Social Media Presentation for LCRA

Economic Development Forum: Social Media
Shanna Smith Snyder
Abilene Convention & Visitors Bureau

By participating, there was potential to make the visitor’s experience better than expected—and therefore, potentially increase visitors to the Abilene community.
Messaging could influence visitors decision to visit
Once visitor comes to city, social media is a service – providing information. Think virtual visitor’s center.
Start small and master one platform at a time
Two years ago, I started with a Facebook Fan Page, then grew from there
Figure out whowas ourTarget Audience?
Leisure? Sports? Meeting planners? Locals?
Reach & connect with people/audiences we wouldn’t be able to otherwise
Iwanted to talk! (i.e. We have something to say!)
Overall goal for tourism Social Media strategy: Transparency/Authenticity
Initial Goals & Objectives

SoMe? Why are we doing all this?
Initial purpose? To increase exposure to Abilene and the ACVB and refer individuals (visitor or local) to the website & eventually blog.
We hoped to receive the following benefits:
Increased SEO/rankings;
Increased brand awareness, image and recognition;
Direct and real-time communication with target audience
For us, social media has leveled the playing field – especially in the budget department.
In the online “SoMe world” it’s no longer pay to play.

Social Media Timeline
Asked ourselves questions: what platforms did we want to use? Copyright issues?
What did we want our custom blog to look like?
Names for vodcast series, blog, etc.
The One-Year Plan
Getting set up on all of our platforms
Who would be our Target Audience on each platform we selected
EX: Media/Travel Writers are our primary followers on Twitter. Locals, visitors, past residents on Facebook.
Getting quality fans, followers, etc.
EX: Fans that respond to negative content FOR us. Getting retail, attractions, restaurants, etc. to send us their messages, versus me having to do all the writing for SoMe.
All policies enacted by certain deadline
Writing a SoMe policy for the Abilene CVB eased my boss’ fears & allowed me to move forward!
Initial Strategy

Track, Track, Track – from Day 1
Consider email accounts tied to social
media platforms
Fan Page versus a “Friend/
personal Page”
-We see this w/local
businesses. DON’T make
that mistake!
Lessons Learned

Adapt a Social Media Policy
If pushing for SoMe is difficult w/
Community leaders, boss, etc.
How to deal w/negative comments
Include purpose, objectives of SoMe
Blogger Policy
Assists w/outside writers from the
community
Social Media “School” for staff
Update Content Often
Time Management
Hootsuite, TweetDeck
Apps on SmartPhone
Helpful Tips

The One-Year Plan became the Two-Year Plan
Includes Social Media Campaigns & “In-Market” Work
We have allocated a small portion of our marketing budget for social media (equipment, conferences, etc.)
We are on more platforms & have grown more than we ever thought we would.
We have a solid audience on different channels & know where to target different messages.
Social Media is now integrated into our ACVB Marketing Plan
Best advice: Be flexible. Be willing to CHANGE & adapt.
CH…CH…CH…Changes.

The Big Picture: Examples!
The Abilene CVB has a presence on:
Facebook
Twitter
YouTube
Flickr
Delicious
Foursquare
Gowalla
LinkedIn
Blog – The Abilene InSite

Facebook/Flickr-Project 365

Twitter-Twisitor Center

Travel Matters

Blog & Social Media Directory

Bottom Buttons
link to printable/
online visitor
coupons, playoff schedule (updated weekly) & special
hotel rates for
visitors in town for
playoffs.
FBML Tab – Football Playoffs

Shanna Smith Snyder
Director of Communication
Abilene Convention and Visitors Bureau
325.676.2556 (Office)
shanna@abilenevisitors.com
@shannasmith
Contact Information

Social Media Presentation for LCRA

by Shanna Smith Snyder

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