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Semelhante a Frederick New Media & Technology Conference - Social Media on a Shoestring Budget
Semelhante a Frederick New Media & Technology Conference - Social Media on a Shoestring Budget (20)
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Frederick New Media & Technology Conference - Social Media on a Shoestring Budget
- 1. Welcome. Thank you for joining us. We will discuss: 1. Building a Solid Base by Michelle Kershner, Visit Frederick 2. Best Practices for Sharing Your Content by Bryan Barnes, Maryland Office of Tourism 3. Techniques to Enrich Your Social Channels by Shannon Morgan, Maryland Life Magazine
- 2. SHOESTRING BUDGET? If this photo describes your marketing budget, then this presentation may be a great starting point to amplify your efforts.
- 3. We will discuss: 1. Building a Solid Base by Michelle Kershner, Visit Frederick 2. Best Practices for Sharing Your Content by Bryan Barnes, Maryland Office of Tourism 3. Techniques to Enrich Your Social Channels by Shannon Morgan, Maryland Life Magazine
- 4. Building a Solid Base: Connecting the Dots Michelle Kershner Marketing & Communication Manager, Visit Frederick
- 5. About Me Michelle @mahker Visit Frederick BUSY @tourfrederickmd www.wordle.net
- 6. A Festival of Confusion 1 2 “Join us this weekend at the Zora Neal Hurston Festival of the Arts and Humanities in historic Eatonville, Florida.”
- 7. A Festival of Confusion 3 4 5 MAP 56.5 mi, 1 hr 1 min driving Website Events 6 7 “Press” refers to books for sale. Blog
- 8. How I felt…
- 9. If something is important enough to… If something is… •Important enough to post on Facebook or Twitter (twice). •Important enough to have on the home page of your website. •Important enough to staff and attend for multiple days. It’s important enough to connect the dots in your communication.
- 10. Wild West of Social Media Messages Knew it! {@BillyTheKid} @HeiskellJones RT I’m #outlawed and it wasn’t long @OldPat since I was a law and old Pat an LOL outlaw #wildwest @BillyTheki d is an #Outlaw {@WildWestSherrif} News now! And Release: @BillyTheKid I’m law! #outlawed; @OldPat now legit ow.ly/hw5ac {@CWyattEarp} @IkeClanton You damn dirty cow thief, if you’re anxious to fight, I’ll meet you! #OKCorral {@OldPat} LOL @BillyThekid is an #Outlaw now! And I’m law! #wildwestjustice {@Gentleman }FYI “I’m outlawed and it wasn’t long since I was a law and old @BillyThekid is an Pat an outlaw. Funny thing, the law.''--Billy the Kid to Heiskell #Outlaw!
- 11. How do you wrangle in wild messages? 1. Craft a Solid Message 2. Control Your Message 3. Connect Your Message By the time our presentation is finished, over 16 million Tweets will be sent.
- 12. Build Your Base, Then Connect the Dots Webite Socia Image, Short & Sweet l Shorten Those Links: Bit.ly Ow.ly Before you even Goo.gl stumbleupon THINK about socially sharing, think about your base.
- 13. Pre-Post Analysis Someone in your office just won an award. Your boss says, “Hey, that would make a great Tweet or Facebook post.” Ask yourself…
- 14. Tough Questions •Do I have an image of the person? •Does the “rest of the story” already live online? •Do I need to create online content first? •Do I need to “tag” people, and therefore like their page or follow them? •How is this post part of my overall marketing strategy? Be able to control your own content.
- 15. Close the Loop Facebook Other Printed Social Materials Media Press Advertising Releases Message Everywhere Twitter YouTube you turn, there is Newsletter Website • Blog information.
- 16. Connecting the Dots Brings Focus The way you communicate an idea allows an image to take shape. The more you connect, the @mahker more your message comes into focus. @tourfrederickmd
- 17. How do you wrangle in wild messages? 1. Craft a Solid Message 2. Control Your Message 3. Connect Your Message 33 – The percentage of US Internet users who said they ended a connection with a brand on social media due to the brand sharing too many updates. (Source: eMarketer)
- 18. Example: Public Relations “While traditional communications channels such as press releases remain important, brands are missing out by not embracing a balanced approach across all social channels.” - Dan Baxter •Corporate blogs are the most useful channels for media when searching for articles •On average, 3 different social media channels are used to prepare each story -Holmes Report, March 26, 2012
- 19. Frederick is One of America‟s Prettiest Painted Places Press Release Links to Website, YouTube, Facebook Set your foundation.
- 20. Frederick is One of America‟s Prettiest Painted Places Embedded video Animoto Free Online photo editing tools •PicMonkey •Photoshop Express Editor •iPiccy
- 21. Win: Traditional Media Links to New Media
- 22. Amplify This Message With Marketing •Guest blog posts •Contributing article for outside publication •Use on homepage slider •Share in newsletters •Advertising •Marketing Collateral • Visitor Guide Community & Relocation Guide, Winter 2013 • 13 Things to do in 2013 • Sales Team Advertising Foundation=Content & Images
- 23. Facebook Printed Other Social Materials Media Traditional Media Press Advertising Releases Message Twitter YouTube Newsletter Website/Blog
- 25. Tough Message Choices – Be Crafty! Someone in your office just won an award. Your boss says, “Hey, that would make a great Tweet or Facebook post.” What if… …you work for a dentist? You post information for patients on •fun dental facts •care for your teeth, etc. Your accountant won this award. Do you still share it? •What is your message? •Who is your audience? •Does this apply?
- 26. Tough Message Choices – Be Crafty! Creative Crafting! Our accountant, Ann, was caught flashing her pearly whites when she won the Young Accountant of the Year Award. Learn more about Ann: Lin.k.ly Not every piece of news is worthy of sharing socially over every network.
- 27. How do you wrangle in wild messages? 1. Craft a Solid Message 2. Control Your Message 3. Connect Your Message 80% percent of social media users prefer to connect with brands through Facebook. (source: Business2Community)
- 28. Sharing the Social Message When does this happen? •Working with partners outside your organization or company •Different team members all writing messages •Influencers, members, customers, etc. are sharing your message Challenge: Who owns the message? How do you share?
- 29. Collaborating: Talk this Way Tell people HOW to talk about you. • Customers • Staff • Partners • Influencers Encourage people to talk about you by giving them: •Suggested Facebook Posts •Suggested Tweets •Hashtags •Images or Infographics •Handles
- 30. Working With Partners Establish Ground Rules for Sharing •Organization that owns the content posts it. •Share only most important posts. •Others reshare the content, with their own spin if possible. #FredRestWK
- 31. Working With Partners Outside of Your Organization Tools for Collaboration •Private Facebook Group •Email Group •Linked In •Google •Basecamp •Outlook •Project
- 32. Collaborating: Talk this Way Tell people HOW to talk about you, your product or event. Graphic to Share #Hashtag Advocacy
- 33. Leverage Your Bossiness “Frederick has a super cute downtown and some intriguing restaurants, I definitely want to corral a car and head up there again this summer.” •Turn hashtags into feeds on another network •Turn blog posts or media articles into posts •Measure the value you bring Instagram to Facebook
- 34. What did we learn? “…Social Media is not an island. It’s a high-power engine on the larger marketing ship.” Matt Dickman, SVP Digital Marketing at Fleishman Hillard, technomarketer.typepad.com Wrangling is Tough Work Craft + Control + Connect
- 35. Restore Order to Your Messaging {@Coyboy4} Knew it! RT {@Coyboy3} Knew it! RT @WildWestSherrif: News Release: {@Coyboy2} Knew it! RT @BillyTheKid #outlawedNews Release: @WildWestSherrif: & @OldPat now @BillyTheKid #wildwestlaw RT {@Coyboy1} Knew it! legit ow.ly/hw5ac#outlawedNews Release: @WildWestSherrif: & @OldPat now legit ow.ly/hw5ac#outlawedNews Release: @WildWestSherrif: & @OldPat now @BillyTheKid #wildwestlaw {@WildWestSherrif} News legit ow.ly/hw5ac#outlawed & @OldPat now @BillyTheKid #wildwestlaw legit ow.ly/hw5ac #wildwestlaw Release: @BillyTheKid {@BillyTheKid} #outlawed & @OldPat now legit Outta here! RT ow.ly/hw5ac #wildwestlaw @WildWestSherrif: News Release: @BillyTheKid #outlawed & @OldPat now legit ow.ly/hw5ac #wildwestlaw {@OldPat} LOL RT @WildWestSherrif: News Release: @BillyTheKid #outlawed & “I’m outlawed and it wasn’t long since I was a law and old Pat @OldPat now legit ow.ly/hw5ac an outlaw. Funny thing, the law.''--Billy the Kid to Heiskell Jones, 1880 #wildwestlaw
- 36. We will discuss: 1. Building a Solid Base by Michelle Kershner, Visit Frederick 2. Best Practices for Sharing Your Content by Bryan Barnes, Maryland Office of Tourism 3. Techniques to Enrich Your Social Channels by Shannon Morgan, Maryland Life Magazine
- 37. Best Practices on Sharing Your Content = HOW TO Create a more robust digital campaign with limited resources >>Using the content that you already have
- 38. This „social media‟ presentation is about context. Context is a puzzle. Only the correct piece will fit.
- 39. It all begins with „news‟ Fall into the Gap (A case study with style)
- 40. Start with your Website
- 41. Great! We‟re done! (not so fast) The average user spends between 10 and 20 seconds on a new website. (source: Neilsen Norman Group Research)
- 42. Can users get your core message in 10-20 seconds? Yes No
- 43. SILO stands for “isolation”. (on the web, this is not a good thing)
- 44. What else can we try? Spread out and repurpose your core messages!
- 45. Build communities near your silo that you can use almost as often with little extra effort.
- 46. Facebook – Header & Featured Post
- 47. How to Post • Use Photos! Articles with images get 94% more total views. (source: MDG Advertising) • Facebook posts with 80 characters or less have a 27 percent higher engagement rate. (source: Buddy Media)
- 48. Twitter – Theme & Post
- 49. When to post? • 65 percent of Facebook users only access the site when they’re not at work or school. Shares on Facebook spike around 12:00 pm and after 7:00 pm. (source: Mashable) • The highest percent of retweets and highest click-through rates (CTR) happen around 5:00-6:00 pm. Spikes in CTR also occur around midday. (source: KISSMetrics)
- 50. You can also add communities that don‟t need to be visited as often.
- 52. Youtube – Stats • 20% of viewers will abandon your Audience Retention Graph – video within 10 FREE! seconds. (source: visible measures) • 60% will abandon within 2 minutes. (source: visible measures)
- 54. Instagram – The „facebook‟ of image sharing 90 million Monthly Active Users 40 million Photos Per Day 8500 Likes Per Second 1000 Comments Per Second … AND STILL GROWING! Functions like twitter Frequency of facebook
- 55. Pinterest – Current Collections
- 56. Pinterest YES, Pinterest grew faster to 10 Million users than any company, EVER, but… Do your goals line up with this largely female-oriented audience?
- 57. What did we learn? • Maximize your digital reach by placing your content in every nook and cranny on the interwebs • When possible, feature photos and consistent branding/advertising messages through every channel • When applicable, participate and comment on existing ecosystem culture • Unless you’re a farmer, silos are bad news
- 58. We will discuss: 1. Building a Solid Base by Michelle Kershner, Visit Frederick 2. Best Practices for Sharing Your Content by Bryan Barnes, Maryland Office of Tourism 3. Techniques to Enrich Your Social Channels by Shannon Morgan, Maryland Life Magazine
- 59. Enrich Your Social Channels With Surveys How to turn a simple poll into a promotional powerhouse @SLDMorgan #FredNMT
- 60. @MarylandLife
- 62. Digital Ballot: Hosted by Survey Monkey
- 66. Social Media Promotion #FSF12
- 68. Leveraging Partnerships With Winners
- 69. Leveraging Partnerships: Java Rock
- 70. Benefits •Generates content for social media sites •Increases conversation and engagement online through a little friendly competition •Increases interest in area businesses & attractions •Increases website and social media traffic
- 73. Unlimited applications… Cats vs. Dogs …dogs rule!
- 74. How You Can Make This Campaign Work For You
- 75. How You Can Make This Campaign Work For You Publish the results on your blog, website, newsletter, Facebook page Build Buzz Partner with winners to promote your poll and results
- 76. How You Can Make This Campaign Work For You Get creative with social media
- 77. Thank you! Any questions? Michelle Kershner (@mahker) Shannon Morgan (@SLDMorgan) Marketing and Communication Senior Editor, Online Media, Manager Maryland Life Magazine Tourism Council of Frederick County smorgan@marylandlife.com mkershner@fredco-md.net www.MarylandLife.com www.visitfrederick.org www.Facebook.com/MarylandLife @tourfrederickmd @MarylandLife facebook.com/visitfrederickmd Bryan Barnes (@jbryanbarnes) Digital Marketing Manager Maryland Office of Tourism Download this presentation: bbarnes@visitmaryland.org www.visitmaryland.org http://slideshare.net/jbryanbarnes/ www.facebook.com/TravelMD @TravelMD
Notas do Editor
- My name is Michelle Kershner, I am the marketing & communications Manager for Visit Frederick, and today I’m going to tell you a delicious love story.
- My name is Michelle Kershner, I am the marketing & communications Manager for Visit Frederick. I work with a number of things…writing, updating the website, working with our partners, developing reports, press releases, printed materials, working with the media, organizing press tours, develop blog posts, snapping, some video, social media, and “other duties as assigned.” I’m telling you this, because like many of you, I wear many hats. I’m busy and social media ISN’T my first responsibility when I go to work. But, also like many of you, I am in the trenches with this stuff and have learned a few things about how to make this work alongside our other marketing efforts.
- 1-2
- Combine 3-9
- What users are looking for.How long twitter vs. facebook.
- LOL @BillyThekid is an #Outlaw now! ow.ly/hw5ac'I’m outlawed and it wasn’t long since I was a law and old Pat an outlaw. Funny thing, the law.''--Billy the Kid to Heiskell Jones, 1880. "I have vision, and the rest of the world wears bifocals." --- Butch Cassidy''I wasn't the leader of any gang. I was for Billy all the time."---Billy the Kid to a Las Vegas reporter after his capture at Stinking Springs. Just able barely to mount a horse and ride about a little in the spring of 1866, my life was threatened daily, and I was forced to go heavily armed. The whole country was then full of militia, robbing, plundering and killing." --- Jesse James "There are always women who will take men on their own terms. If I were a man I wouldn't bother to change while there are women like that around."---Ann Oakley"You damn dirty cow thief, if you’re anxious to fight, I’ll meet you!" --- Wyatt Earp to Ike Clanton before the fight at the O.K. Corral.@HeiskellJones I’m outlawed and it wasn’t long since I was a law and old Pat an outlaw #wildwest @BillyTheKid Sorry to hear that Billy #wildwest@HeiskellJones Funny thing, the law #wildwestNew outlaws in #wildwest RT @BillyTheKid: I’m outlawed and it wasn’t long since I was a law and old Pat an outlaw.#wildwest #justice RT @OutlawPat RT @BillyTheKid: I’m outlawed and it wasn’t long since I was a law and old Pat an outlawWild West of Social Message – Who owns the message?''I’m outlawed and it wasn’t long since I was a law and old Pat an outlaw. Funny thing, the law.''--Billy the Kid to Heiskell Jones, 1880. "I have vision, and the rest of the world wears bifocals." --- Butch Cassidy''I wasn't the leader of any gang. I was for Billy all the time."---Billy the Kid to a Las Vegas reporter after his capture at Stinking Springs. Just able barely to mount a horse and ride about a little in the spring of 1866, my life was threatened daily, and I was forced to go heavily armed. The whole country was then full of militia, robbing, plundering and killing." --- Jesse James "There are always women who will take men on their own terms. If I were a man I wouldn't bother to change while there are women like that around."---Ann Oakley"You damn dirty cow thief, if you’re anxious to fight, I’ll meet you!" --- Wyatt Earp to Ike Clanton before the fight at the O.K. Corral.
- 400 million tweet-per-day barrier,
- Free Online photo editing toolsPicMonkeyPhotoshop Express EditoriPiccy
- Expand this…2 slides
- Expand this…2 slides
- One Way to Avoid the Festival of Confusion – Close the Loop. All messages lead to somewhere and point to other places where you can engage in a different way.
- Connecting the dots…don’t know what this shape is…But the way you communicate something allows an image to take shape.The more you connect, the more your message comes into focus.
- 400 million tweet-per-day barrier,
- http://www.holmesreport.com/expertknowledge-info/11638/Journalists-Use-Several-Social-Media-Channels-For-Research.aspxHolmes Report 26 Mar 2012Corporate blogs are the most useful of all social channels for media when researching articles, followed by Wikipedia and Twitter, according to research undertaken by Text 100, which quizzed 72 journalists on how they use social media in their professional lives, finding that on average three different social media channels are used to prepare each story.When asked to rate the comparative usefulness of different channels for carrying out research into businesses or products, company blogs were felt to be more valuable than any other social media platform. While Twitter and YouTube ranked as being of greater use than LinkedIn and Facebook, the research highlights the importance for brands in building compelling content through ‘owned’ web properties.Surprisingly, journalists still ranked the much maligned press release as a more useful information source than any social media channel. According to Dan Baxter, managing director of Text 100, “These findings highlight the importance of implementing solid brand journalism programs to ensure corporate blogs provide the media and other influencers with the right kind of content. The ability to create timely, personalized content is increasingly valued by media who remain the single biggest driver of online discussion.“While traditional communications channels such as press releases remain important brands are missing out by not embracing a balanced approach across all social channels.”The study also found that contact by PR professionals is welcomed through social media channels. While 85 percent of journalists welcome PR contact through their Twitter profiles and 84 percent are happy to approached via LinkedIn, only 42 percent of media welcome contact via Facebook.
- Animations buttons to pull out things.Use
- Animations buttons to pull out things.Use Free Online photo editing toolsPicMonkeyPhotoshop Express EditoriPiccy
- http://www.holmesreport.com/expertknowledge-info/11638/Journalists-Use-Several-Social-Media-Channels-For-Research.aspxHolmes Report 26 Mar 2012Corporate blogs are the most useful of all social channels for media when researching articles, followed by Wikipedia and Twitter, according to research undertaken by Text 100, which quizzed 72 journalists on how they use social media in their professional lives, finding that on average three different social media channels are used to prepare each story.When asked to rate the comparative usefulness of different channels for carrying out research into businesses or products, company blogs were felt to be more valuable than any other social media platform. While Twitter and YouTube ranked as being of greater use than LinkedIn and Facebook, the research highlights the importance for brands in building compelling content through ‘owned’ web properties.Surprisingly, journalists still ranked the much maligned press release as a more useful information source than any social media channel. According to Dan Baxter, managing director of Text 100, “These findings highlight the importance of implementing solid brand journalism programs to ensure corporate blogs provide the media and other influencers with the right kind of content. The ability to create timely, personalized content is increasingly valued by media who remain the single biggest driver of online discussion.“While traditional communications channels such as press releases remain important brands are missing out by not embracing a balanced approach across all social channels.”The study also found that contact by PR professionals is welcomed through social media channels. While 85 percent of journalists welcome PR contact through their Twitter profiles and 84 percent are happy to approached via LinkedIn, only 42 percent of media welcome contact via Facebook.
- Tools to communicate your message…sure there are more.
- Photo of Lindsay winning her awardLink: “Learn more about this award” or “Learn more about Lindsay and why she’s a part of our team” to more about the award or to a page on your site with staff bios.
- Photo of Lindsay winning her awardLink: “Learn more about this award” or “Learn more about Lindsay and why she’s a part of our team” to more about the award or to a page on your site with staff bios.
- 400 million tweet-per-day barrier,
- Talk this way
- Email sample
- Talk this way
- Talk this way
- Connecting the dots…don’t know what this shape is…But the way you communicate something allows an image to take shape.The more you connect, the more your message comes into focus.
- ‘More orderly messaging – 'I’m outlawed and it wasn’t long since I was a law and old Pat an outlaw. Funny thing, the law.''--Billy the Kid to Heiskell Jones, 1880. "I have vision, and the rest of the world wears bifocals." --- Butch Cassidy''I wasn't the leader of any gang. I was for Billy all the time."---Billy the Kid to a Las Vegas reporter after his capture at Stinking Springs. Just able barely to mount a horse and ride about a little in the spring of 1866, my life was threatened daily, and I was forced to go heavily armed. The whole country was then full of militia, robbing, plundering and killing." --- Jesse James "There are always women who will take men on their own terms. If I were a man I wouldn't bother to change while there are women like that around."---Ann Oakley"You damn dirty cow thief, if you’re anxious to fight, I’ll meet you!" --- Wyatt Earp to Ike Clanton before the fight at the O.K. Corral.
- Your community may differ – the most popular time of the week for facebook posting in the Travel industry happens to be Sunday afternoon/evening.
- #Hashtag usage
- #Hashtag usage
- With this “Individuals of Style” board, Gap is adding to the existing ecosystem culture, instead of creating and adding brand new culture.
- Have you ever tried to engage your social media audience by taking a poll?You probably have just by asking questions.Today, I’m going to show you how you can craft a successful social media campaign around a simple poll.I’m going to tell you about Maryland Life magazine’s Free State’s Finest campaign.
- I realize that most of you are not a print publication. But you ARE publishers of your own content, whether it’s your blog, your Facebook page or however you promote your business.At Maryland Life, we’re in the business of promoting a destination. We’re a lifestyle magazine that celebrates the state – promoting what’s great about Maryland.
- So, what exactly is the Free State’s Finest?Its our best of Maryland reader’s poll.We include this ballot in our October and December issues and our readers vote for their favorites across the state: restaurants, vacation spots, museums, festivals, you name it.
- We also have a digital ballot which appears on our website and is distributed via email, newsletter and social media.Simply put, it’s a survey -- and you can make surveys work for your business, too.Here’s how we did it.
- With cute dog. Ok, just kidding. Kind of.We collect votes throughout the fall and publish the results in the spring. And then we launch a social media campaign to promote it.
- Our spring 2012 campaign spanned 50 days (late March to early May) during which we celebrated the winners with parties across the state. Maybe you attended the one we hosted at LinganoreWinecellars, pictured at the top.
- We shared photos of the winners and from the parties on our Facebook page. These photos actually received some of the highest reach and engagement on our page.
- We also shared the results by category everyday on Twitter throughout the campaign, tagging the winners when possible and using the FSF12 hashtag.
- Then we leveraged our partnerships with Maryland CVBs, like Visit Frederick and Maryland Tourism, to encourage voting and to promote the winners.
- And we also leveraged partnerships with the winners themselves.Remember those parties I mentioned? All of those were hosted and catered by a winning business. This one was a winery in southern Maryland.
- So, here’s another example of how we leveraged a partnership with a winner.Java Rock, a coffee shop in Rock Hall, was voted the Free State’s Finest coffee shop for that region –all winners are regional, rather than statewide. Java Rock got creative with their win. They created a t-shirt with our FSF logo. They got bragging rights. We got additional exposure. It was a win win.
- So, what are the benefits of a campaign like this? For us, it…
- Here are the results from our campaign last spring. We saw a 74% increase in new traffic to our website. Page views increased by more than 13,000 – a third of that from social media with 88% coming from Facebook aloneThese graphs show our page views and social referrals from January to June of this year. You can see the spike in traffic from the campaign in the highlighted areas.
- To show you how this can work on a smaller scale, here’s another example.Does anyone remember this Coffee Madness campaign from The Frederick News Post last year? Same basic concept: they polled the community about which coffee shop was best.The winner, Baltimore Coffee & Tea, framed the announcement of their win.But what I really like about this campaign is that the FNP included logos from all of the participating coffee shops. So even though the other shops didn’t win, they still got exposure.And everyone increased their awareness just by engaging their community in the poll.
- It just takes a little creativity and you can come up with all kinds of surveys to generate positive discussion between your customers.If you’re a vet, you could poll your fans about their favorite animals or simply survey them to find out if they like cats or dogs more. Dogs rule by the way.If you’re in the restaurant industry, you could come up with a ‘march madness’ poll/survey of your menu items – the winning dish could be a special all month long.If you’re a realtor, you could create any number of polls highlighting what’s great about the communities you sell homes in.
- Here are a few low-cost online tools that you can use. Some have free versions. We’ve used Constant Contact and Survey Monkey.
- Once you have your results, publish them via your existing platforms.Hint about the results BEFORE you publish them to generate some buzz.Also, partner with the winners to promote the results. You don’t have to host a big bash; you could just present each winner with an award and share a photo of that online.
- Finally, get creative with social media. Create a little friendly competition.Ask open ended questions so your fans can weigh in with their opinions.Share the results by category to generate more social media content.Just have fun with it!
- Thank you! We’d like to open the floor to questions for either myself, Michele or Bryan.