Social Media in action with the Houston Zoo

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Ed Schipul's PRSA Travel and Tourism Conference presentation on practical usage of online marketing and social networks for the Houston Zoo (www.houstonzoo.org).

Negócios Tecnologia Educação

http://www.ﬂickr.com/photos/16638697@N00/272814244/
http://www.ﬂickr.com/photos/cybertoad/3224699416

Houston Zoo Social Media Case Study:
When Online Marketing goes WILD!!
Ed Schipul // Schipul - The Web Marketing Company // eschipul@schipul.com

What we’ll talk about:

•Storytelling

•Real World meets
Virtual World

•Online Community
(isn’t for the birds)

Find this presentation:
www.slideshare.net/eschipul
http://www.ﬂickr.com/photos/sulla55/3305169516

1.6 million visitors / year
4,500 animals
Established in 1922

http://www.ﬂickr.com/photos/gsloan/1279044167

www.houstonzoo.org // www.houstonzooblog.org // www.ﬂickr.com/houstonzoo // www.twitter.com/houstonzoo

Markets are Conversations
www.cluetrain.com // 95 Theses from 1999

www.ﬂickr.com/photos/herselfsphotos/945412753

http://www.ﬂickr.com/photos/cybertoad/3211981392

Social Media to tell a Story

4 Elements of Storytelling
1. Message 4. Plot

So my point is...

2. Conﬂict 3. Characters

Mac the baby elephant (2006 - 2008)

•Mac naming contest (7500 entries)

•Mac’s birthday card contests

•Elephant adoption packets
(thousands sold and increased
awareness)

Celebrating the life of Mac, the baby elephant
www.houstonzooblog.com

Embeddable pics and videos

http://www.youtube.com/user/houstonzoo

Research Fund Drive

1000’s of personal Stories

Helping a Community heal after a tragic loss
www.houstonzoo.com/mac
http://www.houstonzoo.org/herpesvirusresearch/

Conservation Blog Calls to Action

Frog videos to share

Combining Online Storytelling with Real World calls to action
2008: Year of the Frog

Houston Zoo Frog Blog
www.houstonzooblog.com/frog_blog

Strong fan following

Visual announcements

Fan photos

Houston Zoo on Facebook (www.facebook.com)
www.facebook.com/pages/Houston-Zoo-Inc/15008187525#

37 ‘Yes’
36 ‘Maybe’

Planning an Online Fan Photo Day at the Zoo
http://www.houstonzoo.org/photographyday/

Children’s Museum of Houston (www.cmhouston.org)

Facebook Ads - A big bang in a small package

• Integrated newsletter sign up campaign
• Hundreds of email adds / Overs one million impressions
• Under $400 in paid ads

The power of visualization on Flickr (www.ﬂickr.com)
Harnessing the User Generated Content madness

http://www.ﬂickr.com/houstonzoo/

http://www.ﬂickr.com/photos/sulla55/3402883279/

http://www.ﬂickr.com/groups/houstonzoo/

http://www.ﬂickr.com/groups/houstonzoophotooftheweek/

http://www.ﬂickr.com/photos/imelda/1317211500

Online Community Building

Houston Zoo on Twitter: www.twitter.com/houstonzoo

Twitter includes others in ongoing dialogue

Continuing the Mission and the Online momentum

Houston Zoo pals growing their own networks
www.twitter.com/krussohzg

www.twitter.com/RhinosIRF

www.youtube.com/user/
http://intlrhinofoundation.wordpress.com/ IntlRhinoFoundation
www.ﬂickr.com/photos/rhinosirf/

Let’s review:

•Pick your characters
and tell your Story

•Combine online and
ofﬂine events and
promotions

•Pay attention to your
online relationships

Find this presentation:
www.slideshare.net/eschipul
http://www.ﬂickr.com/photos/billtex48/2178056762

Can we help you? Let us know!

Ed Schipul // CEO

Email: eschipul@schipul.com
Personal blog: www.eschipul.com
Flickr: www.ﬂickr.com/eschipul
Twitter: www.twitter.com/eschipul

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Social Media in action with the Houston Zoo

1. http://www.ﬂickr.com/photos/16638697@N00/272814244/ http://www.ﬂickr.com/photos/cybertoad/3224699416 Houston Zoo Social Media Case Study: When Online Marketing goes WILD!! Ed Schipul // Schipul - The Web Marketing Company // eschipul@schipul.com

2. What we’ll talk about: •Storytelling •Real World meets Virtual World •Online Community (isn’t for the birds) Find this presentation: www.slideshare.net/eschipul http://www.ﬂickr.com/photos/sulla55/3305169516

3. 1.6 million visitors / year 4,500 animals Established in 1922 http://www.ﬂickr.com/photos/gsloan/1279044167 www.houstonzoo.org // www.houstonzooblog.org // www.ﬂickr.com/houstonzoo // www.twitter.com/houstonzoo

4. Markets are Conversations www.cluetrain.com // 95 Theses from 1999 www.ﬂickr.com/photos/herselfsphotos/945412753

5. http://www.ﬂickr.com/photos/cybertoad/3211981392 Social Media to tell a Story

6. 4 Elements of Storytelling 1. Message 4. Plot So my point is... 2. Conﬂict 3. Characters

7. Mac the baby elephant (2006 - 2008) •Mac naming contest (7500 entries) •Mac’s birthday card contests •Elephant adoption packets (thousands sold and increased awareness) Celebrating the life of Mac, the baby elephant www.houstonzooblog.com

8. Embeddable pics and videos http://www.youtube.com/user/houstonzoo Research Fund Drive 1000’s of personal Stories Helping a Community heal after a tragic loss www.houstonzoo.com/mac http://www.houstonzoo.org/herpesvirusresearch/

9. Conservation Blog Calls to Action Frog videos to share Combining Online Storytelling with Real World calls to action 2008: Year of the Frog

10. Houston Zoo Frog Blog www.houstonzooblog.com/frog_blog

11. Real World meets Virtual World

12. Strong fan following Visual announcements Fan photos Houston Zoo on Facebook (www.facebook.com) www.facebook.com/pages/Houston-Zoo-Inc/15008187525#

13. 37 ‘Yes’ 36 ‘Maybe’ Planning an Online Fan Photo Day at the Zoo http://www.houstonzoo.org/photographyday/

14. Children’s Museum of Houston (www.cmhouston.org) Facebook Ads - A big bang in a small package • Integrated newsletter sign up campaign • Hundreds of email adds / Overs one million impressions • Under $400 in paid ads

15. The power of visualization on Flickr (www.flickr.com) Harnessing the User Generated Content madness http://www.flickr.com/houstonzoo/ http://www.flickr.com/photos/sulla55/3402883279/ http://www.flickr.com/groups/houstonzoo/ http://www.flickr.com/groups/houstonzoophotooftheweek/

16. http://www.ﬂickr.com/photos/imelda/1317211500 Online Community Building

17. Houston Zoo on Twitter: www.twitter.com/houstonzoo Twitter includes others in ongoing dialogue

18. Continuing the Mission and the Online momentum Houston Zoo pals growing their own networks www.twitter.com/krussohzg www.twitter.com/RhinosIRF www.youtube.com/user/ http://intlrhinofoundation.wordpress.com/ IntlRhinoFoundation www.ﬂickr.com/photos/rhinosirf/

19. Let’s review: •Pick your characters and tell your Story •Combine online and ofﬂine events and promotions •Pay attention to your online relationships Find this presentation: www.slideshare.net/eschipul http://www.ﬂickr.com/photos/billtex48/2178056762

20. Can we help you? Let us know! Ed Schipul // CEO Email: eschipul@schipul.com Personal blog: www.eschipul.com Flickr: www.ﬂickr.com/eschipul Twitter: www.twitter.com/eschipul

Social Media in action with the Houston Zoo

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Social Media in action with the Houston Zoo