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e-is for Everyone

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Paul Anderson and Michele Peck discuss how effectively integrating electronic media, social media and target dialogue is leveling the marketing playing field for destinations of all sizes. This …

Paul Anderson and Michele Peck discuss how effectively integrating electronic media, social media and target dialogue is leveling the marketing playing field for destinations of all sizes. This interactive seminar includes a discussion of current trends and applied experiences, along with a showcase of big flops and best practices.

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  • Brief introduction from Paul & MicheleFolks, notice that our contact information is on each slide in the Footer. Our email, Twitter and Facebook addresses. If you have any questions once you are back a the job, please contact Michelle or myself through any of these. Michele will note the presentation availability via slideshare.net/pointamedia
  • Large post-its will be on the walls with the following social media titles:FacebookYouTubeTwitterGoogle+FlickrGowallaPinterestConstant ContactFoursquareGowallaYelpOther (please note)Audience Members will each have a stack of 12 small post-its & pensMichele will intro the gameAudience will be invited to write their names on their post-its and tag the media they use in their daily business communicationsPaul will call time on the posting and give a quick analysis of winning mediaMichele will answer questions about any non-tagged media
  • Paul will explain the role of e-media in a marketing plan – each medium is a tool in a fully developed campaign – not the campaign itselfPaul:E media, often called digital media is the sum of many parts and new ones are being introduced almost daily. Some of them are so intriguing that we, the users are tempted to get side tracked or sucked into believing that this newest and best is the one that is going to take over the rest and become all we need. When we do that we lose sight of our goal. These various players in the digital and social media arena are nothing but tools and they help us accomplish our primary goals, our campaigns, our promotions, our communiqués.. Anyone here familiar with the idea of planning and working out of a tool box? It is a very helpful and efficient way to plan strategically. We have different tools for different uses. If we understand this then we are able to focus the correct or best tool to do the job and, conversely, we aren’t out there trying to do one thing with a tool that is not designed for it.Let me explain a common area that gets confused and because of that some think they are doing social media when they are actually doing electronic or digital public relations. Or, they attempt to do public relations with a social media tool…which might work if it is carefully planned but most often it is the wrong tool for the job.I will explain real quick the difference between Social Media and Digital Public Relations - they are related but there are some key differences. Let’s talk about digital or electronic public relations …I like to say the kissing cousin to social media….it’s definitely related but instead of trying to get yourself into the Sunday travel section of the NY Times…instead of your PR team focusing on print, you’re really actually focusing on getting some online exposure and online pickups so it’s Ezines electronic magazines – its’ the 150 million bloggers…talk about its’ pod casters 250 million potential listeners and viewers that are on I- tunes …that are kind of gobbling up audio and video podcasts contents – it’s e-mail newsletters that are going both to the travel trade and consumer side….on -line journalist that are only writing articles for the web, then there is also the more technical side of electronic public relations so there of course is Google but there are100’s of Googles for the public relations side of the business. There is PR directories, search engines..libraries and different pockets of people, both journalists and individual consumers that are viewing your media so kind of like where the sidewalk ends – public relation news wires are great to put out a release…and then kind of picking up where they really leave off…reaching the whole other side of the arena. More than 1 billion social media users in the world so that number has grown – time spent on social networking in the U. S. increased by 82% and again as we were putting this presentation together we had to continue adjusting the stats because they are continuing to change every week.
  • Paul will explain the role of e-media in a marketing plan – each medium is a tool in a fully developed campaign – not the campaign itselfPaul:E media, often called digital media is the sum of many parts and new ones are being introduced almost daily. Some of them are so intriguing that we, the users are tempted to get side tracked or sucked into believing that this newest and best is the one that is going to take over the rest and become all we need. When we do that we lose sight of our goal. These various players in the digital and social media arena are nothing but tools and they help us accomplish our primary goals, our campaigns, our promotions, our communiqués.Every day gives us the opportunity to be introduces or learn some new tool. In fact they are coming at us so very fast, that if you think you need to master all of them, you have already put yourself behind. So, like every job, pick just the tools that help you accomplish your objectives. I will explain real quick the difference between Social Media and Digital Public Relations - they are related but there are some key differences. Let’s talk about digital or electronic public relations …I like to say the kissing cousin to social media….it’s definitely related but instead of trying to get yourself into the Sunday travel section of the NY Times…instead of your PR team focusing on print, you’re really actually focusing on getting some online exposure and online pickups so it’s Ezines electronic magazines – its’ the 150 million bloggers…talk about its’ pod casters 250 million potential listeners and viewers that are on I- tunes …that are kind of gobbling up audio and video podcasts contents – it’s e-mail newsletters that are going both to the travel trade and consumer side….on -line journalist that are only writing articles for the web, then there is also the more technical side of electronic public relations so there of course is Google but there are100’s of Googles for the public relations side of the business. There is PR directories, search engines..libraries and different pockets of people, both journalists and individual consumers that are viewing your media so kind of like where the sidewalk ends – public relation news wires are great to put out a release…and then kind of picking up where they really leave off…reaching the whole other side of the arena. More than 1 billion social media users in the world so that number has grown – time spent on social networking in the U. S. increased by 82% and again as we were putting this presentation together we had to continue adjusting the stats because they are continuing to change every week.
  • Paul will explain the role of e-media in a marketing plan – each medium is a tool in a fully developed campaign – not the campaign itselfPaul:It is important to understand that within the this tool box are tools for both social media and digital public relations. While these are related, there is a difference in how they are used and what they are used for.Let’s say that digital public relationsare the kissing cousin to social media…unlike the objective of trying to get yourself into the Sunday travel section of the local paper or focusing on print, with Digital PR your focus is on getting some exposure and online pickups
  • Paul:Digital Public RelaionsEzines - electronic magazines – 150 million bloggers – to mention and talk about your featuresPod casters – There are 250 million potential listeners and viewers that are on I-Tunes and they are gobbling up the contents of audio and video podcasts E-mail newsletters that are going both to the travel trade and consumer side Online journalists that are writing articles only for the weband then kind of picking up where they really leave off…reaching the whole other side of the arena. More than 1 billion social media users in the world so that number has grown – time spent on social networking in the U. S. increased by 82% and again as we were putting this presentation together we had to continue adjusting the stats because they are continuing to change every week. These are the areas you concentrate you digital PR. And to be perfectly honest, the job is big. If you can afford to use a professional accomplish this, it might even get done.
  • Paul will explain the role of e-media in a marketing plan – each medium is a tool in a fully developed campaign – not the campaign itselfPaul:and then kind of picking up where they really leave off…reaching the whole other side of the arena. There are more than 1 BILLION social media users in the world!!Social networking use as DOUBLED since 2007In the last year along, Social networking use has increased by approximately 25%In order to convert the potential that Social Media offers, it is imperative that we who use if for business purposes learn to use the Tools and learn to use them together. Digital PR, instead of the goal of gaining a mention, space or air time with a newspaper, magazine or get talked about on the air – Radio or TX - its goal to get a mention in Ezines – electronic magazines, talked about by one of the 150 million bloggers – well not all 150 million, only the few million that will help you spread your message. We also have Podcasters – There are 250 million potential listeners and viewers that are on I-Tunes and they are gobbling up the contents of audio and video podcasts. Is there one in your area? Find out. Find the online journalists – those that write articles only for the web.
  • Paul will explain this slide with respect to the toolbox… social networking tools are your destination not your pathway. Paul:Never, and I mean NEVER EVER think about the social networking tools as a destination.Your strategic plan is your pathway and the tools are put to use through best practices to accomplish and move forward and upward. The tools come and go.The lesson to us then is keep our focus on our goals and use all this whiz-bang social media inventions as tools to reach our goals. You may rely on one or more of these shown here or you may find a way to use one of the less popular to reach a specific niche market. I like what Eric Qualman, author of Socialnomics said in his first edition in 2009. “It is not the question of whether we will use social media, but how we will use it.”
  • Michele will talk about the propagation of social/e-tools because of the cost of access – nothing – but note the often uncalculated expense of time. Also, because tools are free, they sometimes come and go… don’t pile all of your e-ggs in one basket.
  • Paul will discuss the importance of e-mail in daily communications; particularly with loyalty and events with respect to Constant Contact lists/newsletters/etc. It is nothing new to hear that someone has declared something DEAD! Banner Ads on websites were – were the most hated thing about websites and they were declared dead. They are far from it.Facebook’s COO declared that email was dead and that social media would take its place. Email use has certainly dropped among some segments of users but for other segments email marketing is a strong and growing think. Wait just a Minute!! Email?In a discussion of Social Media? Email has been around a long time… before Social Media showed up. What does it have to do with Social Media??? A LOT! It is true, the traditional use of Email has been messaging. Mostly send out notices, reminders, ask questions….but not used in a strategic plan exactly. After all SPAM, that dreadful condition we all suffer from, has all abut killed Email – Right? Email IS DEAD! Or so thought someone at Facebook. Just last year (2010) Facebook’s COO Sheryl Sandberg declared that “e-mail … is probably going away.” Then Facebook came out with their version of @facebook.com for messaging. It was a new kind of email but it was email nonthe less and allowed for the transmission of messages across platforms. Now Facebook users can still message another Facebook user but they can also message a non-Facebook users from their Facebook account. Email dead? Not Quite YET….but it is changing. According to Greg Cangialosi, CEO of Blue Sky Factory; “Email actually drives a lot of the social web activity, trough notifications, alerts and more. Email is a great complement to social in that it allows marketers to extend the reach of their messages and identify influencers on their list.”
  • Paul will discuss the importance of e-mail in daily communications; particularly with loyalty and events with respect to Constant Contact lists/newsletters/etc. Here is the split of messaging systems – and email, when all things are considered, is not dead.
  • A lot of people, us included have adapted to using email as more than just an address on our promotional material for interested parties to contact us. This is a partial list of companies very active in helping businessses develop successful email campaigns. Last year we used a company called Exact Target. Their approach is to use Social Media – heavy reliance on the mobile devices – to collect email address through a variety of mans. These emails are then used in a database and sent monthly e newsletter about attractions in Longview. We did a lot to promote the arts and special performances in Longview. We know that our events are one of the most popular attractions Longview has. It is nothing new to hear that someone has declared something DEAD! Banner Ads on websites were – were the most hated thing about websites and they were declared dead. They are far from it.Facebook’s COO declared that email was dead and that social media would take its place. Email use has certainly dropped among some segments of users but for other segments email marketing is a strong and growing thing. There are a wide assortment of companies that can be used to do email marketing. These are some of the popular ones:GetResponseConstant ContactMailChimpGraphicMailVertical Response Benchmark EmailiContacthttp://emailuniverse.com/http://www.constantcontact.com/index.jsphttp://search.constantcontact.com/email-marketing/index.jsp
  • Paul will give some key notes about email; ask for examples from the audienceSays Greg Cangialosi, CEO of the email marketing company Blue Sky Factory:  "Email actually drives a lot of the social web activity, through notifications, alerts and more. Email is a great complement to social in that it allows marketers to extend the reach of their messages and identify influencers on their list.“If we had the time, Email marketing could take up a complete session on its own but for now here are three reasons Why E-Mail Matters to us.1.Information Blasts  Social Media like Blogging is an effective medium for communication, but hoping for following to keep stopping by the company weblog for updated information isn’t realistic. For quick and timely bytes of information in a time crunch, emailing your friends and fans is your best option.  2.Widespread Special Offers Using emails to distribute coupons and special offers is one of the best ways to ensure that your customers are a) receiving your content and clicking on it, and b) they are becoming repeat customers. 3.Portability The most common web activity on smartphones? Checking email. As long as your headlines aren’t misleading or involve an action that takes away from the message – for example “Click ‘here’ to be redirected” – you’ll be increasing your chances of eliciting favorable responses.We do not have time in this session to get deeply into Email Marketing – Constant Contact gives full seminar sessions on how to do it. Some of the most significant benefits of using email are: Information Blasts –we use these a great deal in Longview but always in specific situations. E-Mail Blasts go to a specific group or groups of people. They are used for two purposes. One – to notify people about an event, meeting, webinar….etc.Second – to recruit volunteers or attendees. Different Groups get the Blasts. Every time week do the Blast, the responses come in. We also know who has responded to an appeal and they do not get the second and third wave of the Blasts. Yes we generally send out at least two and often three Blasts at precise times on precise days. A second way to Benefit is to use them for WIDESPREAD Offers. We do not do this as much but when we do uses them is just before events to build support through a special offer – sometimes a VIP status offer. And a third big benefit that has just become almost wrong to not take advantage is the portability of information through smart phones. So many (40%) of all cell phones in use today have email capability even if they do not surf the internet.
  • It is nothing new to hear that someone has declared something DEAD! Banner Ads on websites were – were the most hated thing about websites and they were declared dead. They are far from it.Facebook’s COO declared that email was dead and that social media would take its place. Email use has certainly dropped among some segments of users but for other segments email marketing is a strong and growing thing. There are a wide assortment of companies that can be used to do email marketing. These are some of the popular ones:GetResponseConstant ContactMailChimpGraphicMailVertical Response Benchmark EmailiContactConstant Contact is the one most of us are familiar with. We’ve used ExactTarget this past year. http://emailuniverse.com/http://www.constantcontact.com/index.jsphttp://search.constantcontact.com/email-marketing/index.jsp
  • Michele gives a brief summary
  • Gowalla is a location-based social network. Users 'check in' at Spots in their local vicinity, either through a dedicated mobile application or through the mobile website. As a reward users will sometimes receive virtual "items" from check-ins. Items have developed to become a promotional tool for the game's partners. As of November 2010 there were approximately 600,000 active users.[2]Gowalla is a primarily mobile web application that allows users to check in to locations that they visit using their mobile device. "Trips", can be made by any user, link up to 20 related spots, falling into categories such as Nature Hikes or Pub Crawls.Spots and Trips can be "featured" by Gowalla, and with this comes a special status and icon, along with being highlighted on the website. Featured spots tend to be local landmarks such as Buckingham Palace in London, while featured Trips are chosen for being "unique and exciting.”Upon checking in, users may receive virtual "Items" as a bonus and these can be swapped or dropped at Spots. Users become "Founders" of a spot by dropping an item there. Items form a key feature within the game and each user has a vault into which they can place items they want to keep forever. Special items have been created for specific events of importance such as the 2010 Winter Olympic Games, and also as promotional items linked to real-world prizes.
  • ask for examples from the audience
  • Paul gives a brief summaryUsing Facebook for more than casual communication and connection with friends and family about our personal lives takes a discipline. Most of us opened our Facebook account for the fun of it. Although not one of them, Farmville, Mafia Wars, Zoo, and whatever is the latest game was something that captured many Facebook users. We’re not talking about that.Here is my disclaimer. Mark Zukerberg and his team of Facebook “genius” may at any time change Facebook in a manner that will make me look like someone that does not know what he is talking about. FB now up around 800 million users and just a short while ago it was 500 million and now 750 million we are talking about also average age 37 …not really just for college kids any more – something you should have some interns looking into ..if FB was a country would be 3rd largest in the world…pretty impressive and again it is not just for going on there and sharing pictures of your grandchildren ….it’s now being used for business purposes….for 1 million actual business pages…on FB so there are 2 parts to FB – there’s the people sharing photos and friends and family kind of angle and there’s a lot of people making some serious money on there….people spent over 750 billion minutes per month with 50% logging on daily….#6 FB is also for the senior crowd up - 1500% year over last year – that ‘s like the hot sector – they are all jumping on to FB - my mom & day are now on FB – little scary – I’m excited about Google Plus because I can share certain things with them and hide certain things from my staff…but my dad just had his high school reunion and it was only promoted on FB so he had to get on FB in order to find out where his high school reunion was…you are really starting to see that audience take off…Twitter and a 200 M folks that are now on
  • Do you need to be impressed by the numbers with Facebook? I’m certain that most of us by now have heard these or something similar. We starting to hear about the numbers on Google+ because they are setting some records and breaking some of Facebook’s early growth records. But Michelle is going to talk about Google+ later. Right now the Big Elephant in the Social Media room is still Facebook. 800 million active users; More than 50% log in daily; Over 700 BILLION minutes per month are spent on Facebook; More than 350 million mobile access points. Some have two or three. iPhone/iPad/iTouch; Over 1 million business pages – most just in 2010-2011; Average user has 130 friends and follows 80 Businesses. (LIKE vs. FAN vs. FOLLOW)
  • Some cities have on Facebook Page – and all the information is put out through that. BUT we need to remember, this is SOCIAL MEDIA, and we need to be social. Social means we discover what interests our listeners/followers have and then target our message to them through that interest. For instance, I will give you a bit of our strategy. I administer 19 Facebook Pages – 11 of them are for Longview. We have a Facebook page for every major event that we have a lot to do with. We have also helped other events get their pages established even though we are not admins on them. Our Facebook Pages are:AlleyFest - 1542ArtWalk Longview - 375Downtown Market / Music on the Plaza - 1499Longview Convention and Visitors Bureau - 504Longview Main Street - 525Discover Downtown Christmas - 115Longview Chamber of Commerce - 730East Texas Outdoor EXPO - 77Freeze Your Fanny Bike Ride - 125Great Texas Balloon Race - 855Longview, Texas - 317 Depending on the interest, we share from other pages to our pages. The City of Longview has very tight restrictions on Social Media and they do not engage in interaction. So to help them, when they post an event, we share the event on 4-5 of these pages and that is where we engage the user. Our Goal this next year is to experience anywhere from 300% - 1000% growth on our Facebook Pages. Like Twitter, our objective is to develop conversations and relationships with users and hope that they share what we post and share on to their friends. Allow me to show you what we do to spread our word. When we post a news story on our website in our News page, it generates a Teaser that goes onto our Share This bar. We then Copy the Teaser and post it as a status on either the Longview Main Street OR Convention or Visitors Bureau Facebook Page OR Both. When we do that, that same tease is automatically posted on our @VisitLongviewTX Twitter account or @LongviewMainST Twitter account. In fact anything I post as an admin as a status on either of these two pages is then posted to the corresponding Twitter Account. What we have been seeing is that it is then Re-Tweeted by our Followers.
  • ask for examples from the audienceIncreased awareness of your organization/programIncreased traffic to websiteMore favorable perceptions of your brandMonitor and engage in conversations about your programBetter understanding of the public’s understanding of youIdentify both positive and negative commentsThe Benefits of a well thought out and executed Facebook Page using multiple tools are: Increased awareness; Increased traffic to website because the story link always goes to the Website page where the story is.; More favorable perceptions of your brand; Monitor and engage in Conversations; Identify both positive and negative comments.
  • Michele gives a brief summary
  • ask for examples from the audience
  • Michele gives a brief summary
  • The facts
  • Hashtag before a term makes that term searchable, creates a keywordVia (@) A screen name to associate with the Tweet. The provided screen name will be appended to the end of the tweet with the text: "via @username" "Via" will be translated to the proper locality of the posting user, if supported. Potentially drives new followers to the target account. When a username is preceded by the @ sign, it becomes a link to a Twitter profile.Suggest accounts related to the your content or intention by comma-separating a list of screen names. After Tweeting, the user will be encouraged to follow these accounts.
  • Dissect a tweet
  • ask for examples from the audience
  • Michele gives a brief summary
  • What is it
  • (The Power of foursquare, Carmine Gallo) Many of these keys apply to all social mediaask for examples from the audience
  • Michele gives a brief summary
  • What is itIn August 2011 the site reported that it was hosting more than 6 billion images and this number continues to grow steadily according to reporting sources.[4] Photos and videos can be accessed from Flickr without the need of registering an account but an account must be made in order for the user to upload content onto the website. Registering an account also allows users to create a profile page containing photos and videos that the user has uploaded and also grants the ability to add another Flickr user as a contact. For mobile users, Flickr has an official app for iPhone,[5] for Windows Phone 7, and for Android.[6]Key features:tags, marking photos as favorites, group photo pools and interestingness, for which a patent is pending.ask for examples from the audience
  • Michele gives a brief summary
  • What is IPinterest is a virtual pinboard - a place for you post collections of things you love and go back to for reference at any time! And it's social.... you can follow others, 'like' their pins, and repin their items so they show up on your virtual board. It's definitely become an addiction. I used to have my favorites all over the place - in a Google doc, the blog, my email, on printed paper, etc. Pinterest has now replaced them all! Huzzah! Pinterest is a social media platform which allows users to not only share, but to organize, all of those interesting images found while browsing the web.  Users can pin images to their pinboards (think virtual corkboard), and keep track of all of the things they find appealing or useful.Besides being able to keep track and reference back to your own pinboard, you can discover even more by browsing other user’s pinboards. This is my favorite, and definitely the most addicting, part of Pinterest. According to Pinterest, “People are using pinboards to plan their weddings, decorate their homes, and organize their favorite recipes”.Set up a pinboard for you and your clients.  Often times your clients want you to share images for them via their social networks, but you are unsure of exactly what kind of images they’d like and where to find them.  A pinboard would allow the client to pin images for you to share, and more importantly for you to get a feel for what they have in mind.  It would increase the lines of communication and you’d have a better understanding of what they mean by “creative”. Start a pinboard just for your agency.  At most internet marketing agencies, people are constantly saving and uploading images and infographics to share with each other. Either because someone thinks the image will be useful, or that it will simply spark creativity in the office.  Possibly even establish and design a board that isn’t just social media based, like this one on cool infographics. Setting up an office pinboard would save everyone some time, and I imagine it would also encourage more sharing.ask for examples from the audience
  • Michele gives a brief summary
  • What is itReal People, Real ReviewsYelp is an online urban city guide that helps people find cool places to eat, shop, drink, relax and play, based on the informed opinions of a vibrant and active community of locals in the know. Yelp is the fun and easy way to find, review and talk about what's great — and not so great — in your world.Yelp is the fun and easy way to find and talk about great (and not so great) local businesses (Angie’s list on the go)ask for examples from the audience
  • Michele gives a brief summary
  • ask for examples from the audience
  • Quick Response
  • Rooted in barcode tech which was patented by Joseph Woodland, JordinJohanson and Bernard Silver in 1952.Developed in 1994. Widely used in Japan and they are catching on in Europe.Brings a second, virtual dimension to print, signage, etc.Must have or be able to get a reader & must know how to use them; 1.5 million people, 47 responses .0003% Bulky – recommended 1”x1”; must print in high contrast (important for magazines with low line-screen); let me just tell you, designers hate them
  • Michele gives a brief summary
  • Michele definesMention TwitterLast minute “tickets still available” blastsOpeningsContests
  • Over the last few months, there has a massive amount of hype surrounding the geolocation war between Foursquare and Gowalla, two of the biggest players in the space. The intensity reached critical mass during this year’s South by Southwest (SXSW) conference, nod to our Austin guests, where the two mobile apps squared off for geolocation domination.According social analytics platform Viralheat aggregated and plotted out social chatter about both geolocation tools from March 11 (the day before SXSW) to April 13 in an awesome infographic. The data shows thaattention after SXSW, However, the one getting the most attention on Google Buzz, Facebook, Twitter, and other social networks is clearly Foursquare, which earned more than 38,000 mentions on social t both apps got a boost in channels at its peak. In comparison, Gowalla garnered less than 25% of that amount, peaking at 8,296 mentions.Favorite foursquarecheckin: why my knee hurts.com billboard here in Nac
  • Google Maps+Twitter ZoomVolkswagen Brazil recently sponsored the biggest music festival in Sao Paulo, the (sold out) Planeta Terra Festival, where they decided to promote their coolest young car, the Fox, through a seriously good mashup of Twitter, Google maps and real world prize locations.Volkswagen hid secret tickets across the entire city, and then displayed them on a microsite using Google Maps. The catch was, the map was zoomed all the way out and the only way to zoom in was to have the community band together using the #foxatplanetaterra hash tag, and the more tweets made, the more the map would zoom in, ultimately revealing the pinpoint location of each ticket. At which point it became a foot race in the real world to find them, day and night for 4 days.In less than 2 hours, the campaign #hastag became the #1 trending topic in Brazil, where it stayed for the length of the campaign. Very cool promo mechanic from BBDO Brazil.
  • Michele gives a brief summary
  • Meet your CVB
  • ask for examples from the audience
  • ask for examples from the audience
  • ask for examples from the audience
  • ask for examples from the audience
  • ask for examples from the audience
  • Michele gives a brief summary
  • Microsoft launched a Twitter campaign using the horrific disaster in Japan as a way to boost Bing. To its eventual credit, Microsoft apologized and donated money to Japanese disaster relief. But what was the company thinking when it launched the campaign? On March 12, a day after the Japanese earthquake and tsunami, Microsoft's Bing Twitter account posted this tweet: How you can #SupportJapan - http://binged.it/fEh7iT. For every retweet, @bing will give $1 to Japan quake victims, up to $100K. Try Bing. A new way to search, explore, & decide How many things are wrong with that tweet? For a start, using a horrific disaster in which 10,000 people or more were killed as a way to boost a brand is unseemly at best. Venture Beat points out that Comedian Michael Black that same day sent out this tweet to his 1.6 million followers:Hey @bing, stop using a tragedy as a [expletive deleted] marketing opportunity. Black wasn't alone; plenty of other people felt the same way, and with good reason. Microsoft should be commended for deciding to donate money to relief --- but why decide to peg the amount of human suffering you want to help alleviate to the number of retweets of a post? Do people in Japan deserve less help because 25,000 people retweeted a post rather than 100,000? Beyond that is the sheer crassness of using the disaster to promote a brand. As Network World notes, Microsoft apologized in a tweet seven hours later: We apologize the tweet was negatively perceived. Intent was to provide an easy way for people to help Japan. We have donated $100K. Microsoft should be commended for donating the money and for apologizing. And the link it sent out in its original tweet was a useful one as well, because it led to the Microsoft Corporate Citizenship page that tells people how they can donate to help the people of Japan. And, as the page shows, Microsoft is actually donating much more than $100,000. The page says: To help support ongoing relief efforts, Microsoft is making an initial commitment of $2 million, which includes $250,000 in cash as well as in-kind contributions such as software. So Microsoft clearly has its heart in the right place. But the way in which over-aggressive marketers used Twitter was a social marketing failureConversely, you bet “Home of Clint Dempsey” went in the tags of everything the Nacogdoches CVB posted during world cup play.
  • Wishcraft by Chasing Fireflies: The children's apparel seller just includes a QR code on the back cover. And if you don’t know what a QR code is, you're going to think it's a part of the mailing barcode. Worse, the QR code just drives the user to the Chasing Fireflies home page, which is not rendered for smartphones.
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  • Michele gives a brief summary
  • ask for examples from the audience

Transcript

  • 1. “e-” is forEveryone
  • 2. “e-” is for Everyone “i-” is for Introductions
  • 3. “e-” is for Everyone “a-” is for Audience Participation
  • 4. “e-” is for Everyone “t-” is for Toolbox
  • 5. “e-” is for Everyone “t-” is for Toolbox
  • 6. “e-” is for Everyone Digital Social Public MediaRelations
  • 7. “e-” is for Everyone Digital PR is about your Presence, Position and Being Noticed in electronic media  Ezines – electronic magazines  150 million bloggers  Podcasters  E-mail Newsletters  Online Journalists
  • 8. “e-” is for Everyone Social Media is about Conversations and Interactions with others.  Social networking use has doubled since 2007  There are more than 1 BILLION social media users in the world!!! (Source: Mashable 6-15-11)
  • 9. “e-” is for Everyone “It is not the question of whether we will use social media, but how we will use it”. - Erik Qualman “Socialnomics” 2009
  • 10. “e-” is for Everyone “f-” is for Free(ish)
  • 11. “e-” is for Everyone “e-” is for E-mail "E-mail actually drives a lot of the social web activity, through notifications, alerts and more. Email is a great complement to social in that it allows marketers to extend the reach of their messages and identify influencers on their list.” -Greg Cangialosi, CEO Blue Sky Factory
  • 12. “e-” is for Everyone OTHER SOCIAL 3% MEDIA E-MAIL 9% IN-STORE 37% 11% TEXT MESSAGE 18% (Source: Crossview press release, July 24, 2010) MAILER 23%
  • 13. “e-” is for Everyone E-mail Marketing  GetResponse  Constant Contact  MailChimp  GraphicMail  Vertical Response  Benchmark E-mail  iContact  Exact Target http://www.email-marketing-options.com
  • 14. “e-” is for Everyone Why E-mail Matters Information Blasts Widespread Offers Portability
  • 15. “e-” is for Everyone E-mail Marketing  EMAIL UNIVERSE http://emailuniverse.com/  CONSTANT CONTACT http://www.constantcontact.com/index.jsp http://search.constantcontact.com/email- marketing/index.jsp  EMAIL MARKETING OPTONS http://www.email-marketing-options.com
  • 16. “e-” is for Everyone “g-” is for Gowalla
  • 17. “e-” is for Everyone  Check-ins  Trips  1.5 million members* (USA Today, 06/23/11)
  • 18. “e-” is for Everyone Benefits: Virtual tour guide  Social integration  Live feedback
  • 19. “e-” is for Everyone “f-” is for Facebook
  • 20. “e-” is for Everyone  800 million active users*  More than 50% log in daily*  Over 700 BILLION minutes per month  More than 350 million mobile access points*  Over 1 million business pages  Average user has 130 friends and follows 80 Businesses (Source: Facebook.com, 10/24/11)
  • 21. “e-” is for Everyone AlleyFest 1542 ArtWalk Longview 375 Downtown Market / Music on the Plaza 1499 Longview Convention and Visitors Bureau 504 Longview Main Street 525 Discover Downtown Christmas 115 Longview Chamber of Commerce 730 East Texas Outdoor EXPO 77 Freeze Your Fanny Bike Ride 125 Great Texas Balloon Race 855 Longview, Texas 317
  • 22. “e-” is for Everyone @VisitLongviewTX Facebook/VisitLongviewVisitLongviewTexas.com @Longview_MainSt Facebook/LongviewMainStreet
  • 23. “e-” is for Everyone Benefits  Increased awareness  Increased traffic to website  More favorable perceptions of your brand  Monitor and engage in conversations  Identify both positive and negative comments
  • 24. “e-” is for Everyone “y-” is for YouTube
  • 25. “e-” is for Everyone Behold the power of Google More than 3 billion videos viewed daily* 100 million people take social action on YouTube weekly* (YouTube.com, 10/24/11)
  • 26. “e-” is for Everyone Benefits: Customizable Actions speak louder than words (and pictures) Embed tools (YouTube.com, 10/24/11)
  • 27. “e-” is for Everyone “t-” is for Twitter
  • 28. “e-” is for Everyone  140 characters or less  Mobile & linked  100 million active users (Time.com, 9/9/11)
  • 29. “e-” is for Everyone Vocabulary:  Hashtag (#)  Via (@)  Related (Time.com, 9/9/11)
  • 30. “e-” is for Everyone (Twitter.com 10.24.11)
  • 31. “e-” is for Everyone Benefits:  Trackable (bit.ly)  Plan-able (Hootsuite)  Shareable
  • 32. “e-” is for Everyone “f-” is for Foursquare
  • 33. “e-” is for Everyone Checkin User Incentives Social More than 10 million users (USA Today, 6.23.11)
  • 34. “e-” is for Everyone CHECKIN* Connect Your Brand Incentivize customers Harness new fans Never stop entertaining Engage your followers (The Power of foursquare, Carmine Gallo) Create rewards Knock out competition
  • 35. “e-” is for Everyone “f-” is for Flickr
  • 36. “e-” is for Everyone Photo sharing/hosting Must have a Yahoo account to post More than 51 million users* Picasa, Shutterfly, Kodak, Facebook, etc. (Yahoo.com, 6.11)
  • 37. “e-” is for Everyone “p-” is for Pinterest
  • 38. “e-” is for Everyone  Virtual pin board of bookmarks  Consolidated  Visual  Inspires creativity  Invitation by request
  • 39. “e-” is for Everyone “y-” is for Yelp
  • 40. “e-” is for Everyone  Portable, instant, public suggestion box  17 million reviews by April 2011*  Crushed CitySearch & Yahoo local (Searchengineland.com, 5.26.11)
  • 41. “e-” is for Everyone “g-” is for Google+
  • 42. “e-” is for Everyone Circles mirror Facebook friend categories Share by circle – not with all Huddle = group chat Video chat More than 40 million users* (Gizmodo.com, 10.17.11)
  • 43. “e-” is for Everyone “q-” is for QR Codes
  • 44. “e-” is for Everyone  Old is new-ish  Interactive  Limited
  • 45. “e-” is for Everyone  Text to phone  Link to text message  V-card  Mobile Optimized* Website
  • 46. “e-” is for Everyone  Fun/Insider  Promotional  Extend Campaigns
  • 47. “e-” is for Everyone “t-” is for Trends
  • 48. “e-” is for Everyone “Whisper Codes” Special offer for loyal, engaged “fans” (Source: Facebook Marketing Talks 11/1/11)
  • 49. “e-” is for Everyone vs.
  • 50. “e-” is for Everyone  Multi-Social Media Campaigns
  • 51. “e-” is for Everyone “s-” is for Successes
  • 52. “e-” is for Everyone  YouTube personalizes your destination.
  • 53. “e-” is for Everyone  Extending your brand on twitter
  • 54. “e-” is for Everyone Facebook provides highly-targeted market research  “If it’s not social, we’re not doing it.” 1-800-FLOWERS  Mother’s Day Pre-Promotion  4 most liked = 4/5 top selling  Measures campaign success by engaged customers (Source: Facebook Marketing Talks 11/1/11)
  • 55. “e-” is for Everyone NY Central Park + Barcodes = The World Park
  • 56. “e-” is for Everyone The World Park  Insider  Interactive  Fame game  Co-opportunity
  • 57. “e-” is for Everyone “f-” is for Flops
  • 58. “e-” is for Everyone  Try not to use a disaster to boost your brand* How you can #SupportJapan - http://binged.it/fEh7iT. For every retweet, @bing will give $1 to Japan quake victims, up to $100K. Try Bing. A new way to search, explore, & decide (Computer World 3.14.11)
  • 59. “e-” is for Everyone Undirected and unrewarded* (Multichannel Merchant 8.24.11)
  • 60. “e-” is for Everyone When branding your page, re-read your URL… several times.  Need a therapist? therapistfinder.com (corrected to counselingcalifornia.com)  Planning a Tahoe trip? gotahoe.com (“corrected” to gotahoenorth.com)  Need a pen? ;)
  • 61. “e-” is for Everyone “i-” is for Integration
  • 62. “e-” is for Everyone  Make a dynamic plan  Determine a voice  Set measurable goals  Select & brand platforms  Create & schedule messages  Engage followers  Evaluate engagement  Evolve & enhance user experiences
  • 63. “t-” is forThanks!