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Facebook, Twitter, Blogging 101 - Ag Hort Conference - 2012.01.17
The document outlines the Indiana Office of Tourism Development's marketing strategies with a budget of $1.9 million, highlighting the significance of tourism in Indiana, which attracts over 62 million visitors annually. It discusses the growth of social media platforms like Facebook, Twitter, and blogs in engaging consumers and promoting tourism, with key statistics on user engagement and preferences for content. The document emphasizes the importance of online presence and content strategy in driving traffic and interaction with potential visitors.
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Facebook, Twitter, Blogging 101 - Ag Hort Conference - 2012.01.17
- 1. January 17th ,2011 Facebook (and Blogging and Twitter) 101
- 2. Jeremy A. Williams Email: [email protected] Phone: 317.232.8897 Twitter: @VisitIndiana Twitter: @JeremyAWilliams Blog: VisitIndiana.com/blog
- 3. What Will WeTalk About Today?
- 4. Indiana Office ofTourism Development • Marketing arm for leisure tourism in state • Stand alone agency reporting to Lt. Governor • Staff of six • Current budget - $1.9 million from the general fund • Private revenue - $1.3 million
- 5. Tourism is BigBusiness in Indiana • Indiana hosts more than 62 million visitors annually • Visitors spend more than $10 billion annually • Tourism industry supports more than 257,000 jobs in Indiana
- 6. Marketing Strategies • VisitIndiana.com •Online marketing • Consumer permission e-mail • Social media • Publications • Advertising coop program • Earned media
- 7. Publications 1. Indiana TravelGuide (500,000 copies) 2. Indiana Travel Map (500,000 copies) 3. Partnership with ISFA for Indiana Festival Guide
- 8. Social Media • Strategic growth from 2009 through 2011 2009 2010 June 1, ‘11 Jan 1 ‘12 Flickr VI Members 292 381 400 413 Group Photos 6,759 10,184 11,030 12,092 Facebook Members 948 4,026 5,125 6,614 Twitter Followers 3,570 6,155 7,652 14,187 Foursquare Followers n/a 4,483 10,160 14,812 Indiana Visitors 70,000 136,000 65,000 242,000 Insider Blog (annual)
- 11. Indiana Insider Blog •6 staff members • 3 paid bloggers, 15+ contributors • 40+ Butler University Student Bloggers • 40% more visits in 2010 than 2009 • 82% ahead of 2010 so far in 2011
- 12. 470,000 visitors over3.5 years
- 13. Why We Createdthe Indiana Insider Blog • Provide insider tips and information on things to do in Indiana • Use real experiences from real people - not marketing-speak or press releases • We wanted to create an outlet to more easily get info to consumers • VisitIndiana.com is primarily listings - not enough long-form content • Gives us tremendous flexibility • Blog would be free • Great for SEO
- 16. Social Media Research- Blog We surveyed readers of our blog in July, here are our findings: • 43% of respondents read our blog as often as new posts are created • Over half share posts occasionally - typically through email • 68% of readers travel to/within Indiana at least every couple months • Top content our blog readers are looking for: • Unique destinations • Discounts • Local food • Day trip ideas • Insider info
- 17. How Will BloggingHelp You? • You are the subject matter experts in your business • Search Engines love frequently and recently updated content • 70.45% of Indiana Insider Blog traffic via Search in past 12 months • Easily updated with up-to-date info • Once it’s up, very easy to manage • Content stays live long after the post is written • 4 of 10 top posts in 2011 were written in 2008, 2009 or 2010. Our blog is the content engine that drives our social strategy
- 18. Which Platform toChoose?
- 19. Broadcast Your Posts: Twitter Facebook • Twitterfeed • RSS Graffiti • Quickly pushes new posts to Twitter • Immediately pushes new posts to FB • Add extra copy/hashtags to each • Hook up to your bit.ly account tweet • Feeds through with image and post • Hook up to your bit.ly account summary • Allows for Google Analytics Campaign info
- 20. • Copy pointshere copy points here •Sub text here • Copy points here copy points here • Copy points here copy points here •Sub text here
- 21. Facebook Stats -2011 • More than 800 million users • 50% of active users login on any given day • Average user has 130 friends • People spend over 700 billion minutes/month on FB • Roughly 20 hours/month per user • Users average 23 minutes per Facebook session • Avg. user connected to 80 community pages, groups and events • 59% of consumers are more likely to recommend a brand after liking on Facebook • Each week on Facebook more than 3.5 billion pieces of content are shared • 250 million active mobile Facebook users Sources: All stats from facebook.com
- 22. Facebook.com/Page Headline Here • Copypoints here copy points here •Sub text here • Copy points here copy points here • Copy points here copy points here •Sub text here
- 24. Facebook Ads • Target exactly who you want as fans • Inexpensive way to gain fans • Purchase Pay-per- Click, not Impressions
- 25. Social Media Research- Facebook We surveyed our Fans in July, here are our findings • 85% of respondents became fans because they clicked on the Facebook icon on VisitIndiana.com • 34% share posts from Visit Indiana Facebook page often • 37% saw posts from Visit Indiana daily • 47% saw posts from Visit Indiana several times a week • Top content our Facebook followers are looking for: • Discounts • Insider info • Day trip ideas • Unique destinations • Timely events
- 26. How Will FacebookHelp You? • 800 million people – your business WILL have an audience on Facebook • Facebook allows for easy-to-follow, public interaction with customers • Useful for keeping fans up to date on company news, product launches • Customer service tool • Share exclusive news, discounts and info with fans – they expect it • Push blog posts to Facebook – these are some of your most engaged fans • Don’t be creepy – no Facebook Stalking! Remember: Facebook is a broadcast medium that enables two-way conversation (so ask and answer questions)
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- 29. Twitter Stats -2011 • 5 years old • 200-300 million users1 • Took 3+ years to reach 1B tweets (Mar ‘06-May ’09)2 • Now 1B tweets are sent in just one week2 • 34% of marketers have generated leads via Twitter • 55% of Twitter users access the platform via mobile devices • Twitter users are the most influential online customers, their influence spreads across all areas of the internet.3 Sources: 1. bbc.co.uk; 2. blog.twitter.com ; 3. ExactTarget SFF Research (2010)
- 31. Social Media Managementtools TweetDeck HootSuite • 200 million users1 •Sub text here • Copy points here copy points here • Copy points here copy points here •Sub text here Sources: 1. bbc.co.uk
- 32. 46% of Tweetsfrom Mobile Devices 1
- 33. How Will TwitterHelp You? • Twitter users are the most influential online customers – influence spreads • People are already talking about you or your industry on Twitter • Useful for keeping fans up to date on company news, product launches • Share exclusive news, discounts and info with followers • Push blog posts to Twitter – post at different time of day/week • Retweet relevant content and have conversations with followers • Customer service tool
- 34. Social Media Research- Twitter We surveyed our Followers in July, here are our findings • 60% of respondents followed @VisitIndiana because they saw our name mentioned in a tweet in their stream • 14% followed us because of a Promoted Tweet or Promoted Account • 61% saw tweets from @VisitIndiana at least daily • 14% retweet content from @VisitIndiana often or very often • Top content our Twitter followers are looking for: • Discounts • Unique destinations • Local food • Day trip ideas • Insider info
- 35. Measure: • @ Mentionsand Direct Messages • Retweets (how many times were you retweeted?) • Inbound links to your website via Twitter • Some trackable via twitter.com or t.co • Append campaign tracking metrics to links you send out.
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- 38. Resources • Presentation: bit.ly/visitindiana-aghort •ExactTarget Research: bit.ly/ttc-sff • Tourism Tech Corner: VisitIndiana.com/TechCorner
- 39. Jeremy A. Williams Email: [email protected] Phone: 317.232.8897 Twitter: @VisitIndiana Twitter: @JeremyAWilliams Blog: VisitIndiana.com/blog
- 40. January 17th ,2011 Facebook (and Blogging and Twitter) 101