Oregon Lodging Association Social Media Marketing

Managing Your Brand Via Social Media
Kent Lewis
President
Anvil Media, Inc.
www.anvilmedia.com

create
create
create
Blogs
Media
Community
Ideas
People
Businesses
Personal
Professional
Geographic
connect
connect
vote
vote
connect
vote

Why Care About Social?
Manage reputation in search
Gain industry & consumer insights
Provide affordable customer service
Create & extend brand awareness
Build credibility & thought leadership
Generate measureable ROI

Statistics: Social Media Growth

Social Media Success Factors
Relevance
Value
Commitment
Honesty
Transparency

Google OneBox
Local Business Center
Augments organic & paid
Manage consumer reviews

Social Media Strategy: 2MCE
Monitor & Measure
Create & Communicate
Engage & Empower

Social Media: Opportunities
Research & Monitoring
Your company or clients
Competition
Industry news and trends
Communication & Engagement
Understand your audience
Identify yourself
Offer value
Don’t be defensive

Social Media: Categories
Networking
Blogs
Reviews
Media Sharing
Bookmarking
Expert Communities
News
Wiki
Microblogging

Business Networking: LinkedIn
Company stats and links
Connect key employees
Offers visibility in search results

Consumer Networking: Facebook
Create a footprint in Facebook
Create custom content & apps
Measure engagement

Microblogging: Twitter
Research & customer service
Inform & engage constituents
Manage & track via HootSuite

Blogging: WordPress
Free to low cost
Excellent search visibility
Build industry credibility

Video: YouTube Channel
Create and upload videos
Optimize & syndicate
Monitor videos & comments

Review Sites: Yelp, Citysearch
Monitor for negative reviews
Respond to customer feedback
Manage profile content

Social Media: Measurement

Measurement vs. Effectiveness

Example: West Point Credit Union

Example: Hotel Max

Case Study: Provenance Hotels
Objective:
Increase online bookings via social media
Strategy:
Create and optimize hotel property profiles
Develop community-specific content & promotions
Results:
Generate regular bookings via Twitter
Campaign received a SoMe Award in 2009
Properties featured on CBS Early Show

Case Study: Oregon State University
Objective:
Increase student engagement & enrollment
Strategy:
Overhaul Facebook Fan Page
Engage intern to manage content
Results:
152% increase in page views
225% increase in photo views
510% increase in new fans
1,984% increase in total interactions

Case Study: Oregon State University

Integrating Social Media
Search Engine Optimization
Public Relations
Advertising
Events & Promotions
Print and Digital Collateral

Social Media Tools
answers.yahoo.com
bloglines.com
friendfeed.com
google.com/alerts
hootsuite.com
pipes.yahoo.com
ping.fm
search.twitter.com
tubemogul.com
tweetdeck.com
wordpress.com

Question & Answers
Contact:
Kent Lewis
kent@anvilmedia.com
www.anvilmedia.com
www.formicmedia.com
Twitter: @kentjlewis
LinkedIn: kentlewis

Oregon Lodging Association Social Media Marketing

by Anvil Media, Inc. on Jan 23, 2010

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Oregon Lodging Association Social Media Marketing — Presentation Transcript