20 Dec

Recap: Recipes for Success from the Pure Michigan Campaign

first_imgPure Michigan uses photos people have shared online. Excellent example of user-generated content.Their strongest social channel is Facebook, with 300-400 fans added daily. 470K fans as of Jan 2013Photos are posted regularly on Facebook: research has shown photos get more likes, shares, and comments. Posting photos gets more engagement. For every dollar invested in the campaign, the state of Michigan gets $4.90 in tax revenue.Social Conversation Social media can be used to:Drive traffic to your websiteManage customer serviceGenerate business leads.  ConsiderationAlign your social strategy with your business objectivePure Michigan’s business objective is to promote Michigan as a majestic, mythical, and magical place to visit. And one of the ways they achieve that is by highlighting photographs of Michigan. Watching @wiebesick sharing recipes from success from #puremichigan campaign at Ann Arbor SPARK Central.— Deborah Edwards-Onoro (@redcrew) January 8, 2013 All ads drive traffic to the Pure Michigan website.For the fifth year in a row, Pure Michigan is the nation’s most visited state tourism website8.6 million web visits/year, 26,000 visits/day The Pure Michigan blog is the hub for their social channel. For any business, a blog is great for driving traffic and showing thought leadership. Pure Michigan uses Facebook and Twitter to share blog posts. The more active you are on social media, the higher your search visibility. And the higher your Google rankings.ActionPaid search is one of the ten biggest sources of traffic for Pure Michigan. Effective and cheap way to drive traffic to your website. In addition, it’s easy to measure. Google Sitelinks: help users to navigate your website. Additional way to drive traffic to your website. (Note: sitelinks are currently automated by Google.)Google Social Extensions: Allows people to like your Google+ page in the search ad without having to link off.New Google beta feature: Communication Extensions: allows people to subscribe directly to your newsletters through your Google Adwords search ad. If a user is already signed into their Google account, their email address is automatically populated in the subscribe form.  All the user has to do is click the subscribe button.Using Communication Extensions, Pure Michigan has added several hundred new subscribers to their newsletter. At last night’s Ann Arbor SPARK Marketing Roundtable, Chad Wiebesick, Director of Social Media and Interactive Marketing at Michigan Economic Development Corporation, shared social media and digital marketing insights from his work on the Pure Michigan campaign.In discussing the success of the campaign, Chad highlighted awareness, consideration, and action in all marketing channels. Here are my notes from his talk:Background on Pure Michigan The Pure Michigan brand was born six years ago.Currently spend about $25 million/year marketing Michigan, within state, nationally & internationally.Majority of budget is TV commercials, radio, print, billboards to generate awareness.Map Your Marketing Communication Approach to Your Customers’ Buying ProcessOnce people understand what Michigan is, Pure Michigan drives people with their tagline: Your trip begins at puremichigan.orgAfter people visit the Pure Michigan website, social media is used to further their consideration of traveling to Michigan. Search engine marketing is the call to action: it’s an immediate and direct response.AwarenessIn the past month, Pure Michigan launched its largest winter ad campaign. One of the features is a YouTube video, a “Choose Your Own Adventure” style commercial that will only be seen on YouTube. At the end of the commercial, there are several activities you can choose to learn about, from ziplining, snowboarding, skiing, and more. – Good technique for any business to use. With 20% of website visitors on mobile devices, Pure Michigan began reviewing their corporate website, identifying what was needed.Mobile apps are great but you need a separate application for Android, BlackBerry, iPhone, etc.Had a mobile website in the past, but required separate code Decided to have a responsive website builtDiscovered WordPress could support all needs for their responsive website. New website launched last year. Displays well in all devices, whether a smartphone, tablet, desktop, or large 21″ screenSince it’s one website, you only need one set of code. Because it’s one set of code, it helps with your search engine rankings. Optimize your entire web presence.Think of how to optimize your social profiles, YouTube, Facebook, Twitter, etc. You want all your sites to show up in Google. Recommendation from Chad: blog about problems facing your customers and write blog posts that provide solutions to their problems.Want to boost your website traffic? Move your blog to your own domain. Advantages include:All traffic is driven to your websiteEasier to rememberEasier to share Every $1 spent on #puremichigan campaign brings $4.90 in tax revenue to Michigan, says @wiebesick.— Deborah Edwards-Onoro (@redcrew) January 8, 2013Awareness-> Consideration-> Action. PureMichigan marketing presentation w/ @Wiebesick & @annarborSPARK.— Sydney Hawkins (@SydneyHawkins) January 8, 2013Good solid advice from @wiebesick: map an editorial calendar 30 days in advance. Plan what you’re going to post.— Deborah Edwards-Onoro (@redcrew) January 8, 2013Share this:Click to share on Twitter (Opens in new window)Click to share on Facebook (Opens in new window)Click to print (Opens in new window)Like this:Like Loading…RelatedMay 2016 User Experience and Web Professional EventsWhat user experience (UX) and web professional events are happening this month in southeast Michigan and northwestern Ohio? If you work on the web, you know it’s a challenge to keep your skills up-to-date, learn about new methods, and network with fellow web workers. And it takes time to find…In “Calendar”May 2017 User Experience and Web Professional EventsWhether you’re a user experience or web professional, you know it can be a challenge to keep your skills up-to-date, learn about new methods, and network with fellow web workers. And it takes time to find interesting local events. 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