Social Media & Your Public Relations Plan January 21, 2010

1. Social Media & Your Public
Relations Plan
January 21, 2010

2. Socialnomics
• Socialnomics is a blog/website designed to cover the latest
trends in social media.
• The author, Erik Qualman, is an expert in social media, online
marketing strategy and e-business.

3. How SD Tourism uses
Social Media
• Facebook
• Twitter
– @travelsd
– @filmsouthdakota
– @sdoutdoors
• Blogs
– http://blog.travelsd.com
– http://sdoutdoors.wordpress.com
• YouTube Channel
– www.youtube.com/southdakotatourism

4. Today’s Panelists
• Melissa Heckel
– Sioux Falls CVB
• Thea Miller Ryan
– The Outdoor Campus
• Lee Harstad
– Deadwood Chamber and CVB; Black Hills Digital
Strategy Group

5. Sioux Falls CVB
Social Media in the
CVB World

6. Sioux Falls CVB
Who Do I Follow?
• All Sioux Falls (or your city)-Related Tweeps
– Create a network of hotels, restaurants, attractions, etc.
• Media
– Interact with them, you want them to follow you
– Press Releases
• Other CVBs
– Get ideas from what they’re doing
– Build relationships in the visitor industry on a national and global level
• Other Marketing/Communication Professionals
– Stay on top of what’s new for social media as well as in traditional
marketing
• Magazines we advertise in, Trade shows we attend

7. Sioux Falls CVB
How should I follow them?
• Started basic with Twitter – only using web
• Recommend Applications
– Hootsuite, TweetDeck, Etc.
• Currently Use HootSuite www.hootsuite.com
– Schedule Tweets
– View # of clicks per link tweeted
– View Any Mentions of the CVB
– View Sent Tweets
– Create a “Sioux Falls” search stream
• Welcome/Thank Visitors
• Free and Honest Feedback

8. Sioux Falls CVB
HootSuite

9. Sioux Falls CVB
What should I Tweet?
• Events/Exciting News & Announcements
• Promotions
• Engage in Conversation
• Itineraries/Package Deals
• Coming attractions
• History
• Answer Common Visitor Questions
– Use Twitter as a “Twisitor Center”

10. Sioux Falls CVB
Twitter Extras
• Twitpic.com
- Add photos to Tweets
• Schmap.com
– Add Google Map to Tweets
• SocialOomph.com
– Auto-Response To New Followers
– More

11. Sioux Falls CVB
Facebook
• Fewer messages/posts with Facebook
– 1 to 2 per day (Twitter 3-4)
• More commonly known as a “personal-use” networking
tool
– Don’t want to be intrusive, lose fans
• Can be more detailed with event info
• Advertising Opportunities
– Pay-per-click
– Pay-per-view

12. Sioux Falls CVB
Other Social Networks
• YouTube
– Sioux Falls Video
• Flickr
– Share photos
Tip: Monitor Your Brand or Digital Identity & Get to Know What’s Being
Said about your business
Sign Up For Google Alerts at google.com/alerts

13. Sioux Falls CVB
Social Netiquette
From SmartMeetings.com – March 2009
• Keep It Real
• Make Valuable Contributions
• Ask Pertinent Questions
• Stay On Topic
• Be Accessible
• Don’t Befriend The World
• Don’t Pester
• Listen and Learn

14. Outdoor Campus
The 5 “F’s” of Social Media
Source: Heidi Bailey, Networking with Visitors, “Legacy” Magazine
1. Fans and Followers
2. Feeds
3. Fun
4. Fascinating
5. “F”results

15. Outdoor Campus
1. Followers & Fans
Twitter has followers
Facebook has fans

16. Outdoor Campus
Have your friends follow or fan you and
others will see that and join also.

17. Outdoor Campus
Have your followers recommend you

18. Outdoor Campus
2. Feeds: Keep them active!

19. Outdoor Campus

20. Outdoor Campus

21. Outdoor Campus
3. Fun: Keep it real. Be a person!

22. Outdoor Campus
Conversational

23. Outdoor Campus
Humor

24. Outdoor Campus

25. Outdoor Campus

26. Outdoor Campus
Contests and Interaction

27. Outdoor Campus
Discounts and Coupons

28. Outdoor Campus

29. Outdoor Campus
4. Be Fascinating!

30. Outdoor Campus

31. Outdoor Campus

32. Outdoor Campus
Crazy Horse Memorial Blast Day

33. Outdoor Campus
Wildlife to see here!

34. Outdoor Campus
Smithsonian Historical Facts

35. Outdoor Campus
“F”results

36. Outdoor Campus
Someone speaks…

37. Outdoor Campus
Someone is listening…

38. Outdoor Campus

39. Historic Deadwood
& BHDS
Why use social media?

40. Historic Deadwood
& BHDS
Why use social media?
• Projected that more than 12 million people will Tweet in 2010
• More than 100 million blogs on the Internet
• More than 300 million Facebook users; of those, anywhere from 1.5-6
million are active (not just logged in) at ANY GIVEN TIME!
• Compared to:
– The Wall Street Journal, NY Times, LA Times, Chicago Tribune and Washington
Post COMBINED have a daily circulation around 9 million
– The most popular magazines, such as Better Homes and Gardens, Reader’s
Digest, National Geographic, Family Circle and Ladies Home Journal reach
around 30 million monthly

41. Historic Deadwood
& BHDS
@DeadwoodSD

42. Historic Deadwood
& BHDS
Facebook Page

43. Historic Deadwood
& BHDS
Facebook Page

44. Historic Deadwood
& BHDS
Facebook Analytics

45. Historic Deadwood
& BHDS
Facebook Analytics

46. Historic Deadwood
& BHDS
Facebook Analytics

47. Historic Deadwood
& BHDS
Black Hills Facebook Page
• Of all SD-related pages, Black Hills is the largest, with the most
interaction, and is a HUGE success
– Entertaining, engaging content is key
– Post often
– “Like” everything
– Recruit/network with other similar fan pages

48. Historic Deadwood
& BHDS
Black Hills Facebook Page

49. Historic Deadwood
& BHDS
Deadwood Blog

50. Historic Deadwood
& BHDS
Black Hills Travel Blog

51. Historic Deadwood
& BHDS
Blogs/Forums to have on your travel industry radar
• TripAdvisor.com – 25 million views per month
• Frommer’s – 700,000 views per month
• Gadling.com – 197,000 views per month
• Everything, Everywhere Travel Blog – 39,753 views per month

52. Historic Deadwood &
BHDS
Pros and Cons of Social Media
• Pros:
– Quick, easy, entertaining
– Highly targeted to a captive audience – they are a fan or follower because they
want to be!
– FREE
• Cons:
– Millions of ‘competing’ social media pages
– Amway effect
– Lack of traditional customer service
• Pros & Cons:
– Information going viral
– Too much time on their hands
• Biggest Tip:
– KEEP IT FRESH! STAY ON TOP OF SOCIAL MEDIA! MAKE THE
COMMITMENT!

53. Best ways to
get started
1. Start by listening
2. Determine your objective
3. Make a commitment
4. Cross-link

54. Questions?
• Wanda Goodman, Media & PR Manager
– wanda.goodman@state.sd.us
– @travelsd; @sdoutdoors; @filmsouthdakota
– Facebook: South Dakota Tourism
• Melissa Heckel, Creative & Communications Manager, Sioux Falls CVB
– mheckel@siouxfalls.com
– @visitsiouxfalls
– Facebook: Visit Sioux Falls
• Thea Miller Ryan, Director, The Outdoor Campus
– thea.ryan@state.sd.us
– @outdoorcampus
– Facebook: Outdoor Campus
• Lee Harstad, Marketing Director, Deadwood Chamber and Visitors Bureau
– lee@deadwood.org
– @DeadwoodSD
– Facebook: Historic Deadwood

55. THANK YOU!