social media & analytics

SOCIAL MEDIA & ANALYTICSJON RAHL | CITY OF SEASIDE VISITORS BUREAU

PERCEPTION VS. REALITY

RAUL VS. RAILRAHL

Perception vs. Reality?Which performed better?

2,109 People reached 150 Likes, comments & shares

150 Clicks

10,116 People reached 976 Likes, comments & shares

363 Clicks

SOME FACEBOOK HISTORY…• Sept. 2006: Facebook opened for all those 13+

• Late 2007: Facebook had 100,000 biz pages

• July 2010: Users surpass 500 million

• Oct. 2011: 33% of users access via phone

• Sept. 2012: Users surpass 1 billion

• Dec. 2014: Users = 1.39 billion

LOTS OF USERS = LOTS OF CONTENT IN THE NEWS FEED

• August 2013: Facebook tells us that user has average of 1,500 stories that could be shown every time they log in.

• Enter Edgerank, now know as the Algorithm:

• 1,000 contributing factors, but three main ones:

• Affinity: User’s relationship with page/person

• Weight: Object type (photo, video, link)

• Time: Recency of the action/post

USING INSIGHTS (PAID & FREE)STEADY INCREASE IN LIKES

Source: DMAI Destination Arena

MY LIKES RECENTLY DECREASED

• In mid-March this is what happened in our office when we found out some of hand raisers disappeared.

• Facebook removed memorialized or deactivated accounts from our follower counts.

• It’s actually a good thing, and here’s why…

MORE INSIGHTSA DECREASE IN ORGANIC REACH? YES & NO

Source: DMAI Destination Arena

THE END OF FREE MARKETING?• A shift from reaching 15-20% of audience organically to as low as 2-3% organically.

• Don’t despair, many believe the algorithms are getting smarter, which can help you… if…

• You create, post and share amazing content

• You spend a LITTLE bit of money advertising on FB.

• You worry about quality and not quantity.

SOME THOUGHTS ON STRATEGY

1. Shoot from the hip?

2. Is it purposeful? Is this a story I MUST tell people?

3. Does it make sense?And how many ways can I extend this message?

1. SHOOT FROM THE HIP?

• In the field, experiencing something awesome? Share it.

• In the field, experiencing something awesome? Share it.

• Emphasizing… in the field, experiencing something awesome? Share it. PLEASE!

2. A STORY I MUST TELL?

• Most anything new

• Amazing (think, “would I be impressed if it came on my newsfeed…”

• Has a compelling visual that tells the story

3. HOW MANY WAYS CAN I EXTEND THIS MESSAGE?• Your website as a more

extensive content piece.

• Any print collateral or maybe from a press release you’ve already crafted.

• Taking the most pertinent snippet and using that as your social piece.

SO HOW CAN WE IMPROVEON WHAT WE/YOU ARE ALREADY DOING…

INDUSTRY EXAMPLE #1THE GOOD: PEOPLE LOVE HISTORY! THE BAD: I WANT MORE! AND YOU TOLD ME YOU HAD MORE!

This is a perfect

element for your content

strategy!

Tip: Don’t forget sources and/or photo credits!

IS THIS INVITING? IT DOES HAVE A PLACE. COFFEE SHOPS, LIBRARIES, POST OFFICES. BUT…

INDUSTRY EXAMPLE #2

WHY DO WE DO THIS?WHEN WE COULD SHARE BEAUTIFUL PHOTOS OF THE PLACES WE ARE TALKING ABOUT…

WHY DO WE DO THIS?WHEN WE COULD SHARE BEAUTIFUL PHOTOS OF THE PLACES WE ARE TALKING ABOUT…

INDUSTRY EXAMPLE #3HAVE SOME FUN WITH YOUR POSTINGS TOO AND GO LOOK FOR EXAMPLES NEAR AND FAR!

CREATING COMPELLING CONTENT• Two ways to boost content without buying

ads (although that’s not a bad idea either)

• Create a Facebook Group (Invite Only) for your most engaged people.

• Don’t worry about size

• Ask questions

• Don’t Sell

• Share compelling visuals

• People love graphics and beautiful images.

• Share other visuals

• Explore creative commons on FLICKR and look for images in your area.

Source: World Wildlife Fund Ad

FIND A PARTNER IN TOURISM• Seaside EZ-Launch System example of multiple messages• Lots of good DMOs in Oregon. Work with them.

HOW IT SUCCEEDED & HOW IT FAILED• Success: 10,721 Vs/

29,538PR

• Visit Seaside, OR = 3,600 Vs/ 10,864 PR

• City of Seaside = 5,291 Vs/ 13,480 PR.

• Seaside Naturally = 1,830 V/, 5,194 PR.

• Failed: We didn’t event mention our great Council in our post. Argh!

Vs = Views, PR = People Reached

NEWSLETTERS (THE ORIGINAL SOCIAL)

1. Make them worth opening. They don’t HAVE to be monthly. Quarterly?

2. Keep them clear and concise. People don’t like to read.

3. Blend the content you’ve been creating for your newsletter or for your social channel with the other.

GOOGLE ANALYTICS 1. Do you use them?

2. If not, three options:

1. Install tracking code yourself on your site.

2. Have your webmaster do it for you.

3. Have a word press site? Use a plugin to assist.

GOOGLE ANALYTICS

1. Why they matter…

1. What kind of people came to my site?

2. How did they find me?

3. Where did they navigate to on my site?

4. Did anyone convert a goal that you set up?

A quick five-minute overview

Jon Rahl | City of Seaside Visitors Bureau jrahl@cityofseaside.us | 503.738.3097

Thank you!