Social Media in action with the Houston Zoo
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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).
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Social Media in action with the Houston Zoo
- 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. 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. 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. Markets are Conversations www.cluetrain.com // 95 Theses from 1999 www.flickr.com/photos/herselfsphotos/945412753
- 5. http://www.flickr.com/photos/cybertoad/3211981392 Social Media to tell a Story
- 6. 4 Elements of Storytelling 1. Message 4. Plot So my point is... 2. Conflict 3. Characters
- 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. 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. Conservation Blog Calls to Action Frog videos to share Combining Online Storytelling with Real World calls to action 2008: Year of the Frog
- 10. Houston Zoo Frog Blog www.houstonzooblog.com/frog_blog
- 11. Real World meets Virtual World
- 12. Strong fan following Visual announcements Fan photos Houston Zoo on Facebook (www.facebook.com) www.facebook.com/pages/Houston-Zoo-Inc/15008187525#
- 13. 37 ‘Yes’ 36 ‘Maybe’ Planning an Online Fan Photo Day at the Zoo http://www.houstonzoo.org/photographyday/
- 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. 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/
- 17. Houston Zoo on Twitter: www.twitter.com/houstonzoo Twitter includes others in ongoing dialogue
- 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. 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. 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