Post on 13-Apr-2017
Six Steps To Create A Social Media Marketing Plan At Little Cost
Presented to:University of Michigan
Center for EntrepreneurshipCollege of Engineering
Prepared by:Chad Wiebesick
Director of social media & interactive marketingTwitter: @Wiebesick
February 15, 2016
Pure Michigan Ranks Among Top 10 Travel Destinations Worldwide for Its Social Media
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Pure Michigan Ranks #1 on InstagramPure Michigan is the #1 most popular travel brand in the world on Instagram as measured by the number of photos people have uploaded hashtagged #PureMichigan, ranking higher than Hawaii, Australia, Museum of Modern Art, Lonely Planet and Carnival Cruise Lines.
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Step 1: Set your objectives
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Align Your Social Strategy To Your Business Objectives
Brand Goal: “Pure Michigan is majestic, mythic and magical – a place with abundant natural beauty and authentic destinations.”
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Provide Customer Service
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Customer Service Gone Wrong!
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Customer Service Gone Horrific!!!!
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Pure Michigan Customer Service
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Generate Leads
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Build Brand Awareness
Within 15 minutes of Super Bowl 2013 grinding to a halt because the lights went out, Oreo sent this tweet.
Generated 15,000 retweets and 8,000 new Twitter followers.
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Increase Traffic To Your Website
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Step 2: Identify Your Audience
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Here’s Why It’s Important to Know Your Audience
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What Single Post Caused People To Unlike the Pure Michigan Facebook Page?
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What Should We Do?
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Let Your Advocates Support You
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Tip: Use Facebook Interest Targeting
Reach precisely the right people by targeting posts to a subset of the people that like your page based on their interests. @Wiebesick
Step 3: Choose The Platform
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More than 70% of online American adults use Facebook. Usage among seniors continues to increase. Women are also particularly likely to use Facebook compared with men.
Source: Pew Research Center, 2015
Some 23% of online adults currently use Twitter. Skews slightly more male, college educated, household income of $50,000, urbanites.
Google+
Sixty-seven percent of Google+ users are male, and the average age is 28-years-old. Users tend to work in the engineering, software and design industries, and are more interested in discussions and trends than looking at photos of dogs or kids.
LinkedIn is actually more popular than Twitter among U.S. adults. LinkedIn's core demographic are those aged between 30 and 49, i.e. those in the prime of their career-rising years. Not surprisingly, LinkedIn also has a pronounced skew toward well-educated users.
Source: Pew Research Center, 2015
Women continue to dominate Pinterest – 42% of online women use the site, compared with 13% of online men.
Besides young adults, women are particularly likely to be on Instagram, along with Hispanics and African-Americans
Snapchat
Snapchat is the youngest social network of all. More than six out of 10 Snapchat users are in the 18-to-24 age group.
Source: Pew Research Center, 2015
Tip: Don’t Spread Yourself Too ThinAccounts that appear dormant a majority of the day are easy to spot. Rather than only visiting once a day for 30 minutes, consider spending 10 minutes in the morning, 10 minutes in the afternoon, and 10 minutes in the evening.
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Tip: Use the Same Logo Across All Platforms
Helps build brand and consistency, and people will recognize you regardless what platform they see you on.
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Tip: Choose a Consistent Vanity URL
@PureMichigan@PureMichigan@PureMichigan@PureMichigan
VERSUS:@DiscoverOhio@Ohiogram@DiscoverOhio@DiscoverOhioTravel
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Step 4: Establish Metrics
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Choose metrics that align with your business objectives and help you make business decisions. •Followers•Likes•Comments•Shares•Retweets•Impressions•Reach•Engagement•Post Likes•Unlikes•Clicks•Etc.
“It’s quality, not quantity of fans that’s important.”
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New York State Has The Largest Number of Facebook Fans
• Yet, only 0.9% of their fans are talking about the page.• The most popular age group are 13-17 year old teenagers.• Most of their fans live in New York City.
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State of Florida Has Far Fewer Fans, But More Engaged
• Average age of fans are 35-54, a demographic more likely to have budget to travel.
• Most fans live in out-of-state, a more lucrative traveler.
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Another Reason to Not Focus on Number of Fans
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Make Fans The Hero: Engagement is Key
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Step 5: Create Content Strategy
Your content creation and content curation plan should answer the following questions:•What type of content do you intend to post?•How often will you post?•Where will you post it?
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Use an Editorial Calendar
Follow the 80/20 rule to attract and retain an engaged community: 80% is your content, 20% is from thought leaders in your industry, like-minded businesses, or relevant content.
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Schedule Posts to Save Time
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Step 6: Test, Evaluate and Adjust Your Social Media Plan
• As new networks emerge, you might want to add them to your plan.• As you attain goals, you might need to adjust them.• Rewrite your strategy to reflect your latest insight.
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“Here’s how by reacting quickly to an obscure tweet, Pure Michigan
generated $17 million in PR buzz.”
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Dec 6, 11:49 am
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TravelWisconsin.com
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Dec 6, 2:45 pm
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Dec 6, 7:17 pm
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What, If Anything, Do We Do? • 1 tweet• 11 retweets• 1 story in Kalamazoo Gazette
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Dec 7, 11:45 am WhoIsTheRealMittenState.com
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Dec 7, 4:43 pmStatewide News
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Dec 7, 7:23 pmWisconsin Releases Another Mitten
Travel Wisconsin put up a new version of the mitten in the green and gold of the Green Bay Packers, boasting the football team's unbeaten record and ribbing their rivals, the 7-5 Detroit Lions.@Wiebesick
“Is Michigan or Wisconsin the Mitten State?”Google AdWords
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Dec 7, 10:20 pmNational News
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Dec 13
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The Mitten Drive Prompted More Conversations
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Dec 14, 2:20 International News
Results:•Over 300 news stories from state, national and international radio, newspaper and TV •396 million media impressions•$17.7 million in earned media value
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Thank You• Chad Wiebesick• wiebesickc@michigan.org• Twitter: @wiebesick• Facebook.com/cwiebesick• Linkedin.com/in/wiebesick• (517) 335-1083
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