Get Social and Get Social and Party @ MI PlaceParty @ MI Place

Presented to:Presented to:

Michigan Festivals and Events AssociationMichigan Festivals and Events Association

Prepared by:Prepared by:

Eric SzczepanskiEric SzczepanskiSocial Media Advisor Social Media Advisor

Eric.m.ski@hotmail.comEric.m.ski@hotmail.comTwitter: Twitter: @EricSki@EricSki

April 14, 2014April 14, 2014

• What is Social MediaWhat is Social Media

• 80/20 Rule80/20 Rule

• Social GoalsSocial Goals

• Know Your AudienceKnow Your Audience

• Where is your AudienceWhere is your Audience

• Social Strategy Social Strategy

• ROI ROI

• Social Fun Facts Social Fun Facts

Social MediaSocial Media is the interaction among people in is the interaction among people in which they can create, share and/or exchange which they can create, share and/or exchange information and ideas in virtual communities and information and ideas in virtual communities and networks.networks.

Social Media 80/20 RuleSocial Media 80/20 Rule• 20% of Your Brand's Content: Include 20% of Your Brand's Content: Include

Persuasive Call-to-ActionsPersuasive Call-to-Actions

• 80% of Other 'Interesting Content': Make it 80% of Other 'Interesting Content': Make it Shareable Shareable 

• Source: Source: http://socialmediatoday.com/sofie-de-beule/2006636/8020-rule-why-just-20-your-social-mhttp://socialmediatoday.com/sofie-de-beule/2006636/8020-rule-why-just-20-your-social-media-content-should-be-about-your-brandedia-content-should-be-about-your-brand

MFEA’s Social GoalsMFEA’s Social Goals

• Relationship (social media) MarketingRelationship (social media) Marketing– Community engagement Community engagement – Empower fans to be advocatesEmpower fans to be advocates– Integrate social media to enhance Integrate social media to enhance

marketing efforts and member services marketing efforts and member services

Know Know Your Your AudiencAudiencee

• Arts and Cultural Lovers / Event GoersArts and Cultural Lovers / Event Goers– Party @ MI Place Party @ MI Place it’s it’s Pure Michigan Fun Pure Michigan Fun

• Current MembersCurrent Members– Festivals, CVB, Chambers, VendorsFestivals, CVB, Chambers, Vendors

• Future Members Future Members

• Industry leadersIndustry leaders

• Future leaders (millennials – students)Future leaders (millennials – students)

MFEA’s Social Strategy: MFEA’s Social Strategy: Where is Your Where is Your

Audience? Audience? • Enhance current marketing efforts and member services Enhance current marketing efforts and member services

(website, newsletters, brochures, podcasts, directories (website, newsletters, brochures, podcasts, directories etc.) with a multi-faceted social media program:etc.) with a multi-faceted social media program:

• Three Primary ChannelsThree Primary Channels– FacebookFacebook– TwitterTwitter– Instagram Instagram

• Others under-considerationOthers under-consideration– Pinterest Pinterest – FoursquareFoursquare– Google + and YouTube (YouTube owned by Google)Google + and YouTube (YouTube owned by Google)

FacebookFacebook

Where the community meetsWhere the community meets

• Continue current effortsContinue current efforts– Share festival/ event information Share festival/ event information – Share photos from eventsShare photos from events– Create compelling contentCreate compelling content

•Likes, shares, commentLikes, shares, comment

•Post 0-4 times-a-day Post 0-4 times-a-day

TwitterTwitter • Provide timely event informationProvide timely event information• Cross-promote with other member organizations, Cross-promote with other member organizations,

CVB, Chambers, etc…CVB, Chambers, etc…• Invite / Join the Conversation Invite / Join the Conversation

– #MIFestivals#MIFestivals– #PartyAtMiPlace#PartyAtMiPlace– April is #MichiganWine MonthApril is #MichiganWine Month – #313DLove#313DLove

• Post 3-12 times-a-dayPost 3-12 times-a-day• Twitter ChatsTwitter Chats

– Festival and tourism leadersFestival and tourism leaders

InstagramInstagramHighlight festivals and events with photosHighlight festivals and events with photos

• Invite and showcase fan submitted photosInvite and showcase fan submitted photos– via #MIFestivals or #PartyAtMiPlace via #MIFestivals or #PartyAtMiPlace

• Choose a hashtag to create conversation and tag Choose a hashtag to create conversation and tag photos such as #MIFestivals or #PartyAtMiPlacephotos such as #MIFestivals or #PartyAtMiPlace

• Like Twitter - Post 2-12 times a dayLike Twitter - Post 2-12 times a day

Be in the Know!Be in the Know!

• Social Media is an ever changing medium and it’s Social Media is an ever changing medium and it’s important to stay on top of industry news and important to stay on top of industry news and trends trends

• Others networks to review and keep an eye on as Others networks to review and keep an eye on as possible social channels:possible social channels:

• – Google +Google + (Good for SEO/ integrates with YouTube) (Good for SEO/ integrates with YouTube)– YouTubeYouTube (video sharing) (video sharing)

• Second largest search engine behind Google (also owned Second largest search engine behind Google (also owned by Google)by Google)

– PinterestPinterest (pinning and sharing photos of interest from (pinning and sharing photos of interest from events, festival food, museums, Michigan wines, etc…) events, festival food, museums, Michigan wines, etc…)

– FourSquareFourSquare “oh the places you’ll go” “oh the places you’ll go”– Linkedin:Linkedin: Professional networking Professional networking

Social Media ROISocial Media ROI

““The ROI of Social Media is your business The ROI of Social Media is your business will exist in 5 years,” will exist in 5 years,” Erik Qualman, Author Erik Qualman, Author of Socialnonicsof Socialnonics

• Non-financial (ROI does not have to be money to be Non-financial (ROI does not have to be money to be valuable)valuable)

– Fans, followers, likes, engagement Fans, followers, likes, engagement

• FinancialFinancial– Sales, revenue, transactions Sales, revenue, transactions

Measuring ROIMeasuring ROI

• Qualitative Qualitative – Part of Industry ConversationPart of Industry Conversation– How are we perceived How are we perceived – Did we build key relationshipsDid we build key relationships

• QuantitativeQuantitative– Website / social analyticsWebsite / social analytics– SEO SEO

Fun Facts: Fun Facts: State of Social Media / World Wide State of Social Media / World Wide

WebWeb • 93% of Markers use Social Media93% of Markers use Social Media• 90% trust peer recommendations 90% trust peer recommendations • Only 14% of people trust traditional TV advertisementsOnly 14% of people trust traditional TV advertisements• Ford Explorer campaign launched on Facebook, generated more traffic Ford Explorer campaign launched on Facebook, generated more traffic

than Super Bowl adthan Super Bowl ad• 53% of people on Twitter recommend products in their Tweets53% of people on Twitter recommend products in their Tweets• 44% of perspective students use social media to inform their college 44% of perspective students use social media to inform their college

search search • Over 50% of the worlds population is under 30 (Millennial Generation/ Gen Over 50% of the worlds population is under 30 (Millennial Generation/ Gen

Z) Z) • If Facebook was a country it would have the 3rd largest population If Facebook was a country it would have the 3rd largest population • YouTube is the second largest search engine behind Google YouTube is the second largest search engine behind Google • ““Social Media isn’t a fad; it’s a fundamental shift in the way we Social Media isn’t a fad; it’s a fundamental shift in the way we

communicate.” – Erik Qualmancommunicate.” – Erik Qualman• ““The ROI of social media is that your business will still exist in 5 years.” - The ROI of social media is that your business will still exist in 5 years.” -

Erik QualmanErik Qualman• Lady Gaga, Justin Bieber and Katy Perry have more Twitter followers than Lady Gaga, Justin Bieber and Katy Perry have more Twitter followers than

the entire populations of Germany, Turkey, South Africa, Canada, the entire populations of Germany, Turkey, South Africa, Canada, Argentina, United Kingdom, EgyptArgentina, United Kingdom, Egypt

• Source: Source: http://www.socialnomics.net/2013/01/01/social-media-video-2013/http://www.socialnomics.net/2013/01/01/social-media-video-2013/• YouTube: Social Media Revolution YouTube: Social Media Revolution

Fun Facts Continued:Fun Facts Continued:

• Michigan is the 3rd state to Michigan is the 3rd state to recognize June 30th as Social Media recognize June 30th as Social Media Day (2012)Day (2012)

Pure Michigan has the No. 1 state Pure Michigan has the No. 1 state tourism tourism InstagramInstagram channel and the  channel and the state’s social traffic ranks in the top state’s social traffic ranks in the top five along with Florida, Virginia, five along with Florida, Virginia, Hawaii, and Arkansas Hawaii, and Arkansas

• Detroit ranks 18th city with the Detroit ranks 18th city with the highest volume of social media jobs highest volume of social media jobs (2012)(2012)

Sources:Sources:• 80/20 Rule of Social Media: 80/20 Rule of Social Media:

http://socialmediatoday.com/sofie-de-beule/2006636/8020-rule-why-just-20-your-social-media-content-should-be-abhttp://socialmediatoday.com/sofie-de-beule/2006636/8020-rule-why-just-20-your-social-media-content-should-be-about-your-brandout-your-brand

• Pure Michigan Inspiring Tourism through Social Media: http://www.slideshare.net/MIadvantage/inspiring-tourism-Pure Michigan Inspiring Tourism through Social Media: http://www.slideshare.net/MIadvantage/inspiring-tourism-through-social-mediathrough-social-media

• • Article Pure Michigan Social Media: http://www.sometourism.com/speakers/chad-wiebesick/ Article Pure Michigan Social Media: http://www.sometourism.com/speakers/chad-wiebesick/

• Forbes Article on Relationship Marketing: http://www.forbes.com/sites/marketshare/2013/05/09/this-is-the-most-Forbes Article on Relationship Marketing: http://www.forbes.com/sites/marketshare/2013/05/09/this-is-the-most-important-word-when-it-comes-to-relationship-marketing/important-word-when-it-comes-to-relationship-marketing/

• Socialnomics by Erik Qualman: Socialnomics by Erik Qualman: http://www.socialnomics.net/2013/01/01/social-media-video-2013/http://www.socialnomics.net/2013/01/01/social-media-video-2013/

• Michigan Social Media Day Michigan Social Media Day http://mashable.com/2012/06/29/michigan-social-media-day/http://mashable.com/2012/06/29/michigan-social-media-day/ • Michigan Social Media Day http://www.patheos.com/blogs/kathyschiffer/2012/06/party-hearty-michiganders-itMichigan Social Media Day http://www.patheos.com/blogs/kathyschiffer/2012/06/party-hearty-michiganders-it

%E2%80%99s-social-media-day/%E2%80%99s-social-media-day/

• Developing Social Media Strategy: Developing Social Media Strategy: http://socialmediatoday.com/mark-paddock/378987/win-social-media-management-contracts-killer-proposalshttp://socialmediatoday.com/mark-paddock/378987/win-social-media-management-contracts-killer-proposals

• Developing Social Media Strategy: Developing Social Media Strategy: http://www.socialmediaexaminer.com/how-to-setup-a-social-media-business-strategy/http://www.socialmediaexaminer.com/how-to-setup-a-social-media-business-strategy/

• Michiganfun.com and MFEA’s Facebook pageMichiganfun.com and MFEA’s Facebook page

• Michigan ranks first in tourism social traffic: Michigan ranks first in tourism social traffic: http://www.grbj.com/articles/78834-pure-michigan-website-ranks-first-in-ushttp://www.grbj.com/articles/78834-pure-michigan-website-ranks-first-in-us

• http://skift.com/2014/02/20/how-michigan-became-one-of-the-most-popular-destinations-on-social-media-worldwide/ http://skift.com/2014/02/20/how-michigan-became-one-of-the-most-popular-destinations-on-social-media-worldwide/