Hannah Paramore (the President of Paramore | the digital agency) Maryland Tourism & Travel Summit Presentation

1. if complexity is the science
of the 21st century
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2. social networking is the
marketing of the 21st century
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3. social media ethic...
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4. how can my company be
useful, relevant and helpful to
the community we serve?
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5. in an industry that’s all about
perception, marketing and spin...
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6. how do you use a medium
that’s all about authenticity,
truth and friendship?
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8. 40 billion webpages
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10. conversations:
facebook
twitter
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11. media sharing:
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12. blogging:
wordpress
blogger
tumblr
posterous
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13. mobile & location-
based services:
foursquare
gowalla
facebook places
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14. link-sharing:
delicious
digg
google buzz
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15. professional networking:
LinkedIn
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16. local:
yelp
groupon
living social
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18. The Social Hierarchy
Needs

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20. Maslow said...
eat
breath
drink
sex
sleep
homeostasis
excrete
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22. Paramore said...
Facebook
Twitter
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23. the point is
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24. do FB and TW
right before you
move on
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25. social = complex
technologies that = simple
results
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26. simple words describe
the actions
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27. Like
Share
Post
Fan
Friend
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28. social tools are
complex systems that
meet emotional
needs and result in
simple, personal
outcomes
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30. rule of 5 for social media
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32. 5 things
you should do right now that
won’t cost you anything.
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34. 4 things
you should never do
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36. 3 tactics you
should employ right away
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38. 2 free tools
you should be using
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40. 1
big idea
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41. Lezzgo
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42. 5 Things You Can Do Right
Now
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43. 1.
Make sure you
know the product
you are promoting
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44. Greenbrier vs.
The Ritz Carlton vs.
The Ritz
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45. Gatlinburg vs.
Pigeon Forge vs.
Myrtle Beach
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46. there is no
replacement for
knowledge
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47. 2.
Write a simple statement of
purpose for how you will use
Twitter and Facebook
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48. Facebook: We’ll use FB to connect with customers, answer questions, encourage
them to visit us and help them connect with each other.
We’ll do this by posting XX pieces of original content daily such as event
announcements, product announcements and news about us.
The rest of the time we’ll respond to questions and help people connect with each
other.
We’ll check FB at 8AM, 9AM, 12PM, 3PM and 5PM
We’ll spend about an hour each week searching FB for new people to like and other’s
walls to post on. We’ll use Google Alerts and Hyper Alerts to help us with this.
We will respond to people’s questions within 2 hours.
We’ll have a friendly competition philosophy. We won’t be mean-spirited when our
competition is in trouble. Instead, we’ll contact them and ask how we can help serve
their clients and keep tourism healthy in our area.
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49. Twitter: We’ll use Twitter mainly for announcements about us and to respond to
topics that are interesting. We’ll Tweet about us once a day. We’ll tweet something
of interest to our community (visitors, etc) that is not necessarily about us once a day
and find others to retweet once or twice a day.
We’ll check Twitter right after we check FB, at 8AM, 9AM, 12PM, 3PM and 5PM.
We’ll spend about 30 minutes per week finding people to follow so we can grow our
network.
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50. 3.
Create an editorial calendar
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51. Plan your content like this:
Annually
Quarterly
Monthly
Weekly
Daily
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52. Annually:
1. Review company goals. Make
sure your social voice is in
alignment
2. Produce one big contest or
challenge on FB and Twitter
(see the last part of this presentation for a great idea)
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54. Quarterly:
1. Promote the season
2. Schedule a full week to introduce
the new seasonal events
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55. Monthly:
1. Focus on the main event for the
month
2. Post about it every week on the same
day of the week. Use pics & vid.
3. Look for conversations from your
fans about it - respond to them
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56. Weekly:
1. Events
2. Coupons
3. Think about the weekend
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57. Daily:
1. Announcement (1)
2. Chatter (a lot)
3. Connect people (a lot)
4. Answer questions (a lot)
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58. 4.
Make your content
sharable
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61. 5.
Spend as much time
finding/following as
you do trying to be
found
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62. To have a friend, you’ve
got to be a friend.
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63. 4 things you should never
do
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64. Never #1.
Be Absent
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66. FAIL!
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70. Never #2.
Moderate Heavily
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72. Never #3.
Be Salesy
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73. You’ve been invited to a cocktail
party. Be respectful of why
people are there.
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74. Never #4.
Favor Facebook Tabs over
connecting with people.
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75. It’s all about the wall.
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81. But don’t invest so
much there that you
don’t have time to
talk to people.
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83. 3 Tactics
you should use right
now
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84. Tactic #1
Brand how you are going
to respond to certain
inquiries
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87. Tactic #2
Use a photo, video, link or
attribution in all posts
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90. Tactic #3
Be relevant. No need to
push a special the weekend
Will & Kate got married.
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91. 2 Free Tools
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92. Tool #1: HootSuite:
Manages all your social
platforms from one
dashboard.
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94. Tool #2: Ow.ly Links:
Use Ow.ly links. You
can track them to see
how many people have
clicked on the links.
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97. Bonus Free Tools!
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98. Hyper Alerts
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100. Google Alerts
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102. Learn:
1. what your competition is
doing
2. what people are saying
about you
3. who you should be
following
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103. 1 Big Idea
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104. Tennessee Travel
Tuesday
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105. consumer discounts
partner exposure
build social audience
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111. 18,000 views per week on FB
101,000 pvs on website in 9 mo.
1,800 visitors/month
Weekly email gets 14% opens
Top links from social are usually T3
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112. what I want is for the
partners to tweet too
so we can gain more
exposure for everyone
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113. Version 2 - updated Sept. 2011
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118. monologue
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119. dialogue
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120. the promise of social
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121. you can know more
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122. with your customers
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123. if you know me
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124. i’ll vacation with you
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125. Thank you for your time.
The style of this presentation was partially
inspired by Dick Hardt’s famous 2005 Oscon
presentation, based on Lawrence Lessig’s
minimalist approach to the use of slides.
Dick’s presentation is worth viewing:
http://identity20.com/media/OSCON2005.
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