I was recently asked to present at #SoMeT12 – a symposium about Social Media in the Tourism industry – held in El Paso, Texas.
On November 8, 2012 a day after the US election, plenty of stories and hugs were passed around to the delegates representing many countries, regions, cities and so on. It was great to connect with everyone and talk tourism and social media, plus enjoy some Tex-Mex food and a wee splash of sunshine in a historic park.
Read on for some fun highlights of my visit:
Mikala Taylor wrote a detailed re-cap of my talk – here’s an excerpt to set the stage:
One of these kids was doing his own thing: and at SoMeT12 that kid was HootSuite’s VP of Community, Dave Olson. Dressed in a burgundy jacket and sporting impressive mutton chops, Olson woke the bleary crowd at 8:30am with an energetic talk about sparking conversations, and how to create a social media journey.“I’ve been to destinations”, he joked at the tourism crowd, before reminding everyone that travel really is just about “making friends and sharing stories.” “Five years from now,” he said, “the tools will be totally different…Social media is just a weird term of convenience. It’s just about listening.”
Click here for the full article,
HootSuite’s Dave Olson: “Social Media is a weird term of convenience. It’s just about listening”
Here is the slide deck I used during my talk made up of both personal and professional anecdotes including my experiences hitchhiking around Europe, Japan and elsewhere:
Bonus: Check out more DaveO presentations
With an audience of social media enthusiasts, no doubt the tweets and photos flowed on, catch a few below or more at Clemens Schuster’s Flickr Stream (who travelled all the way from Austria for the event):
Photo courtesy of SoMeT12
I also took a few snaps while out on a walk around town plus a visit to the Hoppy Monk bar on the Mexican border, out for a few tasty meals, and glances at various pawn shops and parks.
See, my tiny old hard shell suitcase with stickers all over it. I don’t travel without it!
Here’s my suitcase and Owly.
Photo courtesy of @vlpmeriposa
Check out Toque and Canoe’s feature, In the Suitcase with Dave Olson, for my packing secrets.
Visit my flickr set, El Paso Mission, for more photos.
A couple of highlights I enjoyed most were handing out some mad HootSwag and asking the social media savvy audience to tweet my mom (@manorbrooks) during my presentation.
More tweets & highlights at HootClub’s #SoMeT12 Storify page
After the conference, I had the pleasure of sitting down with Catherine Heeg (@catherineheeg) of Customized Management Solutions to talk about the #SoMeT12 conference and HootSuite’s new and exciting features (we caught up at the airport of all places, and were briefly interrupted by the PA system as you’ll hear in the interview). Read the interview recap at Catherine’s Customized Management Solutions Blog.
On a private yacht with special access to the Victoria naval base, respective VP’s of Community and Business Development at HootSuite, Dave Olson and Greg Gunn, jointly delivered a keynote speech for Experience Tectoria, an event designed to highlight Victoria’s tech sector.
A lively crowd who actively participated in the stories with heckles and laughs, a steady supply of Hoyne beer, plus a pod of Orca whales breaching and interrupting the talk… all made for a memorable Sunday afternoon.
Come Aboard for: Keynote Aboard a Boat with Dave Olson and Greg Gunn (.mp3, 51:42, 75MB)
Note: Audio extracted from iPhone video shot by Jose Albis – thanks!
Catch HootSuite’s VP of Community, Dave Olson, at SXSW on Saturday March 10th at 12:30 for “Crowd Sourcing Community Stories the Tom Sawyer Way” http://owl.li/9xgbn
Under the auspices of my day-job, i shared some handy tips in webinar – promoted by a bank – designed to help small businesses learn to quickly adapt social media tools and web best practices into their marketing, operations and business development plans. It’s devoid of wild stories from foreign lands but my hair is perfect ;-) and i do some Q&A.
Please share with your pals who are trying to prioritize their marketing activities and keep their biz rolling.
NOTE: Video Removed by the Bank, leaving here for notes etc.
And, at the risk of being a sell-out, here are my notes from the gig. Here’s a resource guide too.
Tutorial with Dave Olson, Community Director, HootSuite
In 15 minutes, learn how to:
- Build an effective social media marketing campaign
- Respond to what is being said about your brand and business
- Set up an online page and maintain your online presence
- Use social media to drive traffic to your website and engage prospects
- Distribute your targeted messages using multiple online channels
- Advertise online on a small budget – get the top result spot on search engines
10 Tips to Tune your Online Social Strategy
Aim: Provide practical, tactical tips they can use right away to grow business using social media/web tools.
- Social listening – set up persistent real-time search for brand mentions in Twitter – even geo-locate your searches i.e. mentions of “accountant” or “tax” or “bookkeeping” ONLY in Halifax)
- Twitter conversations – be prepared to reply appropriately (draft messages, set policy, know tone and limits, build a team)
- Twitter community – become an expert by building lists of industry influencers, your teams, your brands etc.
- Facebook precense – set up a page to provide: resources; unique calls to action; and conversation – stay active, don’t feed the trolls
- Tracking results – see which channels deliver traffic to web site and which convert into customers with social stats and integrated Google Analytics
- News Alerts – get updates emailed when you brand is mentioned via Google news alerts and social mention – mitigate misinformation, outreach to prospects/media/partners
- Search Engine Optimization – you need: quality inbound links; tuned copywriting; clean code + sitemap
- Google Ads and Search – Organic (free but unpredictable) vs Adwords (paid and semi-unpredictable) – budget and balance is key
- Defining Strategy – decide where you needs are: do you need customers? do you need to provide more customer service channels? do you need to build brand awareness? build a toolkit for your needs looking 6 months out
- Understanding Social media ROI – the pay off is across channels including customer support, lead generation and mitigating PR conundrums
Building A Posse:
Customers are part of your culture. By inviting them to participate in your campaigns and community, you can speed progress, gain candid market insight, and have some fun. In this seminar, Dave will share tips about wrangling your passionate users to help with specific tasks for mutual benefit. Tips and tactics will include: understanding motivations, providing rewards, and organizing disappearing task teams while avoiding “cat herding” and conflicts.
Crowd Sourcing Notes
Who ya got
Types of vols
Different Incentives: links, accolades, swag, perks, bevvies, Title, recos, freebies
- Rockstars (brand)
- Gardeners (detail)
- Interns (career)
Providing Constraints (media, support, comments)
Demand through scarcity
Keepin the Course
Objective is the objective
Disappearing task forces (send on a quest)
Specific goal (do this many is this time)
Specific ask (your role is…)
Trackable / Leaderboard
Get the interns to supervise the vols (Reports for accountability)
“Inspiration is key to participation – they *want* to feel part of your culture”
Amplifying Success to make more
Keep it public (flickr, not FB)
gather assets (photo, comments)
log and listen (yellow belt)
have a “badge” or “kit” or … membership
Taking what you get (and making it great)
finding superusers (listen and learn)
make feel part of something bigger and important
finding interns – sources (motivations) how to treat (title, real jobs, promise, high standard)
take them along for the ride (events, roadies)
Recommendations and taking their trust/time seriously
Other crowdsourcing-minded stuff:
What to release
Substantial and ready to rock
Iterate rapidly, bundle around features and themes
Code names (useful)
Know your Coverers
Make Lists (Twitter and Email) – divvy it up, invite personally
Kindness, not condescension
Understand their beat
Respect time (make it easy)
Same (3) talking points > into different forms
Quote from customers (CEO sparingly)
Lead with “why this matters”
Tune your vocab and tense (active not passive)
Images to support theme (illustrative)
Line up Dominoes &/or House of Cards
Constant – Media kit tune up blog.hootsuite.com/media
Thursday – Internal memo: master plan to share with squad
Monday 1PM PW Local Press release with assets
Monday 1PM Media preview email: short with embargo deets, interview, assets (infographic!)
Monday 4PM Key client preview email (optional)
Tuesday 5AM Blog post (canonical ~ everything points here)
5:20AM General email
5:30AM Wire release
9AM Linkedin groups
9:15 AM Forums, Q &As
Prepare for pushback (haters & carpetbaggers) with comment copy
Remember Yellow Belt? Log it all with tags
Thursday – News Round-up with “mini-release” push (trackbacks too)