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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 …

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.
  • Transcript

    • 1. New England Co-op Meeting August 29, 2012 | Keene, NH
    • 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. do my best1. Actionable2. Realistic3. Useful4. Funny or at least entertaining
    • 4. hi.
    • 5. hi.
    • 6. Kate Gallagher
    • 7. www.paramore.is
    • 8. 8
    • 9. 27
    • 10. text2008 | 2009 | 2010 | 2011 | 2012
    • 11. full-service digital agency www.paramore.is
    • 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. digital agency of record...
    • 14. design + development + media www.paramore.is
    • 15. design + development + media www.paramore.is
    • 16. design + development + media www.paramore.is
    • 17. design + development + media www.paramore.is
    • 18. Digital Media
    • 19. VP of Accounts
    • 20. social media strategy
    • 21. I’m trying to gain credibility through logos.
    • 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. 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. 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. 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. ...know right now
    • 27. ...know right now1. where it fits
    • 28. ...know right now1. where it fits2. it’s accountable
    • 29. ...know right now1. where it fits2. it’s accountable3. requires resources
    • 30. ...know right now1. where it fits2. it’s accountable3. requires resources4. starts with setting the right goals
    • 31. ...know right now1. where it fits2. it’s accountable3. requires resources4. starts with setting the right goals5. the players
    • 32. where it fits
    • 33. where are we? what you need to know now - where it fits
    • 34. where are we? what you need to know now - where it fits
    • 35. where are we? what you need to know now - where it fits
    • 36. where are we? what you need to know now - where it fits
    • 37. digital media is accountable
    • 38. digital media is accountablewhere are we? what you need to know now - it’s accountable with the right resources
    • 39. digital media is accountablewhere are we? what you need to know now - it’s accountable with the right resources
    • 40. digital media is accountable right people +where are we? what you need to know now - it’s accountable with the right resources
    • 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. 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. 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. 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. 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. 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. 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. 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. setting business goals
    • 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. setting business goals the first rule of business is to stay in businesswhere are we? what you need to know now - setting goals
    • 52. setting business goals delivering a service or product at profitwhere are we? what you need to know now - setting goals
    • 53. marketing tactics differentiating through product, service or expertisewhere are we? what you need to know now - setting goals
    • 54. marketing tactics differentiating through product, service or expertise developing relationships and partnershipswhere are we? what you need to know now - setting goals
    • 55. marketing tactics differentiating through product, service or expertise developing relationships and partnershipswhere are we? what you need to know now - setting goals
    • 56. the players
    • 57. where are we? the players
    • 58. need to know1. where it fits2. it’s accountable3. requires resources4. starts with setting the right goals5. the players
    • 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. 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. need to know1. where it fits2. it’s accountable3. requires resources4. starts with setting the right goals5. the players
    • 62. What you need to knowhow to do in social right now
    • 63. Maslow’s Theory of the Hierarchy of Needs
    • 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. ...fulfill the basic social need before moving on to other, more advanced needs.
    • 66. 1 To do: determine your team
    • 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. 2 To do: determine your capacity
    • 69. 3 To do: determine your goal
    • 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. 4 To do: determine your infrastructure
    • 72. head in beds.
    • 73. = 1 conversion
    • 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. 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. 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. 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. 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. 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. 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. 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. $60,000.
    • 83. 2010 Totals $60,000 ValuesVisits 10114 $20,000 $1.98Pageviews 23554 $20,000 $0.85Guide 600 $20,000 $33.33Requests
    • 84. 2010 Totals $60,000 ValuesVisits 10114 $20,000 $1.98Pageviews 23554 $20,000 $0.85Guide 600 $20,000 $33.33Requests
    • 85. 2010 Totals $60,000 ValuesVisits 10114 $20,000 $1.98Pageviews 23554 $20,000 $0.85Guide 600 $20,000 $33.33Requests
    • 86. math is hard.
    • 87. 5 To do: test regularly
    • 88. Pinterest lets you organize and share all the beautiful things you find on the web.test
    • 89. The bottom line: location-based services are a work in progress but incentives move the needletest
    • 90. “revenue bump in the "2% range" in a successful promotion” - Fast Company
    • 91. #1Step-by-step social media tutorials http://sbne.ws/r/bmhc
    • 92. Questions? Kate Gallagher www.paramore.is | kgallagher@paramore.is | @paramoreagencyhttp://thepinkboa.com/Potluck-Guide.pdf slideshare.net/paramoreagency

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