taking engagement from ordinary to wow
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Strategies and tactics for DMOs to create communitiesTRANSCRIPT
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Taking Engagement from Ordinary to Wow
Mo SherifdeenInteractive Marketing | Travel Oregon
@mosherifdeen
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Travel Oregon. Official agency charged with promoting travel to/within Oregon
Mission: 1) Inspire travel to & within Oregon; 2) help travelers have a great time.
How: $2 million ad budget: TV, Online (70%), print (20%)
CTA: Digital (TravelOregon.com, blogs, social, email etc.)
About
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State of Social- 3 billion photos uploaded/month- 2.5+ million sites integrated w/ FB
- 325,000 yrs of video watched each month- 2nd largest search engine
- 100m active users; 250 m daily tweets
-10m users; over a billion check-ins- “Radar” features has lots of potential
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Pre-Social “Trip Echo”
Pre-social: office water cooler + kitchen table
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Social “Trip Echo”
Social Age: The “water cooler” is Facebook, Twitter, YouTube, blogs, Foursquare etc….
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Travel Is Social
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Inspiration & Discovery
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Shopping/Planning
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Booking
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Customer Service
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Post Trip
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Where does the DMO fit in?
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The Travel Oregon Strategy
Listen/Talkto the community
BoostSharing + Advocacy
Story-BuildingOurs + theirs
• Monitor perceptions/buzz
• Interact with fans
• Help travelers plan
•Provide platforms for fans to share their stories
•Find/amplify advocates
• Content distribution
• Soliciting fan stories
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Blog (2006)
• Basics:– Initially campaign based– Grew into “story telling”
platform– 25 writers– 5 regular contributors– Liberal linking/feature
policy– Staff resource: 1.5; but
shared responsibility
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Writer Recruitment….
• Passionate bloggers (cost $0, link love)• New graduates (portfolio builder)• Staff
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Writer Recruitment….(Cont.)
• Passionate Oregonians (cost $0, freebies, gear!)
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Writer Recruitment….(Cont.)
• PR -destinations/businesses (but stories, not explicit pitches!)
• Cost: $0 (staff editing time)
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Writer Recruitment….(Cont.)
• Leverage existing programs….– Visitor guide “back
stories”– Extend TV
partnerships….• Media Highlights:
– Highlight good OR travel stories from blogs/media
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Twitter (May 2008)• Sharing timely/immediate
content & deals (events, travel updates etc.)
• Provide Customer Service to followers
• Examples:– Where can I find a Gluten
Free Restaurant in Cannon Beach?
– I’m visiting Crater Lake, is the Rim Drive open to vehicles?
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Twitter Best Practices• Sharing articles, with a very brief description of what
the article is about. Give users a reason to click. Using just the title of the article/blog post isn’t enough
• Open ended questions, “The sun is out and we can’t stop thinking of playing in the water! Where should we go?”
• It’s against Twitter’s TOS to repeatedly tweet the same message – so if you’re going to share the same content, you’ll need to rephrase it.
• No more than 1 update every hour or so.
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Twitter Helpful Tools• TweetDeck/HootSuite management
• Tweroid – measures best time for you to tweet
• TweetReach (for measuring hashtags)
• Klout – can help w/ determining influence – but not totally perfect
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Facebook (Jan. 2009)
• Engaging with travelers, passionate Oregonians (ex-Oregonians)
• Sharing inspirational content (ours + others)
• Answering questions
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Facebook Best Practices• Updates with photos
• Ask questions (fill in the blank etc.)
• Open ended questions (i.e. “It’s sunny outside, what are you doing?”)
• Links to articles with a question related to the article.
• 2-3 updates per day (but will vary)
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Other Considerations• Posting schedule**
– Primetimes: 8 am, 11 am, 3pm, & 8 pm EST– New: 20 posts across 5 fan pages that had 2 million+
fans, and calculated an average post lifetime of 22 hours, 51 minutes
• Peak conversation day**: Weds., 3pm• Mornings are slightly better• International strategy: one page/account v
market pages/accounts?• Terms of Use!
(** Source: Vitrue. “Managing your Facebook Community”)
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Integration Beyond Icons
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Ask Oregon (2011)[customer support by local experts]
A strategy to deliver visitor information by connecting passionate Oregonians to
travelers….using multiple touch points (Web, Call Center, Twitter, Trip Advisor,
Visitor Centers etc.)
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Video link: http://www.youtube.com/watch?v=29B5d_AOsQc
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14 passionate Oregonians on Twitter + Facebook…
…dishing out travel advice.
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Ambassadors are creating
ongoing discussions with Travel
Oregon fans regarding
their questions.
Ask Oregon on Facebook
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Ask Oregon Ambassadors
are:
Continuing to answer follower
questions
Filtering questions for
other ambassadors
Tweeting helpful info
with #askOR
Ask Oregon on Twitter
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Social Media Co-Op –Adventurecation (2011)
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Social Media Co-Op
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Micro Ad Targeting• Who live in U.S.• Who live in OR, WA or CA• Exactly between 30-50
inclusive• Female• Who like adventure,
adventures, bouldering, caving, disc golf, mountaineering, rock climbing, or white water rafting
• Not connected w/ COVA• Suggested bid: $0.49-$0.81
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Results!
• 181,650,822 Ad Impressions (Travel Oregon+Partners)• 169,012 Ad Clicks (Travel Oregon+Partners)• Average CPC $0.36 (Facebook says this costs $2-3!)• 75,000 page views were generated for the
"Adventurecation" tab across all partners• Fan base increase ranged from 114% (Portland) to 2,637%
(Medford)– Total Partner Likes Gained: 113,745
• Facebook Insights also indicated that on average, each of the partners saw a 320% increase in engagement!
• 1,987 Contest Entries
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Learnings
• What Worked?– High Engagement, Low CPC/CPA– Ability to see results immediately
• What Didn’t Work?– Some FB users were reluctant to allow access to a third
party app to enter the contest– Some non-FB users would have liked a non-FB entry
option– Very quick turnaround on creative/prizes– Many participating partners were not familiar with
Facebook marketing techniques
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FB Ad Best Practices
• Great images• Relevant• Call to action within ad• Relevant content to
convert• 1 ad per $100 spend• Timing
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Full-On-Oregon(Blogger Fam Trips)
• 25 unique food writers/bloggers
• Immersion weekend –crabbing, fishing, ice cream making etc.
• Twitter hashtag: #fullonOR
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Full-On-Oregon
Video link: http://www.youtube.com/watch?v=feIYsoCknKw
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Location, Location, Location.
(Source: PhoCusWright. “Loco Over Local: Four Trends That Are Reshaping Tourism”)
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Foursquare (2010)
• Sharing unique tips about places from Oregonians (chefs, skiers etc.)
• Re-using blog/FB /PR content (e.g. readers of “OregonLive.com recommend the chowder here”)
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Foursquare (2010)
• Lists (content strategy: re-use itineraries from DMO’s, e-newsletter content etc.)
• New: “Save” & “Radar”
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Others Ideas: Foursquare and SCVNGR Partnerships
• Foursquare• 55,000+ followers• 3 badges• 366 locations• 3 Foursquare Lists (and counting)
• SCVNGR• 8 Chicago badges and treks• 116 challenges
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Foursquare• 20,582 check-ins
SCVNGR• 1,431 completed
challenges
100+ media placements • National Geographic Traveler, Mashable,
TechCrunch, Chicago Tribune, Crain’s Chicago Business
Explore Chicago Results
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Foodspotting (Austin, Philly)
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Gowalla
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Analytics/Measurement• Measurement
is an iterative process
• Focus on engagement (i.e. what they’re doing vs. growing numbers)
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Facebook – Key Metrics
1. Engagement:a) Engaged fans: Monthly Active Users/Total Fansb) Content relevance:
Post feedback (Insights) =(comments + likes/Total Exposure)
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Facebook – Fan Engagement
0
10,000
20,000
30,000
40,000
50,000
60,000
Fans
Monthly Active Users
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Facebook – Key Metrics
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Facebook – Key Metrics
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Twitter – Key Metrics
1. Growth of fans2. Engagement:
a) Engaged fans: - @ responses- RTs
b) Content relevance: - Clicks (Bit.ly)
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What’s Next?
Niche Social Travel Real Time & Experts
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Inspiration/Reading List
• Tnooz - tnooz.com
• Travel2dot0 - travel2dot0.com
• About Tourism – abouttourism.wordpress.com
• Sparkloft Media – sparkloftmedia.com/blog
• Mashable – mashable.com
• MilesMedia Insight – milesmedia.com/insight