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Social Media Overview
YouTube
Foursquare
Vine
#JAXPO2014
Uses of Social Media
Market Research
Customer Service
Reputation Management
Marketing and Sales
#JAXPO2014
What is the best restaurant in Jackson?
Chilango's! Schlenkers. End of story.
Love Slice of Spice!
Pulled Pork Nachos @
Buffalo Barbeque Wings
Bar & Grill!
In Good Company. Mac & Cheese is to die for.
Cafe Rodriguez on
Wildwood in
Jackson. Yummy,
great service.
The Wooden Spoon has the best omelets in the world!
International Dog House....the swiss dog rules!
Roxy Cafe for breakfast!
#JAXPO2014
Customer Service
#JAXPO2014
Managing Your Online Reputation
Trip Advisor, Yelp, Facebook
92% of travelers trust “earned media”, such as word
of mouth and recommendations from friends &
family, Trip Advisor, and Yelp, above all other forms
of advertising. (Nielsen)
90% Of Customers Will Recommend Brands After
Social Media Interactions (Internet Advertising
Bureau)
#JAXPO2014
TripAdvisor Reviews are Largely Positive
6
Source: TripAdvisor. Percentage of all ratings, December 2012
48%
29%
12%
6%
6%
Average Review Score:
4.08
#JAXPO2014
Yelp reviews are largely positive
#JAXPO2014
Simply Ask for it!
People actually get a kick out of helping others
#JAXPO2014
Builds Trust in Your Company
http://www.blizzardinternet.com/travel-stats/page/2/
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How to do it right
#JAXPO2014
Club Cala de Palmas, Puerto Rico
#JAXPO2014
Setting a Goal for Social
Media Why are you using social media? What do you hope to
accomplish? Specific, Measurable, Achievable, Realistic, Time-bound Attention Interest Desire Action Things to Measure
Facebook Likes
Reach Twitter Follower
Referral Traffic
Engagement
Pinterest Followers
Re-pins Sales Leads
#JAXPO2014
Experience Jackson Mission Statement:
“Experience Jackson promotes
Jackson and its attributes to
individual visitors and groups as a
unique, affordable and attractive
place to vacation, host an event
or conduct a tour.”
#JAXPO2014
Set Objectives Objective 1: Build awareness of Jackson, Michigan
as a tourist destination to individuals in the 2-3 hour drive time by increasing Facebook Page Likes and Twitter Followers by 100% year to date over previous year.
Objective 2: Increase referral web site traffic from social media by 50% year to date over previous year.
Objective 3: Improve Post Reach and Engagement such as comments, likes and shares by increasing these statistics on Facebook by 50% year to date over previous year.
Addresses Marketing Goal II “Promote Tourism for Individuals”
#JAXPO2014
Objectives Objective 4: Improve customer service by
directly interacting with locals and visitors alike responding to both questions and concerns in a timely manner. Build community pride and collaboration by interacting with other local organizations and community members.
Addresses Marketing Goal III “Work Towards Creating a Welcoming Community”
Addresses Marketing Goal IV “Support Community Efforts that Increase Tourism”
#JAXPO2014
Social Media Audit
January 1, 2014 October 8, 2014
Likes 2,624 Likes 4,630
58% Jackson, MI 47% Jackson, MI
68% Jackson County, MI 55% Jackson County, MI
32% Outside of Jackson
County, MI
45% Outside of Jackson
County, MI
4,630 Facebook Likes
1,631 Twitter Followers
208 Pinterest Followers
587 YouTube Views
51 Instagram Followers
40 Google+ Followers
#JAXPO2014
Competitors Social Media Audit
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Target Market Identify the audience segments you hope to reach Helps you define where you want to be
Women 25-45
Upper Middle Class
College Educated
2-3 Hour Drive Time
Specifically: Fort Wayne, IN South Bend, IN
Toledo, OH
#JAXPO2014
Posting Efficiencies
#JAXPO2014
Content Integration Where does a social strategy make the most sense? Where
can it enhance existing marketing, program, or communications strategy?
Identify content assets that can be repurposed, remixed, or recycled for your social media strategy. Ads we’ve run
Ads our stakeholders have run
Articles about us
Articles about stakeholders
JTV or WILX ads
#JAXPO2014
Editorial Calendar / Posting Plan: 2014 Editorial Calendar www.lightboxcollaborative.com
October
Social Media
Hooks to Consider Description Content Owner
Explore Halloween Haunted Houses |10/31 Halloween
10/11 Brooklyn Pumpkin Quest, 10/11 Victorian Halloween Walker 10/12 Waterloo Pioneer Day, 10/24 & 25 Dahlem Goblin Walks, HH Corn Maze, 10/24 & 25 Hayes Haunting
FB Ad RC
Explore Fall Photography & Fall Color Tours
FB ad &
Repost Awesome Mitten Article
RC
Explore Hunting 10/1 Bow Season Opens
Organic Post RC
See Ella Exhibits 7/12-10/11 Ella: Dominic Pangborn 6/28-10/11 Ella: Gloria Garfinkel 6/28-10/11 Ella: Photographs from the Collection of John Hauger 10/3/1965 Anniversary Ella Sharp Museum Opened, 10/5 Ella Sharp Fall Harvest Festival, 10/18 - 11/13 Ella: Art a Loan,
Thursdays Studio 21, Worthy of a Photograph Exhibit at Ganton Art Gallery to · OCT · 12
RC
See Potter Center 10/19 Potter: Ernie Haase "Broadway" 11/1 Potter: 360 Allstars 10/4 JSO: Water
FB Ad X3 RC
Taste and Explore
Birding 10/18 Cranes Colors and Cabernet FB Ad RC
Explore Pumpkin Farm Organic Post RC
Explore Paddling Canoe & Kayak GREAT Oct 12 FB AD RC
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WHEN WHERE WHAT Month Content
Monday Facebook Change cover photo January New Year’s Resolutions
Facebook Schedule posts for the next few evenings February Valentine’s Day
Twitter #MusicMonday March Wine Fest, Planning
Summer Vacations
Tuesday Facebook Share Posts and news articles April Mother’s Day Plans
Twitter Tweet and Retweet May Prison Tours
Wednesday Twitter #WineWednesday June Blues Fest
Twitter #WisdomWednesday July Hot Air Jubilee, MSF
Facebook Share Posts and news articles August MSF, Civil War Muster,
Fair
Facebook Post five things to do this weekend September Birding, Wine, Fall
Thursday Facebook Share Posts and news articles October Fall, Halloween
Twitter #ThrowbackThursday November Home for the Holidays
Friday Twitter #FF Follow Fridays December Home for the Holidays
Facebook Schedule out posts for the weekend
Saturday Facebook Check at least once over the weekend
to make sure scheduled posts were
commented on
#JAXPO2014
Voice Should we use jargon?
Can we use humor?
How informal can we be?
What punctuation should we use?
What do our competitors sound like?
What is our personality?
How do we sound to others?
How do we want to sound?
Are we authentic?
Who are we targeting?
How can we keep our voice but change the tone?
#JAXPO2014
Social Strategy
Engagement
Promoting
Social Content
Network Building
#JAXPO2014
Tool Selection and Techniques
Describe the specific tools you’ll be using
to implement your social media strategy.
Why did you select to use these tools?
Tool Use
Facebook Is for building awareness, building referral traffic to our website
Twitter For having conversations with people
Blog/ eNewsletter Post eNewsletter articles to the news section of our website to inform the public and
update our website regularly
YouTube To show videos of Jackson both amateur and produced ads events and attractions
Pinterest To pin and repin photos of Jackson, driving traffic to our website
Google + Creating a Google + page will help visibility and ranking, drive traffic to website
Flickr Post pictures in each category as new pictures become available, Link the account
to Facebook
#JAXPO2014
Measurement
Describe your metrics for success. What
specific data points will you collect and
how will you collect and analyze this
information? How will you use it to
document return on investment?
#JAXPO2014
Staff and Training
Who will be responsible for
implementation? How many hours per
week? What specific job description and
responsibilities? What training will you
provide?
#JAXPO2014
Internal
Describe how the social media plan will
be reviewed and received by senior
management and board members.
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Evaluation
Please describe how you will monitor and
evaluate your social media plan. How will
you use data to improve your practice?
How will you collect and implement
feedback?
#JAXPO2014
Results
Results 1: Facebook Likes 116% increase
Results 2: Although we had a 35% decrease in
referral visits from Facebook, those visitors had a
32% increase in Avg. Visit Duration and Pages per
Visit.
Results 3: Average Daily Page Engaged Users 185%
increase
#JAXPO2014
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