Content is king: May 22, 2013 Samantha Campbell and Elizabeth Peters Content is king
Social platforms: Social platforms
PowerPoint Presentation: Facebook
PowerPoint Presentation: Facebook The Community Center
PowerPoint Presentation: Facebook The Community Center • 1.1 billion monthly users
PowerPoint Presentation: Facebook The Community Center • 1.1 billion monthly users • Two-thirds of all Internet users are on Facebook
PowerPoint Presentation: Facebook The Community Center • 1.1 billion monthly users • Two-thirds of all Internet users are on Facebook • 20% of all time spent on Internet is spent on Facebook
PowerPoint Presentation: Facebook The Community Center Use Facebook to Share brand content Cultivate relationships Encourage brand advocacy
PowerPoint Presentation: Facebook The Community Center Use Facebook to Share brand content Cultivate relationships Encourage brand advocacy Budget time to Share once or twice a week Respond once or twice a day
PowerPoint Presentation: Google+
PowerPoint Presentation: Google+ The Social Layer
PowerPoint Presentation: Google+ The Social Layer • Over 500 million Google+ registrations
PowerPoint Presentation: Google+ The Social Layer • Over 500 million Google+ registrations • Over one-third of Google+ users are active each month
PowerPoint Presentation: Google+ The Social Layer • Over 500 million Google+ registrations • One-third of Google+ users are active each month • Active users spend >12 minutes on the Google+ stream each day
PowerPoint Presentation: Google+ The Social Layer But what is it? Social Circles Blogging Platform YouTube Communities (interest groups) Hangouts (chats) 200+ Custom Apps
PowerPoint Presentation: Google+ The Swiss Army Knife But what is it? Social Circles Blogging Platform YouTube Communities (interest groups) Hangouts (chats) 200+ Custom Apps
PowerPoint Presentation: Google+ The Swiss Army Knife Communities
PowerPoint Presentation: Google+ The Swiss Army Knife Communities
PowerPoint Presentation: Google+ The Swiss Army Knife Participation may influence SEO Google rewards Google+ brands with right rail space.
PowerPoint Presentation: Google+ The Swiss Army Knife Customize your profile Add photos that reinforce brand identity Accurate “ about ” information
PowerPoint Presentation: Google+ The Swiss Army Knife Customize your profile Add photos that reinforce brand identity Accurate “ about ” information If you have capacity Post engaging content, build following Participate in communities
PowerPoint Presentation: Twitter
PowerPoint Presentation: Twitter The Cocktail Party
PowerPoint Presentation: Twitter The Cocktail Party • Over 500 million registered accounts (16% of all Internet users)
PowerPoint Presentation: Twitter The Cocktail Party • Over 500 million registered accounts (16% of all Internet users) • 5% of users account for 75% of activity
PowerPoint Presentation: Twitter The Cocktail Party • Over 500 million registered accounts (16% of all Internet users) • 5% of users account for 75% of activity • 18-29 year olds are twice as likely to use as 30-49 year olds
PowerPoint Presentation: Twitter The Cocktail Party Share pithy, interesting content Tidbits of compelling, mission-related content: images, inspiration Timely updates for visitors: storm closings, “ don ’ t miss ” ephemeral experiences Retweets of brand-aligned content
PowerPoint Presentation: Twitter The Cocktail Party Use as a conversation tool Search yourself to learn about your customers ’ values and visit experiences Jump into relevant conversations Answer the questions in your interactions feed in a timely manner Favorite / comment on fan posts
PowerPoint Presentation: Instagram
PowerPoint Presentation: Instagram Everyman ’ s Photo Gallery
PowerPoint Presentation: Instagram Everyman ’ s Photo Gallery • 100 million active users
PowerPoint Presentation: Instagram Everyman ’ s Photo Gallery • 100 million active users • 40 million posts each day
PowerPoint Presentation: Instagram Everyman ’ s Photo Gallery • 100 million active users • 40 million posts each day • Blacks and Latinos are more likely to use Instagram than whites
PowerPoint Presentation: Instagram Everyman ’ s Photo Gallery Use it to Humanize your organization Show off the beauty of collections Run photo contests
PowerPoint Presentation: Instagram Everyman ’ s Photo Gallery Use it to Humanize your organization Show off the beauty of collections Run photo contests Be social Hashtags: the more the merrier Like and comment
PowerPoint Presentation: Pinterest
PowerPoint Presentation: Pinterest The Wish List
PowerPoint Presentation: Pinterest The Wish List • 49 million members; 10 million unique visits per month
PowerPoint Presentation: Pinterest The Wish List • 49 million members; 10 million unique visits per month • 5:1 female to male; users spread roughly equally among ages 25-54
PowerPoint Presentation: Pinterest The Wish List • 49 million members; 10 million unique visits per month • 5:1 female to male; users spread roughly equally among ages 25-54 • Repins comprise 80% of content
PowerPoint Presentation: Pinterest The Wish List Treat it like photo albums or window dressing Select images that express brand ’ s lifestyle Use it to collect and share • Images of pretty gift shop items • How to ’ s • Compelling behind-the-scenes photos – Repin!
PowerPoint Presentation: Tumblr
PowerPoint Presentation: Tumblr The ’ Zine
PowerPoint Presentation: Tumblr The ’ Zine • 31 million members posting content
PowerPoint Presentation: Tumblr The ’ Zine • 31 million members posting content • 30 views per visit; 20 billion page views each month
PowerPoint Presentation: Tumblr The ’ Zine • 31 million members posting content • 30 views per visit; 20 billion page views each month • 50% of members are 18-34
PowerPoint Presentation: Tumblr The ’ Zine • 31 million members posting content • 30 views per visit; 20 billion page views each month • 50% of members are 18-34 • Most active in California, followed by New York and Texas
PowerPoint Presentation: Tumblr The ’ Zine Style of content Tone is intellectual, self-reflexive Art, celebrity, history Good platform for single theme blogs
PowerPoint Presentation: Tumblr The ’ Zine Style of content Tone is intellectual, self-reflexive Art, celebrity, history Good platform for single theme blogs Opportunity to expand your reach Can run organization ’ s blog through Tumblr Remember to express your hippest self
PowerPoint Presentation: YouTube The Video Library Vimeo The Video Festival Vine The Six-Second Saga
PowerPoint Presentation: Flickr The Stock Agency Foursquare The Location Shout-out Linked In The HR Hub
Building relationships: Building relationships
PowerPoint Presentation: Every interaction is an opportunity to Build brand loyalty and advocacy
PowerPoint Presentation: Every interaction is an opportunity to Build brand loyalty and advocacy
PowerPoint Presentation: Every interaction is an opportunity to Build brand loyalty and advocacy Drive visitation
PowerPoint Presentation: Every interaction is an opportunity to Build brand loyalty and advocacy Drive visitation Mitigate negative experiences or opinions
Make supporters your stars: Make supporters your stars
PowerPoint Presentation: Make supporters your stars Like their comments and posts about you
PowerPoint Presentation: Make supporters your stars Like their comments and posts about you Respond, and say thank you!
PowerPoint Presentation: Make supporters your stars Like their comments and posts about you Respond, and say thank you! Reward them
PowerPoint Presentation: Make supporters your stars Like their comments and posts about you Respond, and say thank you! Reward them Celebrate their content
Measuring engagement: Measuring engagement
PowerPoint Presentation: Measuring engagement Social metrics awareness vs engagement
PowerPoint Presentation: Platform Awareness Fans, Reach Followers Followers Followers Circled In Followers
PowerPoint Presentation: Platform Awareness Engagement Fans, Reach Comments, likes, shares Followers @Replies, favorites, retweets Followers Comments, likes, pins Followers Comments, likes Circled In Comments, +1s, shares Followers Comments, hearts, reblogs
PowerPoint Presentation: Measuring engagement Social metrics Awareness v s Engagement
PowerPoint Presentation: Measuring engagement Social metrics Awareness vs. engagement Discover what resonates with your audience
PowerPoint Presentation: Measuring engagement Social metrics Awareness vs. engagement Discover what resonates with your audience A dapt based on performance
PowerPoint Presentation: Measuring engagement Social metrics Awareness vs. engagement Discover what resonates with your audience Adapt based on performance Diversify content strategy
THANK YOU!: THANK YOU!
PowerPoint Presentation: No part of this presentation may be reproduced or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without written permission of the American Public Gardens Association. Copyright © 2013 by the American Public Gardens Association. All rights reserved. The American Public Gardens Association Vision: A world where public gardens are indispensable APGA 2013 Garden Evolution Conference _______________________________________________