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Hocking Hills Tourism Association Social Media Marketing FAQ

Amy Marshall answered FAQs about social media marketing at Hocking Hills on April 20, 2010.

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Hocking Hills Tourism Association Social Media Marketing FAQ

  1. 1. Social Media FAQsWhat you really need to know!Amy Marshall – April 21, 2010<br />
  2. 2. Why the “noise” about the Internet<br />Almost two-thirds of US adults claim to go online every day<br />Equates to almost 200 MILLION US adults a year!<br />(eMarketer)<br />Half of those will make purchases online (IDC)<br />40% of Internet users have mobile access (IDC)<br />Internet has surpassed TV as the most essential media (IDC)<br />
  3. 3. Who is Really Using Social Media?<br />75% of college students<br />60% of the wealthy<br />Facebook’s fastest growing demographic is 50+, followed by 41-45 year olds<br />The average Twitter user is 31 yrs old<br />
  4. 4. Why You Can’t Ignore Social Media<br />Ignoring social media is “like ignoring Google back in ‘99″<br />YouTube is the second largest “search engine” and provides an opportunity to tell your story<br />
  5. 5. What is the ROI of Social Media?How much business can I get using social media?<br />Forget about the ROI you get from social media and treat it as your customer service department.<br />“An angry customer can lose you many more customers than a happy one can win you. Go to Facebook and register your business name or category, because there’s nothing stopping your competitors from doing so.” (Travel blogger)<br />
  6. 6. Social media faqs<br />
  7. 7. Social Media Time ManagementHow do I keep social media activities from consuming all my time?<br />Limit the number of networks<br />Find your audience<br />Set up alerts<br />Google Alerts, TweetBeep,<br />Choose your connections carefully<br />Set aside 15-20 min 3-4 times a week<br />Build a “content calendar”<br />Divide and conquer the management<br />If managed well, can reduce emails! <br />
  8. 8. Social Media Time ManagementI have 3 hours a week to spend on social media. What is the best way to distribute my time each week?<br />Sync social networks together to make content efficient<br />Twitter, Facebook, LinkedIn<br />People use different networks for content  <br />Post to one and let the rest auto update<br />Focus on providing updates about events and responding to questions<br /> <br />
  9. 9. Frequency of Contact on Social NetworksI have 200 Fans. How often should I be talking to them?<br />Keep fans updated on events, news, updates – as often as it takes to do that  <br />Start with 3 times a week, move to 5 times a week or daily<br />Always respond to questions or inquiries with 12 hours or a day at most<br />Ask fans to initiate conversations/content<br />
  10. 10. Content Ideas<br />Events<br />News posts<br />Awards<br />Customer quotes/testimonials<br />Contests<br />Promotions, coupons<br />Advice / tips<br />Reference other resources<br />Pictures / videos<br />Destination updates<br />Location stories<br />Seasonal info<br />
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  12. 12. Being Transparent & Building Relationships with Social MediaHow do I get a conversation going without sounding like a commercial?<br />Never start with your elevator pitch<br />Be personal<br />Ask questions<br />Respond to questions<br />Use follower names/usernames to get their attention<br />Help them share their news/photos/updates/info<br />Provide info that they will find useful<br />Watch for people talking about your business or specialty and provide feedback when appropriate<br />Thank people when they mention or write about you or your business<br />
  13. 13. Facebook AdvertisingDo Facebook Ads Provide ROI?<br />Jury is still out!<br />Facebook ads can be targeted by exact segments (age, location, interests)<br />Depends on the type of business<br />Landing page needs to be exactly what the audience is looking for<br />Try sending them to your Facebook page!<br />Cheaper than a Google ad campaign<br />
  14. 14. Do I need a blog?How do I manage a blog?<br />YES! Especially for travel sites.<br />Blogs provide additional, timely, relevant, fresh content to your website<br />Provides more opportunity to appear for Google searches<br />Create a Content Calendar<br />Publish a post once a week or 2x a month<br />Posts can be event notices, press releases, pictures, history about the destination, special guests – can be short!<br />
  15. 15. Social Media ToolsWhat are the top ones and how do I stay updated on new social media tools and what should I use?<br />Subscribe to one or two social media blogs to hear of new tools –,<br />Twitter<br />Twellow (find followers)<br />Twitalyzer (Analysis/stats)<br />Cotweet or Hootsuite (management)<br />TweetDeck(desktop apps)<br />Listorious (list management)<br />Facebook – No management tool other than TweetDeck or HootSuite<br />
  16. 16. What are the top 5 social media sites? Where should I focus my online efforts?<br />Facebook - community<br />YouTube - Videos<br />Twitter – Microblog (140 characters)<br />MySpace – community<br />LinkedIn – Business community network<br />Flickr – Still photos<br />
  17. 17. Top Travel Social Media Sites<br />TripAdvisor – travel planning, reviews – Top Travel site<br /> – share deals and vote for the best ones – subscribe to deals<br /> – City profiles (maps, places to stay, places to eat, QA section) – Best for business travelers<br /> – Travel community (maps, visitor slideshows, “friends”, traveler stats) “Traveler Facebook”<br />Could watch for what people are saying about your destination. Not many destinations have been reviewed in Ohio. Only 3,300 people belong.<br /> – Uniting travelers virtually around common interests (i.e. camping, hiking)<br /> – Travel Forum<br />
  18. 18. Other Social Media Sites<br />Foursquare – Really good for retail, restaurants, offering specials.<br />Gowalla – Similar to Foursquare, getting a little bigger.<br />Digg – Nothing makes it to the front page. For link building time is better spent building a wiki. <br />
  19. 19. What Trends in Social Media are Emerging?<br />Mobile<br />Applications<br />Mobile gaming – experiential <br />Geocaching games<br />Develop Mobile friendly website<br />91% of all mobile users use social media sites<br />47% of generation Y replace laptops with phones<br />Free mobile apps available<br />Triggers for text messaging (Text 4444# to get a coupon)<br />
  20. 20. Questions<br />Amy Marshall<br />@amymarshall<br /><br />