Chaos Theory when simple things are combined they can create something complex
Complexity Theory complex systems can create a simple outcome
making a purchase decision
looks like me
the way we communicate has fundamentally shifted
from contact to connection
from examining to explanation
from information to interaction
from reading to reviewing
40 billion webpages
your site
internet = ADD
reach the traveler online
you can know more
how much do you know about the consumer at the point you pay for media?
what are you paying for?
how do you measure it?
m o / rs 50 million tweets/day (social = 22% of time) get your content off your site and out to where mysite people are spending their time ue q 90 1 0 - i m n o lli vi ito s ni u (% doesn’t even register) 18 100, 000 videos 40 million unique users/mo representative sample only
average CTR. 8% so 100 impressions = almost 1 click
branding
awareness
don’t buy display ads to drive traffic
paid listings organic listings
pay off the call to action
internet = ADD
what do you know at the click?
0
it’s all about the landing page
and the offer
impressions
clicks
leads/sales
awareness aquisition
orient all your digital media toward 2 things
the secret to content
package and repackage
The Lord of the Rings
how important is social?
here’s what i think. . .
social is to marketing
digital downloads
music industry
game-changer
if complexity is the science of the 21 st century
social networking is the marketing of the 21 st century
social media ethic. . .
how can my company be useful, relevant and helpful to the community we serve?
in an industry that’s all about perception, marketing and spin. . .
how do you use a medium that’s all about authenticity, truth and friendship?
southeasttourism. org
here’s what you’ll learn in the potluck guide: • Define Success - brand awareness, engagement, specific metrics • Set a budget • Assign an owner • Define the prospects (audience) • Pick your tools • Write a policy • Create a voice for your company • Outline specific tactics - audience building, schedule of conversations, content strategy, site sociability <importance of reinforcing core messages> • Define internal accountability structure - tracking • Write it all down
Define Success • Brand Engagement • Awareness • Are people talking to you? Are you getting more followers? Specific Metrics - Are you getting bookings, requests, attendance (whatever you chose to ask for)?
Set a Budget • For medium-large budgets, target 4 -8% of your advertising budget • For smaller budgets, start with 30 minutes per day - Morning, noon and night, 10 minutes each
Assign an Owner • Internal - make it a real part of their job. Compensate them for it • Hire an expert
Define the Prospects • Start with family and friends • Search your competitors on FB and TW - follow/friend them • Search for influential people in your city/industry. Follow/friend them
Define your Channels
Define your Channels
Write your policy
Outline Specific Tactics • Build your audience • Include social icons on your site • Write a simple content Strategy • What’s important to your business each month/week? Schedule your conversations - FB - 2 posts/day minimum Twitter - 5 -15 posts/day Blogs - 1 -2 per week
Stick to the Basics • Repeat yourself! • Be consistent with who you are • Offer something the consumer wants
meaningful conversations
Thank you for your time. The style of this presentation was partially inspired by Dick Hardt’s famous 2005 Oscon presentation, based on Lawrence Lessig’s minimalist approach to the use of slides. Dick’s presentation is worth viewing: http: //identity 20. com/media/OSCON 2005.
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