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Pure Michigan Social Media Workshops 2016 Hosted By : TwoSix Digital #PureMichiganEDU

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Page 1: Pure Michigan Social Media Workshops 2016 · 9:40 – 10:35 Social Media Marketing Best Practices 10:35 – 10:45 Break 10:45 ... hospitality business page. Social Advertising Audience

Pure Michigan Social Media Workshops

2016

Hosted By : TwoSix Digital

#PureMichiganEDU

Page 2: Pure Michigan Social Media Workshops 2016 · 9:40 – 10:35 Social Media Marketing Best Practices 10:35 – 10:45 Break 10:45 ... hospitality business page. Social Advertising Audience

Who We Are

Page 3: Pure Michigan Social Media Workshops 2016 · 9:40 – 10:35 Social Media Marketing Best Practices 10:35 – 10:45 Break 10:45 ... hospitality business page. Social Advertising Audience

Contact Us:

Dave Serino Founder & Strategist

[email protected] @DaveSerino

Brian V. Matson

Sr. Director of Strategy & Education [email protected]

@BVMatson

Grant Kenney Senior Digital Strategist

[email protected] @GrantKenney

Page 4: Pure Michigan Social Media Workshops 2016 · 9:40 – 10:35 Social Media Marketing Best Practices 10:35 – 10:45 Break 10:45 ... hospitality business page. Social Advertising Audience

Agenda 9:00 – 9:30 Introduction & Trends 9:30 – 9:40 Self Assessment Tool & Learning Library Overview 9:40 – 10:35 Social Media Marketing Best Practices 10:35 – 10:45 Break 10:45 – Noon Social Media Marketing Best Practices 12:00 – 1:15 Lunch 1:15 – 2:15 Content Marketing Strategies 2:15 – 3:15 Data & Promotional Distribution 3:15 – 3:25 Pure Michigan Overview 3:25 – 3:30 Closing

Page 5: Pure Michigan Social Media Workshops 2016 · 9:40 – 10:35 Social Media Marketing Best Practices 10:35 – 10:45 Break 10:45 ... hospitality business page. Social Advertising Audience

Tweet it up!

#PureMichiganEDU

@DaveSerino

@BVMatson

@GrantKenney

Page 6: Pure Michigan Social Media Workshops 2016 · 9:40 – 10:35 Social Media Marketing Best Practices 10:35 – 10:45 Break 10:45 ... hospitality business page. Social Advertising Audience

Social Media Usage

Page 7: Pure Michigan Social Media Workshops 2016 · 9:40 – 10:35 Social Media Marketing Best Practices 10:35 – 10:45 Break 10:45 ... hospitality business page. Social Advertising Audience

“52% of online adults use multiple social media sites. Facebook acts as “home base” — it remains the most popular site for those who only use one, and has significant overlap with other platforms.”

Pew Research Center, 2015

Social Media Usage

Page 8: Pure Michigan Social Media Workshops 2016 · 9:40 – 10:35 Social Media Marketing Best Practices 10:35 – 10:45 Break 10:45 ... hospitality business page. Social Advertising Audience

Social Media Usage

Page 9: Pure Michigan Social Media Workshops 2016 · 9:40 – 10:35 Social Media Marketing Best Practices 10:35 – 10:45 Break 10:45 ... hospitality business page. Social Advertising Audience
Page 10: Pure Michigan Social Media Workshops 2016 · 9:40 – 10:35 Social Media Marketing Best Practices 10:35 – 10:45 Break 10:45 ... hospitality business page. Social Advertising Audience

Social Media Usage - Teens

Page 11: Pure Michigan Social Media Workshops 2016 · 9:40 – 10:35 Social Media Marketing Best Practices 10:35 – 10:45 Break 10:45 ... hospitality business page. Social Advertising Audience
Page 12: Pure Michigan Social Media Workshops 2016 · 9:40 – 10:35 Social Media Marketing Best Practices 10:35 – 10:45 Break 10:45 ... hospitality business page. Social Advertising Audience

Snapchat – Tell The Story

Page 13: Pure Michigan Social Media Workshops 2016 · 9:40 – 10:35 Social Media Marketing Best Practices 10:35 – 10:45 Break 10:45 ... hospitality business page. Social Advertising Audience

Snapchat – Tell The Story

Page 14: Pure Michigan Social Media Workshops 2016 · 9:40 – 10:35 Social Media Marketing Best Practices 10:35 – 10:45 Break 10:45 ... hospitality business page. Social Advertising Audience

Snapchat – GeoFilters

www.snapchat.com/geofilters

Page 15: Pure Michigan Social Media Workshops 2016 · 9:40 – 10:35 Social Media Marketing Best Practices 10:35 – 10:45 Break 10:45 ... hospitality business page. Social Advertising Audience

Snapchat – Let Others Tell It!

Page 16: Pure Michigan Social Media Workshops 2016 · 9:40 – 10:35 Social Media Marketing Best Practices 10:35 – 10:45 Break 10:45 ... hospitality business page. Social Advertising Audience

State of the American Traveler

January 2016 www.destinationanalysists.com

Page 17: Pure Michigan Social Media Workshops 2016 · 9:40 – 10:35 Social Media Marketing Best Practices 10:35 – 10:45 Break 10:45 ... hospitality business page. Social Advertising Audience

State of the American Traveler

Page 18: Pure Michigan Social Media Workshops 2016 · 9:40 – 10:35 Social Media Marketing Best Practices 10:35 – 10:45 Break 10:45 ... hospitality business page. Social Advertising Audience
Page 19: Pure Michigan Social Media Workshops 2016 · 9:40 – 10:35 Social Media Marketing Best Practices 10:35 – 10:45 Break 10:45 ... hospitality business page. Social Advertising Audience

State of the American Traveler

Page 20: Pure Michigan Social Media Workshops 2016 · 9:40 – 10:35 Social Media Marketing Best Practices 10:35 – 10:45 Break 10:45 ... hospitality business page. Social Advertising Audience

State of the American Traveler

Page 21: Pure Michigan Social Media Workshops 2016 · 9:40 – 10:35 Social Media Marketing Best Practices 10:35 – 10:45 Break 10:45 ... hospitality business page. Social Advertising Audience
Page 22: Pure Michigan Social Media Workshops 2016 · 9:40 – 10:35 Social Media Marketing Best Practices 10:35 – 10:45 Break 10:45 ... hospitality business page. Social Advertising Audience

Trip Planning

Page 23: Pure Michigan Social Media Workshops 2016 · 9:40 – 10:35 Social Media Marketing Best Practices 10:35 – 10:45 Break 10:45 ... hospitality business page. Social Advertising Audience

Trip Planning

Page 24: Pure Michigan Social Media Workshops 2016 · 9:40 – 10:35 Social Media Marketing Best Practices 10:35 – 10:45 Break 10:45 ... hospitality business page. Social Advertising Audience

Mobile & Travel Booking

In 2015, 43.8% of digital travel bookers used their mobile device to book travel. This figure is projected to grow to 64.8% in 2018.

Page 25: Pure Michigan Social Media Workshops 2016 · 9:40 – 10:35 Social Media Marketing Best Practices 10:35 – 10:45 Break 10:45 ... hospitality business page. Social Advertising Audience
Page 26: Pure Michigan Social Media Workshops 2016 · 9:40 – 10:35 Social Media Marketing Best Practices 10:35 – 10:45 Break 10:45 ... hospitality business page. Social Advertising Audience

Micro-moments

Page 27: Pure Michigan Social Media Workshops 2016 · 9:40 – 10:35 Social Media Marketing Best Practices 10:35 – 10:45 Break 10:45 ... hospitality business page. Social Advertising Audience

Win at micro-moments: Be There

Page 28: Pure Michigan Social Media Workshops 2016 · 9:40 – 10:35 Social Media Marketing Best Practices 10:35 – 10:45 Break 10:45 ... hospitality business page. Social Advertising Audience

Win at micro-moments: Be There

Page 29: Pure Michigan Social Media Workshops 2016 · 9:40 – 10:35 Social Media Marketing Best Practices 10:35 – 10:45 Break 10:45 ... hospitality business page. Social Advertising Audience

Win at micro-moments: Be Useful

Page 30: Pure Michigan Social Media Workshops 2016 · 9:40 – 10:35 Social Media Marketing Best Practices 10:35 – 10:45 Break 10:45 ... hospitality business page. Social Advertising Audience

Win at micro-moments: Be Useful

Page 31: Pure Michigan Social Media Workshops 2016 · 9:40 – 10:35 Social Media Marketing Best Practices 10:35 – 10:45 Break 10:45 ... hospitality business page. Social Advertising Audience

Win at micro-moments: Be quick

Page 32: Pure Michigan Social Media Workshops 2016 · 9:40 – 10:35 Social Media Marketing Best Practices 10:35 – 10:45 Break 10:45 ... hospitality business page. Social Advertising Audience

www.google.com/webmasters/tools/mobile-friendly/

Win at micro-moments: Be quick

Page 33: Pure Michigan Social Media Workshops 2016 · 9:40 – 10:35 Social Media Marketing Best Practices 10:35 – 10:45 Break 10:45 ... hospitality business page. Social Advertising Audience

Social Advertising

Page 34: Pure Michigan Social Media Workshops 2016 · 9:40 – 10:35 Social Media Marketing Best Practices 10:35 – 10:45 Break 10:45 ... hospitality business page. Social Advertising Audience

Social Advertising

38% of Travelers say they are more likely to click on a promoted post from a travel, tourism or hospitality business page.

Page 35: Pure Michigan Social Media Workshops 2016 · 9:40 – 10:35 Social Media Marketing Best Practices 10:35 – 10:45 Break 10:45 ... hospitality business page. Social Advertising Audience
Page 36: Pure Michigan Social Media Workshops 2016 · 9:40 – 10:35 Social Media Marketing Best Practices 10:35 – 10:45 Break 10:45 ... hospitality business page. Social Advertising Audience

Social Advertising Audience Refinement Measurement

Page 37: Pure Michigan Social Media Workshops 2016 · 9:40 – 10:35 Social Media Marketing Best Practices 10:35 – 10:45 Break 10:45 ... hospitality business page. Social Advertising Audience

The Summary •  Facebook is I-75 of your social media strategy •  Image based networks are driving consumer

interest & engagement •  Being mobile friendly and fast is a key to

success today •  Be useful with strong calls to action and good

landing pages •  Paid social promotion is the new norm and wins

come with audience refinement & measurement

Page 38: Pure Michigan Social Media Workshops 2016 · 9:40 – 10:35 Social Media Marketing Best Practices 10:35 – 10:45 Break 10:45 ... hospitality business page. Social Advertising Audience

Self Assessment Tool & Online Learning Library

Prepared by:

Brian V. Matson TwoSix Digital

Senior Director of Strategy & Education Twitter: @BVMatson #PureMichiganEDU

Page 39: Pure Michigan Social Media Workshops 2016 · 9:40 – 10:35 Social Media Marketing Best Practices 10:35 – 10:45 Break 10:45 ... hospitality business page. Social Advertising Audience

Powered by:

Page 40: Pure Michigan Social Media Workshops 2016 · 9:40 – 10:35 Social Media Marketing Best Practices 10:35 – 10:45 Break 10:45 ... hospitality business page. Social Advertising Audience
Page 41: Pure Michigan Social Media Workshops 2016 · 9:40 – 10:35 Social Media Marketing Best Practices 10:35 – 10:45 Break 10:45 ... hospitality business page. Social Advertising Audience
Page 42: Pure Michigan Social Media Workshops 2016 · 9:40 – 10:35 Social Media Marketing Best Practices 10:35 – 10:45 Break 10:45 ... hospitality business page. Social Advertising Audience

Customized Recommendations

Page 43: Pure Michigan Social Media Workshops 2016 · 9:40 – 10:35 Social Media Marketing Best Practices 10:35 – 10:45 Break 10:45 ... hospitality business page. Social Advertising Audience

Online Learning Library

#PureMichiganEDU

www.michigan.org/industry

Page 44: Pure Michigan Social Media Workshops 2016 · 9:40 – 10:35 Social Media Marketing Best Practices 10:35 – 10:45 Break 10:45 ... hospitality business page. Social Advertising Audience

Informational Guides

•  Blogging •  Boosted Posts •  Community Management •  Facebook •  Instagram •  Integrated Content •  Photos & Video •  Pinterest •  Twitter •  User-Generated Content

www.michigan.org/industry

Page 45: Pure Michigan Social Media Workshops 2016 · 9:40 – 10:35 Social Media Marketing Best Practices 10:35 – 10:45 Break 10:45 ... hospitality business page. Social Advertising Audience

Infographics •  Updated Monthly •  Style Guides •  Statistics & Trends •  Marketing Best Practices •  Industry Reports •  Branding Standards A great resource to get your team on the same page on their way to digital marketing success.

Page 46: Pure Michigan Social Media Workshops 2016 · 9:40 – 10:35 Social Media Marketing Best Practices 10:35 – 10:45 Break 10:45 ... hospitality business page. Social Advertising Audience

Monthly Updates

#PureMichiganEDU

A Special “Trending at TwoSix” #PureMichiganEDU Edition

•  Recent News •  Developments •  Platform Changes •  Case Studies

Page 47: Pure Michigan Social Media Workshops 2016 · 9:40 – 10:35 Social Media Marketing Best Practices 10:35 – 10:45 Break 10:45 ... hospitality business page. Social Advertising Audience

Ongoing Discussions

#PureMichiganEDU

Page 48: Pure Michigan Social Media Workshops 2016 · 9:40 – 10:35 Social Media Marketing Best Practices 10:35 – 10:45 Break 10:45 ... hospitality business page. Social Advertising Audience

A Resource Built for…

Page 49: Pure Michigan Social Media Workshops 2016 · 9:40 – 10:35 Social Media Marketing Best Practices 10:35 – 10:45 Break 10:45 ... hospitality business page. Social Advertising Audience

How do you access these resources?

Self Assessment Tool: Coming Soon

Online Learning Library: http://www.Michigan.org/Industry

Tag Your Posts, Tweets and Photos: #PureMichiganEDU