Impact Marketing: Facebook and Pinterest

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Presentation given on May 1, 2013 to members of the Burnet County, Tx tourism industry on marketing with Facebook and Pinterest.

Presentation given on May 1, 2013 to members of the Burnet County, Tx tourism industry on marketing with Facebook and Pinterest.

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  • My job is to DEMYSTIFY social media.
  • I’m going to give you some new media tools to help you market your business, get more customers, and increase sales.
  • Can help reach a different demographic – one that doesn’t respond to traditional advertising (no newspapers – can get news on your phone)SEO = getting found onlineViral = now people will tell friends in a more public way
  • You need to be able to describe the value proposition of your event in one sentence. Like a mission statement, but not too mission statement-y. What’s the one thing that makes you unique? With Zappos’s it’s not the shoes, it’s their customer service.2.a. Generate sales – using social media to create first-time customers and drive repeat business2. b. Brand enthusiasm – turning customers into fans2. c. Loyalty – building long-lasting relationshipsSome of your audience has never heard about you. Others are raving fans. Who are you trying to reach? This matters because your messages to these diverse groups will be very different. a. awareness – they may have heard something about you b. interest – heard about you, visited your website, no purchases c. action – they’ve made a single purchase d. advocacy – fans of the brand, told friends, frequent/repeat purchases
  • Knowing how your audience behaves within social media is critical. This will help you select the social media channels you use, and the types of promotions you run. Are they creators, joiners, critics, or merely spectators?Who from your organization will be the one “talking” in social media? One person, a team? Figure it out in advance and get buy in from those who will be doing it.Which social media tools/channels (Facebook, Twitter, YouTube, etc.) are the best ones for your organization AND your audience?People love social media. Why? Because they can develop relationships with a brand. Those brands that sound like real people, anyway. You have to put a “face” on your brand. What’s your voice? Fun, urban, folksy? Whatever you choose to measure, make sure it ties back to your goals and objectives. Before you start, establish some baseline metrics so that you have some things to compare. We’ll talk some more about measurement in just a minute.Sit in a room with your team and some flip charts. Go through each of these questions until you have answers for them. This will become your strategy. Once it’s finessed, share it with your organization, your board, etc.
  • Social media works best when it is a component of an integrated marketing strategy, inclusive of advertising, public relations, etc. It should be a part of your marketing plans, not an island unto itself.
  • If Facebook is the primary place to find information about your business, the customer is then competing with everything else going on.Why am I here again?1. Hello! Friends I haven’t talked to in a long time.2. Ooh! A notification! I wonder what that is …3. And then there’s branding. You can only brand yourself to the extent that Facebook (or any other social media site) will let you.
  • Use social media to extend your network. Think of your social media sites as outposts of information, but you should keep the good stuff on your website. Your website and your blog (if you have one) are the only pieces of online real estate that you truly own. Your branding, your content, your calls to action – those are all yours.
  • Integrating your social media channels into your website can …Give you the potential to be “seen” in a broader communityKeep customers up to dateShare real time information with customersHelp portray your business as “active”.GO TO WEBSITE – CLICK PHOTO
  • Make it crystal clear. Tell visitors to your site what you want them to do.
  • The restaurant doesn't typically do a brisk lunch business.  Note that the paid reach was only 526.  The majority of the views came from viral views - aka shares.  Over 7k total views.  Also note that it was only shared 11 times, so asking for the share is important. There were also 10 new likes on the page during the offer.  I attribute this to the offer and shares.
  • 1) Click Offer, Event+ in the publisher.2) Choose from In Store Only, In Store & Online, or Online Only.3) Fill out details of redemption. For Online Only, you'll need a URL and optional code to redeem.4) Write a COMPELLING headline - remember Facebook users see this in their News Feed *including* on mobile devices! Upload an eye-catching thumbnail. Set the terms if applicable (# of claims and expiration date).5) Check the preview and go view the email sent to you; this is exactly what your prospects get emailed when they claim your Offer. 6) Choose your budget to promote the Offer. This works very similarly to Promoted Posts; however, Facebook seems to be giving us discounted rates... for now! You could choose to promote the Offer via a different type of Facebook Ad instead; if you select that option, your Offer will *not* run until you buy the ad.When you go to share your Offer, you can use the scheduler and the new advanced targeting tool (available on some pages).
  • Just like you would pin something you want to remember on a bulletin board, Pinterest lets you do the same thing to images you find on the web. Create your own virtual bulletin boards for the things you love – like recipes, places you want to visit, ideas for your home, and more. Once something is pinned, it can be “liked”, “shared” on Facebook, tweeted on Twitter, repinned, and commented on by your followers.
  • Aesthetic Design Construction from right here in Bastrop is a great example of a small business that is using Pinterest effectively. They appeal to Pinterest’saspirational nature by showing us what we can do with our new homes once we’re living in them. The photography is beautiful. And they’ve taken something that’s typically considered “manly” (construction) and made it be more appealing to Pinterest’s predominantly feminine audience.
  • This is from a Board that Lost Pines Toyota created called “Welcome to the Family”. It’s genius really. Anytime you can feature your happy customers in a photo that is shareable, that’s a win. People love to see themselves in pictures, and it shows other potential customers what kind of treatment they will receive as customers.
  • Just like you would pin something you want to remember on a bulletin board, Pinterest lets you do the same thing to images you find on the web. Create your own virtual bulletin boards for the things you love – like recipes, places you want to visit, ideas for your home, and more. Once something is pinned, it can be “liked”, “shared” on Facebook, tweeted on Twitter, repinned, and commented on by your followers.
  • Business.pinterest.com

Transcript

  • 1. Impact Marketing:FacebookandPinterestPresented by:Burnet County TourismMay 1, 2013Photo:karen.gardiner onFlickr
  • 2. Get these slides here::http://sarahtpage.com/burnet-county-tourism/
  • 3. Photo: Marciniak on FlickrDEMYSTIFY
  • 4. Photo: brandi666 on Flickr
  • 5. Agenda Social media review Social media strategy Know your audience Website marketing Facebook examples Pinterest examples Pinterest for business Live Demos Q&A
  • 6. Social Media Review
  • 7. Photo: erinjpattisonSocial media isFREE!
  • 8. Benefits of Social Media• It’s FREE!• Builds deeper relationships• Increases brand awareness• Broadens your network• Helps SEO• Increases website traffic• Generates leads and sales• Can help reach journalists/media• Empowers fans to be viral ambassadors foryour brandSource: Social Media for Tourism Pros
  • 9. Is Social Media Right for You?• Is social media …• Providing value to your organization and yourmembers/customers?• Bringing benefit via brand awareness,membership, loyalty, sales, etc.?• Helping to grow membership base?• Justifying the investment?Source: pammarketingnut.com
  • 10. First steps• Find your audience• Know what’s being said• Extend a virtual hand• Get your community to be virtual ambassadors• Have fun, in a professional manner of speakingSource: DCI
  • 11. Social Media StrategyPhoto: davidkjelkerud
  • 12. First, Some Questions1. Can you describe your business/organization?2. What are your goals?a. Generate salesb. Brand enthusiasmc. Loyalty3. What is your relationship with your audience?a. Awarenessb. Interestc. Actiond. AdvocacySource: Jay Baer(http://convinceandconvert.com)
  • 13. More Questions4. How does your audience use social media?5. Who will be your community managers?6. What social media platforms will you use?(Hint: Where is your audience?)7. How will you be human (what is your“voice”)?8. How will you know when/if you’resuccessful?Source: Jay Baer(http://convinceandconvert.com)
  • 14. Do You Need a Social Media Policy?• Maybe. Just keep these basics in mind:– Be polite– Be honest– Be open– Be inclusive– Be forthright– Be legal– Be helpful– Don’t try to control the conversation– Accept, respond, and be gracious to negative feedbackSource: The Potluck Guide To Social Media Strategy
  • 15. Social Media Don’ts• Don’t be something you’renot• Don’t experiment with thecompany logo• Don’t think you have to beon every social mediachannel• Don’t tell, show• Don’t feed Facebook toTwitter (or vice versa)• Be authentic• Try new things withpersonal accounts first• Start slow and be selective• Use images wheneverpossible• Know your audience andpost accordingly
  • 16. Remember:Social mediais notan island.Photo: lisbokt
  • 17. Know Your AudiencePhoto: stijnbokhove
  • 18. Facebook Insights
  • 19. Facebook Insights
  • 20. Facebook Insights
  • 21. Website MarketingYour websiteshould bethe hub ofyour onlinemarketing
  • 22. Social Media Brings Users To You!
  • 23. Integrate Social with WebFrom this …
  • 24. Integrate Social with Web… to this …
  • 25. Integrate Social with Web… to this.
  • 26. Use Calls to Action
  • 27. Content Really Is King• Put contact info onEVERY PAGE• Use easy navigation• Keep content current• Use high-qualitycontent (includingphotos and video)• Add calls to action
  • 28. Facebook Examples
  • 29. Facebook Offers• Affordable and greatfor brand awareness• Spent $3.70 anddrove over $200 inbusiness• 102 offers claimed/5redeemed• Redemption rate onthis offer was low• Ask your communityto share!Source: Doe’s Eat Place
  • 30. Facebook OffersSource: Doe’s Eat Place
  • 31. Facebook Promoted Posts
  • 32. Facebook Promoted PostsSource: Visit Bloomington
  • 33. Facebook Promoted PostsSource: Visit Bloomington
  • 34. Facebook Promoted PostsSource: Visit Bloomington
  • 35. FacebookCover Photo as AdvertisingSource: Bass Performance HallText can beno morethan 20%
  • 36. FacebookCover Photo as AdvertisingSource: Mari Smith
  • 37. FacebookProfile Photo as AdvertisingSource: Kyle Chamber of Commerce
  • 38. Content Is KingVisual Content Is Ruler of the World• Videos shared 12x morethan links and text postscombined• Photos are liked 2x morethan text updates• Instagram is the 2nd mostpopular app (globally)behind Facebook• Pinterest generates morereferral traffic thanGoogle+, LinkedIn, andYouTube combinedSources: HubSpot; Marketing Land
  • 39. Visit Fargo-MoorheadVisual ContentSource: Fargo-Moorhead CVB
  • 40. Visit Fargo-MoorheadVisual Content - PinterestSource: Fargo-Moorhead CVB
  • 41. Visit Fargo-MoorheadVisual Content - YouTubeSource: Fargo-Moorhead CVB
  • 42. Visit Fargo-MoorheadVisual Content - InstagramSource: Fargo-Moorhead CVB
  • 43. Savannah Craft Brew FestivaliPhone PhotosSource: Visit Savannah
  • 44. Pinterest Examples
  • 45. You May Have Seen This
  • 46. But Have You Seen This?
  • 47. Facebook &Twitter“Look at Me!”Photo: PaperNest on Flickr=
  • 48. Pinterest =“Look at This!”Photo: Transguyjay on Flickr
  • 49. • 80% of Pinterest users are women• Users spend an average of 1 hour, 17 minutes on the site• Pinterest referrals spend 70% more $$ than referrals fromnon-social channels• 43% of Pinterest users prefer to associate with a brand vsonly 24% on Facebook Source: http://socialfresh.comPhoto: droob on Flickr
  • 50. Drivesales toyourwebsite!
  • 51. See what’s been pinned fromyour website or blog!http://pinterest.com/source/AddYourURL.Here
  • 52. Pinterest for Business
  • 53. Pinterest for Business
  • 54. What Do You Want To Try?
  • 55. Follow MeLinkedin.com/in/sarahpageFacebook.com/SarahTPageConsulting@pagetxSarah Page, PrincipalSarah T. Page Consulting, LLChttp://sarahtpage.comsarah@sarahtpage.com512-914-8873
  • 56. Can I Help?Call Me!Photo: .Spartography on Flickr