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Social Media for Parks and Recreation


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It is imperative thought that a social media strategy be put in place before a single post or tweet goes out because you must first answer the question “why are we on Twitter/Facebook/YouTube?” If you can’t describe your Facebook page addresses an overall communications objective then you’re not yet prepared.

This presentation, created for the 2011 Minnesota Recreation and Park Association Annual Conference, will hopefully help you build a foundation for engaging online communities and provide you with some useful tools for managing your organization’s social presence.

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Social Media for Parks and Recreation

  1. 1. Social Media MarketingBack to the Basics
  2. 2. Justtrying it out
  3. 3. No, you can’tmake me
  4. 4. Agenda• Understanding social media• How to interact• Social Channels• Setting a strategy• Time saving tools• Questions/Answers
  5. 5. Years Ago We Were Pretty Restricted To The Media We Could Consume + +
  6. 6. Today We Have Thousands of Different Media At Our Disposal
  7. 7. It’s not so much aboutTECHNOLOGY
  8. 8. Social media is about PEOPLE
  9. 9. Broadcast Media versus Social Media VS
  10. 10. You Already Have the Skills You Just Do It Offline • Meeting people • Building relationships • Asking questions • Answering questions • Building trust • Building a reputation
  11. 11. Don’t BeThis Guy
  12. 12. What to Talk About70-20-10 Rule – 70% Share useful resources & 10% interesting content – 20% Engagement – 10% Me
  13. 13. LinkedIn is the OfficeFacebook is the Barbeque Twitter is the Conference
  14. 14. GOLDEN RULE: Don’t post anything you wouldn’t want your mom to read in the newspaper
  15. 15. Don’t BeDon’t Be Afraid to Fail Afraid to Fail
  16. 16. Why Is Social Media Important76% of consumers dont 89% trust thebelieve that companies tell recommendations ofthe truth in advertisements other consumers in(Yankelowich) the travel industry (Forrester Research/Intelliseek)52% dont trust the Facebook fans are 41%website that sells more likely than non-fansthe travel(Benchmark group) to recommend a product they are a fan of to their friends (Syncapse)
  17. 17. 596,371,760 UsersCredits: Amodiovalerio Verde
  18. 18. Personal Profile Facebook Group Business Page Friends Members Fans
  19. 19. Best Practices• Make fans feel special (rewards, coupons, inside scoop)• Elicit compelling conversations• Utilize tabs for creating applications• Integrate with other channels• Pay attention to your statistics• Use outside media to promote page
  20. 20. 70-20-10 Rule – 70% Share resources/info – articles, 10% links, videos, tools – 20% Engage – opinions, conversation, recognition – 10% Me – successes, events, promotions
  21. 21. A good number of followers but not following back @VisitIndiana are included Good in 419 lists.conversations, Great opp to re-tweeting thank those someone that list your elses post destination A simple thank you to a fan
  22. 22. Don’t BeThis Guy
  23. 23. Best Practices• Create a user-friendly Twitter ID (@yourname)• Seek out people talking about your destination/hotel/resort• Engage them in conversation• Promote others and share your best information• Know who “@” replies to you• Find key influencers• Share your videos & pics thru links
  24. 24. Why is YouTube Important• 2nd largest search engine• Let’s others share your videos with friends• Videos easily imbedded with other social channels• Great marketing tool
  25. 25. Best Practices• Link to YouTube from your: • Website • Facebook page • Blog • E-mail• Invite friends to subscribe to your channel• Comment on other’s videos• Tag your videos with keywords
  26. 26. Relationships Matter
  27. 27. Connect with People You Trust
  28. 28. 70-20-10 Rule 10% – 70% Share resources & information – 20% Provide insights – 10% Me
  29. 29. Best Practices• Fill out complete profile• Invite friends & colleagues to connect• Send frequent updates• Join relevant LinkedIn groups• Utilize applications
  30. 30. Setting a Strategy Strategy 80% of success in social media is getting you or your organization ready -- only 20% is about the technologies
  31. 31. Objectives• Generate awareness• Seek and create media opportunities• Foster traveler loyalty• Provide customer service• Enhance marketing campaigns• Manage relationships• Enhance presence at events• Learn about trends, breaking news and monitor industry• Recruit new employees• Conduct viral focus groups
  32. 32. Creating a Social Media Plan• Align objectives• Listen to the conversation• Establish resources• Select channels• Set specific goals• Join the conversation• Integrate with off-line efforts• Measure
  33. 33. Measuring Success• Reach• Frequency & traffic• Influence• Conversations & transactions• Sentiment• Customer service resolution• Lead generation/conversions
  34. 34. Staffing for Social• Reach• Frequency & traffic• Influence• Conversations & transactions• Sentiment• Customer service resolution
  35. 35. Website or Blog
  36. 36. Integrated Approach
  37. 37. Tools
  38. 38. Q&AFind this presentation at: Jason Sem twitter: @jbsem