kentucky museum heritage alliance 2013 conference presentation

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Kentucky Museum Heritage Alliance 2013: Professional Development and Networking Conference June 9-11, 2013 Lexington, Kentucky Berea College Entrepreneurship for the Public Good Program

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This file summarize the Entrepreneurship for the Public Good Program social media and tourism efforts to showcase community assets in Berea and Eastern Kentucky.

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Page 1: Kentucky Museum Heritage Alliance 2013 Conference Presentation

Kentucky Museum Heritage Alliance

2013: Professional Development and

Networking ConferenceJune 9-11, 2013

Lexington, Kentucky

Berea College

Entrepreneurship for the Public Good Program

Page 2: Kentucky Museum Heritage Alliance 2013 Conference Presentation

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

Page 3: Kentucky Museum Heritage Alliance 2013 Conference Presentation
Page 4: Kentucky Museum Heritage Alliance 2013 Conference Presentation

Introduce EPG

Distribute the handout

Pull three important facts for the audience to

focus upon

Page 5: Kentucky Museum Heritage Alliance 2013 Conference Presentation

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”

Page 6: Kentucky Museum Heritage Alliance 2013 Conference Presentation

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.

Page 7: Kentucky Museum Heritage Alliance 2013 Conference Presentation

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

Page 8: Kentucky Museum Heritage Alliance 2013 Conference Presentation

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.

Page 9: Kentucky Museum Heritage Alliance 2013 Conference Presentation

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]

Page 10: Kentucky Museum Heritage Alliance 2013 Conference Presentation

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

Page 11: Kentucky Museum Heritage Alliance 2013 Conference Presentation

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

Page 12: Kentucky Museum Heritage Alliance 2013 Conference Presentation

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?

Page 13: Kentucky Museum Heritage Alliance 2013 Conference Presentation

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.

Page 14: Kentucky Museum Heritage Alliance 2013 Conference Presentation

Meet the Westons

Page 15: Kentucky Museum Heritage Alliance 2013 Conference Presentation

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

Page 16: Kentucky Museum Heritage Alliance 2013 Conference Presentation

Integrating Social, Local and Mobile

Page 17: Kentucky Museum Heritage Alliance 2013 Conference Presentation

This summer we are……..linking social

media, the value of the small local

independent business and the use of

mobile devices because we know….

Page 18: Kentucky Museum Heritage Alliance 2013 Conference Presentation

Only 3% of small businesses

advertising budgets flow online to

attach the NEW Money into our

communities

Page 19: Kentucky Museum Heritage Alliance 2013 Conference Presentation

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

Page 20: Kentucky Museum Heritage Alliance 2013 Conference Presentation

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?

Page 21: Kentucky Museum Heritage Alliance 2013 Conference Presentation

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

Page 22: Kentucky Museum Heritage Alliance 2013 Conference Presentation

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!

Page 23: Kentucky Museum Heritage Alliance 2013 Conference Presentation
Page 24: Kentucky Museum Heritage Alliance 2013 Conference Presentation
Page 25: Kentucky Museum Heritage Alliance 2013 Conference Presentation
Page 26: Kentucky Museum Heritage Alliance 2013 Conference Presentation

15% of small

businesses know

Page 27: Kentucky Museum Heritage Alliance 2013 Conference Presentation

11% have

claimed

"digital” profile

Page 28: Kentucky Museum Heritage Alliance 2013 Conference Presentation

Surprise

Explosive growth in social media and

mobile communications

Page 29: Kentucky Museum Heritage Alliance 2013 Conference Presentation

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?

Page 30: Kentucky Museum Heritage Alliance 2013 Conference Presentation

Recommendations

•Claim profile

•Encourage “likes” and reviews.

•Encourage “word-of-mouth”

•Use referrals

•Tailor offers / pricing strategies to

customers.

Page 31: Kentucky Museum Heritage Alliance 2013 Conference Presentation

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.

Page 32: Kentucky Museum Heritage Alliance 2013 Conference Presentation

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%

Page 33: Kentucky Museum Heritage Alliance 2013 Conference Presentation

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

Page 34: Kentucky Museum Heritage Alliance 2013 Conference Presentation

Let’s Hear From Our Local Business

Owners

Appalachian Innovators:

SoLoMo

Page 35: Kentucky Museum Heritage Alliance 2013 Conference Presentation

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

Page 36: Kentucky Museum Heritage Alliance 2013 Conference Presentation

You can earn up to $8,000 Extra

Yelp.com gets 78 million visitors per

month

Page 37: Kentucky Museum Heritage Alliance 2013 Conference Presentation

Consumers spend average of

$140-$180

While Facebook and Twitter spend

$20-$30

86% of users trust info from Pinterest

Page 38: Kentucky Museum Heritage Alliance 2013 Conference Presentation

Google +

Google+ is now the second largest social networkabove twitter and youtube

33% of business have an account

Page 39: Kentucky Museum Heritage Alliance 2013 Conference Presentation

• Search Engine

Optimization

• More than 200

million monthly

visitors

• 32 Million

members

• Over 100 million

reviews and

opinions

Page 40: Kentucky Museum Heritage Alliance 2013 Conference Presentation

Follow us on Facebook

Thank you