Beaumont Texas Convention & Visitors Bureau: Social Media Plan and Editorial Calendar

8/6/2019 Beaumont Texas Convention & Visitors Bureau: Social Media Plan and Editorial Calendar

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Authority,LeadershipandRelevance OnlineCommunica9onStrategy

November2010throughNovember2011

Week Ac&vity Facebook Twi1er Flickr YouTube PressRelease

Week1 BDT(Reminder) AW,SM,EE AW,SM

Week2 BDT(Nov10) AW,SM AW,SM Picsofevent.

OpenHouse(Announcement) AW,SM,EE AW,SM

ShopAcrossTexas

SharesignupLink(AW/customFB

tab)Andbloglink AW,SM

Week3 BDT(AerEvent) Postpics Seepics Postpics Postvideo

ShopAcrossTexas



Week4 CityChristmasEvent(Announce) AW AW

OpenHouse(Reminder) AW AW

Goals: OpenHouse-SocialAwareness

Purpose: Communicatetoandeducatelocalinfluencers,announcepromo9onalini9a9vesandmaintainawarenessofac9vi9esthroughsocialefforts

November 2010SocialAc&vi&esPlan


2/43



Week Ac&vity EmailMktg Blog Page Event Pic Video

Week1 BDT(Reminder) RSVP-linktoCVBsite.

Week2 BDT(Nov10)

EE-Personalmsgto

aMendees.

Shootpicsof

people,

crowd&

loca9ons

Shootvideoof

aMendees,

tes9monial,

OpenHouse(Announcement) AW(FBlink,Bloglink,)

AW-Cat:CVB

News,LinktoFB,

LinktoCVB

eventspage AW

gradua9on&

upcoming

eventpromo

ShopAcrossTexas

PostfromPress

Release

Week3 BDT(AerEvent) Postpics

Highlightsfrom

thetourandan

upcoming

propertyevent.

Vidtes9monial

ShopAcrossTexas

SharesignupLink(AW/

customFBtab)Andblog

link

Week4 CityChristmasEvent(Announce)

AW-Useold

picsandrecapof

eventdetails

OpenHouse(Reminder)

Goals: OpenHouse-SocialAwareness

Purpose: Communicatetoandeducatelocalinfluencers,announcepromo9onalini9a9vesandmaintainawarenessofac9vi9esthrough

November 2010BeaumontCVB.comInternalAc&vi&esPlan


3/43



EndofMonthReview: MonthStart MonthEnd

Facebookanaly9cs TwiEerFollowers

other) TwiEerLists

FlickrStats TwiEerMen9ons NA

YouTubeInsights TwiEerRT's NA

TwiEerKloutscore FacebookFans/Likes

YouTubeuploads

YouTubeViews

Source Visitors YouTubeSubscribers

TwiEer.com YouTubeComments

Facebook.com FlickrUploads

Flickr.com FlickrViewsYouTube.com FlickrComments

EndofMonthReview: Monthly Quan8ty

SiteWideComments

Created

PlanningGuideRequests NumberofPressReleases

RFPRequests

Campaigns

VisitorPacketRequests NumberofPagesCreated

mail/calls/leadsgenerated

Notes

GoogleAnaly8cs

UniqueVisitors

Pageviews

Timeonsite

SocialAc8vi8esMETRICS

BeaumontCVB.comMETRICS

Unusualac9vi9esandothernotesforfuturereference.


4/43


5/43



Ac#vity EmailMktg Blog Page Event Pic Video

CityChristmasEvent(Dec4)

OpenHouse(Reminder) AW-Reminder12/1. SM,AW SM,AW

OpenHouseEvent(Dec8)

AW-Reminder,12/7.

Follow-upThankYou

12/.

ChristmaseCard(JibJab) AW-onlyecard

AW-Jibjab

ecardvid

CityChristmas(AVerEvent)

BasicreviewofCityEventwith

linkstoFBpics

andafewpics

onblog

SM-Crowd,

Headshots,

Ac99ies.AW

-general

AW-Crowd

ShotsEE-

Interview

Shots.What's

themostremarkable

thingthe

BCBdidfor

yourevent?

ShopAcrossTexas

OpenHouse(AVerEvent)Seethevid,seethepics,thankallinvolved

Thankstoall,

lookatourstuff,

recap,afewnice

commentsfrom

a_endees,city

officials,happyworkers

ShopAcrossTexas

CBConnect(Announce) Cometomee9ng

ideogoalforOpenHouse

Whywearevaluable,goodturnout,

tes9monialsofgreatcvbexperience,

UseCBforeventplanning

Communicateandeducatelocalinfluencers,announcepromo9onalini9a9vesandmaintainawarenessofac9vi9esthrough

December 2010VB.comInternalAc#vi#esPlan


6/43




Facebookanaly9cs TwiEerFollowers

other) TwiEerLists




YouTubeuploads

YouTubeViews






SiteWideComments

Created


RFPRequests

Campaigns



Notes

GoogleAnaly8cs

UniqueVisitors

Pageviews

Timeonsite





7/43




Week1 CVBConnect(Reminder) Cometomee9ng(partnersonly)

BDT(Invite) AW AW

Week2 CVBCo nnec t(Jan12)

BDT(Reminder) AW,SM,EE AW,SM

ShopAcrossTexas



Week3 CVBCo nnec t(AQ erEvent) Postpic s,pro mo blo gpo st

promoblog

post Postpics postvid

BDT(Jan1) AW,SM AW,SM

Postpicsof

event

MakeyourownBobbleHeadPromo

(smallrelease)

January 2011SocialAc&vi&esPlan


8/43



Week4 BDT(AHerEvent) Postpics Seepics Postpics Postvideo

allOfFame(Announce) AW

BeaumontBash(Announce)

Goals:

Captureeventdetailsasasingle

videoforfutureuse-capture

presentersandslides

Purpose: Communicateandeducatelocalinfluencers,announcepromo9onalini9a9vesandmaintainawarenessofac9vi9esthroughsocialefforts


9/43




Week1 CVB Co nnec t(Reminder) Cometo mtg

BDT(Invite)

CometoBDT-linkto

CVBsite,FBphotos

Week2 CVBConnect(Jan12) AW-Reminder

Onsite

crowd

Onsitewhat

theylearned.

Addi9onally:a

documentary

oftheevent

BDT(Reminder) RSVP-linktoCVBsite.

ShopAcrossTexas

Week3 CVBConnect(AerEvent)

Aereventwith

handout,

tes9mony&

pics/video

BDT(Jan1)

EE-Personalmessageto

aYendees.

Shootpicsof

people,

crowd&

loca9ons

Shootvideoof

aYendees,

tes9monial,

gradua9on&

upcoming

eventpromo.


(smallrelease) Announcejusttothislist

January 2011BeaumontCVB.comInternalAc&vi&esPlan


10/43



Week4 B DT( AH erEvent)

ighlightsfrom

thetourandan

upcoming

propertyevent.

Vidtes9monial

allOfFame(Announce)

BeaumontBash(Announce)

Send:1/28.FollowUptoTEAMS-Givedetailson

BmtBash.

Goals:

Captureeventdetailsasasingle

videoforfutureuse-capture

presentersandslides

Purpose: Communicateandeducatelocalinfluencers,announcepromo9onalini9a9vesandmaintainawarenessofac9vi9esthrough


11/43




Facebookanaly9cs TwiEerFollowers other) TwiEerLists




YouTubeuploads

YouTubeViews






SiteWideComments

Created


RFPRequests

Campaigns



Notes

GoogleAnaly8cs

UniqueVisitors

Pageviews

Timeonsite





12/43




Week1 ShopAcrossTexas



SummerBlast/FamilyFun-partner

opt-in-1stannouncement

Week2 HallofFame(Feb10) AW AWGusherMarathon(Announcement) AW

Week3 HallofFame(APerEvent) ostpics,promoblogpost

promoblog

post ostpics postvid

MakeyourownBobbleHeadromo

(Fullrelease) icsandbloglink-AW

OfficialBlogLauncharoundBobble

Head

Week4

urpose: Announcepromo9onalini9a9vesanddriveawarenessofinternalpromo9onandmaintainawarenessofac9vi9esthroughsocialefforts

February 2011SocialAc&vi&esPlan


13/43






opt-in-1stannouncement

Emailpartnerstoget

involvedinpromo

Week2 HallofFame(Feb10) AW

SM-Crowd,

Headshots,

Ac9vi9es.

AW-general

shots

AW-Crowd

ShotsEE-

Interview

ShotsGusherMarathon(Announcement)

Week3 HallofFame(AerEvent)

Aereventwith

tes9mony&

pic/vid


(Fullrelease) BlogPost

OfficialBlogLauncharoundBobble

Head

Promotebloglaunchvia

bobblehead

Week4

Purpose: Announcepromo9onalini9a9vesanddriveawarenessofinternalpromo9onandmaintainawarenessofac9vi9esthrough

February 2011BeaumontCVB.comInternalAc&vi&esPlan


14/43








YouTubeuploads

YouTubeViews






SiteWideComments

Created


RFPRequests

Campaigns



Notes

GoogleAnaly8cs

UniqueVisitors

Pageviews

Timeonsite





15/43






tab)andbloglink AW,SM

GhostShow AW

Week2


opt-in

GusherMarathon(event) AW AW

Week3 BDT(Invite) AW AW

BeaumontBash(Reminder)

GhostShow AW AW


BeaumontBash(March24) AW,SM AW,SM

Week5 BDT(Mar30) AW,SM AW,SM

Postpicsof

event

BeaumontBash(AVerEvent) Postpics Seepics Postpics Postvideo

Purpose:

Communicateandeducatelocalinfluencers,announcelocaleventsandpromo9onalini9a9ves.Maintainawarenessofac9vi9esthroughsocial

effortsandkeeppresencewithpress.

March 2011SocialAc&vi&esPlan


16/43





GhostShow

AW-post

hauntedstuff

Week2


opt-in

emailpartnerstosell

intopromo

ProPhotog

toshootpics

GusherMarathon(event)

Week3 BDT(Invite)

Cometo

BDT-linkto

CVBsite,FB

photos

BeaumontBash(Reminder)

RSVPdue,

St.PaUy's

msg.

GhostShow


BeaumontBash(March24)

AW-EmailCountdown

(4)

People&

crowdshots

Videoof

aUendees,

tes9monials

Week5 BDT(Mar30)


aUendees.

Shootpicsofpeople,

crowd&

loca9ons

Shootvideoof

aUendees,

tes9monial,gradua9on&

upcoming

eventpromo.

BeaumontBash(A\erEvent)

AW-ThankYoufor

coming,seepics&vid

Highlightsfrom

theevent,linkto

FBphotos,

YouTubeVid

tes9monial

Purpose:

Communicateandeducatelocalinfluencers,announcelocaleventsandpromo9onalini9a9ves.Maintainawarenessof

ac9vi9esthroughsocialeffortsandkeeppresencewithpress.

March 2011BeaumontCVB.comInternalAc&vi&esPlan


17/43








YouTubeuploads

YouTubeViews






SiteWideComments

Created


RFPRequests

Campaigns



Notes

GoogleAnaly8cs

UniqueVisitors

Pageviews

Timeonsite





18/43




Week1 BDT(AGerEvent) Postpics Seepics Postpics Postvideo

Featuredco ntentfro mRVas blog blo glink(AW ) blo glink( AW)

Week2 Na9onalTourismWeek(Announce)

CreateEvent,InvitePartnersto

par9cipateinHospitalityOlympics AW


Week3 Featuredco ntentfro mRVas blog blo glink(AW ) blo glink( AW)

ShopAcrossTexas



HORally


Na9onalTourismWeek(Reminder) AW,SM,EE AW,SM,EE


SummerBlast/FamilyFun

Purpose:



April 2011SocialAc&vi&esPlan


19/43




Week1 B DT( AG erEvent)

thetour&

upcoming

FeaturedcontentfromRVasblog

ReleaseRV

content

Week2 Na9onalTourismWeek(Announce)

Emailtopartners-

Invita9ontoHospitality

Olympics AW AW


ReleaseRV

content

Week3 FeaturedcontentfromRVasblog

ShopAcrossTexas

HORally AW

(includeon

enewsleUer)

Week4 BDT(Invite)

CometoBDT-linkto

CVBsite,FBphotos

Na9onalTourismWeek(Reminder)

Partners-signup&

par9cipateinHospitality

Olympics

PreviewNTW

Events


ReleaseRV

content

SummerBlast/FamilyFun

AW-savemoneywhile

herethissummervisit

bmtandsave

Purpose:



April 2011BeaumontCVB.comInternalAc&vi&esPlan


20/43








YouTubeuploads

YouTubeViews




Flickr.com FlickrViews

YouTube.com FlickrComments


SiteWideComments

Created


RFPRequests

Campaigns



NotesGoogleAnaly8cs

UniqueVisitors

Pageviews

Timeonsite





21/43





PublishRVG AW

PublishRVG E- Edi9on Availableon CVB site (AW) AW

HOG AW,SM,

Week2 BDT(May11) AW,SM AW,SM

Postpicsof

event

Na9onalTourismWeek(7-15) AW,SM,EE AW,SM,EE

HOGRallyEventDay AW AW Picsofevent Vidofevent

SoballTournements(season) AW-sharebloglink

AW-share

bloglink AW

May 2011SocialAc&vi&esPlan


22/43



Week3 BDT(AHerEvent) Postpics Seepics Postpics Postvideo

N a9on al To ur ismWeek(Fo ll owUp) Postpi cs,bl og Seep ics, b lo g Postpi cs Postvi deo

OGEvent(aHer event AW-l in kto b lo g

SpindtopSpinBikeRide AW

Week4 SpindtopSpinBikeRide AW

Purpose:




23/43




Week1 BDT(Reminder)

RSVP-linkto

CVBsite.

PublishRVG

PublishRVGE-Edi9on

AW-Linkto

w ebs it e AW li nk t o we b

HOG AW

Week2 BDT(May11)


aQendees.

Shootpicsof

people,

crowd&

loca9ons

Shootvideoof

aQendees,

tes9monial,

gradua9on&

upcoming

eventpromo.

Na9onalTourismWeek(7-15)

Recap1or2

mainevents

Picsof

proclama9o

ns,BenJ.&

TICOpen

Houses,

Hospitality

Olympics

Vidsof

proclama9ons,

BenJ.&TIC

OpenHouses,

Hospitality

Olympics

HOGRallyEventDay

Assign

Photogto

Shootpicsof

people,

crowd&

loca9ons

ProVideoof

crowds,

interviews,etc

SoXballTournements(season) Includeine-newsleQer

Announce

upcomingevent

scheduleand

valueto

community

May 2011BeaumontCVB.comInternalAc&vi&esPlan


24/43



We ek 3 B DT (A He r Ev ent )

ighlightsfrom

thetourandan

upcoming

propertyevent.

Vidtes9monial

Na9onalTourismWeek(FollowUp)

Recapweek,

events,photos,

vids,etc

OGEvent(aHerevent

Recapofevent,

embedyoutube

vids

SpindtopSpinBikeRide

includein

enewsleer

Week4 SpindtopSpinBikeRide

Purpose:




25/43








YouTubeuploads

YouTubeViews







SiteWideComments

Created


RFPRequests

Campaigns



NotesGoogleAnaly8cs

UniqueVisitors

Pageviews

Timeonsite





26/43




Week1 SpindtopSpinBikeRideEvent AW AW

Week2 Family/ClassReunion(season)

AW-sharebloglink,sharereunions

onourFBwall AW

4thofJuly(announcenewevent

center) AW-Sharebloglink AW

Week3



center)

Purpose: Communicateandeducatelocalinfluencers,driveinterestinlocaleventsandmaintainawarenessofac9vi9esthroughsocialefforts

June 2011SocialAc&vi&esPlan


27/43




Week1 SpindtopSpinBikeRideEvent

Recapwithpics

andvidfootage

HirePhotog

toshoot

Basicevent

footage

Week2 Family/ClassReunion(season)

piece,valuetoeconomyand

whattodowhile

here-postyour

reunionstoryon


center)

Post,picsofnew

facility,event

info

Week3

Week4 BDT(Invite)

CometoBDT-

linktoCVBsite,FBphotos


center) e-newsleer

Purpose: Communicateandeducatelocalinfluencers,driveinterestinlocaleventsandmaintainawarenessofac9vi9esthroughsocial

June 2011BeaumontCVB.comInternalAc&vi&esPlan


28/43








YouTubeuploads

YouTubeViews







SiteWideComments

Created


RFPRequests

Campaigns



NotesGoogleAnaly8cs

UniqueVisitors

Pageviews

Timeonsite





29/43





IFATournement(announce) AW

4thofJuly(neweventcenter) AW,SM,EE

Week2 BDT(July13) AW,SM AW,SM

Postpicsof

event


Week4 I FA Tou rnementEvent AW-aend-shareb log post

AW-aend-

shareblog

post Postpics

HotAugustNights(eventno9ce) AW

Purpose: Communicateandeducatelocalinfluencers,driveinterestinlocalspor9ngeventsandmaintainawarenessofac9vi9esthroughsocialefforts

July 2011SocialAc&vi&esPlan


30/43





IFATournement(announce)

AW-about

event,pastvideo

andphotos

4thofJuly(neweventcenter)

Week2 BDT(Jul y13)


aendees.

Shootpicsof

people,

crowd&

loca9ons

Shootvideoof

aendees,

tes9monial,

gradua9on&

upcoming

eventpromo.

BDT(AerEvent)

Highlightsfrom

thetourandan

upcoming

propertyevent.

Vidtes9monial

Week4 IFATournementEVENT

HirePhotog

toshoot

HotAugustNights(eventno9ce)Annualeventpastpicsetc

Purpose: Communicateandeducatelocalinfluencers,driveinterestinlocalspor9ngeventsandmaintainawarenessofac9vi9esthrough

July 2011BeaumontCVB.comInternalAc&vi&esPlan


31/43








YouTubeuploads

YouTubeViews







SiteWideComments

Created


RFPRequests

Campaigns



NotesGoogleAnaly8cs

UniqueVisitors

Pageviews

Timeonsite





32/43




Week1

Week2

Week3


Purpose: Communicateandeducatelocalinfluencersandmaintainawarenessofac9vi9esthroughsocialefforts

August 2011SocialAc&vi&esPlan


33/43




Week1

Week2

Week3

Week4 BDT(Invite) BDT(Invite) AW AW


August 2011BeaumontCVB.comInternalAc&vi&esPlan

li i 9


34/43








YouTubeuploads

YouTubeViews







SiteWideComments

Created


RFPRequests

Campaigns



NotesGoogleAnaly8cs

UniqueVisitors

Pageviews

Timeonsite




O li C i 9 S


35/43





Week2 BDT(September14) AW,SM AW,SM

Postpicsof

event


Week4


September 2011SocialAc&vi&esPlan

O li C i 9 St t


36/43





BDT(September14)


aendees.

Shootpicsof

people,

crowd&

loca9ons

Shootvideoof

aendees,

tes9monial,

gradua9on&

upcoming

eventpromo.

Week3 BDT(AerEvent)

Highlightsfrom

thetourandan

upcoming

propertyevent.

Vidtes9monial

Week4


September 2011BeaumontCVB.comInternalAc&vi&esPlan

A th it L d hi d R l Online Communica9on Strategy


37/43








YouTubeuploads

YouTubeViews







SiteWideComments

Created


RFPRequests

Campaigns



NotesGoogleAnaly8cs

UniqueVisitors

Pageviews

Timeonsite




A th it L d hi d R l Online Communica9on Strategy


38/43




Week1

TuckerPressTripPartner

Announcement AW AW

Week2 TuckerPressTrip(Oct16-1) AW(videoupdatestoo) Aw AW/SM AW

Week3 Tucker-JournalistFollowup AW(connectwithfriends)

Week4

Purpose: InfluecejournalisttocoverthecityofBeaumontandmaintainsocialac9vi9eswithpressandlocalsduringpresstrip.

October 2011SocialAc&vi&esPlan

Authority Leadership and Relevance Online Communica9on Strategy


39/43




Week1

TuckerPressTripPartner

Announcement AW-Alert/headsup AW

InternalVideo

Plans

AW-include

video

InternalVideo

footage/shots

Week2 TuckerPressTrip(Oct16-1)

Week3 Tucker-JournalistFollowup

Sendrecapemailwith

onlineassets(picsand

vidonFlickr/YouTube)

andlinktoblogpost

Week4

Purpose: InfluecejournalisttocoverthecityofBeaumontandmaintainsocialac9vi9eswithpressandlocalsduringpresstrip.

October 2011BeaumontCVB.comInternalAc&vi&esPlan



40/43








YouTubeuploads

YouTubeViews







SiteWideComments

Created


RFPRequests

Campaigns



NotesGoogleAnaly8cs

UniqueVisitors

Pageviews

Timeonsite






41/43






Week3 BDT(November16) AW,SM AW,SMPostpicsofevent


Purpose: Communicateandeducatelocalinfluencersandmaintainawarenessofac9vi9esthroughsocialefforts.

November 2011SocialAc&vi&esPlan



42/43




Week1 BDT(Invite)

CometoBDT-linkto

CVBsite,FBphotos


Week3 B DT( Novem ber16 )EE-PersonalmessagetoaQendees.

Shootpicsof

people,

crowd&loca9ons

Shootvideoof

aQendees,

tes9monial,

gradua9on&

upcomingeventpromo.

Week4 B DT( AerEvent)

Highlightsfrom

thetourandan

upcoming

propertyevent.

Vidtes9monial

Purpose: Communicateandeducatelocalinfluencersandmaintainawarenessofac9vi9esthroughsocialefforts.

November 2011BeaumontCVB.comInternalAc&vi&esPlan

Authority Leadership and Relevance OnlineCommunica9onStrategy


43/43

Authority,LeadershipandRelevance gy

N b 2010 h h N b 2011






YouTubeuploads

YouTubeViews







SiteWideComments

Created


RFPRequests

Campaigns



NotesGoogleAnaly8cs

UniqueVisitors

Pageviews

Timeonsite




Beaumont Texas Convention & Visitors Bureau: Social Media Plan and Editorial Calendar

Documents

Transcript of Beaumont Texas Convention & Visitors Bureau: Social Media Plan and Editorial Calendar