Social Media for Michigan Festivals and Events Association!

1. Get Social andGet Social and
Party @ MI PlaceParty @ MI Place
Presented to:Presented to:
Michigan Festivals and Events AssociationMichigan Festivals and Events Association
Prepared by:Prepared by:
Eric SzczepanskiEric Szczepanski
Social Media AdvisorSocial Media Advisor
Eric.m.ski@hotmail.comEric.m.ski@hotmail.com
Twitter:Twitter: @EricSki@EricSki
April 14, 2014April 14, 2014

2. • What is Social MediaWhat is Social Media
• 80/20 Rule80/20 Rule
• Social GoalsSocial Goals
• Know Your AudienceKnow Your Audience
• Where is your AudienceWhere is your Audience
• Social StrategySocial Strategy
• ROIROI
• Social Fun FactsSocial Fun Facts

3. Social MediaSocial Media is the interaction among people in whichis the interaction among people in which
they can create, share and/or exchange information andthey can create, share and/or exchange information and
ideas in virtual communities and networks.ideas in virtual communities and networks.

4. Social Media 80/20 RuleSocial Media 80/20 Rule
• 20% of Your Brand's Content: Include20% of Your Brand's Content: Include
Persuasive Call-to-ActionsPersuasive Call-to-Actions
• 80% of Other 'Interesting Content': Make it80% of Other 'Interesting Content': Make it

5. MFEA’s Social GoalsMFEA’s Social Goals
• Relationship (social media) MarketingRelationship (social media) Marketing
– Community engagementCommunity engagement
– Empower fans to be advocatesEmpower fans to be advocates
– Integrate social media to enhance marketingIntegrate social media to enhance marketing
efforts and member servicesefforts and member services

6. KnowKnow
YourYour
AudienceAudience
• Arts and Cultural Lovers / Event GoersArts and Cultural Lovers / Event Goers
– Party @ MI PlaceParty @ MI Place it’sit’s Pure Michigan FunPure Michigan Fun
• Current MembersCurrent Members
– Festivals, CVB, Chambers, VendorsFestivals, CVB, Chambers, Vendors
• Future MembersFuture Members
• Industry leadersIndustry leaders
• Future leaders (millennials – students)Future leaders (millennials – students)

7. MFEA’s Social Strategy:MFEA’s Social Strategy:
Where is Your Audience?Where is Your Audience?
• Enhance current marketing efforts and member servicesEnhance current marketing efforts and member services
(website, newsletters, brochures, podcasts, directories(website, newsletters, brochures, podcasts, directories
etc.) with a multi-faceted social media program:etc.) with a multi-faceted social media program:
• Three Primary ChannelsThree Primary Channels
– FacebookFacebook
– TwitterTwitter
– InstagramInstagram
• Others under-considerationOthers under-consideration
– PinterestPinterest
– FoursquareFoursquare
– Google + and YouTube (YouTube owned by Google)Google + and YouTube (YouTube owned by Google)

8. FacebookFacebook
Where the community meetsWhere the community meets
• Continue current effortsContinue current efforts
– Share festival/ event informationShare festival/ event information
– Share photos from eventsShare photos from events
– Create compelling contentCreate compelling content
• Likes, shares, commentLikes, shares, comment
• Post 0-4 times-a-dayPost 0-4 times-a-day

9. TwitterTwitter
• Provide timely event informationProvide timely event information
• Cross-promote with other member organizations, CVB,Cross-promote with other member organizations, CVB,
Chambers, etc…Chambers, etc…
• Invite / Join the ConversationInvite / Join the Conversation
– #MIFestivals#MIFestivals
– #PartyAtMiPlace#PartyAtMiPlace
– April is #MichiganWine MonthApril is #MichiganWine Month
– #313DLove#313DLove
• Post 3-12 times-a-dayPost 3-12 times-a-day
• Twitter ChatsTwitter Chats
– Festival and tourism leadersFestival and tourism leaders

10. InstagramInstagram
Highlight festivals and events with photosHighlight festivals and events with photos
• Invite and showcase fan submitted photosInvite and showcase fan submitted photos
– via #MIFestivals or #PartyAtMiPlacevia #MIFestivals or #PartyAtMiPlace
• Choose a hashtag to create conversation and tag photosChoose a hashtag to create conversation and tag photos
such as #MIFestivals or #PartyAtMiPlacesuch as #MIFestivals or #PartyAtMiPlace
• Like Twitter - Post 2-12 times a dayLike Twitter - Post 2-12 times a day

11. Be in the Know!Be in the Know!
• Social Media is an ever changing medium and it’sSocial Media is an ever changing medium and it’s
important to stay on top of industry news and trendsimportant to stay on top of industry news and trends
• Others networks to review and keep an eye on asOthers networks to review and keep an eye on as
possible social channels:possible social channels:
•
– Google +Google + (Good for SEO/ integrates with YouTube)(Good for SEO/ integrates with YouTube)
– YouTubeYouTube (video sharing)(video sharing)
• Second largest search engine behind Google (also owned bySecond largest search engine behind Google (also owned by
Google)Google)
– PinterestPinterest (pinning and sharing photos of interest from events,(pinning and sharing photos of interest from events,
festival food, museums, Michigan wines, etc…)festival food, museums, Michigan wines, etc…)
– FourSquareFourSquare “oh the places you’ll go”“oh the places you’ll go”
– Linkedin:Linkedin: Professional networkingProfessional networking

12. Social Media ROISocial Media ROI
““The ROI of Social Media is your business willThe ROI of Social Media is your business will
exist in 5 years,”exist in 5 years,” Erik Qualman, Author ofErik Qualman, Author of
SocialnonicsSocialnonics
• Non-financial (ROI does not have to be money to be valuable)Non-financial (ROI does not have to be money to be valuable)
– Fans, followers, likes, engagementFans, followers, likes, engagement
• FinancialFinancial
– Sales, revenue, transactionsSales, revenue, transactions

13. Measuring ROIMeasuring ROI
• QualitativeQualitative
– Part of Industry ConversationPart of Industry Conversation
– How are we perceivedHow are we perceived
– Did we build key relationshipsDid we build key relationships
• QuantitativeQuantitative
– Website / social analyticsWebsite / social analytics
– SEOSEO

14. Fun Facts:Fun Facts: State of Social Media / World Wide WebState of Social Media / World Wide Web
• 93% of Markers use Social Media93% of Markers use Social Media
• 90% trust peer recommendations90% trust peer recommendations
• Only 14% of people trust traditional TV advertisementsOnly 14% of people trust traditional TV advertisements
• Ford Explorer campaign launched on Facebook, generated more traffic thanFord Explorer campaign launched on Facebook, generated more traffic than
Super Bowl adSuper Bowl ad
• 53% of people on Twitter recommend products in their Tweets53% of people on Twitter recommend products in their Tweets
• 44% of perspective students use social media to inform their college search44% of perspective students use social media to inform their college search
• Over 50% of the worlds population is under 30 (Millennial Generation/ GenOver 50% of the worlds population is under 30 (Millennial Generation/ Gen
Z)Z)
• If Facebook was a country it would have the 3rd largest populationIf Facebook was a country it would have the 3rd largest population
• YouTube is the second largest search engine behind GoogleYouTube is the second largest search engine behind Google
• ““Social Media isn’t a fad; it’s a fundamental shift in the way weSocial Media isn’t a fad; it’s a fundamental shift in the way we
communicate.” – Erik Qualmancommunicate.” – Erik Qualman
• ““The ROI of social media is that your business will still exist in 5 years.” -The ROI of social media is that your business will still exist in 5 years.” -
Erik QualmanErik Qualman
• Lady Gaga, Justin Bieber and Katy Perry have more Twitter followers thanLady Gaga, Justin Bieber and Katy Perry have more Twitter followers than
the entire populations of Germany, Turkey, South Africa, Canada,the entire populations of Germany, Turkey, South Africa, Canada,
Argentina, United Kingdom, EgyptArgentina, United Kingdom, Egypt
• Source:Source: http://www.socialnomics.net/2013/01/01/social-media-video-2013/http://www.socialnomics.net/2013/01/01/social-media-video-2013/
• YouTube: Social Media RevolutionYouTube: Social Media Revolution

15. Fun Facts Continued:Fun Facts Continued:
• Michigan is the 3rd state to recognizeMichigan is the 3rd state to recognize
June 30th as Social Media Day (2012)June 30th as Social Media Day (2012)
• Pure Michigan has the No. 1 statePure Michigan has the No. 1 state
tourism tourism InstagramInstagram channel and the state’s channel and the state’s
social traffic ranks in the top five alongsocial traffic ranks in the top five along
with Florida, Virginia, Hawaii, andwith Florida, Virginia, Hawaii, and
ArkansasArkansas
• Detroit ranks 18th city with the highestDetroit ranks 18th city with the highest
volume of social media jobs (2012)volume of social media jobs (2012)

16. Sources:Sources:
• 80/20 Rule of Social Media:80/20 Rule of Social Media:
http://socialmediatoday.com/sofie-de-beule/2006636/8020-rule-why-just-20-your-social-media-content-should-be-about-yourhttp://socialmediatoday.com/sofie-de-beule/2006636/8020-rule-why-just-20-your-social-media-content-should-be-about-your
• Pure Michigan Inspiring Tourism through Social Media: http://www.slideshare.net/MIadvantage/inspiring-tourism-Pure Michigan Inspiring Tourism through Social Media: http://www.slideshare.net/MIadvantage/inspiring-tourism-
through-social-mediathrough-social-media
•
• Article Pure Michigan Social Media: http://www.sometourism.com/speakers/chad-wiebesick/Article Pure Michigan Social Media: http://www.sometourism.com/speakers/chad-wiebesick/
• Forbes Article on Relationship Marketing: http://www.forbes.com/sites/marketshare/2013/05/09/this-is-the-most-Forbes Article on Relationship Marketing: http://www.forbes.com/sites/marketshare/2013/05/09/this-is-the-most-
important-word-when-it-comes-to-relationship-marketing/important-word-when-it-comes-to-relationship-marketing/
• Socialnomics by Erik Qualman:Socialnomics by Erik Qualman: http://www.socialnomics.net/2013/01/01/social-media-video-2013/http://www.socialnomics.net/2013/01/01/social-media-video-2013/
• Michigan Social Media DayMichigan Social Media Day http://mashable.com/2012/06/29/michigan-social-media-day/http://mashable.com/2012/06/29/michigan-social-media-day/
• Michigan Social Media Day http://www.patheos.com/blogs/kathyschiffer/2012/06/party-hearty-michiganders-itMichigan Social Media Day http://www.patheos.com/blogs/kathyschiffer/2012/06/party-hearty-michiganders-it
%E2%80%99s-social-media-day/%E2%80%99s-social-media-day/
• Developing Social Media Strategy:Developing Social Media Strategy:
http://socialmediatoday.com/mark-paddock/378987/win-social-media-management-contracts-killer-proposalshttp://socialmediatoday.com/mark-paddock/378987/win-social-media-management-contracts-killer-proposals
• Developing Social Media Strategy:Developing Social Media Strategy:
http://www.socialmediaexaminer.com/how-to-setup-a-social-media-business-strategy/http://www.socialmediaexaminer.com/how-to-setup-a-social-media-business-strategy/
• Michiganfun.com and MFEA’s Facebook pageMichiganfun.com and MFEA’s Facebook page
• Michigan ranks first in tourism social traffic:Michigan ranks first in tourism social traffic:
http://www.grbj.com/articles/78834-pure-michigan-website-ranks-first-in-ushttp://www.grbj.com/articles/78834-pure-michigan-website-ranks-first-in-us