This file summarizes the Entrepreneurship for the Public Good Program social media and tourism efforts to showcase community assets in Berea and Eastern Kentucky. This presentation was presented at the 2013 KMHA Conference on June 9th-11th in Lexington, KY.

1. Kentucky Museum Heritage Alliance
2013: Professional Development and
Networking Conference
June 9-11, 2013
Lexington, Kentucky
Berea College
Entrepreneurship for the Public Good Program

2. Appalachian Innovators
Berea College
Entrepreneurship for the Public Good Program 2013
Faye Barry Wynnjones Mbwambo Ashley Champ
Jacob Burdette
Business major
Biology
Business
Sociology
Junior
Junior
Sophomore
Junior
Tanzania
Bellington, WV
Huntsville, AL
Beckley, WV
Jonathan Rios
Economics
Junior
Sonsonate, El
Salvador

4. Introduce EPG
Distribute the handout
Pull three important facts for the audience to
focus upon

5. Show the Berea Cultural Tourism
Assets
•Distribute the Cultural Tourism Assets
•Introduce the idea that tourism is about
•Experiences
•Excitement
•Education
Introduce the idea that tourism (CVB/Destination
Marketers must provide opportunities to “extend
the stay”

6. Along come
cell phones
The Winchester KY
Conference and Visitor’s
Bureau (CVB) introduced
two “walk around” cell
phone tours that captured
where the travelers / tourist
were from based upon cell
phone area codes….
Reported to the Judge
Executive for funding.

7. Cultural Heritage Cell Phone Tour
Berea College
freshmen wrote
7 cell phone
tours: Cultural
heritage, walk
around
campus,
outdoor hikes
to Indian Fort,
Anglin Falls and
the Wilderness
area

8. Berea College students
demonstrated the “cell
phone prototypes to
Chambers of Commerce,
tourism Commissions in
Central and Eastern KY to
rave reviews and
recommendations to
continue the experiments
and prototypes.

9. EPG designed “Digital Yellow Pages”
Workshops for community partners to
get them into the digital space.
•Digital Yellow Pages = Review sites, search engines and social
media [Ex.: Facebook, Google places, Yelp, Trip Advisor]

10. Summer 2012 EPG studied the
Kentucky Travel and Tourism Statistics
3rd largest industry in Kentucky,
providing $3.3 billion in salaries annually
Tourism is the
Only 34% of Kentucky visitors recall
seeing advertisements or promotions prior to their visit.

11. The Daniel Boone Country Visitor
: $68,560
Average Income
Average Age: 50.8
Average Travel
Group Size: 3
69% short pleasure trip
53% use internet

12. New York Times
Travel Section
How would you spend 36 hours in the
Berea?
How would you spend 36 hours in
your region?

13. Traveler Personas
•Distribute or call attention to the summary of the
traveler personas…characterization of CLUSTERS
of traveler customer segments.
•All travelers have a goal, a purpose, time frame,
needs that must be fulfilled, limitations, a budget
and use information to construct their trip.
•All travelers use information either prior to
and/or on-the-road to take out the ambiguity of
the journey and to reduce the likelihood of making
a mistake.

14. Meet the Westons

15. If they Westons had an exciting,
educational or exhilarating
experience, their Next Steps are….
Uploaded multiple pictures on Facebook
Write reviews on their food, lodging, experiences
Tell friends about their trip and pass along brochures
Plan an annual trip to Hazard for the Cherokee Rally
Tag- A-Long

16. Integrating Social, Local and Mobile

17. This summer we are……..linking social
media, the value of the small local
independent business and the use of
mobile devices because we know….

18. Only 3% of small businesses
advertising budgets flow online to
attach the NEW Money into our
communities

19. SoMoLo is an acronym for
Social+Mobile+Local marketing and it
is an increasingly common term
referring to a new marketing approach
designed for the on-the-go consumer
and traveler with smartphone in-hand

20. SoLoMo: Social, Local, Mobile
SoLoMo: Why Do We Do It?
Propagate Culture
96% Research Products
Honor Local Business
66% Purchase in 24 Hours
Intensify Capital and
Revenue Through Social
Media
48% Have MobileOptimized Sites

21. 23M Small Businesses in the USA
•In 2008, there were 339,747 total small businesses in
Kentucky
•Small businesses accounted for ½ of private-sector jobs
in Kentucky
•Small firms made up 96.7% of the state’s employers in
Kentucky

22. EPG Service Area 2010 County Business
Patterns – Total Establishments
Madison
1,559
Breathitt
Lee
Leslie
Letcher
Knott
Owsley
Perry
Wolf
211
98
113
702
189
44
702
84
Where we
are headed
today!

26. 15% of small
businesses know

27. 11% have
claimed
"digital” profile

28. Surprise
Explosive growth in social media and
mobile communications

29. Let’s talk about mobile: A Show of
Hands
•How many of you use the phone to navigate here?
•How many of you use the phone to confirm a
reservation or to check out the “word-of-mouth?”
•How many of you read the reviews before buying?

30. Recommendations
•Claim profile
•Encourage “likes” and reviews.
•Encourage “word-of-mouth”
•Use referrals
•Tailor offers / pricing strategies to
customers.

31. 3 Ways to strengthen customer
commitment through SOLOMO
1. Engage customers on smartphones and
tablets.
2. Encourage customer images, photos, videos
to spread the business value story.
3. Include “share icons” across social media
platforms.

32. City of Berea Numbers
N= 558 licensed independent small businesses
156 businesses contacted
48 businesses invited to the SM workshop
Usage of the small businesses on social media:
Facebook – 71%
Yelp – 42%
Pinterest – 10%
Google + - 4%
TripAdvisor – 6%

33. Appalachian Innovators
Jacob Burdette
Sociology
Junior
Faye Barry
Business
Sophomore
Beckley, WV
Huntsville, AL
Yelp Pages Claimed: 21
TripAdvisor Reviews: 23
Pins to Pinterest: 107
Google+ Reviews: 4
Facebook Likes : 68
Wynn-jones Mbwambo
Business
Junior
Tanzania
Ashley Champ Jonathan Rios
Biology
Economics
Junior
Junior
Belington, WV Sonsonate, El Salvador
Local photos posted to Yelp: 165
Yelp Reviews: 174
Total Businesses Contacted: 52
Blog Posts/Followers/ Total Views: 12/ 22/ 155
Workshop Attendees: 11

34. Let’s Hear From Our Local Business
Owners
Appalachian Innovators:
SoLoMo

35. Facebook: Ashley
What the experts suggest
42% of marketers suggest that facebook is essential to
small business advertisement?
Who uses Facebook?
1.06 billion active users

36. You can earn up to $8,000 Extra
Yelp.com gets 78 million visitors per
month

37. Consumers spend average of
$140-$180
While Facebook and Twitter spend
$20-$30
86% of users trust info from Pinterest

38. Google +
Google+ is now the
second largest
social network
above twitter and youtube
33% of business
have an account

39. • Search Engine
Optimization
• More than 200
million monthly
visitors
• 32 Million
members
• Over 100 million
reviews and
opinions

40. Follow us on Facebook
Thank you