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SMITH Advertising Presents: Social Media Seminar
 

SMITH Advertising Presents: Social Media Seminar

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SMITH Advertising, a full service marketing and advertising agency presents an integrated strategic look at how to incorporate social media into your business. Covering a wide range of topics like how ...

SMITH Advertising, a full service marketing and advertising agency presents an integrated strategic look at how to incorporate social media into your business. Covering a wide range of topics like how to optimize your Website, SEO fundamentals, on-line consumer reviews and how to utilize social media platforms. A must see for marketers and business owners!

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  • Mary Kay Ryan dir of marketing for long boat key resort– Jennifer Wohlforth - Gwhiz
  • ----- Meeting Notes (7/13/11 17:53) -----Hotel Indigo - Jennifer CanchoSales & Catering ManagerJennifer Ahearn-KochMarketing and PR DirectorMattisonsWendy WilliamsMarketing AssistantThe Broadway BarRick PermuyOperations ManagerMixon Fruit Farm
  • SMITH has been the agency of record for Brunswick County Tourism Development Authority (TDA) for over 15 years. SMITH’s Social Media team created a micro ad campaign centered around a 30‐day giveaway promotion, “More Beach for Your Blanket.” The campaign targeted North Carolina and the Northeast and invited Facebook members to visit the NC Brunswick Islands’ Facebook page and “Like” it. Upon liking the page and filling out a request for a 2011 visitor’s guide, the member was entered into a drawing that awarded an NC Brunswick Islands beach blanket tote each day, April 4 through May 4, with the winner announced daily in a Facebook update.Outcome• The fan count for the Brunswick Island Facebook page increased from 574 as of March 30, 2011, to 4,647, an increase of 4,073 fans.• Of that 4,073, approximately 1,500 responded to an ePromotion sent to the NC Brunswick Islands database.• The remaining 2,500+ are new fans acquired as a result of the micro‐ad campaign. • At the conclusion of the promotion on May 4, the micro ads changed to a generic destinationcampaign. Fan count has continued to increase and now stands at 5,862 page likes as of July 13th2011, an increase of over 650 fans in two weeks from micro ads alone. • NC Brunswick Islands database has increased by over 3,100 new contacts. • 1,261 people requested the visitor's guide as a result of the campaign
  • SMITH has been the agency of record for Brunswick County Tourism Development Authority (TDA) for over 15 years. SMITH’s Social Media team created a micro ad campaign centered around a 30‐day giveaway promotion, “More Beach for Your Blanket.” The campaign targeted North Carolina and the Northeast and invited Facebook members to visit the NC Brunswick Islands’ Facebook page and “Like” it. Upon liking the page and filling out a request for a 2011 visitor’s guide, the member was entered into a drawing that awarded an NC Brunswick Islands beach blanket tote each day, April 4 through May 4, with the winner announced daily in a Facebook update.Outcome• The fan count for the Brunswick Island Facebook page increased from 574 as of March 30, 2011, to 4,647, an increase of 4,073 fans.• Of that 4,073, approximately 1,500 responded to an ePromotion sent to the NC Brunswick Islands database.• The remaining 2,500+ are new fans acquired as a result of the micro‐ad campaign. • At the conclusion of the promotion on May 4, the micro ads changed to a generic destinationcampaign. Fan count has continued to increase and now stands at 5,862 page likes as of July 13th2011, an increase of over 650 fans in two weeks from micro ads alone. • NC Brunswick Islands database has increased by over 3,100 new contacts. • 1,261 people requested the visitor's guide as a result of the campaign
  • ----- Meeting Notes (7/13/11 18:18) -----This is another example of a type of promotion you can do ~ with $50 gas card.
  • Assistant Art Director at W Magazine and WWD Europe at Fairchild Publications Jennifer Ahearn-KochMarketing and PR DirectorMattison's™She went to school in paris and nyc. That’s my kind of girl! Pamela Fendt3rdChief of Marketing and Communications at The John and Mable Ringling Museum of ArtI learned that on Mondays I can get into the musuem for free and she loves STING 

SMITH Advertising Presents: Social Media Seminar SMITH Advertising Presents: Social Media Seminar Presentation Transcript

  • Welcome and thanks for coming!
  • Agenda
    Retail Sales & the Internet
    Your Website, How Search Works and On-line Strategy
    Google, Search Engines and Keyword Research
    On-line Reviews and Consumer Purchase Decisions
    Social Media Fundamentals
    The Right Platform For Your Brand
    Social Media as an Acquisition Tool
    How Social Media Complements Your Marketing Strategy
    Facebook and LinkedIn Application Strategies
    Including what to post how to post
    Social Media Lessons from Stand Up Comedians 
    Reputation Management
    Closing & Questions
  • Welcome to Web 2.0
    “In the early days of the web, we used it as a
    tool…
    Today, we aren't just using the Internet as a tool…
    ...we are becoming a part of it.”
  • “By 2014, 53% of total retail sales (online and offline) will be affected by the Web, as consumers increasingly use the
    Internet to research products before purchasing.”
    (Forrester, March 2010)
    According to the US Census Bureau,
    the U.S. retail and food services sales as of March 2011 was
    $389 billion
    53% of $389 billion?
    $206 billion will be affected by the Web
  • On-line Presence
    $206 billion will be affected by the web
    The Web includes everything from:
    • YourWebsite
    • How your business ranks in search
    • On-line reviews (reputation management)
    • Social media – including platforms like Facebook, LinkedIn, Twitter and YouTube
  • On-Line Presence
    Can your business afford not to look at how to integrate an on-line presence into your marketing strategy?
    Taking a proactive, strategic look at how your business is communicating to your
    future customers through the Internet is potentially the most powerful
    strategy you can utilize in today’s world to generate new leads and sales.
  • About Your Website
    Let’sbegin with your Website and how search works
  • About Your Website
    When is the last time you visited your Website? If it’s been a long time and you don’t have a reason to go back to it, it’s likely that other people won’t have a reason either!
    Creating fresh, relevant, engaging content on your Website that serves your guests and customers is paramount – and search engines will reward you for it.
    How does that work? How does fresh content help you to score in search?
  • SEO – Google Love
    Google relies on having the most fresh, relevant, up-to-date search because that is what makes Google profitable!
    “Google Sites led the U.S. search market in February 2011 with 65.4 percent market share”
    “The U.S. search-ad market generated $12.4 billion last year, up 16 percent from 2009, according to EMarketer Inc. in New York.” (Bloomberg: Google, Microsoft Added Internet-Search Market Share in December, Jan 13, 2011)
  • How to Speak Google
  • Application
    • Make your Website 21st century ready – create ways for guests and customers to engage in a two-way dialogue with your brand (above the fold!) – creating activity is key!
    • Hub Spot offers a great tool called websitegrader.com with a 30-day free trial– this is an awesome way to see what you need to do to up your ranking for SEO.
    • Add custom Social Media icons to the top of all your pages with a clear call to action – what do consumers/guests get by “liking” you or “following” you… ?
    • Facebook has free social media plugins you can add directly to your site which directly impact your SEO rankings!
  • Application
    • Create a content strategy and add a blog to your website (don’t create an external blog like www.blogspot.marniblythe.com )
    • Google Adwords provides us with free tools that we can use to figure out which keywords are going to best to use for search.
    • What is Google AdWords?
    • Google AdWords is a service that lets you create and run ads for your business on Google and their advertising network -- no matter what your budget, you'll only pay when people click your ads.
    • AdWordsads are displayed along with search results when someone searches Google using one of your keywords. Ads appear under 'Sponsored links' in the side column of a search page, and may also appear in additional positions above the free search results.
  • Application
    Google Adwords controls these sections
  • Application
    • Adwords can be used not only for buying ads but can be used to determine your keyword/content strategy.
    • It all begins with research!
    • Sign up for a Gmail account, then sign up for Google AdWords.
    • Just because you think people are searching for a particular word or set of words with your business, doesn’t mean that’s true.
    • Keyword research builds the foundation for everything you create and should be integrated into your communications & marketing strategy. This includes your Website & social media which are intrinsically linked.
    • So how do we figure it out?
  • Keyword Research
  • Keyword Research
  • Keyword Research
  • Next, let’s talk about the power of on-line reviews and on-line discussion about your brand
  • How Social Media Plays into
    Consumer Buying Decision
  • How We Purchase
    • When making purchase decisions, North American Internet users trust recommendations from people they know and opinions posted by unknown consumers online more than advertisements on television, on the radio, in magazines and newspapers, or in other traditional media. (Neilson Online, April 2009)
    • Consumer reviews are significantly more trusted -- nearly 12 times more -- than descriptions that come from manufacturers and marketers.  (eMarketer, February 2010)
  • Google Places
    • One of the most powerful places for online reviews is Google Places.
    • Have you claimed your Google Places page for business?
    • Are you actively seeking out positive reviews from satisfied customers & guests?
    • How often are you responding to comments that have been posted?
    • This is one of the most powerful things you can do!
  • Google Places
  • Now, onto social media
  • Social Media Defined
    • Social Media is a 24-hour advertising opportunity – an ongoing dialogue with current and potential customers
    • Social Media is a two-way conversation with your customer, providing you with valuable insight and information that proactively drives results
    • Social Media allows people to connect with your business, and enables you to network with them to promote and expand your message and brand footprint
    • Social Media allows you to get your message to a large number of people with little impact on your internal resources
  • Social Media is Powerful!
    Here are some fun facts!
    Lady Gaga, Justin Beiber and Britney Spears have more Twitter followers than the entire populations of Sweden, Israel, Greece, Chile, North Korea and Australia.
    Groupon is projected to reach $1 billion in sales faster than any company in history.
    48% of 18 to 24 year olds check Facebook right when they wake up, about 28% check it from their smartphones before getting out of bed.
    A recent Foursquare hack has transformed NYC into a game of Risk – The World of Fourcraft.
  • Social Media is Powerful!
    While social media definitely has a fun side that keeps us all interacting, it’s also been used for many good causes this past year.
    Tsunami in Japan: Many victims were able to update their loved ones who couldn’t contact them. Warnings were posted about when tsunamis could be expected to hit and relief funds were raised through Twitter and Facebook to help those affected.
    Protests in Tunisia and Egypt:  Social media played a major role in the organization of the protests and fueled the revolutions.  It also kept people around the world informed of events when the government shut down the internet and phone lines.
  • Social Media and
    the “Real World”
  • Have a Plan First
    • Before you start anything online – you need to have a strategic, solid marketing plan.
    • One of the biggest mistakes that brands can make in approaching the Web is to think that the simple act of creating an online presence—whether through a blog, a Facebook profile, or a fancy Web site—will in itself bring new business.
    • Social Media provides the platform but not the content– you have to provide that.
  • The Right Platform For You
    • Choose which platforms are going to make the most sense for your business and then make the time commitment to update those platforms regularly.
    • Social Media isn’t a silver bullet, get rich quick solution – it requires time and consistency.
    • How about using your outlook calendar to schedule your on-line time?
  •  
    “Social media isn’t the end-all-be-all, but it offers marketers unparalleled opportunity to participate in relevant ways. It also provides a launch pad for other marketing tactics. Social media is not an island. It’s a high-power engine on the larger marketing ship.”
  • How Social Media Complements
    Your Current Marketing Plan
    Think of social media marketing as a tangent to your current marketing strategy.
    It can help make your marketing budget work harder.
    Overlapping social media with mainstream marketing efforts can help to achieve more “bang for your buck.”
  • True Integration – Toy Story 3
    Overview:
    Disney/Pixar was getting set to release Toy Story 3 in June of 2010.
    Goal:
    Integrated outreach to targeted demographics that don’t traditionally see animated feature films to increase sales.
    Strategy:
    Marketing plan included television & print ads with a heavy social media plan
    TV & print largely targeted families and younger children
    Using Facebook, college students could sign up for special 65 min. screening of the film on campuses throughout the US – the screening had a cliff hanger which whetted viewers appetites for the final release
    Using YouTube and movie blogs, generation X viewers were targeted with “Groovin’ with Ken” and “Lots-o’Huggin’ Bear “vintage” YouTube commercials that went viral
    Results:
    Toy Story 3 was a huge hit with critics, and with fans grossing over $1 billion dollars worldwide, making it the most successful animated film of all time.
    To date, the main Lotso clip has been viewed more than 1 million times on YouTube
    These ads immediately opened up a wave of press and blog coverage that extended far beyond the typical movie news cycle.
    The ads worked because it gave viewers a look into the the alternate reality of an animated film — while also acting as a genuinely cool Internet video.
  • Integration
    American Express "tweet stories" commerical
  • Integration
    Are you familiar with foursquare?
    Foursquare is a location-based mobile platform that makes cities easier to use and more interesting to explore.
    By “checking in” via a smartphone app or SMS, users share their location with friends while collecting points and virtual badges.
    Merchants and brands leverage the foursquare platform by utilizing a wide set of tools to obtain, engage, and retain customers and audiences.
    foursquare by the numbers (last updated April, 2011)
    Users: Over 10 million worldwide
    Check-ins per day: Over 3 million, with over 600 million check-ins total
    Businesses: Over 400,000 using the Merchant Platform (more information at foursquare.com/business)
  • Integration
    Starwood Points and FourSquare
    In May, Starwood Hotels teamed up with Foursquare for its Starwood Preferred Guest loyalty program.
    Once a guest links his SPG and Foursquare accounts, he can earn 250 Starpoints when he checks in to a Starwood hotel with a confirmed reservation.
    Guests love it because 250 SPG points can help earn a free night that usually costs around 3,000 points.
    Rewards have the same value all over the world and everything is taken care of on the back end, so there’s no staff training necessary.
    Through July 31st, mobile checkin enters a user into a contest for a resort getaway, including five free resort nights and airfare.
    Since Starpoints already have such a high perceived value to guests, the potential to earn more points and to win a vacation means people are happy to go through the steps of linking their Foursquare and SPG accounts.
    Success Metrics
    Since the campaign’s launch in May, SPG has “given away” nearly 10 million points.
    Lesson
    Your loyal customers are probably excited about earning loyalty points with your brand.
    Consider using Foursquare to offer more loyalty points — the business doesn’t lose any actual money, but they do gain an excited consumer who will likely come back again and again.
  • Social Media is Powerful!
    How powerful can it be for your business?
  • Social Media as an Acquisition Tool
    Generate exposure
    In a 2011 study of 3342 marketers, 88% reported increased exposure as a result of social media marketing
    Improved search rankings (Google, Bing, Yahoo!)
    62% indicated a rise in search engine rankings
    Generate qualified leads
    48% of small business owners saw improved sales as a direct result of their social media efforts
    Increase traffic to your website
    72% of those surveyed saw increased traffic as a result of social media
    *2011 Social Media Marketing Industry Report, ©2011 Social Media Examiner
  • Facebook
    How do you start to generate exposure, improve your search rankings, generate leads and improve traffic to your site?
    Let’s talk about Facebook first.
    We’ll start with some fundamentals then we’ll get into some more complex things.
  • Application
    For most companies that are B2C, having a presence on Facebook is huge opportunity.
    Basically anything you can do on a website you can now do on Facebook
    Take a few minutes and go look at some major Fortune 500 brands and what they are using Facebook for… some of my favorites? Audi, TripAdvisor, Coca – Cola.
    You can customize your Facebook pages – just Google for “custom Facebook pages” tool check out Involver and Pagemodo.
    Remember its about adding value and serving your guests and future customers.
  • How to Create a Fan Page
  • Application
    The IBM Institute for Business Value, “From Social Media to Social CRM What Customers Want,” completed in 2011 surveyed more than 1,000 consumers worldwide to understand who is using social media, what sites they frequent and what drives them to engage with companies.
    “When asked what they do when they interact with businesses or brands via social media, consumers list “getting discounts or coupons” and “purchasing products and services” as the top two activities, respectively. They rank “reading reviews and product rankings” third, which is also often part of the purchasing process as customers research product information before deciding to transact.”
  • Custom Pages
  • Custom Pages
  • How Do You Get More Fans & Followers?
    • Integration is the key! Train and involve your staff ~
    • Let your current customers know you are on the various social media sites via point of sale/purchase.
    • Incentivize guests and customers to join right away via their mobile device and show you/your staff the confirmation for some kind of instant reward!
    • Text “FBOOK” with the words “fan smithadv” – you’ll get a confirmation message.
    • Include a link to your fan page in your email signature block in every email you send out.
  • How Do You Get More Fans & Followers?
    • Use traditional media and look at every piece of print media you use in your business.
    • Your Facebook fan page (as well as Twitter and any other social sites you’re active on), should be clearly displayed.
    • Put your Facebook fan page link (and the logo) on your business cards, letterhead, brochures, print newsletters, magazine ads, products, etc.
    .
  • What Should You Post?
    • Posts should solicit as much engagement as possible.
    • The best ways to engage your audience are by asking questions in your updates.
    • Post relevant content that the audience will comment on and share.
    • We recommend a mix of your own thoughts, breaking news, useful tips, tools, resources and links from other sites in your industry and related industries, stay on topic, stay focused.
    • Add your own comments as needed to get the ball rolling. Come back and reply often to your fans’ comments – Facebook currently doesn’t have threaded commenting, so we suggest addressing specific fans in your comments as @name.
    • Multi-media (e.g. photos and video) elicit the most commenting
    .
  • Some Social Media Lessons From Comedians
    Like marketers, comedians spend their days carefully crafting messages for maximum impact. They tell stories.
    They build analogies of great length to make a point.
    They gauge reactions from their audience and adjust if needed.
    Engage Your Hecklers
    Hecklers make stand-up comedy a full contact sport. Detouring out of rehearsed material and into a conversation with a heckler is in a comic’s blood, and it should so too be part of how you use social media.
    Marketing Takeaway:
    A remarkable social media strategy is steered by someone who can go “off-script” to respond to unsatisfied customers or brand detractors.
    Doing so on the open and transparent forums will go miles to repair relationships, as well as increase the confidence of onlookers.
     
    .
  • Some Social Media Lessons From Comedians
    Use Props 
    Who remembers Gallagher?
    He was a standup in the late 80’s and early 90’s who made a name for himself by smashing watermelons with sledgehammers on stage (talk about remarkable!). 
    His use of props and fondness for liquid explosions added a dimension to his jokes, persona and performances that other comics didn’t have.
    Marketing Takeaway:
    Apply that principle to your social media strategy by including videos, pictures, surveys, and other types of dynamic content.
    Linking to website content is great, but text is one-dimensional and can get boring for folks following your brand on places like Facebook and Twitter. 
    Videos and imagery of you doing what you do, will enrich and deepen their understanding of who you are.
     
    .
  • Some Social Media Lessons From Comedians
    Know Why They Laugh
    George Carlin was a philosopher for the damned.  Bill Cosby satirized the nuclear family. Sam Kinnison shocked audiences with screaming serenades to ex-girlfriends.  
    They knew what chords they struck with their audiences, and wrote and performed material with those chords in mind. 

    Marketing Takeaway:
    You should likewise always keep a hand on your audiences pulse.  Be cognizant of what they like – doing so will help you avoid posting content that gets crickets, as they say.
    Measure interactions and traffic from social media as often as you can, and use that data to inform what you share next– use analytics tools like Facebook insights and Google Analytics.
    .
  • Facebook Ads
    Facebook offers local advertisers a way to tap into their audience through micro-ad placements. 
    These ads are sold on a CPC (cost-per-click) basis and can either send clickers to an advertiser’s webpage or to an advertiser’s Facebook fan page. The space is based on an auction system, where price will fluctuate.
    When people click on your ad, they will be sent directly to your Facebook fan page.
    The goal is to increase the number of fans, creating a pool of consumers who can be stimulated by future social media-driven offerings.
    .
  • Facebook Ads
    Target Facebook Ads to Facebook users in state during summer months.
    1.5 M people in Florida
    Change strategy to target Northeast/Midwest during fall/winter months.
    .
  • Why use it?
    No matter what business you are in ~ its about building relationships with people.
    People do business with people. People do business with people they like.
    Let me share a few fun facts that I learned 
    .
  • Linked In
    • Why use it?
    • When was the last time you google’d your name?
    • LinkedIn has more than 100 million registered users, spanning more than 200 countries and territories worldwide.The site has 21.4 million monthly unique U.S. visitors and 47.6 million globally
    • 6 degrees of “kevin bacon”
    • You can’t tell everyone everything about you the first time you meet
    • Proactively manage the info out there on you!
    • Personal and company pages
    .
  • Linked In
    • Complete your profile! It should be like an executive summary or online resume. 
    • Invite and link in with people that you would like to get to know better– personalize the invitation! 
    • Seek out recommendations of recent clients and good past customers (“raving fans”).
    • The best way to get recommendations is to give more recommendations. 
    • Actively update your status from a business perspective. What are you currently working on? 
    • Comment on updates posted by others. This is a key activity. Don’t worry about what to post about yourself—instead comment on your connections’ posts and accomplishments. 
    • GIVE FIRST!!!
    • Be responsive.
    .
  • Linked In
    If you want to start a group, here are some tips (from Barak HirschowitzDirector, HOSPITALIO Inc. | Hospitality Recruitment)
    He owns/manages many of the hospitality industry's top social network groups including Luxury Hoteliers on LinkedIn with 27,000 members. He also has over 7000 1st level connections!
    Start by inviting every contact you know to join the group, LinkedIn ranks groups by size for keywords.  The bigger the group, the more likely you will get found.
    Choose keywords in your group description that are relevant to your group's purpose.  LinkedIn uses these keywords to rank your site.  You can search groups by keywords to see how you rank.
    Moderate your group, there is nothing worse than spammers trashing your group reputation.
    Market the group on your website.
    Invite members of other groups of a similar nature to join yours.
    .
  • Reputation Management
    Do not put anything online that you wouldn’t want displayed on a billboard on Interstate 75!
    Sign up for Google “Alerts” – its free. Monitor for your business name, your name www.google.com/alerts
    Make sure your business is listed in as many directories as possible – www.ubl.org is a great help!
    A great free tool is www.getlisted.org
    Consider signing up for reputation monitoring software (if you want recommendations, email me! )
    .
  • In Closing…
    So, what are the key take aways?
    • The world has changed and 53% of all sales will be affected by the Internet by 2014 – time to get moving!
    • Keyword research sets you up across all on-line platforms including your website, search, social media
    • Your loyal guests and future customers are a huge resource can affect future guests and customers decision to purchase, reward – recognize and incentivize them to share their positive messages
    • Integration is key to your brand’s success
    • Choose what platforms are going to be the most relevant for your target market and create engaging, relevant, fresh content that serves first. Giveaways, sweepstakes, coupons and offers go a long way.
    .
  • Finally…
    Thank you for the gift of your presence and time today!
    We would love to stay connected with you 
    If you loved this presentation… here’s what we would request:
    The biggest complement would be a referral to someone you know that might like to utilize our services, maybe that’s you. If not, that’s okay too!
    The second biggest complement would be a recommendation on LinkedIn
    Marni Blythe
    Director of Social Media Marketing
    Mobile: 646-413-4872
    Email: mblythe@smithadv.com
    Linked In: www.linkedin.com/in/marniblythe
    .