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#yeahTHATgreenville
The document discusses insights and strategies shared during the WOMMA Summit 2014, focusing on enhancing Greenville's appeal as a travel destination despite the existence of many cities with the same name. Key takeaways include understanding community values and leveraging social media to foster local engagement, exemplified by the successful hashtag #yeahthatgreenville. The strategies resulted in significant growth in online presence and tourism interest in Greenville.
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#yeahTHATgreenville
- 1. WOMMA SUMMIT 2014 hashtag # yeah that @genochurch
- 3. WOMMA SUMMIT 2014 hashtag # yeah that @genochurch
- 4. Q&A A LITTLE OKAY – I’ve got a few questions for you
- 5. 1Question Time fora little Q&A Question 1
- 6. Who’s Going toGreenville? A show of hands who’s planning a trip to Greenville, SC… now don’t all of you raise your hands at once.
- 7. OK WE GETIT Slide 4: OK we get it Yeah that’s kinda what I thought, there’s lots of cool towns out there…
- 8.
- 9.
- 10.
- 11.
- 12. radar WE AIN’T ON THE we just ain’t on the Radar
- 13. 2Question Question 2 Okay second question
- 14. Los Angeles RoadSign So, How many LA’ are there? (pause)
- 15.
- 16. how many Seattle’sare there?
- 17.
- 18. Chicago Road Sign How about this one? Chicago? Anybody know?
- 19.
- 20. NY Road Sign Okay lets make our way a little further toward the East Coast. How many New York’s do you know of?
- 21.
- 22. ? Greenville Signs anyone know how many Greenville’s there are?
- 23.
- 24. No Respect RodneyDangerfield Rodney Dangerfield always said “I get no respect.” With 36 Greenville’s out there you get know respect. That’s a problem.
- 25. YEAH with 36states out of 50 having a Greenville it’s a little hard to get some respect. Greenville Signs Yeah with 36 state out of 50 having a Greenville it’s a little hard to get some respect.
- 26. Meet Amy Aquick story: My friend and co-worker Amy Taylor had her car battery die while she was waiting to pick up someone at the airport.
- 27. Amy called AAAand told them she was at the Greenville airport and needed a jump.
- 28. An hour goesby. She gets a call from a tow truck driver who has been searching for me at the Greenville North Carolina airport..
- 30.
- 31. Not Mind MUCHLESS A CONSIDERATION Top of Not Top of Mind Let me just drive the business problem down to one point… Greenville not top of mind for destination consideration… Jennifer’s your thoughts?
- 32. Your Buying Justnot Not Top of Mind Let me just drive the business problem down to one point… Greenville not top of mind for destination consideration… Jennifer’s your thoughts?
- 33. First Big TakeAway
- 34. Digging Up People We always start with a dose of Empathy walking in the footsteps of the Stakeholders, the Residents, and the tourists. This where you find out the values, the goals the beliefs of those with a stake in what you’re trying to create. And those you’re trying to attract… what are the commonalities, the outliers. Where is the opportunity to do some match making?
- 35. W hat HeWared Slide 31: What we Heard
- 36. Surprise! 1 # People typically came here because they knew someone. But repeat visitors kept coming back because they were surprised by Greenville and all it had to offer. 32) Surprise People typically came here because they knew someone here. But repeat visitors kept coming back because they were surprised by Greenville and all it had to offer.
- 37. People 2 # People consistently said the best thing about Greenville was how nice people were. (33) People: People consistently said the best thing about Greenville was how nice people were.
- 38. 3 # hada Everyone " “That” Everyone had a "THAT" …
- 39. during interviews when we asked people about what they did, everyone talked about THAT restaurant being their favorite place or THAT hike being their favorite thing to do or THAT store being their favorite place to shop. There was a THAT for everyone. A "THAT" for every person. during interviews when we asked people about what they did, everyone talks about THAT restaurant being their favorite place or THAT hike being their favorite thing to do or THAT store being their favorite place to shop. There was something for everyone. A "THAT" for every person.
- 40. Yeah “THAT” Greenville…its who we are Instead of avoiding the fact that three are dozens of other Greenville’s, we created a destination identity that played off it.
- 41. # yeah that greenville Yeah THAT Greenville, By the way those make for a nice hash tag too.
- 42. visit SC greenville VisitGreenvilleSC.
- 43. HOapupry g CAUSEWE’VE # yeah that greenville GOT SOMETHING TO SMILE ABOUT Oh yeah and our own little spin on the emoticon Where Happy People Gather – there must be something good going on. ;)
- 44. Second Big TakeAway Takeaway #2 It’s in the Mix. New research on the mix of traditional and wom marketing. We’re going to talk a little about the marketing mix.
- 45. it’s in the MIX New research on the mix of traditional and wom marketing. We’re going to talk a little about the marketing mix.
- 46. peaaidrned shared (41)Paid, Earned, Shared! Usually people think certain media in percentage.
- 47. the specereot pis l e (42) The Secret is People. The secret ingredient is people. Making sure the marketing mix engages people into the conversation… and to take action.
- 48. paid mix peopleinto the conversation
- 49. remember this? RememberThis? It was Superbowl 47…
- 50. BoomBoom OUT GOTHE LIGHTS Boom the lights go out! They go to commercial break…
- 51. Play Commercial YOUmay say so what?
- 52. (The commercial wasa secret) Set up the Superbowl from two years ago… the power goes out. They go to a commercial break… play the commercial. The World Blows Up! The social world that is. Local folk go nuts, all over social did you see that… they thought is was national… don’t tell anyone it was local.
- 54. plorouudd passionate ADVOCATES Loud, Proud Advocates It sparked pride in Greenville… it started the conversation.
- 55. earned AN OUTSIDESHOT Earned. Outside magazine Accolades were coming in but… this took on a life of it’s own. Jennifer…
- 57. shared THIS ISHOW WE ROLL AT BRAINS ON FIRE Slide 50: Shared. With Audio clip. This is how we do it… play audio!
- 58. hello it’s moe Hello its MOE… nope that’s not right!
- 59. hello it’s moe this is Moe… Sadly, Moe couldn’t be here due to a last minute family emergency but all is better today. And bad for you, you have more of me.
- 60. COMMUNITY MANAGER facilitatorof conversation Community Manager Moe is the Facilitator of Conversation Her goal: to Promote and Grow Visit GreenvilleSC’s presence on and offline.
- 61. wis aay COMMUNITY. NOT A PLACE. BOF Community definition Community is a way, not a place… for conversations and connections to happen. People live in all kinds if places. So you have to be agnostic.
- 62. COMMUNITY. As abrand, you don’t OWN any social space other than your own handle, and you definitely don’t own the folks you interact with therein. They’re human beings – just like you.
- 63. COMMUNITY. Every voluntary interaction made by a community member is a direct expression of their “social self”. We must see these interactions as an honor and treat them that way!
- 64. A COMMUNITY MANAGER HAS to be a PEOPLE person. To be successful in conversation you’ve got to be real, be vulnerable, be grateful. The rest will fall in line! BOF Community definition Community is a way, not a place… for conversations and connections to happen. People live in all kinds if places. So you have to be agnostic.
- 65. Third Big TakeAway
- 66. MEANINGLESS GREENVILLE trivia Greenville SC… was the last place the original Lynyrd Skynrd played…
- 67. gimme steps five Gimme Five Steps.
- 68. step 1 StepOne: You’re a Human so Act Like One!
- 69. you’re IN MOE’SWORDS human SO ACT LIKE IT Step One: You’re a Human so Act Like One!
- 70. STEP 1 ittakes dates a few Love at first sight is a rare occurrence. You’ve gotta go on a couple dates before you put a ring on it!
- 71. STEP 1 mbeeam ber first “I had to prove myself first - as an active and valuable part of what I was trying to create. ” (VisitGreenvilleSC) had to be an active & valuable community MEMBER first and foremost. Moe spent the first year “proving myself” to the existing Instagram community in Greenville on Social.
- 72. step 2 StepTwo: Proving Yourself (Moe’s Shoots)
- 73. psrtoevping IN MOE’SWORDS yourself Step Two: Proving Yourself (Moe’s Shoots) Moe shot & edited beautiful content that showed Greenville in a cool new light.
- 75. hash #dtgvl #it#greenvillescOVER & OVER #instagvl STEP 2 She used related hash tags (like #greenvillesc, #dtgvl, #instagvl) engage in the existing Greenville conversation, particularly with users who were also creating the kind of content we hoped to see.
- 76. STEP 2 nurtureRELATIONSHIPS LIKE COMMENT ENCOURAGE STAY IN TOUCH BE HUMAN Moe made sure to maintain those relationships by keeping up with those accounts. Responding to all comments and trying to like and comment on every single image that used the hash tag.
- 77. step 3 StepThree:
- 78. IN MOE’S WORDS eelnegvaagtee Elevating and Engaging (peoples photos)
- 79. After a while,other likeminded photographers started adopting the hashtag #yeahTHATgreenville and using it on their own pictures.
- 80. #yeahthat greenville rpeost SUPER-ACTIVE MEMBERS Elevate super active community members by reposting their images.
- 81. step 4 StepFour: Letting Go
- 82. IN MOE’S WORDS letting goCan be a beautiful thing We started having thematic hashtag “challenges” to showcase the seasons around #yeahTHATgreenville. #yeahTHATfall, #yeahTHATsnow, #yeahTHATspring, and #yeahTHATsummer to name a few.
- 83. #yeahthat …SPRING FEVER …SUMMER …FALL …SNOW 1950 This allowed community members to engage with each other in a more specific way. We showcased these images on social & on the website.
- 84. # ride greenville that 117 As the community took off, natural iterations of the hashtag began to pop up.
- 85. # eat greenville that 359 People starting associating Greenville with THAT and riffing on the hashtag and making it their own —#rideTHATgreenville (cycling- we’re a top destination for pro cyclists), #yeahTHATtr (a small town north of here in Greenville county), and #eatTHATgreenville—
- 86. # TR yeah that TRAVELERS REST 507
- 87. meet amy another she did all THAT! Amy found out about the #yeahTHATgreenville hashtag when she first moved to Greenville and began trying to make connections through Instagram and Twitter. Amy credits the hashtag for helping me connect with my amazing community of friends, colleagues, and neighbors; as well as small shops, independent makers, local eateries, home grown bands, and outdoor enthusiasts. When Amy started at Swamp Rabbit Cafe last fall it was like two things coming together - people she followed because of yeahTHATgreenville tag came to shop at swamp, etc.
- 88. #that Yes, itis still on me to follow people, to check out events, to put myself out there... but THAT tag provided me with the opportunity to do all of those things! Amy Quote: Yes, it is still on me to follow people, to check out events, to put myself out there... but THAT tag provided me with the opportunity to do all of those things!
- 89. step 5 StepFive: In Person Events
- 90. mueept Tons ofnatural interactions started happening offline, face to face. This allowed community members to engage with each other in a more specific way. We showcased these images on social & on the website. One event we sponsored was the yeah that instameet.
- 93.
- 94. from launch toend of FY13 -following grew: 82,700%
- 95. 800 photo’s injust a few days
- 96. from FY13 toend of FY14 -following grew: 540%
- 97. At the endof the year 26,378 #yeahTHATgreenville
- 98. Averaging 203 photosper day
- 99. Pins have increased2,424% since Q3FY13
- 100. Followers have increased2,114% since Q3FY13
- 101. Likes have increased1,230% since Q3FY13
- 102. 129% increase inpage fans mostly in Q4FY14
- 103.
- 104.
- 105.
- 106. 72% following increased since launch
- 107. 103% mentions increased since launch
- 108. 130% retweets increased since launch
- 109. We’re now over50,000 #yeahTHATgreenville images on Instagram today! Boom shaka laka.
- 110.
- 111. WEB TRAFFIC 83% EARNED ROI 4000% HOTEL OCCUPANCY 90 68% MILLION INQUIRES 300%
- 112. Zero to Hero It takes it all… paid, earned, shared… working together. When that happens, when all three are about generating conversation, engaging the recipient to take action… you can go from Zero to Hero.
- 113. Q&A THANKS… @genochurch OKAY – I’ve got a few questions for you