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Building a Solid Base: Connecting the Dots

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Learn the ins and outs of smart social media strategies on shoestring budgets. Discover ways to repurpose content across multiple platforms; integrate your PR, social, and marketing strategies; see …

Learn the ins and outs of smart social media strategies on shoestring budgets. Discover ways to repurpose content across multiple platforms; integrate your PR, social, and marketing strategies; see examples of best practices; and learn tips and tricks to streamline your online efforts.

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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. I work with a number of things…writing, updating the website, working with our partners, developing reports, press releases, printed materials, working with the media, organizing press tours, develop blog posts, snapping, some video, social media, and “other duties as assigned.” I’m telling you this, because like many of you, I wear many hats. I’m busy and social media ISN’T my first responsibility when I go to work. But, also like many of you, I am in the trenches with this stuff and have learned a few things about how to make this work alongside our other marketing efforts.
  • 1-2
  • Combine 3-9
  • What users are looking for.How long twitter vs. facebook.
  • LOL @BillyThekid is an #Outlaw now! ow.ly/hw5ac'I’m outlawed and it wasn’t long since I was a law and old Pat an outlaw. Funny thing, the law.''--Billy the Kid to Heiskell Jones, 1880. "I have vision, and the rest of the world wears bifocals." --- Butch Cassidy''I wasn't the leader of any gang. I was for Billy all the time."---Billy the Kid to a Las Vegas reporter after his capture at Stinking Springs. Just able barely to mount a horse and ride about a little in the spring of 1866, my life was threatened daily, and I was forced to go heavily armed. The whole country was then full of militia, robbing, plundering and killing."  --- Jesse James "There are always women who will take men on their own terms. If I were a man I wouldn't bother to change while there are women like that around."---Ann Oakley"You damn dirty cow thief, if you’re anxious to fight, I’ll meet you!"  --- Wyatt Earp to Ike Clanton before the fight at the O.K. Corral.@HeiskellJones I’m outlawed and it wasn’t long since I was a law and old Pat an outlaw #wildwest @BillyTheKid Sorry to hear that Billy #wildwest@HeiskellJones Funny thing, the law #wildwestNew outlaws in #wildwest RT @BillyTheKid: I’m outlawed and it wasn’t long since I was a law and old Pat an outlaw.#wildwest #justice RT @OutlawPat RT @BillyTheKid: I’m outlawed and it wasn’t long since I was a law and old Pat an outlawWild West of Social Message – Who owns the message?''I’m outlawed and it wasn’t long since I was a law and old Pat an outlaw. Funny thing, the law.''--Billy the Kid to Heiskell Jones, 1880. "I have vision, and the rest of the world wears bifocals." --- Butch Cassidy''I wasn't the leader of any gang. I was for Billy all the time."---Billy the Kid to a Las Vegas reporter after his capture at Stinking Springs. Just able barely to mount a horse and ride about a little in the spring of 1866, my life was threatened daily, and I was forced to go heavily armed. The whole country was then full of militia, robbing, plundering and killing."  --- Jesse James "There are always women who will take men on their own terms. If I were a man I wouldn't bother to change while there are women like that around."---Ann Oakley"You damn dirty cow thief, if you’re anxious to fight, I’ll meet you!"  --- Wyatt Earp to Ike Clanton before the fight at the O.K. Corral.
  • 400 million tweet-per-day barrier,
  • Free Online photo editing toolsPicMonkeyPhotoshop Express EditoriPiccy
  • Expand this…2 slides
  • Expand this…2 slides
  • One Way to Avoid the Festival of Confusion – Close the Loop. All messages lead to somewhere and point to other places where you can engage in a different way.
  • Connecting the dots…don’t know what this shape is…But the way you communicate something allows an image to take shape.The more you connect, the more your message comes into focus.
  • 400 million tweet-per-day barrier,
  • http://www.holmesreport.com/expertknowledge-info/11638/Journalists-Use-Several-Social-Media-Channels-For-Research.aspxHolmes Report  26 Mar 2012Corporate blogs are the most useful of all social channels for media when researching articles, followed by Wikipedia and Twitter, according to research undertaken by Text 100, which quizzed 72 journalists on how they use social media in their professional lives, finding that on average three different social media channels are used to prepare each story.When asked to rate the comparative usefulness of different channels for carrying out research into businesses or products, company blogs were felt to be more valuable than any other social media platform. While Twitter and YouTube ranked as being of greater use than LinkedIn and Facebook, the research highlights the importance for brands in building compelling content through ‘owned’ web properties.Surprisingly, journalists still ranked the much maligned press release as a more useful information source than any social media channel. According to Dan Baxter, managing director of Text 100, “These findings highlight the importance of implementing solid brand journalism programs to ensure corporate blogs provide the media and other influencers with the right kind of content. The ability to create timely, personalized content is increasingly valued by media who remain the single biggest driver of online discussion.“While traditional communications channels such as press releases remain important brands are missing out by not embracing a balanced approach across all social channels.”The study also found that contact by PR professionals is welcomed through social media channels. While 85 percent of journalists welcome PR contact through their Twitter profiles and 84 percent are happy to approached via LinkedIn, only 42 percent of media welcome contact via Facebook.
  • Animations buttons to pull out things.Use
  • Animations buttons to pull out things.Use Free Online photo editing toolsPicMonkeyPhotoshop Express EditoriPiccy
  • http://www.holmesreport.com/expertknowledge-info/11638/Journalists-Use-Several-Social-Media-Channels-For-Research.aspxHolmes Report  26 Mar 2012Corporate blogs are the most useful of all social channels for media when researching articles, followed by Wikipedia and Twitter, according to research undertaken by Text 100, which quizzed 72 journalists on how they use social media in their professional lives, finding that on average three different social media channels are used to prepare each story.When asked to rate the comparative usefulness of different channels for carrying out research into businesses or products, company blogs were felt to be more valuable than any other social media platform. While Twitter and YouTube ranked as being of greater use than LinkedIn and Facebook, the research highlights the importance for brands in building compelling content through ‘owned’ web properties.Surprisingly, journalists still ranked the much maligned press release as a more useful information source than any social media channel. According to Dan Baxter, managing director of Text 100, “These findings highlight the importance of implementing solid brand journalism programs to ensure corporate blogs provide the media and other influencers with the right kind of content. The ability to create timely, personalized content is increasingly valued by media who remain the single biggest driver of online discussion.“While traditional communications channels such as press releases remain important brands are missing out by not embracing a balanced approach across all social channels.”The study also found that contact by PR professionals is welcomed through social media channels. While 85 percent of journalists welcome PR contact through their Twitter profiles and 84 percent are happy to approached via LinkedIn, only 42 percent of media welcome contact via Facebook.
  • http://www.holmesreport.com/expertknowledge-info/11638/Journalists-Use-Several-Social-Media-Channels-For-Research.aspxHolmes Report  26 Mar 2012Corporate blogs are the most useful of all social channels for media when researching articles, followed by Wikipedia and Twitter, according to research undertaken by Text 100, which quizzed 72 journalists on how they use social media in their professional lives, finding that on average three different social media channels are used to prepare each story.When asked to rate the comparative usefulness of different channels for carrying out research into businesses or products, company blogs were felt to be more valuable than any other social media platform. While Twitter and YouTube ranked as being of greater use than LinkedIn and Facebook, the research highlights the importance for brands in building compelling content through ‘owned’ web properties.Surprisingly, journalists still ranked the much maligned press release as a more useful information source than any social media channel. According to Dan Baxter, managing director of Text 100, “These findings highlight the importance of implementing solid brand journalism programs to ensure corporate blogs provide the media and other influencers with the right kind of content. The ability to create timely, personalized content is increasingly valued by media who remain the single biggest driver of online discussion.“While traditional communications channels such as press releases remain important brands are missing out by not embracing a balanced approach across all social channels.”The study also found that contact by PR professionals is welcomed through social media channels. While 85 percent of journalists welcome PR contact through their Twitter profiles and 84 percent are happy to approached via LinkedIn, only 42 percent of media welcome contact via Facebook.
  • http://www.holmesreport.com/expertknowledge-info/11638/Journalists-Use-Several-Social-Media-Channels-For-Research.aspxHolmes Report  26 Mar 2012Corporate blogs are the most useful of all social channels for media when researching articles, followed by Wikipedia and Twitter, according to research undertaken by Text 100, which quizzed 72 journalists on how they use social media in their professional lives, finding that on average three different social media channels are used to prepare each story.When asked to rate the comparative usefulness of different channels for carrying out research into businesses or products, company blogs were felt to be more valuable than any other social media platform. While Twitter and YouTube ranked as being of greater use than LinkedIn and Facebook, the research highlights the importance for brands in building compelling content through ‘owned’ web properties.Surprisingly, journalists still ranked the much maligned press release as a more useful information source than any social media channel. According to Dan Baxter, managing director of Text 100, “These findings highlight the importance of implementing solid brand journalism programs to ensure corporate blogs provide the media and other influencers with the right kind of content. The ability to create timely, personalized content is increasingly valued by media who remain the single biggest driver of online discussion.“While traditional communications channels such as press releases remain important brands are missing out by not embracing a balanced approach across all social channels.”The study also found that contact by PR professionals is welcomed through social media channels. While 85 percent of journalists welcome PR contact through their Twitter profiles and 84 percent are happy to approached via LinkedIn, only 42 percent of media welcome contact via Facebook.
  • http://www.holmesreport.com/expertknowledge-info/11638/Journalists-Use-Several-Social-Media-Channels-For-Research.aspxHolmes Report  26 Mar 2012Corporate blogs are the most useful of all social channels for media when researching articles, followed by Wikipedia and Twitter, according to research undertaken by Text 100, which quizzed 72 journalists on how they use social media in their professional lives, finding that on average three different social media channels are used to prepare each story.When asked to rate the comparative usefulness of different channels for carrying out research into businesses or products, company blogs were felt to be more valuable than any other social media platform. While Twitter and YouTube ranked as being of greater use than LinkedIn and Facebook, the research highlights the importance for brands in building compelling content through ‘owned’ web properties.Surprisingly, journalists still ranked the much maligned press release as a more useful information source than any social media channel. According to Dan Baxter, managing director of Text 100, “These findings highlight the importance of implementing solid brand journalism programs to ensure corporate blogs provide the media and other influencers with the right kind of content. The ability to create timely, personalized content is increasingly valued by media who remain the single biggest driver of online discussion.“While traditional communications channels such as press releases remain important brands are missing out by not embracing a balanced approach across all social channels.”The study also found that contact by PR professionals is welcomed through social media channels. While 85 percent of journalists welcome PR contact through their Twitter profiles and 84 percent are happy to approached via LinkedIn, only 42 percent of media welcome contact via Facebook.
  • Tools to communicate your message…sure there are more.
  • Photo of Lindsay winning her awardLink: “Learn more about this award” or “Learn more about Lindsay and why she’s a part of our team” to more about the award or to a page on your site with staff bios.
  • Photo of Lindsay winning her awardLink: “Learn more about this award” or “Learn more about Lindsay and why she’s a part of our team” to more about the award or to a page on your site with staff bios.
  • 400 million tweet-per-day barrier,
  • Talk this way
  • Email sample
  • Talk this way
  • Talk this way
  • Connecting the dots…don’t know what this shape is…But the way you communicate something allows an image to take shape.The more you connect, the more your message comes into focus.
  • ‘More orderly messaging – 'I’m outlawed and it wasn’t long since I was a law and old Pat an outlaw. Funny thing, the law.''--Billy the Kid to Heiskell Jones, 1880. "I have vision, and the rest of the world wears bifocals." --- Butch Cassidy''I wasn't the leader of any gang. I was for Billy all the time."---Billy the Kid to a Las Vegas reporter after his capture at Stinking Springs. Just able barely to mount a horse and ride about a little in the spring of 1866, my life was threatened daily, and I was forced to go heavily armed. The whole country was then full of militia, robbing, plundering and killing."  --- Jesse James "There are always women who will take men on their own terms. If I were a man I wouldn't bother to change while there are women like that around."---Ann Oakley"You damn dirty cow thief, if you’re anxious to fight, I’ll meet you!"  --- Wyatt Earp to Ike Clanton before the fight at the O.K. Corral.
  • Thank you! We’d like to open the floor to questions for either myself, Michele or Bryan.

Transcript

  • 1. Building a Solid Base:Connecting the DotsMichelle KershnerMarketing & Communication Manager, Visit Frederick
  • 2. Does this photo describeyour social mediamarketing budget?Then this presentation maybe a great starting point toamplify yourefforts.SHOESTRING BUDGET?
  • 3. About MeMichelle@mahkerVisitFrederick@tourfrederickmdBUSYwww.wordle.netWear Many Hats
  • 4. AFestival of Confusion1 2“Join us this weekend at theZora Neal Hurston Festivalof the Arts and Humanities inhistoric Eatonville, Florida.”
  • 5. AFestival of Confusion3Website4MAP56.5 mi, 1 hr 1min driving5Events“Press”refers tobooks forsale.6 7Blog
  • 6. How Ifelt…
  • 7. Ifsomething is important enough to…If something is…•Important enough to post onFacebook or Twitter (twice).•Important enough to have on thehome page of your website.•Important enough to staff andattend for multiple days.It’s important enough toconnect the dots in yourcommunication.
  • 8. Wild West of Social MediaMessages“I’m outlawed and it wasn’t long since I was a law and oldPat an outlaw. Funny thing, the law.--Billy the Kid to Heiskell{@BillyTheKid} @HeiskellJonesI’m #outlawed and it wasn’t longsince I was a law and old Pat anoutlaw #wildwest{@OldPat} LOL@BillyThekid is an #Outlawnow! And I’m law!#wildwestjustice{@WildWestSherrif} NewsRelease: @BillyTheKid#outlawed; @OldPat now legitow.ly/hw5ac{@Gentleman }FYI@BillyThekid is an#Outlaw!Knew it!RT@OldPatLOL@BillyThekid is an#Outlawnow! AndI’m law!{@CWyattEarp}@IkeClanton You damn dirtycow thief, if you’re anxious tofight, I’ll meet you! #OKCorral
  • 9. How do you wrangle in wild messages?1. Craft a Solid Message2. Control Your Message3. Connect Your MessageBy the time ourpresentation isfinished, over 16million Tweets willbe sent.
  • 10. Before you evenTHINK aboutsociallysharing, thinkabout your base.Build Your Base, Then Connect the DotsImage, Short & SweetShortenThoseLinks:Bit.lyOw.lyGoo.glstumbleuponSocial Website
  • 11. Pre-Post AnalysisAskyourself…Someone in your office just won anaward. Your boss says, “Hey, thatwould make a great Tweet orFacebook post.”
  • 12. ToughQuestions•Do I have an image of the person?•Does the “rest of the story” alreadylive online?•Do I need to create online contentfirst?•Do I need to “tag” people, andtherefore like their page or followthem?•How is this post part of my overallmarketing strategy?Be able to control your own content.
  • 13. MessageFacebookOtherSocialMediaPressReleasesYouTubeWebsite• BlogNewsletterTwitterAdvertisingPrintedMaterialsClose the LoopEverywhereyouturn, thereisinformation.
  • 14. Connecting the Dots Brings Focus@mahker@tourfrederickmdThe way you communicate an idea allows animage to take shape. The more you connect, themore your message comes into focus.
  • 15. How do you wrangle in wild messages?1. Craft a Solid Message2. Control Your Message3. Connect Your Message33 – The percentage of USInternet users who said theyended a connection with a brandon social media due to the brandsharing too many updates.(Source: eMarketer)
  • 16. Example: Public Relations•Corporate blogs are the mostuseful channels for mediawhen searching for articles•On average, 3 differentsocial media channels areused to prepare each story-Holmes Report, March 26, 2012“While traditional communications channels such as press releases remainimportant, brands are missing out by not embracing a balanced approachacross all social channels.”- Dan Baxter
  • 17. Frederick is One of America’sPrettiest Painted PlacesSetyourfoundation.Press Release Links to Website, YouTube, Facebook
  • 18. Frederick is One of America’sPrettiest Painted PlacesAnimotoEmbedded videoFree Online photo editingtools•PicMonkey•Photoshop Express Editor•iPiccy
  • 19. Win: Traditional Media Links toNew Media
  • 20. Amplify This MessageWithMarketing•Guest blog posts•Contributing article for outsidepublication•Use on homepage slider•Share in newsletters•Advertising•Marketing Collateral• Visitor Guide• 13 Things to do in 2013• Sales TeamFoundation=Content &ImagesCommunity & Relocation Guide, Winter 2013Advertising
  • 21. Example: Social as a Resource
  • 22. Example: Social as a ResourceOn average, 3different socialmedia channels areused to prepareeach story.-Holmes Report, March 26, 2012Tue March 12, 2013
  • 23. Example: Social as a Resource
  • 24. MessageFacebookOther SocialMediaPressReleasesYouTubeWebsite/BlogNewsletterTwitterAdvertisingPrintedMaterialsTraditionalMedia
  • 25. Planning•Goals•Target Markets/Audience Groups
  • 26. ToughMessage Choices – Be Crafty!Someone in your office just won anaward. Your boss says, “Hey, thatwould make a great Tweet or Facebookpost.”What if……you work for a dentist?You post information for patients on•fun dental facts•care for your teeth, etc.Your accountant won this award. Do you stillshare it?•What is your message?•Who is your audience?•Does this apply?
  • 27. ToughMessage Choices – Be Crafty!Our accountant, Ann, was caughtflashing her pearly whites when shewon the Young Accountant of theYear Award. Learn more about Ann:Lin.k.lyCreative Crafting!Not every piece of news is worthy ofsharing socially over every network.
  • 28. How do you wrangle in wild messages?1. Craft a Solid Message2. Control Your Message3. Connect Your Message80% percent of social mediausers prefer to connect with brandsthrough Facebook.(source: Business2Community)
  • 29. Sharing the Social MessageWhen does this happen?•Working with partners outside yourorganization or company•Different team members all writingmessages•Influencers, members, customers, etc.are sharing your messageChallenge:Who owns the message? How do you share?
  • 30. Collaborating: Talk this WayTell people HOW to talk about you.• Customers• Staff• Partners• Influencers Encourage people to talkabout you by giving them:•Suggested Facebook Posts•Suggested Tweets•Hashtags•Images or Infographics•Handles
  • 31. Working With PartnersEstablish Ground Rules forSharing•Organization that owns the contentposts it.•Share only most important posts.•Others reshare the content, withtheir own spin if possible.#FredRestWK
  • 32. Working With Partners Outside of Your OrganizationTools for Collaboration•Private Facebook Group•Email Group•Linked In•Google•Basecamp•Outlook•Project
  • 33. Collaborating: Talk this WayTell people HOW to talk about you, your product or event.Graphic to Share #Hashtag Advocacy
  • 34. Leverage Your Bossiness“Frederick has a super cute downtown and someintriguing restaurants, I definitely want to corral acar and head up there again this summer.”•Turn hashtags into feeds on another network•Turn blog posts or media articles into posts•Measure the value you bringInstagram to Facebook
  • 35. What did welearn?Wrangling is Tough WorkCraft+Control+Connect“…Social Media is not anisland. It’s a high-powerengine on the largermarketing ship.”Matt Dickman, SVP Digital Marketing at FleishmanHillard, technomarketer.typepad.com
  • 36. Restore Order to Your Messaging“I’m outlawed and it wasn’t long since I was a law and old Patan outlaw. Funny thing, the law.--Billy the Kid to Heiskell Jones, 1880{@BillyTheKid}Outta here! RT@WildWestSherrif: NewsRelease: @BillyTheKid#outlawed & @OldPat nowlegit ow.ly/hw5ac#wildwestlaw{@OldPat}LOL RT@WildWestSherrif:News Release:@BillyTheKid#outlawed &@OldPat now legitow.ly/hw5ac#wildwestlaw{@WildWestSherrif} NewsRelease: @BillyTheKid#outlawed & @OldPat now legitow.ly/hw5ac #wildwestlaw{@Coyboy4} Knew it! RT@WildWestSherrif: News Release:@BillyTheKid #outlawed & @OldPat nowlegit ow.ly/hw5ac #wildwestlaw{@Coyboy3} Knew it! RT@WildWestSherrif: News Release:@BillyTheKid #outlawed & @OldPat nowlegit ow.ly/hw5ac #wildwestlaw{@Coyboy2} Knew it! RT@WildWestSherrif: News Release:@BillyTheKid #outlawed & @OldPat nowlegit ow.ly/hw5ac #wildwestlaw{@Coyboy1} Knew it! RT@WildWestSherrif: News Release:@BillyTheKid #outlawed & @OldPat nowlegit ow.ly/hw5ac #wildwestlaw
  • 37. Thank you! Any questions?Michelle Kershner (@mahker)Marketing and CommunicationManagerTourism Council of Frederick Countymkershner@fredco-md.netwww.visitfrederick.org@tourfrederickmdfacebook.com/visitfrederickmd