Social Media Plan - the California Tourism Industry Website
Social Media Plan - the California Tourism Industry Website
Social Media Plan - the California Tourism Industry Website
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Lynn Carpenter<br />
Vice President, Marketing<br />
<strong>California</strong> Travel & <strong>Tourism</strong> Commission
<strong>Social</strong> <strong>Media</strong> <strong>Plan</strong><br />
<strong>Social</strong> <strong>Media</strong> Strategy CommunicaDon Pillars <br />
FOUNDATIONALı CAMPAIGN EXTENSIONı PARTNERSı<br />
• Wine & Foodı<br />
• Snowı<br />
• <strong>California</strong> Callingı<br />
• Dreamlandı<br />
• Ellen DeGeneres Show<br />
Custom Content<br />
Integration (TBD)ı<br />
• PlayOn <strong>California</strong> (TBD)ı<br />
• Explore partnerships<br />
(i.e. Southwest Airlines,<br />
AAA)ı<br />
• TripAdvisorı<br />
• IGoUGoı
Program of Work: <strong>California</strong> Fives<br />
VCA.com : 54K Uniques <br />
Radio/PR: <br />
95K impressions <br />
Press Releases: <br />
227K impressions <br />
Banner Ads: 11M impressions <br />
240 Submissions <br />
<strong>Industry</strong> Outreach: <br />
10K imp delivered <br />
Print Ads: <br />
7.9M impressions <br />
<strong>Social</strong> <strong>Media</strong> <br />
Campaign Performance (as<br />
of 3/31/09)
Program of Work: <strong>California</strong> Calling<br />
• <strong>California</strong> Calling mobilized and caught <strong>the</strong> aeenDon of an<br />
enDre online community to share <strong>the</strong>ir videos and broadcast<br />
comments and interacDon with <strong>the</strong> <strong>California</strong> brand has<br />
reached an all‐Dme high in <strong>the</strong> United Kingdom <br />
CAMPAIGN‐TO‐DATE <br />
FORECAST FOR <br />
REMAINING CAMPAIGN <br />
TV impressions: 18.8 million May TV: 11 million impressions <br />
Radio impressions: 5.7 million Radio: addi'onal 4.1 million impressions <br />
Press ad impressions: 6.2 million PR: Addi'onal TV opportuni'es; secured DPS in The<br />
Sun covering winners’ experience in <strong>California</strong> and ad<br />
preview <br />
Web site: 71,909 visits Online: addi'onal 50,000 visits <br />
Facebook fans: 1,705 <br />
Twiaer followers: 2,136 <br />
Videos uploaded: 439 <br />
Advertorial reach: 780,000
Program of Work: <strong>California</strong> Game<br />
<strong>California</strong> – The Game, leads<br />
travelers through <strong>the</strong> state<br />
and to clues across <strong>the</strong> web in<br />
a hunt for <strong>the</strong> ulDmate prize –<br />
a dream vacaDon to <strong>California</strong><br />
on Southwest Airlines.
Program of Work: <strong>California</strong> Game<br />
Creative not final
Program of Work: <strong>California</strong> Game<br />
Email ConfirmaDon eCRM <br />
SWA.com Homepage <br />
40 million impressions through<br />
SWA Owned channels!<br />
Boarding Passes
<strong>Social</strong> <strong>Media</strong> Audit: Blogosphere<br />
• Most discussed in blogs about <br />
<strong>California</strong> travel/tourism <br />
– Beaches <br />
– Getaway <br />
– Napa <br />
– Hollywood <br />
Source: Sysomos
Digital <strong>Plan</strong>s For 2010/2011<br />
FOUNDATIONAL CAMPAIGN EXTENSION PARTNERSHIPS <br />
Con'nue our social<br />
media outreach on<br />
major pladorms <br />
2010/2011 Digital Strategy <br />
Digital support and<br />
extension for major brand<br />
campaigns (i.e. Wine &<br />
Food, Snow, Ellen<br />
DeGeneres Show Custom<br />
Content Integra'on, PlayOn<br />
<strong>California</strong>, etc.) <br />
Explore partnerships: <br />
• Online Travel Agencies <br />
• Custom Ad Networks <br />
• Conde Nast <br />
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