversations
  • 33. Dec 14, 2:20 International News @Wiebesick Results: •Over 300 news stories from state, national and international radio, newspaper and TV •396 million media impressions •$17.7 million in earned media value
  • 34. Takeaway: Utilize real time content marketing to be timely, relevant and to resonate with audiences • Within 15 minutes of Super Bowl 2013 grinding to a halt because the lights went out, Oreo sent this tweet. • Generated 15,000 retweets and 8,000 new Twitter followers.
  • 35. Thank You • Chad Wiebesick • wiebesickc@michigan.org • Twitter: @wiebesick • Facebook.com/cwiebesick • Linkedin.com/in/wiebesick • (517) 335-1083 @Wiebesick