Social Media Workshops Highlighted at Conference

Pure Michigan Social Media Workshops Quickly Approaching!

social media workshops announced

Credit: Grand Hotel

Exciting news this week with Vice President of Travel Michigan, Dave Lorenz, announcing the upcoming social media workshops being hosted by TwoSix Digital at the 2016 Pure Michigan Governor’s Conference on Tourism. That conference – attended by more than 800 tourism and hospitality industry members – was held in Lansing and provided some excellent networking opportunities with new connections being made and existing partnerships being strengthened.

On Monday morning Lorenz broke down his state of the tourism industry in Michigan and showed attendees some very cool things on the horizon for the Pure Michigan brand as it hits its ten year anniversary. Lorenz mentioned the importance of more than just those in the MEDC strengthening the Pure Michigan brand before mentioning the social media workshops being led by Dave Serino and his team at TwoSix Digital. Read more

Pure Michigan Social Media Workshops to Be Led by TwoSix Digital

Pure Michigan Social Media Tourism WorkshopTwoSix Digital is proud to partner with Pure Michigan on one of the travel, tourism and hospitality industry’s first comprehensive statewide educational programs.

These workshops will guide members of the tourism industry through a series of social media best practices and tactical applications. The agenda will include discussions on trends, best practices, content marketing and promotional strategies. Those interested in participating can register now at this link. Attendees will also learn more about Pure Michigan’s cooperative online marketing opportunities.

“We are excited to bring this program to all the members of the Michigan tourism industry. Social media marketing is increasingly influencing how travelers discover, plan and share their trips,” said Dave Lorenz, Vice President of Travel Michigan. “It’s important for Pure Michigan to provide these types of learning opportunities to our industry partners to continually enhance our efforts throughout the state. We’re glad to have TwoSix Digital help lead the way with this comprehensive educational program that is a first-of-its-kind in the industry.”  Read more

Case Study: Pure Michigan Million Page Likes

Pure Michigan


The Scope:

Pure Michigan assigned TwoSix Digital the task to increase its Facebook page Likes to over one million. This made Pure Michigan the third statewide tourism page behind Hawaii and New York to cross this mark. Additionally, TwoSix Digital was asked to change the location origin of the Facebook users from predominately in-state to out-of-state.

The Strategy:

Beginning in February and ending in May, 2015 TwoSix Digital developed and ran 269 unique ad sets using 13 custom audiences and 24 lookalike audiences.

The ads were targeted to consumers based upon suggestions from the Facebook Audience Insights tool and included interests, locations, brands and specialties that Michigan is known for.

Additionally, TwoSix Digital used Pure Michigan’s Google Analytics to determine targeted states and DMAs along with website pixels to help leverage traffic to to reach a deeper and more relevant audience.  Pure Michigan Lighthouse Ad

The Results:

With TwoSix Digital’s strategy, Pure Michigan successfully reached its goal with more than 290,000 Page Likes. The campaign also obtained move than 15 million ad impressions.

A major KPI included shifting the percentage of page likes from in state to out of state. When the campaign began, only 40% of the state’s Facebook Audience was from out of state. When the campaign was completed, the audience was comprised of 52% out of state residents.

The campaign goals and KPI’s were all achieved ahead of schedule and under budget despite Facebook’s purge on March 14th of inactive or memorialized accounts.

Pure Michigan Page Likes Growth

Pure Michigan Governor’s Conference on Tourism

Dave Serino PresentingThe 2015 Pure Michigan Governor’s Conference on Tourism was held in Grand Rapids earlier this week. The event was attended by travel and tourism marketers, CVB’s, hoteliers, exhibitors and everyone else in between. The conference provided the perfect backdrop for these people to come together to discuss and learn from different practices around the industry. The keynote was delivered by the first winner of NBC’s The Apprentice, Bill Rancic, who had some inspiration words for everyone in the room. Attendees were also treated to a great presentation on visual storytelling by Sheila Scarborough with Tourism Currents.

Michigan Lieutenant Governor Brian Calley was on hand to announce a venture between Pure Michigan and Google to provide 360-degree imagery of more than 40 locations across Michigan using a mounted camera called the Google Trekker. Check out the short video overview below to get a better idea of the technology and how it’s used.

Additionally, some exciting news and information on the state of Michigan tourism was presented by David West, Vice President of Travel Michigan. While we could provide an exhaustive list of some of the fascinating points made, some of the key takeaways mentioned:

  • #PureMichigan is the number one travel hashtag used in the entire world
  •  Pure Michigan ad campaign generated $6.87 for every $1 invested in 2014
  • A record 113.4 million visitors came to Michigan in 2014, spending a record $22.3 billion

Dave Serino TweetsTwoSix Digital was also represented by founder and strategist, Dave Serino. Dave gave a presentation called “How to Create Content that Converts & How to Build an Audience That Engages.” The presentation touched on a number of ideas and worked to inform people of some of the free tools at their disposal to help reach the right audience and get them to advocate for your brand.

In all, the event was a huge success in the eyes of attendees, which was made evident by the social media stats from the three day event which included more than 680 tweets and more than 6 million impressions. You can check out those stats and see what people were saying in the Pure Michigan Tourism Conference Twitter Report. We’ve also created a Twitter list with everyone from the conference who used the conference hashtag, #PMGCT2015. We will see everyone next year in Lansing!