A good pitch is timely, short, punchy and answers the question WIIFM (What’s In It For Me?) for the recipient.
If this sounds familiar, it should. A good pitch to bloggers is very much like a good pitch to any media person.
At BlogWorld and New Media Expo West in Los Angeles, I talked to Jared Degnan from Brandware Public Relations about pitching bloggers….the video is about a minute long, and here’s the direct link to it on YouTube in case you can’t see the embed box below.
Did I get it right, or was I too simplistic? Leave a reply down in the comments….thanks!
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As a follow-up to my earlier post about Pinterest for tourism and hospitality, I’ve learned how to tell when your content is pinned to someone’s Pinterest Board.
Use this URL: http://pinterest.com/source/YourSite.com/
No reason you can’t leave a comment and thank the person for pinning, either.
The photo at the top of this post is an example of doing that …. when you mouse over a Board on the Pinterest website, you’ll see popup options to Like, Repin and Comment.
You know what to do with a Comment box, right? :)
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Over a six week period (1 December 2011 through 17 January 2012) we gained 137 new Likes/fans for our Tourism Currents Facebook Page. That is a 101% increase over a similar time frame from the previous year.
We did not buy Facebook ads or Sponsored Stories. We did not run a contest. We only did one thing differently …. we started interacting more on our own Home page (News Feed) with other Pages that we’ve Like’d.
That was it.
Sure, our Tourism Currents Page doesn’t have massive numbers of supporters, because we have a deliberate, laser-targeted focus on social communications for the tourism and hospitality industries. We’d rather have a small number of people from CVBs (Convention and Visitors Bureaus) and Tourist Boards who really care what we say on Facebook, and then maybe check out our online Store, than thousands of random button-clickers who we never see again.
Facebook is like blogging and most other human interaction – if you want attention, you must give it. If you want your updates to be noticed, you need people to Like, Comment and Share them; that means they must remember that your Page exists.
How We Did It
As a Tourism Currents Page Admin, I switch from acting as my personal Sheila Scarborough profile to acting as the Tourism Currents Page. You can switch roles when you’re logged into Facebook; look for a little arrow at the top right of your screen next to “Home”. The options available to you will drop down. If you are an Admin for many Pages, there is a small gray slider bar at the side of the dropdown box, although sometimes it doesn’t show up.
At least once a day, for about 10-15 minutes, I go to the Home page/News Feed acting as Tourism Currents. I click the Sort —> “Recent Stories First” dropdown arrow option on the upper right side. That puts my Home page status updates in chronological order, without regard to Facebook’s EdgeRank, which by default sorts the News Feed into the “Highlighted Stories First” setting. I want to see fresh, new, unfiltered updates. I also want my interaction to be noticed and not buried with 573 later Likes and Comments.
Then, I skim down and “like” interesting status updates, plus leave a comment on the ones where I have something useful to say. I know that many other Page Admins are a lot like me; they notice and investigate those who actively respond to their content. Likes and comments help increase the visibility and EdgeRank of individual updates, so not only am I calling attention to Tourism Currents, I’m also helping other people’s content get more attention.
As the screenshot above shows, once I started doing this consistently, we gained 137 new Likes in six weeks. For a Page with 895 Likes (as of this writing) that’s a nice little jump.
Numbers Aren’t The Point, Though
Excessive focus on getting more fans or supporters is useless bean-counting, unless it’s combined with actively engaging those people and getting them interested in and talking about your destination, attraction, lodging, service or product.
At a minimum, you should have a tab on your Facebook Page for easy signups to your own email newsletter.
You’re not in business to build an empire for Facebook owner Mark Zuckerberg …. you want to own your own data.
I disagree with some of the current advice to increase the frequency of your Facebook posting because of the new Timeline format. Making more noise and spewing even more content for busy people to have to plow through is not a sustainable communications tactic.
To get Likes, be a Like-er yourself, and then have a plan for what the heck you’re going to DO with the community you build.
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Most of you probably have the same reaction that I do when someone announces a “new social network” - oh, no, not ANOTHER one!
It’s enough to keep juggling the time-suck challenges of all the current ones, right?
So, it takes a lot for me to pay attention to yet another way to stare at some sort of glowing screen, and I have to see the new tool’s application to tourism and hospitality since that’s my business.
That’s why I’m not interested in Google+ right now (other than its implications for search) but I’m quite intrigued by Pinterest, a digital bulletin board or scrapbook that allows people to “pin” interesting photos onto a themed Board.
I first noticed some tourism geeks talking about it around August 2011, then in November 2011 BusinessWeek ran the article, “Why Image-Sharing Network Pinterest is Hot“.
The service is taking off like crazy, especially among those who like visual inspiration: photographers, travelers, decorators and stylists, designers and food enthusiasts. If you know the story of the Fiskateers and crafting, you know that a lot of activity and discussion can happen in a passionate niche.
CVB/DMO and Hotel Pinterest Boards
What are the possibilities for tourism?
Boards could focus on your unique local foods, architecture, shopping, birding, special events or historic sites. The more specific and visually appealing, the better.
Some examples:
**Visit Savannah on Pinterest - they created an inspiration Board (shown to the right) for St. Patrick’s Day, which is a HUGE annual event in Savannah.
**Visit Jordan on Pinterest - the famous ruins at Petra are certainly magnificent, but how about the curative powers of country’s Dead Sea resorts?
**Indiana Tourism on Pinterest - get hungry looking at their Super 46 Board of sandwiches in honor of the NFL Super Bowl #46 in Indianapolis. Need ideas for social media integration? Note how the sandwiches campaign also shows up on the Visit Indiana blog (the Pick Your Favorite Super 46 Sandwich(es) post,) on Yelp via each sandwich restaurant’s page, on Twitter via sandwich-related tweets with the #Super46 hashtag and on their Facebook Page by status updates that highlight each sandwich, often with a video that’s also on YouTube.
** Wyoming Tourism on Pinterest - the Boards you’d expect (incredible vistas and Western stuff) but I really like their HA! Board of pics that make you chuckle.
To look for other examples, try a People search on Pinterest for CVB or Visit or Tourism or Hotel.
Pinterest Can Help With SEO
Just as with photos, video or other visual social communications, spend a little time on the descriptive text of your pinned images; all of that text can be crawled and indexed by search engines.
Update 2: My friend Troy Thompson has a terrific interview post featuring Joe Vargo, who runs the Columbus, Ohio Pinterest Boards mentioned above. Get some insights from Joe’s experiences: 5 Questions – Joe Vargo on Pinterest
The possibilities are pretty endless, aren’t they?
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Thanks to a diverse social network that includes interesting people in small towns and rural areas, I’ve learned so much over the last few years about the hopes, dreams, troubles and blissful moments of people who live in what I used to call “out in the middle of nowhere.”
You know that ongoing discussion about getting broadband internet access out into rural areas? It sure seems similar to efforts in the 1930′s to get electricity and telephone service out to less-populated places, and the same objections are being raised; it’s too expensive, there aren’t enough people to justify it, it’s a “luxury” they don’t really need, etc. I never really thought about this problem until I got to know some small town geeks.
At last fall’s 140 Characters/State of NOW Small Town communications conference in Hutchinson, Kansas, I was honored to be chosen as one of the speakers, and I talked about this personal awakening.
There were some video problems at first, so all I have for you is the audio recording, but it’s only about 10 minutes and I talk fast.
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Fourth and final post in a series for the get-revved-up week between Christmas and New Year’s.
The right question is not, “How do we get more Twitter followers?” or “How do we get more Like-ers/fans on Facebook?”
The right question is, “What do we want to DO with our followers and fans?”
Counting heads is fun – we’re all guilty of it, including me – but unless those people are helping you achieve stated objective(s) for your organization or business, you’re fooling yourself that anything is accomplished by totting up raw numbers.
Rev-up recommendation for you:
** As you gather more supporters in 2012, have plans for what you want to do for them, and what they could do for you.
—->> On your blog – do you want readers to sign up to get your posts by email or RSS? Take a hard look at whether you have made that signup process as simple as possible, including on a mobile device.
—->> It’s Facebook Page 101: make sure that people can sign up for your email newsletter right there on your Page. On our Tourism Currents Facebook Page, we use a tab and a short signup form via our MailChimp email service.
Are you trying to build your own list, or are you busy building Mark Zuckerberg’s list? Use Facebook for your own business success!
—->> On Twitter, periodically let followers know how to sign up for your email updates. Note: Send them directly to your signup page – don’t dump them onto your homepage and hope they find it.
—->> What are you doing with your email newsletter list? What’s your point to cranking it out? WHY should people open up their already-overloaded IN boxes to you? Ask yourself those tough questions….often.
Back to numbers: if you suddenly picked up 1000 more fans or followers, what would you DO with them that you couldn’t do already, right now?
My own 2012 plan for the fans and followers of this blog
Since I’m asking you about your plans for your platforms, here are mine for Sheila’s Guide:
1) Lead the tourism industry away from a somewhat silo’d focus on social media, and toward a more general incorporation of social communications as simply “how we do things.” It’s like email – nobody has an Email Department, do they? It’s time for social media to stop being new or special.
2) Support the growth of my Tourism Currents business with Becky McCray. We’ve set a performance goal that we’ve agreed to meet by our 3rd anniversary in business (September 2012) or we’re going to radically overhaul what we offer.
Thanks so much for your support, and hope to see many more of you in person in 2012.
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I think it’s mostly because they’re well-written and helpful, but part of the reason is that his posts are often quite short.
As in, a few sentences.
Most of them do not include a photo or video; they’re just plain ol’ text.
But….his readers know that he’ll be pithy, get to the point and not take up too much of their time.
(I won’t go into the fact that he does not allow comments on his posts, which is not how I prefer to blog. He has his reasons, and it’s his blog, after all.)
Rev-up recommendation for you:
** Go short more often in 2012.
—->> Just a few interesting sentences can be a blog post for you, too. Try it one day in the first week of January 2012.
—->> Make every other Facebook Page update a one-sentence declaration or question for a few days.
—->> Twitter is MADE for pithy thoughts. In the early days of the service, we called an exactly 140 character tweet a “twoosh.”
—->> Make your email newsletter unexpectedly short one month (and say that it is short, in your Subject line.) See what happens with the open/click rate. Does it improve?
—->> Challenge yourself to shoot a 30-45 second video, or a fun Google Search Story or a short Animoto video out of photos you already have.
Can you think of any other ways to “go short?”
For more ideas on effective content creation, see Lesson Two of our Tourism Currents online course, Building a Home Base. It includes a video of our own blogging lessons learned.
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—->> Find the Macro setting on your camera (often a flower symbol.) Look for interesting little details around town to photograph – perhaps that includes a mouthwatering close-up of a chocolate milkshake from the real corner drugstore that you still have downtown.
—->> Put the milkshake photo into a round-up blog post that calls attention to fun, quick, family-friendly downtown places to eat. Link to each of those businesses in your post.
—->> Link to your blog post in a Facebook Page update. Tag the place where you took the milkshake photo, and the other eateries, too.
—->> Tweet the link to your post 2-3 times on Twitter, over a few days, at different times. Include the Twitter handles of those downtown businesses.
—->> Pop the chocolate milkshake photo into your email newsletter.
—->> Shoot a short video of a drugstore employee showing how he/she makes the perfect chocolate milkshake, then put that on YouTube, with a link back to your eateries blog post in the video description.
Can you think of any other way to use Macro photos to entrance visitors with an unexpected close-up view?
For more ideas on using one piece of content multiple times, look in the Solutions section of our Tourism Currents Store for a two-page download titled Create Once, Use Many Times – How to Think Like an Online Publisher. It includes lots of different ways to use photos.
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First in a blog post series for the get-revved-up week between Christmas and New Year’s
Here’s a way to reach fans of your destination who live far away, but still want to connect even when they can’t visit …. tell them how to find and listen to your hometown radio stations that stream online.
People who enjoy familiar music, a long-time DJ’s voice or a particular show may not even know that they can now hear those sounds on the web, even when their regular radio is nowhere near the station’s terrestrial broadcast tower.
For example, my at-home radio is always tuned to FM 89.5 KMFA in Austin. It’s a public, listener-supported station that plays classical music in Central Texas. Unlike KUT, the other public station in town, KMFA does not have standard NPR fare like All Things Considered. It simply provides a wide variety of classical music, 24 hours a day. I love it.
When I’m far away from home in a hotel room, I do look for local stations, but even in music-rich places like New Orleans I seem to have a heck of a time finding them (or getting the hotel’s bedside clock radio to pick them up.) Often I default to playing KMFA in my room through my laptop, which is a nice homey Austin touch on a busy morning when I’m prepping to speak at a conference, for example.
—->> Write up a blog post that tells visitors where to find 3-4 of your best local radio stations online. Include their AM and/or FM station numbers for people to dial into when they are physically in town. Link to each of the station websites in your post.
—->> Put a link to the post in a Facebook Page update. Tag the radio stations in your update.
—->> Tweet the link to your post 2-3 times on Twitter, over a few days, at different times. Include the station or DJ Twitter handles.
—->> Summarize the post as part of your email newsletter.
—->> Ask the stations if your CVB or DMO can be a guest on any of the shows that cover local events or festivals, then make sure that your blog/Facebook Page/tweets/newsletter let people know when to tune in to hear you talk up your town. Shoot a short video of you on the air, and put that on YouTube, with a link back to your blog post in the video description.
Can you think of any other way to use radio to connect with visitors?
Oh, and I did finally find a great New Orleans station that streams local music and shows: WWOZ online, or dial up 90.7 FM when you’re there.
Want more help and training in social communications, tourism and hospitality? That’s why we started Tourism Currents.
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I saw a question by a New England DMO (Destination Marketing Organization) in the LinkedIn Group “DMAI Convention and Visitors Bureau Network” about how to best use online video – they had a few ideas but wanted to ensure that they “maximized potential reach.”
If so, they can help you with SEO if they are titled, described and tagged with the applicable keywords for each particular video.
Make sure you allow sharing. As a blogger I like to occasionally share good videos, either embedded in a blog post of my own – like I did with a Guerrilla Packs video in this year’s Passports with Purpose prize post - or, if it’s tourism-related, on our business Facebook Page.
I’d also recommend captioning them for the deaf/hard of hearing – the transcript attaches to the video description, which also helps SEO. Google offers an auto-transcript for some videos that are in English, but the voice recognition is a work in progress (to put it charitably) so you’ll need to heavily edit the text to make it accurate.
For more help with web accessibility issues like captioning, I cannot recommend Glenda Watson Hyatt enough – she’s dynamite.
Videos do very well on Facebook, especially if they’re short, and you can tweet about them as well (the shortened youtu.be URL will open and play right in TweetDeck, for example, so I’m more likely to watch it if I see the tweet.)
If the video would appeal to meeting and event planners, put it on your LinkedIn Company Page for your DMO. You can always get more out of LinkedIn than you think.
I’d have a blog post to go with every video, and of course that post itself will help with SEO. Nothing elaborate; just a little background about the video and then the embed box. Always include a direct text link to the video’s page on YouTube, in case someone is looking at the post via RSS (which won’t show embed boxes) or the embed box goes on the blink.
Once you have the permalink URL to your blog post, go back and add it to the video description on YouTube. That’s one more way to close the communications loop so if someone finds the video directly on YouTube, they can click through to your blog from the video description. The link is No Follow, but humans can follow it, which is what really matters.
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