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After The Honeymoon: Keeping Your Social Media Audience Engaged For the Long Term

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In "Finding Your Voice: Creating Strong Bonds with Your Customers via Social Media", I talked about how speaking authentically to your brand's audience is no different, in the end, than hanging out with your best friends. Both become easy when you let go of pretension and allow your true self to show through.

Now, in "After The Honeymoon: Keeping Your Social Media Audience Engaged For the Long Term", I talk about how being successful long-term is like a successful marriage: difficult but possible, and very dependent on working to keep the passion alive through constant communication.

See the full video of this presentation here: http://www.youtube.com/watch?v=viS8cnaqTn0

Published in: Business, Technology

After The Honeymoon: Keeping Your Social Media Audience Engaged For the Long Term

  1. 1. After the Honeymoon: Keeping Your Social Media Audience Engaged for the Long Term <br />
  2. 2. Sustainable Travel International<br />STI’s mission is to positively impact communities and travelers worldwide through sustainable tourism development that delivers measurable results. <br /> In partnership with destinations and the travel trade, we provide innovative, market-driven solutions that connect constituents of all sizes.<br />Leave the World a Better Place®<br />
  3. 3. Sustainable Travel International<br />
  4. 4. AFTER THE HONEYMOON<br />keeping your social media audience engaged for the long term<br />
  5. 5. OH, HI.<br />I’m @DonnieClapp, with @MERCURYcsc<br />
  6. 6. MERCURYcsc CONNECTS BRANDS TO CONSUMERS WHO VALUE AUTHENTIC PLACES AND IMMERSIVE EXPERIENCES.<br />MERCURYcsc.com<br />
  7. 7. MERCURYcsc SAYS:<br /><ul><li>Tell your story frankly.
  8. 8. Inspire your tribe.
  9. 9. Localize as much as possible.
  10. 10. Convey your expertise.
  11. 11. Integrate mindfulness and sustainability into the business itself.</li></li></ul><li>"…the more contrived the world seems, the more we all demand what's real."<br />–Joe Pine & Jim Gilmore, Authenticity: What Consumers Really Want<br />
  12. 12. #AfterTheHoneymoon ??<br />Try this:<br />tweetchat.com<br />
  13. 13. SOME OLD NEWS…<br />you should be using social media<br />
  14. 14. In the U.S.<br /><ul><li>Social Media = 23% of time online
  15. 15. 55+ on Social Media = 2x in one year
  16. 16. Women are heavier SM users, and also plan travel
  17. 17. 53% follow a brand
  18. 18. 90% trust peers, 14% trust ads</li></ul>Sources: <br />http://www.nielsen.com/content/dam/corporate/us/en/reports-downloads/2011-Reports/nielsen-social-media-report.pdf<br />MRI Fall 2008; Base: Women; MDP Net<br />
  19. 19.
  20. 20. WE ALL KNOW THE WEDDING IS FUN<br />but what makes a successful marriage?<br />
  21. 21. <ul><li>Bid goodbye to domination
  22. 22. Devote enough time for your partner
  23. 23. Help your marriage with the beauty of honesty
  24. 24. Keep the passion going
  25. 25. Follow the theory of acceptance
  26. 26. Keep the lines of communication open</li></ul>Adapted from: <br />http://www.magforwomen.com/5-tips-for-a-successful-marriage/<br />
  27. 27. Source: Travel 2.0 – http://travel2dot0.com<br />
  28. 28. TOOLS ARE COOL<br />and much more useful when used together<br />
  29. 29.
  30. 30.
  31. 31. THIS GUY<br />is quite smart, actually.<br />
  32. 32. Go read this:<br />The Thank You Economy<br />by Gary VayNerChuk<br />"People's bullshit radars are insane. Marketing is about to get really, really hard."<br />
  33. 33. WHAT IS AN INTEGRATED CAMPAIGN?<br />multiple mediums playing ping-pong, of course.<br />
  34. 34. Ping-Pong!<br /><ul><li>TV spots
  35. 35. Website
  36. 36. Twitter, Facebook, Reddit, Digg
  37. 37. YouTube
  38. 38. 200 videos in 2 days!
  39. 39. 11 million views
  40. 40. Coverage in Traditional Media</li></li></ul><li>A SMALLER-SCALE EXAMPLE<br />with good results<br />
  41. 41. NICHE MARKETING: GET LOST TV SPOTS<br />Three :60 TV spots feature different Montana photographers/writers telling the audience how they lost themselves in Montana, and what they found. Their stories are overlaid with photos ranging from stunning scenics to quaint cafés. Please see accompanying video files.<br />SLIDE 24<br />
  42. 42. NICHE MARKETING: GET LOST NEWSPAPER ADS<br />Each ad is anchored by MTOT with a photo, the Get Lost logo, and brief copy that drive the audience to GetLostMT.com. Each ad also includes a co-op space purchased by tourism partners to promote a package, special event, or attraction in their area.<br />SLIDE 25<br />
  43. 43. NICHE MARKETING: GET LOST GOES ALTERNATIVE<br />Running with the “Lost and Found” concept, handmade guerrilla-style flyers with tear-off tabs were posted in heavy foot traffic locations in downtowns across the state. The clever use of the classifieds section, a negotiated bonus in the newspaper buy, won Montana a 2010 Creative Media Award from MediaPost.<br />SLIDE 26<br />
  44. 44. NICHE MARKETING: GET LOST INCENTIVES & GIVEAWAYS<br />The first 100 users to submit stories received a free t-shirt. Retail partnerships to distribute 50,000 stickers increased awareness, piqued curiosity, and helped create cult-like followings. A reorder was necessary less than halfway into the campaign.<br /> <br />Some stickers even crossed state lines…including the one on this baggage cart in the Minneapolis-St. Paul International Airport’s C Concourse!<br />SLIDE 27<br />
  45. 45. Ping-Pong!<br /><ul><li>TV, Newspapers, Radio
  46. 46. Bumper Stickers
  47. 47. Facebook + Twitter
  48. 48. Website
  49. 49. Rinse + Repeat</li></li></ul><li>ONE MORE EXAMPLE<br />from STI itself!<br />
  50. 50. ROAD TRIP!<br />removing the time barrier in another way<br />
  51. 51.
  52. 52.
  53. 53. Results<br /><ul><li>1,200,000 impressions
  54. 54. 5,000 likes/comments
  55. 55. Unprecedented engagement during off-hours</li></li></ul><li>WHAT'S POSSIBLE?<br />the sky is the limit<br />
  56. 56. Even Better…<br /><ul><li>Build Anticipation
  57. 57. Expand to Other Channels
  58. 58. Extend the Life of the Content
  59. 59. Integrate Real Life</li></li></ul><li>THANK YOU.<br />@DonnieClapp || @MERCURYcsc || MERCURYcsc.com<br />@STI_Travel || sustainabletravelinternational.org<br />#AfterTheHoneymoon<br />
  60. 60. Sustainable Travel International <br />How we can help reach your goals<br />Partner Program<br />Eco-certification<br />Sustainable Tourism Eco-certification Program™<br />Shore Excursions Standard<br />Luxury Eco-certification Program<br />Carbon-Balanced Travel<br />Destination Stewardship<br />Advisory Services, Education and Training<br />Travelers’ Philanthropy<br />
  61. 61. Webinar Follow Up<br />Help us serve you better<br /> Presentation and audio recording will be made available via email shortly after the webinar<br />Feedback Survey – please help us improve our educational offerings. No more than 5 minutes of your time!<br />Survey participants are eligible to be selected for a 30-minute Social Media Strategy Session with MercuryCSC<br />
  62. 62. Next Webinar: October 27<br />Sustainability Management 101: Ready, Set, Action!<br />Highlights Include:<br /><ul><li>Learn to put a sustainability plan into action
  63. 63. Explore best practices in key operational areas
  64. 64. Discover tools to measure your impacts
  65. 65. Q&A session</li></ul>Registration Now Open:<br />http://tinyurl.com/STI-action<br />
  66. 66. For More Information<br />Contact STI<br />Brian Herlihy, VP of Business Development & Sales<br />Email: brianh@sustainabletravel.com<br />Phone: 503-488-5500 (US and Canada)<br />Web: www.sustainabletravelinternational.org<br />www.responsibletravelreport.com<br />Social: www.facebook.com/sustainabletravel<br />www.twitter.com/STI_travel<br />

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