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Experts from the attractions industry will share practical tips on how to communicate with employees, the public, and your fans through social media
by Amanda Charney
For Newbies
Social Media 101
• Monday, Nov. 16, 10:30 a.m.-11:45 a.m.
This Zoo and Aquarium Day session is open to all attendees and focuses on social media trends and basic functions and uses of social media vehicles.
A Practical Guide to Social Media
• Monday, Nov. 16, 5 p.m.-6:15 p.m.
 During this session, expert Katie Bruno will focus on practical tips and advice specifically for small parks, attractions, and FECs just getting started in the world of social media.
“I will be taking a much more practical approach, helping facilities to identify which social media outlets will work for their markets and showing them in practical terms exactly how to use each outlet, including how to set up an account and what type of information they should be including,” Bruno says, adding that attendees will receive a handout at the end of the session that will help them assess their specific needs. “My handout will not be a regurgitation of my talk, but an individualized social media worksheet that each facility will use to create their own social media plan.”
Blogging, Facebook, and Twitter, Oh My!
• Wednesday, Nov. 18, 3:30 p.m.- 4:45 p.m.
Social media pioneer in the industry Paula Werne of Holiday World and Jeffrey Siebert of Schlitterbahn Waterparks and Resorts will share tips on how to work blogging, Facebook, Twitter, and other social media tools into their marketing and PR plans.
For Veterans
Here are a few Internet marketing and social media sessions that take basic functionality to the next level. Speakers will share ideas on how to use these vehicles to increase sales, build an e-mail marketing strategy, and send messages to mobile devices.
You’ve Got Mail: Better E-Mail Marketing for the Attractions Business
• Monday, Nov. 16, 9 a.m.-10:15 a.m.
Find out how facilities incorporate e-mail and texting into their overall marketing plans. Discussion topics include using these functions to sell tickets, market promotions, and send discounts.
The Convergence Is Coming! How to Use Web 2.0 and Mobile Technology to Create a Marketing Strategy
• Monday, Nov. 16, 3:30 p.m.-4:45 p.m.
Speakers will discuss how museums and science centers can use these vehicles to spread a facility’s message and make stronger connections with visitors.
The Power of E-Mail Marketing
•Wednesday, Nov. 18, 5 p.m.-6:15 p.m.
Learn how and why an e-mail marketing plan can help drive your business. Speaker Ron Cates of Constant Contact will discuss how to find and keep subscribers, increase deliverability and open rates, and write effective copy, plus much more.
For Human Resources
From MySpace to the Midway … Tech Tools to Communicate with Today’s Workforce
• Tuesday, Nov. 17, 2 p.m.-3:15 p.m.
Speakers Mike Manassee of Mulligan Family Fun Centers, Ken Whiting of Whiting’s Foods, and Leanna Muscato of Knoebels Amusement Resort will hone in on ways to communicate with employees through the Internet, social media outlets, and other web-based tools.
 “To make sure we stay relevant as an employer, we need to show we are using technology and using it in a way that makes [employees] happy,” says Manassee, director of training and development at Mulligan, adding that technology can streamline tasks such as scheduling and conducting employee surveys. “We find use of current tech expands our ability to connect with employees and future applicants, and it makes us an attractive place to work. That in turn leads to greater satisfaction, and in turn leads to greater employee retention.”
However, he cautions against acquiring new programs or processes for their own sake: “If you start doing it for the sake of doing it, and it turns out poorly, that doesn’t help your image at all … know what you want your program to achieve.”
Contact Editor Amanda Charney at acharney@IAAPA.org.
Be Prepared
 A step-by-step look at how you can use IAAPA’s new crisis communication plan At IAAPA Attractions Expo 2009, the association will unveil a crisis communication plan available free for all members (estimated value: $5,000). PR expert Courtney Simmons will be on hand at the Expo to explain how to use it.
“Create a Crisis Communication Plan for Your Company in 3 Easy Steps” will take place Tuesday, Nov. 17, from 3:30 p.m.-4:45 p.m. During this session, Simmons will walk through the IAAPA crisis plan template and demonstrate how to adapt it for your facility’s specific needs.
When a difficult incident occurs, a plan must already be in place to handle the situation from a PR perspective. This session will set you on the right path to creating that plan. |
Mix-n-Match
While many of IAAPA Attractions Expo's education sessions are organized by constituency, attendees are encouraged to visit seminars outside their groups. (Note: some specific sessions require registration and an additional fee.)
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Daylong Download
Wednesday, Nov. 18, 9 a.m.-5 p.m.
To explore Internet marketing, social media, and other technologies from all angles, IAAPA is offering a daylong institute, “Institute for Marketing: Nuts and Bolts of Internet Marketing,” which focuses on building a technology-based marketing strategy. Areas of focus include evaluating customers’ Internet usage patterns, driving traffic through search engine optimization, integrating an e-mail marketing plan, and incorporating social networking into the overall plan, plus much more. |
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