Travel, Tweets & Trends: A Social Media Case Study

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

14. Make the visitor’s experience better than expected—and potentially increase visitors to the community Influence Decision to Travel Social Media = Informational Service Start small and master one platform at a time Who was our Target Audience? Leisure? Sports? Meeting planners? Locals? Reach people we wouldn’t be able to otherwise Overall goal? Transparency & Authenticity Initial Goals & Objectives

15. Initial Strategy Social Media Timeline Which platforms? What did we want our blog to look like? The One-Year Plan Get set up on all platforms Target Audience on each platform? Gather quality followers, etc. Social Media & Blogger Policy

16. Okay…so…now what? The One-Year Plan became the Two-Year Plan We have a solid audience on different channels & know where to target different messages. Social Media is now integrated into the ACVB Marketing Plan Best advice: Be flexible. Be willing to CHANGE & adapt.

17. Track from Day 1 Consider email accounts tied to social media platforms Fan Page versus a “Friend/ personal Page” Adapt a Policy Social Media “School” for Staff Update Content Often Consider Time Management Tools

18. Project365

19. Twisitor Center

20. TRAVEL MATTERS

21. Blog & Social Media Directory

22. FBML TAB: FOOTBALL PLAYOFFS

23. ACVB QR CODES

24. A QR-HOW TO

25. QR…WHY?!

26. QR…WHY?!

27. Trends: What’s Hot? Paying attention to mobile Stats QR Codes Location-Based Marketing/Gamification Social Couponing Consumer Content Curation Social Commerce Monitoring Conversations

28. That being said…

29. Cool Examples & New Things to Try

30.

31. Tips for PR Pros Do what you do best Stay focused on goal; don’t get bogged down by all of the tools Twitter IS great tool to connect with journalists Delicious = great tool to document coverage Don’t treat bloggers like 2nd class media Incorporate SoMe into your crisis management plan

32. Generally AVOIDED Practices Duplicating Twitter strategy on Facebook Don’t post only “plain-text” status updates Blocking followers to share content Forgetting to comment on your follower’s content (i.e. no interaction) Having 2 profiles/ profile versus a page Not updating your platforms

33. Question &Answer

34. Shanna Smith Snyder Director of Communication Abilene Convention and Visitors Bureau 325.676.2556 (Office) shanna@abilenevisitors.com @shannasmith @AbileneCVB Contact Information

35. Sources Abilene CVB Social Media Sites (screenshots) Carnival, Delta, Dell, Visit California & Goodwill websites (screenshots) Flickr Commons (Photos & graphics) MGH Marketing Blog (QR Code chart screenshots) Social Media for Arts Service Organizations by Sarah Page (screenshots)

Notes de l'éditeur

Thank you all for having me today. Again, I am Shanna Smith Snyder, the director of communication for the Abilene CVB. You will see over the next hour, that I LOVE this stuff and I LOVE doing social media for the tourism industry. You will be able to tell that I have a lot of fun with this stuff in my job, but if you want it to be effective – it takes a lot of strategy. There’s more behind what you see on the ACVB’s social media channels than just a few status updates. I really believe that social media can be done by anyone, in any organization, any industry. It just takes time to grow your audience, channels and campaigns. You have to nurture your platforms! As you will see in my presentation, social media is no longer just a trend. It is an evolution of how we communicate in today’s world. Connecting with potential clients, consumers – VISITORS – is no longer the future. It’s now. In real time. Also, as we go throughout my presentation, I’d like this to be an informal, information sharing session. Not me preaching to all of you. I hope after today you see some ideas in the case study, and say…I could totally do that! And P.S. I am totally not offended if I see you on a cell phone, laptop or iPad…I hope you’re sharing what you’re seeing here today on your social media sites. If you’re tweeting don’t forget to use the hashtag #abipro.
But first, I’d like to start off with a video courtesy of the Socialnomics folks. Some of you may have seen this video before, this is the newest edition with the most updated facts that they offer. I think it really puts this whole social media thing into perspective and proves it’s not just a passing fad. It is a shift in the way we communicate as PR professionals.
Prettymindblowing, huh? Well, here are four takeaways from the video…that really shed some light on how I shaped the ACVB’s social media strategy from the very beginning.
All of those facts and figures are great, but I am sure you are wondering what the ACVB has done on social media and how does this affect me? How can I apply all of that? The Abilene CVB has a presence on the following social media channels:
I targeted my presentation to medium to advanced social media users – which I know you all are. But, just to review – we all know what social media is and many of the platforms that are out there. But here are some of the general benefits of social media. Overall, social media help reach a different demographic – one that doesn’t respond to traditional advertising (no newspapers – can get news on your phone). SEO = Search Engine Optimization (getting found online). Viral = now people will tell friends in a more public way.
Now that we’ve reviewed the general benefits of social media. You may still ask what’s the point? Here’s why the ACVB got started on social media. Again, these next few slides are the fundamentals of our strategy and content in our social media policy. Always keeping in mind – what is the overall goal here? What I love most about social media (again, social media is obtainable by everyone and is for everyone) is that I’ve been able to do some pretty cool campaigns without spending any money. It only costs me time. For smaller bureaus, like the ACVB – or even nonprofits in general – social media has leveled the playing field, especially in the budget department. In the SoMe world, it’s no longer PAY TO PLAY. It’s all about using the resources you have to come up with something really creative and standout!
So for us, as a CVB obviously in the tourism industry: by participating in social media, there was potential to make the visitor’s experience better than expected—and therefore, potentially increase visitors to the Abilene community. Targeted messaging, photos, videos could influence visitors decision to visit.Once visitor comes to city, social media is a service – providing information. Think virtual visitor’s center. Well, our twisitor center…but we’ll be getting to that later. When I started the ACVB’s Facebook page in mid-2009, my boss wanted me to start small and just do Facebook. People in our industry really weren’t using social media at the time for everything that we do nowadays. However, that is still great advice today. You don’t have to be on all of the channels we are on. In fact, don’t be on a channel unless you plan to really grow and contribute to it. Don’t be on a channel or platform just for the sake of having a presence. Ask yourself some questions – which channel is best for my overall goals? Facebook is a great example of fishing where the fish are – because of their numbers. But at the same time, maybe Twitter is better for your strategy or even a video sharing platform. Depending on your business, you may want to be on a tool because of the popularity, but you can’t get lost in the tools. It is imperative to keep coming back to your strategy and goals and measure against it to see if it is worth your time. For instance it may be quantity or quality (people or stats). Just don’t let the extent of your reasoning be “because everyone else is doing it.” My best advice here is not to jump in with little to no knowledge of why you want to be there. Don’t abandon the traditional PR wisdom of goal defining and calculating the plan. Where are your customers at? Which platform are they on? Do you want to build your brand in a different market? Not all social media sites serve the same purpose. Many can be industry specific. Companies will typically benefit more from a social media venture that fits them strategically. For me, I feel like Twitter takes the entire world and shrinks it to the size of a blockparty or a backyard BBQ. Which for us as PR pros have definitely changed our pitching strategies. Social media allows us to build those relationships online, and reach people we would have never dreamed we’d be able to reach and talk to. For the ACVB, I believe that on each of our channels, the major overseeing goal – whether we are talking to followers or journalists – is to be transparent and authentic. It’s not a robot tweeting from the @AbileneCVB account it is a real person that you can interact with. It’s not to be an information dump – it’s a conversation!
After setting our initial goals, I sketched out the initial strategy for the ACVB social media. First, In my heart, I knew that we wouldn’t solely be staying just on our Facebook page for long. But, I had to convince people of or prove “social media’s” worth to community leaders and sometimes our staff. Being on Facebook at first was great, but after awhile I was antsy to move on to something new, another channel to accomplish different goals. Luckily after Facebook went well, my boss was very open to just “going for it.” So, I initially crafted a Social Media Timeline – which made me ask myself questions like: What platforms did we want to use? Copyright issues?What did we want our custom blog to look like? Names? EX: Media/Travel Writers are our primary followers on Twitter. Locals, visitors, past residents on Facebook. 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.Writing a SoMe policy for the Abilene CVB eased my boss’ fears & allowed me to move forward! Enacted by a certain deadline. The blogger policy is for community/guest bloggers and covers topics such as “their work will be posted online – and the ACVB can use their work however we see fit for promoting Abilene.” Social Media policy covers how the staff is to act on their personal pages when they promote Abilene, as well as how they are to comment on ACVB channels. For instance, our niche accounts. It also writes me some guidelines for my job description! 
The two year plan includes Social Media Campaigns & “In-Market” Work -- @MeetinAbilene / Hospitality Facebook Page. 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. As the previous slide said…the tools change – they come and go. What might have been cool two months ago or last year – isn’t hot anymore. Being flexible and willing to change and adapt in this ever-evolving world is my best advice.
Facebook has actually recently changed this and if you originally set up your page as a profile you can now convert it to a fan page. However, be aware that when you convert your profile to a Page, your profile pictures will be transferred and all of your friends will be automatically added as people who “LIKE” your page. No other content will be carried over to your new page, so be sure to save any important content before migrating. It is irreversible at this this, so you may want to consider downloading your profile information before making the switch. Also, profiles have a 5,000 friend limit and that has been a limitation for some entities. Time Management Tools – HootSuite or Tweet Deck to preschedule posts. Post pictures, shrink links and monitor. Need something more in depth? Radian6 or Vocus offers plenty of analytics. What type of analytics will you need? Boss or board? Apps on Smartphone – take your work anywhere with you! Just type in (or copy in) your long link, and bit.ly automatically generates a shortened link for you. Down below it shows the number of clicks I was responsible for out of the total number of times that link was clicked.Don’t let your page die! When is the best time to update? FB = 1 or 2 times a day. Then wait a couple of days. Blogs? Published between 10 a.m. and 11 a.m. EST tend to get the most views. For comments, blog on the weekend. As I already discussed how I did it with the ACVB, adapt a Social Media Policy. Especially if in your community or organization - pushing for SoMe is difficult w/Community leaders, boss, etc. How to deal w/negative comments.Include purpose, objectives of SoMe.Assists w/outside writers from thecommunity.Google the tool you’re thinking about using and try it out!
Project365 was very popular on our Facebook and Flickr account. One photo a day for the entire year of 2010. On the ACVB Facebook page, photo and video get the most interaction (comments, likes, etc.) So this was great, especially since last year the page was fairly new. Each photo had a description and the address of the place for vacation planning purposes. Also, I had to do the work at the beginning, but then our staff and community members – even professional photographers agreed to get in on the project. They wanted to publicize their work!Since pictures are worth a thousand words, videos are worth a million! And the ACVB has produced many in-house within the last year. Research by eMarketer shows that there is a HUGE audience watching online videos. Now it is our turn as communication professionals to put video to work in attracting that vast universe. From promotional videos, to how-tos and testimonials there are SO many ways and opportunities to make customers pay more attention to what you have to say!
The Twisitor Center was launched in December 2009. It is our virtual visitors center. This year we plan to do even more with in (i.e. print pieces in our visitor center and form it around a character – ABI – a cowgirl). She will be the mascot of the Twisitor Center. But basically you just tweet using the hashtag #abilenevisitors and then I look for tweets daily. Back to the time saving tools – I have a twitter feed in my Hootsuite that automatically scans for new tweets aggregated under the hashtag and it refreshes ever five minutes. So I can answer visitors questions in real time. If the tweet comes in a midnight – my promise is to respond with help within 24 hours.
Travel Matters was a great campaign that started on social media and led all the way up to National Travel and Tourism Week – as you’ll remember – we had a Travel Rally and marched in the WHC parade. I shot and edited 6 videos with soundbites from local people in our tourism industry – or people who’s industry had been impacted by travel and they talked about WHY Travel Matters to Abilene. Photos – over 160 on FacebookUS Travel Organization gave us national recognition for our social media efforts in 2010 and this year too. Be on the look out for the latest campaign and save the date for the Travel Rally – May 10 in the Civic Center Plaza. You’ll get free attraction admission, cobbler and live entertainment 
Here is our blog template. We have 4 customized tabs at the top and it is hosted by Wordpress. It also has several plug ins to make it more interactive. However, one of the most popular things on the blog – is the Social Media Directory (which includes who has Foursquare discounts, FB pages and Twitter accounts and their categorized – SHOP DINE PLAY STAY. Just a hint of advice, blogs do not have to be long or fancy to be useful and popular (by hits). Just know your subject matter and give people the 411. Don’t be intimidated by plain and simple text, simple works are fine when combined with the authenticity and transparency your customers want. I think our blog is popular because it makes the ACVB more approachable and is relevant to what visitors want to know. The blog definitely has a more casual feel because we’re writing in first person and sharing OUR experiences in Abilene.
Bottom Buttons link to printable/online visitor coupons, playoff schedule (updated weekly) & special hotel rates for visitors in town for playoffs. Facebook is shifting from the FBML Landing Tabs (Welcome Landing Pages) to iFrame. Starting March 11, 2011, developers won’t be able to build new FBML apps and PAGES won’t be able to add static FBML apps as Page tabs.For now though, all existing static FBML tabs and apps will continue to function and will still be able to be edited, HOWEVER Facebook will eventually remove FBML all together.Just proof that you have to keep CHANGING. I wrote the code for this in November 2010 – already making a switch!
QR stands for “quick response”. A QR Code is a 2 dimensional bar code that can be read with a special app on a smart phone. They are usually linked to a URL to get more information on something. Realtors are using them a lot to show 360 degree tours of properties. There are MANY other uses for them across all industries. What’s interesting about QR codes is that they have been in use in Japan since 1994 – yep, that is 16 years of these checkerboard looking things. They were originally created by Denso-Wave and only recently have been appearing in the US on FedEx packages, and in some ads. They are spreading rapidly. I saw my first one in Lowe’s and my second on Express direct mail piece – that is when I said – the ACVB should do this too! In Tokyo, you can run your phone over a sandwich or the tag on the fresh produce at the market and it tells you how many calories are in the food, bur where the ingredients come from! In some Japanese malls, QR codes line the escalators with codes that scan to coupons for shopping or eating in the food court. Also in Japan, many of their phones already include a tag reader…no need to download an additional apps.
Creating a QR Code couldn’t be easier. If you Google “QR Code generator”, probably the first 10 or so listings will work just fine. This one – QRStuff.com not only generates the code, it connects you to other sites where you can make things with your code (like t-shirts). I also like using Kaywa – it’s free and recently added the feature to provide some analytics.
I think you will find these results very interesting – especially if you are a PR Pro or marketer that is a little wary of these things and those who may struggle to understand if and how the codes can fit into your marketing mix. Overall this study, courtesy of MGH Modern Marketing Blog, found that there is increasing consumer interest in the use of QR technology. 72% of smartphone users would be likely to recall an ad featuring a QR code. This can be attributed to the unique design, interactive nature and new appeal. QR codes could offer a solution to gaining consumer attention and eyeballs through all the clutter. 65% have previously seen a QR code. Of those who have seen it before – nearly 50% said they have already used one. This can be attributed to the need to download a code reader on some smartphones.
But just because the lack of past usage doesn’t mean that consumers are uninterested in using the technology. 70% of smartphone users would be interested in using it. WHY would consumers want to use a QR code? And as you saw earlier, we have done one to a additional information/video. Enter a sweepstakes and again for more info.
As we saw previously with the QR codes, mobile is here to stay and brands that don’t embrace the way to weave mobile tactics into their marketing mix are doing to be left in the dust. Just like those companies who thought the Internet was a “fad.” According to some predictions, the mobile internet will overtake desktop usage by 2015 – if not 2014. Here are some facts to take with you: Of the world’s 4 billion MOBILE phones, 1.08 billion are considered smart phones and 3.05 billion are SMS enabled. One half of all searches are performed on a mobile device. On average Americans spend 2.7 hours a day socializing on their mobile device – that’s over twice the amount of time they spend eating, and over 1/3 of the time they spend sleeping each day. I do not believe QR codes have reached their “peak” in the States. They just started becoming a HOT topic at the end of 2010…and consumers and marketers are not “over them yet.” I think the biggest hurdle for more mainstream usage is the access point. Users shouldn’t have to download an app to read the code. I believe in the next 1-2 years, smart phones will start to build that in. I also believe location-based marketing and gamification has not 61% percent of smartphone users use their mobile phones to play games. 49% use it for social networking. That being said, I think that in years to come – it may not be all about GoWalla or Foursquare or Facebook places. Another platform might replace those – but they’re off to a good start. I see social gamification enabling new loyalty programs. For instance, frequent flyer miles…but climbing the ladder in some way and you “game” the system to get special perks. You can already get coupons on many of these platforms – simply by checking in or coming back frequently to become mayor. I think both of these will become much more mainstream and into the normalization of social media. Same with social couponing – other sites like Live Social, Seize the Deal and Groupon. 2010 may have been the year of location, but 2011 will be the year of niche location. Only 4% of the internet population is using LBM, it will get narrowly focused in 2011. People will begin to become more familiar with these services and feel that there is a specific value returned and less of a feeling like “big brother” broadcasting their location to everyone. Also in the coming year, we will see more and deeper brand integrations with existing gaming platforms as well as more brands creating their own gaming structures. Consumer Content Curation: Consumers are realizing that following a million brands on Twitter and Facebook is getting them good deals…but it is also turning their news feed into a mall. Which is overwhelming. Therefore, on Facebook, consumers are turning off brands from posting onto their individual walls and only using their friends as references of what is hot or not. Companies such as Cadmus, Paperli and Flipboard are curating our social media accounts and the way we view our streams by determining what content is most relative based on your usage patterns. For brands, it means you’re going to have to get creative. Creating content that gets noticed and into people’s streams!Also, social commerce – AKA F-commerce. If there are nearly 600 million potential customers on Facebook, why not try to give them something else to do with your brand besides get a good deal. In 2010, brands saw a rise in revenue from mobile commerce. I think this year will be the year of social commerce for brands that are bold enough to try it out. Lastly, monitoring conversations. This year, brands and companies set up their presence on social media sites … but often times let them go stagnant or they become an information dump. I think those that set up last year will really get into the monitoring conversations. Listening first, selling second.
That being said….WHEW! Here are some great examples of what I just talked about. 1) As one of the largest airlines in the world, Delta Air Lines have pushed their reach even further by introducing the first ever social commerce channel by an airline on Facebook. Partnering with Alvenda, Delta Air allows Facebook fans the ability to book flights as well as share their travel plans with family and friends on what Delta has called “Delta’s Ticket Window.” With nearly 40,000 Facebook fans as well as a presence on Twitter (@DeltaAssist), Delta continues to push along the growing trend of social commerce.In addition to having the ability to book travel and share itineraries, Delta’s Ticket window will also be found in Delta’s current online banner ads which will encourage others to book their travel with ease on Facebooks. Additionally, future plans for Delta’s Ticket Window will include having the ability to coordinate travel plans with friends as well as groups.2) Dell added a social media listening command center. Companies large…and small can LISTEN! 3) Foursquare – an example of the new + old school. 4) Groupon – a local example. The Grace Museum! Then they tweeted about it.
Downtown Grand Rapids, MI is working with some other local organizationsto do a GR Tag Tour using QR codes to drive people to audio podcasts. Thiswill give tour-goers some insight on what Grand Rapids was like back in the olden days by sharing stories from the past. A local example again, The Grace incorporated QR codes into a recent exhibit. They had a sign for more information on what QR codes are and how they work. That way, more people could get into the fun! REI recently did one that scanned to a live stream of tweets.
Carnival has set up their own cruise-centric social networking community called Carnival Connections. More specifically, John Heald’s Carnival Blog has attracted more than 3 million visitors. Through his blog, he offers candid and colorful commentary on daily ship life, sharing interesting tales of guests and crewmembers. Most importantly, he writes with his trademark brand of humor. This tool creates great brand exposure and good customer-interaction. Best of all, it’s human! It’s authentic! California Tourism – Visit California. Did a game partnering with Southwest. You could enter online and visitors answered questions for additional entries into the competition. Grand prizes were trips to California including tickets and overnight stays. The No Kid Hungry page by Share Our Strength. It is simple, but great for nonprofits. It asks you to make a pledge to help end child hood hunger by 2015. Once you sign up, you receive short email messages with status updates. There is no plea for money or volunteering. Just asking you to spread the word. On their end, it is building a valuable email database with superfollowers to stay connected. Goodwill does a great job of recognizing the community around them. Highlighting anyone who is talking about them. They recognize their volunteer base and thanks people for their hard work. Basically, we value you! As a result, it is increasingly likely that people will either donate again or volunteer more time.
Social media has taken on such a huge role within the media industry this past year. As more outlets and journalists adopted guidelines, created social media editor positions and set up fan pages.To summarize, if you are relatively new to social media or not. My best advice is to do what you do best. Make it industry specific and be willing to change and adapt to the ever-growing and changing world of social media. HAND IN HAND…Continue to look at your overall goal? Why are you on social media in the first place? Is it to reach out to media? Heads in Beds? Increase sales or brand awareness? Don’t get bogged down or overwhelmed by the vast amounts of platforms and new tools to use. Sure try them, but continue to look at the big picture. And remember, don’t do social media “just because everyone else is doing it.” Twitter is a great tool to connect with journalists, bloggers, travel writers. You can track their work and compliment them via a tweet. Once you have built that online relationship, then you can think about pitching them story ideas or if you’re on the other side of the microphone, using Twitter to gather story ideas. It isn’t THAT recent in Abilene. Twitter has become a way for news orgs to break news, while different social media platforms allow deeper engagements within their communities. Delicious is a great tool to document coverage. We use it every time Abilene is mentioned in a publication or if we have a local story published about the tourism industry. Our PR firm also uses it in the same way to document coverage of their clients – any time there is a link to a story – you can use it! Don’t treat bloggers like 2nd class media. If you have a blogger who isn’t technically “A-list” but has a large following and an audience that is perfect for your company. Don’t ignore them! Bloggers have an engaged audience, who trust them, believe in them and follow their recommendations. So to me, why would it matter if they weren’t A-list? Also, some bloggers will say “Why are PR pros telling me what to write when giving me something to review?” We need to continue to “earn” our media coverage even when it comes to new technologies. This means building relationships, online…yes, even with the bloggers. The backbone of our industry hasn’t changed, even with the web. Relationships can develop through selfless acts and through helpfulness and kindness. Pitching blindly can create a negative response. Also in the local news media, I think it remains to be seen whether stations will create original content for their online viewers to re-use the day’s video. Nevertheless, online and social media is another way to get your story aired. If it is a re-hash and your story made it the first time if might make it on again in this medium. Lastly, consider incorporating Social Media into your crisis plan. I believe that with all of the channels available, we should prepare for a crisis and add the following social media components to our existing communication plan. You don’t have to go to the extremes that Dell did, and make social media the function of everyone there…but set up a “social media staff” or one person that can maintain visibility across your channels. Same with monitoring. You can go the free route or subscribe to social media monitoring software, such as Radian6 or Buzz Logic, etc. if you need your reporting to be more formalized. Rapid response team, set up social media channels BEFORE the crisis occurs. Not during. Deliver your message – but don’t forget social media channels! Also, in the same way as traditional PR, stay connected and readily available throughout the crisis.Overall, we as PR professionals have to pay attention to more platforms than ever – web, chatrooms, social media as well as print/TV/radio. Add mobile platforms to the list and array of pitching possibilities continue to grow.
As we have seen throughout the following presentation, social media platforms are very useful tools to connect with your audience on a site they visit each and everyday. You can broadcast messages to a larger audience, spark convos that provide your company with valuable feedback, and encourage fans to create content for you. But there are some common mistakes companies make on social media, such as: Duplicating your Twitter strategy on Facebook. It is an entirely different tool. While you may want to tweet several times a day, this might annoy your Facebook audience and end up making them hide your updates. Rework your tweets for facebook. Hashtags are not for facebook the @reply is not for facebook either. Post links, post videos and photos with your status updates. Maybe a question? Mix up the content so it is fun and interesting. Not allowing your fans/likes post to your wall defeats the purpose of having a Facebook. They want to share their thoughts and ideas! They may want to share a photo of them using your product? Visiting your city, maybe? You are really missing out if you don’t enable this feature.

Travel, Tweets & Trends: A Social Media Case Study

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Notes de l'éditeur