Getting Social With Pure Michigan Partnerships and Opportunities

Getting Social with Pure Michigan Partnerships and Opportunities

Presented to:

MACVB Educational ConferenceHaworth Inn, Holland, Michigan

Prepared by:

Chad Wiebesick Director of social media & interactive marketing

Twitter: @WiebesickOctober 1, 2012

Overview

• Tip One: Be social– Follow Pure Michigan on social media– Engage by leaving comments on the Pure

Michigan blog, posting on the Facebook Wall, using the #PureMichigan hashtag, etc.

• Tip Two: Submit your Event, Attraction, or Deal to get listed on michigan.org

• Tip Three: Send me an email (not press release) 4 weeks in advance for special opportunities (wiebesickc@michigan.org)

Connecting the Community• Multi-faceted social media program on 8 networks, including:

– Facebook is where the community meets– Twitter keeps the community informed– Blog celebrates Michigan’s treasures

• Award-winning social media presence– 2012 Mercury Award from U.S. Travel Association for “Best

Use of Social Media” among all state tourism campaigns– 2012 PR Daily Awards finalist for “Best Facebook Page”

• Contact Chad Wiebesick (wiebesickc@michigan.org) for all social media opportunities

Pure Michigan Social Strategy

• People stay loyal to brands they have a deep personal relationship with.

Detroit Navy Week

FacebookBlog

Instagram

55th Annual Mackinac Bridge Walk

• 585 shares, 1063 likes, 311 comments

Cartoon Caption

3rd Annual Detroit Fall Beer Festival

ArtPrize

Twitter

Pinterest Board

Instagram

Grand Hotel 125th Anniversary

Blog Post Flickr Album

Tigers Opening Day in Detroit

Infographic

Storify feed

Facebook• 425,000 + fans

• Make sure your Event or Attraction is listed on michigan.org

• Engage with our page: Leave comments, share posts, upload photos

Ex:

Stunning photos:

When Brands Have Personality

• Weekly photo challenge

• “Caption this” and “Fill in the blank” posts

• “Where is this?” posts

• Promote events

• Infographics

Other Facebook Pages

Blog

• 7,000 visits per day

• Behind-the-scenes, inside access, exclusive content, travel stories

• 300-500 words, 4-6 photos, links to michigan.org

• Contribute a guest blog post highlighting something off-the-beaten-path, unique, etc.

Twitter• 37,000+ followers

• Create timely, genuine and compelling conversations

• Tweet events, trivia, Michigan fun facts, deals & packages, etc.

• Share your event #PureMichigan, reply to our tweets

Ex: Visit Grand Haven

Instagram• 7,000+ followers

• Over 60,000 #PureMichigan photos submitted

• Curating a fine art gallery of majestic Pure Michigan photos

• Showcase fan-submitted photos

• Tag photos #PureMichigan, leave comments, and “like” photos

Fan of the Weekend program Ex: Ann Arbor CVB

Google+• 93,000+ fans

• 2nd most # of fans of any state tourism agency

• First state to host a Google+ Hangout

• Monthly Google+ Hangouts

• Join a Hangout, become a fan, leave a comment, like a post

Pinterest

• 2,700+ followers, 22 boards, 269 pins

• Weddings, Ads, Car Culture, Michigan Beer, Lighthouses, Museums, and more

• Contribute to one of our Community Boards, repin a photo, leave a comment

Ex: Visit Detroit contributes to this board

YouTube• 2,200+ subscribers

• 167 videos

• TV and radio ads, radio interviews, behind-the-scenes, Google+ Hangouts, and more

• Add Pure Michigan to a Playlist, embed a video on your website, leave a comment, and subscribe to the channel

Ex: If your CVB is on YouTube, get listed here.

Flickr

• 14,000+ photos

• 90+ sets

• Facebook fan photos, behind-the-scenes photo shoots

• Michigan barns, lighthouses, sunsets, winter, autumn, etc.

• Send us your high-quality photos (include location in file name) with permission to share on Pure Michigan’s social channels

Soon: Foursquare

• 800+ followers

• Find thousands of tips, lists, and information on Michigan’s restaurants, hotels, resorts, attractions, etc.

• Unlock Pure Michigan badges

• Add tips to your To Do List

• Send us your reviews of specific attractions and we will create tips – helpful, friendly, and in-the-know like a local

Newly Redesigned Michigan.org

• Most visited state tourism website for 5 years

• Responsive web design

• Trip planner

• Social media integration

• Database of 12,000 attractions, dining, lodging, shopping and more

• Make sure to add your event or property to the free database

Pure Michigan Newsletter• News, features, upcoming events

• 500,000+ subscribers

• Sent 2nd and 4th Thursday of the month

• Editor: Robin Peebles (peeblesr@michigan.org)

Tourism Update Newsletter

• Travel news to those in the tourism and hospitality industry

• 15,975+ subscribers

• Sent out every Wednesday

• Editor: Michelle Begnoche begnochem@michigan.org

Featured Deals Newsletter

• Up to 10 featured deals

• 300,000+ subscribers

• Sent first Thursday of the month

• Editor: Robin Peebles (peeblesr@michigan.org)

Fall Color Report Newsletter

• Weekly fall color updates

• 200,000+ subscribers

• Sent weekly during peak fall color season

• Editor: Robin Peebles (peeblesr@michigan.org)

Travel Michigan Radio Show

• WJR 760 AM – Detroit

• WKMI 1360 AM – Kalamazoo

• WJIM 1240 AM – Lansing

• WJRW 1340 AM – Grand Rapids

• WBCH 1220 AM – Hasting

• WTVB 1590 AM – Coldwater

• WNEM 1250 AM – Saginaw

• WHTC 1450 AM – Holland

• WTCM 103.5 – Grand Haven

• WLBY 1290 AM – Ann Arbor

• Contact Michelle Begnoche (begnochem@michigan.org)

Michigan Travel Ideas Magazine

• NEW: Now called “Pure Michigan Guide” for 2013

• NEW: Fall and Winter issues with 100,000 copies printed of each

• 1 million copies printed for Spring/Summer with 650,000 copies distributed nationally

• Digital issue available for download

• Ad rates and details TBD

• Contact: Robin Peebles (peeblesr@michigan.org)

Pure Michigan Logo Request

• First, visit michigan.org to review Pure Michigan Brand Guidelines document

• Second, fill out the form to submit a logo request

Marketing Partnership Program

• Dollar for dollar matching fund program for TV, radio, etc.

• In-state and out-of-state opportunities

• Leverage marketing dollars to promote Michigan and travel industry partners

• Contact Ken Yarsevich (yarsevichk@michigan.org)

Thank You

• Chad Wiebesick

• wiebesickc@michigan.org

• Twitter: @wiebesick

• Facebook.com/cwiebesick

• Linkedin.com/in/wiebesick

• (517) 335-1083