When the Internet took off in the mid-’90s it delivered a real curveball via its use as a business tool. Even as we saw it coming, few of us knew what it was or what it would do. Following the footsteps of brave pioneers who ventured forth into the online world, we dribbled and eventually flooded our way to stake our own claim in cyberspace.
Without knowing where we were headed, or even exactly how to get there, we rushed ahead all the same, because, as quickly as possible, we were driven on a quest to achieve a singular business goal: Internet presence.
Since those early days, we have learned much about Internet marketing. Our websites look awesome and have been fine-tuned to focus on distinct business goals and objectives that support our broader business plans. Supplier websites are built to connect with planners, and online distribution channels have been established to attract and direct planners to drive traffic and transactions. We are expert e-mail marketers and know a lot about working with prospect and customer databases, and if we need help, we simply turn to a readily accessible system like Constant Contact (www.constantcontact.com) and we can hop onto that bandwagon in mere minutes.
However, as I referenced in a previous column, disruption happens. This time, it’s all about Social Media, and our cyber land rush appears to be repeating itself with a new generation going after a new technology.
The Social Club
There is no question that Social Media, a potent combination that combines ubiquitous technologies and sociology, is here to stay. Businesses and individuals are gathering resources (and budgets) to explore, embark and make their mark. This time, the goal is not simply “presence,” but to colonize and begin to build a community of friends and followers, fans and supporters.
Like many suppliers, David Andre, vice president of marketing and communications at the Santa Clara [Calif.] CVB, has taken the plunge. Before he got started, he translated the social media buzz into a business goal and took it to his boss.
“I knew he would give this initiative his blessing if I could provide a real purpose, and some way to measure results,” Andre explains. “The goal was to create an opt-in, engaging and interactive community of people interested in our local events, attractions and meeting venues, and to communicate and market to them.”
Furthermore, he was able to demonstrate Facebook’s built-in “Insights” measurement tool, which displays various metrics including interactions, likes, comments, wall posts, gender and so on. With a clear goal, and a way to measure ROI, there was no reason not to give it a shot.
Launched at the end of March, Santa Clara’s Facebook Fan Page has gone from zero to 700 fans in just eight weeks. Andre attributes this apparent success to staying current and keeping relevant.
“If you post information that people are not commenting on, then you may not be posting the right material,” he says.
‘We’ Time
It does take some time and commitment to achieving momentum: He spends about half an hour a day on social media marketing, including the addition of Facebook updates to the Santa Clara fan page, which are automatically forwarded via e-mail to each registered fan. But the reach goes beyond the number of registered fans, as they share his posts with their own networks by forwarding and publishing to their own Facebook pages.
Along with Facebook, Twitter is the other social media system that is attracting most of the buzz. By its very limitation of just 140 characters per post, this micro-blogging application seems to have found a place in the hearts (and on the iPhones and Blackberries) of millions of users. The Santa Clara CVB uses Twitter to “talk” to its current group of 444 followers about local news, events, hotel specials and, of course, becoming a fan of its Facebook page. To date, there have been few promotions to meeting planners, but David Andre sees a time in the near future when a critical mass of members will make sense.
“At 1,000 members in Facebook and Twitter, we will begin to focus on meeting planners.”
In fact, they have already tested the market with announcements about a new ballroom addition to the Santa Clara Convention Center. Andre points out that when you use the # symbol in front of a word in a Twitter “tweet,” his post will come up on a Twitter search on that term.
“It is like SEO [search engine optimization] for social media,” he says. “I like to use techniques like #convention center and Santa Clara #California to increase our visibility.”
And speaking of visibility, how would you know where to find the Santa Clara CVB pages on Facebook and Twitter? That’s easy; links are prominently displayed on their website. Where else?
