Social Media Marketing

The MarketingSavant Group www.marketingsavant.com 888.989.7771 dana@marketingsavant.com

The MarketingSavant Group

www.marketingsavant.com 888.989.7771

After-Event Slides & Resources
• The slides and resource links are available electronically after the event:

www.marketingsavant.com/nbtda

The MarketingSavant Group

www.marketingsavant.com 888.989.7771

How About That Social Media?
What do YOU think social media is all about? What are you doing with social media & marketing technology today? What do you expect to be able to DO with social media? How should success LOOK, FEEL and SOUND?
The MarketingSavant Group
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Presentation Outline
• Fundamentals
1) Social Media Fundamentals for Bicycle Tour Directors 2) Social Media Engagement 3) Social Media Tactics for Tour Directors 4) Saving Time on Social Media 5) Build Your Social Media Strategy

The MarketingSavant Group

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Social Media for Tour Directors

Pre-Ride

During Ride

Post-Ride

Per-Event Year-Round
The MarketingSavant Group
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Already Embrace It
Still Need Convincing

Just Jumped on Board
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37% of marketers still do not include social media as part of their marketing.
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Don’t Commit Random Acts of Social Media Marketing!

The MarketingSavant Group

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Define the Social Media Plan
1. Outline Your Objectives 2. Risk Profile 3. Define Your Audience(s) 4. Social Media Content 5. Determine Integration Points 6. Policy / Protocols 7. Choose Social Channels (Tools & Tactics) 8. Capacity and Commitment 9. Social Media Systems 10. Measurement

The MarketingSavant Group

www.marketingsavant.com 888.989.7771

What Is Social Media?

More Simply Put:

“Social Media is starting conversations with people and encouraging them to pass it on.”
The MarketingSavant Group
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Hosting Conversations
Personal or “beginner” social media is about creating relationships and engaging in online social media. For your organization, social media is really about hosting relevant conversations that engage your target audiences.
www.marketingsavant.com 888.989.7771

The MarketingSavant Group

More Simply Put: “Facebook or Twitter shouldn’t be the end goal of a social media strategy any more than a telephone should be the end goal of a communications plan.”

The MarketingSavant Group

www.marketingsavant.com 888.989.7771

Top 10 Social Media Barriers
1. 2. 3. 4. 5. Lack of internal resources/time Lack of knowledge/expertise Not convinced about the value/ROI Lack of clear guidelines/policies Lack of awareness of social media within company 6. Lack of budget 7. Social media not appropriate for company/brand 8. Fear negative reaction from customers 9. Lack of global reach/scale 10. Lack of appropriate agency partner

Source: PR Week The MarketingSavant Group
www.marketingsavant.com 888.989.7771

Who’s Out There in Social Media?

Understand Your Audience
Millennials have shifted a lot of their communication with friends to social media. 84% are email subscribers, 46% are Facebook fans, 6% are Twitter followers.

Social networking use among those ages 50 and older nearly doubled over the past year. Half (47%) of internet users ages 50-64 and one in four (26%) users age 65 and older now use social networking sites.

The MarketingSavant Group

www.marketingsavant.com 888.989.7771

If You’re Online…You’re In Social Media

Source: Universal McCann Social Media Tracker Wave 3 The MarketingSavant Group

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where 73% of those polled said they will increase their budgets this year. “Off-site” means taking campaigns to the Facebooks and YouTubes of the world

ExactTarget, Marketing Budgets 2010
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Connecting Content with Consumers

Source: Ogilvy The MarketingSavant Group
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But…It Can Be…“Complicated”

Social Media More Than Just a Set of Tools…
 Blogs  Widgets  Micro Blogs  Online Chat  RSS  Social Networks  Social Bookmarks  Message Boards  Podcasts  Video Sharing Sites  Photo Sharing Sites  Virtual Worlds  Wikis  Local Search (…just to name a few)
The MarketingSavant Group
www.marketingsavant.com 888.989.7771

WHAT IS SOCIAL MEDIA?

• How people use decentralized, peoplebased networks to get the things they need from each other.
• BOTTOM LINE:

• Social media isn’t just a list of destinations. • It’s a new standard of expectations.
The MarketingSavant Group
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The Social Media Channels
BLOGS

EVENTS and CALENDARS
EMAIL (BACN) STATUS UPDATES SMS and TEXT

Social Content
VIDEOS PHOTOS AUDIO (PODCAST)

MICROBLOGS

WIKIS

WHITE-LABEL SOCIAL NETWORKS

BRANDED SOCIAL NETWORKS

Social Interactions

Social Platforms

Social media is created and shared within social platforms: status updates and similar interactions drive participation by increasing visibility of use.
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Question the Answers

But…what should we do next?

Source: Ogilvy The MarketingSavant Group

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Your Website
• Your “home base” • Sets the tone, authority and mission – needs to be “perfect”
The MarketingSavant Group
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Everything should have at least two homes (if not more)
• The first, where it originated, the second the overall home, which is your website/blog • Network tools should connect believers and tell the world where to find your information
The MarketingSavant Group
www.marketingsavant.com 888.989.7771

Get Blogging (Transparency)
• • • • You “almost need a blog” Dynamic vs. static content Audiences ‘connect’ with blogs Metaphor for:
– Transparent communication – Authenticity – Responsibility – Reputation

• “Connectable platform” (Wordpress, Typepad)
The MarketingSavant Group
www.marketingsavant.com 888.989.7771

Create PAGES NOT PROFILES
Facebook Says:
• Facebook profiles are meant to represent a single individual. Organizations of any type are not permitted to maintain an account under the name of their organization. We have created Facebook Pages to allow organizations to have a presence on Facebook. These Pages are distinct presences, separate from user profiles, and optimized for an organization’s needs to communicate, distribute information/content, engage their fans, and capture new audiences virally through their fan’s recommendations to their friends. Facebook Pages are designed to be a media rich, valuable presence for any artist, business or brand. If you create a profile for your business, your account may be disabled for violating our Terms of Use. If you have questions about how to best leverage your Facebook Page, please check out our Insider’s Guide or FAQ.
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The MarketingSavant Group

Page vs. Profile
Key Feature “Ugly” URLs Hosting a discussion Discussion wall, and discussion forum Extra applications added Messaging to all members Visitor statistics Video and photo public exchange “Related” event creation and invitation Promotion with social ads Legitimate Business Use
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Facebook Page No Yes Yes Yes Yes (via updates) Yes (“Page insights”) Yes Yes Yes (never tried it) Yes

Facebook Group/Profile Yes Yes/No Yes/Sort of No/Yes Yes (via PMs)/Yes(Via Friends) No Yes/No No No Yes / NO!
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Integrate Social Media with Print

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Brooklyn Museum/ Integration

• Feature: The Brooklyn Museum

TV and Radio

Magazines Social Media Direct Mail

Integrated Campaigns
Online Advertising

The MarketingSavant Group

www.marketingsavant.com 888.989.7771

THE ROI OF FACEBOOK
Dholakia and Durham surveyed customers of Dessert Gallery (DG), a popular Houston-based café chain. Prior to the study, DG did not have a Facebook presence.

The study, based on surveys of more than 1,700 respondents over a three-month period, found that compared with typical Dessert Gallery customers, the company's Facebook fans:
• • • • • The MarketingSavant Group Made 36 percent more visits to DG's stores each month. Spent 45 percent more of their eating-out dollars at DG. Spent 33 percent more at DG's stores. Had 14 percent higher emotional attachment to the DG brand. Had 41 percent greater psychological loyalty toward DG.
www.marketingsavant.com 888.989.7771

Ad Preparation
• Great offer • Demographic research- if you have nothing, check Quantcast or Google AdPlanner • Compelling ads (images and copy) • Commitment to frequent testing and ad rotation
The MarketingSavant Group

1. Great Offer 2. Demo/Affinity

3. Fresh Ads 4. Testing
www.marketingsavant.com 888.989.7771

Know Your Audience
• QuantCast • Free code that you put on your site • Gives you the “Lookalikes” from your current audience

The MarketingSavant Group

www.marketingsavant.com 888.989.7771

Compelling Images
• • • • • • • • • • Amateur look Shocking Celebrities Animals Freaks Women Smiling people Locally recognizable if Geotargeting Borders in colors that contrast with FB blue Relevancy; you’ll be disapproved just for using the hot woman if not relevant to your ad or offering • Off the wall stuff even you don’t think will work • Picture of their goal/dream
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Awesome Copy
• • • • • • • Questions Testimonials Special characters Ego play Reflect demographics Calls to action Study the copywriting greats
– Robert Bly – Dan Kennedy
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Ad Best Practices I
• Always test multiple ads at same time
– Pause ads that never perform – Pause ads that dip in performance; try them again in a couple weeks
Look how much CTR and CPC can vary

The MarketingSavant Group

www.marketingsavant.com 888.989.7771

Advanced Social Media Engagement

Do the Facebook Combo
Page + Events + Ads + Fans = Success

The MarketingSavant Group

www.marketingsavant.com 888.989.7771

Change Up Your Imagery
• Change it up weekly/monthly/sports/ seasons/events • Based it on a student contest (make them famous + parents share) • Work with a graphically talented student (parent?)
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The MarketingSavant Group

Embed Widgets on Your Site
Facebook Twitter Blog Video Podcast

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Don’t Forget The Email

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Make a Compelling Welcome Page/Video
Video content Call to action Tell you story Encourage everyone to become a fan

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Celebrate Your Fans
Do something special for fan & follower milestones

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Follow the Locals
• Twellow.com • Twitaholic.com • Twitterlocal.net

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Share Things
Like Photos… …and Videos

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Create Podcasts & Vodcasts
• More human & emotional than blogging • Be found on Google • Low investment • Easy distribution • Differentiator • Share more than text

The MarketingSavant Group

www.marketingsavant.com 888.989.7771

Engage, Engage, Engage
• Engage with questions, trivia, history, “are you smarter than a 5th grader test questions” and so on to drive repeat traffic
– Weekly Polls & Surveys and reports on the results…

• Host a local tweet-up & educate parents on social media • Mobilize every department of the district on social media (Theater, sports, guidance dept, student council, etc.) • Live sports tweets from all events • Make use of tabs for events, open enrollment, Rules of Engagement, etc. • Ask your Likers to "Suggest to Friends" on a monthly basis

The MarketingSavant Group

www.marketingsavant.com 888.989.7771

What’s a Tour Director to Do?
(56 things, actually)

Who’s Leading by Example?

Two Tarts Bakery (TTB)
What they did
• Facebook: TTB created a Facebook page and linked their blog entries and twitter conversation to the content updater. • Events and PR: TTB used Upcoming.com, Google Calendar, and PR to spread the word about new cookies, classes and partners they are working with. • Yelp: TTB has used Yelp announcements for new recipes

Lesson - Awareness
• Starting small, TTB has been able to create a cult following and increase sales by over 800% in 10 months. Classes sell out quickly, retail traffic has grown and online chatter has been overwhelming. • Online chatter has led to 2 major magazine articles and 3 local newspaper write-ups. • (Keep in mind, this is a tiny bakery with a limited budget and they made an effective campaign)

The MarketingSavant Group

www.marketingsavant.com 888.989.7771

Two Tarts Bakery Examples

The MarketingSavant Group

www.marketingsavant.com 888.989.7771

The MarketingSavant Group

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The MarketingSavant Group

www.marketingsavant.com 888.989.7771

The MarketingSavant Group

www.marketingsavant.com 888.989.7771

Social Media Listening
• What are people saying about your organization? • Your competitors? • Your tribe? • Your peers? • Services to try: Radian6, TweetBeep, TweetAlert, Google Alerts

The MarketingSavant Group

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Comcast provides support via Twitter

The MarketingSavant Group

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Customer Community
• Small business focused credit card company is changing the business financing discussion through ideas Created ideablob.com to stir the conversation about what it stands for Positioning itself as the most helpful credit card company to small business Involved in other small business related causes to help developing countries Online resources for small business owners just getting started

• •

The MarketingSavant Group

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Local Coffee Shops Run on Facebook

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Driving Conversations
• American Cancer Society • “More Birthdays”

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Social Media Overkill?

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Brooklyn Museum/ Integration

• Feature: The Brooklyn Museum

TV and Radio

Magazines Social Media Direct Mail

Integrated Campaigns
Online Advertising

The MarketingSavant Group

www.marketingsavant.com 888.989.7771

Toolkit Blog Facebook fan page YouTube Videos Twitter stream SmugMug photos*

Martell Home Builders uses social media to connect with home buyers
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Martell Home Builders
3 Lessons: 1) Be Transparent 2) Holistic Strategy 3) Human Relationships

The MarketingSavant Group

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Toolkit Blog Facebook fan page YouTube Videos Twitter stream eBay sales page

Goodwill uses social media to increase sales of its high-end merchandise
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The MarketingSavant Group

Integrated Social Media Strategy Goodwill Repositioning
Blog

YouTube

MySpace

ebay Store

The MarketingSavant Group

www.marketingsavant.com 888.989.7771

A Few Good Stats
• • • • • • • • Over 11,500 unique visitors to the virtual fashion show 9/12 launch Over 42,000 page views 16% of fashion show visitors have been converted into online Goodwill shoppers Fashion Show Visitors from 31 countries and 48 states plus DC 48% of fashion show visitors are from the DC, MD, VA region (the area we serve) Blog is averaging between 600 & 700 visitors a week 5.6% of blog visitors are being converted into online Goodwill shoppers Blog visitors from 77 countries and all 50 states

Brick & mortar stores during the two weeks following the launch of the fashion show: • Customer count + 6.6% • Rack sales (clothing) + 16.5% • Total sales + 8.275%

The MarketingSavant Group

www.marketingsavant.com 888.989.7771

Goodwill of Greater Washington
3 Lessons: 1) Incorporate Into Marketing Strategy 2) Regional Execution 3) Entertainment + Trust = Desire to Shop

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Social & Thought Leadership Toolkit Blog Twitter (rates) RSS feeds Podcasts Business Pulse Survey VOC community center

Nicolet uses a blog and social media to educate and connect with their tribe
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Nicolet National Bank
4 Lessons: 1) Leverage Transparency & Thought Leadership 2) Unfiltered Conversation 3) Content Matters 4) Education = Trust

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Social Media Marketer: Adams Magnetic
• Goal: Separate themselves as thought leaders in the industrial magnets market to drive new direct business • First to hold the “market conversation” • Building the community around industrial magnets through blogging, conference appearances and thought leadership articles • New leads attributed to TLM activities • Bested their competitors in growing website traffic
The MarketingSavant Group
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The Social Media Restaurant
• Caminito Argentinean Steakhouse is a singlelocation restaurant in Northampton, Mass • Using a website, local ads, blogging, video, Twitter, MySpace and other digital tools to drive business
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Caminito’s World…

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Getting Social Media Done

Time Commitment

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Marketing Map

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It Can Also Be Distracting…
• Why you must have a strategy in place • Mobilize your volunteers, donors, advocates and everyone else to help with social media efforts

The MarketingSavant Group

www.marketingsavant.com 888.989.7771

Social Media ROI

Social Measures
• • • • •
• •

• • • • •

Participation Sales Registrations Referrals Links (the currency of the social web) Votes Reduction in costs and processes Decrease in customer issues Lead generation Conversion Reduced sale cycles Inbound activity

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PARTICIPATION
The Global Social Media Check-up, Burson-Marsteller, 2010

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Social Media is About ROI!
• The relationship is apparent and significant: socially engaged companies are in fact more financially successful. So now we know it pays to be social, but it is important to note that by “social,” we’re talking about deep engagement, not merely having a presence. (Altimiter ENGAGEMENTdb study)

The MarketingSavant Group

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Social Media Dashboard

SOCIAL MEDIA IMPACT
Source: Oliver Blanchard “The Basics of Social Media ROI”

The MarketingSavant Group

www.marketingsavant.com 888.989.7771

For Tomorrow…
1. Outline Your Objectives 2. Risk Profile 3. Define Your Audience(s) 4. Social Media Content 5. Determine Integration Points 6. Policy / Protocols 7. Choose Social Channels (Tools & Tactics) 8. Capacity and Commitment 9. Social Media Systems 10. Measurement

The MarketingSavant Group

www.marketingsavant.com 888.989.7771

Claim Your Name!
• Go to namechk.com • Type in your district “handle” or “shortname” • Reserve your name on important sites

The MarketingSavant Group

www.marketingsavant.com 888.989.7771

After-Event Slides & Resources
• The slides and resource links are available electronically after the event:

www.marketingsavant.com/nbtda

The MarketingSavant Group

www.marketingsavant.com 888.989.7771

Social Media Marketing

The MarketingSavant Group www.marketingsavant.com 888.989.7771 dana@marketingsavant.com

The MarketingSavant Group

www.marketingsavant.com 888.989.7771

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