Cozumel social media_manual_final_021311

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Training manual for area businesses in Cozumel, MX

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Cozumel social media_manual_final_021311

  1. 1. SOCIAL MEDIA TRAINING MANUAL Social Media Training Manual With an Introduction into Basic Social Marketing Strategy February 16, 2011
  2. 2. Introduction SECTION 1  INTRODUCTION I. Overview II. Twitter III. Facebook IV. YouTube V. Flickr VI. Other Channels  OVERVIEW The Island of Cozumel has an extremely positive sentiment rating within the social community. While the Island is referenced and the overall community messaging is positive, the destination as a whole does not have a presence within social channels. Our goal today is to providing an educational seminar for how local Cozumel business can utilize social media channels to present a unified voice to the social community. While you will learn how to implement these strategies for your own business, our goal is to help you leverage your collective voice to express the uniqueness of the Island of Cozumel a.) Overview b.) Marketing Strategy a.) Overview b.) Marketing Strategy a.) Overview b.) Marketing Strategy a.) Overview b.) Marketing Strategy
  3. 3. Introduction SECTION 1  INTRODUCTION <ul><li>9:00am – 10:00am - Introduction </li></ul><ul><li>10:00am - 11:00am - Twitter Overview </li></ul><ul><ul><li>11:00am – 11:15am - Break   </li></ul></ul><ul><li>11:15am – 12:30pm - Facebook Overview </li></ul><ul><ul><li>12:30pm – 12:45pm - Break   </li></ul></ul><ul><li>12:45pm – 1:45pm - You Tube Overview </li></ul><ul><ul><li>1:45pm – 3:00pm - Break for Lunch </li></ul></ul><ul><li>3:00pm – 3:30pm - Flickr Overview </li></ul><ul><li>3:30pm – 4:00pm – Other Channels </li></ul><ul><li>4:00pm – 5:00pm - Recap & Adjourn  </li></ul>Seminar Agenda
  4. 4. Introduction SECTION 1  INTRODUCTION 1 MARKETING & PROMOTION 2 SALES & ECOMMERCE Understanding Social Media’s Role in Online Marketing Should not be viewed as a single-source solution for an ecommerce platform <ul><li>Brand reach </li></ul><ul><li>Consumer interaction </li></ul><ul><li>Drive traffic </li></ul><ul><li>Promotional offers </li></ul><ul><li>Reputation management </li></ul><ul><li>Sales and incentives </li></ul><ul><li>Rate calculation </li></ul><ul><li>Booking engine development </li></ul><ul><li>Point of sale </li></ul><ul><li>Close of sale </li></ul>You Are Here
  5. 5. The Social Media Council SECTION 1  INTRODUCTION DIVE REP HOTEL REP TOURS REP SHOPS REP ACTI. REP DINING REP Social Council Leader LODGING INDUSTRY TOURS INDUSTRY SHOPPING INDUSTRY DINING INDUSTRY DIVING INDUSTRY ATTRACTIONS INDUSTRY Businesses Businesses Businesses Businesses Businesses Businesses
  6. 6. Introduction SECTION 1  INTRODUCTION Ben is an Executive Vice President of Vantage Strategy and the COO of the TravelCom Network, the leading organization and trade show for innovative marketing strategies for the Travel industry. As COO, he is responsible for the successful development and execution of management processes to support growth. As a founding partner in Vantage, Ben also brings a wealth of business strategy, sales process management, and online marketing expertise to Vantage Strategy's clients and project teams. He has extensive experience in search engine optimization and online marketing placement. Prior to Vantage, Ben co-founded Solimar Marketing & Travel where he directed a team of creative designers and programmers to develop online solutions for private tourism businesses and destinations in numerous countries. His work included cluster development, business development training, sustainable tourism certification, development and implementation of travel product sales strategies, international representation, and travel trade seminars. Lane is an Executive Vice President of Vantage Strategy and the CMO of the TravelCom Network, the leading organization and trade show for innovative marketing strategies for the Travel industry. Lane leads Vantage's Online Marketing Services practice where he designs and delivers innovative solutions to our clients’ marketing and sales effectiveness challenges. He and his team apply a systematic approach to building measurable social marketing campaigns, mobile media platforms, search engine optimized websites, and online media placement programs for profitable growth. Lane is a highly creative and multi-talented graphic designer who brings over 16 years of experience in multimedia marketing, print and web design to Vantage Strategy. In addition to graphic design, Lane is also an expert in Content Management Systems and Open-Source platforms as a means of web development. At Vantage, he serves as chief Project Manager for all online and creative client projects. Ben Isenberg Lane Douglas Your Instructors
  7. 7. Introduction SECTION 1  INTRODUCTION <ul><li>What You Will Learn </li></ul><ul><li>Today’s seminars will focus on how to establish social media accounts and embrace an island wide social media marketing strategy. Our presentation will cover the following elements: </li></ul><ul><li>Overview, Account Setup, Initial & Advanced Steps, & Recommended Tools for: </li></ul><ul><li>Marketing strategies for how to utilize each media channel highlighting: </li></ul><ul><ul><li>General guidelines, island-wide marketing, events & promotional marketing </li></ul></ul><ul><li>Overview on other emerging channels including: </li></ul><ul><ul><li>Check-In Technology and business development opportunities </li></ul></ul>
  8. 8. Introduction SECTION 1  OVERVIEW What is Social Media? Understanding the Web 1.0 World Information Source Person A Person B <ul><li>News </li></ul><ul><li>Weather </li></ul><ul><li>Stocks </li></ul>Information is “one way” Person A Person B
  9. 9. Introduction SECTION 1  INTRODUCTION What is Social Media? Understanding the Web 2.0 World Company Website Person A Person B Information is “shared” UGC “ User-Generated Content”
  10. 10. Introduction SECTION 1  INTRODUCTION Google Facebook Why Learn Social Media? Social Has Overtaken Search It used to be that the predominant way people found your business was by searching for you on the web. While this is still true, the online world is changing. Now, the recommendation of a friend through a social media channel is equally, if not a more viable means of your company gaining business.
  11. 11. Introduction SECTION 1  INTRODUCTION The Opportunity Social Media Allows for a Unified Brand Whereas the “search” world is based on what people are looking for, the social one is based on what people “like.” This creates a powerful opportunity for a group of businesses that want to market themselves as a single entity. If the overall brand is a powerful one with a positive reception from the consumer, than all associated brands get to glean off that sentiment. + + + +
  12. 12. Introduction SECTION 1  INTRODUCTION 87% Source: Radian6 Technologies Highest positive sentiment among competitors The Opportunity Best Positive Sentiment Among Competitors Within a competitive analysis of major Caribbean destinations, Cozumel had the best sentiment from consumers.
  13. 13. Introduction SECTION 1  INTRODUCTION The Hard Part is Done! The “Heaven on Earth” Campaign was Brilliant, But Unrealized The hardest task in marketing is actually being able to capture a brand into an “essence.” The recent marketing initiative for the “Heaven on Earth” campaign was able to successfully accomplish this goal. All that remains for this to be a final, and successful venture is for the brand to be adopted by all the business units and then to be pushed out to the U.S. Consumer. Social media allows us that opportunity.
  14. 14. Introduction SECTION 1  INTRODUCTION Leverage Loyalty-Expand Reach Task is to push sentiment across social channels The positive sentiment that Cozumel enjoys comes from it’s consumers. But that is of little value if those people do not have a medium to share their experiences on and love for the island. We want to give them that platform.
  15. 15. Introduction SECTION 1  INTRODUCTION DIVE REP HOTEL REP TOURS REP SHOPS REP ACTI. REP DINING REP Social Council Leader LODGING INDUSTRY TOURS INDUSTRY SHOPPING INDUSTRY DINING INDUSTRY DIVING INDUSTRY ATTRACTIONS INDUSTRY Online Success Always Starts With Internal Alignment Cozumel’s opportunity is only as strong as it’s ability to act as a team. The development of the social media council is designed to create alignment and unity among the island businesses so that each entity’s message reflects the overall brand.
  16. 16. Introduction SECTION 2  TWITTER I. Overview II. Twitter III. Facebook IV. YouTube V. Flickr VI. Other Channels  Overview <ul><li>Description </li></ul><ul><li>Twitter is one of the foremost mediums in social media. Designed as a messaging service that can reach an unlimited audience size, speed is the key. For that reason, each message can only be 140 characters in length! The more followers you have, the more people you can talk to at the same time. </li></ul><ul><li>Key Insights You’ll Learn </li></ul><ul><li>How to create an account </li></ul><ul><li>Sending a “tweet” </li></ul><ul><li>Understanding responding and re-tweeting </li></ul><ul><li>Using hashtags (#) and usernames (@) to communicate effectively. </li></ul><ul><li>Learning what people are tweeting about your brand. </li></ul><ul><li>Tools to make the task more enjoyable. </li></ul>a.) Overview b.) Marketing Strategy a.) Overview b.) Marketing Strategy a.) Overview b.) Marketing Strategy a.) Overview b.) Marketing Strategy
  17. 17. Real-Time Case Study With Egypt “ I think since electricity was invented it's [Twitter] the next best invention since then. And there's no question that in today's world, this technology has proven to be a vital link between dissidents and activists that are fighting their respective oppressive regimes in their countries, with the outside world and themselves. From Myanmar to Venezuela, from Iran to wherever else – “ Prince Reza Pahlavi Son of Exiled Shah of Iran 40,000 Twitter Followers Transcript from Interview with Piers Morgan* CNN Network January 31, 2011 Twitter as Primary Voice of Individual When Unhappy With Government *http://www.cnnstudentnews.cnn.com/TRANSCRIPTS/1101/31/pmt.01.html
  18. 18. Understanding Importance SECTION 2  TWITTER “ There’s a Plane in the Hudson…” Messaging to a following audience is faster than major news channels When U.S. Airways Flight 1549 crashed into the Hudson River on January 15, 2009… the world knew about it before CNN did. When something needs to reach an audience immediately, Twitter has become that preferred channel.
  19. 19. The User Interface SECTION 2  TWITTER The Basic Web Interface http://twitter.com <ul><li>Create an account or sign-in to an existing account. </li></ul><ul><li>Your information, following, and followers count. </li></ul><ul><li>Your lists </li></ul><ul><li>Your brand logo and Twitter username </li></ul><ul><li>Your message board (composed of all the tweets of the people you are following.) </li></ul>A B C D E
  20. 20. First Steps SECTION 2  TWITTER Create an Account Only need an email to begin using Twitter <ul><li>Your username will be your Twitter URL (how people find you). i.e. – twitter.com/visitcozumel </li></ul><ul><ul><li>Not too long… remember that you only have 140 characters to message with… your username should not take up the bulk of these! </li></ul></ul><ul><li>Create a password that is (A) hard enough that no one can guess it but (B) easy enough that you’ll remember it. </li></ul><ul><li>Check for email verification that gets sent to you. </li></ul>
  21. 21. First Steps SECTION 2  TWITTER Administrative Options Ways to Customize Twitter <ul><li>Edit your username, time zone, email address </li></ul><ul><li>Change your password </li></ul><ul><li>Link a mobile phone to tweet from your mobile device </li></ul><ul><li>Elect to receive emails about changes to your account </li></ul><ul><li>Change your picture, displayed name, location and website address </li></ul><ul><li>Customize background and appearance </li></ul><ul><li>Add other applications to tweet from </li></ul><ul><li>View your full profile </li></ul>A B C D E F G H
  22. 22. First Steps SECTION 2  TWITTER Your First Tweet Be social… not professional Going to be another gorgeous day in #Cozumel… boat leaves dock at 8:30 Remember, this is about being social. Talk as you would among friends in a public place. The more your tweets sound like “you,” the better. But be brief and to the point. People browse tweets reading each one for only about 2-3 seconds. Characters left out of 140 Your previous tweet. Include elements that will help people find you Who will see your message
  23. 23. First Steps SECTION 2  TWITTER Who Sees What? Re-Tweeting, Responding and DM Audience A Follows only Person A Audience C Follows BOTH Person A and Person B Audience B Follows only Person B A B Re-Tweeting (RT) Choosing to re-publish what another person or company has previously tweeted. Scenario: Person B re-tweets Person A Who Sees It? Person B and Audience B I love #Cozumel RT I love #Cozumel
  24. 24. First Steps SECTION 2  TWITTER Who Sees What? Re-Tweeting, Responding and DM Audience A Follows only Person A Audience C Follows BOTH Person A and Person B Audience B Follows only Person B A B Responding (@) Choosing to reply to a tweet a person has published. Scenario: Person B replies to Person A Who Sees It? Person B, Person A and Audience C I love #Cozumel @personA … I do too!
  25. 25. First Steps SECTION 2  TWITTER Who Sees What? Re-Tweeting, Responding and DM Audience A Follows only Person A Audience C Follows BOTH Person A and Person B Audience B Follows only Person B A B Direct Message (DM) Sending another user a direct message for their eyes only. Scenario: Person B messages Person A Who Sees It? Person B and Person A only DM @personA … Hi! DM @person B … Hi back!
  26. 26. First Steps SECTION 2  TWITTER Understanding Impressions on Twitter Why Visibility is Important Company A Followers: 1 Person B Followers: 1,200 “ 50% all meals this month” “ RT 50% all meals this month” Most people fail to see the value of Twitter because they become easily discouraged by their own low Twitter following. But in Twitter, being re-tweeted even once by someone with a higher following means your message gets pushed to that entire audience. Always consider the “extended audience” in social media! Extended Audience: 1,201
  27. 27. First Steps SECTION 2  TWITTER Finding & Following People Two ways of finding people to follow 1 Look at who is following you Often times people who have followed you share an interest with you. You may want to follow them back. 2 Search for them Twitter is first and foremost a community. Search for people by their name, or username.
  28. 28. Advanced Steps SECTION 2  TWITTER The Hashtag (#) Unifying a Common Topic Ever try to listen to a conversation between a couple of friends in an overcrowded restaurant, concert or nightclub? Undoubtedly, if it is an important talk, someone will suggest that the interested parties all seek a different room where the ambient noise is able to be “tuned out.” The hashtag (#) is Twitter’s version of creating just such a room. “ 50% all meals this month #cozumeldeals” A “ 50% all meals this month #cozumeldeals” B “ 50% all meals this month” C “ 50% all meals this month #cozumeldeals” A “ 50% all meals this month #cozumeldeals” B (By not including the hashtag, Person C’s tweets are not “heard” in this search.)
  29. 29. Advanced Steps SECTION 2  TWITTER The Most Popular Question When to use @ versus # Designates a person or company. You use it whenever you want to tweet about or towards someone. By including it, Twitter automatically links the username to the individual’s account in case a person wants to follow them. Example: “ Thank you @visitcozumel for your helpful reply! ” @ # Designates an event, topic or theme. You use it whenever you want to tweet about one of these and want to make sure your tweet is included in search results for that hashtag. Example: “ Headed to #cozumel next month. Anyone else going? ”
  30. 30. Advanced Steps SECTION 2  TWITTER Twitter Lists Organizing Your Audience <ul><li>As you follow more people, you will find it more difficult to keep track of all that is being said. By segmenting those you are listening to into lists that relate them by common themes, you do two things: </li></ul><ul><li>Allow yourself to focus on a specific group of people. </li></ul><ul><li>Provide others possible concentrations or topics to follow. </li></ul><ul><li>Steps: </li></ul><ul><li>You can only segment those you follow. </li></ul><ul><li>Click on the username of a person </li></ul><ul><li>In their profile pane, use the following button . </li></ul>
  31. 31. Advanced Steps SECTION 2  TWITTER Basic Reputation Management Find out what is being said about you <ul><li>Twitter is not just about being social with your consumer, but also about listening in on what is being said by others about your brand. Often times people resort to Twitter to complain, vent or voice their opinion about a product or company. Knowing how to find these comments, and then responding can mean the difference between saving your brand or losing it. </li></ul><ul><li>Steps: </li></ul><ul><li>Enter your username, or other identifier in the search box </li></ul><ul><li>View the results below </li></ul><ul><li>Respond to those tweets related to you. (Both positive and negative tweets) </li></ul>
  32. 32. Recommended Tools SECTION 2  TWITTER Hootsuite Analyze Your Tweets Hootsuite is available both as an online Twitter client as well as a downloadable desktop and mobile client. By using Hootsuite, as opposed to Twitter directly, you gain the ability to measure the efficiency of your performance.
  33. 33. Useful Links SECTION 2  TWITTER <ul><li>Reference Sites: </li></ul><ul><li>http://support.twitter.com </li></ul><ul><li>http://support.twitter.com/groups/31-twitter-basics </li></ul><ul><li>http://business.twitter.com/optimize/case-studies </li></ul><ul><li>http://capsm.ca/blog/2011/01/26/using-hashtags-with-case-study/ </li></ul><ul><li>http://support.twitter.com/entries/76460-how-to-use-twitter-lists </li></ul><ul><li>http://www.twitip.com/how-to-set-up-a-twitter-account/ </li></ul><ul><li>http://hashtags.org/ </li></ul>
  34. 34. Marketing Strategy SECTION 2  TWITTER I. Overview II. Twitter III. Facebook IV. YouTube V. Flickr VI. Other Channels  Marketing Strategy <ul><li>Description </li></ul><ul><li>Reading Tweets and discovering new information whenever you check in on your Twitter timeline is where you’ll find the most value on Twitter. Some people find it useful to contribute their own Tweets, but the real magic of Twitter lies in absorbing real-time information that matters to you. * </li></ul><ul><li>Key Insights You’ll Learn </li></ul><ul><li>General Guidelines </li></ul><ul><li>Best Practices </li></ul><ul><li>Cozumel’s Twitter Brand </li></ul><ul><li>Creating Lists </li></ul><ul><li>What hashtags are and how to use them </li></ul><ul><li>Searching & Responding </li></ul>a.) Overview b.) Marketing Strategy a.) Overview b.) Marketing Strategy a.) Overview b.) Marketing Strategy a.) Overview b.) Marketing Strategy * - Source: Twitter Help
  35. 35. General Guidelines SECTION 2  TWITTER Twitter for my Business? As a business, you can use Twitter to quickly share information, gather market intelligence and insights, and build relationships with people who care about your company. Often, there is already a conversation about your business happening on Twitter. * * - Source: Twitter Help Three Rules To Live By on Twitter: Its all about Speed Redirect Less is More
  36. 36. General Guidelines SECTION 2  TWITTER <ul><li>Best Practices </li></ul><ul><li>Looking to succeed in Twitter. The following are best practices defined by Twitter. </li></ul><ul><li>Share. Users come to Twitter to get and share the latest, so give it to them </li></ul><ul><li>Listen. Regularly monitor the comments about your company, brand, and products. </li></ul><ul><li>Ask. Ask questions of your followers to glean valuable insights and show you are listening. </li></ul><ul><li>Respond . Respond to compliments and feedback in real time </li></ul><ul><li>Reward . Tweet updates about special offers, discounts and time-sensitive deals. </li></ul><ul><li>Demonstrate wider leadership and know-how. Reference articles and links about the bigger picture as it relates to your business. </li></ul><ul><li>Champion your stakeholders. Retweet and reply publicly to great tweets posted by your followers and customers. </li></ul><ul><li>Establish the right voice. Think about your voice as you Tweet. How do you want your business to appear to the Twitter community? </li></ul>* - Source: Twitter Help
  37. 37. General Guidelines SECTION 2  TWITTER Leveraging the Cozumel Social Council A unified twitter community will have much father reach then a single business. Leverage the social media council to help spread the message. Hotel Social Council Single Hotel Marketing
  38. 38. Utilizing Cozumel’s Brand SECTION 2  TWITTER
  39. 39. Creating Your Own Lists SECTION 2  TWITTER Create & Promote Your Own Lists: You can create your own lists that are relevant to your business and your customers. Post and mention the lists to your community: @<username>/<listname> (example: @visitcozumel/attractions-in-cozumel) Dive Equipment Airline Updates Weather Updates
  40. 40. Utilizing the #Cozumel hashtag SECTION 2  TWITTER <ul><li>Cozumel Hashtags </li></ul><ul><li>Hashtags have seen phenomenal growth over the last year in terms of their popularity and also in the ways which they are used. The basic ways they are used are: </li></ul><ul><li>Specific topic of conversation </li></ul><ul><ul><li>#SuperBowl </li></ul></ul><ul><li>Event, product or service </li></ul><ul><ul><li>#PepsiTweetUp, </li></ul></ul><ul><li>Crisis events </li></ul><ul><ul><li>#HaitianReleif </li></ul></ul>* - Source: Tim Burrows, capsm.ca .
  41. 41. Partnership & Hashtags SECTION 2  TWITTER Combine Your Resources By utilizing a centralized hashtag the entire island or a group of businesses can market a specific event, offering, or promotion. Local Tourism Promoting Restaurant Week
  42. 42. Research via #Hashtag SECTION 2  TWITTER Search for your #hashtag Utilize sites likes hashtags.org to search for the hashtags you are utilizing or search for new hashtags. Trends will help you to see what the community is saying about your brand.
  43. 43. Responding to The Consumer SECTION 2  TWITTER Use Twitter to Respond Anyone can search and respond in Twitter. Search String: “ cozumel diving ” 1. 2. 3. <ul><li>Supporting potential visitors. </li></ul><ul><ul><li>Respond with advice and support. </li></ul></ul><ul><ul><li>Present the Mexican Hospitality before they arrive. </li></ul></ul><ul><ul><li>Don’t sell too hard, just offer insight. You will gain their trust and loyalty. </li></ul></ul><ul><li>Crises Control </li></ul><ul><ul><li>Get in front of rumors and bad press. </li></ul></ul><ul><ul><li>Respond with first hand perspectives. </li></ul></ul><ul><li>Offer Promotions </li></ul><ul><ul><li>Connect with Brand Ambassadors </li></ul></ul><ul><ul><li>Offer discounts and specials to their community. </li></ul></ul>
  44. 44. Introduction SECTION 3  FACEBOOK I. Overview II. Twitter III. Facebook IV. YouTube V. Flickr VI. Other Channels  Overview <ul><li>Description </li></ul><ul><li>Facebook is, at present, the undisputed king of the social media world. That may not always be the case, but for now, Facebook’s 600 Million+ membership make it the most viable means of creating and communicating with a community. Though not naturally designed for business models of marketing, incredibly detailed strategies have been developed which we are employing for Cozumel. </li></ul><ul><li>Key Insights You’ll Learn </li></ul><ul><li>Creating an account </li></ul><ul><li>Building a business page </li></ul><ul><li>Developing a tiered, and inter-linked Facebook architecture </li></ul><ul><li>Understanding the open graph </li></ul><ul><li>Analyzing your audience </li></ul>a.) Overview b.) Marketing Strategy a.) Overview b.) Marketing Strategy a.) Overview b.) Marketing Strategy a.) Overview b.) Marketing Strategy
  45. 45. Understanding the Importance SECTION 3  FACEBOOK The Power of “Community” Leveraging people’s opinions to build positive sentiment Ford’s decision to use Facebook as their exclusive platform to unveil the new Ford Explorer is a case study in the power of social media. The Exporer’s reputation was damaged by it’s malfunctions in previous years resulting in casualties and the ensuing media coverage. Ford knew that to overcome that, they would need the public to speak up for them, and Facebook became the platform of choice.
  46. 46. The User Interface SECTION 3  FACEBOOK The Frontend Facebook’s characteristic layout <ul><li>User profile picture </li></ul><ul><li>The Wall – Your posts, as well as your “fans” posts will display here. </li></ul><ul><li>Your community – shows the size of your fan base </li></ul><ul><li>Tabs – Facebook’s navigation and pages </li></ul><ul><li>Facebook Marketing – Ad display that has been targeted to your profile. </li></ul>E A B C D
  47. 47. First Steps SECTION 3  FACEBOOK Understanding Facebook’s Setup The “Account” vs “Page” Dilemma Facebook requires that all pages be linked to a personal account. This means that before you establish a page, you have to first create an account. The minimum requirement to get a personal account is a valid email address which Facebook will use to verify that an actual person is trying to establish an identity. The Personal Account The Business Page
  48. 48. First Steps SECTION 3  FACEBOOK Creating a Business Account Facebook.com Follow the guided process that Facebook takes you through. When you arrive to the step that asks for your Facebook account, either link it to your personal Facebook account, or simply create a “persona” for your business provided the email account is not already attached to another FB account.
  49. 49. First Steps SECTION 3  FACEBOOK Building the Page Keeping in mind your target audience The process to build a page in Facebook is a very well-guided and ordered process. Simply follow the steps on the “Get Started” page. Don’t forget the “Edit Page” option that is always available to you.
  50. 50. First Steps SECTION 3  FACEBOOK The Facebook Wall Highest Visibility Requires Highest Concentration
  51. 51. First Steps SECTION 3  FACEBOOK The Facebook Tabs Broaden the user experience While the “Wall” and “Info” tabs cannot be removed, the three additional visible tabs (as well as the non-visible ones) can all be modified for any number of customized uses.
  52. 52. Advanced Steps SECTION 3  FACEBOOK Managing Multiple Administrators Delegate and diversify the responsibilities Most business owners quickly respond to the call for involvement on Facebook with “I do not have the time.” Facebook allows you to let other people manage your account while allowing you to retain the highest level of oversight. This can also allow lead to greater consumer interaction since your style of community management may not appeal to a consumer segment or demographic.
  53. 53. Advanced Steps SECTION 3  FACEBOOK Securing Your URL Facebook.com/yourname To be eligible for a personalized URL, you have to secure 25 “Likes” for your business page. This may be from bringing them to your page, or from posting the “Like” button on your company website. 25
  54. 54. Advanced Steps SECTION 3  FACEBOOK The FBML Tab Facebook Markup Language Complete customization of a Facebook page is possible for the experienced web developer.
  55. 55. Advanced Steps SECTION 3  FACEBOOK Facebook Analytics Determine Your Demographics <ul><li>Gage your monthly activity </li></ul><ul><li>View the gender and age breakdown of you audience </li></ul><ul><li>See the top referring countries, cities and languages </li></ul>
  56. 56. Advanced Steps SECTION 3  FACEBOOK The “Like” Button Facebook’s Secret Weapon Remember that social media is the emerging marketing trend that is overtaking search. Whereas online search is based on what a person is looking for, social is about what a person (or their friends) “like.” The assumption, often correctly, by Facebook is that what your friends like you will too, and vice versa. So having someone “like” your page means that their friends and networks will learn about you through their profile.
  57. 57. Recommended Tools SECTION 3  FACEBOOK The Facebook iPhone App The Best Facebook Mobile Experience <ul><li>The Facebook iPhone App is one of the best mobile experiences where the emulation of the functionality of the desktop version is virtually equal. You can: </li></ul><ul><li>Manage your community </li></ul><ul><li>Accept and make friend requests </li></ul><ul><li>Post your status </li></ul><ul><li>Read notifications </li></ul><ul><li>Manage Places </li></ul><ul><li>Edit account and privacy settings </li></ul>
  58. 58. Useful Links SECTION 3  FACEBOOK <ul><li>Reference Links: </li></ul><ul><li>http://www.squidoo.com/facebookpage </li></ul><ul><li>http://www.facebook.com/FacebookPages </li></ul><ul><li>http://www.box.net/shared/lki7vnvnj5 </li></ul><ul><li>http://www.gcflearnfree.org/facebook101 </li></ul><ul><li>http://www.facebook.com/fb.page.tutorial?v=info </li></ul><ul><li>http://developers.facebook.com/ </li></ul>
  59. 59. Marketing Strategy SECTION 3  FACEBOOK I. Overview II. Twitter III. Facebook IV. YouTube V. Flickr VI. Other Channels  Marketing Strategy <ul><li>Description </li></ul><ul><li>Connect with your audience, share your story and participate in real-time conversations quickly and easily on Facebook. </li></ul><ul><li>This section will highlight how you can utilize your Facebook community and the overall Cozumel Facebook architecture to promote Cozumel. </li></ul><ul><li>Key Insights You’ll Learn </li></ul><ul><li>General Guidelines </li></ul><ul><li>Best Practices </li></ul><ul><li>Cozumel’s Facebook Brand </li></ul><ul><li>Linked FBML </li></ul><ul><li>Creating Offers </li></ul><ul><li>Responding to the Consumer </li></ul>a.) Overview b.) Marketing Strategy a.) Overview b.) Marketing Strategy a.) Overview b.) Marketing Strategy a.) Overview b.) Marketing Strategy
  60. 60. General Guidelines SECTION 3  FACEBOOK Utilizing Facebook Pages Facebook pages is the ideal for a small business to develop and interact with a loyal community. Facebook allows you the ability to interact with your community and leverage brand ambassadors to help promote your brand. Three Rules To Live By on Facebook Think Community Think Discussions Think Offers
  61. 61. General Guidelines SECTION 3  FACEBOOK <ul><li>Best Practices </li></ul><ul><li>Working within the Facebook community means playing by the community’s rules. Facebook can be a powerful tool to a small business but make sure you follow these best practices: </li></ul><ul><li>Be Personal, Not Promotional </li></ul><ul><ul><li>Use a first person voice, share everyday stories, help fans connect to you. </li></ul></ul><ul><li>Create Content Worth Shareing </li></ul><ul><ul><li>Sharing updates and content keep the community informed and connected. </li></ul></ul><ul><li>Join the Conversation </li></ul><ul><ul><li>Poll your community, show your listening by commenting, and repost interesting fan content. </li></ul></ul><ul><li>Use Tools to Increase Relevance </li></ul><ul><ul><li>Review page insights to understand your community demographics </li></ul></ul>* - Source: Facebook Pages Best Practices
  62. 62. Island Wide Marketing Utilizing Cozumel's Brand The Cozumel Facebook architecture reflects the island’s brand and allows for industry specific daughter pages. Will utilize the Facebook FBML tab system to create customized branding pages. SECTION 3  FACEBOOK
  63. 63. Island Wide Marketing SECTION 3  FACEBOOK Cozumel – FBML Page Utilization Visit Cozumel Official Facebook Page Diving Lodging Dining Shopping Tours Attractions
  64. 64. Events & Promotional Marketing SECTION 3  FACEBOOK Promote Events & Promotions Through Facebook
  65. 65. Consumer Confidence SECTION 3  FACEBOOK Responding to The Consumer Responding to the consumer is a critical component of managing your Facebook community and encouraging social communication and brand loyalty.
  66. 66. Introduction SECTION 4  YOUTUBE I. Overview II. Twitter III. Facebook IV. YouTube V. Flickr VI. Other Channels  Overview <ul><li>Description </li></ul><ul><li>YouTube has gained popularity over time due to the increasing appreciation for amateur-style videos. Most of YouTube’s traffic, however, has been purely from those simply spectating and, as a result, until recent, the value of YouTube as a serious marketing tool has not been realized. This is changing. With its integration inside Facebook and Twitter, the value of video as a means of marketing a message is now growing. </li></ul><ul><li>Key Insights You’ll Learn </li></ul><ul><li>Creating an account </li></ul><ul><li>Creating a channel </li></ul><ul><li>Developing a playlist </li></ul><ul><li>Securing your URL </li></ul>a.) Overview b.) Marketing Strategy a.) Overview b.) Marketing Strategy a.) Overview b.) Marketing Strategy a.) Overview b.) Marketing Strategy
  67. 67. Understanding the Importance SECTION 4  YOUTUBE The Power of Video 30 Seconds Can Destroy 30 Years Kryptonite was long held to be the best, most secure bicycle lock company in the world. On September 12, 2004, a video was posted on YouTube that showed how the empty tube of a ballpoint pen could pick a Kryptonite lock. By September 19 th , almost 2,000,000 people had watched the video and Kryptonite’s company was in jeopardy.
  68. 68. The User Interface SECTION 4  YOUTUBE The Frontend User Interface Business Channel
  69. 69. First Steps SECTION 4  YOUTUBE Create an Account Link to a master Google account <ul><li>Use any email address you want </li></ul><ul><li>Link to an existing Google account </li></ul><ul><li>YouTube accounts can be switched between Google accounts </li></ul><ul><li>Use your Google login for other online services </li></ul>
  70. 70. First Steps SECTION 4  YOUTUBE Administrative Options Determines the overall success of your channel <ul><li>Build your profile </li></ul><ul><li>Create a channel </li></ul><ul><li>Upload and edit videos </li></ul><ul><li>Link to a mobile device </li></ul><ul><li>Create a favorites segment </li></ul>
  71. 71. Advanced Steps SECTION 4  YOUTUBE Creating a Channel Customizing Your Channel <ul><li>The ability to customize your channel is impressive. You can: </li></ul><ul><li>Modify the color palettes </li></ul><ul><li>Modify the background </li></ul><ul><li>Select which content to show </li></ul><ul><li>Select which playlists to show </li></ul><ul><li>Add modules that feature your subscribers and followers </li></ul><ul><li>Change layout </li></ul>
  72. 72. First Steps SECTION 4  YOUTUBE Uploading a Video A Variety of Options <ul><li>Uploading a video can be done via: </li></ul><ul><li>Drag-n-Drop </li></ul><ul><li>Direct upload </li></ul><ul><li>Straight from a video camera </li></ul><ul><li>Sent from a mobile device </li></ul><ul><li>Videos can be: </li></ul><ul><li>High definition </li></ul><ul><li>Up to 2GB in size </li></ul><ul><li>Multiple formats </li></ul><ul><li>Videos can be shared: </li></ul><ul><li>Facebook </li></ul><ul><li>Twitter </li></ul><ul><li>MySpace </li></ul><ul><li>Google Reader </li></ul>
  73. 73. First Steps SECTION 4  YOUTUBE Creating a Playlist Segmenting Your Videos into Categories
  74. 74. Recommended Tools SECTION 4  YOUTUBE Taking a Video Original Content Collection Flip Video iPhone Cisco Apple Modern compact video devices, and the integration of video capture with smart phones has changed the face of the marketing world. Gone are the days of having to spend thousands of dollar on professional video imagery. Today, even the most novice of users can capture great video and, in minutes, have it posted to a YouTube channel. Play Sport Kodak
  75. 75. Useful Links SECTION 4  YOUTUBE <ul><li>Reference Sites: </li></ul><ul><li>http://www.google.com/support/youtube/?hl=en </li></ul><ul><li>http://www.google.com/support/youtube/bin/answer.py?hl=en&answer=1101676#Best_Practices </li></ul><ul><li>http://www.google.com/support/youtube/bin/answer.py?hl=en&answer=1100988 </li></ul><ul><li>http://www.youtube.com/t/community_guidelines </li></ul><ul><li>http://www.google.com/support/youtube/bin/answer.py?hl=en&answer=1101676#Signing_Up </li></ul><ul><li>http://www.youtube.com/user/brandedchanneldemo </li></ul>
  76. 76. Marketing Strategy SECTION 4  YOUTUBE I. Overview II. Twitter III. Facebook IV. YouTube V. Flickr VI. Other Channels  Marketing Strategy <ul><li>Description </li></ul><ul><li>A YouTube brand channel page offers you the ability to post videos, add favorite videos, allow for subscribers, and lets your community connect with you (or your brand) by sending you a message, sharing your channel with friends, or adding comments to your channel. This section will highlight how you can utilize your YouTube Brand Channel. * </li></ul><ul><li>Key Insights You’ll Learn </li></ul><ul><li>General Guidelines </li></ul><ul><li>Best Practices </li></ul><ul><li>Cozumel’s Youtube Brand </li></ul><ul><li>Sharing Videos </li></ul><ul><li>Posting Videos </li></ul>a.) Overview b.) Marketing Strategy a.) Overview b.) Marketing Strategy a.) Overview b.) Marketing Strategy a.) Overview b.) Marketing Strategy * - Source: Youtube Help
  77. 77. General Guidelines Promotion through YouTube Brand Channels YouTube is less thought of as a social media channel then Twitter or Facebook, but you should not ignore this relevant and highly effective social media channel. YouTube provides you with a Mass Audience to reach with dynamic content interaction. With YouTube's analytics tools you can connect with your community and analyze how they react tor your videos. Three Rules To Live By on YouTube Think Video Archive Think UGC Content Think Mobile Access SECTION 4  YOUTUBE
  78. 78. General Guidelines <ul><li>YouTube Best Practices : </li></ul><ul><li>Reflect your brand identity and the Cozumel Brand identify. </li></ul><ul><ul><li>Customize the channel theme and include company profile information </li></ul></ul><ul><li>Emphasize the quality of your videos over the quantity of videos that you upload. </li></ul><ul><ul><li>Update your content frequently and on a regular schedule. </li></ul></ul><ul><ul><li>Update the video featured on your channel page frequently. </li></ul></ul><ul><li>Engage your audience. </li></ul><ul><ul><li>Encourage visitors to add comments, rate videos, share and subscribe, </li></ul></ul><ul><ul><li>Mark other users' videos as favorite videos if they have great content that is relevant to your channel. </li></ul></ul><ul><ul><li>Explain how users can add their own videos that might appear on your brand channel. </li></ul></ul><ul><li>Promote your brand channel through your website, marketing materials, and other social channels. </li></ul><ul><li>Optimize your videos </li></ul><ul><ul><li>Upload at least three videos to ensure that your channel appears in natural search results on YouTube. </li></ul></ul><ul><ul><li>Use keyword in your title and your video description and tags. Include Video Locations in meta data. </li></ul></ul>* - Source: Youtube Best Practices SECTION 4  YOUTUBE
  79. 79. Utilizing Cozumel’s Brand SECTION 4  YOUTUBE
  80. 80. Island Wide Marketing SECTION 4  YOUTUBE Sharing Your Videos with the Cozumel Brand Channel You can easily link your videos to the Cozumel YouTube Channel by sending the video link to the social media council. <ul><li>Copy Video URL </li></ul><ul><li>Send Email with URL to Social council and define which play list to Include it within </li></ul>1. 2.
  81. 81. Island Wide Marketing SECTION 4  YOUTUBE Posting Your Videos to Facebook
  82. 82. Island Wide Marketing SECTION 4  YOUTUBE Twitting the Video Link
  83. 83. Introduction SECTION 5  FLICKR I. Overview II. Twitter III. Facebook IV. YouTube V. Flickr VI. Other Channels  Overview <ul><li>Description </li></ul><ul><li>Whereas YouTube has successfully become the social channel for videos, Flickr has emerged as the predominant favorite when it comes to photo storage and sharing. Their development of public groups which allows any number of users to contribute has moved the user from thinking only about “taking photos” to sharing them. </li></ul><ul><li>Key Insights You’ll Learn </li></ul><ul><li>Create an Account </li></ul><ul><li>Upload Photos </li></ul><ul><li>Organize Photos </li></ul><ul><li>Share photos </li></ul>a.) Overview b.) Marketing Strategy a.) Overview b.) Marketing Strategy a.) Overview b.) Marketing Strategy a.) Overview b.) Marketing Strategy
  84. 84. The User Interface SECTION 5  FLICKR The Frontend Simple, but effective <ul><li>Mark a photo as favorite </li></ul><ul><li>Download the photo </li></ul><ul><li>Share the photo </li></ul><ul><li>See the photographer’s profile </li></ul><ul><li>Locate where the photo was taken on a map </li></ul><ul><li>See the various groups the photo appears in </li></ul><ul><li>Comment and discuss the photo </li></ul>
  85. 85. First Steps SECTION 5  FLICKR Creating an Account A variety of methods Use your Facebook or Google account to create a Flickr profile.
  86. 86. First Steps SECTION 5  FLICKR Uploading a Photo A variety of methods Get into the habit of uploading your photos at the same time that you have captured them or downloaded them.
  87. 87. First Steps SECTION 5  FLICKR Organizing Your Photos Create galleries, collections and sets Cozumel’s marketing tag line is “Heaven on Earth.” This means that the vacationer is there to experience a story. Using social photo sharing lets them tell that story to the world.
  88. 88. First Steps SECTION 5  FLICKR Public Groups Create places for the consumer to share their story <ul><li>The group can be as large, or as specific a topic as you want. </li></ul><ul><li>Members can join and be notified of new submissions. </li></ul><ul><li>Members can discuss their experiences. </li></ul><ul><li>Mapping allows for photos to be tagged to specific points on the island. </li></ul>
  89. 89. Useful Links SECTION 5  FLICKR <ul><li>Referencias en línea </li></ul><ul><li>http://www.flickr.com/help/ </li></ul><ul><li>http://www.flickr.com/guidelines/ </li></ul><ul><li>http://www.flickr.com/bestpractices/ </li></ul><ul><li>http://www.flickr.com/help/faq/ </li></ul>
  90. 90. Introduction SECTION 5  FLICKR I. Overview II. Twitter III. Facebook IV. YouTube V. Flickr VI. Other Channels  Marketing Strategy <ul><li>Description </li></ul><ul><li>Flickr is the best way to store, sort, search and share your photos online. Flickr helps you organize that huge mass of photos you have and offers a way for you and your friends and family to tell stories about them. </li></ul><ul><li>Key Insights You’ll Learn </li></ul><ul><li>General Guidelines </li></ul><ul><li>Best Practices </li></ul><ul><li>Cozumel ’ s Flickr Groups </li></ul><ul><li>Sharing photos with the Social Council </li></ul>a.) Overview b.) Marketing Strategy a.) Overview b.) Marketing Strategy a.) Overview b.) Marketing Strategy a.) Overview b.) Marketing Strategy
  91. 91. General Guidelines SECTION 5  FLICKR Flicker as an Asset Resource While Flickr does not offer the same social community and brand promotion that Twitter, Facebook, and YouTube present, this channel should not be overlooked. As part of this island wide strategy we have turned to Flickr as the photo asset library and collaboration tool. Three Rules To Live By on YouTube Think Image Archive Think User Submission Think Asset Library
  92. 92. General Guidelines SECTION 5  FLICKR <ul><li>Flickr Best Practices : </li></ul><ul><li>Respect the Copyright of others. </li></ul><ul><ul><li>This means don't steal photos that other people have shared and pass them off as your own. </li></ul></ul><ul><li>Moderate your content. </li></ul><ul><ul><li>All content on Flickr, public and private, has to be appropriately moderated as “safe,” “moderate,” or “restricted” using our safety and content filters </li></ul></ul><ul><li>Share interesting and original photos. </li></ul><ul><ul><li>Upload fresh, authentic material rather than product shots or staged photos. </li></ul></ul><ul><ul><li>Photos that show off your organization’s culture and personality will help you build loyalty for your brand and tell your story. </li></ul></ul><ul><li>Create a transparent and authentic identity </li></ul><ul><ul><li>Being open and trustworthy encourages people to interact with you. </li></ul></ul><ul><ul><li>Add a buddy icon and fill out details on your profile so people know who you. </li></ul></ul>* - Source: Flickr Best Practices
  93. 93. Island Wide Marketing SECTION 5  FLICKR
  94. 94. Island Wide Marketing Cozumel – Flickr Groups Visit Cozumel Official Flickr Account Diving Lodging Dining Shopping Tours Attractions Private Groups SECTION 5  FLICKR
  95. 95. Island Wide Marketing SECTION 5  FLICKR Photo Contests
  96. 96. Introduction SECTION 6  OTHER CHANNELS I. Overview II. Twitter III. Facebook IV. YouTube V. Flickr VI. Other Channels  Overview <ul><li>Description </li></ul><ul><li>Location-based marketing, or “check-in technology” is rising as a new medium of creating loyalty through social media. Essentially, a user uses the GPS setting of their phone so that they can be “located.” They then are shown area businesses that participate with the social media service. They can “check in” to the business and earn points towards special offers and compete with others for dominance. </li></ul><ul><li>Key Insights You’ll Learn </li></ul><ul><li>About location-based marketing </li></ul><ul><li>Foursquare’s model </li></ul><ul><li>Loyalty concepts </li></ul><ul><li>Gaming and competiton </li></ul>a.) Overview b.) Marketing Strategy a.) Overview b.) Marketing Strategy a.) Overview b.) Marketing Strategy a.) Overview b.) Marketing Strategy
  97. 97. Location-Based Marketing SECTION 6  OTHER CHANNELS Facebook Places The Players
  98. 98. Location-Based Marketing SECTION 6  OTHER CHANNELS The premise of Foursquare Tell Foursquare where you are and it will tell you who and what is nearby.
  99. 99. Location-Based Marketing SECTION 6  OTHER CHANNELS <ul><li>The process of telling Foursquare where you are is called “checking in” </li></ul><ul><li>When asked to locate themselves, users are shown a list of nearby venues. </li></ul>
  100. 100. Location-Based Marketing SECTION 6  OTHER CHANNELS <ul><li>“ Mayors” are those who check-in most often at a given place </li></ul><ul><li>Mayorship is triggered when a user visits more than 2x within 60 days </li></ul><ul><li>Merchants reward mayors with special discounts and deals. </li></ul>
  101. 101. Location-Based Marketing SECTION 6  OTHER CHANNELS As users check-in at places around your destination, Foursquare throws these recommendations to the users.
  102. 102. Location-Based Marketing SECTION 6  OTHER CHANNELS <ul><li>To create a fun, competitive game, Foursquare has instituted “badges.” </li></ul><ul><li>Badges are earned for creative reasons a merchant may come up with. </li></ul><ul><li>Merchants can offer a discount to anyone who can show they have a certain badge. </li></ul>
  103. 103. Contact Us Lane Douglas [email_address] Twitter: @lanedouglas Ben Isenberg [email_address]

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