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Workshop for VisitWiltshire
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Introduction to social mediaDr Philip Alford21st November 2013
+About me …
Senior Lecturer at Bournemouth University School of Tourism
Project lead on Digital Destinations project
Board member of VisitWiltshire
Chair of VisitWiltshire Online Marketing Group
Web design, social media, email marketing with www.MapleCommunication.co.uk / www.TourismusTraining.at
Getting/keeping in touch
http://uk.linkedin.com/in/philipalford/
https://twitter.com/philipalford
+Agenda Introduction
Marketing plan
Measurement – how to get insights into your followers and fans to identify your customers
How to ‘listen’ to social media
+What is ‘social media’?
• Blog
• User reviews
• Social bookmarking
• AddThis
• Flickr
• YouTube
• RSS
+Social media trends
http://www.pinterest.com/pin/468937379921463458/
+Social Media Revolution Socialnomics 2013
http://www.youtube.com/watch?v=TXD-Uqx6_Wk&feature=
player_embedded
Social media is not magic
+Multi channel
+Key questions / steps1. Who are your customers and why do they buy from you? USPs?
2. Is the answer to Q1 reflected in your sites?
3. Develop rich content (StoryTelling) and integrate channels intelligently
4. Distribute that content – Listen, Watch, Visit, Stay, Experience, Share
5. Establish benchmarks for present marketing – if possible by customer, product area and channel
6. Build hypotheses for how you ‘expect’ customers to engage with your content in the future and review this as regularly as possible
7. Test the outcomes against what you expected and ask review – not just on your own!
8. Think in terms of engagement and conversations and not just sales – remember the ‘customer journey’
9. Support plan with good customer database, thinking about retention and referral and not just acquisition
10. Identify skills gap and explore ways to fill it
+Introduction to Twitter
230 million active users on Twitter 500 million Tweets a day
Fastest growing age demographic is 55 - 64
(An increase in active users of 79%)
Glossary - https://business.twitter.com/glossary
https://business.twitter.com/success-stories
https://about.twitter.com/company
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+Terminology
+
Goals for Twitter
+Drive traffic to website
Tweets that invite direct response – don’t complicate the tweet; don’t include @mention
Have a landing page with engaging content
But have clear offer
Call
to a
ctio
n?
+
Tweets that invite direct response Direct response – don’t complicate the tweet; don’t include
@mention Indirect lead – value for your audience which will involve
sharing 3rd party content; engage with audience – not broadcast
+Uses of Twitter
Great for telling short stories...
Building buzz pre-launch
Offering updates and news
Sharing in conversations
Voicing your brand personality
‘Customer service’
+Establish your profile
(https://business.twitter.com/perfect-your-profile
Edit your header or profile photo to reflect a new theme/event/promotion
+Build your base
It’s quality over quantity when it comes to followers
Create a page on your website that lists your employees’ Twitter handles.
Add Follow buttons to your site so people can easily find you (https://about.twitter.com/resources/buttons#follow)
Put your Twitter handle and any hashtags on your marketing material, other sites and email signature
Put Twitter timeline on website https://twitter.com/settings/widgets
Be a good listener
+Attract more followers
Interact with those people you follow who don’t yet follow you back. Make sure to monitor your Twitter stream and comment on what other people are saying. Give feedback; compliment people. The key is to engage.
Are there any Twitter chats in your area – e.g. #Dorsethour (every Monday evening 7.30-8.30pm)
Promoted tweets (https://business.twitter.com/ad-products)
Add question marks – 17% increase in clickthrough; are you looking for places to visit during your stay?
+Types of Tweets to Get You Started:
1. An Observation: Tweet about something happening around the office. Include photos to bring those scenes to life.
2. Events You’re Attending: Share a link to the next conference or webinar you are hosting or plan to attend, and why you’re excited about it.
3. Your Content: Post a link to your company’s most recent blog article or an offer you think is particularly helpful, with a headline or description to encourage readers to click through.
4. Someone Else’s Content: Post a link to someone else‘s blog article as a helpful resource, with a compliment for their good work.
5. Chat With Someone: Direct tweets to other Twitter users using an @ sign.
6. Retweet great content: Quickly share other people’s tweets with your followers, like forwarding an email, by clicking the retweet button.
+Twitter paid advertising
+Promoted tweets
+Content plan - build engagement What specialty knowledge do you have that you can share?
Curate content that your audience might find useful – use lists
Make use of events and activities in your area
Information about the wider destination experience
Use a # to promote a specific event
Create partnerships with local businesses that complement your offering and use that for content on social media
Twitter is real time – e.g. bakery tweeting cookies as they come out of the oven
+Use photos
+Using the Twitter handle
To make your tweets as visible as possible, avoid putting @USERNAME in the very beginning of your tweets. Adding the @USERNAME to the very beginning will make your tweet viewable only in the Twitter streams of people who follow you and the user to whom you‘re tweeting (see below examples).
Here is an example of how you would send a tweet to HubSpot:
Example: What’s up @HubSpot? (viewable to everyone)
Not Recommended: @HubSpot What’s up? (only viewable in Twitter streams of users who follow you and also follow @HubSpot)
+Twitter – detail
Respond to ‘mentions’ and follow if appropriate
Ask and answer questions is a great way to get started
Keep tweets simple – if want someone to click a link just include the link
Instead of just retweeting copy tweet and paste into a tweet adding your input and RT before you send
Post content which adds value to the community
Piggy back on local events
Use Favourites to store and curate tweets which your community might find useful and interesting
+How to get more clicks on Twitter? http://www.pinterest.com/pin/468937379921535082/
Shorter tweets get better CTRs
Use bit.ly to create trackable links
+- Etiquette on Twitter -
One Must
Be Genuine
Be Interesting
Know One’s Place
Use Hashtags & Tiny URLs
Check Your Spelling
Offer your audience an incentive
Maintain a Consistent Tone
One Must Not
Cold Call (Digitally)
+
The cu
stom
er jo
urn
ey
+Objectives - example
Main aim: Build a larger social media database to maintain on-going relationships and communications.
Objective 1: Increase Twitter followers for @paultonspark and @peppapiguk by 5% (400 more followers) 7th February 2013-14th February 2013
Objective 2: Increase Paultons parks Klout score by 2 between 7th February 2013-14th February 2013
Objective 3: Generate 500 tweets with the chosen # tag between 7th February 2013-14th February 2013
+Terms and conditions
5x family passes to be won to Paultons Park| Home of Peppa Pig World.
All tweets with the hashtag #lovepeppa @peppapiguk and @paultonspark will be entered into the draw.
Closing date 12 midnight on 14/12/2013
+Key performance indicators
+Feedback on campaign
“To add 400 new followers in 7 days is a great result for us. When celebrities have mentioned us before we have had added around 100-200 new followers depending on
their following. Naturally Paultons Park generate around 20-30 new followers per week”
(Rob Lee, Digital Marketing Manager, Paultons)
+Insights from campaign
campaign length should be reduced to 3 days as Twitter is a direct response short term channel.
consider the use of promoted accounts, tweets and trends in future campaigns
For a more interesting and creative campaign in the future a video link could be used
+Getting started
Encourage your existing customers to like your page
Build your audience tab – email contacts but think about who you want to engage with
Boost successful posts
Respond and interact – be social and interested!
“Posts like 'caption the image' or 'finish the sentence' usually generate tons of engagement, and reach three times more than a regular post.
Monitor engagement through Insights https://www.facebook.com/facebookforbusiness/news/pageinsights
+Case study
https://www.facebook.com/facebookforbusiness/success/sams-chowder-house
+OBJECTIVES
To create more engaging content on Facebook, increasing awareness, interest, conversion and reach amongst Bournemouth University students
To create more informative content on the website relating to Bournemouth University students, driving the traffic to conversion
+TACTICS - Facebook
Daily plan of posts: Monday – News article Tuesday – Photo of the week Wednesday – Interesting Story Thursday – Blog of the week Friday – Weekend question
Increase ‘tagging in’ on posts to increase virality of posts
+
MAGIC MOMENT
• Voluntary interaction on Facebook by EDW staff
Helen Evans posted very positive & useful comment
Saw huge response to number of views (57 organic, 123 viral)
• Time– Initial plan meant impact on ALL staff members time to create
content i.e. blogs, photo’s, requesting comments from students, monitoring, finding newsworthy articles
• Struggling to find five topics for five-day plan– Not wanting to increase numbers to subscriber list just for the
sake of it (competitions aimed at students would get us quantity but not quality?) as per Philip’s Google Analytics presentation – “think about quality of traffic, not just quantity”
– Monday – News article – time to research– Tuesday – Photo of the week – difficult to maintain– Wednesday – Interesting Story – too similar to Monday– Thursday – Blog of the week – VERY time consuming– Friday – Weekend question - worked
CHALLENGES - FACEBOOK
+OUTCOME - Facebook
4th January – 5th February Total Likes - 126 People talking about this – 58 Weekly total reach - 108
8th May – 28th May Total Likes – 160 People talking about this - 10 Weekly total reach – 232
We are seeing more viral views to our posts
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OUTCOME – Facebook - Website• We paid to boost this post – yet during
theperiod of 8th –
29th May we received just 6 referrals from
Facebook to our website
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Saw an increase in traffic directed from Facebook to Website during peak of campaign, despite sustaining regular content now tailed off Jan to Feb – 13 referred from Facebook Feb to Mar – 28 referred from Facebook Mar to Apr – 51 referred from Facebook Apr to May – 15 referred from Facebook May to Jun - 8 referred from Facebook
OUTCOME – Facebook to Website
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Working out what works best Friday weekend question often gets a few
comments, and then receives a higher number than usual views and viral views
Blog drives traffic to website – how do we increase this?
Some posts very popular – why? Utilise Facebook Insights to see which posts
are most popular
NEXT STEPS - Facebook
+Digital Destinations Project:Norburton Hall
facebook.com/NorburtonHalltwitter.com/norburtonhall
+What did we achieve with Facebook?Increased Facebook likes by 45%
Grew genuine ‘Likes’ naturally rather than through short-term incentives and fully adhered to FB rules (i.e. no competitions).
Offered discounts using email, Facebook and Twitter encouraging people to engage on Facebook.
facebook.com/NorburtonHalltwitter.com/norburtonhall
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http://www.hotel-seppl.com/en
http://www.facebook.com/Hotel.Seppl.Pitztal
http://www.facebook.com/myriviera
Facebook integration
+Case study – Hotel Terravina
Hotel Terravina were active in all elements of on-line marketing, but felt that their approach was too ‘scatter gun’ and required much more focus. The main areas of improvement were around social media and customer engagement and relationship management – the business made sure that all activity fed back to the website and that there was consistency and relevance about each of their messages: ‘social media provides us with more brand presence and means that people don't forget about us!’
+Hotel Terravina case study
A recent Sommelier blog post reached a staggering 10'000 people!
Generally we get between 25 and about 70 click throughs on tweets, which over a month probably sees something like 700 additional website visits.
Using the website to promote special offers
Tweeting offers, adding them to the hotel’s FB page
Encouraging followers to re-tweet and like our pages.
We are more pro-active about social media (TV opportunities are followed up and actioned)
http://www.slideshare.net/DigitalHub/hotel-terravina
