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Welcome to the 
Social Media Social! 
August 27, 2014
Digital Plus 
#trendingtopics
$88.5M*And counting 
Amount 
raised by the 
#ALSIcebucketChallenge
Why is social media so powerful?
The Social Network Effect
>260M 
Unique monthly visits to TripAdvisor 
http://www.tripadvisor.com/PressCenter-c4-Fact_Sheet.html
>260M 
Unique monthly visits to TripAdvisor 
http://www.tripadvisor.com/PressCenter-c4-Fact_Sheet.html 
I
Of 18-34 year olds consult social 
media when making travel plans 
http://www.statista.com/statistics/305150/travelers-usi...
Of travelers check reviews of 
attractions on TripAdvisor before 
visiting 
http://etc-digital.org/digital-trends/social-n...
Of web traffic comes from 8 social 
referral sites 
More than double than the year before! 
http://thenextweb.com/socialme...
Of all online adults are 
Facebook users. 
http://mashable.com/2014/08/08/study-snapchat-college/ 
71%
The amount more that users 
http://www.pewinternet.org/2013/12/30/social-media-update-2013/ 
engage with a brand’s 
photo ...
*And declining 
Average organic reach of 
http://www.pewinternet.org/2013/12/30/social-media-update-2013/ 
brand pages 
6%...
http://www.pewinternet.org/2013/12/30/social-media-update-2013/
http://www.pewinternet.org/2013/12/30/social-media-update-2013/
Fastest growing 
55-64 
demographic on Twitter. 
http://www.jeffbullas.com/2013/05/06/21-awesome-social-media-facts-figure...
Of college students report 
posting on Snapchat once 
a day 
http://mashable.com/2014/08/08/study-snapchat-college/ 
70%
Of all web traffic comes 
from mobile devices and 
apps. 
http://money.cnn.com/2014/02/28/technology/mobile/mobile-apps-in...
Know Your Audience 
[ target your message ]
WHO? Customers, friends, fans, people with affinity 
People 45+ make up 46% of Facebook users. 
Over 1 billion users | 2nd...
WHO? Acquaintances mixed in, along with 
prospects, press, and influencers 
28% African American & 14% of Hispanic vs. 12%...
WHO? Professionals, educated adults, 
recruiters, and businesses (major donors!) 
50% Male & 50% Female. 
240 million user...
WHO? Your mom, sister, girlfriend, wife, 
daughter, crafters, DIY-ers, and foodies. 
70 million users that 68% are women. ...
WHO? Young, techie men + early adopters. 
400+ million users dominated by men (71%). 
About 50% of Google+ users are 24 or...
YOU’VE GOT A 
SOCIAL MEDIA 
STRATEGY, 
RIGHT?
WE NEED TO INCREASE 
VISITORS IN 2014 BY 200% 
BY IMPROVING 
ENGAGEMENT IN OUR 
SOCIAL COMMUNITIES
WE NEED TO INCREASE 
VISITORS IN 2014 BY 200% 
BY IMPROVING 
ENGAGEMENT IN OUR 
SOCIAL COMMUNITIES
Make a Buzzworthy Video
Build Real Relationships with 
Social Communication
Inject humor into your 
brand
Know Your Audience 
[ target your message ] 
Connect with the Top 
Tweeters in Your Area
Start, Join, & Organize 
Conversations with Hashtags
Start or Join a Twitter Chat
Organize a Tweetup
Engage the Blogging 
Community
Launch a Like 
Campaign
Integrate TripAdvisor 
with Facebook and Your 
Website
Create a Flickr 
Group to 
Support Your 
Mission
TACTIC 
Track Referrals from 
Social Sites
TACTIC 
Measure New Visitors 
from Social Channels
Show and tell time! 
What’s worked for you?
Thank You! 
@melmatho
Social Media Strategy and Tactics
Social Media Strategy and Tactics
Social Media Strategy and Tactics
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Social Media Strategy and Tactics

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  • Social media is no Field of Dreams
  • Social media is no Field of Dreams
  • Enter the tactics
  • Transcript of "Social Media Strategy and Tactics"

    1. 1. Welcome to the Social Media Social! August 27, 2014
    2. 2. Digital Plus #trendingtopics
    3. 3. $88.5M*And counting Amount raised by the #ALSIcebucketChallenge
    4. 4. Why is social media so powerful?
    5. 5. The Social Network Effect
    6. 6. >260M Unique monthly visits to TripAdvisor http://www.tripadvisor.com/PressCenter-c4-Fact_Sheet.html
    7. 7. >260M Unique monthly visits to TripAdvisor http://www.tripadvisor.com/PressCenter-c4-Fact_Sheet.html I
    8. 8. Of 18-34 year olds consult social media when making travel plans http://www.statista.com/statistics/305150/travelers-using-social- media-for-travel-planning-by-age-us/ 44%
    9. 9. Of travelers check reviews of attractions on TripAdvisor before visiting http://etc-digital.org/digital-trends/social-networking-and-ugc/ travellers-and-social-media/ 44%
    10. 10. Of web traffic comes from 8 social referral sites More than double than the year before! http://thenextweb.com/socialmedia/2014/07/21/facebooks-referral-traffic-share-grew-10-q2-2014-pinterest-fell- 19-twitter-slipped-9/ 31%
    11. 11. Of all online adults are Facebook users. http://mashable.com/2014/08/08/study-snapchat-college/ 71%
    12. 12. The amount more that users http://www.pewinternet.org/2013/12/30/social-media-update-2013/ engage with a brand’s photo on Instagram vs. Facebook. 60x http://mashable.com/2014/04/29/instagram-marketers-friend/
    13. 13. *And declining Average organic reach of http://www.pewinternet.org/2013/12/30/social-media-update-2013/ brand pages 6% http://social.ogilvy.com/facebook-zero-considering-life-after-the-demise-of-organic-reach/
    14. 14. http://www.pewinternet.org/2013/12/30/social-media-update-2013/
    15. 15. http://www.pewinternet.org/2013/12/30/social-media-update-2013/
    16. 16. Fastest growing 55-64 demographic on Twitter. http://www.jeffbullas.com/2013/05/06/21-awesome-social-media-facts-figures-and-statistics-for-2013/
    17. 17. Of college students report posting on Snapchat once a day http://mashable.com/2014/08/08/study-snapchat-college/ 70%
    18. 18. Of all web traffic comes from mobile devices and apps. http://money.cnn.com/2014/02/28/technology/mobile/mobile-apps-internet/ >50%
    19. 19. Know Your Audience [ target your message ]
    20. 20. WHO? Customers, friends, fans, people with affinity People 45+ make up 46% of Facebook users. Over 1 billion users | 2nd most visited site behind Google. http://www.mediabistro.com/alltwitter/files/2014/01/social-media-networks.png
    21. 21. WHO? Acquaintances mixed in, along with prospects, press, and influencers 28% African American & 14% of Hispanic vs. 12% White. 560 million users | 29% of users are 18-29 age group. http://www.mediabistro.com/alltwitter/files/2014/01/social-media-networks.png
    22. 22. WHO? Professionals, educated adults, recruiters, and businesses (major donors!) 50% Male & 50% Female. 240 million users | 79% are over 35 years old. http://www.mediabistro.com/alltwitter/files/2014/01/social-media-networks.png
    23. 23. WHO? Your mom, sister, girlfriend, wife, daughter, crafters, DIY-ers, and foodies. 70 million users that 68% are women. 50% of users have kids. http://www.mediabistro.com/alltwitter/files/2014/01/social-media-networks.png
    24. 24. WHO? Young, techie men + early adopters. 400+ million users dominated by men (71%). About 50% of Google+ users are 24 or younger. http://www.mediabistro.com/alltwitter/files/2014/01/social-media-networks.png
    25. 25. YOU’VE GOT A SOCIAL MEDIA STRATEGY, RIGHT?
    26. 26. WE NEED TO INCREASE VISITORS IN 2014 BY 200% BY IMPROVING ENGAGEMENT IN OUR SOCIAL COMMUNITIES
    27. 27. WE NEED TO INCREASE VISITORS IN 2014 BY 200% BY IMPROVING ENGAGEMENT IN OUR SOCIAL COMMUNITIES
    28. 28. Make a Buzzworthy Video
    29. 29. Build Real Relationships with Social Communication
    30. 30. Inject humor into your brand
    31. 31. Know Your Audience [ target your message ] Connect with the Top Tweeters in Your Area
    32. 32. Start, Join, & Organize Conversations with Hashtags
    33. 33. Start or Join a Twitter Chat
    34. 34. Organize a Tweetup
    35. 35. Engage the Blogging Community
    36. 36. Launch a Like Campaign
    37. 37. Integrate TripAdvisor with Facebook and Your Website
    38. 38. Create a Flickr Group to Support Your Mission
    39. 39. TACTIC Track Referrals from Social Sites
    40. 40. TACTIC Measure New Visitors from Social Channels
    41. 41. Show and tell time! What’s worked for you?
    42. 42. Thank You! @melmatho
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