Taking your next step

with Social Media

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 What is Social Media?

“Forms of electronic communication (as

websites for social networking and
microblogging) through which users create
online communities to share information,
ideas, personal messages, and other content
(videos).”

Can you name the most visited Website? How

about the #2 Search engine?
Why businesses need social media?

Attract more customers, more people are

online.

Get feedback, testimonials.

Engagement.

Social media isn’t a “trend.”

A closer look…
A closer look…
Changing consumer

Value is key, hunting for deals.

Brand loyalty has decreased, building

your brand and loyalty make people want
to visit you.

Wants information quickly and planning

made easy.
Where to start…
Learn to <3 social media…
We recommend:
Start with a plan...

• Determine your audience.

• Discuss appropriate content.
• Staffing, who will do it and when?
• Updates and monitoring, how often?
Message Maps

Consists of:
◦ Key message – 21 words – your seven second
sound bit.
◦ Supporting messages that reinforce your key
message.
How to avoid this…

Create a social media policy.

Good customer service.
Limit number of staff that can post.
Influence your audience
Be proactive.

Promote accurate information.

Be a resource.

Develop a reputation using social media.

 Places
Make sure you do Google Places!
Claim your business listing on Google.
It’s free!
Go to www.google.com/places
Click on “get your business found on Google -
for free.”
Follow the steps so your location will show up
on Google maps when people search for you.
You’ll be able to track how many people
searched for your location.
 …What’s the big deal?
YouTube is the #2 search engine after
Google.com. People use it to find information or
entertainment.

Creating
a site is free. Camera: $200. We
recommend: Kodak’s PlayTouch.

Video is more engaging than text or photos.

Allows you to upload and promote videos, create

your own “channel” and embed video on your
website.
 It’s about details
Use keyword in your video descriptions to get
better SEO for your business or brand. An
empty description is a missed opportunity.

Put your website at the end of your video.

Videos should be one of the following:

A. Funny
B. Cute
C. Informative
D. Motivating (call to action)
 Tricks and Tips

Save time! Have customers share why they love

your product or your service.

Show what is unique about your business.

Example: Northeast Charter and Tour
wheelchair video.

Buy a tripod. Best $30 you can spend.

 …is it worth it?
 Twitter is a website that offers a social networking
and microblogging service, enabling its users to send
and read other users' instant messages called tweets.

 Tweets are text-based posts of up to 140 characters

displayed on the user's profile page.

 The more people you follow the more people will

follow you.

 Great for up-to-date information. Ex: Bank rates,

weather conditions, crisis management, etc.
Who uses ?
 Twitter grows at 300k NEW users per month. The 18-34
year old group spends 4.3 times the amount of time on
Social Media that they do on TV, radio and the
newspaper. Twitter targets a large part of this group.

 Similar to Facebook, right now Twitter's largest

demographic is the 35-44 year olds. About 25% of
Twitter users are high income earners and a large part of
the following on Twitter are older business
professionals.
Enhancing your account:
 Your goal is to produce content that others will find
interesting, that's fun and has a value-added component.

 Followthe key influencers in your market or in the same

market, but different geographic regions.
 See what it is they are saying and see what sort of
messages they reply to.
 By doing this you'll also get a general feel for the
etiquette rules that others are following which will
be very important for you to know and understand as
you begin tweeting.
What do you “tweet” about?
 Be an influencer, lots of celebrities are on Twitter.

 Add value with every tweet you send.

 Don’t tweet about your schedule. Ex. Had a cup of

coffee.

 You can offer tips, resources, links to other valuable

sites, news, feedback, you name it.

 Questions, polls, and surveys are great tools for

engaging your audience and can be used as your focus
group for new products or services that you're about to
launch.
More tweeting advice:

Share links and information

Opinions

Humor

Questions

Pictures
Are you ?
LinkedIn.com is a business-oriented social
networking site.
Connect with previous co-workers, get
recommendations, etc..
Great place to build your professional network.
Good place to start for beginners because it
doesn’t need as much maintenance.
Highest level of professional content of all
social media sites.
Post and update your resume.
Facebook
Ifyou pick a social media website – pick
Facebook – and do it well:
◦ Over 600 Million people
◦ Can drive traffic to web for richer content
◦ Quality over quantity
◦ Highest activity is weekdays around 3pm
◦ Utilize the “Share” function on each page
◦ Example: Maine Office of Tourism.
Maine Office of Tourism
Facts about
Average user has 130 friends.
In total, people spend over 700 billion
minutes per month on Facebook.
50% of active users log on to Facebook in
any given day.
More than 30 billion pieces of content
(web links, news stories, blog posts, notes,
photo albums, etc.) shared each month.
Benefits of a Professional page:
 Create a highly targeted list of customers or prospects
and send them one on one or multiple messages for
FREE.
 Each time you get a “like”, your page is advertised in
the Facebook news feed…for free.
 Get information about who is viewing your professional
page.
 Easy to engage your visitors and fans.
 You can enhance your page more than a Personal
Profile.
 Customization.
 Be careful switching between personal and professional!
Personal Profile
Personal Profile or Professional
Page?
 Facebook allows you to create a “Personal Profile” or a
“Business/Organization Page.”

 Personal Profiles represent individuals and must be held

under an individual name.
Example: Greg’s page.

 Professional Pages are for organizations, businesses,

celebrities and bands to broadcast information in an
official, public manner to people who chose to connect
with them.
What kind of Professional Page?
 There are two types of pages, Community Pages and
Business/Organization Pages.

 Anyone can create a Community Page for their favorite

causes or topics.

 Business/Organization pages can only be created by an

official representative of the business, celebrity, band,
organization or product. Not a group page.
Northeast Charter & Tour
Consistent messaging
Sample posts:
 Facebook: Looking to see Maine’s rich heritage or
distinctive antiques treasures this summer? We have
everything you need to plan your trip at
www.visitmaine.com.

 Twitter (140): Weather for the Folk Art Festival in

Bangor, Maine: Sunny, mid 70's. To learn about
festivals in region's across Maine: http://bit.ly/h2jtqc
Sample posts:
YouTube:

This video features Bob McCormick owner of

McCormick’s Collectables talking about his wide
range of antique lamps.

McCormick’s Collectibles is located in the heart

of downtown Hallowell, Maine.

To learn more about antique stores in Maine or

the variety of New England hand-crafted
treasures in Maine, visit maineantiques.org
Promoting your page…
 Claim your user friendly website. Go under “Basic
Information”, then “username.”
 Tell your customers about your Facebook page “Find us
on Facebook,” phone, e-mail signatures, business cards,
landing pages, etc. Promote your page with a Social
Plugin.
 Pick a “Fan of the day” or “Fan of the month.”
 Put Facebook content on your website. The most
popular is a “Like” button.
 Social Plugin examples
 http://www.marshallpr.com/social-media-
plugins.php
Facebook Tips:
 Be professional. AVOID CAPITALIZATION and
typoos becaus it makes you and ur brand lok bad!!!!
 Join common interest user groups, organized by
workplace, school, or college, or other characteristics.
 Use the @ sign to link to names of people or businesses
that you or your brand “like.” Your post will show up on
their wall. Ex. National Distributors and Portland
Pirates.
 The most read posts and engagement comes from post
during non-business hours.
The blurring line between
websites and Facebook:
 It’s not good enough to have a website anymore.

 Facebook is great for live interaction and engagement

with your customers.

 Thenear future and the blurred line between your

website and Facebook.

 Be very careful switching between personal and

professional pages.
Responding to Social Media
Active consumers.
Humans love to give their opinion
Use to your advantage:
◦ Register to use your owner’s page
◦ Trust the audience.
◦ Respond, respond, respond.
◦ Learn from it – instruct your staff.
◦ If you think it’s fraud, notify them.
Responding to Social Media
Facebook posts receive 50 percent of their
“likes” in the first 80 minutes.
80 percent occur in the first 7 hours
95 percent within 22 hours.
New “Send” feature unveiled yesterday. In
addition to clicking “like” many pages can
create a “send” feature, making it easier to
share content. Ex. Deals, promotions, gossip.
What are others saying about you?
Socialmention.com
NutShellMail.com
Twilerts
◦ Don’t need a Twitter account.
◦ Delivered to your Inbox.
◦ Observation only.
TweetDeck
◦ What are people saying about your community?
◦ Opportunity for you to respond.
Facebook Advertising:
What is Facebook Advertising?

 Facebook has 600 million users.

 Facebook allows you to enter all kinds of personal
information, along with selecting “likes and
interests.”
 Facebook allows you to ADVERTISE to their 600
million users using a “Cost Per Click” or “Cost Per
Impression” model
 You can start today.
 What is Cost Per Click (CPC)?
Facebook Advertising…why?
 Biggest benefit: targeting.
 You can target by location (Country, state, or city).
 You can target by demographics.
 Age, sex, relationship, languages.
 You can target by Likes and Interests.
 You can target by Education and Work.
 Finally: you can target friends of friends (of friends).
 Examples of targeting: National Distributors
Determine your goals and
outcomes:
 You have two choices for the result of your ad:

1. Advertising something on Facebook. Like your Fan

Page or an Event.
 An example would be engaging your target
audience to “Like” your page.

2. Advertise a web page.

 An example would be to send people to your
reservations web page.
How to setup your ad:
 Facebookads are simple and they put everyone on the
same playing field
 Small business owner = Huge corporation

 You get a 25 character Title which serves as a headline.

 No “ALL CAPS”. Must be proper grammar.

 You get a 135 characters.

 You get a tiny image which is 110 by 80 pixels.

How to pay for your ads:
 You pay by credit card or PayPal.

 Youselect your maximum bid per click.

 Remember, you are paying per click or “action.” An
action would be someone “Liking” your Page.

 Youset a daily budget. Maybe you only want to spend

$50 per day or less to begin.
Keys to success:
It’s
not only about telling your story, it’s
about listening to what others are saying.
“Grow smaller mouths and bigger ears.”
Engagement, ask questions, get feedback.
Learn what’s working and what’s not.
 Questions?
NOW LATER
Nancy Marshall
Agency Principal

nmarshall@marshallpr.com

Greg Glynn
Account Executive

gglynn@marshallpr.com
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Twitter: NMCMaine

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