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Managing Your Brand Via Social Media<br />Kent Lewis<br />President<br />Anvil Media, Inc.<br />www.anvilmedia.com<br />
create<br />create<br />create<br />Blogs<br />Media<br />Community<br />Ideas<br />People<br />Businesses<br />Personal<b...
Why Care About Social?<br /><ul><li>Manage reputation in search
Gain industry & consumer insights
Provide affordable customer service
Create & extend brand awareness
Build credibility & thought leadership
Generate measureable ROI</li></li></ul><li>Statistics: Social Media Growth<br />
Social Media Success Factors<br />Relevance<br />Value<br />Commitment<br />Honesty <br />Transparency<br />
Google OneBox<br /><ul><li>Local Business Center
Augments organic & paid
Manage consumer reviews</li></li></ul><li>Social Media Strategy: 2MCE<br />Monitor & Measure<br />Create & Communicate<br ...
Social Media: Opportunities<br />Research & Monitoring<br />Your company or clients<br />Competition<br />Industry news an...
Social Media: Categories<br />Networking<br />Blogs<br />Reviews<br />Media Sharing<br />Bookmarking<br />Expert Communiti...
Business Networking: LinkedIn <br /><ul><li>Company stats and links
Connect key employees
Offers visibility in search results</li></li></ul><li>Consumer Networking: Facebook<br /><ul><li>Create a footprint in Fac...
Create custom content & apps
Measure engagement</li></li></ul><li>Microblogging: Twitter<br /><ul><li>Research & customer service
Inform & engage constituents
Manage & track via HootSuite</li></li></ul><li>Blogging: WordPress<br /><ul><li>Free to low cost
Excellent search visibility
Build industry credibility</li></li></ul><li>Video: YouTube Channel<br /><ul><li>Create and upload videos
Optimize & syndicate
Monitor videos & comments</li></li></ul><li>Review Sites: Yelp, Citysearch<br /><ul><li>Monitor for negative reviews
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Oregon Lodging Association Social Media Marketing

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Kent Lewis of Anvil Media presents on social media marketing fundamentals for the hospitality industry at the Oregon Lodging Association annual conference in Hood River, Oregon.

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Transcript of "Oregon Lodging Association Social Media Marketing"

  1. 1. Managing Your Brand Via Social Media<br />Kent Lewis<br />President<br />Anvil Media, Inc.<br />www.anvilmedia.com<br />
  2. 2. create<br />create<br />create<br />Blogs<br />Media<br />Community<br />Ideas<br />People<br />Businesses<br />Personal<br />Professional<br />Geographic<br />connect<br />connect<br />vote<br />vote<br />connect<br />vote<br />
  3. 3. Why Care About Social?<br /><ul><li>Manage reputation in search
  4. 4. Gain industry & consumer insights
  5. 5. Provide affordable customer service
  6. 6. Create & extend brand awareness
  7. 7. Build credibility & thought leadership
  8. 8. Generate measureable ROI</li></li></ul><li>Statistics: Social Media Growth<br />
  9. 9.
  10. 10. Social Media Success Factors<br />Relevance<br />Value<br />Commitment<br />Honesty <br />Transparency<br />
  11. 11. Google OneBox<br /><ul><li>Local Business Center
  12. 12. Augments organic & paid
  13. 13. Manage consumer reviews</li></li></ul><li>Social Media Strategy: 2MCE<br />Monitor & Measure<br />Create & Communicate<br />Engage & Empower<br />
  14. 14. Social Media: Opportunities<br />Research & Monitoring<br />Your company or clients<br />Competition<br />Industry news and trends<br />Communication & Engagement<br />Understand your audience<br />Identify yourself<br />Offer value<br />Don’t be defensive<br />
  15. 15. Social Media: Categories<br />Networking<br />Blogs<br />Reviews<br />Media Sharing<br />Bookmarking<br />Expert Communities<br />News<br />Wiki<br />Microblogging<br />
  16. 16. Business Networking: LinkedIn <br /><ul><li>Company stats and links
  17. 17. Connect key employees
  18. 18. Offers visibility in search results</li></li></ul><li>Consumer Networking: Facebook<br /><ul><li>Create a footprint in Facebook
  19. 19. Create custom content & apps
  20. 20. Measure engagement</li></li></ul><li>Microblogging: Twitter<br /><ul><li>Research & customer service
  21. 21. Inform & engage constituents
  22. 22. Manage & track via HootSuite</li></li></ul><li>Blogging: WordPress<br /><ul><li>Free to low cost
  23. 23. Excellent search visibility
  24. 24. Build industry credibility</li></li></ul><li>Video: YouTube Channel<br /><ul><li>Create and upload videos
  25. 25. Optimize & syndicate
  26. 26. Monitor videos & comments</li></li></ul><li>Review Sites: Yelp, Citysearch<br /><ul><li>Monitor for negative reviews
  27. 27. Respond to customer feedback
  28. 28. Manage profile content</li></li></ul><li>Social Media: Measurement<br />
  29. 29. Measurement vs. Effectiveness<br />
  30. 30. Example: West Point Credit Union <br />
  31. 31. Example: Hotel Max<br />
  32. 32. Case Study: Provenance Hotels<br />Objective:<br />Increase online bookings via social media<br />Strategy:<br />Create and optimize hotel property profiles<br />Develop community-specific content & promotions<br />Results:<br />Generate regular bookings via Twitter<br />Campaign received a SoMe Award in 2009<br />Properties featured on CBS Early Show<br />
  33. 33. Case Study: Oregon State University<br />Objective:<br />Increase student engagement & enrollment<br />Strategy:<br />Overhaul Facebook Fan Page<br />Engage intern to manage content<br />Results:<br />152% increase in page views<br />225% increase in photo views <br />510% increase in new fans<br />1,984% increase in total interactions<br />
  34. 34. Case Study: Oregon State University<br />
  35. 35. Integrating Social Media<br />Search Engine Optimization<br />Public Relations<br />Advertising<br />Events & Promotions<br />Print and Digital Collateral<br />
  36. 36. Social Media Tools<br />answers.yahoo.com<br />bloglines.com<br />friendfeed.com<br />google.com/alerts<br />hootsuite.com<br />pipes.yahoo.com<br />ping.fm<br />search.twitter.com<br />tubemogul.com<br />tweetdeck.com<br />wordpress.com<br />
  37. 37. Question & Answers <br />Contact:<br />Kent Lewis<br />kent@anvilmedia.com<br />www.anvilmedia.com<br />www.formicmedia.com<br />Twitter: @kentjlewis<br />LinkedIn: kentlewis<br />
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