Social Media 101
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Social Media 101

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Presentation on social media strategy, messaging, tactics & measurement to the Flagstaff CVB 4.9.09.

Presentation on social media strategy, messaging, tactics & measurement to the Flagstaff CVB 4.9.09.

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  • 1. Flagstaff Convention & Visitors Bureau Social Media 101 April 9, 2009
  • 2. Chris Sietsema Directory of Interactive Marketing
  • 3. Social Media & The Brand
    • Your brand is your baby, but it has a life of its own.
  • 4. Why Social Media
    • 93% of Americans believe a company should have a social media presence
    • 85% believe a company should be active with customers in social media
    • 56% feel a stronger connection with companies they interact with in social media
    • Cone research of 1000+ Americans. September, 2008
  • 5. Why Social Media
    • Marketing
    • Uses Targeting to Convince
    • Conversation
    • Uses Human Engagement to Drive Brand Preference & Loyalty
  • 6. Social Media In Action
    • Reputation Management
      • Understand how your business is being positioned to the public
    • Proactive Customer Service
      • Deal with issues in real time for the world to see
    • Audience Engagement
      • Identify & reward brand champions and raving fans
  • 7. Real World Examples an absolute horrible stay. staff was consistently rude saying “NO” was a constant occurrence concierge’s directions sent us all in the wrong directions building needs major touchup staff really needs some training
  • 8. Real World Examples
  • 9. Real World Examples
  • 10. Listening
    • Active Research
    • Simple monitoring on your own
    • Google Alerts
    • Keyword Based
    • Emails news / updates as they happen
    • More Sophisticated Tools
    • A 30-Day Rear View
    • Blogs, Micro-Blogs, Forums, Photos, Videos
    • Facebook & MySpace are Walled Gardens
  • 11. Listening
  • 12. Listening
    • Implications
    John Q. Customer
  • 13. Listening
    • Implications
  • 14. Listening
    • Implications
  • 15. Messaging
    • What to Say
    • Have Core Messages in Tact
    • Identify Cues that will Resonate
    • What Makes You Different / Better?
    • Reminders
    • Your Use of Language Defines You
    • Reply to Messages Sent to You
    • “ If you don’t have anything nice to say, don’t say anything at all.”
    My mom (and probably yours too)
  • 16. Messaging
    • How to Say It:
    • Be Transparent
    • Provide Information that Breeds Action
    • Embrace Regular Posting Schedules, Be Engaged
    • Accentuate the Positive
    • How NOT to Say It:
    • Sell as Opposed to Educate
    • Be Unresponsive
    • Script Your Responses
    • Keep Negative Conversations Going
  • 17. Messaging
    • Negative Review, Now What?
    • Allows you to respond
      • The Misguided, The Unhappy and the Whackos
      • Sorry for their experience
      • Here’s how we’re improving
      • Take it offline if possible
    • Allows your fans to respond (even better)
    • Validates other positive reviews – shows they are real, unbiased
  • 18. Home Base vs. Outposts
  • 19. Social Media Venues
  • 20. Facebook
    • Facebook Opportunities
      • Promote Events
      • Feature Specials & Programs
      • Communicate with Visitors
      • Share & Elicit Content
    • 175 million active user base
    • 52,500,000 in the United States
    • The fastest growing demographic: 35 years old and older
      • http://www.facebook.com/press/info.php?statistics
  • 21. Social Media Venues
    • Facebook vs. MySpace
  • 22. Facebook
  • 23. Facebook 60 Fans  1019 Fans in 3 weeks
  • 24. Facebook
  • 25. Facebook
  • 26. Twitter
    • Recommended Uses
      • Gain Valuable Feedback
      • List Events, Programs, Updates
      • Provide Real Time Customer Service
      • Submit TwitPic Photos & Host “Tweet Ups”
  • 27. Twitter
  • 28. Twitter
  • 29. Twitter
  • 30. Twitter
  • 31. YouTube
    • Recommended Uses
      • Create a Channel
      • Feature Interesting Video Content
        • Event Footage
        • Interviews with Staff
        • Commercial Videos
        • User Generated Content
      • Imbed Video on Your Site
        • Compliment Text Content
        • Event Landing Pages
    • Monitor Reputation
  • 32. YouTube
  • 33. Flickr
    • Flickr
      • Share & Elicit Photos
      • Interact with Amateur Photogs
      • Post Photo Streams
      • Use Flickr Content / Sets as Web Site Galleries
      • Photo Contests
  • 34.
    • Monitoring & Response
    Hospitality/ Tourism Social Media Venues
  • 35. Trip Advisor
  • 36. Yelp
  • 37. Social Media Venues
    • Other Important Social Media Venues
      • MySpace
      • Blogging
      • BrightKite
      • StumbleUpon
      • Digg
      • LinkedIn
      • Event Sites
  • 38. Creative Engagement
    • 100 Web Savvy People
    • Keys, Gas, Insurance for 6 mos.
    • YouTube, Flickr, Twitter
    • No Policing by Ford
  • 39. Time & Resources
    • Time
      • Internal Operators for monitoring, reaction and engagement
      • Based on Seasonality
      • Time investment can grow based on level of audience involvement
    • Tools
      • Web Site Analytics
      • Alerts and/or Social Media Monitoring Software
  • 40. Measurement
    • Activity
      • Followers / Fans
      • Comments, Posts, Mentions
      • Sentiment
    • Site Traffic
      • Overall Site Traffic
      • Specific Pages
      • Spikes with Social Media Posts
    • Real ROI
      • New Guests
      • Return Visits
  • 41. Next Steps
    • Recommended
      • Clarify Your Existing Social Media Presence/Status
      • Confirm Core Messages & Communication Guidelines
      • Define / Assign Internal Resources & Roles
    • For Your Consideration
      • Create Social Media Profiles
      • Develop Posting Schedule & Checklist
      • Setup Social Media Monitoring Account
      • Venture into the Great Wide Open
  • 42. Questions? Chris Sietsema Director, Interactive Marketing [email_address] 480.505.4529 linkedin.com/in/sietsema