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AOT Arizona Insiders Case Study with Kim Higdon

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In this presentation, Kim discusses specific strategies and tactics used to build the Arizona Office of Tourism's incredibly successful Arizona Insider program. From market research and website analytics to in-depth auditing and review of social networks, one month after launching the program received 150 applicants and has streamlined the process of delivering fresh, relevant content to the tourism bureau's heavily visited website.

This presentation was given at Content Strategy Applied USA on November 17-18, 2014

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AOT Arizona Insiders Case Study with Kim Higdon

  1. 1. INFLUENCING the I N F L U E N C E R S B U I L D I N G A C O N T R I B U T O R N E T W O R K F R O M T H E G R O U N D U P
  2. 2. K I M H I G D O N S O C I A L & C O N T E N T M A N A G E R / / O F F M A D I S O N AV E / / P H O E N I X
  3. 3. I M E A N , R E A L LY. W E H A V E A N E A S Y P R O D U C T T O S E L L
  4. 4. W H E R E ’ S T H E C H A L L E N G E ?
  5. 5. M I S S I N G O U T O N T H I S T H E P R O B L E M
  6. 6. W E H A D L O T S O F T H I S T H E O P P O R T U N I T Y
  7. 7. B U T N O T T H I S … S T I L L P R O B L E M S
  8. 8. T O N S O F T H I S M O R E O P P O R T U N I T Y
  9. 9. A N D N O N E O F T H I S M O R E P R O B L E M S
  10. 10. S O L U T I O N I Z I N G ™
  11. 11. W H AT W E H A D • A huge community of Arizona advocates existed. • Analytics uncovered gaps. • Knowledge that these stories were already being told.
  12. 12. Why not create a platform for advocates to tell the stories people were seeking, to drive more people to use our website as a resource?
  13. 13. L E T ’ S D O I T.
  14. 14. K E Y S T O L A U N C H • Establish a vetting criteria • Application portal • Exportable database in a CMS • Announce via existing channels • Plan for the worst, hope for the best
  15. 15. W H AT H A P P E N E D N E X T ?
  16. 16. W I T H I N O N E M O N T H , W E R E C E I V E D 5 5 A P P L I C A N T S , 2 4 O F W H I C H B E C A M E V E T T E D , A P P R O V E D C O N T E N T C O N T R I B U T O R S R E A D Y A N D W I L L I N G T O D E L I V E R O N G O I N G , F R E S H , E X C I T I N G C O N T E N T F R O M T H E P E R S P E C T I V E W E N E E D E D .
  17. 17. T H E A R I Z O N A I N S I D E R ’ S P R O G R A M WA S L A U N C H E D .
  18. 18. O U R A U T H O R S I N C L U D E
  19. 19. N E W S A N C H O R S P H O T O G R A P H E R S P R O F E S S I O N A L W R I T E R S M O M M Y B L O G G E R S A U T H O R S R O A D T R I P P E R S T O U R O P E R AT O R S
  20. 20. N E W S A N C H O R S P H O T O G R A P H E R S P R O F E S S I O N A L W R I T E R S M O M M Y B L O G G E R S A U T H O R S R O A D T R I P P E R S T O U R O P E R AT O R S
  21. 21. N E W S A N C H O R S P H O T O G R A P H E R S P R O F E S S I O N A L W R I T E R S M O M M Y B L O G G E R S A U T H O R S R O A D T R I P P E R S T O U R O P E R AT O R S
  22. 22. N E W S A N C H O R S P H O T O G R A P H E R S P R O F E S S I O N A L W R I T E R S M O M M Y B L O G G E R S A U T H O R S R O A D T R I P P E R S T O U R O P E R AT O R S
  23. 23. N E W S A N C H O R S P H O T O G R A P H E R S P R O F E S S I O N A L W R I T E R S M O M M Y B L O G G E R S A U T H O R S R O A D T R I P P E R S T O U R O P E R AT O R S
  24. 24. N E W S A N C H O R S P H O T O G R A P H E R S P R O F E S S I O N A L W R I T E R S M O M M Y B L O G G E R S A U T H O R S R O A D T R I P P E R S T O U R O P E R AT O R S
  25. 25. N E W S A N C H O R S P H O T O G R A P H E R S P R O F E S S I O N A L W R I T E R S M O M M Y B L O G G E R S A U T H O R S R O A D T R I P P E R S T O U R O P E R AT O R S
  26. 26. T H E S E P E O P L E A R E I N F L U E N C E R S .
  27. 27. N O N E O F T H E M A R E PA I D F O R T H E I R C O N T R I B U T I O N S .
  28. 28. W R I T E A B O U T T H I N G S L I K E T H I S O U R B L O G G E R S
  29. 29. A N D T H I S …
  30. 30. A N D T H I S …
  31. 31. A N D T H I S …
  32. 32. A N D E V E N T H I S …
  33. 33. T H R O U G H T H E A R I Z O N A I N S I D E R ’ S P R O G R A M , T I M E S P E N T O N B L O G C O N T E N T I N C R E A S E D 2 1 2 % , W I T H A N AV E R A G E T I M E S P E N T O N T H E S E C O N T R I B U T I O N S O V E R 4 M I N U T E S . Y O U K N O W W H AT T H I S M E A N S ?
  34. 34. P E O P L E A R E A C T U A L LY R E A D I N G T H I S S T U F F.
  35. 35. T H I S C O N T E N T D O E S N ' T J U S T L I V E O N T H E W E B S I T E , E I T H E R . 
 I T ’ S U S E D I N T H E V I S I T O R ’ S G U I D E , S P O N S O R E D C O N T E N T, I N P U B L I C R E L AT I O N S E F F O R T S , F O R O N E - O F F C A M PA I G N S I T E S A N D M O R E .
  36. 36. Y O U C A N D O I T, T O O !
  37. 37. H O W C A N I D O I T, T O O ? • LISTEN. Without listening, we would have never seen the opportunity at our fingertips. • ANALYZE. Don’t just look at what’s working, look at what’s not. That’s the greatest area of opportunity. • MAKE THE ASK. People want to contribute to brands they care about. Start the conversation and see what happens.
  38. 38. - P E T E R D R U C K E R “The most important thing in communication is hearing what isn’t said.”
  39. 39. R E A D T H E S E S T O R I E S AT B I T. LY / A Z I N S I D E R
  40. 40. @ K I M _ H I G D O N / / K I M . H I G D O N @ O F F M A D I S O N AV E . C O M Thanks.

In this presentation, Kim discusses specific strategies and tactics used to build the Arizona Office of Tourism's incredibly successful Arizona Insider program. From market research and website analytics to in-depth auditing and review of social networks, one month after launching the program received 150 applicants and has streamlined the process of delivering fresh, relevant content to the tourism bureau's heavily visited website. This presentation was given at Content Strategy Applied USA on November 17-18, 2014

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