Now more than ever, public relations practitioners are expected to do more in their roles. From writing press releases and handling media relations, to posting on Instagram, crafting content for boasted posts on Facebook and monitoring engagement on Twitter, public relations, and the responsibilities that fall under this name, has and continues to evolve. SESSION TAKEAWAYS: A strong understanding of how to effectively integrate social media into their public relations program. Understanding basic and intermediate tactics on social platforms like Instagram, Twitter and Facebook. Learn best practices regarding managing, overseeing, monitoring and measuring social media when it is a part of the public relations scope of work.

1. “SOCIAL MEDIA FOR PR”
WORKSHOP
2019 TACVB
MARKETING SYMPOSIUM

2. P R O J E C T S
F O U R 5 0 - M I N U T E S E S S I O N S
1 P M – 3 P M
B R E A K
3 3 0 P M – 5 3 0 P M
TODAY’S AGENDA
TODAY’S
AGENDA

3. “A RISING TIDE
LIFTS ALL BOATS.”

4. LET’S GET TO KNOW
EACH OTHER…

5. GATHAN D. BORDEN
GBORDEN@VISITLEX.COM
@GATHANDBORDEN

6. INTRODUCTIONS
- JOB TITLE
- ROLES & RESPONSIBILITIES
- ORGANIZATION STAFF SIZE

7. 5 MINUTES…
WHAT IS ONE THING
THAT YOU WANT TO DISCUSS
OR
MAKE SURE WE COVER
IN TODAY’S WORKSHOP?

8. CURRENT STATE
OF TRAVEL 2019

9. TRAVEL AUDIENCE IS BECOMING
MORE MOBILE
SHIFT FROM MULTI-DEVICE
SEARCHING TO MOBILE ONLY DEVICE
SEARCHES
MORE MINUTES SPENT ON MOBILE
DEVICES ENGAGING IN TRAVEL
CONTENT

10. SOCIAL MEDIA + FAMILY/FRIENDS
INSPIRE TRAVEL
57% OF U.S. TRAVELERS FEEL THAT
BRANDS SHOULD TAILOR THEIR
INFORMATION BASED ON
PERSONAL PREFERENCES OR PAST
BEHAVIORS

11. DESTINATION MARKETING IS
NOW ABOUT CONTENT AND
PERSONALIZATION.

12. P U B L I C R E L AT I O N S

13. TRUE PR ROLES
NO LONGER EXIST IN
DESTINATION MARKETING
ORGANIZATIONS.

14. M a r k e t i n g
O w n e d M e d i a
W e b s i t e ( s )
S o c i a l m e d i a
c h a n n e l s
E a r n e d M e d i a
P u b l i c r e l a t i o n s
e f f o r t s
S o c i a l m e d i a
s h a r e s
P a i d M e d i a
A d v e r t i s i n g
I n f l u e n c e r s

15. WHERE IS YOUR PUBLIC RELATIONS
STRATEGY?

17. EARNED MEDIA
IS THE FOUNDATION
OF CONTENT CREATION.

18. SOCIAL MEDIA

19. 69% OF ALL ADULTS IN THE US USE
AT LEAST ONE SOCIAL MEDIA SITE
88% OF ALL ADULTS AGED 18-29
IN THE US ARE ON SOCIAL MEDIA

20. 2.13 BILLION PEOPLE USE FACEBOOK
EACH MONTH
330 MILLION PEOPLE USE TWITTER
MONTHLY

21. 800 MILLION PEOPLE USE
INSTAGRAM MONTHLY
80% OF INSTAGRAM USERS
FOLLOW A BUSINESS ACCOUNT

22. 86% OF YOUTUBE USERS WATCH
VIDEOS TO LEARN SOMETHING NEW
VIDEO TRAFFIC IS EXPECTED TO
INCREASE TO 82% BY 2021
USE OF LIVE VIDEO WILL INCREASE
15-FOLD BY 2021

23. CONTENT IS KING.
DISTRIBUTION IS QUEEN.

24. WHERE IS YOUR SOCIAL MEDIA
EDITORIAL CALENDAR?

25. TASK
CRAFT A SOCIAL MEDIA CALENDAR.

26. Facebook
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
1 2
Beyond Grits Brewgrass Trail
Indian
Motorcycle
Tim McGraw and
Faith Hill Concert
Soul 2 Soul 2018
3 4 5 6 7 8 9
Horse Capital of
the World
Bourbon Beyond Grits Opportunistic Bourbon
Horse Capital of
the World
Beyond Grits
Lexington
Legends VS.
Augusta
Greenjackets
Kentucky Horse
Park Run/ Walk
club
Belmont Stakes
10 11 12 13 14 15 16
Horse Capital of
the World
Brewgrass Trail Bourbon Opportunistic Bourbon Opportunistic
Horse Capital of
the World
Kentucky Bourbon
Affair (Four Roses)
Kentucky Horse
Park Run/ Walk
club
Flag Day
Country Heir,
Hunter Jumper
ShowCountry
Heir, Hunter
Jumper Show
National Bourbon
Day
17 18 19 20 21 22 23
Beyond Grits
Horse Capital of
the World
Opportunistic
Horse Capital of
the World
Bourbon Opportunistic Brewgrass Trail
Father's Day
Kentucky Horse
Park Run/ Walk
Club
Kentucky Pro
Football Hall of
Fame Induction
Woodford
Reserve Bourbon
Academy
Pappy for your
pappy (Buffalo
Trace)
Country Heir,
Hunter Jumper
ShowCountry
Heir, Hunter
Jumper Show
24 25 26 27 28 29 30
Horse Capital of
the World
Horse Capital of
the World
Opportunistic Brewgrass Trail Opportunistic Bourbon Brewgrass Trail
MidSouth Pony
Club Horse Trials
Kentucky Horse
Park Run/ Walk
club
Pride Festival
Horse Capital of
the World
29%
Opportunistic 32%
Bourbon 13%
Beyond Grits 13%
Brewgrass Trail 13%
Onward to Damascus
Onward to Damascus
Onward to Damascus
Onward to Damascus
Onward to Damascus
Medal, Memories & Milestones: Great Moments in American Show
Lexington Legends VS. Colombia Fireflies
Festival of the Bluegrass
Country Heir, Hunter Jumper Show
Kentucky Horse Park Youth Riding Camp
Kentucky Horse Park Youth Riding Camp
Country Heir, Hunter Jumper Show
Lexington Legends VS. Columbia Fireflies
Silverama Arabian Championship
Kentucky Bourbon Affair (Four Roses)
Derby, Horse Park, Horse Farms, Horse News, Horse Shows
Whisky Wednesday, Distilleries, Bourbon News, Bourbon
Bars
Food shots, Restaurant News, Exterior Shots of Restaurants,
National Food Holidays
Trending/ Seasonality, Arts&Culture, Exhibition Openings,
Live Video/ Instagram Stories
Trail Videos, Curated Content, Brewery Spotlights, Reviews
of Lexington Breweries from sites like Beer Advocate.
June 2018
Medal, Memories & Milestones: Great Moments in American Show
Medal, Memories & Milestones: Great Moments in American Show
Medal, Memories & Milestones: Great Moments in American Show
Medal, Memories & Milestones: Great Moments in American Show
Lexington Legends VS. Augusta
Greenjackets
Bluegrass BBQ Festival
Lexington Rodeo
Lexington Legends VS Charleston Riverdogs
Kentucky Horse Park Youth Riding Camp
Kentucky Horse Park Youth Riding Camp
MidSouth Pony Club Horse Trials

29. SOCIAL MEDIA
KPIs

30. R.E.L.C.

31. R
E
L
C
= REACH
= ENGAGEMENT
= LEADS
= CONVERSIONS

32. LET’S TAKE A
10-MINUTE BREAK

33. “COMING TOGETHER
IS A BEGINNING.
KEEPING TOGETHER
IS PROGRESS.
WORKING TOGETHER
IS SUCCESS.”

34. EARNED MEDIA
IS THE FOUNDATION
OF CONTENT CREATION.

35. CONTENT IS KING.
DISTRIBUTION IS QUEEN.

36. DISCUSSION
WHAT DO YOU DO
ONCE YOUR STORY IS PLACED?

37. TASK
CRAFT A CONTENT CALENDAR.
“10 DESTINATIONS TO VISIT IN 2019”

38. “A BRAND IS NO LONGER
WHAT WE TELL
THE CONSUMER IT IS –
IT IS WHAT THE CONSUMERS
TELL EACH OTHER WHAT IT IS.”

39. LET’S TAKE
ANOTHER BREAK…
BE BACK AT 330PM

40. EARNED MEDIA
IS THE FOUNDATION
OF CONTENT CREATION.

41. CONTENT IS KING.
DISTRIBUTION IS QUEEN.

42. “A BRAND IS NO LONGER
WHAT WE TELL
THE CONSUMER IT IS –
IT IS WHAT THE CONSUMERS
TELL EACH OTHER WHAT IT IS.”

43. DISCUSSION
WHO IS WORKING
WITH INFLUENCERS?
HOW ARE YOU WORKING
WITH INFLUENCERS?

45. PURPOSE
Sharethelex.comisasourceofinspirationfortravelers.Itspurposeistofirst capturecuriositythroughengagingcontent to
makevisitorsconsiderLexingtonasatravel destination.Onceengagedonthesite,visitorswill explorecontent that alignswith
theirinterests,whileguidingthemtowardsa“planning” mindset.Content onsharethelex.comisdividedintotwotypes:
Guides:Content centeredaroundatheme—bourbondistilleries,horsecountry,outdooractivities,etc.Guidesaremeant to
makeit easytoplanatrip,highlightingthebest attractions,givingtipsandrelevant backgroundinformation.
Articles:Interestingstoriesthat connect totheLexingtonexperience.Articlesshouldbewritteninthestyleoffeature
journalism—tellingthestoriesofpeople,placesoreventsthat will pull thereaderintoexploringtherest ofthesite.This
document isspecificallymeant toinformthecreationofnewarticlestoaddtothesite.
ARTI CLE CONTENT FI LTER
— Doesit tell astorythat appealstopotential visitors?
— Doesit spotlight Lexingtonorexperiencesthat areuniquetoLexington?
— Doesit makethereaderwant tolearnmoreabout atopic?
— Doesit featurekeywordsthat will belikelytoappearinrelevant searches?
— Doesit alignwiththevoiceoftheVisitLEXbrand?
WORD COUNT
400-800words
PHOTOGRAPHY GUI DELI NES
— Provideat least 5photos(mostlyhorizontal but will alsoneedvertical)
— Usenatural daylight ifpossibleandavoidhardshadows
— Crop16:9ratioandhaveminimumwidthof2000pxwide
— Label eachphotowith:Location,Subject(s)name,Nameofdish,drink,event,etc.
— Ifpossible,takephotosofspecificthingsmentionedinguide/articleandprovideabriefphotocaption
— Pleaseincludeaheadshot andbio
— Post-processingimages:pleaselimit over-processingofcolor,andclippingofblacks
SH AR E TH E L E X.CO M
NE W AR TI CL E GUI D E L I NE S

46. TEAM PROJECT

47. CRAFT A MARKETING PLAN
USING PUBLIC RELATIONS,
SOCIAL MEDIA, CONTENT CREATION
AND INFLUENCERS

48. LET’S TAKE A
10-MINUTE BREAK

49. CLASS PROJECT

50. CRAFT A MARKETING PLAN
USING PUBLIC RELATIONS,
SOCIAL MEDIA, CONTENT CREATION
AND INFLUENCERS

51. RECAP

52. TRAVEL AUDIENCE IS BECOMING
MORE MOBILE
SHIFT FROM MULTI-DEVICE
SEARCHING TO MOBILE ONLY DEVICE
SEARCHES
MORE MINUTES SPENT ON MOBILE
DEVICES ENGAGING IN TRAVEL
CONTENT

53. CONTENT IS KING.
DISTRIBUTION IS QUEEN.

54. EARNED MEDIA
IS THE FOUNDATION
OF CONTENT CREATION.

55. “A BRAND IS NO LONGER
WHAT WE TELL
THE CONSUMER IT IS –
IT IS WHAT THE CONSUMERS
TELL EACH OTHER WHAT IT IS.”

56. DISCUSSIONS
Q&A

57. GATHAN D. BORDEN
GBORDEN@VISITLEX.COM
@GATHANDBORDEN