Leveraging Social Media for Audience Development.ppt

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  • A page that only fans can see. When a user "likes" your page, they can thensee the "fan only" content. Before they like your page, they are shown different content.You can make the fan gate the default landing page for non-fans visiting your facebook page.
  • Before they like the page.
  • After they have liked the page.
  • Harley Davidson gives you a few content based premiums.
  • Here’s an example from Inked with a subscription premium special offer for fans.
  • This is an easy one. Everyone has holiday shopping guides or should be able to put some kind of editorial premium together. You probably already have them.
  • And lastly we have acoustic guitar giving away a free lesson to fans.
  • Next we’ll talk about engagement events and partnerships.
  • Submitting a photo requires you to accept the app (which gives American Express and Virgin America access to your info). This appears on both the American Express and the Virgin America facebook pages as the default landing page for non-fans. This was built as a fan driver for Virgin America since they have only 170,000 fans to Amex’s 2.2 million.Typically these types of promotions form when you have an advertiser’s product giveaway. They can be structured so that you have to like one or both of the brands involved in order to participate.
  • Engagement events – for example times of day when you will be inviting a guest to respond on your Facebook page, or something as simple as announcing the fan of the week (you can do this under facebook rules if you’re not giving a prize away).By “Engagement Event” I mean something like this. Try a live chat with your editor, or with a popular personality or blogger in your market, or even a demo with a rep from a popular brand you deal with. Do you have a webinar coming up? Put up a facebook tab to help promote it.
  • Here are six apps you can use to build special facebook pages. Fan gates (also sometimes called reveal tabs)Multi tabbed pagesSweepstakes and giveaway programsThey vary in price from free – a few thousand per month Typically charged by the amount of fans you have or the amount of time you run the promotion.
  • So now let’s talk about using our photos more effectively. The new facebook timeline layout will go live soon for personal profiles, but at least for the time being the pages layout for companies and organizations will be staying the same.
  • Most magazines don’t think about their facebook photos much, if at all. But it’s a huge wasted opportunity to simply upload the latest magazine cover and be done with it.Research shows that most people aren’t going to flip through all of our tabs and pages to see what you’re offering, especially since facebook changed the layout from tabs on top to the menu on the side. So you need to give them direction that you’ve got some good stuff in those pages.Here the Dallas Cowboys are giving a strong message that there is a contest to be won if you go to the “contest” tab. And Seventeen is using the space to promote a new book.
  • Here Oprah is combining the profile pic with an engagement event – reminding fans and non-fans alike that there is a live chat happening soon so click on the “chat live with Oprah” option in the menu.
  • Let’s not forget our photostrip, either.Here box tops for education is using both the profile pic and the photo strip for direction and branding.
  • Here is another great use of the photostrip to show what this app has to offer.Here’s the deal with the photostrip: any image uploaded by an administrator of the page can appear in the photostrip, but you can select individual pictures and hide them from the photostrip. So instead of choosing the photo’s for it, you unchoose the ones you don’t want for it.But you cannot choose the order as the photos are randomized each time the page is reloaded, so design these images in a way that will work with randomization.
  • Notice how this 30% of boots promo still works in any order.This could be fantastic for subscription sales, white papers, trade show offers, subscription premiums, email signup offers, etc..
  • Moving on to our number 4 technique on the list: helping content go viral.We’ve been asking to pay with various methods for a long time. If you want a magazine, you either pay money or pay with your demographic info. If you want a download, you typically pay with your email address. A fun experiment is to ask people to pay with their time and network.
  • Ideas:Tweet this subscription offer and get $2 off per year.Tweet this subscription offer and get a free t-shirt with your order.Pay with a tweet: whitepaper downloadPay with a tweet: article downloadPay with a tweet: music downloadTradeshows: sell special products or offers for a tweetTweet this tradeshow offer and get $10 off the ticket price.Pay with a tweet: simple apps
  • RembemberDigg, Delicious, and sites like them? Nobody really uses them anymore, right?
  • There is a new site – how many of you use Pinterest? For the rest of you, I’ve likely just introduced you to your newest obsession.
  • A virtual pinboard letting you "pin" images from any website ontoyour boards. Each pin includes a link back to the source, and isliberally shared around pinterest - via "repinning".Though the company has declined to report it's userbase, over30,000 people have rated it's iTunes app, and it's facebook pagehas just under 1.8M users.I’m going to jump out of the presentation for a minute to show you how pinterest works.
  • The big thing here: the thing to make sure of is to optimize all the images on your site for search. Make sure you work with your editors or production staff to get proper alt and title tags into your photos. Because when someone is researching recipes for a party, or dresses for their wedding, or vegetable to plant, or vehicles to buy, resorts or cities or attractions to visit, and they go to google image search, you want to make sure your images show up.Also – you can still generate big traffic numbers through Stumble Upon….It doesn’t translate into the best, most engaged traffic, but it’s a free source of pageviews and branding.
  • And for Pete’s sake: Retweet! You are not really a part of a community unless you are active in it….you need to give AND receive….I’d say you need to give TO receive.
  • Popular is popular for a reason. Use your analytics to find the content that resonates most with people – take a year to date or 6 month snapshot of all your content and use those top items throughout your social profiles. You don’t always have to post the newest stuff as long as it’s still relevant.
  • And for Pete’s sake: Retweet! You are not really a part of a community unless you are active in it….you need to give AND receive….I’d say you need to give TO receive.
  • One of our first goals is to convert social followers into email subscribers.1 – Add email signup to your facebook page.2 – Run frequent promotions designed to capture email addresses.
  • Remember the fan gates we talked about earlier? Here’s an example of a fan gate + email form. Nearly 12% of their new weekly email subscribers come from facebook.
  • Remember that American Express / Virgin Airlines partnership from earlier? Here is the email they sent to me. I got one form Virgin and one from American Express.Some ways to convert users from Twitter? A little more difficult since there is less of a graphical presence. The best way seems to tweet links to good stuff that requires a registration to download or access.
  • McDonald’s ran a fundraising campaign in March. Check in on Foursquare at any restaurant in the Philadelphia region and send their check-in to Twitter with a @McDPhilly mention. For every check-in received, the company will donate $1 to Ronald McDonald House Charities.Have a mobile app? Make it available for download on your facebook page.Have an event or a tradeshow? Make sure the staff tweets throughout the show, and have QR codes set up for sharing information and deals.Use Direct Dialogs to start a loyalty program that let’s people gain points for performing social media actions, then redeem those points for prizes from you (like subsriptions, discouts, giveaways, etc..)
  • Leveraging Social Media for Audience Development.ppt

    1. Ideas<br />$<br />“(-[&}<br />€<br />%<br />@<br />leveraging<br />Social media<br />foraudience development<br />web<br />Marketing<br />facebook<br />64<br />™<br />Seo<br />Social<br />Network<br />©<br />Media<br />:))<br />¥<br />£<br />twitter<br />email<br />1<br />| DESIREE FORSYTH| PRINCIPAL | DENSITY MEDIA<br />
    2. facebook<br />1. buildbetterfangates<br />Givethem more reasons to « like » you. Put something good behind the gate.<br />2. makebetterpartnerships<br />Consider an Engagement Event or a « CoReg » with a popularadvertiser.<br />3. Use better photos<br />Most people won’t flip through all of yourtabs and pages. Show themwhere to go.<br />Source: http://socialbakers.com<br />
    3. Facebook: Put something good behind the gate<br />
    4. facebook<br />1. buildbetterfangates<br />Givethem more reasons to « like » you. Put something good behind the gate.<br />2. makebetterpartnerships<br />Consider an Engagement Event or a « CoReg » with a popularadvertiser.<br />3. Use better photos<br />Most people won’t flip through all of yourtabs and pages. Show themwhere to go.<br />Source: http://socialbakers.com<br />
    5. Helpful apps:<br />www.wildfire.com<br />www.hyperarts.com<br />www.fanappz.com<br />www.easypromosapp.com<br />www.involver.com<br />www.vitrue.com<br />
    6. facebook<br />1. buildbetterfangates<br />Givethem more reasons to « like » you. Put something good behind the gate.<br />2. makebetterpartnerships<br />Consider an Engagement Event or a « CoReg » with a popularadvertiser.<br />3. Use better photos<br />Most people won’t flip through all of yourtabs and pages. Show themwhere to go.<br />Source: http://socialbakers.com<br />
    7. Facebook: think beyond the magazine covershot<br />
    8. Facebook: think beyond the magazine covershot<br />
    9. Facebook: think beyond the magazine covershot<br />
    10. Facebook: think beyond the magazine covershot<br />
    11. Facebook: think beyond the magazine covershot<br />
    12. 4. Facebook / twitter<br />get your audience to pay(with their networks) <br />“Money is so 20th Century. The new currency is buzz.”<br /> -Internet Retailer<br />
    13. www.paywithatweet.com<br />
    14. 5. bookmarking<br />remember bookmarking sites?<br />
    15. 5. bookmarking<br />remember bookmarking sites?<br />They’re not dead yet!<br />
    16. 5. bookmarking<br />remember bookmarking sites?<br />They’re not dead yet!<br />
    17. 5. A new kid on the block<br />
    18. 5. A new kid on the block<br />
    19. Popularispopular for a reason<br />6. Be a joiner<br />.............................................<br />Not Just a Pusher<br />.............................................<br />Use the TwitterTrendingTopics  to join in relevant conversations. You don’talways have be the one starting the topic.<br />
    20. Popularispopular for a reason<br />6. Be a joiner<br />7. Be analytical<br />.............................................<br />.............................................<br />Not Just a Pusher<br />Most Popular Items<br />.............................................<br />.............................................<br />Use the TwitterTrendingTopics  to join in relevant conversations. You don’talways have be the one starting the topic.<br />Use analytics to find the mostpopular items on your site and spreadthem far and widethroughyour social networks.<br />
    21. Popularispopular for a reason<br />6. Be a joiner<br />7. Be analytical<br />8. Be engaging<br />.............................................<br />.............................................<br />.............................................<br />Not Just a Pusher<br />Most Popular Items<br />Ask & Respond<br />.............................................<br />.............................................<br />.............................................<br />Hugeresponsecanbegenerated by posing a question withyourposting, thenresponding to your audience to keep the conversation going.<br />Use the TwitterTrendingTopics  to join in relevant conversations. You don’talways have be the one starting the topic.<br />Use analytics to find the mostpopular items on your site and spreadthem far and widethroughyour social networks.<br />
    22. It’s time to Integrate<br />9. Social + email<br />75% of social media userssay email isstill the best way for brands to communicatewiththem. (hubspot)<br />10. Social + mobile<br />Think mobile apps and placements.<br />
    23. 9. Social + email<br />
    24. 9. Social + email<br />
    25. It’s time to Integrate<br />Integrationtools<br />www.foursquare.com<br />www.directdialogs.com<br />www.appsbar.com<br />www.appmakr.com<br />www.appbreeder.com<br />www.appinventorbeta.com<br />Most email providers cangiveyou social signupforms<br />
    26. Thank You <br />forComing!<br />You may contact us<br />by phone or web at:<br />dforsyth@densitymedia.com<br />(323) 240-1302<br />www.densitymedia.com<br />

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