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How Pure Michigan Uses Data To Drive Its Social Media Strategy
Presented to:Direct Marketing Association Detroit
Motor City Mixer
Prepared by:Chad Wiebesick
Director of Social Media and Interactive MarketingTwitter: @Wiebesick
October 1, 2015
The Early Years: Weak, Undefined Brand
@Wiebesick
Pure Michigan Campaign
• https://www.youtube.com/watch?v=SpsaL-WAqBY• Named by Forbes as one of the Top 10 all time best tourism
campaigns
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The Brand Goal
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Rhode Island Governor References Pure Michigan
Rhode Island Governor Gina Raimondo “pointed to the I Love NY and Pure Michigan campaigns as the kind she'd like to emulate here in Rhode Island.”Source: http://www.providencejournal.com/article/20150930/NEWS/150939922
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Top 10 U.S. Advertisers
michigan.org
Most popular state tourism web site in U.S. in 2014, eigth year in a row:1. michigan.org 8,646,540 web visits2. Arkansas 5,971,4273. Virginia 5,408,2234. Florida 5,313,5525. Hawaii 4,764,5136. Colorado 4,480,7707. Texas 4,391,0598. North Carolina 3,957,6679. Utah 3,360,181
Source: Experian Hitwise
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Pure Michigan Ranks Among Top 10 Travel Destinations Worldwide for Its Social Media
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Pure Michigan’s Social Engagement Ranks #1
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Align Your Social Strategy To Your Business Objectives
Pure Michigan is majestic, mythic and magical – a place with abundant natural beauty and authentic destinations.
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• Facebook is working on a “Dislike” button.• Twitter plans to go beyond its 140-character limit.
@Wiebesick
“It’s quality, not quantity of fans that’s important.”
@Wiebesick
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.
@Wiebesick
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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Make Fans The Hero: Engagement is Key
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Another Reason to Not Focus on Number of Fans
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Some Are Only Interested In Numbers When They Support Their Decisions
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Our Blog Is Among Top 10 Most Popular Sections on Michigan.org
Tip: Integrate your blog within your website rather than have it live as a separate website.
@Wiebesick
Our Blog Has The Highest Bounce Rate!
Our blog has 78% bounce rate versus 55% for the site average! Should we be concerned?@Wiebesick
Bounce Rate Doesn’t Tell The Full Story
• People spend 2 minutes 30 seconds on the blog, versus merely a minute for the site average. • Plus, the blog is a significant source of introducing new audiences to Pure Michigan, as 81%
are new versus 64% for site average.
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#HelloWorldRelay
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Pure Michigan photo ranks #3 in the world during #HelloWorldRelay.
The only other U.S. destination in the Top Ten is Los Angeles.
@Wiebesick
“The trouble is, if you don’t risk
anything, you risk even more.” – Erica
Jong
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Here’s how Pure Michigan partnered with one of the world’s wealthiest companies and generated more than 64 million impressions around the world for $300.
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Facts About Google Trekker• A wearable backpack with a camera system on top, worn
by an operator capturing 360-degree panoramic images every 2.5 seconds for Google Maps Street View
– Trekker weighs approximately 40 pounds– Stands about 4 feet in height– Battery lasts about 6-8 hours per charge– Consist of 15 lenses at the top of the mast, each pointed in a
different direction
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Bad News
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Good News
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Asia, Europe, South America
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Mobile Live Streaming: Georama
Pure Michigan became the first destination in the U.S., and the second in the world, to host a first-person, real-time interactive web experience using wearable technology.http://www.michigan.org/live
@Wiebesick
Results• Investment: $20,000• Results
– More than 3,500 viewers from every continent in the world (except Antarctica, of course) and more than 22 countries
– 845 interactions in the live chat– Average time spent was 14.5 minutes– Most popular page visited on michigan.org
• Georama wants to partner with universities!
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Thank You
Chad Wiebesickwiebesickc@michigan.orgTwitter: @wiebesick
@Wiebesick
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