Social Media for Wedding Vendors

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A presentation I gave for a class to a group of wedding vendors.

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  • You won’t learn everything. But you will understand, and from there you can explore more!
  • Whiteboard answers
  • Here’s is what I think it is in general
    Tool: not a means to an end—like an ad, needs CONTENT
    Idea of Content marketing
  • Tools are free, but you need to know how to use them
    Connections are free but you need to make them
    Talking is free, but you need to know what to say
    Good strategy costs money (you paid for the class, right?)
  • What area do they want to grow in? What event do they want to promote
    Have them keep goals in mind while learning about tools
    Have them write them down
  • What else? What are you currently on?
  • Then have them pick which one they would want to do and why?
  • Who are you currently targeting? Let’s each come up with three other groups we could be targeting
  • Explain why this is important
  • Demonstrate
  • Have them find some good and bad examples of hash tags
  • #Wine Weds, #TravelTues, #MusicMon,
  • Show my page
  • Hear ideas of how you can incite people to put things into your wall/comment, etc.
  • Check in at colmubia, explain adding more info—Talk about Facebook places, SVNGR
  • Have people pull up a fresh word document and type this out
  • Have someone come up for example
  • Have them write this on their word document
  • Have them do an excel sheet
  • Have them go to social mention, take down stats. Also--
  • Have them social mention and twitter search themselves. Note pay services as well Reputation management is all about owning your brand, What are people saying about you? Where do they go when they look for you online and what do they find there?
  • Have them claim their yelp page, leave citysearch for now
  • Have everyone google their business: What do they find? What do you see in the google front page—just in the summaries. What about their industry and neighborhood? Seattle and industry?
    Have them register
    Show crow’s wing example and on phone—importance of mobile!
  • Social Media for Wedding Vendors

    1. 1. Social Media Marketing Taught by Naomi Bishop www.socializemeseattle.com
    2. 2. What is Social Media?
    3. 3. What is Social Media? • A tool, not a miracle • A manner of communication: A hearing aid, not a megaphone • Content marketing
    4. 4. Is Social Media Marketing Free? Yes: • Tools are free • Connections are free • Talking is free No: • Your time is money • Contest prizes/discounts • Designs/Strategy
    5. 5. Introduction • Why use social media? • How is it the same or different from traditional media?
    6. 6. Why Use Social Media to Market? • Direct connection to customers • Find new clients • Create a space for people to be in your business when not physically there – Or at a time when they aren’t looking for you
    7. 7. How is it Different from Traditional Media? • There is no right way to do it • Fast moving
    8. 8. How is it Similar to Traditional Media? • Awesome content wins • Garbage product still means garbage reputation
    9. 9. Planning a Social Media Strategy • Making Goals • Choosing Platforms • Locating Target Audiences • Choosing Tools • Choosing Voice • Creating a plan
    10. 10. Make Goals • Long Term Goals • Short Term Goals
    11. 11. Choosing Platforms • Facebook • Twitter • LinkedIn • Blog • YouTube • Yelp • Citysearch • Foursquare
    12. 12. Choosing Platforms Twitter Facebook YouTube Blog Foursquare Short bits of content required Content required, needs to be varied Need video capabilities Involves a lot of writing Prize donations/Spec ials Daily time commitment (20 minutes or so) Small, regular time commitments Large amounts of time, not regularly Weekly time commitment Minimal time commitment
    13. 13. Locating your Target Audiences • Poor users think their intended audience is not on there – CPA (Seattle Tax Man) says: my audience isn’t on Twitter: http://twitter.com/seattletaxman – IBS Company: nobody wants to talk about the shits www.twitter.com/glutenfreedr • Good users create an audience – Example: Allium Restaurant—on Orcas, has positioned itself as a draw for Seattleites: http://twitter.com/alliumonorcas
    14. 14. Locating your Target Audiences • Where are your current clients? • Where are people talking about your industry?— and you! • Why are these people on social media?
    15. 15. Choosing Tools • Applications • Desktop • Mobile • URL Shortners/Picture Tools • Other tools • Follow finders: wefollow, twibes • Unfollow Finders: twitterless, qwitter • More: oneforty.com, web2review.com
    16. 16. Choosing Tools: Picking an App • Why use an app? • Easy interface • Help save you time • Notifications • Mentions • Searches • Certain lists • Tweet delays • What App to use? • Desktop • Tweetdeck (Adobe Air) • Hootsuite (Web based) • Iphone • Tweetdeck, Twitter, Echofon • Android • Twidroid, Twitter, Tweetdeck
    17. 17. Choosing Tools: URL Shortner • Why use a URL Shortner? – Save space – Monitor stats • Why use bit.ly? – Retweeted more than others – Bit.ly/+
    18. 18. Choosing Tools: What not to do • Do not use any tool that will connect your Facebook to your Twitter. In either direction – Kills Kittens • Misses the point of SM Marketing • Tells audience you are not listening • Very difficult to hide (though possible) – Hashtags – Links – @replies
    19. 19. Choosing the Voice • Brand yourself as an expert – Will you give direction or offer suggestions? • Answer questions – Link to outside sources or on your own reputation • Outlook – Snarky or positive? Entertaining or earnest? • One person or multiple?
    20. 20. Platform Specific Tools and Techniques • Twitter • Facebook • Foursquare/SCVNGR
    21. 21. What to use Twitter for • Community • Knowledge sharing • For business – Word of mouth marketing – Industry watching – Customer Service • Why does your audience use Twitter? – Support businesses— and be rewarded for it www.twitter.com/pacific _place – Keep up on news www.twitter.com/cnn – Entertainment/Friendshi p: www.Twitter.com/conan obrien
    22. 22. A few of my favorite Twitter Analogies • Cocktail Party – Don’t just talk about yourself – Have multiple subjects – Be concise, but get your message out – Don’t randomly add unnecessary things (see hashtags) – Don’t be afraid to jump into the conversation • River – Be quick, eye-catching – Try to get tugged back up stream – Call to the shore
    23. 23. A Few Twitter Basics • Short, concise username • Fill out your bio/pic about yourself and what you tweet about, location • Get a background going: utilize the space • Reach out • Be yourself • Don’t be afraid: There is no wrong answer! • Fail and fail fast with few followers • Use your manners
    24. 24. Using Twitter • Impersonal, shotgun approach=impersonal followers – www.twitter.com/Rainshadowmeats • Thought, effort, advice, engagement=engaged, loyal followers – www.twitter.com/sassyfitseattle • Put out value (in knowledge, goods, time etc.)=Receive etc. – www.twitter.com/herbguy
    25. 25. Twitter Tips • Think about when your audience will be on Twitter – Most retweeted is at noon • Use your manners – Please (retweet) – Thanks (for talking me up, following, whatever) • Participate – In chats in your industry (or out of it) – #FollowFriday, etc.
    26. 26. How to best use Facebook • Front Page • User Generated Content • Posting Content
    27. 27. Facebook • Create an online version of your business – They can’t come to you everyday, but they can come here • Posting is like putting up a sign – Don’t have too many (too often) – Make sure it gels with your message/image • You would invite your friends into your business, so why haven’t you invited them to your page?
    28. 28. Facebook • Create a front page that makes you stand out – They’ll get to the wall later – Present your content – Show off on your terms • If you don’t know FBML hire someone— simple design should be less than $200
    29. 29. Facebook • If you post content to your wall your fans will see it (~50-200+) – For each fan who then likes or comments on the post, all their friends see it (~200+ each) – Post interesting things by you, about you, related to your industry and occasionally (not too often!) totally random • Even better, get tagged in their post or photo (User Generated Content) and it goes on your wall
    30. 30. How to use Fourquare (or similar) • Figure out whether you want to reward loyalty (mayor) or multiple check-ins (10th check in recieves) or numbers (check in to receive) • Register • Check in—but always add extra info (value!) – Encourage users to as well • Add tips (and have others do so as well) • Leave tips at various places – Photogs leave at venues – Caterers at preferred place
    31. 31. Creating a plan • Create new goals – What will you do to achieve them – How will you measure them – Short and long term
    32. 32. Creating a plan • Design Path – Where is ultimate goal? • On your website – Making purchase – Browsing • Physically in your store
    33. 33. Creating a Plan • Choose Platforms – Format purpose for each outlet • i.e. Facebook as online version of physical space – Geared toward current clients – How often will you post on each platform • What type of post? • When will you design, write, and/or post?
    34. 34. Creating a Plan • Create Schedule – Specify what day/where content will go – Specify what type of content – Specify who will post it
    35. 35. Schedule Example: Single Platform, goal event
    36. 36. Planning for things you can’t plan for • How to respond to negative blog comments or Facebook posts – Keep or delete? – Respond or ignore? • What to do with positive posts – Retweet – Thank
    37. 37. Measuring Your Social Media • Fans/Likes – Go for increases, not hard numbers • User Generated Content – Separate comments from user initiated • Retweets • @Replies • Positive/Negative • Link clicks (bit.ly)
    38. 38. Other Business Uses of Social Media • Reptutation Management • Customer Service • Feedback • Contests/Promotions • Industry Networking and B to B trades
    39. 39. Reputation Management • People are talking about you on the web, you need to be listening! – Social Mention – Twitter Search – Google Alert
    40. 40. Reputation Management • People are reviewing you – Yelp – Google Places • Free tools exist – Don’t leave info entry to public – Start the page with YOUR message – Respond to criticism • Determine if it is factual (are you dealing with a sane person) • Apologize either way • See if you can somehow fix it/get them back in for a better experience
    41. 41. Contests Facebook • Involve posting content – Photos – Videos – Blogposts • Post rules directly in FB – On wall – In note • They’ll have to ‘like’ to enter Twitter • Require use of a unique hashtag to track • Make it easy to retweet (short) • Ask for comment-use to gain insight • Have a static page with rules – FB, blog or website • Push multiple times
    42. 42. Next Steps • Get going: Follow your plan • Experiment • Monitor what works, what doesn’t – Think about why – Edit plan • Twit-Twitter Class • Hire Socialize Me – www.socializemeseattle.com

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