How can local businesses, Michigan CVB's, and those in Michigan's travel & tourism industry use Pure Michigan's social media for promotion and publicity? Find out how to leverage Pure Michigan's vast social media influence to promote your local business. Presented by Chad Wiebesick to the Michigan Association of Convention and Visitor Bureaus.

1. Getting Social with Pure Michigan
Partnerships and Opportunities
Presented to:
MACVB Educational Conference
Haworth Inn, Holland, Michigan
Prepared by:
Chad Wiebesick
Director of social media & interactive marketing
Twitter: @Wiebesick
October 1, 2012

2. 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)

3. 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

4. Pure Michigan Social Strategy
• People stay loyal to brands
they have a deep personal
relationship with.

5. Detroit Navy Week
Facebook
Blog
Instagram

6. 55th Annual Mackinac Bridge Walk
• 585 shares, 1063 likes, 311 comments
Cartoon Caption

7. 3rd Annual Detroit Fall Beer Festival

8. ArtPrize
Twitter
Pinterest Board
Instagram

9. Grand Hotel 125th Anniversary
Blog Post Flickr Album

10. Tigers Opening Day in Detroit
Infographic
Storify feed

11. 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
Stunning photos:
Ex:

12. When Brands Have Personality
• Weekly photo challenge
• “Caption this” and “Fill in the blank” posts
• “Where is this?” posts
• Promote events
• Infographics

13. Other Facebook Pages

14. 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.

15. 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

16. 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

17. 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

18. 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

19. 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.

20. 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

21. 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

22. 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

23. Pure Michigan Newsletter
• News, features, upcoming events
• 500,000+ subscribers
• Sent 2nd and 4th Thursday of the
month
• Editor: Robin Peebles
(peeblesr@michigan.org)

24. 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

25. Featured Deals Newsletter
• Up to 10 featured deals
• 300,000+ subscribers
• Sent first Thursday of the month
• Editor: Robin Peebles
(peeblesr@michigan.org)

26. Fall Color Report Newsletter
• Weekly fall color updates
• 200,000+ subscribers
• Sent weekly during peak fall
color season
• Editor: Robin Peebles
(peeblesr@michigan.org)

27. 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)

28. 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)

29. 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

30. 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)

31. Thank You
• Chad Wiebesick
• wiebesickc@michigan.org
• Twitter: @wiebesick
• Facebook.com/cwiebesick
• Linkedin.com/in/wiebesick
• (517) 335-1083