Pure Michigan: Social Media Strategies and Tips Any Business Can Use

Presented to:Maverick Marketing Monday

Troy, Michigan

Prepared by:Chad Wiebesick

Director of social media & interactive marketingTwitter: @Wiebesick

April 13, 2015

What Single Post Caused People To Unlike the Pure Michigan Facebook Page?

What Should We Do?

Let Your Advocates Support You

People Don’t Trust Companies

People Don’t Trust Brands

Oops!

People Are Bombarded With Advertising

Sao Paulo Bans Outdoor Billboards

San Francisco Bans Yellow Pages Phone Book

People trust people like themselves more than brand sources

Key to Success: Make Fans the Hero and Share Their Content

We empower our fans to become brand ambassadors and tell the story themselves to their friends and family.Follow the 80/20 rule: 80% is relevant content from fans and 20% is from you (self-promotion).

Ask Fans To Share Their Stories With YouReinforce your brand by using the same hashtag and name across all channels.

Choose a Consistent Vanity URL@PureMichigan@PureMichigan@PureMichigan@PureMichigan

VERSUS:@DiscoverOhio@Ohiogram@DiscoverOhio@DiscoverOhioTravel

Align Your Social Strategy To Your Business GoalBrand Goal: “Pure Michigan is majestic, mythic and magical – a place with abundant natural beauty and authentic destinations.”

Michigan Ranks #1 or #2 on More Social Networks Than Any Other U.S. State

“It’s quality, not quantity of fans that’s important.”

• Yet, only 0.9% of their fans are talking about the page.• The most popular age group are 13-17 year old teenagers.• Most of their fans live in New York City.

New York State Has The Largest Number of Facebook Fans

State of Florida Has Far Fewer Fans, But More Engaged

• Average age of fans are 35-54, a demographic more likely to have budget to travel.

• Most fans live in out-of-state, a more lucrative traveler.

Takeaway: It’s Quality Not Quantity of Fans That’s Important

Pure Michigan Ranks #1 on InstagramPure Michigan is the #1 most popular travel brand in the world on Instagram as measured by the number of photos people have uploaded hashtagged #PureMichigan, ranking higher than Hawaii, Australia, Museum of Modern Art, Lonely Planet and Carnival Cruise Lines.

Find Influencers@TonyDetroit = 300,000 followers and following 311 people

Engage Influencers

• Select an influencer to serve as an Instagram Guest Photographer at popular events

• Sprint Cup NASCAR race August 21, 2012• 75 million NASCAR fans nationally

Instagram Guest Photographer

• Within 20 minutes of posting on Instagram, @TonyDetroit’s photos appear on the Popular Photo Page

Instagram Guest Photographer • Please do:

– Minimum posts per day: 3– Maximum posts per day: 10– Location to be noted in tag or caption.– Name of photographer to be noted in caption (e.g. Contributed by guest

photographer @username).

• Please do not:– Post photos of explicit content or any activity that could be deemed illegal– Any item(s) that do not represent the Pure Michigan brand– Comment to fans or answer questions on behalf of Pure Michigan

Takeaway: Find and Reward Your Social Media Superfans

“Here’s how by reacting quickly to a rather obscure tweet, we generated $17 million in PR buzz.”

Dec 6, 11:49 am

TravelWisconsin.com

Dec 6, 2:45 pm

Dec 6, 7:17 pm

What, If Anything, Do We Do? • 1 tweet• 11 retweets• 1 story in Kalamazoo Gazette

Dec 7, 11:45 am WhoIsTheRealMittenState.com

Dec 7, 4:43 pmStatewide News

Dec 7, 7:23 pmWisconsin Releases Another Mitten

Travel Wisconsin put up a new version of the mitten in the green and gold of the Green Bay Packers, boasting the football team's unbeaten record and ribbing their rivals, the 7-5 Detroit Lions.

“Is Michigan or Wisconsin the Mitten State?”Google AdWords

Dec 7, 10:20 pmNational News

Dec 13

The Mitten Drive Prompted More Conversations

Dec 14, 2:20 International News

Results:• Over 300 news stories from

state, national and international radio, newspaper and TV

• 396 million media impressions• $17.7 million in earned media

value

Takeaway: Utilize real time content marketing to be timely, relevant and to resonate with audiences

• Within 15 minutes of Super Bowl 2013 grinding to a halt because the lights went out, Oreo sent this tweet.

• Generated 15,000 retweets and 8,000 new Twitter followers.

Create an Editorial Calendar

Don’t Automate Your Feeds

Indiana’s tourism office published a story on their state blog requesting the impeachment of Indiana’s Governor Pence and to #BoycottIndiana.

http://visitindiana.tumblr.com/post/115072866124/i-am-truly-lucky-to-say-that-all-of-my-christian

Share Images On Twitter and Increase Retweets by 150%

Do you want to see this? Or this?

Use the Same Logo

Helps build brand and consistency, and people will recognize you regardless what platform they see you on.

Share Content More Than Once

• Reach new followers as everyone isn’t online all the time• Make sure to reframe the content each time• Tweet the story different times of the day and different days of the week

Reframe Content Each Time

Thank You• Chad Wiebesick• wiebesickc@michigan.org• Twitter: @wiebesick• Facebook.com/cwiebesick• Linkedin.com/in/wiebesick• (517) 335-1083