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WOMMA 2014 | #yeahTHATgreenville

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When the former Greenville Convention & Visitors Bureau approached Brains on Fire about creating a new identity for our hometown, they didn’t have to ask twice. This was far more than an identity project; it was an opportunity to foster a greater sense of community within our community. With 36 Greenvilles in the United States, we would need to identify that “something special” that really sets us apart.

In this session, Brains on Fire Word of Mouth Inspiration Officer, Geno Church share the evolution of THAT Greenville, SC and the #yeahTHATgreenville hashtag.

You’ll learn how WOM and traditional advertising worked in tandem to turn a dot on the map into an award-winning destination and a thriving community of loud, proud and passionate advocates. Sure, there may be 36 Greenvilles in the U.S., but there’s only one #yeahTHATGreenville.

Takeaways:

1. Visual is powerful. Don’t limit yourself to looking at content as a way to relay information. Content should be art.

2. Success requires both WOM and traditional marketing. A happy partnership between the two can support, boost and enhance the other when they work in tandem.

3. Insight is key. Doing your homework ahead of time allows you to unearth and tap into existing pride and energy.

4. Don’t be afraid to let go. Allow the community to take the reins, own it and make it their own.

5. Keep things fresh. Continually seek out new opportunities and ways to reenergize and engage the community.

Published in: Marketing
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WOMMA 2014 | #yeahTHATgreenville

  1. 1. WOMMA SUMMIT 2014 hashtag # yeah that @genochurch
  2. 2. WOMMA SUMMIT 2014 hashtag # yeah that @genochurch
  3. 3. Q&A A LITTLE
  4. 4. 1Question
  5. 5. OK WE GET IT
  6. 6. radar WE AIN’T ON THE
  7. 7. 2Question
  8. 8. 1
  9. 9. 1
  10. 10. 1
  11. 11. 1
  12. 12. ?
  13. 13. 36
  14. 14. No Respect
  15. 15. YEAH with 36 states out of 50 having a Greenville it’s a little hard to get some respect.
  16. 16. Meet Amy
  17. 17. Ugh
  18. 18. Not Mind MUCH LESS A CONSIDERATION Top of
  19. 19. Your Buying Just not
  20. 20. First Big Take Away
  21. 21. Digging Up People
  22. 22. W hat HeWared
  23. 23. Surprise! 1 # People typically came here because they knew someone. But repeat visitors kept coming back because they were surprised by Greenville and all it had to offer.
  24. 24. People 2 # People consistently said the best thing about Greenville was how nice people were.
  25. 25. 3 # had a Everyone " “That”
  26. 26. during interviews when we asked people about what they did, everyone talked about THAT restaurant being their favorite place or THAT hike being their favorite thing to do or THAT store being their favorite place to shop. There was a THAT for everyone. A "THAT" for every person.
  27. 27. # yeah that greenville
  28. 28. visit SC greenville
  29. 29. HOapupry g CAUSE WE’VE # yeah that greenville GOT SOMETHING TO SMILE ABOUT
  30. 30. Second Big Take Away
  31. 31. it’s in the MIX
  32. 32. peaaidrned shared
  33. 33. the specereot p is l e
  34. 34. paid mix people into the conversation
  35. 35. remember this?
  36. 36. BoomBoom OUT GO THE LIGHTS
  37. 37. plorouudd passionate ADVOCATES
  38. 38. earned AN OUTSIDE SHOT
  39. 39. shared THIS IS HOW WE ROLL AT BRAINS ON FIRE
  40. 40. hello it’s moe
  41. 41. hello it’s moe
  42. 42. COMMUNITY MANAGER facilitator of conversation
  43. 43. wis aay COMMUNITY. NOT A PLACE.
  44. 44. As a brand, you don’t OWN any social space other than your own handle, and you definitely don’t own the folks you interact with therein. They’re human beings – just like you.
  45. 45. Every voluntary interaction made by a community member is a direct expression of their “social self”. We must see these interactions as an honor and treat them that way!
  46. 46. A COMMUNITY MANAGER HAS to be a PEOPLE person. To be successful in conversation you’ve got to be real, be vulnerable, be grateful. The rest will fall in line!
  47. 47. Third Big Take Away
  48. 48. MEANINGLESS GREENVILLE trivia
  49. 49. gimme steps five
  50. 50. step 1
  51. 51. you’re IN MOE’S WORDS human SO ACT LIKE IT
  52. 52. STEP 1 it takes dates a few
  53. 53. STEP 1 mbee am ber first “I had to prove myself first - as an active and valuable part of what I was trying to create. ”
  54. 54. step 2
  55. 55. psrtoevping IN MOE’S WORDS yourself
  56. 56. hash #dtgvl #it#greenvillesc OVER & OVER #instagvl STEP 2
  57. 57. STEP 2 nurture RELATIONSHIPS LIKE COMMENT ENCOURAGE STAY IN TOUCH BE HUMAN
  58. 58. step 3
  59. 59. IN MOE’S WORDS eelnegvaagtee
  60. 60. #yeahthat greenville rpeost SUPER-ACTIVE MEMBERS
  61. 61. step 4
  62. 62. IN MOE’S WORDS letting goCan be a beautiful thing
  63. 63. #yeahthat …SPRING FEVER …SUMMER …FALL …SNOW 1950
  64. 64. # ride greenville that 117
  65. 65. # eat greenville that 359
  66. 66. # TR yeah that TRAVELERS REST 507
  67. 67. meet amy another she did all THAT!
  68. 68. #that Yes, it is still on me to follow people, to check out events, to put myself out there... but THAT tag provided me with the opportunity to do all of those things!
  69. 69. step 5
  70. 70. mueept
  71. 71. RETURN ON THAT
  72. 72. from launch to end of FY13 -following grew: 82,700%
  73. 73. 800 photo’s in just a few days
  74. 74. from FY13 to end of FY14 -following grew: 540%
  75. 75. At the end of the year 26,378 #yeahTHATgreenville
  76. 76. Averaging 203 photos per day
  77. 77. Pins have increased 2,424% since Q3FY13
  78. 78. Followers have increased 2,114% since Q3FY13
  79. 79. Likes have increased 1,230% since Q3FY13
  80. 80. 129% increase in page fans mostly in Q4FY14
  81. 81. 806% shares increased
  82. 82. 953% likes increased
  83. 83. 1100% comments increased
  84. 84. 72% following increased since launch
  85. 85. 103% mentions increased since launch
  86. 86. 130% retweets increased since launch
  87. 87. WOW!
  88. 88. WEB TRAFFIC 83% EARNED ROI 4000% HOTEL OCCUPANCY 90 68% MILLION INQUIRES 300%
  89. 89. Zero to Hero
  90. 90. Q&A THANKS… @genochurch

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