It is imperative thought that a social media strategy be put in place before a single post or tweet goes out because you must first answer the question “why are we on Twitter/Facebook/YouTube?” If you can’t describe your Facebook page addresses an overall communications objective then you’re not yet prepared. This presentation, created for the 2011 Minnesota Recreation and Park Association Annual Conference, will hopefully help you build a foundation for engaging online communities and provide you with some useful tools for managing your organization’s social presence.

1. Social Media Marketing
Back to the Basics

2. Just
trying it
out

3. No, you
can’t
make me

4. Agenda
• Understanding social media
• How to interact
• Social Channels
• Setting a strategy
• Time saving tools
• Questions/Answers

5. Years Ago We Were Pretty Restricted To
The Media We Could Consume
+ +

6. Today We Have Thousands of Different
Media At Our Disposal

8. It’s not so much
about
TECHNOLOGY

9. Social media is about PEOPLE

10. Broadcast Media versus Social Media
VS

11. You Already Have the Skills
You Just Do It Offline
• Meeting people
• Building relationships
• Asking questions
• Answering questions
• Building trust
• Building a reputation

12. Don’t Be
This Guy

13. What to Talk
About
70-20-10 Rule
– 70% Share useful
resources & 10%
interesting content
– 20% Engagement
– 10% Me

14. LinkedIn is the
Office
Facebook is the
Barbeque
Twitter is the
Conference

15. GOLDEN RULE: Don’t post anything you wouldn’t
want your mom to read in the newspaper

16. Don’t Be
Don’t Be Afraid to Fail
Afraid to Fail

17. Why Is Social Media Important
76% of consumers don't 89% trust the
believe that companies tell recommendations of
the truth in advertisements other consumers in
(Yankelowich) the travel industry
(Forrester Research/Intelliseek)
52% don't trust the
Facebook fans are 41%
website that sells
more likely than non-fans
the travel
(Benchmark group) to recommend a product
they are a fan of to their
friends (Syncapse)

19. 596,371,760 Users
Credits: Amodiovalerio Verde

21. Personal Profile Facebook Group Business Page
Friends Members Fans

24. Best Practices
• Make fans feel special (rewards, coupons, inside scoop)
• Elicit compelling conversations
• Utilize tabs for creating applications
• Integrate with other channels
• Pay attention to your statistics
• Use outside media to promote page

28. 70-20-10 Rule
– 70% Share resources/info – articles, 10%
links, videos, tools
– 20% Engage – opinions,
conversation, recognition
– 10% Me – successes, events,
promotions

29. A good
number of
followers but
not following
back
@VisitIndiana
are included
Good in 419 lists.
conversations, Great opp to
re-tweeting thank those
someone that list your
else's post destination
A simple thank you
to a fan

31. Don’t Be
This Guy

32. Best Practices
• Create a user-friendly Twitter ID (@yourname)
• Seek out people talking about your destination/hotel/resort
• Engage them in conversation
• Promote others and share your best information
• Know who “@” replies to you
• Find key influencers
• Share your videos & pics thru links

35. Why is YouTube Important
• 2nd largest search engine
• Let’s others share your
videos with friends
• Videos easily imbedded
with other social channels
• Great marketing tool

36. Best Practices
• Link to YouTube from your:
• Website
• Facebook page
• Blog
• E-mail
• Invite friends to subscribe to
your channel
• Comment on other’s videos
• Tag your videos with keywords

38. Relationships Matter

40. Connect with
People You
Trust

41. 70-20-10 Rule 10%
– 70% Share resources &
information
– 20% Provide insights
– 10% Me

43. Best Practices
• Fill out complete profile
• Invite friends & colleagues to connect
• Send frequent updates
• Join relevant LinkedIn groups
• Utilize applications

44. Setting a Strategy
Strategy
80% of success in social
media is getting you or
your organization ready --
only 20% is about the
technologies

45. Objectives
• Generate awareness
• Seek and create media opportunities
• Foster traveler loyalty
• Provide customer service
• Enhance marketing campaigns
• Manage relationships
• Enhance presence at events
• Learn about trends, breaking news
and monitor industry
• Recruit new employees
• Conduct viral focus groups

46. Creating a Social Media Plan
• Align objectives
• Listen to the conversation
• Establish resources
• Select channels
• Set specific goals
• Join the conversation
• Integrate with off-line efforts
• Measure

47. Measuring Success
• Reach
• Frequency & traffic
• Influence
• Conversations & transactions
• Sentiment
• Customer service resolution
• Lead generation/conversions

48. Staffing for Social
• Reach
• Frequency & traffic
• Influence
• Conversations & transactions
• Sentiment
• Customer service resolution

49. Website
or
Blog

50. Integrated Approach

52. Tools

55. Q&A
Find this presentation at:
Jason Sem
www.jbsem.com/blog
jason@jbsem.com
twitter: @jbsem