This document contains information about social media strategies and analytics for the Charlottesville Albemarle Convention and Visitors Bureau. It discusses strategies they have used such as posting pictures, calls to action, and using their voice that were effective at generating likes, shares and reach. It also provides results from fiscal year 2013, with over 700,000 total engagements and 122.8 million impressions generated. Opportunities mentioned for the future include leveraging right nows, newsjacking, hashtags, targeted ads and interns.

1. Welcome!
John Freeman, Charlottesville Albemarle Convention and Visitors Bureau

2. Experience Charlottesville

3. Simple

4. Most TD Catches By
NFL Tight Ends 2011-2012
1. Rob Gronkowski: 28
2. Jimmy Graham: 20
3. Tony Gonzalez: 15
4. Antonio Gates: 14

5. UVA Urology

6. UVA Urology

11. Most Liked Posts Jan ‘13

12. Share

17. 39%

18. 39%

19. Our Strategy: Post Pictures
14,253 Likes

21. What Type Of Pictures?
Puppies
Mountains

22. What Type Of Pictures
Weather/Seasons
2,049 Likes

23. What Type Of Pictures?
Right Nows
2,440 Likes

24. Content Calendar

25. Demographics

26. 8:20 a.m.
2:50 p.m.
7:50 p.m.

27. Social Media Policy

28. Stay Relevant
1,871 Likes

29. Stay Relevant
43,311 Shares
16,103 Likes

30. Stay Relevant
1,933 Likes

31. “Mature Content Strategy”

32. September 26, 2012

34. Calls To Action
Caption:
“LIKE” If You Love
It! Another
Publication has
named UVA “One
of the Most
Beautiful Colleges
in the US”
1,821 Likes

35. Calls To Action
Caption: “Click
‘like’ to thank him
and all of our
veterans”
16,419 Likes

36. Calls To Action
2,534 Likes
Caption:
The lawn.
Prettiest Place
in the World?

37. Calls To Action
Caption:
“On This Lawn I Have
___________”
312
comments

38. Use Voice

39. Use Voice
Caption:
“50 Shades of Hay”
1,112 Likes

40. Use Voice
Caption:
“Your move, Rockies”
241 Shares

41. Talking About This

42. 255,976 Talking About This

44. Results
October-December 2012:
707,837 “Likes”, Comments or Shares
112 Posts with over 1,000 likes
Viral Reach of 7.51 Million People
Fiscal Year 13:
122.8 million impressions (0.014 cents per impression)
Website traffic up 300+%

45. Results

46. Our Page Today
- No Expensive Slam Dunk Campaigns

47. Opportunities

48. Right Nows

49. Digital History Archives

50. Newsjacking

51. Hashtag Searches

52. Photo Library

53. Targeted Ads

54. Interns

55. Closing Thoughts

56. Yoshimoto Nara

58. Each One, Teach One
Dr. James Porter - University of Georgia

59. Make me irrelevant!
www.visitcharlottesville.org/jobs

60. Questions
John Freeman
John.ed.freeman@gmail.com
434-242-5245