chad wiebesick - #puremichigan changing the conversation
DESCRIPTION
The Pure Michigan advertising campaign launched in 2006 and quickly won national accolades, including being named by Forbes as one of the all-time best travel campaigns. In this presentation, Chad will share how Pure Michigan uses social media to accomplish specific objectives, as well as tips, tricks and tools any business can use to save time, grow followers and super-charge your social media efforts.TRANSCRIPT
Pure Michigan: Changing The Conversation Using Social Media
Presented to:
Social Mitten
Prepared by:
Chad Wiebesick Director of social media & interactive marketing
Twitter: @WiebesickSeptember 25, 2014
@Wiebesick@Wiebesick #SocialMitten
Michigan: Perception Isn’t Reality
• https://www.youtube.com/watch?v=XsR0DeY7f1g @Wiebesick #SocialMitten
The Early Years: Weak, Undefined Brand
@Wiebesick #SocialMitten
People Don’t Trust Brands
@Wiebesick #SocialMitten
People Are Bombarded With Advertising
@Wiebesick #SocialMitten
Key to Success: Make Fans the Hero and Share Their Content
We empower our fans to become brand ambassadors and tell the story themselves to their friends and family.
Follow the 80/20 rule: 80% is relevant content from fans and 20% is from you (self-promotion).
@Wiebesick @Wiebesick #SocialMitten
Ask Fans To Share Their Travel Stories With You
Reinforce your brand by using the same hashtag and name across all channels.
@Wiebesick #SocialMitten
Align Your Social Strategy To Your Business Objectives
Brand Goal: “Pure Michigan is majestic, mythic and magical – a place with abundant natural beauty and authentic destinations.”
@Wiebesick@Wiebesick #SocialMitten
Pure Michigan Ranks #1 on Instagram
Pure Michigan is the #1 most popular travel brand in the world on Instagram as measured by the number of photos people have hashtagged #PureMichigan, ranking higher than Hawaii, Australia, Museum of Modern Art, Lonely Planet and Carnival Cruise Lines.
@Wiebesick@Wiebesick #SocialMitten
Find Influencers
@TonyDetroit = 300,000 followers and following 311 people
@Wiebesick #SocialMitten
Engage Influencers
• Select an influencer to serve as an Instagram Guest Photographer at popular events
• Sprint Cup NASCAR race August 21, 2012
• 75 million NASCAR fans nationally
@Wiebesick #SocialMitten
Instagram Guest Photographer
• Within 20 minutes of posting on Instagram, @TonyDetroit’s photos appear on the Popular Photo Page
@Wiebesick #SocialMitten
Instagram Guest Photographer • Please do:
– Minimum posts per day: 3– Maximum posts per day: 10– Location to be noted in tag or caption.– Name of photographer to be noted in caption (e.g.
Contributed by guest photographer @username).
• Please do not:– Post photos of explicit content or any activity that
could be deemed illegal– Any item(s) that do not represent the Pure Michigan
brand– Comment to fans or answer questions on behalf of
Pure Michigan
@Wiebesick #SocialMitten
Takeaway: Find and Reward Your Social Media Superfans
@Wiebesick #SocialMitten
Oops, He Didn’t Go Through The Logo Request Process
@Wiebesick #SocialMitten
Michigan Ranks #1 or #2 on More Social Networks Than Any Other
U.S. State
@Wiebesick #SocialMitten
New York State Has The Largest Number of Facebook Fans
• Yet, only 0.9% of their fans are talking about the page.• The most popular age group are 13-17 year old teenagers.• Most of their fans live in New York City.
@Wiebesick #SocialMitten
State of Florida Has Far Fewer Fans, But More Engaged
• Average age of fans are 35-54, a demographic more likely to have budget to travel.
• Most fans live in out-of-state, a more lucrative traveler.
@Wiebesick #SocialMitten
Takeaway: It’s Quality Not Quantity of Fans That’s Important
@Wiebesick #SocialMitten
Dec 6, 11:49 am
@Wiebesick #SocialMitten
TravelWisconsin.com
@Wiebesick #SocialMitten
Dec 6, 2:45 pm
@Wiebesick #SocialMitten
Dec 6, 7:17 pm
@Wiebesick #SocialMitten
What, If Anything, Do We Do?
• 1 tweet
• 11 retweets
• 1 story in Kalamazoo Gazette
@Wiebesick #SocialMitten
Dec 7, 11:45 am WhoIsTheRealMittenState.com
@Wiebesick #SocialMitten
@Wiebesick #SocialMitten
@Wiebesick #SocialMitten
Dec 7, 4:43 pmStatewide News
@Wiebesick #SocialMitten
Dec 7, 7:23 pmWisconsin Releases Another Mitten
Travel Wisconsin put up a new version of the mitten in the green and gold of the Green Bay Packers, boasting the football team's unbeaten record and ribbing their rivals, the 7-5 Detroit Lions.
@Wiebesick #SocialMitten
“Is Michigan or Wisconsin the Mitten State?”Google AdWords
@Wiebesick #SocialMitten
Dec 7, 10:20 pmNational News
@Wiebesick #SocialMitten
@Wiebesick #SocialMitten
Dec 13
@Wiebesick #SocialMitten
The Mitten Drive Prompted More Conversations
@Wiebesick #SocialMitten
Dec 14, 2:20 International News
@Wiebesick #SocialMitten
Results:•Over 300 news stories from state, national and international radio, newspaper and TV •396 million media impressions•$17.7 million in earned media value
Takeaway: Utilize real time content marketing to be timely, relevant and to resonate with audiences
Within 15 minutes of Super Bowl 2013 grinding to a halt because the lights went out, Oreo sent this tweet.
Generated 15,000 retweets and 8,000 new Twitter followers.
@Wiebesick #SocialMitten
BONUS: Name Michigan’s Great New Trail
• Michigan has more total trail miles than any other state.
• 2,000 mile trail from Belle Isle to Ironwood in the U.P.
• Submit your name to Facebook.com/MiDNR before Oct 13
@Wiebesick #SocialMitten
BONUS: One Simple Thing Increased Social Traffic To Our Website by 188%
@Wiebesick #SocialMitten
Most popular state tourism web site in U.S. in 2013, seventh year in a row
1. michigan.org 5.68% market share
2. Virginia 5.21%3. Florida 5.00%4. Arkansas 4.86%5. Hawaii 4.56%6. Oklahoma 3.63%7. N. Carolina 3.37%8. Colorado 3.32%9. Minnesota 2.84%
Source: Experian Hitwise
@Wiebesick #SocialMitten
Most Popular Blog Story in 2014
This blog story received four times more traffic than the homepage of michigan.org.
Michigan.org had its biggest one-day spike in traffic in three months.
@Wiebesick #SocialMitten
Story Went Viral On Social Media
• 48% of traffic is “direct” vs 33% of traffic is “social”
• Really? It can’t be direct traffic because the story is too new for people to bookmark, and the URL too long for people to remember.
@Wiebesick #SocialMitten
Google Is Under Reporting Facebook Traffic by 40%
By default, Google erroneously and automatically attributes traffic from mobile apps like Facebook and Twitter as being “direct”.
@Wiebesick #SocialMitten
Use Google Analytics URL Builder To Track Social Traffic
Create unique tracking URL’s to properly credit social media mobile app traffic arriving at your website. http://www.michigan.org
Becomes
http://www.michigan.org?utm_source=facebook&utm_medium=social&utm_campaign=post
Becomes
http://www.puremi.ch/1kLHW4U
@Wiebesick #SocialMitten
Now, Our Social Traffic Is Properly Attributed
@Wiebesick #SocialMitten
Thank You
• Chad Wiebesick
• Twitter: @wiebesick
• Facebook.com/cwiebesick
• Linkedin.com/in/wiebesick
• (517) 335-1083
@Wiebesick #SocialMitten