Social Media for Byways July 15, 2015. Let’s Answer the Why.
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Transcript of Social Media for Byways July 15, 2015. Let’s Answer the Why.
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Social Media
for BywaysJuly 15, 2015
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Let’s Answer the Why
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Why social media?
Snapchat
Tumblr
Google+
0 200 400 600 800 1000120014001600
72.8 mil-lion
200 million
230 million
288 million
300 million
300 million
1.5 billion
Followership
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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
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Global Digital Snapshot
*numbers in millions
Active Mobile Social Accounts
Active Social Media Accounts
Active Internet Users
Active Mobile Users
Global Population
0 1 2 3 4 5 6 7 8
1.685 bil-lion
2.078 bil-lion
3.01 billion
3.649 bil-lion
7.21 bil-lion
People
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Trends in Social Media
Mobile-friendly Blogging Facebook still rules Paid posts Content is King
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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 posts8 in 10
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Why for the followers?
What’s in it for them?
Create content to post
Sharing content created by others
Creation and CurationTwo leading activities:
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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
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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?
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Why for the Brand?
What’s in it for you?
Engagement with content»Give them what
they want»Walk in the visitors’
shoes
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Why you?What sets you apart?
Beaches
Mountains
Scenic assets
History
Eco-Tourism
Events
Retail
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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
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Let’s Show the Why
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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
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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
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Visuals are the storytellers3. 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
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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
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Visuals are the storytellers5. 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
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Visuals are the storytellers6. 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)
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Video versus Photography
Trending to video
Trending to mobile
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Let’s Answer the How
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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
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Collaboration and Sharing
Stakeholders• Involve your stakeholders
Annual planning 2-4 year planning
• Share, share, share each other’s content
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Collaboration and Sharing
Visitors• User-Generated
Content (UCG) Search it out Ask for it
• Contests, sweeps, challenges (Name this animal/event/location/campaign)• Listen
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Collaboration and Sharing
Other asset resources• Photography (iStock; Deposit)• DropBox• Flickr
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What Does Success Look
Like?
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Native to channela) Facebookb) Twitterc) Instagramd) Pintereste) Google Analytics
Resourcesa) Sproutb) HootSuitec) Simply Measured
Measuring Results
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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
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