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When the former Greenville Convention & Visitors Bureau approached Brains on Fire about creating a new identity for our hometown, they didn’t have to ask twice. This was far more than an identity project; it was an opportunity to foster a greater sense of community within our community. With 36 Greenvilles in the United States, we would need to identify that “something special” that really sets us apart. In this session, Brains on Fire Word of Mouth Inspiration Officer, Geno Church share the evolution of THAT Greenville, SC and the #yeahTHATgreenville hashtag. You’ll learn how WOM and traditional advertising worked in tandem to turn a dot on the map into an award-winning destination and a thriving community of loud, proud and passionate advocates. Sure, there may be 36 Greenvilles in the U.S., but there’s only one #yeahTHATGreenville. Takeaways: 1. Visual is powerful. Don’t limit yourself to looking at content as a way to relay information. Content should be art. 2. Success requires both WOM and traditional marketing. A happy partnership between the two can support, boost and enhance the other when they work in tandem. 3. Insight is key. Doing your homework ahead of time allows you to unearth and tap into existing pride and energy. 4. Don’t be afraid to let go. Allow the community to take the reins, own it and make it their own. 5. Keep things fresh. Continually seek out new opportunities and ways to reenergize and engage the community.
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hashtag
#
yeah
that@genochurch
WOMMA SUMMIT 2014
hashtag
#
yeah
that@genochurch
WOMMA SUMMIT 2014
Q&AA LITTLE
1Question
OKWE GET IT
radarWE AIN’T ON THE
2Question
1
1
1
1
?
36
No Respect
YEAH with 36 states out of 50 havinga Greenville it’s a little hard to get
some respect.
Meet Amy
Ugh
Top of
Not
Mind
MUCH LESS A CONSIDERATION
Your Buying
Just not
First Big Take Away
DiggingUpPeople
What We Heard
People typically came here because they knew someone. But repeat visitors kept coming back because they were surprised by Greenville and all it had to offer.
Surprise!1#
People consistently said the best thing about Greenville was how nice people were.
People2#
Everyone" “That”
3#
had a
during interviews when we asked people about what they did, everyone talked about THAT restaurant being their favorite place or THAT hike being their favorite thing to do or THAT store being their favorite place to shop. There was a THAT for everyone. A "THAT" for every person.
greenville
#
yeah
that
greenville
visit
SC
greenville
#
yeah
thatOurHappy g CAUSE WE’VE
GOT SOMETHING TO SMILE ABOUT
Second Big Take Away
the MIXit’s in
sharedpaidearned
secret is peoplethe
paidmix people into the conversation
rememberthis?
BoomBoomOUT GO THE LIGHTS
passionateloudproud
ADVOCATES
earnedAN OUTSIDE SHOT
sharedTHIS IS HOW WE ROLL AT BRAINS ON FIRE
moehelloit’s
moehelloit’s
COMMUNITY MANAGER
facilitator of conversation
wayis aCOMMUNITY.
NOT A PLACE.
COMMUNITY. As a brand, you don’t OWN any social space other than your own handle, and you definitely don’t own the folks you interact with therein. They’re human beings –just like you.
COMMUNITY. Every voluntary interaction made by a community member is a direct expression of their “social self”. We must see these interactions as an honor and treat them that way!
A COMMUNITY MANAGER HAS to be a PEOPLE person. To be successful in conversation you’ve got to be real, be vulnerable, be grateful. The rest will fall in line!
Third Big Take Away
MEANINGLESS GREENVILLE trivia
fivegimmesteps
1step
you’reSO ACT LIKE IT
humanIN MOE’S WORDS
a few STEP 1
it takesdates
STEP 1 STEP 1
member be a first
“I had to prove myself first - as an active and
valuable part of what I was trying to create. ”
2step
stepprovingyourself
IN MOE’S WORDS
#greenvilleschash #itOVER & OVER
#dtgvl
#instagvl
STEP 2
nurtureRELATIONSHIPS
STEP 2
LIKE
COMMENT ENCOURAGE
STAY IN TOUCH BE HUMAN
3step
elevate engage IN MOE’S WORDS
#yeahthat greenville
repost SUPER-ACTIVE
MEMBERS
4step
lettinggoCan be a beautiful thing
IN MOE’S WORDS
#yeahthat…SPRING FEVER …SUMMER …FALL …SNOW
1950
#greenville
ridethat
117
#greenville
eatthat
359
#TR
yeahthat
TRAVELERS REST507
meet
amy
anothershe did all THAT!
Yes, it is still on me to follow people, to check out events, to put myself out there... but THAT tag provided me with the opportunity to do all of those things!
#that
5step
meetup
THATRETURN
ON
from launch to end of FY13 -following grew:
82,700%
800photo’s in just a few days
from FY13 to end of FY14 -following grew:
540%
At the end of the year
26,378#yeahTHATgreenville
Averaging
203photos per day
Pins have increased
2,424%since Q3FY13
Followers have increased
2,114%since Q3FY13
Likes have increased
1,230%since Q3FY13
129%increase in page fans mostly in Q4FY14
806%shares increased
953%likes increased
1100%comments increased
72%following increased
since launch
103%mentions increased
since launch
130%retweets increased
since launch
WOW!
WEB TRAFFIC
83%EARNED ROI
4000%
INQUIRES
300%
HOTEL OCCUPANCY
68%90MILLION
Zero to Hero
Q&ATHANKS…
@genochurch
