our digital team...our budget $50,000 - $75,000 split up for: - boosting posts - boost posts that...
TRANSCRIPT
Our Digital Team
Director of Marketing Social Media Manager Social Media Coordinator Outsourced
Our Budget
Just Kidding!
Our Budget
$50,000 - $75,000 split up for:
- Boosting Posts- Boost posts that are doing well- $10-$50 per post- Less than $2,500 per year
- Social Media Campaigns- Typically part of a larger marketing campaign
(including advertorial content and display advertising)- $5,000 - $50,000
- Influencers- Covering fees and other activities
What We Outsource
• Like Acquisition Campaigns
• Segments of larger campaigns (ieSummer Campaign)
• Event related campaigns Democratic National Convention sentiment campaign
Our Main Channels
Visit Houston
@visit_houston
@VisitHouston
VisitHoustonTexas
What’s our Social Media Strategy? Well…
Facebook Strategy
• Plan the work, Work the Plan, but also leave some wiggle room
• Things to do this Month – pin it
• Follow the weather
• Ramp up the Holidays
• Embrace the Video
• Keep the Humor going
• Identify what followers love
• Choose your look and feel
• Start scheduling
• Comments are King
• Budget: • ~$500 – only boost posts that are
doing well
Instagram Targeting
o Building a following in a new demographic
o Aiming to target 25-34 year-olds interested in
o Foodo Cultural experienceso “under the radar” hot spots
Instagram Campaign
• Pay it forwART
• Highlight artists and ask who inspires them
• 5 weeks
How has our strategy changed over the past
5 years?
“Dabbling in Social”
No Dedicated Team Member
Posting Sporadically, and only on Facebook
Visit Houston was not a Business Page
No Social Media Reports Generated
How has our strategy changed over the past
5 years?
2015 campaign
Objective: • Fill hotel rooms during
September’s low season
Tactics:• post pictures of random hotels
around town with links to hotel websites (tracking: impossible).
• Boost page to people who like our page
• Not creative creative• Hope
2018 campaign
Objective: • Promote the Houston Experience
Marketplace
Tactics:• Post first-person camera footage
(taken with GoPro)• Creative Creative• Target by location, household
income, interests• UTM URLs
Then versus Now
And the fastest way to get new followers on
Instagram:
Get out your
phones!
@visit_houston
