Social Media for Byways July 15, 2015

Let’s Answer the Why

Why social media?

Statistics of Note Instagram is now bigger than Twitter Organic Facebook reach down to 2% of fans Facebook had more video views than YouTube mid-2014 Instagram gets 50x more engagement than Twitter SnapChat is growing at 56% per year

Global Digital Snapshot *numbers in millions

Trends in Social Media  Mobile-friendly  Blogging  Facebook still rules  Paid posts  Content is King

Why for the followers? What’s in it for them?  Keeping close social ties (family, friends, brands)  Purchasing decisions 74% of consumers rely on social media to make their purchasing decisions are influenced by their friends’ social media posts 8 in 10

Why for the followers? What’s in it for them? Create content to post Sharing content created by others  Creation and Curation Two leading activities:

Why for the Brand? What’s in it for you?  Visibility » Be at the table or be on the menu » Fight for space in a cluttered marketplace

Why for the Brand? What’s in it for you?  Content » Everything is content » Content is king » What is “Content Marketing”?  Put it out there  What is useful?

Why for the Brand? What’s in it for you?  Engagement with content » Give them what they want » Walk in the visitors’ shoes

Why you? What sets you apart?  Beaches  Mountains  Scenic assets  History  Eco-Tourism  Events  Retail

Why you? What makes you a must-do?  Unique attributes no one else has a)Who wants it? b)Tailor content to fit  The power of events

Let’s Show the Why

1.Stats to Note 86% conversion increase when video used on landing page 20% of words on a web page are read by average user 40x more shareable—landing pages with video 80% of what you see is retained Visuals are the storytellers

2. Facebook Video Use  Every day there are 3+ billion video views on FB  More than 1 billion searches per day

Visuals are the storytellers 3. YouTube Video Use  1 billion users  300 hours of video uploaded…every MINUTE  Half of video views are now on mobile devices  4 billion views per day  6 billion hours watched per month

Visuals are the storytellers 4. Twitter Video Use  1.5 billion Vine loops per day  That equates to ½ trillion per year  40 million active users  12 million uploads per day  8,333 shares per minute

Visuals are the storytellers 5. Instagram Use  Across Facebook-owned apps, 2 billion photos are shared…PER DAY  1,000 comments per second  70 million photos posted per day  2.5 billion likes per day  Photos generate 36% more likes than videos  98% of users use a mobile device to access  70% of users use at least daily  28% of American travelers post vacation photos using a smartphone

Visuals are the storytellers 6. Pinterest Use  28% of online U.S. adults  85% female (women make the travel decisions)  142 minutes per VISIT  64% try a Pinterest-inspired activity each month  Most popular destination for clicking through — blogs  2.5 billion monthly page views  67% of content pinned is from a business website  1 billion boards, 50 billion pins (and that’s old data)

Video versus Photography  Trending to video  Trending to mobile

Let’s Answer the How

 Plan the work, work the plan  Inventory your assets  Prioritize your messages  Free graphic services for photos, videos  Planning ahead

Collaboration and Sharing  Stakeholders Involve your stakeholders  Annual planning  2-4 year planning Share, share, share each other’s content

Collaboration and Sharing  Visitors User-Generated Content (UCG)  Search it out  Ask for it Contests, sweeps, challenges (Name this animal/event/location/ campaign) Listen

Collaboration and Sharing  Other asset resources Photography (iStock; Deposit) DropBox Flickr

What Does Success Look Like?

 Native to channel a)Facebook b)Twitter c)Instagram d)Pinterest e)Google Analytics  Resources a)Sprout b)HootSuite c)Simply Measured Measuring Results

Keeping the Groove Going  Advance Planning & Brainstorming Content Calendars/Plans Stakeholder Involvement  Importance of Stakeholder Events All events are content All content is relevant to someone  Continue measurement and adapt as you glean results Do more of what works Do less of what doesn’t

Find this presentation at: GMStheBest.biz/bywaysocial/ Thank You