Seeing Is BelievingUsing Visual Content in Social Media Marketing                 June 1, 2012
About Me
About Me
Download a Copy:http://slideshare.net/pagetx
Today We’ll Cover …•   Overview•   Flickr•   Pinterest•   Instagram•   Foodspotting•   Awesome Examples•   Q&A
Social Media Review
Benefits of Social Media•   It’s FREE!•   Builds deeper relationships•   Increases brand awareness•   Broadens your networ...
Start a Flickr Group
Develop Group Rules            If you agree to these rules, you can join the group            Only post pictures to this g...
Facebook Weekly Features
Facebook Advertising
Twitter
Blog Content – Photo Posts & Slideshows
Create Custom Google Maps
Use in Print Publications
Use in Internal Documents
Colorado River Trail  Photo Contest
Soul_Smiling
Results:• 95 contest entries• 5% avg. increase in Fans/followers on Facebook, Twitter, and Flickr• 553% avg. increase in F...
Cool Flickr Ideas
Flickr Places –flickr.com/places
Maps                PhotosPhotographers                Groups
Import KML File URL
Create Custom Google Map
You May Have Seen This
But Have You Seen This?
Pinterest Positives• Traffic, traffic and more traffic   – Pinterest has grown 4000% in the last 6 months• It has SEO secr...
Pinterest Bookmarklet
Pinteresting Possibilities• Use Pinterest as a focus group   – Look at what your followers are pinning. They     volunteer...
Photo: andyarthur on Flickr
Pinteresting Pitfalls• Remember Napster?   – Some consider Pinterest to be an enabler of illegal     activity.• Possible c...
Cool Pinterest Ideas
Ultimate Austin PinTrip• Pinterest contest  partnership between  Four Seasons Hotel  and Austin CVB         • Four Seasons...
Pinterest Contest Board(http://pinterest.com/hmaust/pinterest-contests)
Apply Instagram Filters
From this …              … to this!
Cool Instagram Ideas
Experience Grand Rapids   Instagram Contest
Experience Grand Rapids Finalists
Statigram Web Viewer
Using FoodspottingSpot your own food     Search for food nearby you
Cool Foodspotting Ideas
Foodspotting Guides
Visit Indiana’s Super 46
Resources• CVBs on Pinterest (May update)  http://annehornyak.com/2012/05/29/cvbs-on-  pinterest-may-update/• Engaging Foo...
Questions?Old School:• Phone – 512.473.3513• E-mail – sarah.page@lcra.orgNew School:• Twitter - @ColoradoRiverTr (work), @...
Seeing Is Believing: Using Visual Content in Social Media Marketing
Seeing Is Believing: Using Visual Content in Social Media Marketing
Seeing Is Believing: Using Visual Content in Social Media Marketing
Seeing Is Believing: Using Visual Content in Social Media Marketing
Seeing Is Believing: Using Visual Content in Social Media Marketing
Seeing Is Believing: Using Visual Content in Social Media Marketing
Seeing Is Believing: Using Visual Content in Social Media Marketing
Seeing Is Believing: Using Visual Content in Social Media Marketing
Seeing Is Believing: Using Visual Content in Social Media Marketing
Seeing Is Believing: Using Visual Content in Social Media Marketing
Seeing Is Believing: Using Visual Content in Social Media Marketing
Seeing Is Believing: Using Visual Content in Social Media Marketing
Seeing Is Believing: Using Visual Content in Social Media Marketing
Seeing Is Believing: Using Visual Content in Social Media Marketing
Seeing Is Believing: Using Visual Content in Social Media Marketing
Seeing Is Believing: Using Visual Content in Social Media Marketing
Seeing Is Believing: Using Visual Content in Social Media Marketing
Seeing Is Believing: Using Visual Content in Social Media Marketing
Seeing Is Believing: Using Visual Content in Social Media Marketing
Seeing Is Believing: Using Visual Content in Social Media Marketing
Seeing Is Believing: Using Visual Content in Social Media Marketing
Seeing Is Believing: Using Visual Content in Social Media Marketing
Seeing Is Believing: Using Visual Content in Social Media Marketing
Seeing Is Believing: Using Visual Content in Social Media Marketing
Seeing Is Believing: Using Visual Content in Social Media Marketing
Seeing Is Believing: Using Visual Content in Social Media Marketing
Seeing Is Believing: Using Visual Content in Social Media Marketing
Seeing Is Believing: Using Visual Content in Social Media Marketing
Seeing Is Believing: Using Visual Content in Social Media Marketing
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Seeing Is Believing: Using Visual Content in Social Media Marketing

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Preso given at the Texas Brazos Trail conference June 1, 2012 on using visual content in marketing destinations.

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  • I’m Sarah Page and I work for the Lower Colorado River Authority providing tourism and economic development assistance to the communities and organizations in our service area. And what XX didn’t tell you is ….
  • I’m Sarah Page and I work for the Lower Colorado River Authority providing tourism and economic development assistance to the communities and organizations in our service area. And what XX didn’t tell you is ….
  • We have a lot of ground to cover today. There will be plenty of time for Q&A at the end, but I’m also happy to field questions during the presentation if you’ve got something that just can’t wait.
  • Can help reach a different demographic – one that doesn’t respond to traditional advertising (no newspapers – can get news on your phone)SEO = getting found onlineViral = now people will tell friends in a more public way
  • There are a lot of social media options out there. You need to take the time to assess whether you realistically have the resources to add another social media platform.
  • We do a lot with our Flickr photos on Facebook. We just started this feature where we put up two photos and get people to vote on the one they like best. It will revolve around a theme – like this one was about which sunset photo people liked best. I’ll do one every week from now on.
  • I’ recently did a little test of Facebook advertising. I used a photo (with permission) from our Flickr group as the image in the ad. I saw an almost 16% increase in the number of fans on my page.
  • I always announce our Facebook Tripod Trivia feature on Twitter to try to cross pollinate our audiences. I’ll also post the actual photo once the correct location is guessed.
  • And this is an example of how we’re using my Flickr group in some of the other work we do in our department. This is a slide from a draft presentation we’re working on that will provide economic data for specific regions in the LCRA service area.
  • We used a dedicated page on our website as the home base for the contest. We did this to avoid paying for 3rd party apps to host the contest on Facebook. We used Facebook and Twitter to promote the contest, but always pointed people to our website and/or the Flickr group for more information. If you have the proper website analytics in place, you’ll be able to track the referring sources to your contest page. More about that in a minute …Ran May 1-25
  • Once the contest was over, we highlighted the winner on our website, took the opportunity to congratulate the other finalists, and all the while still trying to drive them to our Flickr group.
  • Lessons learned:The 5 categories in 2011 were too confusing. Make it simple for people to enter. Thus, “show us your perfect day on the Colorado River Trail”.The 2011 contest lasted far too long. If social media is going to be a component of your contest promotion, people will lose interest after a while. Our 2011 contest lasted for a month and a half – that was too long. The public voting period was too long as well. This year the whole thing lasted 4 weeks.A contest on Flickr has to be nurtured. We chose not to host the contest on Facebook because 1) we wanted high quality photos, and 2) we didn’t want to pay for a 3rd party app to make the contest legal. But Flickr people are active ON Flickr. It’s difficult (but not impossible) to get non-Flickr users to create an account, join your group, and upload photos. Flickr is just not that widely accepted yet. But for us, it’s worth it because this is a channel we are invested in and want to continue to grow. It provides us with an almost unlimited source of content.Because of the inherent difficulties I just described, you have to promote the heck out of it on your social media channels. Encourage contest entrants to share with their friends by adding Facebook share and like buttons and “tweet this” buttons on your website.Talk your goals through with your IT people BEFORE launching your contest. I assumed that the website analytics I needed were already in place. Everyone uses Google Analytics, right? Wrong. Some key data I needed to show whether or not my social media channels drove people to the website just wasn’t there. No one had every asked our IT people for referring sites to a page before, so they weren’t set up to do that (and it can’t be done after the fact). We’re now using Google Analytics, so I got everything I wanted for the 2012 contest.
  • Find photos about your destination.
  • Geo-feed to Google Reader and the photos come to you!OrKML file to create custom Google maps.
  • Pinterest is a 2 year old social bookmarking site that lets users collect and share images that inspire them on the web. It currently has over 10 million users. Just like you would pin something you want to remember on a bulletin board, Pinterest lets you do the same thing to images you find on the web. Create your own virtual bulletin boards for the things you love – like recipes, places you want to visit, ideas for your home, and more. Once something is pinned, it can be “liked”, “shared” on Facebook, tweeted on Twitter, repinned, and commented on by your followers.Pinterest is especially popular among women, which account for 58% of its traffic. It began as a venue for displaying crafts and other hand made items available for sale. It is the third most popular social site behind Facebook and Twitter.
  • Savannah Georgia was one of the very first destinations to create a Pinterest account. They are the one everyone else is trying to catch up to. Savannah has over 13,000 followers, 28 boards, and over 2340 pins.“Our blog traffic increased 366% with people finding it through images posted on Pinterest. After seeing that number, I am confidant we are on to something big.” – Amy Brock, social media manager
  • “We all know people’s Pinterest boards aren’t reflections of their lives – they’re reflections of what they want their lives to be like. It’s really the best form of social marketing when someone takes an image of your destination and adds it to their aspirational life (endorsing the destination to their followers).” -- Joe Vargo, Marketing Manager with Experience Columbus“In a destination like Columbus, we realize we have a pretty flat image – photography and video are a great way to start to solve this problem as we have a great product to offer and overdeliver on visitor experience.  Pinterest also allows destinations to show their complex personalities – something that’s nearly impossible to write into web copy.Where we have great photography assets, we’re pinning them (particularly from our blog).  We’re also strategically pinning images linking back all the earned media coverage we’ve generated – no sense in letting that go to waste, a third-party recommendation is worth way more to me than a link back to my sites.”And of course, there are those beauty shots that don’t link anywhere valuable, but if the images are stellar enough, they’re worth a pin.
  • Participants must create an “Austin PinTrip” board within their Pinterest account. Each board should contain 10-20 photos (with linkbacks) that in essence show, via pictures, the entrants dream trip to Austin. Boards are encouraged to include both Hotel activities, as well as activities around Austin, with photos sourced from both http://www.austintexas.org and http://www.fourseasons.com/austin and elsewhere on the web.ObjectivesPromote Four Seasons Hotel Austin’s new Pinterest accountLeverage partnership with Austin CVB to appeal to potential summer visitors to AustinDrive visits and link backs to the Hotel’s and CVB’s website, which will in turn increase our SEO and interest in AustinIncrease engagement of current Facebook fans and Twitter followersIncrease # of new fans and followers on Facebook and Twitter
  • Once the board is completed, participants will upload their contact details, a URL link to their Ultimate Austin PinTrip Board and a main photo to represent their trip to our Facebook page, where entries will be displayed using the third-party Wildfire application. Our Facebook fans will have the ability to vote for their favorite PinTrip Board, with the Hotel and CVB ultimately deciding the Grand Prize and Runner-Up winner(s).
  • Voting is live June 1-7 and the winners will be announced June 8. Prizes must be redeemed before August 31, 2012 (goal to encourage summer travel).
  • Snap a picture, choose a filter to transform its look and feel, then post to Instagram. Share to Facebook, Twitter, and Tumblr too – it's as easy as pie. It's photo sharing, reinvented.Instagram heads toward the 100 million users milestone.Some highlights from these app stats are:Each day on Facebook 300 million photos are uploadedInstagram gains one new user every secondOne billion photos have been taken with the appThere are roughly 58 photos uploaded each second
  • Experience Grand Rapids ran an Instagram contest as a promotion during National Travel and Tourism Week this year. They also tried a Photo Walk, which was not very successful – due primarily to inclement weather.Why Instagram: We already knew that there was a public on Instagram, and we wanted to find some way to engage them. Goals: To establish a presence on Instagram through a brand account ( Acquire at least 100 followers in a month of creation).Integrate Instagram on other platforms (add a link from website to the Instagram Feed, add a stream of Instagram photos on Facebook, use Instagram to share photos on twitter) The contest was quite successful, with 196 photos entered into the contest and 389 votes were cast in the final top 10 round (22 votes were international, 367 votes were domestic, Out of the domestic votes, 242 votes were from West MI). 
  • To enter the photo contest, participants must include the #ExperienceGRhashtag in their Instagram photo caption. Entries will be accepted May 8-13. Selected by Experience Grand Rapids officials, beginning May 14 the top 10 finalists will compete in a public online vote. 
  • Began in 2009 as a way to find or rate specific dishes.As a foodseeker, you can…Explore your city or neighborhood to see the nearest, latest and best foods around you.Look up a restaurant and see what’s good there.Find a particular dish that you’re craving.Bookmark foods you want to try by clicking (“Want it!”)Vote up foods you’ve tried and loved (“Nom it!”).Access guides from experts like the Travel Channel to see the nearest recommendations to you.Follow people and guides that you trust, and places and foods that you love.As a foodspotter, you can...Share where to find a food you love by uploading a photo (“spotting it”), emailing it to food@foodspotting.com (you’ll need to add details from the website), or adding it to a guide.Complete guides, scavenger hunts and challenges to earn badges and recognition.Become a dish expert by spotting five or more foods of the same type.Earn virtual points for making quality contributions to the Foodspotting community.
  • Foodspotting guides
  • With Super Bowl XLVI coming up at the beginning of February, this guide to some of the best sandwiches in Indiana can help you decide where to eat whether you’re just coming to town for the big game or if you’re a life-long Hoosier looking for a taste of something new.Knock Out Round – We’ve got to narrow 46 sandwiches to the top 16. 5 rounds of voting over the 4 weeks leading up to the Super Bowl in Indy.And, then there were 16 – Let the Playoffs begin!Round 1 – Wildcard Round kicks off Friday, January 6.It’s a plate-to-plate battle royale.Round 2 – The Divisional Round kicks off Friday, January 13.8 sandwiches, which 4 will come out on top?Round 3 – The Conference Round kicks off Friday, January 20.4 sandwiches down and 2 to go.Final Round – Super Bowl Final kicks off Friday, January 27.Who will be the Top Dog of 2012?The winner will be announced Thursday, February 2. So, stay tuned.
  • Seeing Is Believing: Using Visual Content in Social Media Marketing

    1. 1. Seeing Is BelievingUsing Visual Content in Social Media Marketing June 1, 2012
    2. 2. About Me
    3. 3. About Me
    4. 4. Download a Copy:http://slideshare.net/pagetx
    5. 5. Today We’ll Cover …• Overview• Flickr• Pinterest• Instagram• Foodspotting• Awesome Examples• Q&A
    6. 6. Social Media Review
    7. 7. Benefits of Social Media• It’s FREE!• Builds deeper relationships• Increases brand awareness• Broadens your network• Helps SEO• Increases website traffic• Can help reach journalists/media• Empowers fans to be viral ambassadors for your brand Source: Social Media for Tourism Pros
    8. 8. Start a Flickr Group
    9. 9. Develop Group Rules If you agree to these rules, you can join the group Only post pictures to this group for which you own the original copyright or are in the public domain. All pictures posted to this group may be used by the Colorado River Trail in its various publications, both print or online (including social media). We will credit you as the photographer on any photo that we use. Only photos depicting the Colorado River Trail region will be accepted. We reserve the right to reject submissions to our Flickr group displaying content we deem to be inappropriate or offensive without prior warning. The Colorado River Trail reserves the right to update the Group Rules.
    10. 10. Facebook Weekly Features
    11. 11. Facebook Advertising
    12. 12. Twitter
    13. 13. Blog Content – Photo Posts & Slideshows
    14. 14. Create Custom Google Maps
    15. 15. Use in Print Publications
    16. 16. Use in Internal Documents
    17. 17. Colorado River Trail Photo Contest
    18. 18. Soul_Smiling
    19. 19. Results:• 95 contest entries• 5% avg. increase in Fans/followers on Facebook, Twitter, and Flickr• 553% avg. increase in Facebook and Twitter activity (likes and comments)• 69,400 % increase in inbound traffic to the photo contest web page• Time on site ranged from :33 seconds pre-contest to 6:45 during peak voting Photo: watsoninelgin
    20. 20. Cool Flickr Ideas
    21. 21. Flickr Places –flickr.com/places
    22. 22. Maps PhotosPhotographers Groups
    23. 23. Import KML File URL
    24. 24. Create Custom Google Map
    25. 25. You May Have Seen This
    26. 26. But Have You Seen This?
    27. 27. Pinterest Positives• Traffic, traffic and more traffic – Pinterest has grown 4000% in the last 6 months• It has SEO secret sauce – Each photo pinned can be linked back to a specific product or more information on your website or blog• Incredible engagement – Average user spends 88.3 minutes on Pinterest• Cross promote with other social media channels• So easy to use
    28. 28. Pinterest Bookmarklet
    29. 29. Pinteresting Possibilities• Use Pinterest as a focus group – Look at what your followers are pinning. They volunteer information on their interest, dreams, and passions.• Generate leads – Link to landing pages that contain forms for downloading content you want them to have (visitor guides, calendars, PDF documents, etc.)• See what’s been pinned from your website or blog http://pinterest.com/source/AddYourURLHere
    30. 30. Photo: andyarthur on Flickr
    31. 31. Pinteresting Pitfalls• Remember Napster? – Some consider Pinterest to be an enabler of illegal activity.• Possible copyright infringement – Almost all Pinterest images posted by users were copied from other websites without permission. – Pinterest just released “NoPin” code that allows content owners to keep their photos from being pinned. – Flickr added “attributed sharing” – Others see it the same way as Xerox, VCRs, or DVRs.• Pinterest shifts accountability to the user
    32. 32. Cool Pinterest Ideas
    33. 33. Ultimate Austin PinTrip• Pinterest contest partnership between Four Seasons Hotel and Austin CVB • Four Seasons has – 63 submissions seen: – 1,272 views of the – 289 new fans – contest page compared to 115 in April of 2012 (increase of 151%) – 20% increase in people “talking about us” over April 2012
    34. 34. Pinterest Contest Board(http://pinterest.com/hmaust/pinterest-contests)
    35. 35. Apply Instagram Filters
    36. 36. From this … … to this!
    37. 37. Cool Instagram Ideas
    38. 38. Experience Grand Rapids Instagram Contest
    39. 39. Experience Grand Rapids Finalists
    40. 40. Statigram Web Viewer
    41. 41. Using FoodspottingSpot your own food Search for food nearby you
    42. 42. Cool Foodspotting Ideas
    43. 43. Foodspotting Guides
    44. 44. Visit Indiana’s Super 46
    45. 45. Resources• CVBs on Pinterest (May update) http://annehornyak.com/2012/05/29/cvbs-on- pinterest-may-update/• Engaging Foods via FoodSpotting http://travel2dot0.com/destinationmarketing/e ngaging-destination-foodies-via-foodspotting/• 5 Questions: Joe Vargo on Pinterest (ExpCols) http://travel2dot0.com/marketing/5-questions- joe-vargo-pinterest/
    46. 46. Questions?Old School:• Phone – 512.473.3513• E-mail – sarah.page@lcra.orgNew School:• Twitter - @ColoradoRiverTr (work), @pagetx (personal)• Facebook – facebook.com/ColoradoRiverTrail• Flickr – flickr.com/groups/ColoradoRiverTrail• Foursquare – foursquare.com/coloradorivertr• Delicious – delicious.com/pagetx• Slideshare – slideshare.net/pagetx
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