PPT version - Best Western New England Co-Op Meeting 2012

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Best Western's Field Marketing department serves the organization's 40 co-ops throughout the U.S. and Canada. The co-ops also allow for additional education, training and network opportunities. Kate will be speaking about social media with an emphasis on what you need to know ABOUT right now, and what you need to know how to DO right now.

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  • And feel fortunate to have made some of these lists.
  • And feel fortunate to have made some of these online marketing specific lists.
  • PPT version - Best Western New England Co-Op Meeting 2012

    1. 1. New England Co-op Meeting August 29, 2012 | Keene, NH
    2. 2. the next hour of your life...1. Tell you briefly who I am and why I’m here2. Build my street cred’3. What you need to know about right now in social4. What you need to know how to do now in social5. Hit list and resources
    3. 3. do my best1. Actionable2. Realistic3. Useful4. Funny or at least entertaining
    4. 4. hi.
    5. 5. hi.
    6. 6. Kate Gallagher
    7. 7. www.paramore.is
    8. 8. 8
    9. 9. 27
    10. 10. text2008 | 2009 | 2010 | 2011 | 2012
    11. 11. full-service digital agency www.paramore.is
    12. 12. Online Strategy | Planning Website Design | Development Online Media Planning Email Marketing Design and DevelopmentDisplay (Banner) Advertising Design and Development Search Engine Marketing (SEO & PPC) Application Design and Development Mobile Marketing Social Marketing www.paramore.is
    13. 13. digital agency of record...
    14. 14. design + development + media www.paramore.is
    15. 15. design + development + media www.paramore.is
    16. 16. design + development + media www.paramore.is
    17. 17. design + development + media www.paramore.is
    18. 18. Digital Media
    19. 19. VP of Accounts
    20. 20. social media strategy
    21. 21. I’m trying to gain credibility through logos.
    22. 22. The next 45 min. of your life... 1. Tell you briefly who I am and why I’m here 2. Build my street cred’ 3. What you need to know about right now in social 4. What you need to know how to do now in social
    23. 23. The next 45 min. of your life... 1. Tell you briefly who I am and why I’m here 2. Build my street cred’ 3. What you need to know about right now in social 4. What you need to know how to do now in social
    24. 24. The next 45 min. of your life... 1. Tell you briefly who I am and why I’m here 2. Build my street cred’ 3. What you need to know about right now in social 4. What you need to know how to do now in social
    25. 25. The next 45 min. of your life... 1. Tell you briefly who I am and why I’m here 2. Build my street cred’ 3. What you need to know about right now in social 4. What you need to know how to do now in social
    26. 26. ...know right now
    27. 27. ...know right now1. where it fits
    28. 28. ...know right now1. where it fits2. it’s accountable
    29. 29. ...know right now1. where it fits2. it’s accountable3. requires resources
    30. 30. ...know right now1. where it fits2. it’s accountable3. requires resources4. starts with setting the right goals
    31. 31. ...know right now1. where it fits2. it’s accountable3. requires resources4. starts with setting the right goals5. the players
    32. 32. where it fits
    33. 33. where are we? what you need to know now - where it fits
    34. 34. where are we? what you need to know now - where it fits
    35. 35. where are we? what you need to know now - where it fits
    36. 36. where are we? what you need to know now - where it fits
    37. 37. digital media is accountable
    38. 38. digital media is accountablewhere are we? what you need to know now - it’s accountable with the right resources
    39. 39. digital media is accountablewhere are we? what you need to know now - it’s accountable with the right resources
    40. 40. digital media is accountable right people +where are we? what you need to know now - it’s accountable with the right resources
    41. 41. digital media is accountable right people + enough time =where are we? what you need to know now - it’s accountable with the right resources
    42. 42. digital media is accountable right people + enough time = the right resourceswhere are we? what you need to know now - it’s accountable with the right resources
    43. 43. digital media is accountable right people + enough time = the right resourceswhere are we? what you need to know now - it’s accountable with the right resources
    44. 44. digital media is accountable right people + enough time = the right resources = investmentwhere are we? what you need to know now - it’s accountable with the right resources
    45. 45. digital media is accountable Invested Resources 1. detailed planningwhere are we? what you need to know now - it’s accountable with the right resources
    46. 46. digital media is accountable Invested Resources 1. detailed planning 2. testing (creative, networks, messages... everything)where are we? what you need to know now - it’s accountable with the right resources
    47. 47. digital media is accountable Invested Resources 1. detailed planning 2. testing (creative, networks, messages... everything) 3. measurementwhere are we? what you need to know now - it’s accountable with the right resources
    48. 48. digital media is accountable Invested Resources 1. detailed planning 2. testing (creative, networks, messages... everything) 3. measurement 4. optimizationwhere are we? what you need to know now - it’s accountable with the right resources
    49. 49. setting business goals
    50. 50. setting business goals increasing your number of followers, friends, or visits on your website is not a good business goal.where are we? what you need to know now - setting goals
    51. 51. setting business goals the first rule of business is to stay in businesswhere are we? what you need to know now - setting goals
    52. 52. setting business goals delivering a service or product at profitwhere are we? what you need to know now - setting goals
    53. 53. marketing tactics differentiating through product, service or expertisewhere are we? what you need to know now - setting goals
    54. 54. marketing tactics differentiating through product, service or expertise developing relationships and partnershipswhere are we? what you need to know now - setting goals
    55. 55. marketing tactics differentiating through product, service or expertise developing relationships and partnershipswhere are we? what you need to know now - setting goals
    56. 56. the players
    57. 57. where are we? the players
    58. 58. need to know1. where it fits2. it’s accountable3. requires resources4. starts with setting the right goals5. the players
    59. 59. The next 45 min. of your life... 1. Tell you briefly who I am and why I’m here 2. Build my street cred’ 3. What you need to know about right now in social 4. What you need to know how to do now in social
    60. 60. The next 45 min. of your life... 1. Tell you briefly who I am and why I’m here 2. Build my street cred’ 3. What you need to know about right now in social 4. What you need to know how to do now in social
    61. 61. need to know1. where it fits2. it’s accountable3. requires resources4. starts with setting the right goals5. the players
    62. 62. What you need to knowhow to do in social right now
    63. 63. Maslow’s Theory of the Hierarchy of Needs
    64. 64. "A Theory of Human Motivation"This hierarchy suggests that people are motivated to fulfill basic needs before moving on to other, more advanced needs.
    65. 65. ...fulfill the basic social need before moving on to other, more advanced needs.
    66. 66. 1 To do: determine your team
    67. 67. •Reads blogs about social media and mobile technology•Is an early adopter•Has a passion for the cause and for social media•Is friendly, patient and responsive•Is creative and detail-oriented•Thinks like a journalist•Is willing to mesh his personal life with his professional life online•Has experience in online communications•Is not overly confident about her social media skills
    68. 68. 2 To do: determine your capacity
    69. 69. 3 To do: determine your goal
    70. 70. Key Performance Indicators• Increased number of brand mentions for a specific product and/or phrase • Change in sentiment• Increased sales and or buzz during off-season • Time spent with distributed content time • Increase in website traffic• Increased share of voice in the market place • Increase in website referral traffic from social• Number of Facebook fans sites to your website• Number of Twitter followers • Surveys taken, polls taken• Increase in check-ins • Contest entries• Influence of followers and fans • Increase in customer satisfaction• Number of YouTube video views • Research and development time saved• Comments on posts (blog, Facebook updates) • Cost savings from traditional advertising• Retweets • Change in conversion rate• Change in search engine rankings • Increased attendance
    71. 71. 4 To do: determine your infrastructure
    72. 72. head in beds.
    73. 73. = 1 conversion
    74. 74. Month Visits Pages/Visi Total New Vacation Electronic t Pageviews Visits Guide Guide Request Request12/08 24 3.33 79.92 50% 0 012/09 452 2.66 1202.32 67% 0 012/10 463 2.4 1111.2 72% 36 74/11 979 2.29 2241.91 73% 13 2
    75. 75. 2010 Facebook Twitter Flickr YouTube MySpace Blog TotalsVisits 9258 487 24 17 95 233 10114% New 72% 58% 79% 76% 87% 63% 72.5%Pageviews 19257 2683 87 49 590 888 23554Guide 575 13 0 1 6 5 600RequestsConversion 6.21% 2.7% na 5.9% 6.3% 2.1% 6%Rate
    76. 76. 2010 Facebook Twitter Flickr YouTube MySpace Blog TotalsVisits 9258 487 24 17 95 233 10114% New 72% 58% 79% 76% 87% 63% 72.5%Pageviews 19257 2683 87 49 590 888 23554Guide 575 13 0 1 6 5 600RequestsConversion 6.21% 2.7% na 5.9% 6.3% 2.1% 6%Rate
    77. 77. 2010 Facebook Twitter Flickr YouTube MySpace Blog TotalsVisits 9258 487 24 17 95 233 10114% New 72% 58% 79% 76% 87% 63% 72.5%Pageviews 19257 2683 87 49 590 888 23554Guide 575 13 0 1 6 5 600RequestsConversion 6.21% 2.7% na 5.9% 6.3% 2.1% 6%Rate
    78. 78. 2010 Facebook Twitter Flickr YouTube MySpace Blog TotalsVisits 9258 487 24 17 95 233 10114% New 72% 58% 79% 76% 87% 63% 72.5%Pageviews 19257 2683 87 49 590 888 23554Guide 575 13 0 1 6 5 600RequestsConversion 6.21% 2.7% na 5.9% 6.3% 2.1% 6%Rate
    79. 79. 2010 Facebook Twitter Flickr YouTube MySpace Blog TotalsVisits 9258 487 24 17 95 233 10114% New 72% 58% 79% 76% 87% 63% 72.5%Pageviews 19257 2683 87 49 590 888 23554Guide 575 13 0 1 6 5 600RequestsConversion 6.21% 2.7% na 5.9% 6.3% 2.1% 6%Rate
    80. 80. 2010 Facebook Twitter Flickr YouTube MySpace Blog TotalsVisits 9258 487 24 17 95 233 10114% New 72% 58% 79% 76% 87% 63% 72.5%Pageviews 19257 2683 87 49 590 888 23554Guide 575 13 0 1 6 5 600RequestsConversion 6.21% 2.7% na 5.9% 6.3% 2.1% 6%Rate
    81. 81. 2010 Facebook Twitter Flickr YouTube MySpace Blog TotalsVisits 9258 487 24 17 95 233 10114% New 72% 58% 79% 76% 87% 63% 72.5%Pageviews 19257 2683 87 49 590 888 23554Guide 575 13 0 1 6 5 600RequestsConversion 6.21% 2.7% na 5.9% 6.3% 2.1% 6%Rate
    82. 82. $60,000.
    83. 83. 2010 Totals $60,000 ValuesVisits 10114 $20,000 $1.98Pageviews 23554 $20,000 $0.85Guide 600 $20,000 $33.33Requests
    84. 84. 2010 Totals $60,000 ValuesVisits 10114 $20,000 $1.98Pageviews 23554 $20,000 $0.85Guide 600 $20,000 $33.33Requests
    85. 85. 2010 Totals $60,000 ValuesVisits 10114 $20,000 $1.98Pageviews 23554 $20,000 $0.85Guide 600 $20,000 $33.33Requests
    86. 86. math is hard.
    87. 87. 5 To do: test regularly
    88. 88. Pinterest lets you organize and share all the beautiful things you find on the web.test
    89. 89. The bottom line: location-based services are a work in progress but incentives move the needletest
    90. 90. “revenue bump in the "2% range" in a successful promotion” - Fast Company
    91. 91. #1Step-by-step social media tutorials http://sbne.ws/r/bmhc
    92. 92. Questions? Kate Gallagher www.paramore.is | kgallagher@paramore.is | @paramoreagencyhttp://thepinkboa.com/Potluck-Guide.pdf slideshare.net/paramoreagency

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