Social Media Strategy and Tactics
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Social Media Strategy and Tactics

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Presented to the Charleston Historic Federation

Presented to the Charleston Historic Federation

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  • Social media is no Field of Dreams
  • Social media is no Field of Dreams
  • Enter the tactics

Social Media Strategy and Tactics Presentation Transcript

  • 1. Welcome to the Social Media Social! August 27, 2014
  • 2. Digital Plus #trendingtopics
  • 3. $88.5M*And counting Amount raised by the #ALSIcebucketChallenge
  • 4. Why is social media so powerful?
  • 5. The Social Network Effect
  • 6. >260M Unique monthly visits to TripAdvisor http://www.tripadvisor.com/PressCenter-c4-Fact_Sheet.html
  • 7. >260M Unique monthly visits to TripAdvisor http://www.tripadvisor.com/PressCenter-c4-Fact_Sheet.html I
  • 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. 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. 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. Of all online adults are Facebook users. http://mashable.com/2014/08/08/study-snapchat-college/ 71%
  • 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. *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. http://www.pewinternet.org/2013/12/30/social-media-update-2013/
  • 15. http://www.pewinternet.org/2013/12/30/social-media-update-2013/
  • 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. Of college students report posting on Snapchat once a day http://mashable.com/2014/08/08/study-snapchat-college/ 70%
  • 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. Know Your Audience [ target your message ]
  • 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. 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. 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. 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. 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. YOU’VE GOT A SOCIAL MEDIA STRATEGY, RIGHT?
  • 26. WE NEED TO INCREASE VISITORS IN 2014 BY 200% BY IMPROVING ENGAGEMENT IN OUR SOCIAL COMMUNITIES
  • 27. WE NEED TO INCREASE VISITORS IN 2014 BY 200% BY IMPROVING ENGAGEMENT IN OUR SOCIAL COMMUNITIES
  • 28. Make a Buzzworthy Video
  • 29. Build Real Relationships with Social Communication
  • 30. Inject humor into your brand
  • 31. Know Your Audience [ target your message ] Connect with the Top Tweeters in Your Area
  • 32. Start, Join, & Organize Conversations with Hashtags
  • 33. Start or Join a Twitter Chat
  • 34. Organize a Tweetup
  • 35. Engage the Blogging Community
  • 36. Launch a Like Campaign
  • 37. Integrate TripAdvisor with Facebook and Your Website
  • 38. Create a Flickr Group to Support Your Mission
  • 39. TACTIC Track Referrals from Social Sites
  • 40. TACTIC Measure New Visitors from Social Channels
  • 41. Show and tell time! What’s worked for you?
  • 42. Thank You! @melmatho