Welcome.                        Thank you for joining us.We will discuss:1. Building a Solid Base   by Michelle Kershner, ...
SHOESTRING BUDGET?If this photo describes your   marketing budget, then this presentation may be a    great starting point...
We will discuss:1. Building a Solid Base   by Michelle Kershner, Visit Frederick2. Best Practices for Sharing Your Content...
Building a Solid Base:          Connecting the Dots               Michelle KershnerMarketing & Communication Manager, Visi...
About Me           Michelle           @mahker           Visit           Frederick  BUSY     @tourfrederickmd              ...
A Festival of Confusion                        1                             2“Join us this weekend at theZora Neal Hursto...
A Festival of Confusion3                 4                             5                                  MAP             ...
How I felt…
If something is important enough to…If something is…•Important enough to post onFacebook or Twitter (twice).•Important eno...
Wild West of Social Media                       MessagesKnew it!                                                       {@B...
How do you wrangle in wild messages?              1. Craft a Solid Message              2. Control Your Message           ...
Build Your Base, Then Connect the Dots                                                             Webite            Socia...
Pre-Post AnalysisSomeone in your office just won anaward. Your boss says, “Hey, that  would make a great Tweet or        F...
Tough Questions•Do I have an image of the person?•Does the “rest of the story” alreadylive online?•Do I need to create onl...
Close the Loop                                                 Facebook                                                   ...
Connecting the Dots Brings FocusThe way you communicate an idea allows animage to take shape. The more you connect, the   ...
How do you wrangle in wild messages?                  1. Craft a Solid Message                  2. Control Your Message   ...
Example: Public Relations“While traditional communications channels such as press releases remainimportant, brands are mis...
Frederick is One of America‟s   Prettiest Painted Places  Press Release Links to Website, YouTube, Facebook               ...
Frederick is One of America‟s   Prettiest Painted Places   Embedded video                                   Animoto       ...
Win: Traditional Media Links to New Media
Amplify This Message                               With Marketing•Guest blog posts•Contributing article for outsidepublica...
Facebook                  Printed                                            Other Social                 Materials       ...
Planning•Goals•Target Markets/Audience Groups
Tough Message Choices – Be Crafty!                          Someone in your office just won an                           a...
Tough Message Choices – Be Crafty!         Creative Crafting!      Our accountant, Ann, was caught      flashing her pearl...
How do you wrangle in wild messages?                 1. Craft a Solid Message                 2. Control Your Message     ...
Sharing the Social MessageWhen does this happen?•Working with partners outside yourorganization or company•Different team ...
Collaborating: Talk this WayTell people HOW to talk about you.      •   Customers      •   Staff      •   Partners      • ...
Working With PartnersEstablish Ground Rules forSharing•Organization that owns the contentposts it.•Share only most importa...
Working With Partners Outside of Your OrganizationTools for Collaboration•Private Facebook Group•Email Group•Linked In•Goo...
Collaborating: Talk this Way Tell people HOW to talk about you, your product or event.Graphic to Share        #Hashtag    ...
Leverage Your Bossiness                         “Frederick has a super cute downtown and some                         intr...
What did we learn?            “…Social Media is not an             island. It’s a high-power               engine on the l...
Restore Order to Your Messaging{@Coyboy4} Knew it! RT   {@Coyboy3} Knew it! RT@WildWestSherrif: News Release:      {@Coybo...
We will discuss:1. Building a Solid Base   by Michelle Kershner, Visit Frederick2. Best Practices for Sharing Your Content...
Best Practices on Sharing Your Content                          =              HOW TO Create a more robust digital campaig...
This „social media‟ presentation is about context.        Context is a puzzle.        Only the correct piece will fit.
It all begins with „news‟    Fall into the Gap(A case study with style)
Start with your Website
Great! We‟re done!               (not so fast)The average user spends between 10 and 20        seconds on a new website.  ...
Can users get your core message in 10-20 seconds?Yes                    No
SILO stands for “isolation”.(on the web, this is not a good thing)
What else can we try?  Spread out andrepurpose your core     messages!
Build communities near your silo that you can  use almost as often with little extra effort.
Facebook – Header & Featured Post
How to Post• Use Photos! Articles with images  get 94% more total views.                          (source: MDG Advertising...
Twitter – Theme & Post
When to post?• 65 percent of Facebook users only  access the site when they’re not at  work or school. Shares on Facebook ...
You can also add communitiesthat don‟t need to be visited as often.
Youtube - Homepage
Youtube – Stats• 20% of viewers  will abandon your                     Audience Retention Graph –  video within 10        ...
Instagram - Homepage
Instagram – The „facebook‟ of image sharing                    90 million Monthly Active Users                    40 milli...
Pinterest – Current Collections
PinterestYES, Pinterestgrew faster to 10Million users thanany company,EVER, but…Do your goals lineup with this largelyfema...
What did we learn?• Maximize your digital reach by placing your  content in every nook and cranny on the  interwebs• When ...
We will discuss:1. Building a Solid Base   by Michelle Kershner, Visit Frederick2. Best Practices for Sharing Your Content...
Enrich Your Social Channels With Surveys How to turn a simple poll into a   promotional powerhouse                        ...
@MarylandLife
Digital Ballot: Hosted by Survey Monkey
Social Media Promotion      #FSF12
Leveraging Partnerships
Leveraging Partnerships With Winners
Leveraging Partnerships: Java Rock
Benefits•Generates content for socialmedia sites•Increases conversation andengagement online through alittle friendly comp...
Frederick Coffee MadnessExposure+CommunityEngagement=Win
Unlimited applications…   Cats    vs.   Dogs…dogs rule!
How You Can Make This Campaign Work For You
How You Can Make This Campaign Work For YouPublish the results on yourblog, website, newsletter,Facebook pageBuild BuzzPar...
How You Can Make This Campaign Work For You       Get creative with social media
Thank you! Any questions?Michelle Kershner (@mahker)           Shannon Morgan (@SLDMorgan)Marketing and Communication     ...
Frederick New Media & Technology Conference - Social Media on a Shoestring Budget
Frederick New Media & Technology Conference - Social Media on a Shoestring Budget
Frederick New Media & Technology Conference - Social Media on a Shoestring Budget
Frederick New Media & Technology Conference - Social Media on a Shoestring Budget
Frederick New Media & Technology Conference - Social Media on a Shoestring Budget
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Frederick New Media & Technology Conference - Social Media on a Shoestring Budget

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Brought to you by the Frederick County Chamber of Commerce, this New Media & Technology Conference will present super solutions to social media and new business technology!

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Frederick New Media & Technology Conference - Social Media on a Shoestring Budget

  1. 1. Welcome. Thank you for joining us.We will discuss:1. Building a Solid Base by Michelle Kershner, Visit Frederick2. Best Practices for Sharing Your Content by Bryan Barnes, Maryland Office of Tourism3. Techniques to Enrich Your Social Channels by Shannon Morgan, Maryland Life Magazine
  2. 2. SHOESTRING BUDGET?If this photo describes your marketing budget, then this presentation may be a great starting point to amplify your efforts.
  3. 3. We will discuss:1. Building a Solid Base by Michelle Kershner, Visit Frederick2. Best Practices for Sharing Your Content by Bryan Barnes, Maryland Office of Tourism3. Techniques to Enrich Your Social Channels by Shannon Morgan, Maryland Life Magazine
  4. 4. Building a Solid Base: Connecting the Dots Michelle KershnerMarketing & Communication Manager, Visit Frederick
  5. 5. About Me Michelle @mahker Visit Frederick BUSY @tourfrederickmd www.wordle.net
  6. 6. A Festival of Confusion 1 2“Join us this weekend at theZora Neal Hurston Festivalof the Arts and Humanities inhistoric Eatonville, Florida.”
  7. 7. A Festival of Confusion3 4 5 MAP 56.5 mi, 1 hr 1 min driving Website Events 6 7 “Press” refers to books for sale. Blog
  8. 8. How I felt…
  9. 9. If something is important enough to…If something is…•Important enough to post onFacebook or Twitter (twice).•Important enough to have on thehome page of your website.•Important enough to staff andattend for multiple days. It’s important enough to connect the dots in your communication.
  10. 10. Wild West of Social Media MessagesKnew it! {@BillyTheKid} @HeiskellJonesRT I’m #outlawed and it wasn’t long@OldPat since I was a law and old Pat anLOL outlaw #wildwest@BillyThekid is an#Outlaw {@WildWestSherrif} Newsnow! And Release: @BillyTheKidI’m law! #outlawed; @OldPat now legit ow.ly/hw5ac {@CWyattEarp} @IkeClanton You damn dirty cow thief, if you’re anxious to fight, I’ll meet you! #OKCorral {@OldPat} LOL @BillyThekid is an #Outlaw now! And I’m law! #wildwestjustice {@Gentleman }FYI “I’m outlawed and it wasn’t long since I was a law and old @BillyThekid is an Pat an outlaw. Funny thing, the law.--Billy the Kid to Heiskell #Outlaw!
  11. 11. How do you wrangle in wild messages? 1. Craft a Solid Message 2. Control Your Message 3. Connect Your Message By the time our presentation is finished, over 16 million Tweets will be sent.
  12. 12. Build Your Base, Then Connect the Dots Webite Socia Image, Short & Sweet l Shorten Those Links: Bit.ly Ow.ly Before you even Goo.glstumbleupon THINK about socially sharing, think about your base.
  13. 13. Pre-Post AnalysisSomeone in your office just won anaward. Your boss says, “Hey, that would make a great Tweet or Facebook post.” Ask yourself…
  14. 14. Tough Questions•Do I have an image of the person?•Does the “rest of the story” alreadylive online?•Do I need to create online contentfirst?•Do I need to “tag” people, andtherefore like their page or followthem?•How is this post part of my overallmarketing strategy? Be able to control your own content.
  15. 15. Close the Loop Facebook Other Printed Social Materials Media Press Advertising Releases Message Everywhere Twitter YouTube you turn, there is Newsletter Website • Blog information.
  16. 16. Connecting the Dots Brings FocusThe way you communicate an idea allows animage to take shape. The more you connect, the @mahkermore your message comes into focus. @tourfrederickmd
  17. 17. How do you wrangle in wild messages? 1. Craft a Solid Message 2. Control Your Message 3. Connect Your Message 33 – The percentage of US Internet users who said they ended a connection with a brand on social media due to the brand sharing too many updates. (Source: eMarketer)
  18. 18. Example: Public Relations“While traditional communications channels such as press releases remainimportant, brands are missing out by not embracing a balanced approachacross all social channels.” - Dan Baxter •Corporate blogs are the most useful channels for media when searching for articles •On average, 3 different social media channels are used to prepare each story -Holmes Report, March 26, 2012
  19. 19. Frederick is One of America‟s Prettiest Painted Places Press Release Links to Website, YouTube, Facebook Set your foundation.
  20. 20. Frederick is One of America‟s Prettiest Painted Places Embedded video Animoto Free Online photo editing tools •PicMonkey •Photoshop Express Editor •iPiccy
  21. 21. Win: Traditional Media Links to New Media
  22. 22. Amplify This Message With Marketing•Guest blog posts•Contributing article for outsidepublication•Use on homepage slider•Share in newsletters•Advertising•Marketing Collateral • Visitor Guide Community & Relocation Guide, Winter 2013 • 13 Things to do in 2013 • Sales Team AdvertisingFoundation=Content &Images
  23. 23. Facebook Printed Other Social Materials Media Traditional Media PressAdvertising Releases Message Twitter YouTube Newsletter Website/Blog
  24. 24. Planning•Goals•Target Markets/Audience Groups
  25. 25. Tough Message Choices – Be Crafty! Someone in your office just won an award. Your boss says, “Hey, that would make a great Tweet or Facebook post.”What if……you work for a dentist?You post information for patients on•fun dental facts•care for your teeth, etc.Your accountant won this award. Do you stillshare it?•What is your message?•Who is your audience?•Does this apply?
  26. 26. Tough Message Choices – Be Crafty! Creative Crafting! Our accountant, Ann, was caught flashing her pearly whites when she won the Young Accountant of the Year Award. Learn more about Ann: Lin.k.lyNot every piece of news is worthy ofsharing socially over every network.
  27. 27. How do you wrangle in wild messages? 1. Craft a Solid Message 2. Control Your Message 3. Connect Your Message 80% percent of social media users prefer to connect with brands through Facebook. (source: Business2Community)
  28. 28. Sharing the Social MessageWhen does this happen?•Working with partners outside yourorganization or company•Different team members all writingmessages•Influencers, members, customers, etc.are sharing your message Challenge: Who owns the message? How do you share?
  29. 29. Collaborating: Talk this WayTell people HOW to talk about you. • Customers • Staff • Partners • Influencers Encourage people to talk about you by giving them: •Suggested Facebook Posts •Suggested Tweets •Hashtags •Images or Infographics •Handles
  30. 30. Working With PartnersEstablish Ground Rules forSharing•Organization that owns the contentposts it.•Share only most important posts.•Others reshare the content, withtheir own spin if possible. #FredRestWK
  31. 31. Working With Partners Outside of Your OrganizationTools for Collaboration•Private Facebook Group•Email Group•Linked In•Google•Basecamp•Outlook•Project
  32. 32. Collaborating: Talk this Way Tell people HOW to talk about you, your product or event.Graphic to Share #Hashtag Advocacy
  33. 33. Leverage Your Bossiness “Frederick has a super cute downtown and some intriguing restaurants, I definitely want to corral a car and head up there again this summer.” •Turn hashtags into feeds on another network •Turn blog posts or media articles into posts •Measure the value you bringInstagram to Facebook
  34. 34. What did we learn? “…Social Media is not an island. It’s a high-power engine on the larger marketing ship.” Matt Dickman, SVP Digital Marketing at Fleishman Hillard, technomarketer.typepad.com Wrangling is Tough Work Craft + Control + Connect
  35. 35. Restore Order to Your Messaging{@Coyboy4} Knew it! RT {@Coyboy3} Knew it! RT@WildWestSherrif: News Release: {@Coyboy2} Knew it! RT@BillyTheKid #outlawedNews Release: @WildWestSherrif: & @OldPat now @BillyTheKid #wildwestlaw RT {@Coyboy1} Knew it!legit ow.ly/hw5ac#outlawedNews Release: @WildWestSherrif: & @OldPat now legit ow.ly/hw5ac#outlawedNews Release: @WildWestSherrif: & @OldPat now @BillyTheKid #wildwestlaw {@WildWestSherrif} News legit ow.ly/hw5ac#outlawed & @OldPat now @BillyTheKid #wildwestlaw legit ow.ly/hw5ac #wildwestlaw Release: @BillyTheKid {@BillyTheKid} #outlawed & @OldPat now legit Outta here! RT ow.ly/hw5ac #wildwestlaw @WildWestSherrif: News Release: @BillyTheKid #outlawed & @OldPat now legit ow.ly/hw5ac #wildwestlaw {@OldPat} LOL RT @WildWestSherrif: News Release: @BillyTheKid #outlawed & “I’m outlawed and it wasn’t long since I was a law and old Pat @OldPat now legit ow.ly/hw5ac an outlaw. Funny thing, the law.--Billy the Kid to Heiskell Jones, 1880 #wildwestlaw
  36. 36. We will discuss:1. Building a Solid Base by Michelle Kershner, Visit Frederick2. Best Practices for Sharing Your Content by Bryan Barnes, Maryland Office of Tourism3. Techniques to Enrich Your Social Channels by Shannon Morgan, Maryland Life Magazine
  37. 37. Best Practices on Sharing Your Content = HOW TO Create a more robust digital campaign with limited resources >>Using the content that you already have
  38. 38. This „social media‟ presentation is about context. Context is a puzzle. Only the correct piece will fit.
  39. 39. It all begins with „news‟ Fall into the Gap(A case study with style)
  40. 40. Start with your Website
  41. 41. Great! We‟re done! (not so fast)The average user spends between 10 and 20 seconds on a new website. (source: Neilsen Norman Group Research)
  42. 42. Can users get your core message in 10-20 seconds?Yes No
  43. 43. SILO stands for “isolation”.(on the web, this is not a good thing)
  44. 44. What else can we try? Spread out andrepurpose your core messages!
  45. 45. Build communities near your silo that you can use almost as often with little extra effort.
  46. 46. Facebook – Header & Featured Post
  47. 47. How to Post• Use Photos! Articles with images get 94% more total views. (source: MDG Advertising)• Facebook posts with 80 characters or less have a 27 percent higher engagement rate. (source: Buddy Media)
  48. 48. Twitter – Theme & Post
  49. 49. When to post?• 65 percent of Facebook users only access the site when they’re not at work or school. Shares on Facebook spike around 12:00 pm and after 7:00 pm. (source: Mashable)• The highest percent of retweets and highest click-through rates (CTR) happen around 5:00-6:00 pm. Spikes in CTR also occur around midday. (source: KISSMetrics)
  50. 50. You can also add communitiesthat don‟t need to be visited as often.
  51. 51. Youtube - Homepage
  52. 52. Youtube – Stats• 20% of viewers will abandon your Audience Retention Graph – video within 10 FREE! seconds. (source: visible measures)• 60% will abandon within 2 minutes. (source: visible measures)
  53. 53. Instagram - Homepage
  54. 54. Instagram – The „facebook‟ of image sharing 90 million Monthly Active Users 40 million Photos Per Day 8500 Likes Per Second 1000 Comments Per Second … AND STILL GROWING!Functions like twitterFrequency of facebook
  55. 55. Pinterest – Current Collections
  56. 56. PinterestYES, Pinterestgrew faster to 10Million users thanany company,EVER, but…Do your goals lineup with this largelyfemale-orientedaudience?
  57. 57. What did we learn?• Maximize your digital reach by placing your content in every nook and cranny on the interwebs• When possible, feature photos and consistent branding/advertising messages through every channel• When applicable, participate and comment on existing ecosystem culture• Unless you’re a farmer, silos are bad news
  58. 58. We will discuss:1. Building a Solid Base by Michelle Kershner, Visit Frederick2. Best Practices for Sharing Your Content by Bryan Barnes, Maryland Office of Tourism3. Techniques to Enrich Your Social Channels by Shannon Morgan, Maryland Life Magazine
  59. 59. Enrich Your Social Channels With Surveys How to turn a simple poll into a promotional powerhouse @SLDMorgan #FredNMT
  60. 60. @MarylandLife
  61. 61. Digital Ballot: Hosted by Survey Monkey
  62. 62. Social Media Promotion #FSF12
  63. 63. Leveraging Partnerships
  64. 64. Leveraging Partnerships With Winners
  65. 65. Leveraging Partnerships: Java Rock
  66. 66. Benefits•Generates content for socialmedia sites•Increases conversation andengagement online through alittle friendly competition•Increases interest in areabusinesses & attractions•Increases website and socialmedia traffic
  67. 67. Frederick Coffee MadnessExposure+CommunityEngagement=Win
  68. 68. Unlimited applications… Cats vs. Dogs…dogs rule!
  69. 69. How You Can Make This Campaign Work For You
  70. 70. How You Can Make This Campaign Work For YouPublish the results on yourblog, website, newsletter,Facebook pageBuild BuzzPartner with winners topromote your poll andresults
  71. 71. How You Can Make This Campaign Work For You Get creative with social media
  72. 72. Thank you! Any questions?Michelle Kershner (@mahker) Shannon Morgan (@SLDMorgan)Marketing and Communication Senior Editor, Online Media,Manager Maryland Life MagazineTourism Council of Frederick County smorgan@marylandlife.commkershner@fredco-md.net www.MarylandLife.comwww.visitfrederick.org www.Facebook.com/MarylandLife@tourfrederickmd @MarylandLifefacebook.com/visitfrederickmdBryan Barnes (@jbryanbarnes)Digital Marketing ManagerMaryland Office of Tourism Download this presentation:bbarnes@visitmaryland.orgwww.visitmaryland.org http://slideshare.net/jbryanbarnes/www.facebook.com/TravelMD@TravelMD

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