An Introduction to SocialMedia for Park Professionals             Nancy Heltman        Visitor Services Manager        Soc...
Social Media KilledVideo: http://youtu.be/DDW7ekiBKx8
What we’ll cover• Why bother with social media?• Get started – Pick the  Channels that work for you• Time saving technique...
One Way           Communication             Noise         MessageSender               Receiver
Two Way          Communication          Message           NoiseSender              Receiver         Feedback
Social MediaCommunication
Once Upon a Time ….. (1996)
First there was the webThe internet expanded the public’saccess tonews, information, entertainment Web 1.0, or web, refers...
Then there was Web 2.0The public was empowered tocomment on and share thatcontent and their opinions of thecontent with th...
Social Media is all about sharingcontent and relating with your fans. Your fans share your content with their friends and ...
I bought                       Can’t go                                                           shoes                   ...
Social Media Revolution                       VideoVideo: http://youtu.be/x0EnhXn5boM
In one minute…•    100,000 tweets sent•    648,478 pieces of content shared on Facebook•    2 million search queries on Go...
By the numbers…• 91% of adults use social media regularly• There are more devices connected to the internet  than people o...
• 65% of adult internet users now say they use a  social networking site like MySpace, Facebook or  LinkedIn.• under age 3...
• 75% of all American adults are active in some kind of  voluntary group or organization and internet users are  more like...
• “One of the striking things in these data is  how purposeful people are as they become  active with groups.”• “Many enjo...
How to get started1. What do you want to accomplish? Set goals.2. Start with the tools that best match those   goals.3. Po...
What Channel?• Blogging generates web traffic and gives you space to  tell a story• Statistics show that Facebook has the ...
Social Media Tools• Blogs
CONTENT DRIVES THE  CONVERSATION
Blogging Tips•   It’s not all about YOU – think about your audience•   Develop a schedule or calendar•   Push blog to othe...
Virginia State Parks Blog
• Social   Networking
• 92% of SNS users are on FacebookOn a given day:  15% of Facebook users update their status.  22% comment on another’s po...
Profile vs. PageProfiles represent individuals and must be heldunder an individual name, while Pages allow anorganization,...
Page or Group?Pages allow realorganizations, businesses, celebrities and brandsto communicate broadly with people who like...
Local, Regional or                     Nationwide• Setting up individual Facebook page for each  of your locations means t...
Profile or Business                           AccountBusiness accounts are designed for individuals who onlywant to use th...
Facebook Tips• Provide what your users are interested in• Facebook is Visual – never post without a  picture• Frequency an...
Is FacebookReally Free?
• MicroBlogging
• 15% of online adults use Twitter  6/2012, (up from 8% in November  2010 and 13% 6/2011), 8% use  Twitter on a typical da...
• African Americans and Latinos continue to  have high rates of adoption of the service.• 25% of online African Americans ...
Twitterthe allure  of 140characters
Twitter Tricks• Shoot for 120 characters• Use Hash Tags when they make sense• Share what interests your followers• Grow yo...
ReTweetsNew retweet – the original tweet shows in your feed even if youdon’t follow the account.Old retweet (also just ‘ o...
• Picture   Sharing
Flickr• Photo Sharing Site• Can also post short video• Tagging allows for easy search/sort for  social media management an...
Virginia State Parks Flickr Page          VSP Flickr Site
Flickr Advice• Train your staff on upload requirements  and tagging protocol• Keep your page public so anyone can  view yo...
•Video Sharing71% of onlineadults now usevideo-sharingsites
• Streaming
Time Saving Techniques• Cross Posting• Desktop  Applications• Scheduling• Teamwork
Contentpostedto Blog
• Desktop Social Media  Monitoring
HootSuite
• Scheduling Tools
Building a Team• Reallocate existing marketing funds. You  don’t need ‘new’ money.• Hire interns• Assign current marketing...
Social Media PolicyComments and posts on our site• We in DCRs Virginia State Parks believe  in transparency and engaging t...
• Inappropriate, vulgar and offensive  comments will be deleted. Parks are family  friendly venues, and comments and posts...
• Posts and comments that are spam or irrelevant  to Virginia State Parks will be deleted. Our social  media account admin...
• We welcome criticism and the  opportunity to address complaints  in public forums. Continued  comments regarding the sam...
Twitter Follow Policy• We generally follow those who  follow us on Twitter. We reserve the  right to not follow accounts t...
• We wont follow those with lewd or  inappropriate avatars. Accounts focused on  topics irrelevant to Virginia State Parks...
• Our decision on whether or not to follow a Twitter  account is often based on limited information so those  who feel we ...
Important                      Considerations• Social media is all about being SOCIAL. That  means your staff need to shar...
• Start with a plan. Coordinate  branding with other media.• Pick the social media sites that  will have the most impact  ...
When Complaints                 Happen• Don’t hide them, respond quickly  and professionally• Try to take the conversation...
Social Media Will Kill                                     •   Source:                                         www.socialn...
Social Media for Park Professionals
Social Media for Park Professionals
Social Media for Park Professionals
Social Media for Park Professionals
Social Media for Park Professionals
Social Media for Park Professionals
Social Media for Park Professionals
Social Media for Park Professionals
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Social Media for Park Professionals

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Presentation to the National Association for Interpretation Annual Workshop, presented 11/17/2012

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Social Media for Park Professionals

  1. 1. An Introduction to SocialMedia for Park Professionals Nancy Heltman Visitor Services Manager Social Media Evangelist Staci Martin Visitor Services Specialist Social Media Choir Member Virginia State Parks Department of Conservation and Recreation
  2. 2. Social Media KilledVideo: http://youtu.be/DDW7ekiBKx8
  3. 3. What we’ll cover• Why bother with social media?• Get started – Pick the Channels that work for you• Time saving techniques• Have a policy and use it
  4. 4. One Way Communication Noise MessageSender Receiver
  5. 5. Two Way Communication Message NoiseSender Receiver Feedback
  6. 6. Social MediaCommunication
  7. 7. Once Upon a Time ….. (1996)
  8. 8. First there was the webThe internet expanded the public’saccess tonews, information, entertainment Web 1.0, or web, refers to the first stage of the World Wide Web linking webpages with hyperlinks. (1993) Wikipedia
  9. 9. Then there was Web 2.0The public was empowered tocomment on and share thatcontent and their opinions of thecontent with their friends.Since 2004, Web 2.0 has been the term usedto describe social web, especially the currentbusiness models of sites on the World WideWeb Wikipedia
  10. 10. Social Media is all about sharingcontent and relating with your fans. Your fans share your content with their friends and it creates a new dynamic to advertising.
  11. 11. I bought Can’t go shoes this time today Last time it started lateAre you going?I’ll meet you there!What time does it I lovestart? Virginia State Parks Do I need a ticket? I’ll tell my Are kids friends! Who allowed? wants to car I’ll do it! Wish I had a pool? How babysitter. much do you pay?
  12. 12. Social Media Revolution VideoVideo: http://youtu.be/x0EnhXn5boM
  13. 13. In one minute…• 100,000 tweets sent• 648,478 pieces of content shared on Facebook• 2 million search queries on Google• 48 hours of video uploaded to YouTube• 47,000 apps downloaded• 3,600 photos shared on Instagram• 571 new websites created• $272,000 spent online Source: the socialskinny.com
  14. 14. By the numbers…• 91% of adults use social media regularly• There are more devices connected to the internet than people on earth• 8 new people come online every second• 61% research products/events online• Companies with blogs have 55% more website traffic than those without a blog• 3.2 billion likes/comments are posted on Facebook everyday Source: the socialskinny.com
  15. 15. • 65% of adult internet users now say they use a social networking site like MySpace, Facebook or LinkedIn.• under age 30: 61% use social networking sites on a typical day.• Ages 50-64, 32% use social networking sites on a typical day.• The number of those using social networking sites has nearly doubled since 2008 and the population of SNS users has gotten older
  16. 16. • 75% of all American adults are active in some kind of voluntary group or organization and internet users are more likely than others to be active: 80% of internet users participate in groups, compared with 56% of non-internet users.• Moreover, social media users are even more likely to be active: 82% of social network users and 85% of Twitter users are group participants.
  17. 17. • “One of the striking things in these data is how purposeful people are as they become active with groups.”• “Many enjoy the social dimensions of involvement, but what they really want is to have impact. Most have felt proud of a group they belong to in the past year and just under half say they accomplished something they couldn’t have accomplished on their own.”
  18. 18. How to get started1. What do you want to accomplish? Set goals.2. Start with the tools that best match those goals.3. Poke around the social media sites on your own.4. Find an evangelist or team.
  19. 19. What Channel?• Blogging generates web traffic and gives you space to tell a story• Statistics show that Facebook has the most interactions, but…as always..things are fluid and ever- changing.• Average user spend 6 hours 30 mins on Facebook per month• Average user spends 12 minutes on Google+ per month• Photos are worth 1,000 words• Tweets are short, sweet, on point, fast and easily shared.
  20. 20. Social Media Tools• Blogs
  21. 21. CONTENT DRIVES THE CONVERSATION
  22. 22. Blogging Tips• It’s not all about YOU – think about your audience• Develop a schedule or calendar• Push blog to other Social Network Sites• Create a blogging personality• Blog about things not found on your website (Behind-the-scenes interviews with staff, A Day in the Life of a Maintenance Ranger, unique location in the park, trivia/facts about the park)
  23. 23. Virginia State Parks Blog
  24. 24. • Social Networking
  25. 25. • 92% of SNS users are on FacebookOn a given day: 15% of Facebook users update their status. 22% comment on another’s post or status. 20% comment on another user’s photos. 26% “Like” another user’s content. 10% send another user a private message
  26. 26. Profile vs. PageProfiles represent individuals and must be heldunder an individual name, while Pages allow anorganization, business, celebrity, or band tomaintain a professional presence on Facebook. Youmay only create Facebook Pages to represent realorganizations of which you are an authorizedrepresentative.
  27. 27. Page or Group?Pages allow realorganizations, businesses, celebrities and brandsto communicate broadly with people who likethem. Pages may only be created and managedby official representatives.Groups provide a closed space for small groupsof people to communicate about shared interests.Groups can be created by anyone.
  28. 28. Local, Regional or Nationwide• Setting up individual Facebook page for each of your locations means that much more social media management and a fans spread over many pages• Setting up regional or nationwide page means fans from all over might be inclined to go to different parks in your area and means your fans are concentrated in one place.• Facebook may make this easier
  29. 29. Profile or Business AccountBusiness accounts are designed for individuals who onlywant to use the site to administer Pages and their adcampaigns. For this reason, business accounts do not havethe same functionality as personal accounts. Businessaccounts have limited access to information on the site.An individual with a business account can view all the Pagesand Facebook Ads that they have created, however they willnot be able to view the profiles of users on the site or othercontent on the site that does not live on the Pages theyadminister. In addition, business accounts cannot be foundin search and cannot send or receive friend requests.
  30. 30. Facebook Tips• Provide what your users are interested in• Facebook is Visual – never post without a picture• Frequency and timing of posts will be specific to your fans• Multiple advertising opportunities for a small investment with great targeting• Investigate Tools for creating tabs like heyo.com
  31. 31. Is FacebookReally Free?
  32. 32. • MicroBlogging
  33. 33. • 15% of online adults use Twitter 6/2012, (up from 8% in November 2010 and 13% 6/2011), 8% use Twitter on a typical day.• 95% of Twitter users own a mobile phone, and half of these users access the service on their handheld device.
  34. 34. • African Americans and Latinos continue to have high rates of adoption of the service.• 25% of online African Americans use Twitter at least occasionally, with 11% doing so on a typical day.• Twitter use by internet users ages 25-34 has doubled since late 2010 (9% to 19%)• Usage by ages 35-44 has also grown significantly (from 8% to 14%).
  35. 35. Twitterthe allure of 140characters
  36. 36. Twitter Tricks• Shoot for 120 characters• Use Hash Tags when they make sense• Share what interests your followers• Grow your followers by following the followers of Twitter accounts in your niche• Following limitation• Refollow.com – free for non profits
  37. 37. ReTweetsNew retweet – the original tweet shows in your feed even if youdon’t follow the account.Old retweet (also just ‘ or MT). Shows your followers you aresharing the content with them. Also gives you a chance to addcomment.
  38. 38. • Picture Sharing
  39. 39. Flickr• Photo Sharing Site• Can also post short video• Tagging allows for easy search/sort for social media management and for viewers• Can handle high resolution files• Free or subscription options• Many people can upload to one account
  40. 40. Virginia State Parks Flickr Page VSP Flickr Site
  41. 41. Flickr Advice• Train your staff on upload requirements and tagging protocol• Keep your page public so anyone can view your pictures• Allow other places to use your pictures with photo credit• Buy a few cheap cameras so staff have them available while in the field
  42. 42. •Video Sharing71% of onlineadults now usevideo-sharingsites
  43. 43. • Streaming
  44. 44. Time Saving Techniques• Cross Posting• Desktop Applications• Scheduling• Teamwork
  45. 45. Contentpostedto Blog
  46. 46. • Desktop Social Media Monitoring
  47. 47. HootSuite
  48. 48. • Scheduling Tools
  49. 49. Building a Team• Reallocate existing marketing funds. You don’t need ‘new’ money.• Hire interns• Assign current marketing team times when they manage the pages• Use your existing volunteers and employees to help generate content—everyone has a story to tell
  50. 50. Social Media PolicyComments and posts on our site• We in DCRs Virginia State Parks believe in transparency and engaging the public. Public comments made on our blogs and other social media portals are valuable. However, we reserve the right to restrict comments. We consider the following when restricting comments:
  51. 51. • Inappropriate, vulgar and offensive comments will be deleted. Parks are family friendly venues, and comments and posts must pertain to their users.• Comments meant to belittle, demean or bully others will be deleted, as will personal attacks, hate speech and comments that promote, foster or perpetuate discrimination, inflammatory remarks and those that are spiteful or discourteous.
  52. 52. • Posts and comments that are spam or irrelevant to Virginia State Parks will be deleted. Our social media account administrators determine which comments, photos, videos, posts and other user- submitted content are inappropriate or offensive. Administrators also decide when to remove or disapprove user-submitted content pertaining to places and attractions outside Virginia State Parks or of no general interest to park visitors. Our admin team is the final arbiter on relevancy.
  53. 53. • We welcome criticism and the opportunity to address complaints in public forums. Continued comments regarding the same complaint or made on posts that are unrelated to the complaints topic, however, will be deleted. We provide a forum for complaints, but complaints must pertain to the given post or blog.
  54. 54. Twitter Follow Policy• We generally follow those who follow us on Twitter. We reserve the right to not follow accounts that seem to be for spamming, are not identified with an avatar, or have descriptions that arent adequate for us to tell whether or not the account is family friendly.
  55. 55. • We wont follow those with lewd or inappropriate avatars. Accounts focused on topics irrelevant to Virginia State Parks or our mission may not be followed. For example, accounts with a description that implies ways to get more followers, forex currency trading, or get-rich-quick schemes, etc., would not be followed even if those with such accounts mention family and similar interest as well.
  56. 56. • Our decision on whether or not to follow a Twitter account is often based on limited information so those who feel we were wrong about not following them should send us a message.• We also reserve the right to discontinue following those with accounts we deem to be not family friendly or in violation of the above criteria. We also may block accounts that "spam the timeline" or persist in sending us messages even though we are not following them.
  57. 57. Important Considerations• Social media is all about being SOCIAL. That means your staff need to share content and interact.• While most of the tools are free – you have to spend time adding content, monitoring, responding, SOCIALIZING
  58. 58. • Start with a plan. Coordinate branding with other media.• Pick the social media sites that will have the most impact reaching your audiences• Doing social media badly is worse than not doing it at all
  59. 59. When Complaints Happen• Don’t hide them, respond quickly and professionally• Try to take the conversation off line• Use your policies when folks hijack your page
  60. 60. Social Media Will Kill • Source: www.socialnomics.com • Used by permission from Erik QualmannVideo: http://youtu.be/Nwwq3l39lqk

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