Nate Huff / David Downing - SoMeT

Social Networking or… Social Notworking

“ The practice of spending time unproductively on social-networking websites, especially when one should be working.” Urban Dictionary “Word of the Day” March 12, 2009 What is “Social Notworking?”

There is no single “right way” to use social media to market a destination… Guiding Principle for Social Media … but there sure as hell are plenty of wrong ways.

Before we get started… A few things to remember… Destination & Agency perspective I have no illusions of “outgeeking” you Full disclosure for @VSPC When you fail to tweet, a unicorn dies @natehuff & @MilesMedia

What will you walk away with? Three unique angles to consider in your Social Media strategy Ways to measure the effectiveness of each Real examples of success and failure

What are these three brilliant ideas? Three Strategies: Social as Brand Social as the new PR Strategy Social as “Love thy Neighbor”

What we already know… Fans aren’t the measurement of success… … but they are certainly the base ingredient. = =

What we already know… Facebook and Twitter have different purposes… … and different audiences. 800 million active users 55% female 41% between 25-44 20% over 44 75% outside the U.S. 41% follow a brand 51% will purchase that brand 13% of U.S. population 55% female 42% under 30 (sigh) 60% outside the U.S. 25% follow a brand 67% will purchase that brand

There are a million ways to measure… What we already know…

Awareness Reach Search Lift Sentiment Share of conversation Mentions per time period And a million things to measure… Engagement Comments Shares Activity ratios/scoring What we already know…

Conversion Study – intercept survey & follow up Defines actual travel & influence of social media Validated & values Signals of Intent to Travel Travel generated: $99,404 Cost: $20,000 ROI of Social Media Program: 4.97:1 Social Media Conversion Study What we already know…

Social Media as Brand “ There is no such thing as a neutral brand engagement.” Scott Stratten, UnMarketing @unmarketing

Social Media as Brand “ There is no such thing as a neutral brand engagement.” David Downing, Serial Co-Opter @notwitterhandleyet

Brand is… More than a logo More than a color palette More than a typeface Social Media as Brand

Brand is an Experience Social Media as Brand

How does brand relate to Social Media? Same person - different voice More personal engagement Doesn’t matter who does it If you love it, set it free… Social Media as Brand

The “two martini” voice… Consistent… but fun Cheeky Authentic (no, really) Take risks you normally wouldn’t… Social Media as Brand … because it will be gone tomorrow.

Social Media as Brand Image selection is a reflection of brand…

Social Media as Brand And sometimes people bigger than you control your brand…

Invite others in… Social Media as Brand

Create brand interactions with meaning Social Media as Brand

Social Media as Brand Enhance the brand with interactions Photo contests to build brand story Use locals to share & reinforce brand See your brand through fresh eyes Cultivate local storytellers (+++)

Measure it: Positive mention tracking Share of voice How many interactions enhanced brand? How many brand assets were gained? Social Media as Brand

Social Media as PR Not Public Relations Not Media Relations Not Communications PR = Public Relationship The New PR Department…

Social Media as PR Two distinct new roles: New driver of earned media – make the tail wag the dog. Twitter as relationship tool with those in market.

Taking the media driver’s seat with social media

Social Media as PR Inc.com 300K followers 207 article tweets More than a million total “views”

Social Media as PR Strategy 2: Treating Twitter as temporal Locally oriented Shared circumstance Actionable content Realistic expectations Nothing wrong with a weekend fling

Social Media as PR Your consumer is not stupid.

Social Media as PR They know when it’s raining.

Media Measurements New medium – traditional metrics Earned media value Impressions/Reach Relationship Measurements Positive engagements Follow/Engage/Unfollow patterns Social Media as Brand

Social Media as Multi-Destination Co-operative

Multi-Destination Magic Social Media Co-op… … and co-opt.

Multi-Destination Magic Hallmarks of successful social co-op Funnel-oriented Quality activation strategy (re: meaningful content) Hyper-targeted media Consistent creative Sharing Strategy Community management training

Multi-Destination Magic How not to do it… The concept: VISIT FLORIDA fan generation campaign An innovative Pay-Per-Like co-op Targeting DMOs

Multi-Destination Magic Why it didn’t work (for co-op): Messaging/Brand disconnect Funnel breakdown Inconsistent value proposition

Multi-Destination Magic How TO DO destination social co-op:

Multi-Destination Magic Partner Campaign Tags

Multi-Destination Magic Results Travel Oregon Partners

Multi-Destination Magic Why it worked: Content driven “ Funnel Correct” Integrated brand/messaging

Multi-Destination Magic Social Co-opt Use upstream partners “ Borrow” from competitors

Multi-Destination Magic Social (aka Kumbaya) Co-operation

Social Networking or Notworking Wrap it up… Are you adding to your brand appropriately? Are you engaging in meaningful relationships? Are you leveraging upstream partners and serving downstream?

Nate Huff / David Downing - SoMeT

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