Taking Engagement from Ordinary to Wow

Taking Engagement from Ordinary to Wow Mo Sherifdeen Interactive Marketing | Travel Oregon @mosherifdeen

AboutTravel Oregon. Official agencycharged with promoting travelto/within OregonMission: 1) Inspire travel to &within Oregon; 2) help travelershave a great time.How: $2 million ad budget: TV,Online (70%), print (20%)CTA: Digital(TravelOregon.com, blogs,social, email etc.)

State of Social- 3 billion photos uploaded/month- 2.5+ million sites integrated w/ FB- 325,000 yrs of video watched each month- 2nd largest search engine - 100m active users; 250 m daily tweets -10m users; over a billion check-ins - “Radar” features has lots of potential

Pre-Social “Trip Echo”Pre-social: office water cooler + kitchen table

Social “Trip Echo” Social Age: The “water cooler” is Facebook, Twitter, YouTube, blogs, Foursquare etc….

Travel Is Social

Inspiration & Discovery

Shopping/Planning

Booking

Customer Service

Post Trip

Where does the DMO fit in?

The Travel Oregon Strategy • Monitor perceptions/buzz Listen/Talk • Interact with fans to the community • Help travelers plan •Provide platforms for fans to share their stories Boost Sharing + Advocacy •Find/amplify advocates • Content distribution Story-Building • Soliciting fan stories Ours + theirs

Blog (2006)• Basics: – Initially campaign based – Grew into “story telling” platform – 25 writers – 5 regular contributors – Liberal linking/feature policy – Staff resource: 1.5; but shared responsibility

Writer Recruitment….• Passionate bloggers (cost $0, link love)• New graduates (portfolio builder)• Staff

Writer Recruitment….(Cont.)• Passionate Oregonians (cost $0, freebies, gear!)

Writer Recruitment….(Cont.)• PR - destinations/business es (but stories, not explicit pitches!)• Cost: $0 (staff editing time)

Writer Recruitment….(Cont.)• Leverage existing programs…. – Visitor guide “back stories” – Extend TV partnerships….• Media Highlights: – Highlight good OR travel stories from blogs/media

Twitter (May 2008)• Sharing timely/immediate content & deals (events, travel updates etc.)• Provide Customer Service to followers• Examples:– Where can I find a Gluten Free Restaurant in Cannon Beach?– I’m visiting Crater Lake, is the Rim Drive open to vehicles?

Twitter Best Practices• Sharing articles, with a very brief description of what the article is about. Give users a reason to click. Using just the title of the article/blog post isn’t enough• Open ended questions, “The sun is out and we can’t stop thinking of playing in the water! Where should we go?”• It’s against Twitter’s TOS to repeatedly tweet the same message – so if you’re going to share the same content, you’ll need to rephrase it.• No more than 1 update every hour or so.

Twitter Helpful Tools• TweetDeck/HootSuite management• Tweroid – measures best time for you to tweet• TweetReach (for measuring hashtags)• Klout – can help w/ determining influence – but not totally perfect

Facebook (Jan. 2009)• Engaging with travelers, passionate Oregonians (ex- Oregonians)• Sharing inspirational content (ours + others)• Answering questions

Facebook Best Practices• Updates with photos• Ask questions (fill in the blank etc.)• Open ended questions (i.e. “It’s sunny outside, what are you doing?”)• Links to articles with a question related to the article.• 2-3 updates per day (but will vary)

Other Considerations• Posting schedule** – Primetimes: 8 am, 11 am, 3pm, & 8 pm EST – New: 20 posts across 5 fan pages that had 2 million+ fans, and calculated an average post lifetime of 22 hours, 51 minutes• Peak conversation day**: Weds., 3pm• Mornings are slightly better• International strategy: one page/account v market pages/accounts?• Terms of Use! (** Source: Vitrue. “Managing your Facebook Community”)

Integration Beyond Icons

Ask Oregon (2011) [customer support by local experts]A strategy to deliver visitor information by connecting passionate Oregonians to travelers….using multiple touch points (Web, Call Center, Twitter, Trip Advisor, Visitor Centers etc.)

Video link: http://www.youtube.com/watch?v=29B5d_AOsQc

14 passionate Oregonianson Twitter + Facebook……dishing out travel advice.

Ask Oregon on Facebook Ambassadors are creating ongoing discussions with Travel Oregon fans regarding their questions.

Ask Oregon on Twitter Ask Oregon Ambassadors are: Continuing to answer follower questions Filtering questions for other ambassadors Tweeting helpful info with #askOR

Social Media Co-Op –Adventurecation (2011)

Social Media Co-Op

Micro Ad Targeting • Who live in U.S. • Who live in OR, WA or CA • Exactly between 30-50 inclusive • Female • Who like adventure, adventures, bouldering, caving, disc golf, mountaineering, rock climbing, or white water rafting • Not connected w/ COVA • Suggested bid: $0.49-$0.81

Results!• 181,650,822 Ad Impressions (Travel Oregon+Partners)• 169,012 Ad Clicks (Travel Oregon+Partners)• Average CPC $0.36 (Facebook says this costs $2-3!)• 75,000 page views were generated for the "Adventurecation" tab across all partners• Fan base increase ranged from 114% (Portland) to 2,637% (Medford) – Total Partner Likes Gained: 113,745• Facebook Insights also indicated that on average, each of the partners saw a 320% increase in engagement!• 1,987 Contest Entries

Learnings• What Worked? – High Engagement, Low CPC/CPA – Ability to see results immediately• What Didn’t Work? – Some FB users were reluctant to allow access to a third party app to enter the contest – Some non-FB users would have liked a non-FB entry option – Very quick turnaround on creative/prizes – Many participating partners were not familiar with Facebook marketing techniques

FB Ad Best Practices • Great images • Relevant • Call to action within ad • Relevant content to convert • 1 ad per $100 spend • Timing

Full-On-Oregon (Blogger Fam Trips)• 25 unique food writers/bloggers• Immersion weekend – crabbing, fishing, ice cream making etc.• Twitter hashtag: #fullonOR

Full-On-OregonVideo link: http://www.youtube.com/watch?v=feIYsoCknKw

Location, Location, Location.(Source: PhoCusWright. “Loco Over Local: Four Trends That Are Reshaping Tourism”)

Foursquare (2010)• Sharing unique tips about places from Oregonians (chefs, skiers etc.)• Re-using blog/FB /PR content (e.g. readers of “OregonLive.com recommend the chowder here”)

Foursquare (2010)• Lists (content strategy: re- use itineraries from DMO’s, e- newsletter content etc.)• New: “Save” & “Radar”

Others Ideas: Foursquare and SCVNGR Partnerships• Foursquare • 55,000+ followers • 3 badges • 366 locations • 3 Foursquare Lists (and counting)• SCVNGR • 8 Chicago badges and treks • 116 challenges

Explore Chicago ResultsFoursquare • 20,582 check-insSCVNGR • 1,431 completed challenges100+ media placements • National Geographic Traveler, Mashable, TechCrunch, Chicago Tribune, Crain’s Chicago Business

Foodspotting (Austin, Philly)

Gowalla

Analytics/Measurement• Measurement is an iterative process• Focus on engagement (i.e. what they’re doing vs. growing numbers)

Facebook – Key Metrics1. Engagement: a) Engaged fans: Monthly Active Users/Total Fans b) Content relevance: Post feedback (Insights) = (comments + likes/Total Exposure)

Facebook – Fan Engagement60,000 Fans Monthly Active Users50,00040,00030,00020,00010,000 0

Facebook – Key Metrics

Twitter – Key Metrics1. Growth of fans2. Engagement: a) Engaged fans: - @ responses - RTs b) Content relevance: - Clicks (Bit.ly)

What’s Next?Niche Social Travel Real Time & Experts

Inspiration/Reading List• Tnooz - tnooz.com• Travel2dot0 - travel2dot0.com• About Tourism – abouttourism.wordpress.com• Sparkloft Media – sparkloftmedia.com/blog• Mashable – mashable.com• MilesMedia Insight – milesmedia.com/insight

Thanks Mo Sherifdeen @mosherifdeenmo@traveloregon.com 503-378-8859

Taking Engagement from Ordinary to Wow

by Mo Sherifdeen on Oct 27, 2011

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Taking Engagement from Ordinary to Wow — Presentation Transcript