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Main Street “Social Media 301” Sheila Scarborough Tourism Currents @SheilaS @TourismCurrents

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Page 1: Wisconsin Main Street Social Media 301

Main Street“Social Media

301”Sheila ScarboroughTourism Currents

@SheilaS@TourismCurrents

Page 2: Wisconsin Main Street Social Media 301

What We’ll Talk About• Social media & your Main Street strategy & goals• What’s working? Basic analytics• Your one thing isn’t enough – regional social media marketing• Digital communications trends@SheilaS

@TourismCurrents

Page 3: Wisconsin Main Street Social Media 301

1) Social media & your Main Street

strategy and goals

@SheilaS@TourismCurrents

Page 4: Wisconsin Main Street Social Media 301

Strategy...

Have One!@SheilaS

@TourismCurrents

Page 5: Wisconsin Main Street Social Media 301
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Strategy Down to Each Social Post

Goals for your Main Street organization

Marketing communications to support goals

Social media that supports your marketing

Instagram

Instagram posts to reach particular market

@SheilaS@TourismCurrents

Page 7: Wisconsin Main Street Social Media 301

Strategy to Social Post ExampleIncrease visibility of crafter / maker “scene”

Marketing goal to support - reach textile crafters

Social media to support crafter outreach

Instagram

Instagram photos of textile arts, using hashtags like #quilting, #spinstagram, & #fiberarts

@SheilaS@TourismCurrents

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Let’s think big for a minute

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Example: Integration

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Example: Cross-promotion

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Don’t forget SEO(Search Engine

Optimization) aka

Getting Found Online

@SheilaS@TourismCurrents

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Give people what they are Googling for ....

and be specific

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“You have to have a plan, so you can

change it.”Editorial

Calendars keep you on track

@SheilaS@TourismCurrents

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Editorial Calendar: Oregon

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Editorial Calendar: HubSpot

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Editorial Calendar: Historic Site

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Too Much? Try Leslie’s Plan(tools required: paper & pen)

• Monday - General destination info & history• Tuesday - Calendar of Events• Wednesday - Recreation/outdoor, or restaurants• Thursday - Upcoming weekend events, weather, #TBT• Friday - Highlight an area attraction

@SheilaS@TourismCurrents

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2) What IS working for you? Basic analytics

@SheilaS@TourismCurrents

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Start With the Big Dog – Google Analytics

@SheilaS@TourismCurrents

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Facebook Analytics (Insights)

@SheilaS@TourismCurrents

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Twitter Analytics

@SheilaS@TourismCurrents

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3) Your one thing isn’t enough - regional social

media marketing@SheilaS

@TourismCurrents

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4) Digital communications

trends

@SheilaS@TourismCurrents

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Trend: Live experiences &

video via mobile apps like

Periscope & Snapchat

@SheilaS@TourismCurrents

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Live experiences on video – Periscope

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In the moment – Snapchat

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Trend: Effective social media

includes pay-to-play (ads)

@SheilaS@TourismCurrents

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Trend: Using social media for customer service

@SheilaS@TourismCurrents

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Being helpful online is like being helpful offline

Photo courtesy US National Archives on Flickr Commons

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Those Trends & Your Main Street• Lock down your Main Street brand name on new social platforms• Experiment with live video on Periscope• Practice sending a snap• Get social media ad money into your budget• Customer service – answer the social media telephone!• Check notifications, understand that responses are expected

@SheilaS@TourismCurrents

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Thank you, Wisconsin!Sheila ScarboroughTourism Currents