The Arkansas Governor's Conference on Tourism, held March 6-8 in Little Rock, had an attendance of over 600 members of the Arkansas tourism industry. Hannah gave a presentation on the topic of "The Digital Media Landscape - Do you know what you're paying for?"

1. Tweet it. Face it. Space it. Click it.
Shoot it. Share it.
Digital Media in all its glory.

2. hi

3. hannah

10. let’s be clear...I am single

13. 40 billion webpages

14. 73%
(224 million)

15. 1.5 billion

16. advertisers in the U.S.

17. $22 billion

18. $34 billion

19. 2014

20. way more.

27. your site

30. internet = ADD

31. reach the traveler online

33. choices

34. control

35. so much to say

36. commitment

37. commitment

38. mathematical equation

39. choice + control = commitment

40. choice + control = commitment

41. the promise

42. you can know more

43. how much do you know
about the consumer at the
point you pay for media?

44. what are you paying for?

45. how do you measure it?

46. Purchase Decision Cycle

47. Purchase Decision Cycle

48. Purchase Decision Cycle

49. Purchase Decision Cycle

50. Purchase Decision Cycle

51. Digital Media

52. Digital Media

53. Digital Media

54. Digital Media

55. Digital Media

56. Digital Media

57. Digital Media

58. brief aside

59. mysite

60. mysite
representative sample only

61. /
rs
s ito
vi
ue
iq
un
i on o
ill m
-1
90
m
mysite
180
representative sample only

62. /
rs
s ito (social =
vi 22% of time)
ue
iq
un
i on o
ill m
-1
90
m
mysite
180
representative sample only

63. / 50 million tweets/day
rs
s ito (social =
vi 22% of time)
ue
iq
un
i on o
ill m
-1
90
m
mysite
180
representative sample only

64. / 50 million tweets/day
rs
s ito (social =
vi 22% of time)
ue
iq
un
i on o
ill m
-1
90
m
mysite
180
40 million unique users/mo
representative sample only

65. / 50 million tweets/day
rs
s ito (social =
vi 22% of time)
ue
iq
un
i on o
ill m
-1
90
m
mysite
180
100,000,000 40 million unique users/mo
videos
representative sample only

66. / 50 million tweets/day
rs
s ito (social =
vi 22% of time)
ue
iq
un
i on o
ill m
-1
90
m
mysite (% doesn’t even register)
180
100,000,000 40 million unique users/mo
videos
representative sample only

67. / 50 million tweets/day
rs
s ito (social =
get your content off vi 22% of time)
ue
iq
un
your site and out to
i
ill m
on o
90
m
mysite (% doesn’t even register)
180
-1
where people are
spending their time
100,000,000 40 million unique users/mo
videos
representative sample only

68. (tweet that)

69. Digital Media

70. Digital Media

72. average CTR
.9%
so
1000 impressions = less than
one click

73. what do you know
when the impression is
delivered?

74. 0

75. what do you know
at the click?

76. 0

77. how do you measure it?

78. impressions

79. branding

82. Awareness

83. don’t buy display
ads to drive traffic

84. Digital Media

85. Digital Media

86. Digital Media

88. paid

89. paid
organic

90. pay off the
call to action

91. internet = ADD

94. paid

95. paid

98. what do you know
at the click?

99. 0

100. it’s all about the
landing page

101. and the offer

102. how do you measure it?

103. impressions

104. clicks

105. ultimately, by
leads/sales

108. Awareness & Acquisition

109. Digital Media

110. Digital Media

111. Digital Media

113. leads
database growth
cheap leads

114. pay more for quality leads

115. measure it by retention

118. Acquisition

119. Digital Media

120. Digital Media

121. Digital Media

130. Conversion & Retention

131. Digital Media

132. Digital Media

133. Digital Media

134. Digital Media

135. how important is social?

136. here’s what i think...

137. social is to marketing

138. digital downloads

139. music industry

141. game-changer

142. the way we communicate
has fundamentally shifted

143. and so has our attention span

146. business letter
modified block style

148. TXT: OTW now. C U soon.

151. as a culture we want

152. attention

153. commitment

154. commitment

155. brief aside

157. TXT: You’re been dumped!
Don’t come home tonight!

158. intrusion

159. intrusion

160. you may ask yourself...

161. how did we get here?

165. but not...

169. 1 of my husbands

170. do what i say

171. ask what i thought?

173. D-I-V-O- R-C- E

174. input

176. social networking is the
marketing of the 21st century

178. the moment of critical mass

180. from relative obscurity to
epidemic...
which is good.

181. ideas, products, messages
and behaviors spread like
viruses.

182. 3 Rule of Epidemics

184. 1. The Law of the Few

185. 1. The Law of the Few
2. The Stickiness Factor

186. 1. The Law of the Few
2. The Stickiness Factor
3. The Power of Context

187. 1. The Law of the Few

188. 1967 - Six Degrees of
Separation study

189. 160 students in Nebraska
were given a letter with
instructions to get it to a
stockbroker in Boston

190. None of the students
knew the stockbroker

191. Took an average of
6 contacts

192. 3 people were the final
link for 50% of the
students

193. The Law of the Few...
the success of any kind of social
epidemic is heavily dependent on
the involvement of people with a
particular and rare set of social
gifts

195. 1. Connectors

196. 1. Connectors
2. Mavens

197. 1. Connectors
2. Mavens
3. Salespeople

198. Connectors are...

200. People with a special knack for
bringing the world together.

201. People with a special knack for
bringing the world together.
They link us up with the world

202. extraordinary knack

203. making friends &
acquaintances

204. they have large networks

205. they are successful
because of their ability to
span many different
worlds.

206. intrinsic to their
personality is the
combination of...

208. curiosity

209. curiosity
self-confidence

210. curiosity
self-confidence
sociability

211. curiosity
self-confidence
sociability
energy

212. Mavens are...

214. information specialists

215. information specialists
people we rely on to connect us
with new information

216. information specialists
people we rely on to connect us
with new information
collect knowledge and know how to
share it

217. Salesmen are...

219. persuaders

220. persuaders
charismatic people we all want
to agree with.

221. hundreds = thousands

223. it’s not about the people
following you

225. it’s about the people who are
following the people who are
following you

226. some are more important
than others because they
are...

228. Connectors, Mavens and
Salespeople

229. not all communities are
created equal

230. FACEBOOK
twitter

232. 1. Facebook is bigger (800 vs 100)

233. 1. Facebook is bigger (800 vs 100)
2. Facebook is more comprehensive

236. 1. Claim your page

237. 1. Claim your page
2. Keep it up to date

238. 1. Claim your page
2. Keep it up to date
3. Wait and see

239. other communities...

241. Your Toolset:

242. Your Toolset:
Facebook

243. Your Toolset:
Facebook
Twitter

244. Your Toolset:
Facebook
Twitter
Youtube

245. Your Toolset:
Facebook
Twitter
Youtube
Flickr

246. Your Toolset:
Facebook
Twitter
Youtube
Flickr
Google+ (test)

247. more followers

248. lack of patience or time

249. sweepstakes

250. Brief Aside: If your business
is in trouble, social is not
your quick fix.

251. long-term engagement
strategy

252. big differences btwn
traditional and digital

253. broadcast and display have
some similarities

254. paid search, email and social
are rewarded based on
response

255. Google - places search ads
higher if you get more clicks

256. ESPs deliver your emails
better if your open rate is
higher

257. Facebook prioritizes your
posts if you get more
engagement

258. quality is important

259. How do you find and build a
relationship with
influencers?

260. it’s tough on Facebook

261. brands and people can’t
message each other

262. it’s all about the wall

263. basic rules for winning on
the web in general and
social in particular are...

265. 1. create good content

266. 1. create good content
2. encourage engagement

267. 1. create good content
2. encourage engagement
3. be consistent

268. 1. create good content
2. encourage engagement
3. be consistent
4. measure

269. what does ‘engagement’
mean?

270. Liking your Page
Posting on your Wall
Liking, commenting on or sharing a post, photo,
video etc that you put on your Page
@ mentioning your Page in a post they make
Tagging your Page in a photo
Liking or sharing a check-in deal
Checking in at a Place

271. If you know a company’s
mission, you can figure out
how to work with them.

272. Google’s mission:
To organize the world

273. you can’t trick ‘em for long.
black hat SEO will lose.

274. Facebook’s mission:
To make the world a more
open and connected place.

275. Facebook’s wants to keep
people on their site
communicating with each
other

276. All along, they’re learning
about you

277. Farmville?
Surveys?

278. Facebook values
engagement - so that’s
what they measure

279. 2 Facebook Measurements
to Watch

280. 1. Talking About This:
number of people
interacting on your page

281. Talking about This
Metric
It shows you the number of unique people who have created a ‘story’
about your Page in the last 7 days. The ‘story’ might include people:
Liking your Page
Posting on your Wall
Liking, commenting on or sharing a post, photo, video etc that you
put on your Page
Answering a question you asked using the ‘question’ feature
RSVPing to an event
@ mentioning your Page in a post they make
Tagging your Page in a photo
Liking or sharing a check-in deal
Checking in at a Place

282. Talking about This
Metric
The Point: The more people talking about your business, the
more people you’ll be able to reach on Facebook. You’ll see now
why it’s so important to get people interacting and engaging
with your content.
You might also be interested to know that top brands are
currently getting 0.7% engagement (on average) on this new
metric.

283. Top brands are getting
.7% engagement in the
“Talking About This” metric
Starbucks on 1/12/12: 0.7%
Tennessee Tourism on 1/12/12: 0.7%

284. 2. Weekly Total Reach:
and it’s calculated like
this...

286. For the last 500 posts:

287. For the last 500 posts:
1. Reach - # of people who saw the posts

288. For the last 500 posts:
1. Reach - # of people who saw the posts
2. # of Engaged Users

289. For the last 500 posts:
1. Reach - # of people who saw the posts
2. # of Engaged Users
3. # of people Talking about this

290. For the last 500 posts:
1. Reach - # of people who saw the posts
2. # of Engaged Users
3. # of people Talking about this
4. Virality (talking about this / reach)

292. Facebook doesn’t care if the
engagement is positive or
negative

293. Currently no automated way
to rank sentiment

294. Facebook wants to help you
out by filtering your
posts...based on overall
engagement

295. so if nobody is engaging
with your content
your content gets shown
less overall

296. that’s the new Edgerank
scoring system and here’s a
real life story...

298. A Real EdgeRank
•
Story
April: 1,411 likes
• Paramore takes over social
• May: 2,058 likes
• EdgeRank Score goes public: 24
• June: 3,183 likes
• EdgeRank Score increases to 29
• SplashGround Sweeps starts
• July 4,171 likes:
• EdgeRank Score decreases back to 24
• SplashGroundSweeps Ends
• August 4,310 likes:
• EdgeRank Scores settles at 21

299. A Real EdgeRank
WHY? July:
Story

300. A Real EdgeRank
Story
WHY? August

301. 3 things Facebook thinks
are important...

303. 1. User Affinity - engagement
2. Status weight - video, image, link
3. Freshness - posts less than 4
hours old*

304. 1. User Affinity - engagement
2. Status weight - video, image, link
3. Freshness - posts less than 4
hours old*
*constantly changing stat.

305. 3 quick Facebook Tips

306. 1. Use a personal tone

307. 2. Always use a call to action
(tell me what you think)
(like this update if you X)

308. 3. Post during peak hours
7-9 am
5-7 pm
11 pm - 1 am

309. It’s interesting what makes
people respond...

310. Ask

311. Ask
• Follow-up

312. Have some Holiday
Spirit

313. Pretty pictures work
• Everyone loves a pretty
picture ...

314. Mavens are
• Develop a loyal fan base
and they will help you
manage the on-going
conversations on your
wall...

315. Love
• A reply tweet from a
follower after we replied
to their original tweet
letting them know we
missed them as much as
they missed Wildwoods.
• The Point: A personal
touch through a message
from a brand is
appreciated and builds
loyalty.

316. Oops

317. Oops
FAIL!

318. Targeting Influencers on
Twitter

322. 38 mentions x 3,071 followers
= 116,698 impressions

325. 2. The Power of Context

326. Relevant, interesting
content is the thing.

327. But delivery vehicles
change everything.

328. There are now more
smartphones in use than
feature phones

329. in 2014 more than 50% of
web traffic will come from
smartphones

330. Is THIS your personal
computer?

331. Or is this?

332. It’s the one you take with
you everywhere.

333. Version 2 - updated Sept. 2011

336. monologue

337. dialogue

338. orient all your digital media
toward 2 things

341. the promise of digital

342. Companies can know their
customers better

343. We can know more than
we ought to about each
other

344. I expect you to know me
and my preferences

345. single

356. if you treat me like you
know me

357. I’ll vacation with you

358. I’ll buy from you

359. I’ll tell my friends about
you

360. and it just might matter

361. because I might be

362. a connector

363. or a maven

364. or a salesperson

365. Thank you.

366. Thank you for your time.
The style of this presentation was partially
inspired by Lawrence Lessig’s minimalist approach
to the use of slides.