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Perfect Wedding Guide - February 24, 2011
 

Perfect Wedding Guide - February 24, 2011

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Presentation Perfect Wedding Guide Columbus on Social Media in the Wedding Insdustry on February 24, 2011

Presentation Perfect Wedding Guide Columbus on Social Media in the Wedding Insdustry on February 24, 2011

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    Perfect Wedding Guide - February 24, 2011 Perfect Wedding Guide - February 24, 2011 Presentation Transcript

    • Social Mediafor the Wedding IndustryPerfect Wedding Guide Columbus – February 24, 2011© 2011 Gong Gong Communications. All rights reserved.
    • Interruption vs. Engagement Outbound Inbound ▪ Telemarketers ▪ Social media ▪ Television ▪ Videos commercials ▪ Blogs ▪ Radio commercials ▪ Podcasts ▪ Direct mail ▪ E-mail marketing ▪ Billboards ▪ Search engine optimization ▪ Pop-up ads ▪ Pay-per-click adsPerfect Wedding Guide Columbus – February 24, 2011© 2011 Gong Gong Communications. All rights reserved.
    • Why People Use Social Media▪ Meet new people, build relationships▪ Communicate and engage with people▪ Network and make connections▪ Discuss passions, hobbies, etc.▪ Learn, research, and teach▪ Share and discover▪ Keep up with friends and familyPerfect Wedding Guide Columbus – February 24, 2011© 2011 Gong Gong Communications. All rights reserved.
    • Why Businesses Should Use Social Media▪ Market and advertise your brand – Outbound marketing cost per lead: $332 – Inbound marketing cost per lead: $134 (60% lower)▪ Encourage referrals and word of mouth▪ Share information with you customers▪ Give your company a face and a voice▪ Make your business more accessiblePerfect Wedding Guide Columbus – February 24, 2011© 2011 Gong Gong Communications. All rights reserved.
    • Why Businesses Should Use Social Media▪ Improve customer loyalty▪ Provide customer service/tech support▪ Network▪ Monitor your reputation▪ RecruitmentPerfect Wedding Guide Columbus – February 24, 2011© 2011 Gong Gong Communications. All rights reserved.
    • So, What Social Media NetworksShould I be on?Perfect Wedding Guide Columbus – February 24, 2011© 2011 Gong Gong Communications. All rights reserved.
    • It all depends…Perfect Wedding Guide Columbus – February 24, 2011© 2011 Gong Gong Communications. All rights reserved.
    • Perfect Wedding Guide Columbus – February 24, 2011© 2011 Gong Gong Communications. All rights reserved.
    • Goals of E-Mail Marketing▪ Value added service to clients and contacts▪ Generate leads▪ More products sold/services used▪ Hits to your website▪ Increased social media following▪ Forwarding to other readers▪ Name recognition▪ Found on search engine (if archived online)Perfect Wedding Guide Columbus – February 24, 2011© 2011 Gong Gong Communications. All rights reserved.
    • Sending Methods1. Use an e-mail marketing/newsletter service (usually paid services)2. Don’t send using your normal e-mail account – More easily flagged as spam – Some e-mail servers have limits on the number of e-mails sent per dayPerfect Wedding Guide Columbus – February 24, 2011© 2011 Gong Gong Communications. All rights reserved.
    • Popular E-mail Marketing ServicesPerfect Wedding Guide Columbus – February 24, 2011© 2011 Gong Gong Communications. All rights reserved.
    • Building Your Mailing List▪ Signup form on your website▪ Share signup link via social media▪ Signup list in your store/at bridal shows▪ Partner with another company to share their mailing list (subscribers MUST approve this)▪ Include people who have given you their business card with the intent of being contacted▪ Do not copy addresses off of websites or directories▪ Only purchase mailing lists from trusted sources, and even then, with trepidationPerfect Wedding Guide Columbus – February 24, 2011© 2011 Gong Gong Communications. All rights reserved.
    • Frequency▪ Sending too often annoys people and you risk unsubscription▪ Sending too infrequently weakens your e-mail’s potency and becomes forgettable▪ Only send e-mails when you have pertinent or useful information to share▪ Set a schedule and stick to it▪ Send when readers are most likely to readPerfect Wedding Guide Columbus – February 24, 2011© 2011 Gong Gong Communications. All rights reserved.
    • Content▪ Keep it short! Remember that people receive dozens of e-mails each day▪ Only include essential information▪ Encourage recipients to read more on your website▪ Include a “Forward to a Friend” link▪ Create an informative, but short, subject line – "Refer a Client, Win a T to Jamaica!" is better than rip "June Newsletter“Perfect Wedding Guide Columbus – February 24, 2011© 2011 Gong Gong Communications. All rights reserved.
    • Design▪ Keep your design clean and simple▪ Keep it at an appropriate width (600-800 pixels)▪ Do not just use images▪ Use appropriate fonts, font sizes, and colors▪ Dont make it too fancy▪ Customize the template to match your brand (consider a custom-branded template)▪ Make sure the e-mails will be viewable by all major e-mail servicesPerfect Wedding Guide Columbus – February 24, 2011© 2011 Gong Gong Communications. All rights reserved.
    • Viewable by All▪ Adhere to proper design standards▪ Create a good text version▪ Consider making a mobile version▪ Include a link to view as a webpage▪ Test it for readabilityPerfect Wedding Guide Columbus – February 24, 2011© 2011 Gong Gong Communications. All rights reserved.
    • Keep it Legal!▪ Only send to people whose permission you have to contact▪ Y MUST provide a method for removal ou▪ Honor opt-out requests immediately▪ Dont use illegal mailing lists▪ Dont give away your mailing list without asking for participants permission▪ http://www.ftc.gov/bcp/edu/pubs/business/ecomm erce/bus61.shtmPerfect Wedding Guide Columbus – February 24, 2011© 2011 Gong Gong Communications. All rights reserved.
    • Before you Send▪ TEST, TEST, TEST▪ Send proofs to e-mail accounts using all the different major e-mail services▪ Proofread and have others check it over▪ Double check before you hit “send”Perfect Wedding Guide Columbus – February 24, 2011© 2011 Gong Gong Communications. All rights reserved.
    • After you Send▪T rack the open, click, and unsubscribe rates▪ Act upon what the metrics are telling you▪ Adjust future mailings if necessary▪ Continue to grow your mailing listPerfect Wedding Guide Columbus – February 24, 2011© 2011 Gong Gong Communications. All rights reserved.
    • Perfect Wedding Guide Columbus – February 24, 2011© 2011 Gong Gong Communications. All rights reserved.
    • Facebook Statistics▪ More than 500 million active users▪ 30 billion+ pieces of content are shared monthly 13-17 n/a 9% 2% 55+ 10% Male 35-54 18-24 43% 27% 31% Female 55% 25-34 23% Facebook users by age Facebook users by genderPerfect Wedding Guide Columbus – February 24, 2011© 2011 Gong Gong Communications. All rights reserved.
    • Facebook Statistics▪ Facebook users “like” a brand because – 25% want to receive discounts and promotions – 21% are customers of the company – 18% want to show others that they like the brand▪ Facebook users’ interaction with companies – 41% think Facebook is a good way to get information about companies and products – 30% feel like connecting with a company on Facebook makes them feel like a valued customerPerfect Wedding Guide Columbus – February 24, 2011© 2011 Gong Gong Communications. All rights reserved.
    • Perfect Wedding Guide Columbus – February 24, 2011© 2011 Gong Gong Communications. All rights reserved.
    • Twitter Statistics▪ 106 million users▪ 65 million tweets are generated each day 13-17 4% 55+ 9% 18-25 45-54 13% 17% Male 48% Female 26-34 52% 35-44 30% 27% Twitter users by age Twitter users by genderPerfect Wedding Guide Columbus – February 24, 2011© 2011 Gong Gong Communications. All rights reserved.
    • Twitter Statistics▪ Twitter users’ interaction with companies – 53% recommend a company or product – 52% talk about a company or product – 25% follow a brand – 67% of brand followers will purchase that specific brandPerfect Wedding Guide Columbus – February 24, 2011© 2011 Gong Gong Communications. All rights reserved.
    • Perfect Wedding Guide Columbus – February 24, 2011© 2011 Gong Gong Communications. All rights reserved.
    • Perfect Wedding Guide Columbus – February 24, 2011© 2011 Gong Gong Communications. All rights reserved.
    • BlogsPerfect Wedding Guide Columbus – February 24, 2011© 2011 Gong Gong Communications. All rights reserved.
    • Blog Statistics Percentage of businesses who have acquired a customer from their blog, proportionate to the frequency of their posts 100% 90% 69% 58% 38% 13% Multiple Daily 2-3 times a Weekly Monthly Less than times a day week monthlyPerfect Wedding Guide Columbus – February 24, 2011© 2011 Gong Gong Communications. All rights reserved.
    • Social Media Statistics Percentage of companies using specific social media channels who have acquired a customer form that channel 46% 44% 41% 41% Twitter LinkedIn Facebook BlogPerfect Wedding Guide Columbus – February 24, 2011© 2011 Gong Gong Communications. All rights reserved.
    • What’s Up for 2011?▪ Major shift to mobile and tablets▪ Location-based social media (FourSquare, Facebook Places)▪ Group buying (Groupon, Living Social)▪ Monetization of social networks▪ Social media inf luenced search▪ QR codesPerfect Wedding Guide Columbus – February 24, 2011© 2011 Gong Gong Communications. All rights reserved.
    • What Kind of Content Should I Share?▪ Resources – Blog posts (yours and others’) – News articles – Advice and tips – How-to’s▪ Company news▪ Events (pre and post)▪ Promotions and sales▪ Testimonials and case studiesPerfect Wedding Guide Columbus – February 24, 2011© 2011 Gong Gong Communications. All rights reserved.
    • It All Works Together E-mail Website BlogPerfect Wedding Guide Columbus – February 24, 2011© 2011 Gong Gong Communications. All rights reserved.
    • Social Media Do’s & Don’ts Do Don’t ▪ Engage ▪ Talk about yourself ▪ Communicate (or your brand) too ▪ Listen much ▪ Be consistent ▪ Only advertise ▪ Monitor yourself and ▪ Provide no content your company ▪ Be on again, off again ▪ Provide valuable ▪ Be annoying contentPerfect Wedding Guide Columbus – February 24, 2011© 2011 Gong Gong Communications. All rights reserved.
    • Social Media Myths & Excuses▪ It’s too complicated▪ It takes too long to learn▪ I don’t have time▪ I’m too old▪ No one I know is online▪ It won’t help my business▪ But it’s social media▪ It’s only for large brands▪ It should replace my traditional marketingPerfect Wedding Guide Columbus – February 24, 2011© 2011 Gong Gong Communications. All rights reserved.
    • Social Media Pit Falls▪ Time consumption▪ Can be difficult to calculate ROI▪ Giving employees social media access during working hours▪ Using social media responsibly▪ Liability▪ Compliance▪ It’s all publicPerfect Wedding Guide Columbus – February 24, 2011© 2011 Gong Gong Communications. All rights reserved.
    • Before Y Start… ou1. Relax2. Develop a social media policy3. Define your social media goals4. Integrate it with your overall marketing plan5. Make it a complete, committed effort6. Personalize your social media brand7. Listen, think, and engage in conversationsPerfect Wedding Guide Columbus – February 24, 2011© 2011 Gong Gong Communications. All rights reserved.
    • Questions?Perfect Wedding Guide Columbus – February 24, 2011© 2011 Gong Gong Communications. All rights reserved.
    • Gong Gong Communications We provide holistic marketing and creative services to small businesses on a monthly and per- project basis We offer a full range of services including graphic & web design, copywriting, marketing planning, and social media engagement. www.gonggongcommunications.comPerfect Wedding Guide Columbus – February 24, 2011© 2011 Gong Gong Communications. All rights reserved.
    • Real-Life Examples▪ http://www.campaignmonitor.com/gallery/entry/3178/chris- ▪ http://www.youtube.com/watch?v=QQAWGLmZih8 malven/ ▪ http://www.youtube.com/watch?v=UI4o6RaTOHE▪ http://www.campaignmonitor.com/gallery/entry/3166/bride-buzz/ ▪ http://www.youtube.com/watch?v=cHjOfj4URPk▪ http://www.facebook.com/PerfectWeddingGuide#!/PerfectWeddi ▪ http://www.flickr.com/photos/51379526@N02/sets/ ngGuide?v=app_10442206389 ▪ http://www.flickr.com/photos/smoothdude/sets/1763917/▪ http://www.facebook.com/maplesweddingcakes#!/maplesweddin ▪ http://www.flickr.com/photos/foxycakes/sets/72157619275518866/ gcakes?v=wall ▪ http://www.flickr.com/photos/mossys_masterpiece_cake__cupca▪ http://www.facebook.com/pages/Gina-Buys-wedding- kes/sets/72157617296269806/ cakes/72848775516▪ http://www.facebook.com/edwintcgfb#!/edwintcgfb?sk=wall ▪ http://www.myweddingflowersblog.com/▪ http://www.facebook.com/prague.wedding.photography ▪ http://michaeldaigian.blogspot.com/▪ http://www.facebook.com/pages/Raymond-Fortun-Wedding- Photographer/328286203951 ▪ http://tiffanysbakingco.com/blog/ ▪ http://blog.pinkcakebox.com/▪ http://twitter.com/perfectwedding ▪ http://www.100layercake.com/blog/▪ http://twitter.com/#!/bitterwedphotog▪ http://twitter.com/#!/WeddingPaprDiva▪ http://twitter.com/#!/ProjectWedding▪ http://twitter.com/#!/EtsyWedding eam TPerfect Wedding Guide Columbus – February 24, 2011© 2011 Gong Gong Communications. All rights reserved.