social media best practices

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Presentation given to tourism partners of the Tyler Texas CVB on May 15, 2014.

TRANSCRIPT

Social Media Best Practices

Tyler Convention & Visitors BureauMay 15, 2014Tyler, Texas

Get these slides here::http://sarahtpage.com/VisitTyler/

Agenda

Types of social media contentCreating “sharable” contentWhere to find contentKeeping it realBest practicesGreat examples to copy

Types of Social Media Content

Facebook Content

Photo

Link

Facebook Content

Status UpdateVideo

Profile Photo or Avatar

User name or handle

Hashtag

Mention

Twitter - Anatomy of a Tweet

Shortened URL

Retweet

Twitter Content

Tweet

Twitter Content

Retweet

Twitter Content

@Reply

Pinterest Content

Pin

Pinterest Content

Video Pin

Pinterest Content – Rich Pins

Place Pin

Pinterest Content – Rich Pins

Article Pin

Pinterest Content – Rich Pins

Product Pin

Pinterest Content – Rich Pins

Recipe Pin

Pinterest Content – Rich Pins

Movie Pin

Instagram Content

Instagram Content

Creating Sharable Content

To bring valuable and entertaining content to others

To define ourselves to othersTo grow and nourish relationshipsTo get the word out about causes and brands

that I care about

Why People Share

Source: NYTimes Insights Group

… Ask yourself these 3 questions:How does this add value for our audience?How will this help or entertain them?Why will the share it?

Before You Post …

Source: http://blog.hootsuite.cpm

K. I. S. S.Keep It Significant and Shareable

Source: Brian Solis; Mashable

NEW!

Positive NegativeAmusing ShockingInspiring AngerCute FearIlluminating Controversy

Make It Share-worthy

Source: http://blog.hootsuite.com

OMG! OMG!?!?!

8 Ways To Create Sharable Content

Create content that shows fans you really care– Build strong relationships– Make your brand feel like

a friend

1. Have a Heart

Source: http://blogs.constantcontact.com

Fans share content that helps them share their identities– How does your

product/service help them do that?

2. Discover What Drives Your Fans

Source: http://blogs.constantcontact.com

Humor is important in connecting with people socially– How does your

brand elicit a positive emotional response?

3. Make Them Laugh

Source: http://blogs.constantcontact.com

Show how you care about something that matters– Share what you

stand for– Be inspiring, and

your fans will be inspired to share

4. Take a Stand

Source: http://blogs.constantcontact.com

Be helpful– Create “how

to” content that addresses your FAQs

– Share tips; make things easier

5. Provide Practical Value

Source: http://www.entrepreneur.com

Tie in your product to the things people are talking about– How can you relate

to those topics?– How can you

capitalize on them?

6. Relate to Trending Topics/Current Events

Get fans talking by asking questions– Avoid yes/no

questions– Put nostalgia to

work

7. Ask Questions

It’s remarkable how easily fans will do what you tell them– Want them to

“Like”? Ask them.– Need them to share?

Tell them to.

8. Tell Fans What You Want Them To Do

Where To Find Content and Save Time Doing It

1. Curate

Keep current with blogs using Feedly

Develop a bookmarking system to save and share content

Set up and use Google Alerts

Develop and use Twitter Lists

Start a Flickr Group and automate your photo searches

If you agree to these rules, you can join the group

Only post pictures to this group for which you own the original copyright or are in the public domain.

All pictures posted to this group may be used by the Colorado River Trail in its various publications, both print or online (including social media). We will credit you as the photographer on any photo that we use.

Only photos depicting the Colorado River Trail region will be accepted. We reserve the right to reject submissions to our Flickr group displaying content we deem to be inappropriate or offensive without prior warning. The Colorado River Trail reserves the right to update the Group Rules.

http://tourism-tech.com/2012/02/24/need-flickr-photos-for-your-destination-automate-it/

Automate your photo searches

2. Join/Start Relevant and Helpful

Facebook Groups

Tourism industry partners group

3. Let Others Do the Work for You

4. Use Hootsuite or Tweetdeck

Keeping It Real

Insights

Best Practices

1. Develop a strategy

First, Some Questions

1. Can you describe your business/organization?2. What are your goals?

a. Generate salesb. Brand enthusiasm c. Loyalty

3. What is your relationship with your audience?a. Awarenessb. Interestc. Actiond. Advocacy

Source: Jay Baer (http://convinceandconvert.com)

More Questions

4. How does your audience use social media?5. Who will be your community managers?6. What social media platforms will you use?

(Hint: Where is your audience?)7. How will you be human (what is your

“voice”)?8. How will you know when/if you’re successful?

Source: Jay Baer (http://convinceandconvert.com)

2. Compose guidelines

Do You Need a Social Media Policy?

• Maybe. Just keep these basics in mind:– Be polite– Be honest– Be open– Be inclusive– Be forthright– Be legal– Be helpful– Don’t try to control the conversation– Accept, respond, and be gracious to negative feedback

Source: The Potluck Guide To Social Media Strategy

3. Stick to a schedule

• Morning reading on Feedly – 10-15 minutes• Check Facebook 3 times per day – no more

than 5 minutes each time• Check Twitter 3 times per day – 2-3 minutes

each time• Pin and post on Pinterest and Instagram 1

time per day – 2-3 minutes each• Source content (Flickr, Google Alerts, etc.) – 10

minutes per day

5. Develop a training program

6. Plan: Build and use a content calendar

7. Schedule posts in advance

Great Examples To Copy

• Travel Oregon• Pure Michigan• Nike• Saucony• SurfsideTx• Hotel Paisano

• State Parks of Arkansas• Columbia Sportswear• Humans of New York

• Visit Savannah• ADC Bastrop

• Four Seasons Bridal (@FSBridal)• Nike (@Nike)• Waffle House (@WaffleHouse)• Kimpton Hotels (@Kimpton)

Can I Help?

Call Me!

Follow Me

Linkedin.com/in/sarahpage

Facebook.com/SarahTPageConsulting

@pagetx

Sarah Page, PrincipalSarah T. Page Consulting, LLC

http://sarahtpage.comsarah@sarahtpage.com

512.914.8873

Instagram.com/stpconsulting

Pinterest.com/sarahtpage

Thank You!Questions?

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