Managing Your Social Reputation Room #1BC

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Doris Wilkins
7 years ago
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1 Managing Your Social Reputation Room #1BC

2 Gold Sponsor

3 Ari Rollnick Principal kabookaboo integrated marketing Katherine Claytor Public Relations Manager The Florida Aquarium Ashley Svarney Director of Public Relations & Communication Discover the Palm Beaches Jennifer Berthiaume Director Public Relations and Marketing Lion Country Safari

4 Our process clear and impactful UNDERSTAND PLAN GENERATE IMPLEMENT OPTIMIZE KPIs Understand the project, resources and client expectations. Plan the milestones, deliverables, responsibilities & objectives. Generate ideas and develop creative, integrated concepts. Implement the campaign on time and within budget. Optimize KPIs and drive the results and success of the campaign. GOAL: Create campaigns that incorporate all appropriate marketing tactics in order to deliver a truly integrated, approach that has significant Return on Objectives. 5

5 Content Generation Strategy Framework BRAND ARCHITECTURE TONE AND VISUAL DIRECTION CONTENT BUCKETS AND ALLOCATION THEMES AND STORIES TACTICS AND ADVERTISING What does the brand stand for / why is it relevant to the target market How does the brand communicate / why does it resonate with the target market What are the important topics for conversation / what should the balance of allocation be As the year progresses, what will the content focus on / how will the stories be told to the community What tactics and advertising strategies will keep fans and followers engaged, excited and coming back for more 6

6 Website Conversion Rate Optimization BRAND PROMISE CLARITY OF CONVERSION URGENCY AND INFLUENCE CONFIDENCE OF PURCHASE TECHNICAL PERFORMANCE Understand the brand promise as well as primary / secondary Reasons to Believe. Evaluate whether the brand promise is clearly and consistently communicated from the home page to the thank you page. Evaluate the clarity of communication (graphic, image, editorial, CTA, etc) for the entire conversion process. In particular asses situations that could lead to confusion, secondary attention areas and aspects that derail the users confidence of the purchase Review the tunnels of influence and the conversion funnel to balance the urgency and influence of purchase with the users emotional mindset. Potential create different messaging for demographics, gender, acquisition source, etc. Create a scenario that meets or exceeds the user s expectations. This should be reviewed not only from the current conversion flow, but also from ideas and concepts that can create the greatest opportunity for purchase confidence. Test the technical performance of the website on all devices (desktop, tablets, smartphone) in all use cases to eliminate statistical performance that is not inline with industry norms in the goal of creating individual module and full website best-in-class experience. 7

7 Social Media Logistics

8 The Florida Aquarium 501(c)(3) Nonprofit Organization Our Mission Entertain, educate and inspire stewardship about the natural environment.

9 Identify Social Media Goals Grow our social media presence through multiple platforms while showcasing engaging mission based content, balanced with events and promotions Our Social Media Goals Enhance and highlight The Florida Aquarium s diverse brand Strengthen awareness of The Florida Aquarium s profound conservation, education & research efforts Highlight The Florida Aquarium s interactive, immersive and engaging guest experience

10 Organize the Content

11 Empower Our Fans Provide strong content showcasing the true Florida Aquarium brand Encourage their engagement and interaction of our social sites regardless of their location Identify key influencers and build a relationship with them

12 Monitor the Sites

13 Monitor the Sites

15 Making Social Media Marketing WILDLY Social For Profit Not a 501 (c) 3 Open 365/days Average 200 employees Over 1,000 animals 2 Parks 4-mile Drive- Through Preserve 55-Acre Amusement Park Marketing Department 5 Employees All SM efforts based In- House Social Media Personality A WILD take on #SMM

16 67,000 Likes 182,000 Check-Ins 7,728 Followers 663 Followers Overall SM goal is to positively promote the park through story-telling and engagement. Make your fans part of the story and they will become your best brand ambassadors. 7,339 Followers 624 Subscribers

17 Logistics Our Strategies 1 Department Wearing Many hats, including SM. We do not use a calendar. See what s trending (hastags, etc). Use National Calendar Days (There s a day for pretty much everything out there). Have your standby s - #TCT / #TBT, etc. Use Live Broadcasting Outlets: Periscope & Facebook Live Open conversations in the morning What s going on today? Work with other Departments & working around their priorities.

18 Capitalize on use of Bloggers, Social Media Influencers, the Media & More

19 Have fun with Social Media and your fans will too! Jennifer Berthiaume Director of Marketing & Public Relations LionCountrySafari.com 2003 Lion Country Safari Rd. Loxahatchee, FL

PRE-PROPOSAL GUIDE: MARKETING CAMPAIGN OR PROGRAM

PRE-PROPOSAL GUIDE: MARKETING CAMPAIGN OR PROGRAM 01 02 03 04 05 06 WHY IT MATTERS GETTING STARTED STRATEGY CONCEPT PLAN TYPICAL INVESTMENT AND TIMEFRAME 01. WHY IT MATTERS When you re revamping a marketing