1. The Basics of Social Marketing 2011 Explore Minnesota Tourism Conference

2. Just trying it out

3. No, you can’t make me

4. Agenda Understanding social media How to interact Social Channels Setting a strategy Time saving tools Questions/Answers

5. 40 Years Ago We Were Pretty Restricted To The Media We Could Consume + +

6. Today We Have Thousands of Different Media At Our Disposal

8. It’s not so much about TECHNOLOGY

9. Social media is about PEOPLE

10. Broadcast Media versus Social Media VS

11. You Already Have the Skills You Just Do It Offline Meeting people Building relationships Asking questions Answering questions Building trust Building a reputation

12. Don’t be this guy

13. What to Talk About 70-20-10 Rule 70% Share resources 20% Collaborations 10% Me 10%

14. LinkedIn is the Office Facebook is the Barbeque Twitter is the Conference

15. GOLDEN RULE: Don’t post anything you wouldn’t want your mom to read in the newspaper

16. Don’t Be Afraid to Fail Don’t be afraid to fail

17. Why Is Social Media Important 76% of consumers don't believe that companies tell the truth in advertisements (Yankelowich) 89% trust the recommendations of other consumers in the travel industry (Forrester Research/Intelliseek) 52% don't trust the website that sells the travel (Benchmark group) Facebook fans are 41% more likely than non-fans to recommend a product they are a fan of to their friends (Syncapse)

19. 596,371,760 Users Credits: Amodiovalerio Verde

21. Personal Profile Facebook Group Business Page Friends Members Fans

25. Elicit compelling conversations

26. Utilize tabs for creating applications

27. Integrate with other channels

28. Pay attention to your statistics

33. 20% Engage – opinions,conversation, recognition

34. 10% Me – successes, events, promotions10%

35. A good number of followers but not following back @VisitIndiana are included in 419 lists. Great opp to thank those that list your destination Good conversations, re-tweeting someone else's post A simple thank you to a fan

37. Don’t be this guy

39. Seek out people talking about your destination/hotel/resort

40. Engage them in conversation

41. Promote others and share your best information

42. Know who “@” replies to you

43. Find key influencers

47. Let’s others share your videos with friends

48. Videos easily imbedded with other social channels

50. Website

51. Facebook page

52. Blog

53. E-mail

54. Invite friends to subscribe to your channel

55. Comment on other’s videos

57. Relationships Matter

59. Connect with people you trust

61. 20% Provide insights

62. 10% Me10%

65. Invite friends & colleagues to connect

66. Send frequent updates

67. Join relevant LinkedIn groups

69. Objectives Generate awareness Seek and create media opportunities Foster customer loyalty Provide customer service Enhance marketing campaigns Manage relationships Enhance presence at events Learn about trends, breaking news and monitor industry Recruit new employees Conduct viral focus groups

70. Creating a Social Media Plan Listen to the conversation Establish resources Align objectives Select channels Set specific goals Join the conversation Integrate with off-line efforts Measure

71. Measuring Success Reach Frequency & traffic Influence Conversations & transactions Sentiment Customer service resolution Lead generation/conversions

72. Staffing for Social Reach Frequency & traffic Influence Conversations & transactions Sentiment Customer service resolution

73. Website or Blog

74. Integrated Approach

76. Tools

79. Q&A Find this presentation at: www.jbsem.com/blog Jason Sem jason@jbsem.com twitter: @jbsem