0
http://www.flickr.com/photos/16638697@N00/272814244/
http://www.flickr.com/photos/cybertoad/3224699416


Houston Zoo Social ...
What we’ll talk about:

•Storytelling

•Real World meets
 Virtual World

•Online Community
 (isn’t for the birds)




Find...
1.6 million visitors / year
      4,500 animals
      Established in 1922




                                            ...
Markets are Conversations
www.cluetrain.com // 95 Theses from 1999

                                           www.flickr.c...
http://www.flickr.com/photos/cybertoad/3211981392



Social Media to tell a Story
4 Elements of Storytelling
   1. Message               4. Plot


     So my point is...




    2. Conflict           3. Ch...
Mac the baby elephant (2006 - 2008)

  •Mac naming contest (7500 entries)

  •Mac’s birthday card contests

  •Elephant ad...
Embeddable pics and videos

                                                        http://www.youtube.com/user/houstonzoo...
Conservation Blog                                                 Calls to Action




                                    ...
Houston Zoo Frog Blog
www.houstonzooblog.com/frog_blog
Real World meets Virtual World
Strong fan following




                                        Visual announcements




                           Fan p...
37 ‘Yes’
                                              36 ‘Maybe’




Planning an Online Fan Photo Day at the Zoo
http://w...
Children’s Museum of Houston (www.cmhouston.org)

 Facebook Ads - A big bang in a small package




• Integrated newslette...
The power of visualization on Flickr (www.flickr.com)
Harnessing the User Generated Content madness

                      ...
http://www.flickr.com/photos/imelda/1317211500



Online Community Building
Houston Zoo on Twitter: www.twitter.com/houstonzoo

Twitter includes others in ongoing dialogue
Continuing the Mission and the Online momentum

   Houston Zoo pals growing their own networks
www.twitter.com/krussohzg

...
Let’s review:

•Pick your characters
 and tell your Story

•Combine online and
 offline events and
 promotions

•Pay attent...
Can we help you? Let us know!



    Ed Schipul // CEO

    Email: eschipul@schipul.com
    Personal blog: www.eschipul.co...
Upcoming SlideShare
Loading in...5
×

Social Media in action with the Houston Zoo

6,834

Published on

Ed Schipul's PRSA Travel and Tourism Conference presentation on practical usage of online marketing and social networks for the Houston Zoo (www.houstonzoo.org).

Published in: Business, Technology, Education
0 Comments
6 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
6,834
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
110
Comments
0
Likes
6
Embeds 0
No embeds

No notes for slide

Transcript of "Social Media in action with the Houston Zoo"

  1. 1. http://www.flickr.com/photos/16638697@N00/272814244/ http://www.flickr.com/photos/cybertoad/3224699416 Houston Zoo Social Media Case Study: When Online Marketing goes WILD!! Ed Schipul // Schipul - The Web Marketing Company // eschipul@schipul.com
  2. 2. What we’ll talk about: •Storytelling •Real World meets Virtual World •Online Community (isn’t for the birds) Find this presentation: www.slideshare.net/eschipul http://www.flickr.com/photos/sulla55/3305169516
  3. 3. 1.6 million visitors / year 4,500 animals Established in 1922 http://www.flickr.com/photos/gsloan/1279044167 www.houstonzoo.org // www.houstonzooblog.org // www.flickr.com/houstonzoo // www.twitter.com/houstonzoo
  4. 4. Markets are Conversations www.cluetrain.com // 95 Theses from 1999 www.flickr.com/photos/herselfsphotos/945412753
  5. 5. http://www.flickr.com/photos/cybertoad/3211981392 Social Media to tell a Story
  6. 6. 4 Elements of Storytelling 1. Message 4. Plot So my point is... 2. Conflict 3. Characters
  7. 7. Mac the baby elephant (2006 - 2008) •Mac naming contest (7500 entries) •Mac’s birthday card contests •Elephant adoption packets (thousands sold and increased awareness) Celebrating the life of Mac, the baby elephant www.houstonzooblog.com
  8. 8. Embeddable pics and videos http://www.youtube.com/user/houstonzoo Research Fund Drive 1000’s of personal Stories Helping a Community heal after a tragic loss www.houstonzoo.com/mac http://www.houstonzoo.org/herpesvirusresearch/
  9. 9. Conservation Blog Calls to Action Frog videos to share Combining Online Storytelling with Real World calls to action 2008: Year of the Frog
  10. 10. Houston Zoo Frog Blog www.houstonzooblog.com/frog_blog
  11. 11. Real World meets Virtual World
  12. 12. Strong fan following Visual announcements Fan photos Houston Zoo on Facebook (www.facebook.com) www.facebook.com/pages/Houston-Zoo-Inc/15008187525#
  13. 13. 37 ‘Yes’ 36 ‘Maybe’ Planning an Online Fan Photo Day at the Zoo http://www.houstonzoo.org/photographyday/
  14. 14. Children’s Museum of Houston (www.cmhouston.org) Facebook Ads - A big bang in a small package • Integrated newsletter sign up campaign • Hundreds of email adds / Overs one million impressions • Under $400 in paid ads
  15. 15. The power of visualization on Flickr (www.flickr.com) Harnessing the User Generated Content madness http://www.flickr.com/houstonzoo/ http://www.flickr.com/photos/sulla55/3402883279/ http://www.flickr.com/groups/houstonzoo/ http://www.flickr.com/groups/houstonzoophotooftheweek/
  16. 16. http://www.flickr.com/photos/imelda/1317211500 Online Community Building
  17. 17. Houston Zoo on Twitter: www.twitter.com/houstonzoo Twitter includes others in ongoing dialogue
  18. 18. Continuing the Mission and the Online momentum Houston Zoo pals growing their own networks www.twitter.com/krussohzg www.twitter.com/RhinosIRF www.youtube.com/user/ http://intlrhinofoundation.wordpress.com/ IntlRhinoFoundation www.flickr.com/photos/rhinosirf/
  19. 19. Let’s review: •Pick your characters and tell your Story •Combine online and offline events and promotions •Pay attention to your online relationships Find this presentation: www.slideshare.net/eschipul http://www.flickr.com/photos/billtex48/2178056762
  20. 20. Can we help you? Let us know! Ed Schipul // CEO Email: eschipul@schipul.com Personal blog: www.eschipul.com Flickr: www.flickr.com/eschipul Twitter: www.twitter.com/eschipul
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×