1. Social Media
TANM Research Conference
Clovis, NM
R. A. Burrell, Principal
Internet Honey

2. Social Media
Why Do I Care?

3. Social Media
Goal: Use Social Media as one of your strongest marketing
efforts to:
• Reach your target audience
• Engage your target audience
• Convert your target audience
We'll also cover how to measure your success.
Stone Soup.

4. The Magic Formula:
Content
Conversation
Conversion

5. Content
Everyone has something unique
and wonderful to share

6. Content
Content
A great thing to remember in Social Media is that the content
you provide is more about the consumer than your product.
There is a reason Facebook has like buttons and the ability
to comment, versus a website of straight information. Social
Media wants the interaction, the consumer wants a voice, so
you need to provide content that allows and fosters that.
It's about people.

7. Content
Content
The best way for interaction to happen is to provide the
three basic forms of content: Articles (stories, press
releases, news, etc.), Events and Conversational
(asking questions, posting to comments, etc.). These
basics will help you have a well balanced interactive
stream for people to engage in and provide them with
the information needed to convert on your product.

8. Content
State vs City (Large Audience vs Smaller Audience)
If you are a state agency or a larger business, you will
most likely not only represent yourself on Facebook but
you will also represent the cities and/or members that
your company encompasses. Your content will need to
reflect this as well. You will need your content and the
content from the members, the information provided to
the audience should cover all aspects of your audience
(which will be extremely diverse and a mixed
demographic). Larger audiences (i.e. 30,000 fans vs
1,000) will have some statistical differences; your
feedback percentages will be lower and the fluctuation in
your insights will be greater.

9. Content
For smaller cities or businesses, you can focus on what
you provide. You are the brand advocate and will
represent everything that you have available to a
visitor/customer. Your audience is most likely more
focused and you have a greater understanding of your
demographic. Seasonality might play a role in when you
receive new fans, depending on what type of product you
offer or when/if you have a slow season.

10. Content
State vs City (Large Audience vs Smaller Audience)
When approaching your Facebook page you must
consider who you are and the reach that you will receive
on Facebook. The bigger your audience the more diverse
information you will need to supply and the more politics
you are likely to run into. With smaller your audience you
can be focused on your product.

11. Content
Photos Website Email Video Deals
Event 1
Event 2
Attraction 1
Attraction 2
Interest 1
Interest 2
Partner 1
Partner 2

12. Content
Why would someone come to ________?
1. It’s the most _____
2. We have _______
3. Did you know _______
4. It costs $$ ______
5. Heritage?
6. Eco?

13. Content
Dear R. A.,
We found your ________ on youtube.com and thought it
was wonderful. We would like to share it on our site
www.honey.travel. Can we have permission? Do you have
any other videos?
Sincerely,
Mary Hansen

14. Content: Best Practices
1.Plan Your Communications
2.Plan Your Team
3.Inventory Content
4.Create Social Media
5.Measure

15. Content: Best Practices
1.Create Content
2.Release Email
3.Post to
1.Blog
2.Flickr
3.YouTube
4.Comment on Others
5.Tweet
6.Links

16. Content: Best Practices
Discipline
• Check Your Page
• Check Upstream Providers

17. Content
Deals going through NMTD.

18. Content

19. Content
Next Steps
1. Plan your Content
- Facebook Page (not Profile)
- Twitter Account
2. Organize your team

20. Conversation
It's about people.

21. Conversation
Reach: Where/How You Post Dictates Reach
Wall Post
Friend
Admin

22. Conversation
Friend Post and Like (100s)

23. Conversation
Wall Post: Seen By Page Visitors (Dozens) Until Rolls Off

24. Conversation
Admin Post Seen By Fans (10,000s) When They Login

25. Conversation
A person posted this on Colorado's Wall:

26. Conversation
The admin. linked here:

27. Conversation
It's got an Ad for Skiing. Cripple Creek doesn't have skiing.

28. Conversation
So, we posted the URL for the City's website. Then she
contacted City personnel to set it up.

29. Conversation
So, we posted the URL for the City's website.
What should have been posted are:
• Itinerary suggestions
• Invitation to come to the City
• Get the Mayor involved
• Give a Special for Birthdays and convert that into CRM then
Send a planning email the month before
• ??

30. Conversation
Spam. It Happens.

31. Conversation
Negativity. It Happens. Your Brand Advocates will handle it, let
them. If they don't, delete it. But don't let it linger. Ignore the
Ignorant.

32. Conversation
Wall Posts, low reach. So, the damage is contained. Post over
it> The same Wall 10 minutes later:

33. Conversation
Clovis Restaurant.

34. Conversation
Farmington:
• Hi Reg, do you have other photos you can share with us?
• Map of where they are on your page
• Like
• Reg Larkin had these photos, does anyone have

35. Conversation
The Power of Like (1:140)
• Alan Liked it
• I saw it on my Wall
• What's Fox Hollow?

36. Twitter
New Layout: Wider

37. Twitter
Better Profile ID behind @user

38. Twitter
Hey, it's a Person.

39. Twitter
Follow partners, members, state and ReTweet valid content
from your page. Don't re-tweet more than 50%.

40. Conversation
Next Steps
1.Create discipline for monitoring
2.Train team members responsible
3. Follow Up

41. Conversion
It's not enough to Like me.

42. Conversion
What Behavior do you want to create?
• Reservations
• Newsletter Sign Up
• Visitor Guide
• Facebook Fan
• Twitter Follower

45. Sweeps
1,000 in 24 hours

46. FourSquare.com

47. GoWalla.com

48. Measurement
Insights - if you don't know how to read them, or that they
exist, learn. They are one of the best measurement tools for
Facebook.
And don't forget tracking urls on posts, being able to prove
social media is enhancing your efforts is important to report.

49. Measurement
Likes, Fans

50. Measurement
Interactions: Link to Google Analytics or bit.ly links

51. Measurement
The details provide some
of the best insights of all.
None of the resorts picked
up on this post.

52. Honey Performance Index
How to measure performance for all marketing efforts
including Social Media.

53. Honey Performance Index
How to measure performance for all Behaviors.

54. Conclusion
Thank You.
For copies and notes email me, ra@honey.travel