Kentucky Museum Heritage Alliance 2013: Professional Development and Networking Conference June 9-11, 2013 Lexington, Kentucky Berea College Entrepreneurship for the Public Good Program
Jan 14, 2015
Kentucky Museum Heritage Alliance
2013: Professional Development and
Networking ConferenceJune 9-11, 2013
Lexington, Kentucky
Berea College
Entrepreneurship for the Public Good Program
Jonathan Rios
Economics
Junior
Sonsonate, El
Salvador
Ashley Champ
Biology
Junior
Bellington, WV
Jacob Burdette
Sociology
Junior
Beckley, WV
Faye Barry
Business
Sophomore
Huntsville, AL
Wynnjones Mbwambo
Business major
Junior
Tanzania
Appalachian InnovatorsBerea College
Entrepreneurship for the Public Good Program 2013
Introduce EPG
Distribute the handout
Pull three important facts for the audience to
focus upon
Show the Berea Cultural Tourism
Assets
•Distribute the Cultural Tourism Assets
•Introduce the idea that tourism is about
•Experiences
•Excitement
•Education
Introduce the idea that tourism (CVB/Destination Marketers must provide opportunities to “extend the stay”
Along come cell phones
The Winchester KY
Conference and Visitor’s
Bureau (CVB) introduced
two “walk around” cell
phone tours that captured
where the travelers / tourist
were from based upon cell
phone area codes….
Reported to the Judge
Executive for funding.
Cultural Heritage Cell Phone Tour
Berea College
freshmen wrote
7 cell phone
tours: Cultural
heritage, walk
around
campus,
outdoor hikes
to Indian Fort,
Anglin Falls and
the Wilderness
area
Berea College students
demonstrated the “cell
phone prototypes to
Chambers of Commerce,
tourism Commissions in
Central and Eastern KY to
rave reviews and
recommendations to
continue the experiments
and prototypes.
EPG designed “Digital Yellow Pages”
Workshops for community partners to
get them into the digital space.•Digital Yellow Pages = Review sites, search engines and social
media [Ex.: Facebook, Google places, Yelp, Trip Advisor]
Tourism is the 3rd largest industry in Kentucky,
providing $3.3 billion in salaries annually
Only 34% of Kentucky visitors recall
seeing advertisements or promotions prior to their visit.
Summer 2012 EPG studied the
Kentucky Travel and Tourism Statistics
The Daniel Boone Country Visitor
Average Income: $68,560
Average Age: 50.8
Average Travel Group Size: 3
69% short pleasure trip
53% use internet
New York TimesNew York TimesNew York TimesNew York Times
Travel SectionTravel SectionTravel SectionTravel Section
How would you spend 36 hours in the
Berea?
How would you spend 36 hours in
your region?
Traveler Personas
•Distribute or call attention to the summary of the traveler personas…characterization of CLUSTERS of traveler customer segments.
•All travelers have a goal, a purpose, time frame, needs that must be fulfilled, limitations, a budget and use information to construct their trip.
•All travelers use information either prior to and/or on-the-road to take out the ambiguity of the journey and to reduce the likelihood of making a mistake.
Meet the Westons
If they Westons had an exciting,
educational or exhilarating
experience, their Next Steps are….
Uploaded multiple pictures on Facebook
Write reviews on their food, lodging, experiences
Tell friends about their trip and pass along brochures
Plan an annual trip to Hazard for the Cherokee Rally Tag- A-Long
Integrating Social, Local and Mobile
This summer we are……..linking social
media, the value of the small local
independent business and the use of
mobile devices because we know….
Only 3% of small businesses
advertising budgets flow online to
attach the NEW Money into our
communities
SoMoLo is an acronym for
Social+Mobile+Local marketing and it
is an increasingly common term
referring to a new marketing approach
designed for the on-the-go consumer
and traveler with smartphone in-hand
SoLoMo: Social, Local, Mobile
96% Research Products
66% Purchase in 24 Hours
48% Have Mobile-
Optimized Sites
Propagate Culture
Honor Local Business
Intensify Capital and Revenue Through Social Media
SoLoMo: Why Do We Do It?
23M Small Businesses in the USA
•In 2008, there were 339,747 total small businesses in Kentucky
•Small businesses accounted for ½ of private-sector jobs in Kentucky
•Small firms made up 96.7% of the state’s employers in Kentucky
EPG Service Area 2010 County Business
Patterns – Total Establishments
Madison
Breathitt
Lee
Leslie
Letcher
Knott
Owsley
Perry
Wolf
1,559
211
98
113
702
189
44
702
84
Where we are headed
today!
15% of small
businesses know
11% have
claimed
"digital” profile
Surprise
Explosive growth in social media and
mobile communications
Let’s talk about mobile: A Show of
Hands
•How many of you use the phone to navigate here?
•How many of you use the phone to confirm a reservation or to check out the “word-of-mouth?”
•How many of you read the reviews before buying?
Recommendations
•Claim profile
•Encourage “likes” and reviews.
•Encourage “word-of-mouth”
•Use referrals
•Tailor offers / pricing strategies to
customers.
3 Ways to strengthen customer
commitment through SOLOMO
1. Engage customers on smartphones and
tablets.
2. Encourage customer images, photos, videos
to spread the business value story.
3. Include “share icons” across social media
platforms.
City of Berea NumbersN= 558 licensed independent small businesses
156 businesses contacted
48 businesses invited to the SM workshop
Usage of the small businesses on social media:
Facebook – 71%
Yelp – 42%
Pinterest – 10%
Google + - 4%
TripAdvisor – 6%
Jonathan Rios
Economics
Junior
Ashley Champ
Biology
Junior
Belington, WV
Jacob Burdette
Sociology
Junior
Beckley, WV
Faye Barry
Business
Sophomore
Huntsville, AL
Wynn-jones Mbwambo
Business
Junior
Tanzania
Appalachian Innovators
Pins to Pinterest: 107 Total Businesses Contacted: 52
Yelp Pages Claimed: 21
Workshop Attendees: 11
Yelp Reviews: 174
Local photos posted to Yelp: 165
Blog Posts/Followers/ Total Views: 12/ 22/ 155
TripAdvisor Reviews: 23
Google+ Reviews: 4
Facebook Likes : 68
Sonsonate, El Salvador
Let’s Hear From Our Local Business
Owners
Appalachian Innovators:
SoLoMo
Facebook: Ashley
What the experts suggest
42% of marketers suggest that facebook is essential to
small business advertisement?
Who uses Facebook?
1.06 billion active users
You can earn up to $8,000 Extra
Yelp.com gets 78 million visitors per
month
Consumers spend average of
$140-$180
While Facebook and Twitter spend
$20-$30
86% of users trust info from Pinterest
Google +
Google+ is now the second largest social networkabove twitter and youtube
33% of business have an account
• Search Engine
Optimization
• More than 200
million monthly
visitors
• 32 Million
members
• Over 100 million
reviews and
opinions
Follow us on Facebook
Thank you