7. Benefits of Social Media
• It’s FREE!
• Builds deeper relationships
• Increases brand awareness
• Broadens your network
• Helps SEO
• Increases website traffic
• Generates leads and sales
• Can help reach journalists/media
• Empowers fans to be viral ambassadors for
your brand
Source: Social Media for Tourism Pros
9. First, Some Questions
1. Can you describe your business/organization?
2. What are your goals?
a. Generate sales
b. Brand enthusiasm
c. Loyalty
3. What is your relationship with your audience?
a. Awareness
b. Interest
c. Action
d. Advocacy
Source: Jay Baer
(http://convinceandconvert.com)
10. More Questions
4. How does your audience use social media?
5. Who will be your community managers?
6. What social media platforms will you use?
(Hint: Where is your audience?)
7. How will you be human (what is your
“voice”)?
8. How will you know when/if you’re
successful?
Source: Jay Baer
(http://convinceandconvert.com)
11. Do You Need a Social Media Policy?
• Maybe. Just keep these basics in mind:
– Be polite
– Be honest
– Be open
– Be inclusive
– Be forthright
– Be legal
– Be helpful
– Don’t try to control the conversation
– Accept, respond, and be gracious to negative feedback
Source: The Potluck Guide To Social Media Strategy
12. Social Media Don’ts
• Don’t be something you’re
not
• Don’t experiment with the
company logo
• Don’t think you have to be
on every social media
channel
• Don’t tell, show
• Don’t feed Facebook to
Twitter (or vice versa)
• Be authentic
• Try new things with
personal accounts first
• Start slow and be selective
• Use images whenever
possible
• Know your audience and
post accordingly
15. What Is Facebook?
• Social networking service that allows users to
connect to friends and businesses
• Share content, links, photos, and videos
• Comment on others’ activity
• Remember: Personal profiles are for people,
not businesses. Develop a fan page instead.
16. Facebook Stats
• Over 1.2 billion active users
• Average user is connected to 40 pages
• Smartphone mobile users check Facebook an
average of 13.8 times a day
• 751 million users access Facebook from a
mobile device
Source: IDC; expandedramblings.com
17. Facebook Stats
• Average number of connections between local
business pages and users is 2 billion
• Average number of weekly local business page
views is 645 million
• Average number of weekly comments on local
business pages is 13 million
Source: IDC; expandedramblings.com
18. Facebook Benefits to Biz
• Low cost
• Engage with fans of your business page
• Fans receive your updates and can upload
comments, photos, and video
• When fans engage you on your page, their
activity shows up in the News Feeds of their
friends
– This can prompt others to check out your page and
your business!
19. Facebook Benefits to Biz
• Can incorporate content from other social media
platforms
– Ex: blog posts, updates from Twitter, photos from
Instagram, videos from YouTube, location-based apps
(Foursquare), etc.
• Targeted advertising opportunities (cheap too!)
20. Is Facebook
Right for
You?
• 67% of Internet users
are on Facebook
• 72% of women use
Facebook vs 62% of
men
• Ages 18-29 = 86%
• Ages 30-49 = 73%
• Ages 50-64 = 57%
• Ages 65+ = 35%
Source: Pew Research Center;
mediabistro.com
37. Facebook Offers
• Affordable and great
for brand awareness
• Spent $3.70 and
drove over $200 in
business
• 102 offers claimed/5
redeemed
• Redemption rate on
this offer was low
• Ask your community
to share!
Source: Doe’s Eat Place
50. Facebook Page Use
1. Page layout and elements
2. Write a status update
3. Add photos, links, and videos to status updates
4. Uploading photos and creating albums
5. Create events
51. Facebook Page Use
1. Finding fans
2. Posting content
a) Photos
b) Videos
c) Links
d) Asking questions
3. Tagging other pages
4. Sharing posts
5. Pinning posts
6. Highlighting posts
7. Using Facebook as your page
a) Liking other business pages
b) Home feed usage (liking and commenting)
58. Content Really Is King
• Put contact info on
EVERY PAGE
• Use easy navigation
• Keep content current
• Use high-quality
content (including
photos and video)
• Add calls to action
60. Content Is King
Visual Content Is Ruler of the World
• Videos shared 12x more
than links and text posts
combined
• Photos are liked 2x more
than text updates
• Instagram is the 2nd most
popular app (globally)
behind Facebook
• Pinterest generates more
referral traffic than
Google+, LinkedIn, and
YouTube combined
Sources: HubSpot; Marketing Land
Can help reach a different demographic – one that doesn’t respond to traditional advertising (no newspapers – can get news on your phone)
SEO = getting found online
Viral = now people will tell friends in a more public way
You need to be able to describe the value proposition of your event in one sentence. Like a mission statement, but not too mission statement-y. What’s the one thing that makes you unique? With Zappos’s it’s not the shoes, it’s their customer service.
2. a. Generate sales – using social media to create first-time customers and drive repeat business
2. b. Brand enthusiasm – turning customers into fans
2. c. Loyalty – building long-lasting relationships
Some of your audience has never heard about you. Others are raving fans. Who are you trying to reach? This matters because your messages to these diverse groups will be very different.
a. awareness – they may have heard something about you
b. interest – heard about you, visited your website, no purchases
c. action – they’ve made a single purchase
d. advocacy – fans of the brand, told friends, frequent/repeat purchases
Knowing how your audience behaves within social media is critical. This will help you select the social media channels you use, and the types of promotions you run. Are they creators, joiners, critics, or merely spectators?
Who from your organization will be the one “talking” in social media? One person, a team? Figure it out in advance and get buy in from those who will be doing it.
Which social media tools/channels (Facebook, Twitter, YouTube, etc.) are the best ones for your organization AND your audience?
People love social media. Why? Because they can develop relationships with a brand. Those brands that sound like real people, anyway. You have to put a “face” on your brand. What’s your voice? Fun, urban, folksy?
Whatever you choose to measure, make sure it ties back to your goals and objectives. Before you start, establish some baseline metrics so that you have some things to compare. We’ll talk some more about measurement in just a minute.
Sit in a room with your team and some flip charts. Go through each of these questions until you have answers for them. This will become your strategy. Once it’s finessed, share it with your organization, your board, etc.
Social media works best when it is a component of an integrated marketing strategy, inclusive of advertising, public relations, etc. It should be a part of your marketing plans, not an island unto itself.
If Facebook is the primary place to find information about your business, the customer is then competing with everything else going on.
Why am I here again?
1. Hello! Friends I haven’t talked to in a long time.
2. Ooh! A notification! I wonder what that is …
3. And then there’s branding. You can only brand yourself to the extent that Facebook (or any other social media site) will let you.
Integrating your social media channels into your website can …
Give you the potential to be “seen” in a broader community
Keep customers up to date
Share real time information with customers
Help portray your business as “active”.
GO TO WEBSITE – CLICK PHOTO
Make it crystal clear. Tell visitors to your site what you want them to do.