kentucky museum heritage alliance 2013 conference presentation

Kentucky Museum Heritage Alliance

2013: Professional Development and

Networking ConferenceJune 9-11, 2013

Lexington, Kentucky

Berea College

Entrepreneurship for the Public Good Program

Jonathan Rios

Economics

Junior

Sonsonate, El

Salvador

Ashley Champ

Biology

Junior

Bellington, WV

Jacob Burdette

Sociology

Junior

Beckley, WV

Faye Barry

Business

Sophomore

Huntsville, AL

Wynnjones Mbwambo

Business major

Junior

Tanzania

Appalachian InnovatorsBerea College

Entrepreneurship for the Public Good Program 2013

Introduce EPG

Distribute the handout

Pull three important facts for the audience to

focus upon

Show the Berea Cultural Tourism

Assets

•Distribute the Cultural Tourism Assets

•Introduce the idea that tourism is about

•Experiences

•Excitement

•Education

Introduce the idea that tourism (CVB/Destination Marketers must provide opportunities to “extend the stay”

Along come cell phones

The Winchester KY

Conference and Visitor’s

Bureau (CVB) introduced

two “walk around” cell

phone tours that captured

where the travelers / tourist

were from based upon cell

phone area codes….

Reported to the Judge

Executive for funding.

Cultural Heritage Cell Phone Tour

Berea College

freshmen wrote

7 cell phone

tours: Cultural

heritage, walk

around

campus,

outdoor hikes

to Indian Fort,

Anglin Falls and

the Wilderness

area

Berea College students

demonstrated the “cell

phone prototypes to

Chambers of Commerce,

tourism Commissions in

Central and Eastern KY to

rave reviews and

recommendations to

continue the experiments

and prototypes.

EPG designed “Digital Yellow Pages”

Workshops for community partners to

get them into the digital space.•Digital Yellow Pages = Review sites, search engines and social

media [Ex.: Facebook, Google places, Yelp, Trip Advisor]

Tourism is the 3rd largest industry in Kentucky,

providing $3.3 billion in salaries annually

Only 34% of Kentucky visitors recall

seeing advertisements or promotions prior to their visit.

Summer 2012 EPG studied the

Kentucky Travel and Tourism Statistics

The Daniel Boone Country Visitor

Average Income: $68,560

Average Age: 50.8

Average Travel Group Size: 3

69% short pleasure trip

53% use internet

New York TimesNew York TimesNew York TimesNew York Times

Travel SectionTravel SectionTravel SectionTravel Section

How would you spend 36 hours in the

Berea?

How would you spend 36 hours in

your region?

Traveler Personas

•Distribute or call attention to the summary of the traveler personas…characterization of CLUSTERS of traveler customer segments.

•All travelers have a goal, a purpose, time frame, needs that must be fulfilled, limitations, a budget and use information to construct their trip.

•All travelers use information either prior to and/or on-the-road to take out the ambiguity of the journey and to reduce the likelihood of making a mistake.

Meet the Westons

If they Westons had an exciting,

educational or exhilarating

experience, their Next Steps are….

Uploaded multiple pictures on Facebook

Write reviews on their food, lodging, experiences

Tell friends about their trip and pass along brochures

Plan an annual trip to Hazard for the Cherokee Rally Tag- A-Long

Integrating Social, Local and Mobile

This summer we are……..linking social

media, the value of the small local

independent business and the use of

mobile devices because we know….

Only 3% of small businesses

advertising budgets flow online to

attach the NEW Money into our

communities

SoMoLo is an acronym for

Social+Mobile+Local marketing and it

is an increasingly common term

referring to a new marketing approach

designed for the on-the-go consumer

and traveler with smartphone in-hand

SoLoMo: Social, Local, Mobile

96% Research Products

66% Purchase in 24 Hours

48% Have Mobile-

Optimized Sites

Propagate Culture

Honor Local Business

Intensify Capital and Revenue Through Social Media

SoLoMo: Why Do We Do It?

23M Small Businesses in the USA

•In 2008, there were 339,747 total small businesses in Kentucky

•Small businesses accounted for ½ of private-sector jobs in Kentucky

•Small firms made up 96.7% of the state’s employers in Kentucky

EPG Service Area 2010 County Business

Patterns – Total Establishments

Madison

Breathitt

Lee

Leslie

Letcher

Knott

Owsley

Perry

Wolf

1,559

211

98

113

702

189

44

702

84

Where we are headed

today!

15% of small

businesses know

11% have

claimed

"digital” profile

Surprise

Explosive growth in social media and

mobile communications

Let’s talk about mobile: A Show of

Hands

•How many of you use the phone to navigate here?

•How many of you use the phone to confirm a reservation or to check out the “word-of-mouth?”

•How many of you read the reviews before buying?

Recommendations

•Claim profile

•Encourage “likes” and reviews.

•Encourage “word-of-mouth”

•Use referrals

•Tailor offers / pricing strategies to

customers.

3 Ways to strengthen customer

commitment through SOLOMO

1. Engage customers on smartphones and

tablets.

2. Encourage customer images, photos, videos

to spread the business value story.

3. Include “share icons” across social media

platforms.

City of Berea NumbersN= 558 licensed independent small businesses

156 businesses contacted

48 businesses invited to the SM workshop

Usage of the small businesses on social media:

Facebook – 71%

Yelp – 42%

Pinterest – 10%

Google + - 4%

TripAdvisor – 6%

Jonathan Rios

Economics

Junior

Ashley Champ

Biology

Junior

Belington, WV

Jacob Burdette

Sociology

Junior

Beckley, WV

Faye Barry

Business

Sophomore

Huntsville, AL

Wynn-jones Mbwambo

Business

Junior

Tanzania

Appalachian Innovators

Pins to Pinterest: 107 Total Businesses Contacted: 52

Yelp Pages Claimed: 21

Workshop Attendees: 11

Yelp Reviews: 174

Local photos posted to Yelp: 165

Blog Posts/Followers/ Total Views: 12/ 22/ 155

TripAdvisor Reviews: 23

Google+ Reviews: 4

Facebook Likes : 68

Sonsonate, El Salvador

Let’s Hear From Our Local Business

Owners

Appalachian Innovators:

SoLoMo

Facebook: Ashley

What the experts suggest

42% of marketers suggest that facebook is essential to

small business advertisement?

Who uses Facebook?

1.06 billion active users

You can earn up to $8,000 Extra

Yelp.com gets 78 million visitors per

month

Consumers spend average of

$140-$180

While Facebook and Twitter spend

$20-$30

86% of users trust info from Pinterest

Google +

Google+ is now the second largest social networkabove twitter and youtube

33% of business have an account

• Search Engine

Optimization

• More than 200

million monthly

visitors

• 32 Million

members

• Over 100 million

reviews and

opinions

Follow us on Facebook

Thank you