SOCIAL MEDIA PLAN 2018

Transcription

1 SOCIAL MEDIA PLAN 2018

2 TABLE OF CONTENTS OVERVIEW 1 PROFILE ANALYSIS 2 OUR AUDIENCE 4 OBJECTIVES FOR CHALLENGES 9 CONTENT STRATEGY 10 TRACKING & MEASURING 12

3 OVERVIEW Cobb Travel & Tourism is a 501(c)6 organization that markets Cobb County as a 365- day destination for business and leisure travel. Social media is an essential component of the overall marketing and communications strategy for the organizaiton. Cobb Travel & Tourism s social media accounts serve as a resource for Cobb County residents as well as visitors. Users are able to find relevant, up-to-date information on local news and upcoming events that are happening in Cobb. These accounts also serve as a channel for communicating the distinct brand identity as Atlanta s Sweet Spot and brand voice. The purpose of this social media plan is to supplement and enhance the overall marketing and communications strategy. The goal is to strengthen Cobb Travel & Tourism s reputation as a reliable and effective resource for all things travel and tourism in the community. SOCIAL MEDIA PLAN 1

4 PROFILE ANALYSIS COBB TRAVEL & TOURISM Cobb Travel & Tourism has six (6) social media profiles - Facebook, Twitter, Instagram, YouTube, Pinterest, and LinkedIn. The most active of these platforms are Facebook, Twitter, and Instagram. These accounts are managed by the Marketing Coordinator using Facebook Scheduler, Hootsuite, and posting live through the platforms. Facebook - facebook.com/cobbtravelandtourism Twitter Instagram 2017 METRICS MEASURED Facebook - Likes, Posts, Highest Reach Twitter - Impressions, Followers, Mentions, Tweets Sent, Profile Visits Instagram - Followers, Posts In 2017, Cobb Travel & Tourism... gained 167 new likes on Facebook shared 228 posts on Facebook had a highest reach of 1,588 on Facebook gained 108 followers on Twitter was mentioned 50 times on Twitter sent 199 tweets had 8,743 profile visits on Twitter made 171,744 impressions on Twitter had 1,229 followers on Instagram had a total of 168 posts on Instagram Cobb Travel & Tourism ran one (1) paid soical media campaign in 2017 for Cobb Restaurant Week. There was one (1) sponsored event on Facebook, one (1) sponsored tweet on Twitter, and one (1) sponsored post on Instagram. Fabrook Event - $125 budget Cost per Result - $ event responses 6,259 users reached Relevance score of link clicks Twitter Post - $125 budget / $ actual spend Cost per result - $ tweet engagements 32,969 impressions 57 clicks SOCIAL MEDIA PLAN 2

5 Instagram Post - $125 budget 16,597 impressions 269 website click throughs 398 engagements COBB SPORTS ALLIANCE The Cobb Sports Alliance has three (3) social media profiles - Facebook, Twitter, and Instagram. While all profiles are used, the most active of these profiles is Twitter. The Twitter and Instagram accounts are managed by the Sports Sales & Services Manager and occasionally the Marketing Coordinator. The Facebook account is managed by the Marketing Coordinator. Programs used to manage these accounts are Facebook Scheduler, Hootsuite, and posting live through the platforms. Facebook - facebook.com/cobbsports Twitter Instagram 2017 METRICS MEASURED Facebook - Likes, Posts, Highest Reach Twitter - Impressions, Followers, Mentions, Tweets Sent, Profile Visits Instagram - Followers, Posts In 2017, the Cobb Sports Alliance... gained 7 new likes on Facebook shared 31 posts on Facebook had a highest reach of 767 on Facebook gained 163 followers on Twitter was mentioned 80 times on Twitter sent 195 tweets had 4,914 profile visits on Twitter made 135,957 impressions on Twitter had 160 followers on Instagram had a total of 6 posts on Instagram *This Instagram account was started in late summer 2017 The Cobb Sports Alliance ran no paid social media campaigns or advertisements in SOCIAL MEDIA PLAN 3

6 OUR AUDIENCE AS OF JANUARY 4, 2018 COBB TRAVEL & TOURISM Facebook - 3,135 likes Gender - 67% Women 32% Men Age Women 18 to 24-2% 25 to 34-10% 35 to 44-19% 45 to 54-18% 55 to 64-11% 65 or older - 7% Men 18 to % 25 to 34-4% 35 to 44-8% 45 to 54-8% 55 to 64-7% 65 or older - 4% Top 10 Locations Marietta, GA Atlanta, GA Dallas, GA Acworth, GA Roswell, GA Woodstock, GA Canton, GA Rome, GA Cartersville, GA Kennesaw, GA Twitter - 3,304 followers Gender - 65% Female 35% Male Age 18 to 24-6% 25 to 34-34% 35 to 44-22% 45 to 54-33% 55 to 64-3% 65 or older - 1% SOCIAL MEDIA PLAN 4

7 Top Interests Business and News - 65% Business News and General Information - 60% Politics and Current Events - 57% Movie News and General Information - 50% Comedy (Movies and Television) - 45% Technology - 42% Business and Finance - 40% Tech News - 39% Music - 38% Financial News - 31% Devices ios Devices - 28% Andorid devices - 16% Blackberry phones and tablets - less than 1% Mobile web on other devices - less than 1% Desktop and laptop computers - 95% Instagram - 1,229 followers Gender - 72% Women 28% Men Age 18 to 24-9% 25 to 34-40% 35 to 44-27% 45 to 54-16% 55 to 64-6% 65 or older - 2% Top 5 Locations Atlanta, GA Marietta, GA Dallas, GA Acworth, GA Woodstock, GA Followers Hours Most Active - Between 6pm and 9pm Days Most Active - Tuesday SOCIAL MEDIA PLAN 5

8 COBB SPORTS ALLIANCE Facebook likes Gender - 49% Women 50% Men Age Women 18 to 24-2% 25 to 34-11% 35 to 44-16% 45 to 54-14% 55 to 64-4% 65 or older - 2% Men 18 to 24-1% 25 to 34-11% 35 to 44-18% 45 to 54-13% 55 to 64-5% 65 or older - 3% Top 10 Locations Marietta, GA Atlanta, GA Rome, GA Acworth, GA Woodstock, GA Dallas, GA Chattanooga, TN Kennesaw, GA Snellville, GA Dalton, GA Twitter followers Gender - 45% Female 55% Male Age 18 to 24-14% 25 to 34-27% 35 to 44-25% 45 to 54-27% 55 to 64-2% 65 or older - less than 1% SOCIAL MEDIA PLAN 6

9 Top Interests Business and News - 64% NFL Football - 60% Sports Themed - 56% Sports News - 56% Sporting Events - 56% Business News and General Information - 53% Politics and Current Events - 52% NBA Basketball - 51% Baseball - 46% College Football - 44% Devices ios Devices - 48% Andorid devices - 18% Blackberry phones and tablets - less than 1% Mobile web on other devices - less than 1% Desktop and laptop computers - 93% Instagram followers Gender - 66% Women 34% Men Age 18 to 24-13% 25 to 34-29% 35 to 44-27% 45 to 54-20% 55 to 64-6% 65 or older - 5% Top 5 Locations Marietta, GA Atlanta, GA Acworth, GA Dallas, GA Villa Rica, GA Followers Hours Most Active - 9am; Between 6pm and 9pm Days Most Active - Tuesday, Wednesday, Thursday SOCIAL MEDIA PLAN 7

10 OBJECTIVES FOR 2018 OVERALL Increase traffic to TravelCobb.org via social media Ensure all social media pages have matching/similar usernames Delete/consolidate outdated and unused pages and accounts Evaluate the relevance of currently measured metrics to ensure we are collecting the best data Create a database of social media influencers that match our target audience(s) Particpate in local, regional, and national campaigns/hashtags to increase brand awareness Develop giveaways/contests to promote brand awareness COBB TRAVEL & TOURISM Start the monthly Favorite Five campaign on Instagram using pictures from the LENS Run two (2) paid social media campaigns Have 3,500 Facebook likes by December 31, 2018 Have 15 website clicks through Facebook by December 31, 2018 Have 15 action button clicks (e-newsletter sign up) through Facebook by December 31, 2018 Have 3,500 followers on Twitter by December 31, 2018 Post at least one (1) time per week on Instagram Have 1,500 Instagram followers by December 31, 2018 Incorporate Instagram Stories into social media postings COBB SPORTS ALLIANCE Have 300 Facebook likes by December 31, 2018 Have 10 website clicks through Facebook by December 31, 2018 Have 10 action button clicks (e-newsletter sign up) through Facebook by December 31, 2018 Have 300 followers on Instagram by December 31, 2018 Post at least two (2) times per week on the Cobb Sports Alliance Facebook page Post at least two (2) times per month on the Cobb Sports Alliance Instagram Run one (1) paid social media campaign Have 1,000 followers on Cobb Sports Alliance Twitter by December 31, 2018 Incorporate Instagram Stories into social media postings SOCIAL MEDIA PLAN 8

11 CHALLENGES ALGORITHIMS ARE AFFECTING ORGANIC REACH Algorithims across all platforms make it difficult to get content in front of the target audience without purchasing for paid content. Algorithims show content based on what it thinks users would like to see, as oppossed to showing content in the order that it was posted. THE CONTINUING RISE OF VIDEO Video is becoming popular in advertising across social media and often yields the highest rates of engagement. Although video is becoming increasingly popular and valued, it is not necessarily essential or effective for every company s social media strategy. TOOL FATIGUE FOR BRANDS Brands are overwhelmed with new tactics, tools, and content formats for sharing and managing social media. With the influx of new options, it is difficult to decide where to focus attention and what tools will be necessary for long-term strategy or irrelevant in a few months. DECIDING WHERE TO ADVERTISE PAID CONTENT Facebook is the number one contender for social advertising, but this creates serious competition. This can make it difficult to even get paid content seen. Nearly every platform offers some form of paid or sponsored advertising and deciding where to best reach the target audience can be difficult. Adapted from the Hootsuite Annual Social Media Trends Report SIMILAR SOCIAL MEDIA ACCOUNTS Atlanta Convention and Visitors Bureau/Discover ATL Gwinnett Convention & Visitors Bureau/Explore Gwinnett DeKalb Convention & Visitors Bureau/Discover DeKalb Dunwoody Convention + Visitors Bureau/Visit Dunwoody Visit Sandy Springs SOCIAL MEDIA PLAN 9

12 CONTENT STRATEGY PLAN CONTENT IN ADVANCE Conent should be planned at least two to three weeks in advance. This allows for users to see content far enough in advance and provide for multiple posting opportunities if necessary. Scheduling in advance also allows for preparation of major holidays. PULL CONTENT FROM CALENDAR OF EVENTS People and organizations from around the county can upload their content to our calendar of events. The calendar of events should be one of the first resrouces when looking for content to share to social media. Link all social media posts back to the event posting on our website. PULL CONTENT FROM E-NEWSLETTERS Cobb Travel & Tourism monthly e-newsletter and Cobb Sports Alliance quarterly e-newsletters can serve as a good starting point for what information to share on social media. These e-newsletters are not all encompasssing but highlight some major events that should definitely be shared on social media. ENSURE CONTENT IS VISUALLY RICH All posts on every platform should contain some sort of visual element, such as a picture, graphic, or video. The LENS is an essential resource for great photos, and graphics can be made on Canva, InDesign, or Illustrator. Certain video streaming services allow for videos to be embedded on posts, or posts can be ripped and uploaded manually, with proper credit. USE SHORT-LINKS THAT CONNECT TO TRAVELCOBB.ORG Short-links such as bit.ly or owl.ly are a great way to condense long links, which can intimidate users or come across as spam. Always shorten links and always link posts back to the travelcobb.org website when possible. Certain information (such as articles on other websites) cannot be linked back to travelcobb.org, but should still use short-links. Click-through rates of short-links can be tracked and are important way to measure engagement. USE CITY WEBSITES AS A RESOURCE All events from every city are not always submitted to the calendar of events. When looking for content to share on social media, visit the websites of each of the six cities as well as the Cobb County Government website for information about things that are happening. If possible, create an event and link the post back to our website. USE THE NATIONAL DAY CALENDAR The National Day Calendar is a way to incorporate fun into social media posts and link users back to travelcobb.org. This website shares widely reconized national days, such as New Year s Day, Christmas, etc., but also days such as National Spaghetti Day and National Chocolate Chip Cookie Day. These days often have hashtags associated with them on social media and can provide ways to create content that links to many different areas of travelcobb.org. SEE WHAT SIMILAR SOCIAL MEDIA ACCOUNTS ARE DISCUSSING Monitoring what our competing and partner social media accounts are discussing can provide a way for us to join in on conversations that we may not be aware of. SOCIAL MEDIA PLAN 10

13 BE AWARE OF MAJOR UPCOMING EVENTS Stay aware of major events and holidays (such as Christmas or the Super Bowl) that can allows us to engage on social media. For example, during large sporting events, people are often looking for bars and restaurants where they can watch the game, and we can post information about the restaurants in Cobb that are showing the game. KNOW MAJOR TRADE SHOWS The sales staff often likes to welcome incoming shows and events via social media. Ask at the beginning or end of each month for a list of shows coming to the area, and if they would like a welcome post on social media. TAKE ADVANTAGE OF REPEAT POSTING OPPORTUNITIES Certain content is not time sensitive and can be shared at anytime. This content can be repeated at least once a month, espcially if there is a shortage of events or content to post. - Posts about subcribing to our e-newsletter - Posts about the calendar of events - Posts about the LENS - Posts about following us on all of our social media accounts - Posts highlighting our restaurant options LIKE, RETWEET, SHARE, AND ENGAGE WITH OTHER ACCOUNTS Although our social media is a news tool, it is also a communication and engagment tool. Time should be dedicated to liking, retweeting, and responding to comments on all social media accounts. SOCIAL MEDIA PLAN 11

14 TRACKING & MEASURING TRACKING Metrics will be tracked on a monthly basis, reading from the first of the month to the last day of the month. Data will be recorded on the Social Media Tracking spreadsheet via Google Drive and reported to the Marketing Director at the beginning of each month. Facebook data can be collected using Facebook Insights and Twitter Data can be collected using Twitter Analytics. Instagram data can be collected manually through the Instagram website or app. Currently, Instagram only offers seven-day insights, and not monthly insights like Facebook or Twitter. Instagram Insights can be recorded and totaled weekly, reading Monday-Sunday METRICS TO BE MEASURED Facebook - Likes, Posts, Total Reach, Website Clicks, Action Button Clicks Twitter - Impressions, Followers, Mentions, Tweets Sent, Profile Visits Instagram - Followers, Posts, Impressions, Reach, Profile Views, Website Clicks SUCCESS METRICS *Italics indicates new metrics for 2018 Overall Percent increase in traffic from social media links compared to 2017 Consistency of social media account names Total number of active social media pages and accounts Additions, subtractions, and/or changes in metrics being measured Evidence of a relevant and complete database of at least ten (10) social media influencers Number of campaigns/hashtags particpated in Number of successful giveways and contests created Cobb Travel & Tourism Facebook Number of likes as of January 1, 2019 Number of website click throughs as of January 1, 2019 Number of e-newsletter sign ups via Facebook action button as of January 1, 2019 Completion of two (2) paid social media campaigns or sponsored posts Twitter Number of followers as of January 1, 2019 Completion of two (2) paid social media campaigns or sponsored posts Instagram Number of posts per week 12 Favorite Five posts using photos from the LENS Number of followers as of January 1, 2019 Number of stories posted as of January 1, 2019 Completion of two (2) sponsored posts SOCIAL MEDIA PLAN 12

15 Cobb Sports Alliance Facebook Number of likes as of January 1, 2019 Number of website click throughs as of January 1, 2019 Number of e-newsletter sign ups via Facebook action button as of January 1, 2019 Completion of one (1) paid social media campaign or sponsored post Number of posts per week Twitter Number of followers as of January 1, 2019 Completion of one (1) paid social media campaign or sponsored post Instagram Number of followers as of January 1, 2019 Number of stories posted as of January 1, 2019 Completion of one (1) sponsored post Number of posts per month SOCIAL MEDIA PLAN 13