Hands up activity.Handouts: Social media myths & tipsSocial media glossary
Social media is the venue for all the message and information you want to share about your destination or business.
After the video:Social media is here to stay. The various tools might change – and probably will – but the idea of user-generated content & direct interaction with customers isn’t going away.
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
Social media is a tool just like any other type of marketing or public relations outreach. It’s not meant to replace what you’re already doing – merely to complement it. So it’s important to bring it in to your overall marketing and PR strategy.
Handout:Twitter Like a Chamber Luncheon
Handouts:Blogging IdeasSources for Blog Topics
Handout:Ways to Use Twitter
Google Alerts will pick up any web-based content related to the search terms you specify. It will present you with alerts when your search term (or keyword) is mentioned on a website, blog, Facebook post, video, etc.
Provide value >>> that way, you’re not always marketing TO them, you’re being helpful.
70% = whatever news or information your followers/customers most want to hear about. It can be links to articles or blog posts, tips, info on national trends, etc. It’s sharing information that benefits them, not you.20% = is the back and forth conversation: answering questions, asking questions, or just chatting about topics of mutual interest. This is the part where you show you’re listening and can respond as a human being, not as “big company”. For a good example of this, look at how well Southwest Airlines (@SouthwestAir) does this on Twitter.10% = After all the great interaction and sharing of information, you deserve to toot your own horn a little bit. Go ahead, you’ve earned it! Plus, you won’t come across as being spammy or entirely self-promotional. Talk about your business, recent accolades, links to articles about you, promote an event or a blog post, etc.
Handout: United Linen Social Media Story
Handout: Promise Pizza Social Media Story
Social Media Strategies for Small Businesses
Social Media Strategies for Small Businesses<br />April 7, 2010<br />
Social media isn’t a conversation. <br />It’s where the conversation takes place.<br />
Think Social Media Is a Fad?<br />It’s a Revolution!<br />
Benefits of Social Media<br />It’s FREE!<br />Builds deeper relationships<br />Increases brand awareness <br />Broadens your network<br />Helps SEO<br />Increases website traffic<br />Can help reach journalists/media<br />Empowers fans to be viral ambassadors for your brand<br />Source: Social Media for Tourism Pros<br />
Basic Social Media Strategy<br />Incorporate into existing marketing & PR plans<br />Listen to the conversation<br />Review and analyze what you learn<br />Engage if and when it makes sense<br />Monitor and adjust<br />Measure results<br />Source: Social Media for Tourism Pros<br />
Social Media = Biz Cocktail Party<br />Business cocktail party<br />Meet people and start conversations<br />Answer questions and help others<br />Ask questions and trust others’ advice<br />Social media<br />Become a member of the “community”<br />Add value to the community<br />Ask and answer questions<br />More effective than live cocktail parties<br />No boundaries of time or space<br />Other people can listen in easily<br />Source: HubSpot<br />
Common Social Media Platforms<br />Facebook, Blogs, & Twitter<br />
What Is Facebook?<br />A social networking service that allows users to connect to friends and colleagues<br />Post updates. Share links, photos, and videos<br />Can comment on others’ activity<br />Well over 250 million active users<br />Fastest growing demographic is 35 years old and up <br />Over 8 million users become fans of pages each day<br />Remember: Personal profiles are for people, not businesses. Develop a fan page instead.<br />Facebook<br />
Facebook Benefits to Biz<br />Low cost<br />Engage with fans of your business page<br />Fans receive your updates and can upload comments, photos, and video<br />When fans engage you on your page, their activity shows up in their friends’ streams<br />This can prompt others to check out your page and your business!<br />Facebook<br />
Facebook Benefits to Biz<br />Can incorporate content from other social media platforms<br />Ex: blog posts, updates from Twitter, pictures from Flickr, videos from YouTube, etc.<br />Targeted advertising opportunities (cheap too!)<br />Facebook<br />
What Is a Blog?<br />Online journals with entries (or posts) in reverse chronological order<br />Readers can leave comments for the author on blog posts<br />Readers and author can interact via these comments<br />A place to store detailed information/content about your business<br />Link to this content from Facebook & Twitter<br />Blogs<br />
Blog Benefits for Biz<br />Low cost<br />Increased website traffic<br />Increased credibility and trust<br />Increased profits<br />Engage in casual dialogue with customers<br />Increased visibility in search rankings<br />Be seen as an expert<br />Blogs<br />
What Is Twitter?<br />Free social networking and micro-blogging site that allows users to send and read messages known as “tweets”<br />Tweets can have no more than 140 characters & are delivered to the author’s subscribers, known as “followers”<br />44 million + users<br />72.5% joined during the first half of 2009<br />Twitter<br />
What Is Twitter?<br />Screenshot of Twitter business profile page<br />
Twitter Benefits for Biz<br />Low cost<br />Speed of feedback<br />Potential reach of message<br />Customer engagement/service<br />Track what people are saying about your business<br />Create buzz around upcoming events<br />Promote your business and other content you create<br />Twitter<br />
Facebook Setup<br />Login to your personal Facebook page<br />Click on “Advertising” at the very bottom right of the page<br />Click on “Pages”<br />Click on “Create Page” button<br />Choose a Page Category & Name<br />
Facebook Setup (cont’d)<br />Complete detailed information<br />Upload a photo or logo<br />Write a brief bio/description<br />Address, phone number, website, hours, etc.<br />Click “Publish”<br />Viola!<br />
Facebook Setup: Next Steps<br />Enter some content<br />Add a status update<br />Link to a great article about your biz<br />Create an event<br />Upload some photos<br />
Facebook Setup: Next Steps<br />Promote your page<br />Update your personal status with a link to your new page – hit up your friends<br />Become a Fan of other local/related pages<br />Include links in your E-mail signature, on your website, in E-newsletters<br />
Twitter Setup<br />Go to http://twitter.com<br />Click on the “Join the Conversation” button<br />Create a username and password<br />Add an E-mail address<br />Type in the security code<br />Click on “I accept, Create my Account”<br />
Twitter Setup (cont’d)<br />Click on “Settings” at the top right<br />Account Settings: <br />Select English and Central Time Zone<br />DO NOT protect your tweets<br />Profile Settings:<br />Upload a profile photo<br />Enter real name/business name<br />Enter actual location (Ex: Elgin, TX)<br />Enter website URL<br />Enter bio – VERY IMPORTANT<br />
Twitter Setup (cont’d)<br />Click on “Design” at the top right<br />Choose a background or upload a new image<br />Viola!<br />
Twitter Setup: Next Steps<br />Enter some content (140 characters)<br />Tell the world you’re on Twitter!<br />Link to an interesting article related to your business<br />Use a URL shortener like http://bit.ly to save space<br />Talk about an upcoming event, sale, a new product/service<br />Look for interesting people/organizations to follow <br />Click on “Find People” at the top right<br />Search by name, username & location<br />
Twitter Setup: Next Steps<br />Promote your page<br />Update your Facebook status with a link to your new page – hit up your friends<br />Become a follower of other local/related people/businesses<br />Include links in your E-mail signature, on your website, in E-newsletters<br />Set up HootSuite (www.hootsuite.com)<br />Select columns to display<br />
Blog Setup<br />Go to http://www.blogger.com.<br />Click on the orange “Create a Blog” button.<br />Create a Google account, or sign in using your existing Google account.<br />Name your blog.<br />Choose a template.<br />Start blogging!<br />
How To “Listen”<br />Go to http://www.google.com/alerts.<br />Sign into your Google account.<br />Enter your search term, set the frequency and method of alert delivery.<br />Use quotes when searching for specific keywords, names or terms.<br />Select “Comprehensive” for alert type.<br />Check your E-mail for your alert.<br />Google Alerts<br />
How To “Listen”<br />Click on the “+ Add Column” button above your columns.<br />Select the “Search” tab and type in your search term (keyword) in the blank.<br />Use quotes.<br />Your new column will appear at the end of your existing columns.<br />Watch it populate with tweets!<br />HootSuite<br />
So What Do I Say?<br />Customer FAQs<br />Tutorials<br />Company news<br />Events you’re attending<br />Your own content<br />Content from others<br />Observations<br />What you’re reading or watching<br />
Rules of Engagement<br />Listen more than you talk<br />Remember: It’s about them, not you.<br />Always “listen” and interact/engage<br />Provide value far beyond your particular site or service<br />Source: Social Media for Tourism Pros<br />
Formula for Success<br />70 20 10<br />Source: Social Media for Tourism Pros<br />
Formula for Success<br />70 20 10<br />70% of content = value-added, audience-based & not about you at all<br />20% of content = spontaneous interaction with followers, fans, or friends<br />10% of content = unabashed self-promotion<br />Source: Social Media for Tourism Pros<br />
The Unplanned<br />Social media is a quick, easy way to react to unplanned events<br />Affords the ability to react (in minutes) to hot topics<br />Examples: <br />US Airways/Hudson River incident<br />Ft. Hood shootings<br />Source: Visit Baltimore Social Media Presentation<br />
The Unplanned<br />Establish social media channels before a crisis.<br />Build your relationships and credibility before you need to use them<br />Lesson<br />Source: Southwest Airlines/Paula Berg<br />
United Linen<br />Family owned and operated company in Bartlesville, OK<br />Founded in 1936 as a personal laundry and dry cleaning business<br />Sells linens, uniforms, and restaurant supplies to other businesses<br />Focus on customer service and empower all employees to deliver it<br />Measurement<br />
Promise Pizza<br />Founded in early 2009 in Round Rock, TX<br />Locally-owned small restaurant<br />Key Goals:<br />Social responsibility<br />Better product<br />Tasty pizza<br />Community-minded<br />