This document provides social media strategies and tips for businesses based on the Pure Michigan social media campaign. It discusses engaging advocates and influencers to share brand content, focusing on quality over quantity of fans, being timely and relevant in content, using consistent branding across platforms, and reframing shared content to reach new audiences. The Pure Michigan campaign generated $17 million in PR value from quickly responding to a tweet about Wisconsin claiming to be the "Mitten State".

1. Pure Michigan: Social Media Strategies
and Tips Any Business Can Use
Presented to:
Maverick Marketing Monday
Troy, Michigan
Prepared by:
Chad Wiebesick
Director of social media & interactive marketing
Twitter: @Wiebesick
April 13, 2015

2. What Single Post Caused People To Unlike the Pure
Michigan Facebook Page?

3. What Should We Do?

4. Let Your Advocates Support You

5. People Don’t Trust Companies

6. People Don’t Trust Brands

7. Oops!

8. People Are Bombarded With Advertising

9. Sao Paulo Bans Outdoor Billboards

10. San Francisco Bans Yellow Pages Phone Book

12. People trust people like themselves more
than brand sources

13. Key to Success: Make Fans the Hero and Share
Their Content
We empower our fans to
become brand ambassadors
and tell the story themselves
to their friends and family.
Follow the 80/20 rule: 80% is
relevant content from fans
and 20% is from you (self-
promotion).

14. Ask Fans To Share Their Stories With You
Reinforce your brand by using the same hashtag
and name across all channels.

15. Choose a Consistent Vanity URL
@PureMichigan
@PureMichigan
@PureMichigan
@PureMichigan
VERSUS:
@DiscoverOhio
@Ohiogram
@DiscoverOhio
@DiscoverOhioTravel

16. Align Your Social Strategy To Your Business Goal
Brand Goal: “Pure Michigan is majestic, mythic and magical – a
place with abundant natural beauty and authentic destinations.”

17. Michigan Ranks #1 or #2 on More Social
Networks Than Any Other U.S. State

18. “It’s quality, not quantity of
fans that’s important.”

19. • 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.
New York State Has The Largest Number of Facebook Fans

20. 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.

21. Takeaway: It’s Quality Not Quantity of Fans That’s Important

22. Pure Michigan Ranks #1 on Instagram
Pure Michigan is the #1 most popular
travel brand in the world on Instagram
as measured by the number of photos
people have uploaded
hashtagged #PureMichigan, ranking
higher than Hawaii, Australia, Museum
of Modern Art, Lonely Planet and
Carnival Cruise Lines.

23. Find Influencers
@TonyDetroit = 300,000 followers and following 311 people

24. Engage Influencers
• Select an influencer to serve as an Instagram Guest
Photographer at popular events
• Sprint Cup NASCAR race August 21, 2012
• 75 million NASCAR fans nationally

25. Instagram Guest Photographer
• Within 20 minutes of posting on Instagram, @TonyDetroit’s photos
appear on the Popular Photo Page

26. Instagram Guest Photographer
• Please do:
– Minimum posts per day: 3
– Maximum posts per day: 10
– Location to be noted in tag or caption.
– Name of photographer to be noted in caption (e.g. Contributed by guest
photographer @username).
• Please do not:
– Post photos of explicit content or any activity that could be deemed illegal
– Any item(s) that do not represent the Pure Michigan brand
– Comment to fans or answer questions on behalf of Pure Michigan

27. Takeaway: Find and Reward Your Social
Media Superfans

28. “Here’s how by reacting quickly to a
rather obscure tweet, we generated $17
million in PR buzz.”

29. Dec 6, 11:49 am

30. TravelWisconsin.com

31. Dec 6, 2:45 pm

32. Dec 6, 7:17 pm

33. What, If Anything, Do We Do?
• 1 tweet
• 11 retweets
• 1 story in Kalamazoo Gazette

34. Dec 7, 11:45 am
WhoIsTheRealMittenState.com

37. Dec 7, 4:43 pm
Statewide News

38. Dec 7, 7:23 pm
Wisconsin Releases Another Mitten
Travel Wisconsin put up a new version of the mitten in the green and gold of the Green Bay Packers,
boasting the football team's unbeaten record and ribbing their rivals, the 7-5 Detroit Lions.

39. “Is Michigan or Wisconsin the Mitten State?”
Google AdWords

40. Dec 7, 10:20 pm
National News

42. Dec 13

43. The Mitten Drive Prompted
More Conversations

44. Dec 14, 2:20 International News
Results:
• Over 300 news stories from
state, national and international
radio, newspaper and TV
• 396 million media impressions
• $17.7 million in earned media
value

45. Takeaway: Utilize real time content marketing to be timely,
relevant and to resonate with audiences
• Within 15 minutes of
Super Bowl 2013
grinding to a halt
because the lights went
out, Oreo sent this
tweet.
• Generated 15,000
retweets and 8,000 new
Twitter followers.

46. Create an Editorial Calendar

47. Don’t Automate Your Feeds
Indiana’s tourism office published a story on their
state blog requesting the impeachment of Indiana’s
Governor Pence and to #BoycottIndiana.
http://visitindiana.tumblr.com/post/115072866124/i-am-truly-lucky-to-say-that-
all-of-my-christian

48. Share Images On Twitter and Increase
Retweets by 150%
Do you want to see this? Or this?

49. Use the Same Logo
Helps build brand and consistency, and people will
recognize you regardless what platform they see you on.

50. Share Content More Than Once
• Reach new followers as everyone isn’t online all the time
• Make sure to reframe the content each time
• Tweet the story different times of the day and different days of the week

51. Reframe Content Each Time

53. Thank You
• Chad Wiebesick
• wiebesickc@michigan.org
• Twitter: @wiebesick
• Facebook.com/cwiebesick
• Linkedin.com/in/wiebesick
• (517) 335-1083