after the honeymoon: keeping your social media audience engaged for the long term
DESCRIPTION
In "Finding Your Voice: Creating Strong Bonds with Your Customers via Social Media", I talked about how speaking authentically to your brand's audience is no different, in the end, than hanging out with your best friends. Both become easy when you let go of pretension and allow your true self to show through. Now, in "After The Honeymoon: Keeping Your Social Media Audience Engaged For the Long Term", I talk about how being successful long-term is like a successful marriage: difficult but possible, and very dependent on working to keep the passion alive through constant communication. See the full video of this presentation here: http://www.youtube.com/watch?v=viS8cnaqTn0TRANSCRIPT
After the Honeymoon: Keeping Your Social Media Audience Engaged for
the Long Term
STI’s mission is to positively impact communities and travelers worldwide through sustainable tourism development that delivers measurable results. In partnership with destinations and the travel trade, we provide innovative, market-driven solutions that connect constituents of all sizes.
Leave the World a Better Place®
Sustainable Travel International
Sustainable Travel International
AFTER THE HONEYMOONkeeping your social media audience engaged for the long term
MERCURYcsc#AfterTheHoneymoon
OH, HI.I’m @DonnieClapp, with @MERCURYcsc
#AfterTheHoneymoon
MERCURYcsc CONNECTS BRANDS TO CONSUMERS WHO VALUE AUTHENTIC PLACES AND IMMERSIVE EXPERIENCES.
MERCURYcsc.com
#AfterTheHoneymoon
• Tell your story frankly.
• Inspire your tribe.
• Localize as much as possible.
• Convey your expertise.
• Integrate mindfulness and sustainability
into the business itself.
MERCURYcsc SAYS:
#AfterTheHoneymoon
"…the more contrived the world seems, the more we all demand what's real."
– Joe Pine & Jim Gilmore, Authenticity: What Consumers Really Want
#AfterTheHoneymoon
#AfterTheHoneymoon ??
Try this:tweetchat.com
MERCURYcsc#AfterTheHoneymoon
SOME OLD NEWS…you should be using social media
#AfterTheHoneymoon
In the U.S.
• Social Media = 23% of time online
• 55+ on Social Media = 2x in one year
• Women are heavier SM users, and also plan
travel
• 53% follow a brand
• 90% trust peers, 14% trust adsSources: 1. http://www.nielsen.com/content/dam/corporate/us/en/reports-downloads/2011-Reports/nielsen-social-media-
report.pdf2. MRI Fall 2008; Base: Women; MDP Net
#AfterTheHoneymoon
MERCURYcsc#AfterTheHoneymoon
WE ALL KNOW THE WEDDING IS FUNbut what makes a successful marriage?
#AfterTheHoneymoon
• Bid goodbye to domination• Devote enough time for your partner• Help your marriage with the beauty of
honesty• Keep the passion going• Follow the theory of acceptance• Keep the lines of communication openAdapted from: http://www.magforwomen.com/5-tips-for-a-successful-marriage/
MERCURYcsc#AfterTheHoneymoon
Source: Travel 2.0 – http://travel2dot0.com
MERCURYcsc#AfterTheHoneymoon
TOOLS ARE COOLand much more useful when used together
MERCURYcsc#AfterTheHoneymoon
#AfterTheHoneymoon
MERCURYcsc#AfterTheHoneymoon
THIS GUYis quite smart, actually.
#AfterTheHoneymoon
Go read this:
The Thank You Economyby Gary Vay Ner Chuk
"People's bullshit radars are insane. Marketing is about to get really, really hard."
MERCURYcsc#AfterTheHoneymoon
WHAT IS AN INTEGRATED CAMPAIGN?multiple mediums playing ping-pong, of course.
#AfterTheHoneymoon
Ping-Pong!
• TV spots• Website• Twitter, Facebook, Reddit, Digg• YouTube
• 200 videos in 2 days!• 11 million views
• Coverage in Traditional Media
#AfterTheHoneymoon
A SMALLER-SCALE EXAMPLEwith good results
NICHE MARKETING: GET LOST TV SPOTSThree :60 TV spots feature different Montana photographers/writers telling the audience how they lost themselves in Montana, and what they found. Their stories are overlaid with photos ranging from stunning scenics to quaint cafés. Please see accompanying video files.
SLIDE 24
NICHE MARKETING: GET LOST NEWSPAPER ADSEach ad is anchored by MTOT with a photo, the Get Lost logo, and brief copy that drive the audience to GetLostMT.com. Each ad also includes a co-op space purchased by tourism partners to promote a package, special event, or attraction in their area.
SLIDE 25
NICHE MARKETING: GET LOST GOES ALTERNATIVERunning with the “Lost and Found” concept, handmade guerrilla-style flyers with tear-off tabs were posted in heavy foot traffic locations in downtowns across the state. The clever use of the classifieds section, a negotiated bonus in the newspaper buy, won Montana a 2010 Creative Media Award from MediaPost.
SLIDE 26
NICHE MARKETING: GET LOST INCENTIVES & GIVEAWAYSThe first 100 users to submit stories received a free t-shirt. Retail partnerships to distribute 50,000 stickers increased awareness, piqued curiosity, and helped create cult-like followings. A reorder was necessary less than halfway into the campaign. Some stickers even crossed state lines…including the one on this baggage cart in the Minneapolis-St. Paul International Airport’s C Concourse!
SLIDE 27
#AfterTheHoneymoon
Ping-Pong!
• TV, Newspapers, Radio• Bumper Stickers• Facebook + Twitter• Website• Rinse + Repeat
MERCURYcsc#AfterTheHoneymoon
ONE MORE EXAMPLEfrom STI itself!
MERCURYcsc#AfterTheHoneymoon
ROAD TRIP!removing the time barrier in another way
#AfterTheHoneymoon
#AfterTheHoneymoon
#AfterTheHoneymoon
Results
• 1,200,000 impressions• 5,000 likes/comments• Unprecedented engagement
during off-hours
MERCURYcsc#AfterTheHoneymoon
WHAT'S POSSIBLE?the sky is the limit
#AfterTheHoneymoon
Even Better…
• Build Anticipation
• Expand to Other Channels
• Extend the Life of the Content
• Integrate Real Life
THANK YOU.
@DonnieClapp || @MERCURYcsc || MERCURYcsc.com
#AfterTheHoneymoon
@STI_Travel || sustainabletravelinternational.org
• Partner Program• Eco-certification
– Sustainable Tourism Eco-certification Program™
– Shore Excursions Standard– Luxury Eco-certification Program
• Carbon-Balanced Travel• Destination Stewardship• Advisory Services, Education and Training• Travelers’ Philanthropy
Sustainable Travel International How we can help reach your goals
• Presentation and audio recording will be made available via email shortly after the webinar
• Feedback Survey – please help us improve our educational offerings. No more than 5 minutes of your time!
• Survey participants are eligible to be selected for a 30-minute Social Media Strategy Session with MercuryCSC
Webinar Follow UpHelp us serve you better
Highlights Include:
• Learn to put a sustainability plan into action• Explore best practices in key operational
areas• Discover tools to measure your impacts• Q&A session
Registration Now Open:http://tinyurl.com/STI-action
Next Webinar: October 27Sustainability Management 101: Ready, Set,
Action!
Brian Herlihy, VP of Business Development & SalesEmail: [email protected]
Phone: 503-488-5500 (US and Canada)Web: www.sustainabletravelinternational.org
www.responsibletravelreport.comSocial: www.facebook.com/sustainabletravel
www.twitter.com/STI_travel
For More InformationContact STI