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Social media in almost heaven

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West Virginia Tourism Office industry training session from Jan. 23, 2018

Published in: Marketing

Social media in almost heaven

  1. 1. SOCIAL MEDIA IN ALMOST HEAVEN Candace Nelson, Digital Marketing Coordinator at the WV Tourism Office
  2. 2. SOCIAL MEDIA (n.): Forms of electronic communication (such as websites for social networking and microblogging) through which users create online communities to share information, ideas, personal messages, and other content (such as videos). Merriam-Webster
  3. 3. 4 out of 5 people in the US are on social media.
  4. 4. “Social media is here. It’s not going away; not a passing fad. Be where your customers are: in social media.” - Lori Ruff, Social Media Influencer
  5. 5. REACH A NEW AUDIENCE BUILD RELATIONSHIPS INCREASE BRAND AWARENESS POSITION SELF AS AN EXPERT DRIVE BUSINESS
  6. 6. WHERE TO POST
  7. 7. 2,010,000,000 monthly active users 1,500,000,000 monthly active users 800,000,000 monthly active users 328,000,000 monthly active users
  8. 8. “It took 38 years before 50 million people gained access to radios. It took television 13 years ... It took Instagram a year and a half.” - Gary Vaynerchuk, author of Jab, Jab, Jab right Hook: How to Tell Your Story in a Noisy Social World
  9. 9. Social media and messaging accounts for roughly 1 in every 3 minutes users spend on the internet. Global Web Index
  10. 10. WHAT TO POST ON SOCIAL MEDIA
  11. 11. “Marketing is no longer about the stuff that you make, but about the stories you tell.” - Seth Godin, marketing guru
  12. 12. Facebook | Video, heartfelt stories YouTube | Video, advertisements Instagram | Visuals, Insta stories Twitter | News, RT others, gifs
  13. 13. Facebook
  14. 14. X
  15. 15. Developing consistent content, engaging with audiences, tagging content, and creating effective thumbnails, catchy titles & vivid descriptions are key.
  16. 16. isntagram example
  17. 17. Developing consistent content, engaging with audiences, using hashtags, and strategically posting (both content and timing) are key.
  18. 18. twitter example
  19. 19. Developing consistent content, engaging with audiences, capitalizing on newsworthiness and trends, and showcasing personality is key.
  20. 20. HOW OFTEN TO POST
  21. 21. Facebook | once per day YouTube | 2-3 times per week Instagram | once per day Twitter | at least 3 times per day
  22. 22. WHEN TO USE PAID SOCIAL
  23. 23. Promote posts with your best content, posts that link back to your own page, posts with short, engaging text, posts with beautiful photos (warm colors & contrast). There should be less than 20% text on photos, use short links and add a call to action.
  24. 24. Two main ways to use paid content: Boosting timeline posts or creating ads
  25. 25. Shows up in Timeline and says “Sponsored.” Let organic reach start before boosting and take note when Facebook says a particular post may do well if boosted. And, get into the details of boosting.
  26. 26. Does not show up in Timeline and says “Sponsored.” Can show up in newsfeed, as well as side bars, stories, Instagram, messenger. Use custom audiences to target who you want to see this advertisement. Can add “partner” at top.
  27. 27. Choose which method to use by what kind of content you want to promote.
  28. 28. HOW TO ENGAGE
  29. 29. Reach out to those who post relevant content, reply to positive comments, share their posts, & build genuine relationships.
  30. 30. Differentiate between who wants to complain & who has a legitimate need, apologize when you mess up, correct mistakes, & build genuine relationships.
  31. 31. Social media is crucial to nearly every business, but especially to those connected to travel. Social media is crucial to how people plan and book their travel, and how they share the travel experience with others. Destinations marketers can use social media before the travel (to inspire, inform, engage), during the travel (to facilitate at destination) and after the holiday (to remember, share and engage). SOCIAL MEDIA AS A TOOL OF DESTINATION MARKETING ORGANIZATIONS
  32. 32. QUESTIONS? Candace.R.Nelson@wv.gov @Candace07

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