engagement unleased
DESCRIPTION
Engagement Unleashed: How to Maximize Engagement (and measure ROI) on the Most Popular Social Media Platforms.TRANSCRIPT
Well, hello...
“My name is Amanda & I play with words online”
- Amanda
A Social Gage
• Travelers go social to... – Brainstorm trip ideas– Research destination for upcoming trip – Read reviews from other travelers– Get specific recommendations on where to
stay/what to do– Share their travels with friends & family
Social Media Allows You to...
– Build trust and loyalty by giving travelers what they want, when they want it.
– Connect with travelers by sharing content that makes them think, smile, act.
– Listen and engage with them before, during, and after their trip.
So, what do we measure?
• Visitors
• Fans
• Followers
So, what do we measure?
– Frequency• How often clusters (about you and yours) form
around specific events
– Influence• The potential impact of individuals
driving conversation about you
– Sentiment• What's the tone of conversation? cranky, happy,
neutral
So, what do we measure?
– Reach• how many people saw your content
– Financials• CRM data? Web Referrals? Web Reservations?• Cost per lead / Cost per action / Cost per
impression• Administration of contests, staff time listening and
engaging community
– Volume• How many times you're mentioned
So, what do we measure?
– Insights• What are you learning?
– Customer Service• How are you helping, inspiring, educating?
– Connection• How strong are your relationships--
responsiveness, quality of sharing, brand awareness?
So, what do we measure?
– Interactions• Likes• Recommendations• Shares• Google+• Mentions• Contest Submissions• Reviews• Posts
Hatching Your Engagement Plan
– How are you going to measure success? – What's your brand personality?– What key messages do you want to
communicate?
Hatching Your Engagement Plan
– Picking your team– Social guidelines– Editorial calendars
• Guest contributors • Content from other mediums
Hatching Your Engagement Plan
– Social CRM like... Radian6, Collective Intellect, Nielsen Buzmetrics
Plan for Good Content
• Create it often.
• Make it easy for visitors to join in the conversation.
• Encourage visitors to share your content.
• Tailor your message to your visitor and your medium.
Plan for Action
• Craft calls to action that are:– Short– Compelling– Clear
"Fan Me" Tips for
• Give more than you get.• Use analytics to hone in on the kind of
tweets your listeners like.• Call people out (in a good way) with
@mentions and direct messages.• Follow people that inspire you.• Use hashtags so people can find related
info. for us that may mean #foodie #fishing #kyaking #shopping
"Fan Me" Tips for and
• Take advantage of tags and geolocation opportunities.
• Write strong descriptions that entice people to click.
• Use videos and pictures in other mediums.
• Spur dialogue & sharing on your media.
Case Study: Sarasota Convention and Visitors Bureau
Case Study: Sarasota Film Festival
Goals
• Drive online ticket awareness by 10%.
• Spur conversation as measured through comments, customer service questions and participation in polls and contests.
• Increase web traffic through social media by 200%.
Audience
• Want breaking insider information about films and events.
• Compelled by film trailers and celeb pictures.
• Looking for customer service online.
Tactics
• Social training + communications• 10-day trivia ticket contest on
Facebook/Twitter• Community cultivation by film features • The Insider• Tick Tock - updates on last-minute film and
event tickets available • Live event coverage• Curating community
Results
• 22% increase in ticket sales
• 538% increase in social media referrals
• Over 1 million website page views
• 150% increase in participant posts & retweets
Goals
• Drive Facebook likes by 10%.
• Encourage interactions as measured through contest submissions, comments, votes, and shares.
Audience
• Women named “Sara”
• Ad targeting to women between the ages of 25 - 45
• Intent to travel to FL
• Anyone who knows a “Sara”
Tactics
• Integrated with PR blitz• Social Media Contest with sharing & voting• Facebook ads to drive traffic to contest• Organic Facebook posts to push engagement
Results
• 178% increase in Facebook likes
• 3,796 new followers
• 119,884 interactions
• 96 contestants
(And the contest runs till Oct. 21)
10 Ways to Spark Up Your Social
– Give them more of what they like.– Add videos, photos, animations, drawings.– Tie posts with trends, events, holidays.– Survey says... poll your audience.– Keep it timely. – Tease them with fun, punchy headlines.– Show love for other attractions.– Offer exclusive or limited-time promotions to fans.– Entice fans to "check in" for complimentary swag.– Offer content that gives travelers a taste.
"It will work. I am a marketing genius."
– Paris Hilton
