social media strategy and tactics
DESCRIPTION
Presented to the Charleston Historic FederationTRANSCRIPT
August 27, 2014
Welcome to the Social Media Social!
Digital Plus#trendingtopics
$88.5M *And counting
Amount raised by the
#ALSIcebucketChallenge
Why is social media so powerful?
The Social Network Effect
Unique monthly visits to TripAdvisor
http://www.tripadvisor.com/PressCenter-c4-Fact_Sheet.html
>260M
Unique monthly visits to TripAdvisor
http://www.tripadvisor.com/PressCenter-c4-Fact_Sheet.html
>260M
I
Of 18-34 year olds consult social media when making travel plans
http://www.statista.com/statistics/305150/travelers-using-social-media-for-travel-planning-
by-age-us/
44%
Of travelers check reviews of attractions on TripAdvisor before
visiting
http://etc-digital.org/digital-trends/social-networking-and-ugc/travellers-and-social-media/
44%
Of web traffic comes from 8 social referral sites
More than double than the year before!
http://thenextweb.com/socialmedia/2014/07/21/facebooks-referral-traffic-share-grew-10-q2-2014-pinterest-fell-19-twitter-slipped-9/
31%
Of all online adults are Facebook users.
http://mashable.com/2014/08/08/study-snapchat-college/
71%
http://www.pewinternet.org/2013/12/30/social-media-update-2013/The amount more that users
engage with a brand’s photo on Instagram vs.
Facebook.
60x
http://mashable.com/2014/04/29/instagram-marketers-friend/
http://www.pewinternet.org/2013/12/30/social-media-update-2013/Average organic reach of
brand pages
6%
http://social.ogilvy.com/facebook-zero-considering-life-after-the-demise-of-organic-reach/
*And declining
http://www.pewinternet.org/2013/12/30/social-media-update-2013/
http://www.pewinternet.org/2013/12/30/social-media-update-2013/
Fastest growing demographic on Twitter.
http://www.jeffbullas.com/2013/05/06/21-awesome-social-media-facts-figures-and-statistics-for-2013/
55-64
Of college students report posting on Snapchat once
a day
http://mashable.com/2014/08/08/study-snapchat-college/
70%
Of all web traffic comes from mobile devices and
apps.
http://money.cnn.com/2014/02/28/technology/mobile/mobile-apps-internet/
>50%
Know Your Audience[ target your message ]
WHO? Customers, friends, fans, people with affinity
People 45+ make up 46% of Facebook users. Over 1 billion users | 2nd most visited site behind Google.
http://www.mediabistro.com/alltwitter/files/2014/01/social-media-networks.png
WHO? Acquaintances mixed in, along with prospects, press, and influencers
28% African American & 14% of Hispanic vs. 12% White.560 million users | 29% of users are 18-29 age group.
http://www.mediabistro.com/alltwitter/files/2014/01/social-media-networks.png
WHO? Professionals, educated adults, recruiters, and businesses (major donors!)
50% Male & 50% Female.240 million users | 79% are over 35 years old.
http://www.mediabistro.com/alltwitter/files/2014/01/social-media-networks.png
WHO? Your mom, sister, girlfriend, wife, daughter, crafters, DIY-ers, and foodies.
70 million users that 68% are women.50% of users have kids.
http://www.mediabistro.com/alltwitter/files/2014/01/social-media-networks.png
WHO? Young, techie men + early adopters.
400+ million users dominated by men (71%).About 50% of Google+ users are 24 or younger.
http://www.mediabistro.com/alltwitter/files/2014/01/social-media-networks.png
YOU’VE GOT A SOCIAL MEDIA STRATEGY, RIGHT?
* From Charlene Li and Josh Bernoff's book Groundswell: Winning in a
World Transformed by Social Technologies
P = People: Who?
O = Objectives: Goals?
S = Strategies: Outcomes?
T = Technologies: Tools?
The P.O.S.T. method*
WE NEED TO INCREASE VISITORS IN 2014 BY 200% BY IMPROVING ENGAGEMENT IN OUR SOCIAL COMMUNITIES
WE NEED TO INCREASE VISITORS IN 2014 BY 200% BY IMPROVING ENGAGEMENT IN OUR SOCIAL COMMUNITIES?
Make a Buzzworthy VideoMake a Buzzworthy Video
Build Real Relationships with Social CommunicationBuild Real Relationships with Social Communication
Inject humor into your brandInject humor into your brand
Know Your Audience[ target your message ]
Connect with the Top Tweeters in Your AreaConnect with the Top Tweeters in Your Area
Start, Join, & Organize Conversations with HashtagsStart, Join, & Organize Conversations with Hashtags
Start or Join a Twitter ChatStart or Join a Twitter Chat
Organize a TweetupOrganize a Tweetup
Engage the Blogging CommunityEngage the Blogging Community
Launch a Like CampaignLaunch a Like Campaign
Integrate TripAdvisor with Facebook and Your Website
Integrate TripAdvisor with Facebook and Your Website
Create a Flickr Group to Support Your Mission
Create a Flickr Group to Support Your Mission
TACTIC
Track Referrals from Social SitesTrack Referrals from Social Sites
TACTIC
Measure New Visitors from Social ChannelsMeasure New Visitors from Social Channels
Show and tell time!What’s worked for you?Show and tell time!What’s worked for you?
Thank You!@melmatho