Social Media 101


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Presentation on social media strategy, messaging, tactics & measurement to the Flagstaff CVB 4.9.09.

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Social Media 101

  1. 1. Flagstaff Convention & Visitors Bureau Social Media 101 April 9, 2009
  2. 2. Chris Sietsema Directory of Interactive Marketing
  3. 3. Social Media & The Brand <ul><li>Your brand is your baby, but it has a life of its own. </li></ul>
  4. 4. Why Social Media <ul><li>93% of Americans believe a company should have a social media presence </li></ul><ul><li>85% believe a company should be active with customers in social media </li></ul><ul><li>56% feel a stronger connection with companies they interact with in social media </li></ul><ul><li>Cone research of 1000+ Americans. September, 2008 </li></ul>
  5. 5. Why Social Media <ul><li>Marketing </li></ul><ul><li>Uses Targeting to Convince </li></ul><ul><li>Conversation </li></ul><ul><li>Uses Human Engagement to Drive Brand Preference & Loyalty </li></ul>
  6. 6. Social Media In Action <ul><li>Reputation Management </li></ul><ul><ul><li>Understand how your business is being positioned to the public </li></ul></ul><ul><li>Proactive Customer Service </li></ul><ul><ul><li>Deal with issues in real time for the world to see </li></ul></ul><ul><li>Audience Engagement </li></ul><ul><ul><li>Identify & reward brand champions and raving fans </li></ul></ul>
  7. 7. Real World Examples an absolute horrible stay. staff was consistently rude saying “NO” was a constant occurrence concierge’s directions sent us all in the wrong directions building needs major touchup staff really needs some training
  8. 8. Real World Examples
  9. 9. Real World Examples
  10. 10. Listening <ul><li>Active Research </li></ul><ul><li>Simple monitoring on your own </li></ul><ul><li>Google Alerts </li></ul><ul><li>Keyword Based </li></ul><ul><li>Emails news / updates as they happen </li></ul><ul><li>More Sophisticated Tools </li></ul><ul><li>A 30-Day Rear View </li></ul><ul><li>Blogs, Micro-Blogs, Forums, Photos, Videos </li></ul><ul><li>Facebook & MySpace are Walled Gardens </li></ul>
  11. 11. Listening
  12. 12. Listening <ul><li>Implications </li></ul>John Q. Customer
  13. 13. Listening <ul><li>Implications </li></ul>
  14. 14. Listening <ul><li>Implications </li></ul>
  15. 15. Messaging <ul><li>What to Say </li></ul><ul><li>Have Core Messages in Tact </li></ul><ul><li>Identify Cues that will Resonate </li></ul><ul><li>What Makes You Different / Better? </li></ul><ul><li>Reminders </li></ul><ul><li>Your Use of Language Defines You </li></ul><ul><li>Reply to Messages Sent to You </li></ul><ul><li>“ If you don’t have anything nice to say, don’t say anything at all.” </li></ul>My mom (and probably yours too)
  16. 16. Messaging <ul><li>How to Say It: </li></ul><ul><li>Be Transparent </li></ul><ul><li>Provide Information that Breeds Action </li></ul><ul><li>Embrace Regular Posting Schedules, Be Engaged </li></ul><ul><li>Accentuate the Positive </li></ul><ul><li>How NOT to Say It: </li></ul><ul><li>Sell as Opposed to Educate </li></ul><ul><li>Be Unresponsive </li></ul><ul><li>Script Your Responses </li></ul><ul><li>Keep Negative Conversations Going </li></ul>
  17. 17. Messaging <ul><li>Negative Review, Now What? </li></ul><ul><li>Allows you to respond </li></ul><ul><ul><li>The Misguided, The Unhappy and the Whackos </li></ul></ul><ul><ul><li>Sorry for their experience </li></ul></ul><ul><ul><li>Here’s how we’re improving </li></ul></ul><ul><ul><li>Take it offline if possible </li></ul></ul><ul><li>Allows your fans to respond (even better) </li></ul><ul><li>Validates other positive reviews – shows they are real, unbiased </li></ul>
  18. 18. Home Base vs. Outposts
  19. 19. Social Media Venues
  20. 20. Facebook <ul><li>Facebook Opportunities </li></ul><ul><ul><li>Promote Events </li></ul></ul><ul><ul><li>Feature Specials & Programs </li></ul></ul><ul><ul><li>Communicate with Visitors </li></ul></ul><ul><ul><li>Share & Elicit Content </li></ul></ul><ul><li>175 million active user base </li></ul><ul><li>52,500,000 in the United States </li></ul><ul><li>The fastest growing demographic: 35 years old and older </li></ul><ul><ul><li> </li></ul></ul>
  21. 21. Social Media Venues <ul><li>Facebook vs. MySpace </li></ul>
  22. 22. Facebook
  23. 23. Facebook 60 Fans  1019 Fans in 3 weeks
  24. 24. Facebook
  25. 25. Facebook
  26. 26. Twitter <ul><li>Recommended Uses </li></ul><ul><ul><li>Gain Valuable Feedback </li></ul></ul><ul><ul><li>List Events, Programs, Updates </li></ul></ul><ul><ul><li>Provide Real Time Customer Service </li></ul></ul><ul><ul><li>Submit TwitPic Photos & Host “Tweet Ups” </li></ul></ul>
  27. 27. Twitter
  28. 28. Twitter
  29. 29. Twitter
  30. 30. Twitter
  31. 31. YouTube <ul><li>Recommended Uses </li></ul><ul><ul><li>Create a Channel </li></ul></ul><ul><ul><li>Feature Interesting Video Content </li></ul></ul><ul><ul><ul><li>Event Footage </li></ul></ul></ul><ul><ul><ul><li>Interviews with Staff </li></ul></ul></ul><ul><ul><ul><li>Commercial Videos </li></ul></ul></ul><ul><ul><ul><li>User Generated Content </li></ul></ul></ul><ul><ul><li>Imbed Video on Your Site </li></ul></ul><ul><ul><ul><li>Compliment Text Content </li></ul></ul></ul><ul><ul><ul><li>Event Landing Pages </li></ul></ul></ul><ul><li>Monitor Reputation </li></ul>
  32. 32. YouTube
  33. 33. Flickr <ul><li>Flickr </li></ul><ul><ul><li>Share & Elicit Photos </li></ul></ul><ul><ul><li>Interact with Amateur Photogs </li></ul></ul><ul><ul><li>Post Photo Streams </li></ul></ul><ul><ul><li>Use Flickr Content / Sets as Web Site Galleries </li></ul></ul><ul><ul><li>Photo Contests </li></ul></ul>
  34. 34. <ul><li>Monitoring & Response </li></ul>Hospitality/ Tourism Social Media Venues
  35. 35. Trip Advisor
  36. 36. Yelp
  37. 37. Social Media Venues <ul><li>Other Important Social Media Venues </li></ul><ul><ul><li>MySpace </li></ul></ul><ul><ul><li>Blogging </li></ul></ul><ul><ul><li>BrightKite </li></ul></ul><ul><ul><li>StumbleUpon </li></ul></ul><ul><ul><li>Digg </li></ul></ul><ul><ul><li>LinkedIn </li></ul></ul><ul><ul><li>Event Sites </li></ul></ul>
  38. 38. Creative Engagement <ul><li>100 Web Savvy People </li></ul><ul><li>Keys, Gas, Insurance for 6 mos. </li></ul><ul><li>YouTube, Flickr, Twitter </li></ul><ul><li>No Policing by Ford </li></ul>
  39. 39. Time & Resources <ul><li>Time </li></ul><ul><ul><li>Internal Operators for monitoring, reaction and engagement </li></ul></ul><ul><ul><li>Based on Seasonality </li></ul></ul><ul><ul><li>Time investment can grow based on level of audience involvement </li></ul></ul><ul><li>Tools </li></ul><ul><ul><li>Web Site Analytics </li></ul></ul><ul><ul><li>Alerts and/or Social Media Monitoring Software </li></ul></ul>
  40. 40. Measurement <ul><li>Activity </li></ul><ul><ul><li>Followers / Fans </li></ul></ul><ul><ul><li>Comments, Posts, Mentions </li></ul></ul><ul><ul><li>Sentiment </li></ul></ul><ul><li>Site Traffic </li></ul><ul><ul><li>Overall Site Traffic </li></ul></ul><ul><ul><li>Specific Pages </li></ul></ul><ul><ul><li>Spikes with Social Media Posts </li></ul></ul><ul><li>Real ROI </li></ul><ul><ul><li>New Guests </li></ul></ul><ul><ul><li>Return Visits </li></ul></ul>
  41. 41. Next Steps <ul><li>Recommended </li></ul><ul><ul><li>Clarify Your Existing Social Media Presence/Status </li></ul></ul><ul><ul><li>Confirm Core Messages & Communication Guidelines </li></ul></ul><ul><ul><li>Define / Assign Internal Resources & Roles </li></ul></ul><ul><li>For Your Consideration </li></ul><ul><ul><li>Create Social Media Profiles </li></ul></ul><ul><ul><li>Develop Posting Schedule & Checklist </li></ul></ul><ul><ul><li>Setup Social Media Monitoring Account </li></ul></ul><ul><ul><li>Venture into the Great Wide Open </li></ul></ul>
  42. 42. Questions? Chris Sietsema Director, Interactive Marketing [email_address] 480.505.4529