Category Archives: Instagram Tourism Marketing

10 Takeaways from Our Facebook Pop-Up…

Josh Collins, Williamson Co., (TN) CVB presents his case study on organic reach.

Josh Collins, Williamson Co., (TN) CVB presents his case study on organic reach.



1)Why Facebook really wants us to refresh business page profile data.

The canned Facebook message to all small businesses is, ‘Back to Basics’ a.k.a ‘Claim Your Page’s Real Estate.’ Scratch a little deeper and the message is: Businesses should clean up page settings and profile data to be discoverable on ‘Nearby.’”  While this optional feature launched in April 2014 was directed at Friends Nearby, the capability is there and it will evolve. It’s not really about helping you to hook up with your friend at a concert, is it?

Moving beyond Friends Nearby, how far behind are geo-tagged ads using beacon technology?

Curate your content carefully; think about what you don't post.

Curate your content carefully; think about what you don’t post.


2)“Curate your content like a museum would.” 

Absolutely. What you don’t post is as significant as what you do post, points out Martin Stoll. Social media managers not part-time interns are at the heart of your operation and reputation. They are “thinker, feeler, doer”, who must create and display “easy to read, digestible, snackable” content, he adds. Hmm…it’s not easy to be always delicious, never fattening.

3)Test, test, test.

There are three ways to manage your account: Facebook direct (a live support person requires a minimum spend of 50K per month); self-managed; or via a third-party agency or Preferred Marketing Developer. Regardless of which works for you, “Stop optimizing for a click,” was well-received advice from Brittany Senko, Tourism Richmond. Be aware that soft interest produced by contests designed to increase a fan base in the past can potentially cost you when a paid campaign means you’ll only reach that soft interest. Don’t burn money.


4)  Why you cannot beat the almighty algorithms.

Remember Edge Rank? You needed: Affinity + Weight + Time Decay for the magic to happen. That was 2010. “The machine-learning algorithm has 100,000 variables now,” explained Elena Ferranto. According to Facebook, due to sheer volume of posts, no one user will see more than 1,500 updates every 24 hours. To reach that max, they’d need to be logged onto their newsfeed all day, so realistically it’s more like 300 posts per day being seen by the average user.

5) There are still ways to maximize Organic Reach.

Baby boomers seen in Austin

#Baby boomers getting their messages across, as seen in #TrueAustin. Use Instagram well. People and vibrant colors. Hashtags.

Facebook says:
–  User submitted content is “highly recommended, great.”
–  A ‘share’ trumps a ‘like’ every time.
–  Posts should be “very deliberately timed and regular.”
–  Post no more than 4-7 times per week or you’ll “hurt your own reach.”
–  Use 3 images together, “delivered at a higher rate” especially “vibrant, people” shots.
–  Don’t ask for likes to pages nor posts, as it will “potentially hurt your reach.”
–  And, learn to use Instagram effectively while it’s free, as demonstrated by Elena Ferranto.

6) Build fan bases strategically.

–  Custom Audiences: Facebook will encrypt and match from your mailing list.
–  Lookalike Audiences: Since Sept. 2013, Facebook will find potential new users (no email addresses are used).
–  Retargeting and Conversion Tracking: Built from website, and microsite, visits.

7)Keep building LinkedIn connections and groups.
These are the base for your CRM growth.

 8) Build buckets now.
“In two or three years, our fan bases will be too large to talk to in one go,” predicts Martin Stoll. Therefore, build special interest and demographic buckets now to target for future campaigns and avoid wasting dollars.

Matt Clement, Fort Worth CVB,  tests to acheive best ROI using clever NASCAR-related bucketing

Matt Clement, Fort Worth CVB, tests to achieve best ROI using clever NASCAR-related appeal.

 9) Use zero-based budgeting.
Assign dollars after you perform A/B testing on reach per campaign, per objective, audience. Drill down. Choose demographics and interests wisely. Target and then budget. Then test again. Good advice from Jennifer Barbee.

10)Expect more 2-way comms on your page.

Facebook has 70 engineers in Austin alone, we learned. “We’re working on messaging now, finding new ways that fans can interact with business pages,” says Krupa Patel. “Two way conversations on Facebook are important,” she added. Watch this space.  Go to for an updated agenda






With our thanks to the delegates participating in this pop-up exchange. 




Laurie Jo Miller Farr, contributor





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