Learn what's new with the Pure Michigan social media campaign. Presentation was given at the Pure Michigan Governor's Conference on Tourism in 2012.

1. Inspiring Tourism Through
Social Media
Chad Wiebesick
Director of Social Media and Interactive Marketing
@wiebesick
#PMGC12

2. What Has Changed Since 2011
• Pure Michigan’s social media following has grown significantly.
– Facebook has grown from 200,000 fans to 360,000 fans.
– Twitter has grown from 10,000 to 26,000 followers.
– Blog gets nearly 1,000 visits each day.
• Multi-faceted social media program including: Facebook, Twitter,
YouTube, Flickr, Pinterest, Google+, blog
• Three primary channels:
– Facebook is where the community meets
– Twitter keeps the community informed
– Blog celebrates Michigan’s treasures
– Pure Michigan has 2nd most number of Facebook fans of
any state tourism page in the nation #PMGC12

3. Pure Michigan Social Strategy
• Participate in conversations
• Use the right social network for your business
• Remember to integrate social
• Empower fans to become brand advocates
– Your fans are the voice of your brand #PMGC12

4. P: Participate in Conversations
• #MiWiMittenBattle
• #Mich175
• #313Dlove

5. U: Use The Right Social Site For Your
Business
• Top tips to gain Pinterest
followers
– Network with others
– Add “Pin It” button to your
website
– Use quality photos
– Be mindful of Pinterest rules
– Pinterest drives more traffic than Google+ YouTube and
Linkedin combined #PMGC12
– Pinterest is the fastest-growing website of all time
#PMGC12

6. R: Remember To Integrate Social Media
• Michigan.org website relaunch
– Responsive design
– Deeper social media integration
– Blog is now part of the website
and not separate
– Downloadable and shareable
photos
Mockup
– Michigan.org is the nation’s most visited state tourism website for 5th
year in a row #PMGC12

7. • Interactive map
• Trip planner
Mockup

8. E: Empower Fans To Be Brand Advocates
• Facebook Timeline
– Add business milestones
– Fans can email Page admins
– Tabs are now displayed as apps and
thumbnail image can be customized
– Highlight posts to make them double-
wide
– Any post made by the Page can be
pinned to the top of the wall for 7 days
– Americans spend more time on Facebook than any other web site
#PMGC12
– Pure Michigan has 2nd most number of Facebook Fans of any state
tourism page in the nation

9. • Facebook app for fans to download
Pure Michigan photos
– Facebook Timeline Cover
– Twitter background
– Desktop wallpaper
– Mobile device background
Mockup

10. Ways to Participate With Pure Michigan
• Contribute a guest blog post
• Add events and property to michigan.org website
• Participate in a Google+ hangout
• Engage across targeted channels such as
– Pure Michigan Car Culture
– Pure Michigan Talent Connect
• Put an ad in the Featured Deals e-newsletter
• Join us on the social web!
– Michigan.org has over 12,000 attractions in its database
#PMGC12

11. Contact Me
Chad Wiebesick
Director of Social Media and Interactive Marketing
Email: wiebesickc@michigan.org
Twitter: @wiebesick