Social Media Presentation for LCRA


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This is a presentation I gave in Boerne and Brenham for LCRA's Economic Development Forum about how the @AbileneCVB has used and is currently using social media for tourism.

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Social Media Presentation for LCRA

  1. 1. Economic Development Forum: Social Media<br />Shanna Smith Snyder<br />Abilene Convention & Visitors Bureau<br />
  2. 2. By participating, there was potential to make the visitor’s experience better than expected—and therefore, potentially increase visitors to the Abilene community.<br />Messaging could influence visitors decision to visit<br />Once visitor comes to city, social media is a service – providing information. Think virtual visitor’s center. <br />Start small and master one platform at a time<br />Two years ago, I started with a Facebook Fan Page, then grew from there<br />Figure out whowas ourTarget Audience?<br />Leisure? Sports? Meeting planners? Locals?<br />Reach & connect with people/audiences we wouldn’t be able to otherwise <br />Iwanted to talk! (i.e. We have something to say!)<br />Overall goal for tourism Social Media strategy: Transparency/Authenticity <br />Initial Goals & Objectives<br />
  3. 3. SoMe? Why are we doing all this?<br />Initial purpose? To increase exposure to Abilene and the ACVB and refer individuals (visitor or local) to the website & eventually blog.<br />We hoped to receive the following benefits: <br />Increased SEO/rankings;<br />Increased brand awareness, image and recognition;<br />Direct and real-time communication with target audience<br />For us, social media has leveled the playing field – especially in the budget department. <br />In the online “SoMe world” it’s no longer pay to play. <br />
  4. 4. Social Media Timeline<br />Asked ourselves questions: what platforms did we want to use? Copyright issues?<br />What did we want our custom blog to look like? <br />Names for vodcast series, blog, etc.<br />The One-Year Plan<br />Getting set up on all of our platforms<br />Who would be our Target Audience on each platform we selected<br />EX: Media/Travel Writers are our primary followers on Twitter. Locals, visitors, past residents on Facebook. <br />Getting quality fans, followers, etc.<br />EX: Fans that respond to negative content FOR us. Getting retail, attractions, restaurants, etc. to send us their messages, versus me having to do all the writing for SoMe.<br />All policies enacted by certain deadline<br />Writing a SoMe policy for the Abilene CVB eased my boss’ fears & allowed me to move forward!<br />Initial Strategy <br />
  5. 5. Track, Track, Track – from Day 1<br />Consider email accounts tied to social <br /> media platforms<br />Fan Page versus a “Friend/ <br /> personal Page”<br /> -We see this w/local<br /> businesses. DON’T make <br /> that mistake!<br />Lessons Learned <br />
  6. 6. Adapt a Social Media Policy<br />If pushing for SoMe is difficult w/<br />Community leaders, boss, etc. <br />How to deal w/negative comments<br />Include purpose, objectives of SoMe<br />Blogger Policy<br />Assists w/outside writers from the <br /> community <br />Social Media “School” for staff<br />Update Content Often<br />Time Management <br />Hootsuite, TweetDeck<br />Apps on SmartPhone<br />Helpful Tips <br />
  7. 7. The One-Year Plan became the Two-Year Plan<br />Includes Social Media Campaigns & “In-Market” Work<br />We have allocated a small portion of our marketing budget for social media (equipment, conferences, etc.)<br />We are on more platforms & have grown more than we ever thought we would. <br />We have a solid audience on different channels & know where to target different messages. <br />Social Media is now integrated into our ACVB Marketing Plan <br />Best advice: Be flexible. Be willing to CHANGE & adapt. <br />CH…CH…CH…Changes.<br />
  8. 8. The Big Picture: Examples!<br />The Abilene CVB has a presence on:<br />Facebook<br />Twitter<br />YouTube<br />Flickr<br />Delicious<br />Foursquare<br />Gowalla<br />LinkedIn<br />Blog – The Abilene InSite<br />
  9. 9. <ul><li>Facebook/Flickr-Project 365</li></li></ul><li><ul><li>Twitter-Twisitor Center</li></li></ul><li><ul><li>Travel Matters </li></li></ul><li><ul><li>Blog & Social Media Directory </li></li></ul><li>Bottom Buttons <br /> link to printable/<br /> online visitor <br /> coupons, playoff schedule (updated weekly) & special <br /> hotel rates for<br /> visitors in town for <br /> playoffs. <br /><ul><li>FBML Tab – Football Playoffs</li></li></ul><li>Shanna Smith Snyder<br />Director of Communication<br />Abilene Convention and Visitors Bureau<br />325.676.2556 (Office)<br /><br /> @shannasmith<br />Contact Information<br />