Social Media TANM Research Conference Clovis, NM R. A. Burrell, Principal Internet Honey
Social Media Why Do I Care?
Goal: Use Social Media as one of your strongest marketing efforts to:
Reach your target audience
Engage your target audience
Convert your target audience
We'll also cover how to measure your success.
The Magic Formula: Content Conversation Conversion
Content Everyone has something unique and wonderful to share
Content Content A great thing to remember in Social Media is that the content you provide is more about the consumer than your product. There is a reason Facebook has like buttons and the ability to comment, versus a website of straight information. Social Media wants the interaction, the consumer wants a voice, so you need to provide content that allows and fosters that. It's about people.
Content Content The best way for interaction to happen is to provide the three basic forms of content: Articles (stories, press releases, news, etc.), Events and Conversational (asking questions, posting to comments, etc.). These basics will help you have a well balanced interactive stream for people to engage in and provide them with the information needed to convert on your product.
Content State vs City (Large Audience vs Smaller Audience) If you are a state agency or a larger business, you will most likely not only represent yourself on Facebook but you will also represent the cities and/or members that your company encompasses. Your content will need to reflect this as well. You will need your content and the content from the members, the information provided to the audience should cover all aspects of your audience (which will be extremely diverse and a mixed demographic). Larger audiences (i.e. 30,000 fans vs 1,000) will have some statistical differences; your feedback percentages will be lower and the fluctuation in your insights will be greater.
Content For smaller cities or businesses, you can focus on what you provide. You are the brand advocate and will represent everything that you have available to a visitor/customer. Your audience is most likely more focused and you have a greater understanding of your demographic. Seasonality might play a role in when you receive new fans, depending on what type of product you offer or when/if you have a slow season.
Content State vs City (Large Audience vs Smaller Audience) When approaching your Facebook page you must consider who you are and the reach that you will receive on Facebook. The bigger your audience the more diverse information you will need to supply and the more politics you are likely to run into. With smaller your audience you can be focused on your product.
Content Why would someone come to ________? 1. It’s the most _____ 2. We have _______ 3. Did you know _______ 4. It costs $$ ______ 5. Heritage? 6. Eco?
Content Dear R. A., We found your ________ on youtube.com and thought it was wonderful. We would like to share it on our site www.honey.travel. Can we have permission? Do you have any other videos? Sincerely, Mary Hansen
Content: Best Practices
Plan Your Communications
Plan Your Team
Create Social Media
Content: Best Practices
Comment on Others
Content: Best Practices
Check Your Page
Check Upstream Providers
Content Deals going through NMTD.
Plan your Content
- Facebook Page (not Profile)
- Twitter Account
Organize your team
Conversation It's about people.
Conversation Reach: Where/How You Post Dictates Reach Wall Post Friend Admin
Conversation Friend Post and Like (100s)
Conversation Wall Post: Seen By Page Visitors (Dozens) Until Rolls Off
Conversation Admin Post Seen By Fans (10,000s) When They Login
Conversation A person posted this on Colorado's Wall:
Conversation The admin. linked here:
Conversation It's got an Ad for Skiing. Cripple Creek doesn't have skiing.
Conversation So, we posted the URL for the City's website. Then she contacted City personnel to set it up.
So, we posted the URL for the City's website.
What should have been posted are:
Invitation to come to the City
Get the Mayor involved
Give a Special for Birthdays and convert that into CRM then Send a planning email the month before
Conversation Spam. It Happens.
Conversation Negativity. It Happens. Your Brand Advocates will handle it, let them. If they don't, delete it. But don't let it linger. Ignore the Ignorant.
Conversation Wall Posts, low reach. So, the damage is contained. Post over it> The same Wall 10 minutes later:
Conversation Clovis Restaurant.
Hi Reg, do you have other photos you can share with us?
Map of where they are on your page
Reg Larkin had these photos, does anyone have
The Power of Like (1:140)
Alan Liked it
I saw it on my Wall
What's Fox Hollow?
Twitter New Layout: Wider
Twitter Better Profile ID behind @user
Twitter Hey, it's a Person.
Twitter Follow partners, members, state and ReTweet valid content from your page. Don't re-tweet more than 50%.
Create discipline for monitoring
Train team members responsible
3. Follow Up
Conversion It's not enough to Like me.
What Behavior do you want to create?
Newsletter Sign Up
Sweeps 1,000 in 24 hours
Measurement Insights - if you don't know how to read them, or that they exist, learn. They are one of the best measurement tools for Facebook. And don't forget tracking urls on posts, being able to prove social media is enhancing your efforts is important to report.
Measurement Likes, Fans
Measurement Interactions: Link to Google Analytics or bit.ly links
Measurement The details provide some of the best insights of all. None of the resorts picked up on this post.
Honey Performance Index How to measure performance for all marketing efforts including Social Media.
Honey Performance Index How to measure performance for all Behaviors.
Conclusion Thank You. For copies and notes email me, firstname.lastname@example.org