Tfea session 2 advanced social media strategies

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  • I’m Sarah Page and I work for the Lower Colorado River Authority providing tourism and economic development assistance to the communities and organizations in our service area. And what XX didn’t tell you is ….
  • … I’m a geek. Who other than a geek would get their Twitter handle on a t-shirt? I love social media. I use it every day. But I also live in the real world. So I’m going to show you some things that will hopefully make using social media much easier for you.
  • I know this doesn’t seem like much, but we have a lot of ground to cover today. There will be plenty of time for Q&A at the end, but I’m also happy to field questions during the presentation if you’ve got something that just can’t wait.
  • Why should you be using social media? Well, this is why. Your audience is there.
  • 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.
  • Whatever you choose to measure should be tied back to your marketing goals. Let’s do one quick example: follow the blue text.
  • The brass in your organization will like to see how your social media efforts are impacting your bottom line. All of these examples can be tracked to a buying decision. Whether you’re tracking the number of coupons redeemed or the number of opt-ins to your SMS promotions, financial returns can be measured.
  • Sometimes money can be difficult to track. Or, you just want to augment your financial metrics with some qualitative ones. Other metrics like brand awareness and website statistics can indicate positive or negative trends in your social media presence.
  • Campaign codes = HTML code added to a link that you want to track. They are used to track specific marketing campaigns like emails, advertisements, etc.
  • One of the questions I get asked most frequently is “how much time will all this take?!” The truth is, that it does take some time. But there are some tools out there to help you cut down on the time you spend posting content and monitoring your social media channels.
  • Twitter Feed is a great little tool that can automate sharing of your blog posts to either Facebook or Twitter, or both. Just create a free account,
  • Twitter Feed makes it very easy to create an RSS feed. Just name it and copy the feed address into the second blank from your feedburner account.
  • Then just choose where you want your new blog posts to be published.
  • You can then get stats on how many times people click on your link from Facebook and from Twitter.
  • UsingHootSuite to manage your Twitter feeds and Facebook pages makes life a lot easier. HootSuite allows you to schedule tweets and Facebook posts in advance. You can do many of your tweets for the week all at once to free up time for other things while you’re at work. Just type your text in the box and click the calendar button.
  • In the calendar dialogue window that pops up, select the date and time of day you want the tweet to go out.
  • Any tweets you’ve scheduled will show up in the “Scheduled” area of the Publisher menu where you can check on its progress and even edit it.
  • HootSuite is also great for helping you monitor your brand or keywords that are relevant to your event. Here I’m pointing at several keywords I’m tracking. These are for presentations I had coming up to help me find good content to share. I’ve circled the “Searches” tab I set up. There, I track mentions of various LCRA properties, LCRA-related topics and more.
  • This is another cool (and free) service that allows you to post your content at one time and in one place, and have it sent to multiple social media channels.
  • Just type in your content and select which channels you want the message sent to.
  • If you manage Facebook pages, this tool allows you to post your content on Facebook and have it automatically sent to Twitter. Login to Facebook and open a new tab. Then go to facebook.com/twitter. Since you’re logged in, Facebook will know what pages you manage. You’ll see a list like this, and you simply click “Link to Twitter” for the ones you’d like to link. Couldn’t be easier.
  • This is a relatively new one I just stumbled upon a few months ago. HyperAlerts is a free service that will tell you when you’ve had any fan activity on your Facebook page. This feature now exists in Facebook with the new pages redesign. However, the Facebook alerts come to your email as they happen. With HyperAlerts, you can choose to receive a summary email once per day or other frequency settings.
  • After you create your account or sign in, you can add new alerts for other pages or edit the types of alerts you’re receiving for the pages you already monitor. I set up alerts on 3 of my pages. You’ll notice that I don’t want alerts for my own content on two of them. That’s because I’m the only one who posts content there – I know when I’ve done that.
  • They’ll send you an email as often as you choose to let you know what’s been happening on your page when you weren’t looking.
  • Nutshell Mail is another relatively recent find. This is a free monitoring tool from Constant Contact – the email newsletter people. This also notifies you when there’s been fan activity on your Facebook and Twitter pages, as well as activity from your friends on your personal profile.
  • You’ll receive an email with all the notifications from the previous time period.
  • You’ll see all your notifications and show you some recent posts from friends it thinks you might like. The cool thing about NutshellMail is that it allows you to RESPOND directly from the email without having to go to Facebook. Very cool.
  • Everybody knows about hashtags, right? Has anyone ever used them to follow along at a conference? A conference you’re not even attending? What about a Twitter chat? Tweetchat.com is an awesome tool that lets you monitor a hashtag in real time. Just sign in to Twitter and enter the hashtag you want to follow in the window.You’ll be taken to a “chatroom” where you can see tweets from everyone using that hashtag at that exact moment. If you tweet something, it automatically appends the hashtag to the end of your tweet.This chat is following the hashtag #coopext. However, they are promoting a Twitter chat called “#AgChat”. I participate in a chat called “#TourismChat”. Twitter chats are regularly scheduled discussions that occur over Twitter. Tourismchat has people “attend” from all over North America and several other countries. There is usually a pre-announced topic and everyone can participate. You might want to start a Twitter chat for festival organizers.
  • URL shorteners come in very handy with Twitter, where you only have 140 characters to get your point across. But you can use them on Facebook too. The cool thing about them is that you can track how many times the link you shared gets clicked, and whether the click-through came from Twitter or Facebook. So this is one way to actually account for your social media efforts.There are several other URL shorteners. HootSuite has its own called owl.ly. There’s bud.url which allows you to assign each tweet or post to a category (like food, arts, history, etc.) so that you know what category performs best. Bud.url is not free, however, and also takes a fair amount of work for each link.
  • Just type in (or copy in) your long link, and bit.ly automatically generates a shortened link for you. Down below it shows the number of clicks I was responsible for out of the total number of times that link was clicked.
  • Much like groups on LinkedIn, you can now have private groups on Facebook. This “Tourism Geeks” group is one that I belong to. It’s populated with people from all over the country who work in technology and social media in the tourism industry. We bounce ideas off each other, share work horror stories, and share interesting articles, and ask and answer each other’s questions. It’s an invaluable source of knowledge for me when I’m drawing a blank. Could you put together a group like this with festival and events people?
  • Has anyone heard of either of these two services? Anyone using them? I’m not ashamed to say that I’m addicted to both. If you’re a deal seeker, then this is for you! For businesses, it’s a great way to get rid of excess inventory, introduce a new product, get people in the door, as well as an opportunity to up sell. For people like us, it’s deeply discounted products and services that are emailed to you daily based on your location and preferences.
  • Here Downtown Nashville shares on Facebook the deal for that day. It happens to be for one of the downtown Nashville businesses.
  • Okay, hold on to your hats. If your mind hasn’t been blown by now, this section will definitely do it! Has anyone heard of Gowalla or FourSquare? Used them?These are applications you can download onto your smart phone. The apps “know” where you are based on your phone’s GPS. When you open the app, you’ll see a list of business or places nearby. You can “check in” to that place via the app.Why would you do this? For the geekiest of the geeks, it’s the game. You can earn virtual pins and badges that laud your check-in prowess. For regular geeks, it’s probably the real (not virtual) perks. On Foursquare, businesses have the ability to reward people for checking in multiple times. Think of it as a virtual “frequent flyer” program. On Gowalla, you can create virtual themed trips for your destination. Each trip has its own URL so you can link to them and promote them on your other social media channels.
  • Here’s an example of what a check-in looks like on Foursquare, and how you’ll know if there’s a special being offered.
  • Gowalla lets you set up “trips” for a destination or attraction. For large festivals, you could do this for festival venues. Most of the time, they are themed trips like this one. This is an Austin Museum Tour created by the Austin American-Statesman. There are several more listed below the fold. Once a Gowalla user has checked in to at least 3 of the locations on the trip, they can get a special badge. This is a great way to create an itinerary for travelers. Gowalla’s trips have unique URLs, so you can link to them on your website or other social media channels.
  • Gowalla and Foursquare also allow you to let your friends know where you are. You can do that through the application itself (on your smart phone), or you can tweet it or share it on Facebook.
  • QR stands for “quick response”. A QR Code is a 2 dimensional bar code that can be read with a special app on a smart phone. They are usually linked to a URL to get more information on something. They give consumers a reason to interact with offline objects. They allow those offline or static objects to become dynamic and interactive. There are lots of uses for them in the festivals and events world.
  • Creating a QR Code couldn’t be easier. If you Google “QR Code generator”, probably the first 10 or so listings will work just fine. This one – QRStuff.com not only generates the code, it connects you to other sites where you can make things with your code (like t-shirts).

Transcript

  • 1. Advanced Social Media Strategies
    2011TFEA Conference & Trade Show
    Anchors Aweigh!
    July 8, 2011
  • 2. About Me
  • 3. About Me
    GEEK ALERT!!
  • 4. Today We’ll Cover …
    Social media strategy
    Social media measurement
    Festival case studies
    New tools to try
  • 5. Social Media User Statistics
    Sources: http://www.facebook.com/press/info.php?statistics;
    http://www.observer.com/2011/media/foursquare-user-no-6000000-signs;
    http://blog.hubspot.com;
    http://www.digitalbuzzblog.com/infographic-facebook-vs-twitter-demographics-2010-2011/
  • 6.
    Authenticity, honest, and personal voice underlie much of what’s successful on the Web.
    • Rick Levine
    Co-Author The Cluetrain Manifesto
  • 7. Social Media Strategy
    Photo: davidkjelkerud
  • 8. First, Some Questions
    Can you describe your event?
    What are your goals?
    Generate sales
    Brand enthusiasm
    Loyalty
    What is your relationship with your audience?
    Awareness
    Interest
    Action
    Advocacy
    Source: Jay Baer (http://convinceandconvert.com)
  • 9. First, Some Questions
    How does your audience use social media?
    Who will be your community managers?
    What social media platforms will you use? (Hint: Where is your audience?)
    How will you be human (what is your “voice”)?
    How will you know when/if you’re successful?
    Source: Jay Baer (http://convinceandconvert.com)
  • 10. Remember!
    Social media is not
    an island.
    Photo: lisbokt
  • 11. 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 feedback
    Source: The Potluck Guide To Social Media Strategy
  • 12.
    Good-bye, Broadcast. Hello, Conversation.
    • Shel Israel
    Co-Author of Naked Conversations
  • 13. Measurement
    Photo: Svenneman
  • 14. The Measurment Hierarchy
    Goal >>> Objectives >>> Strategies >>> Tactics
    Goal: To increase the brand footprint of the Brown-Eyed Girl Festival through participation in social media.
    Objectives:
    Increase ticket sales by 15% in the first month.
    Establish a Facebook fan page with 500 fans before the festival start date.
    Strategies:
    Design a SMS (texting) promotion.
    Offer “insider perks” discounts to Facebook fans.
    Tactics:
    Run spots on cable TV with “text to win” messaging.
    Offer promo code in a “thank you” text message for discounted tickets.
    Source: Brass Tack Thinking (http://www.brasstackthinking.com)
  • 15. So What Can You Measure?
    Financial return
    Conversions via unique links
    Sales via social media promo codes
    Social media-specific coupon redemption (e.g. Groupon, Living Social, etc.)
    Total coupon downloads (signals interest/intent to buy)
    Reduced per-call customer service costs
    Decreased customer attrition rate
    Cost per dollar raised
    Source: Brass Tack Thinking (http://www.brasstackthinking.com)
  • 16. So What Can You Measure?
    Value, Awareness, Customer Satisfaction
    Increase positive sentiment over time
    Overall brand awareness across social media channels (via mentions)
    Number of referrals or recommendations
    Positive trends on key website stats (e.g. unique visitors, time on site, downloads, etc.)
    Increased lead generation through social media
    Clicks on shortened, unique links
    Source: Brass Tack Thinking (http://www.brasstackthinking.com)
  • 17. Um … okay. How?
    Google Analytics: http://www.google.com/analytics
    Campaign codes
    URL shorteners
    Bit.ly
    Owl.ly
    Is.gd
    BudURL
    Incoming links
    http://backtweets.com
    Facebook & Twitter
    Facebook Insights
    http://klout.com
    http://twittergrader.com
    http://addictomatic.com
    http://socialmention.com
    What do you do?
  • 18.
    Companies need connections to their markets to create long-term loyalty.
    • Charlene Li & Josh Bernoff
    Authors of Groundswell
  • 19. Time-Saving Toolsand Helpful Utilities
    Photo: brandi666
  • 20. RSS Feeds – Feedburner.google.com
  • 21. RSS Feeds – TwitterFeed.com
  • 22. RSS Feeds – TwitterFeed.com
  • 23. RSS Feeds – TwitterFeed.com
  • 24. RSS Feeds – TwitterFeed.com
  • 25. HootSuite – Schedule Posts
  • 26. HootSuite – Schedule Posts
  • 27. HootSuite – Schedule Posts
  • 28. HootSuite – Monitoring
  • 29. Ping.fm
  • 30. Ping.fm
  • 31. Facebook to Twitter
  • 32. Hyper Alerts
  • 33. Hyper Alerts
  • 34. Hyper Alerts
  • 35. Nutshell Mail
  • 36. Nutshell Mail
  • 37. Nutshell Mail
  • 38. Twitter Chats with TweetChat
  • 39. URL Shorteners – Bit.ly
  • 40. URL Shorteners – Bit.ly
  • 41. Facebook Groups = Crowdsourcing
  • 42.
    Twitter is not a technology. It’s a conversation. And it’s happening with or without you.
    • Charlene Li
    Co-Author of Groundswell
  • 43. New Things To Try
  • 44. Social Couponing
  • 45. Social Couponing
  • 46. Location-based Apps
  • 47. Location-based Apps
  • 48. Location-based Apps
  • 49. Location-based Apps
  • 50. Location-based Apps
  • 51. QR Codes
  • 52. Why Use QR Codes?
    Consumers don’t have to type or text
    Engage consumers on the go, on THEIR terms
    Drive them to mobile commerce sites, and digital experiences
    Provide quick access to useful (RELEVANT) information
    Costs nothing to produce a QR Code
    Source: Tim Hayden (http://www.44doors.com)
  • 53. QR Codes
  • 54. QR Codes
  • 55.
    Make the customer the hero of your story.
    • Ann Handley
    Chief Content Officer
    MarketingProfs
  • 56. Festival Case Studies
    Photo: betta design
  • 57. Savannah Craft Brew Fest
    September 2-4, 2011
    Savannah, GA
  • 58. Savannah Craft Brew Fest
    Goals
    Increase awareness of the event
    Drive ticket sales
    Why social media?
    To generate interest & excitement about the festival
    To aid in contests & ticket giveaways
    To stay in touch with attendees
    Source: Savannah Craft Brew Fest/Amy Brock
  • 59. Savannah Craft Brew Fest
    Marketing Mix
    Traditional advertising
    Public relations
    Social media
    Twitter
    Facebook
    Flickr
    Source: Savannah Craft Brew Fest/Amy Brock
  • 60. Savannah Craft Brew Fest
    Results
    Festival attendance > 5000 people
    Facebook fans = 2,471 (up 116.6% since ‘09)
    Twitter followers = 1,704 (up 138.7% since ’09
    Fans and followers are highly engaged year-round.
    Source: Savannah Craft Brew Fest/Amy Brock
  • 61. Savannah Craft Brew Fest
    Before the festival:
  • 62. Savannah Craft Brew Fest
    Before the festival:
  • 63. Savannah Craft Brew Fest
    During the festival:
  • 64. Savannah Craft Brew Fest
    During the festival:
  • 65. Savannah Craft Brew Fest
    After the festival:
  • 66. Savannah Craft Brew Fest
    After the festival:
  • 67. Smithville Music Festival
    October 22, 2011
    Smithville, TX
  • 68. Smithville Music Festival
    Goals
    Get people through the gate
    Make a profit
    Photo: gordonflood.com
    Source: Smithville Music Festival/James Breeden
  • 69. Smithville Music Festival
    Marketing mix
    Traditional advertising
    Public/media relations
    Social media
    Facebook
    Twitter
    Source: Smithville Music Festival/James Breeden
  • 70. Smithville Music Festival
    Results
    Festival success (1st year):
    Pre-event = < 30 tickets sold, $5k debt
    Post-event = event paid for itself & generated $5k profit for fund-raiser
    Facebook fans: From 200 (pre-event) to 405 (post-event); 682 in 2011 (241% increase)
    Twitter followers = 20; 58 in 2011 (190% increase)
    Source: Smithville Music Festival/James Breeden
  • 71. Smithville Music Festival
    Plans for the next festival
    Start promoting (with social media) earlier
    pre-sale tickets and packages
    “Tweet to Win” & “Fan to Win” ticket giveaways
    Use photos during the event to generate fan involvement
    YouTube videos
    Hashtags (ex: #SMF11)
    Use “live-tweeters” during the event
    Source: Smithville Music Festival/James Breeden
  • 72.
  • 73. Smithville Music Festival
    Before the festival:
  • 74. Smithville Music Festival
    During the festival:
  • 75. Smithville Music Festival
    After the festival:
  • 76.
    Bring the best of your authentic self to every opportunity.
    • John Jantsch
    Author of Duct Tape Marketing
  • 77. Questions?
    Old School:
    • Phone – 512.473.3513
    • 78. E-mail – sarah.page@lcra.org
    New School:
    • Twitter - @ColoradoRiverTr(work), @pagetx(personal)
    • 79. Facebook – facebook.com/ColoradoRiverTrail
    • 80. Flickr – flickr.com/groups/ColoradoRiverTrail
    • 81. Foursquare – foursquare.com/pagetx
    • 82. Gowalla – gowalla.com/users/pagetx (personal), gowalla.com/users/ColoradoRiverTrail (work)
    • 83. Delicious – delicious.com/pagetx
    • 84. Slideshare – slideshare.net/pagetx