Pure Michigan, a leading tourism marketing organization in North America presented their destination to the Australian audience. About SoMeT = A new model for destination marketing. SoMeT is a program that gathers the top destination marketers from around the globe. SoMeT conferences take place three times a year in Europe, Australia, and United States. Follow SoMeT on Twitter: https://twitter.com/SoMeTourism Like SoMeT on Facebook: https://www.facebook.com/SoMeTourism Learn about where the next SoMeT global conference is taking place http://www.sometourism.com/

1. A
Look
Inside
The
Most
Digitally
Savvy
U.S.
State
Tourism
Organiza>on:
Pure
Michigan
Presented
to:
Social
Media
Tourism
Symposium
#SoMeT14AU
The
Barossa,
South
Australia
Prepared
by:
Chad
Wiebesick
Director
of
social
media
&
interac>ve
marke>ng
TwiNer:
@Wiebesick
@PureMichigan
16
July
2014
@Wiebesick
#SoMeT14AU

2. Michigan
Is
Easy
To
Recognize
@Wiebesick
#SoMeT14AU

3. Michigan:
Percep>on
Isn’t
Reality
hNp://www.youtube.com/watch?v=cc2Mf7dw5FY
@Wiebesick
#SoMeT14AU

4. People
Don’t
Trust
Brands
@Wiebesick
#SoMeT14AU

5. People
Are
Bombarded
with
Adver>sing
@Wiebesick
#SoMeT14AU

6. Key
to
Success:
Make
Fans
the
Hero
and
Share
Their
Content
• We
empower
our
fans
to
become
brand
ambassadors
and
tell
the
story
themselves
to
their
friends
and
family.
• Follow
the
80/20
rule:
80%
is
relevant
content
from
fans
and
20%
is
from
you
(self-­‐promo>on).
@Wiebesick
#SoMeT14AU

7. Ask
Fans
To
Share
Their
Travel
Stories
With
You
• Reinforce
your
brand
by
using
the
same
hashtag
and
name
across
all
channels.
@Wiebesick
#SoMeT14AU

8. Align
Your
Social
Strategy
To
Your
Business
Objec>ves
Brand
Goal:
“Pure
Michigan
is
majes>c,
mythic
and
magical
–
a
place
with
abundant
natural
beauty
and
authen>c
des>na>ons.”
@Wiebesick
#SoMeT14AU

9. Pure
Michigan
Ranks
#1
on
Instagram
Pure
Michigan
is
the
#1
most
popular
travel
brand
in
the
world
on
Instagram
as
measured
by
the
number
of
photos
people
have
uploaded
hashtagged
#PureMichigan.
@Wiebesick
#SoMeT14AU

10. Find
Influencers
@TonyDetroit
=
300,000
followers
@Wiebesick
and
following
311
#SoMeT14AU

11. Engage
Influencers
• Select
an
influencer
to
serve
as
an
Instagram
Guest
Photographer
at
popular
events
• Sprint
Cup
NASCAR
race
August
21,
2012
• 75
million
NASCAR
fans
na>onally
@Wiebesick
#SoMeT14AU

12. Instagram
Guest
Photographer
Within
20
minutes
of
pos>ng
on
Instagram,
@TonyDetroit’s
photos
appear
on
the
Popular
Photo
Page.
@Wiebesick
#SoMeT14AU

13. Instagram
Guest
Photographer
Rules
• Please
do:
– Minimum
posts
per
day:
3
– Maximum
posts
per
day:
10
– Loca>on
to
be
noted
in
tag
or
cap>on.
– Name
of
photographer
to
be
noted
in
cap>on
(e.g.
Contributed
by
guest
photographer
@username).
• Please
do
not:
– Post
photos
of
explicit
content
or
any
ac>vity
that
could
be
deemed
illegal
– Any
item(s)
that
do
not
represent
the
Pure
Michigan
brand
– Comment
to
fans
or
answer
ques>ons
on
behalf
of
Pure
Michigan
@Wiebesick
#SoMeT14AU

14. Takeaway:
Find
and
Reward
Your
Social
Media
Superfans
@Wiebesick
#SoMeT14AU

15. Michigan
Ranks
#1
or
#2
on
More
Social
Networks
Than
Any
Other
U.S.
State
@Wiebesick
#SoMeT14AU

16. New
York
State
Has
The
Largest
Number
of
Facebook
Fans
• Yet,
only
0.9%
of
their
fans
are
talking
about
the
page.
• The
most
popular
age
group
are
13-­‐17
year
old
teenagers.
• Most
of
their
fans
live
in
New
York
City.
@Wiebesick
#SoMeT14AU

17. State
of
Florida
Has
Far
Fewer
Fans,
But
More
Engaged
• Average
age
of
fans
are
35-­‐54,
a
demographic
more
likely
to
have
budget
to
travel.
• Most
fans
live
in
out-­‐of-­‐state,
a
more
lucra>ve
traveler.
@Wiebesick
#SoMeT14AU

18. Takeaway:
It’s
Quality
Not
Quan>ty
of
Fans
That’s
Important
@Wiebesick
#SoMeT14AU

19. Dec
6,
11:49
am
@Wiebesick
#SoMeT14AU

20. TravelWisconsin.com
@Wiebesick
#SoMeT14AU

21. Dec
6,
2:45
pm
@Wiebesick
#SoMeT14AU

22. Dec
6,
7:17
pm
@Wiebesick
#SoMeT14AU

23. What,
If
Anything,
Do
We
Do?
• 1
tweet
• 11
retweets
• 1
story
in
Kalamazoo
GazeNe
@Wiebesick
#SoMeT14AU

24. Dec
7,
11:45
am:
WhoIsTheRealMiNenState.com
@Wiebesick
#SoMeT14AU

25. @Wiebesick
#SoMeT14AU

26. @Wiebesick
#SoMeT14AU

27. Dec
7,
4:43
pm:
Statewide
News
@Wiebesick
#SoMeT14AU

28. Dec
7,
7:23
pm:
Wisconsin
Releases
Another
MiNen
Travel
Wisconsin
put
up
a
new
version
of
the
miNen
in
the
green
and
gold
of
the
Green
Bay
Packers,
boas>ng
the
football
team's
unbeaten
record
and
ribbing
their
rivals,
the
7-­‐5
Detroit
Lions.
@Wiebesick
#SoMeT14AU

29. “Is
Michigan
or
Wisconsin
the
MiNen
State?”
Google
AdWords
@Wiebesick
#SoMeT14AU

30. Dec
7,
10:20
pm:
Na>onal
News
@Wiebesick
#SoMeT14AU

31. @Wiebesick
#SoMeT14AU

32. Dec
13
@Wiebesick
#SoMeT14AU

33. The
MiNen
Drive
Prompted
More
Conversa>ons
@Wiebesick
#SoMeT14AU

34. Dec
14,
2:20
Interna>onal
News
Results:
• Over
300
news
stories
from
state,
na>onal
and
interna>onal
radio,
newspaper
and
TV
• 396
million
media
impressions
• $17.7
million
in
earned
media
value
@Wiebesick
#SoMeT14AU

35. Takeaway:
U>lize
real
>me
content
marke>ng
to
be
>mely,
relevant
and
to
resonate
with
audiences
Within
15
minutes
of
Super
Bowl
2013
grinding
to
a
halt
because
the
lights
went
out,
Oreo
sent
this
tweet.
Generated
15,000
retweets
and
8,000
new
TwiNer
followers.
@Wiebesick
#SoMeT14AU

36. Thank
You
Chad
Wiebesick
wiebesickc@michigan.org
TwiNer:
@wiebesick
Facebook.com/cwiebesick
Linkedin.com/in/wiebesick
@Wiebesick
#SoMeT14AU

37. Bonus:
Most
popular
state
tourism
web
site
in
U.S.
in
2013,
seventh
year
in
a
row
1. michigan.org
5.68%
market
share
2. Virginia
5.21%
3. Florida
5.00%
4. Arkansas
4.86%
5. Hawaii
4.56%
6. Oklahoma
3.63%
7. N.
Carolina
3.37%
8. Colorado
3.32%
9. Minnesota
2.84%
Source:
Experian
Hitwise
@Wiebesick
#SoMeT14AU

38. Include
a
Link
to
Your
Website
With
Every
Post
Tip:
Use
a
Vanity
URL
Shortener
To
Reinforce
Your
Brand
Example:
Use
hJp://puremi.ch
instead
of
hJp://bit.ly
@Wiebesick
#SoMeT14AU

39. Google
Is
Under
Repor>ng
Facebook
Traffic
by
40%
By
default,
Google
erroneously
and
automa>cally
aNributes
traffic
from
mobile
apps
like
Facebook
and
TwiNer
as
being
“direct”.
@Wiebesick
#SoMeT14AU

40. Use
Google
Analy>cs
URL
Builder
To
Track
Social
Traffic
Create
unique
tracking
URL’s
to
properly
credit
social
media
mobile
app
traffic
arriving
at
your
website.
hNp://www.michigan.org
Becomes
hNp://www.michigan.org?
utm_source=facebook&utm_medium=social&utm_campaign=post
Becomes
hNp://www.puremi.ch/1kLHW4U
@Wiebesick
#SoMeT14AU

41. @Wiebesick
#SoMeT14AU