Phenomenal Traction with the Domestic Market
In our first seven months working with IOT (May-December 2017), we’ve achieved phenomenal Facebook results:
The Road to Success
There’s no secret sauce to that kind of hard-hitting social impact—just a lot of hard work.
We had a fleeting 30-day transition between our appointment as IOT’s agency of record, and taking the microphone. But we put every day of that to very good use.
It all kicked off with a discovery session to understand IOT’s social media needs. These ranged from an existing lack of data-driven decisions and innovation, through to attention to detail, state diversity, and understanding of the mammoth economic impact travel and tourism has both on Illinois, and the USA.
The State has some pretty hefty goals to increase overnight stays and spending in Illinois. We translated these into the social media space and came away with three key areas where we wanted to lift the needle:
- Increasing online traffic to the website and usage of online tools
- Reaching domestic consumers
- Engaging domestic consumers
Next, we audited their existing social channels of Facebook (seven global pages), Instagram, Twitter, Pinterest, YouTube, and Flicker.
We’re firm believers in working smarter, not harder, so dived into the analytics and data to see how existing social media efforts measured up against our goals, and how each channel served IOT.
- Facebook: To engage
- Twitter: To interact
- Instagram: To inspire
- YouTube: To showcase / To be discovered
- Pinterest: To facilitate
It was a data-driven decision to focus 60% of our resources on Facebook, 20% on Instagram, 20% on Twitter, and to park Pinterest while we scrubbed and re-strategized. The emphasis on Facebook came from the account’s following, targeting options, measurability, and capacity to meet the State’s goals.
Stop, Collaborate, and Post
You may have heard of an influencer takeover, but what about a Convention and Visitors Bureau Takeover? Once a month, we give a Bureau an opportunity to shout from the rooftops about their area on Enjoy Illinois’ Facebook page. In seven months we’ve supported eight CVBs and the results speak for themselves:
It’s great to be able to support the CVBs in this kind of capacity. The reach we gain for them in a day may be more than they’d receive in an entire month. Having them write their own posts gives them a tangible hand in creating Enjoy Illinois’ social media presence, which is something they’ve found rewarding.
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