Arkansas Governors Conference

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The Arkansas Governor's Conference on Tourism, held March 6-8 in Little Rock, had an attendance of over 600 members of the Arkansas tourism industry. Hannah gave a presentation on the topic of "The Digital Media Landscape - Do you know what you're paying for?"

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  • Arkansas Governors Conference

    1. 1. Tweet it. Face it. Space it. Click it. Shoot it. Share it. Digital Media in all its glory.
    2. 2. hi
    3. 3. hannah
    4. 4. let’s be clear...I am single
    5. 5. 40 billion webpages
    6. 6. 73%(224 million)
    7. 7. 1.5 billion
    8. 8. advertisers in the U.S.
    9. 9. $22 billion
    10. 10. $34 billion
    11. 11. 2014
    12. 12. way more.
    13. 13. your site
    14. 14. internet = ADD
    15. 15. reach the traveler online
    16. 16. choices
    17. 17. control
    18. 18. so much to say
    19. 19. commitment
    20. 20. commitment
    21. 21. mathematical equation
    22. 22. choice + control = commitment
    23. 23. choice + control = commitment
    24. 24. the promise
    25. 25. you can know more
    26. 26. how much do you knowabout the consumer at the point you pay for media?
    27. 27. what are you paying for?
    28. 28. how do you measure it?
    29. 29. Purchase Decision Cycle
    30. 30. Purchase Decision Cycle
    31. 31. Purchase Decision Cycle
    32. 32. Purchase Decision Cycle
    33. 33. Purchase Decision Cycle
    34. 34. Digital Media
    35. 35. Digital Media
    36. 36. Digital Media
    37. 37. Digital Media
    38. 38. Digital Media
    39. 39. Digital Media
    40. 40. Digital Media
    41. 41. brief aside
    42. 42. mysite
    43. 43. mysiterepresentative sample only
    44. 44. / rs s ito vi ue iq un i on o ill m -1 90 m mysite180 representative sample only
    45. 45. / rs s ito (social = vi 22% of time) ue iq un i on o ill m -1 90 m mysite180 representative sample only
    46. 46. / 50 million tweets/day rs s ito (social = vi 22% of time) ue iq un i on o ill m -1 90 m mysite180 representative sample only
    47. 47. / 50 million tweets/day rs s ito (social = vi 22% of time) ue iq un i on o ill m -1 90 m mysite180 40 million unique users/mo representative sample only
    48. 48. / 50 million tweets/day rs s ito (social = vi 22% of time) ue iq un i on o ill m -1 90 m mysite 180100,000,000 40 million unique users/mo videos representative sample only
    49. 49. / 50 million tweets/day rs s ito (social = vi 22% of time) ue iq un i on o ill m -1 90 m mysite (% doesn’t even register) 180100,000,000 40 million unique users/mo videos representative sample only
    50. 50. / 50 million tweets/day rs s ito (social = get your content off vi 22% of time) ue iq un your site and out to i ill m on o 90 m mysite (% doesn’t even register) 180 -1 where people are spending their time100,000,000 40 million unique users/mo videos representative sample only
    51. 51. (tweet that)
    52. 52. Digital Media
    53. 53. Digital Media
    54. 54. average CTR .9% so1000 impressions = less than one click
    55. 55. what do you knowwhen the impression is delivered?
    56. 56. 0
    57. 57. what do you know at the click?
    58. 58. 0
    59. 59. how do you measure it?
    60. 60. impressions
    61. 61. branding
    62. 62. Awareness
    63. 63. don’t buy displayads to drive traffic
    64. 64. Digital Media
    65. 65. Digital Media
    66. 66. Digital Media
    67. 67. paid
    68. 68. paidorganic
    69. 69. pay off thecall to action
    70. 70. internet = ADD
    71. 71. paid
    72. 72. paid
    73. 73. what do you know at the click?
    74. 74. 0
    75. 75. it’s all about the landing page
    76. 76. and the offer
    77. 77. how do you measure it?
    78. 78. impressions
    79. 79. clicks
    80. 80. ultimately, by leads/sales
    81. 81. Awareness & Acquisition
    82. 82. Digital Media
    83. 83. Digital Media
    84. 84. Digital Media
    85. 85. leadsdatabase growth cheap leads
    86. 86. pay more for quality leads
    87. 87. measure it by retention
    88. 88. Acquisition
    89. 89. Digital Media
    90. 90. Digital Media
    91. 91. Digital Media
    92. 92. Conversion & Retention
    93. 93. Digital Media
    94. 94. Digital Media
    95. 95. Digital Media
    96. 96. Digital Media
    97. 97. how important is social?
    98. 98. here’s what i think...
    99. 99. social is to marketing
    100. 100. digital downloads
    101. 101. music industry
    102. 102. game-changer
    103. 103. the way we communicatehas fundamentally shifted
    104. 104. and so has our attention span
    105. 105. business lettermodified block style
    106. 106. TXT: OTW now. C U soon.
    107. 107. as a culture we want
    108. 108. attention
    109. 109. commitment
    110. 110. commitment
    111. 111. brief aside
    112. 112. TXT: You’re been dumped!Don’t come home tonight!
    113. 113. intrusion
    114. 114. intrusion
    115. 115. you may ask yourself...
    116. 116. how did we get here?
    117. 117. but not...
    118. 118. 1 of my husbands
    119. 119. do what i say
    120. 120. ask what i thought?
    121. 121. D-I-V-O- R-C- E
    122. 122. input
    123. 123. social networking is themarketing of the 21st century
    124. 124. the moment of critical mass
    125. 125. from relative obscurity to epidemic... which is good.
    126. 126. ideas, products, messagesand behaviors spread like viruses.
    127. 127. 3 Rule of Epidemics
    128. 128. 1. The Law of the Few
    129. 129. 1. The Law of the Few2. The Stickiness Factor
    130. 130. 1. The Law of the Few2. The Stickiness Factor3. The Power of Context
    131. 131. 1. The Law of the Few
    132. 132. 1967 - Six Degrees of Separation study
    133. 133. 160 students in Nebraska were given a letter withinstructions to get it to a stockbroker in Boston
    134. 134. None of the studentsknew the stockbroker
    135. 135. Took an average of 6 contacts
    136. 136. 3 people were the final link for 50% of the students
    137. 137. The Law of the Few...the success of any kind of socialepidemic is heavily dependent onthe involvement of people with a particular and rare set of social gifts
    138. 138. 1. Connectors
    139. 139. 1. Connectors2. Mavens
    140. 140. 1. Connectors2. Mavens3. Salespeople
    141. 141. Connectors are...
    142. 142. People with a special knack for bringing the world together.
    143. 143. People with a special knack for bringing the world together.They link us up with the world
    144. 144. extraordinary knack
    145. 145. making friends & acquaintances
    146. 146. they have large networks
    147. 147. they are successfulbecause of their ability to span many different worlds.
    148. 148. intrinsic to theirpersonality is thecombination of...
    149. 149. curiosity
    150. 150. curiosityself-confidence
    151. 151. curiosityself-confidencesociability
    152. 152. curiosityself-confidencesociabilityenergy
    153. 153. Mavens are...
    154. 154. information specialists
    155. 155. information specialistspeople we rely on to connect us with new information
    156. 156. information specialists people we rely on to connect us with new informationcollect knowledge and know how to share it
    157. 157. Salesmen are...
    158. 158. persuaders
    159. 159. persuaderscharismatic people we all want to agree with.
    160. 160. hundreds = thousands
    161. 161. it’s not about the people following you
    162. 162. it’s about the people who arefollowing the people who are following you
    163. 163. some are more importantthan others because they are...
    164. 164. Connectors, Mavens and Salespeople
    165. 165. not all communities are created equal
    166. 166. FACEBOOK twitter
    167. 167. 1. Facebook is bigger (800 vs 100)
    168. 168. 1. Facebook is bigger (800 vs 100)2. Facebook is more comprehensive
    169. 169. 1. Claim your page
    170. 170. 1. Claim your page2. Keep it up to date
    171. 171. 1. Claim your page2. Keep it up to date3. Wait and see
    172. 172. other communities...
    173. 173. Your Toolset:
    174. 174. Your Toolset: Facebook
    175. 175. Your Toolset: Facebook Twitter
    176. 176. Your Toolset: Facebook Twitter Youtube
    177. 177. Your Toolset: Facebook Twitter Youtube Flickr
    178. 178. Your Toolset: Facebook Twitter Youtube FlickrGoogle+ (test)
    179. 179. more followers
    180. 180. lack of patience or time
    181. 181. sweepstakes
    182. 182. Brief Aside: If your business is in trouble, social is not your quick fix.
    183. 183. long-term engagement strategy
    184. 184. big differences btwntraditional and digital
    185. 185. broadcast and display have some similarities
    186. 186. paid search, email and social are rewarded based on response
    187. 187. Google - places search adshigher if you get more clicks
    188. 188. ESPs deliver your emailsbetter if your open rate is higher
    189. 189. Facebook prioritizes your posts if you get more engagement
    190. 190. quality is important
    191. 191. How do you find and build a relationship with influencers?
    192. 192. it’s tough on Facebook
    193. 193. brands and people can’t message each other
    194. 194. it’s all about the wall
    195. 195. basic rules for winning on the web in general andsocial in particular are...
    196. 196. 1. create good content
    197. 197. 1. create good content2. encourage engagement
    198. 198. 1. create good content2. encourage engagement3. be consistent
    199. 199. 1. create good content2. encourage engagement3. be consistent4. measure
    200. 200. what does ‘engagement’ mean?
    201. 201. Liking your PagePosting on your WallLiking, commenting on or sharing a post, photo,video etc that you put on your Page@ mentioning your Page in a post they makeTagging your Page in a photoLiking or sharing a check-in dealChecking in at a Place
    202. 202. If you know a company’smission, you can figure out how to work with them.
    203. 203. Google’s mission:To organize the world
    204. 204. you can’t trick ‘em for long. black hat SEO will lose.
    205. 205. Facebook’s mission:To make the world a moreopen and connected place.
    206. 206. Facebook’s wants to keep people on their sitecommunicating with each other
    207. 207. All along, they’re learning about you
    208. 208. Farmville?Surveys?
    209. 209. Facebook valuesengagement - so that’s what they measure
    210. 210. 2 Facebook Measurements to Watch
    211. 211. 1. Talking About This: number of peopleinteracting on your page
    212. 212. Talking about This Metric It shows you the number of unique people who have created a ‘story’ about your Page in the last 7 days. The ‘story’ might include people: Liking your Page Posting on your Wall Liking, commenting on or sharing a post, photo, video etc that you put on your Page Answering a question you asked using the ‘question’ feature RSVPing to an event @ mentioning your Page in a post they make Tagging your Page in a photo Liking or sharing a check-in deal Checking in at a Place  
    213. 213. Talking about This Metric The Point: The more people talking about your business, the more people you’ll be able to reach on Facebook. You’ll see now why it’s so important to get people interacting and engaging with your content. You might also be interested to know that top brands are currently getting 0.7% engagement (on average) on this new metric.  
    214. 214. Top brands are getting .7% engagement in the“Talking About This” metric Starbucks on 1/12/12: 0.7% Tennessee Tourism on 1/12/12: 0.7%
    215. 215. 2. Weekly Total Reach:and it’s calculated like this...
    216. 216. For the last 500 posts:
    217. 217. For the last 500 posts:1. Reach - # of people who saw the posts
    218. 218. For the last 500 posts:1. Reach - # of people who saw the posts2. # of Engaged Users
    219. 219. For the last 500 posts:1. Reach - # of people who saw the posts2. # of Engaged Users3. # of people Talking about this
    220. 220. For the last 500 posts:1. Reach - # of people who saw the posts2. # of Engaged Users3. # of people Talking about this4. Virality (talking about this / reach)
    221. 221. Facebook doesn’t care if the engagement is positive or negative
    222. 222. Currently no automated way to rank sentiment
    223. 223. Facebook wants to help you out by filtering your posts...based on overall engagement
    224. 224. so if nobody is engaging with your contentyour content gets shown less overall
    225. 225. that’s the new Edgerankscoring system and here’s a real life story...
    226. 226. A Real EdgeRank• Story April: 1,411 likes • Paramore takes over social• May: 2,058 likes • EdgeRank Score goes public: 24• June: 3,183 likes • EdgeRank Score increases to 29 • SplashGround Sweeps starts• July 4,171 likes: • EdgeRank Score decreases back to 24 • SplashGroundSweeps Ends• August 4,310 likes: • EdgeRank Scores settles at 21
    227. 227. A Real EdgeRankWHY? July: Story
    228. 228. A Real EdgeRank StoryWHY? August
    229. 229. 3 things Facebook thinks are important...
    230. 230. 1. User Affinity - engagement2. Status weight - video, image, link3. Freshness - posts less than 4hours old*
    231. 231. 1. User Affinity - engagement2. Status weight - video, image, link3. Freshness - posts less than 4hours old* *constantly changing stat.
    232. 232. 3 quick Facebook Tips
    233. 233. 1. Use a personal tone
    234. 234. 2. Always use a call to action (tell me what you think) (like this update if you X)
    235. 235. 3. Post during peak hours 7-9 am 5-7 pm 11 pm - 1 am
    236. 236. It’s interesting what makes people respond...
    237. 237. Ask
    238. 238. Ask• Follow-up
    239. 239. Have some Holiday Spirit
    240. 240. Pretty pictures work• Everyone loves a pretty picture ...
    241. 241. Mavens are• Develop a loyal fan base and they will help you manage the on-going conversations on your wall...
    242. 242. Love• A reply tweet from a follower after we replied to their original tweet letting them know we missed them as much as they missed Wildwoods.• The Point: A personal touch through a message from a brand is appreciated and builds loyalty.
    243. 243. Oops
    244. 244. OopsFAIL!
    245. 245. Targeting Influencers on Twitter
    246. 246. 38 mentions x 3,071 followers= 116,698 impressions
    247. 247. 2. The Power of Context
    248. 248. Relevant, interestingcontent is the thing.
    249. 249. But delivery vehicleschange everything.
    250. 250. There are now moresmartphones in use than feature phones
    251. 251. in 2014 more than 50% ofweb traffic will come from smartphones
    252. 252. Is THIS your personal computer?
    253. 253. Or is this?
    254. 254. It’s the one you take with you everywhere.
    255. 255. Version 2 - updated Sept. 2011
    256. 256. monologue
    257. 257. dialogue
    258. 258. orient all your digital media toward 2 things
    259. 259. the promise of digital
    260. 260. Companies can know their customers better
    261. 261. We can know more thanwe ought to about each other
    262. 262. I expect you to know me and my preferences
    263. 263. single
    264. 264. if you treat me like you know me
    265. 265. I’ll vacation with you
    266. 266. I’ll buy from you
    267. 267. I’ll tell my friends about you
    268. 268. and it just might matter
    269. 269. because I might be
    270. 270. a connector
    271. 271. or a maven
    272. 272. or a salesperson
    273. 273. Thank you.
    274. 274. Thank you for your time. The style of this presentation was partiallyinspired by Lawrence Lessig’s minimalist approach to the use of slides.

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