Taking Engagement from Ordinary to Wow Mo Sherifdeen Interactive Marketing | Travel Oregon @mosherifdeen
AboutTravel Oregon. Official agencycharged with promoting travelto/within OregonMission: 1) Inspire travel to &within Oregon; 2) help travelershave a great time.How: $2 million ad budget: TV,Online (70%), print (20%)CTA: Digital(TravelOregon.com, blogs,social, email etc.)
State of Social- 3 billion photos uploaded/month- 2.5+ million sites integrated w/ FB- 325,000 yrs of video watched each month- 2nd largest search engine - 100m active users; 250 m daily tweets -10m users; over a billion check-ins - “Radar” features has lots of potential
Pre-Social “Trip Echo”Pre-social: office water cooler + kitchen table
Social “Trip Echo” Social Age: The “water cooler” is Facebook, Twitter, YouTube, blogs, Foursquare etc….
The Travel Oregon Strategy • Monitor perceptions/buzz Listen/Talk • Interact with fans to the community • Help travelers plan •Provide platforms for fans to share their stories Boost Sharing + Advocacy •Find/amplify advocates • Content distribution Story-Building • Soliciting fan stories Ours + theirs
Blog (2006)• Basics: – Initially campaign based – Grew into “story telling” platform – 25 writers – 5 regular contributors – Liberal linking/feature policy – Staff resource: 1.5; but shared responsibility
Writer Recruitment….• Passionate bloggers (cost $0, link love)• New graduates (portfolio builder)• Staff
Writer Recruitment….(Cont.)• PR - destinations/business es (but stories, not explicit pitches!)• Cost: $0 (staff editing time)
Writer Recruitment….(Cont.)• Leverage existing programs…. – Visitor guide “back stories” – Extend TV partnerships….• Media Highlights: – Highlight good OR travel stories from blogs/media
Twitter (May 2008)• Sharing timely/immediate content & deals (events, travel updates etc.)• Provide Customer Service to followers• Examples:– Where can I find a Gluten Free Restaurant in Cannon Beach?– I’m visiting Crater Lake, is the Rim Drive open to vehicles?
Twitter Best Practices• Sharing articles, with a very brief description of what the article is about. Give users a reason to click. Using just the title of the article/blog post isn’t enough• Open ended questions, “The sun is out and we can’t stop thinking of playing in the water! Where should we go?”• It’s against Twitter’s TOS to repeatedly tweet the same message – so if you’re going to share the same content, you’ll need to rephrase it.• No more than 1 update every hour or so.
Twitter Helpful Tools• TweetDeck/HootSuite management• Tweroid – measures best time for you to tweet• TweetReach (for measuring hashtags)• Klout – can help w/ determining influence – but not totally perfect
Facebook Best Practices• Updates with photos• Ask questions (fill in the blank etc.)• Open ended questions (i.e. “It’s sunny outside, what are you doing?”)• Links to articles with a question related to the article.• 2-3 updates per day (but will vary)
Ask Oregon (2011) [customer support by local experts]A strategy to deliver visitor information by connecting passionate Oregonians to travelers….using multiple touch points (Web, Call Center, Twitter, Trip Advisor, Visitor Centers etc.)
Video link: http://www.youtube.com/watch?v=29B5d_AOsQc
14 passionate Oregonianson Twitter + Facebook……dishing out travel advice.
Ask Oregon on Facebook Ambassadors are creating ongoing discussions with Travel Oregon fans regarding their questions.
Ask Oregon on Twitter Ask Oregon Ambassadors are: Continuing to answer follower questions Filtering questions for other ambassadors Tweeting helpful info with #askOR
Micro Ad Targeting • Who live in U.S. • Who live in OR, WA or CA • Exactly between 30-50 inclusive • Female • Who like adventure, adventures, bouldering, caving, disc golf, mountaineering, rock climbing, or white water rafting • Not connected w/ COVA • Suggested bid: $0.49-$0.81
Results!• 181,650,822 Ad Impressions (Travel Oregon+Partners)• 169,012 Ad Clicks (Travel Oregon+Partners)• Average CPC $0.36 (Facebook says this costs $2-3!)• 75,000 page views were generated for the "Adventurecation" tab across all partners• Fan base increase ranged from 114% (Portland) to 2,637% (Medford) – Total Partner Likes Gained: 113,745• Facebook Insights also indicated that on average, each of the partners saw a 320% increase in engagement!• 1,987 Contest Entries
Learnings• What Worked? – High Engagement, Low CPC/CPA – Ability to see results immediately• What Didn’t Work? – Some FB users were reluctant to allow access to a third party app to enter the contest – Some non-FB users would have liked a non-FB entry option – Very quick turnaround on creative/prizes – Many participating partners were not familiar with Facebook marketing techniques
FB Ad Best Practices • Great images • Relevant • Call to action within ad • Relevant content to convert • 1 ad per $100 spend • Timing
Explore Chicago ResultsFoursquare • 20,582 check-insSCVNGR • 1,431 completed challenges100+ media placements • National Geographic Traveler, Mashable, TechCrunch, Chicago Tribune, Crain’s Chicago Business