Social Networking or… Social Notworking
<ul><li>“ The practice of spending time unproductively on social-networking websites, especially when one should be worki...
<ul><li>There is no single “right way” to use social media to market a destination… </li></ul>Guiding Principle for Social...
Before we get started… <ul><li>A few things to remember… </li></ul><ul><li>Destination & Agency perspective </li></ul><ul>...
What will you walk away with? <ul><li>Three unique angles to consider in your Social Media strategy </li></ul><ul><li>W...
What are these three brilliant ideas? <ul><li>Three Strategies: </li></ul><ul><li>Social as Brand </li></ul><ul><li>Socia...
What we already know… <ul><li>Fans aren’t the measurement of success… </li></ul>… but they are certainly the base ingredie...
What we already know… <ul><li>Facebook and Twitter have different purposes… </li></ul>… and different audiences. <ul><li>8...
<ul><li>There are a million ways to measure… </li></ul>What we already know…
<ul><li>Awareness </li></ul><ul><li>Reach </li></ul><ul><li>Search Lift </li></ul><ul><li>Sentiment </li></ul><ul><li>Shar...
<ul><li>Conversion Study – intercept survey & follow up </li></ul><ul><li>Defines actual travel & influence of social medi...
Social Media as Brand
Social Media as Brand <ul><li>“ There is no such thing as a neutral brand engagement.” </li></ul><ul><li>Scott Stratten, ...
Social Media as Brand <ul><li>“ There is no such thing as a neutral brand engagement.” </li></ul><ul><li>David Downing, S...
<ul><li>Brand is… </li></ul><ul><li>More than a logo </li></ul><ul><li>More than a color palette </li></ul><ul><li>More th...
Social Media as Brand
<ul><li>Brand is an Experience </li></ul>Social Media as Brand
 
Facebook as Brand
<ul><li>How does brand relate to Social Media? </li></ul><ul><li>Same person - different voice </li></ul><ul><li>More pers...
<ul><li>The “two martini” voice… </li></ul><ul><li>Consistent… but fun </li></ul><ul><li>Cheeky </li></ul><ul><li>Authenti...
 
 
Social Media as Brand <ul><li>Image selection is a reflection of brand… </li></ul>
Social Media as Brand <ul><li>Image selection is a reflection of brand… </li></ul>
Social Media as Brand <ul><li>And sometimes people bigger than you control your brand… </li></ul>
<ul><li>Invite others in… </li></ul>Social Media as Brand
<ul><li>Create brand interactions with meaning </li></ul>Social Media as Brand
Social Media as Brand <ul><li>Enhance the brand with interactions </li></ul><ul><li>Photo contests to build brand story </...
<ul><li>Measure it: </li></ul><ul><li>Positive mention tracking </li></ul><ul><li>Share of voice </li></ul><ul><li>How man...
Social Media as PR
Social Media as PR <ul><li>Not Public Relations </li></ul><ul><li>Not Media Relations </li></ul><ul><li>Not Communications...
Social Media as PR <ul><li>Two distinct new roles: </li></ul><ul><li>New driver of earned media – make the tail wag the do...
Taking the media driver’s seat with social media
 
Social Media as PR
Social Media as PR <ul><li>Inc.com </li></ul><ul><li>300K followers </li></ul><ul><li>207 article tweets </li></ul><ul><li...
Social Media as PR <ul><li>Strategy 2: Treating Twitter as temporal </li></ul><ul><li>Locally oriented </li></ul><ul><li>S...
Social Media as PR <ul><li>Your consumer is not stupid. </li></ul>
Social Media as PR <ul><li>They know when it’s raining. </li></ul>
Social Media as PR <ul><li>Be real. </li></ul>
<ul><li>Media Measurements </li></ul><ul><li>New medium – traditional metrics </li></ul><ul><li>Earned media value </li></...
Social Media as Multi-Destination Co-operative
Multi-Destination Magic <ul><li>Social Media Co-op… </li></ul>… and co-opt.
Multi-Destination Magic <ul><li>Hallmarks of successful social co-op </li></ul><ul><li>Funnel-oriented </li></ul><ul><li>Q...
Multi-Destination Magic <ul><li>How not to do it… </li></ul><ul><li>The concept: </li></ul><ul><li>VISIT FLORIDA fan gener...
Multi-Destination Magic <ul><li>Why it didn’t work (for co-op): </li></ul><ul><li>Messaging/Brand disconnect </li></ul><ul...
Multi-Destination Magic <ul><li>How TO DO destination social co-op: </li></ul>
Multi-Destination Magic <ul><li>Partner Campaign Tags </li></ul>
Multi-Destination Magic <ul><li>Results </li></ul>Travel Oregon Partners
Multi-Destination Magic <ul><li>Why it worked: </li></ul><ul><li>Content driven </li></ul><ul><li>“ Funnel Correct” </li><...
Multi-Destination Magic <ul><li>Social Co-opt </li></ul><ul><li>Use upstream partners </li></ul><ul><li>“ Borrow” from com...
Multi-Destination Magic <ul><li>Social (aka Kumbaya) Co-operation </li></ul>
Social Networking or Notworking <ul><li>Wrap it up… </li></ul><ul><li>Are you adding to your brand appropriately? </li></u...
Thank You! Question?
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Nate Huff / David Downing - SoMeT

Published on: Mar 3, 2016
Published in: Technology      Business      
Source: www.slideshare.net


Transcripts - Nate Huff / David Downing - SoMeT

  • 1. Social Networking or… Social Notworking
  • 2. <ul><li>“ The practice of spending time unproductively on social-networking websites, especially when one should be working.” </li></ul><ul><li>Urban Dictionary “Word of the Day” </li></ul><ul><li>March 12, 2009 </li></ul>What is “Social Notworking?”
  • 3. <ul><li>There is no single “right way” to use social media to market a destination… </li></ul>Guiding Principle for Social Media … but there sure as hell are plenty of wrong ways.
  • 4. Before we get started… <ul><li>A few things to remember… </li></ul><ul><li>Destination & Agency perspective </li></ul><ul><li>I have no illusions of “outgeeking” you </li></ul><ul><li>Full disclosure for @VSPC </li></ul><ul><li>When you fail to tweet, a unicorn dies </li></ul><ul><li>@natehuff & @MilesMedia </li></ul>
  • 5. What will you walk away with? <ul><li>Three unique angles to consider in your Social Media strategy </li></ul><ul><li>Ways to measure the effectiveness of each </li></ul><ul><li>Real examples of success and failure </li></ul>
  • 6. What are these three brilliant ideas? <ul><li>Three Strategies: </li></ul><ul><li>Social as Brand </li></ul><ul><li>Social as the new PR Strategy </li></ul><ul><li>Social as “Love thy Neighbor” </li></ul>
  • 7. What we already know… <ul><li>Fans aren’t the measurement of success… </li></ul>… but they are certainly the base ingredient. = =
  • 8. What we already know… <ul><li>Facebook and Twitter have different purposes… </li></ul>… and different audiences. <ul><li>800 million active users </li></ul><ul><li>55% female </li></ul><ul><li>41% between 25-44 </li></ul><ul><li>20% over 44 </li></ul><ul><li>75% outside the U.S. </li></ul><ul><li>41% follow a brand </li></ul><ul><li>51% will purchase that brand </li></ul><ul><li>13% of U.S. population </li></ul><ul><li>55% female </li></ul><ul><li>42% under 30 (sigh) </li></ul><ul><li>60% outside the U.S. </li></ul><ul><li>25% follow a brand </li></ul><ul><li>67% will purchase that brand </li></ul>
  • 9. <ul><li>There are a million ways to measure… </li></ul>What we already know…
  • 10. <ul><li>Awareness </li></ul><ul><li>Reach </li></ul><ul><li>Search Lift </li></ul><ul><li>Sentiment </li></ul><ul><li>Share of conversation </li></ul><ul><li>Mentions per time period </li></ul>And a million things to measure… <ul><li>Engagement </li></ul><ul><li>Comments </li></ul><ul><li>Shares </li></ul><ul><li>Activity ratios/scoring </li></ul>What we already know…
  • 11. <ul><li>Conversion Study – intercept survey & follow up </li></ul><ul><li>Defines actual travel & influence of social media </li></ul><ul><li>Validated & values Signals of Intent to Travel </li></ul><ul><li>Travel generated: $99,404 Cost: $20,000 </li></ul><ul><li>ROI of Social Media Program: 4.97:1 </li></ul>Social Media Conversion Study What we already know…
  • 12. Social Media as Brand
  • 13. Social Media as Brand <ul><li>“ There is no such thing as a neutral brand engagement.” </li></ul><ul><li>Scott Stratten, UnMarketing @unmarketing </li></ul>
  • 14. Social Media as Brand <ul><li>“ There is no such thing as a neutral brand engagement.” </li></ul><ul><li>David Downing, Serial Co-Opter @notwitterhandleyet </li></ul>
  • 15. <ul><li>Brand is… </li></ul><ul><li>More than a logo </li></ul><ul><li>More than a color palette </li></ul><ul><li>More than a typeface </li></ul>Social Media as Brand
  • 16. Social Media as Brand
  • 17. <ul><li>Brand is an Experience </li></ul>Social Media as Brand
  • 19. Facebook as Brand
  • 20. <ul><li>How does brand relate to Social Media? </li></ul><ul><li>Same person - different voice </li></ul><ul><li>More personal engagement </li></ul><ul><li>Doesn’t matter who does it </li></ul><ul><li>If you love it, set it free… </li></ul>Social Media as Brand
  • 21. <ul><li>The “two martini” voice… </li></ul><ul><li>Consistent… but fun </li></ul><ul><li>Cheeky </li></ul><ul><li>Authentic (no, really) </li></ul><ul><li>Take risks you normally wouldn’t… </li></ul>Social Media as Brand … because it will be gone tomorrow.
  • 24. Social Media as Brand <ul><li>Image selection is a reflection of brand… </li></ul>
  • 25. Social Media as Brand <ul><li>Image selection is a reflection of brand… </li></ul>
  • 26. Social Media as Brand <ul><li>And sometimes people bigger than you control your brand… </li></ul>
  • 27. <ul><li>Invite others in… </li></ul>Social Media as Brand
  • 28. <ul><li>Create brand interactions with meaning </li></ul>Social Media as Brand
  • 29. Social Media as Brand <ul><li>Enhance the brand with interactions </li></ul><ul><li>Photo contests to build brand story </li></ul><ul><li>Use locals to share & reinforce brand </li></ul><ul><li>See your brand through fresh eyes </li></ul><ul><li>Cultivate local storytellers (+++) </li></ul>
  • 30. <ul><li>Measure it: </li></ul><ul><li>Positive mention tracking </li></ul><ul><li>Share of voice </li></ul><ul><li>How many interactions enhanced brand? </li></ul><ul><li>How many brand assets were gained? </li></ul>Social Media as Brand
  • 31. Social Media as PR
  • 32. Social Media as PR <ul><li>Not Public Relations </li></ul><ul><li>Not Media Relations </li></ul><ul><li>Not Communications </li></ul><ul><li>PR = Public Relationship </li></ul><ul><li>The New PR Department… </li></ul>
  • 33. Social Media as PR <ul><li>Two distinct new roles: </li></ul><ul><li>New driver of earned media – make the tail wag the dog. </li></ul><ul><li>Twitter as relationship tool with those in market. </li></ul>
  • 34. Taking the media driver’s seat with social media
  • 36. Social Media as PR
  • 37. Social Media as PR <ul><li>Inc.com </li></ul><ul><li>300K followers </li></ul><ul><li>207 article tweets </li></ul><ul><li>More than a million total “views” </li></ul>
  • 38. Social Media as PR <ul><li>Strategy 2: Treating Twitter as temporal </li></ul><ul><li>Locally oriented </li></ul><ul><li>Shared circumstance </li></ul><ul><li>Actionable content </li></ul><ul><li>Realistic expectations </li></ul><ul><li>Nothing wrong with a weekend fling </li></ul>
  • 39. Social Media as PR <ul><li>Your consumer is not stupid. </li></ul>
  • 40. Social Media as PR <ul><li>They know when it’s raining. </li></ul>
  • 41. Social Media as PR <ul><li>Be real. </li></ul>
  • 42. <ul><li>Media Measurements </li></ul><ul><li>New medium – traditional metrics </li></ul><ul><li>Earned media value </li></ul><ul><li>Impressions/Reach </li></ul><ul><li>Relationship Measurements </li></ul><ul><li>Positive engagements </li></ul><ul><li>Follow/Engage/Unfollow patterns </li></ul>Social Media as Brand
  • 43. Social Media as Multi-Destination Co-operative
  • 44. Multi-Destination Magic <ul><li>Social Media Co-op… </li></ul>… and co-opt.
  • 45. Multi-Destination Magic <ul><li>Hallmarks of successful social co-op </li></ul><ul><li>Funnel-oriented </li></ul><ul><li>Quality activation strategy (re: meaningful content) </li></ul><ul><li>Hyper-targeted media </li></ul><ul><li>Consistent creative </li></ul><ul><li>Sharing Strategy </li></ul><ul><li>Community management training </li></ul>
  • 46. Multi-Destination Magic <ul><li>How not to do it… </li></ul><ul><li>The concept: </li></ul><ul><li>VISIT FLORIDA fan generation campaign </li></ul><ul><li>An innovative Pay-Per-Like co-op </li></ul><ul><li>Targeting DMOs </li></ul>
  • 47. Multi-Destination Magic <ul><li>Why it didn’t work (for co-op): </li></ul><ul><li>Messaging/Brand disconnect </li></ul><ul><li>Funnel breakdown </li></ul><ul><li>Inconsistent value proposition </li></ul>
  • 48. Multi-Destination Magic <ul><li>How TO DO destination social co-op: </li></ul>
  • 49. Multi-Destination Magic <ul><li>Partner Campaign Tags </li></ul>
  • 50. Multi-Destination Magic <ul><li>Results </li></ul>Travel Oregon Partners
  • 51. Multi-Destination Magic <ul><li>Why it worked: </li></ul><ul><li>Content driven </li></ul><ul><li>“ Funnel Correct” </li></ul><ul><li>Integrated brand/messaging </li></ul>
  • 52. Multi-Destination Magic <ul><li>Social Co-opt </li></ul><ul><li>Use upstream partners </li></ul><ul><li>“ Borrow” from competitors </li></ul>
  • 53. Multi-Destination Magic <ul><li>Social (aka Kumbaya) Co-operation </li></ul>
  • 54. Social Networking or Notworking <ul><li>Wrap it up… </li></ul><ul><li>Are you adding to your brand appropriately? </li></ul><ul><li>Are you engaging in meaningful relationships? </li></ul><ul><li>Are you leveraging upstream partners and serving downstream? </li></ul>
  • 55. Thank You! Question?

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