The document discusses the Abilene Convention & Visitors Bureau's use of social media to promote tourism. It began with creating a Facebook page and grew from there. The goals were to increase exposure, brand awareness, and direct communication. Metrics like increased SEO, followers on different platforms, and engagement were tracked. Over two years, the social media presence expanded to multiple platforms and was integrated into the overall marketing plan. The bureau shares examples of projects and campaigns on Facebook, Flickr, Twitter, YouTube, and its blog to attract visitors.

1. Economic Development Forum: Social Media Shanna Smith Snyder Abilene Convention & Visitors Bureau

2. By participating, there was potential to make the visitor’s experience better than expected—and therefore, potentially increase visitors to the Abilene community. Messaging could influence visitors decision to visit Once visitor comes to city, social media is a service – providing information. Think virtual visitor’s center. Start small and master one platform at a time Two years ago, I started with a Facebook Fan Page, then grew from there Figure out whowas ourTarget Audience? Leisure? Sports? Meeting planners? Locals? Reach & connect with people/audiences we wouldn’t be able to otherwise Iwanted to talk! (i.e. We have something to say!) Overall goal for tourism Social Media strategy: Transparency/Authenticity Initial Goals & Objectives

3. SoMe? Why are we doing all this? Initial purpose? To increase exposure to Abilene and the ACVB and refer individuals (visitor or local) to the website & eventually blog. We hoped to receive the following benefits: Increased SEO/rankings; Increased brand awareness, image and recognition; Direct and real-time communication with target audience For us, social media has leveled the playing field – especially in the budget department. In the online “SoMe world” it’s no longer pay to play.

4. Social Media Timeline Asked ourselves questions: what platforms did we want to use? Copyright issues? What did we want our custom blog to look like? Names for vodcast series, blog, etc. The One-Year Plan Getting set up on all of our platforms Who would be our Target Audience on each platform we selected EX: Media/Travel Writers are our primary followers on Twitter. Locals, visitors, past residents on Facebook. Getting quality fans, followers, etc. 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. All policies enacted by certain deadline Writing a SoMe policy for the Abilene CVB eased my boss’ fears & allowed me to move forward! Initial Strategy

5. Track, Track, Track – from Day 1 Consider email accounts tied to social media platforms Fan Page versus a “Friend/ personal Page” -We see this w/local businesses. DON’T make that mistake! Lessons Learned

6. Adapt a Social Media Policy If pushing for SoMe is difficult w/ Community leaders, boss, etc. How to deal w/negative comments Include purpose, objectives of SoMe Blogger Policy Assists w/outside writers from the community Social Media “School” for staff Update Content Often Time Management Hootsuite, TweetDeck Apps on SmartPhone Helpful Tips

7. The One-Year Plan became the Two-Year Plan Includes Social Media Campaigns & “In-Market” Work We have allocated a small portion of our marketing budget for social media (equipment, conferences, etc.) We are on more platforms & have grown more than we ever thought we would. We have a solid audience on different channels & know where to target different messages. Social Media is now integrated into our ACVB Marketing Plan Best advice: Be flexible. Be willing to CHANGE & adapt. CH…CH…CH…Changes.

8. The Big Picture: Examples! The Abilene CVB has a presence on: Facebook Twitter YouTube Flickr Delicious Foursquare Gowalla LinkedIn Blog – The Abilene InSite