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How to Get, Keep, and Engage on Social MediaChere Schmidt and Rhen Wilson
Kentucky Campaigns
Facebook Contest• During the Kentucky Only One campaign, users will enter to
win a vacation package.• When users visit the page, they will be directed to the
Facebook app
Call-to-Action “Like” Reveal Page
The images here show
examples of creative
Facebook Reveal
Images.
Before “Like”
After “Like”
Sign-Up App• After new fans click “Like,” they can enter form for
contest.
Prominent call-to-action
The entry form will require basic info and a check box for users to “uncheck” to opt-out of email communications from KentuckyTourism.com.
Sharing the Fun• Once users are signed up, they will be asked to share it with
their friends.
Prominent social buttons for Facebook and Twitter and a call-to-action will encourage participants to share the sweepstakes with their friends and followers.
Fan of the Week Promotion• Fans of KY’s Facebook page will submit photos of themselves in
Kentucky. Thefavorite of theweek will bedisplayed in theprofile pic.
How Can the Regions Help?• Develop a calendar that is in sync with Kentucky’s promotions• Post on Facebook, Twitter and other appropriate social
networks on ideal days
How Can the Regions Help?• Create two-way communications with Kentucky’s social
networks• Tagging and Mentioning each other• On Facebook: Tagged posts show up on the taggee’s Wall
(Exposure for you)
• On Twitter: Mention tweets (@handle) can help easily navigate followers to KY’s page.
How Can the Regions Help?• Promote your Only One• If your region is one of Kentucky’s Only One, be sure to promote
this on all social channels• Show off your Only One Badge on your channels
Engagement
Fan Gating• Entice people to “Like” you page by promising exclusivity• Content• Deals• Discounts• Contests
Fan Gating• Exclusive Content
Fan Gating• Exclusive Deals
Fan Gating• Exclusive Discounts
Fan Gating• Exclusive Contests
Sponsored Stories• Facebook’s ads platform offers targeted ads that entice your
fans’ friends to “Like” your page.
Sponsored Stories• Page Like Story
Sponsored Stories• Page Post Like Story
Sponsored Stories• App Share Story
Utilize Videos
3 Billion Global Views a Day!The total U.S. Internet audience engaged in roughly 5.1 billion viewing sessions for the
entire month of April 2011
Source: TechCrunch.com, May 2011
Utilize Videos• Create a YouTube Brand Channel
Utilize Videos• Other tips• Always allow comments on YouTube Videos• Embed YouTube video on your site• Use SEO keywords in your titles, description, tags, and even in the
video itself
Create Good Content• People want and expect content from you• When posting, try to always include:
• Links• Photos• Videos
• Think of posts as stories
Listen and Respond• The engagement credo:• Stop selling & start sharing• Stop talking & start listening
• Find your advocates and support them
Best Practices
Editorial Calendar• Why?• Keeps you on track and sets goals• Spurs creativity
Editorial Calendar
Calls to Actions• In every post, include a clear call to action• “Read more”• “Like this to enter”• “Share this with friends”• “Retweet to win”• “Watch now”
Curating Content - Blogs• Create a blog
Almost 200 million blogs on the Internet
Curate Content - Blogs
Curate Content - Blogs
Social Media Policies• Internal: for your
employees• External: for your
visitors
“We ask that all comments and uploaded images remain both relevant and respectful to our community as a whole.”
Social-Site Integration• Make it easy for people to share your content
Social-Site Integration• Include Facebook’s
free comments to keep the conversation on your site
Future Trends
Google+• Estimated to reach 100 million users by end of Feb ‘12• Males dominate• 7:3 male to female
• SEO-friendly• Posts• Descriptions• Links
Google+
Google+• Google+ loves multimedia
Pinterest• Pinterest allows you to share the beautiful, funny, crafty, and
odd photo-links you find on the Internet by Pinning them• Social curator
Pinterest• Mostly women using it• Topics best suited• Travel• Retail• Photographers• Wedding• Crafts• Food
Instagram• Photo album site• Only available for iPhone but Android rumors abound• Can search photos by hashtags (ex: #kentucky)• A great source to find customer-created content to promote
on your social networks• Use Ink361.com to search for photos (without iPhone)
GetGlue
• Enables users to “check-in” to activities rather than physical locations
• Over 75 major television networks work with GetGlue
• Over 2 million users
GetGlue• When users “check-in” to TV Shows, Music, Movies, even
Books, they can win Stickers.• Unlike Foursquare, which gives virtual badges, GetGlue will
mail you physical stickers• The stickers are limited, thus instant collectibles
Spotify• An online music collection• Unlike Pandora, YOU control what music you listen to• You can create music channels for you region or event
Spotify
The End