I’m Sarah Page and I work for the Lower Colorado River Authority providing tourism and economic development assistance to the communities and organizations in our service area. And what XX didn’t tell you is ….
… I’m a geek. Who other than a geek would get their Twitter handle on a t-shirt? I love social media. I use it every day. But I also live in the real world. So I’m going to show you some things that will hopefully make using social media much easier for you.
We have a lot of ground to cover today. There will be plenty of time for Q&A at the end, but I’m also happy to field questions during the presentation if you’ve got something that just can’t wait.
Can help reach a different demographic – one that doesn’t respond to traditional advertising (no newspapers – can get news on your phone)SEO = getting found onlineViral = now people will tell friends in a more public way
Handout:Ways to Use Twitter
Handout:Ways to Use Twitter
I like to think of it this way: what would you tell someone who walked up to you at the Information Booth?
There are some unwritten rules of the road in social media.Sure you want to promote your event. But you want to do it in a way that’s helpful to your attendees.Provide value >>> that way, you’re not always marketing TO them, you’re being helpful.
How do you do that? If you’re someone who likes formulas, you follow the 70-20-10 Rule. This is a great rule of thumb to use at first. After a while it will become second nature to you.
70% = whatever news or information your followers/customers most want to hear about. It can be links to articles or blog posts, tips, info on national trends, etc. It’s sharing information that benefits them, not you.20% = is the back and forth conversation: answering questions, asking questions, or just chatting about topics of mutual interest. This is the part where you show you’re listening and can respond as a human being, not as “big company”. For a good example of this, look at how well Southwest Airlines (@SouthwestAir) does this on Twitter.10% = After all the great interaction and sharing of information, you deserve to toot your own horn a little bit. Go ahead, you’ve earned it! Plus, you won’t come across as being spammy or entirely self-promotional. Talk about your business, recent accolades, links to articles about you, promote an event or a blog post, etc.
Share information with your fans and follower about things that will affect their experience in your destination.
Many businesses and organizations have caught on to this. Festivals and events can too. One of the main reasons that people “like” a business page or follow them on Twitter, is for the exclusive offers they get. It keeps them coming back for more.
Here’s another example.
An excellent way to engage fans and followers is to put up a poll question or hold a small contest. It’s one of the best ways to get fans to interact with you online.
Be helpful. Let fans and followers know they can rely on you to provide timely and accurate information. But don’t offer this unless you plan to monitor the questions and are prepared to respond. Some CVBs are now using “Twisitor Centers” to be even more helpful. They announce a hashtag – like #inPDX – and tell people to ask questions about the destination, adding the hashtag at the end. The CVBs track the hashtag and answer the questions as they come in. The Abilene CVB is doing this too. Are there any festivals using hashtags? How?
There’s a reason they call it SOCIAL media. You can ask your fans and followers their opinions on any number of topics. They’re usually happy to provide the feedback. You’d be amazed at the response you’ll get. Think of the possibilities for an informal post-event survey …
There’s also no harm in asking your fans to interact with you. It still blows my mind every time I do this. Just the simple act of asking a fan to click the “like” button works wonders for getting some interaction going on your page.
Tell potential fans and followers something about yourself. Make it clear who you are and what they can expect. Many people – me included – don’t follow anyone that doesn’t have a bio.
Let people know what social networks you’re using. Make it easy for them to connect with you. Put it on websites, e-newsletters, on a sign in your store/office …
… in your email signature. Make sure the icons are hyperlinked to the sites they represent so that when people click on the icons, they are taken to that specific social network.
This is another way to let people know what they can expect to find on your page … and what you’ll tolerate. It may not hold up in court, but it gives you political cover to delete posts that are inappropriate in any way.You can do it “old school” like I did here on my Colorado River Trail page – I just put it under the “Info” tab. Or …
… you can design a custom tab for your terms and conditions like the Austin CVB did.
You can do the same thing with your Flickr group. Tell potential new members the rules of the road and how you’ll use their photos.
It’s pretty difficult to connect on a personal level with a business or organization. Unless the person doing their social media sounds like a real person. Have a personality. Pick a “voice” for your social media efforts and stick with it. If your community has certain expressions or slang, use them!
Here’s an example of REALLY using personality! How about a ghost? Humor is always effective if done well.
In Bubba the Ghost’s own words …
Highlight your partners or sponsors on Facebook by adding them to your Favorite Pages. This lets your fans know other great organizations they can be affiliated with related to your event.
Facebook now lets you “tag” otherFacebook pages and people in your status updates. When you tag another page, your status update/post shows up on your page AND on the page you tagged. Fans of that page can see your message too! It’s an easy way to grow your fan base.
Finally we’re ready to discuss Flickr. Flickr is a great, free way to collect photos people have taken in your destination. Create a Flickr group for your organization to keep these photos all in one place. You could have a Flickr group for your festival like the Savannah Craft Brew Fest does here, and use the photos from it as content for Facebook, Twitter, and blog posts. You’ll get mainly amateur photographers, but I wouldn’t be surprised if some pros wand to contribute photos too! As long as you credit the photographer, they are usually happy to let you use their work.
Here’s a cool idea – it’s a great way to connect your followers to your partners and sponsors’ social media sites. Abilene did this by developing a social media directory for local shopping, dining, lodging, and attractions venues. Pretty cool, huh?
Here’s a recent example from an even in NYC hosted by the Austin CVB. They set up a great social media guide for the event. This would be a relatively easy and very helpful thing for a festival to do.
Tfea session 1 social media strategies for beginners
Social Media Strategies<br />for Beginners<br />2011TFEA Conference & Trade Show<br />Anchors Aweigh!<br />July 8, 2011<br />
It’s Not Just for Little Susie<br />The ROI of Social Media<br />
Benefits of Social Media<br />It’s FREE!<br />Builds deeper relationships<br />Increases brand awareness <br />Broadens your network<br />Helps SEO<br />Increases website traffic<br />Can help reach journalists/media<br />Empowers fans to be viral ambassadors for your brand<br />Source: Social Media for Tourism Pros<br />
“<br />Bring the best of your authentic self to every opportunity.<br /><ul><li> John Jantsch</li></ul> Author of Duct Tape Marketing <br />
Common Social Media Platforms<br />Facebook & Twitter<br />
What Is Facebook?<br />Social networking service that allows users to connect to friends and businesses<br />Share content, links, photos, and videos<br />Comment on others’ activity<br />Remember: Personal profiles are for people, not businesses. Develop a fan page instead.<br />
Facebook Stats<br />Over 500 million active users<br />Fastest growing demographic is women 55 years old and up <br />Average user is connected to 80 pages, groups, or events<br />50% of active users log onto Facebook daily<br />250 million+ users access Facebook from a mobile device<br />This group is 2x as active as those who don’t<br />Source: http://www.facebook.com/press/info.php?statistics<br />
Facebook Benefits<br />Low cost<br />Engage with fans of your page<br />Fans receive your updates and can upload comments, photos, and video<br />When fans engage you on your page, their activity shows up in their friends’ streams<br />This can prompt others to check out your page and your organization!<br />
Facebook Benefits<br />Can incorporate content from other social media platforms<br />Ex: blog posts, updates from Twitter, pictures from Flickr, videos from YouTube, location-based apps (FourSquare & Gowalla), etc.<br />Targeted advertising opportunities (cheap too!)<br />
What Is Twitter?<br />Free social networking and micro-blogging site that allows users to send and read messages known as “tweets”<br />Tweets can have no more than 140 characters & are delivered to the author’s subscribers, known as “followers”<br />
Twitter Stats<br />200+ million users<br />500,000 new users sign up daily<br />37% of active users use their mobile phone to tweet<br />Twitter users are 3x more likely to follow a brand on Twitter than any other social networking site<br />Source: http://blog.hubspot.com<br />
Twitter Benefits<br />Low cost<br />Speed of feedback<br />Potential reach of message<br />Customer engagement/service<br />Track what people are saying about your organization<br />Create buzz around upcoming events<br />Promote your organization and other content you create<br />
“<br />Twitter is not a technology. It’s a conversation. And it’s happening with or without you.<br /><ul><li> Charlene Li</li></ul>Co-Author of Groundswell<br />
So What Do I Say?<br />FAQs<br />Updates on festival events and activities<br />Highlight performers or artists<br />Unique food and drink<br />Content you want to promote<br />Content from partners<br />Observations<br />What you’re reading or watching<br />
Rules of Engagement<br />Listen more than you talk<br />Remember: It’s about them, not you.<br />Provide value far beyond your particular site or service<br />Source: Social Media for Tourism Pros<br />
Formula for Success<br />70 20 10<br />Source: Social Media for Tourism Pros<br />
Formula for Success<br />70 20 10<br />70% of content = value-added, audience-based & not about you at all<br />20% of content = spontaneous interaction with followers, fans, or friends<br />10% of content = unabashed self-promotion<br />Source: Social Media for Tourism Pros<br />
“<br />The biggest mistake we see companies make when they first hit Twitter is to think about it as a channel to push out information.<br /><ul><li> Tim O’Reilly & Sara Milstein</li></ul>Co-Authors of The Twitter Book<br />
Create Group Rules<br />If you agree to these rules, you can join the group<br />Only post pictures to this group for which you own the original copyright or are in the public domain.<br />All pictures posted to this group may be used by the Colorado River Trail in its various publications, both print or online (including social media). We will credit you as the photographer on any photo that we use.<br />Only photos depicting the Colorado River Trail region will be accepted. We reserve the right to reject submissions to our Flickr group displaying content we deem to be inappropriate or offensive without prior warning. The Colorado River Trail reserves the right to update the Group Rules. <br />