1. Social Media for Byways July 15, 2015

2. Let’s Answer the Why

3. Why social media?

4. 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

5. Global Digital Snapshot *numbers in millions

6. Trends in Social Media  Mobile-friendly  Blogging  Facebook still rules  Paid posts  Content is King

7. 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 posts 8 in 10

8. Why for the followers? What’s in it for them? Create content to post Sharing content created by others  Creation and Curation Two leading activities:

9. 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

10. 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?

11. Why for the Brand? What’s in it for you?  Engagement with content » Give them what they want » Walk in the visitors’ shoes

12. Why you? What sets you apart?  Beaches  Mountains  Scenic assets  History  Eco-Tourism  Events  Retail

13. 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

14. Let’s Show the Why

15. 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

16. 2. Facebook Video Use  Every day there are 3+ billion video views on FB  More than 1 billion searches per day

17. Visuals are the storytellers 3. 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

18. 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

19. Visuals are the storytellers 5. 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

20. Visuals are the storytellers 6. 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)

21. Video versus Photography  Trending to video  Trending to mobile

22. Let’s Answer the How

23.  Plan the work, work the plan  Inventory your assets  Prioritize your messages  Free graphic services for photos, videos  Planning ahead

24. Collaboration and Sharing  Stakeholders Involve your stakeholders  Annual planning  2-4 year planning Share, share, share each other’s content

25. Collaboration and Sharing  Visitors User-Generated Content (UCG)  Search it out  Ask for it Contests, sweeps, challenges (Name this animal/event/location/ campaign) Listen

26. Collaboration and Sharing  Other asset resources Photography (iStock; Deposit) DropBox Flickr

27. What Does Success Look Like?

28.  Native to channel a)Facebook b)Twitter c)Instagram d)Pinterest e)Google Analytics  Resources a)Sprout b)HootSuite c)Simply Measured Measuring Results

29. 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

30. www.GMStheBest.biz Find this presentation at: GMStheBest.biz/bywaysocial/ INFO@GMStheBest.biz Thank You