LGCT SOCIAL MEDIA PLAN GOALS: The goal of LGCT’s Social Media Plan in the long-term is to increase engagement across social media properties and convert leads into sales. LGCT will accomplish this through broadcasting messages on brand, promotions, and special interest stories, as well as regularly interacting with social media fans and followers. Staff: Marketing Manager
Course Manager
Responsibilities: • • • • • •
Regular posting on blog, Facebook, and Twitter (see below) Weekly Trivia winner announcements (due Friday) Blog posts by Holden “Holden Out for Adventure” Facebook/Blog/Twitter Contests Twice-monthly post on what’s new on the course, interesting things that are happening on property, etc. Weekly Trivia Thursday question
Posts & Trivia questions due Thursdays. • 30-60 minutes each month taking photos of course and events to build LGCT portfolio of professional images o Determined by course and work schedules Photographer o Special events as needed o Edit best and upload to SmugMug, share with Mandi for Media photos Guides
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Respond to Facebook comments as needed
CONTENT: Category Breakdown • Blog o “Holden Out for Adventure” – Once per week Holden reports on his adventures at LGCT (e.g. walking in Christmas parade). Holden reports on kid-friendly topics and wildlife o “What’s New/Happening” – Every other week Phil provides info and/or writes blog post on new things happening on the course (e.g. installed rope swing, recertified guides) o “News & Specials” – Once per week Mandi reports on Lake Geneva area news, trends, upcoming LGCT specials and social media contests
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Facebook o 10% Re-posts of LGCT blog articles and e-newsletters o 10% Tagging, re-posting, and promoting Lake Geneva area Facebook properties o 20% Questions & Polls – Purpose-driven interaction o 20% Contests and specials (will be higher during live contest period) o 40% News & Trends, Multi-media (broadcast messages of holidays, wildlife, Lake Geneva news, events, photos, videos, etc) o 100% Response to posts by fans (comments and likes from LGCT, guides, and staff)
Sunday
Twitter: AM Weather
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Twitter o 60% broadcast messages based on Facebook and Blog properties o 40% dialogic communication (@ replies, retweets)
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Pinterest o Key Goal: Build personality for brand o Focus on 4 areas: eco-friendly unique selling point, zip lining industry, Lake Geneva area highlights, and Holden
Monday Twitter: AM Weather Blog: Specials, Promos and/or Contests
Tuesday
Wednesday Twitter: AM Weather
Twitter: AM Weather
Blog: What’s Happening – News on LCGT or Lake Geneva
Thursday Twitter: AM Weather Facebook: Phil’s Trivia
Friday
Saturday
Twitter: AM Weather Facebook: Trivia Winner Blog: Holden
Twitter: AM Weather
TRENDS January
February
March
April
May
April Fool’s Winterfest New Years
Easter
Mother’s Day
Valentine’s Day
St. Patrick’s
Women’s Wknd
May Days
President’s Day
Daylight Savings
Earth Day
Nat’l Tourism Week
Arbor Day
Memorial Day
Groundhog Day
Nat’ Poetry Month
July
August
September
October
November
June Paint-In Father’s Day World Enviro Day (5) MKE: Pridefest, Polish Fest, Summerfest
December
Labor Day Art in the Park Independence Day
Venetian Festival
MKE: Summerfest, Bastille Days, Festa Italiana, Brady St. Fest
Maxwell St. Days WI State Fair MKE: Irish Fest, Mexican Fiesta
Wine Fest
Holiday Open House
Festival of Lights
Classic Boat & Car
Oktoberfest
Election
Christmas Parade
Grand Geneva WORS
Columbus Day
Veteran’s Day
Christmas
Walco Fair
Halloween
Thanksgiving
CHI: Christmas Mkt
Festival of Lights
Festivus
Talk Like Pirate (19) 0 Emissions Day (21)
REVIEWS: •
TripAdvisor: Need documents or credit card to claim ownership of listing. Once ownership is claimed, will be allowed to edit business information and use other TripAdvisor marketing functions (email notifications of reviews, posting reviews on our website in a widget, encouraging customers to review us online, etc).
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Yelp: Respond to reviews when posted, encourage visitors to write a review on Yelp by including widgets on our website and blog, as well as sign on our counter. Update business listing with photos and videos – especially winter ones – as needed. Research possibility of promoting specials via Yelp Deals.
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Foursquare: Monitor check-in tips and comments. Create check-in special for guests – must be something they can redeem in person at time of check-in. Examples: Each Check-In good for $5 off t-shirt, 3 Check-ins earn you $10 off your next canopy tour (they code to redeem it when they show us the unlock badge).
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Facebook Recommends (via Facebook Places): Monitor reviews and keep business listing information up to date. Consider Facebook Ads (pay-per-click, targeted to users).
SYNDICATION & CONTENT PROMOTION •
Networked Blogs: Takes blogs posts and shares them on Lake Geneva Canopy Tours Facebook page. Also syndicates to LGCT Twitter account to reach broader audience.
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Reddit: Reddit is a site for user-generated news and the community promotes content to the front page via vote. Popular content generally ranges to hard, fact-based, breaking news to internet memes and jokes. Key for user is to be genuine and not employ overt sales/PR tactics. LGCT can submit blog posts to Reddit and hope for votes.
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StumbleUpon: StumpleUpon is a service like Reddit – submit links to your content in order to garner additional views.
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Delicious: Same as StumbleUpon and Reddit
CONTESTS & MISCELLANEOUS •
Yahoo! Contributor Network: Possibility to write and post news articles, press releases, etc. Best if LGCT employee creates profile as him or herself and establishes expertise on topic via bio and writing. For example, given Phil’s experience he would easily be seen as an expert on the topic of ziplining and, with the help of Mandi, post articles on the science of zipping and/or best practices (guides, rescues, course management, etc).
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Social Media Contests: Define measurable goals at the start, explain parameters of contest – how to enter, prizes, deadlines – and then promote and track results. Examples as follows: o Goal: Gain Followers = X Prize drawn when we reach Y number of followers o Goal: Engagement = Submit X by deadline to be entered into a drawing for Y. X could be a comment on a blog post, photo to Facebook, video response to a YouTube video of ours, or any other number of engagement tactics. o Goal: Promote LGCT = Share this message (blog post, Facebook status, RT) and be entered into drawing for X prize.
RUNNING LIST OF IDEAS: •
Holden Out for Adventure o Download Cutout of Holden Avatar and take picture of him “zipping” in your hometown, travel destination, across the country, around the world, etc.
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o Upload your photo and post it on our Facebook Page (need separate “Contests” Tab to submit photo so that we can capture email address and name) o All participants will be entered in a drawing to win a canopy tour with Holden o Contest takes place month of February (to promote LGCT during winter), deadline is March 4th, the anniversary of our opening. Milestones o 5,000 followers on Facebook (2,154 as of 12/30/11) o 1,000 followers on Twitter (369 as of 12/30/11) Holden Birthday Club o Users submit Name, Age, Address, Email and Birthdate to Birthday Club and on (or before) their birthday they receive a card from Holden with a special discount T-shirt Design Contest o Submit artwork for a LGCT t-shirt design (all submissions become property of LGCT to be used at our discretion) o Users vote in rounds – first choose 5 finalists, then choose winner OR o Staff chooses 5 favorites, users then choose winner from finalists o Conducted via Facebook, Twitter, or Blog poll (whichever we want to promote at the time, NOTE: website would need sidebar to house poll so that it isn’t in a blog post that gets buried in the timeline)