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Big Attraction Group Meeting  Using Social Media
About Fox Communications Established in 2001 as a PR and marketing consultancy. Worked with numerous clients on the media relations side of PR. Involved in the digital side of marketing since the beginning and therefore began to specialise in online PR and later social media. Now works with many organisations in both the PR/Online PR sectors and in social media strategy and campaigns. Social media is all about conversations – usually instant! Hence the requirement for a background in PR and solid experience in marketing. The difference between success and failure can be small so always ensure that anyone responsible for social media agency knows: What to say, how much to say and what not to say.  And also how to say it and how not to say it!
Social Media is….. “ Communicating over the web and using new technology to effectively communicate with  stakeholders ”  Source: CIPR website 2007 We believe that it enables us to: LISTEN  to our customers and potential customers in ways never previously possible ENGAGE  with multiple stakeholders (online customers/partners/influencers) in relevant and interesting ways IDENTIFY  those that influence others and the issues related to our organisation and sectors MEASURE  outputs and outcomes of our engagements
Social Media is….. Forums and blogs
Social Media is….. Podcasts
Social Media is….. Social Networks
Social Media is…..
Social Media is…..
Social Media is…..
Visit York We initiated a dedicated social media campaign that utilised both Twitter and Facebook.  Firstly for the 4 for 3 / 3 for 2 Nights Accommodation Offers Campaign, and then the Shop and the City Campaign.
Facebook – Visit York www.facebook.com/visityork Fans/Likes Fans at 06/12/09 0 fans. Fans at 16/05/10 615 fans (or Likes!)
Facebook – Visit York Facebook - some random quotes from Fan interactions on www.facebook.com/visityork “ Plenty of pubs with snugs full of fireplaces too! :)”  “ Love York shopping!!” “ How did the Tourism Awards go last night? Who won? We're very intrigued at  Live&Love York Magazine!” “ Fabulous place York.....I have been there once but found it magical......will go back again hopefully soon !  “ Haha, Duttons for Buttons! Super nomination. Sheer nostalgia. As for me, it stands between The Cat Gallery in Stonegate and The Blake Head Bookshop in Micklegate. I must say in later months I would add the Chinese supermarket in George Hudson Street...” “ Watching everyone enjoy ice creams on the tour bus while sitting in exhibition square on my lunch break”
Twitter – Visit York Visit York on Twitter  11/12/09: 418 followers Latest – 17/05/10: 1,095 followers Increase of 677 followers throughout  campaign The Visit York Twitter account now  appears on 73 lists Visit York has now made 1,334 tweets!
Twitter – Visit York Visit York on Twitter -  some comments from followers @ VisitBritainNDC  RT @ VisitYork  Come racing in York. The Dante Festival, York Racecourse.  http://bit.ly/cYAsn2   @ GeminiCloud9  @ VisitYork  Just watched Visit York mini break film and definitely returning again this year!  @ RobinHoodPark  Check out @ visityork  's video for ideas of great things to do while staying with us. York has something for everyone whatever the weather!     @ ScenicDrives  RT @ VisitYork : Great sunset shot of York  http:// bit.ly/aDkHYa   @ Thecookingrooms   @ VisitYork  El Gaucho on Walmgate is definitely up there. Ate there on Tuesday night and it took us back to Buenos Aires. @ MarkyMarkGilroy  @ VisitYork  FAR too many to choose from!! Blue Bicycle, The Biltmore and Nineteen are all up there. Heard great things about Ate O'Clock too.
Visit York - how social media can influence The Shambles won the Google Street View Most Picturesque Street Award. The second we heard about the nominations for York streets, we began spreading word on Twitter and Facebook, asking people to vote for the nominated York streets and  providing the link for them to do so. The request was also passed on virally  and will have no doubt increased the  vote significantly. This is a perfect  example of the speed and power  of social media. When it won, we announced the news  instantly – which was also spread around  like wildfire - via re-tweets and posts.
Visit York - how social media can influence Listening and responding.  Via Twitter we saw a post from an IT consultant who wished to organise an international conference in York but was encountering resistance from foreign delegates who didn’t know much about York.  He tweeted us for help and this resulted in him  meeting up with Visit York staff which in turn led  to him booking the international conference. The nature of social networks is that people are  far more likely to interact. They don’t need to  phone, find the correct email address or visit.  A presence in social media means that we’re  there and available in a way not previously  possible.
What’s New? So, what’s around the corner in social media, the next big thing?  Well YouTube has been around for five years now but experts predict its phenomenal growth will not just continue, but explode! “ Video sharing website YouTube now  gets more than  two billion hits daily”.  “ Every single minute,  over 24 hours of video  are uploaded to YouTube”. Sources:  BBC News, May 17, 2010.  YouTube Fact Sheet, May 2010
YouTube – an under-exploited resource Here’s a tip. If you want your videos to be found and viewed, play the game. Optimisation helps your video get discovered in YouTube search results
YouTube  A major part of getting your videos found and viewed is simply through the clever use of headlines, descriptions and tags.   Help your videos be discovered in search results and ‘Related Videos’ •  Title: 120 characters –  Think of your title as a headline –  If you include brand name in title, it should go last •  Description: 5,000 characters –  Be as detailed as possible (short of entire transcript) –  Include URLs (with http://) to Playlist or website •  Tags: 120 characters –  Be as detailed as possible –  Include: Brand, city, topics Source: YouTube Partner Help Centre Source: YouTube Search, May 7, 2010
YouTube  Why so important? We work with specialists in YouTube optimisation and here’s an example of the results they achieved with a client who run an online travel video channel.  On YouTube the travel client in question had received 1,510 total views in eight months. In the next 100 days, they received 116,905 total views. It really works!  Another benefit: In April, external links to the  client site grew from under 1,000 to over 2,500.  Incredible for SEO purposes.
Foursquare  What is it? It’s a location-based social network that combines your friends, location and status, meaning it allows you to tell your friends where you are and what you’re doing.  The interesting thing about Foursquare is that this happens in a pseudo-game format. When you check-in  at places – such as your Attraction - you  receive points. After multiple check-ins, you  earn badges. And you can see how  many points you have in comparison  to your friends. It’s mainly based around mobile so it’s ideal for  catching visitors on the move
Foursquare  Five Tips to Get Started and Use Foursquare 1.   Add Your Business  2.  Add Friends - Like any social network, you need people to communicate with.   3.  Get Active - Check in each day.  Add “Shouts” (profile updates) relevant to what’s going on.  Events coming up?  Promotions?  Check into other locations as well. Don’t just promote yourself. This is a good way to see what other businesses are doing – and who’s in their network! 4.  Add Tips - You can add “tips” in locations.  Add information, promotions and events. What about car parking info around your attraction? Anything useful. 5.  Reward Those Who Check In - You should be rewarding Foursquare users who check into your business.  Because you will be checking into your business each day, you’re likely to be the mayor fairly quickly.  So aim your promotions to anyone who checks in, not just the mayor.
Foursquare  Is it worth it?  It’s amazing how fast  a social network can catch  on.  Foursquare was  mentioned heavily at the  SXSW conference  in Texas and in the  ten days that followed,  100,000 users signed up.  Some call it a fad that  will fade - but remember,  that’s what they said  about Twitter and Facebook!
Why is social media so important? Using social media properly has many advantages – here’s just four for starters : PR – it’s a powerful and instant PR channel. It works both ways. E.g. Conduct a survey on Facebook and you’ve got an instant story. User value – you’re providing great information and entertainment for your customers – what’s not to like?! Plus they feel valued as it’s way for them to provide feedback and get questions answered. Market Research – You’ve got a ready made market research team at your disposal. Find out what customers like and dislike. Gauge demand, ask for ideas.  Search Engine Optimisation – keywords and links on social networks referring to your site will boost search engine rankings. This can be incredibly important.  There are some great examples of organisations really pushing the envelope in social media – let’s look at these now
Some ideas for you There are some great examples of organisations really pushing the envelope in social media A topical example is The National Trust. When the volcano dust cloud was at its peak and most flights in the UK were cancelled, they began Tweeting this: “ Stuck in the UK? We're giving stranded tourists free entry to our places  (show us your passport & delayed plane ticket)  http://bit.ly/bygeH7 ” This actually led to some offline coverage in  the nationals thus proving that PR can work two ways in social media Let’s take a look at some others now
Great examples Warwick Castle - The Grand Scream of Things “ Warwick Castle :  The Castle Dungeon at Warwick Castle is celebrating its first birthday - we're looking for your screams, big and small!  Simply post the video on our wall and the video with the most likes by the competition closing date,  wins £1000!” Not only is a great way to attract  followers, it gets them to interact  with the brand and creates  compelling user generated content.  As well as Facebook activity, it  creates great and free content  for their YouTube channel.
Great examples Tourism Queensland – Best Job in the World Tourism Queensland wished to launch a new brand (the Islands of the Great Barrier Reef) into eight key international markets. It began marketing a job vacancy for ‘Island Caretaker’.  Initially job ads were placed on and offline,  driving people to an engaging website. It then  gathered user-generated content (video job  Applications) and supported the interactive  campaign with a presence on social  networking sites. PR went ballistic, both  on and offline and it is estimated that it  the campaign was seen, in one form or other,  by over 3 billion people.
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Great examples TATE – Tate Tracks Campaign
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Great examples Metropolitan Museum of Art – ‘It’s Time we MET’ Campaign
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Great examples Royal Opera House, London – Twitter Opera
Remember - Social Media isn’t… The answer to all your marketing prayers It takes a lot of work and a lot of time to  become effective and for it to work for you. It can help all other forms of marketing but  it does not work in isolation.  It should be:  Integrated PR led Committed Long-term Consistent Not to mention engaging, interesting, two-way, entertaining, different, amusing, viral, informative, playful, helpful…..you get the picture
How should we join in? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
It’s great but how do we Measure? Clear objectives – what to measure and what will be useful? Buzz and sentiment – not just numbers. This is where  monitoring and listening come in. 30 new followers in  one morning? Big deal.  What if 20 people that morning were complaining about  your attraction’s customer service? That’s a big deal. That’s more useful for you to know than numbers.  Stay alert  as to what people are saying about you; it’s great for  improving your offering and ironing out problems – and it can  even avert a potential crisis.  Check out software such as Meltwater Buzz
Measurement Web analytics – when measuring, remember to use tools  such as Google Analytics. You need to know the effect  social media is having upon your main web site. You can also  see exactly what has proved successful, and what hasn’t.  Other signs – don’t forget to count and consider conversations,  downloads, video views and comments, competition  entries, Re-Tweets, Likes, referring URL visits,  page impressions, visit times, influential followers,  Interactions, Organic SE positioning, in-bound links,  Fan photos and videos, etc. etc. It’s not just about number of Fans and Followers!
I’ll tell you a story Single most important thing to take away? Integrate. Social media only works if it’s part of the bigger picture.  It’s part and parcel of PR today and will amplify your efforts. It’s powerful and immediate and can work well with your advertising, promotions, direct marketing and every single other aspect of your marketing.  It can even help with your recruitment!  Social media isn’t difficult, think of it as telling your story.  Treat each medium differently, but ensure it embodies your Attraction’s personality. Consider how to utilise it so that it will spread your stories in the most effective way.  Have fun – it will show!

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Big Attraction Group - Social Media Presentation

  • 1. Big Attraction Group Meeting Using Social Media
  • 2. About Fox Communications Established in 2001 as a PR and marketing consultancy. Worked with numerous clients on the media relations side of PR. Involved in the digital side of marketing since the beginning and therefore began to specialise in online PR and later social media. Now works with many organisations in both the PR/Online PR sectors and in social media strategy and campaigns. Social media is all about conversations – usually instant! Hence the requirement for a background in PR and solid experience in marketing. The difference between success and failure can be small so always ensure that anyone responsible for social media agency knows: What to say, how much to say and what not to say. And also how to say it and how not to say it!
  • 3. Social Media is….. “ Communicating over the web and using new technology to effectively communicate with stakeholders ” Source: CIPR website 2007 We believe that it enables us to: LISTEN to our customers and potential customers in ways never previously possible ENGAGE with multiple stakeholders (online customers/partners/influencers) in relevant and interesting ways IDENTIFY those that influence others and the issues related to our organisation and sectors MEASURE outputs and outcomes of our engagements
  • 4. Social Media is….. Forums and blogs
  • 6. Social Media is….. Social Networks
  • 10. Visit York We initiated a dedicated social media campaign that utilised both Twitter and Facebook. Firstly for the 4 for 3 / 3 for 2 Nights Accommodation Offers Campaign, and then the Shop and the City Campaign.
  • 11. Facebook – Visit York www.facebook.com/visityork Fans/Likes Fans at 06/12/09 0 fans. Fans at 16/05/10 615 fans (or Likes!)
  • 12. Facebook – Visit York Facebook - some random quotes from Fan interactions on www.facebook.com/visityork “ Plenty of pubs with snugs full of fireplaces too! :)” “ Love York shopping!!” “ How did the Tourism Awards go last night? Who won? We're very intrigued at Live&Love York Magazine!” “ Fabulous place York.....I have been there once but found it magical......will go back again hopefully soon ! “ Haha, Duttons for Buttons! Super nomination. Sheer nostalgia. As for me, it stands between The Cat Gallery in Stonegate and The Blake Head Bookshop in Micklegate. I must say in later months I would add the Chinese supermarket in George Hudson Street...” “ Watching everyone enjoy ice creams on the tour bus while sitting in exhibition square on my lunch break”
  • 13. Twitter – Visit York Visit York on Twitter 11/12/09: 418 followers Latest – 17/05/10: 1,095 followers Increase of 677 followers throughout campaign The Visit York Twitter account now appears on 73 lists Visit York has now made 1,334 tweets!
  • 14. Twitter – Visit York Visit York on Twitter - some comments from followers @ VisitBritainNDC RT @ VisitYork Come racing in York. The Dante Festival, York Racecourse. http://bit.ly/cYAsn2 @ GeminiCloud9 @ VisitYork Just watched Visit York mini break film and definitely returning again this year! @ RobinHoodPark Check out @ visityork 's video for ideas of great things to do while staying with us. York has something for everyone whatever the weather!    @ ScenicDrives RT @ VisitYork : Great sunset shot of York http:// bit.ly/aDkHYa @ Thecookingrooms  @ VisitYork El Gaucho on Walmgate is definitely up there. Ate there on Tuesday night and it took us back to Buenos Aires. @ MarkyMarkGilroy @ VisitYork FAR too many to choose from!! Blue Bicycle, The Biltmore and Nineteen are all up there. Heard great things about Ate O'Clock too.
  • 15. Visit York - how social media can influence The Shambles won the Google Street View Most Picturesque Street Award. The second we heard about the nominations for York streets, we began spreading word on Twitter and Facebook, asking people to vote for the nominated York streets and providing the link for them to do so. The request was also passed on virally and will have no doubt increased the vote significantly. This is a perfect example of the speed and power of social media. When it won, we announced the news instantly – which was also spread around like wildfire - via re-tweets and posts.
  • 16. Visit York - how social media can influence Listening and responding. Via Twitter we saw a post from an IT consultant who wished to organise an international conference in York but was encountering resistance from foreign delegates who didn’t know much about York. He tweeted us for help and this resulted in him meeting up with Visit York staff which in turn led to him booking the international conference. The nature of social networks is that people are far more likely to interact. They don’t need to phone, find the correct email address or visit. A presence in social media means that we’re there and available in a way not previously possible.
  • 17. What’s New? So, what’s around the corner in social media, the next big thing? Well YouTube has been around for five years now but experts predict its phenomenal growth will not just continue, but explode! “ Video sharing website YouTube now gets more than two billion hits daily”. “ Every single minute, over 24 hours of video are uploaded to YouTube”. Sources: BBC News, May 17, 2010. YouTube Fact Sheet, May 2010
  • 18. YouTube – an under-exploited resource Here’s a tip. If you want your videos to be found and viewed, play the game. Optimisation helps your video get discovered in YouTube search results
  • 19. YouTube A major part of getting your videos found and viewed is simply through the clever use of headlines, descriptions and tags. Help your videos be discovered in search results and ‘Related Videos’ • Title: 120 characters – Think of your title as a headline – If you include brand name in title, it should go last • Description: 5,000 characters – Be as detailed as possible (short of entire transcript) – Include URLs (with http://) to Playlist or website • Tags: 120 characters – Be as detailed as possible – Include: Brand, city, topics Source: YouTube Partner Help Centre Source: YouTube Search, May 7, 2010
  • 20. YouTube Why so important? We work with specialists in YouTube optimisation and here’s an example of the results they achieved with a client who run an online travel video channel. On YouTube the travel client in question had received 1,510 total views in eight months. In the next 100 days, they received 116,905 total views. It really works! Another benefit: In April, external links to the client site grew from under 1,000 to over 2,500. Incredible for SEO purposes.
  • 21. Foursquare What is it? It’s a location-based social network that combines your friends, location and status, meaning it allows you to tell your friends where you are and what you’re doing. The interesting thing about Foursquare is that this happens in a pseudo-game format. When you check-in at places – such as your Attraction - you receive points. After multiple check-ins, you earn badges. And you can see how many points you have in comparison to your friends. It’s mainly based around mobile so it’s ideal for catching visitors on the move
  • 22. Foursquare Five Tips to Get Started and Use Foursquare 1.   Add Your Business 2.  Add Friends - Like any social network, you need people to communicate with.  3.  Get Active - Check in each day.  Add “Shouts” (profile updates) relevant to what’s going on.  Events coming up?  Promotions? Check into other locations as well. Don’t just promote yourself. This is a good way to see what other businesses are doing – and who’s in their network! 4.  Add Tips - You can add “tips” in locations.  Add information, promotions and events. What about car parking info around your attraction? Anything useful. 5.  Reward Those Who Check In - You should be rewarding Foursquare users who check into your business.  Because you will be checking into your business each day, you’re likely to be the mayor fairly quickly.  So aim your promotions to anyone who checks in, not just the mayor.
  • 23. Foursquare Is it worth it? It’s amazing how fast a social network can catch on. Foursquare was mentioned heavily at the SXSW conference in Texas and in the ten days that followed, 100,000 users signed up. Some call it a fad that will fade - but remember, that’s what they said about Twitter and Facebook!
  • 24. Why is social media so important? Using social media properly has many advantages – here’s just four for starters : PR – it’s a powerful and instant PR channel. It works both ways. E.g. Conduct a survey on Facebook and you’ve got an instant story. User value – you’re providing great information and entertainment for your customers – what’s not to like?! Plus they feel valued as it’s way for them to provide feedback and get questions answered. Market Research – You’ve got a ready made market research team at your disposal. Find out what customers like and dislike. Gauge demand, ask for ideas. Search Engine Optimisation – keywords and links on social networks referring to your site will boost search engine rankings. This can be incredibly important. There are some great examples of organisations really pushing the envelope in social media – let’s look at these now
  • 25. Some ideas for you There are some great examples of organisations really pushing the envelope in social media A topical example is The National Trust. When the volcano dust cloud was at its peak and most flights in the UK were cancelled, they began Tweeting this: “ Stuck in the UK? We're giving stranded tourists free entry to our places (show us your passport & delayed plane ticket) http://bit.ly/bygeH7 ” This actually led to some offline coverage in the nationals thus proving that PR can work two ways in social media Let’s take a look at some others now
  • 26. Great examples Warwick Castle - The Grand Scream of Things “ Warwick Castle : The Castle Dungeon at Warwick Castle is celebrating its first birthday - we're looking for your screams, big and small! Simply post the video on our wall and the video with the most likes by the competition closing date, wins £1000!” Not only is a great way to attract followers, it gets them to interact with the brand and creates compelling user generated content. As well as Facebook activity, it creates great and free content for their YouTube channel.
  • 27. Great examples Tourism Queensland – Best Job in the World Tourism Queensland wished to launch a new brand (the Islands of the Great Barrier Reef) into eight key international markets. It began marketing a job vacancy for ‘Island Caretaker’. Initially job ads were placed on and offline, driving people to an engaging website. It then gathered user-generated content (video job Applications) and supported the interactive campaign with a presence on social networking sites. PR went ballistic, both on and offline and it is estimated that it the campaign was seen, in one form or other, by over 3 billion people.
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  • 30. Great examples TATE – Tate Tracks Campaign
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  • 32. Great examples Metropolitan Museum of Art – ‘It’s Time we MET’ Campaign
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  • 34. Great examples Royal Opera House, London – Twitter Opera
  • 35. Remember - Social Media isn’t… The answer to all your marketing prayers It takes a lot of work and a lot of time to become effective and for it to work for you. It can help all other forms of marketing but it does not work in isolation. It should be: Integrated PR led Committed Long-term Consistent Not to mention engaging, interesting, two-way, entertaining, different, amusing, viral, informative, playful, helpful…..you get the picture
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  • 37. It’s great but how do we Measure? Clear objectives – what to measure and what will be useful? Buzz and sentiment – not just numbers. This is where monitoring and listening come in. 30 new followers in one morning? Big deal. What if 20 people that morning were complaining about your attraction’s customer service? That’s a big deal. That’s more useful for you to know than numbers. Stay alert as to what people are saying about you; it’s great for improving your offering and ironing out problems – and it can even avert a potential crisis. Check out software such as Meltwater Buzz
  • 38. Measurement Web analytics – when measuring, remember to use tools such as Google Analytics. You need to know the effect social media is having upon your main web site. You can also see exactly what has proved successful, and what hasn’t. Other signs – don’t forget to count and consider conversations, downloads, video views and comments, competition entries, Re-Tweets, Likes, referring URL visits, page impressions, visit times, influential followers, Interactions, Organic SE positioning, in-bound links, Fan photos and videos, etc. etc. It’s not just about number of Fans and Followers!
  • 39. I’ll tell you a story Single most important thing to take away? Integrate. Social media only works if it’s part of the bigger picture. It’s part and parcel of PR today and will amplify your efforts. It’s powerful and immediate and can work well with your advertising, promotions, direct marketing and every single other aspect of your marketing. It can even help with your recruitment! Social media isn’t difficult, think of it as telling your story. Treat each medium differently, but ensure it embodies your Attraction’s personality. Consider how to utilise it so that it will spread your stories in the most effective way. Have fun – it will show!