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.