7. • What are your Goals
• Who is your Audience
• What are your Options
• What are the Tactics
• How will you measure Success?
8. Goals
• Specific
• Realistic
• Measurable
Audience
• Visitors to New Orleans looking to get a “behind the
scenes look”
• Locals looking to explore the city in a new way
• What channels do they use?
• How do they communicate?
9. Options
• No one gets your brand like you
Tactics
• Facebook
• Twitter
• Instagram
• Website
10. Success
Growth, Reach, Engagement.
• Facebook Fans – New Likes vs. Unlikes
• Facebook Interactions – Post Likes, Comments and Shares
• Facebook Reach – page views, content impressions
• Twitter Followers – New Followers vs. Unfollows
• Twitter Interactions – Retweets, Replies, Favorites, Mentions,
Lists
• Twitter Reach – impressions/potential new followers
• Instagram Growth – New Followers
• Instagram Engagement – Comments, Likes
• Increase in Organic traffic to Website
• Increase in Referral traffic to Website
• Increase in mentions of Brand across the web
11. The Four C’s of Social Media
Content – Content is king. Always has been, always will be. The digital world
requires more content, but it can be repurposed content.
Consistency – In Social Media, it is better to be consistent than to have rare
moments of greatness. You should be posting to Twitter and Facebook daily.
Customization – Setting yourself apart is key to standing out. You need a
customized look on both Facebook and Twitter so fans and followers know
who you are and what you do.
Community – The most important part of Social Media. It is not enough to
get fans and followers, you must provide value for them.
12. We know the digital era requires more content,
not less. And it requires content edited and
packaged in ways that help user access and allow
for advertising placement.
– Tom Curley, CEO of The Associated Press
Content
13. What to Post
• News About Your Business
• Blog Posts and Press Releases
• New Orleans Events
• Promotions
• Photos
• Information About Your Business
• Quotes
• …Just About Anything!
14. “Be yourself. Above all, let who you are, what you are,
what you believe, shine through every sentence you write,
every piece you finish.”
- John Jakes, author
20. How to Customize Your Social
Channels
• Facebook Tabs – Shortstack App
• Facebook Cover Photo
• Facebook Profile Picture
• Twitter Background
• Twitter Profile
• Twitter Cover Photo
21. com·mu·ni·ty
/kəˈmyunɪti/ noun, plural -ties.
a social, religious, occupational, or other group
sharing common characteristics or interests and
perceived or perceiving itself as distinct in some
respect from the larger society within which it
exists
Community
22. Anyone you
interact
with, even if
only one
time, is a
part of your
community
http://www.coolinfographics.com/blog/2010/10/14/map-
of-online-communities-2.html
30. What is Facebook?
• A social networking site intended to connect
friends, family, and business associates.
• The largest social networking site in the world
• Allows for open dialogue between a Brand
and Consumer
• Allows for Brand PDA – public display of
association
31. Why Facebook is an Important Marketing
Tool
• Largest network available and it’s everywhere
(computer, mobile, tablets)
• Highly customizable – Forms, Vanity URL, Images,
etc.
• Your audience is THERE
32.
33. Using Your Facebook Page as a
Brand
Admin Panel
Engaging on Facebook as a Page
Customizing Your Page
Growing your Community through Targeted Ads
Measuring Success with Insights
49. Facebook Ad Targeting
• Location: Country, State, City or Zip Code
• Age
• Gender
• Precise Interests (ie: New Orleans Saints or
Drinking)
• Categories (ie: Travel or Sports)
• Connections: Already a Fan, Not a Fan, Friend
of a Fan
50. Facebook Ad Targeting
• Custom Audience
• Sexual Orientation
• Languages
• Education Level: College Graduate, In College,
In High School
• Workplaces
52. Facebook Ad Advanced Audiences
• Custom Audience: use your newsletter
database to target people on Facebook
• Saved Target Group: save a target
demographic that you are trying to reach
53. Other Paid Promotion
• Promoted Posts: choose to
promote a status update on
your Facebook Page
• Promoted Page: choose to
promote your page
54. Four Keys to Facebook Success
• Use Facebook to connect with current and
potential clients
• Maintain a consistent flow of communication
• Integrate all of your Facebook efforts into
other marketing efforts
• Create and maintain a professional and
branded image
55.
56. What is Twitter?
• A micro-blogging social networking site that
allows users to share information in 140-
characters or less
• An easy way to reach a broad, national (or
international) audience0
• The fastest, simplest way to stay close to
everything you care about.
57. Why do People Use Twitter?
1. Immediacy and Instant Gratification
2. You can easily listen to what people are
saying about you (and respond!)
3. Broader reach and wider community
58. Even More Reasons People Use Twitter
• Communicate and engage 22% (Relational Motivation)
• ReTweet links (Content) 18% (Informational Motivation)
• Send Out Links To Sites where content is thought as valuable 16%
(Informational Motivation)
• Drive Traffic 13% (Promotional Motivation)
• Create Friendships 10% (Relational Motivation)
• Generate More Followers 8% (Promotional Motivation)
• Develop Leads 5% (Promotional Motivation)
http://www.peisocialmedia.com/why-do-people-use-twitter-view-latest-survey-results-update/
59. Twitter and CRE
• Awareness
• Recognition
• Influence
• Klout
"I'm followed by a lot of
different retailers that I don't
have business with," he says.
"Maybe the next time I call
them, they may take my call."
60.
61. Twitter is a Cocktail Party!
• Don’t JUST talk about yourself
• Find people who interest you
• Try to add value to the conversation
• Follow up with new friends
64. Twitter Names
@______ = your Twitter name
I am @andyknola
We are @fscinteractive
You are @colinbtyler
65. Replies
@ denotes a tweet sent to another Twitter user
@TiffanyStarnes see you in
the park tonight!
@fscnola thanks for sharing
the great Social media tips
this morning!
66. When Would you Reply?
• When someone mentions you, poses a
question you can answer or says something
you want to respond to. Just like in real life.
67. Retweet
Retweets are similar to
forwarding a message in
e-mail. They help grow
communities and makes
people feel good.
RT @andyknola: Help
raise money for
Hurricane Sandy Relief:
http://bit.ly/awsjah0
68. When Would you Retweet?
• When someone posts something you really
like and you want to share it, too. Just like a
funny email or interesting news read.
69. Other “Versions” of Retweet
• RT = Retweet
– RT @FSCInteracative: There are nine types of #Facebook users. Which
one are you? Let us know! ow.ly/nkcv3
• MT = Modified Tweet
– Wow! MT @FSCInteracative: There are nine types of #Facebook users.
Which one are you? ow.ly/nkcv3
• V/ or Via// = Via
– There are nine types of #Facebook users. Which one are you? Let us
know! ow.ly/nkcv3 v/ @FSCInteractive
70. Direct Message
DM is a private message that you can only send
to those who follow you.
D Adeletiblier Here’s
my e-mail address
andy@fscinteractive.com
71. Hashtag
# makes a term into a keyword that is
searchable, also used to imply sarcasm or humor
@tiffanystarnes is speaking in
tongues at #socialsummit
@melodicbabble Did you hear
Justin Bieber is playing in
NOLA? #bieberfever
72. Why Would you Hashtag?
• Trending Keywords (#saints #whodat #nola)
• Event Aggregation (#JazzFest #RDR)
73. Favorite
A Favorite is when someone Favorites your tweet.
These are searchable by Google and
other search engines and
show up in the other person’s stream.
76. Twitter can be used for RESEARCH
• Research competitors, partners or companies
you like
• Research market trends – what are people
saying about travel and tours on Twitter?
• Who are the influencers talking about travel –
how can you reach them?
77. Twitter Lists
Twitter lists, like any list, organizes everything
you need in one central place. The lists can be
public or private and you can add people you
follow or don’t follow.
It’s up to you.
78. How YOU can use Twitter Lists
• Organize your competitors on a private list
• Organize your partners, people you work with
on a public list
• Curate industry resources
79. Some Twitter Etiquette Tips
• Short and Sweet – Twitter is 140 characters
but ideally you want your tweet to be
between 100-120 so people can RETWEET you
• Retweet often. Remember give engagement
to get engagement
• Hashtag whatever is relevant, but don’t go
overboard and don’t spam
• Favorite YOUR favorite tweets (even if they’re
yours!) it helps with Search
81. What You Need
• Twitter.com for desktop (www.twitter.com)
• Twitter Mobile App (in both App Store &
Google Play Store)
• Bit.ly to shrink URLs (www.bit.ly)
82.
83. What is Instagram?
• A photo sharing social network that is largely
mobile-based
• Fastest growing social network to date
• Quick and easy way to share visual images of
what your brand is
• Allows users to put “filters” on their images
• Allows users to tag their photos, similarly to
Twitter, for easy search
84. Why do People Use Twitter?
1. Connect with Friends and Brands they love
2. Search for new things to like
3. Get inspiration for travel, fashion, cooking
and more
86. How to use Instagram: Home Screen
• Home Screen: Shows
you everyone you
follow
87. How to use Instagram: Explore Screen
• Explore Screen: shows
your trending images on
Instagram
88. How to use Instagram: News Screen
• News Screen: Shows
you “News” which
includes people liking or
commenting on your
photos or tagging or
mentioning you in a
photo
• Can also view by
“following”
89. How to use Instagram: Your Profile
• Your Profile: Shows your
images
90. How to use Instagram: Your Profile
• Sort Images by Grid
• Sort Image by List
• Your Photo Map
• Photos of You
94. How to use Instagram: Let’s POST!
Home Feed: Click the Blue
Camera Icon
Take Photo (1), Take Video (2) or
Choose Photo from Gallery (3)
3 1 2
95. How to use Instagram: Let’s POST!
Get Your Photo Cropped Add a Filter (if you want)
96. How to use Instagram: Let’s POST!
Add a Caption, Tags, Location POST!
97. Instagram Etiquette
• Don’t use filters to change the image, use
them to enhance the image
• Use hashtags, but don’t go crazy (some to
include: #igersneworleans #neworleans #nola)
• Like and Comment on other photos but don’t
spam
• Share to Facebook and Twitter only if the
language allows
