A look at the metrics and data Pure Michigan uses to guide its social media strategy, including measuring metrics that matter.

1. How Pure Michigan Uses Data To Drive Its
Social Media Strategy
Presented to:
Direct Marketing Association Detroit
Motor City Mixer
Prepared by:
Chad Wiebesick
Director of Social Media and Interactive Marketing
Twitter: @Wiebesick
October 1, 2015

2. The Early Years:
Weak, Undefined Brand
@Wiebesick

3. Pure Michigan Campaign
• https://www.youtube.com/watch?v=SpsaL-WAqBY
• Named by Forbes as one of the Top 10 all time best
tourism campaigns
@Wiebesick

4. The Brand Goal
@Wiebesick

5. Rhode Island Governor
References Pure Michigan
Rhode Island Governor Gina Raimondo “pointed to the I Love
NY and Pure Michigan campaigns as the kind she'd like to
emulate here in Rhode Island.”
Source: http://www.providencejournal.com/article/20150930/NEWS/150939922

6. @Wiebesick

7. Top 10 U.S. Advertisers

8. michigan.org
Most popular state tourism web site in U.S.
in 2014, eigth year in a row:
1. michigan.org 8,646,540 web visits
2. Arkansas 5,971,427
3. Virginia 5,408,223
4. Florida 5,313,552
5. Hawaii 4,764,513
6. Colorado 4,480,770
7. Texas 4,391,059
8. North Carolina 3,957,667
9. Utah 3,360,181
Source: Experian Hitwise
@Wiebesick

9. Pure Michigan Ranks Among Top 10 Travel
Destinations Worldwide for Its Social Media
@Wiebesick

10. Pure Michigan’s Social
Engagement Ranks #1
@Wiebesick

11. @Wiebesick

12. @Wiebesick

13. @Wiebesick

14. @Wiebesick

15. Align Your Social Strategy
To Your Business Objectives
Pure Michigan is majestic, mythic and magical – a place with
abundant natural beauty and authentic destinations.
@Wiebesick

16. @Wiebesick

17. @Wiebesick

18. @Wiebesick

19. • Facebook is working on a “Dislike” button.
• Twitter plans to go beyond its 140-character limit.
@Wiebesick

21. “It’s quality, not quantity of fans
that’s important.”
@Wiebesick

22. New York State Has The Largest
Number of Facebook Fans
• Yet, only 0.9% of their fans are talking about the page.
• The most popular age group are 13-17 year old teenagers.
• Most of their fans live in New York City.
@Wiebesick

23. State of Florida Has Far Fewer
Fans, But More Engaged
• Average age of fans are 35-54, a demographic more likely
to have budget to travel.
• Most fans live in out-of-state, a more lucrative traveler.
@Wiebesick

24. Make Fans The Hero:
Engagement is Key
@Wiebesick

25. Another Reason to Not Focus on
Number of Fans
@Wiebesick

26. Some Are Only Interested In Numbers
When They Support Their Decisions
@Wiebesick

27. @Wiebesick

28. Our Blog Is Among Top 10 Most
Popular Sections on Michigan.org
Tip: Integrate your
blog within your
website rather
than have it live
as a separate
website.
@Wiebesick

29. Our Blog Has The Highest Bounce Rate!
Our blog has 78% bounce rate versus 55% for the site
average! Should we be concerned?@Wiebesick

30. Bounce Rate Doesn’t Tell The Full Story
• People spend 2 minutes 30 seconds on the blog, versus merely a
minute for the site average.
• Plus, the blog is a significant source of introducing new audiences
to Pure Michigan, as 81% are new versus 64% for site average.
@Wiebesick

31. @Wiebesick

32. #HelloWorldRelay
@Wiebesick

33. @Wiebesick

34. Pure Michigan photo
ranks #3 in the world
during #HelloWorldRelay.
The only other U.S.
destination in the Top Ten
is Los Angeles.
@Wiebesick

35. “The trouble is, if
you don’t risk
anything, you risk
even more.” – Erica
Jong
@Wiebesick

36. Here’s how Pure Michigan partnered with one of the world’s
wealthiest companies and generated more than 64 million
impressions around the world for $300.
@Wiebesick

37. Facts About Google Trekker
• A wearable backpack with a camera system on top, worn
by an operator capturing 360-degree panoramic images
every 2.5 seconds for Google Maps Street View
– Trekker weighs approximately 40 pounds
– Stands about 4 feet in height
– Battery lasts about 6-8 hours per charge
– Consist of 15 lenses at the top of the mast, each pointed in a
different direction
@Wiebesick

38. @Wiebesick
https://www.youtube.com/watch?v=PvEeK6NrjDc

39. Bad News
@Wiebesick

40. Good News
@Wiebesick

41. Asia, Europe, South America
@Wiebesick

42. @Wiebesick

43. Mobile Live Streaming: Georama
Pure Michigan became the first destination in the U.S., and the
second in the world, to host a first-person, real-time interactive
web experience using wearable technology.
http://www.michigan.org/live
@Wiebesick

44. Results
• Investment: $20,000
• Results
– More than 3,500 viewers from every continent in the world
(except Antarctica, of course) and more than 22 countries
– 845 interactions in the live chat
– Average time spent was 14.5 minutes
– Most popular page visited on michigan.org
• Georama wants to partner with universities!
@Wiebesick

45. Thank You
Chad Wiebesick
wiebesickc@michigan.org
Twitter: @wiebesick
@Wiebesick