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West Virginia Hospitality and Travel Association

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Hannah Paramore, President of Paramore | the digital agency rocked it at the WVHTA Conference - "Sharpen Your Edge for Tomorrow - Your Future with Social Media.

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West Virginia Hospitality and Travel Association

  1. 1. Hi.
  2. 2. Hi.
  3. 3. hannah www.paramore.is
  4. 4. www.paramore.is
  5. 5. www.paramore.is
  6. 6. “Honey, I know you’re sick...”
  7. 7. “but I’ve preached many a revival meeting with a fever of 104.”
  8. 8. !?!%*#$?!!!!!
  9. 9. Interesting
  10. 10. Breakfast line guy...
  11. 11. “You didn’t have tostop”
  12. 12. misjudged
  13. 13. “just how far can a contact high take you?”
  14. 14. because I didn’teven get started...
  15. 15. “You didn’t have to stop...
  16. 16. “You didn’t have to stop... and talk to me”
  17. 17. If you got sick...I’m sorry
  18. 18. performance pressure
  19. 19. how can I top that faint?
  20. 20. sing my entire presentation
  21. 21. write you a love poem
  22. 22. do my presentation naked
  23. 23. no
  24. 24. my year in review...
  25. 25. honeymoon in Gatlinburg with my ex-husband
  26. 26. had about the same amount of sex
  27. 27. 0
  28. 28. honeymoon in Florida with Amanda Durand
  29. 29. best honeymoon i’ve ever had
  30. 30. not gay
  31. 31. if you’ve been paying attention
  32. 32. you’ll know I started golfing this year...
  33. 33. best kiss I’ve gotten all year
  34. 34. Stephen Hawking’s Chaosand Complexity Theories
  35. 35. refresher...
  36. 36. chaos theory
  37. 37. when simple things arecombined they can create something complex
  38. 38. 40 billion
  39. 39. “What’s happening?”
  40. 40. 100 million
  41. 41. tweet 250 million times every day
  42. 42. complexity theory
  43. 43. complex systems can have a simple outcome
  44. 44. Facebook has raised more than $800 million
  45. 45. ads
  46. 46. connections
  47. 47. conversations
  48. 48. Klout scores
  49. 49. search results
  50. 50. sophisticated beyond words
  51. 51. wirelessly and in real time
  52. 52. but the outcomes are simply
  53. 53. Social Media Hierarchy of Needs
  54. 54. 7 things
  55. 55. Breathe
  56. 56. Breathe Eat
  57. 57. Breathe Eat Sleep
  58. 58. Breathe Eat SleepDrink
  59. 59. Breathe Eat Sleep DrinkHave sex
  60. 60. Breathe Eat Sleep Drink Have sexAchieve homeostasis
  61. 61. Breathe Eat Sleep Drink Have sexAchieve homeostasis Excrete
  62. 62. Facebook and Twitter
  63. 63. Span of Control
  64. 64. Peter Drucker
  65. 65. how many people can oneperson manage effectively?
  66. 66. 1 manager with 6 directreports = 222 relationships
  67. 67. 1 manager with 16 direct reports = 500,000 relationships
  68. 68. 3rd child
  69. 69. your wife has a 3rd child too
  70. 70. and your other 2 kids now have another sibling
  71. 71. eff’s the whole thing up
  72. 72. brief aside:did you know that no twokids are ever born into the same family?
  73. 73. husband and boyfriend
  74. 74. husband and boyfriend
  75. 75. Yours and yourhusband’s
  76. 76. Yours and your husband’sYours and yourboyfriend’s
  77. 77. Yours and your husband’s Yours and your boyfriend’sYours with your husband and boyfriend at the same party
  78. 78. Yours and your husband’s Yours and your boyfriend’sYours with your husband and boyfriend at the same party Your boyfriend’s with you
  79. 79. Yours and your husband’s Yours and your boyfriend’sYours with your husband and boyfriend at the same party Your boyfriend’s with you Your husband’s with you
  80. 80. Yours and your husband’s Yours and your boyfriend’sYours with your husband and boyfriend at the same party Your boyfriend’s with you Your husband’s with Youryou boyfriend with your husband
  81. 81. Yours and your husband’s Yours and your boyfriend’sYours with your husband and boyfriend at the same party Your boyfriend’s with you Your husband’s with Youryou boyfriend with your husband Your husband with your boyfriend
  82. 82. Yours and your husband’s Yours and your boyfriend’sYours with your husband and boyfriend at the same party Your boyfriend’s with you Your husband’s with Youryou boyfriend with your husband Your husband with your boyfriend Your husband with you and your boyfriend at the party
  83. 83. Yours and your husband’s Yours and your boyfriend’sYours with your husband and boyfriend at the same party Your boyfriend’s with you Your husband’s with Youryou boyfriend with your husband Your husband with your boyfriend Your husband with you and your boyfriend at the party boyfriend with you and your husband at the Your party
  84. 84. It’s just too hard.
  85. 85. not just the first number time X
  86. 86. exponentially compounded to something crazy
  87. 87. Facebook Twitter YouTubeFourSquare Gowalla Google+ Pinterest
  88. 88. chaos & complexity
  89. 89. 800 million
  90. 90. 130friends
  91. 91. 80 pages, events or groups
  92. 92. 3.5 billion pieces of content shared every week on FB
  93. 93. 95%
  94. 94. 30% higher on Sundays
  95. 95. 100million
  96. 96. 55%
  97. 97. YouTube is now a community
  98. 98. some people are moreimportant to you than others
  99. 99. the moment of critical mass
  100. 100. from relative obscurity to epidemic... which is good.
  101. 101. ideas, products, messagesand behaviors spread like viruses.
  102. 102. 3 Rule of Epidemics
  103. 103. 1. The Law of the Few
  104. 104. 1. The Law of the Few2. The Stickiness Factor
  105. 105. 1. The Law of the Few2. The Stickiness Factor3. The Power of Context
  106. 106. 1. The Law of the Few
  107. 107. 1967 - Six Degrees of Separation study
  108. 108. 160 students in Nebraska were given a letter withinstructions to get it to a stockbroker in Boston
  109. 109. None of the studentsknew the stockbroker
  110. 110. Took an average of 6 contacts
  111. 111. 3 people were the final link for 50% of the students
  112. 112. 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
  113. 113. 1. Connectors
  114. 114. 1. Connectors2. Mavens
  115. 115. 1. Connectors2. Mavens3. Salespeople
  116. 116. Connectors are...
  117. 117. People with a special knack for bringing the world together.
  118. 118. People with a special knack for bringing the world together.They link us up with the world
  119. 119. extraordinary knack
  120. 120. making friends & acquaintances
  121. 121. they have large networks
  122. 122. they are successfulbecause of their ability to span many different worlds.
  123. 123. intrinsic to theirpersonality is thecombination of...
  124. 124. curiosity
  125. 125. curiosityself-confidence
  126. 126. curiosityself-confidencesociability
  127. 127. curiosityself-confidencesociabilityenergy
  128. 128. Sharon Rowe is a Connector
  129. 129. Mavens are...
  130. 130. information specialists
  131. 131. information specialistspeople we rely on to connect us with new information
  132. 132. information specialists people we rely on to connect us with new informationcollect knowledge and know how to share it
  133. 133. Salesmen are...
  134. 134. persuaders
  135. 135. persuaderscharismatic people we all want to agree with.
  136. 136. hundreds = thousands
  137. 137. it’s not about the people following you
  138. 138. it’s about the people who arefollowing the people who are following you
  139. 139. some are more importantthan others because they are...
  140. 140. Connectors, Mavens and Salespeople
  141. 141. not all communities are created equal
  142. 142. FACEBOOK twitter
  143. 143. 1. Facebook is bigger (800 vs 100)
  144. 144. 1. Facebook is bigger (800 vs 100)2. Facebook is more comprehensive
  145. 145. 1. Claim your page
  146. 146. 1. Claim your page2. Keep it up to date
  147. 147. 1. Claim your page2. Keep it up to date3. Wait and see
  148. 148. other communities...
  149. 149. Your Toolset:
  150. 150. Your Toolset: Facebook
  151. 151. Your Toolset: Facebook Twitter
  152. 152. Your Toolset: Facebook Twitter Youtube
  153. 153. Your Toolset: Facebook Twitter Youtube Flickr
  154. 154. Your Toolset: Facebook Twitter Youtube FlickrGoogle+ (test)
  155. 155. more followers
  156. 156. lack of patience or time
  157. 157. sweepstakes
  158. 158. Brief Aside: If your business is in trouble, social is not your quick fix.
  159. 159. long-term engagement strategy
  160. 160. big differences btwntraditional and digital
  161. 161. broadcast and display have some similarities
  162. 162. paid search, email and social are rewarded based on response
  163. 163. Google - places search adshigher if you get more clicks
  164. 164. ESPs deliver your emailsbetter if your open rate is higher
  165. 165. Facebook prioritizes your posts if you get more engagement
  166. 166. quality is important
  167. 167. How do you find and build a relationship with influencers?
  168. 168. it’s tough on Facebook
  169. 169. brands and people can’t message each other
  170. 170. it’s all about the wall
  171. 171. basic rules for winning on the web in general andsocial in particular are...
  172. 172. 1. create good content
  173. 173. 1. create good content2. encourage engagement
  174. 174. 1. create good content2. encourage engagement3. be consistent
  175. 175. 1. create good content2. encourage engagement3. be consistent4. measure
  176. 176. what does ‘engagement’ mean?
  177. 177. 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
  178. 178. If you know a company’smission, you can figure out how to work with them.
  179. 179. Google’s mission:To organize the world
  180. 180. you can’t trick ‘em for long. black hat SEO will lose.
  181. 181. Facebook’s mission:To make the world a moreopen and connected place.
  182. 182. Facebook’s wants to keep people on their sitecommunicating with each other
  183. 183. All along, they’re learning about you
  184. 184. Farmville?Surveys?
  185. 185. Facebook valuesengagement - so that’s what they measure
  186. 186. 2 Facebook Measurements to Watch
  187. 187. 1. Talking About This: number of peopleinteracting on your page
  188. 188. 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  
  189. 189. 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.  
  190. 190. 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%
  191. 191. 2. Weekly Total Reach:and it’s calculated like this...
  192. 192. For the last 500 posts:
  193. 193. For the last 500 posts:1. Reach - # of people who saw the posts
  194. 194. For the last 500 posts:1. Reach - # of people who saw the posts2. # of Engaged Users
  195. 195. For the last 500 posts:1. Reach - # of people who saw the posts2. # of Engaged Users3. # of people Talking about this
  196. 196. 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)
  197. 197. Facebook doesn’t care if the engagement is positive or negative
  198. 198. Currently no automated way to rank sentiment
  199. 199. Facebook wants to help you out by filtering your posts...based on overall engagement
  200. 200. so if nobody is engaging with your contentyour content gets shown less overall
  201. 201. that’s the new Edgerankscoring system and here’s a real life story...
  202. 202. 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
  203. 203. A Real EdgeRankWHY? July: Story
  204. 204. A Real EdgeRank StoryWHY? August
  205. 205. 3 things Facebook thinks are important...
  206. 206. 1. User Affinity - engagement2. Status weight - video, image, link3. Freshness - posts less than 4hours old*
  207. 207. 1. User Affinity - engagement2. Status weight - video, image, link3. Freshness - posts less than 4hours old* *constantly changing stat.
  208. 208. 3 quick Facebook Tips
  209. 209. 1. Use a personal tone
  210. 210. 2. Always use a call to action (tell me what you think) (like this update if you X)
  211. 211. 3. Post during peak hours 7-9 am 5-7 pm 11 pm - 1 am
  212. 212. It’s interesting what makes people respond...
  213. 213. Ask
  214. 214. Ask• Follow-up
  215. 215. Have some Holiday Spirit
  216. 216. Pretty pictures work• Everyone loves a pretty picture ...
  217. 217. Mavens are• Develop a loyal fan base and they will help you manage the on-going conversations on your wall...
  218. 218. 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.
  219. 219. Oops
  220. 220. OopsFAIL!
  221. 221. Targeting Influencers on Twitter
  222. 222. 38 mentions x 3,071 followers= 116,698 impressions
  223. 223. 2. The Power of Context
  224. 224. Relevant, interestingcontent is the thing.
  225. 225. But delivery vehicleschange everything.
  226. 226. There are now moresmartphones in use than feature phones
  227. 227. in 2014 more than 50% ofweb traffic will come from smartphones
  228. 228. Is THIS your personal computer?
  229. 229. Or is this?
  230. 230. It’s the one you take with you everywhere.
  231. 231. 3 main differencesbetween these two devices
  232. 232. 1. Screen size
  233. 233. 2. Navigation/Input method
  234. 234. 3. Context
  235. 235. 2 schools of thought
  236. 236. 1. Mobile should belight-weight and focused.
  237. 237. 2. Mobile should haveeverything - because it’s many people’s only computer
  238. 238. The biggest problem on the web is the lack of good content
  239. 239. 3. The Stickiness Factor
  240. 240. Good content will solve almost all of your problems.
  241. 241. Good Content is Good Etiquette • Repurposing “Good” content is good social etiquette. • To illustrate... “Be Considerate”
  242. 242. “Be Considerate” Don’t dump your content on me!Don’t you hatethat person whois long windedand talks aboutthemselves allthe time?
  243. 243. “Be Considerate” Don’t dump your content on me!How about that person wholeaves you a long winded Voicemail: Hey, it’s me - Ivoicemail when they could’ve was just calling to let you know I was on the way to meet you for our plannedsent you a text message? lunch at noon! It’s 11:52 on Wednesday. By the way, remind me of this story to tell you when I see you. Also... did you ever talk to dad? I was thinking about giving ...
  244. 244. “Be Considerate” Don’t dump your content on me!How about that person wholeaves you a long windedvoicemail when they could’vesent you a text message? TXT: OTW now. C U soon.
  245. 245. “Be Considerate” Don’t dump your content on me!Yikes.
  246. 246. Good Content is Good EtiquetteIt just got worse.
  247. 247. “Be Considerate”• The Point: Don’t dump your content on me! Good content is concise, timely, accurate, relevant, thoughtful, unpredictable, informative – even funny.• Your communication with your fan base should mirror the venue (Facebook posts can be longer than tweets) and mirror the medium (your website will be more content rich than your mobile site)• The Stat: Retail brand Posts less than 80 characters in length receive 66% higher engagement than longer Posts.
  248. 248. Don’t Get ClingyIt’s a date - not an Engagement
  249. 249. Be RealisticYou’re for Indigestion. Not cool parties.
  250. 250. Good Content is Good Etiquette•Other rules of thumb: • “THANK YOU” after someone offers you something, or “NO THANK YOU” if you decline the offer. • Always be polite, and use the word “PLEASE” which goes a long way, and doesn’t cost you anything. • Show interest in the topic and person you are talking to, give eye contact, and never interrupt. • Take turns. • Be a good sport. • Be kind to others. • Be on time. • “Do unto others as you would have them do unto you.”
  251. 251. A very common question
  252. 252. Social Staffing...This is easy to find... and not what you need.
  253. 253. MoreAboutSocialStaffing...What do they do allday?
  254. 254. MoreAboutSocialStaffing...They want to getpaid?
  255. 255. It’s not your intern’s job anymore
  256. 256. Knowing the tools to use is not the same as understanding the strategy
  257. 257. what’s the differencebetween knowing and doing?
  258. 258. it’s like the differencebetween education and training
  259. 259. think of it in terms of sex education vs. sex training
  260. 260. More About Social Staffing...When they sink - When they swim.
  261. 261. venting...
  262. 262. The things I’m tired of...
  263. 263. Bragging
  264. 264. BraggingBragging veiled as sharing
  265. 265. BraggingBragging veiled as sharingWhining
  266. 266. BraggingBragging veiled as sharingWhiningun-funny people trying to be funny
  267. 267. BraggingBragging veiled as sharingWhiningun-funny people trying to be funnyinspirational thoughts - every day
  268. 268. That’s a bundle of news and no mistake
  269. 269. We can know more thanwe ought to about each other
  270. 270. Companies can know their customers better
  271. 271. smarter and more efficient
  272. 272. information is more readily available soeverybody is an expert
  273. 273. authenticity, truck andfriendship are expected
  274. 274. transparency is expected
  275. 275. I expect you to know me and my preferences
  276. 276. single
  277. 277. if you treat me like you know me
  278. 278. I’ll vacation with you
  279. 279. I’ll buy from you
  280. 280. I’ll tell my friends about you
  281. 281. and it just might matter
  282. 282. because I might be
  283. 283. a connector
  284. 284. or a maven
  285. 285. or a salesperson
  286. 286. Thank you.

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