Social Media Workshop
November 12, 2024
See Monterey Social Media Team
of Marketing Communications Director of Marketing
See Monterey Social Media Team
Content + Creative Manager
Marci Yeater Marketing Coordinator
Marliese Myers
Lou Hammond Group See Monterey Team
Senior Brand Manager
Since We Met Last in April...
See Monterey Social Media Wins
• Increase short form video content
• Consistent collaboration with member businesses
• Share more consistently on Instagram Stories to amplifying awareness
• Prioritize saves and shares over likes
• Jump on trends quickly
• Key Achievements Since April
o 4K+ New Instagram Followers
o 15% Increase in Social Engagements
Workshop Goals
To educate, unite and align Monterey County’s marketing communication efforts with local businesses
What we'll cover:
• Creating a social media plan
• Ensuring mindful and effective messaging that drives visitation locally & regionally
• Developing social posts & reels
• Sharing resources
• Measuring success
• Getting involved with See Monterey
• Q & A and networking
• Differentiates Monterey County through natural beauty and a variety of experiences
Brand Identity Naturally Connected
• It speaks to the many paths, literal and figurative, people find themselves on while exploring the destination Find Your Way Here Campaign Toolkit
Content Pillars
Connecting Brand Identity to Content
Build Your Content Calendar
FY 24-25 Co ntent Calend ar
Plan ahead but be sure to save space for tests & trends along the way!
Creators & Influencers
Key Strategies
Brand Consistency
Consistent branding and messaging build a recognizable and trustworthy brand presence.
Content Diversification
Diverse content keeps audiences engaged by appealing to different groups and keeping posts fresh and dynamic.
Short Form Video
Short-form videos are engaging and shareable, making them ideal for capturing attention and meeting users' short attention spans.
Community Building
Building a strong online community boosts brand loyalty by making followers feel valued and encouraging meaningful interactions.
Trend Adaptation
Keeping up with trends ensures content stays relevant, engaging, and reaches a wider audience.
Local Creators
Partnering with local creators allows us to be different places at once & connects us to Monterey County's community, building trust and credibility.
Creating Content
Develop & Maintain a Social Tone & Voice
We want to ensure our audience sees us as a page that respects them, genuinely cares about their thoughts, and values their time.
Creating Content
Best Practices To Stand Out On Social
Feature User-Generated Content
Generate positive social proof
Infuse Personality
People prefer to follow and engage with brands that seem authentic
Use Specific Calls To Action
Direct followers to leave a comment, save a post or visit our landing page
Creating Content
Best Practices To Stand Out On Social
Go For Engagement
Create engaging in-feed social content, preferably with short-form video
Add Value To Your Audience
Put a smile on their face, teach them something, or make them feel inspired
Prioritize Saves & Shares
This represents an active engagement & is more valuable
Content with Impact
• Infuse responsible travel messaging
• Set clear expectations
• Support local businesses
• Link to credible sources
Creating Content
Communication Is Key
Creating Content
Communication Is Key
Engage & Respond
• Reply to messages & comments promptly
• Conversations build trust, so actively participate in discussions Manage the Narrative
• Be clear, direct & transparent
• Address concerns privately
• Don't feed the trolls
Creating Content LinkedIn
Tips
• Post or re-share content once a day
• Inspire, entertain & inform your audience
• Share relevant articles, ideas and stats with a custom graphic
• When acknowledging a post – comment with 5+ words
• Use images with people, share what your team is up to
• Include relevant hashtags – categorize content and reach a specific industry
Creating Content Use
Hashtags & Emojis
Hashtag Power
• Hashtags categorize your content, helping users with matching interests find your posts
• Consistently include your brand hashtag in captions to build recognition
• Use a mix of popular, moderate & niche hashtags (9-15 total)
Creating Content Use
Hashtags & Emojis
Emoji Power
• Add a dash of fun and personality
• Pick emojis that clearly connect to your content and boost your message
• Ensure emojis enhance, not distract, from your message
Creating Content Anatomy of a Social Post
1. Large, vertical eye-catching image or video that is high quality and evokes emotion
2. Start with a hook + stand-out caption
3. A strong call-to-action, show don’t tell
4. Short + sweet
5. The right hashtags
6. The right tagging
7. Timing is everything
8. Trending sound
9. Always be testing
10.Familiarize yourself with photo + video editing tools
Do choose images that inspire Don’t choose images with low Image Examples
Social Media Tools
Anything Else?
Creating Content Instagram Stories That Engage
Creating Content Instagram Stories That Engage
Working with Influencers
• An influencer has a large social media following within a specific industry
• They shape opinions, behaviors, and purchasing decisions
• Influencers are viewed as credible, knowledgeable, and trustworthy, even when compensated
• Influencers represent their personal brand; creators focus on content development and production
• Leverage the content influencers create about your brands
• Ensure your PR contacts are updated in the Extranet to receive influencer leads
Working with Local Content Creators
• Identify local content creators to act as extensions of the team
• They focus on the development and production of content
• Utilize them to discover new openings and events around Monterey County
• Ask for unlimited rights to content for marketing use in social, blogs and more
• Foster an ongoing relationship to ensure continued collaboration
Anne, @annesnature_shots
Ashley, @themontereybucketlist
Content Missions
• October: New Businesses, Monarch Migration, Halloween Events & Activities
• November: Salinas Food Trucks, Wildlife Spotting, Seasonal Displays
Ask Yourself:
• What is the story I am trying to tell?
• What is the easiest, quickest, and most effective way to tell it?
• What scenes and imagery do I need to capture?
• What emotional response do I want to evoke?
2025 Trends to Watch
• Short-form video: Grab attention in 30 seconds or less
• Use disappearing content to create a sense of urgency & exclusivity
• AI powered content creation
• Social media as a search engine
• Move toward more authentic & niche influencer marketing
• Amplify the power of user-generated content
• React to trends fast, but only if it's relevant to your audience
• Social media dominates the awareness stage
• Look to others for inspiration
Objective: To showcase the diverse and unique experiences that Monterey County has to offer by collaborating with the destination’s local businesses, attractions, hotels, and restaurants and valued members.
Goals:
• Enrich content
• Extend reach to a wider audience
• Community engagement
More Ways To Get Involved
Keep Us Informed
Tell us what your business is up to! Share any deals or discounts that you are offering for locals, upcoming events, new menu items, etc. to promote.
Members can update their own listing, event and special offer content via the Extranet.
Share Content with Us
Share recently updated photos and videos with us!
Tag Us
Use the hashtag #SeeMonterey or tag us for amplification.
