Thank you for joining us.                    Welcome.Today, you will hear from:• Bryan Barnes, Maryland Office of Tourism•...
SHOESTRING BUDGET?  If this photo describes your   marketingbudget, then this presentation is  not for you.
HOW TO             use youramateur photographer community     to (re)build your brand
This presentation is about photography content.Content is a RACE.The little guys have to be creative to compete.New MathIn...
FOR BEST RESULTS, SHARE PHOTOS ON FACEBOOK                          (Old News – it’s ok to yawn)You already know that…Arti...
“BUT WHERE DO YOU GET ALL THOSE WONDERFUL TOYS?”                    Fundamental Question:                    Where can we ...
The 3 E’sFundamental Solution:1. Engage your amateurphotography community2. Enable this communityby sharing content as you...
“MARYLAND IN FOCUS”    How we did it. And why.    The term “Case Study” makes me    yawn. But that’s what this is.
How is the National Perception of Maryland shaped?
2011 SOCIAL ECOSYSTEM – MarylandImpressions of the State of Maryland on social networks                                   ...
HOMICIDE: LIFE ON THE STREETS – 1993 - 1999“A police homicide unit  investigates violent  crimes in the city of      Balti...
THE WIRE: 2002 - 2008                                                 Exhibit A“Baltimore drug scene, seen through theeyes...
GOALS• Increase the amount of  positive imagery of  Maryland in the social  ecosystem• Spend as little money  as possible•...
OBSTACLE:No new (content) photos to shareIt is easy to fall into thepattern of sharing thesame basic photo contentover and...
ANOTHER OBSTACLE:Great photo content has historically involved expensive photo shoots         Costs:         •   Travel   ...
STRENGTH:DESPITE ADVANCES IN PHONE PHOTOGRAPHY…                               SLR Camera                               sal...
ANOTHER STRENGTH:BETTER, MORE AFFORDABLE GEAR = MORE HIGH QUALITYPHOTOS THAN EVER"Its likely to keep getting cooler andche...
THE SOLUTIONEmbrace and enlist ateam of volunteeramateurphotographers.
How Maryland assembled this team of Amateur              Photographers…
2 TRUTHS:1. Everyone takes (at least) a little bit of pride in their photographs.2. People want to win things
MARYLAND MONTHLY PHOTO CONTEST (2011)                        After ContestBefore Contest
CONVERT “WINNERS” TO “PARTNERS”
“MARYLAND IN FOCUS” CONCEPT                   • 7 photographers to                     cover all geographic               ...
Nitty Gritty•   Photos are posted daily at 9:00am      • Give credit and tag each photographer’s “photo” page –create a   ...
INVITE PHOTOGRAPHERS TO VIEW/FILM EVENTS.       Provide admission, material to film.
REPURPOSE AND REPOST PHOTOS•   Fresh, high-quality content, daily•   Included in contract•   No budget•   Included program...
WIN WIN!Maryland gains a steady streamof new, beautiful content to post.Photographer gains exposureand credit, a portfolio...
RESULTSUser submissions increased in quantity &quality
RESULTSStarting to move the meter in the perception of Maryland
RESULTS
Thank you!Any questions will be answered at the end.Up next: Michelle Kershner – Visit Frederick
Leveraging partnerships to      implement a blogger event               Michelle KershnerMarketing & Communication Manager...
A Delicious Love Story:  Chevy + Frederick
Where in the World is Frederick, MD?Centrally located:•One hour from D.C•One hour from Baltimore•Minutes fromGettysburg, A...
Who are our visitors?Most of our visitors come from a 180 mile radius                            DC Metro Area            ...
People in DC Don’t Own Cars!                                   Everything in                                   life is    ...
Is DCs love affair with the car        running on empty?And we’re not the only one that isn’t feeling the love…
US Auto IndustryDo you want to see the U.S.A. in your Chevrolet?
DC’s love trouble with the car                      sparks a new relationship.Great food, farm-to-table, celebrity        ...
Partnered with Chevy to Achieve Our GoalsBrought DC food bloggers to Frederick to preview Restaurant Week.                ...
The Plan“Chevy Gets a Taste of Frederick Restaurant Week        with Popular D.C. Food Bloggers”                          ...
Party of 3             Courting the Food Bloggers: What they bring to the table                                   •Geograp...
Chevy’s job:          Fall Back in Love With Your Car!          “Head out on the          highway          Looking for    ...
Wooing the Bloggers          5 Restaurants ● Eat ●Drink ● Tweet ● Post ●Blog ● Video “All journeys have secretdestinations...
All fun at first…but where is this going?Type                   Results              ImpressionsOriginal Tweets        44 ...
“Say That You Love Me”“…the culinary offerings are well worth the   40 mile drive. In fact, Frederick has    become one of...
Residual Results & Benefits                                        5000000                                        4000000 ...
Residual Results & Benefits: Spillover                                                            Frederick “reminded     ...
Drive it home.   Implementing a blogger event for your destination                                            TimeBudget=$...
Drive it home.Implementing a blogger event for your destination   Determine: Does it fit into an overall plan?   Define ...
Drive it home.Implementing a blogger event for your destination      Tips:      •Ride the wave of success.      •Partner w...
Drive it home.              Implementing a blogger event for your destinationLook to Other AudiencesShopping, antiques, f...
When this is done well…Who knows where new relationships will lead?
Because New Relationships Take You Down New Roads                       Visit Frederick’s First                       GM C...
Visit Frederick’s First Car Loan                   Drive ● Explore ● Tweet ● Post ● Blog ● VideoExplore Our Sites Nationa...
Because that relationship lasts… “Once you have traveled, the voyage never ends, but is playedout over and over again in t...
Thank you!   Any questions will be answered at the end.Up next: Shannon Morgan – Maryland Life Magazine
How to Leverage Surveys For Social Media Success         Maryland Life Magazine’s        Free State’s Finest Campaign     ...
@MarylandLife
Digital Ballot: Hosted by Survey Monkey
Social Media Promotion      #FSF12
Leveraging Partnerships
Leveraging Partnerships With Winners
Leveraging Partnerships: Java Rock
Benefits•Generates content for socialmedia sites•Increases conversation andengagement online through alittle friendly comp...
Frederick Coffee MadnessExposure+CommunityEngagement=Win
How You Can Make This Campaign Work For YouPoll your fans about their favoriteattractions, restaurants, shops, etc., in yo...
How You Can Make This Campaign Work For You•Publish the results onyourblog, website, newsletter,and/or visitor guide•Partn...
How You Can Make This Campaign Work For You       Get creative with social media
Engage Your Audience With a Poll Today
Thank you! Any questions?Bryan Barnes (@jbryanbarnes)          Shannon Morgan (@SLDMorgan)Digital Marketing Manager       ...
Social Media on a Shoestring Budget
Social Media on a Shoestring Budget
Social Media on a Shoestring Budget
Social Media on a Shoestring Budget
Social Media on a Shoestring Budget
Social Media on a Shoestring Budget
Social Media on a Shoestring Budget
Social Media on a Shoestring Budget
Social Media on a Shoestring Budget
Social Media on a Shoestring Budget
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Social Media on a Shoestring Budget

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Are you charged with carrying out critically important social media missions for your organization, but given a budget that doesn’t match? This session is for you.

To compensate for a lackluster social media budget, we must constantly innovate. This panel discussion will feature case studies of three different high-impact, low-cost social media opportunities that you may consider implementing in your current plan.

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  • My name is Michelle Kershner, I am the marketing & communications Manager for Visit Frederick, and today I’m going to tell you a delicious love story.
  • My name is Michelle Kershner, I am the marketing & communications Manager for Visit Frederick, and today I’m going to tell you a delicious love story.
  • But first you need to know a little about my hometown…Frederick, Maryland. Frederick is centrally located, one hour from DC and Baltimore, and minutes from sites like Gettysburg, Antietam, Harper’s Ferry. And as you can see, it’s a great place to visit.
  • The majority of our visitors come from a 180 mile radius, but the real elephant in the room is the Washington, DC metro area. It’s a major market for us, especially for shopping, dining, and weekend getaways. What makes it even better – for us – is that it’s Only 50 miles awayOne of the most affluent metro areas in the USAnd the population is around 5.5 million; making it the 7th largest metropolitan area in the countryGreat, right?
  • Not so fast…we seem to have a minor problem standing between us and DC. People in DC don’t own cars! Yes, it’s true. A lot of American’s think, like E.B. White here, that Everything in life is somewhere else, and you get there in a car. Not so for these Washingtonians. 35% of households in D.C. do not even own a car.So, what’s happening…
  • It makes us ask the question, Is DC’s love affair with the car running on empty? There are plenty of other ways they can get around – I know – I used to be one of these carless people. I took that L2 Bus right there to work. Or I took the metro. When I lived - carless - in DC, DC was my world. Why on earth would I ever need to leave? So, as you can see, this poses a challenge for a destination like ours. And we’re not the only one that isn’t feeling the love…-END-Let’s take a look at one of our major markets, Washington, DC. 35.4% of households in Washington, D.C. do not own a car.While newcomers have helped push up the population by tens of thousands over the past decade, the number of car registrations has done little more than flat line.”A car-free lifestyle is becoming more popular - cost, convenience and demographics.1% increase in car registrations between 2008 and 2011 - population growth of roughly 47,000 more residents between 2000 and 2011, according to census data.– WTOP NewsGiven this, is America’s love affair with the car on empty?
  • You better believe the US Automobile Industry is thinking about this, too. When is the last time you thought about seeing the USA in yourChevorlet? Chances are, if you live in DC, never. Car companies, like Chevy, are feeling the pinch and are trying to be relevant to city dwellers. You see the bottom right image, it says “Meet the Spark “Conquering city life summer of 2012” – Yes, they know the challenge.
  • So, DC’s love trouble with the car sparked a new relationship. And while people in DC may not have cars, they love to eat great food. And Guess what…we have it. Farm to table is exploding in our area. We have 3 restaurants owned by Celebrity Chef, Bryan Voltaggio, runner up from Top Chef Season 6. And do you know what else? You have to DRIVE here to DINE here. Love affair. Fling. A new relationship, unusual bed partners. Frederick Restaurant Week + ChevyAh-ha! Trendy DC people want to dine there…but they need a car! Entice DC residents to drive less than one hour to FrederickEstablish Frederick as a dining destinationBuzz on Frederick Restaurant WeekBuild positive relationships
  • So, We partnered with Chevy to achieve our goals. With our partners, we brought DC area food bloggers to Frederick to preview Frederick Restaurant Week. Our goals were to…Entice DC residents to drive less than one hour to FrederickEstablish Frederick as a dining destinationBuzz on Frederick Restaurant WeekBuild positive relationships
  • The planGM provided loan cars to 7 DC area food bloggersWe provided a sneak peek of Frederick Restaurant Week menu itemsBloggers give the scoop (on cars and food)But, the plan doesn’t hinge on this. Could be done with any sort of partnership or with own vehicles.
  • So, in our new relationship with Chevy, we are bringing in a 3rd party: The Bloggers. What do they bring to the table?Geographically Targeted DemographicTargeted Audience42,925 - Cumulative Unique Monthly Views12,880 - Cumulative Twitter FollowersBloggers like this are relevant and need to be an important part of our strategy, and we want to include them.But – How did we do that???
  • Chevy’s job was making them realize that…Getting there is half the fun. They want people to fall in love with driving, and with their cars. We have songs talking about the open road…they conjure feelings of Fun, freedom, adventure, and possibility. Song’s like:Born To Be Wild“Looking for adventureIn whatever comes our way”Fun, Fun, Fun“And she'll have fun, fun, fun'Til her daddy takes the T-bird away”Route 66 lyrics“Get your kicks on Route 66”But falling back in love with your car in driving can’t happen without a destination worth driving TO. And that’s where we come in.
  • Our job was to woo the bloggers…make them realize Frederick is a great destination for food, fun. During their tour, they went to 5 restaurants, and sampled food from the Frederick Restaurant Week menus. Most of our bloggers hadn’t been to Frederick before. The quote – “All journeys have secret destinations of which the traveler is unaware.” – WE were that secret destination. We were making them realize it’s WORTH THE DRIVE. And the entire time, they are posting, tweeting and taking pictures of Frederick. And they had a great time.
  • Like many relationships, it’s all fun at first. But we wanted to know where this partnership was going. So, we took a look at our results. We wanted to feel the love…and we did. This campaign generated over 1.2 Million ImpressionsWe had 14,000+ visitors to the Restaurant Week websiteFacebook #3 referrer to websiteStrong blogger referralsBut, we also had new content, had built relationships, and met our marketing goals.
  • We were happy to see that the statistics were adding up, but we wanted them to SAY that they loved us. That it was worth the drive. These are key influencers in the food world – what they said mattered. And they delivered. DC Dining Said: “…the culinary offerings…are well worth the 40 mile drive. In fact, Frederick has become one of my favorite dining destinations.” – Dining in DC Johnna knows Good Food: I left Frederick Restaurant Week with thoughts of returning at least on an annual basis. http://www.johnnaknowsgoodfood.com/2012/03/15/recap-frederick-restaurant-week-with-chef-voltaggio/“Frederick, Maryland - a beautiful little hidden treasure an hour outside of D.C.” Frederick has a super cute downtown and some intriguing restaurants, I definitely want to corral a car and head up there again this summer.”
  • We also had residual benefits from the bloggers and Frederick Restaurant Week.We received local and regional press on Restaurant Week and the BloggersGot invited to do a foodie radio show in DCAnd …Restaurants sales were up over 25% this year.
  • So, what does it take to implement this yourself? Our budget was $0. We planned this with another local partner, so our time and coordination of the tour was minimized as well. Honestly, we put this together in less than 2 weeks.
  • So, how do you do something like this at home.Determine: Does it fit into an overall plan?Define ScopePull in PartnersDetermine Influencers / InviteesPlan - hashtags, photo releases, invitations, MOU, etc.Implement Follow up / TrackTips: Ride wave of successeswe have a celebrity chef and made sure that was a component of this,we partnered with entities that more influential than us.Remember - disclose what you offer to your audience Risks: Can speak negatively if doesn’t go off as well as you planned; for this particular scenario, would have spread out bloggers.When this is done well…who knows where new relationships will lead.
  • So, how do you do something like this at home.Determine: Does it fit into an overall plan?Define ScopePull in PartnersDetermine Influencers / InviteesPlan - hashtags, photo releases, invitations, MOU, etc.Implement Follow up / TrackTips: Ride wave of successeswe have a celebrity chef and made sure that was a component of this,we partnered with entities that more influential than us.Remember - disclose what you offer to your audience Risks: Can speak negatively if doesn’t go off as well as you planned; for this particular scenario, would have spread out bloggers.When this is done well…who knows where new relationships will lead.
  • So, how do you do something like this at home.Determine: Does it fit into an overall plan?Define ScopePull in PartnersDetermine Influencers / InviteesPlan - hashtags, photo releases, invitations, MOU, etc.Implement Follow up / TrackTips: Ride wave of successeswe have a celebrity chef and made sure that was a component of this,we partnered with entities that more influential than us.Remember - disclose what you offer to your audience Risks: Can speak negatively if doesn’t go off as well as you planned; for this particular scenario, would have spread out bloggers.When this is done well…who knows where new relationships will lead.
  • Because new relationships can take you down new roads. As a matter of fact, just last week, I got MY first car loan to use for Visit Frederick.
  • Because new relationships can take you down new roads. As a matter of fact, just last week, I got MY first car loan to use for Visit Frederick. Also, we’ve connected Chevy with local colleges and organizations, who are creating campaigns in the area that help get our destination’s name out there in one way or another. We plan on inviting our bloggers back this year as well to sample Frederick Restaurant Week. At the end of the day, it’s all about getting visitors here so they can have a great experience and create their own relationship with our destination.
  • Because that relationship never ends…“Once you have traveled, the voyage never ends, but is played out over and over again in the quietest chambers. The mind can never break off from the journey.”
  • Have you ever tried to engage your social media audience by taking a poll?You probably have just by asking questions.Today, I’m going to show you how you can craft a successful social media campaign around a simple poll.I’m going to tell you about Maryland Life magazine’s Free State’s Finest campaign.
  • I realize that most of you are tourism professionals and not a print publication. But you ARE publishers of your own content, whether it’s your blog, your visitors guide or however you promote your destinations and members.At Maryland Life, we’re also in the business of promoting a destination. We’re a lifestyle magazine that celebrates the state. And we also promote our members – only we call them advertisers.
  • So, what exactly is the Free State’s Finest?Its our best of Maryland reader’s poll.We include this ballot in our October and December issues and our readers vote for their favorites across the state: restaurants, vacation spots, museums, festivals, you name it.
  • We also have a digital ballot which appears on our website and is distributed via email, newsletter and social media.Simply put, our Free State’s Finest ballot is a survey -- and you can make this work, too.Here’s how we did it.
  • With cute dog. Ok, just kidding. Kind of.We collect votes throughout the fall and publish the results in the spring. And then we launch a social media campaign to promote it.
  • Our spring 2012 campaign spanned 50 days (late March to early May) during which we celebrated the winners with parties across the state.
  • We shared photos of the winners and from the parties on our Facebook page. Those photos actually receive some of our highest reach and engagement.Like Bryan said, people like to see pictures of themselves and to win something.
  • We also shared the results by category everyday on Twitter throughout the campaign, tagging the winners when possible and using the FSF12 hashtag.
  • Then we leveraged our partnerships with Maryland CVBs, like Visit Frederick and Maryland Tourism, to encourage voting and to promote the winners.
  • And we also leveraged partnerships with the winners themselves.Remember those parties I mentioned? All of those were hosted and catered by a winning business. This one was a winery in southern Maryland.
  • So, here’s an example of how we leveraged a partnership with a winner.Java Rock, a coffee shop on the eastern shore of Maryland, was voted the Free State’s Finest coffee shop for that region – I should mention that all winners are regional. There are several winners in each category rather than one for the whole state.So Java Rock got creative with their win. They created a t-shirt with our FSF logo. They gotbragging rights. We gotadditional exposure. It’s a win win.
  • So, what are the benefits of a campaign like this, a best-of poll? (read slide) For us, it…
  • These are the results from our spring campaign. We saw a 74% increase in new traffic to our website. Page views increased by more than 13,000 – a third of that from social media with 88% coming from Facebook aloneThese graphs show our page views and social referrals from January to June of this year. You can see the spike in traffic from the campaign in the highlighted areas.
  • To show you how this can work on a smaller scale, here’s another example from a Maryland community.The Frederick News Post ran a series of reader polls focusing on one type of business at a time. This particular campaign was for the best coffee shop in Frederick. Hmmm…there’s a coffee theme in my presentation. The winner, Baltimore Coffee & Tea, framed the News Post’s announcement of their win, which I photographed while drinking their pumpkin spice latte. Can you tell I like coffee? A lot?The page from the News Post also includes logos from all of the participating coffee shops. So even though the other shops didn’t win, they still get exposure. And everyone increased their awareness just by engaging their community of patrons in the poll.
  • How can you make this campaign work for you?Start by creating a best of poll for your destination. Survey your fans about their favorites.You can use some of these low-cost online tools, some of which have free versions. We’ve used Constant Contact and Survey Monkey.
  • Once you have your results, publish them via your existing media outlets, whether that’s your blog or your visitor guide, your website or your newsletter.Hint about the results BEFORE you publish them to generate some buzz.Also, partner with the winners to promote the results. You don’t have to host a big bash; you could just present each winner with an award and share a photo of that online.
  • Finally, get creative with social media. Create a little friendly competition.Ask open ended questions so your fans can weigh in with their opinions.Share the results by category to generate more social media content.Have fun with it!I encourage you to give this a try.
  • After all, voting for a destination is how we all got here.
  • Thank you! We’d like to open the floor to questions for either myself, Michele or Bryan.
  • Social Media on a Shoestring Budget

    1. 1. Thank you for joining us. Welcome.Today, you will hear from:• Bryan Barnes, Maryland Office of Tourism• Michelle Kershner, Visit Frederick• Shannon Morgan, Maryland Life Magazine
    2. 2. SHOESTRING BUDGET? If this photo describes your marketingbudget, then this presentation is not for you.
    3. 3. HOW TO use youramateur photographer community to (re)build your brand
    4. 4. This presentation is about photography content.Content is a RACE.The little guys have to be creative to compete.New MathIn many cases, photos = (the most compelling) content
    5. 5. FOR BEST RESULTS, SHARE PHOTOS ON FACEBOOK (Old News – it’s ok to yawn)You already know that…Articles with imagesget 94% more totalviews.Source: MDG Advertising
    6. 6. “BUT WHERE DO YOU GET ALL THOSE WONDERFUL TOYS?” Fundamental Question: Where can we find a steady stream of beautiful, new photographic content to share?
    7. 7. The 3 E’sFundamental Solution:1. Engage your amateurphotography community2. Enable this communityby sharing content as yourown3. Encourage users toparticipate
    8. 8. “MARYLAND IN FOCUS” How we did it. And why. The term “Case Study” makes me yawn. But that’s what this is.
    9. 9. How is the National Perception of Maryland shaped?
    10. 10. 2011 SOCIAL ECOSYSTEM – MarylandImpressions of the State of Maryland on social networks *Note: Anecdotal Evidence ?
    11. 11. HOMICIDE: LIFE ON THE STREETS – 1993 - 1999“A police homicide unit investigates violent crimes in the city of Baltimore.” - Source: IMDB
    12. 12. THE WIRE: 2002 - 2008 Exhibit A“Baltimore drug scene, seen through theeyes of drug dealers, and lawenforcement.” - Source: IMDB
    13. 13. GOALS• Increase the amount of positive imagery of Maryland in the social ecosystem• Spend as little money as possible• Encourage users to share their own photos
    14. 14. OBSTACLE:No new (content) photos to shareIt is easy to fall into thepattern of sharing thesame basic photo contentover and over.
    15. 15. ANOTHER OBSTACLE:Great photo content has historically involved expensive photo shoots Costs: • Travel • Talent • Photographer • Setting • Wardrobe • Styling, etc… Not to mention: Time & planning! = $$$
    16. 16. STRENGTH:DESPITE ADVANCES IN PHONE PHOTOGRAPHY… SLR Camera sales are up! • 30% in 2011 Source: Bloomberg
    17. 17. ANOTHER STRENGTH:BETTER, MORE AFFORDABLE GEAR = MORE HIGH QUALITYPHOTOS THAN EVER"Its likely to keep getting cooler andcheaper as time goes on," King said."In tight economic times, enhancedprice-to-value is something that iscritical to, and generallyfavors, consumers."Charles King, Pund-IT
    18. 18. THE SOLUTIONEmbrace and enlist ateam of volunteeramateurphotographers.
    19. 19. How Maryland assembled this team of Amateur Photographers…
    20. 20. 2 TRUTHS:1. Everyone takes (at least) a little bit of pride in their photographs.2. People want to win things
    21. 21. MARYLAND MONTHLY PHOTO CONTEST (2011) After ContestBefore Contest
    22. 22. CONVERT “WINNERS” TO “PARTNERS”
    23. 23. “MARYLAND IN FOCUS” CONCEPT • 7 photographers to cover all geographic regions of Maryland • Assign each a day of the week
    24. 24. Nitty Gritty• Photos are posted daily at 9:00am • Give credit and tag each photographer’s “photo” page –create a following for each photo facebook, twitter• Wide range of content, drawn from photo library • Seasonal photos • Event driven • Area-specific Some of my favorites…
    25. 25. INVITE PHOTOGRAPHERS TO VIEW/FILM EVENTS. Provide admission, material to film.
    26. 26. REPURPOSE AND REPOST PHOTOS• Fresh, high-quality content, daily• Included in contract• No budget• Included program when redesigning website ->
    27. 27. WIN WIN!Maryland gains a steady streamof new, beautiful content to post.Photographer gains exposureand credit, a portfolio buildingprogram and may make money ifphotos are used in printpublications
    28. 28. RESULTSUser submissions increased in quantity &quality
    29. 29. RESULTSStarting to move the meter in the perception of Maryland
    30. 30. RESULTS
    31. 31. Thank you!Any questions will be answered at the end.Up next: Michelle Kershner – Visit Frederick
    32. 32. Leveraging partnerships to implement a blogger event Michelle KershnerMarketing & Communication Manager, Visit Frederick
    33. 33. A Delicious Love Story: Chevy + Frederick
    34. 34. Where in the World is Frederick, MD?Centrally located:•One hour from D.C•One hour from Baltimore•Minutes fromGettysburg, Antietam &Harper’s Ferry
    35. 35. Who are our visitors?Most of our visitors come from a 180 mile radius DC Metro Area •Major Market •>50 miles away •Affluent •Population: About 5.5 million •7th largest metro area in the U.S. Shopping ● Dining ● Weekend Getaways
    36. 36. People in DC Don’t Own Cars! Everything in life is somewhere else, and you get there in a car. -E.B. White35 % of households in D.C. do not own a car. What’s happening?
    37. 37. Is DCs love affair with the car running on empty?And we’re not the only one that isn’t feeling the love…
    38. 38. US Auto IndustryDo you want to see the U.S.A. in your Chevrolet?
    39. 39. DC’s love trouble with the car sparks a new relationship.Great food, farm-to-table, celebrity Fun ride to a hot dining spot chef You have to DRIVE here to DINE here.
    40. 40. Partnered with Chevy to Achieve Our GoalsBrought DC food bloggers to Frederick to preview Restaurant Week. •Entice DC residents to drive less than one hour to Frederick •Establish Frederick as a dining destination •Get some buzz on Restaurant Week •Build positive relationships
    41. 41. The Plan“Chevy Gets a Taste of Frederick Restaurant Week with Popular D.C. Food Bloggers” Chevy provides loaner cars to 7 DC food bloggers We provide a sneak peek of Frederick Restaurant Week menu items Bloggers tweet, Facebook, and post to give the scoop (on cars and food)
    42. 42. Party of 3 Courting the Food Bloggers: What they bring to the table •Geographically Targeted Demographic •Targeted Audience - Food •42,925 - Cumulative Unique Monthly Views (UMV) •12,880 - Cumulative Twitter Followers Who are these bloggers? UMV: 13,484 UMV: 1,042 followers UMV: 1,429 1,813 followers 555 3,409 followers UMV: 506 409 followers UMV: 25,000 UMV: 741 1613UMV: 1,230 followers1,210 3,364 followers followers
    43. 43. Chevy’s job: Fall Back in Love With Your Car! “Head out on the highway Looking for ADVENTURE In whatever comes our way” “Get your kicks onBe Wild -Born to Route 66” -Route 66 “And shell have FUN, FUN, FUN Til her daddy takes the T-bird away” -Fun, Fun, FunFun • Freedom • Possibility • Adventure
    44. 44. Wooing the Bloggers 5 Restaurants ● Eat ●Drink ● Tweet ● Post ●Blog ● Video “All journeys have secretdestinations of which the traveler is unaware.” Martin Buber We became that secret destination.
    45. 45. All fun at first…but where is this going?Type Results ImpressionsOriginal Tweets 44 124,515Re-Tweets 13 26,458Blog Posts 14 70,564Online News 1 985,062TOTAL 72 1,206,599Results: Feel the Love•Over 1.2 Million Impressions•Over 14,000 visitors to the Restaurant Week website•Facebook #3 referrer to website•Strong blogger referrals Content• Relationships• Marketing Goals
    46. 46. “Say That You Love Me”“…the culinary offerings are well worth the 40 mile drive. In fact, Frederick has become one of my favorite dining destinations.” “I left Frederick Restaurant Week withthoughts of returning at least on an annual basis.” “Frederick, Maryland - a beautiful little hidden treasure an hour outside of D.C.”“Frederick has a super cute downtownand some intriguing restaurants, Idefinitely want to corral a car and head upthere again this summer.”
    47. 47. Residual Results & Benefits 5000000 4000000 3000000 2000000 1000000Residual Results 0 FY11• Local & regional press FY12•Invited to DC area foodie radio show•Restaurant sales up 25%
    48. 48. Residual Results & Benefits: Spillover Frederick “reminded me how into the Civil War I used to be, and motivated me to make some trips up to area battlefields this summer.”“All journeys have secret destinations of which the traveler is unaware.” - Martin Buber
    49. 49. Drive it home. Implementing a blogger event for your destination TimeBudget=$0 Setting up Tour & Coordination Show Me the Money (psst…we didn’t have any for this)
    50. 50. Drive it home.Implementing a blogger event for your destination Determine: Does it fit into an overall plan? Define Scope Pull in Partners Determine Influencers / Invitees Plan - hashtags, photo releases, MOU, etc. Implement Follow up / Track
    51. 51. Drive it home.Implementing a blogger event for your destination Tips: •Ride the wave of success. •Partner with those more influential than you. •Disclose what you offer to audience. Caution: •Can speak negatively. •Spread out bloggers so not all sending same posts.
    52. 52. Drive it home. Implementing a blogger event for your destinationLook to Other AudiencesShopping, antiques, flea marketsOutdoor AdventureNightlifeFamilies FunMusicHistory and HeritageFestivals & EventsSports
    53. 53. When this is done well…Who knows where new relationships will lead?
    54. 54. Because New Relationships Take You Down New Roads Visit Frederick’s First GM Car Loan Blog about our area Post via Social Media Cadillac Escalade Hybrid
    55. 55. Visit Frederick’s First Car Loan Drive ● Explore ● Tweet ● Post ● Blog ● VideoExplore Our Sites National Scenic Byways (US15) Major product for us Images & picsEntice visitors to come to our areathey can create their ownrelationship with our destination.
    56. 56. Because that relationship lasts… “Once you have traveled, the voyage never ends, but is playedout over and over again in the quietest chambers. The mind can never break off from the journey.” -Pat Conroy
    57. 57. Thank you! Any questions will be answered at the end.Up next: Shannon Morgan – Maryland Life Magazine
    58. 58. How to Leverage Surveys For Social Media Success Maryland Life Magazine’s Free State’s Finest Campaign @SLDMorgan #SoMeT12
    59. 59. @MarylandLife
    60. 60. Digital Ballot: Hosted by Survey Monkey
    61. 61. Social Media Promotion #FSF12
    62. 62. Leveraging Partnerships
    63. 63. Leveraging Partnerships With Winners
    64. 64. Leveraging Partnerships: Java Rock
    65. 65. Benefits•Generates content for socialmedia sites•Increases conversation andengagement online through alittle friendly competition•Increases interest in areabusinesses & attractions•Increases website and socialmedia traffic
    66. 66. Frederick Coffee MadnessExposure+CommunityEngagement=Win
    67. 67. How You Can Make This Campaign Work For YouPoll your fans about their favoriteattractions, restaurants, shops, etc., in your region
    68. 68. How You Can Make This Campaign Work For You•Publish the results onyourblog, website, newsletter,and/or visitor guide•Partner with existingmembers and winningbusinesses to promoteyour poll and results
    69. 69. How You Can Make This Campaign Work For You Get creative with social media
    70. 70. Engage Your Audience With a Poll Today
    71. 71. Thank you! Any questions?Bryan Barnes (@jbryanbarnes) Shannon Morgan (@SLDMorgan)Digital Marketing Manager Senior Editor, Online Media,Maryland Office of Tourism Maryland Life Magazine,bbarnes@visitmaryland.org www.MarylandLife.comwww.visitmaryland.org www.Facebook.com/MarylandLifewww.facebook.com/TravelMD @MarylandLife@TravelMDMichelle Kershner (@mahker)Marketing and Communication ManagerTourism Council of Frederick County301-600-4023mkershner@fredco-md.netwww.visitfrederick.org@tourfrederickmdfacebook.com/visitfrederickmd

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