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LGBT Social Media Marketing for 2014
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LGBT Social Media Marketing for 2014

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Including programmatic ad buying, mobile marketing, updates on #hashtag marketing, Twitter and LinkedIn sponsored posts and advertising, integrations with RebelMouse.com and TagBoard.com, as well as …

Including programmatic ad buying, mobile marketing, updates on #hashtag marketing, Twitter and LinkedIn sponsored posts and advertising, integrations with RebelMouse.com and TagBoard.com, as well as strategies with Instagram and Vine

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  • 1. 8/2/2014 LGBT Social Media & Web 2.0 Marketing
  • 2. Advanced LGBT Marketing Part 1 – The Concepts 8/2/2014 LGBT Online & Social Media Marketing #MakeYourHashtagsCount
  • 3. LGBT Online Marketing Social Media numbers in 2014 8/2/2014 LGBT Online & Social Media Marketing
  • 4. LGBT Online Marketing Social Media numbers in 2014 8/2/2014 LGBT Online & Social Media Marketing
  • 5. LGBT Online Marketing Social Media numbers in 2014 8/2/2014 LGBT Online & Social Media Marketing
  • 6. LGBT Online Marketing Social Media numbers in 2014 8/2/2014 LGBT Online & Social Media Marketing
  • 7. LGBT Online Marketing Evolution of Online Activity 8/2/2014 LGBT Online & Social Media Marketing
  • 8. Interpersonal Marketing Merging PR, Advertising & Social Media with... The Power of Individuals, their Interactions and their Relationships! in·ter·per·son·al [ ìnt?r púrss?n'l ] 1.of relationships between people: concerning or involving relationships between people LGBT Online Marketing 8/2/2014 LGBT Online & Social Media Marketing
  • 9. Social Media & Web 2.0 Interpersonal Marketing – Merging PR, Advertising & Social Media 8/2/2014 LGBT Online & Social Media Marketing
  • 10. LGBT Online Marketing Interpersonal Marketing – Merging PR, Advertising & Social Media 8/2/2014 LGBT Online & Social Media Marketing
  • 11. LGBT Online Marketing Interpersonal Marketing – Merging PR, Advertising & Social Media 8/2/2014 LGBT Online & Social Media Marketing
  • 12. LGBT Online Marketing Interpersonal Marketing – Merging PR, Advertising & Social Media 8/2/2014 LGBT Online & Social Media Marketing
  • 13. LGBT Online Marketing The Strategy 8/2/2014 LGBT Online & Social Media Marketing
  • 14. LGBT Online Marketing Hyper-Targeted Programmatic Online Ad Buying 8/2/2014 LGBT Online & Social Media Marketing
  • 15. LGBT Online Marketing Hyper-Targeted Programmatic Online Ad Buying 8/2/2014 LGBT Online & Social Media Marketing
  • 16. LGBT Online Marketing Hyper-Targeted Programmatic Online Ad Buying 8/2/2014 LGBT Online & Social Media Marketing
  • 17. LGBT Online Marketing Hyper-Targeted Programmatic Online Ad Buying 8/2/2014 LGBT Online & Social Media Marketing
  • 18. LGBT Online Marketing Hyper-Targeted Programmatic Online Ad Buying - MOBILE 8/2/2014 LGBT Online & Social Media Marketing
  • 19. LGBT Online Marketing Hyper-Targeted Programmatic Online Ad Buying - MOBILE 8/2/2014 LGBT Online & Social Media Marketing
  • 20. LGBT Online Marketing Hyper-Targeted Programmatic Online Ad Buying 8/2/2014 LGBT Online & Social Media Marketing
  • 21. LGBT Online Marketing Social Media and the Amplifying Effect Reach Friends of Friends 8/2/2014 LGBT Online & Social Media Marketing
  • 22. LGBT Online Marketing Facebook.com – The Social Media Amplifying Effect “Friends of Friends” Goal is to get folks to Comment, Like or Share 8/2/2014 LGBT Social Media & Web 2.0 Marketing
  • 23. LGBT Online Marketing 8/2/2014 LGBT Social Media & Web 2.0 Marketing
  • 24. LGBT Online Marketing Facebook.com – Photos Connected with Business + Tagging 8/2/2014 LGBT Social Media & Web 2.0 Marketing
  • 25. LGBT Online Marketing Instagram – Photos Connected with Business + Hashtags (both business and user-generated content) 8/2/2014 LGBT Social Media & Web 2.0 Marketing
  • 26. LGBT Online Marketing Instagram – Photos Connected with Business + Hashtags (both business and user-generated content) 8/2/2014 LGBT Social Media & Web 2.0 Marketing
  • 27. LGBT Online Marketing 8/2/2014 LGBT Social Media & Web 2.0 Marketing Photos – Unique Idea for promotion on social media
  • 28. LGBT Online Marketing 8/2/2014 LGBT Social Media & Web 2.0 Marketing Photos – Unique Idea for promotion on social media
  • 29. LGBT Online Marketing 8/2/2014 LGBT Social Media & Web 2.0 Marketing Photos – Unique Idea for promotion on social media
  • 30. LGBT Online Marketing 8/2/2014 LGBT Social Media & Web 2.0 Marketing Photos – Unique Idea for promotion on social media
  • 31. LGBT Online Marketing 8/2/2014 LGBT Social Media & Web 2.0 Marketing Photos – Unique Idea for promotion on social media
  • 32. LGBT Online Marketing 8/2/2014 LGBT Social Media & Web 2.0 Marketing Photos – Unique Idea for promotion on social media
  • 33. LGBT Online Marketing 8/2/2014 LGBT Social Media & Web 2.0 Marketing Photos – Unique Idea for promotion on social media
  • 34. LGBT Online Marketing Photos – be creative with photo tagging and event promotions 8/2/2014 LGBT Social Media & Web 2.0 Marketing We took their photos and handed them a business card-sized promotional piece, pointing them to the Facebook fan page to tag themselves in the photo
  • 35. LGBT Online Marketing 8/2/2014 LGBT Social Media & Web 2.0 Marketing Photos – Unique Idea for promotion on social media Photo is taken and a printout is handed to them with identifying number for photo. Program is fully optimized for smartphones and social media sharing, with corporate sponsor branding prominent throughout the campaign.
  • 36. LGBT Online Marketing 8/2/2014 LGBT Social Media & Web 2.0 Marketing Photos – Unique Idea for promotion on social media
  • 37. LGBT Online Marketing 8/2/2014 LGBT Social Media & Web 2.0 Marketing Photos – Unique Idea for promotion on social media You can see how photos were spread via social media
  • 38. LGBT Online Marketing Photos – #hashtag photo contests 8/2/2014 LGBT Social Media & Web 2.0 Marketing Post a meal using Instagram, hashtag it #dinela, and you could win a stay at the Thomson Beverly Hills and dinner at Caulfield's Bar and Dining Room and a weekend use of a 2013 Cadillac ATS. For those of you who have been working out SO HARD.... wouldn't you like to show off your results at White Party!? Take a pic of your bod during your #WhitePartyWorkOut and share it with us on Instagram and Twitter! Our favorite guys win FREE TICKETS! So you've just bought your ticket to White Party... now it's time to get the party essentials! Get in on our Instagram contest by hashtagging #ImGoingToWhiteParty and win a weekend worth of treats sponsored by Stoli Vodka and Monster Energy. If that's not enough, we'll also give you Andrew Christian undies and a mega bottle of wet lube! Who's in?? How are YOU getting fit for WHITE PARTY PALM SPRINGS? Show us your #WhitePartyWorkOut on Instagram and Twitter! We might just give you FREE tickets!
  • 39. LGBT Online Marketing 8/2/2014 LGBT Social Media & Web 2.0 Marketing Photos & Video – #hashtag contests on Instagram, YouTube and Vine
  • 40. LGBT Online Marketing Vine – 6-Second Videos Connected with Business + Hashtags (both business and user-generated content) 8/2/2014 LGBT Social Media & Web 2.0 Marketing
  • 41. LGBT Online Marketing Advanced Facebook Strategies: Postings by Others 8/2/2014 LGBT Social Media & Web 2.0 Marketing
  • 42. LGBT Online Marketing Advanced Facebook Strategies: Postings by Others Tip – link using @ 8/2/2014 LGBT Social Media & Web 2.0 Marketing
  • 43. LGBT Online Marketing 8/2/2014 LGBT Social Media & Web 2.0 Marketing @ Symbol now on LinkedIn, Twitter, Facebook and Google+
  • 44. LGBT Online Marketing Post Once – Spread the Word 8/2/2014 LGBT Social Media & Web 2.0 Marketing
  • 45. LGBT Online Marketing Post Once – Spread the Word 8/2/2014 LGBT Social Media & Web 2.0 Marketing
  • 46. LGBT Online Marketing Boost Post: pay to advertise a post to increase it’s reach 8/2/2014 LGBT Social Media & Web 2.0 Marketing
  • 47. LGBT Online Marketing The Power of Search Results are custom for each individual & use social media more and more to determine search results 8/2/2014 LGBT Social Media & Web 2.0 Marketing
  • 48. LGBT Online Marketing Google Search – “Personal Results” 8/2/2014 LGBT Social Media & Web 2.0 Marketing
  • 49. LGBT Online Marketing 8/2/2014 LGBT Social Media & Web 2.0 Marketing Google Search – Integrates with Twitter and Google Plus
  • 50. LGBT Online Marketing Bing’s Integration with Facebook 8/2/2014 LGBT Social Media & Web 2.0 Marketing
  • 51. LGBT Online Marketing The Power of LinkedIn It’s no longer just about finding a job! 8/2/2014 LGBT Social Media & Web 2.0 Marketing
  • 52. LGBT Online Marketing LinkedIn Strength 8/2/2014 LGBT Social Media & Web 2.0 Marketing
  • 53. LGBT Online Marketing LinkedIn Groups 8/2/2014 LGBT Social Media & Web 2.0 Marketing
  • 54. LGBT Online Marketing LinkedIn Groups 8/2/2014 LGBT Social Media & Web 2.0 Marketing
  • 55. LGBT Online Marketing LinkedIn Groups 8/2/2014 LGBT Social Media & Web 2.0 Marketing
  • 56. LGBT Online Marketing Manually promote blog with LinkedIn Group 8/2/2014 LGBT Social Media & Web 2.0 Marketing
  • 57. LGBT Online Marketing LinkedIn Business Profile 8/2/2014 LGBT Social Media & Web 2.0 Marketing
  • 58. LGBT Online Marketing LinkedIn Business Profile with Link Post Statistics 8/2/2014 LGBT Social Media & Web 2.0 Marketing
  • 59. LGBT Online Marketing LinkedIn Sponsored Post Advertising 8/2/2014 LGBT Social Media & Web 2.0 Marketing
  • 60. LGBT Online Marketing Twitter Paid Advertising 8/2/2014 LGBT Social Media & Web 2.0 Marketing
  • 61. LGBT Online Marketing Twitter Main Ad Dashboard 8/2/2014 LGBT Social Media & Web 2.0 Marketing
  • 62. LGBT Online Marketing Twitter Main Ad Dashboard – Promoting Selected Tweets 8/2/2014 LGBT Social Media & Web 2.0 Marketing
  • 63. LGBT Online Marketing Twitter Main Ad Dashboard – Key Word and #hashtag Targeting 8/2/2014 LGBT Social Media & Web 2.0 Marketing
  • 64. LGBT Online Marketing LGBT Influencers Now it’s time to start really thinking about Influencers 8/2/2014 LGBT Social Media & Web 2.0 Marketing
  • 65. LGBT Online Marketing Power of Influencers: Engaging and Interacting with Conversations 8/2/2014 LGBT Social Media & Web 2.0 Marketing
  • 66. LGBT Online Marketing Measuring the Power of an Influencer’s Individual Reach 8/2/2014 LGBT Social Media & Web 2.0 Marketing
  • 67. LGBT Online Marketing Measuring Reach and Impressions with TweetReach.com 8/2/2014 LGBT Social Media & Web 2.0 Marketing
  • 68. LGBT Online Marketing Facebook Insights and Reporting 8/2/2014 LGBT Social Media & Web 2.0 Marketing
  • 69. LGBT Online Marketing Advanced Analytics – SimplyMeasured.com 8/2/2014 LGBT Social Media & Web 2.0 Marketing
  • 70. LGBT Online Marketing Advanced Analytics – SimplyMeasured.com 8/2/2014 LGBT Social Media & Web 2.0 Marketing
  • 71. LGBT Online Marketing Advanced Analytics – SimplyMeasured.com 8/2/2014 LGBT Social Media & Web 2.0 Marketing
  • 72. Social Media & Web 2.0 Case Studies Including demonstrating the power of the #hashtag 8/2/2014 LGBT Social Media & Web 2.0 Marketing
  • 73. Social Media & Web 2.0 Case Study 1: IGLTA Convention Hashtag was #IGLTA2013 Above display was present in registration area, lobby and presentation rooms, receptions and meals of convention 8/2/2014 LGBT Social Media & Web 2.0 Marketing
  • 74. Social Media & Web 2.0 #IGLTA2013 as seen on Twitter 8/2/2014 LGBT Social Media & Web 2.0 Marketing
  • 75. Social Media & Web 2.0 #IGLTA2013 as seen on TagBoard 8/2/2014 LGBT Social Media & Web 2.0 Marketing www.TagBoard.com/IGLTA2013 The convention story comes to life
  • 76. Social Media & Web 2.0 #IGLTA2013 as seen on TagBoard 8/2/2014 LGBT Social Media & Web 2.0 Marketing www.TagBoard.com/IGLTA2013 The convention story comes to life
  • 77. Social Media & Web 2.0 #IGLTA2013 as seen on TagBoard 8/2/2014 LGBT Social Media & Web 2.0 Marketing www.TagBoard.com/IGLTA2013 The convention story comes to life
  • 78. Social Media & Web 2.0 #IGLTA2013 as seen on TagBoard 8/2/2014 LGBT Social Media & Web 2.0 Marketing www.TagBoard.com/IGLTA2013 The convention story comes to life
  • 79. Social Media & Web 2.0 #IGLTA2013 as seen on TagBoard 8/2/2014 LGBT Social Media & Web 2.0 Marketing www.TagBoard.com/IGLTA2013 The convention story comes to life
  • 80. Social Media & Web 2.0 #IGLTA2013 as seen on TagBoard 8/2/2014 LGBT Social Media & Web 2.0 Marketing www.TagBoard.com/IGLTA2013 The convention story comes to life
  • 81. Social Media & Web 2.0 #IGLTA2013 as seen on TagBoard 8/2/2014 LGBT Social Media & Web 2.0 Marketing www.TagBoard.com/IGLTA2013 The convention story comes to life
  • 82. Social Media & Web 2.0 #IGLTA2013 as measured by TweetReach.com (both business and user-generated content) 8/2/2014 LGBT Social Media & Web 2.0 Marketing
  • 83. Social Media & Web 2.0 #IGLTA2013 as measured by TweetReach.com (both business and user-generated content) 8/2/2014 LGBT Social Media & Web 2.0 Marketing
  • 84. Social Media & Web 2.0 Postings as measured on Facebook (both business and user-generated content) 8/2/2014 LGBT Social Media & Web 2.0 Marketing
  • 85. Social Media & Web 2.0 Postings as measured on Facebook (both business and user-generated content) 8/2/2014 LGBT Social Media & Web 2.0 Marketing
  • 86. Social Media & Web 2.0 Note on #hashtag Now supported by Twitter, Instagram, Vine, and Google Plus… as of June 2013, working in Facebook as well. # and @ symbols becoming universal in social media 8/2/2014 LGBT Social Media & Web 2.0 Marketing
  • 87. Social Media & Web 2.0 How to Choose #hashtags to use Look at it as Search Engine Optimization (SEO), but for social media. Options include: - Region: #GayMiami - Theme: #GaySports - Unique: #CMI2014 8/2/2014 LGBT Social Media & Web 2.0 Marketing
  • 88. Social Media & Web 2.0 Case Study 2: Dunes Resort Gay Resort & Entertainment Complex – Saugatuck, MI 8/2/2014 LGBT Social Media & Web 2.0 Marketing
  • 89. Social Media & Web 2.0 Consolidation of Social Media Activity Introducing RebelMouse.com Consolidates Google Plus, Instagram, Twitter, Facebook, Tumblr and more into one summary presentation for you and your viewers 8/2/2014 LGBT Social Media & Web 2.0 Marketing
  • 90. Social Media & Web 2.0 Consolidation of Social Media Activity Introducing RebelMouse.com Consolidates Google Plus, Instagram, Twitter, Facebook, Tumblr and more into one summary presentation for you and your viewers 8/2/2014 LGBT Social Media & Web 2.0 Marketing
  • 91. Social Media & Web 2.0 Posting of Social Media accounts Makes it easy for resort and bar patrons to include Dunes Resort when they are: • Checking in on FourSquare • Checking in on Facebook • Uploading and tagging photos on Instagram • Uploading and tagging videos on YouTube and Vine 8/2/2014 LGBT Social Media & Web 2.0 Marketing
  • 92. Social Media & Web 2.0 Posting of Social Media accounts Another example we’ve found recently promoting social media direct to consumers 8/2/2014 LGBT Social Media & Web 2.0 Marketing
  • 93. Social Media & Web 2.0 Posting of Social Media accounts How a hotel uses their own check-ins, with photos, to promote their business on FourSquare as well. 8/2/2014 LGBT Social Media & Web 2.0 Marketing
  • 94. Social Media & Web 2.0 8/2/2014 LGBT Social Media & Web 2.0 Marketing #hashtags in action on Facebook (both business and user-generated content)
  • 95. Social Media & Web 2.0 Consolidated Summary of Social Media Activity Measuring and viewing impact of #DunesResort (both Dunes Resort and user-generated content summary) www.TagBoard.com/DunesResort 8/2/2014 LGBT Social Media & Web 2.0 Marketing
  • 96. Social Media & Web 2.0 Consolidated Summary of Social Media Activity Measuring and viewing impact of #DunesResort (both Dunes Resort and user-generated content summary) www.TagBoard.com/DunesResort 8/2/2014 LGBT Social Media & Web 2.0 Marketing
  • 97. Social Media & Web 2.0 Consolidated Summary of Social Media Activity 8/2/2014 LGBT Social Media & Web 2.0 Marketing Measuring and viewing impact of #DunesResort (both Dunes Resort and user-generated content summary) www.TagBoard.com/DunesResort
  • 98. Social Media & Web 2.0 #DunesResort as measured by TweetReach.com (both business and user-generated content) 8/2/2014 LGBT Social Media & Web 2.0 Marketing
  • 99. Social Media & Web 2.0 #DunesResort as measured by TweetReach.com (both business and user-generated content) 8/2/2014 LGBT Social Media & Web 2.0 Marketing
  • 100. Social Media & Web 2.0 Postings as measured on Facebook (both business and user-generated content) 8/2/2014 LGBT Social Media & Web 2.0 Marketing
  • 101. Social Media & Web 2.0 Postings as measured on Facebook (both business and user-generated content) 8/2/2014 LGBT Social Media & Web 2.0 Marketing
  • 102. Social Media & Web 2.0 Case Study 4: Destination Halifax Social Media Promotion for RainbowHalifax.com #RainbowHalifax 8/2/2014 LGBT Social Media & Web 2.0 Marketing
  • 103. Social Media & Web 2.0 Goal: To promote this LGBT destination microsite via social media 8/2/2014 LGBT Social Media & Web 2.0 Marketing Tagline: “Open arms welcome you to Halifax, Nova Scotia, a breath of fresh air on Canada's East Coast where vibrant LGBT culture is woven into every aspect of the city.”
  • 104. Social Media & Web 2.0 Step 1: Scoop.it’s LGBT Canada and LGBT Destinations 8/2/2014 LGBT Social Media & Web 2.0 Marketing We started with Scoop.it, using this site’s social media curating and distribution tools to automatically post this in Facebook, Twitter, LinkedIn and Tumblr.
  • 105. Social Media & Web 2.0 Step 1: Scoop.it’s LGBT Canada and LGBT Destinations 8/2/2014 LGBT Social Media & Web 2.0 Marketing Scoop.it’s incredible social media sharing capabilities.
  • 106. Social Media & Web 2.0 Step 2: Posted this on the Travel Gay Canada website 8/2/2014 LGBT Social Media & Web 2.0 Marketing
  • 107. Social Media & Web 2.0 Step 3: Posted this on the GayMonde.com LGBT Travel website 8/2/2014 LGBT Social Media & Web 2.0 Marketing
  • 108. Social Media & Web 2.0 Step 4: Converted this editorial into an e-mail campaign 8/2/2014 LGBT Social Media & Web 2.0 Marketing Distributed to several thousand LGBT travel consumers in Canada
  • 109. Social Media & Web 2.0 Step 5: Posted on Travel Gay Canada’s Facebook page 8/2/2014 LGBT Social Media & Web 2.0 Marketing Shared with several LGBT travel groups using “share” feature, reaching several thousand members; Advertised using “Boost Post” feature
  • 110. Social Media & Web 2.0 Snapshot of Gay Travel Facebook group share 8/2/2014 LGBT Social Media & Web 2.0 Marketing Shared with several LGBT travel groups using “share” feature, reaching several thousand members; Advertised using “Boost Post” feature
  • 111. Social Media & Web 2.0 Step 6: Posted on Travel Gay Canada’s LinkedIn Group 8/2/2014 LGBT Social Media & Web 2.0 Marketing Shared with several LGBT travel groups on LinkedIn, including Gay & Lesbian Travel Forum and Gay & Lesbian Tour Operators Group… reaching approx. 2,500 members
  • 112. Social Media & Web 2.0 Snapshot of Gay & Lesbian Travel Forum share 8/2/2014 LGBT Social Media & Web 2.0 Marketing Shared with several LGBT travel groups on LinkedIn, including Gay & Lesbian Travel Forum and Gay & Lesbian Tour Operators Group… reaching approx. 2,500 members
  • 113. Social Media & Web 2.0 Step 7: Posted on Google Plus 8/2/2014 LGBT Social Media & Web 2.0 Marketing Shared with Pink Banana Media’s LGBT Travel circle
  • 114. Social Media & Web 2.0 Step 8: Posted on Twitter 8/2/2014 LGBT Social Media & Web 2.0 Marketing Posted on @TravelGayCanada and @GayMondeTravel monitoring reach of #RainbowHalifax
  • 115. Social Media & Web 2.0 So what can we do for you? Reach the Gay & Lesbian Community Leverage the Power of Social Relationships 8/2/2014 LGBT Social Media & Web 2.0 Marketing
  • 116. Social Media & Web 2.0 So what can we do for you? We can work with you on strategy and implementation to reach your target market in the LGBT community online, via: • Social Media Distribution • E-Mail & Banner Ad campaigns • Online editorial, photos and video Typical client price range is from $1,000 per month to $10,000 per month 8/2/2014 LGBT Social Media & Web 2.0 Marketing Merging PR, Advertising & Social Media with... The Power of Individuals, their Interactions and their Relationships!
  • 117. Questions? Matthew Skallerud www.PinkBananaMedia.com Matt@PinkBananaMedia.com (323) 963-3653 Los Angeles | New York 8/2/2014 LGBT Social Media & Web 2.0 Marketing