GOOP presentation in conjunction with the Surf Coast Shire, 28 August 2012 as part of the Victorian Government Small Business Festival

1. Social Media for business
Retail and Tourism
28 August 2012
Torquay, Victoria
Karl Morris

2. Intent Based Marketing Models
“A model best exemplified
by the Yellow Pages or
®
classified section of local
newspapers.”
John Battelle- The Search

3. Intent Based Marketing Models

4. Content Based Marketing Models
Brand awareness and
influencing purchase
decision.

5. A brief history
Intent Content
Old
Paid
inclusion
New
Free &
performance
based

6. Online content revolution

7. How Many people are online?
Nielsen Netview March 2012

8. How many people are online?
Name Unique Active Brand Total
Audience Reach Rank by Sessions
(000) (%) Audience
Google 14,056 86.97 1 443,831
Facebook 10,962 67.93 2 317,089
You Tube 8,890 55.01 4 75,914
Twitter 1,941 12.01 37 10,622
Trip Advisor 1,226 7.58 77 3,729
Pinterest 531 3.28 210 1,745
Instagram 377 2.34 290 1,245
Nielsen Netview March 2012

10. Online marketing strategy
Your online marketing strategy should include:
1. Your website (Google friendly and with
Google analytics)
2. Blogs on YOUR website (not on other
blogging tools)
3. e-newsletters (where applicable)
4. Social Media
Goal. Structure. Strategy

11. What is social media?
Social media is the media we use to be
social.
Lon Safko, The Social Media Bible.
Social media is simply a modern
marketing tool; “it is a new set of
communication and collaboration tools
that empower and enable conversations
digitally (the two way web)”*
* Chris Brogan: Social Media 101, 2010

12. Social Media landscape
SOCIAL
NETWORK to
exchange
messages
about your
MICROBLOG business
SHARE
network to
quickly post Product
news and images, Video
updates about blogs,
your business tutorials,
instructional
www
PUBLISH RATE &
REFER
Your content,
SEO, personal, Post feedback,
other material comments,
VIP to your rating –
business specific to
indiustry
DISCUSS
Face to face
online,free

13. Why do I need social media?
Ask a simple question.
- What do you want to achieve with your
marketing strategy?
1. Find an audience (Be clear about WHO makes up
your community and who makes up your
marketplace
2. Establish or build your brand SOCIAL
MEDIA
3. Cost effective tactics 
4. Drive awareness and/or drive traffic (to my shop –
off and online)
5. Drive sales
Goal. Structure. Strategy

14. Tips for using social media
1. Make it easy for people to find you – website links; ask
customers to ‘follow’ your social networks and leave
feedback
2. Use photos/videos – even iPhone!
3. Post current links to your website, newsletters and blogs
4. Offer tips, suggestions, ideas – see videos!
5. Get involved – connect, engage, converse, share, refer;
support other businesses, join groups
6. Ask for ideas, opinions, feedback
7. Deal with your feedback and complaints!
8. Don’t sell, sell, sell

15. Tips for social media
Setting up your Facebook Page
1. Have you created a business ‘PAGE’ on the
back of your personal page?
2. Are you using the profile picture and cover
image PROPERLY to represent your brand?
3. Are you LIKING other businesses and
engaging with them?
4. How often are you posting, commenting?

16. Tips for using Trip Advisor
1. Claim your business
2. Add detailed description and photos (10-20!)
3. Respond to reviews – positive and negative
4. Add the link/widgets to your website
5. Allow customers to stay connected – offer WIFI
6. Are you eco-friendly? Great appeal for travellers
7. Consider offering online deals ie complimentary
breakfast
8. Follow up guests/customers with email – prompting a
positive review

17. Tips for social media
Twitter, Google+, Pinterest, Instagram, Blogs
1. Brand your pages – logos, photos, graphic image
2. Tweet short news, links to your website blogs, boards
on Pinterest, announcements.
3. Create a Pinterest board, link to FB and Twitter. Share
boards. Follow other boards.
4. Download Instagram app – share with customers
5. Search personal blogs with similar interests; follow
and comment
6. Use dashboard tools ie Hootsuite

18. Even if you are not participating in social
media, chances are other people are still
talking about your business – good and bad.
“It’s better to live a social media life
making mistakes than to living a social
media life doing nothing”
Erik Qualman, Socialnomics 2009

19. Deegees
Built a
community
quickly
Use
combination
of product,
in salon,
training and
staff stories
Encourage
clients to
post
comments

20. Kiitos
Very active
posts &
responds
quickly
Great mix of
product,
asks for
opinions,
provides
style tips &
media
Insight into
the retailer
as a person

21. Cocoon Couture
Pinterest -
Good
combination
of product
and boards
of many
other related
topics (but
unrelated to
her product
offering)

22. D.R. Gordon Building
You Tube –
using video
testimonials
on website
and posting
on social
media

23. Seymours on Lydiard
Active Trip
Advisor users
– respond to
posts, ask all
guests at the
motel to
post
comments –
widget on
home page
– No 1 Hotel
Accomm in
Ballarat

24. Sea All Dolphin Swims
Content is
varied ie
videos,
photos, links
to site, visitors,
diving courses
etc.
High
engagement
due to
subject
matter – back
to website –
they are
being found!

25. GOOP - Online marketing strategy and
implementation.
Websites that work.
Social media set up and strategy.
Clients – local, Melbourne, Ballarat, Bendigo,
Horsham, Albury and interstate.
We can help you create, build, manage and evolve
your online marketing strategies.
SIMPLE. CREDIBLE. FLEXIBLE. Call us.

26. Thank you